"Usaha kecil" terlalu banyak mengejar keuntungan segera, dan itu juga berjalan sedikit demi sedikit; merek besar memiliki visi yang jauh dan pencapaian mereka tidak dapat dihentikan. Huang Jihuang meluncurkan produk baru untuk pasar take-out - "tiga poin penuh", dengan tiga menit makan, menampilkan memasak langsung; bertemu dengan lansia peluncuran - mode layanan kantin penuh waktu c24, mendirikan integrasi baru produk, ritel, online dan offline; Haidilao meluncurkan minuman mereknya sendiri, minuman laktobacillus baru, yang terutama digunakan untuk membuat hot pot. Merek-merek sibuk memperluas rantai industri mereka, dari produk hingga ritel, dari offline hingga online, yang dapat dianggap sebagai semua aspek.
1. Fitur yang menonjol, fokus pada operasi pengemasan
Alasan merek terkesan dengan pelanggan, bisa mendengar atau melihat apa itu, merek seperti ini pasti berbeda.
面对新零售风格的突然涌现，食品包装的独特性也是一种“留人”技巧。对于外卖产品来说，独特的包装能给客户留下深刻的印象。考虑到外卖的消费群体——白领上班一族，通常都是一人份的外卖。因此，从包装上吸引消费者是必要的。精美的包装、细致的体验、贴心的服务提示，立刻给菜品的味道加分。很多餐饮店都决定突破外卖包装的形象，打造自己的品牌包装，以突出风格和特色。这是同品类餐饮的好策略，但在差异化竞争面前，当所有外卖都在寻求外卖包装的突破时，必然会给消费者带来眼前一亮的感觉。
2. Fokus pada layanan, meningkatkan pengalaman pengguna
Makanan tradisional tidak memiliki sistem layanan pengambilan out-of-store yang terbentuk. Ini menggunakan pengiriman langsung dari petugas, waktu pengiriman dan rasa makanan tidak mudah dikontrol, dan pengalaman layanan pengantar tidak banyak dipertimbangkan. Namun, era pengambilan "Tmall" adalah akan datang. Dengan terus berkurangnya pelanggan, rantai makanan kedua - pengambilan out-of-store, tidak hanya dalam citra, tetapi juga dalam layanan, memberikan perhatian khusus pada pengalaman pengantar, dan meningkatkan kebaikan pengguna.
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. Brand turunan, diversifikasi risiko modal
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. Tiga elemen manajemen pelayanan makanan: kualitas + layanan + pengalaman
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.
