Why do dads like Haidilao and Jiumaojiu like to play the second deck of cards?
For this question, Ding Jianjun believes that the answer mainly includes the following points.
1, bosses have "dark ability"
The so-called "dark ability" means that you do one thing and cultivate other abilities in the process of doing it.
For example, if you love writing articles and write tens of thousands of words every day, you may become a hard-pen calligrapher as well as a writer. This is the "dark power".
For example, the transition from pickled fish to hot pot restaurant is almost effortless. For another example, there is a "Laimeili" this year, which focuses on grilled fish, but it is essentially a hot pot. From team building, to product building, to overall presentation, there is no circle. But if you look at other brands, such as Cantonese pancakes and Northwest cuisine, it never comes out. To a large extent, these decks have exceeded the brand's "dark ability". If you want to play well, you have to borrow the power of others.
The newly hatched sub-brand "Lai Meili" of Jiumao Jiujiu
Another example is grandma's house, which has made many brands, such as feast on the West Lake and cooked fish. But the most famous is "Old Duck Collection", which is positioned as "people-friendly, homely and cost-effective". In contrast, only the old duck collection meets this point, indicating that the positioning and gameplay of other brands are beyond grandma's "dark ability".
In the final analysis, on the one hand, the dark ability comes from the founder's innate genes, on the other hand, it depends on whether the founder dares to take the initiative to challenge the unknown.
Ability can be cultivated, but beyond the scope of ability, you have to borrow money. The dark ability may not be realized immediately, but with these abilities, you may find new opportunities and trajectories.
2. The deck can easily obtain potential energy.
The sub-brand of Dadong Roast Duck "Xiaodongdong"
Like "Dadong Roast Duck", after more than ten years of fire, "Xiaodongdong" was established, and many classic dishes of Dadong were moved. The price was not expensive and it was very popular.
Another example is the representative of Shanghai's high-end hot pot "Dahuige Hot Pot". After the potential energy rises, the business of building a "Little Huige Hot Pot" is very hot.
There is also an old-fashioned catering enterprise "Diandude" famous for Cantonese cuisine, which opened a "German restaurant" and tried to change from tradition to fashion.
Another example is "Jia Kung Fu Cuisine" originated from Xibei. Although the name has nothing to do with it, the word "Jia" itself has a brand effect and can be borrowed.
Like "Hi Tea" in the tea industry, it's not bad to open a trumpet called "Hi Tea".
Xi Tea's Sub-brand "Xi Xiaocha"
Sub-brands can borrow parent brand's potential energy, which is a good thing. If the strategic positioning changes, the core of the restaurant will also change. If you play the game of "old wine in new bottles", customers will soon lose interest.
3. Understand the output after the industry.
Enterprises playing the second deck are brands that have been deeply cultivated in this industry for many years, and have accumulated very rich experience in the procurement, operation, sales and communication of enterprises.
With thinking and actual combat, there will be output.
Enterprises, like people, digest and absorb everything in their own industries, and naturally grow new bones and meat; On the other hand, if you don't soak in an industry for a long time, don't think, don't practice, don't make a comeback, and watch others make money, you want a piece of it yourself. It is difficult to succeed by courage and enthusiasm alone.
Interlacing is like a mountain, and crossing the border is risky.
Therefore, many big brands that do cross-border catering end up in a hurry.
Like the three squirrels, a snack seller, although related to eating, made a "mouse flavor" and divided it.
The restaurant of three squirrels "tastes like a mouse"
Another example is Unilever. It is not good to open a supermarket to sell fast-moving consumer goods. Trying to open a fast food restaurant turned out to be tepid.
There are also LV, Hermes, Armani, Chanel and even Mercedes-Benz cars robbing restaurants, and finally they can't play anymore. It is very difficult to promote the concept of enjoying life with luxury goods, which is very difficult in China at this stage.
Professional things are left to professional people, such as Xianhezhuang and Huo Fengxiang, who are smarter. Knowing that I can't play, I will find a catering management company to do it. There is a star halo effect outside, and there are catering veterans inside. This is the correct way to play.
Xianhezhuang
Behind the big brother playing cards, there are three laws hidden.
If you want to play a good deck of cards, you must understand the rules behind it. In this regard, Ding Jianjun has several ideas.
Rule 1: rural areas surround cities and gather small markets.
As one of the best strategies in history, "encircling the city from the countryside" is divided into three parts: armed struggle, agrarian revolution and the establishment of political power.
It is also appropriate to use the strategy of encircling the city from the countryside to explain the law of playing big cards and deputy cards.
First, armed struggle. The competition between brands is like a battlefield. Yes, but how? Fighting head-on, injuring the enemy by 1,000, injuring yourself by 800-and then finding a place (market) where the enemy's strength is small or nobody touches it as the first choice for the struggle, which is not a wise choice.
This is why big brands like to go down. They either sink to the third, fourth and fifth tier cities, or lower the unit price of customers and compete for the low-priced market.
Haidilaozi brand Meng Xiaojiang.
Small cities or low-priced areas, as long as competitors are not here or weak, have enough space and time to layout.
Second, the agrarian revolution. The essence of agrarian revolution is to mobilize farmers, unite farmers' strength and win.
To unite and mobilize farmers, we must solve their pain points. So, what is the biggest pain point for farmers?
No land!
After giving them land for a whole year, they are still hungry and cold in the end. It is easy to mobilize them by giving them land.
This is also the reason why "many products" are popular in counties and towns-there are many products and they are cheap.
Some people say that there are many fakes in Pinduoduo. Do you still use them?
Young people in small towns think that even if I have used Pinduoduo, I still care about the genuine goods and fakes.
For example, if a tenant suddenly gives him a field, do you think he will care whether it is in the high mountain or the bottom of the valley?
There are many products, which are deeply loved by small town people.
Therefore, JD.COM launched "Jingxi" and "Jingxiaocang", and Taobao launched "Taote" to attract traffic to the maximum extent, collect low-end, scattered and small markets, and make preparations for the follow-up.
Big brands play trumpet and sink to small cities or low-priced areas, with the same purpose-to gather low-end, scattered and small markets and "be prepared for danger in times of peace".
Finally, establish political power. The market is determined, the traffic users get it, and the brand has the foundation and strength support. As long as it is given enough time to lay out and spread, it will be difficult for others to shake it. The preconceived will win, and competitors need not only large capital, but also personnel distribution, operation management and so on.
However, it is not worthwhile to build a third-and fourth-tier city and occupy the low-priced unit price range.
Of course, regardless of the deck of big brands, so do many "brand local tyrants".
For example, Qiqi Fish Pot, which has more than 400 stores all over the country, its Yang shopkeeper Chili fried meat, and Chongqing Gangtou old hotpot all play like this.
One of the three outstanding men in Henan, "Pang Donglai"
There is also "Fat Donglai", one of the three outstanding figures in Henan, which is almost only located in cities like Xuchang and Xinxiang, but it is deeply rooted and has a high degree of customer trust. It is estimated that even if Costco comes, it will be difficult to move it.
Rule 2: Simple and direct, with high reproducibility.
Playing big cards with the second hand is definitely as simple as possible. If it's too complicated, it will involve energy.
Like Haidilao, people like to play with "noodles" most, such as eighteen marks, old-fashioned noodles, bran private noodles, noodles, Qin Xiaoxian and Meng.
Fans can do things in the east, west, north and south, with a wide audience and simple operation. Fans' supply chain, central kitchen and warehousing logistics can all be fully enjoyed and highly reproducible.
This is also the reason why big brands love to play fast food.
Rule 3: keep pace with the times.
National policy is the industry vane.
From mass entrepreneurship and innovation in the past to today's "small store economy" and "ten thousand stores era", exquisite small stores are stepping on this trend.
In addition, affected by the epidemic, people's ideas have also changed. "Delicious food is not expensive, rational consumption, healthy nutrition" is gradually becoming a new trend in catering. Therefore, big brands love to open small shops, and the unit price of customers is generally not high. Ten or twenty yuan can basically fill their stomachs.
Last June, 5438+065438+ 10, the state proposed "to boost catering consumption, encourage catering enterprises to enrich and upgrade their dishes, and innovate online and offline business models. Improve catering service standards and support the promotion of high-quality specialty diets in a market-oriented manner. " (Pay attention to the standpoint of "quality special diet")
A special food street where people gather.
It can be seen that a distinctive and high-quality diet must be the catering trend in recent years.
A few days ago, the 20021China Catering Industry Annual Report jointly issued by China Hotel Association and Xinhuanet pointed out that "special snacks have sprung up everywhere", and snack bars such as kebabs, barbecues, stewed vegetables, desserts and milk tea have blossomed all over the country, and many of them have also received investment.
Han Ming, president of China Hotel Association, believes that this reflects the trend of categorization in the current catering circle-the excavation of special catering.
Look at the deck of cards played by big brands, almost all of them have their own characteristics, or explosions, or regions, or extensions of parent brand characteristics, and so on.
So to play the second deck, we must keep up with the trend of the times. No matter the general trend or policy support, the country can't make mistakes.