This food and beverage secret is worth millions

How do food and beverage enterprises establish who you are:

Can you make it clear who you are in one sentence? Or use a word to represent you. Who? Customers pursue simplicity. Let's see how well-known enterprises do it:

Coca-Cola category McDonald's-American fast food

Wrigley-chewing gum KFC-fried chicken

Kodak-film Lenovo-computer

Band-Aid-Band-Aid Dell-direct selling computer

Galanz-microwave oven EMS- express

Nike-sneaker FedEx. When the traditional non-smart machine category dies, the Nokia brand dies. Therefore, to be a brand, you can first set the category, subdivide it, subtract it and make differences. For example, you should locate the hot pot category:

According to the grade: high, medium and low, or luxury stores, flavor stores, mass stores, self-service stores, etc.

by function: special hot pot, fast food hot pot, takeaway hot pot, small hot pot, nourishing hot pot, etc.

by source: Sichuan-style hotpot, Mongolian hotpot, palace hotpot, old hotpot, etc.

In addition, it is very practical when determining what category to do:

1. Look at the size of the market and the intensity of competition

The method suitable for restaurant starters is to choose a quadrant with many opponents and weak opponents, not many, and strong opponents, because many opponents indicate that the market has a strong demand, while weak opponents indicate that there is no boss in the market and there is room for innovation and mental occupation.

Take a random example, such as grilled fish. In the past, it used to be a snack at food stalls, and there were many competitors. But the competitors were generally self-employed and had no idea of chain operation, and the consumer demand was upgraded again. In such a market with many competitors and weak competitors, fish exploration and riverside cities seized the market opportunity of grilled fish.

2. degree of standardization

catering starters are suitable for products with heavy seasoning and easy assembly, such as KFC semi-finished products and sauce packets, which can be operated by aunts and waiters, thus achieving the goal of going to the kitchen and unifying the taste standards.

3. Taste adaptation

Restaurant starters are suitable for choosing those with wide taste adaptation, which requires high consumption frequency. Narrow taste adaptation means that your customer acquisition cost is high, and the premium space for high emotional value is high. What is high emotional value? 1. Japanese food, Korean food, western food, etc. outside China; 2, such as arctic shellfish and salmon in the sea; 3, a new category of durian hot pot; 4. Fashion and health.

A wide range of tastes and low emotional value are more suitable for restaurant starters. Generally, competitors in this range are not strong, and the investment will not be too much. If you have the opportunity to create the first category, just like fighting in Mao Zedong, you should first establish a regional base market.

Positioning Step 2: Find the scene

The scene of the business banquet should be high-handed, and the face is like the Beijing banquet; The scene of the couple's party is warm and romantic, such as sprinkling pepper and Wang Pin; It is also a good choice for a family of three to go out and find a parent-child restaurant, where children can play comfortably and parents can eat easily.

Positioning Step 3: Seize the first place

This first place refers to category first, but it can be flexibly used in space and time window. For example, Banu has seized the hairy belly product hot pot in positioning, but it has not yet covered second-and third-tier cities;

parting makes you focus on your competitors

1. Make sure you are different from your competitors. You can choose 1-2 points from multiple dimensions to make the difference between meals.

product differentiation is the same as making hot pot. If you make beef omasum hot pot with Banu, I will make fish head beautiful frog, and if you make fish head beautiful frog, I will make durian hot pot products. You can also make the following differentiated products differentiation analysis tools: IP differentiation, price differentiation, such as Taiwan Province beef noodles, a bowl of 111 yuan. Taoyuan village high-priced steamed stuffed bun soybean milk

channel differentiation such as coffee factory stores, school takeout, airplane meals

service differentiation such as Haidilao, foot bath service such as watching movies, etc.

promotion differentiation

It is also a recharge. Others charge 311 to get 311, and I charge 311 to get 1,511 yuan

The hot pot restaurant is opened in the shopping center, with 1,811 yuan.

Secondly, with such great efforts in communication, coupled with the customer's three-level distribution, the store quickly recovered its cost. You need to think about what is the purpose of his activities, why he can succeed, and why he can seize the consumer's psychology and detonate the recharge by changing the activities of using vouchers, or eating hot pot to send drinks?

Of course, the differences with competitors can be made more detailed. It is possible to see how Haidilao focuses on hot pot categories and analyzes competitors. The purpose of differentiation is not as good as different success stories:

2. What aspects of competitors need to be studied? ① Characteristics and effects of competitors' products or services; ② Selling strategies of competitors; ④ Price and quality of competitors; ⑤ Service system of competitors

3. What can you gain by analyzing competitors?

Find the value point of competitors in consumers' minds by analyzing competitors;

find out your opponent's weakness by analyzing your opponent;

find the consumer's demand by analyzing the opponent and provide a letter of trust;

Letter of Trust Knowledge Popularization: If you don't sell melons in huangpo in modern society, why can you prove that you are good? -Idol, authority, customer comments, queuing at the door, customer reputation and so on. The four success rules of the certificate of trust: ① be concise, concise, and then keep in mind "single and accurate"; ② be centralized, centralized, and then centralized; ③ be repeated, repeated, and repeated; ④ be consistent, consistent, and then consistent. For example, the certificate of trust in Haidilao is service, the waiter embodies service, and the communication embodies service. Through various resource tools, the trust is implanted in customers' minds: brand name: a good brand name is half the battle, and there are three principles for naming it:

breaking up allows you to focus on the target population

1. Who is the target customer

Basic level: gender, age, identity, etc.

Scene level: what are the scenes of online frequent consumption, what are the scenes of offline consumption, habits and habits. The key to the scene is to find out when, where, with whom, how, how much to buy at a time and how often to consume.

Demand level:

2. The purpose of customer positioning

The main purpose is to find out who your customers are, what their preferences are, how to come to your home and then give them a reason to come to your home in combination with customer interests, such as the following successful case:

It is more convenient for customers to travel for reasons of using Didi, use it for reasons of being hungry, and use it for reasons of traveling.

For example, if you want drainage, you can know where customers usually go before they come to your store through customer analysis, so that you can make targeted drainage for horizontal alliances. You can also know where customers go after eating in your place through customer analysis. Integrating these businesses to help them issue coupons also captures the added value of the increased interest of target customers, and such cooperation is not blind, and even advertising cooperation can be done.

3. Customer positioning tool table

4. Targeting the target group can increase sales

To do business, you must have stable old customers and new passengers to have a warm turnover, so many people are asking how to increase the marketing amount. Now I will give you a magic weapon based on my experience: Second, they have designed DIY baking courses suitable for mothers, so that many stay-at-home mothers and some who want to learn baking can concentrate on Monday to Thursday. Through different time periods for different target groups, through decomposition, the revenue of each time period is designed.