How does 20 18 fresh delivery open the market?

First, we must find our own customers.

Summary of the experience of combining vegetables with Dongpo's service for 2000 customers: Vegetable distribution is mainly divided into food and vegetable distribution, food distribution in canteens and high-end restaurants of enterprises and institutions, food distribution in vertical industries and vegetable distribution in fresh supermarkets.

Clear customer orientation can focus on the vision and implementation direction of the enterprise, and the communication effect is also very obvious.

For vegetable distribution companies that have just entered the business, after doing a good job in customer orientation, the next step is to find corresponding benchmark customers, such as Qian Xihe, the leader of vegetable distribution industry. From the very beginning, they positioned the military canteen distribution with a large customer base. First of all, they quickly gained a foothold in this vertical subdivision industry by locking in the benchmark customers of the canteen of Shijiazhuang Army Command College. Today, they have occupied 80% of the food distribution share in domestic military academies and become the leader in the vegetable distribution industry.

It can be said that after finding a clear customer group positioning and obtaining benchmark customers, it is equivalent to taking the first step of successful vegetable distribution.

Second, marketing.

1. Different promotion methods should be set according to different customers.

1. Large canteen customers

Features: large quantity, low quality, few categories, large quantity of single product purchase, and the price will be fixed in the form of contract.

This kind of customers are mainly bidding.

2. Catering enterprises

Features: less demand, high quality, many categories, small purchase volume of single products, and more sensitive to price.

This kind of customers will cut prices more obviously.

3. Fresh supermarket

Features: insensitive to price and demanding on quality.

It would be better for such customers to cut into food safety.

2. Some common promotion methods of fresh distribution enterprises:

Online promotion: Online promotion refers to the promotion of our mall through the Internet. The exclusive QR code of the enterprise platform can be distributed through 58 cities and the market. You can directly enter the official WeChat account by scanning the QR code and pay attention to the information launched by the official WeChat account. In addition, it is also very effective to join some groups specializing in vegetable procurement and promote the enterprise mall to buyers who are responsible for hotel procurement.

2. offline promotion: offline promotion promotes the enterprise mall through advertisements in real life and face-to-face ways. In practice, advertisements and two-dimensional code information of enterprises can be posted on the bulletin boards of large farmers' markets, and a considerable number of customers can be gained by combining some small promotion methods. In addition, for the target customers of the enterprise, such as hotels, restaurants, canteens of government agencies and units, these customers are the largest customer group and the most profitable customers of the enterprise. We should make great efforts, even interview these customers, promote our one-click ordering function, and actually solve the problem that hotel owners are unwilling to go offline but are not at ease with purchasing personnel.

3. Secondary promotion: This part is mainly aimed at the customers already owned by the enterprise. Customers in the dining hall generally know each other, and they are inextricably linked. Enterprises can promote secondary promotion by promoting some small rewards to customers, or promote some customers to upgrade their existing grades.