Dingdong Maicai event operation strategy!

As one of the current hot tracks, local life services are still attracting attention from various players. So, how should we launch operational activities that are in line with the current market environment and user needs? The author of this article reviewed the preliminary preparation and operation process of the activity based on the operational activity case of a local life service APP. You may want to take a look at it.

I have zero experience in operations, so I would like to share the operations projects I am working on. I hope you experts can give me some guidance. First, let me talk about my opinion.

In my opinion, local life and community group buying, as current popular tracks, have great room for development. Dingdong Maicai , as one of them, has a good development prospect and also has its own unique advantages (29-minute delivery and excellent service). Therefore, this operation activity will take Dingdong Maicai as an example, and carry out this operation activity from the aspects of preliminary preparation, plan output, project operation, etc.

First, I conducted relevant track analysis on the Dingdong Maicai APP.

1. Essential for daily life, close to users' lives.
2. Profit model: commission increase, value-added services, and bid-ask spread.
3. In China's online shopping market, the scale of social retail transactions continues to grow, with a superior model.
4. C-end users are more concerned about high-quality and low-priced goods, and the purchasing process should be time-saving and labor-saving; B-end users are affected by the epidemic and other factors and urgently need to expand their customer base.
5. The quality of goods (especially fresh fruits and vegetables) must be strictly controlled.
6. The products are sold in combination with the currently popular live streaming model on the Internet; a recipe section is launched online to increase interactivity among users, thereby increasing purchasing desire and purchasing power.
7. It is currently in a blue ocean market with huge development prospects.

Through track analysis, it is not difficult to see that the current development prospects of Dingdong Maicai APP are very good, especially in terms of service, the concept of 29-minute delivery is deeply rooted in the hearts of the people. We may use this APP every day in our daily life. After all, we have to eat and cook every day, so increasing the user's repurchase rate and making them sticky users is the core goal of this operation.

Considering the current social situation, the population base of young people living alone is very large, and even fewer of them cook for themselves. They often order takeout or eat snacks, and some even simply don't eat. Such a lifestyle for a long time leads to sub-health of the body and parents' worries about their children. So we followed this hot topic and carried out this operation.

At the same time, the utopia created by a one-person food blogger on Douyin has become a pastime for everyone's fragmented time and a yearning for life. As for the region, compared with first-tier cities like Beijing and Shanghai where the pace of time is fast, the shared space is small, and it is difficult to display cooking skills, this operation activity is set in second-tier cities. The keyword of the event is "meal for one person".

Therefore, the theme of this operation activity was launched: to increase the repurchase rate of registered users in second-tier cities (usage frequency is less than once a week).

1. Preliminary preparation

1. Service positioning, core demands

Because excellent service (29-minute delivery, whether fresh food needs to be processed, oxygen box) is the advantage of Dingdong Maicai APP compared to other similar APPs, our core appeal is to meet the purchasing needs of single users in second-tier cities and increase the repurchase rate to a great extent by increasing service models and improving services.

2. User demands

Integrating the above user demands and combining them with one's own advantages means: using the least time and energy to choose a set meal of the dishes you want to eat more quickly!

3. Competitive product analysis

4. Core closed loop

Based on the above analysis, the theme of this operation activity is proposed:

Today, have you eaten well and lived well?

2. Program Output

1. Specific methods

• Invite nutrition experts, chefs, and loyal users to share "one-person" recipes and determine the selection and net content of the ingredients.
• Each former warehouse manager is responsible for the classification, primary processing, and packaging of dishes (the responsible party is yet to be discussed).
• Series of activities: Special page "One-person meal", open discussion on the event page forum to increase user activity, required dishes added to the agricultural assistance plan to respond to national policies, and participation reward mechanism for members and non-member sticky users.
• Cooperate with Douyin and invite one-person food blogger to use Dingdong Maicai APP to record videos to create topics and hot spots.

2. Influencer

1) B-side users

① Product suppliers and regional wholesale markets

The “One-person Meal” activity sells small-sized items, solving the problem of sales of smaller items.

② Brand merchants

“Package” sales (package ordering, etc.).

2) C-end users

Members and non-member sticky users:

• Membership prices.
• The community forum will be open during the event, and users can be invited to discuss cooking tips and other issues. Everyone is encouraged to ask questions and solve them. At the same time, collect your own recipes.
• Obtain rewards policies (points, coupons, etc.).

3) Nutrition experts, chefs and other recipe providers

① Nutrition experts, chefs, food bloggers

It can increase visibility and increase followers and traffic on social media.

② Loyal users

Reward policies such as coupons and points.

4) Tik Tok

① Tik Tok platform

You can use the Dingdong Maicai APP to follow a series of events related to contemporary young people living alone and helping farmers, spark discussion and create hot topics.

It can provide creators with creative materials and respond to Douyin’s internal creator support plan.

② Tik Tok creators

Provide creative themes, increase traffic, and realize monetization.

③ Ordinary users of TikTok

Learn more cooking methods and tips to enrich your viewing content.

Learn about the Dingdong Maicai APP, search, download and register to enjoy Dingdong Maicai's high-quality services, while increasing the growth of new users of Dingdong Maicai.

5) Webmasters of each site

This has increased the workload and required more attention to the quality of goods when they are delivered to customers.

3. Public opinion

1) External

Food quality and safety issues

1. Product source tracing;
2. Full quality inspection and monitoring;
3. The video or live broadcast format of each site is supervised by the majority of users;
4. Each site shall regularly publish reports on food safety, hygiene and other issues.

2) Internal

Members (preferential policies, reward mechanisms for participating in activities).

There should also be corresponding response measures for various emergencies during the operation process, such as:

① The public’s discussion on the theme of this event: Isn’t it not living a good life if we don’t do it ourselves?

• There will be heat only when there is discussion! If it is just within the scope of normal discussion, there is no need for too many emergency plans and measures, you just need to pay attention to the direction of public opinion at all times.
• If the discussion is more polarized and the vast majority of people believe that the theme of the event is biased, then we need to discuss whether we need to wrap it up and end the event as quickly as possible.

②Food quality and safety issues

A special team was set up immediately to conduct an investigation to determine whether the incident was caused by the products sold on the platform.

• If it is a self-owned product (grown or purchased by oneself), determine the link where the problem occurred, issue a road maintenance statement in a timely manner, apologize to the victim, take responsibility and maintain follow-up communication. And in the future work, we will pay more attention to related issues.
• If it is a cooperative merchant, determine where the problem lies, issue a statement in a timely manner, and assume the responsibilities that the company needs to bear. For merchants, discuss and evaluate whether there is a need to continue cooperation.

3. Project Operation

During the entire project operation process, data is particularly important, so the data that needs to be monitored is roughly divided into three categories and monitored throughout the process.

Tracking of data indicators

• Regular reporting;
• Abnormal alarm (boundary index exceeds 10%);
• Qualitative nature of activities.

Finally, at the end of the operation, the entire operation will be concluded based on the actual situation of the data.

Review the entire operation, analyze the problems that occurred during the process, and the good things that can be retained, and continuously improve yourself and the team.

Author: Wangzai8228

Source: Wangzai8228