How to improve the conversion rate and maximize the benefit of service area

As an important part of the expressway, the expressway service area mainly provides service facilities for drivers and passengers, passing vehicles and passengers, and usually provides basic functions such as catering, rest, refueling and automobile repair for expressway users. The service area has also gradually extended from the initial orientation of expressway infrastructure, forming a trend of accelerated development of social and economic benefits.

As a relatively closed environment, the expressway service area has certain closed characteristics, which also makes drivers and passengers driving on the expressway have a certain degree of dependence and rigid demand for the service area. At the beginning of the service area, the supply and demand of consumer services were in an underdeveloped stage, and the consumption field of drivers and passengers was relatively narrow, the content was not rich, and the satisfaction was limited, which was in a downturn. With the improvement of people's material and cultural living standards, consumer demand is diversified and multi-level, and gradually develops from low level to high level. The field of consumption is constantly expanding, the content of consumption is increasingly rich, and the quality of consumption is constantly improving.

From the current business point of view, it mainly involves several aspects of services: it intersects with the business of drivers and passengers before, such as humanized services such as rest, catering and convenience stores in service areas; Commercial intersection with passing vehicles: car-based services such as auto repair (beauty) and refueling are provided in the service area; Intersection with cargo transportation business: cargo-oriented services such as freight connection service, cold storage service and container pre-recording in the service area; Business intersection with its own site: site leasing, energy utilization (hydropower, wind energy) and other service projects with the site (resources) as the main body in the service area.

From the perspective of business scope, we can explore the direction of business development from four categories: "people, cars, goods and fields". However, from the long-term development of the business, traffic volume is our core customer resource, and different vehicle types based on traffic volume are our customer groups. Although passenger flow is the key factor of our business volume, with the economic development entering a stable transition period, the past "demographic dividend" has gradually declined or even disappeared. This requires us to think about such a question: assuming that our traffic volume is in a constant state, where is the growth foothold of service area benefits, and how to maximize the benefits of service area?

The core point lies in the consumption power brought by the consumer groups composed of different models entering the area. The promotion and growth of consumption power is one of the main carriages that drive the GDP of service areas to rise at present and in the future. For our service area, how to change the existing management mode and service environment should be our important pulling means and benefit growth point.

First of all, look at consumption trends and influencing factors from a macro perspective.

1. The improvement of people's living standards has promoted consumption upgrading. Great changes have taken place in the national economy and people's lives over the past 40 years of reform and opening up. The total mileage of expressways in China has exceeded 6.5438+0.3 million kilometers, and the number of motor vehicles in China is close to 320 million. Especially with the arrival of the era of private car consumption, driven by the whole trend of environmental protection, it also brings great opportunities for the operation of expressway service areas. From the development of external commercial market, with the optimization of business model, the iteration of consumption mode, the diversification of demand experience and the renewal of consumption main force, the overall demand of the people has also changed from "material and cultural demand" to "yearning for a better life".

Taking instant noodles as an example, it has won the reputation of "Spring Festival travel rush's necessary artifact". Its taste is diverse and convenient to eat, and it has a broad mass base in China. The consumption of instant noodles in China exceeds 40 billion packets every year, accounting for half of the total consumption in the world. According to external statistics, from 20 13 to 20 16, the total demand for instant noodles in China dropped from 46.22 billion to 38.52 billion, with a decrease of 8 billion packets or 16.7% in three years. With the influence of take-away food delivery (diversified choices and improved convenience) and the improvement of people's requirements for nutrition and health, consumers' consumption demand began to shift.

In our service area, according to incomplete statistics, the sales volume of instant noodles in the service area exceeded 6,543.8+0.5 million in the first two years, and the sales volume exceeded 7 million yuan. Sales accounted for 6.6% of all categories in Shang Chao, while sales accounted for 4.7% of the total sales in Shang Chao. As can be seen from the above data, instant noodles still occupy an important market share in the consumer goods category in the service area, but in terms of sales, the benefit value it brings to the service area is not outstanding enough, or it limits the further improvement of our consumption benefit. How to find out the "alternative" products that can make consumers more desire and have more consumption power under the environment of improving people's living standards, so as to better meet the real needs of consumers and enhance our benefit value.

2. Challenges and opportunities brought by the change of travel mode. On the one hand, we have benefited from the favorable resources brought by economic development and the improvement of people's living standards for the development of high-speed service areas, but on the other hand, we have also begun to be impacted and challenged by changes in travel modes. As mentioned earlier, the expressway mileage has exceeded 6.5438+0.3 million kilometers, but the total mileage of high-speed rail has also reached 25,000 kilometers. 18 12, Hangzhou-Huanghua high-speed railway was officially opened, and the criss-crossing high-speed railway operation network in the province became increasingly dense. These comprehensive changes, on the one hand, directly affect the departure rate and attendance rate of long-distance passenger buses, on the other hand, adjust the travel mode of customer groups. For example, more drivers and passengers will choose short-distance self-driving and long-distance high-speed rail to go to road trip to become a new force driven by economic level; In addition, young people with brand-new consumption concepts and strong consumption impulses began to occupy the main position of consumption. The changes of these factors have undoubtedly brought different requirements to our consumer services. Consumer services in service areas also need to start trying to change the order and structure of supply and demand, from "what consumers sell in service areas" to "what consumers need and what service areas provide".

3. Changes in consumer service and consumer demand. From inside and outside the service area, great changes have taken place in our consumer services.

First, the branded operation of consumer services is outstanding. On the one hand, the service area itself and the opening of the store began to gradually strengthen its own brand and take the brand operation route. Especially at present, the development of the national service area industry is relatively primary, and it is still in a relatively closed stage compared with other open industries such as clothing and fast-moving consumer goods, which is the best opportunity to build the first brand of the national service area; On the other hand, the service area began to introduce brands of specialty store, such as KFC, McDonald's and Starbucks. It also launched niche consumer products with obvious regional characteristics.

Second, the diversification of consumer service products has accelerated. Catering has derived various special packages and exquisite snacks from traditional Chinese fast food. Shang Chao has developed from the initial instant noodles and sausages to cross-border products and cultural products. Food, shopping, leisure and entertainment, automobile service, information media, public transportation and other commercial formats have different diversified development.

Third, the changes in consumer service patterns have intensified. Driven by travel technology and Internet economy, payment mode, retail mode (such as new retail stores in Chang 'an service area), travel mode (consumption change brought by electric vehicles and travel change brought by unmanned driving in the future) and business mode (from internal 1+N+X business mode to * * * enjoying economy, unmanned restaurants, unmanned supermarkets, etc. ) are known and predictable.

Fourth, there is an uncertain surge in consumption power. The phrase "watch him rise from Zhu Lou, watch him entertain guests and watch his building collapse" can represent the ending of many offline celebrity stores from birth to peak, from peak to disappearance. Consumption mentality, consumption preference and consumption trend have all undergone indescribable changes. In the past, the huge demographic dividend could bring us more than expected consumption dividend, but now, as far as the service field is concerned, the traditional dividend (the rapid growth of traffic volume and the gradual strengthening of consumption power) has gradually weakened and disappeared. How to keep up with the consumption trend of the new economy needs further thinking.

Second, improve our consumption conversion rate through relevant measures.

In order to obtain higher operational efficiency and meet more accurate customer service, it objectively means that it is necessary to improve consumer service and expand consumer income. The income we give to customers is equal to the sales quantity multiplied by the average price of products (that is, the customer's unit price), where the sales quantity = the number of people entering the store * the transaction (conversion) rate. Considering the consumption characteristics of service areas, in order to improve consumer services, it is necessary to take "number of people entering the store" and "consumption conversion rate" as the focus of daily management. The "number of people entering the store" in the service area as a whole (that is, the rate of entering the store) is the data formed under the cross-section traffic of the expressway, while the "number of people entering the store" in the service area and each store is based on the data influenced by people flow, store image design and product attractiveness.

Based on the above considerations, this paper puts forward the following development directions on how to improve the conversion rate and maximize the benefits of service areas.

1. Further optimize the flow of people and space utilization, and improve service capacity. There is an obvious "toilet economy" phenomenon in the commercial development and layout of service areas. That is, around the bathroom, a specific human streamline is formed, and consumer services are driven on the basis of this line. However, the appearance of this phenomenon, on the one hand, makes the overall commercial location and form of the service area deviate, relying too much on location to obtain "sales opportunities", which is not conducive to the creation of small commercial complexes and the formation of commercial atmosphere in the service area; On the other hand, from the consumer's point of view, more consumption is not a subjective choice of consumption, but a more casual consumption behavior, which is not conducive to the full release of consumer services. In addition, the overall design form of most service areas under the industrial company is earlier, and the service capacity is lower. Although the facilities in some service areas have been improved and the service functions have been improved through the civilization creation since 20 13, the overall architectural layout of the service area has not changed, the deficiencies in architectural layout have not been completely solved, and the internal movement is not smooth, which can not meet the people's growing demand for quality life.

2. Adjust the commodity structure and enrich the variety of commodities. The original commercial format of service area is usually more homogeneous. The old-fashioned format setting and commodity categories can't attract more consumers, which inhibits certain consumption desires and causes the loss of consumption resources. At present, the structure of our main customer groups has changed from the 1960s and 1970s to the 1980s, 1990s and 00s, and the consumer demand has also developed from satiety to diversified choices such as personality, quality, safety and leisure. It also puts forward new requirements for the consumption environment. For example, the traditional Zongzi project may not be attractive enough for the post-90s and post-00s, our consumption choices are not sufficient, and the consumption positioning of major customer groups is not accurate enough, so more changes need to be made in these aspects.

First, give full play to the role of platform vendors and integrators. At present, the company further releases the existing business potential and expands the potential benefits of the service area by integrating platform resources and using the overall bidding and professional investment promotion methods. In particular, through docking with the market, many brand stores were introduced in a market-oriented way, which enhanced the brand influence, expanded the categories of consumer goods, refined the consumption field, and met the consumption upgrade and consumption demand of consumers. We need to further take the platform as the core and give play to our core advantages through resource integration and project integration.

The second is to accelerate the construction of smart service areas and the application of big data. Under the background of "internet plus" era, the construction of smart service area is based on the traditional service area operation network, and with the help of Internet technologies such as big data, Internet of Things, cloud computing, unified platform, mobile payment, etc., a smart service area serving "people, cars and life" is built. Compared with the traditional service area, it has the characteristics of stronger customer perception, more humanized platform docking, more thorough data analysis, more comprehensive interconnection, deeper intelligent experience and better customer service.

According to statistics, 18 months produces more information than the sum of the past 5000 years. Mobile phones, bracelets, every trip by car, every movie, every shopping track, every online and offline shopping, every ordering, and even every moment when the fingertips are swiped and inadvertently praised, the preferences, consumption, socialization, sports, life and learning data behind them will be recorded indiscriminately, and the formed information will be stored in Ali.

When we fully research and analyze the big data obtained during the top-level design and pilot construction of the smart service area, we can better assist and guide our business development.

For example: ① There were about 456,000 people entering Xiaoshan service area from June 65438 to February, with an average daily attendance of 1.53 million people. The number of men entering this area is about 3.2 times that of women, and the number of consumers generated is 4.2 times that of women.

Data thinking: In Xiaoshan service area, where the proportion of male customers reaches 76%, can the goods we provide be more targeted? Can female customers make a fuss as potential revenue growth points? How to attract female customers?

② Among the customers of Xiaoshan and Chang 'an "lan fong yuen" tea shops, the post-90s generation accounts for 43. 16% and 42.43% respectively.

Data Thinking: According to the data diagnosis of lan fong yuen Tea Shop, the consumer groups of this format are relatively fixed, mostly young people born after 1990s. Therefore, in the promotion process of this format, it is suitable to be placed on the road section with rich customer groups, while the service area with large customer volume and insufficient traffic volume is not suitable for promotion.

According to consumption analysis, male customers prefer products with satiety and refreshing feeling, such as red bull, coffee and egg yolk dumplings; Female customers prefer milk tea and cakes.

3 extraction consumption? For the customer data above 100 yuan, the ranking of each age group is: the first after 80 (29.62%), the second after 00 (28.32%), the third after 90 (25.58%) and the fourth after 70 (16.47%).

Data analysis: Post-70s consumption is relatively conservative, and the main consumer in the service area is the post-80s group, among which the post-00s potential cannot be ignored. Therefore, the next format adjustment and introduction need to be laid out in advance. It is suggested to introduce some brand formats for post-00 customers, which are characterized by personalization, low price, willingness to pay for technological innovation and mobile payment.

There are many such data analysis mentioned above, which need us to further explore and refine. Connect everything, store everything, calculate everything, and everything is informational, digital and intelligent. When all the data are superimposed in a house, the data itself becomes a new energy that can be released and expanded. Big data drives global changes such as ecology, value, consumption, culture and concept, and its destruction of the original value system and explosive growth based on its own data energy are unparalleled. The core of business consumption ecology consists of consumers, brands, channels and related services. Each terminal forms different information and data terminals through the process of commercial consumption, such as customer portraits, consumer demand, social information, assets, finance, commodities, physical space and so on. In this way, various data streams are continuously converged and superimposed, and effective big data is formed through corresponding technologies.

In the construction of smart services and the application of big data, how can industrial companies turn the existing massive data into useful resources for us, how can they assist in operation management and how can they improve efficiency? At present, the operation of the service area has encountered the ceiling, and the stage of traffic bonus has ended. Apart from God's help, how to solve it through human efforts is something we should seriously consider. The practical application of big data is the key to guide business and improve and transform the operation of the next traffic station.

① The conversion rate is improved. We can get the actual conversion rate of Store A through the time-sharing "number of transactions/store flow". However, the conversion rate difference between similar A stores in Chang 'an service area and Xiaoshan service area is 10 point, which provides us with the content of business analysis.

② In the same service area, the demand (conversion rate) of drivers and passengers is different in different periods of 24 hours, but there are rules to follow through data analysis.

③ The choice of commodity categories needs further exploration, and the composition of customer groups in different service areas is different. Not all goods and formats need to be sold repeatedly in the service area, and the strategy needs to be adjusted dynamically.

④ Each service area has its own characteristics and IP, which is closely related to the local core consumer groups, and their consumption characteristics need to be continuously explored and analyzed.

Similar patterns and ideas need to be created by ourselves. From 0 to 1, the research support of big data theory system is needed. We will further strengthen this piece on 20 19.

The third is the combination of public bidding and direct investment. In the past two years, the company has further improved the Measures for the Administration of Investment Promotion and the Measures for the Administration of Partners. During the implementation of the system, relevant processes have been optimized and refined in combination with the responses of all parties and the setting of the company's three-tier structure, especially the flow chart and work requirements of the overall public bidding and direct investment promotion business. On the basis of the overall public bidding system, three overall public tenders were conducted, and the room for rent growth of service area projects was further released, with a total rent premium of more than 24 million yuan. Through targeted investment promotion, more than 20 brand management projects in the service area were introduced, among which Pizza Hut, Manji Dessert, Typhoon Shelter Kitchen and Yip Brothers Fruit were introduced in the national service area for the first time, Xianheng Hotel, Ding Lianfang, Zhenyuantong and Zhoushengji were local time-honored brands, Zheng Xin Chicken Chop was introduced as a national chain brand, Shida and Xiaomuzhi auto repair brands were also piloted, and more than ten brand projects were introduced as franchisees. The introduction of the above-mentioned brand management projects not only ensures the overall improvement of the business image of the service area, but also makes the overall income steadily increase. With the brand's customer aggregation effect, it is expected that there will be room for further expansion of customer income in the future, forming a virtuous circle of operation.

The fourth is to enhance customer stickiness and enhance customer experience. In 20 17, the revenue of Changshan service area in western Zhejiang was 32,585,800 yuan, while the revenue of supermarkets in the service area was 5,63/kloc-0,900 yuan, but the transaction volume of non-oil products in gas stations reached an astonishing 3/kloc-0,578,800 yuan. Of course, due to the special geographical location between provinces, the fuel consumption of Changshan service area is about 900-65438+10,000 tons, and the annual sales volume is about 700-800 million tons, but the non-oil transaction volume created by Changshan service area is 5.6 times that of Shang Chao. Behind these data is actually the cultivation and guidance of customer demand habits. Once the consumption habits tend to mature, they form a good customer stickiness. The so-called customer stickiness refers to the sense of dependence and expectation of re-consumption formed by the combination of customer loyalty, trust and benign experience to the brand or product. The stronger the dependence, the higher the customer stickiness; The higher the expectation of re-consumption, the higher the customer stickiness. The contact between our traditional supermarket business and customer consumption is short-lived, and the conclusion of the transaction also means the end of the relationship between supply and demand, which basically will not promote resale, nor can we guide customer consumption through effective measures. At gas stations, the traditional oil business has become a good channel for business communication and changing consumption scenarios. By giving drivers and passengers (especially truck drivers) different forms of non-oil consumption coupons according to the amount of fuel, the traditional consumption habits of customers have been changed, and the new consumption patterns and habits of drivers and passengers have been smoothly guided, and the re-consumption space has been improved by using points, coupons and other forms. This requires us to make further explorations and attempts in many aspects. For example: ① Providing personalized service for customers: For example, the new retail model of Wufangzhai in Chang 'an service area is close to the frontier consumption trend of products in terms of product display and consumption mode; Let customers think that they have received enough attention: enough attention means that customers have experienced service content beyond their expectations, such as Haidilao, a model of catering service industry. Gas stations in some service areas will provide free cleaning service for the front windshield of driving vehicles while customers are waiting for refueling, which is also an unexpected service;

③ Interact and communicate with customers through specific systems or systems: this is an important link to improve products and services, gather loyal customers and improve customer satisfaction. At present, it is a pity that our ability to interact with loyal customers and with them needs to be improved. ④ Facing customers' dissatisfaction or queries, solve customers' problems through benign communication; ⑤ Regularly carry out efficient customer experience activities to enhance customer stickiness; ⑥ Classify customers appropriately and conduct refined marketing according to customer categories and characteristics.

3. Expand the cooperative management library and improve the quality of goods. While further introducing new brands, at present, the company pays more attention to the comprehensive expansion of existing brands. Signed a cooperation framework agreement with Zheng Xin Chicken Chop Company with existing cooperation projects, which was fully rolled out in the service area, and the first batch of ten new service areas were added; Gll wonton, which has a good reputation in the service area, is further launched in the North Shore and Fenghua service areas; Based on Fenghua, we will promote the Yuxiangtai hand gift project with distinctive local characteristics in Yuyao and Shaoxing service areas. Well-known traditional brands in the service field will be supported in the development of new retail business. For example, the Wufangzhai Zongzi Project has successively opened new retail formats such as unmanned smart restaurants and magic box vending machines in Xiaoshan and Chang 'an service areas. Since the opening of Wufangzhai Unmanned Wisdom Restaurant in Xiaoshan in April this year, on the basis of the sales of the original traditional stores, the average daily revenue has increased significantly, especially the proportion of online payment has increased significantly. At present, the company's investment brand library has been expanded and maintained, and the number of brands operating in the service area has expanded from more than 30 at the beginning of the year to nearly 150 at the end of the year. Established contact with more than three brand operation integrators, and launched brand integration stores on a pilot basis. In the future, we should further expand the cooperative business library based on the national transportation resource platform, take the brand as the support point and the brand as the quality force point, continuously improve the quality of goods and meet the service needs of consumers efficiently and accurately.