Catering is a deep industry. Everyone has his own advantages when entering the restaurant, but the key is to form a "comprehensive advantage" in order to cope with the cruel competition. Behind this, the first is the change of self-cognition. Although it is difficult, it needs to be continued, because only by building cognition can we avoid making basic mistakes. Brother Ze has some ideas related to it.

Consumer's "cost knowledge"

For consumers, the cost of some products is too transparent and extremely sensitive, which makes their value have formed a fixed cognition and it is difficult to produce convincing added value.

For example, fast food restaurants are opening everywhere this year. From the cost point of view, consumers are well aware of the cost of a pack of instant noodles (basically no more than 10 yuan), and most of them are in a few dollars a pack, no matter which country's instant noodles are. In this case, selling at a high price of 20/30, without any added value of technology or taste, will make consumers feel profiteering and the sharp gap between price and value, and it is difficult to have the ability to continue to operate.

So try to avoid this kind of "cost-conscious" product, unless its cost can be blurred-for example, a piece of ordinary tofu is different from a piece of hand-ground tofu, and its cost evaluation is different.

Consumer's "price consciousness"

For some specific products, there is a "price range" in consumers' minds. Once the upper limit of the interval is broken, even if the product quality is maximized, it is difficult to be accepted and it is difficult to generate a high premium.

For example, the psychological price of steamed stuffed bun in breakfast is 1-3 yuan/piece. Even the best flour and pork can't sell for 8- 10 yuan/piece. Then how to break through this price? It needs to provide customers with the second core value besides the product value.

Many brands have tried it. For example, Huang Taiji endowed pancakes with marketing value, taoyuan village endowed soybean milk fritters with brand value, and Xibei Super Chinese hamburger with innovative value. Can these values become the core values in the eyes of consumers and make high prices recognized? The former has given the answer, while the latter two are still on the way to prove it.

"Psychological connection" with consumers

They are not clueless about the target consumers they are facing. You can go back to Common Sense of Mind and think about it. What kind of cognitive basis do you have based on common sense? Some enterprises' brand problems start with the name, and whether the name is appropriate can also be judged by common sense.

Last night, Zhou Zege heard a sentence-"The ultimate product does not produce the ultimate cognition, which is the cost". This sentence is very good. Now we can see from many cases that either you can't create the ultimate product, or the ultimate you create is not recognized by consumers. If you can't communicate with each other, you will get twice the result with half the effort.

Understand the "requirements behind categories"

The impression is very clear. After understanding the three points of "category, abstract category and fake category", I project some real cases into my mind. This key motivational discourse is that "category is the last classification before customers choose to buy, and only by defining category can customers' needs be effectively met".

We have more opportunities to talk about categories and study categories, but we may have overlooked the relationship between this category cognition and consumers' mental needs. For example, consumers' demand for Korean barbecue is different from that of Japanese barbecue. There are different mental understandings behind this, such as "Korean barbecue VS Japanese barbecue", "pickled taste, large portion VS original flavor, delicious" and "parity VS high price", which attract different customers.

Change the "consumption power prejudice"

Zege agrees with the viewpoint of consumption classification. Everyone's spending power belongs to a consumption level, and most of the friends around him belong to the same circle, which is easy to form a "prejudice" against spending power.

For example. For example, people with high consumption think that two or three hundred simple meals are normal and many people can accept them; People with low spending power think that the 67 1 working meal is too outrageous and few people will eat it. For another example, some people think that young people in first-tier cities have high incomes and stronger catering consumption power than second-and third-tier cities. The same is true of the consumption classification of catering, which is pyramid-shaped according to different price bands from bottom to top. This stratification will also occur in the same category.

Diners need to enter which consumption level to do which price segment, and think and experience from the perspective of target consumers, rather than just guessing from their own perspective. Prejudice on consumption power may make catering people misjudge market capacity and development pace.