Tencent Technology News, June 29 news, Michelin Guide and WeChat payment announced in Guangzhou reached a strategic cooperation, the two sides will play their respective resources, based on the Michelin guide authority catering evaluation experience and WeChat payment, applets, social advertising and other product features , to carry out brand cooperation and many other aspects, to provide users with more intelligent, high-quality dining experience.
As a benchmark in the field of global food and beverage evaluation, the Michelin Guide has more than 100 years of experience in restaurant and restaurant evaluation, and has accumulated rich knowledge and content about food and travel. Each year, the Michelin Guide awards star ratings to outstanding restaurants, which greatly promotes the development of local cuisine and the attractiveness of tourism. Thanks to its strict accreditation standards and long-term understanding of the hotel's catering industry, the Michelin Guide is dedicated to providing consumers with a unique, high-quality travel experience.
The first line of the Michelin offline program used to publish important channels for the list
The Michelin Guide officially released the first edition of the Guangzhou Michelin Guide on June 28. Guangzhou became the world's 32nd destination city for the Michelin Guide, and for the first time used applets as an important channel for the release of the list.
Based on this Guangzhou posting list, the Michelin Guide continues to innovate digitally in China, and in-depth cooperation with Wechat's ecological capabilities to expand local influence, using the WeChat public number, applet, and circle of friends to advertise online and offline; for the first time, it will closely integrate WeChat payment capabilities. The realization of quality food and beverage consumption from the user to the merchant "wisdom upgrade". According to reports, in addition to the Michelin guide and WeChat payment co-branded user activities to be launched in July, WeChat Payment will also discuss with the Michelin Guide the latest smart food solutions for Michelin restaurants. Both parties will integrate online and offline resources and use AI. , big data, face recognition, etc., or will be Michelin Guide and Michelin restaurant fusion technology innovation and experience.
The Michelin Guide uses the WeChat public account as a platform to provide consumers with a Michelin restaurant exclusive experience. Users can easily access it through WeChat payment. The use of big data capabilities can provide Michelin restaurants with consumer insights, optimized access, and user-centered. Bring more accurate offline customers to the restaurant; use Wechat to receive card coupons after payment to complete the guide and recommendation for users' secondary consumption, to further help restaurant operations bring traffic conversion and improve operating efficiency, and to achieve a double upgrade of brand and experience.
Customized and Refined “Smart Restaurant” Experiencing Quality Food Trends
At present, with the continuous upgrading of consumer spending, the catering industry has shown a trend of further integration with retail, integration of offline and offline services, and an endless stream of innovative formats.
Thanks to WeChat's ability to pay for big data, it helped the Michelin Guide and Michelin Restaurant to provide more accurate marketing service programs, improve the satisfaction of restaurants and consumers, and realize the digital upgrade of restaurant product customization and fine management.
Currently, WeChat Payment expands from China to overseas with consumers' footsteps, landing in 25 overseas countries and regions. Based on the cooperation prospects, the two sides also hope to explore overseas restaurants through the convenience of Wechat cross-border payment, which is consistent with domestic experience. The digital mode brings as convenient and quality smart consumer experience to outbound travelers as the Mainland.
Mr. Bruno de Feraudy, president of Michelin (China) Investment Co., Ltd., said, "In recent years, Chinese consumers have greatly increased their demand for domestic fine dining, and they have gradually turned their sights to the world and are accustomed to using Wechat for payment." Network means to solve related needs. The Michelin Guide also hopes to bring better food enjoyment and a better travel experience to Chinese consumers through cooperation with outstanding Internet companies. ”
Hu Renjie, deputy general manager of the WeChat open platform infrastructure department, stated: “WeChat is helping the restaurant industry to transform” “smart restaurant”, focusing on the use of basic products and tools such as payment and applets, and digital innovations such as big data and AI to enhance industry efficiency. Benefits and benefits for users in the dining scene to achieve personalized wisdom experience; Michelin guide in the global cuisine, tourism and other aspects of the profound accumulation, combined with WeChat platform from social to mobile payment integration solutions, with the power of science and technology insight into consumer insights The demand for them brings them a brand new consumer experience while helping the development of the catering industry. ”
The two parties stated that in the future, they will continue to explore in-depth cooperation in different regions at home and abroad to jointly explore more diversified digital applications and work with catering industry practitioners to promote smarter, more convenient solutions and user experiences.