While serving as a restaurant, it also provides community operation solutions.

Being an innovative restaurant brand based on the OMO model,

Mailebao store design

Image source | Courtesy of Mole Fort

Edit | Shi Yaqiong

The White Paper on China’s Catering Big Data 2019 shows that the scale of China’s food and beverage market has exceeded 4 trillion yuan. But on the one hand, the physical catering industry has low profits, fierce competition, and is greatly affected by offline emergencies; on the other hand, the Internet enters the second half, and pure online customer acquisition costs are high. Therefore, some people are optimistic about OMO (Online-Merge-Offline) new catering model combining offline customer acquisition and online secondary monetization, and the “Mole Fort” team is one of them.

“Pale Fort” is the nation’s first home-based Internet-enabled new restaurant franchise brand that combines offline customer acquisition and online community operations.

The “Mile Fort” team currently has two main lines of business. The first is an offline franchise store and an online platform, “Mile Music Life”, aimed at small entrepreneurs in the catering industry; the second set of business solutions follows the technology and service output route to provide community-based operation tools and Customized services, including WeChat applets, social chatbots, etc.

From the two lines of business. Li Yangbao co-founder and CEO Li Yang said that Providing technology-based standardized community operation tools and services, mainly for small and medium-sized restaurants, is the company’s key business at this stage of development. According to market data, small and medium-sized restaurants account for about 60% of the total restaurants, and such merchants generally lack the ability of self-developed Internet community operation tools, and there is a demand for such tools and services. In addition, affected by the epidemic, physical catering is still slowly recovering at this stage, which is not suitable for vigorously expanding offline stores, and the Internet community operation business is in a climbing phase.

Milebao provides technology and services for brand-operated stores, franchised stores and other catering merchants. Tools include WeChat group-based grouping tools, applet plug-ins, chatbots, etc. to maintain long-term relationships with customers and improve User stickiness and repurchase rate help to monetize private domain traffic. Services refer to the company’s recruitment and training of community operators to provide customers with a complete set of solutions from establishment to operation to help stores improve profitability and marketing levels. Unlike other general-purpose products, Mai Lebao ’s operating tool isThe vertical field is customized and integrates the team’s experience and methodology accumulated in the catering industry. Starting from the perspective of establishing contact with customers in the store, improving their activity and repurchase rate, Mailebao has packaged thematic marketing content in the tool, simplified the operation process, and generated with advanced generation operation services Linkage. For example, the plug-in mini program plug-in of Mailebao only allows consumers to get group purchase discounts through member groups or members. Customers who are offline to the store and not in the group cannot use it. The group purchase price is automatically based on time and specific scenarios. Adjust to effectively improve marketing efficiency and input-output ratio. If the customer does not understand how to do it, Pulse Fortress also provides corresponding business school training or can order its customized service. At present, the product is still in its infancy, Ma Lebao said in an interview that new tools will continue to be added in the future, from group control and group purchase to game and leisure products, covering all aspects of catering.

Community operation business mainly acquires customers through agent promotion and channels. In terms of fees, there are different fees for operating tools and services, and the store revenue is shared with the community operator responsible for the store. The advantage of the tool solution is that the price is cheap, and the charging standard is 600 yuan / year; the operating service adopts the effect payment model, which is generally higher. For example, the initial charging standard for small stores is 1,000 yuan / month. In addition, it also includes store-derived service income such as marketing campaign planning, copywriting, provision of cashier software and value-added tools.

In terms of the ability to provide community operations tools and services, the technical barriers to WeChat applets, community-operated robots, and other tools are not high. Therefore, accumulating industry resources and entering the market as soon as possible is the key to building barriers.

Another set of businesses is joining the brand Mailebao. Mailebao is divided into take-away stores, flagship stores and Zhenxuan restaurants. Considering the rental cost, it is mainly for third- and fourth-tier cities. Among them, the flagship store is the focus of expanding the market, and one is planned for each province. All stores do not accept offline orders, and follow the model of Ruixing Coffee. The service is based on the online mobile service platform “pulse life”, and plans to comprehensively cover scenarios such as group purchases, casual games, self-built malls and online schools, to help Stores increase the profitability of the Internet.

Maolebao chose a chain operation model in which the brand manager and the operator cooperate to open a courier store, and jointly operate, share risks, and share profits.

The two founders believe that the advantages of the company’s projects are mainly reflected in the four aspects of low investment costs, cost-effective services, high-quality dishes and a diversified income structure .

First, in the Mailebao project, it provides one-stop service from tracking and location selection, supply chain distribution, brand integrated output design to a full set of marketing and operation solutions, while free of franchise fees. Divided into. Secondly, “Mile Fort” provides customers with online services and guides community operation training for customers in need. Compared with other services that help the restaurant marketing and operation