In Yichang City, Hubei Province, there is a small shop specializing in cold dishes. When it first opened, the business has been stagnant, which makes the boss Yang Zhaojun a little anxious. Yang Zhaojun found a friend who knows the market. With his help, he made a detailed analysis and planning, formulated a business strategy, and put it into practice. After some operation, after half a year, the salted fish turned over and earned more than 30 thousand yuan a year. Positioning: Market research first, cold salad is crisp and delicious, refreshing and not greasy, and it is a good product for people to accompany meals and wine. Because of the advantages of low cost, high output rate, low labor intensity and rich profits, there are more people operating cold salad dishes and the competition is fierce. At the beginning of his business, Yang Zhaojun rented a storefront of more than 50 square meters because of his one-sided pursuit of scale. However, there were only some tables and chairs and pots and pans in the storefront, and the storefront was not effectively used, resulting in a waste of resources and an increase in operating costs. The variety of cold salad dishes is also greedy and mixed with meat and vegetables, lacking distinctive main brand dishes, which is no different from other stalls and difficult to attract consumers' attention. After market research, Yang Zhaojun's friends believe that if Yang Zhaojun's cold salad shop wants to stand out among many cold salad shops, it should be positioned as a high-grade cold salad franchise store in combination with market conditions and its own advantages. It should rely on its unique technology and taste, excellent price ratio and other advantages to establish authority from product characteristics to store management, and take the operating principle of "hygiene, convenience, reassurance and deliciousness" to win in the market competition. Dishes: Featured and featured. To open a cold salad franchise store, you must have your own featured varieties and featured products. After screening, it was determined that Yang Zhaojun's ancestral sour radish was the main dish. This kind of sour radish is made of red-heart radish produced in sand, which has the characteristics of crispy and sweet taste, digestion and appetizing, hangover and greasy inhibition. Its color is pink, like peach blossoms in water, and Yang Zhaojun gave it an image name "Flower in Water". Quality: Standard and system guarantee Because cold salad is a direct food, a little carelessness will cause intestinal infectious diseases and food poisoning. When people buy it, the first concern is hygiene. Therefore, Yang Zhaojun strictly guaranteed the safety and hygiene of the production process. The operation is programmed. After customers choose the raw materials of cold salad (green bamboo shoots, radishes, cucumbers, Japanese knotweed, etc.), they are weighed face to face and mixed with seasonings to ensure the freshness of cold salad. Due to the difference of personal operation technology, the taste of mixed cold dishes is also different. Therefore, when mixing vegetables, designate a special person to operate. Because of its transparent operation process and open standard process, it has established a good brand image. When many people mention cold salad, the first thing that comes to mind is Yang Zhaojun's cold salad shop. Sales: In addition to playing hard to get in his own store, Yang Zhaojun expanded his special cold salad "Flower in the Water" to various hotels in Yichang. Yang Zhaojun first selected several large-scale restaurants in this city as pilots. When customers went to these restaurants to eat, they gave him a special cold salad "Flower in the Water" for free. Because the "flower in water" tastes good, and has the effects of appetizing, hangover relieving and greasy inhibition, it is very popular as soon as it is served on the table. After the customer's appetite was hung up, Yang Zhaojun gradually terminated the delivery activities. However, when customers go to a restaurant for dinner, most of them ask the store to serve a dish of "flowers in the water" cold salad first. In order to meet the needs of customers, the restaurant owners have to take the initiative to ask Yang Zhaojun to order. Yang Zhaojun deliberately let people reveal this "secret" to other hotels. Many restaurants have come to order "flowers in the water". In this way, Yang Zhaojun's cold salad shop is getting bigger and bigger.