"Sir, new users have coupons. Are you interested?" "Madam, here is a red envelope of 108 yuan!" "Sister, do you know that you can use your mobile phone to buy food?" Jinghai 3rd Road and Kechuang 10, Daxing District At the intersection of Erjie, Xiaogang, a promoter, pointed to the QR code on the leaflet in his hand, recommending a certain grocery shopping app.

"If someone downloads it, I will make money. If you place an order with a discount, I will make five yuan." Xiaogang does not shy away, this is a win-win deal.

　　Nowadays, more and more food shopping apps have joined the promotion "war". These deep-seated competitions in the community are not just for consumers to buy food through their apps, but also to drive traffic, or more precisely, a new concept. "Private domain traffic".

　　Promote

　　Every new person is rewarded

　　Wearing a vest with a bright theme color, Xiao Gang constantly waved promotional materials.

Although he always met people who shook his hand and refused, he kept smiling, and the hurried passers-by seemed not to be his target. He looked for pedestrians with vegetables in his hands to get close.

　　Xiaogang is a promoter, but unlike traditional promotion, he didn't get any small gifts—eggs, milk, or fruits.

"Now this kind of thing is not attractive anymore." Xiaogang smiled, "People will think that the things you give are not new. It's better to give red envelopes and rewards."

　　"Rewards are two-way. Consumers have them, and I have them." Xiaogang said that consumers who download the app and as new users will receive a red envelope of 108 yuan to deduct the consumption.

In addition to this 108 yuan, there are additional gift coupons, you need to enter the promotion code provided by Xiaogang.

"That's a string of numbers, which is equivalent to my job ID. You download the app in the app market, and you don't have this gift coupon. You only have the gift coupon if you enter the promotion code of the promoter, which counts as my performance. "Xiaogang took the reporter's mobile phone and entered the promotion code skillfully, "Here, you can receive gifts. There will be gifts for purchases over 18 yuan."

　　As a member of the company's new recruiting team, Xiaogang's usual task is to wander in various communities, office buildings or crowded areas to recruit new customers to download and place orders.

The income composition of promoters generally consists of four parts-basic salary, performance, commission, and redemption.

"The basic salary is 3,000 yuan, and the performance is 1,000 yuan. This is fixed." The commission is more complicated. Pull a new customer to download and place an order for shopping. The promoter will be rewarded 5 yuan, and the new customer will be rewarded 8 yuan for repurchase. Buying the third and fourth time will be rewarded with 12 yuan each.

Counting this down, a new customer uses the Mai Cai APP to place an order four times, and Xiao Gang can get a reward of 37 yuan.

"It is generally considered that after four times, even a relatively stable old customer." In addition to the commission, there is a redemption award. There are 55 customers who can place orders four times a month, and Xiaogang can get a redemption of 3,000 yuan. prize.

　　"If you do a good job, twelve thousand a month." How can you do a good job?

"It's not enough to have a thick skin. You have to be diligent in your legs and talk, and the most important thing is to look at people." Xiaogang said that when he first entered the industry, the company would arrange for a master to take it and follow along.

The reporter contacted the personnel Lao Lu of a certain food shopping app. He told the reporter that it is now time to hire people. The food shopping app is not only grabbing customers but also talents.

Candidates who pass the interview can be recruited independently within two weeks at the earliest.

Lao Lu bluntly said: "Education and experience are not required. The most important thing is to be able to communicate, see people, and be able to see which is the target group."

　　What are the characteristics of the target group?

"Generally speaking, it's mainly young people. You see that he often takes orders to go home and proves that he likes to cook by hand. Then those who get off work late and don't have time to buy vegetables are potential targets."

　　competition

　　The two front warehouses are separated by a wall

　　The follow-up service is not the job of the promoter.

Most shopping apps have full-time promoters, and a few riders promote them part-time.

As the distribution of food shopping apps becomes more and more dense, the promotion of the "war" in the central city of Beijing has gradually eased, and the "battlefield" has slowly begun to shift to the suburbs.

In the new "battlefield", the follow-up service competition has begun.

　　"In the beginning, it was to fight for coupons, then to fight for delivery speed, and then to look at the intensity of long-term activities, returns and exchanges, etc." Xiaogang said, for a grocery shopping app, the distribution of front-end warehouses is the most critical of.

　　The so-called front warehouse is a small warehouse set up in the community. Compared with a large central warehouse, this small warehouse is more like a community store, but they do not directly retail goods.

The front warehouse is generally set up every 3 kilometers, and each warehouse is equipped with about 12 people.

All these grocery shopping apps rely on dense pre-warehouses to achieve the promise of the fastest 30-minute delivery within 3 kilometers.

　　There is a small courtyard near the Canal Pearl Homestead in Tongzhou District, where there is a front warehouse for daily grocery shopping and Meituan, as well as the Dingdong North Operation Center.

Green vests, red vests... shuttled back and forth in this courtyard, and see you when you look up every day.

　　The most exaggerated direct competition is the bottom shop in Meijing Dongfang District, Chaoyang District, where the newly opened Meituan Grocery Front Warehouse, which has just opened for a month, is directly located next to Dingdong Grocery.

"Follow it!" Meituan's grocery shopping staff didn't shy away from this kind of fierce competition.

　　Xiaoshi, the rider of Dingdong Shopping App, said that it is normal to meet his counterparts, and he has no time to look at them.

When doing promotion, if you meet peers, the atmosphere will be a little awkward, but the core is the product and service, "It is how fast you can deliver, how easy it is to return and exchange goods, it is very simple."

　　The reporter chose the location of Yizhuang Urban and Rural Century Plaza, and placed orders at Dingdong Shopping, Meituan Shopping, and Daily Fresh.

Because it is a busy time at noon on Sunday, the delivery speed has exceeded their claimed "fastest 30 minutes".

Dingdong shopping takes 42 minutes, Meituan shopping takes 94 minutes, and daily fresh food takes 47 minutes.

All three said that they can return or exchange products if they encounter quality problems.

　　Decrypt

　　Community private domain traffic is more valuable

　　"Why don't you join a group." In addition to delivery and promotion, Xiaoshi sometimes pulls consumers into the group. This is a means to further restrain consumers.

Xiaoshi took the reporter's mobile phone and scanned the code and entered the group, "This is the family now."

You can see that there are constant customer service sending preferential information, and also dealing with some after-sales issues.

　　"This kind of competition actually happened five years ago, and it's not new. It's just that many grassroots entrepreneurs were doing community fresh food at that time, and now Internet giants are doing it." Nissin Think Tank CEO Tong Zhiqiang has worked in the community for many years. In the fresh food industry, he believes that the promotion of food shopping apps is to lock in customers. "Now they are grabbing resources from the community. The competition for the'last mile' is very fierce. The most valuable resource in the community is of course people. Not just the Internet. Giants want to lock up customers. There are still a lot of capital that want to enter the market, such as property companies. Doesn't the land push all want to enter the community to promote? The property directly handles this matter. Some developers have already started to make community boutique supermarkets. Even in the future, real estate agents will do community fresh food, I will not be surprised."

　　At the just-concluded 15th Beijing Business Forum, the theme was "New Consumption, New Business Forms". Lai Yang, vice president of the Beijing Business Economics Association, delivered a speech on new consumption patterns.

In an interview with reporters, he said that more and more capital realized that consumers need a warm community economy. “During the epidemic, the activity of grocery shopping apps increased sharply. Under the normalization of epidemic prevention and control, just Using mobile phones to buy food can no longer satisfy consumers. In the past, the owners of small community shops and residents had a close and harmonious relationship. They became the first group of people to do community fresh food group purchases. Now the capital enters the market and uses land to promote it. Getting close to the community is to get the so-called "private domain traffic". This kind of traffic obtained by downloading and using APP is a relatively solid customer base. In the end, the online location must be online, whether it is a front warehouse or a community store. In the future, community residents may prefer to get close to these consumption scenes around them."

　　Photographed by our reporter Sun Yiwen