Small shops plus ＂number＂ speed up development (new economic orientation, new occupation and new vitality)

　　Source: National Bureau of Statistics.

　　The picture shows citizens shopping and spending in Jianghan Road, Wuhan, Hubei Province.

　　Photo by Li Hui (image China)

　　The vitality of the new era is surging, new formats are accelerating, and new occupations are constantly emerging. With the high-quality development of China’s economy, new jobs and jobs have sprung up like mushrooms after rain, and more career choices have set up a stage for more people to shine in their lives.

　　New formats give birth to new occupations, and new occupations stimulate new vitality. Thousands of new professional practitioners dare to venture and do things, which has contributed a solid foundation for the high-quality economic development of China. They are the epitome of hundreds of millions of ordinary workers, and it is every worker who runs towards his dream that keeps China full of vitality.

　　General Secretary of the Supreme Leader pointed out that all happiness in the world needs to be created by hard work. Let’s work together to realize our dreams and promote the development of our country with creativity.

　　— — Editor

　　Next to the old buildings, there are many shops and colorful signs. Jianghan Road Pedestrian Street, a prosperous old street with a long history, is located in the center of Wuhan, Hubei Province, and is the "punching place" in the hearts of many tourists.

　　Deng Fan and Yi Yang, the take-away operators who go hand in hand, have no intention to wander around. The two strode through the crowd and went straight to the restaurant in Jianghan Road business district — — Today, they are going to visit two customers.

　　Take-out operation — —

　　Portrait of consumer groups with data

　　"You have a new takeaway order, please handle it in time … …” Turn into the alley along the pedestrian street, and the aroma outside a hand-torn roast duck restaurant is fragrant. "The order volume is rising day by day, thanks to you!" Seeing Deng Fan and Yi Yang, the shopkeeper Li Linfeng was all smiles.

　　In March this year, Li Linfeng invested 100,000 yuan to open this 4-square-meter shop to make shredded roast duck. When it first opened, business was booming. In the second month, the passenger flow dropped sharply. "The taste is still as good. Why didn’t anyone buy it?" Looking at a pot of roast duck that can’t be sold, Li Linfeng frowned.

　　"The original picture was fresh. I bought it three or five times in a row and I was tired of eating it." The client who lives nearby told him.

　　The radiation range of small shops is limited, and online transformation is imminent. "But the rules of the takeaway platform are complicated and there are many new ways to play. We have no experience, and we won’t take pictures, draw pictures or write copybooks. The orders are pitiful." Li Linfeng said.

　　One day, he accidentally opened the "generation operation" function on the takeaway platform. Not long after, the platform called and introduced a network technology company specializing in digital operation of catering to him after communicating the needs.

　　Deng Fan and Yi Yang are the staff of this company. "Our task is to use digital means such as data analysis to help restaurants improve their competitiveness." Deng Fan said.

　　Deng Fan retrieved the data of the store’s order volume, customer unit price, rate of entering the store, order rate and so on for more than a month in the background of the takeaway software, and made a detailed understanding of the store: from the consumer evaluation, the store tastes good, but the sample pictures are not beautiful and the text description is not clear; Only roast duck is sold in the store, with a single category and periodic consumption; Shopkeepers are not good at operation, new customers are reluctant to come, and old customers can’t stay.

　　At Deng Fan’s suggestion, Li Linfeng began to adjust the food structure, giving away free rice, adding dried radish and other small side dishes to make a set meal; Stimulate new customers’ consumption through full reduction and discount; Set up a fan base of repeat customers, draw prizes regularly and distribute small gift packages … …

　　In a few days, the style of the takeaway shop will be completely new. In two weeks, the order volume has doubled! Li Linfeng was pleasantly surprised.

　　"The effect comes from accurate analysis of a large amount of data." Deng Fan explained, "For example, if the discount is fully reduced, how much should it be reduced? Sometimes, less 1 yuan doesn’t work, and more 1 yuan makes businesses lose money. However, through the data, we can give portraits of consumer groups and judge consumers’ purchasing preferences. How to do every step has a corresponding basis. "

　　Deng Fan said that there are more than 10 merchants like the roast duck restaurant. "At least dozens of take-away software should be opened every day and more than 1,000 merchants should be consulted."

　　Short video marketing — —

　　"Cloud Experience" New Products with Fire

　　In the center of Jianghan Road Pedestrian Street, there is a long queue at the door of a drink shop.

　　"Come, try our ‘ Online celebrity ’ Products! " Shopkeeper Xiao Jianxiong handed Deng Fan and Yi Yang coconut water.

　　"How are the sales recently?"

　　"There are many holiday tourists and they can sell three or four hundred orders a day."

　　A few months ago, Xiao Jianxiong saw the news of coconut water in a circle of friends and decided to invest in the partnership and win the exclusive agency of the brand in Central China. "Vertical and subdivided areas have less market competition; Today’s consumers value food health and natural drinks have great potential. " Xiao Jianxiong said.

　　The smell of wine is afraid of the depth of the alley. Coconut water is not well known in the local area, so how can it be "a hit"? Xiao Jianxiong’s first thought was to promote it on the short video platform.

　　What should we do without personnel and equipment? Under the recommendation of the platform, Xiao Jianxiong contacted four network technology companies and finally decided to cooperate with Deng Fan and Yi Yang.

　　"We suggest that short video bloggers be invited to visit the store on the spot, and accurately place Internet advertisements among local users, through ‘ Cloud experience ’ Increase exposure; At the same time, discount coupons will be issued with the video, and consumers will be attracted to the store for verification with a low-price strategy. " Yi Yang said.

　　"Unexpectedly, as soon as the video went online, 1,000 discount coupons ‘ Seconds ’ Light. On the third day, the two shop assistants were too busy. I drove more than ten kilometers to help. " Xiao Jianxiong laughed. "If you continue like this, you will lose money!"

　　"Don’t worry, after the holiday, we will adjust the price gradient according to the sales volume and cost." Yi Yang said that short videos directly brought passengers to businesses. In just one week, coconut water has quickly occupied the Wuhan market, "the speed exceeded expectations."

　　Crossing the Digital Barrier — —

　　More and more small shops embrace new tools.

　　In front of the computer, Deng Fan and Yi Yang’s boss — — After 90, Jiang Zeyu, a young man, browsed the sales data tables.

　　In 2020, Jiang Zeyu obtained a master’s degree in artificial intelligence overseas. After returning to China, he found that many restaurants that used to specialize in offline business began to take out food, but many merchants were not familiar with the rules of the take-out platform and would not analyze the data. "Although things are delicious, they can’t always sell well." Jiang Zeyu took a fancy to the opportunity and decided to start a business of catering digital operation.

　　He has been in the business for nearly three years, and this year is particularly different in his eyes. "In the past, most of our customers were large restaurants, many of which were chain stores. Now, 70% to 80% of those who come to us are investing in small shops of 100,000 to 200,000 yuan. " Jiang Zeyu said.

　　The staff responsible for the registration of individual industrial and commercial households in Jianghan Road business circle told reporters that after the Spring Festival this year, the number of self-employed individuals received here almost doubled every day. In the first quarter, the average daily passenger flow in Jianghan Road business circle reached more than 250,000, and the single-day passenger flow on holidays reached 380,000.

　　"Strong consumption vitality brings huge business opportunities to catering shops." Jiang Zeyu said, "However, many shopkeepers are facing the problem of stable development because they don’t understand technology. The significance of our existence is to help them cross this digital barrier. "

　　In fact, embracing new tools has become the consensus of many shopkeepers. Xiao Jianxiong started to do the beverage shop business more than 10 years ago. "In the past, our customers were mainly offline and within a few miles of Fiona Fang. Now at least half of the passenger flow comes from online conversion. Online social platforms give consumers more options, forcing practitioners to innovate, and there are more and more products on the market. If you want to make money, you have to ‘ Catch ’ Live the hearts of users. "

　　Jiang Zeyu said that over the past two years, the company has helped nearly 10,000 catering merchants to increase their income by 100 million yuan through take-out and tens of millions of yuan through new media marketing. According to him, at present, there are not many companies engaged in the same business as him in Wuhan, and it is a blue ocean to teach shopkeepers to operate with new tools and new ideas under the condition of strong demand for consumption recovery and transformation of restaurants.

　　In front of the hand-torn roast duck restaurant in Li Linfeng, a signboard stands out: "Buy a whole roast duck and send it to 5 yuan as a voucher. You can choose from a variety of flavors". This is his own design based on his experience in opening a store for two months. The promotion effect is good and he is ready to promote it online. "The operation service period I signed is 3 months. You should learn more, and when the takeaway shop returns it to you, you can also use it ‘ Eighteen martial arts ’ 。” Li Linfeng said.

　　Coordinator of this issue: Jiang Xuejie

　　Layout design: Cai Huawei