With the rapid development of the Internet, brand upgrading is now a must for the ever-changing consumer. Only the successful upgrading of the brand, in order to better meet the new needs of the people constantly put forward, to achieve the real attraction to retain customers.
Then how to make the brand successfully upgraded is the current catering industry's big problem.
No matter, let's explore together.
"The more successful brands, after the upgrade, most of the impression you still have of them comes from the branded content you have of it, like MUJI and Uniqlo, for example, and it's not through ads and ad paintings [that] make it happen." -The Daily Curiosity.
One example worth exploring is Aoi Sushi takeout sushi, which has managed to win the battle of restaurant brand upgrades.
Cangjing Sushi take-out sushi (hereinafter referred to as Cangjing Sushi), is originated in Zhongshan, Guangdong Province, a Japanese food chain brand, focusing on sushi take-out, currently has more than 300 franchise chains in the country, as a restaurant brand established 6 years, only constant upgrading, in order to upgrade the brand in the competition, successful survival. Also created the Aoi 5.0 upgraded version of what we have seen so far.
At the beginning of the listing of Cangjing, although by virtue of the quality of Japanese food and freshness of the demanding, in the Zhongshan area gradually emerged. An old customer who has been consuming in Aoi for 3 years said: "I remember when I went to school, then Aoi's stores were all still orange, and the store was also very simple. In the past, which point I go to eat, I think the food is still so delicious and fresh, and the service is good!"
But as the restaurant market has become more competitive, Aoi has had to move with the times and become more competitive.
Want to go to the next level, only brand upgrading, and in order to keep pace with the times in the upgrading, Cangjing was the first to realize that the brand wants to have a lasting vitality, content upgrading is a must.
1, to create a brand of multi-scene consumer positioning-gathering
Aoi is a take-out sushi as the main focus of such a catering brand, convenient and cost-effective, at the same time it is very hygienic, very fresh, with a sense of quality.
But in the face of consumer upgrades and changes in consumers, it's important to note that a sense of price is not the same as a sense of value.
Today, the customer's consumption demand has changed, maybe in the past you and your friends will not think of Aoi at the party, but now customers have a variety of consumption scenarios demand. Then the shift in brand positioning is crucial.
According to HIM, the founder of Cangjing, "In the past, Cangjing advocated the brand positioning is 'take away the fresh', to the product as a starting point, so that customers can taste our products, can feel our strict control of product quality. Now, with the Aoi 5.0 brand upgrade, we have decided to take the customer as the starting point, and would like to promote the concept of Japanese food that can be served anywhere, anytime, and conveniently. Because we want to let customers feel different young, happy, positive energy, so that customers get together with one more choice of dinner, one more way to choose life. It also makes the brand concept of 'Go to party, bring Aoi! The positioning of the brand concept has been well received by the public."
2, stores unified differentiation, so that consumers take away the product to leave an impression
Aoi sushi stores after several generations of iteration and upgrade, and finally presented the 5.0 version of what we see. The unveiling of the new image of Aoi Sushi 5.0 stores to "a variety of consumer scenarios" as the theme, in the continuation of the original "quality, freshness" of the food culture, the whole around the "go to the party, take Aoi! " The concept.
During the exchange, HIM mentioned: "In the past, when we upgraded our brand, we only made changes to a small number of stores, so customers often saw the difference in our style of Aoi Sushi stores, and there was also feedback on whether there were imitators. Therefore, for the long-term development of the brand, in the latest 5.0 upgrade, decided to do a unified store image output upgrades, so that the stores under the Cangjing Sushi have become 5.0 store version"
Cangjing Sushi 5.0 store version, after upgrading, in addition to the challenge of the market is rarely seen in the bright yellow and blue tones of the main focus, the police tape as a supporting element, but also into the young and trendy cultural elements. All kinds of young and trendy cultural elements, in which people feel young, bright and not too cold.
From the overall appearance of the store, in addition to the bright yellow and blue main color, at a glance, the brand positioning "go to the party, with Aoi!" At a glance, the delivery of direct; at the same time, after entering the store, the use of yellow and blue large area on the ground color, and with the warning guide belt to make regional zoning "a public area", "party gathering area" so that customers have a greater sense of consumer experience; and in the integration of young tide culture In the integration of young hip culture elements, Cangjing Sushi 5.0 chose the net red LED and industrial gates echo.
3, so that the brand is active among young people, interaction
But in fact, Cangjing Sushi 5.0 stores in addition to hardware upgrades, the output of soft culture is the real brand in the young people active, the brand concept is more y rooted in the hearts of the key.
The brand positioning of Aoi Sushi, "Go to the party, bring Aoi", the main audience is a young group, but with the addition of Japanese food this category, so that the party, the gathering also has a small proportion. In order to have a unified soft culture outlet for the brand as a whole, and easier to do brand marketing, Aoi Sushi decided to launch IP images, respectively - BOSS and Little Assistant.
With the renovation, the marketing of Aoi Sushi 5.0 has done a lot of brand soft culture output around the new visual output system and IP image. From the "a male area" placed in the "free long live, eat well, alone time ......" and other table companion cards, to party cards. From table companion cards such as "Long live freedom, eat well, time alone " placed in the "One Gong Zone" to the use of "Outdoor Escape, Only Banquet, Big Reunion" in the party area, we have utilized IP images to create the scenario of "Go to a party, bring Aoi" as a consumer concept in a quirky and fun way. At the same time, we see in the 5.0 store displaying homemade soy sauce, homemade mustard, strictly selected rice, etc. wall stickers are showing Aoi Sushi's own product development capabilities and quality control requirements.
And the BOSS and small assistant-oriented peripheral products: pillows, dolls, calendars ..... Make the brand IP image more interactive, and the introduction of the BOSS, assistant DIY sushi sets and strictly selected Koshihikari rice, so that not only with the customer interactivity, but also for Aoi Sushi's strict control of the product, independent research and development capabilities more y rooted in people's hearts. Increase customer loyalty to the brand.
In the future, Aoi will also increase the IP image card interactive elements, to provide young people with a more fashionable tone, so that the brand is more youthful and fashionable.
Of course, in addition to the output of the brand's vision, so that the consumption process is simplified, the experience is more convenient is also one of the elements of the reason why Aoi sushi has been able to successfully survive.
4, despise cumbersome consumption, light load
In the past, Aoi Sushi stores will be placed in the product display cabinets, to always convey the product "quality, fresh" concept. However, due to the fast-paced lifestyle, people are no longer willing to use more cumbersome procedures to consume. In addition, the product display cabinet product quality maintenance, display effect maintenance, daily operation and management, etc., will greatly increase the cost of offline stores.
So, in order to allow customers to experience the consumption process of Aoi Sushi in a faster, better and more enjoyable way, in the latest 5.0 store, we found that Aoi Sushi discarded the long-used product display cabinets and began to adopt the online small program ordering mode.
In order to make the online small program ordering more effective delivery to customers, whether it is from the glass stickers on the front, or the store's human display boards, or the small decorations in the dining area, are always conveying the convenience of online ordering to consumers; at the same time, allowing stores to achieve a real reduction in costs, so that customers can enjoy a real high-quality consumption process.
5, the combination of marketing, the average price of a single 50 +
How to increase the average price of a single, so that customers can get more choices, is another substance of the brand upgrade - product structure upgrade.
In the past, Aoi Sushi has always been sushi single product sales, but in Aoi Sushi brand 5.0 upgrade, optimized to the combination of set meal sales, in addition to strengthening the sushi single product research and development of the new at the same time, to increase the flow of models of rice, peripheral snacks, for the combination of set meal to provide more possibilities.
In the latest set meal combination sales, combined with the needs of various scenes of the current consumer groups and marketing hot spots, launched a variety of combination packages. From single, double, to multi-person consumption scenarios, with a variety of holiday popular limited marketing. After the upgrade of Aoi Sushi 5.0, the average price of its stores has stabilized at more than 50.
Founder HIM told us, in fact, since the brand upgrade, Aoi Sushi has been researching the takeaway scene marketing, usually in addition to shaping the consumption of the product scene, in the brand activities will also pay special attention to strengthen the scene marketing, and not just limited to the current we see these.
The rapid development of the Internet, the outbreak of the traffic era, how to get traffic, has become one of the goals of all restaurant competitors. However, with the fierce competition, the public domain traffic is divided seriously, the consumer requirements are becoming more and more stringent. Therefore, in addition to the specialization of marketing and promotion, the rise of private domain traffic is crucial.
HIM told us, "Acquiring traffic, filtering traffic, maintaining traffic, and converting traffic is crucial to the Aoi Sushi takeout model, so it realized the importance of private domain traffic early on, and gradually began to accumulate and operate the brand's private domain traffic pool."
Through Xiaohongshu, Jieyin, a live broadcast and other currently popular traffic platforms, the use of their own brand characteristics of marketing and publicity, so that Cangjing Sushi continues to get a batch after batch of new traffic introduction.
For example, recently, Aoi Sushi 5.0's first landed store opened in Zhongshan Kanghua store, using live broadcasting, combined with local media channels, online and offline opening publicity. The cumulative total number of viewers of the live broadcast reached 230,000, the number of people online at the same time reached 19,000, and the total number of interactive comments was 1W+.
After acquiring the traffic, it is necessary to filter out the precise traffic in order to meet different consumer needs, so Cangjing Sushi has built a perfect membership system and community to solve this problem.
Up to now, Cangjing Sushi has successfully built more than 30 WeChat groups, 15 enterprise micro-signal, by the person responsible for the operation and management, in addition to the release of new products, benefits and marketing activities during the holidays, daily will also dig fun and interesting topics, and customers chat with them to maintain an active atmosphere.
According to HIM, in order to solve the online and offline traffic conversion, at the end of 2019, Aoi Sushi Sushi developed a lightweight APP program "Aoi Sushi Takeout Sushi", including takeout, reservation, membership and other functions, and has accumulated more than 200,000 members.
The combination of community and small program enables the brand's offline stores to get a real online and offline unified management, allowing customers to increase loyalty to the brand, activity. In addition, through the online publicity to obtain customer data, add customer micro-signal, will be precipitated into the "traffic pool", so that the private area of the traffic is more expanded.
The effect of private traffic was extraordinary during the epidemic. Because everyone stayed at home, they were more willing to interact in the community, and it allowed brands to better understand what consumers actually wanted.
Summary:
From 2006 to the present, the domestic catering industry in just 14 years, a sea change has occurred, once the catering big brother, some have long been silenced, from the former obscure catering white, but has become the industry leader.
However, because of the Internet's "foot in the door", so that consumption has been significantly upgraded, the industry develops more quickly.
As in 2018, China's total food and beverage revenue reached 4.2 trillion, becoming the world's second largest food and beverage market after the United States, brand upgrading is at the right time, either chasing diversion, or backward elimination!
Today's Arai Sushi takeaway sushi brand upgrade case shared, whether its brand content upgrade or marketing upgrade, has a unique location that can not be replicated. Hopefully, can give to the current still no sense of direction, the moment struggling restaurant enterprises a little inspiration and help.