Jiangsu Province has provided real money and silver to help market players in the snow-warming the home economy and cloud consumption
At present, the epidemic is spreading in many places across the country, and the operation of some cities has pressed the "slow button" or "pause button", and service industries such as catering and fitness have been significantly affected by the epidemic.
More and more merchants are actively opening up new channels, embracing online and offline "dual home", and providing diversified services to massive customer sources.
Affected by the epidemic, many offline stores are facing challenges such as reduced passenger flow or suspension of business.
In Jiangsu, Nanjing, Suzhou and other places, in order to minimize the impact of the epidemic, many shopping malls, restaurants, gyms and other enterprises and businesses have actively opened up new channels, explored new models, developed new businesses, and strived for transformation and breakthrough in "self-rescue". It also promotes changes in consumers' lifestyles.
Food into the neighborhood
At 7:00 a.m. on April 7, Yang Zhi, a citizen working in the Nanjing Economic and Technological Development Zone, got up early to exercise and prepared all the meals for the day on the way home.
"Affected by the epidemic, I have been working from home during this period of time. I can't eat in the cafeteria of my unit. I don't want to cook by myself. I bought two semi-finished stir-fries, which can be eaten after a simple process at noon." Yang Zhi said that due to epidemic prevention and control, he I rarely go to restaurants to eat, but I don't have to worry about solving the problem of eating.
"Some old-fashioned catering companies in Nanjing have launched take-out activities for finished dishes, pre-made dishes and various staple foods, and sell them along the street. Some old-fashioned restaurants even set up take-out stalls at our door, so that you can taste salted duck and Jinling meat without leaving the community. Bags and other local specialties are convenient, affordable and delicious.”
At the entrance of Ganglongyuan Community in Gulou District, Nanjing, the reporter chatted with Cheng Xianchun, the head of Nanjing Xiaochuniang New City Plaza store, who was selling noodles.
"We sell steamed buns, flower rolls, all kinds of steamed buns and some special snacks. They are delicious and inexpensive, and we can sell dozens of boxes in an hour." Cheng Xianchun admitted that the catering service industry has been greatly affected by the epidemic. Operating pressure, on the other hand, considering the need to expand consumption channels and increase customer sources, more than 30 chain stores of Little Chef Nanjing have launched the “Gourmet into the Community” activity. Semi-finished dishes are delivered to consumers and are very popular with residents.
Coincidentally, Suning Zhongshan International Golf Hotel is a restaurant in Nanjing that focuses on high-end meals. In order to actively respond to the impact of the epidemic, the restaurant has launched a series of special dishes such as pizza and Japanese dishes, featuring star chef dishes. Targeted Meet the diverse living needs of high-income groups such as white-collar workers in Nanjing.
"Through the innovation of dishes, we have launched a variety of varieties such as 280 yuan 10-inch Polong pizza and 520 yuan black wood Japanese-style salmon set for two. Through marketing innovation, we have created a WeChat applet to serve consumers point-to-point, and the sales of high-end dishes have achieved substantial growth." Liu Wen, general manager of Suning Zhongshan International Golf Hotel, said.
In the face of repeated epidemics, Nanjing catering and other service industries have adopted the miniaturized and near-field "point-to-point" sales model as one of the ways to reduce the impact of the epidemic, aiming at the "home economy" and working hard on special services to expand consumption channels.
For example, the Hema Neighborhood Platform, which supplements Hema Xiansheng stores, has recently launched a "home delivery" service. During the delivery process, the quality of the dishes is ensured in the form of thermal insulation bags and ice packs.
"The catering and other service industries have used their brains on 'self-help' to get through the 'last mile' to deliver the products and services that consumers want, which not only meets the basic consumer needs of consumers, but also extends to high cost performance and high differentiation. Waiting for deeper personalized needs." Liu Xi, a Nanjing citizen who loves shopping on the Hema Xiansheng platform, commented.
Fitness on the cloud
As spring blossoms, the fitness industry, which should have picked up again, has been unusually deserted this year due to repeated epidemics.
The 48 offline stores of Yinjim Fitness in Suzhou, Jiangsu have been suspended for a period of time, and about 200,000 members cannot receive training normally. Therefore, Yinjim began to move online and moved the gym to the screen.
"Scan the code to open Douyin, and you can follow professional coaches to take fitness classes. You can also experience yoga, hot dance and other courses. The effect of burning fat and shaping is more effective than going to the gym." Wang Hui, a citizen of Wujiang District, Suzhou, is an athlete. Daren, who can't go to the gym because of the epidemic, found a new fitness position through the live broadcast of "Le Zhai Sports Silver War Epidemic" launched by Silver Jim Fitness.
"We cooperated with Suzhou Citizen Fitness Center to combine large classes and small group classes to open online live classes every day during lunch break and evening, and open the live streaming mode of fitness packages." Zhang Tao, National Marketing Director of Yinjim Fitness According to the introduction, through online teaching, you can increase the opportunities to interact with consumers, improve the service experience, bring fun to the "cloud fitness" at home, and also increase a certain amount of cash flow for business operations.
The home appliance retail industry has also suffered from the cold winter of the epidemic. With the further extension of people's online time, merchants have also seen the "spring" of online and offline integration and development.
In response to the impact of the epidemic, Suning.com stores in Nanjing have launched the "1V1 Online Video Shopping Guide" service. Consumers open the APP or WeChat applet, click "Video Shopping Guide", and they can visit the store remotely through real-time online video calls. , online experience and order.
Wang Kang, a citizen who lives in Jiangning District, Nanjing, completed home improvement at the end of last year, and has been shopping for complete sets of home appliances during this time.
He told reporters that home appliances are no better than daily consumer goods, and it is better to go to the scene to choose.
Under the epidemic, Suning.com launched a video shopping guide function to help you buy home appliances in one-stop.
"One live broadcast, the whole house was done, and the store arranged a gold shopping guide to help me choose together, saving money and effort, and also having a 'seeing is believing' shopping experience." Wang Kang said.
Xie Biao, the head of Suning.com's "video shopping guide" business, said that in the just-concluded Home Improvement Festival, Suning.com's video shopping guide business had a maximum service volume of more than 450 people in a single day, and more than 40% of the video connection users placed orders directly. , the order volume increased by more than 60% month-on-month.
Help is real
As a 39-year-old restaurant, Jinling Hotel has become one of the benchmarks in the eyes of Nanjing consumers.
At the end of March this year, Jinling Hotel opened its own online shopping festival for the first time, attracting many consumers.
Talking about the Jinling Hotel Online Shopping Festival, Nanjing citizen Li Zhibin repeatedly applauded, "I am going to invite old comrades to visit Nanjing when the epidemic eases, but I am worried about booking rooms and meals. Jinling Hotel has launched special rooms, catering and other activities, one-stop alive."
Li Zhibin said that Jinling Hotel is one of the representatives of Nanjing's catering culture. This time, it has launched 168 products in 8 categories including guest rooms, catering, fitness, laundry, takeaway, and leisure, which fully meets the diverse needs of consumers.
Zhou Hai, head of the Marketing Department of Jinling Hotel, told reporters that under the influence of multiple factors such as repeated epidemics and epidemic prevention policy control, time-honored brands must seek breakthroughs in the innovation and reform of market models.
"The shopping festival is just a platform. What's more important is to seize market segments, strengthen its own highlights, adjust product strategies, meet the psychological needs of customers and build a three-dimensional and diversified marketing system." Zhou Hai introduced that the online shopping festival kicked off On the first day, it created a good performance with sales exceeding 200,000 yuan. As of April 13, the total sales of 8 categories of the online shopping festival were close to 1 million yuan.
In order to further effectively hedge the impact of the epidemic, and help the hotel, catering and other service industries to tide over the difficulties and resume development, in the past few days, various departments in Jiangsu Province have introduced relief measures, which have been provided in many aspects such as favorable enterprise policies, financial support, and confidence boosting. "Real money and silver", "send charcoal in the snow" for market entities.
A few days ago, the Jiangsu Provincial Department of Commerce issued "Several Measures to Further Help Market Entities in the Commercial Field Relieve Difficulties", and launched 16 relief and support measures in one go.
Among them, promoting the digital transformation of the catering industry has become one of the key support measures, reducing the operating costs of relevant catering enterprises through various methods such as fee reductions and subsidies, and providing professional services such as business diagnosis, meal design, and promotion and marketing. The digital operation capabilities of small and medium-sized catering merchants have driven the rapid growth of online catering consumption.
For the vast number of catering merchants, how to embrace the online and offline "dual home", strive to break through the limit of offline restaurants, and provide services to massive online customer sources, has become the general trend of the development of the catering industry.
(Economic Daily reporter Jiang Bo)