On October 26th, "Taiwan's largest catering group" Wangpin Group officially reached a strategic cooperation with Yunmi Shuying, a subsidiary of Yunmi Technology, which focuses on "new consumer chain brand digital intelligence growth SaaS services" , to jointly discuss digitalization Technological innovation in the complex and diversified catering industry, impacting the pioneer of multi-brand and cross-category automated marketing ideas.
Wangpin Group·Group member digital mid-stage kick-off meeting site
Wangpin Group Executive Director Ying Meihui (fourth from left in the front row)
Yunmi Technology Executive Director Dun Shun｜Zhu Tiesheng (third from left in the front row), established globally 8z +Direct stores, 36 brands, Wang Pin Group is not only a benchmarking enterprise of catering, but also one of the witnesses of catering history.
Zhang Yong, head of Haidilao , once said in a public report: "In the catering industry, there are only two companies worthy of being first-class. One is McDonald's , and the other is Wangpin ."
The multi-brand and multi-category development strategy rooted in the genes of Wangpin Group also requires it to maintain the spirit of innovation at all times and to be at the forefront of the industry.
Source: Wangpin Group official
Wangpin Group has always been adhering to the business philosophy: "Customers are benefactors, colleagues are family members, and manufacturers are nobles."
"Hospitalize" customers with "enthusiasm", "understand" colleagues with "caring", and "face" manufacturers with "respect".
In the dialogue with Zheng Jun, CIO of Wangpin Group, we can feel the preciousness of an enterprise that is still steadfast, still sober, and still innovative in the tide of the times.
01 Before 2017: the golden growth period, blazing a unique digital path in the process of exploration
From the perspective of catering development, before 2017 is the golden development period for chain brands.
During this period, consumers will trust and consume a chain restaurant brand due to simple reasons such as food taste and food safety.
Wang Pin Group has always taken multi-brand development as its strategic core, and new brands are born every year. At present, it has created categories including Western food, Japanese food, Chinese food, hot pot, roast meat, etc., including: Wang Pin Steak, Xidi Steak, Goose Lady, Dance There are 36 brands including Yu, Sushi, etc.
Source: Wangpin Group official
Different brand positioning is different, and the digital application scenarios should also be different.
Digitalization should be closely integrated with business scenarios in order to better implement it and bring value to consumers and enterprises. Digitalization of mid-to-high-end brands should be used as a means of auxiliary services to optimize communication with customers, such as ordering food. At the same time, it is also inseparable from the service of colleagues. Warm service is also an important part of brand positioning.
For cheap or low-priced brands, more digital intelligent products can be used to replace or release manpower to improve efficiency and save costs.
Innovation does not set boundaries. How to build a digital architecture system to meet the needs of different brands, while being easy to expand, easy to maintain and not to repeat construction is the premise of Wangpin Group's digital construction.
According to Mr. Zheng’s sharing: “Because Wangpin Steak is positioned as a mid-to-high-end brand, especially with dishes, services, and environment as the core of brand operations, in the initial stage of digitalization, the team mainly focused on the detailed functions related to consumer services. Optimize store SOC through data.”
In 2011, Wangpin Group self-developed and launched the Wangpin Steak Membership 1.0 system, which is also the predecessor of the brand’s CRM management system.
For example, a clerk must answer a call from a customer within 3 rings, and when the first ring rings, the store’s digital system will promptly pop up the information of the caller for the clerk’s reference, including whether the customer is a brand member, which package he prefers, and which package he prefers. seating position etc.
detailed and precise consumerInsight, so that every service can directly hit the hearts of consumers, and truly "feel at home".
In 2014, Wang Pin Group upgraded its membership system to Wechat Electronic Membership 2.0, and simultaneously launched a membership analysis platform, which integrated the mainstream membership data analysis models at that time, such as RFM model, ABC model, etc.
Empower data to think and let data drive business.
In order to provide customers with a better dining experience, in 2014, Wangpin Group self-developed the first domestic KDS system based on western food intelligent kitchen meal control and meal display.
Picture source: Wang Pin Group official
The western food set menu has seven dishes, each dish has a sequence and the meal interval is different, and the dishes and methods ordered by each customer are also different (such as five, medium, etc.).
The digital system can accurately mark the seating position of each customer to ensure that different dishes can be accurately placed in front of the corresponding customers within the specified time, ensuring the best dining time and the best tasting period for the dishes. This is The digital system empowers the performance of store operations.
Because each brand advocates independent operation, the digital system of Wangpin Group develops vertically with the brand as the unit. At the beginning of the establishment, the data of each brand already has the basis for interconnection, but there is no opportunity to open up the overall membership data, so that the group data can be empowered. To brand growth.
02 Between 2017-2019: a major reshuffle in the industry, brand changes in business thinking
After entering 2017, chain brands have formed a "multi-giant" pattern, consumers have more choices, they are keen to try new products, and the pressure of competition among brands has increased.
The industry has entered a stage of major reshuffle, and brands that cannot give consumers a personalized experience will be eliminated by the market.
Menus that can be freely matched or intelligently recommended are more respected, which forces brands to introduce digital management methods and continuously improve consumer insights.
Wangpin Group has also adjusted its business model focusing on package sales in a timely manner, launching more new products and marketing methods to maintain consumer loyalty.
At this time, the number of data factors affecting various business sectors increases, and brand digitization changes from "help" to "main force".
03 After 2020: In the era of the epidemic, Wangpin Group expanded its business boundaries and integrated its front-end and back-end management advantages.
After experiencing a difficult epidemic, the catering industry as a whole is recovering, and the economic downturn has made consumer choices rational and prudent.
Wangpin Group’s brands mainly cover Western, Japanese, Chinese, hot pot and other categories. Due to the emphasis on ready-to-eat scenes and service experience, “retaliatory consumption” ushered in the second half of 2020 after the epidemic passed, and the performance recovery rate after July More than 100%, and started the layout of multi-terminal business.
In 2020, Wangpin Group will separate its retail section into a trading subsidiary, focusing on fresh food retail business.
Previously, it was also based on its solid supply chain foundation that Wangpin Steak’s raw material selection of "6th to 8th beef ribs" was well realized; after 2020, with the adjustment of the menu, the scope of purchase will be expanded to "Whole cow" provides raw materials for the group's "high, medium and low" brands with different prices.
Source: Wangpin Group official
With the advantages of the supply chain and the increase in the abundance of raw materials, the business scope has expanded to supply B-end catering peers and distributors, or provide C-end consumers with pre-made dishes.
Mr. Zheng said frankly in the sharing: "In essence, catering is still very dependent on the supply chain. Especially after the epidemic, many brands have begun to focus on retail e-commerce business, but whether they can do well depends on the Does it have a supply chain foundation, and whether it has an independent team to operate.”
Currently, Wang Pin Group, as a partner of JD.com’s fresh food business, has a professional team, directly sourcing foreign origin, importing raw materials, and owning in JD.com The sales of multiple products in the flagship store are all in the TOP3 in the station.
04 "Migration" hand in hand: for a better consumer experience, continue to lead the digital innovation of catering
Due to the great depth of business, in the early days of digital transformation , no single manufacturer has the ability to match Wangpin Group to manage multiple brands and cross categories , Cross- price brings demand, so digital projects mostly rely on self-research.
According to Mr. Zheng, so far Wangpin Group’s dine-in (including small program ordering, POS, smart kitchen KDS system), takeaway (takeaway small program), shopping mall + SCRM system, and three-store integrated system are the team’s own. research.
With the accelerated pace of the Group’s brand incubation, high requirements are placed on the flexibility and agility of the digital system, which requires underlying data to be interconnected, driving product functions to adapt to the characteristics of different brands, different categories, and different scenarios to meet the needs of consumers. the individual needs of the individual.
Picture source: Wangpin Group official
Therefore, after a solid foundation, Wangpin Group began to seek technological expansion outside, and through cooperation and co-creation, it implemented its "industry know-how" accumulated in the industry for many years, and hatched a more intelligent products or models.
This time, Wangpin Group and Yunmi Technology join hands to build a "group member digital middle platform" project through the "business + data" dual-middle platform technology advantages, to comprehensively upgrade the group membership system, so that members can enjoy the whole brand , including all rights and interests of the entire category.
On the one hand, Wangpin Group is involved in catering, fresh food, and retail business formats, while Yunmi Technology has multi-brand, multi-category service experience and technical service solutions, and the needs and strengths of both parties naturally match;
On the other hand, Wangpin The fundamental starting point of the group's digital upgrade is to provide consumers with a better consumption experience, and Yunmi Technology is the industry's leading builder of consumer digital experience journeys, and the vision and mission of the two parties naturally match.
Zheng Zong revealed: "This cooperation, Wangpin Group hopes to work with Yunmi Technology to develop an intelligent model suitable for complex and diversified catering formats. This model includes two innovations: one is based on multi-brand, cross-category, cross- Intelligent digital marketing digital marketing system for the whole life cycle of members in the price band; the second is an automatic crowd screening model that adapts to various marketing activities." System
In the catering industry, the solution for member lifecycle management around a single brand is the mainstream, while Wangpin Group needs a digital system based on multi-brand, cross-category, and cross-price band members’ full lifecycle, including consumption Precipitation and operation of assets of investors.
Through Migration Cloud New Marketing Center, it is possible to consolidate omni-channel data from different brands of self-operated mini-programs, third-party platforms, public domain platforms, etc., and achieve this through a more refined smart label system and refined operation means Ongoing operation of brand members.
requires both innovation and the pursuit of efficiency, through data empowerment to achieve more effective private domain access, marketing transformation with the best experience, and higher member loyalty.
- Automatic crowd screening model adapted to various marketing activities
In the traditional operation mode, the crowd screening of marketing activities mainly relies on the experience of the operating personnel, and manually screens and creates corresponding crowd packages according to marketing attributes and activity strategies.
On the one hand, this way of working will lead to low efficiency in personnel cooperation, on the other hand, it is impossible to predict the effect of the event subjectively, and it is difficult to accumulate multi-dimensional data in the follow-up review.
The labeling capabilities of the Cloud Migration Shuying·Consumer Operations Platform can solve this problem in a targeted manner. When
generates consumption data, Yunmi Shuying can give users a "digital portrait" through the 360° smart label system, and supports brand custom labels on the label platform (including fact labels, model labels, event labels, external labels, combined labels, subjective labels, etc.) and screen the corresponding population.
form member dataQuantify the basic pool, and then establish marketing activities on this basis. Brands only need to set the data update period, and dynamically update the latest data to realize automated marketing.
Wangpin Group also hopes to create a more accurate and reliable automated marketing system with higher conversion rate in the cooperation.
Mr. Zheng said frankly: "Business IT and IT businessization are not just at the stage of talking. In order to achieve sustainable development and growth of the brand, IT technology and business must be closely integrated. Digital deployment also needs to adapt to the environment, consumption For example, the original consumers concentrated on three-party platforms such as Meituan, , and Dianping, but recently they concentrated on social platforms such as Douyin, , and Kuaishou. The focus of digital deployment of the brand has changed accordingly. "
In his opinion, if a brand wants to achieve sustainable growth, the essence is to do a good job of "opening up sources of income and reducing expenditure".
Digital means can help Wang Pin Group achieve these two goals more intelligently.
Open source, provide high-quality consumer experience through the digital middle platform of group members; reduce expenditure, use data insights to reduce the three major costs of "food ingredients, rent, and personnel" for catering.
After cost reduction and efficiency enhancement are in place, healthy growth is a matter of course.
In the future, Yunmi Shuying will continue to help Wangpin Group build a complete digital middle platform system for group members, collide with profound industry experience and advanced technology, and innovate a set that can adapt to multi-brand, cross-category, multi-channel, cross-border Digital marketing model for price bands to achieve continuous growth.
