1. Grandma has caught up with the fashion recently and insisted that her grandson teach her to chat with QQ. On this day, grandma pointed to the portrait of her grandson's QQ friend and asked, "What do these colorful ones mean?" Sun Tzu explained, "These are friends on the …… line." Grandma asked again, "What about the jumping one?" The grandson smiled and replied, "That's someone talking to me." Grandma ... pointed to several off-line ... friends' heads and asked, "Are these dusty people gone?" Hearing this, Sun Tzu asked in surprise, "How do you know?" Unexpectedly, grandma showed a dismissive expression and said, "The black and white photos are hanging out, and they must be gone." 2. The rising sun smiles on the east hill, and a plane flies towards the sun. When the old lady saw it, she stamped her feet in horror, pointed at the plane and shouted, "Fly higher, fly higher!" " The plane flew by, but the sun remained. The old lady sighed, "Young people nowadays are so reckless, if I hadn't reminded him, he would have hit the sun!" " With the development of the Internet, Quanjude is also trying to introduce external capital, online take-out, mergers and acquisitions, etc., to achieve the purpose of transformation, but all of them are unsatisfactory, thus knowing that the attractiveness of old brands to consumers will gradually decrease.
The catering industry has been growing year after year, but the time-honored brands have gradually lost their market. What have they done wrong?
1. Most of the reasons why catering enterprises are left behind are because they can't keep up with the needs of consumers.
With the growing of young consumers, they have become the main force of a new generation of consumption, and a new round of brand rejuvenation is the biggest problem faced by old brands.
Before, the Top 111 Global Consumption Trends in 2119 released by global market consulting companies showed that today's consumers will be more "self-centered" when shopping, they will trust their choices and judgments more, and they are eager to obtain more personalized products and services.
thus, it is the catering business choice to conform to the times, respect consumers and respect the market. For the old ... brand, the rejuvenation of the brand lies in injecting fresh vitality into the brand, so as to find a buzz among young consumers and form a wider radiation effect.
Therefore, in terms of image, products and atmosphere, time-honored restaurants ... need to put aside the fixed thinking of waiting for customers to come to the door, expand diverse consumer groups and cultivate potential fans in the future.
2. The products are concentrated and similar ..., thus giving consumers the impression of "breakfast shop" and "New Year's Street", which limits the development of the brand.
If the restaurant wants consumers to publicize the brand for free, it must create "explosive products" that make people feel fragrant and memorable, because "explosive products" are a sharp weapon to create brand reputation.
after creating an "explosive product", it is necessary to add information value to the product, such as beauty, taste, story, or symbol implantation, etc., so as to increase the information value beyond the function as much as possible.