Summary of hot pot experience

Summary of the Hot Pot Experience

Time: 5:30 pm on October 27, 2021

Address: Guangzhou Racecourse Food Street

< p> Personnel: Qin Zetian, Li Xuegang, Qi Changzhu, Li Caiyan, Qin Zuzhi, Chi Yongku.

Tables: ***33. Large table, more than 5 people, only 5 tables.

Business hours: 11am-1am.

Our situation: Queuing. Order at 5:30, eat at 10:30! There are few big tables. There was a long queue when we arrived, it was created! In the meantime, we went to eat at Lao Ma Jiao in the mall next door and then went back.

Positioning of the hotpot: a hotpot for young people.

How to attract young people?

It adopts an alternative personality style.

The word "coward" is a derogatory and controversial word. But it can attract a lot of attention and spread easily.

Advertising slogan: Eat hot pot and give up!

Value proposition 1. The soul is the bottom of the pot, and the top card is beef.

Value proposition 2. Eat hot pot, as long as you are happy!

The design style of the restaurant: factory retro style.

Impression of the house number: Chongqing hotpot factory.

There is only one pot base: spicy ten mushroom soup/tomato soup and ten fruit clear soup base

How to play 1. Free self-service vanilla ice cream. It is said that this is an important reason to attract girls!

Method 2: Restaurant three is free:

Free seasonings, free paper towels, and free tea.

Play method 3. Direct shouting (matching strategy) announcement:

A. Not Michelin,

B. Not a must-try list,

C. Bullfrog is not as good as Ge Laoguan, (call directly)

D. Eat hot pot, as long as you are happy!

(The announcement of admitting to the disease appeared on the third floor of Guangzhou Zhengjia Plaza store.

Outside the elevator: The slogan of the Chongqing hot pot:

The Chongqing hot pot factory is located on the 3rd floor. Floor. Just on the 3rd floor.

In the elevator: Brother Laoguan's slogan:

Beautiful frog fish head brother) <. /p>

Method 4. Employees’ uniforms have big words “coward” printed on the back.

Strategy 5. Develop small programs independently. Become a member by ordering. Mini programs have shopping malls. Create fans and reuse private domain traffic. Selling peripheral products, including cultural and creative products, hats, cartoon characters, clothes, shoes, ice cream, and meal cards.

Strategy 6. New media promotion. Douyin, Kuaishou, and Xiaohongshu all have accounts. Announced directly in the mini program.

Style 7: Minimalist.

a. The decoration is minimalist, factory style, cement gray.

b. The process is very simple, tea is free, and you need to help yourself. Save labor.

c. The process is extremely simple, with only one pot bottom and few movements.

To summarize:

Coward Hot Pot: It is the innovation of Chongqing hot pot! Positioning is young people. It's a personal and alternative style.

Ge Laoguan: It’s Sichuan-Chongqing hot pot. Positioning is young people. Elements of national fashion. Relatively positive.

Experience store: Shenzhen AVIC Store at 10.17 at 4 pm, Guangzhou Zhengjia Plaza at 10.28 at 13:30 on the 4th floor.

Decoration style: Chinese classical style, with red lanterns hanging high. The colors are mainly red, black and white.

There are 12 zodiac heads on the condiment table. Rich in condiments.

The ice cream is chargeable and is very delicious.

There are four big characters on the wall: "Spicy and delicious".

The store in Shenzhen is dimly lit and there are lights on the hot pot. The private atmosphere feels nice. The music plays the theme song of Guganzai. Mostly young people.

Most of Ge Laoguan’s customers come here to eat beautiful frogs.

Hot pot is more like experiencing and creating an atmosphere.

Summary thoughts:

1. How do we target young people and what features do we use to attract them?

2. People, goods and places are the underlying logic of business. People and goods are determined. So what kind of scene should be created?

3. The category is hot pot. Chongqing hot pot or Chengdu old hot pot?

4. Snail noodle soup is the product feature! Or do you want to create a new category?

5. What is our value proposition? That is why young people come here to eat hot pot?

Go to Xiamen Chaoshuai with thoughts,

Sort out our strategic positioning with thoughts.

Our vision:

To be the leader in the global brand chain industry, striving for a better life.