Life is not easy. You can't compromise your mouth. Just turn over late at night and pick up your cell phone and order a string.
a bite of spicy food and a mouthful of ice, ah, life is not so difficult! It's just 9 percent surprise! This is not, you can actually see KFC by clicking a string?
Yes, everyone is really dazzled. Recently, KFC, which never cooks fried chicken safely in China, has played a new trick, selling string-shaped and spiced snacks, focusing on home delivery at midnight. 59 yuan has a barrel of 12 strings, which contain chicken hearts, chicken gizzards, yellow throats, fungus and oily tofu ...
That government official announced that it would vigorously develop the "night economy", and this KFC is here. However, how did the categories like Lu Chuan and Xiang Lu, which seem to have nothing to do with fried chicken, get included in KFC's supper menu?
Is KFC "spoiling the game" for fun or for real?
someone wants to ask, why didn't my city see it for sale? Because this time, only 1 cities are locked in Shanghai, Chengdu, Chongqing, Harbin, Shenyang, Dalian, Jinan, Xi 'an, Fuzhou and Xiamen.
yes, you are right. KFC dares to sell the string in Sichuan! Even Haidilao's entry into Chengdu and Chongqing is "frightening", but KFC has directly set Chengdu and Chongqing as the starting cities, which is how confident it is for its own products!
However, KFC's confidence is not unreasonable. After all, it has never been "self-satisfied" in bringing forth the old and bringing forth the new localized products ...
It's been almost ten years since we started with a well-known "old Beijing chicken roll", and many people even regard it as the only reason to enter KFC, saying that it is the first successful localized product of KFC.
in addition, there is the "cold rice with fragrant rice and mushroom" introduced as early as 22, which makes KFC the first brand to introduce rice in western-style fast food in China.
After that, they tried Chinese food such as seafood egg congee, fried dough sticks, sesame cakes, mixed rice and so on. Moreover, KFC is not paying short-term attention, but is increasingly engaged in Chinese dishes, and will unscrupulously put all kinds of "unexpected" localized products on the shelves whenever possible.
If KFC's rice series only learned the shape of Chinese food, then the K-Kee herbal tea launched in 215 can be said to be the god of learning Chinese food ~
Yes, you are right, it is the herbal tea with unique China cultural heritage and listed as a national intangible cultural heritage!
What's more, in some KFC restaurants in 36 prefecture-level cities in Shandong and Henan provinces, you can also buy Qingdao draft beer ...
Soymilk fried dough sticks and porridge for breakfast, old Beijing chicken rolls and chicken chops with rattan pepper for snacks, various rice covered for lunch and dinner, and now there are strings of midnight snacks ...
Now, when you open the KFC ordering page, it is not difficult to find that nearly half of the dishes belong to Chinese cuisine. So that walking into KFC is like walking into a Chinese restaurant, and three meals a day are around China people.
Don't look at KFC's menu, which is just a bunch of dishes, stewed food and crayfish ... In fact, the R&D, production and debugging involved behind it ... I don't know how much manpower and material resources have been spent on suppliers, R&D and market.
if the market feedback persists well for two or three years, the unpopular life cycle may be only one quarter, but it seems that KFC can't stop its localization at all. It seems to use all its strength to tell everyone that since we want to do business in China, we should do as the Romans do.
Although some netizens spit out the string string with low cost performance, the old Beijing chicken rolls nicknamed "Laobei" have taken root in KFC's core menu. Soybean milk fritters for breakfast have also become one of the most cost-effective choices for urban white-collar breakfast.
The tender cow five parties, which are not supplied for a long time, have become the only reason that most China netizens miss and can let them enter kfc. There are many calls on social platforms to ask the tender cow five parties to return within a time limit.
At one time, it subverted many people's impression of KFC, such as sucking-finger crayfish roast chicken fort, Sichuan spicy salad dressing, spicy chicken leg meat and lobster meat that can be eaten directly without peeling, which was once known as the "popular fried chicken" of KFC, and all kinds of online boasted this burger to the point of "not eating is not a person" ... which gave KFC a rare sense of identity.
For more than 3 years, China KFC has opened more than 5,3 chain restaurants in more than 1, cities and towns, and even went deep into the fourth and fifth tier cities and first-tier towns in China. Actually, hula has blossomed everywhere in China, and this figure is twice that of McDonald's China restaurant, which makes KFC, which has been suppressed in the international market, turn over McDonald's with dignity.
Undoubtedly, KFC's success in China is enormous, and this success is largely due to its extreme localization.
If Pizza Hut suddenly sells braised large intestine pizza one day, I believe the picture is absolutely unacceptable, but if it is placed on KFC, it is natural. After all, in the subconscious of Chinese people, KFC may be the most thorough China of foreign brands! Then, the question comes again. Why is KFC so self-motivated and diligent in China?
1. In the United States, the title of the first fast food belongs to McDonald's;
However, in China, KFC has a stronger appeal.
Just like the dispute between Coca-Cola and Pepsi-Cola, KFC and McDonald's don't see each other well.
In the global market, KFC has been beaten by McDonald's. After all, in the United States and other countries, McDonald's is crowned as the "first fast food".
In the late 198s, KFC was the first to come to China to dig gold with "foreign fast food". In the early 199s, McDonald's followed suit and opened its first restaurant in China. Standardized decoration, friendly service attitude and "original" fried chicken burger have made Uncle Sam and Uncle McDonald from afar hold the stomachs of China consumers.
However, the products of Hamburg, French fries, Coke ... have certain homogeneity, and everyone wants to get more traffic than their competitors. Once one side has a little trouble, the other side is bound to make countermeasures.
Under such a game, only by finding out the differentiated business strategy and creating its own cake can KFC make a comeback.
Soon, KFC found the secret to crack China's password.
It realizes that its famous varieties such as fried chicken and mashed potatoes can only attract early adopters from China at most. Once the taste appreciation period is over, its products will fall behind the ever-changing dietary tastes of China people, and the variety is too single, which is not conducive to long-term development.
KFC immediately hired more than 1 domestic experts and scholars as consultants to improve and develop fast food varieties suitable for China people. Later, many varieties, such as "Old Beijing Chicken Roll" and "Furong Fresh Vegetable Soup", which are popular in China market, have been introduced one after another, which is an unprecedented change for KFC, an old shop that always pays attention to tradition and standardization.
After tasting the sweetness, KFC quickly established the China Healthy Food Advisory Committee to research and develop new dietary products suitable for the new generation of China consumers, so as to further expand the market.
If McDonald's is slightly better in the global market because of its globalization strategy, KFC will steal the limelight in the China market with the "super localization route" that McDonald's taking the globalization route can't follow.
Compared with McDonald's, in China, KFC has a stronger appeal, with twice as many stores as McDonald's. Professor David Bell of Harvard Business School pointed out the most crucial point when analyzing the reasons for KFC's great success in China: "One of the lessons I take away from this case is that to do China, you have to do China." (If you want to do business in China, you should do something recognized by China people. )
2. The cruel reality is that there are far more competitors than McDonald's
Thirty years ago, there were almost no foreign brands in China, so the process of establishing brand awareness of which foreign brand entered China first would be quite easy and smooth. But the reality is that China is developing too fast. Even if you are a foreign-funded enterprise, you can't escape the fierce competition from more foreign brands and local brands in China.
Undoubtedly, KFC is facing not only the coveted McDonald's, but also foreign Dicos, Burger King, Subway ... and China's local Paile Burger, Wallace, Fast Wheat Burger ... and even KFC's knock-off brands that have assembled a whole alphabet ... and of course, online celebrity restaurants are springing up like mushrooms after rain every year ...
Another fact that cannot be ignored is that, The trend of China consumers "buying and selling the world" is getting stronger and stronger, and their cognition and acceptance of global brands are more mature. They know well-known brands from all over the world, but they can also jump out of the market monopolized by large companies and find more varied, artistic and infectious niche brands.
Speaking of this, you may think that China KFC regards "tailor-made menu for Chinese people" as their core strategy. Every two weeks, there is a new stunt to attract consumers to the store (which is a shocking new speed for the fast food industry). It even split off from its parent company Yum! Brands, listed Yum! Brands China as an independent company on the new york Stock Exchange, and replaced it with China Company to wrest the decision-making power of China market from the United States and "localization".
In most primary schools born in 198s or even 199s, whoever holds a birthday party in KFC in the class is the spokesman of luxury and wealth. In their concept, eating KFC when I was a child was something that would bring wind when I walked. Now I eat it just because it is cheap and I don't know what to eat. How to continue to sneak into the minds of them and the new generation can not be solved in a short time. After all, in today's era when consumers have a flood of choices, consumers accept the bill instead of launching any products.