Although taoyuan village is a celebrity shop on the Internet, it sells your version of soybean milk fritters: 8 yuan money and a fritter, 10 yuan a bowl of soybean milk. If you want to eat steamed stuffed buns, the starting price in 50 yuan is.
It's all the fault of the "senior"
Open Dianping. com, and you will find that four stores in taoyuan village are now closed. Brand Jun can't help feeling a little embarrassed when he thinks of its once hot scene. However, facing the crisis of bankruptcy now, it is not without trace. In fact, the root of this crisis was planted from the day when taoyuan village positioned the brand as "high breakfast".
1. Advanced batch
In the catering industry, the only one who dares to open a breakfast shop directly next to Lu should be taoyuan village. In Taikooli, there are also some high-end cosmetics or luggage shops around taoyuan village. The name of "Hermes Breakfast" gradually sounded.
2. "Advanced" decoration
Considering the young people's demand for food and restaurant photos when eating, taoyuan village started with food setting and storefront decoration. The food sold is not only beautiful and easy to take pictures, but also simple in decoration and desktop style. Sure enough, when it first opened, taoyuan village attracted a large number of diners to take photos and punch in as soon as possible.
3. "Advanced" ingredients
Sesame cakes are very cheap, but taoyuan village has added high-grade ingredients such as tuna to them, which has greatly increased their "value". The cheapest rice balls should be close to 20 yuan, and the collocation of dried meat and floss is very similar to the ancient rice balls in Taiwan Province Province.
However, it is this "advanced" orientation that has led to the crisis in Taoyuan's family village today.
High-priced breakfast can't be sold
First of all, when a product is made for "taking pictures", it has already failed by half.
Fresh Foley is quite popular recently, but there are many people outside all the stores in the mall, and Mr. Brand has bought it once. I can only say that this thing is really just for taking pictures. There is not much difference between Fu Lei's different tastes of materials, and each ingredient is only sprinkled a little. Even so, the store insisted on inserting a useless flower on Fu Lei (probably for your photo). However, Brand Jun learned in the public comments that more than half of the people who have eaten are bored and will not buy again after punching in.
What Brand Jun wants to express is that taoyuan village takes a high-end route and sells high-end breakfast, the biggest purpose of which is to attract people to take photos, thus bringing them a second publicity.
However, consumers also need freshness. After punching in once, the second time is still the same dish. Not only has the taste not improved, but some items have also increased in price, which will only attract bad reviews from consumers. If a brand continues to operate like this, it will consume the enthusiasm of consumers who take photos and punch in. Who else will pay for these expensive breakfasts?
Of course, if you are just tired of shopping and want to find a place to rest and eat, then the price of Taoyuan Renjia Village is not too much. However, its positioning is only breakfast and snacks, and the price is indeed much higher than that of similar products, so consumers will naturally be discouraged. To tell the truth, Mr. Brand has eaten taoyuan village three times, but he only ordered tofu pudding and dried meat rice balls every time, because it is the cheapest!
How much is the civilian snack?
Soymilk and fried dough sticks can be priced at one or two yuan in ordinary consumption scenarios. If you want to be a brand and don't follow the model of taoyuan village, how should you sell it?
Pancake fruit is a famous snack in Tianjin, from which many brands are extended, such as Pancake Road and Xiaogujiang. The consumption scene is lunch near the office building, and the price is reasonable, which is not much different from the pancake fruit sold by ordinary vendors, and consumers will naturally accept it.
Eggs are famous snacks in Hong Kong, which usually appear in Hong Kong-style milk tea or tea restaurants. Among them, Mi Zhilian, lan fong yuen and other milk tea brands are available, with prices ranging from 10 yuan to 15 yuan, and there are discounts for matching milk tea in the store.
What Brand Jun wants to express is that civilian snacks can be made into brands, but the positioning and price cannot exceed similar products. Even if there is a brand premium at first, it will be rejected by consumers later because it is unacceptable. Since the prototype of the product is civilian snacks, it must not go beyond the category of "civilians". To say the least, it is expensive to sell, but the materials and taste must be worthy of this price. Consumers are not stupid and will not blindly buy products with inflated prices.
Things in taoyuan village are expensive, and the quality of products has not kept up. Brand Jun learned from Dianping.com that most people think that the food in Taoyuan Village is not as delicious as before, and many things are even cold. When the brand's "aura" is exhausted, the rest may be all bad reviews.
As a product of "consumption upgrading", Shijia Village in Taoyuan is very similar to Huang Taiji, which is expensive, has gimmicks, queues up, keeps opening stores, and then closes down. Nowadays, those closed-down taoyuan village don't know whether they are in the process of rectification or upgrading, but in any case, they just hope that after "rebirth", they can make some efforts on food and make consumers feel value for money, which is the key to brand continuity.