Another point is that many time-honored restaurants think that "the fragrance of wine is not afraid of the depth of the alley", lack the values of modern customers, and are not sure about their own positioning and direction.
Many people's cognition of "time-honored brands" is "expensive" because some time-honored brands bear higher labor costs; Secondly, in terms of purchasing goods, it uses private channels, so its price is higher than that on the market.
Another point is, how can the time-honored enterprises that take vegetables as customers be better accepted by young people?
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This topic is a cliche. First of all, it is necessary to clarify the pain points of contemporary young consumers and establish the relationship between the preferences of consumers and brands; Secondly, tap cultural genes to reshape brand image, so that old brands can also put on new clothes; Finally, spread the joint name through the channels for young people to receive information, and better communicate with young people!
1. Mining brand culture genes
Brand culture genes can be divided into regional culture genes, historical culture genes or product culture genes. It is very important to tap the cultural genes of time-honored brands, and this cultural gene inheritance can bless time-honored brands.
2. Establish brand association
The establishment of brand associations is very important for time-honored brands, just as Wufangzhai reminds me of zongzi, Tongrentang reminds me of Chinese herbal medicines, Daoxiang Village reminds me of cakes, and Shenda's achievements remind me of Youth Federation. The establishment of this brand association should combine brand planning, brand positioning and brand vision, let the old brands speak, and let more consumers think of your brand when they think of single products.
3. Create brand image
Now more and more time-honored brands pay attention to the establishment of their own brand image, because the consumer groups we are facing have changed, and the current consumption is not just to make a good product. The conservative ideas of the older generation collide with the ideas of the new generation of young people, and if they do not change, they will be eliminated by the market. Many new successors of old brands have gradually realized this, and started to upgrade their brands in terms of positioning, logo design, vi design and packaging design. There is not much room for choice, and the taste is single and unforgettable, which can't grasp the taste needs of young diners for change and innovation.
For the dining environment and service, many time-honored brands don't feel very good, and they are outdated in the upgrading of storefronts, which can't meet the needs of young consumers.
In order to truly gain a bright future and realize the revival of time-honored restaurants, we must rely on our own changes, innovate in inheritance, cultivate the market, and dig deep into the cultural, market and social values of time-honored restaurants.
No matter what catering brand, its products are the core of competition, otherwise it will be doomed to be eliminated by the market. Product innovation does not have to start from scratch, and it is also an innovation to transform something new on a certain basis. As long as Laozi's catering brand grasps the product characteristics, it presents a traditional taste suitable for modern people's tastes. And it needs constant innovation and timely adjustment to meet the needs of consumers in different times.
Time-honored brands need to be closer to the vision of young consumers and can enter the embrace of new markets through the Internet, which is the way that young people like. For example, this year's Mid-Autumn Festival, Shen Dacheng, Taotaoju and other old brands have launched high-value moon cakes, which are deeply loved by young consumers, especially female consumers, with new flavors such as milk, chocolate, cherry and matcha. You can also use new marketing methods and methods such as the economy of online celebrities, Tik Tok, live broadcast, headline number, and take-away platforms such as Hungry, Meituan, etc. to expand upstream and downstream, and take a multi-pronged approach with e-commerce retail.
With the development of the times, catering standardization has gradually become a trend. Although only a part of traditional Chinese food is suitable for catering standardization, it can be standardized in the stages of material selection and rough machining because the control of production details such as temperature still needs manual operation.
Time-honored catering brands have a longer history and cultural atmosphere, representing a unique regional catering culture. They not only have the function of restaurant landmarks, but also some time-honored brands and even regional tourist landmarks. This requires combining the rich food culture resources of time-honored brands with other demands of modern tourists, which can not only create an external environment atmosphere for time-honored brands, but also give consumers an unforgettable experience of "products and experience Qi Fei, retro and modern".
With the change of consumers, the demand of catering market is also changing quietly, and the old catering enterprises are faced with a one-way choice of change or death. This requires time-honored restaurants to know that truth does not mean the same level, that truth does not mean refusing to innovate, that it does not mean standing still and that it does not mean building a prison for itself. How to find a balance between old products, old crafts, old tastes and consumers' modern dietary trends is one of the key points for the successful transformation of time-honored restaurants. So what do traditional time-honored brands need to go further?