But no matter what, the sales of [Shen Nong Orchard] have increased.
After all, it has its own customer base.
The [Lituan Takeaway] platform has obtained order and customer data, and [Shen Nong Orchard] has also gained, so both parties are happy.
Therefore, both parties were very satisfied with the initial cooperation.
However, [Lituan Waimai], the business manager in charge of their company, may have been pressured by the assessment from above, and later started to make some small moves.
Of course, this little move is not intended to kill [Shennong Orchard]. After all, there is no enmity between the two parties, and the previous cooperation was very pleasant.
On the contrary, the business manager of [Lituan Waimai] wants [Shen Nong Orchard]'s sales to grow even more - well, online sales.
However, in June 2015, [Shennong Orchard] relied on the popularity of its home-grown premium product [Nuomizi] lychees, [Shennong Orchard] allowed many customers to register as members and marketed through the membership model.
After all, this is his biological son, so a large part of [Shennong Orchard]’s focus is on this member. Correspondingly, [Shennong Orchard]’s online sales will be affected.
[Shennong Orchard]’s sales at [Lituan Takeaway] have dropped, and the chain brand business manager in charge of [Shennong Orchard] became anxious. Without the consent of [Shennong Orchard], he went to the backend and gave [Shennong Orchard] all the property.
chain store has launched a [New Customer Discount] activity.
This new customer does not refer to new customers on the platform, but new customers in the store.
In other words, customers who have not purchased from the [Shennong Orchard] online store before and come to his store to place an order are considered new customers and will automatically receive a 2 yuan discount.
If you are not a new customer, you will not have this benefit!
Objectively speaking, this kind of activity is just like the promotional activities held by supermarkets and has a certain drainage effect.
A few days after this event was launched, [Shen Nong Orchard]’s online orders increased, but not much.
This matter was not known to [Shen Nong Orchard] until three days later.
Because [Li Tuan Takeaway] maintains its accounts every three days, after three days, [Li Tuan Takeout] returned the money to [Shennong Orchard] company account, which was different from the accounts calculated by [Shennong Orchard] company finance.
The discrepancy was not big, but the problem was serious, so I investigated all the way and finally found out that it was the reason for this [New Customer Discount] event.
[Shennong Orchard] The company’s operations manager immediately questioned the business manager of [Lituan Takeaway].
At first, the business manager refused to admit it, saying that the company had opened it all at once. Later, the operations manager directly called the [Lituan Takeaway] customer service staff at the company headquarters.
These Internet companies are good companies that abide by laws and regulations to the outside world. The customer service responded to the operations manager of [Shen Nong Orchard] and said that the company will not help merchants start this activity uniformly, but that merchants will start it voluntarily.
That's very nice to say!
But in fact, these Internet companies will set various KPIs, that is, various assessment indicators, for their employees every month.
Staff, especially front-line staff, who are commonly known as [BD managers] in the internal industry, have to do their best to achieve the company's various indicators.
Sometimes, they are even forced to help merchants participate in activities.
[Li Tuan Takeaway] The company also turns a blind eye.
Anyway, the goal was achieved.
When there are a lot of complaints, just throw out the [BD Manager] who committed the crime and take the blame.
Interestingly, the company’s slogan is, “Do good things and don’t worry about the future.”
Over the years, this routine has been tried repeatedly.
After all, the takeout market has been cultivated, and many businesses have to rely on others. Many times they feel resentful and have to swallow this breath.
[Shennong Orchard] This incident came to an end, and it was the same. The platform said that it would severely punish the offending [BD Manager], shut down the [New Customer Discount] activity, and ensure that such a thing would not happen again.
In the next few months, [Lituan Takeaway] really did not make any mistakes, and there really was no such forced online activity.
Of course, after the news passed, the operations manager of [Shen Nong Orchard] discovered that his orchard’s ranking on [Li Tuan Takeaway] seemed to have dropped.
I found the business manager of [Lituan Takeout]. The business manager said that it was because there were too many new stores launched on the platform recently, which affected the ranking, and it would be restored later.
New stores have a ranking protection period.
However, the business manager’s words were a bit too funny, making the operations manager of [Shennong Orchard] act like a three-year-old child who doesn’t understand anything.
However, at that time, the focus of [Shen Nong Orchard] was not on [Li Tuan Takeaway], so the new operations manager didn’t bother to pay attention.
On the contrary, [Shen Nong Orchard] became famous because of the [Nuomizi] lychee incident.
Even if there are no activities and even if it is expensive, there are still many customers placing orders on [Lituan Takeaway].
[Shennong Orchard]’s sales on [Lituan Takeaway] have not decreased but increased, which made the [BD Manager] behind him dumbfounded. He gave all the traffic to [Qianguoyuan], which is also a fruit chain company.
[Jiaguoyuan], but the combined online sales of the two companies cannot beat [Shennong Orchard]!
The [BD Manager] has no choice but to do anything.
After all, [Shen Nong Orchard] is a fruit shop with exclusive competitiveness. It is different from ordinary fruits outside and has a high brand awareness. It is not like ordinary small shops that are at the mercy of [Li Tuan Takeout].
The time has arrived in 2016.
The actual market share of [Lituan Takeaway] is getting higher and higher. More and more customers are accustomed to ordering online. Correspondingly, [Shen Nong Orchard]’s online turnover is also increasing, accounting for
Thirty percent of the entire store's revenue, and some stores close to office buildings account for a higher proportion.
Some time ago, the [Lituan Takeaway] chain brand changed its person in charge.
Not long after he came to power, he came to visit [Shen Nong Orchard].
A channel party that accounts for 30% of the sales of [Shennong Orchard] is worthy of a personal interview with Su Shixian.
The two of them had a friendly exchange at first, and finally expressed their intention in a tactful way: they hope that [Shennong Orchard] will share profits and launch various preferential activities to attract more consumers to place orders, and also increase the sales of [Shennong Orchard].
Increase turnover and achieve a win-win situation.
Su Shixian pondered for a while and then said that a win-win situation has always been the pursuit of their group company, but the company's profits are small and if it gives up profits, it will be a loss-making business.
He feels that if consumers are willing to place an order on [Lituan Takeaway], there must be something on [Lituan Takeaway] that meets their needs.
Some are because of discounts, some are because of convenience, some are because of good services, and some are because of products.
[Shen Nong Orchard] has always been adhering to the principle of serving consumers with the best products.
In turn, this type of consumers choose [Shen Nong Orchard] for the same reason.
This is a choice between both parties, and more and more customers choose [Shennong Orchard].
This can be seen from the online sales data in the past few months.
Therefore, he feels that what his company needs to do now is to use better and more stable products to serve consumers, but only use discounts.
Customers attracted with discounts will eventually choose to leave because of the discounts.