To create a new category is to discover a new need. Because it is a new category, it successfully avoids the advantages of the old category accumulated with time, and obtains the opportunity to seize the consumer's mind. But developing a new category is not that simple, how do we overcome the challenges to create a successful new category? Spoon Classroom summarizes 4 tips for you:

1, the plasticity of the category

Whether a category can be successful or not, we have to see whether the selected category has plasticity, that is to say, whether it can be upgraded through the form of product innovation and branding packaging and promotion of the category to achieve the ultimate, so as to continuously improve the product premium ability. For example, Wangshunge's big fish head, Bannu's tripe, Yang Jixing's stinky Mandarin fish, etc., these categories have high plasticity and premium space, and are easy to make a hit. On the contrary, some out-of-the-way niche dishes, it is not easy to make a chain replicable explosive dishes.

2, create visual impact

A dish of ingredients and flavor value is limited, but also transparent. Customers in the consumption of a dish, often beyond the consumption of the dish itself to bring value, more attention to the selling point of the dish itself and sensory, this time it is necessary for the brand to amplify the sensory experience of the dish, so as to meet the needs of consumers more advanced.

For example, a brand of chopped pepper fish head, in order to bring customers a better visual experience, specially developed for the dish "flame fish" visual effects.

3, to create a unique exclusive scene

Selected a plastic category, and shaped a unique sensory experience of the dishes, the next step is to create a new category for the new category to create an independent experience of the exclusive scene, so that the category to get higher treatment, but also let the customer feel that the dish is indeed highly respected, which inadvertently also once again enhance the dish's ability to raise the price premium. For example, Bannu for tripe to create an exclusive tripe processing Ming file, Xibei for Mongolian beef big bone to create an exclusive meat store Ming file.

4, to create an exclusive "introductory remarks"

"Seven on eight fifteen seconds" "each fish has an identity certification, fish head to eat in six steps", we When we go to some famous restaurants, we will often hear the waiter's introduction to an important dish.

This is the customized words of certain restaurant brands for their core staple categories. A dish with words is a dish with service. The service itself can also increase the premium price of the dish, and at the same time, it can introduce the selling point and eating style of the dish clearly.