Case Analysis | How a startup app completes the launch and transformation of operations!
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In the ever-changing market, how should APP complete the launch and transformation of operations ? Below I will take a food sharing app - Mishi as an example to review the launch and transformation of the Mishi app's operations. I hope everyone can get some inspiration from it. Changes in roles To understand the changes in operational thinking, we must first understand the essential meaning behind the changes in positioning. As a handmade food sharing platform, Mishi defines its users as folk handmade food artists and enthusiasts, with a focus on snacks. In addition to trading, it hopes to create a warm food exchange community and share more stories behind the food. There is no obvious professional distinction between the two parties in the transaction. Users who like delicious food can make it themselves, buy it and taste more delicious food, and like to share the process and stories. As a home cooking platform, it focuses on main meals and staple foods, while also taking into account handmade snacks, and the user roles are very clear and distinct. On one end are home chefs who have the cooking skills and environment to cook. They may do this as a hobby, may be idle, or may hope to earn an income. On the other end are white-collar workers away from home, or people who do not have the ability or time to cook, and they have requirements for the quality of takeout. Basic skills of the product The basic skills of a product can be summarized as maintaining (1) beauty and simplicity, (2) order of importance, and (3) smooth operation in orderly iterations. If we look at its version update records on the App Store, we can see that many updates have added a large number of functions, such as enriched displays and shopping guides, communication tools , a seller operation function system, optimization of product attributes, and expansion of the parallel business of home kitchens. The functional layout, menu bar, theme shopping guide and ordering process of the latest version of the APP are still very concise and clear. Here are the details of the presentation of handmade delicacies and formal meals: Handmade food has more attributes because the craftsmanship and ingredients come from all over the country and the eating scenarios are different. Enter the single product from the category tab on the homepage. After adding it to the shopping cart, you will be redirected to the store homepage for convenient selection from the entire store. The eating scene for meals is unified, and the main thing is to understand the ingredients. Red Star lunch usually requires purchasing multiple dishes (currently single meals are available), so the category tab on the homepage will lead you to the store homepage, where all the dishes on the shelves of Home Kitchen are displayed below. Operation strategy analysis In the following analysis, we will see how Mishi uses its home advantage to both conduct violent operations and tell food stories. However, after business transformation and integration, the company lost its integration advantage due to the loss of operational advantages. 1) The ups and downs of WeChat public accounts The public account started operating in November 2014, when the APP was not yet online. Let’s first look at the reading data of some headlines: Combining these data, let’s take a look at the overall operation trajectory of the Mishi WeChat public account. 1. Content quality. First of all, the typesetting style and content theme are much more beautiful and sophisticated compared to the early days. I guess the editor has changed it several times. WeChat official accounts cooperate with the operation and promotion of the APP. During the entire operation cycle, many activities have been carried out around WeChat, including cooperating with the 517 promotion in 2015. The peak of content data was from March to May 2015, mainly focusing on the recommendations of high-quality food and healthy food on the Food Search APP. Even activities were relegated to second or third place, which shows that the content is highly valued. During the peak period, the average number of readings exceeded 20,000, while the latest average number of readings is only 3,000-4,000. In first- and second-tier cities, there are quite a few large local food public accounts that have very good and continuous content output in terms of food selection and commercial integration, which are very worthy of systematic summary and reference. 2. Launch and operate the event. From December 2014 to mid-January 2015, shortly after starting operations, Mishi launched its first wave of activities on WeChat. We recommend high-quality snacks such as bird's nest, honey, British afternoon tea, etc. through pictures and texts. Users share screenshots of them on their Moments and send them to the editor, who then draws a prize to win the gift. There are several good points here. The theme of food sharing is consistent with the positioning of the upcoming APP; the product selection focuses on quality snacks, and users will not feel embarrassed to share them on WeChat Moments; judging from the published results, female users participated the most, and products such as bird's nests are more appropriate. In the first half of 2015, Mishi carried out three very important activities on WeChat, which are summarized in the table below. The frequency of these three activities is very close, and the types are basically the same. They are all conducted through voting, and the way of resource exchange between private chefs is also similar. What is different is the theme and scale, which means that the core rules are simple and effective, and can be continuously changed. After the second half of 2015, Mishi has not carried out any operational activities based on WeChat. The content selection and style are also very different from the first half of the year. The hot topics are somewhat scattered and empty, and it is mostly just to cooperate with the promotion after the business transformation. The level of WeChat operations has shown a slight downward trend. 2) Seller recruitment and operation In the entire operating system, we temporarily call the sellers before the business transformation handmade private chefs, and those who provide full meal services after the transformation full meal home chefs. For foraging sellers, recruitment and operation complement each other, but the operating methods of private chefs and home chefs are different, so we look at them separately. 1. Promotion and operation of handmade private kitchen First, let’s look at the private chefs who cook handmade delicacies. Most of these private chefs are food lovers. They do not have large traffic gathering places and are scattered among the people in various regions. They may be brand operators or just ordinary cooking enthusiasts. MiShi started recruiting private chefs in November 2014, before the APP was launched. <1>There are many channels for contacting online , including local forums, QQ groups, Moments and competing products. In the QQ group search, you can find a communication group for the founding sellers of Mishi, which was established in November 2014 and has nearly 400 members. Offline marketing can be centralized coverage of specific areas, such as tourist attractions, specialty areas, food production areas, etc. <2> Targeted invitation. At the 2015 517 Food Festival, we can see many private chefs with "prominent backgrounds", including Michelin three-star chefs, CCTV "Chef Competition" chefs, etc., who have a very large influence and appeal. <3> Activity driven. To a certain extent, private chefs of handmade delicacies are both sellers and buyers. Conversely, many people who love delicious food will make it themselves and become private chefs. Through theme activities, similar to the private chef evaluation activity mentioned above, target users can be attracted during the key stages of audition registration and voting. <4> Community-based operation. Foraging for artisan private chefs can be divided into two categories: full-time sellers and food lovers, but they also have common interests. Therefore, Mishi proposed the concept of online community, hoping to create a warm atmosphere for communication, but it was not finally realized. There are several types of offline community operations. One is seller training sessions (Mishi held several sessions between December 2014 and January 2015) or thank-you parties. Another is to hold food lover exchange gatherings, which can be divided by region or category to enhance awareness and cohesion. Establish a regional food exchange team, select a team leader, or directly explore the local food circle. Through supporting policies and resources such as online recommendations or special areas, small teams can conduct private kitchen expansion and activities, and cooperate with foraging activities. At the same time, we invite teams from different regions or categories to lead healthy competition. <5> Category operation. On the food-foraging APP, products are mainly recommended by ranking and theme, and the guidance of category navigation is weakened. Perception and recommendations have a great influence on the purchase and conversion of handmade snacks. This requires a very high level of understanding and preference for the products, a bit like a fashion buyer. On the basis of subjective operation, data-based operation is very necessary. Determine user preferences based on different regions, browsing and purchasing records, such as the differences between the north and the south; form personalized recommendations on food pairing and unit price based on user portraits. For example, there are recommendations on how to eat handmade food, and purchases can be guided based on the recommended ingredients. There are currently several main marketing methods to promote transactions: APP special resource positions, public accounts and other own media recommendations, cooperative resources such as program production and display, marketing event exposure, and the distribution of food forage coupons "food stamps" promotion. 2. Promotion and operation of the formal dining chef Mishi’s home cooking business was trial-operated from July to September 2015, and was officially launched in October 2015 under the name “Red Star Lunch” and began large-scale promotion. The characteristic of home cooking is that, apart from some who cook as a hobby (such as retired chefs), cooking has become a lifestyle habit for most home cooks. The home kitchen business has obvious regional characteristics. Sellers and buyers are independent groups of people, and it is necessary to cover both end users in the region in a targeted and synchronous manner. <1> How to recruit home chefs. There is a degree of user overlap between home chefs and handmade private chefs, or in other words, home chefs are an extension of private chefs. The first batch of home chefs during the trial operation were expanded from private kitchens. Home chefs are of different ages, but their core commonality is their own kitchen, so residential communities are the largest gathering place. The first thing to do in ground promotion is to choose a site. Within the area, there must be enough consumer groups such as office buildings and enough residential areas within a specific distance, and the proportion must be appropriate. The ground promotion methods can be the display of goods and material cooperation in vegetable markets and supermarkets, display of goods within the community, and distribution of flyers on community streets and in places where residents gather, such as squares and parks. From 2015.12.11 to 2015.12.30, Mishi cooperated with Alipay's crowdsourcing platform to release the task of recruiting home chefs. If the information of willing and qualified home chefs was provided, a reward of 50 yuan would be given. If the home chef opened a store and completed a transaction, an additional reward of 100 yuan would be given. <2> Operational growth of HomeChef. The first is to meet the entry and food safety regulations. For home chefs who submit applications, the regional responsible personnel will visit and issue kitchen certification. The home chefs will submit real-name authentication, health certificate and safety commitment letter, and cooperate with insurance companies to provide food safety insurance. Then there is operational support. A home chef is an individual entity and has no other operating conditions except the kitchen. Food Foraging Assist provides food photo shooting, tableware packaging (also considered material promotion) and delivery support. Home cooks are weak in hobby attributes, have high time requirements, and are sensitive in income. Grasping the core concerns, Mishi created successful cases and used revenue to drive the business. After the business was launched, it promoted several cases one after another. In terms of training, online WeChat group sharing and offline seller meetings can be carried out. Many women have strong communication skills on WeChat. Through WeChat training and communication, they can guide the spread of stores, or establish a mutual promotion and reward mechanism to recommend home chefs in the area to their friends. For middle-aged and elderly home cooks, offline training and exchange sessions can gain better recognition, as this group of people has a strong influence in the community. At the same time, through these people, we can expand the publicity cooperation of the community, such as setting up a "head chef" in the community or region to train other chefs in cooking skills and publicity. 3) Expansion and operation of buyer users In the handmade gourmet private chef business, there is a certain degree of overlap between users on both ends, while in the home chef business, more powerful buyers are needed to acquire them. 1. Violent marketing. The buyer side of the home kitchen business has very high geographical restrictions, and field promotion is the most important means, with the key area being office buildings. Let’s look at some data From the data in the table, we can see that the strategy of ground promotion is very simple and clear. The time is concentrated within three months after the launch of Red Star Lunch. The high subsidy for the first order will have significant effects and data growth. Considering the product, this ground-based marketing strategy also has disadvantages. The current product scenarios of the home chef business tend to be individual orders, and single-person packages are currently available. For office users, there are demands for individual orders as well as group meals or business meals. With the same coverage and promotion costs, a large portion of the ordering demand is lost. 2. Marketing and the ever-changing "food coupons". These are the two most effective promotional methods. The largest event was the 517 Food Festival in 2015, which combined a number of compact links such as heavyweight private chefs, preheating, 1 yuan flash sales, and large-value, low-threshold "food coupons" to achieve a peak of 30,000 orders per day. At Red Star Lunch, users will continue to receive varying amounts of "food coupons" after placing an order, which can be used for the next purchase. There are also activities such as raffles or "food coupons" at popular holiday venues. 3. Build brand through offline activities . From September 18 to 20, 2015, Mishi held the Zebra Lifestyle Festival in Shanghai, where food exchanges took place, and gifts and “food coupons” were given away. From October 23 to 25, 2015, Mishi participated in the 2015 China (Hangzhou) Micro-Business Industry Expo. The booth allowed users to download the app to taste private chef food and recruit private chefs/home chefs. IV) Advantages and integration of resources 1. Integration of local media resources. 2015.03.07 Mishi cooperated with Hangzhou Comprehensive Channel on a series of programs called "Mishi in Hangzhou", which targeted private chefs on the APP and recorded the production and stories of handmade food, with full brand exposure and guided download of the APP at the end. On Thanksgiving Day on November 26, 2015, Mishi joined hands with Hangzhou TV Station to provide free "Thanksgiving lunch" prepared by home chefs for the elderly in the community. 2. Product cooperation with complementary demands. 2015.06.10 Mishi and Hangzhou UBER launched a "One-click Free Meal" campaign. On that day, an entrance to the activity taxi-hailing was added to the UBER homepage, with Mishi CEO Feng Xiao as the driver. After users were matched with a taxi, they were given handmade food and introduced and guided to download the Mishi APP. 3. Entrepreneurial media coverage . Among them, 36kr has 4 exclusive reports, which of course is related to the background of the founder and the financing situation. The core of resource integration is to extract one's own core resources and find the demanders of resources. Mishi has food makers, food, and food content, and the current scope of cooperation can be further expanded. For example, in cooperation with the public welfare project “Free Lunch”, private chefs or home chefs are mobilized to provide solutions within their capabilities within the covered areas. In addition, content mining and distribution can be more extensive. There are always difficulties The high bilateral promotion and operating costs of the home kitchen business will also make urban expansion more difficult. After the business transformation, Mishi hopes to connect regular meals and handmade delicacies in terms of combination and frequency. However, judging from the results, the degree of integration of the roles of private chefs and home chefs, and the scene matching of formal meals and handmade delicacies in products have not achieved the ideal effect. At the same time, the means of operation are simpler and cruder year-on-year. The way to market is to adjust, but also to maintain and integrate advantages. Your APP |
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