"Dude, I'm working on a tall project recently, and it's the hottest O2O now."

"What a nuisance! How to do it."

"that's complicated to say, you fish seller don't understand. We use internet thinking to do SEO, SEM and ERP, and think about how to make an ultimate product in a human way. Do you know what extreme is? Extreme! From product packaging design to viral spread, you will definitely experience the feeling of crying and crying for XX yuan. We will also analyze the customer information, and if we encounter the physiological period of female users, we will also give away sanitary napkins for free, which is warm! Human nature! Lying in the trough, my product can definitely compete with Xiaomi 4, which makes Jobs angry! "

"Special code, speak human words!"

"... I'm making crayfish takeout recently."

With the trend of Internet evolution to mobile terminals accelerating, the catering industry, which was originally very hard-pressed, is becoming more and more like the domestic smart phone industry, as if it had started a carnival party: Lori and her royal sister, Uncle and Zhengtai Qi Fei. Everyone waved VC money and wore masks and smiled at the dance. As an audience, maybe you read their stories and then began to doubt your IQ and struggle: Is it too easy to make money? !

But what I want to say is that starting a business is by no means easy. The so-called "Why do I make Chinese buns", "One hundred thousand stores", "One hundred stores in three years", "Thinking about life by eating pancakes" and "Classic case of Weibo marketing" are actually the truth of weak expansion, financing difficulties and eye-catching behind these stories.

as a middle-aged uncle who sells fish ed and fish ing, I began to think about this problem and pay attention to it. After all, I'm also engaged in this industry now (I'm not good at soft writing, so I'd better be a stranger quietly), and I may see it more clearly than the average person. Let's dissect the catering O2O under the Internet and mobile Internet and some popular catering O2O tools, hoping to sound the alarm for those friends who want to get rich overnight through "family kitchen+WeChat Weibo".

1. Several catering brands under the "Internet thinking"

1. The Wind of Carving Master

The recipe of "Carving Master's Beef Brisket" was not invented by Carver, but it was rumored that he bought the recipe from a gourmet in Hong Kong and was named "Carver's Beef Brisket".

actually, Mr. Diao doesn't understand the burdock, but he knows the Internet: based on Afu essential oil, he invested enough money in the product, and made use of the Internet circle, entertainment circle and big V's contacts to carry out the pre-brand positioning. At that time, Xiaomi Hunger Marketing was leading the way, so he made an "internal test" to satisfy his appetite. This set of combined marketing has pushed the "Carved sirloin" to a very high commanding height, and a bowl of sirloin noodles has become particularly tall because of the 5 million formula and the help of stars.

So I call the carved sirloin the wind. Maybe there were many breezes before it, but it was the ancestor who really formed and blew this strong wind.

For Meng Xing, actually, it is necessary to separate Master Diao and Master Diao's beef brisket. From the layout of Afu essential oil, beef brisket, kebabs to nail art, it runs through women-high-consumption groups-high-consumption groups-high-consumption women groups, and Master Diao has cut into two groups with high profit points with precise layout. But by his own admission, Meng Xing is not a professional in essence oil, brisket, kebab or manicure. And the other thing he hasn't said all the time should be: his real magic weapon is his pen.

Since a long time ago, Meng Xing has been publishing various cross-border articles and interactions on WeChat, Weibo and blogs. Like Luo Yonghao, he has accumulated a lot of die-hard fans. Because his writing style is humorous and relatively sincere, and there is no tendency to pretend to be forced, many people regard him as a media idol in the Internet age. In the era of beef brisket, the circle of contacts played a very key role during this period. Imagine that if there were no mysterious tasting and testing in the entertainment circle and the media circle, ordinary people would replace it, and the effect would be greatly reduced. Since then, the catering circle has started a wave of "telling stories+ultimate experience = ultimate products".

This article only talks about catering, not about essential oil and manicure. In terms of catering products, Meng Xing is more than several times higher than the next three. The menus of beef brisket and kebabs are often changed, and the dining environment and store location are improved regardless of the cost by using the accumulation of large funds, and the details are also excellent. One example is that I found sanitary napkins in the toilet for the first time in a restaurant at this price in Beijing. Although it's only a small detail, considering that in reality, many girls are suddenly "inconvenient" in the middle of eating and can't go out to buy women's products in time (I think many women have encountered it), it can be seen that Meng Xing's team has really worked hard on products.

But behind all this glamour is the embodiment of the overall strength of the team and the accumulation of a large amount of original funds (although Meng Xing invested a lot, he still got the support of a relatively large capital). This model is obviously not suitable for ordinary entrepreneurs, especially self-made people, to learn and refer to-if you don't have such a sensitive business sense and rigorous business logic.

generally speaking, Meng Xing is not a typical restaurant operator. Although he doesn't know this line of work, he has very clear business thinking, knows when to stop when he is ready, and when to take advantage of the situation. He is a typical successful businessman.

2. the fist of taiji

"Huang taiji" may want to be the Huang taiji in the pancake world (if traditional pancakes are regarded as Nurhachi). It's natural to tell stories when you take the money from venture capital, but what if there is no 5 million pancake fruit formula swollen? !

Never mind, we have Mercedes-Benz BMW Tesla! Not enough? Then add handsome Americans to accompany you to think about life in the store. Not enough? Then let me take you into the alien world of the universe.

but I have no idea that these have anything to do with pancake fruit. At the beginning, "Huang Taiji" focused on the taste of the products, which was right. It is also understandable to drive a BMW to deliver pancakes to bloggers' eyes. After all, compared with the cost of advertising, BMW is still so cheap. In the early stage, it did win some praises from the market (especially from Internet companies). After relying on these fires, it is reasonable to say that what He Chang should do next is to enrich the product line or expand the brand horizontally, and play a beautiful combination boxing. Use the word "fast" to quickly expand market share and dig deep barriers. Unfortunately, for some reason, he chose media exposure, publishing a book, and talking to the public about the philosophical ideas of alien export in the universe. This year, when Huang Taiji began to re-brand and increase product categories, he missed the opportunity. It was too late. The media and the public have turned their attention to the Internet catering brands headed by Master Xi and Funiu. From August 2112 to September 2113, Huang Taiji opened five stores in Beijing. However, from October 2113 to October 2114, only two restaurants were opened, which was extremely abnormal in the early stage of brand restaurant chain.

A recent article about the bubble of "Huang Taiji" has been widely circulated in the circle of friends, and several opinions of the author can indeed be confirmed. According to public comments, most of Huang Taiji's products are currently concentrated in 3-4 stars (even some stores have many 2 stars). I occasionally pass by Huang Taiji in Zhongguancun several times. Although it is located in front of the street, it is also deserted in front of the door. I wonder if He Chang, as the founder of the brand, can still finish his story in one bite.

3. Young Master's Sword

If "Huang Taiji" is a punch that hits the wrong side, then Young Master Xi's Chinese hamburger is more like a feminine sword. He Chang's story makes people boiling and curious, while Master Xi's story directly stabs the most tender pain point in human nature.

once upon a time, you dreamed of kicking the general manager, sitting on the CEO and marrying Bai fumei, didn't you?

and now you are still sitting in front of the computer working overtime, endlessly OT, if not, then you should have a little sub-health on the Internet, or not? Then you always have a little doubt about food hygiene, right?

A letter to the beaten man, "Why did I quit my job to sell Chinese buns", is very much like the "Chu orange" that was originally hyped in life. If I don't tell you that this orange was planted by Chu Shijian, that is, it is a sweeter orange, but if I tell you that this was the uncle who played tobacco at the age of 72 and started to play business at the age of 76, it will be completely different. You will ponder over the orange and play with it carefully, as if the orange had directly sublimated into a spirit. Then you eat this Chinese hamburger, in fact, what you eat is not Chinese hamburger, but pity for this society, which is as high and low as you. Look, you are moved to tears by yourself. But it is not easy to do anything in this world. Look at the aunt who has been setting up stalls on the roadside for decades or the uncle who has fried a few cents of fried dough sticks. Their stories are much harder and more inspirational than most young people.

however, the story doesn't end here.

Looking through the previous media materials, Meng Bing, CEO of iDark Horse, Tencent and other media, kept repeating a sentence: "This article was written by a partner of our team, which is the integration of our experiences. We found a point where life in Beipiao is easy to produce * * *, and the article immediately triggered everyone's * * * *. "This sentence is very interesting, because the title of this sentence is:" My marketing is not completely equal to Internet thinking ". Just as an online audience questioned after eating the Chinese hamburger of Master Xi: Since it is integration? Why use the first person "I"? Can't help but make people question the hype. And my question is: it takes time to spread information, and this letter suddenly appeared from the circle of friends almost overnight. It is hard to say that it is not a well-planned hype.

The long queue that shocked the outside world when it opened for free delivery of Chinese buns showed its original features with the passage of time. I was once puzzled by the long queue in front of the TV screen. It was not until I came to the Imperial Capital and moved into the center of the Universe that I suddenly realized. Let me solve the mystery: I live not far from Master Xi's Big Universe Center, and I often go there from time to time to have a look and eat Chinese buns, but what I observe is that there are only a few long queues, and most of the time it is not as hot as the TV pictures. This kind of snack and beverage product itself is a hard demand in the shopping circle. The store is adjacent to the office building of Sohu Netease and there is a bus stop nearby. It is not surprising that the store is located in such a high-traffic position, even if it is at lunch or during the rush hour, it is easy to queue up even if you sell a milk tea. (If you have a chance, you can go to the drink shop or snack bar in Xidan Joy City and take a closer look. In Zhongguancun, Dawang Road, Wudaokou, Guomao and Financial Street, as long as the snacks are not bad, they are basically long queues at the end of work.).

another contradiction lies in their appliances. Anyone who has done catering knows that the rice noodles cooked with firewood are the best and most fragrant because of the heat of fire, far better than the rice steamed from electric rice cookers. Therefore, in addition to the unique variety of rice, it is also one of the secrets of Japanese sushi to insist on treating sushi rice in wooden barrels. The so-called "extreme" and "the best Chinese hamburger in history", "... respect the rules of the traditional industry very much ... and use 5111 Jin of flour and 2111 Jin of meat materials for" product research and development "... regard oil, salt, sauce and vinegar as various chemical experiments, and the dosage of ingredients is accurate to milligrams, and sum up a set of formulas for Chinese hamburger. "The young master of the West actually uses an induction cooker and a steamer to handle Baiji steamed buns, and claims that the improved steamed buns are better than the traditional Chinese buns, which makes people very puzzled. Of course, the taste is very difficult to standardize, and each foodie may have a different concept of the ultimate, but I still insist on the Chinese hamburger baked with a fire at an unknown stall on the roadside in Xi 'an, which is the most delicious Chinese hamburger that respects the original taste of history.

The story is still not over.

Recently, Master Xi, whose life span is less than one year, broke the inside story of the team breaking up again. The following excerpt is what Song Xin, one of the founders, said in an interview with the reporter of Caijing National Weekly: