With over 20 million members and an annual GMV exceeding RMB 4 billion, how does Guoquan Food manage to dominate the private catering industry?

Pre-prepared meals are common to everyone. This industry has developed rapidly in my country in recent years, and the market size has continued to expand. Guoquan Food has performed well in the industry in recent years, and the speed can be said to be an elevator-like rise, which is naturally inseparable from systematic operations and private domain construction. Perhaps everyone wants to know how to achieve such results. You can read the following article, the content in it may be in line with your needs!

In recent years, the pre-prepared food industry has developed rapidly in my country, and the market size has continued to expand.

According to iMedia Consulting data, the scale of China's pre-prepared food market will be 419.6 billion yuan in 2022, a year-on-year increase of 21.3%, and is expected to rise to the trillion yuan level in 2026.

Benefiting from the rapid growth of the industry, Guoquan Food has performed well in recent years. A hot pot ingredient supermarket that sells beef balls, meat rolls, and enoki mushrooms has opened more than 10,000 stores across the country in 6 years, with an annual revenue of nearly 4 billion yuan and a cumulative service user base of more than 360 million.

The rapid growth of Guoquan Food is inseparable from systematic operations and the establishment of private domains. Below is a detailed analysis of how Guoquan Food operates its private domains.

The contents of this article are as follows:

1. Case Background
2. Traffic channel analysis
3. Private IP Disassembly
4. Community Operation Analysis
5. Membership system breakdown

1. Case Background

1. Brand Introduction

Guoquan Food is a convenience store chain system that focuses on hot pot and barbecue ingredients, covering snacks, fresh food, clean vegetables, food, snacks and other commodities; Guoquan Food provides B-end food supply for a large number of small and medium-sized catering companies, and also serves "home, anxious, busy, lazy, and old" consumers. Guoquan Food's supply chain has established 4 food research and development centers in Shanghai, Chengdu, Beihai and other places, with more than 500 brand product SKUs and a total of 12 major product series.

2. Market size

According to iMedia Consulting data, the scale of China's pre-prepared food market will be 419.6 billion yuan in 2022, a year-on-year increase of 21.3%. It is expected that China's pre-prepared food market will maintain a high growth rate in the future, and the scale of the pre-prepared food market will reach 1,072 billion yuan in 2026.

3. User portrait

According to data from various sources, Guoquan Food’s young consumers are mainly concentrated in users aged 31-40 , accounting for as high as 46.4%. Most of them are female white-collar workers in first- and second-tier cities, and 78% of users have children at home.

2. Traffic Channel Analysis

Guoquan Food has established a private domain matrix with channels such as "official account + mini program + corporate microblog + community" as the core, and has made use of popular public domain platforms such as Douyin, Xiaohongshu, Weibo, etc. to achieve public and private domain traffic conversion and help brands expand their voice.

1. Private Domain Platform

Public Account

After following the "Guoquan Food" public account, the brand characteristics are introduced in the welcome message, and a jump link is attached. Use [Community Super Value Coupon Pack] as a benefit point to attract users to join the community.

After the user clicks the link, the system will recommend the nearest store welfare officer based on the user's real-time location. Path 1: Click [Buy Ingredients] in the official account menu bar to enjoy the benefits of fans. Long press to identify the QR code and add the nearest [Guoquan Welfare Officer].

Mini Programs

There are Qiwei’s traffic-generating touchpoints on the homepage of the mini program [Guoquan Mall] and my page.

Path 1: Guoquan Mall - Homepage - Community Benefits - Scan the QR code to join the group Path 2: Guoquan Mall - My - Community Benefits - Scan the QR code to join the group

2. Public Domain Platform

Video Number

Guoquan Food’s video account mainly focuses on brand promotion and situational drama content. On the homepage, there is a [King Bomb Welfare] section, where you can click to add the Welfare Officer’s WeChat account and be invited to join the community. In addition, Guoquan Food’s video account is also connected to the Points Mall, where users can redeem goods with points.

Little Red Book

Guoquanshihui’s account on Xiaohongshu has 19,000 followers and more than 10,000 notes in total.

The account mainly promotes new products and brand events, and will set up lucky draws in tweets to increase the exposure of the content and attract users to make offline purchases.

Weibo

Weibo has 192,000 followers and 805,000 likes and comments. Weibo will share content such as rewarded interactions, event promotions, product introductions, etc. It will also hold joint activities from time to time to expand its voice.

The homepage sets up touchpoints for the fan group. Users can apply to enter after following the account and becoming loyal fans of the account.

3. Disassembly of Private Domain IP

Guoquan Food has refined its customer service WeChat account, with the role of the corporate IP mainly being the welfare officer, who is mainly responsible for promoting new products and sending welfare benefits.

The following is an analysis using the corporate IP I added as an example.

1. Personal positioning

• Nickname : Guoquan Food Club Tangziqiao Road Store (Guoquan Food Club + store name)
• Avatar : Brand LOGO
• Role positioning : Brand welfare officer

2. Automatic welcome message

After adding the WeChat account, the WeChat account will automatically reply with a welcome message, introduce the exclusive benefits of the community, and provide a link to the community to guide users to join the community.

3. Moments content

• Release frequency : 1-2 posts per week
• Release time : Irregular
• Moments content : mainly new product promotions, welfare activities, etc.

4. Analysis of Community Operation

Guoquan Food has more than 10,000 stores across the country, and the community is mainly based on store groups. It attracts users to join the group with "super value coupons", and guides users to receive coupons after joining the group, prompting them to place orders and complete transactions. Let's break it down below.

1. Community Positioning

• Group nickname: Guoquan+region+store name, such as: Guoquan Gongshu District Tangziqiao Road Store Group 1
• Group positioning: welfare group
• Community value: issuing coupons, promoting welfare activities, etc.

2. Community welcome message and group announcement

Currently, Guoquan does not have a welcome message for new groups, and the community’s positioning is mainly focused on distributing welfare activities.

In addition, Guoquan clearly defines violations in group announcements to facilitate the establishment of group order.

3. Community Content

At present, Guoquan does not have a fixed schedule for the content it releases in the community. It usually releases some welfare activities, such as the Tuesday free meal lucky draw event, double points on member day, etc. It mainly focuses on promoting activities and attracting users to consume.

5. Membership System Analysis

At present, the number of registered members of the Guoquan mini program is 20.4 million , which is mainly achieved by setting up a membership system in the WeChat mini program, based on a growth membership + points system .

1. Growing Members

Guoquan's growth membership is divided into 4 levels:

1. LV1 Small Copper Pot (0-299 points)
2. LV2 Small Silver Pot (300-799 points)
3. LV3 Small Gold Pot (800-1499 points)
4. LV4 Diamond Pot (1500 points - unlimited) Users can obtain energy value upgrade levels and corresponding permissions by spending, and every 1 yuan spent = 1 energy value. The higher the accumulated energy value, the higher the level, and the more rights and interests you enjoy.

Taking the Diamond Pot as an example, the main benefits include points acceleration, membership day benefits, birthday gifts, free configuration privileges, new product tasting, etc.

2. Points system

In addition to the growth value membership, Guoquan Food has also built its own points system. Users can earn points by signing in, checking in at stores, and spending. For every 1 yuan spent, 1 point can be earned, and the points can be used to redeem product coupons, free delivery, etc.

In addition, Guoquan points can also be used to participate in raffles and flash sales to obtain high-value and scarce prizes.

VI. Summary

Finally, let’s summarize the highlights and shortcomings of Guoquan Food in private domain operations:

• Rich multi-platform touchpoints : Guoquan has set up accounts on various platforms, using content to attract user attention, and multiple touchpoints to quickly lead target users from the public domain to the private domain.
• Single community gameplay: Guoquan’s community content has few gameplay methods and is only used to distribute coupons, resulting in insufficient brand presence and insufficient user activity.
• IP image is relatively weak : Guoquan’s corporate circle of friends content is mainly hard advertising, and user trust is average. In addition, there is no SOP, and the release time is unstable.

Author: Yan Tao, WeChat public account: Yan Tao Sanshou