The network marketing gameplay of the prefabricated dish track, the analysis of the chain-driven 2+1 mode

In the past two years, pre-made dishes have become a hot spot for catering companies and food companies, and the product variety has been further enhanced. According to institutional statistics, in 2021, the market size of China’s prefabricated vegetable industry will reach 345.9 billion yuan. From the perspective of industry insiders, the prefabricated vegetable market has arrived, but the marketing routine of “staking the horse” cannot form market recognition. The large-scale development of the prepared vegetable industry also depends on the improvement of industry standards and industry norms.

Entrepreneurial celebrities “spend a lot of money” to sell vegetables

1,500 iPhone 13s for free, 10 million 1 cent pickled cabbage fish for live broadcasts, 12.5 million yuan for opening advertisements and Weibo hot searches… From 6:30 a.m. on July 17th to 3:00 a.m. the next day, Douyin The shop “Boss Qudian Luo” became popular in a 19-hour live broadcast: the single-day sales exceeded 8 million, the new fans in a single day were close to 4 million, the cumulative number of views exceeded 90 million, and the cumulative sales were as high as 2.52 billion.

Under the Internet marketing strategy of attracting people at a low price and spending a lot of money on traffic, the store quickly completed a “blitz” expansion, which also led to the recent popularity of the pre-made food industry. “Festival of Precooked Vegetables”.

After tasting the sweetness of online marketing, Luo Min publicly stated the next day that he would launch a plan to open 100,000 offline stores in the second half of the year. “Qudian will be a vegetable-selling company in the future, not an Internet company.” Although the founders have tried to draw a line from Internet companies many times, the brand tries to rely on capital to operate the “staking” marketing routine and aggressive expansion. The plan is to let people see the shadow of Lu Zhengyao, a marketing madman, in Luo Min.

In January of this year, Lu Zhengyao, who successively created Shenzhou Car Rental and Ruixing Coffee, announced the launch of the pre-made dish project “Bite of the Tongue”. After experiencing capital blessings in a short period of time, Tongue Hero is also a hurricane. In less than 4 months, the number of franchise stores has reached 6,000, a total of 1.6 billion yuan in financing has been obtained, and 3,000 stores are planned to be launched within 5 months. .

After the “seckill” disappears, the benefits also decline

9.85 yuan to grab the original price of 59.9 yuan for beer duck, 29.88 yuan to grab the original price of 99.9 yuan for the chicken hot pot… The reporter noticed that many users are in the “Qudian Boss Luo” live broadcast room. However, once there are no huge subsidy discounts, will users still be willing to pay for pre-made menus?

Observing the current operation of the Bite of Tongue Hero project, it can be found that with the narrowing of subsidies and the stable operation, the expansion of this Internet pre-made vegetable brand has not been as smooth as originally expected.

In the public comment search, it can be found that most of Tongue Hero’s stores in Beijing display “new stores” or “not yet opened”, and there are not many stores that are operating normally, and there are only a handful of sales and evaluations. Judging from the few evaluations, most consumers come to buy for the “big discount for the first order” and “50% off for newcomers”. The Tongue Hero CBD headquarters apartment store, which just opened before the Spring Festival this year, is being renovated recently, and the freezers in the store are empty for several groups. The Tongue Hero Australia Kangdu store near Wangjing is currently closed. The store owner told reporters that the store was closed because of poor profitability. “The process started at the beginning of this month, and now all the equipment in the store has been sold.”

Industry analysts believe that due to the lack of product area reconstruction and the layout of offline cold chain performance capabilities, the current prefabricated vegetable industry is more focused on serving the residents of surrounding communities. At this stage, it is difficult to achieve the comprehensive layout that Qudian and Tongue Hero aspire to. The use of Internet play and the number of ways to stir up money may eventually hurt the long-term development of the entire pre-prepared vegetable industry.

So how do we open up sales online?

First of all, we should build our own online mall and cultivate our own private domain traffic. In today’s era, most of the traffic is controlled by mainstream platforms. There are only two ways for us to get traffic as our own online store. The first is to “burn money” to buy traffic. Although this method can obtain huge traffic in a short period of time, it is difficult to convert this traffic, and it is accompanied by huge risks.

To build your own private domain traffic, the traditional brand marketing methods are either to find celebrity endorsements, or to find channels to advertise, or to find Internet celebrities to bring goods. It is undeniable that these marketing methods still have certain effects and can enhance the brand. The popularity can also bring some sales. But at the same time, such marketing also requires costs, and this cost is not low. But with the help of private domain traffic promotion, it is different! There is no need to advertise, merchants only need to publish information on new products and promotions on the platform, and users can receive them directly without any cost, and the purpose of publicity is directly achieved. Next, I will share with you a simple method that can quickly build private domain traffic. (Article Editor V; 13532874071)

Chain 2+1 mode:

What are the details of developing 2+1 chain mode software?

1. Promotion mechanism

Membership level: agent, boss

Agent: directly consume “499” yuan to get the identity

Boss: Directly recommend 2 “agents” to obtain this status

1. Reward Mode

2. Direct Promotion Award: As the name suggests, it is a direct commission reward for directly recommending an agent/member, and the member consumes it. (For example, agent a recommends fans of b, fans of b go to place an order, and agent a can get direct push rewards).

3. Order Rewards: Gu Ming’s interpretation is to recommend an agent/member, and the reward for the member’s consumption. (For example, boss a recommends agent b, agent b recommends fan c, and fan c goes to place an order, boss a can get the reward for seeing the order).

4. Level Award: It is the reward given by the platform to the upper-level boss when the identities of the member boss and the boss are the same. (For example, Boss A recommends Boss B, Boss B recommends Agent C, C goes to place an order, and B gets the single award, Boss A and B have the same boss level, and Boss A can get the same level award).

5. Help Award: Complete the tasks set by the platform (recommended “N” people to become the boss, and then 100% of the income can be unlocked. If not achieved, only 80% of the income can be unlocked each time, and the remaining 20% ​​will be frozen as a fund. After completing the task can be unlocked) (only need to be completed once)

6. Details of gameplay

This is a brand new business model logic, a business model gameplay where people help people

Agent; can only get one direct push reward

Boss: You can get all the reward modes (direct push, see order, level, help)

How to keep people and leave people:

To help direct subordinate agents, or to become a boss through your own efforts, you need to leave two members for your superiors

After completing the tasks set by the platform, you will get 100% of the income every time after that. If you don’t complete the platform assistance task, you can only get 80% of the income. The remaining 20% ​​can only be unlocked after completing the task. (only needs to be done once)

What are the characteristics of developing 2+1 chain mode software?

1. Secondary distribution, there is no multi-level, reasonable and compliant commission income

2. Leaving mechanism: It is recommended that two people spend 499 to upgrade the boss, the relationship is divorced, and the leaving brings a new line

3. Retention mechanism: After becoming the boss, leave the two people recommended at the beginning for the superior

4. The bonus can be withdrawn every day, fair, just and open, everyone is equal, the team is multiplied by 2 times the speed of fission, easy to upgrade, directly push 2 orders to be promoted to the highest level of the platform (boss status), enjoy the maximum profit, the boss directly pushes the reward 300, the profit allocation ratio is high, and the boss’s single high income is 200.

Conclusion:

The essence of a mobile phone is also a tool. Once you develop a habit of using it, you will rely on small programs just like using a mobile phone. With the increase in the usage rate of Mini Programs, the Mini Program market is constantly expanding, and new Mini Program application scenarios are constantly being born. Merchants can create a good user experience for users by continuously developing application scenarios and improving service quality. If you also like this content, remember to like and follow! Disclaimer: This article is only shared as a case, there is no promotion and marketing

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