A short story of marketing case-the re-start of the owner of hot pot restaurant
This is a true story of a physical store owner who keeps failing and starting again.
Yao Hong (pseudonym) is a businessman who has worked hard in Zhengzhou for more than 20 years. As early as the 1990s, he started a business in Xuchang, and started a business at the same time with Yu Donglai of the Fat Donglai family, and gained both wealth and fame. However, no businessman always goes smoothly. Yao Hong has experienced many ups and downs in the business world. Today, he started again with a debt, from textile to planting, and then to food and beverage. After the big waves, he continued to follow the original entrepreneurial dream.
Before making a fortune: brains are better than markets.
Yao Hong, a native of Xuchang, struggled with his entrepreneurial dream more than 20 years ago, just like today's young people. In 2000, he opened an old noodle restaurant in Baimiao, Wenhua Road, Zhengzhou. It is located in a village in Zhengzhou, with a large population, and most of the people who live in it are migrant workers. Yao Hong chose a chef and a good geographical location, and 5 yuan's bowl of noodles was suddenly on fire in this village-in-city community.
After catching the first bucket of gold in Zhengzhou, Yao Hong gradually tasted the sweetness of dry catering, and began to ponder ideas and study large-scale chicken, and then opened a shop along Jingyi Road, which was also successful. ? At that time, as long as you choose the right place and have good quality and reputation, you can do business. ? This is his business thinking or winning rule when he first started doing business.
In the later business practice, Yao Hong denied this. This also starts with his failure. After several years of catering, he accumulated enough funds, and Yao Hong began to set foot in other industries. In 20 14, he opened a massage and pedicure club in the East District. This time, it was a painful failure.
Yao Hong always thinks that there will be a market if there is high consumption, and there will be high-frequency sales if there is a market, but this time, he miscalculated. Since 20 13, due to the impact of the economic crisis, coupled with the restrictions of the three public consumption, entertainment consumption, including high-end catering market, began to decline extremely, and business became increasingly difficult.
In terms of location, Yao Hong's pedicure shop is also not dominant. Yao Hong's pedicure shop is hard to find in the eastern district, and it is in an inconspicuous position in the block. ? Because the elevator operation problem of this pedicure club has not been solved for a long time, the company has been inefficient, which is also the most direct reason for the failure of this store. ? Yao Hong said that the cost of such a store is extremely high, and the tens of millions of dollars originally earned are all inside.
After failure: a bright future comes out of the dark.
This is the first time that Yao Hong has lost all his money since he started his business. At that time, his debts were as heavy as Mount Tai. Sometimes I really can't hold on, and even have the idea of jumping off a building to commit suicide. ? Yao Hong remembered the situation at that time, as if it were still vivid.
Employees can't get paid, and the debts before the investment come to the door, which makes Yao Hong seem to fall into the abyss instantly. What should we do? After learning from a painful experience, Yao Hong didn't lose his reason. He decided to return to his old job and start to turn over from his familiar catering industry.
At this time, there are two businessmen he admires most, one is Ma Yun, who is popular in China, and the other is Du Zhongbing, the head of Banu Hot Pot, who is in full swing in Henan. There seems to be no comparability between them, but the latter seems to be closer to Yao Hong himself.
Speaking of hot pot, I have to mention Yao Hong's experience of making hot pot for donkeys in 20 12 years. At that time, after the demolition of Baimiao community, Yao Hong had no other choice, and with the repayment of previous debts, there was little left on him. He borrowed money from his father-in-law, bought the cheapest donkey he could buy in Zhongmou, and opened his business under such circumstances.
What is different is that the source of profit this time has changed from previous ventures. After setting up the stove, what Yao Hong has never changed is the pursuit of food taste. What ingredients are the most refreshing for hot pot? What taste is suitable for consumers in Zhengzhou or even a district? Yao Hong has studied all these things clearly, and he has spared no expense to hire chefs and even learn from professors in scientific research units. At this time, Yao Hong also thought that he could no longer be satisfied with one store as before, and he should take the road of chain operation from the beginning.
After this store was made into a model, Yao Hong thought of opening more stores, one is to increase brand power, and the other is to expand the scale. But at the moment, he can't afford more money to invest, even in the second store. As a result, Yao Hong began to make a store by joining, and the partners who joined his donkey hot pot came in droves. Instead, he did it unintentionally, thinking about how to expand the scale, but he earned a lot of joining fees.
Speaking of this, Yao Hong explained that franchise chain was a trend in the catering business market at that time, and it was also a transitional period.
Yao Hong opened a fish and shrimp hotpot restaurant in Jingsan Road a few months ago, and the business was booming. ? The first priority of a businessman is profit, but the first priority of profit is business thinking. This thinking is that trends are greater than systems, systems are greater than teams, and teams are greater than individuals. ? Yao Hong said.
? Du Zhongbing is the first in the category of hairy belly in hot pot catering. What I want to do is the first in the category of fish and shrimp? . Yao Hong said that he is once again standing at the next node of catering business and is ready to set sail again.
This change naturally benefits from his own many failures. What is the trend? Yao Hong's understanding is: first, macro economic trends, and second, specific industry trends. ? Not knowing the trend is tantamount to making wedding clothes for others and selling winter clothes in summer. ? Yao Hong said metaphorically.
Yao Hong went on to talk about the current business. It turned out that a good position and a good product could occupy one market, but it may not work now. ? Open consumer psychology? Ren du er mai? It is the theme of the industry now, and making good use of Internet tools is the general trend of the economy. ? The store opened by Yao Hong now has an average turnover rate of more than 5 times a day.
Yao Hong takes the fish and shrimp hotpot restaurant he runs now as an example. How to place a fruit bowl, the standard of cutting into pieces and the selection of ingredients need to be considered from the consumer's point of view. In addition, in the partner system, Yao Hong also adopted a shareholder mechanism with more incentive rules to increase the activity of physical store operation.
? Don't do to others what you don't want them to do to you. I recite my corporate culture and even my business experience every day. It is more important to train caring employees than to be the enterprise itself. ? Yao Hong said that whenever you have the idea of progress, you won't lose, but for me, I will always stand at the starting line of my career.
Marketing case short story 2 Joint venture+direct operation, colorful decorators grab the O2O offline.
Just after the National Day holiday, two big names in the O2O market joined hands to throw a bomb:1October 8, and the announcement of the US Mission and the public comment was formally merged. Not far back, Ctrip merged with eLong in May this year, the same city merged with Jiji.com in April 58, and Didi merged with Kuai in February. In less than a year, four heavy mergers seem to indicate that the O2O market will enter a new stage of competition? The market tends to be centralized, and the competition level will increase, so participants will bear greater competitive pressure.
Any enterprise competing in the O2O market, even if it is not in the field of merger, should be alert to this change, because under the dual thrust of market and capital, the speed of situation evolution may greatly exceed expectations. The market's perceptive prophets have begun to plan ahead and preempt the layout.
10 12 in the morning, in the conference room of Beijing Colorful Decorators, Colorful Decorators and Changzhou Hongpeng Building Materials completed the formal signing of the joint venture company. This is the first joint venture company established by Colorful Decorators in China, and it has also started its new market expansion strategy? Joint ventures and direct stores go hand in hand to create an offline service system with high execution.
It was once a magic weapon for Gree to set up a joint venture company with regional agents to operate the local market. Although the investment in this model is relatively high, it effectively integrates the professional advantages of the brand and the geographical advantages of the agents, and has become an important force of Gree the legendary swordsman with strong execution. Nowadays, colorful decorators have introduced this model into the expansion of their offline market, which can be said to be a pioneering work in the O2O field. Then, why do colorful decorators who mainly focus on O2O home renewal services introduce this model across borders and set a higher investment threshold? Joint venture company+direct store? As the main force offline? Its founder, Wu Tangxiang, openly expressed their thoughts.
With the development of colorful decorators today, the product line and service guarantee ability have reached a considerable level. Combined with the competitive evolution of O2O market, the next work focus should be on ensuring service quality, improving consumer experience, and optimizing resource allocation to seize high-quality resources, thus consolidating their leading position. To achieve these goals, we must rely on the strong execution and integrated close cooperation of the offline service system, which is exactly what? Joint venture company+direct store? The advantages of the model.
Improve service execution
In the eyes of colorful decorators, Joint venture company+direct store? It is a necessary condition for the long-term development of the company's business. Although the initial investment of this model will be relatively large, the development prospect will be better in the long run. Their self-confidence stems from the operating performance and achievements of their direct stores, the sales data of Guiyang pilot market, and the huge consumer demand in the market after home improvement. Based on this self-confidence and grasp of the market, Wu Tangxiang said that colorful decorators dare to guarantee that the investment of joint ventures and direct stores can bring more returns.
The executive power of direct stores is guaranteed by the company's direct management, and in the joint venture company, colorful decorators will give guidance to their partners in combination with the actual operation, control the service quality at the highest level, and achieve the ultimate reputation of consumers. This is a core purpose of colorful decorators to increase their efforts to develop the joint venture company. How? It is through the integrated cooperation form of joint venture company that we must ensure that the partners use the company's own materials in strict accordance with the company's requirements and unify the quality standards of home improvement products; Second, we must ensure that every construction worker must undergo professional training of colorful decorators and be able to provide standardized services for customers; Third, we should improve the service quality provided by partners to customers, and shorten the construction period, so that customers can experience faster home improvement and replacement services.
Wu Tangxiang said that the biggest responsibility of colorful decorators to consumers is to deeply understand the real home improvement needs of consumers and provide consumers with just the right home renewal service. Joint venture company+direct store? Go hand in hand model, can be implemented? Responsible to consumers? The concept of providing organizational guarantee.
Studying consumers is also a core consideration in the new expansion strategy of colorful decorators. Now, colorful decorators focus their work on the study of consumers. First, they study how to get consumers online, and then carry out targeted advertising; The second is to study the real needs of consumers, and offline service providers provide targeted services accordingly. In particular, the latter can only be implemented through organization and management. Through the joint venture company, colorful decorators and their partners work together to ensure that the investigation and research on the home improvement situation and actual needs of local consumers can be effectively implemented and provide objective and accurate basis for the company's services.
Preempt the integration of high-quality resources
The most cohesive cooperation is that the two parties are bound together to pursue the same interests, so developing a joint venture company is undoubtedly a more favorable way to integrate resources and optimize resource allocation.
Colorful decorators have an excellent business model and a first-class product line supply. By establishing a joint venture with strong and powerful companies, they can be tied together with local enterprises with strength, ability and familiarity with the local market to realize close and integrated cooperation. Such enterprises can better understand the characteristics of the local market and carry out market operation according to local conditions.
Colorful decorators plan to set up 10 joint venture companies before the end of this year to export the company's brand resources, copy the company's management model and unify the company's strategic operation; Partners, on the other hand, provide local market resources, such as business relations, contacts and funds, according to their own geographical advantages, so as to realize the optimal allocation and integration of various resources of both parties, so as to develop the local market more efficiently.
On the other hand, the process of establishing a joint venture company is also a process of screening operators who are more capable and can develop together, and it is a process of seizing and integrating high-quality resources in the market.
Colorful decorators put forward high requirements for choosing partners to set up joint ventures. In the expectation of colorful decorators, their ideal partners in the future should have stronger strength, which is reflected in two aspects: first, they have a forward-looking vision, which is highly consistent with the ideas and strategies of colorful decorators, and can see the future development trend of the home improvement market; Second, we should have the ability to direct the operation of the whole company, understand the location of stores in the local market, sales and team management, construction team formation and management, advertising, financial management, and even consumer behavior habits, have outstanding leadership and management skills, and truly understand business operations. To sum up, it is to find the object with highly consistent ideas and matching financial strength and market operation ability.
The reason why this is proposed? Demanding? Perhaps it is related to its sense of urgency for market development and competition. Although the home replacement market cultivated by colorful decorators was created by themselves, more and more enterprises and capitals are pouring in in the related Internet home improvement market and home improvement post-market, and their competitors may come from different fields in the future. Wu Tangxiang has a clear understanding of the evolution speed of the competitive situation. He clearly stated that there may be many companies like colorful decorators in the market by today next year, so it is necessary to seize the opportunity in time and speed and make colorful replacement services fully cover all first-tier cities in China in one year. From the perspective of colorful decorators' own reserves, the formation of professional teams is basically completed, with sufficient funds, and there will be more funds in the future. Colorful decorators with clear strategies, innovative models and abundant strength? There's no reason to be slow? .
The development of each enterprise will go through different stages. The growth of colorful home decoration O2O home renewal service is a process of continuous accumulation and innovation, which not only inherits the previous practical achievements, but also constantly breaks through itself. Wu Tangxiang emphasized that no matter how the development stage changes, the original intention of colorful decorators has not changed, that is, to provide consumers with worry-free, assured and comfortable home renewal services and become a good helper for consumers to change their homes. This is the market value created by colorful decorators. Joint venture company+direct store? Go hand in hand, constantly enlarge this value, colorful decorators will be able to resist changes in competition and maintain a leading edge.
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