3,300 stores opened in 10 years, how can the fresh food industry do a good job in private domain? An article dismantles Qiandama’s private domain system

At present, Qiandama has set up stores in more than 30 cities across the country, with a total of more than 3,300 stores. As of August 2022, Qiandama's community group buying turnover exceeded 100 million yuan for the first time, and the number of online members has exceeded 18 million. So how does Qiandama deploy private domains? Let's break it down for you.

In recent years, the community fresh food industry has developed rapidly. Especially in the context of the epidemic, users have quickly developed the habit of buying food online.

Among the many community fresh food brands, Qiandama, founded in 2012, stands out with its concept of "not selling overnight meat" and has become a "dark horse" in the community fresh food field.

Compared with traditional fresh food, community fresh food is more online-oriented. The characteristics of multiple varieties, high frequency and stable customer base also make each brand pay more attention to the effect of private domain operation.

As early as 2018, Qiandama opened a WeChat mini-program store, opened up social e-commerce channels, and then began to build private domain communities and continuously attract members.

01 Introduction

1. Brand Introduction

Qiandama opened its first pork specialty store in Dongguan in April 2012, and was the first to promote the business philosophy of not selling overnight meat. In 2013, it tried the community fresh food model and opened its first standard community store, realizing full-category operations.

As of March 2022, Qiandama has expanded to more than 30 cities across the country, with a total of nearly 3,300 stores, serving more than 10 million households.

2. Market size

In 2021, the market size of China's fresh food e-commerce industry was 311.74 billion yuan, up 18.2% year-on-year. During the epidemic, consumers had a strong demand for online purchases of fresh food, and users' trust in the fresh food e-commerce industry deepened. It is estimated that the scale of China's fresh food market will reach 419.83 billion yuan in 2023.

3. User scale

Qiandama’s consumer groups are mainly divided into middle-aged and elderly groups, office workers and students, among which consumers living in the Pearl River Delta and residents of first- and second-tier cities are the majority.

02 Traffic Matrix Disassembly

1. Official Account

In the menu bar of the official account "Qian Da Ma Does Not Sell Overnight Meat", click "Scan the code to receive coupons". The system will automatically match the QR code of nearby offline stores based on the current location. Click to identify and the community QR code will pop up. Long pressing the QR code will automatically join the community.

2. Mini Programs

Search for the WeChat mini program "Qian Dama" and click it. The system will match the nearest offline store based on the current location. The mini program is mainly used for product sales, membership system, points mall, stored value gifts , etc.

The following shows the drainage path of the mini program:

Traffic flow path 1: On the homepage, use the benefits of "Tuesday Coupons" to attract users to click. After clicking, jump to the nearby offline store according to the location. Long press to scan the code to add the corresponding store manager's WeChat account. After adding successfully, the WeChat account will automatically send the social QR code.

Traffic flow path 2: In the personal center of the mall, there is a circular banner at the bottom. Click "Click to enter the neighborhood group" and you will be redirected to a nearby offline store based on your location. Click to identify and the community QR code will pop up. Long press the QR code to automatically join the community.

Traffic flow path 3: There is "Community Benefits" at the bottom of the personal center of the mall. After clicking it, the system will jump to the nearby offline store based on the location. Click to identify and the community QR code will pop up. Long press the QR code to automatically join the community.

3. Video Account

Qiandama has two accounts on the video account, "Qiandama does not sell overnight meat" and "Qiandama Fresh Official". The main content of the video account is product introduction, welfare activities, membership promotion and food sharing .

4. TikTok

Qiandama’s Douyin account is “Qiandama Fresh” and has 12,000 followers. The account is mainly used to promote products, brand publicity and other content.

5. Weibo

Qiandama has 64,000 followers on Weibo, and the content of the account mainly focuses on product recommendations, holiday greetings, and prize-winning interactions.

6. Xiaohongshu

Qian Dama has 4,950 fans on Xiaohongshu, and has received 13,000 likes and favorites. The topic #钱大妈什么值得买 has 48,000 views, and the main content of the account is product introductions, brand promotions, etc.

03 Analysis of the character IP

Qiandama uses WeChat for Business to establish a link between users and private domains. Each employee’s WeChat account becomes a window for external output. Here is an example of an employee I added:

1. Personality IP creation

Nickname : Aunt Qian Welfare Officer

Avatar : Aunt Qian's logo

Role : Welfare Officer

Automatic welcome message : After adding the company WeChat, the company WeChat will automatically send a welcome message. The welcome message will include a community QR code. Long press to identify the QR code to join the community, and the mini program link of "Tuesday Member Day Benefit Coupon" will be automatically sent to guide users to become paid members.

2. Moments content

Content frequency : Publish 2-4 Moments of Friends content every day

Release time : 12:00~18:00

Contents of Moments : mainly for product promotion, welfare activity publicity, live welfare, member promotion, etc.

04 Community Operation Analysis

Below, I will take a community I added as an example to analyze Qiandama’s community.

1. Community positioning

Group nickname : Qiandama Shanshuicheng store VIP group

Group positioning : welfare group

Community value : coupon collection, reserved dishes, etc.

2. Welcome message and group announcement

After users join the group, an automatic welcome message will be triggered immediately, mainly guiding them to receive the 88% discount coupons for new members and the weekly Tuesday welfare coupons. The group guides them to reserve dishes and can @ the store manager (group owner) at any time. The group announcement and the welcome message have the same content.

3. Community Content

The Qiandama community has relatively few operational actions, mainly publishing coupon benefits, daily menu information, etc. There is also a lack of community maintenance and management, which needs to be strengthened.

05 Membership System Analysis

Qiandama has set up a membership system in the WeChat mini program, which is mainly based on a growth-type membership + points system . The following is a detailed analysis.

1. Growth Members

Qiandama members combine "money power" with the growth system to motivate users by increasing money power, improve activity and generate purchases. Money power can only be obtained by placing an order. For every 1 yuan spent, 10 money power can be obtained, which can be used for level growth, preferential exchange and product redemption.

There are 4 levels of membership: ordinary member (just register), VIP1 (consumption over 500), VIP2 (consumption over 1000), and VIP3 (consumption over 1500).

The higher the membership level, the more benefits you can enjoy, including member discounts, points redemption, birthday gift certificates, reservations for food, shipping discounts, etc.

2. Points system

Users can earn points through consumption (1 point for every 1 yuan spent), and points can be used to redeem coupons, participate in point lotteries, etc.

summary

Finally, let’s summarize Qiandama’s shortcomings and suggestions in private domain operations:

1. Community section

Qiandama’s community operations lack authenticity. Apart from the welcome message and reserved dishes, there are no extra operational actions within the group. When users have questions or send irrelevant links within the group, they are not resolved immediately, and the user experience is very poor.

It is suggested that some good morning greetings, chain games, etc. can be added in the future to increase the user's favorable experience.

2. Mini Program Section

Some functions in the mini program mall are unavailable, which is likely to reduce users' favorability towards the brand and lead to user loss.

It is recommended to automatically match the mall function according to the currently located offline stores, or to increase the language and paths to divert users to the company’s WeChat community, so as to achieve the purpose of retaining users.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"