For fresh producers, it is no doubt uninterest to stress the convenience of marketing。
Because even if you can guarantee an hour's service, your shopping experience won't be as fast as the nearby market, let alone exercise
But if you're saying that i have vegetables, that i don't have fertilizer, that i have genetically modified hormones, and that old people and children can eat it, it's nature's gift, and that's the other way around, and it would be great if we could get them delivered in time. Because you caught the consumer's pain。
Diluting consumption habits with demand pain
E-commerce co. Ltd. Is located in the new village and is following the whole-industry chain model of farm house alignment: green vegetable base + full cold chain distribution + experience centre. Consumers can complete their orders, payments, fresh pick-up, instant packaging and members' home-based service through internet distribution platforms (official malls, skycats, microsites)。
Although traditional purchasing habits are difficult to change, the role of healthy consumption perceptions cannot be ignored。
According to research, the country's cuisine targets 30-45 years of age, with women in particular。
What are the salient features of this age group? There is no time to buy food; health perceptions are particularly strong, and it is important that there are older people and children in the home, who are more concerned about the availability of safe and secure “good food”, which is good for the health of the elderly, for the growth of their children, or second place。
On the one hand, the country's cuisine has written about the construction and promotion of “good food”. Strictly closed bases, planting standards, etc., can be seen in the cost of soil improvement on an average of $10,000 acre; the importance of good food for a healthy life for children by ensuring the ecology of their food products in the form of recipes, as well as the availability of both medicinal and therapeutic foods。
On the other hand, online listings and member home matching services are solutions aimed at “no time”。
Diluting consumption habits with painful demand can be expected in the long run, but in specific operations, further confidence-building relationships with clients are required to facilitate purchases。
Reverse o2o: interactive experience builds trust
“some consumers are unsure about the novelty of this network, while others question the concept of original ecology and green vegetables and wonder what the real planting is.” mr. Tang tianhua, president of the board of directors。
At this point, using o2o's more experiential, service-oriented features, building trust with clients in close contact through a series of experiences, interactions, and using a series of simple, consumer-friendly sweeps to channel offline flows to the line is undoubtedly the best option。
The advantage of the reverse o2o model is that it allows for the full use of the offline resource advantage to effect a diversion。
The fragrances begin in the following areas:
Agricultural bases. Through their own field visits and staff presentations, consumers are well informed about the entire production process and the standards for growing vegetables. In addition, a number of welfare activities, such as a preferential purchase of a particular dish, even free of charge, are held on the campus, all of which are carried out in conjunction with a web of micro-credit, official networks, accessible to non-members, and on-site sweeps with attention and free of surprises。
If you want, you can even take your children with you to work in the previous period, including on earth, planting, fertilizer, weeding, etc., and feel the pleasure of working。
At this point, are you worried that consumers will not take pictures and share their feelings
Experience center. It is also a powerful demonstration of brand image by setting up experiential centres in high-density, community-based locations, experiencing new fashion in shop design and revealing fashion and green sensory incentives. Consumers are free to try and taste their original eco-cooked food, view pictures and videos of business activities, and staff are responsible for answering queries and directing consumer attention to twitter and online welfare activities. It also monitors video from remote bases, displaying real-time conditions in front of consumers at experience centres and giving clients a more visual sense。
Go into the community. Community outreach activities are focused on three levels of consumption, occupancy and proximity to the market. Together with aaap experts, food safety, health education and face-to-face responses to household problems are also regularly undertaken. There is also a cooking chain at the site, which households can also operate on their own, with free food and taste. They collect information on consumer feedback in a timely manner, direct consumers to scrutinizing activities, and explain the operation of micro-inform public signs accordingly。
Interaction leads to transformation, but to true client satisfaction depends on final distribution services。
Last 100 meters to home
It is not a problem that the agricultural base of the country's cuisine, which is only half an hour away from the city, combined with scattered consumption demand through deep-farming communities, can effectively increase distribution efficiency and reduce costs by 12 p. M. (95 per cent of the population will choose to cook home at noon, unlike in large cities)。
On this critical last 100 metres, the country's cuisine did not choose to work with convenience stores. The reason is that, as a result of field research, 80 per cent of convenience stores are located in the country. Ninety per cent are in a couple's stores, and usually there is only one person, and delivery at home is not possible。
It is possible to say so, but it is simply not possible to highlight the differences in services that are “from the field to the table to the home”。
In the end, it was decided to “settle the distribution in the community with people within the last 100 metres” by using the remaining labour force in the community to complete the final home distribution. Of course, there are other considerations to do so, namely, the promotion of community education。
And here's a little detail: the safe. Instead of using common foam or paper boxes, it uses more stress-resistant, heat-insulated, lightweight korean epp materials with more effective medical ice bags, allowing for 6-8 hours of conservation in the absence of cold-chain vehicles. Thus, even when the customer is not at home, it is possible to obtain food for example and the loss of food is almost zero。
Quite naturally, nuanced services have also brought a remarkable reputation. In addition to building solid sub-linear foundations and providing experience services, the country's fragrances are also set for the future。
Connect o2o to computerization
“infomaticization is our top priority, and it also accounts for 50 per cent of our total investment. Tang tianhua introduced。
In specific landings, the fragrances bring professionals from the internet association to conduct a two-month resident customer needs study, which will then be phased into the erp system, re-engineered processes and, ultimately, internetization of the links in the industrial chain, synergizing information online and open to customers。
In the case of two-dimensional traceability management, consumers use scanning two-dimensional codes to obtain data and quality monitoring information on the whole process from the selection to the delivery of vegetables to their own hands. It will also continue to improve supply chain management, order management, customer management, logistics management, etc., so that processes become transparent and consumers can access and process relevant information on orders, logistics and marketing through mobile phones。
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