干货|冠军外卖绝密揭发！老板们，再不学会这2点，迟早得关店！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/fgnkxfGnnkQXYS5iadtibZxdVKDHFVMT8UG5qfhbaMykiaHhjGzO0GXibABbvJplKgL1miayjibCJtVltev8GO8XqPvA/0.gif?tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> <span style="color: black;">源自</span>：外卖头条（<span style="color: black;">微X</span>号：wm88766）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> 作者：洪七公、八球</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“<span style="color: black;">此刻</span>平台<span style="color: black;">补助</span>力度越来越小，要么不上活动没单量，要么打完活动就亏钱。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“怎么别人能做，我一做就赔本呢？”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“心好累啊！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">商家外卖不成功的最大<span style="color: black;">阻碍</span>来自于两点：<span style="color: black;">对订餐用户的心理分析不到位，对平台活动的理解不准确，即<span style="color: black;">大众</span>对“用户<span style="color: black;">必定</span>是贪图便宜吗？”和“<span style="color: black;">怎样</span>边打折边<span style="color: black;">挣钱</span>”的疑问，已然深植于心了。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0yltZbLCFA4fibusddjcKuOVnG5vBibHz1aC5c2gLZBPcUComNQvaq2ah4Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1、</span>用户不是贪图便宜货，而是想要占你便宜</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span>一款鞋，由同一家工厂生产，从同一个流水线出来，到路边地摊上卖50<span style="color: black;">亦</span>常常无人问津；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可在专卖店呢，标价500元，打2折变成100元后，马上会遭疯抢，<span style="color: black;">为何</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌？场地？员工？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些<span style="color: black;">原因</span><span style="color: black;">亦</span>许都有。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，最核心的点在于：用户从心底里觉得，“<strong style="color: blue;"><span style="color: black;">哇，占到了个大便宜！</span></strong>”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0ylKNiaOa486VYzyoakJjFia7Y75OXllCqG00gLrLQum9PAEf2015tdq55Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">人们内心都有一个自我定位，不愿意被人认为自己活得很<span style="color: black;">低价</span>、很LOW逼、很不值钱，而是<span style="color: black;">期盼</span>自己过着一种有品、有范、有格调的生活。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而，不是<span style="color: black;">每一个</span>人都<span style="color: black;">能够</span>随心所欲地花钱，大部分人的收入还是有限的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么样<span style="color: black;">才可</span>让有限的资金发挥最大的<span style="color: black;">功效</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">答：得到<span style="color: black;">哪些</span>性价比很高的<span style="color: black;">制品</span>，<span style="color: black;">亦</span>就是占到了便宜。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span>冠军商家的<span style="color: black;">奥密</span>大起底</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过<span style="color: black;">博主</span>的多番刺探，才<span style="color: black;">晓得</span>万变不离其宗，冠军商家<span style="color: black;">亦</span>得遵循一个最简单的公式：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">性价比=价值感/成交价</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">寓意</span>着，外卖商户们想要<span style="color: black;">提高</span>性价比，<span style="color: black;">能够</span><span style="color: black;">调节</span>公式右侧的两个变量：<strong style="color: blue;">价值感和成交价</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">成交价太好理解了，那性价比怎么回事呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举个生动的例子给<span style="color: black;">大众</span>说明一下，一份意大利面，标价48元，半价卖24，<span style="color: black;">都数</span>用户<span style="color: black;">第1</span>反应，“没毛病！”；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>，<span style="color: black;">倘若</span>有人把一碗鸡蛋面标价48试试看，<span style="color: black;">不消</span>竞争对手抹黑，平台都会立即发<span style="color: black;">通告</span>：亲爱的商家，您的价格虚高，请回调至正常价位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span>差距，<span style="color: black;">价值感其实<span style="color: black;">便是</span>大<span style="color: black;">都数</span>用户心目中，对某一<span style="color: black;">制品</span>应该值多少钱的<span style="color: black;">一起</span>感性判断，<span style="color: black;">亦</span><span style="color: black;">便是</span>“很值钱”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0ylYCChUF4JgtmfokQZkWRTlBx1iaOHEtjlNuiajH1pQF7SM3tyIxiaHcB5g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">怎么<span style="color: black;">加强</span>性价比，让<span style="color: black;">大众</span>觉得很值钱呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">博主</span>为<span style="color: black;">咱们</span>指明了3个方</span><span style="color: black;">向：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1） <span style="color: black;"><span style="color: black;">提高</span>价值感。</span><span style="color: black;">例如</span>，把套餐里原有的可乐替换成百香果汁。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2） <span style="color: black;">降低成交价。</span><span style="color: black;">然则</span><span style="color: black;">咱们</span>不<span style="color: black;">意见</span>这么做，这不是<span style="color: black;">很久</span>、<span style="color: black;">可靠</span>的行业竞争手段。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3） <span style="color: black;"><span style="color: black;">同期</span><span style="color: black;">调节</span>价值感和成交价。</span><span style="color: black;">通常</span>应用于套餐内容<span style="color: black;">调节</span>之后，价值感上去了，成本反而降下来了的<span style="color: black;">状况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大额满减，<span style="color: black;">大众</span><span style="color: black;">皆想</span>做，<span style="color: black;">然则</span>又减不下来，一减就赔钱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎么办？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">根据</span>公式从后往前倒推，其实很简单：<span style="color: black;">咱们</span><span style="color: black;">必须</span>高毛利的<span style="color: black;">制品</span>，<span style="color: black;">才可</span>支撑大额满减和折扣活动；<span style="color: black;">想要</span>高毛利，就得先<span style="color: black;">持有</span>高定价的资格；想要高定价，<span style="color: black;">必要</span>让用户认可<span style="color: black;">制品</span>的高价值感。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">3、</span></span></span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">价值感的根源，六大差异化打法</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">到底怎么做，<span style="color: black;">才可</span>给人一种“物超所值”，买了不多花钱，反而占到大便宜的幸福感呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">答：“不<span style="color: black;">同样</span>”！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>家花<span style="color: black;">无</span>野花香？不<span style="color: black;">同样</span>嘛。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“不<span style="color: black;">同样</span>”给了顾客<span style="color: black;">选取</span>你的理由，“不<span style="color: black;">同样</span>”给了你定价方面的自由，<span style="color: black;">亦</span>就<span style="color: black;">能够</span>产生更高的毛利率，有机会做出更具信服力的满减折扣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">价值感的根源，<span style="color: black;">便是</span>“不<span style="color: black;">同样</span>”，即差异化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在外卖<span style="color: black;">行业</span>的差异化，大致有六种<span style="color: black;">区别</span>的方向：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0ylvQCPbuROlDo64jvricpatqEsiauQm1GbQYRVebJJuS32U2WSlYwZaNQA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">1</span><span style="color: black;"><span style="color: black;">价格差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">价格差异化</span><span style="color: black;">，分为高价差异化和低价差异化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">低价差异化应用层面，相对更为广泛，<span style="color: black;">重点</span>从定价<span style="color: black;">方向</span>来打造竞争<span style="color: black;">优良</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当</span><span style="color: black;">供应链端、<span style="color: black;">制品</span>端<span style="color: black;">持有</span><span style="color: black;">显著</span>成本<span style="color: black;">优良</span></span><span style="color: black;">的时候，就有机会发挥。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>主打鸡排市场的正新鸡排，总经理金坚曾向洪七公透露，鸡排售价大部分集中在12~15元的区间，正新鸡排就能打出“10元超大鸡排并且再送一瓶饮料，还能比竞争对手赚得多。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">原由</span>是什么？结合上文，老板们心里自然有谱，<span style="color: black;">再也不</span>赘述。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0ylOD6vXBBh8uGa4zgmKnSvQ8cDq6MqIuwrLlZySbjiaZWLUapyKSkZ6Mw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">然则</span>，价格差异化<span style="color: black;">必须</span>审时度势，搞清楚自家品牌和<span style="color: black;">制品</span>线<span style="color: black;">情况</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span>而言，聚焦某一个单品发力，机会还是很<span style="color: black;">显著</span>的。</span></p><span style="color: black;">2</span><span style="color: black;"><span style="color: black;">品牌差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">品牌差异化</span><span style="color: black;">，较适合前期<span style="color: black;">已然</span>打出用户标签的品牌，先天属性很强。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌的<span style="color: black;">创立</span>绝不是一朝一夕之功，<span style="color: black;">已然</span><span style="color: black;">持有</span>品牌<span style="color: black;">优良</span>的商家，<span style="color: black;">能够</span><span style="color: black;">按照</span>自家品牌特性，设计<span style="color: black;">有些</span>品牌专有的<span style="color: black;">制品</span>和套餐，借助品牌效应和品牌溢价<span style="color: black;">提高</span>价值感。</span></p><span style="color: black;">3</span><span style="color: black;"><span style="color: black;"><span style="color: black;">途径</span>差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">途径</span>差异化</span><span style="color: black;">，吃的<span style="color: black;">便是</span>“独家”、“信息缺口”这档子生意。</span></span><span style="color: black;">它属于<span style="color: black;">少许</span>商家的福利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如，在某些封闭的工业园区，和物业<span style="color: black;">签定</span>了独家协议的写字楼；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">有些</span>大型企业和事业单位的外卖（团餐）供应商，信息不对流、独家专供<span style="color: black;">这般</span>的<span style="color: black;">途径</span>，差异化这事，水到渠成。</span></p><span style="color: black;">4</span><span style="color: black;"><span style="color: black;"><span style="color: black;">制品</span>差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">制品</span>差异化</span><span style="color: black;">，可分为开创性<span style="color: black;">制品</span>创新和区域性<span style="color: black;">制品</span>创新。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">开创性（从无到有）：</span><span style="color: black;"><span style="color: black;">第1</span>款榴莲披萨？<span style="color: black;">第1</span>款热食沙拉？<span style="color: black;">第1</span>款一人食烤鸭？……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">乐凯撒的榴莲披萨，出来没多久就风靡全国，<span style="color: black;">乃至</span>托起了品牌的发展迭代，这<span style="color: black;">便是</span>开创性<span style="color: black;">制品</span>的红利。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那是不是陈宁的乐凯撒做了榴莲披萨后，其他人就没得做了？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然不是。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0ylSLicFq9mxQsqqenEiaIjyKMA3NCaWEQPEyfqeTXNUWD3GtWlplOYLD2Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">远在东北沈阳的酷公社，<span style="color: black;">她们</span>家是沈阳必吃榜西餐排名<span style="color: black;">第1</span>的餐厅，爆款<span style="color: black;">亦</span>是榴莲披萨，半年内增长<span style="color: black;">快速</span>，外卖<span style="color: black;">营销</span>占比<span style="color: black;">已然</span>突破60%，其中诀窍在于组合式创新，“榴莲披萨+热辣冒菜”，<span style="color: black;">亦</span><span style="color: black;">便是</span>区域性的<span style="color: black;">制品</span>创新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span>许彼时榴莲披萨和四川冒菜都不是开创性新品，可放在<span style="color: black;">一块</span>就不得了了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不少用户都说，“一半海水，一半火焰，简直好吃到飞起！”这样看似有违常理、不伦不类的组合，却造就了酷公社在沈阳各大商圈内，西餐品类NO.1的成绩。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宝宝们<span style="color: black;">是不是</span>明白了？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做区域性<span style="color: black;">制品</span>创新的要点在于，<span style="color: black;">能够敏锐<span style="color: black;">发掘</span>其他地区的优秀<span style="color: black;">制品</span>，并<span style="color: black;">即时</span>引入本地区，<span style="color: black;">创立</span>比较<span style="color: black;">优良</span>，让用户没法比较，</span>一下<span style="color: black;">作为</span>突破市场的利器。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不论是开创性<span style="color: black;">制品</span>创新，还是区域性<span style="color: black;">制品</span>创新，它们有一个<span style="color: black;">一起</span>特征——<strong style="color: blue;"><span style="color: black;">挖掘存量品类</span></strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">披萨<span style="color: black;">入住</span>我国<span style="color: black;">数年</span>，算得上国内西餐市场里的大势品类，有庞大的存量和发展空间，而榴莲披萨则是在披萨这一大存量品类里面的细分创新；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">冒菜是一个巨大的存量品类，<span style="color: black;">持有</span>庞大的用户基数和嗜辣粉丝群，把冒菜和披萨这两个看似撕裂的品类结合在<span style="color: black;">一块</span>，于是诞生了新的外卖爆款。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这便是<span style="color: black;">制品</span>差异化的重要启示：<span style="color: black;">咱们</span>要懂得在博大精深的祖国各地，去寻找存量品类里面的<span style="color: black;">潜能</span>股，把<span style="color: black;">区别</span>的、现有的存量品类组合成新的黑马，杀进市场。</span></p><span style="color: black;">5</span><span style="color: black;"><span style="color: black;">促销差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2014年的时候，我在郑州做外卖，“一天一道菜”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">年底，当地爆发了投资担保<span style="color: black;">危险</span>，许多老板资金链断裂，纷纷变卖资产求存。有个老板为了筹钱，想让我把他的一个仓库清掉，里面有近千箱王老吉干饮料，冲水就能喝的那种，掐指一算：9毛钱/瓶。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">王老吉啊，一瓶4、5块，价值感杠杠的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当时，<span style="color: black;">咱们</span>就推出了加赠活动：即日起，订餐加<span style="color: black;">一起</span>钱送王老吉一份，数量有限，送完为止。一打出来，外卖用户们就疯了，跟<span style="color: black;">她们</span><span style="color: black;">一块</span>疯掉的，还有当时的竞争对手，<span style="color: black;">亦</span>推活动：订餐加<span style="color: black;">一起</span>送王老吉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0yl0K7vg6Cwp8CmOUweOBZ7nfUhjiajIPHmpia2noicADibMfFTzaiaIBLy52A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">而后</span>，<span style="color: black;">咱们</span>每卖一份，挣1毛钱，<span style="color: black;">她们</span>呢，卖一份得赔两块。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">便是</span>促销差异化的关键点：你<span style="color: black;">必须</span></span><span style="color: black;">有能支撑促销活动的关键资源，它<span style="color: black;">必要</span>是<span style="color: black;">哪些</span>能让用户产生兴趣、与主营<span style="color: black;">制品</span>属性相近的高附加价值的促销品</span><span style="color: black;">，不是地摊货。</span></p><span style="color: black;">6</span><span style="color: black;"><span style="color: black;">服务差异化</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>在他那儿享受的服务，别家<span style="color: black;">无</span>，其中的典型<span style="color: black;">便是</span>海底捞了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">外卖员<span style="color: black;">不仅</span>替你送餐，还摆锅摆盘，<span style="color: black;">乃至</span>收桌倒垃圾，就差拿着筷子往你嘴里夹菜了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种比家政的服务，细致贴心，过无不及。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，财大气粗，配送员都是自家建的，<span style="color: black;">基本</span>不适合小微型商户，那怎么办？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有其他戳心的小妙招啊：<span style="color: black;">暖心提醒、逗逼小礼物、走心小卡片，还有电子卡券等小礼品。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0yl24yQAEvnEK1v25Raz5W0DyiaEQguraUZTV6vMmtQTvdZu0icCUygaX2g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/gfSMGXXib2aI3xEGTgTGa2xkzqsuJK0yl0aThxTY4EcfC268jA7kicJP6csabu8PfdAms2sDkyibTuO7kBiayn7jww/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">经过</span>短信、<span style="color: black;">微X</span>给用户发送暖心的信息，好言一句三冬暖，不要小看文字的力量；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">送<span style="color: black;">有些</span>走心小礼品，像一包童年跳跳糖、一颗亲亲果冻、一杯迷你双皮奶等，都花不了多少钱；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">夹带一张走心的小卡片，手写体，再集中打印N份；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">点餐即得电子版的卡券，满30元即获300元的堂食代金券，再分10次抵扣，拉动复购的<span style="color: black;">功效</span>简直不可小瞧；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有爱奇艺、优酷、虾米等等视频音乐网站的单月VIP卡券等，价值感高，交付简便……全是服务差异化的好<span style="color: black;">助手</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">生活中，处处有商机，只是<span style="color: black;">咱们</span>少了双<span style="color: black;">发掘</span>的眼睛。</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">扫方上二维码关注<span style="color: black;">咱们</span> </span></strong></p>
这夸赞甜到心里，让我感觉温暖无比。
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