Thematic visits
Written by: Lin Leqian
2020-07-13 07:30
Date of last update: 2020-07-13 09:33During the epidemic, everyone became a master chef and returned home to "boil back the two flavors", so that family and friends can enjoy themselves and become a "new normal". In an interview with the founder of the local start-up cooking platform DayDayCook (Norma) Zhu Jiaying (Norma) revealed that at the beginning of the outbreak, although the number of cooking video views soared by multiples, the offline business once returned to zero, making her experience A difficult time, "Mainland business is at a standstill. "At that time," I was anxiously hoping that the company would operate as usual!"
Recalling that when the epidemic in March was the most severe, the offline cooking class could not proceed as usual. Because the employees worked at home and the production of cooking videos was also blocked, she decided to fly alone to the Shanghai headquarters and spend a month working with the team to solve the difficulties and grasp the epidemic. "House economy" opportunities, the introduction of new products and new content to break through, "To allow guests to cook at home at any time, still feel very simple and very convenient."
"I have loved to cook since I was little." Norma put the beef in a flat pan wok and sautéed it slowly. The smell of the kitchen was instantaneous, and the reporters couldn't help starving. After a while, this tomato beef has been on the table. She tasted it. It contained the kind taste of cooking with her father since childhood, and also recorded the origin of entrepreneurship.
Norma has emigrated to the United States since she was 13 years old. She loves to eat Chinese home cooking cooked by her parents, especially her father's tomato beef, which made her fall in love with cooking. (Photo by Luo Junhao)
The epidemic broadcast volume soared in the second quarter of Hong Kong 3.5 million people watched
Norma has emigrated to the United States since she was 13 years old. She loves to eat Chinese home cooking cooked by her parents, especially her father's tomato beef, which made her fall in love with cooking. She attended the Department of Finance at the University of Washington, Seattle, USA. At the age of 30, she became the head of the HSBC Private Banking Securities Department. After nine years of work, she decided to switch the runway and develop her interest into a career. In 2012, she founded the cooking platform DayDayCook and launched cooking videos. Three years later, he entered mainland China, established physical stores in Shanghai, Guangzhou, Chengdu and Wuhan, and started various cooking courses.
"In the past few years, I found that the female friends around me didn't like cooking, or found it difficult to cook, and wanted to find ways to change the young people's views on cooking." During the eight years of Norma's entrepreneurship, he filmed more than 10,000 cooking videos. In addition to the image of "God", he also made a name for himself in the venture capital industry and obtained financing from Alibaba Entrepreneurs Fund and New World Executive Vice Chairman Zheng Zhigang K11 Investment, with a cumulative amount of more than US$70 million (approximately HK$540 million).
Currently, DayDayCook has about 57 million followers in the Mainland and about 1.5 million followers in Hong Kong. The monthly cross-platform content views are up to 475 million. The number of cross-platform broadcasts in the Mainland rose by 70% month-on-month in June, and the number of people reached by platforms in Hong Kong in the second quarter was as high as 3.5 million.
Zhu Jiaying said that during the outbreak of the epidemic, although the number of culinary videos has skyrocketed, but because the mainland business is at a standstill, it has experienced the most difficult time since its establishment. (Photo by Luo Junhao)
Ingredients package combined with live sales in the online store
The figures are bright, but the new crown epidemic once brought the company a crisis of business halt. In March this year, the outbreak of China and Hong Kong broke out, the public was busy fighting the epidemic, and DayDayCook’s mainland business could not be fully resumed. Norma flew to Shanghai to resolve the crisis with the team and partners, and began to fully resume the online platform and e-commerce business. There is a limit to the number of people in offline cooking classes, so the company launched online cooking and recording cooking courses, and put about 40 to 50 dishes of food ingredients on the e-commerce platform. "Customers can receive ingredients at home At the same time, while watching the tutor teaching while cooking, the online store sales have increased significantly during the period."
During the epidemic, many people cook at home and naturally search the Internet for relevant recipes. Norma described that because employees had to work from home, making cooking videos was blocked, making it difficult to shoot more new content, so the team integrated old recipes and conceived into a new combination of "isolated rice fragrance" series, providing readers with multiple cooking methods of common ingredients , For example, ten simple recipes for chicken, chicken wings, eggs, etc., the response is good. "I believe that after the epidemic, more people will choose to cook at home. Everyone will understand that cooking is fun, and it is an activity to communicate with their families."
During the epidemic, the company launched online cooking and recording cooking courses, and put about 40 to 50 dishes of food ingredients on the e-commerce platform for sales, and its sales recorded a significant increase. (Daydaycook website)
The mainland's attack on live broadcasts brings goods and e-commerce into the main income
With DayDayCook accumulating a certain popularity, Norma also entered the e-commerce business last year. In addition to launching food ingredient packages in Hong Kong, mainland Taobao, Tmall and other platforms also sell their own brand of fast food products. In just one year, e-commerce has become a company The main source of income. There are currently about 60 products on the mainland platform, including instant hot pot, noodles and snacks. "The cost of delivery in the Mainland is too high to ensure that the ingredients are fresh. The ready-to-eat products are more suitable for their consumption habits. The total consumption of ready-to-eat hot pot products can reach 18 billion yuan a year. This shows that the food market has huge room."
The popular "live broadcast with goods" in the Mainland is promoted by online celebrities in the live broadcast room, and viewers can purchase through live broadcast. "Live streaming has changed the content industry a lot. The more steps readers need from watching videos to shopping pages, the lower their shopping desire, but many live streaming platforms will watch videos and shopping processes, almost in sync." The company broadcasts 200 to 300 hours of live broadcasts on platforms such as Douyin, Kuaibo and Bilibili each month. It interacts with fans in real time when teaching cooking, and also invites celebrities to promote their products. She described that if the video had 100,000 viewers at the same time Watch, the forwarding rate can reach 10% or more, that is, at least one of ten people will buy products, bringing huge revenue to the e-commerce platform.
Daydaycook sells its own brand of instant food products, including instant hot pot, noodles and snacks, on platforms such as Taobao and Tmall on the mainland. In just one year, it has become the company's main source of income. (Daydaycook Taobao Qijian Store)
From a three-person team to a culinary kingdom with 160 employees, Norma did not intend to stop there. It plans to increase its market share in the mainland market through a variety of ready-to-eat products and snacks, and then export retail products to the United States, Canada and Southeast Asia market. "I believe that in the next 3 to 5 years, the company has great potential for development. Although it is not easy to take this step, with our knowledge of young people, we are confident to become their favorite lifestyle brand."
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