The "small business" is too much in pursuit of immediate interests, and it is also step by step; the big brands are foresighted and their achievements are invincible. Huang Jihuang launched a new product for the take-away market - "three-point full", with three minutes of dining, featuring live cooking; Meet the facet launch - c24 full-time catering mode, establish a new integration of product line, retail, online and offline; Haidilao launched its own branded beverage, a new product of lactic acid bacteria beverage, which is mainly used to make it a hot pot. Brands are busy expanding their industry chain, from products to retail, from offline to online, which can be considered as all aspects.
1. 优秀特点，重点在于包装操作
The reason why the brand is impressed by the customer, can hear or see what it is, such a brand must be different.
Faced with the sudden emergence of new retail styles, the distinctive characteristics of the food packaging are also a kind of “staying” skills. For take-away products, the unique packaging can make a deep impression on customers. Considering the consumer group of takeaways - the white-collar workers who go to work are usually takeaways for one person. It is necessary to capture the hearts of consumers from the packaging. Fine packaging, meticulous experience, warm-hearted service tips, immediately add 5 points for the taste of the dishes. Many food and beverage outlets are determined to break through the image from takeaway packaging and build their own brand packaging to highlight style and character. It is worth noting that this is a good strategy for the same category of food and beverage, but in the face of differentiated competition, when all the take-away categories are seeking breakthroughs in take-away packaging, it is bound to give consumers a dazzling sense of freshness.
2. 集中于服务，提升用户体验
Традиционная кулинария не имеет формированной системы takeaway-сервиса. Она осуществляется напрямую от продавца, время доставки и вкус еды не легко контролировать, и внимание уделяется мало качеству доставки. Однако наступает эпоха takeaway "ТМОЛЛ". С постоянным сокращением числа посетителей, вторая цепочка ресторанных услуг - takeaway, не только внешне, но и в плане обслуживания, особое внимание уделяется опыту доставки и повышается пользовательский доверие.
The image of the take-away packaging highlights the individuality and style, leaving an impression on the customer. Once the same kind of imitation, how should the catering company defend? The breakthrough point is in service, and the user experience is irreproducible. On the one hand, the taste of the dishes, on the other hand, the more direct personal experience that the customer touches, which brand is impossible to copy and imitate. From this point of view, the listing of Haidilao is a gratifying news, but also many business owners envy: the same is to do food, why can he go public? Catering people know that Haidilao wins with service. It adopts the amoeba management mode, which is accurate to everyone and serves every customer. The user experience is not only the taste of hot pot, but also the nuanced service. .
3. 衍生品牌，资本风险多元化
If a store relies on a single mainline product, it will soon be squeezed out by other brands. Looking at the old-fashioned food and beverage brands, you will find that the long-lasting secret is not only the signature dishes, but also the clever combination between the main and the side dishes. After all, we don't just order a signature dish when we experience it. Huang Genghuang founder Huang Geng can do his best for the new product "three-point full", three years of research, taste, packaging, technology and try again, so that today's live cooking, standard 3-minute meal. The same is true for meeting facets, founder Song Qi said that the business model of c24 has been in the exploration stage. Meet the face-to-face 24-hour product line, focusing on the product features of each period of operation, in order to change the customer's old impression, retain customers, and form a new impression as the goal. Japanese catering is recognized as the best, only because of the adherence to a standard "only one brand of catering companies is dangerous." Although a single brand has the advantage of simplification and concentration, once a consumer rejects this unique brand, the company will be fatally hurt. The strategy of Japanese catering is to launch 1-2 new stores each year to form a diversified risk asset structure. Multi-brand strategy has become a new battlefield. On the one hand, businesses can continue to innovate. On the other hand, multi-brands seem to be more in line with the stomachs of young consumers.
4. 三种餐饮管理要素：质量 + 服务 + 经验
什么是餐饮业的秘诀？每个食客都有自己的答案。盲目地说和盲目做是无法探索的。观察那些生意好的餐馆，我们可以轻易发现，质量、服务和经验三者的结合是不败餐馆的基础，但这从未止步于三个元素。大众消费品是首要的。一旦产品被识别，一旦满足了当地口味，顾客的回购率就不是问题。方大同辣汤创始人康长喜，打算将其更名为小葛，曾对记者说：“同样的店铺很容易就倒闭了。要让食品和饮料回归本质，首先要做到干净，然后才能提升服务。”餐饮运营需要找到自己的一套玩法。成熟的企业方法可以作为参考。如何探索自己的玩法可以站在不败之地。只有那些真正适合自己并创造出自己特色的人，才能留住顾客并形成品牌影响力。
