Marketing Case Analysis-Huang Taiji: From "pancake fruit" to "takeaway", what has it become in three years?
The time is fixed in July of 20 12.
Huang Taiji, a white-collar worker, opened his first pancake fruit shop in a remote place on the first floor of Building 1 12, SOHO West Zone, Jianwai, Beijing.
There are two reasons for choosing a poor location: one is cheap rent, and the other is online drainage. Huang Taiji, who hopes to deconstruct the dining scene with Internet tools, has embarked on a journey of entrepreneurship.
Internet catering outlets, coupled with the extraordinary efforts of He Chang, the founder of Huang Taiji, who was born in the Internet industry, made Huang Taiji's "pancake fruit" popular all over the country in just a few months, which made many traditional catering brands rooted in the catering industry stunned.
Although Huang Taiji's success is short-lived, his innovation in marketing mode and Internet has brought great impact to the traditional catering industry, especially after the introduction of "National Eight Articles", the traditional catering industry has been struggling in recent years. Later, the famous carved beef brisket and western young master once again shocked the traditional catering industry.
From dismissing, to paying attention to, researching and applying the Internet, traditional catering people even look around for "panacea" and actively seek the entrance of the Internet. The competition in the catering industry quickly shifted from offline to online, and gradually moved towards three-dimensional competition.
The catering industry has taken the initiative to change, which has heated up the group buying platforms such as public comment and Meituan, and also heated up Baidu takeaway, hungry, word of mouth and Meituan takeaway. In the era of mobile Internet, Huang Taiji, who was gradually quiet, attacked again, erected the banner of "takeaway" and favored a blog with capital.
Pancakes rolled with crispy fried dough sticks
From "Stall" to "Elegant Hall"
20 12, China's internet industry is being rewritten by Sina. A self-media platform called "Weibo" subverted China, and everyone flocked to it.
This peer-to-peer open model has great interactive marketing value and pushed Weibo to the peak.
Huang Taiji's rapid rise in the Weibo era lies in He Chang's work experience, which gives him a precise grasp of the development trend of the Internet industry, as well as his mastery of advertising design and familiarity with marketing, and gives him the opportunity to interact with consumers in a creative way with the help of new media platforms.
Novel restaurant design, continuous topic creation, and of course a lot of hype: aliens, beautiful cars, Tesla ... step by step to bring consumers into the whirlpool center of public opinion.
No matter under the banner of fun, combined with cross-border activities, or catching hot spots, He Chang has successfully ignited various topics and novel techniques, allowing fans to automatically forward them on Weibo. He Chang took the lead in interacting with every fan who left a message ... It became a reality that pancake fruit entered the "beautiful restaurant" from the "stall", and Huang Taiji's brand awareness became famous in China.
From product matrix to brand matrix
Huang taiji deduced a fairy tale: it took Huang taiji only two years to start from "pancake fruit" to the layout of diversified brand matrix.
This is of course a legend like God! Let's put aside those extremely fancy and fried marketing techniques and re-examine its brand strategy.
"Pancake Fruit" is Huang Taiji's strategic single product, which undertakes product function and brand function, attracts capital investment with innovative Internet marketing, and quickly brands.
From the perspective of its own development needs and market diversification, Huang Taiji began to build a product matrix around pancake fruit: pork belly rolls, flavor burritos, bean curd, soybean milk, fried dough sticks, homemade secret meat, cold noodles, gravy, lotus root pork bone soup, pumpkin soup, covered Shi Su Potang, mala Tang, etc., which can be described as various ups and downs to cope with the function and profit limitation of a single product.
It is difficult for a small shop of about 20 square meters to carry such a three-dimensional product layout, and the consumer experience is poor. Compared with McDonald's employees' business volume of 5 orders per hour, Huang Taiji employees can only achieve 0.7 orders per hour.
The huge gap must have surprised He Chang to keep his mouth shut.
The key is that Huang taiji's ambition of rapid expansion is not here.
He Chang began to throw away the target McDonald's and shouted Belle to stop shooting, in order to gain the favor of capital for multi-brand management under diversified categories.
As a result, Huang taiji used the model similar to Belle as an excuse to rapidly diversify and wanted to eliminate the crowd in the business circle in the form of brand encirclement.
From 2065438 to June 2004, many sub-brands of Hechang filled every corner of the business circle: Zongzi Dumpling House, "Dahuangkuang" hot pot with Sichuan and Chongqing flavor, Mr. Niu Dun who specializes in stews, and the myth of "called Hua Duck" and "Happy Little maocai" continued, and in just over a year, more than 40 brands were developed in chain.
The tide receded and we didn't know who was swimming naked. A few months later, the catering form changed suddenly and the investment fever gradually cooled down. Huang taiji also embarked on the road of closing the store.
Not contrary to expectations, but everything has its essence and development law, and catering is no exception. Providing food for human beings is the essential requirement of catering, and the first iron law of food is "delicious".
Huang taiji, who cut into catering with the internet and succeeded quickly, seems to have ignored this common sense, perhaps unintentionally, or perhaps because of his incompetence: Huang taiji, under the banner of productism, did not seriously study how to make up for his shortcomings in products, but continued to soar on his own communication board.
The longer the long board, the shorter the short board. Huang taiji, whose popularity is getting higher and higher, makes people have higher and higher psychological expectations for his products. However, the result is that customers are unwilling to pay the bill next time, and Huang Taiji slowly falls from the peak to the bottom.
On the day when Huang Taiji announced his participation in the "takeaway", he announced that he would completely step down from the altar.
He Chang can't understand the "multi-brand matrix"
Dilemma under the situation
"I really lost." He Chang has publicly admitted that the former Huang Taiji has become a thing of the past.
Huang taiji, who is under the banner of productism, can't achieve the ultimate product, but more is to shape concepts and hype, and is labeled as over-marketing, which is difficult to extricate himself.
But this alone is not enough to bring down the internet pancake fruit king, Huang Taiji with a lot of financial support, and some products that enhance time and strength.
Unfortunately, we have embarked on the road of multi-brand operation at this time. As a new catering brand, it is a good strategy to focus on one category to break the competition, and Huang Taiji can also achieve brand growth quickly.
And consumers' cognition of Huang Taiji is precisely based on the category of pancake fruit. The operation of multiple brands makes consumers at a loss, which greatly dilutes the brand cognition that Huang Taiji has worked so hard to establish.
Judging from the expansion of Huang Taiji, multi-brand strategy has a strong robber logic, which may be Huang Taiji's helpless choice to pursue capital. The logic is correct, but the timing may be wrong. In terms of profitability, the more stores opened, the higher the marginal cost. However, the rapid direct leap forward and the slow withdrawal of funds simply can't keep up with the pace of opening stores.
He Chang has been chanting, "product = manufacturing+cognition". The fact is that Huang Taiji's dazzling marketing tells us that it has been talking about cognition beyond product manufacturing. Consumers are not fools, they will pay for your marketing idea in the short term, but in the long term?
If the efficiency of a single store is effectively combined with the speed of scale development, perhaps Huang Taiji will not fall so quickly. There is nothing wrong with the platform strategy under the banner of productism, but if you just play with the concept blindly, consumers will definitely abandon you.
Platform strategy:
Where is the "Huang Taiji Takeaway" going?
20 15, 10, Huang taiji, who had been silent for several months, suddenly announced that he had obtained a series B financing of10.8 billion yuan. Once again, it was pushed to the forefront by public opinion, but this time it was completely unrecognizable and completely different from the past.
This rebirth, Huang Taiji saw his own product shortcomings, and chose to join hands with product producers to build a catering take-out platform: opening the central kitchen-attracting brand catering products to cooperate-processing semi-finished products of various brands in Huang Taiji's central kitchen-centralized distribution from central kitchen factory stores.
The logic behind this model with the supply chain as the entrance is still to change the high-cost structure of the catering industry: take-away food delivery removes the biggest link in the traditional catering cost structure-restaurant scene, takes the products of Chinese food brand enterprises as the core, forms a centralized production model of the factory, and uses Huang Taiji's self-built distribution team to deliver it quickly within 30 minutes within 3 kilometers.
Compared with Baidu and Meituan take-out, Huang Taiji take-out is innovative in mode. Baidu, Meituan and other takeaways are inefficient in quality control and distribution of cooperative catering enterprises, which can not solve the problem of high cost of catering enterprises' scenes, and the scenes are still in the process of mobilization.
Huang taiji model hopes to hit this pain point: brand catering enterprises are responsible for solving quality and taste problems, and Huang taiji is responsible for solving sales and distribution problems. Although they are all making incremental changes for restaurants, what Huang Taiji wants to do is to really make use of the surplus capacity of catering, and Baidu takeaway will compete with customers who eat in restaurants.
Theoretically, He Chang, who is good at discovering opportunities, has found a way out of the market. At present, many brands have joined Huang Taiji's take-out platform, such as traditional breakfast and dinner brands "Jing Ya" and "Singapore Mom Baked Bags" ... Huang Taiji's take-out has also reached cooperation with Baidu take-out, Hungry, Meituan take-out and Word of Mouth, and borrowed their platform resources to form a three-dimensional entrance.
However, another difficulty lies ahead of He Chang. Can He Chang, who is good at conceptual thinking, master the high cost and high efficiency requirements of the distribution team and the highly systematic and refined operation system required by logistics management? If he is incompetent, have you found a cooperative team that can complement him?
Everything will stand the test of time ... but no matter what the future holds, the innovative spirit of He Chang and Huang Taiji is still worth learning.
In uncertain times, we need to make changes.
Marketing case study: the cultivation of fresh e-commerce in second-and third-tier cities
Wang Cailan was launched in August 2065438+2004. After a year of development, the number of registered users reached 80 thousand. On July 24th, 20 15, Cailan.com announced the completion of tens of millions of A rounds of financing, which boosted the value of fresh e-commerce in Henan!
Cai Wanglan is not the first entrepreneurial project in Jiang Xiaoyu. In fact, as early as 2009, he established Jiuhe Technology, focusing on Internet projects, and successively established e-commerce platforms such as clothing and electronic products. Later, he switched to group buying and cooperated with Tencent QQ, and experienced the smoke of the "Hundred Regiments War". After several years of hard work in e-commerce, he aimed at the freshness of the last blue ocean known as e-commerce.
Unlike first-tier cities, which mainly focus on high-end value-added organic vegetables and semi-finished clean vegetables, Wang Cailan has targeted the table of the general public from the beginning, and launched special explosive products every day, such as a melon for one yuan, a box of bean sprouts for one yuan, a piece of tofu for one yuan and the most attractive free postage and unlimited consumption, which is easy to attract housewives to try to buy.
The profit point is not new.
In the past two years, the trillion-dollar market scale of fresh food and the e-commerce penetration rate of less than 1% have attracted the continuous influx of capital from all walks of life and boosted the explosive growth of fresh e-commerce. At the same time, however, it is an indisputable fact that among the 30,000 agriculture-related e-commerce platforms in China, there are very few profiters.
"Our profit point is not fresh!" Jiang Xiaoyu said directly.
The vegetable basket sells all the daily seasonal fruits and vegetables on the dining table, and 70% of them are picked from vegetable bases around Zhengzhou. According to the C2B order of the day and the historical average calculated by using big data, it will be picked in the afternoon, sorted, packaged and put into storage at night, and delivered to consumers the next morning. The whole journey will not exceed 24 hours, ensuring the freshness and taste of fruits and vegetables.
"Our fruit and vegetable pricing method refers to the price of vegetables in the first-class wholesale market in Henan, and then rises 15%-20%. According to the traditional fruit and vegetable sales model, the price of fruits and vegetables that reach consumers is usually two or three times that of now. "
In addition to providing consumers with fresh and affordable fruits and vegetables, Wang Cailan is also committed to helping farmers solve the problem of unsalable agricultural products. Jiang Xiaoyu told us about the case that the vegetable basket network solved the unsalable agricultural products such as Henan Weishi grapes again and again, which affected green apples and Zhongmou nectarines again and again, and made workers earn some money.
The way of direct supply and one-stop distribution of vegetable basket network has really solved the disadvantages of traditional business model, such as many circulation links and large loss of agricultural products, and completely solved the problem of both vegetable farmers and consumers complaining.
However, while cheering for this change that breaks the traditional business model and strips off various links and chains, we will find that consumers, especially young people, cook casually. In areas with relatively complete living facilities, such as Jinshui District of Zhengzhou City, there are many large vegetable markets and community food shops, and even some vegetable farmers and fruit farmers will directly pull vegetables and fruits to these mature living areas for sale, and the prices are quite cheap. Obviously, in this selective and selective community, such a consumption environment is not conducive to cultivating consumers' habit of pre-purchasing fruits and vegetables online, and the natural purchase frequency will not be too high.
"Fresh food is just a flow cut-in for the vegetable basket. The sales ratio of fresh food to other categories in the future is 1: 2. " Jiang Xiaoyu hit the nail on the head. What he values is the strong stickiness of fresh users. In Jiang Xiaoyu's office, there is a row of shelves filled with food, grain and oil, non-staple food, drinks, snacks and other commodities in the online food basket. It turns out that the meaning of drunkenness is not wine.
How to achieve user growth
It seems like a good idea to promote the sales of other categories with fresh food, but because of the low price strategy of the vegetable basket, it is necessary to rely on scale and quantity to win profits. The goal of the vegetable basket network is to account for 10% of Zhengzhou's fresh market consumption, and it is expected to reach a scale of more than10 billion yuan, with an average daily order volume of 200,000 orders.
How to achieve the growth of user scale? After all, the popularity of vegetable baskets is not high now.
The heavy punch of the Nets is the reverse direction from online to offline, hoping to complete the online diversion through offline. At present, there are 200 franchisees in Wang Cailan, and it is planned to open 2,000 franchisees in Zhengzhou by 20 16, covering the whole Zhengzhou area. Most of these franchisees are fruit and vegetable shops in the community. Jiang Xiaoyu introduced the poly-cost-effective model to these franchisees, requiring franchisees to open up two or three square meters of space, and Wang Cailan provided low-priced explosions every day to attract popularity and promote Wang Cailan's brand. At the same time, each franchise store will have a QR code, and the store can get a share by scanning the QR code to pay attention to the customer consumption of the vegetable basket network.
There is nothing wrong with this way of joining the store offline every day. For Wang Cailan, the biggest role is brand promotion. However, there is a phenomenon that has to be considered: in order to save a few cents, the people who queue up to buy explosive dishes are basically elderly people, and young people rarely have time, energy and enthusiasm to participate in such activities, and the elderly are obviously not the target customers of the vegetable basket. Whether it can bring online drainage remains to be tested.
Another action of the vegetable basket network is that each distributor only sends 60 orders a day, in order to make them become personal assistants of customers.
Jiang Xiaoyu said that after repeated tests, 60 is the most suitable delivery order for home personal assistants. Even if there are a large number of users and more invoices in the future, he will not increase the workload of each personal assistant, but will only increase the number of personal assistants.
Every personal assistant in Wang Cailan will have a fixed distribution community. Even if the customer density is high enough, a personal assistant is only responsible for one building in a certain community. The delivery of 60 orders, if concentrated in one building, can actually be completed in two or three hours. In the rest of the time, Jiang Xiaoyu asked the delivery staff to make friends and chat with customers, and even helped customers a little bit, taking out the garbage and changing the light bulbs, just to establish stickiness with customers through this high-frequency meeting. Brush your face frequently and become friends with customers. Naturally, we should make stored-value cards and introduce new customers. It sounds a bit like the service of Haidilao, and really regards customers as gods.
Can this really work?
First of all, it needs to test the enthusiasm and enthusiasm of personal assistants to a certain extent, and it is also a test of employee management in Wang Cailan. In addition to appropriate material incentives, spiritual encouragement is also needed. Obviously, Wang Cailan is also aware of this. Personal assistants will be trained in relevant corporate culture from the moment they join the company.
Secondly, there is another point that cannot be ignored. The failure lesson that SF hackers spend a billion dollars tells us not to think about customers, but to think from their perspective. All unnecessary behaviors for customers are shooting themselves in the foot. Nowadays, people from all directions and different backgrounds live in this city. Now people in the society are very alert, especially young people, who have a strong sense of personal space. That's why a large number of otaku and otaku have appeared. Neighbors who live across the street may not say hello for years. Why do these customers want to chat with a delivery man of unknown origin, let alone break into a private space to change a light bulb?
The distribution of personal assistants advocated by Cailan.com is really in the best interests of customers, but if you think about your customers, they may not buy your account. This method also needs to be tested.
There may be more than one challenge.
"We are about to start the A+ round of financing." A firm expression was written on Jiang Xiaoyu's face.
When talking about the biggest challenge at present, he pondered it a little and said, "The biggest challenge comes from manpower, and warehousing and distribution are not easy to recruit people."
Perhaps besides labor, Jiang Xiaoyu is facing greater challenges!
2065438+On August 7th, 2005, JD.COM announced that it would invest 4.3 billion yuan in Yonghui Supermarket, and was optimistic about the development of Yonghui Supermarket in O2O and fresh food supply chain. Three days later, on August 10, Ali and Suning announced their mutual participation. "In the next 30 years, the opportunities of Internet companies must be offline, and the hopes of traditional enterprises must be online." Ma Yun said at the press conference of cooperation between the two sides.
What does this convey? The bosses have already started to act. They have realized that the future is not about who subverts who, but the integration of online and offline enterprises to jointly create the future!
In fact, Wang Cailan's model is not difficult to imitate, and according to Wang Cailan, customers have started to build the same model platform after more than a dozen experiences, but what they need to do in the early stage of fresh e-commerce is to save money. This imitator may not be as attractive as Jiang Xiaoyu and can get money!
But what about people who are not short of money?
Everything exists only in hypothesis! No one has imitated this model yet. Jiang Xiaoyu still has time to complete its territory and race against time to increase its market share and penetration rate. In the era of mobile Internet, everything is speed and capital!
The battle for fresh food is far from over!
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