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    微播:建立“私域流量池”為餐飲行業賦能

    2019-07-02 03:37:16 創業邦2019年5期

    王涵

    微播創始人兼CEO 常和森 微播的SaaS 軟件可以免費使用,依據交易抽成收費

    在總體規模超4萬億,門店數量超1200萬的中國餐飲市場,分食者眾多。其中“外賣”市場就有超3000億元的交易規模,在O2O市場中占比25%,預計五年內會突破8000億規模。

    微播成立于2016年,主要通過SaaS系統為餐飲、零售等商家企業快速生成微信、支付寶等平臺的小程序,并提供智能調度配送、外送交易系統、接單支撐系統、到店點單等SaaS服務。

    為了幫助餐飲商家降低成本、提升效率、增加復購和用戶留存率,微播可以提供小程序點餐入口的搭建(支持外賣到店點餐、桌邊買單和會員積分優惠制度),借助微信社交流量幫助商家構建私有流量池,通過小程序推動微信消費者進行高頻、反復的交易轉化;并利用智能配送調度系統,為商戶提供高質量、低成本的外送派單服務;同時,依托微播客服支撐系統為商戶提供直銷外送代運營服務。

    以微播所服務的商戶小萬食堂為例,通過微播的SaaS小程序交易系統及自有流量池,小萬食堂小程序上線運營的20天內便進入穩定期,日訂單量保持在25單左右,私域流量池中每天可新增35個粉絲,積累粉絲數量760人。前期運營人員通過機器模擬人工客服進行一對一服務進行訂單轉化,后期微信號穩定以后,通過群發爆品觸達用戶增加訂單量,當前,平均客單價在48元左右,日訂單轉化率可達粉絲數量的3%左右。

    關于微播的核心商業價值,創始人兼CEO常和森說,微播是幫助商家提供私域流量并且代運營,讓客戶能掌握獲客主動權。競品大多是以SaaS服務包年的形式收費,而微播的SaaS軟件可以免費使用,依據交易抽成收費,抽成扣點是美團、餓了么的一半左右,降低了B端商家的交易成本;他們還開發了一套智能外呼轉化系統,可在用戶同意的前提下,直接獲得微信號,將用戶成功轉化為微信私域流量,獲取一個C端用戶的成本在2元左右,再進行一對一的人工客服銷售轉化,快速建立私域流量池,便于商家每日推送新品和優惠信息;另外,基于自有SaaS產品,他們還能根據商家客戶的需求提供代運營服務,并且已經初步投入運營,這是競品還未拓展的增量場景。

    現階段,微播小程序體系內采用微播代運營的商家外賣訂單量已占全部訂單的1/3,幫助商家提升訂單增量10%,并已聚合品牌商家近1000家,門店5萬家,2018年營收400萬元。微播創始人常和森說,根據當前運營轉化情況和獲客成本來看,項目的加速復制點已經出現,他們會在2019年依次在各地加速復制,預計2019年全年營收1500萬元,服務餐飲品牌2萬家,門店逾10萬家。

    微播核心團隊均有10年以上的互聯網產品研發、運營等從業經驗。目前,已獲得微信支付、微信小程序、支付寶小程序和微眾銀行的多項優惠補貼支持。

    接下來,微播會繼續加大流量運營的投入,幫助商家提升訂單轉化率。該項目正在進行Pre-A輪融資,目標融資1500萬元,資金將用于深入運營投入、市場推廣以及產品研發投入。

    關于微播

    創立時間2016年成立。

    ?
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