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. 優れた機能性、パッケージング作業に焦点を当てています
顧客に印象に残る理由は、それが何であるかを聞いたり見たりできることです。そんなブランドは違うものでなければなりません。
新しい小売スタイルが突然現れたことに直面して、食品の包装の特徴も「留める」技術の一種です。テイクアウト製品にとって、ユニークな包装は顧客に深い印象を与えることができます。テイクアウトの消費者グループを考えると、仕事に行く白領労働者は通常一人用のテイクアウトです。包装から消費者の心をつかむことが必要です。精巧な包装、細やかな体験、温かいサービスのヒントを、料理の味わいに即座に5点加点します。多くの食品飲料店は、テイクアウトの包装から脱却し、独自のブランド包装を構築してスタイルと性格を際立たせることを決意しています。注目すべきは、これが同じカテゴリーの食品飲料にとって良い戦略であることですが、差別化された競争の中で、すべてのテイクアウトカテゴリーがテイクアウトの包装で突破を目指している今、消費者に眩しいほどの新鮮さを感じさせることでしょう。
2、サービスに焦点を当て、ユーザーエクスペリエンスを向上させる
伝統的な飲食業は、形成されたテイクアウトサービスシステムを持っていません。ウェイターの直接配達が使用され、配達時間と食品の味は容易にコントロールできず、配達のサービス体験が軽視されがちです。しかし、テイクアウトの「天猫」の時代が来ています。ダイニングレストランの数が減少するにつれて、飲食チェーンの第二の一環であるテイクアウトは、イメージだけでなく、サービスでも配達の体験に特に注意を払い、ユーザーの商誉を高めています。
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. 派生品牌、資本風險の多角化
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. 飲食管理の三要素：品質 + サービス + 経験
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.
