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In the online class of "China and China's Methods and Case History", Huashan shared 188 customers that China and China have cooperated with since its establishment. In the practice process of nearly 20 years, China and China's methods have been continuously precipitated and improved, and gradually formed a self-contained theoretical system.

Among these 188 customers, not all enterprises have succeeded after applying the China-China method. Therefore, the partial practical success of any business theory does not mean the omnipotence of the theory, and the partial failure will not deny the value of a theory.

The industry background of a theoretical application, the development stage of an enterprise, and the coordinated matching of a set of strategies in the process of landing, etc., determine the effectiveness of strategic marketing consulting. Therefore, any set of theories must avoid the narrowness of non-ego system as heresy and the arrogance of my theory as omniscient and omnipotent.

In the practice of China and China theory, there are three kinds of industries, which are most widely used: medicine, catering and fast-moving, and many super brands have been born respectively. For example:

Medicines: small sunflower, three refined blue bottles, etc.

Catering: Siebel, Wallace, etc.

Fast-moving: Chubang, qiaqia Xiaohuangdai, etc.

Because drug advertising is becoming more and more restrictive, today's article, based on a large number of cases in the same industry, mainly summarizes the application of Chinese and Chinese methods in catering and FMCG.

The application of China-China method in catering industry;

Through comparative study, the application of Chinese and Chinese methods in catering industry has landed, basically all around marketing 4P:

Promotion: super symbols, super words, marketing calendar, super IP, brainwashing songs.

Products: Main dishes, service system and space optimization.

Channels: business circle guide, door matrix

Price: product pricing

One: Promotion

The promotion of the catering industry can be summed up in one sentence:

With the super symbol theory as the core, the five-year brand plan as the cycle, and the super symbol, super discourse, marketing calendar, super IP, brainwashing songs as the carriers, we can achieve a comprehensive landing in the two-way dimension of time and space.

(1) Super Symbol+Super Discourse

Regarding the creation of super symbols and super words, I have made a systematic review in the previous two articles. In the final analysis:

The visual advantage is formed by super symbols, the auditory advantage is formed by super words, the psychological defense of customers is bypassed, and the aesthetic fatigue of customers is bypassed, so that new brands can quickly become old friends of customers. Finally, a brand is completely parasitic on a set of super symbol systems.

(2) Marketing calendar

The creation of marketing calendar is to parasitize the brand on a certain parent culture, and finally privatize the parent culture through repeated implementation every year, forming a brand memory node of the market.

Xibei Youmian Village:

Kissing discount festival, based on I? LOVE? On the cultural matrix of YOU+Valentine's Day

Cow stove:

The New Year's arrival in the cattle kitchen is based on the cultural matrix of the New Year.

Old uncle:

Shout loudly for uncle to reduce nine dollars and nine cents, based on the traditional node of September 9.

If marketing calendar wants to form a strong cognition in customers' minds, it is still necessary to solve the problems of "quality" and "quantity" of marketing calendar.

The so-called quality: is the parasitic cultural matrix strongly related to the brand itself, such as I? LOVE? YOU and I? LOVE? It is a natural grafting, and it is more efficient when it is spread.

The so-called quantity: repeated execution! For example, from New Year to Niuxiaozao, the setting of this marketing calendar is much weaker than that in the northwest, and customers need to be domesticated for a certain period to form the relationship between the brand and the cultural matrix.

(3) Super IP

Super IP creation, in the creation of super discourse, we say that the saying is defenseless. Similarly, customers have a natural sense of closeness and trust in the virtual image of super IP, which is why many promotional activities like to use dolls to distribute leaflets.

For example, Sanpin Wang San Niu Ge, Daimei Hot Pot Daimei, and Laonijiu can be understood as a kind of super-image privatization, which can quickly narrow the psychological distance between customers and brands through distinctive personal settings, cute and interesting, and unique shape design.

If super symbols solve visual communication and super words solve auditory communication, then super IP can also be understood as solving tactile communication. Super IP is a three-dimensional image where customers can interact, hug and take photos.

(4) Brainwashing songs

In this article, the power of super-discourse, we arrange the communication efficiency of several kinds of super-discourse: ballads > jingles > spoken language > written language > characters.

Brainwashing songs, the first divine comedy in 20021year, belong to "I love you, you love me, honey snow ice city is sweet", and the degree of brainwashing and communication efficiency are even far greater than the super symbol of Snow King, which has become a well-known street bombing song for women and children.

Similarly, brainwashing songs must be based on a "melody matrix", which is a super ballad growing up with a generation and has formed a memory inertia. Once you open your mouth, you can't stop.

The above is the application of China-China method in catering promotion. In all application scenarios, there are several common keywords: mother culture, parasitism and undefended. The core purpose is to reduce the loss in the communication process and form a three-dimensional and complete promotion matrix from the perspectives of vision, hearing and touch.

Second: products

Next, let's talk about the application of China-China method in catering products. Before the specific analysis, first of all, we need to make clear a premise: the products mentioned here are not limited to dishes, but the whole store space, all dishes and service system all belong to products.

Among the three major positioning of Chinese enterprises in China, the second strategy-business strategic positioning, that is, a set of business portfolio and product structure.

(1) fist product+service system

In the catering industry, business combination can be simply understood as service, and product structure can be simply understood as dishes.

Starting with the dishes, the case of China and China has been emphasizing one word: fist products.

Any catering brand must have its own fist products. From the perspective of communication alone, concrete is better than comprehensive. The more focused it is, the more recognizable it is. Fist products can be used as a flow lever and communication lever, which greatly improves the operating efficiency of stores.

The advantages of fist products can be summarized from the following aspects:

Origin of ingredients: Putian restaurant-Wuyishan Touchun Dahongpao

Processing technology: half-day demon-roast skin and meat thoroughly

Product category: Sanpinwang-beef powder

Super item: Siebel-big bone of cattle

Any catering brand, dishes and services are the two keys to store operation, and they are indispensable. For example, Haidilao, its service advantage is even greater than its product advantage, which has become the strategic focus of a brand.

(2) Customer site+employee site

In addition to the visual advantages of the fist product and service system, there is still some work that most customers can't obviously feel, but it is equally important for the business activities of a catering brand. We summarize it as two sites, because the continuous business activities of the two sites can better support the business combination and product structure.

Customer site: through the layout of dining table, partition, ordering table, welcoming table and seasoning table in the front hall, the customer experience will be improved while the cost will be reduced and the efficiency will be improved.

Staff site: Through the rational layout of kitchen space and seamless connection of workflow, waste is eliminated and operational efficiency is improved.

With regard to the understanding of the importance of two sites, we can refer to the third positioning of China and China's three major enterprises: to achieve three goals with a unique set of business activities and a unique cost structure, with unique value and leading total cost, which is difficult for competitors to imitate.

Regarding the unique business activities, we should achieve two fits: space fit and time fit.

Spatial fit-FIT: interlocking, supporting and promoting each other.

Time fit-JIT: fit, seamless, efficient and smooth.

This unique business activity is sometimes an invisible advantage, because the space and time of business activities coincide, the same product and the same service, I can serve more customers with fewer waiters, the speed of serving meals can be faster, the turnover rate can be higher, and naturally, I will get more benefits.

This paper applies the second positioning and the third positioning of enterprise positioning to better and more conveniently understand the product structure, store service and two sites, but the second positioning and the third positioning definitely include more than the above contents. What we are talking about is only at the marketing level, not the strategic level.

Three: Channels

The channel of the catering industry, the source of customers is mainly concentrated offline. Whether it is a street store or a store in the MALL, the core problem to be solved is how to make more customers choose this brand and arrive at this store, so the essence of consumption behavior is a choice behavior, and the core is to improve customer conversion rate.

China and China have mainly optimized the whole selection link in three aspects, and improved the conversion rate of channels.

Business circle guide: there is no blind spot in business circle guide, so you don't have to ask the way to the door. The guide carrier chooses hanging flags, elevator advertisements, light box advertisements, etc.

Door packaging: strong signal stimulation, enhance the sense of discovery.

Take super symbols, super words, super lace, and use color as the packaging content; Take door heads, light boxes, glass stickers, posters, etc. as packaging carriers; Fully arm the brand Dojo, build a strong brand and kill a street.

Menu design: purchase reason, purchase guide and purchase instruction.

Strengthen the position of brand products and superior products; Enlarge product name, price and preferential information, reduce decision-making cost and order quickly; Add product purchase reason ICON；; Speak out the hidden advantages and provide decision-making services.

The arming of channels between China and China is essentially the space fit and time fit of customers' perspectives, which enhances transformation and improves efficiency.

Four: price

Regarding the formulation of price strategy, there is not much involved in the cases of China and China. Here, I use a business common sense that Teacher Ma Song said: Why can a restaurant make money? It's simple, because the income is greater than the cost.

How to reduce the cost is a strategic issue, that is, the total cost mentioned by Porter in the competitive strategy is ahead, which is not shown here for the time being.

Focus on how to increase income, two means: increase customer unit price and increase customer volume.

There are two ways to increase the unit price of customers: one is to increase the price directly, and the other is to let customers have more.

Direct price increase, Mr. Ma Xiaosong cited an example: a cup of 8 yuan/cup milk tea costs 6.5 yuan/cup, and the price increase is 2.25%, that is, 8. 18 yuan/cup, which basically will not affect customers' purchase, but the profit has increased by 15%.

Let customers have more. In the price strategy of Juewei duck neck, Huahua adjusted the price from 38 yuan/kg to 19 yuan/half a catty, which greatly improved the order rate of customers and accelerated the decision-making speed of customers, but the unit price did not actually change in this process.

Above, I summarized the application of China and China method in catering industry from the marketing 4P system.

The application of China and China method in FMCG industry;

China-China method, for the application of FMCG, summarizes one sentence: packaging is strategy.

Taking super symbols and super words as the creative origin, through packaging optimization, the advantages of shelf display are realized and the customer's choice probability is increased.

In the era of mobile Internet, the advantages of FMCG packaging strategy will be further amplified, because it is difficult for consumers to focus on the mobile phone screen and be forced to pay attention to the shelves in the buying scene of Shangchao, which is a rare brand Dojo in the current media environment.

One: product packaging

Regarding the specific thinking of packaging, I made a systematic summary in the article Understanding Media, namely:

(1) Point: All organs are counted.

Packaging design is a three-dimensional salesman, who designs the rotation of consumers' eyes, the reading order and the decision-making process. The whole process is connected by some specific design focuses, and finally achieves the purpose of sales promotion.

(2) Line: Lace strategy

Lace strategy is to release huge psychological and social energy through repetitive, identical and display visual forms, and it is a super symbol in anthropological sense. Even after tens of thousands of years of evolution, it has been rooted in the depths of human genes and has an inexplicable sense of dazzling.

(3) Face: Use color like fighting.

Packaging color, a truth, through a large area of color, the formation of color concentration, and the use of contrast color, contrast color and other collocation methods, so that packaging has visual penetration.

(4) Body: Let the product speak by itself, and put it on the shelf and sell it.

Body is the integration of point, line and surface, which integrates the advantages of point, line and surface into a whole, and strengthens the packaging advantages of the whole product through measures such as matrix arrangement, expanding exhibition area, increasing exhibition area and enlarging purchase reasons.

Two: marketing calendar

Like the catering industry, marketing calendars are also widely used in FMCG industry, which strengthens consumers' awareness of brands through cultural parasitism. For the understanding of marketing calendar, personally, it is more of a remote control to promote rhythm. Because of the existence of marketing calendar, brand marketing is relaxed and climaxed in the dimension of the whole year.

Three: Go strategy

In FMCG industry, China and China often use a strategic model: Go strategy.

The core of Go strategy is one sentence: Jinjiao has a grass belly on the silver side.

That is, under the strong brand advantage of Jinjiao products, we will develop silver-edged products, and finally form a product matrix encirclement of grass belly, so as to maximize the brand extension.

However, both are brand extension, which is often used in China-China method, but it is called brand extension trap in trout's positioning theory.

Trout believes that brand extension has certain advantages in the short term, but it will blur the positioning occupied by the original brand in the long term, and this will often lead to disastrous consequences, and sooner or later it will bring about its own destruction.

However, in the actual business world, it is not as absolute as trout said. For example, Apple, taking Apple's mobile phone as Jinjiao, has extended many silver-edged products such as tablet computers, watches and wireless headphones, and all of them have achieved success. Instead of diluting the advantages of the original brand, it feeds back and strengthens the original brand.

Positioning theory presupposes consumers' minds on a very limited premise, and consumers can only accept simple and direct demands, and absolutely bind brands with categories, and have no energy to do brand association at all.

Are all brands suitable for brand extension? Of course not. For example, the following situations:

Brand extension is a dilution of enterprise resources and customers' minds when the advantages of Jinjiao products are not absolutely leading. It is not recommended! For example, if you bake sweet potatoes in a general way and add roasted corn, the final outcome is likely to be both defeated.

The extension of the new brand does not take advantage of the core advantages of Jinjiao products, but to start a new stove and disperse the advantages and resources of enterprises. It is not recommended! For example, your baked sweet potato is a local specialty, and you cooked roasted corn by hand. This is no problem, but you have to sell meat buns by hand. The core technology difference between the two is too great, and eventually the meat buns may drag the back legs of baked sweet potatoes.

Although the brand advantage of Jinjiao products is strong enough, the resources of the enterprise are not enough to support the brand extension for the time being, so it is not recommended! For example, if you sell roasted sweet potatoes, it is a local specialty, but you are the only one who operates them, and the capacity of the stove is limited, so you must increase roasted corn.

However, if the brand advantage of Jinjiao products is strong enough, and the core advantage of Jinjiao products can be applied to other products in translation, this kind of "roasted corn" business can be considered with sufficient support from enterprise talents, capital and supply chain.

The above is the application of China and China method in FMCG industry.

From the super symbol, to the super discourse, to the understanding of the media, and finally to the differentiated application of specific industries, the summary of the above articles mainly focuses on the marketing communication level, but there are many classic cases at the strategic level in China and China, such as Hanting's blue ocean strategy and Wallace's differentiated strategy, etc., and we will make a specific interpretation in the subsequent articles on strategic topics.