The first smart business summit forum - mobile Internet era, how can smart payment achieve new breakthroughs?
How does big data drive the payment revolution? How did the cloud POS liberate the hands of the merchant? How do people consume in the future?
On June 15th, Sheraton Hangzhou West Stream, sponsored by Zheshang Media, i Chuang China, and Hangzhou Silver Box Baocheng Technology Co., Ltd. jointly hosted the “2016 China First Smart Business Summit Forum and Silver Box Smart POS Ecosphere Establishment Ceremony†The development trend of the smart payment industry explores how the smart payment can achieve new breakthroughs in the era of mobile internet.
This website has already reported on the silver box. Founded in October 2014, the company is committed to changing the traditional cashier payment scenario, using the online and offline platform system to establish a closed-loop business ecosystem, providing a complete one-stop solution for the merchants, as well as a fully independent marketing. platform. Tens of millions of yuan in round B financing have been completed.
The following is the sharing of the person in charge of the national channel of the word-of-mouth network, and the founder and CEO of the silver box, Cui Wei, on the spot.
Koubei.com National Channel Leader Red: Based on cloud solutions, data services, products, how to serve offline business
Red mentioned that all the catering industry, fast-selling industry, or other industries face the biggest difficulty. For example, the survival rate of food and beverage stores in the past is almost three years. The national food and beverage stores have a cycle of three years in the country, and the cycle is now shortening. Many food and beverage outlets have changed from the opening of life to the average life expectancy of death to two and a half years. There is a figure. In Beijing and Shanghai, the rate of change in each year was around 30%, and the rate of digital change last year was 40%.
The whole line of commercial business is getting harder and harder to do. What is the reason why it is getting harder and harder?
Now all these services, service changes are not completely in keeping with the preferences of young people in the society, did not keep up with the fact that we are based on the original, for example, at the crossroads, open in the crowds of business, such a basic The geographical location of the business, but did not want to go to the service, how to make some changes, this is what we see many companies face difficulties.
The Internet is a user-centered service business. It serves consumers based on the perspective of service providers. However, it must establish such strong links between merchants and consumers. It is necessary to place users in the business center of the entire business. This is the Internet. One core, but in fact, we can see that it is very difficult for a business to reach a real consumer. It’s your customer to open the door and consume it. From this door, go out and lose contact with him. I don’t know who he is. I don’t know which consumer is going to your store today, and will not come again next time.
In the end, all the merchants can't do business well. It's just two words. He can find people flow, where is the traffic, where are the customers, where are the new customers, whether the old customers can return, the real final industry The upgrade is nothing more than where to bring traffic.
The traffic does not come from the line, and the traffic itself comes from the line. All the things that eat, eat, and do are happening in the consumption scene. In such a scene, nothing more than how you touch the consumer, let him have a perception of you. Before he went to the store, he knew that your store was Here, the Internet +, in what way to link your store 3 to 5 kilometers of people with you, do business to re-allocate offline traffic, rediscover who is associated with you, this is the understanding of traffic The so-called traffic is not only to say that the traffic is brought online, I think the scene of local life and life incubation can never be replaced, and watching the numbers can eat, so we say that traffic is going to restore it, it It is there, nothing more than why this person has to go to this store, we have to solve such problems.
Consumer-centered, this matter is subversive, whether online or offline, the customer is God not to enter the door to serve, but to know who the customer is to know that the customer is God, but to know if he is not The consumers you want to serve, not everyone, come to your store. There are a lot of young people nowadays, the business skills of offline young people are getting worse and worse, they will not cook, others will not, all things to eat, all consumer entertainment is basically done outside the home, so this is the biggest line. Business opportunities.
In fact, for the user service, it is not to serve a certain individual. In fact, it is to serve a certain group of people, a certain type of person. This is the most critical. You only have to accurately find the portrait of the service user, and then know how to produce the product, how to design the process. How to design the service.
Hong believes that the cost of new passengers is very high. How do you keep the old customers to serve the old customers is 90% of the business. Today, the customer has an experience for you, you can keep him, this thing is much better than pulling a new customer on the street. This thing belongs to you completely saying that you can lower your menu and then use low prices. Attracting consumers, all your profits are all hardened. Today, with these analyses, you know what kind of discounts you have and what you don't.
Healthy brands and unhealthy brands, what are healthy brands, super VIP, frequent customers are very high, and there are many local tyrants. We say that these brands with long columns are definitely healthy. If low-value customers, buy customers at one time. A lot, what is a one-time purchase of customers, there are many brands 70%, 80% of the transactions come from group purchases, this company told you that if the group purchase this thing to do it again, it may be maintained for one year, if the group purchase is broken for three months It is dumped, because customers will not use the original price to consume at their homes. This is the biggest retreat for stratified marketing, and turning everyone into a low-priced customer. This has a great impact on the brand of the company. In addition to being relatively entertaining, the tax rate is very high, and the catering fast-moving gross margin is very low.
Using payment data to layer members and differentiate marketing, this is the solution and philosophy we provide. I have just talked a lot about how you know to find such a customer. When you become a member, when you go to the member platform, it is natural. Layering members, member marketing activities have some simple cases for everyone to look at, word of mouth has been established for the first anniversary, June 25 is the first anniversary of word of mouth, this year we are serving the entire Ali under the data Offline business is very fast, we see, for example, there are several ways for you to come to member marketing, one way to recruit members, to pull new vouchers, the other is to spend more than enough to increase customer unit price, then sleep The member wakes up and the new store opens. It’s a new customer. Today, the opening of a new store can give high-quality customers a coupon for them to go to the new store in all the stock members of the old store. The way is completely different. You can find the people who match your store in the three kilometers of the new store. Give them a coupon. There are also many different practices in opening a new store.
We said that how to do data marketing personalized service, in fact, just talked a lot, our data label is mobile is alive, in addition to some labels now, all scenes consumer scenes happen all the time, buy things offline, offline Eat, shop online in the supermarket, go to the taxi to watch movies, all behavioral characteristics continue to evolve and change, data labels users are more and more rich, and no one finds a segment of each store, so you will have a chance.
Silver Box founder Cui Wei: New scatter and new opportunities in the POS industry
Some understanding of payment
In some of Marx's theories, Marx's understanding of currency is actually a general equivalent. The earliest use of cattle for sheep, sheep for rice, and rice have such a change. The essence of money is commodity. With the establishment of this set in Marx theory. In theory, when the whole country of the world takes gold as the highest replacement, gold is not the highest equivalent at this stage, so it is said that gold is the highest equivalent of that era. Money is only the performance of value, representing value. Whether it is a cow or a sheep, there is still a problem. In this process, people's demand for money occurs two things: the first is convenience and the second is safety.
In this era, everyone found that with a mobile phone, basic bus, subway can be, when this attribute appears, just the third attribute is the data, because you can record all your purchases through electronic payment. The process of behavior and the nature of the goods purchased, there is only an account in the process of bank card, only know that you bought it, do not know what to buy, found in a survey, 86% of people in China used Alipay, In the past three months, I used the consumption of this kind of scene. In foreign countries, the average level is about 43%, which is half. What does it mean? Is it that the electronic payment in China has entered an explosive growth stage? Everyone wants to be convenient and safe. The data that has just come out of an attribute has been established. This is his understanding of payment.
What happens when the cloud is connected to the POS?
This is a product we are doing in a silver box cloud POS. I understand the traditional POS software, all these applications are clouded, all in the nuclear power generator factory, the following businesses are like the function of water and electricity, open the pipeline You can use it. These traditional functions, such as ordering, pushing, warehouse management, and the marketing function of members have been clouded. If this definition is equivalent to saying that the traditional cash register has been upgraded to the Internet. The user's label attribute gives him new vitality, not a traditional cash register, but a new product. Look at the terminal, all the terminal database of the previous cash register is below, and assume the role of the server. Today, the following terminal becomes a terminal. Today is not counted, another pro, all data is operational, the system is still online.
To talk about one of the most popular understandings, people who do catering know how to call the central kitchen, the first to reduce costs, the second standardization, and the third is fast. The fourth expansion is easy. Understanding the cash register with this quality is the principle. It is a cloud central kitchen. All the cash registers below are all the stores below. You can have unified management. You don't need one store to go through the menu again. You don't need members. To copy it again, there is a little central kitchen to reduce costs, and now cloud POS is extremely low cost reduction, which is close to zero for wireless.
The third and most important key to expanding cloud data marketing is data marketing. What is a cloud box for POS SaaS?
The whole product is divided into front-ends. The interface that everyone sees is the ordering system that the salesperson is using. How should the original salesperson in the ordering system know how to order it? This is the part of the salesperson and your employees. There must be a channel that is the final transaction link payment. Paying us to talk about the efficiency and social requirements is fast. In the traditional cash register, the cash is basically used to find the money, and the bank card is basically dozens of ways. Second, with Alipay 2 seconds, the server is in the cloud, the interaction is very fast, but the data is all retained, so the payment must be fast, and all things are synchronized with word of mouth, if your store is also opening a store on the word of mouth, this is the operator The operation interface, now the word of mouth has also given a 20% discount coupon, this is your marketing.
The second part of the system also has a different gameplay, all the take-away systems have been embedded in the system, Internet entrepreneurship network, how this concept is going to be a store when the business is separate, for a boss to do 10,000 yuan business, on several platforms to inquire. Now it's not the same, all of them are gathered in the whole set of back-end POS system. It is very clear that the 5,000 yuan is a dine-in, 5,000 yuan take-out, including when the underlying data is queried, what kind of goods are sold, what is the dine? The category is selling well.
There is also the power of some data, subverting the traditional membership model, membership card to send a physical card, there are two problems, the first one to make money, then how to get a card for 1 yuan, but there is a problem here, the production cycle is long Or the user lost the card, now there is a way to use the mobile phone, why the mobile phone becomes a shopping card, in fact, the electronic card, now enter the electronic financial card, this part of the electronic financial card and word of mouth with your members can get through, everyone The paper code is one. In fact, these are based on the traditional application of the order function system plus innovative applications, these innovative applications as a guest directly to the store today, the waiter is very busy on the table, I ordered the meal, and finally took out the mobile phone Alipay to pay the statement, and then put the invoice Looking up and writing the invoice directly to the cashier, the whole circulation process is controllable, and everyone rarely reduces the labor cost.
This is the cloud, the core of the BS architecture is all born from the cloud, in the traditional client mode can not achieve this function, if a store is a client, the A store upgraded to run to the B store and then run, It costs a lot in the middle. No need now. All clients are automatically upgraded for you, which is part of the cut maintenance.
Now talk about the back end, the back end for the boss, what the boss does, the first menu, keep up with Taobao's goods, there are sorts in the middle, recommended dishes, why should I recommend, how to write the description of the dishes, category How to divide. The second most important boss is most concerned about how much money is made today, how the category is sold, or chain stores, which chain stores are good, is it rewarding the store manager, these must come up with something to do, this is us In doing so, you can also think of cloud POS as a tool. The logic here is actually the same. It is to manage your users to run your users. These are your guests. Guests will not run to your store for no reason, and will not leave this store for no reason. It must be you. The shop's things are delicious, online Taobao merchants have gradually understood what is operating users, offline operators are not very understanding, here to discuss with everyone, buy a single in the middle, to attract secondary consumption, you can use points, you can With the level, you can use the alliance method, this game is very much.
Three cloud services + cross-platform, cross-platform area spans very large, these things play on their own platforms, you can also rely on what you think is better, such as word of mouth on the platform to play, people's attributes will always be the same will not change.
The third word of mouth, you can pick up Alipay, you can open the word of mouth, you can directly use the scanning code to directly upload the dishes in the background of word of mouth, you can directly choose to call the salesperson waiter in these ways, you can directly order the meal with word of mouth, now All SKUs are standardized to dishes, but after turning all the business desks into SKUs, the order is not the same. Now I want to order the window. If it doesn't come, this time the ant credit is launched, if you don't go Your credit will be reduced. This is the accumulation of all the credits of life in human beings. Finally, after paying Alipay to pay the bill directly, there is an evaluation of the bill, and these things in this store will come up. This interface business terminal how to pick this order, this is actually used by the salesperson, the whole process is to scan the code, order online, terminal orders, kitchen dishes, Alipay checkout. Not only that, but more.
Scan code payment, some people are reluctant to use the mobile phone to point, hope to use the service, and finally use the Alipay checkout. Everyone has a bill for you, the bill is given to your bank card, and the waiter takes the bank card to the cashier to swipe the account. The current phenomenon is that there is a QR code below this bill, which is with Alipay. Unicom, the back-end payment is still there, there is no need to give the bank card to the salesperson in the middle, reducing the secondary contact. This is the small and medium-sized businesses that are serving all walks of life. I have just talked so much about it. I only use catering and catering as high frequency. Now I am paying more attention to it. In fact, the system is not only used for catering, but also among so many businesses. Pet shops, those who sell flowers, have foot bath products, and even those who sell tourist souvenirs in the scenic area are already in use, all kinds of offline merchants can be used, and different modules can be used at the back end.
This is our vision, we hope to make business more intelligent, make business smarter, and only if all the business becomes intelligent, this business circle can become smarter, which is the reason for a single point and expansion.
Now this era is the worst era, but it is also the best era. I have been working in this industry for three years. I talked with many friends who I want to contact. Everyone told me a word, the restaurant owner told me that now The customer is not good at making money, the money is not easy to earn, and the hardware machine talks to me. Now the machine is not easy to sell, but what is good, everyone is not wrong. Everyone has not united, and the system has not been formed. It should be done to form the whole system. The whole ecosystem, everyone interacts and integrates everything, and does not say that anyone wants to grab his job. He also wants to grab his job. There is a hardware dealer in this whole link. The platform, the insurance organization, the banking institution, the supply chain and the service provider, are the most important at every point.
For example, I can't read the insurance institutions here. What are the insurance institutions? Last year, I did a business with Huaan called a merchant futures insurance. Businesses would like to go to this thing. Now, after using these data processing methods, if these insurance institutions occur, The confirmation is OK, including finance. The loan bank wants to give support to small shops. The loans of small shops are very difficult, but the small shops can't get loans. The loan method only mortgages their own cars and houses, and can cooperate with the bank. To do this, you can export these logics, and then the bank itself verifies that these shops can not lend, can take over, which is necessary for small shops. This is the electronic payment + account system + cloud data.
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