后疫情时代,快速掌握快餐营销的4大新变化

翘楚 翘楚

2年前

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【摘要】:能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。

后疫情时代,快速掌握快餐营销的4大新变化

经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。

而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。

我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。

01

营销更加强调「品效合一」

与私域流量吸纳后的精细化运营

我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。

品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。

营销活动少了点套路,多了真诚简单。

在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。

例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。

<P style="box-sizing: border-box; font-size: 16px;"> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362722.jpeg" alt="后疫情时代,快速掌握快餐营销的4大新变化" width="900" height="383" data-ratio="0.4255556" data-type="jpeg" data-w="900" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。</p> <p style="white-space: normal; box-sizing: border-box;">而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。</p> <p style="white-space: normal; box-sizing: border-box;">我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。</p> </P> <P style="text-align: center; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; min-width: 10%; max-width: 100%; height: auto; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="text-align: justify; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">营销更加强调「品效合一」</strong></span></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">与私域流量吸纳后的精细化运营</strong></span></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">营销活动少了点套路,多了真诚简单</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin: 20px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; padding: 10px; background-color: #fff9e7; z-index: 1; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; overflow-x: auto; box-sizing: border-box;"> <P style="overflow: hidden; width: 317%; max-width: 317% !important; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220366468.png" data-ratio="0.4177449" data-type="png" data-w="541" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220361657.png" data-ratio="0.4293333" data-type="png" data-w="750" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367083.png" data-ratio="0.4335793" data-type="png" data-w="542" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 24.2902%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220368177.png" data-ratio="0.4169742" data-type="png" data-w="542" /></P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 80px; flex: 0 0 auto; align-self: stretch; height: auto; border-radius: 0px; margin-top: -15px; margin-bottom: -15px; margin-left: -77px; box-sizing: border-box; line-height: 0; border: 3px solid #ffd658;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; align-self: stretch; flex: 10 10 0%; height: auto; background-color: #fff9e7; box-sizing: border-box;"> <P style="margin-top: 10px; margin-right: 0%; margin-left: 0%; text-align: center; box-sizing: border-box;"> <P style="display: inline-block; padding: 0.1em 0.3em; color: #ff8959; font-size: 14px; line-height: 1.6; letter-spacing: 0px; box-sizing: border-box; border: 2px solid transparent;"> <p style="display: inline-block; width: 1em; margin-right: 0.2em; margin-left: 0.2em; float: right; clear: none; box-sizing: border-box;">左右滑动查看</p> <p style="font-size: 0px; line-height: 0; min-height: 0px; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 50%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365984.png" data-ratio="1.7172897" data-type="png" data-w="428" /></P> </P> <P style="font-size: 15px; text-align: center; color: #807d7d; box-sizing: border-box;"> <p style="box-sizing: border-box;">(鱼你在一起:黑鱼上市,一起开黑)</p> </P> <P style="box-sizing: border-box;"> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">后疫情时代的营销,更加强调将流量吸纳进私域中。</p> <p style="white-space: normal; box-sizing: border-box;">在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了&ldquo;一次性&rdquo;流量,再想联系就难了。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #f96e57; box-sizing: border-box;">餐饮进军新零售与线上直播</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">许多品牌纷纷开始开辟半成品零售"第二战场"!</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367249.png" data-ratio="0.1373333" data-type="png" data-w="750" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">(粉丝数达78.3万的霸蛮)</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 14px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">新零售产品借助新的线上直播带货风口,直接飞上了天。</p> <p style="white-space: normal; box-sizing: border-box;">在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">线上云营销成为了新的营销内容</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举例:呷哺呷哺云吃火锅</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 60%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362946.png" data-ratio="1.34375" data-type="png" data-w="640" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">同时这是个营销闭环:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">品牌跨界依然是获新的好选择</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举个例子:</p> <p style="white-space: normal; box-sizing: border-box;">疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。</p> <p style="white-space: normal; box-sizing: border-box;">明显针对不同性别的游戏圈层进行精准引流和拉客。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 50%; padding-right: 5px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220364687.png" data-ratio="1.7808564" data-type="png" data-w="397" /></P> </P> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362455.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); -webkit-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -moz-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -o-transform: translate3d(0px, 0px, 1px) rotateY(180deg); box-sizing: border-box;"> <P style="font-size: 17px; color: #673300; text-align: center; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">剑与远征</strong></p> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 50%; padding-left: 5px; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365051.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="text-align: center; font-size: 17px; color: #ffaeae; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">恋与制作人</strong></p> </P> </P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369507.png" data-ratio="1.7797468" data-type="png" data-w="395" /></P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"></P> </P> </P> </P> <P style="text-align: right; justify-content: flex-end; margin-top: 10px; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="display: inline-block; width: 92%; vertical-align: top; height: auto; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> </P> <P style="color: #ff8124; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: left;"><span style="color: #000000;">和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。</span></p> <p style="text-align: left;"><span style="color: #000000;">&nbsp;</span></p> <p style="text-align: center;"><img class="rich_pages js_insertlocalimg" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369828.png" data-ratio="0.7321428571428571" data-s="300,640" data-type="png" data-w="336" /></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&nbsp;</strong></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;总结&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;</strong></p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: bottom; width: 10px; align-self: flex-end; flex: 0 0 auto; box-shadow: #565656 0px 0px 0px; height: auto; border-width: 0px; margin-right: -10px; z-index: 1; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-shadow: #565656 0px 0px 0px; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="transform: rotateZ(60deg); -webkit-transform: rotateZ(60deg); -moz-transform: rotateZ(60deg); -o-transform: rotateZ(60deg); box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; box-shadow: #565656 0px 0px 0px; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #ffffff; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-shadow: #565656 0px 0px 0px; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 13px; box-shadow: #ffffff -3px 3px 0px inset; border-top: 1px solid #bcbcbc; border-top-left-radius: 0px; border-right: 1px none #3e3e3e; border-top-right-radius: 0px; background-color: #fede45; flex: 0 0 auto; height: auto; align-self: stretch; padding-top: 3px; padding-right: 3px; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; border-left: 1px solid #bcbcbc; border-bottom-left-radius: 0px; box-shadow: #ffffff 0px 0px 0px; border-right: 1px solid #bcbcbc; border-top-right-radius: 0px; flex: 100 100 0%; align-self: stretch; height: auto; border-bottom: 1px solid #bcbcbc; border-bottom-right-radius: 0px; padding: 10px 16px; box-sizing: border-box;"> <P style="font-size: 15px; color: #4f4f4f; line-height: 1.8; letter-spacing: 1px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。</p> </P> </P> </P> </P> </P> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p>

<P style="box-sizing: border-box; font-size: 16px;"> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362722.jpeg" alt="后疫情时代,快速掌握快餐营销的4大新变化" width="900" height="383" data-ratio="0.4255556" data-type="jpeg" data-w="900" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。</p> <p style="white-space: normal; box-sizing: border-box;">而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。</p> <p style="white-space: normal; box-sizing: border-box;">我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。</p> </P> <P style="text-align: center; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; min-width: 10%; max-width: 100%; height: auto; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="text-align: justify; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">营销更加强调「品效合一」</strong></span></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">与私域流量吸纳后的精细化运营</strong></span></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">营销活动少了点套路,多了真诚简单</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin: 20px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; padding: 10px; background-color: #fff9e7; z-index: 1; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; overflow-x: auto; box-sizing: border-box;"> <P style="overflow: hidden; width: 317%; max-width: 317% !important; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220366468.png" data-ratio="0.4177449" data-type="png" data-w="541" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220361657.png" data-ratio="0.4293333" data-type="png" data-w="750" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367083.png" data-ratio="0.4335793" data-type="png" data-w="542" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 24.2902%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220368177.png" data-ratio="0.4169742" data-type="png" data-w="542" /></P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 80px; flex: 0 0 auto; align-self: stretch; height: auto; border-radius: 0px; margin-top: -15px; margin-bottom: -15px; margin-left: -77px; box-sizing: border-box; line-height: 0; border: 3px solid #ffd658;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; align-self: stretch; flex: 10 10 0%; height: auto; background-color: #fff9e7; box-sizing: border-box;"> <P style="margin-top: 10px; margin-right: 0%; margin-left: 0%; text-align: center; box-sizing: border-box;"> <P style="display: inline-block; padding: 0.1em 0.3em; color: #ff8959; font-size: 14px; line-height: 1.6; letter-spacing: 0px; box-sizing: border-box; border: 2px solid transparent;"> <p style="display: inline-block; width: 1em; margin-right: 0.2em; margin-left: 0.2em; float: right; clear: none; box-sizing: border-box;">左右滑动查看</p> <p style="font-size: 0px; line-height: 0; min-height: 0px; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 50%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365984.png" data-ratio="1.7172897" data-type="png" data-w="428" /></P> </P> <P style="font-size: 15px; text-align: center; color: #807d7d; box-sizing: border-box;"> <p style="box-sizing: border-box;">(鱼你在一起:黑鱼上市,一起开黑)</p> </P> <P style="box-sizing: border-box;"> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">后疫情时代的营销,更加强调将流量吸纳进私域中。</p> <p style="white-space: normal; box-sizing: border-box;">在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了&ldquo;一次性&rdquo;流量,再想联系就难了。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #f96e57; box-sizing: border-box;">餐饮进军新零售与线上直播</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">许多品牌纷纷开始开辟半成品零售"第二战场"!</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367249.png" data-ratio="0.1373333" data-type="png" data-w="750" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">(粉丝数达78.3万的霸蛮)</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 14px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">新零售产品借助新的线上直播带货风口,直接飞上了天。</p> <p style="white-space: normal; box-sizing: border-box;">在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">线上云营销成为了新的营销内容</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举例:呷哺呷哺云吃火锅</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 60%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362946.png" data-ratio="1.34375" data-type="png" data-w="640" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">同时这是个营销闭环:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">品牌跨界依然是获新的好选择</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举个例子:</p> <p style="white-space: normal; box-sizing: border-box;">疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。</p> <p style="white-space: normal; box-sizing: border-box;">明显针对不同性别的游戏圈层进行精准引流和拉客。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 50%; padding-right: 5px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220364687.png" data-ratio="1.7808564" data-type="png" data-w="397" /></P> </P> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362455.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); -webkit-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -moz-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -o-transform: translate3d(0px, 0px, 1px) rotateY(180deg); box-sizing: border-box;"> <P style="font-size: 17px; color: #673300; text-align: center; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">剑与远征</strong></p> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 50%; padding-left: 5px; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365051.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="text-align: center; font-size: 17px; color: #ffaeae; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">恋与制作人</strong></p> </P> </P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369507.png" data-ratio="1.7797468" data-type="png" data-w="395" /></P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"></P> </P> </P> </P> <P style="text-align: right; justify-content: flex-end; margin-top: 10px; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="display: inline-block; width: 92%; vertical-align: top; height: auto; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> </P> <P style="color: #ff8124; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: left;"><span style="color: #000000;">和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。</span></p> <p style="text-align: left;"><span style="color: #000000;">&nbsp;</span></p> <p style="text-align: center;"><img class="rich_pages js_insertlocalimg" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369828.png" data-ratio="0.7321428571428571" data-s="300,640" data-type="png" data-w="336" /></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&nbsp;</strong></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;总结&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;</strong></p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: bottom; width: 10px; align-self: flex-end; flex: 0 0 auto; box-shadow: #565656 0px 0px 0px; height: auto; border-width: 0px; margin-right: -10px; z-index: 1; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-shadow: #565656 0px 0px 0px; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="transform: rotateZ(60deg); -webkit-transform: rotateZ(60deg); -moz-transform: rotateZ(60deg); -o-transform: rotateZ(60deg); box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; box-shadow: #565656 0px 0px 0px; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #ffffff; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-shadow: #565656 0px 0px 0px; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 13px; box-shadow: #ffffff -3px 3px 0px inset; border-top: 1px solid #bcbcbc; border-top-left-radius: 0px; border-right: 1px none #3e3e3e; border-top-right-radius: 0px; background-color: #fede45; flex: 0 0 auto; height: auto; align-self: stretch; padding-top: 3px; padding-right: 3px; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; border-left: 1px solid #bcbcbc; border-bottom-left-radius: 0px; box-shadow: #ffffff 0px 0px 0px; border-right: 1px solid #bcbcbc; border-top-right-radius: 0px; flex: 100 100 0%; align-self: stretch; height: auto; border-bottom: 1px solid #bcbcbc; border-bottom-right-radius: 0px; padding: 10px 16px; box-sizing: border-box;"> <P style="font-size: 15px; color: #4f4f4f; line-height: 1.8; letter-spacing: 1px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。</p> </P> </P> </P> </P> </P> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p>

<P style="box-sizing: border-box; font-size: 16px;"> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362722.jpeg" alt="后疫情时代,快速掌握快餐营销的4大新变化" width="900" height="383" data-ratio="0.4255556" data-type="jpeg" data-w="900" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。</p> <p style="white-space: normal; box-sizing: border-box;">而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。</p> <p style="white-space: normal; box-sizing: border-box;">我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。</p> </P> <P style="text-align: center; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; min-width: 10%; max-width: 100%; height: auto; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="text-align: justify; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">营销更加强调「品效合一」</strong></span></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">与私域流量吸纳后的精细化运营</strong></span></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">营销活动少了点套路,多了真诚简单</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin: 20px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; padding: 10px; background-color: #fff9e7; z-index: 1; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; overflow-x: auto; box-sizing: border-box;"> <P style="overflow: hidden; width: 317%; max-width: 317% !important; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220366468.png" data-ratio="0.4177449" data-type="png" data-w="541" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220361657.png" data-ratio="0.4293333" data-type="png" data-w="750" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367083.png" data-ratio="0.4335793" data-type="png" data-w="542" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 24.2902%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220368177.png" data-ratio="0.4169742" data-type="png" data-w="542" /></P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 80px; flex: 0 0 auto; align-self: stretch; height: auto; border-radius: 0px; margin-top: -15px; margin-bottom: -15px; margin-left: -77px; box-sizing: border-box; line-height: 0; border: 3px solid #ffd658;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; align-self: stretch; flex: 10 10 0%; height: auto; background-color: #fff9e7; box-sizing: border-box;"> <P style="margin-top: 10px; margin-right: 0%; margin-left: 0%; text-align: center; box-sizing: border-box;"> <P style="display: inline-block; padding: 0.1em 0.3em; color: #ff8959; font-size: 14px; line-height: 1.6; letter-spacing: 0px; box-sizing: border-box; border: 2px solid transparent;"> <p style="display: inline-block; width: 1em; margin-right: 0.2em; margin-left: 0.2em; float: right; clear: none; box-sizing: border-box;">左右滑动查看</p> <p style="font-size: 0px; line-height: 0; min-height: 0px; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 50%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365984.png" data-ratio="1.7172897" data-type="png" data-w="428" /></P> </P> <P style="font-size: 15px; text-align: center; color: #807d7d; box-sizing: border-box;"> <p style="box-sizing: border-box;">(鱼你在一起:黑鱼上市,一起开黑)</p> </P> <P style="box-sizing: border-box;"> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">后疫情时代的营销,更加强调将流量吸纳进私域中。</p> <p style="white-space: normal; box-sizing: border-box;">在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了&ldquo;一次性&rdquo;流量,再想联系就难了。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #f96e57; box-sizing: border-box;">餐饮进军新零售与线上直播</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">许多品牌纷纷开始开辟半成品零售"第二战场"!</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367249.png" data-ratio="0.1373333" data-type="png" data-w="750" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">(粉丝数达78.3万的霸蛮)</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 14px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">新零售产品借助新的线上直播带货风口,直接飞上了天。</p> <p style="white-space: normal; box-sizing: border-box;">在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">线上云营销成为了新的营销内容</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举例:呷哺呷哺云吃火锅</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 60%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362946.png" data-ratio="1.34375" data-type="png" data-w="640" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">同时这是个营销闭环:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">品牌跨界依然是获新的好选择</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举个例子:</p> <p style="white-space: normal; box-sizing: border-box;">疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。</p> <p style="white-space: normal; box-sizing: border-box;">明显针对不同性别的游戏圈层进行精准引流和拉客。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 50%; padding-right: 5px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220364687.png" data-ratio="1.7808564" data-type="png" data-w="397" /></P> </P> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362455.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); -webkit-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -moz-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -o-transform: translate3d(0px, 0px, 1px) rotateY(180deg); box-sizing: border-box;"> <P style="font-size: 17px; color: #673300; text-align: center; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">剑与远征</strong></p> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 50%; padding-left: 5px; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365051.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="text-align: center; font-size: 17px; color: #ffaeae; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">恋与制作人</strong></p> </P> </P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369507.png" data-ratio="1.7797468" data-type="png" data-w="395" /></P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"></P> </P> </P> </P> <P style="text-align: right; justify-content: flex-end; margin-top: 10px; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="display: inline-block; width: 92%; vertical-align: top; height: auto; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> </P> <P style="color: #ff8124; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: left;"><span style="color: #000000;">和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。</span></p> <p style="text-align: left;"><span style="color: #000000;">&nbsp;</span></p> <p style="text-align: center;"><img class="rich_pages js_insertlocalimg" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369828.png" data-ratio="0.7321428571428571" data-s="300,640" data-type="png" data-w="336" /></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&nbsp;</strong></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;总结&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;</strong></p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: bottom; width: 10px; align-self: flex-end; flex: 0 0 auto; box-shadow: #565656 0px 0px 0px; height: auto; border-width: 0px; margin-right: -10px; z-index: 1; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-shadow: #565656 0px 0px 0px; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="transform: rotateZ(60deg); -webkit-transform: rotateZ(60deg); -moz-transform: rotateZ(60deg); -o-transform: rotateZ(60deg); box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; box-shadow: #565656 0px 0px 0px; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #ffffff; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-shadow: #565656 0px 0px 0px; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 13px; box-shadow: #ffffff -3px 3px 0px inset; border-top: 1px solid #bcbcbc; border-top-left-radius: 0px; border-right: 1px none #3e3e3e; border-top-right-radius: 0px; background-color: #fede45; flex: 0 0 auto; height: auto; align-self: stretch; padding-top: 3px; padding-right: 3px; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; border-left: 1px solid #bcbcbc; border-bottom-left-radius: 0px; box-shadow: #ffffff 0px 0px 0px; border-right: 1px solid #bcbcbc; border-top-right-radius: 0px; flex: 100 100 0%; align-self: stretch; height: auto; border-bottom: 1px solid #bcbcbc; border-bottom-right-radius: 0px; padding: 10px 16px; box-sizing: border-box;"> <P style="font-size: 15px; color: #4f4f4f; line-height: 1.8; letter-spacing: 1px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。</p> </P> </P> </P> </P> </P> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p>

<P style="box-sizing: border-box; font-size: 16px;"> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362722.jpeg" alt="后疫情时代,快速掌握快餐营销的4大新变化" width="900" height="383" data-ratio="0.4255556" data-type="jpeg" data-w="900" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。</p> <p style="white-space: normal; box-sizing: border-box;">而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。</p> <p style="white-space: normal; box-sizing: border-box;">我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。</p> </P> <P style="text-align: center; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; min-width: 10%; max-width: 100%; height: auto; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="text-align: justify; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">营销更加强调「品效合一」</strong></span></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">与私域流量吸纳后的精细化运营</strong></span></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">营销活动少了点套路,多了真诚简单</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin: 20px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; padding: 10px; background-color: #fff9e7; z-index: 1; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; overflow-x: auto; box-sizing: border-box;"> <P style="overflow: hidden; width: 317%; max-width: 317% !important; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220366468.png" data-ratio="0.4177449" data-type="png" data-w="541" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220361657.png" data-ratio="0.4293333" data-type="png" data-w="750" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367083.png" data-ratio="0.4335793" data-type="png" data-w="542" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 24.2902%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220368177.png" data-ratio="0.4169742" data-type="png" data-w="542" /></P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 80px; flex: 0 0 auto; align-self: stretch; height: auto; border-radius: 0px; margin-top: -15px; margin-bottom: -15px; margin-left: -77px; box-sizing: border-box; line-height: 0; border: 3px solid #ffd658;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; align-self: stretch; flex: 10 10 0%; height: auto; background-color: #fff9e7; box-sizing: border-box;"> <P style="margin-top: 10px; margin-right: 0%; margin-left: 0%; text-align: center; box-sizing: border-box;"> <P style="display: inline-block; padding: 0.1em 0.3em; color: #ff8959; font-size: 14px; line-height: 1.6; letter-spacing: 0px; box-sizing: border-box; border: 2px solid transparent;"> <p style="display: inline-block; width: 1em; margin-right: 0.2em; margin-left: 0.2em; float: right; clear: none; box-sizing: border-box;">左右滑动查看</p> <p style="font-size: 0px; line-height: 0; min-height: 0px; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 50%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365984.png" data-ratio="1.7172897" data-type="png" data-w="428" /></P> </P> <P style="font-size: 15px; text-align: center; color: #807d7d; box-sizing: border-box;"> <p style="box-sizing: border-box;">(鱼你在一起:黑鱼上市,一起开黑)</p> </P> <P style="box-sizing: border-box;"> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">后疫情时代的营销,更加强调将流量吸纳进私域中。</p> <p style="white-space: normal; box-sizing: border-box;">在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了&ldquo;一次性&rdquo;流量,再想联系就难了。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #f96e57; box-sizing: border-box;">餐饮进军新零售与线上直播</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">许多品牌纷纷开始开辟半成品零售"第二战场"!</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367249.png" data-ratio="0.1373333" data-type="png" data-w="750" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">(粉丝数达78.3万的霸蛮)</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 14px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">新零售产品借助新的线上直播带货风口,直接飞上了天。</p> <p style="white-space: normal; box-sizing: border-box;">在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">线上云营销成为了新的营销内容</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举例:呷哺呷哺云吃火锅</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 60%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362946.png" data-ratio="1.34375" data-type="png" data-w="640" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">同时这是个营销闭环:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">品牌跨界依然是获新的好选择</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举个例子:</p> <p style="white-space: normal; box-sizing: border-box;">疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。</p> <p style="white-space: normal; box-sizing: border-box;">明显针对不同性别的游戏圈层进行精准引流和拉客。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 50%; padding-right: 5px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220364687.png" data-ratio="1.7808564" data-type="png" data-w="397" /></P> </P> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362455.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); -webkit-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -moz-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -o-transform: translate3d(0px, 0px, 1px) rotateY(180deg); box-sizing: border-box;"> <P style="font-size: 17px; color: #673300; text-align: center; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">剑与远征</strong></p> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 50%; padding-left: 5px; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365051.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="text-align: center; font-size: 17px; color: #ffaeae; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">恋与制作人</strong></p> </P> </P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369507.png" data-ratio="1.7797468" data-type="png" data-w="395" /></P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"></P> </P> </P> </P> <P style="text-align: right; justify-content: flex-end; margin-top: 10px; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="display: inline-block; width: 92%; vertical-align: top; height: auto; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> </P> <P style="color: #ff8124; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: left;"><span style="color: #000000;">和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。</span></p> <p style="text-align: left;"><span style="color: #000000;">&nbsp;</span></p> <p style="text-align: center;"><img class="rich_pages js_insertlocalimg" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369828.png" data-ratio="0.7321428571428571" data-s="300,640" data-type="png" data-w="336" /></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&nbsp;</strong></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;总结&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;</strong></p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: bottom; width: 10px; align-self: flex-end; flex: 0 0 auto; box-shadow: #565656 0px 0px 0px; height: auto; border-width: 0px; margin-right: -10px; z-index: 1; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-shadow: #565656 0px 0px 0px; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="transform: rotateZ(60deg); -webkit-transform: rotateZ(60deg); -moz-transform: rotateZ(60deg); -o-transform: rotateZ(60deg); box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; box-shadow: #565656 0px 0px 0px; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #ffffff; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-shadow: #565656 0px 0px 0px; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 13px; box-shadow: #ffffff -3px 3px 0px inset; border-top: 1px solid #bcbcbc; border-top-left-radius: 0px; border-right: 1px none #3e3e3e; border-top-right-radius: 0px; background-color: #fede45; flex: 0 0 auto; height: auto; align-self: stretch; padding-top: 3px; padding-right: 3px; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; border-left: 1px solid #bcbcbc; border-bottom-left-radius: 0px; box-shadow: #ffffff 0px 0px 0px; border-right: 1px solid #bcbcbc; border-top-right-radius: 0px; flex: 100 100 0%; align-self: stretch; height: auto; border-bottom: 1px solid #bcbcbc; border-bottom-right-radius: 0px; padding: 10px 16px; box-sizing: border-box;"> <P style="font-size: 15px; color: #4f4f4f; line-height: 1.8; letter-spacing: 1px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。</p> </P> </P> </P> </P> </P> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p>

我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。

<P style="box-sizing: border-box; font-size: 16px;"> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362722.jpeg" alt="后疫情时代,快速掌握快餐营销的4大新变化" width="900" height="383" data-ratio="0.4255556" data-type="jpeg" data-w="900" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">经历了疫情的起起伏伏,不知不觉,2020年已过大半,这次疫情给线下实体经济带来了巨大的冲击。</p> <p style="white-space: normal; box-sizing: border-box;">而在危机中求变,成为能够在后疫情时代中,更进一步的餐饮企业探索未来的新方式。</p> <p style="white-space: normal; box-sizing: border-box;">我们在这个时期在市场走访与客户交流的过程中,总结出了后疫情时代,快餐品牌营销的四大新变化。</p> </P> <P style="text-align: center; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; min-width: 10%; max-width: 100%; height: auto; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="text-align: justify; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">营销更加强调「品效合一」</strong></span></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><span style="color: #ff8124; font-size: 16px; box-sizing: border-box;"><strong style="box-sizing: border-box;">与私域流量吸纳后的精细化运营</strong></span></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们发现,在后疫情时代,比起品牌声量的传播,餐饮品牌更加注重的是:通过营销,拉动单店门店销售业绩的提升。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">品牌也相应的缩减了一定的创意营销支出,转为让利消费者,直接拉动消费者进店。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">营销活动少了点套路,多了真诚简单</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />在疫情期间,消费者热情下降、看重性价比的背景下,做活动时,真诚简单确实会比使用套路效果来得更好。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">例如汉堡王最近的营销活动,都是通过极具性价比的优惠套餐高折扣,来吸引消费者直接到店消费。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin: 20px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; padding: 10px; background-color: #fff9e7; z-index: 1; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; overflow-x: auto; box-sizing: border-box;"> <P style="overflow: hidden; width: 317%; max-width: 317% !important; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220366468.png" data-ratio="0.4177449" data-type="png" data-w="541" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220361657.png" data-ratio="0.4293333" data-type="png" data-w="750" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: 25.2366%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; padding-right: 10px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367083.png" data-ratio="0.4335793" data-type="png" data-w="542" /></P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 24.2902%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 100%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220368177.png" data-ratio="0.4169742" data-type="png" data-w="542" /></P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 80px; flex: 0 0 auto; align-self: stretch; height: auto; border-radius: 0px; margin-top: -15px; margin-bottom: -15px; margin-left: -77px; box-sizing: border-box; line-height: 0; border: 3px solid #ffd658;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; align-self: stretch; flex: 10 10 0%; height: auto; background-color: #fff9e7; box-sizing: border-box;"> <P style="margin-top: 10px; margin-right: 0%; margin-left: 0%; text-align: center; box-sizing: border-box;"> <P style="display: inline-block; padding: 0.1em 0.3em; color: #ff8959; font-size: 14px; line-height: 1.6; letter-spacing: 0px; box-sizing: border-box; border: 2px solid transparent;"> <p style="display: inline-block; width: 1em; margin-right: 0.2em; margin-left: 0.2em; float: right; clear: none; box-sizing: border-box;">左右滑动查看</p> <p style="font-size: 0px; line-height: 0; min-height: 0px; box-sizing: border-box;">&nbsp;</p> </P> </P> </P> </P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">我们在为鱼你在一起做新品活动的时候,在嫁接有趣好玩的创意后,一定也要真诚的给到消费者优惠,让营销活动真正能做到【品效合一】,通过营销投入,或者更大的业绩回报。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 50%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365984.png" data-ratio="1.7172897" data-type="png" data-w="428" /></P> </P> <P style="font-size: 15px; text-align: center; color: #807d7d; box-sizing: border-box;"> <p style="box-sizing: border-box;">(鱼你在一起:黑鱼上市,一起开黑)</p> </P> <P style="box-sizing: border-box;"> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">后疫情时代的营销,更加强调将流量吸纳进私域中。</p> <p style="white-space: normal; box-sizing: border-box;">在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;" />做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了&ldquo;一次性&rdquo;流量,再想联系就难了。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #f96e57; box-sizing: border-box;">餐饮进军新零售与线上直播</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">许多品牌纷纷开始开辟半成品零售"第二战场"!</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220367249.png" data-ratio="0.1373333" data-type="png" data-w="750" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">(粉丝数达78.3万的霸蛮)</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 14px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">新零售产品借助新的线上直播带货风口,直接飞上了天。</p> <p style="white-space: normal; box-sizing: border-box;">在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">线上云营销成为了新的营销内容</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举例:呷哺呷哺云吃火锅</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin-top: 10px; margin-bottom: 10px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; width: 60%; height: auto; box-sizing: border-box;"><img style="vertical-align: middle; width: 100%; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362946.png" data-ratio="1.34375" data-type="png" data-w="640" /></P> </P> <P style="font-size: 15px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">同时这是个营销闭环:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="text-align: center; margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; background-image: linear-gradient(90deg, #fda009 0%, #fd6d01 100%); border-style: solid; border-width: 10px; border-radius: 0px; border-color: rgba(255, 255, 255, 0); min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="text-align: justify; font-size: 17px; color: #ffffff; padding-right: 20px; padding-left: 20px; letter-spacing: 0px; line-height: 1; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p> </P> </P> </P> </P> <P style="box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: #ff8124; box-sizing: border-box;">品牌跨界依然是获新的好选择</span></strong></p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">举个例子:</p> <p style="white-space: normal; box-sizing: border-box;">疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="white-space: normal; box-sizing: border-box;">近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。</p> <p style="white-space: normal; box-sizing: border-box;">明显针对不同性别的游戏圈层进行精准引流和拉客。</p> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="margin: 10px 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: 50%; padding-right: 5px; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220364687.png" data-ratio="1.7808564" data-type="png" data-w="397" /></P> </P> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220362455.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="transform: translate3d(0px, 0px, 1px) rotateY(180deg); -webkit-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -moz-transform: translate3d(0px, 0px, 1px) rotateY(180deg); -o-transform: translate3d(0px, 0px, 1px) rotateY(180deg); box-sizing: border-box;"> <P style="font-size: 17px; color: #673300; text-align: center; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">剑与远征</strong></p> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 50%; padding-left: 5px; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: middle; width: 15px; height: auto; align-self: center; box-sizing: border-box;"> <P style="text-align: center; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img style="vertical-align: middle; width: 300px; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220365051.svg" data-ratio="1.0948905" data-type="svg" data-w="137" /></P> </P> </P> <P style="display: inline-block; vertical-align: middle; width: auto; align-self: center; min-width: 10%; max-width: 100%; height: auto; box-sizing: border-box;"> <P style="text-align: center; font-size: 17px; color: #ffaeae; padding-right: 10px; padding-left: 10px; letter-spacing: 1px; line-height: 1; box-sizing: border-box;"> <p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">恋与制作人</strong></p> </P> </P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"><img style="vertical-align: middle; box-sizing: border-box;" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369507.png" data-ratio="1.7797468" data-type="png" data-w="395" /></P> </P> <P style="text-align: center; margin-top: 10px; margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-radius: 6px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"></P> </P> </P> </P> <P style="text-align: right; justify-content: flex-end; margin-top: 10px; margin-right: 0%; margin-left: 0%; font-size: 0px; box-sizing: border-box;"> <P style="display: inline-block; width: 92%; vertical-align: top; height: auto; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> </P> <P style="color: #ff8124; box-sizing: border-box;"> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: left;"><span style="color: #000000;">和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。</span></p> <p style="text-align: left;"><span style="color: #000000;">&nbsp;</span></p> <p style="text-align: center;"><img class="rich_pages js_insertlocalimg" src="https://img.socialmarketings.com/article/2020/08/2020/08/1597220369828.png" data-ratio="0.7321428571428571" data-s="300,640" data-type="png" data-w="336" /></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;">&nbsp;</p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&nbsp;</strong></p> <p style="text-align: center; white-space: normal; box-sizing: border-box;"><strong style="box-sizing: border-box;">&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;总结&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;&mdash;</strong></p> </P> <P style="box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">&nbsp;</p> </P> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; margin-right: 0%; margin-bottom: 10px; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: bottom; width: 10px; align-self: flex-end; flex: 0 0 auto; box-shadow: #565656 0px 0px 0px; height: auto; border-width: 0px; margin-right: -10px; z-index: 1; box-sizing: border-box;"> <P style="margin-right: 0%; margin-left: 0%; box-sizing: border-box;"> <P style="display: inline-block; width: 100%; vertical-align: top; box-shadow: #565656 0px 0px 0px; border-radius: 1px; overflow: hidden; box-sizing: border-box; border: 0px none #3e3e3e;"> <P style="transform: rotateZ(60deg); -webkit-transform: rotateZ(60deg); -moz-transform: rotateZ(60deg); -o-transform: rotateZ(60deg); box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <P style="display: inline-block; vertical-align: top; width: auto; box-shadow: #565656 0px 0px 0px; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #ffffff; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-shadow: #565656 0px 0px 0px; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: auto; flex: 0 0 0%; align-self: flex-start; height: auto; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <P style="display: inline-block; width: auto; vertical-align: top; flex: 0 0 0%; height: auto; align-self: flex-start; padding-right: 2px; padding-left: 1px; border-width: 0px; box-shadow: #565656 0px 0px 0px; box-sizing: border-box;"> <P style="box-sizing: border-box;"> <P style="display: inline-block; width: 2px; height: 55px; vertical-align: top; overflow: hidden; background-color: #565656; box-sizing: border-box; line-height: 0;"></P> </P> </P> </P> </P> </P> </P> </P> </P> </P> </P> <P style="display: inline-block; vertical-align: top; width: 13px; box-shadow: #ffffff -3px 3px 0px inset; border-top: 1px solid #bcbcbc; border-top-left-radius: 0px; border-right: 1px none #3e3e3e; border-top-right-radius: 0px; background-color: #fede45; flex: 0 0 auto; height: auto; align-self: stretch; padding-top: 3px; padding-right: 3px; box-sizing: border-box; line-height: 0;"> <P style="line-height: 0; width: 0;"></P> </P> <P style="display: inline-block; vertical-align: top; width: auto; border-left: 1px solid #bcbcbc; border-bottom-left-radius: 0px; box-shadow: #ffffff 0px 0px 0px; border-right: 1px solid #bcbcbc; border-top-right-radius: 0px; flex: 100 100 0%; align-self: stretch; height: auto; border-bottom: 1px solid #bcbcbc; border-bottom-right-radius: 0px; padding: 10px 16px; box-sizing: border-box;"> <P style="font-size: 15px; color: #4f4f4f; line-height: 1.8; letter-spacing: 1px; box-sizing: border-box;"> <p style="white-space: normal; box-sizing: border-box;">后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。</p> </P> </P> </P> </P> </P> <p style="text-align: center;">&nbsp;</p> <p>&nbsp;</p>

(鱼你在一起:黑鱼上市,一起开黑)

后疫情时代的营销,更加强调将流量吸纳进私域中。

在营销策划阶段就要考虑还用户留存的方式,如何能更好的沉淀品牌私域流量,成为了当下营销的另一个重点目的。

做活动吸引来的顾客,如果没能留存在我们自己的用户系统里,就成了“一次性”流量,再想联系就难了。

在这样的背景之下,餐饮社群运营成为餐饮人的必修之一。

02

餐饮进军新零售与线上直播

现金流是餐饮行业的血液,疫情对餐饮品牌的影响,严重程度犹如"割了动脉"。

虽然随着疫情的好转,餐饮门店开始回血,但国际大背景不够乐观的前提下,发展线上业务成为了餐饮企业的另一个,可以更好地规避风险的渠道。

许多品牌纷纷开始开辟半成品零售"第二战场"!

越来越多的数据显示,成功了的餐饮新零售很快打下了一片江山。

后疫情时代,快速掌握快餐营销的4大新变化

(粉丝数达78.3万的霸蛮)

新零售产品借助新的线上直播带货风口,直接飞上了天。

在薇娅直播间上架不到1分钟,霸蛮米粉半成品零售装就卖出10万多份,总达500余万元的销售额。

这样的数据是仅做线下餐饮很难想象的,但这也正是后疫情时代中,新的趋势之一。

03

线上云营销成为了新的营销内容

疫情期间产生了众多类似于云蹦迪、云旅游、云赏花、云逛博物馆的全新互动形式。

这些形式也在告诉我们,线上营销并非只有「OMG买它买它」直播一条出路。

疫情逐渐消退后,在后疫情时代,这也是一次很好的机会,也许可以先从建立用户关系开始入手,把品牌知名度和产品更直观的展现在用户面前。

举例:呷哺呷哺云吃火锅

以云饭局小程序为载体,通过用户间的二次传播,增加了品牌曝光的同时,更通过游戏和用户分享,增加了品牌沟通的深度和多面性。

同时这是个营销闭环:

用户召唤好友一起组局battle,继而获得各类优惠券。通过线上引流的用户,到餐厅内消费,完成线上引流线下消费的营销闭环。

04

品牌跨界依然是获新的好选择

品牌跨界营销也可以吸引关注和流量,实现1+1>2的转化。由于跨界品牌所处的行业不同,渠道不同,每个品牌所拥有的顾客群体也不同,跨界营销可以让品牌借用双方的渠道资源,覆盖到更多的目标人群。

举个例子:

疫情的冲击,让线上游戏行业反而更受欢迎,疫情推动产业规模大幅增加,2020年第一季度我国电子游戏用户规模为6.54亿人。

面对如此庞大的用户群体,通过跨界营销攻占游戏圈层的消费者,成为很好的获客方式:

近期肯德基相继推出了与剑与远征、恋与制作人等热门游戏的联合。

明显针对不同性别的游戏圈层进行精准引流和拉客。

后疫情时代,快速掌握快餐营销的4大新变化

恋与制作人

 

后疫情时代,快速掌握快餐营销的4大新变化

剑与远征

和爆款手游达成深度合作,推出手游专属套餐,玩家可通过购买获得游戏礼包,更加有效的促进了消费。

后疫情时代,快速掌握快餐营销的4大新变化

后疫情时代,在消费者普遍开始重新注重性价比的现状下,快餐的营销变得更注重简单直接有效,能够落地拉动客流增长的动作,才是现阶段快速回血的营销捷径。

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