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. Uitstekende kenmerken, gericht op verpakkingsoperaties
品牌之所以能打动顾客，是因为它能听到或看到它是什么，这样的品牌一定不同。
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, focust op service, verhoog de gebruikerservaring
Traditionele catering heeft geen geformeerde take-out dienstvoeringssysteem. Het maakt use van de directe levering van de klant, de leveringszeit en het gerechtssmaak zijn niet eenvoudig te beheren, en de leveringservaring van de klant wordt minder genomen. De era van take-out "Tmall" is erbij. Met de constante afname van de diners, heeft de tweede keten van catering - take-out, niet alleen in de imago, maar ook in de dienst, de leveringservaring op speciale attention te nemen en de waarde van de gebruikersgeest te verbeteren.
De afbeelding van de takeawayverpakkingskast突出 het individuele karakter en stijl,不留 een indruk op de klant. Wanneer het hetzelfde soort imitatie is, hoe moet de cateringmaatschappij de verdediging opnemen? Het doorbrak点是 in de dienst, en de user experience is ongepastelijk. Aan de ene kant is het gerechtje, aan de andere kant is de directe persoonlijke ervaring die de klant maakt, een merk dat onmogelijk kan worden nagevolgd en imiteerd. Vanuit dit perspectief is het opname van Haidilao een verlangensvolle nieuwheid, maar het is ook dat veel ondernemers geroerd worden: het is hetzelfde met het maken van food, pourquoi kan hij worden opengesteld? Cateringliefhebbers weten dat Haidilao winnt met dienst. Het adopteert een amoeba managementmodus, die precies voor iedereen is en iedere klant dienst doet. De user experience is niet alleen de smaak van hotpot, maar ook de subtieme dienst.
3. Afgeleide merk, diversificatie van kapitaalrisico
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. Drie elementen van cateringbeheer: kwaliteit + service + ervaring
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.
