Passenger flow blowout
The holiday season has led to a surge in restaurant business
Looking forward to the approaching May Day, the restaurant owners who have carried the business trough in March and April are looking forward to the arrival of the Golden Week of business.
First, the night economy has returned, and the catering business has entered an explosive period, with popular summer categories with strong social attributes such as barbecue, crayfish, tea, and hot pot once again on the top of the food stream. According to CCTV financial public data, the market size of night tours in mainland China will reach 1.57 trillion yuan in 2023, and the post-90s and post-00s generations will become the main consumer groups of the night economy. Douyin life service data shows that since March 25, the sales of group purchase products related to crayfish restaurants on the platform have surged by 13 times year-on-year, and the sales of outdoor barbecue-related goods have increased by more than 11 times year-on-year.
In the past Qingming holiday, the wave of night-time economy has begun, and the catering business has begun to heat up. For example, Haidilao's more than 1,300 stores received an average of more than 1.7 million customers per day, and nearly 1.8 million customers on the first day of the Qingming holiday, a year-on-year increase of more than 35%;
Second, the demand for catering consumption is strong, and the policy is oriented to the development of multi-format scenarios. According to the National Bureau of Statistics, in the first quarter of 2024, the national catering revenue will be 1,344.5 billion yuan, a year-on-year increase of 10.8%, and in 2023, the national catering revenue will exceed the 5 trillion mark for the first time. 9 departments have promoted 22 measures to promote the high-quality development of the catering industry, proposing to cultivate a number of Chinese food blocks, and guiding local development of community catering, local specialty catering, rural leisure catering and other formats, which has also directly driven the recovery of catering consumption and the confidence of merchants.
Third, the popularity of the dinner scene has risen, and the demand for destination catering has swelled. Ctrip platform shows that the popularity of tourist destinations in the sinking market continues, Tianshui, Xuzhou, Zibo, Hefei, Nanchang, etc. have become the cities with the fastest growth rate of hotel bookings during the May Day holiday. Among the reasons for the popularity of Tianshui City, college students have played a great role in promoting, and as the backbone of market consumption, there is no shortage of miracles again.
During the Qingming holiday, the popular "small city" tourism represented by Zibo and Tianshui has set off an explosion of catering potential. Zibo barbecue turned red again, and the daily passenger flow of the eight major bureaus during the Qingming period was as high as 100,000 people, and the flow was limited at 8:30 in the morning. "Under normal circumstances, the daily reception capacity of the store is 3,000 people, but now the customer flow is more than 30,000 at night, and about 80,000 strings a day. A barbecue restaurant owner in Zibo said. The new town of Tianshui has received more than 650,000 tourists in the first two days of the Qingming holiday.
However, in the face of the influx of customers, are restaurateurs really ready?
In less than 7 days, restaurant owners still need to take quick action to take the lead in seizing the node outbreak and traffic advantages, and play brand potential.
How to seize the "festival" marketing of beautiful steamed shrimp?
The first live broadcast of the year brought 20 million+ GMV
In the era when traffic is king, the catering industry needs both "flow" and "retention".
In the process of grabbing traffic, F&B brands are beginning to realize the importance of marketing. As the advantages of short videos and live broadcasts to attract traffic are highlighted, those catering brands that are ambitious and strive to become chains and scales have established brand barriers through short videos and live broadcasts. After Tianshui Malatang became popular, many Malatang merchants poured into the live broadcast room to sell products or teach Malatang production teaching.
This shows that in the peak season of catering business, in the face of fierce traffic competition, only by taking the lead in layout can we win in the competition.
In Wuhan, a hero city, crayfish is the representative of the city's food business card, and Liangliang steamed shrimp is a crayfish brand with a history of 12 years.
Not long ago, the live broadcast of the 2024 Douyin debut of Liangliang Steamed Shrimp came to an end, with a total of 20 million + GMV results, 10 million + exposures in the live broadcast, and #当湖北非遗遇上小龙虾#话题实现542万次播放.
According to the boss of Liangliang Steamed Shrimp, Liangliang has about 4 live broadcast plans every year, and the core rhythm of the live broadcast is divided into three steps: 1. Short video warm-up to enhance brand activity before the live broadcast starts; 2. Start a creative live broadcast 3. Search for products.
◎ Beautiful steamed shrimp live broadcast preview and search product special
"The early warm-up of short videos is very important, because this is the key brand creative content creation that must be carried out before each big live broadcast, and the content node is generally planned a year in advance. The 2024 premiere that we just ended adopted a short video to warm up the topic #When Hubei Intangible Cultural Heritage Meets Crayfish#, this core idea comes from one of our pop-up theme stores, located in the 9-story beautiful steamed shrimp store in Wansongyuan Food Street, a landmark food block in Wuhan, this store's theme this year is to promote Hubei culture and launch an intangible cultural heritage theme store, our replica of the intangible cultural heritage museum miniature, the store has added elements such as intangible cultural heritage opera, intangible cultural heritage Hubei drums, and intangible cultural heritage repertoire performances.
Through social platforms, Nei Sanjun found that as soon as the Liangliang Steamed Shrimp theme store was launched in early March, it immediately attracted many food bloggers and Internet celebrities to check in to the store, and continued publicity and exposure, driving many foreign tourists and local diners to experience the store.
After the foreshadowing reaches a certain volume in the current period, it means that the live broadcast of Liangliang steamed shrimp is about to begin, "Xu Ning, the intangible cultural heritage inheritor of Hubei drum, parachuted into our live broadcast room and performed an intangible cultural heritage Hubei drum, which not only conveys Hubei food culture to everyone, increases brand exposure, but also feels Hubei intangible cultural heritage, which is a feeling and pride as a native Wuhan brand." He mentioned.
Not only that, talking about the impact of short videos on the new store, he said frankly that in March this year, a main product was [aquatic theme] In the early stage, the new store invited 300 experts to visit the store, and shot exquisite store exploration videos, created traffic gathering through video matrix topics, and then used the flexible investment and other functions of a huge amount of local push to push to the accurate customer group of 3 kilometers nearby, in just a few days, the number of new store arrivals exceeded 20,000+, the store queued up more than 400 tables per day, the GMV of one hour exceeded 50,000 in one hour, and the store exposure exceeded 5 million times.
You must know that the core user group of the Douyin platform is young people, 95% of whom are young people aged 18-35, who like to share and watch interesting short videos, and focus on getting information in a short time, so interesting and fresh short videos can reach them.
The growth of the live broadcast performance of Liangliang steamed shrimp is endorsed by its own brand effect, and it also seized the time node outbreak period, and at the same time continued to build momentum for the brand through short videos and live broadcasts. It's just that although short videos have increasingly become a marketing means for catering businesses, in order to really make popular videos that cover a wide range of platform users, there is a more accurate way to complete the node outbreak behind it, which is worthy of the attention of restaurant owners.
It is understood that this is the software of the huge engine, which is a one-stop marketing platform for Douyin life services, providing merchants with advertising capabilities. Through the three marketing goals of short video to promote stores, short videos to promote products, and live broadcast to promote products, it helps stores to obtain customers, group purchase orders, Douyin accounts and other marketing purposes, so as to achieve customer flow increase and business growth.
Specifically, merchants hang group purchase packages in the daily short videos updated on the Douyin platform, and accurately reach customers 3-6 kilometers around the store geographically through a huge amount of local push, thereby increasing the conversion of group purchases into orders, and can also attract customers to the store. At the same time, in the live broadcast scenario, the huge amount of local push can also help the number of people and GMV in the live broadcast room to a higher level.
There are only 7 days left until May Day!!
The restaurant owner should hurry up and make arrangements
With less than 7 days to go before the May Day Golden Week, what should catering businesses do in the empowerment of a huge number of local promotions?
The first step is to warm up the short video, and do massive content promotion 7-14 days before May Day. For example, if a merchant shares an interesting short video on the Douyin platform to reach consumers, or if it wants to quickly achieve the exposure effect, the store can invite a large number of food experts to enter the store to check in, and then the influencers can pass on the short video to people for planting, pass on the live broadcast preview of the merchant in the node field, and launch more preferential package group purchase coupons to attract customers to enter the store to check in, so as to do a good job in the information coverage and effective dissemination of the merchant before the live broadcast.
In the second step, merchants need to conduct normalized live broadcasts of different emotions and scenarios. For example, merchants can broadcast live for two hours a day, the content of the live broadcast is free and arbitrary, shooting the store environment, dining scenes, etc., the core value of normalized live broadcast lies in the test goal, such as testing people's reactions to product categories, space scenes or live broadcast styles through different live broadcast content, in which merchants continue to optimize and update package categories in the normalized live broadcast, and test more popular package links through customer purchase feedback, so as to screen out the selection categories that are launched in the large live broadcast of the node.
In the last step, the merchant welcomes the live broadcast of the node. It refers to the live broadcast field done before the start of the holiday, and merchants need to use a huge number of locally promoted global promotion products to carry out accurate customer delivery to achieve node detonation. Global promotion can automatically complete the allocation of natural traffic and commercial traffic for merchants, widely cover the user group of the platform, and ultimately attract more people to enter the live broadcast room and place orders.
With the advent of the summer economy, the catering business will reach its peak season, and with the huge amount of local promotion, in addition to bringing the business growth of the "May Day Golden Week" to the destination catering businesses, it will also have a continuous long-tail effect, affecting the peak catering season of merchants in recent months.