From sunscreen to nail polish, from hamburger brooches to T-shirts, KFC's products have been subverting common sense across borders. This time, KFC aimed at its own menu.

Not long ago, KFC official Weibo released a message:

KFC ZJS will launch "Sichuan-flavored spicy pot+fragrant brine series products", and the beer will be shredded by hand, and the snack canteen will be in KFC. Shanghai, Chengdu, Chongqing, Harbin and other cities 10 took the lead in opening.

Although I don't know the logic of KFC opening the city first, I have to admit that KFC's "string incense" has spread all over the country!

0 1

The string of incense produced by KFC this time can be said to be "full of flavor".

The first item is: burning spicy skewers with Sichuan flavor. This time, there are 12 strings of new products, including 4 strings of chicken hearts, 2 strings of chicken gizzards, fungus and oily tofu, and tripe and yellow throat 1 string.

The other is: spiced chicken wings, spiced chicken hearts, spiced chicken gizzards and spiced hand-torn chicken series to meet the needs of different consumers.

It must be said that KFC's product innovation has greatly exceeded the definition of "foreign fast food". In order to cater to local consumers' love for "spicy" and "string", it boldly crossed the border.

However, KFC has also retained its own "characteristics".

For example, the price of 59 yuan 12 string is much higher than the average price of "string incense" in the market; For example, Luchuan barrels and Luxiang barrels all take "chicken" as the center, expanding the utilization value of "white feather chicken" from chicken legs, chicken wings and chicken breasts to internal organs.

However, some people have raised the question:

Compared with the traditional "string incense", KFC is not only expensive, but also tastes ordinary. Aren't you worried about hurting the brand of KFC?

02

User-centered

First of all, it is "KFC Express" rather than "KFC" that sells "Chuanchuanxiang" this time.

What? What's the difference between them?

The biggest difference between the two is that you can't order "Chuanchuanxiang" at KFC. It still smells like fried chicken and hamburgers.

In other words, KFC only further enriched the consumption scene of "home"!

The logic behind this is not to say that KFC, which is increasingly localized, wants to achieve diversified expansion. The product line should cover not only western-style fast food, but also kebabs and hot pots with the most China characteristics. In my opinion, KFC will definitely not take such risks and will not make fun of the brand.

So, what is the consideration of cross-border "string incense"?

First of all, the positioning of KFC's "foreign fast food" has long been deeply rooted.

After more than 30 years of market education in China, KFC, as the "first brand of foreign fast food", has been deeply rooted in consumers' memory.

In other words, even if KFC introduced "soybean milk fritters" and "rice balls and lean porridge" in the past, it would not affect its inherent brand image at all.

Secondly, as an attempt at localization, it has become the best and harmless place for failure.

Not only in China market, but also in KFC stores around the world, it has already become a brand culture. In fact, KFC has always kept consumers fresh about KFC.

Therefore, it is not surprising that KFC has launched a new product "testing the water" every three to five times. What's more, Chuanchuanxiang is still making a fuss about "chicken"!

Thirdly, compared with fried chicken burger, KFC's biggest positioning is "young people".

For example, KFC will attract children through games and toys; For example, KFC invited Z.TAO, Lu Han, TF BOYS and other traffic stars to be brand spokespersons, just to cater to the preferences of young consumers.

So KFC's door-to-door service is actually to meet the needs of young consumers!

03

Some people say that KFC's launch of "Chuanchuanxiang" will subvert the whole industry.

Because, as far as the brand is concerned, KFC's "string fragrance" is incomparable to other brands; As far as the product is concerned, the taste may not be ideal at this stage, but as long as KFC is given enough time, even entrusting a third party is not bad.

Don't!

The reason is that if entrustment can solve the problem, then there is no boundary between catering brands. In fact, each brand has its own "capability circle".

If it is easy for brands to cross the border, then the "Little Sheep" acquired by Yum will not become a low-end brand, and KFC's entry into milk tea will not look more like a marketing activity.

However, this does not mean that it will not have any impact on the industry.

1, the era of brand operation is coming.

Different from the traditional street stalls, KFC has entered the "Chuanchuanxiang" industry by virtue of its brand and supply chain advantages. This means that an era of standardization, chain and quality is quietly coming.

2, the competition between dishes in addition to taste, but also health and safety.

In the past, the quality level of chuanchuanxiang shops was uneven and there was no uniform standard. With the arrival of KFC as a symbol, consumers will increasingly favor high-quality and more hygienic products in the future.

3. "Low price" gives way to "high quality", and consumption upgrading becomes a new opportunity period.

In the past, two yuan or even one yuan of "string incense" were everywhere, and stores were caught in low-price competition, making it difficult to obtain excess profits.

However, KFC's suggestion to the industry is that compared with the bottom consumer market, some middle and high-end consumer markets need to be filled urgently, which is a new opportunity for stores.

High price and high quality often mean high profits!