Wang Jing | Wen
Dicos explores retail expansion, and offline "popular king" products are transformed into appearances.
Dicos' first batch of cross-border products, starting with rice, introduced two flavors: coconut curry chicken and black pepper mushroom chicken. As a local chain fast food brand, Dicos is one of the first western fast food brands to introduce rice products, and its rice series is deeply loved by consumers.
Therefore, the new self-heating rice has also selected two classic flavors from the store products, which are listed simultaneously in Zhenhuixuan member mall and some Dicos stores, and will be expanded to online and offline omni-channel sales such as Tmall Mall and DICOS Mall.
The prices of these two kinds of self-heating rice are both in 24 yuan. Hui Zhen chose the online promotion price of 2 1.9 yuan, which is equivalent to the price of a physical store, but has the advantages of ready-to-eat, convenience and portability, and has aroused the strong interest of loyal fans of the brand after listing.
Nowadays, cross-border new retail of catering brands has become a common practice. I wonder if you have ever wondered who was the first person to eat crabs? In the view of Neishenjun, the grandfather of cross-border catering and retail is none other than Master Kong.
For instant noodle lovers, the most delicious food in the world is the bowl of braised beef noodles printed on the instant noodle packaging bag. In 2006, the first Master Kong private beef noodle restaurant opened in Beijing, and this wish became a reality.
A bowl of beef noodles let the insiders know that the original business can still do this. On the shelf and on the dining table, * * * enjoys the same brand and product concept. The brand resources, sales channels and customer groups of the two can be integrated with each other, and the imagination space of the catering industry suddenly opens.
Dicos and Master Kong's private beef noodles are the same door, and this cross-border appearance is also full of unique brand creativity.
Why is Dicos' new retail cross-border so different?
In the past year or two, the cross-border new retail in the catering industry can be said to be scrambling. Dicos' new retail products didn't take the lead in speed. However, there are two significant differences between the reverse operation of cross-border ancestors and other new retail products of catering.
Copy the classic products and enlarge the brand effect.
Looking at the new retail products of many catering brands on the market, it is easy to find a similarity. They often choose to give up the store product line and make a new product system. Dicos did not do this, but chose to specialize in brand products.
Seeing this situation, Dicos is ready to pursue the victory, and is considering making more signature products such as crispy fried chicken into prepackaged foods. According to the relevant person in charge, we will also consider cooperating to develop a variety of flavors and sell them in retail channels. The purpose of choosing brand products in retail stores is to further focus and strengthen superior product lines and fill the needs of consumers in different scenarios and different time periods.
Consolidate offline channels and explore more scenarios.
A considerable number of catering brands create new retail series, aiming to seize all possible dining scenes, while Dicos does the opposite and still takes the sales of store scenes as the highlight.
The relevant person in charge explained that as a catering brand, the store is still the most important and basic channel for Dicos, and the sales performance of self-heating rice in the store is also the best. As a favorable supplement to stores, online sales channels can provide a large number of bonuses and further expand brand influence, but Dicos first bases itself on offline and then expands online.
For the expansion of online channels, Dicos first chose to maintain the "home advantage", and Hui Zhen Member Mall was the first online channel to be opened, because the brand hoped that 50 million exclusive members and 5 million exclusive members of Dicos would get new products at the first time. This coincides with the idea that Dicos has always attached importance to the construction of membership system.
The next step is to open all channels. At present, Dicos is stepping up the layout of Tmall and DICOS platforms to gradually achieve full coverage of online channels.
Catering brand platform has become a trend, is it a top coincidence or tomorrow's "BAT in catering industry"?
Catering brands are scrambling to launch new retail products, which reflects an important signal: under the Matthew effect of the catering industry, the platform of catering brands is accelerating. Consumers no longer gather because of a few dishes or a store, and their sense of identity with the brand goes beyond the limits of consumption scenarios, which provides unlimited possibilities for the expansion of new retail.
Looking at the domestic catering industry, the top catering behind Dicos has become a strong player competing for the position of "BAT in the catering industry". Ding Qiao catering and other enterprises, whose business spans FMCG, retail and catering, have extremely rich internal resources. With the digital ecology and membership system of brands such as Dicos becoming more and more mature, the platform effect began to appear.
At the same time, unlike Haidilao, McDonald's and other catering brands gradually sinking from first-tier cities, Dicos and other catering brands have deep roots in second-tier cities in Chinese mainland. Many consumers in second-tier cities, including Neishenjun, tasted western-style fast food for the first time, specifically in Dicos. Shao Xinmou, CEO of Dingqiao Catering Group, once said that membership+data+joining partners are the three magic weapons that Dingqiao Catering relies on.
With the help of the top catering platform, members of Dicos have been connected with the external third-party membership system, and * * * has been established as a member ecological pool. On this basis, Dingqiao digitalized the operation depth to every detail of enterprise operation, from product research and development, supply chain, operation services to data, members and third-party platforms, and realized "no data and no decision". The franchise mode of top-notch catering has developed steadily in China catering market for 25 years, with more than 2,600 head stores, about 85% of which are franchisees, and has practiced its own set of business logic and business map.
On this basis, the platform effect can be achieved in a short time at a speed that other brands can't reach. Once the platformization is completed, Ding Qiao restaurant will form a real closed-loop ecological circle, like an Internet giant, with stronger innovation ability and resource coordination ability, which will really open up the broad imagination space of China catering industry in the next decade.