Traffic must create economic benefits Economic recovery and market warming are underway, but under the general trend, the slowdown in capital liquidity in the consumer sector and the increase in raw material and operating costs mean that alcohol companies, which have always focused on traffic, now have to pay more attention to ensuring and improving efficiency. Alcohol brands are no less aware of and attentive to traffic than internet companies. From a traffic perspective, brand strengthening is the creation of a traffic source. A brand with high visibility and reputation brings its own traffic. In the era of stock, to gain more traffic share, brands at all levels have also accelerated and deepened cooperation with e-commerce platforms. Online marketing methods have gradually diversified. Short videos, live-streaming sales, seeding, IP creation, and other entertainment-oriented marketing content increasingly feature alcohol brands, with famous and high-quality brands being particularly active. However, facing rising traffic costs and operating costs, alcohol companies have to change their mindset and consider the issue of traffic efficiency. What is traffic efficiency? It is the effective conversion of traffic to bring positive economic benefits to the enterprise and create cash profits. Obviously, not all traffic can bring benefits to the enterprise. The era when traffic is king and traffic is efficiency has become history. How to improve traffic efficiency? In addition to strengthening internal operating cost control, the most urgent thing is to reduce the cost of traffic acquisition and conversion, especially when the customer acquisition unit price cannot be adjusted arbitrarily. Undoubtedly, this is a common concern for all enterprises at present. Many people may wonder: How can there still be cheap traffic? How can conversion costs be reduced? To resolve these doubts, one must first have a basic understanding of the Bullseye Principle. In plain language, the Bullseye Principle means that the closer to the target audience, the better the advertising effect and the higher the conversion rate. However, a high conversion rate does not mean a reduction in conversion costs or traffic acquisition costs, nor does it directly improve traffic efficiency. Let's take a look at how Meijian uses the Bullseye Principle to improve traffic efficiency. -01- Case: Meijian × Advertising Menu Strategy In the early stage of Meijian's market entry, its performance was good but not satisfactory. When it sensed a subtle change in the market's perception of low-alcohol fruit wine, it decisively, under the standard layout of catering channels + e-commerce terminals, in addition to regular advertising promotion and topic-driven seeding, deliberately increased the depth of operation in the catering channel. With a small strategy—advertising menu—it formed a marketing lever, helping Meijian achieve a sales growth of 68.3% in the first half of 2021, completing its mid-year target ahead of schedule. In a market where all brands were evenly matched, it became the category leader against the trend. According to a person in charge of Meijian, the application of the advertising menu strategy established significant differentiation advantages over competing brands in at least three aspects: First: Momentum, a thousand stores blooming, Meijian everywhere. Meijian clearly recognized that seizing structural traffic in the limited stock is the king. Physical catering stores serve as a stable traffic source, and the advertising menu, as an inevitable link in the interaction between restaurants and consumers, naturally establishes the advertising menu as a traffic entry point. Wuhan has more than 18,000 physical catering stores, with a city population of 14 million, meaning each restaurant corresponds to nearly 800 people. Assuming each restaurant has a daily customer flow of only 100 people, and the advertising menu covers 3,000 people per month, 1,000 restaurants can cover 3 million people. As the person in charge of Meijian said, currently nearly 1,000 physical catering stores have stable cooperation with Meijian, covering 36 million person-times per year, which exceeds the total population of Wuhan, and the brand effect is quite significant. 1,000 cooperative restaurants are obviously not enough to satisfy Meijian's appetite. Facing such a huge traffic entrance, Meijian is accelerating the expansion of restaurants, using advertising menus to compete for more traffic. Second: Efficiency, full demand, breakthrough conversion. As a low-alcohol fruit wine, Meijian's main consumption scenario is gatherings and dinners in restaurants. Its target audience, in that space and time, has a demand for alcohol, and subjectively and objectively, it is appropriate to promote purchase at that time. Compared to promotional activities detached from the consumption scenario, psychological resistance is smaller and the closing rate is higher. In addition, when the demand is determined, during the short ordering period when choosing products and services to meet the demand, the high-frequency, zero-distance promotion of the advertising menu can effectively interfere with and guide consumption choices. Because the product and service match the consumption scenario, repeatedly inducing consumers during the golden decision-making time can, to a certain extent, further improve conversion efficiency. Third: Low consumption, cost bottoming out, high cost-performance ratio. When implementing the advertising menu, Meijian adopted a free giveaway method, that is, Meijian bears the cost of the advertising menu. It is not difficult to observe that most restaurants use plastic-sealed menus, A4 single-page, with a market price of no more than 10 yuan per sheet. Assuming each store uses 10 sheets, investing in 1,000 restaurants costs less than 100,000 yuan. The menu replacement frequency is generally once every 3 months. According to the above calculation of 100 people per store per day, the traffic coverage of 1,000 stores in 3 months is 9 million person-times. From this, it can be calculated that the advertising menu promotion cost is only 0.01 yuan per person-time. In fact, by calculation, covering Wuhan's 14 million population with advertising menus would cost no more than one million yuan. According to surveys, each person chooses at least 3 different restaurants to dine at each year. If full coverage is achieved, it is sufficient to invest in one-third of the restaurants, i.e., 6,000 stores, with a cost of 100 yuan per store, totaling only 600,000 yuan. Even if all stores in the city are covered, the cost is only 1.8 million yuan. What is the traffic efficiency brought by Meijian's advertising menu? Even if accurate data cannot be obtained for some reasons, based on the current online alcohol product conversion rate of 2% to 5%, the conversion cost of the advertising menu is no more than 1 yuan, i.e., the customer acquisition unit price is no more than 1 yuan. Even at 2 to 5 per mille, the customer acquisition unit price is no more than 10 yuan. In terms of customer acquisition cost alone, it has an absolute advantage over other marketing strategies. In addition to customer acquisition cost, the average order value directly determines whether traffic creates economic benefits. According to Taobao promotional prices, a 330ml bottle of Meijian wine is priced at 33 yuan. Excluding the 1 yuan customer acquisition cost, and allowing a 15% profit margin for the catering terminal channel, the two costs amount to 6 yuan, leaving Meijian with 27 yuan per bottle. Even adding labor, raw materials, operations, warehousing, transportation, and other costs, it still creates good economic benefits for Meijian. It can be seen that Meijian creates benefits through traffic, converting general traffic into beneficial traffic. Assuming the same traffic and conversion, if Meijian had not chosen the advertising menu but instead increased outdoor and e-commerce traffic-driving promotional ads, could it have improved traffic efficiency? The probability is low; the increase in costs would quickly compress the space for traffic efficiency, and operation and maintenance costs would also increase accordingly. Obviously, the advertising menu strategy fully meets the requirements of the Bullseye Principle. In space, it contacts the target audience almost at zero distance; In time, it seizes the key decision-making period and repeatedly conveys product brand information; In demand, with the help of catering terminals, it deeply locks in the consumption scenario of Meijian products, and it is one of the scenarios where the target audience has the greatest desire for alcohol; Psychologically, the menu is originally one of the links for restaurants to create experience, and it is a necessary material for diners to experience service, minimizing psychological resistance, unless the content design is unreasonable. Coupled with absolute cost advantages and stable traffic sources, the advertising menu strategy can deliver satisfactory results for enterprises and brands in improving traffic efficiency. If the content can further increase interactivity and creativity, highlighting its media nature, the effect would be even better. Meijian's application of the advertising menu mostly stays at the material level, but its value can be deeply tapped. Conclusion: The reason why the advertising menu strategy has relatively prominent advantages is fundamentally that, by deeply locking in the consumption scenario, it shortens the consumption path of information transmission, demand generation, demand satisfaction, and payment purchase, opening up the last mile of traffic conversion. At the same time, it effectively solves the problem of traffic conversion costs and controls conversion costs, which is worthy of application and reference by alcohol brands. 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