product positioning: few but fine items

the essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience.

"I don't think that sending a group purchase coupon on the Internet is called O2O." Mr. Diao believes that the real O2O should be Internet-style from the beginning of product positioning.

In his view, Apple has few product lines and Microsoft has only two or three core products, but they have made the most profitable companies in the world. "Do not pursue more SKUs (retail industry terminology means the smallest inventory unit, and the e-commerce industry usually defines a single product as a SKU), but pursuing the ultimate user experience is one of the spirits of the Internet." Diaoye said that around this product spirit, Diaoye beef brisket has only 12 SKUs.

There are only 12 dishes in a restaurant, which is even less than McDonald's. At the beginning of its establishment, some people in the food industry thought that this was a death wish, but the carving master was bent on his own way. The reason why so few SKUs are made is based on the consumption experience and theoretical support of Diao Ye himself: a consumer is satisfied with eating in a restaurant for the first time. If he comes back next time, the coincidence rate between ordering and the first time is as high as 81%, which is the result of people's subconscious path dependence. Mr. Diao likes two restaurants in Beijing very much, one is Ding Taifeng and the other is Dadong Roast Duck, but he only goes there three or four times a year. Therefore, the target customer group that Mr. Diao positioned for the beef brisket is the middle class, whose consumption is relatively wide and they rarely visit a restaurant frequently. Therefore, even if there are few SKUs, as long as the menu is changed every quarter, it is enough to satisfy the freshness that old customers need to come back.

Mr. Diao believes that the essence of a good restaurant lies not in the number of dishes, but in the excellent products and the continuous optimization of user experience. On the Internet, the continuous upgrading and optimization of products have already penetrated into the consciousness of Internet people, ranging from operating systems to apps on mobile phones. However, the optimization process of Internet products is often to constantly fix bugs and upgrade versions. Playing restaurants with this product concept is the cost, which is especially suitable for entrepreneurs who are picky about taste buds and have no practical experience in catering.

So, Mr. Diao bought out the recipe of the god of food beef brisket from Dai Long, a Hong Kong god of food. He insisted that Beijing was "eight blocks away" from Hong Kong in terms of food. The main course is available, but appetizers, salads and desserts should not be vague. In order to select the ingredients, throw away eight taels in a catty of arugula at the beginning; And out of the 11 pigeon eggs, only one is qualified. According to Mr. Diao, he once received black truffles from a supplier. Because the supplier didn't know the storage temperature well, he found that the taste changed after receiving the goods, so he had to throw them all away, and he lost 51 thousand yuan only. Although "the cost is like sitting on a rocket", Diao Ye believes that this process of paying tuition fees has also selected better food suppliers.

Generally, online games will have a "beta test" before going online, inviting players to play, finding out bugs and correcting them. This move was borrowed from the restaurant by the carving master. In addition to testing services, it is to optimize products. Mr. Diao believes that a meal from the starter to the main course to the dessert is a system, and each dish does not exist alone. The process of sealing and testing is to find out the bugs. He gave an example. At first, Korean heavy fermented kimchi was added to the appetizer, but it was finally replaced by Sichuan kimchi after the evaluation of various gourmet experts, because Korean kimchi was too hot and sour, which affected the relatively light rhythm of the salad behind. Sichuan kimchi is just right, appetizing and not robbing the brilliance of the dishes behind.

before the opening of the business, the Diaoye beef brisket was sealed and tested for half a year, and all the stars, Weibo tuba and gourmet experts were invited to try it for free. From appetizers to desserts, all of them were constantly optimized in many flavors.

during the half-year test period, Mr. Diao burned more than RMB 11 million, which is simply "fooling around" in the eyes of the catering industry peers who pay attention to cost control. However, Mr. Diao has his own small abacus. During the sealing and testing period, bugs about dishes were solved, and at the same time, better suppliers were precipitated and selected.

In addition, good products on the Internet often pay special attention to the user experience. For example, the reason why WeChat makes users feel "comfortable" is that engineers are "struggling" around the clock on various small details such as menus, pages and buttons. For example, the bowl where Diao Ye eats noodles with beef brisket is the result of Diao Ye's efforts in details: the part that touches the mouth is very thin and smooth, but the other parts are thick and relatively rough, so that when people drink soup, the part that touches the lips will have a good touch, but the rough and heavy bowl will give people a sense of security. The noodle bowl is opened at 8: 31, which is more stable at the end, and at 1: 21. However, such bowls need to be made to order. Mr. Diao believes that such details determine the user experience, so this cost cannot be saved.

Marketing promotion: Weibo is used to detonate traffic

On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the beta period. The consumer desire triggered by this mystery broke out after the opening.

the core of the internet economy is the traffic economy, and with traffic, everything comes. In the e-commerce industry, there must be a repeat purchase rate with traffic. Mr. Diao believes that the logic of opening a restaurant is the same.

At present, there are two restaurants in Chaoyang Joy City and INDIGO. The former is a mature business circle, while the latter is still in the incubation period. However, both stores are located on the dining floor of shopping malls. How to attract traffic? Master Diao's way is to detonate it by Weibo. At this time, another value of the seal test is reflected: the value of communication.

The effect of the flow is almost expected by Mr. Diao. This inspiration comes from Facebook. At the beginning of facebook's business, the email address without the suffix of Harvard University was not allowed to be registered at all. This is the psychology of people. The more you don't register, the more mysterious it becomes. Therefore, all Ivy League students desperately wanted to squeeze in at that time, and when Facebook opened Ivy League universities, all very Ivy League students also wanted to squeeze in. So Zuckerberg easily achieved his initial success.

during the sealed test period, only invited people can come to eat the carved sirloin. When invited, people often send Weibo or WeChat to talk about their consumption experience. Since they are invited, it is rare to eat others' mouths short and not say good after eating. As a result, stars, talents and Weibo tubas from all walks of life helped to shout at the Weibo, and the initial communication effect was achieved.

On the eve of the opening ceremony, Mr. Diaoye's beef brisket took advantage of Weibo to play a big game. For example, when Aoi sora was invited to the store, he was "bumped into" Weibo by Weibo tuba. Aoi sora's own confirmation on Weibo triggered 45,111 reposts from netizens, which became a hot topic in Weibo that day.

However, in the process of Weibo's hype, Mr. Carver's beef brisket was also scolded. For example, the store stipulated that children under the age of 12 were not allowed to enter, which caused great controversy. Criticism of the catering industry will also attract scolding, but Mr. Diao is still happy to help forward these scolding Weibo. He firmly believes that traffic is king in his own direction, and only when there is controversy can there be traffic.

"The most interesting thing about the Internet is the fan culture. Often, when a product is well done, it will form a' diehard loyalty'. The more people scold a product, the stronger the diehard loyalty will be." Mr. Diao pointed out that Xiaomi mobile phone has been scolded since the first day of its birth, and rice noodles always fight back. Once there are a certain number of fans, those who criticize will easily form a battle with fans, and the result of the battle is a surge in traffic and a big sale of products. Apple and Xiaomi mobile phones have proved this. Carved sirloin has also cultivated some loyal fans in the process of spreading in Weibo.

On the one hand, Weibo is highly concerned, on the other hand, ordinary users are not allowed to enter during the beta period. The consumer desire triggered by this mystery will erupt after the opening.

interaction: using wechat to protect old customers

Mr. Diao spends a lot of time staring at public comments, Weibo and wechat every day. Users will get immediate feedback as long as they are dissatisfied with the dishes and services.

Although the popularity after opening is expected, Mr. Diao, who has been immersed in the e-commerce industry for several years, is soberly aware that it is meaningless to just have traffic, and it is useless for any industry. Catering is an "infinitely improved" industry, and excellent products on the Internet are actively interacting with users and improving rapidly. Only by constantly upgrading and optimizing products and services according to users' needs can we have word of mouth and repeat purchase rate.

"If users are dissatisfied with the problems existing in the initial MIUI, they will quickly follow up the improvement." Mr. Diao believes that the key to Xiaomi's success is to interact with fans and quickly accept their suggestions and improve. Therefore, it is more important for users to interact with each other and transmit their voices back to the operation of restaurants. Mr. Diao believes that this is the essence of O2O.

In traditional catering, once the menu is set, it will rarely be changed, which is not in line with the spirit of the Internet. "If fans think a dish is not delicious, it may disappear from the menu soon." Diao Ye said that Diao Ye's beef brisket will change the menu every month, and the basis for the change or unchanged is the voice of fans to a certain extent.

In the pioneering work of Afu essential oil, Mr. Diao tasted the sweetness by paying attention to user feedback. As the top leader of the company, Diao Ye personally does "customer service" to deal with bad reviews every day, and attaches importance to user evaluation, which makes user feedback a "dogma" for employees of the whole company. As a result, Afu's dynamic score in Tmall is 51% higher than that of his peers. Mr. Diao believes that in the era of mobile internet, management does not need to be uploaded at all, and personal demonstration is enough. "I do my own customer service every day, and I watch praise and bad reviews every day. I swear when I have bad reviews, and I will be rewarded when I praise them. The most basic employees know what I want."

In his second venture, Mr. Diao spent a lot of time staring at public comments, Weibo and WeChat every day. Users will get immediate feedback as long as they are dissatisfied with the dishes and services. For example, if fans think that a dish is not delicious, it may be replaced by a new dish. If fans are dissatisfied during the meal, they can get a gift or a free meal with an official reply.

In Mr. Diao's view, Weibo is a platform for detonation and communication, that is, a tool for traffic, while WeChat is used to maintain the repeat purchase rate of users. For example, the new dishes on the carved sirloin will be sent to old users through WeChat, with pictures, words and taste descriptions. And this can't be posted in Weibo, in order to reflect the exclusivity of old users.

the VIP card of diaoye beef brisket is also established on wechat. users need to pay attention to the public account of diaoye beef brisket and answer questions, and then they can obtain VIP identity after passing. There is a special VIP menu in Diaoye sirloin, which is not for ordinary users. On the Internet, this kind of play has become very common, such as some identity privileges of QQ.

Although it is free to apply for VIP status, many users can't apply. A user complained in Weibo that his application was unsuccessful several times. It is understood that there may be such a question in the questionnaire for applying for WeChat VIP, "Do you like cheese?" If the answer is that you don't like it, you may be penalized, which will eventually lead to the application being rejected.

Mr. Diao believes that every restaurant has its own target customer base. As the saying goes, it is impossible for a restaurant to serve all users well. Therefore, VIP customers should be the target customers that they can serve well, and need to generate repeat purchase rate. Therefore, the application questions are all designed around the characteristics of their own dishes, and cheese is often used in the dishes of Diaoye sirloin. Users who don't like cheese may not like the taste of Diaoye sirloin. If users don't like the taste, it is difficult to generate repeated consumption, and the effect of WeChat maintenance will be greatly reduced.