in recent years, what changes have made catering enterprises feel more and more uncomfortable?

the competition among peers is intensified, and the cost of obtaining customers is high; The labor cost is high and it is not easy to hire people; The real economy is declining and various costs are high; Marketing is not easy to do, and the profit level is reduced; Group buying does not make money, does not do it and has no business;

all the above changes are the common knowledge of catering people: "economic downturn, rising costs and decreasing profits". Are these changing factors the truth that leads to business difficulties?

after a little analysis, we will find that this "insight" conflicts with another fact: in 2117, the national catering revenue was 3,964.4 billion yuan, up by 11.7% year-on-year, which was higher than the growth rate of the total retail sales of consumer goods in the same period.

what changes have made catering enterprises struggling?

1. One of the most important changes in consumer groups is: "there is a surplus of goods, and consumer groups have changed from passive to active".

In the past times when commodities were scarce, consumers mostly made "passive choices" (for example, what they bought in the channel);

with the internet of everything, consumers are more "active choices" (for example, what to buy depends on what we like).

2. One of the most important changes in catering enterprises is: "abundant information, and the management enterprises have changed from control to opening".

In the era of information occlusion in the past, enterprises mostly used information inequality to grab market value and maximize product value.

with the advent of the information age, enterprises are more likely to realize rapid enterprise iteration and maximize customer value through user big data.

seduce users to achieve their goals; By attracting users, we can achieve our goals.

1. Three treasures that traditional enterprises seduce users: advertising promotion, channel control and low quality and low price.

-use advertising to promote sales and carry out overwhelming publicity, so as to seduce consumers and crush competitors.

-take advantage of resources and control the sales channels so that consumers can make passive choices and block later people.

-using price wars to make inferior or shoddy products to mislead consumers and seize the market.

2. Three treasures that modern enterprises attract users: consumer experience, brand reputation and customer value.

-in the era when content is king and experience is king, only by paying attention to consumer experience can enterprises be in an invincible position.

-a good product can speak for itself, a good product is the best advertisement, and a good product can maximize brand reputation.

-you must achieve customers before you can achieve yourself. Maximizing customer value is the lifelong pursuit goal of enterprises.

achieve the goal by controlling the goal; Give up control of the target and gain control.

In the era of passive choice, the most commonly used method is to use a lot of resources and power to control other people's behavior and achieve goals by reducing people's choices.

In the era of active choice, consumers, employees, suppliers, etc. all have more choices, and the way to achieve benefits through control is becoming less and less effective.

Control the heart rather than the behavior. We used to control other people's behavior through resource power, but now we should control people's heart through attraction and encouragement.

"You must control yourself by surrendering controlling"

Explain in one sentence: You need to gain control by giving up control.