Nanjing people have become the "number one" in the country again this time: a few days ago, the takeaway scene innovation jointly launched by Douyin and Ele.me was the first to be launched in Nanjing. Through the new "see-click-reach" service jointly created by the two parties, Nanjing has since become the first city in the country to be able to watch videos and place orders for takeaway. From now on, Nanjing citizens can experience a new takeaway experience of "see-click-reach" through activities such as the "takeaway festival" held by the two platforms.
Litchi News reporter learned that there are more than 50 brands participating in the first batch of innovation pilots, covering more than 2,000 stores: these include not only the little chef, Nanjing big-name stall, Lion King’s Mansion, agarwood duck and other Jianghuai characteristic brands, but also the national brands of major categories such as Xi Jie fried skewers and Yuan Jiyun dumplings. In addition, more than 1,000 small and medium-sized merchants in Nanjing are also among the first batch of online stores. Most of the merchants have recently made preparations for first-line stores and operation backstage, looking forward to jointly bringing different surprises to Nanjing consumers.
Founded in Nanjing and deeply loved by local consumers, Little Chef is the first brand to successfully run the new link of "see and click" in this round of launch. In Nanjing, Little Chef has 40 stores, basically covering the whole city. For online takeaway users, it can also meet the needs of the whole city of 3-5 kilometers delivery. At present, all Nanjing stores of Little Chef can place orders through the Ele.me Mini Program on Douyin. In addition, consumers can directly click on the components in the video to place an order during the process of watching the content of Little Chef Douyin.
"We have been operating in depth on Douyin and Ele.me platforms. We currently have nearly 500,000 fans. Ele.me is our in-depth cooperation takeaway platform. The combination of the two must be a strong alliance." Li Hongxia, vice president of Little Chef Group, said that for the launch of this new scenario service, Little Chef hopes to solve the problem of selling single items on the content platform, delivering to home and private domain retention. In addition, in special periods, Little Chef can also reach customers in a faster and more effective way and provide corresponding supporting services.
(The little chef has launched a variety of signature product packages in the new scene this time)
Dahui Group, which was also born in Nanjing and has been established for 30 years, also participated in this innovation pilot with its three well-known brands – Nanjing Dabaidang, Lion King’s Mansion and Agarwood Duck. From Agarwood Duck, which has obtained national patents, to Nanjing Dabaidang, which focuses on local flavors in Nanjing, to Lion King’s Mansion, which is a classic Huaiyang dish, these three brands can meet the different needs of Nanjing consumers in terms of store deployment, supply, quality and service.
"I believe this kind of cooperation will definitely provide more convenience and speed for consumers to eat at home." Xing Guangting, head of takeaway at Dahui Group, said that catering, as a traditional enterprise, has been paying attention to digital transformation in recent years. The rise of short video marketing has brought new opportunities and challenges to the catering industry. Dahui Group is very willing to try the combination of short video and takeaway to provide consumers with a new takeaway method of "instant delivery".
In the launch process, Dahui Group took out the best-selling takeaway products of various brands, including nearly 10,000 copies of the daily signature dishes, the well-received one-person meal package, and the two-person package selected for the "takeaway festival" activities of the two platforms. At the same time, 1,500 fan gifts were specially prepared for distribution in the live stream.
(Nanjing Dabai Stall, a subsidiary of Dahui Group, focuses on Nanjing local flavors)
"We believe that this new scenario will bring about subversive consumer innovation." Wang Kuan, founder and chairperson of Xijie Fried String, revealed that the brand has been looking forward to this new scenario cooperation for a long time. As early as August this year, when it saw the official announcement of the cooperation between the two platforms, Ele.me and Douyin, it was immediately forwarded to the company for relevant follow-up and preparation. Now the first stop of the cooperation has landed in Nanjing, which can be described as "the right time and the right place" for Xijie Fried String.
Wang Kuan believes that in terms of the category characteristics of Sister Xi’s fried skewers, it is very compatible with the "content + takeaway" scene: consumers can see with their own eyes how the store juices and makes tofu, and hear the sizzling sound of fried skewers… These pictures are more intuitive, more attractive and infectious to consumers. When the link between planting grass and takeaway is connected, the advantages of brand products will become more prominent.
The launch of this new scene coincides with the winter solar term and the World Cup. In order to better enhance the takeaway experience of consumers, Xijie Fried Skewers has recently developed a variety of dipping sauce products, which taste almost the same as those freshly baked in the store. In addition, for the World Cup, Xijie Fried Skewers has also developed more new flavors of fried chicken products such as garlic fried chicken and a variety of drinks, and will launch more live welfare activities during the season.
(Sister Xi’s fried skewers have specially developed a variety of dipping sauce products to enhance the taste and experience of takeaway)
Yuan Jiyun Dumpling, a leading chain brand of dumplings in the country, is also one of the first batch of specially invited brands to participate this time. Although it is not a local brand, Yuan Jiyun Dumpling attaches great importance to the East China market and regards it as the core strategic expansion area of the brand in the next two to three years. As of now, Yuan Jiyun Dumpling has landed in 59 stores in Nanjing, and the number of stores participating in the new scene has also reached 46, which can basically achieve consumer coverage in all core areas of Nanjing.
"We are looking forward to this cooperation to open up new consumption scenarios, bring new business possibilities, and allow our consumers to have a more innovative and smoother consumption experience." Zheng Boqi, deputy general manager of Yuan Ji Yun Dumplings and general head of mid-platform strategy, said that because consumers in the East China market have obvious preferences for Internet celebrity eating methods and new flavors compared with other regions, the products launched this time not only include classic flavors that sell well in various places such as fresh shrimp and crab seed wonton, but also new dumplings with newly developed ingredients including winter bamboo shoots and crab roe. It is expected that they will be launched in the new scene in the near future.
(Yuan Jiyun found that consumers in East China especially like to try new products and flavors)
Regarding why the first stop of the cooperation between Douyin and Ele.me chose Nanjing, Litchi News reporters learned from the two platforms that in the early stage of the cooperation, local brands in Jiangsu were very willing to try to sign up; at the same time, Nanjing consumers’ local catering consumption potential is also very strong; in addition, Ele.me’s logistics team and logistics capabilities in Nanjing are also very mature. Under various factors, Nanjing became the first city to "see and reach".
It is reported that the teams of both parties are currently stepping up version iterations to optimize various product functions and display experiences. It is expected that more new scene gameplay and surprise benefits will be available to Nanjing consumers with the new version in the near future.