The unique concept of Diaoye beef brisket restaurant is embodied in:
1, pay attention to the details of the cut beef brisket.
2. Brilliant marketing strategy: use WeChat, Weibo and physical stores to realize the closed loop of O2O marketing model.
3. Create a "durian" brand, which only attracts a few people.
4. Maintain a high turnover rate.
First, the product is king: seeking the Tao attitude to make the dishes to the extreme.
1. Make a bowl of beef brisket with a Taoist attitude.
Taobao focuses on e-commerce, WeChat focuses on socialization, pocket shopping focuses on shopping guide, Vipshop focuses on sale, and Baidu focuses on search. Successful internet companies can't do without concentration. Only by focusing can we provide consumers with better services and better products.
2, one kitchen and one dish, the "philosophy of keeping one" of the carving master Niu Ben.
Carved beef brisket only provides 12 dishes, and a chef only cooks one dish, keeping the dishes highly reproducible.
(Diversified development is not without its merits. When a certain field begins to decline, enterprises can immediately seek development in another field; If an enterprise bases its diversified fields on the same core competitiveness, it can produce synergy, provide customers with rich products and services, and enhance customer stickiness.
However, blind diversified development also has some disadvantages.
The first is the loss of economic scale. Although diversification can reduce the business risk of enterprises to a certain extent, it is at the expense of economies of scale, which will make the technology and capital of enterprises at a disadvantage in the competition.
Second, the increase in management costs. Diversification requires enterprise managers to formulate good diversification strategies to ensure the optimal allocation of resources and the coordinated development of various industries. However, the more diversified an enterprise is, the larger its organizational structure will be, and the more complicated the problems between various business departments will be, which will lead to the increase of enterprise management expenses. )
3. Create a central kitchen to provide quality food.
The low-price strategy cannot be at the expense of product quality and service. For enterprise managers, to enhance the competitive advantage of enterprise products, they must be willing to invest to improve product quality. Only in this way can we ensure that we are always in an active and leading position in the market.
4. Make the food meticulous.
Taobao starts with the details and pays close attention to the complaints of Yi Bei users' forums. What Yi Bei users complain about, Taobao will go to the website to improve.
Second, the operation strategy: use Internet thinking to do catering.
1, customer dining experience comes first.
1), dining can experience the customs of various countries;
2), 12 exquisite dishes and tea;
3) Specially made Burmese chicken wing wood chopsticks as gifts;
4) The "sealing test" in the first half of the opening year has been continuously improved and upgraded.
2. The dish of Diaoye sirloin should make users scream.
If enterprise managers want to really create products that make users scream, they should start from the following two aspects.
1), the demand is accurate. Meet the needs of users, and can poke the pain, itching or excitement of users.
Pain point: What problems do users have and what problems need to be solved urgently?
Itching point: the thing that can cause the user's psychological change most.
Stimulation: aspects that can bring stimulation to users.
2), products to the extreme
3. Free is for better charges.
For internet companies, "free" is not really free, but by attracting users and forming word of mouth for free, and then charging through value-added services or other products. Such as tea, appetizers, chopsticks, rice and so on. The free service of Diaoye beef brisket not only makes diners love Diaoye beef brisket more, but also makes its brand image deeply rooted in people's hearts.
Many of Google's businesses are also free. These free businesses have occupied the market for Google, thus increasing its advertising business.
4. Quickly iterate to improve the quality of dishes.
There are only 12 dishes on the menu of Diaoye sirloin, and it will be updated every month. "If fans think a dish is not delicious, it will disappear from the menu."
Users play a decisive role in the process of rapid iteration of products. Enterprises need to continuously collect user information in the process of product iteration. The best way to collect information is to build an information collection platform. Internet companies such as Xiaomi and LeTV have established forums, Weibo and WeChat information collection platforms. Letv has also established an organization-User Experience Center, whose task is to prioritize all kinds of questions that users feedback from these channels, and then continuously improve their products according to this information, and quickly complete the upgrade of their products.
Internet companies should launch their own products in time, constantly collect users' needs, and constantly improve their products according to users' needs, so as to complete the rapid upgrade of products and realize the growth of enterprises.
Don't make money from customers, make money from fans.
Internet economy = fan economy
1. Carved beef brisket allows fans to participate in the operation and management of the enterprise, and the change of carved beef brisket dishes is determined by fans to a certain extent.
2. Carving beef brisket provides VIP privileges for fans. Weibo, who pays attention to Diaoye sirloin, can get VIP qualification by answering questions.
Third, marketing planning, successful marketing comes from creating momentum.
1, borrowing popularity: connecting products with stars
Carved beef brisket bought the secret recipe of beef brisket from Dai Long, which accumulated a certain popularity for carved beef brisket. Dai Long, the God of Food, is the best chef. He is the prototype of Stephen Chow's Gourmet, and has also participated in films such as king of comedy and One Stop in Traffic. Most importantly, Dai Long is a well-known master in the catering industry, and he is very popular.
Many people were invited to try it during the beta. These stars will share their dining experience through Weibo. Meng Xing also specially spent 6.5438+0 million yuan to buy a very luxurious RV, replacing every part of the interior with a logo carved with beef brisket. Use this car to pick up stars and try to carve brisket.
The reasons for associating products with stars to accumulate popularity:
1), stars can have a great influence on fans.
2) Stars help to visualize products.
2. Seize the hot spots: Hot marketing enhances popularity.
Focus on hot spots: refers to a series of related activities in which enterprises grasp the star effect of social news, events and people in time and combine the spread of enterprises or products to a certain height.
There are usually four ways to use hot spots for marketing:
First, the use of conventional hot spots for marketing. For example, some predictable festivals, holidays, special periods, seasons and events may lead to discussions.
Second, use unexpected topics and events for hot marketing. For example, current affairs news, entertainment lace, a certain style, nonsense interest and so on.
Third, marketing with the help of hot spots that consumers pay attention to. For example, we can identify users' needs through market research, then make a series of judgments based on the data, and then introduce marketing activities to use consumers to conduct word-of-mouth marketing on products.
Fourth, marketing by celebrity effect. For example, in JD.COM, with the help of the clothes in Men's Gang, clothing sales were successfully pushed to the mass market.
The first step is to discover, screen and create hot spots.
The second step is to combine the product personality, fit the hot spots and meet the needs of the public.
The third step is to choose the appropriate expression.
3,100000 play public beta, play big traffic.
Carved west cold flower cost 654.38+00000000 yuan to open, and it was sealed for half a year. During the test period, Diao Ye's beef brisket invited many people to try the dishes. The people who tried the dishes were all Weibo, gourmets and stars.
Purpose of sealing test:
1), a meal from appetizer to main course to dessert is a system, and each dish does not exist alone. The process of sealing and testing is to find out bugs and fix them, so as to achieve good product optimization results. At the same time, in the process of sealing and testing, we can constantly improve and upgrade our services.
2), for the purpose of publicity.
3) Selection of suppliers
4), increase the mystery, improve the appetite of diners.
There are two functions in marketing: sealing and testing:
1), promotion, general enterprises are looking for attractive people in the process of sealing and testing, and these people will affect a large number of people around them in the process of sealing and testing, which undoubtedly plays a role in promoting products, much better than spending a lot of money on advertising.
2) Create a sense of mystery. In the process of packaging and testing, enterprises keep the public listing date of products secret, so that users are full of mystery about products, which will attract a large number of users.
In order to succeed, we need to master the following basic principles. First, the invited users or customers must be influential, such as stars and industry elites. Only in this way can the promotion of products be accelerated.
Second, we should be good at creating momentum. In the process of sealing and testing, we should make use of hot spots to create momentum and attract the interest of users or customers.
4. Tell a story: There is nothing in the cut beef brisket.
Story marketing: refers to the marketing communication mode that enterprises use deductive enterprise-related events, legendary experiences, historical and cultural stories or fabricated legendary stories to arouse consumers' interest and resonance and improve consumers' recognition of key attributes of brands. By changing the content and mode of communication, story communication is more likely to arouse the emotional resonance of enterprises and consumers.
Don't tell stories for the sake of telling stories, tell stories for the sake of effective communication. When telling a story, we should grasp the clear theme and increase the plot appropriately. In addition, the expression of the story should not only be attractive enough, but also meet the demands of the brand. Only in this way can we achieve the purpose of effective marketing.
Fourth, excellent management ability: cutting and grinding, eating alone in the rivers and lakes.
1, mixing the advantages of the three formats to achieve rapid development.
Eating sirloin is a gourmet adventure.
3. Carving beef brisket only please people who like themselves.
4. Create a sense of customer presence
5. Special CTO: Services have their own characteristics.
Fifth, focus on flipping Taiwan Province.
1, Diaoye beef brisket can't open a shop over 300 square meters.
First, if the restaurant is more than 300 square meters, the dining rhythm will be disrupted, and the communication between the front hall and the kitchen will be out of control, and it will be impossible to serve customers in an orderly manner.
Secondly, controlling the scale can improve the operating efficiency of restaurants, that is, increase the turnover rate.
2. Select customers: children under 12 are not accepted.
There are no dishes specially designed for children in the dishes of Diaoye sirloin. They will also make a loud noise in the restaurant, which will affect other customers' eating.
3. Learn from the French dining system to improve dining efficiency.
4, the turnover rate to the extreme.
Turnover rate: the average number of times each table is used in a day in the hotel.
1) to reduce the waiting time of customers. Among them, the service time is the most important factor affecting the error rate.
2) Reject "wine putty".
For restaurants, drinks can bring some profits to restaurants, but at the same time it will greatly limit the transaction rate.
3) Use beautiful but uncomfortable stools in the store.
Sixth, brand building.
1, take advantage of the situation: build a brand with Dai Long, the god of food.
What are the ways to follow the trend?
The first is to borrow the company brand. For a new brand, it looks weak, but if there is a strong company behind it, the brand's assets may appreciate greatly.
The second is to build momentum through hot current events. Some events are persistent and will continue to have a positive social impact. If the brand is directly associated with this event through naming or other means, the social impact brought by each event will also promote the brand to a certain extent.
The third is to borrow celebrities. If the brand wants to grow rapidly, with the help of celebrities, the growth speed of the brand will be greatly accelerated. Celebrities here can be movie stars, politicians, gamers, animators and so on.
2. The brand should be able to arouse emotional resonance.
Luo Yonghao's hammer mobile phone, Ke Fan's emotional card, rip's emotional resonance.
3. Be a durian brand
4. Split your mind and look for blank spots
5. Be the "digging pit" brand of shopping malls.
Seven, online to offline, get through online and offline to sell burdock.
1, less is more, making 12 dishes exquisite.
Less is more product design;
First, abandon things that have nothing to do with the main business. Many products are originally manufactured on the basis of one function. However, in the process of building products, more functions will be added, because product builders believe that these functions can help users solve more problems and provide better experiences. However, what users need most is a product that can meet their own needs, rather than a product with many functions, which is easy for users to resent.
Second, abandon unnecessary functions in the product.
2. Weibo marketing explodes consumer desire.
Want to use Weibo to do a good job in marketing, we need to start from the following four aspects:
1) to win the trust of fans. Enterprises should keep interacting with fans, so that fans can feel your sincerity and enthusiasm. Weibo should always forward comments to his fans, and help them in time when encountering problems. Only in this way can we form a close relationship with fans. The company publishes marketing information and is willing to forward it for you.
2) Reduce the entry threshold for Weibo activities. Many fans are interested in various activities organized by businesses, but due to the complexity of the activities, the enthusiasm of fans is greatly reduced, which is quite unfavorable for improving the participation of fans. Weibo is regarded as a tool for interpersonal communication, so the activities in Weibo should be as simple as possible on the premise of ensuring the promotion effect. Lowering the threshold means reducing the cost of fans' participation, thus ensuring the smooth development of the event.
3) Use suspense to stimulate the interest of fans. Creating suspense can often attract the attention of fans and attract their participation. When setting suspense, we must first make clear what information fans are most interested in, and then set suspense through certain skills, so as to achieve good marketing results.
4) Use prizes to stimulate users' desire to buy. Using real discounts can often attract fans effectively, and prize promotion is one of the common ways.
3. Maintain old users with WeChat.
4. Online and offline integration can be branded.
If business operators want to do O2O well, they need to start from the following three aspects.
First of all, ensure product quality. Product quality determines the life of an enterprise and is the quality assurance of an enterprise. If any brand wants to win everyone's favor, the most fundamental thing is to look at the quality of the products. Good, excellent and stable quality is the cornerstone of products.
Second, improve offline products and services. The key point of O2O is that the platform attracts consumers online, but the real service or product must be experienced offline by consumers, which puts higher demands on offline services. Most enterprises from online to offline pay little attention to offline service quality, and only play the role of a bridge, which is not conducive to the formation of online to offline. Therefore, enterprises must strive to improve their services in order to form a good O2O closed loop.
Finally, make online payment. Online prepayment is the key link of a sustainable and effective O2O marketing model. O2O has not only the fast and smooth information experience brought by online product display, but also the practical peace of mind brought by offline store experience products.
Degeneration theory
The era of the first generation of Internet elite network entrepreneurship has passed. In today's era, entrepreneurship should be down-to-earth, not ambitious, and should always move towards high-end industries, because not everyone has the ability to succeed in high-end industries. Investing in low-end industries and embracing traditional industries with the concept of mobile internet are more likely to succeed in starting a business.
Book review:
I really admire Meng Xing's ability as an entrepreneur, from Afu essential oil, beaver manicure, snowy kebab to carved sirloin. However, the logic of this book is not tight, and several characteristics of carving beef brisket are repeatedly mentioned.
There are many successful cases of enterprises in the book, and there are also some dry goods such as the creativity of carved beef brisket and marketing gimmicks, which can be used for reference.
The real dining experience was published in Zhihu:/question/20906120/answer/15727180? from = profile _ answer _ card/question/20906 120/answer/ 1 15727 180？ From=profile_answer_card How was your dining experience in Diaoye beef brisket? -Zhihu-Answers from users in Zhihu