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传统餐饮经营模式转型,从这张美团点评闲时代金券开始
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Topic: 传统餐饮经营模式转型,从这张美团点评闲时代金券开始 (Read 47 times)
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传统餐饮经营模式转型,从这张美团点评闲时代金券开始
December 27, 2017, 04:31:36 AM
#1
餐饮行业作为一个“古老”的成熟产业,但却一直面临着一个难以跨越的门槛——租金及人力成本逐渐高昂的同时,闲时产能过剩的问题无法解决,商家不得不面对季节性、时段性的经营及利润低谷。
原因很简单,不同的餐饮业态存在不同的经营高峰期。在营业高峰期,餐厅往往要将服务和产能开到最大,才能满足日常需求。而在非高峰时段,也就是“闲时”,顾客锐减,服务和产能将明显过剩,人力及租金成本难以平衡。
但移动互联网时代的到来使得传统餐饮业有机会更上一层楼:互联网生活服务线上平台推出的团购、买单、代金券等业务,使商家的经营、推广模式步入信息化时代。而且当线上平台的数据足够丰富时,实体店铺可以真正利用这些信息化数据,及时调整自己的营销策略,避免店铺流量低谷的出现。
美团点评上线的“闲时代金券”正是这一思路的体现。利用闲时代金券,商家可以利用美团点评的数据信息,有意识、有选择地在闲时时段设置优惠,以吸引新的流量,获得更大的营收。
打造全天无闲时的餐饮商业链
闲时代金券,顾名思义,指餐饮从业者可依据经营中的低流量时间段,制定相应的让利优惠,吸引更多客流,从而提升店铺整体收益。美团点评此前小范围推广的结果显示,该策略引流效果显著,商家闲时的订单数及消费额均由明显提升。
有商家表示,代金券上线三天后开始每日卖光,日均动销率高达100%,交易额提升近3倍。而按照季节整体流量趋势,店铺9月份的整体流量本应呈现下降趋势,在放出闲时代金券后,店铺流量反而上涨约30%。
另一方面,优惠券还起到了营销作用。消费者在领取“闲时优惠券”上表现出了出人意料的积极性,有商家表示,有不少顾客甚至专门熬夜等待店铺优惠券的发放。而对消费者来说,这样的运营策略,不仅能在非高峰时段为商家引流,也能让消费者以更优惠的价格,到店内体验更完善的服务。
美团点评的“闲时代金券”,无疑是对餐饮业潜力的一次重大发掘。2016年,中国餐饮行业在O2O的热潮下迎来极大发展,市场规模突破3.5万亿元大关,而这段曾经鸡肋的“闲时”时间,已经成为商家新的利润增长点。
六大赋能政策推动餐饮行业的“供给侧”改革
从整个餐饮行业来看,闲时或者低流量时间段不仅在每天存在,每周、每月乃至每一季都会有相应的流量低潮期。
闲时优惠券能够发挥作用的地方,不仅是每天的非高峰期。当商家对自身的流量有一个准确的统计与估计后,完全可以在每周、每季度设置不同的优惠策略,最终实现全年都是高峰期的效果。
要达到这样的效果,需要大量的、准确的经营数据,而这也是美团点评在努力帮助商家实现的目标。目前,美团点评月活跃用户突破2.8亿,日订单超2000万,覆盖250个行业,POI达3300万,合作商户超过500万家,积累下了海量数据以供商家参考。
不久前,美团点评还推出六大赋能政策,帮助商家实现从传统餐饮到新餐饮的转型。美团点评高级副总裁王慧文谈及对商家的六大赋能时表示,“美团点评正在由传统的想办法满足消费者倒推商家的模式,转向让旧行业焕发新的生命力、改造供给侧。”此次美团点评创新推出的“闲时代金券”,便是集合营销赋能、IT赋能和经营赋能的具象表现。
如今,美团点评已经在全国推行闲时代金券。可以预见,当平台上的大部分商家都开始使用闲时代金券时,不仅意味着减少了自身店铺的流量低谷,更意味着这些商家掌握了一种全新的经营策略,一种新的互联网思维。
新餐饮时代的变革呼之欲出,而在变革面前,不论是消费者、商家还是平台,只有精准掌握对行业的趋势判断,才能在这场竞争中立于不败之地。或许在不久之后,餐饮行业很有可能通过美团点评平台,进入全年无“闲时”的时代。
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