Why did Meituan's monthly sales data actually increase a little, and after a few days, it did not rise but fell?

It has something to do with the operation of your store and the algorithm recommendation mechanism within the US Mission. Sales volume = flow × conversion rate. You should analyze and compare whether the traffic in your store has decreased in recent days. If the exposure is not enough, optimize the keywords. If you don't explain that your conversion rate is low, it means that your take-away order volume suddenly drops in a short time, which is a clear signal that the operating trend is getting worse. Many businesses may have sold 3000+ last month, but this month they have halved. If merchants can't pay attention to it and stop this decline in time, then the takeaway shop is not far from the dead shop, and it is difficult to bring it back to life.

The single dose decrease cannot be simply attributed to the word "exposure decrease". There are many possible reasons behind the decline in exposure. If we don't prescribe the right medicine and blindly increase the promotion, we can't solve the problem substantially, but only temporarily alleviate this trend. Bian Xiao, a take-away player, will give you a summary of Thunder, which is easy to cause a decline in the number of operating stores, and the corresponding measures.

Internal cause: due to improper operation of the store, the platform restricts the flow of the store.

Causes and countermeasures of sudden drop in take-away orders

Bad reviews get together

One-star bad reviews will have a great impact on the short-term sales of businesses.

The store has been operating for a long time, and it is inevitable that it will encounter several bad reviews, sometimes by chance; There may be a situation in the kitchen of your own store one day, which will lead to a decline in product quality; There are also too many orders to work overtime because of the weather.

There are two knowledge points about bad reviews: first, the platform evaluates the proportion of bad reviews rather than the specific number of bad reviews; Second, the impact of bad reviews is short-term, about 7 days.

Causes and countermeasures of sudden drop in take-away orders

Takeaway players have done statistics. Shops that sell 50 orders a day will receive 2 bad reviews within one day, and the exposure will drop 10~20% from the next day. However, the same number of bad reviews, a single store with normal daily sales of 100, and receiving two bad reviews a day belong to the normal range and have little impact.

Countermeasures: Since it is based on the proportion of bad reviews, businesses should actively strive for more favorable comments for the evaluation to make up for the impact, and the number of favorable comments is usually twice that of bad reviews. And pay attention to strengthen management within 7 days, avoid bad reviews again, and control the impact within 7 days.

Causes and countermeasures of sudden drop in take-away orders

Suiyiguan branch

Many merchants may not know whether they continue to operate normally, which is an indicator that the takeaway platform pays attention to the store.

Closing stores at will directly affect the decline of store rankings, especially those with a high proportion of new customers. We say that the operating state of take-out is inertial, and the store data collected by the take-out platform every day is also dynamic and continuous. Once this trend is forced to stop by closing the store manually, many basic data of the store will be pulled down a lot at once.

Take a business with a daily exposure of 3500. If the store is closed manually for one day, the average daily exposure in the last seven days will drop to 3000, down by 15%. The corresponding turnover and single volume also decreased.

Causes and countermeasures of sudden drop in take-away orders

(The picture shows the video screenshot of Kangaroo College)

One of the ranking rules of takeaway platforms is to examine the data trends of takeaway stores. The closer the date is, the greater the weight of sales. Close the store at will, resulting in zero sales one day. After the whole trend is destroyed, the ranking will certainly drop after reopening the store, and the orders will drop sharply.

Some restaurants with good dishes are busy, and the take-away platform is closed for a week, so it is time to consider how to revitalize the store.

Countermeasures: The fundamental reason why many businesses close their stores at will is that they don't pay enough attention to selling this business. Otherwise, you can see almost all restaurants, whether high-end restaurants or street snacks, have no rest except Chinese New Year. Because the boss knows that closing the store at will hurt the users who consume in the store, but when it comes to take-away, too many lists, employees asking for leave and insufficient packaging boxes can all be reasons for closing the store. The boss needs to have some predictive measures for these possible problems.

For example, one of our customers is a white-collar worker, and the business is full from Monday to Friday at noon, so they have no energy to take orders, and they are very deserted at night and weekends. If the business hours on the takeaway platform are only set in the night market, too short business hours will also affect the exposure. In view of this situation, we set the time period of dishes, and take off 60% of dishes at noon to control the amount of orders at noon. If the product can't attract customers to buy, it must be improved.