Fish farmer Zhou Yujun stabilizes his customer base with a new selling point

Zhou Yujun of Pingyi County, Shandong Province, contracted a fish pond on the outskirts of the county town for aquaculture, and in less than a year he was struggling to keep the business afloat. The advantages of Zhou Yujun's fish pond: first, an excellent geographical location - the pond borders a road to the south and a large stream to the north, with a mountain across the stream, giving it a beautiful environment and convenient transportation; second, a heavy flow of people - people stroll along the stream in all four seasons, and in summer especially, even more people come to swim in the stream. But the problems were also very obvious: the pond was managed in an old-fashioned, outdated way, and the species farmed were monotonous. So he found a friend who understood the market, and together they carried out a detailed analysis and plan and formulated a business strategy. After a period of operation, within half a year the fish pond business was booming.

Transforming the business model and creating a new selling point

Breaking away from the single model of aquaculture, he built a waterfront restaurant over the fish pond, giving people who came to swim or passed by a place to rest and have fun. The restaurant was built entirely of wooden planks, with a strong Jiangnan water-town flavor, and was named "Waterfront Wooden House", with a striking billboard erected by the roadside bearing the slogan "Taste the flavor, enjoy the fun, right at the Waterfront Wooden House" - clear at a glance and quite tempting.

    Seizing the peak season to enter the market, and publicizing widely to draw a crowd

The summer heat drove city people to stroll along the stream one after another. At this time, the "Waterfront Wooden House" held its grand opening. To gather a crowd and get off to a good start, Zhou Yujun sent people to hand out flyers throughout the city's streets and alleys, and in less than a week curious people were flocking to the "Waterfront Wooden House" to dine.

Holding events to whet customers' appetites

If you want to keep customers for the long term, besides food that is excellent in color, aroma and taste, you also need various supplementary ways to satisfy customers' desire for novelty, relaxation and fun. To this end, Zhou Yujun held a series of events, such as a swimming competition, in which all participants received a 20-yuan voucher. Another example was a fishing competition, in which anyone who caught more than 5 kg was given a gift, and so on.

Implementing a membership system to stabilize the customer base

In order to give the "Waterfront Wooden House" a long-term, stable source of customers, Zhou Yujun implemented a membership system, and was the first locally to adopt an idea-based member file system. Any customer who spent more than 300 yuan at the "Waterfront Wooden House" could apply for a membership card, enjoy a 20 percent discount, and also receive exquisite gifts sent out by the "Waterfront Wooden House" on major holidays. After the membership system was implemented, it was widely welcomed by customers and stabilized the customer base; business at the "Waterfront Wooden House" showed the excellent situation of not being slow in the off-season and being even busier in the peak season, and at the same time it also drove the development of the fish pond.