China Food

5000 words to explain the private operation method of Xicha

“  

with a small program, hi tea will be online and offline. In addition to improving sales volume and revenue, Xicha can also conduct data analysis on users’ purchase behavior, refine consumers’ consumption granularity and deepen the link with consumers while obtaining users’ portraits.
 ”

A few days ago, when I was brushing the news, I found that there were more than 35 million app members who liked tea!

 
According to official data, as of the first quarter of 2021, the number of members of the app hi tea go has exceeded 35 million, with 81% of online orders.
If you don’t have any concept, let’s compare Starbucks. At present, TA’s membership data in China is 15.4 million, less than half of that of Xi cha.
 
Hi tea small program has done so well???
 
With doubts, I came back to check the relevant information and found that Xicha was the originator of the small program in the tea industry. Before Ruixing started the small program, Ta had already launched Xicha go.
 
Now, Xicha not only makes the small program prosperous, but also relies on the small program to be the first in the tea industry
 
How does Xicha do it?
 
In this article, let’s dig out the secrets behind the private operation of Xi tea.
 
 
Want to do a small program, the first step is to do the user’s basic disk.
 
So, where does the flow of hi tea come from?
 
1) Offline store drainage
 
For Xicha, which has nearly 1000 offline stores, drainage of course starts from the stores.
① Small program starts early
 
When we look back at the development of Xicha, we will find that there is a problem that has bought a big hidden danger for the growth of Xicha – queuing.
 

 
In the short term, queuing may create momentum for a brand and give people a sense of popularity of the brand; But in the long run, people other than loyal users are likely to be blocked by long queues.

线上线下多触点引流

 
In order to deal with this problem, hi tea launched a small program hi tea go in May of the first half of 2018.
 
How early is it?
 
Xi tea is more than three months earlier than Ruixing, who made his fortune by online fission; Starbucks didn’t have a small app until 2020.
 
 
Although the initial launch of the small program hi tea go is to solve the queuing problem, but because of the early admission, hi tea has unconsciously accumulated a large amount of private domain traffic through the small program order.

 
Up to now, the number of members of hi tea go has exceeded 35 million.

A 6031 2 store assistance is well done
 
In order to further promote small programs offline, Xicha has also launched a go fast-selling store dedicated to small programs.
 
These stores are often small in size, and the windows at the door and inside the store are full of QR codes of small programs.
 
Every time the user enters the store, the assistant will remind him that the store can only place an order through a small program.
 
In this way, through a large number of fast-selling stores, Xicha can transfer its huge offline user group to small programs.
 
 
In addition, in the experience store of Xi Cha, the shop assistant will also give voice guidance to the users
 
For example, when queuing up to order, the shop assistant will remind the user that if you mind queuing up, you can use a small program to place an order, which is convenient and fast
2) Online own traffic
 
The most convenient thing to bring small programs to draining is the WeChat official account with the ecology. So the binding between official account and small program is inevitable and obvious.
Official account menu bar settings
 
The official account of WeChat, a little tea, can find the go of the small program in the menu of the official account. Click to jump to the small program.
 
② The article picture has its own jump link
 
In addition to the obvious settings of the menu bar, hi tea also contains a lot of caution in every push.
 
The user portrait of hi tea has always been a young group with fashionable personality. They often have a high demand for “texture”. Therefore, the pictures pushed by the public official account are all full of style and beauty.
 
 
Most importantly, each of these exquisite and beautiful products has its own jump link.
 
 
Think about it. Just one second ago, after watching the new season’s tea ranking, the next second you click on the picture will automatically jump to the product page.
 
Is the drainage efficiency improved every minute!
 
 
With the flow, how to maximize the transformation of users in the small program?
 
As we all know, the process of placing an order in a small program is not complicated. Open the page of the small program, then start to purchase, and finally pay for the order.
 
However, even with such a simple step, Xicha can put in countless tips to transform you.
 
1) Home page: set off atmosphere and guide consumption
 
General small program home page, or like Starbucks and Naixue tea, as much as possible to highlight their various activities, to attract customers;
 
 
Or, like lucky, put more content into the home page space as much as possible, and make full use of the advantage of the home page to undertake the “user’s first sight”.
 
 
But I found that the contents of the home page of hi tea are different from those of Ta
① Beautiful product Poster
 
A little bit of Jinxi tea app home page, you will find that nearly half of the space is a variety of new product posters.
 
These posters are beautifully composed and have all kinds of price introductions.
 
 
In my opinion, Xicha takes up a lot of space on the front page to arrange posters. There are two reasons for this design:
 
On the one hand, through the rich texture of product posters, set off the atmosphere, enhance the user’s desire to buy, establish a delicate brand image.
 
On the other hand, the poster copy repeatedly emphasizes the “natural and fresh” of raw materials. For example, the poster of succulent grape says “hand peeled” and the poster of succulent bayberry says “picking bayberry in early summer”.
 
These copywriters have repeatedly hinted to users that the materials of hi tea are very good and fresh.
 
There is a theory behind Xi Cha’s doing so——
 
According to the Goebbels effect, we know that when a point of view is repeatedly repeated, it will become fixed thinking.
 
In other words, when Xicha brainwashes users repeatedly and my materials are very good and fresh, users will really accept this information and think that the quality of Xicha is very good!
 
In this way, it not only strengthens the high-quality brand positioning of Xicha, but also improves the user’s brand preference for Xicha.
② Eye catching ways to buy
 
In addition to the poster, occupy the largest page is the way to buy.
 
 
It can be said that the copywriting below the purchase channel is directly hitting the pain point of users.
 
For example, when a store takes down a copy from itself, it is “order without queuing”, which can be said to be one of the most painful points of tea loving; The next delivery document is “contactless delivery” to meet the needs of the epidemic.
 
In addition, Xicha has also developed other online consumption modes, i.e. friend shopping. Through the single, not only reduce the distribution cost of hi tea, but also let users enjoy the benefits.
 
2) Shopping: fine operation drives growth
 
Whether the user takes it or accepts the delivery, they will eventually jump to the purchase page of hi tea. On this page, Xicha is also full of caution machines.
① Shopping page for thousands of people
 
The purchase page of hi tea app presents different arrangement according to different users and stores, which can be called thousands of stores.
 
First of all, due to the different use of raw materials in different stores, not all stores are the same.
 
For example, some stores may run out of grapes, so if users locate the store, they will not see succulent grapes on the recommendation interface, but recommend other more popular tea drinks.
 
For stores, each store can have its own main products in the corresponding period; For users, it can also avoid the embarrassing situation of no goods after placing an order.
 
Secondly, according to the new and old users, the vertical screen menu bar of the applet is also different.

 
For new users, like tea will often be popular drink list in front.

利用小程序承接流量,进行转化

 
 
Because new users may not know how to choose a large number of drinks, what they need to do is to reduce the difficulty of users’ choice, so that users can complete their first purchase as soon as possible, and feel “aha moment”.
 
The most popular drink list is made up of 10 popular drinks with the largest sales volume each month. Among them, “succulent grape”, which ranks first in many months, is the first cup of hi tea for most people.
 
It is easier to attract new users to create popular models, especially those with popularity, so as to drive growth.
 
For old users, like tea is to put new product recommendation and seasonal restrictions in front.
 
 
Because tea is a low decision cycle consumer goods, for old users, continuous sensory stimulation is very important. In order to attract old users all the time, we should focus on creating freshness, continuously develop new products, and update and iterate the menu.

 
Through the refined operation of different stores and new and old users, Xicha not only provides good shopping experience for users, but also attracts new users to taste new products and improves the life cycle of old users.

② Fine to the extreme single product page
 
When the user selects a tea drink according to the recommendation, you can also click on the detailed page of the tea drink to learn more about it.
 
First of all, each tea product page is a white background color drawing, the second page is the physical picture.
 
What is the purpose of this?
 
「 The “primacy effect” tells us that the first impression is often the strongest and lasts the longest. The color drawing looks more delicate and beautiful, and gives users a better first impression.
 
In addition, this kind of white background without scenery can highlight the central selling point. For example, the selling point of “Zhizhi raspberry” is the production of fresh strawberries, which is also helpful for users to choose.
 
 
Secondly, Xicha has made a very detailed division on the product taste.
 
Take the example of Naixue’s tea, which belongs to Xicha’s “Duijia”. Naixue’s taste is only divided into three aspects: tea base, temperature and sugar content.
 
 
However, Xicha is divided into seven parts: state, ice content, sweetness, tea base, ingredients, taste and whether the top ingredients are packed separately.
 
 
In this way, Xicha allows users to enjoy customized services to the maximum extent, and solves the problem of “hard to tune”.
 
Finally, through the real product evaluation under the single product page, users can intuitively see the feedback of other users.
 
On the one hand, it provides users with reliable reference and enhances the brand favor; On the other hand, because users can comment freely, it also forces stores to keep vigilant and pay attention to product quality.
 
 
The ultimate goal of hi tea is that the introduction page of each drink must be done, so that users can immediately understand all aspects of this drink without going to offline stores, place orders according to their own needs, and get a cup of their own exclusive tea.
 
3) Placing an order: improving experience and balancing resources
 
In order to solve the problem of queuing, Xicha also launched the order progress bar on the small program.
 
As long as you place an order on the app, the app will automatically screen out the nearest stores for you. There will be progress bars under each store to show how many orders you have in front of you and how many cups you have in the production process.
 
 
In this way, users can arrange their own time reasonably, share the production pressure of those popular stores, and avoid the uneven distribution of resources.
 
In addition, if there are too many cups in the shop, in order not to delay the user’s time, the app will automatically display “busy tea making, you can only buy snacks and ice cream”;
 
When the production pressure is reduced, the app will send you a reminder message to show that you can place an order.
 
 
Finally, we can make a summary for the small program
 
 
Improve retention through membership system
 
As we all know, tea drinking is a scene with high frequency and low demand intensity.
 
Then, the establishment of user incentive system plays an important role in prolonging the life cycle of users and improving the re purchase rate of users.
 
To this end, hi tea is full of details in the membership system.
 
Members who like tea can be divided into ordinary “go members” and paid “planet members”. As long as you scan the code into the small program, authorized login, will automatically become a go member.
 
If you want to become a “planet member”, you need to pay. It is divided into six levels. You can see the picture:
 
 
1) Convert ordinary members into paid members
 
So, how does Xi Cha make users buy planet members?
 
The most important point is that it will sell members when users need special rights most.
 
For example, some shop assistants will catch those queuing users:
 
Now, if you open a star member, you can get two priority coupons (you don’t have to wait in line, you can make them first). In addition, you can get two free shipping coupons, two buy two get one free
According to my observation in the store, many people have paid for the card here, because the “priority coupon” can hit the pain point directly without queuing up.
 
For another example, the shop assistants will remind users when they place an order:
Ah, you have a lot of points here, but you are an ordinary user. You can only accumulate one point for two yuan, which is a bit of a loss. Do you want to help you open a planet paid member, so that you can double your points every time you spend.

You can try it for only one month. According to your latest frequency, it’s definitely cheaper.

You see, compared with “uneconomic” go members, from the perspective of saving money for users, the success rate will be greatly improved.
 
2) Improve the ARPU value of paid members by using member level design
① Promotion difficulty
 
The members of Xi Cha are divided into six grades: silver, gold, platinum, diamond, black gold and black diamond. At first glance, it is more difficult for the members to advance than to climb the Sichuan Road, but Xi Cha will let you go up unconsciously.
 
 
After you open a paid member, you are a silver member. At this time, the system will give you 200 points directly. When you use up the coupons sent by Xi Cha, you will find that you are already gold???
 
How about it? Is it easier than the golden rank in the king.
After deducting the points given by the system, it only costs 300 yuan to upgrade from silver to gold, but it costs 1200 yuan to upgrade from gold to platinum.
 
Therefore, in order to reduce the difficulty, the hi tea party will launch various “bonus points” or “bonus points doubling” activities from time to time, such as doubling bonus points on goddess day, selecting lucky users to give triple bonus points on their birthday
 
In addition, we all know that many businesses will update the member’s QR code in real time to prohibit users from lending members through screenshots.
 
Different from these businesses, in order to encourage users to save points and improve consumption power, Xi Cha not only does not limit “borrowing members”, but also introduces star membership entity card, which can accumulate points as long as you swipe the card.
 
In this way, users can lend their cards to their colleagues and friends for consumption (just provide the card number), so that they can enjoy the discount and keep increasing their points.
② Membership rights
 
In terms of card opening (star member) benefits, Xicha has made the most of the discount, giving two priority coupons (no need to line up, priority production), two free shipping coupons, and two buy two get one free coupons.
 
First of all, preferential coupons are one of the selling points of hitcha membership cards, which can directly hit the pain point where users don’t want to queue up.
 
Secondly, through free shipping coupons and buy two get one free coupons, it can not only improve the user’s order frequency in small programs, but also help to pull new customers.
 
Finally, these coupons are time limited coupons, which force users to spend as many times as possible in a short time, and further transform them into mature users.
 
However, after observation, I found that Xicha did not do well in the setting of promotion rights.
 
The most obvious problem is that the division of rights and interests is not obvious.
 
For example, from gold (accumulated 500 points) to platinum stone members (accumulated 2000 points), it will cost at least more than 1000 yuan. However, in fact, platinum only adds one coupon for every three points compared with gold, which is similar to several coupons.
 
 
For another example, from diamond (accumulated points over 4000) to black gold members (accumulated points over 7000), the rights and interests enjoyed by users are almost the same, only the number of coupons has changed.
There is little difference in member level benefits, which also hurt the promotion motivation of users to a certain extent.
 
Finally, we can make a summary of the membership strategy of hi tea
 
 
In fact, in the final analysis, hi tea is doing hierarchical operation for different user groups.
 
For ordinary users, what Xicha needs to do is to guide them to log in to small programs, reduce the standard of ordinary members, and expand the membership base of Xicha;
 
For loyal users, what Xicha should do is to further improve the loyalty of users, extend the life cycle of these users, and improve their ARPU value as much as possible through payment and the noble experience brought by payment.
 
But when I wrote this tweet, I also found that the membership rights and payment methods of Xi Cha often change
 
For example, sometimes paid members can pay quarterly, sometimes not;
 
For another example, in the early days, the annual fee paid by members was generally 150-10, but later it became 80-5… Not only the annual fee paid, but also other rights and interests changed frequently.
 
Member welfare is not stable, it is easy to hurt loyal customers, causing everyone’s dissatisfaction.
 
If you want to do a good job in the membership system, the rights and interests of members are the key point. Only when you choose a suitable practical interest and convenient way for members, can you attract members to cohere in the products for a long time and become loyal users.
 
Before the launch of the app, Xicha had only offline data. When users bought a drink, they didn’t leave many traces.
 
But with a small program, hi tea will be online and offline.
 
In addition to improving sales volume and revenue, Xicha can also conduct data analysis on users’ purchase behavior, refine consumers’ consumption granularity and deepen the link with consumers while obtaining users’ portraits.
 
Of course, it’s not just the small programs that make Xi Cha so successful. However, a series of operations and forward-looking operations on small programs are worth learning.
Author: Yu Liyan; Source: traffic plus  ( ID: liuliangplus666), the reprint has been authorized. Joining the community: Cherry (wechat: 15240428449); Business cooperation: Amy (wechat: 13701559246). Recommended reading|  |  100 billion light food    |   NMN|   |  |  Collagen Peptide  |  A week’s hot news of walnut element selection column  |  Innovation interview – Ling Ting  |  New Xiu brand  |  Trend insight  |  Packaging outpost fbic 2021 food people are “watching”
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5000 words to explain the private operation method of Xicha
而喜茶从状态、冰量、甜度、茶底、加料、口味和顶料是否分装等 7 方面,做了极度细致的划分。
 
 
这样一来,喜茶在最大限度内让用户享受到定制化服务,解决了“众口难调”的问题。
 
最后,通过单品页面下真实的产品评价,让用户直观的看到其他用户的反馈。
 
这样做的好处有两个,一方面,为用户提供了可靠性参考,增强品牌好感度;另一方面,因为用户可以自由评论,也倒逼各个门店时刻保持警惕,注意产品质量。
 
 
喜茶最终的目的是,每款饮品的介绍页面必须做到,让用户不需要去线下门店,也能立马了解这款饮品的方方面面,并按照自己的需求下单,得到一杯自己的专属茶饮。
 

3)下单:提高体验平衡资源

 
为了解决排队的问题,喜茶还在小程序上推出了订单进度条。
 
只要你在小程序上下单,小程序就会自动为你筛选出最近的几家店面,每家门店下都会有进度条显示在你前面有多少单,以及具体有多少杯在制作过程中。
 
 
这样做既有利于用户合理安排自己的时间,又分担了那些火爆店面的制作压力,避免了资源分配不均的情况。
 
此外,如果店内制作杯数实在太多,为了不耽误用户的时间,小程序上还会自动你显示“制茶繁忙,只可以购买小食和冰淇淋”;
 
等到制作压力减小时,小程序还会为你发送提醒消息,显示可以下单了。
 
 
最后,我们可以给小程序这块儿做一个总结:
 
 

通过会员体系提高留存
 
我们都知道,喝茶是一个高频低需求强度的场景。
 
那么,建立用户激励体系,对于延长用户生命周期,提高用户复购率具有重大作用。
 
为此,喜茶在会员体系上可谓细节满满。
 
喜茶的会员分为普通的「 go会员」和付费的「星球会员」两种。只要你扫码进入小程序,授权登录,就会自动成为 go会员。
 
想成为「星球会员」则需要付费,它又分为 6 级,大家可以看图:
 
 

1)将普通会员转化成付费会员

 
那么,喜茶是如何让用户购买星球会员呢?
 
最重要的一点,就是它会在用户最需要特殊权益的时候推销会员。
 
比如,有的店员会逮着那些排队的用户下手:
 
现在开通星球会员,就可以得到两张优先券(不需要排队,优先制作),除此以外还可以得到两张免运费券,两张买二送一券……
据我在店里观察,很多人听到这儿都掏钱办了卡,因为“优先券”不需要排队这个功能就能直击痛点。
 
再比如,店员们还会在用户下单的时候,贴心的提醒用户:
呀,您这里边积分不少,但是您是普通用户,两块钱才能积一分,有点吃亏喔,我要不要帮您开通星球付费会员,这样您每次消费就可以双倍积分了。
您可以只开一个月试试看,按照您最近的频率,绝对能便宜不少。
你看,以“不划算”的 go会员作为锚点对比,从为用户省钱的角度出发好意提醒,成功率当然会大大提高。
 

2)利用会员等级设计,提升付费会员arpu值


① 晋级难度
 
喜茶的会员分为白银、黄金、铂金、钻石、黑金和黑钻 6 个等级,乍一看这会员晋级之路,比爬蜀道还难,但是喜茶会让你在不知不觉间就上去了。
 
 
开通付费会员以后,你就是白银会员了,这时系统直接就会给你 200 积分,当你把喜茶送的几张优惠券用完以后,你会发现,自己居然已经是黄金了???
 
怎么样,是不是比王者里的黄金段位容易的多
扣掉系统赠送的积分,从白银升到黄金,只需要 300 元,但是从黄金升到铂金却需要 1200 元。
 
因此,为了降低难度,喜茶会不定期推出各种各样的「积分赠送」 or 「积分翻倍」活动,比如女神节当天翻倍积分,抽选幸运用户生日当天送三倍积分……
 
此外,我们都知道,很多商家会实时更新会员二维码,来禁止用户通过截图将会员借出去。
 
和这些商家不同,为了激励用户攒积分,提升消费动力,喜茶不仅不限制“借会员”,还推出了星球会员实体卡,只要刷卡就可以积累积分。
 
这样一来,用户可以把卡借给同事朋友消费(提供卡号即可),既让她们享受到优惠,自己又可以不断涨积分。

② 会员权益
 
在开卡(星球会员)福利这方面,喜茶将优惠做到了最大,赠送两张优先券(不需要排队,优先制作),两张免运费券,还与两张买二送一券。
 
首先,优先券是喜茶推销会员卡的一大卖点,能够直击用户不想排队的痛点。
 
其次,通过免运费券和买二送一券,既能提高用户在小程序的下单频次,又能有利于拉新拓客。
 
最后,这些券都是限时券,就迫使用户在短时间达成尽可能多的消费次数,进一步将他们转化成成熟期用户。
 
但是,经过观察,我发现喜茶在晋级权益的设置上做得并不好。
 
最明显的问题就是,权益划分不明显。
 
比如,从黄金(积分累积满500)升到铂金石会员(积分累计满2000),起码要消费将近一千多元,但是实际上,铂金只比黄金增加了一个满三赠一券这类权益和几张差别不大的优惠券。
 
 
再比如,从钻石(积分累积满4000)到黑金会员(积分累积满7000),用户享受的权益几乎是一样的,变化的只有优惠券的数量而已。
会员等级福利差异不大,在一定程度上也伤害了用户的晋级动力。
 
最后,我们可以对喜茶的会员策略做一个总结:
 
 
其实说到底,喜茶就是在对不同的用户群体做分层运营。
 
对于普通用户,喜茶要做的就是引导他们登陆小程序,降低普通会员标准,扩大喜茶的会员基础;
 
对于忠实用户,喜茶要做的是通过付费,以及付费带来的尊贵体验,进一步提高用户的忠诚度,延长这部分用户的生命周期,尽可能多的提高他们的arpu值。
 
但是在写这篇推送的时候,我也发现,喜茶的会员权益和付费方式经常变来变去:
 
比如,付费会员有时可以季付,有时不可以;
 
再比如,早先开年费会员送的满减券一般是 150-10,后来就变成了满 80-5……不仅满减券,其他权益也经常变化。
 
会员福利不稳定,很容易伤害到忠实顾客,引起大家的不满。
 
如果想做好会员体系,会员权益是关键点,只有给会员选择了适合的现实利益和便捷方式,才能吸引会员长久的凝聚在产品上,成为忠诚用户。

结语

 
在喜茶推出小程序之前,它只有线下数据,用户买一杯饮品,其实并不会留下多少痕迹。
 
但有了小程序以后,喜茶将线上线下打通。
 
除了提高销量和营收,喜茶还可以对用户的购买行为进行数据化分析,在获取用户画像的同时,细化消费者的消费颗粒度,加深与消费者的链接。
 
当然,喜茶能获得如此大的成功,不仅仅是因为小程序。但是,它在小程序上的一系列运营和前瞻性操作,都值得我们学习。

作者:于丽言;来源:流量Plus  (ID:liuliangplus666),转载已获得授权。
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