In the era when people's lives are returning to normal and offline consumption is gradually picking up, how to find a new way out for online consumption is a problem that businesses need to think about. Especially for the catering industry, online delivery business has become a major business segment in the past few years, how to continue to maintain it in the new normal?
Haidilao's community operation gives the answer: Haidilao Delivery extends offline services to the home delivery sector, and further explores the boundaries of takeaway, extending traditional meal delivery to diversified life scenarios such as banquet customization and camping gatherings. Therefore, in 2023, Haidilao Delivery has achieved outstanding performance.
Zhang Ying, general manager of Haidilao's Community Operation Division, interpreted takeaway 3The concept of 0. In his opinion, takeaway 3In the 0 era, elements such as private domain traffic, organizational structure optimization, refined circulation design, and product manuals have become industry standards. The biggest innovation in Haidilao's community operation lies in its excellent organizational capabilities, in-depth insight into user needs and the implementation of a hierarchical operation strategy.
In terms of private domain traffic, Haidilao is based on four business fundamentals, namely takeaway, community, live broadcast and online**. In addition to third-party platforms, Haidilao also has its own mini program to create its own private domain ecosystem. In terms of organizational structure optimization, Haidilao has built an organizational structure for the front and middle offices of the business, and the analysis of store operations, business performance, dishes, and supplies is accurate to each store, so that they can know how much money they can get for this hot pot today. In terms of refined circulation design, Haidilao Delivery has carried out hierarchical management according to the needs of different customer groups, forming a business matrix of "Haidilao Delivery Happy Banquet", "Haidilao Hot Pot Delivery" and "Haidilao Meal", creating a "new supply" for delivery. At the same time, Haidilao has launched the "next meal", which meets the needs of "one-person food quality fast food" in the form of steamed vegetables**, bowl chicken** and dishes a la carte.
Takeaway 30 is the upgrade of the order platform, product supply, fulfillment method, marketing play, organizational structure, food delivery line and management system. At present, Haidilao is moving bravely and boldly on this road.