The originator of the online celebrity restaurant, Diaoye Beef Steak, announced that it had sold itself, and its operator Meng Xing (known as Diaoye in Jianghu) officially withdrew from Diaoye Beef Steak. Online celebrity catering seems to have been unable to get rid of the short-lived curse, always rising fast and falling fast, so we can't help but ask, can online celebrity catering ask for a short-lived curse? Where is the future of the catering industry?

Present situation of carved beef brisket

Network celebrity catering is the product of typical "flow thinking", and the formation of network celebrity catering can be simply summarized into two ways.

The first is the online celebrity catering model, which refers to the catering shops opened by celebrities with large traffic, and then forms information dissemination in the society to call on their fans to experience, thus forming online celebrity catering, among which the representatives are: carved beef brisket, nice to meet you, Miss Zhao and other brands;

The second popular mode of catering network means that catering enterprises make their brands famous overnight through powerful marketing, exaggerated names, appearance and design. Or in a certain opportunity, so as to get the attention of traffic, among which the representatives are instant noodles sashimi, convenience restaurants, called duck and other brands.

Although the catering of online celebrities is good, looking at the catering history of online celebrities, we will find that the short life is a nightmare that online celebrities can't get rid of. Like Huang Taiji, teacher Zhao's unequal status, Fu Juanlong shrimp, nice to meet you and other brands. Always rising fast and falling fast. It is difficult to maintain the sustainability of online celebrity catering simply by relying on fame, novelty, strangeness and uniqueness.

Everyone knows that online celebrity catering is short-lived. Why do many people still want to do online celebrity catering?

First, the advantages and disadvantages of online celebrity catering

Everything needs to be treated dialectically, and there are good and bad points in everything, as well as online celebrity catering. So what are the advantages and disadvantages of online celebrity catering?

Advantages and disadvantages: focus on marketing and ignore products.

Carvers use internet thinking to build new, exotic and special products and images, fully arousing consumers' desires. But when consumers really experience them and see the true face of online celebrities, with the disappearance of novelty, carved men are no longer attractive. In other words, marketing packaging is the core competitiveness of Diaoye beef brisket and Huang Taiji pancake, but the real product itself failed to form a moat.

Sculptors who play internet thinking actually don't understand the rules of catering operation. Jian Mu, who was originally the chief operating officer of Diao Ye's beef brisket and was born in the traditional catering industry, once revealed that the marketing that Diao Ye is good at is not integrated with the food itself, and the marketing means suitable for FMCG may not be suitable for catering. The essence of catering is product and taste, without which everything is useless.

Pros and cons 2: quick money and short life.

As the saying goes, it's time to be famous, and the main purpose of online celebrity catering is to make more money and get money quickly. Once a catering brand becomes an online celebrity, it will form a pattern of more people and faster money, which can quickly accumulate capital for enterprises. However, if you want to continue the fire for a long time, you must have a very deep foundation. The lack of online celebrity catering is the polishing of the product itself, which has caused a pattern of strong brands and weak products. Many diners come here for novelty, but online celebrity brands can only meet their other needs, and it is difficult to form a secondary resale rate and a store entry rate. Therefore, it is difficult for online celebrity brands to achieve long-term development.

As one of the development directions of catering, the problem of online celebrity brand has emerged, so is there any chance for long-term development? The answer is yes!

Second, the future of online celebrity catering

In impetuous moments, many people are crazy about money and success. Internet celebrity catering has become a means for them to get money, and such people will eventually be swallowed up and submerged by the desire for money. So what about the future of online celebrity catering or catering people?

In other words, a threesome must have a teacher, and we need to learn from the strong or skilled people.

Nowadays, Japan is the most worthy of reference. Japan is far ahead of other countries in terms of the number of enterprises in 100 or 200. The main reason lies in their craftsman spirit of striving for perfection, providing their diners with the best quality products and satisfying consumers' most fundamental pursuit of catering, thus forming a century-old brand and a century-old shop.

So what should online celebrity catering brands do? Perhaps the following set of formulas may bring some inspiration to diners.

Craftsman = Ingenuity+Craftsman

Ingenuity is the long-term foundation of online celebrity catering.

If a brand wants to achieve long-term development and continue to be bigger and stronger in today's rapidly changing world, it must have a kind of "ingenuity" to deal with external temptations and internal pressures from enterprises. If a brand has originality, it will strengthen its business development, put the greatest resources and energy into it and keep it, and do one thing step by step until it succeeds. Whether a brand's products are good or not mainly depends on whether it is ingenious, innovative enough and innovative. Diners make products in the spirit of "artisans", rely on beliefs and beliefs, constantly improve and perfect products, and strive for perfection, so that their products pass high standards and become products that many consumers can safely choose.

Craftsman, the long-term carrier of online celebrity catering.

The development of an enterprise requires not only an "ingenuity" to guide and spur the enterprise, but also a "craftsman". Enterprises without "artisans" can't succeed even if they have unique and excellent ingenuity. "Craftsman" is the key and cornerstone of implementing "ingenuity", and enterprises with "artisans" are likely to succeed.

Craft is the long-term foundation of online celebrity catering.

Products are the most direct embodiment of enterprise strength. The quality of products will directly affect the consumer experience. Good products will make the brand image of enterprises grow positively, while poor products will greatly reduce consumers' sense of belonging to the brand and ultimately affect the brand image of enterprises.

Network celebrity catering takes "ingenuity" as its pursuit and goal in its own development and product shaping, and promotes service experience and product quality with "craftsmen". Finally, "craftsman+ingenuity" is used to shape "craftsman products", and products are used as a bridge between enterprises and consumers to continuously strengthen and enhance brand image and build brand influence through product quality.

Plum blossom fragrance comes from bitter cold. When you are good enough, people will naturally admire you and applaud you. As Jonathan Lee wrote in To Ingenuity, I know that craftsmen usually mean stubborn, slow, insignificant and hard work. But what is hidden behind these are concentration, skill and the pursuit of perfection. Focus on one thing, at least worthy of the years, and leave the rest to time. Perhaps, we are repeating it intently every day, and we have to bear it no matter how hard it is, just for one day and worthy of the years. To build an online celebrity restaurant, you can consider the following points:

For any store, the premise of people queuing to buy is that there is enough traffic, so it is appropriate to choose a location in the downtown area. Shopping malls with large flow of people and strong consumption power have become a good place for self-packaging, transformation and upgrading of these foods. Back to the online celebrity food products, most of them are established in shopping malls, and the products are made into high-end boutique online red food shops. The excellent geographical location of shopping malls has even led to the rise in product pricing, and the crowd positioning of shopping malls is relatively more suitable.

Some shops are also actively creating shops with a sense of design to attract consumers through pleasing storefronts. Store decoration focuses on ins wind, log wind, white simple wind, dark high cold and so on. To create an advanced and textured experience environment.

3. Label products

Whether a snack can become an "online celebrity" depends on its advantages and memory, which is not so mysterious. As long as you throw in its favorite ingredients, it will have a miraculous effect, innovate in taste and give it new labels, such as the following two: "cheese is power" and "the one who gets the floss wins the world" The name is cute and innovative, which makes people want to buy it.

4. High popularity

Queuing is an eye-catching tool for online celebrity shops. The long queue in front of the store presents a thriving business scene, attracting passers-by to stop and watch curiously what happened even if they don't queue up to buy. Now people line up not to buy scarce goods, or not for the goods themselves, but for a symbol.

The most important thing is to take the initiative to find some companies to promote themselves and improve their visibility. Nowadays, in addition to value and products, the most expensive thing for online celebrity brands is marketing promotion! After the popularity of the Internet, social networks have become a window for people to understand the daily life of friends around them. With the improvement of consumption level, people have a higher pursuit of quality of life. So someone began to shout: "Life needs a sense of ceremony" and "Be a delicate pig girl". This "sense of ceremony" and "sense of exquisiteness" has been keenly captured by the network celebrity economy.

So how does this "sense of ceremony" and "exquisiteness" contribute to the network celebrity economy?

Queue for hours to buy a cup of milk tea, spend tens of dollars to eat a bowl of instant noodles that can be eaten for a few dollars at home, and the whole family takes turns to change shifts just for a cat's paw cup. Let's leave aside the availability of these foods. We don't know how long this grand occasion will last, and we don't know how high the early adopters of consumers can push these businesses. But as far as the current situation is concerned, the marketing means of online celebrity catering industry is successful.

So let me talk about several reasons why online celebrity food has become an explosion.

First, the location and packaging of online celebrity shops

The positioning of catering industry among network celebrities should conform to its own positioning. High-style stores will be opened in shopping malls, and those who sell their feelings should be grounded in the streets you often pass by. Trendy stores will naturally attract attention in downtown areas. But no matter where it is opened, merchants will consider the issue of passenger flow and consumer spending power. If there is no passenger flow, it will create passenger flow. They "arrange" customers to queue up, creating an appearance of "many people, the store is very hot", which will make real consumers curious, thus improving the possibility of consumer spending.

The packaging of the shops in the network celebrities was in line with the fashion at that time. The pink panther is on fire, and the pink panther is put in the store; The music staircase is very attractive, so the store installed the music staircase in the store, and the design in the store naturally needs to work hard. Although the current online celebrity tea shop looks different, it is actually just the different positioning of the products, and most of them are the same. There are several decoration styles: ins style, Nordic minimalist style and log style. As long as the decoration conforms to the scene experience of consumers, it is half the battle.

Second, the freshness of consumers.

This point is that the goods produced by the shops of online celebrities should be different from the conventional similar goods, and should be "different". There are two kinds of this, and the constant is to sell freshness.

A. It captures the "sense of ceremony" of customers.

Sashido's signboard of instant noodles is "Instant noodles are just a sense of ceremony" and "Help you find the taste of instant noodles you ate as a child". But instant noodles are still instant noodles. High value, low cost and high profit, although it can't last long, it is undeniable that it has succeeded.

B. connect the curiosity of consumers.

Answering tea takes a more unique route, "a cup of tea that can answer your question." This satisfies the curiosity of consumers. "What kind of answer will it give me?" ? Out of this kind of psychology, consumers will spend, but this kind of curiosity is hard to last long, and divination once or twice can easily make consumers lose interest.

Third, the uniqueness and value of the product.

It is not easy to be unique in the uniqueness and value of products. If you have both, the charm of the product lies in the next level.

Visually, it mainly promotes smoked ice cream, potted cake and chocolate hot pot. Most of the reasons for consumers' consumption are punching cards and pulling weeds. There should not be many consumers who are rushing, but it is through the "punching in" of customers that the online celebrity store has completed the "second publicity".

Uniqueness Take the dirty bag as an example. Actually, the dirty bag is chocolate croissants. Sticky hands, dark mouth, always feel lacking, but in line with the new generation of young people's unconventional mentality, coupled with the promotion of online media, dirty bags have become a star product with high appearance rate in friends circle.

From the above, the catering industry of online celebrities has achieved certain success with small investment and big profits, but in fact, it can't last long simply by selling freshness. Whether it's catering or other industries, only by implementing the products can it be invincible in the market. No matter how good the storefront environment is, it can only be icing on the cake. Only when the products are ready can the storefront make greater progress. It's not necessary. It was in those years when celebrity restaurants on the Internet grew wildly that a curse appeared: "You will die in three years". They stormed into the catering industry and disappeared after three years. It should have its own characteristics, but also be hyped up and known to the public.