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1. الميزات البارزة، مع التركيز على عمليات التغليف
السبب الذي يجعل العلامة التجارية تثق بالعميل، يمكنه سماعها أو رؤيتها ما هي عليه، يجب أن تكون هذه العلامة التجارية مختلفة.
面对新零售风格的突然涌现，食品包装的独特特征也是一种“生存”技能。对于外卖产品，独特的包装能给顾客留下深刻印象。考虑到外卖的消费群体——通常是去上班的白领人士，一对一的外卖服务。必须从包装上抓住消费者的心。精美的包装、细致的体验、温暖的服务提示，立即为菜肴的口味加分。许多餐饮店决心从外卖包装上突破形象，打造自己的品牌包装以突出风格和个性。值得注意的是，这同类别食品和饮料是一个好策略，但在面对差异化竞争时，当所有外卖类别都在寻求外卖包装的突破时，必然会给消费者带来一种令人眼花缭乱的清新感。
2. Focus on service, increase user experience
Traditional catering does not have a formed take-out service system. It uses the direct delivery of the clerk, the delivery time and the taste of the food are not easy to control, and the service experience of the delivery is less considered. However, the era of take-away "Tmall" is coming. With the continuous reduction of diners, the second chain of catering - take-out, not only in the image, but also in the service, pay special attention to the experience of delivery, and enhance the user's goodwill.
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. العلامة التجارية المنقذة، تنويع المخاطر المالية
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. عناصر إدارة الطعام: الجودة + الخدمة + التجربة
What is the secret of catering business? Every diners have their own answers. Practice knowing the truth, blindly speaking and blindly doing can not be explored. Observing the restaurants with good business, we can easily find that the combination of quality, service and experience is the foundation of a restaurant that is unbeaten, but it never stops at three elements. Mass consumer products are the first. Once the products are identified, once the local tastes are met, the customer repurchase rate is not a problem. Kang Changxi, the founder of "Fang Datong Hu spicy soup" who intends to change its name to "Xiaoxige", once said to reporters that "the same shop is easy to die. To make food and beverages return to the essence, put clean in the first place, and then improve the service." ." Catering operations need to find out a set of their own style of play. Mature business methods can be used for reference. How to explore their own style of play can stand in an undefeated realm. Only those who are truly suitable for themselves and create their own characteristics can retain customers and form brand influence.
