The original brand of online celebrity catering, Diaoye beef brisket, announced that it had sold itself, and its operator Meng Xing (known as Diaoye in Jianghu) officially withdrew from Diaoye beef brisket. It seems that online celebrity catering has always been unable to get rid of the short-lived curse, and it always rises quickly and falls quickly, so we can't help but ask, can online celebrity catering please the short-lived curse? Where is the future of the catering industry?

the status quo of the carved sirloins

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

The first is the online celebrity catering model, which refers to the catering stores opened by celebrities with a large flow, 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: Diaoye Beef brisket, Nice to meet you, Miss Zhao and other brands;

The second mode of catering network popularity means that catering enterprises make their brands become popular overnight by means of strong marketing, exaggerated names, appearances, designs, etc. or under a certain chance, so as to gain the attention of traffic, among which, brands such as instant noodles Sashido, convenience restaurant and calling a duck are represented.

online celebrity's catering is good, but if we look at the whole development history of online celebrity's catering, we will find that short life is an unavoidable nightmare for online celebrity's catering. Brands like Huang Taiji, Miss Zhao's Unequal Position, Juanfu Lobster, Nice to Meet You, etc. always rise rapidly and fall rapidly. It is difficult to keep online celebrity catering sustainable by simply relying on name, novelty, novelty and specialty.

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

1. Advantages and Disadvantages of Catering in online celebrity

Everything needs to be treated dialectically. Everything has its own advantages and disadvantages, and so does catering in online celebrity. So what are the advantages and disadvantages of online celebrity catering?

pros and cons 1: emphasize marketing over products

Carving men build new, strange and special products and images with Internet thinking, which fully arouses consumers' desires. However, when consumers really experience them and see the true faces of online celebrity, with the novelty experience disappearing, carving men will no longer be attractive. In other words, marketing packaging is the core competitiveness of Diaoye sirloin and Huangtaiji pancake, but the real product itself fails to form a moat.

The sculptor who plays Internet thinking doesn't really understand the rules of catering operation. Mu Jian, who was originally COO of Diaoye beef brisket and was born in the traditional catering industry, once revealed that the marketing that Diaoye is good at and the food products themselves are not integrated, and the marketing means suitable for FMCG may not be suitable for catering. The essence of catering is the product and taste, and everything is useless without the product.

pros and cons 2: quick money, short life

As the saying goes, it's early to become famous, while the main purpose of online celebrity catering is to make more money and get money quickly. Once the catering brand becomes 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 have a long-term fire, you must have a very deep foundation. What online celebrity catering lacks most is the polishing of the product itself, resulting in a pattern of strong brands and weak products. Many diners come here for novelty, but online celebrity brand can only meet their other needs, and it is difficult to form a second resale rate and a store entry rate. Therefore, it is difficult for online celebrity brand to achieve long-term development.

As one of the development directions of catering, the problems of online celebrity brand have emerged, so is there still a long-term development opportunity? The answer is yes!

Second, the future of catering in online celebrity

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

In a threesome, there must be a teacher. We need to learn from the strong or those with skills.

Japan is the most worthy reference in catering today. No matter the number of enterprises in 1 years or in 2 years, Japan is far ahead of other countries. The main reason lies in their craftsman spirit, striving for perfection to provide their diners with the best quality products and satisfy 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 grow bigger and stronger in today's ever-changing world, it must have an "ingenuity" to cope with external temptations and internal pressures from enterprises. If a brand has ingenuity, it will be firm in its own business development, will devote its greatest resources and energy to it and keep it up, and will do one thing well 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 with the spirit of "artisans", rely on faith and belief, constantly improve and perfect products, strive for perfection, make their products pass high standards, and become the products that many consumers choose with confidence.

Craftsman is the long-term carrier of online celebrity catering

The development of enterprises should not only have an "ingenuity" to guide and spur enterprises, but also have a "craftsman". Enterprises without "artisans" can't succeed even if they have unique and excellent ingenuity. "Artisans" are the key and cornerstone of the implementation of "ingenuity", and enterprises with "artisans" have the possibility of success.

Craftsmanship is the foundation of online celebrity catering for a long time.

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

online celebrity catering takes "ingenuity" as its pursuit and goal in its own development and product shaping, and enhances its service experience and product quality by "craftsman". Finally, it shapes "artisan products" by "craftsman+ingenuity", takes products as a bridge between enterprises and consumers, and constantly strengthens and enhances its brand image through product quality, thus creating brand influence.

Plum blossoms come from bitter cold. When you are good enough, naturally someone will admire and applaud you. As Jonathan Lee wrote "To Ingenuity", I know that craftsmen often mean, stubborn, slow, small and hard work. But what is implied behind these is concentration, skill and the pursuit of perfection. Focus on doing something, at least worthy of the years, and leave the rest to time. Perhaps, we repeat it intently every day, and bear no matter how hard it is, it is only for one day that we are worthy of the years. To build a online celebrity restaurant, you can consider the following points:

For any store, the premise for people to queue up to buy is that there is sufficient traffic, so it is appropriate to choose a downtown area. The shopping mall with high traffic and consumption capacity has become a good place for this batch of food to package itself, transform and upgrade. Back to online celebrity's food products, most of them are established in the shopping malls, and the products are built into high-end boutique online red food shops. The excellent geographical location of the shopping malls has even led to the rise in product pricing, and the crowd positioning of the shopping malls is relatively more suitable.

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

3. Labeled products

Whether a snack can become a "online celebrity" depends on its advantages and memory, and the memory is not so mysterious. As long as it is cooked in its own way, it will have miraculous effects, and it will be innovative in taste and given new labels, such as the following two kinds: "Cheese is power" and "The one who gets loose meat wins the world". The names are lovely, innovative and attractive.

4. High popularity

Queuing is an eye-catching tool for online celebrity stores. The long queue in front of the shop shows a scene of booming business, which attracts passers-by to stop and watch curiously what happened even if they don't queue up to buy it. Nowadays, people go to the queue 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 popularity. Now, besides the face 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 some people began to shout: "Life needs a sense of ceremony" and "Be an exquisite pig girl". This "sense of ceremony" and "exquisiteness" was keenly captured by online celebrity's economy.

So how did this sense of ceremony and exquisiteness contribute to online celebrity's economy?

People queue up for hours to buy a cup of milk tea, spend tens of dollars to eat a bowl of instant noodles that can be eaten at home for a few dollars, and the whole family takes turns to change shifts just for a cat's paw cup. Let's not talk about the availability of these foods for the time being. We don't know how long this grand occasion can last and how high consumers' early adopters can push these businesses. However, as far as the current situation is concerned, the marketing methods of online celebrity catering industry are successful.

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

1. Location and packaging of shops in online celebrity

The location of catering industry in online celebrity 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, and trendy stores will naturally attract attention in downtown areas. But no matter where it is opened, merchants will consider the problem of passenger flow and their consumer spending power. If there is no passenger flow, it will create passenger flow. They "arrange" customers to queue up, creating an appearance of "there are many people and the store is very popular", which will make real consumers curious, thus improving the possibility of consumers spending.

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

second, the novelty of consumers

this point is that the goods produced by online celebrity stores should be different from the regular similar goods, and it should be "different". This is divided into two types, but the constant is still selling freshness.

a. It captures the "ritual sense" mentality of customers.

Sashido's signboard of instant noodles is "instant noodles, but ceremonial feelings" 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 indeed succeeded.

B. be in line with consumers' curiosity.

The answer tea takes a unique route, "a cup of tea that can answer your questions". This satisfies the curiosity of consumers. "What kind of answer will it give me?"? Out of this psychology, consumers will spend, but this curiosity-seeking mentality is difficult to last for a long time, and divination once or twice will 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 the product. If you have both, the charm of the product will be by going up one flight of stairs.

Smoking ice cream, potted cake and chocolate chafing dish are mainly promoted visually. Most of the reasons for consumers' spending are to punch in and pull out weeds. The number of consumers who go for the taste should be small, but it is also through the "punching in" of customers that online celebrity stores have completed the "secondary publicity".

uniqueness take the dirty bag as an example. In fact, the dirty bag is chocolate praiseworthy bread. Sticky in your hand and black in your mouth, it always feels lackluster, but it fits the new generation of young people's unconventional mentality, and then with the promotion of online media, dirty bags have become a star product with high appearance rate in the circle of friends.

From the above point of view, the catering industry in online celebrity has achieved some success with small investment and large profits, but in fact, it can't last long if it is just selling novelty. Whether it is catering or other industries, it is possible to be in an invincible position in the market only if it is implemented on products. No matter how good the store environment is, it can only be icing on the cake, and only when the products are well made can the store make greater progress. It's not necessary. It was in those years when online celebrity restaurants grew wildly that a curse emerged: "You will die in three years". They entered the catering industry with great momentum and disappeared after three years. It should be distinctive, but also hyped up and known by the public.