For Shanxi people, pasta is no longer just food to fill the stomach, but a memory flowing in the blood. It is based on this memory that after 23 years of operation, Guan founded the Shanxi pasta brand "Jiumaojiu". He tried his best to start from a noodle restaurant with only six employees in Shanxi and grow into the first Chinese fast food restaurant in South China and the third in China. At present, Jiumaojiu International has five brands, mainly Shanxi Laomian and Northwest Cuisine, and a * * * has 147 restaurants. Statistics show that by the end of 20 16, 50,000 bowls of noodles can be sold every day, with a daily flow of 5 million and an annual income of nearly 2 billion. So there is no such thing as losing money.

For restaurants, besides delicious dishes and accurate market positioning, effective marketing methods are also the key to success. Although Jiumaojiu Group mainly focuses on traditional aspects, it always focuses on marketing, which is divided into online marketing and offline marketing. Offline usually takes interesting activities to trigger social word-of-mouth promotion.

As early as 20 14, Jiumaojiu created a "parent-child class" experience activity for family customers. Jiumaojiu organized more than 1000 parent-child activities in its 2 1 restaurant, inviting children and their parents to watch, learn and participate in the process of making noodles and cakes. More than 20,000 families participated in these four-year activities, which made the word-of-mouth effect achieve good results.

Nine-point-nine Taier fish with Chinese sauerkraut is a veritable online celebrity restaurant. It pursues personalized food culture. Every fish with Chinese sauerkraut attracts people's attention with striking slogans and rules. For example, Taier pickled fish does not accept meals for more than 4 people. The slogans displayed include "Eat fish well, don't play with mobile phones" and "Be the second best pickled fish in the world" and so on. In addition, Taier Fish Restaurant with Chinese sauerkraut holds promotional activities from time to time. In 20 17, on the occasion of the second anniversary of Thiel's establishment, Thiel also held the "Sauerkraut Museum Festival" in his Guangzhou restaurant. A large number of spectators watch exhibitions, take selfies, have meals and draw pottery pots as souvenirs.

Online, the official account of Jiumaojiu brand WeChat exceeds 3.4 million, and the official account of Taier WeChat has 4.3 million users. On these accounts, the restaurant also publishes cartoons created by employees to show their iconic images to spread new dishes and activities. "The average reading of each article exceeds 100000 times." The prospectus also said that the company has more than 200 WeChat fans and more than 65,438+10,000 core fans.

What will maintain the high growth rate of 99.9% in the future needs to be tested by the market.