With the rise of young consumers, post-90s, post-00s and other young people of Generation Z have gradually become the main consumer force, and brand rejuvenation has become a core issue for restaurant brands today.

Therefore, the Chinese brand community has formed a **** knowledge: get young people, get the world. Only by embracing young people can we gain new traffic and topics, and occupy the attention of the masses in the market.

However, how can we make capture the youth of today? The strategies of famous Guangzhou restaurant brands such as Tai Er, Tao Tao Ju and Wentong Ice Room may give us some insights.

01

Tai Er pickled fish and young people "play" together

In the current several major restaurant brands in Guangzhou, on the subject of youth marketing to do the most skilful a few brands, Tai Er is definitely ranked in the forefront.

Among the several brands in Guangzhou that are doing the most youthful marketing, Tai Er is definitely at the top of the list.

In the opinion of Dining O2O, it can be summarized in one sentence: treat the brand as young people, and play with them.

First of all, when Taiji established its own brand, the two major IP personas are very youthful. The so-called youthful persona does not mean that the IP is young, serious and stubborn second boss and magic sand sculpture of the small second brother, the second boss on behalf of more middle-aged people, sand sculpture of the small second brother is the representative of young people.

However, the attitude of "not catering to and having an opinion" contained in the two cultures that the second boss insists on is in line with the characteristics of the current generation of Z young people. At the same time, coupled with the sand sculpture attributes of the two, conflict with the happy, so that young people feel as if they are with another similar "dialog", naturally feel friendly.

Secondly, Taiji himself is also able to play with young people by putting down his stance.

This kind of "play" is embodied in two levels, the first is the daily marketing of all kinds of "sand sculpture style" playful stories, constantly weaving the Taiji universe culture to the young people, and giving them a lot of joy. So, even if you know that there are advertisements in it, it's still almost 100,000+.

Secondly, it's the offline "brainstorming" marketing of Tai Er, which can provide young people with a sense of freshness.

Brands want to play with young people, not low profile, and then "make" the language of young people, write a few lines of copy on the line. In order for young people to remember, they must provide them with emotional value, that is to say, to be appropriately higher than young people, to help young people to express themselves. In this regard, Taiji has also done a good job.

For example, in 2020, Taiji opened a bathhouse, inviting consumers to take a bath with it, and declared the bizarre slogan "Scrub your soul, be sour", which sounded really cool and personalized.

This is where the brand talks to young people, but is above them, by recognizing the needs of some of them and helping them express them.

In addition to the bathhouse, Tai Er has also created a sauerkraut museum, where it listens to the fermentation of sauerkraut, does a Chinese medicine museum, specializes in treating "not two" with on-site consultations, and creates a "sour base" to produce sauerkraut ice cream ...

This is where the brand talks to young people, but above them. ...

These marketing activities, although seemingly strange "and two and people on the head", but all have a **** the same point, young people can play and sunshine photos, but also for their own "interesting youth" label. The first thing you need to do is to get your hands dirty.

So, in order to capture young people, only insight into the personality of young people, pile up the elements that young people like is not enough, but also must make the "brand" on the young people useful to help them express themselves, in order to be able to deepen the formation of binding with young people.

02

Taotaojiu captures young people with culture

If Tai Er itself is a representative of a restaurant brand that continues to be young, then Taotaojiu is undoubtedly a classic example of an old brand being revitalized.

In this day and age, it's not easy to revitalize an old brand. A lot of old brands have been rolling in the dust and beat on the beach of the previous wave.

So, Tao Taoju as a restaurant brand has a history of 142 years, and how to realize the "age of growth"? It is widely believed that this is due to Tao Taoju do the following two actions:

First, the external value of the youth, that is, the value of the store and packaging and other forms of external expression, to upgrade the youth. For example, the 3.0 version of Tao Taoju stores, the design of low-key, light luxury, exquisite environment, decorative details combined with traditional Lingnan architectural elements and modern aesthetic design, refreshing consumer perception.

Secondly, the youthfulness of marketing channels, Tao Taoju's continuous live broadcast, takeaway, Tmall and other young people's channels new attempts to give young people more opportunities to understand the brand. For example, last year, Tao Taoju and Yili cross-border co-branding, the launch of the Mid-Autumn Mooncake gift box "a peach million miles".

However, in the catering O2O view, these are Tao Taoju brand youthful marketing "art", the reason why its rejuvenation can be successful, the key is to seize the wave of young people this wave of cultural return of the national tide, in the era of opportunity to complete the brand's "youthful metamorphosis "

We have to be careful about what we do, and what we do not do.

We must respect this era, and must learn to utilize this era. For the old restaurant, the present is actually the best time.

Because this generation of young people is more confident and more individualized than the former post-80s and post-90s, and also more fond of traditional culture. Wearing Chinese dresses and experiencing ancient weddings are all manifestations of young people's love for all kinds of traditional Chinese culture.

In this case, the key to the rejuvenation of the old brand is to express the culture in a "young" way, which is enough to capture the young people today.

As Taotaoju Pang Guangsheng said, "traditional things are actually very fashionable, depending on how to combine, become an element of packaging, a series of ideas, the Guangdong culture are displayed. This is actually the inheritance and dissemination of culture. We don't go to museums and exhibition halls every day, but every day we have to eat. This package is painted with Canton embroidery, that one is painted with southern lions, and consumers can see this form, which I think is very good."

03

Wentong ice room with innovation to help young people beat boredom

If Tao Taoju rejuvenation is the old brand refreshed, then Wentong Ice Room as a representative of the teahouse turnaround, represented by the old category of youthful refreshed.

As we all know, there has been a wave of popularity of the cafeteria, but with the decline of Hong Kong-style culture, coupled with the Hong Kong-style cafeteria to follow the old ways, slowly will no longer be popular. But the Wen Tong Ice House as the representative of the tea restaurant, but once again "red" this catering category.

Wentong ice room how to do? In the dining O2O view, Wentong ice room and other new tea restaurant red, the core secret can be summarized in one word: innovation.

One: innovative scene. Today's young people themselves love a variety of Chinese culture, coupled with the staggered mosaic tiles in the teahouse, hanging neon signs, large traditional Chinese characters, MTR signs, classic Hong Kong film posters and other highly distinctive Hong Kong-style cultural elements of the innovative fusion of the young people just to capture the heart.

Second, innovative products. Wentong tea rooms can not be separated from the popularity of product innovation, such as the representative product leakage of milk Hua, many consumers said that the process of cutting the leakage of milk Hua is very fascinating, looking at the leakage of Ovaltine milk feel satisfied. And the frozen ice in the tea made into a bear-like bear frozen lemon tea, was also popular for a while.

Third, innovative marketing. Wentong Ice Room people in the youthful marketing also spared no effort. Xiaohongshu, microblogging and other social platforms, a group of big v, people sell the major ice room to try to show the bizarre environment and creative products, resulting in the topic of discussion, the brand's "sense of youth" molded out.

In the restaurant O2O view, it is with this set of methods, Wentong ice room represented by the new teahouse has renewed another spring, became the king of the queue of Guangzhou teahouse category, and even a long time to dominate the list of a certain evaluation of a group.

However, the real rejuvenation of the brand is a state from the inside out, and needs to be integrated into the young lifestyle and values. The Wentong Ice House is a brand that needs to make more efforts to maintain its "lasting youthfulness".