A bite of spicy, a bite of ice, ah, life is not so difficult! It's just 90 percent surprise! This is not, you can actually see KFC by clicking a string?
Yes, everyone is really dazzled. KFC, which never makes fried chicken safely in China, has recently played a new trick, selling skewers and fragrant snacks, focusing on home delivery at midnight. 59 yuan has a barrel of 12 skewers, which contains chicken hearts, chicken gizzards, yellow throats, fungus and oily tofu ...
The government official announced that he would vigorously develop the "night economy", and this KFC made efforts to enter the string field with the midnight snack plate. 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 a "spoiler" for fun or for real?
Someone wants to ask, why didn't my city see it for sale? Because this time, only Shanghai, Chengdu, Chongqing, Harbin, Shenyang, Dalian, Jinan, Xi 'an, Fuzhou, Xiamen 10 cities are locked.
Yes, you are right, KFC dares to take the string to Sichuan to sell! 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 "content" in the innovation of localized products ...
Let's start with a well-known "old Beijing chicken roll", which has been around for almost ten years. 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 was the "Cold Rice with Rice and Mushroom" introduced as early as 2002, which made KFC the first brand to introduce rice in western-style fast food in mainland China.
After that, they tried Chinese food such as seafood egg congee, fried dough sticks, sesame cakes, mixed rice, etc. 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 K-Ji herbal tea launched in 20 15 can be said to be the god of learning Chinese food ~
Yes, you are not mistaken, that 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, all kinds of rice covered for lunch and dinner, and now there are strings of midnight snacks ...
Nowadays, when you open the KFC ordering page, it is not difficult to find that nearly half of the dishes belong to Chinese dishes. 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 lot of strings, braised dishes and crayfish ... In fact, the R&D, production and debugging involved behind it ... I don't know how much manpower and material resources it has cost suppliers, R&D and market.
If the market feedback persists for two or three years, the unpopular life cycle may be only one quarter, but it seems that it can't stop KFC's localization at all. It seems that it is using all its strength to tell everyone that since we want to do business in China, we should know how to do as the Romans do.
Although some netizens spit out the string with low cost performance, the old Beijing chicken rolls nicknamed "Old North" 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 step into 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 the crawfish 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 KFC's "popular fried chicken", and various online praises of this hamburger to the point of "not eating is not a person" ... All these gave KFC a rare sense of identity.
For more than 30 years, China KFC has opened more than 5,300 chain restaurants in more than 1000 cities and towns, and even penetrated 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 one day Pizza Hut suddenly sells braised large intestine pizza, 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 was beaten by McDonald's everywhere to find teeth. After all, in the United States and other countries, McDonald's has the aura of "the first fast food" on its head.
In the late 1980s, KFC was the first to come to China to dig gold with "foreign fast food". In the early 1990s, 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 passengers than their competitors. Once one side has a little trouble, the other side will inevitably make a response strategy.
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 own home-grown varieties such as fried chicken and mashed potatoes can only attract China people to try early, and once the taste appreciation period is over, its products will lag 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 10 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 up.
Compared with McDonald's, KFC has a stronger appeal in China, 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 the opponent is far more than McDonald's.
There were almost no foreign brands in China 30 years ago, so the process of establishing brand awareness of which foreign brand entered China first will 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 cottage brands that have gathered a whole alphabet ... Of course, there are also online celebrity restaurants that have mushroomed every year ...
Another fact that can't 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 appealing minority brands.
Having said that, you may think that China KFC regards "tailor-made menu for Chinese people" as their core strategy. On average, there is a new gimmick to attract consumers to the store every two weeks (this is a shocking new speed for the fast food industry), and even it is separated from its parent company Yum! Brands, listed on the new york Stock Exchange with Yum! Brands China as an independent company, and changed to China Company to wrest the decision-making power of China market from the United States, and evolved from "localization" to.
In most elementary schools born after 1980s and 1990s, 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.