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. 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、聚焦服务，提升用户体验
A cateração tradicional não possui um sistema formado de serviço de entrega. Utiliza a entrega direta pelo funcionário, o tempo de entrega e o sabor da comida não são fáceis de controlar, e a experiência de entrega é menos considerada. No entanto, a era de entrega "Tmall" está chegando. Com a redução contínua de comensais, a segunda cadeia de cateração - entrega, não só na imagem, mas também no serviço, presta especial atenção à experiência de entrega, e fortalece 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. Três elementos da gestão de catering: qualidade + serviço + experiência
O segredo do negócio de catering é conhecido por todos os clientes. A prática de falar e agir cegamente não pode ser explorada. Observando restaurantes com bons negócios, podemos facilmente encontrar que a combinação de qualidade, serviço e experiência é a base de um restaurante invencível, mas isso nunca se limita a três elementos. Os produtos de massa de consumo são os primeiros. Uma vez que os produtos são identificados, uma vez que os gostos locais são atendidos, a taxa de retorno do cliente não é um problema. Kang Changxi, o fundador de "Fang Datong Hu spicy soup" que deseja mudar seu nome para "Xiaoxige", disse a jornalistas uma vez: "O mesmo restaurante é fácil de perder. Para fazer a comida e bebidas voltarem à essência, colocar a limpeza em primeiro lugar, e depois melhorar o serviço." As operações de catering precisam encontrar seu próprio estilo de jogo. Métodos de negócios maduros podem ser usados como referência. Como explorar seu próprio estilo de jogo pode permanecer em um reino invencível. Apenas aqueles que são verdadeiramente adequados para si mesmos e criam suas próprias características podem reter clientes e formar influência de marca.
