A "pequena empresa" está muito focada nos interesses imediatos e também é passo a passo; as grandes marcas são perspicazes e suas conquistas são inabaláveis. Huang Jihuang lançou um novo produto para o mercado de entrega rápida - "três pontos cheios", com três minutos de refeição, caracterizado por cozinhar ao vivo; Encontre o facet lançamento - c24 modelo de catering full-time, estabelecer uma nova integração de linha de produtos, varejo, online e offline; Haidilao lançou sua própria bebida de marca, um novo produto de bebida ácida, que é principalmente usado para fazer uma sopa de caldo. As marcas estão ocupadas expandindo suas cadeias de indústria, de produtos ao varejo, de offline para online, o que pode ser considerado em todos os aspectos.
1. Características notáveis, focando nas operações de embalagem
A razão pela qual a marca é impressionada pelo cliente, pode ouvir ou ver o que é, tal uma marca deve ser diferente.
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, focuse em serviço, aumente a experiência do usuário
O serviço de catering tradicional não possui um sistema formado de serviço de entrega para fora. Ele depende diretamente do entregador, e o tempo de entrega e o sabor da comida não são facilmente controlados, o que também leva a uma experiência de serviço de entrega menos considerada. No entanto, a era do "Tmall" de pedidos para fora está chegando. Com a redução contínua dos restaurantes, a segunda cadeia de cuidado - serviços de entrega, não só em termos de imagem, mas também em termos de serviço, presta atenção especial à experiência de entrega e aumenta a boa vontade do usuário.
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. Marca derivada, diversificação do risco de capital
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. 餐饮管理三大要素：品质+服务+体验
餐饮生意的秘诀是什么？每个食客都有自己的答案。实践知道真相，盲目地说和做不能被探索出来。观察那些生意火爆的餐厅，我们很容易发现，质量、服务和体验是餐厅不败的基础，但永远不止这三点。大众消费品是首要的。一旦产品确定，一旦地方口味满足，顾客回头率就不是问题了。“方大同和麻辣汤”的创始人康长喜曾对记者说：“同一个店容易死。要把食品饮料回归到本质，先清洁，再提升服务。” 餐饮经营需要找到一套自己的打法。成熟的商业方法可以借鉴。如何找到自己的打法才能站在不败之地。只有真正适合自己，创造自己的特色才能留住顾客，形成品牌影响力。
