Although South Beauty is dedicated to the restaurant business, it does not rely solely on its own strength. It is good at integrating enterprises in different industries, carrying out cooperation in different industries, and creating value jointly.
For example, on Valentine's Day, February 14th of this year, South Beauty began a large-scale publicity campaign in the early stages, started to create a Valentine's Day feast, and initiated holiday ordering. Externally, it was publicized that anyone who ordered a meal on Valentine's Day would have a chance to get a Valentine's Day gift, i.e.: roses on Valentine's Day until they are delivered; there was also a chance to get a Lexus sedan for a day's use; and anyone who consumed a minimum of 500 RMB/table at South Beauty restaurant on Valentine's Day would have a chance to get a Lexus exquisite gift. In addition, during the event period, guests who spend up to 800 RMB/table at South Beauty brand restaurants will have the opportunity to receive an exquisite Valentine's Day silver jewelry provided by IDo Global Wedding Ring Paradigm.
Both Lexus and I DO have become part of South Beauty's value creation. What South Beauty is actually doing is a kind of two-benefit marketing technique. The main party provides a channel to share its customers with the other party who is the guest***. The other party, through business cooperation, turns the existing customers of the host party into new customers for itself. This is a *** mutually beneficial relationship in the law of business, just like the shark and the pilot fish in the ocean. Whenever the shark after the feast, the pilot fish will be like an electric toothbrush, enjoy the shark teeth between the debris leftover meat, so that the shark can get a free dental cleaning services, the pilot fish do not have to bother to go out to hunt for food can be full of food, this is the "guest and master two benefit relationship".
Lexus and IDO are in the position of "guests", and South Beauty's customers are their target customers. Especially for Valentine's Day, the women who patronize South Beauty are also the most important target for I DO, and targeting this channel can help them accurately and quickly acquire new customers; South Beauty is in the position of "master", so naturally it can extract additional profits and provide new value for existing customers. Customers who come to the restaurant to spend money also get additional gifts, for South Beauty, in the enhancement of the attraction at the same time, reduce the cost of promotion, it can be said that both sides through the use of leverage principles, the existing resources to do multiples of the use.
Through the cooperation with Lexus and IDO, South Beauty's customer value has been sublimated, and the multiple gifts have made the customers beautiful, enhanced the customer value and strengthened the customer experience. By joining forces with famous brands, South Beauty is able to strengthen its impression in the minds of consumers.
In addition, South Beauty has also joined hands with China Merchants Bank to launch the South Beauty co-branded credit card. The co-branded credit card offers VISA dual-currency and UnionPay single-currency application options, and cardholders can enjoy both South Beauty and SUBU (a brand of South Beauty) silver card membership and China Merchants Bank's gold card membership. Members can participate in a variety of promotional activities organized by South Beauty and China Merchants Bank. Holders of the South Beauty co-branded card can also enjoy different levels of discounts at 10,000 special merchants nationwide of China Merchants Bank.
Summary, South Beauty realizes that customer value is the foundation of the company's foothold and development, and that customer value is not realized only by itself, but can be fully realized through the integration of different industries, with small investment and big output, relying on the brands of other companies to please their customers and upgrade customer value.
Image power: art into the value
Consumers dining, the first experience is not the dishes, but the environment. The environment is refreshing, soothing and nurturing, so naturally they will eat elegantly. Zhang Lan, the boss of South Beauty, has figured this out in practice.
In the early days of her business, Zhang Lan brought a large number of bamboo poles and bamboo weavers back to Beijing from overseas and used them to decorate the walls of her store, which made the atmosphere and style of the restaurant suddenly different. Through simple decoration, an ordinary restaurant in the downtown area of Beijing instantly took on the mood of a bamboo house in the south of the Yangtze River. It is said that Zhang Lan later played his artistic talent, personally painted a half-naked hula dancing Dai girls, and later found that many customers just for this painting. The first experience of the environment made Zhang Lan realize that the dining environment is a key to attracting patronage. As she said, "Nowadays, people are more of visual enjoyment, and when guests come to your store, the first thing they look at is your environment, and the second thing they look at is the dining, so the first look at the environment is very important." That's why South Beauty places so much emphasis on store design and decoration.
After all, when you reach a certain grade of restaurant, the difference in taste will become smaller and smaller. But the perceived added value due to the environment can keep increasing. An elegant environment is the equivalent of a pre-dinner preview, giving customers a shot in the arm: telling them "I'm very sophisticated, I'm very authentic. Through the creation of the environment, South Beauty allows customers to experience the fusion of Chinese and Western cultures while savoring the dishes, which undoubtedly establishes a unique cultural experience of Sichuan cuisine.
It can be said that image has now become part of the value of dining. Therefore, South Beauty has spared no expense in shaping its image power.
The 5,000-square-meter high-grade brand "Lan Clubhouse" in Beijing's LG Tower is called "the best business club in the world" by Zhang Lan, and in order to create "the top fashionable place in China and even in Asia", Zhang Lan has invited many people to come to South Beauty's "Lan Clubhouse". In order to create "the most top fashionable place in China and even in Asia", Zhang Lan invited the French designer Philippe Starck who designed the Bacca-rat Crystal Palace in Paris, and the design fee alone cost 12 million yuan, and the renovation cost was as high as 100 million yuan. "A chair costing 180,000 yuan and a crystal chandelier costing more than 400,000 yuan were once the talk of the town, challenging everyone's imagination of what an upscale restaurant should be. Similarly, South Beauty has also established another top fashion concept brand restaurant, SUBU.
Lan Club
SUBU
Through these high-end clubs, the brand image is elevated to capture the higher end of the population, and then relies on the South Beauty restaurants to target the mid-range market! Such a pyramid structure is perfect. Once the high-end image is formed, it can be pulled by the high-end to form the best image potential, thus consolidating its position in the middle-end consumer group.
All in all, South Beauty carries out the idea of combining art and fashion with dining culture in every store, and customers entering South Beauty can feel a strong visual and environmental experience.
Service power: experience induces value
Many people may wonder why South Beauty charges a certain service fee. In fact it is the same reason why Haier sells its products at a high price. The service fee ensures the quality of its staff, which in turn provides customers with the highest quality service, and the service itself generates competitiveness. For example, Haier's service army to the user's home, with the attitude to move you, with enthusiasm to infect you, because people do not want anything, at this time, you feel indebted to Haier or something.
Saying South Beauty's service force, I would like to cite a scene I saw in South Beauty on Valentine's Day.
On Valentine's Day, they launched the Valentine's Banquet, decorated with a candlelight dinner, which was very tempting, and to see how hot it was, I couldn't help but appreciate South Beauty's good intentions. That night, the South Beauty service lady gave out roses to the ladies who dined there. When a woman seated at the next table was given one, a man at the same table joked, "Why don't you give me a flower? The waiter at South Beauty immediately gave the gentleman another flower and said with a smile, "Sir, you can give this flower to this beautiful lady now. After that, of course, the gentleman did not take the flower for himself, and the whole table dined happily. While dining, the South Beauty waiter's witty response gave them an additional topic to cheer up.
Imagine if it were another restaurant, would the wait staff have been able to be flexible enough to please the customers. Would they have left? Or would they have argued to the customer: Our restaurant rules say you can only give flowers to women. Would this service create a pleasant experience for the customer?
So investing in the experience also creates demand. It's a way to turn "first-time customers" into "repeat customers". Because in order to keep the customer, the first thing is to let the guests eat at ease, eat happily, eat smoothly, to make the guests feel that their interests are respected, so the customer is happy to come back.
In addition, the service can produce greater added value. For example, South Beauty emphasizes making dishes into a concept, a kind of performance that allows customers to participate in the experience. Performing the dishes in front of the customers will make them feel very new. For example, its signature dish, "Jiang Shi Rolled Fatty Beef", is introduced by the waiter as soon as it comes up, symbolizing that your life will be red-hot and so on. In fact, these can be done in the kitchen, but with the face-to-face performance of the way to achieve a different effect, so that the customer has a sensory participation and experience, the whole process will make the guests feel at ease, comfortable.
Based on this, we have given a new definition to the service charge, which is the price that customers willingly pay after they are satisfied. Through the service can bring customers a good experience, and good experience is the customer long-term patronage of the incentive. Restaurant to reach a certain level, the product can certainly catch the customer's stomach, but the intangible experience is also an important factor in attracting customers. The intangible experience is a key to shaping a differentiated competitive advantage. This intangible experience shows a kind of food spirit and specific cultural flavor.
Innovation: the source of vitality
Zhang Lan often said, "There is no risk in innovation, but there is risk in sticking to the rules."
The catering industry needs constant innovation, and uniqueness is the champion. In an era of individuality, South Beauty has dug into the minds of its customers to find out their preferences. For example, they have recently begun to implement a volume consumption experience, where customers can select dishes and drinks directly from the display area according to their personal preferences. Through simple interactions, South Beauty integrates customer participation into the value system of the experience.
In terms of customer value transfer, South Beauty has also taken a number of initiatives during the economic crisis. For example, in order to control costs and create economies of scale, South Beauty adopted a group purchasing model in management instead of the original single-store purchasing, which improved price competitiveness so that profits could be given to customers. In this way, in times of financial crisis, these initiatives make customers feel that South Beauty is the first choice for partying - because South Beauty's environment, food safety, service, dishes, etc. are all key to impressing customers.
Additionally, South Beauty often gives out coupons, free food tasting coupons and vouchers to its customers, which shows how "generous" South Beauty is. But if you do the math, you can appreciate the mystery. One of the keys to increasing sales is to increase the frequency of customer visits. South Beauty's coupons are so generous that they make you come back again and again, because they can't be used at the same time. In this way, both the customer base and frequency of patronage are increased, revenue will grow, and furthermore, South Beauty will further develop economies of scale, which will naturally bring costs down further, and therefore also bring in big profits.
In terms of communication, South Beauty is also pervasive, utilizing word-of-mouth to gradually penetrate. This is evident from its name.
The author has always insisted on the idea that the name of a product is the best advertisement for the brand. South Beauty breaks through the traditional cheap and low-grade impression of Sichuan cuisine through its decorative design and store image decoration, and operates what is obviously Sichuan cuisine, but with an extremely flattering name - "South Beauty". Many people are puzzled, at first thought it was Hangzhou cuisine. In fact, the name "South Beauty" is very wise. If you call so-and-so Sichuan cuisine, what Shu, that basically fall into the cliché, it is difficult to break the traditional perception of the low price of Sichuan cuisine.
South Beauty clearly "sells dog meat but hangs the sheep's head", the actual intention is to create a unique upscale Sichuan cuisine brand. The brand name is loud and easy to remember.
South Beauty is very good at spreading the word, and Zhang Lan's frequent appearances in all kinds of media have in effect given South Beauty a lot of implanted free advertising. It can be said that South Beauty pays attention to every detail of communication. They even cooperate with China Mobile to carry out group color bell advertising business. That is to say, it is a form of advertisement that takes the calling party as the audience, and sets the advertisement information in the ringtone of the called party, so as to achieve a form of advertisement that releases advertisements repeatedly for many times. During working hours, dial any South Beauty employee's cell phone and you will hear a color ringtone: "Enjoy the perfect combination of food and space ......" This is the corporate color ringtone developed by South Beauty in cooperation with Beijing Mobile.
Thinking like no one else has ever thought has made South Beauty a leader in the restaurant industry.
All in all, South Beauty continues to create the unique charm of Western-style Chinese food by integrating the Western business management model and Eastern cultural flavor with innovative concepts and starting from the customer's value.
In times of economic crisis, value quietly shifts and domestic demand becomes the source of power. And boosting domestic demand and expanding consumption will become the norm in the coming period. The financial crisis is an opportunity for the catering industry, people may have fewer chances to go out and play, and more chances for local consumption. At this time, who can be in the customer value of the depth of excavation and innovation, who can be in the critical moment to complete the customer switch, the establishment of a long-term preference, the use of innovation to defend their own profit zone, to maintain a stable growth momentum, who can sail away to a farther blue sea.