A case study of McDonald's marketing?

19901kloc-0/On October 8th, Guanghua Restaurant, the first McDonald's restaurant in Chinese mainland, was grandly opened in Guanghua Road Commercial Pedestr

19901kloc-0/On October 8th, Guanghua Restaurant, the first McDonald's restaurant in Chinese mainland, was grandly opened in Guanghua Road Commercial Pedestrian Street. It has been 25 years since McDonald's entered the China market. 20 15, 10 McDonald's announced its third quarter financial report as of September 30. The same-store revenue of stores that have been in business for more than one year worldwide increased by 4%. The total revenue of McDonald's in the third quarter was US$ 6.6 billion * * about RMB 465,438+09.52 million * *, of which the same-store sales of McDonald's China increased by 26.8% year-on-year. Then let me take a look with the readers.

one

Change marketing methods and pay on the mobile side.

20 15 is a year of mobile payment everywhere, which not only brings convenience to consumers, but also allows businesses to describe the characteristics of consumers more vividly. Xu Cong told the reporter of Successful Marketing, "In 20 16 years, McDonald's will continue to communicate with consumers under the brand of' Let's be together', and constantly update its products and services with the change of lifestyle. We have installed self-service ordering machines in restaurants in major cities, so that consumers can easily complete ordering and payment steps through smooth touch screens; In cooperation with Alipay and WeChat, it is planned to promote the mobile payment function to cover major cities in China in 20 16. Use internet technology to order food through mobile phones-go to the store to get meals, etc. Using digital technology and digital brand communication methods will save consumers a lot of time waiting in line, establish closer ties with consumers and enhance the consumer experience. "

McDonald's announced that more than 230 McDonald's restaurants in Beijing will be fully connected to WeChat payment from February 3, 20 15, which is the third city with comprehensive coverage. It is estimated that the first quarter of 20 16 will cover more than 2,200 McDonald's restaurants nationwide. Xu Cong told reporters that cooperation with WeChat payment can bring more convenience to users. "In the future, we will also take' WeChat official account+WeChat payment' as the core, and use the big data behind O2O to understand the behavior of consumers and provide customers with more convenient services and personalized experiences besides payment."

Xu Cong said that when consumers go to McDonald's stores to spend money, they can only know how much each consumer spends, but they can't draw a portrait of the user. But now, through the big data behind Alipay and WeChat payment platforms, after counting users' buying habits, it can help McDonald's bring more accurate drawings to users, which was impossible before. This is also a way to promote precision marketing. The most important thing for consumers to effectively accept the promotion of new products is to naturally recommend what they want, rather than impose it on consumers. For example, "when the data analysis shows that this user is a consumer who prefers French fries, he can recommend new products or promotions in this category." The resulting marketing experience is completely different, and such data analysis can also be realized on the future platform. "

Mobile payment meets the convenience needs of consumers in fast-paced life with its convenience and efficiency, and also saves the trouble of changing cash and change. At the same time, platforms such as WeChat and Alipay provide payment and voucher card functions on the basis of large users, which can quickly transmit relevant preferential information to consumers. The cooperation between mobile payment and McDonald's will help to improve the ordering rate during the peak meal period, and it is also expected to accelerate the realization of O2O closed loop.

According to public information, from 2065438 to September 2005, McDonald's China and WeChat Pay announced a comprehensive cooperation digital dining experience, and McDonald's Shanghai 172 restaurants took the lead in accessing WeChat Pay; 165438+ 10/7, the world's first McDonald's wechat payment flagship store landed in Guangzhou.

two

Upgrade the coupon system to create a complete O2O closed loop.

Sakura Parkour is actually an online evolution of McDonald's coupon form, and coupons have always been an important means used by McDonald's to attract consumers.

McDonald's China told reporters: "In the United States, customers who use iPhone 6 can already use Apple Pay at McDonald's, or enjoy the convenient service of ordering first and then picking up meals at restaurants. We have been making many industry-leading attempts. In China, in addition to our own research and development of Maile's mobile phone ordering APP, we also have various cooperation and attempts with Baidu, Tencent, Alibaba and other companies. In addition to the cherry blossom cone parkour in cooperation with Baidu Map, we have used the payment and coupon card package functions on WeChat, and there are also many attempts of Mai Coffee in Alipay and Tmall Mall. "

When the mobile payment terminal is mature and widely used, McDonald's can finally realize the closed loop of O2O in China. Through payment data, McDonald's can accurately mine user transaction information and analyze consumer behavior. You can summarize and sort out the information of users' consumption frequency, frequented shops, single consumption amount, food varieties and so on, and then push personalized coupons to them. For example, discount coupons for products they are keen to buy can be sent to frequent customers, free exchange coupons can be promoted to customers who frequent but do not consume new products, and coupons for products they used to buy can be sent to customers who have not visited for a while. Personalized coupons will achieve precise marketing and increase sales.

Obviously, the cherry blossom cone parkour activity launched by McDonald's is only the beginning. We can see that traditional enterprises gradually embrace the Internet era and start new models. Internet technology also provides many possibilities for integrated marketing.

Several stages of the development of McDonald's coupons;

The first stage: paper coupons. McDonald's coupons were first distributed by printing paper, which was not only costly, but also time-consuming and inaccurate.

The second stage: download coupons on the website, show them at the store and enjoy discounts. But it can't effectively collect consumer information.

The third stage: McDonald's under the group buying mode. Since its birth, group buying has gradually become an important mode of online marketing. However, in order to attract consumers against competitors, many domestic group buying models adopt inconsistent pricing strategies online and offline, which runs counter to the integration concept advocated by O2O.

The fourth stage: social marketing. McDonald's regards Weibo as a platform to interact with consumers, and integrates online and offline through a series of activities. For example, consumers can get SMS coupons by sending Weibo, which is related to activities, and then display them in stores. Through Weibo, McDonald's can collect users' forwarding, comments and reading habits, so as to analyze consumer behavior.

three

Create an exchange activity through online coupons

According to Mintel Consulting's analysis data, home cooking is becoming popular on the Internet, and more and more mobile applications and social media have launched various services to help consumers cook at home and platforms to share professional restaurant recipes. Online and offline, from the perspective of fast food consumption frequency, 34% of fast food consumers often eat Chinese fast food several times a week, while only 28% of consumers like to eat foreign fast food several times a month.

"In the past year, McDonald's cooperated with Internet companies in China-Ali, Tencent, Baidu and Sina." Xu Cong gave an example. After the new cherry blossom cone is launched, Baidu Map will randomly push the message to the runners: "Do you have a cherry blossom cone? Do you want to collect it?" With the help of navigation, if you can reach McDonald's dessert station within 15 minutes, users can get 1 cherry blossom cone for free-behind this is the mobile positioning technology of the map.

Xu Cong believes that digital marketing affects not only the form of communication, but also the electronic coupons of McDonald's can quickly promote consumption with the help of digital marketing. Such marketing, McDonald's has also carried out related exploration. "McDonald's format is actually different from most other industries. It is a high-frequency and low-cost consumption behavior-the average meal cost per consumer is around 30 yuan, but compared with other industries, the purchase behavior is very frequent. Therefore, coupons are rigid requirements and can quickly improve the effect of digital marketing. " For McDonald's, coupons are not only in the sense of pure sales, but also attract consumers' attention. In particular, McDonald's often introduces new products, but the cycle of many new products is very short, so we should let more consumers know about these new products in the fastest way, and make them a communication event with the help of coupons to create better marketing effects.