If you are a media or consulting company,
if you are an exhibition organizer,
if you are the person in charge of a chamber of commerce, an association...
a service provider in a vertical industry, how can digitalization improve the business environment?
Be sure to learn about Zhanghuiyun.
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Regardless of the industry, service providers play an important role in it. Service providers help client companies operate and develop better by connecting business resources, and connect these resources into a complete industrial chain.
In 2020, Qunshuo created the FoodTalks platform for service providers in the food and beverage industry based on the information aggregation and community operation of Zhanghui Cloud . It provides an effective reference for improving the utilization efficiency of industry resources and relying on the platform for successful profitability.
FoodTalks is a content service and resource docking platform for the food industry, covering newsletters, innovative information, in-depth topics, supply and demand information, industry contacts, company databases and various activities.
The platform has perfected the industrial chain of the food industry, forming a virtuous circle of "converting customers into users" and "making services generate value".
FoodTalks platform: a pool for depositing industry resources
Regarding the actual benefits of this function, it can be viewed from two perspectives according to the supplier's situation:
First, suppliers need customers to survive. If they lack the accumulation of original resources, suppliers can use the platform to attract new customers.
Second, how to revitalize the accumulated customer resources in the hands of suppliers? This is the pain point of some enterprises at present. The role of the platform here is to provide an effective channel to help enterprises maintain good interaction with customers.
Existing resources and new customers have entered the resource docking platform and jointly built a supplier company library.
(Schematic diagram of the FoodTalks platform)
How to ensure that enterprises are willing to enter the platform and enter the company library?
Provide high-value services to attract enterprises to settle in
Although the characteristics of enterprise pain points in the above scenarios are different, the solution to the problem is the same, that is, the platform needs to show value.
Where is the value of the platform?
Provide high-quality services for enterprises, meet the needs of enterprises, and allow enterprises to obtain value from it, thereby retaining enterprises and transforming enterprises into users of the platform.
What exactly does the service refer to? Taking the FoodTalks platform as an example, the services provided include: 1. Industry information, 2. Communication channels, 3. Marketing promotion .
1. Industry information
Global industry information that is "new, complete, precise, and true" can help customers grasp market trends, collect market intelligence, analyze competing products, monitor public opinion, and support transaction decisions, so it is strongly attractive to customers.
The headline information of Zhanghuiyun, combined with the functions of content editing and network information crawling, greatly relieves the pressure on service providers to produce content.
2. Communication channels
Gather people in the industry, so that food and beverage companies can communicate with each other, share resources and technologies, and improve production efficiency and quality.
3. Marketing and promotion
Brand marketing is based on the company database, and eventually moves towards resource docking.
Diversified brand marketing strategies to enhance the platform's ability to generate revenue
FoodTalks takes the platform as the stage, uses the company database as the material, and uses the information function of Zhanghuiyun to explore diversified marketing and promotion methods, such as: food supplier map, brand map, "what is" series, to create business opportunities for customers, Match supply and demand.
Case 1:
The supplier map and the brand owner map are essentially two types of resource navigation, which belong to two tracks of the same marketing plan. The subjects of the two maps are different, and suppliers and brand owners take turns to benefit from each other.
map? Selected food suppliers and brand owners are composed of customer resources in the company database. The map loads not only the company name, introduction and logo, but also links to the company database. After entering the company database, you can browse the company yellow pages , understand the company's business information, high-level information, products, suppliers, customers, etc.
benefit? Brand owners find suppliers through the supplier map; through the brand owner map, they can understand the whole picture of the industry.
Suppliers use the supplier map to enhance the company's voice; use the brand map to find customers.
The platform connects brands and suppliers through two maps, and thus obtains huge profits.
(Schematic map of food brands)
Case 2:
If the supplier map is an online marketing activity, the "What is" series is that FoodTalks supports online to offline marketing activities.
The map is the company's navigation, and "what is" is the all-encompassing encyclopedia. For example, what is the xx brand, what is the xx product, and what is the xx technology... "What is" is a multi-faceted introduction of the food company, creating an online business card for the company, allowing users to understand everything about the company through an article.
"What is" is divided into two parts: online and offline. Online is to rely on the information mentioned above to display on the platform, and offline is to make posters and display them on-site at FoodTalks' fraternity exhibition FBIF.
Supplier docking applet, mobile company library
FoodTalks has also incubated a new mobile mini-program: Supplier Product Catalog - Food Radar, which helps food suppliers sort out their product lists and recommends high-quality suppliers for brands.
(Schematic Diagram of Food Radar)
The reason why Food Radar is a mobile company database is because it is built on the basis of the data of FoodTalks company database. It borrows the communication power of WeChat ecology to create a think tank for the food and beverage industry, bringing more traffic and conversion to the platform.
For the industry: Build an authoritative corporate network in the food and beverage field, so that upstream and downstream can see each other.
For enterprises: provide resource docking and brand promotion services, and find each other between upstream and downstream.
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