The first store in Chongqing was out of the circle when it opened, and the average turnover rate in that month was as high as 5.5 times/day, which directly promoted the "top flow" of Chongqing hot pot. Later, with this fiery trend, it rushed all the way from Chongqing and Chengdu to Shanghai and other places, opening up the national market strongly and realizing the "triple jump" of brand expansion.
It is reported that when Zhu Guangyu 202 1 opened his first store in Chengdu, the number of people queuing in a single day was 1000+, and the highest turnover rate in a single day could even reach 1 1 time/day.
The first store in Shanghai won the first place in the "Hot Pot Hot List" and "Food Hot List" in just 7 days. Some diners laughed and said, "Waiting in line outside the store is just like waiting in line for nucleic acids during an epidemic."
Under this epidemic situation, catering brands generally encounter the era of "epidemic impact". Why is Zhu Can Guangyu still so popular? What is the core rule of brand explosion? To this end, catering O2O specially invited Li Yang, co-founder of Zhu Guangyu Hot Pot, to talk about the secret of brand explosion. Let's take a look.
0 1
Be an online celebrity first, and then talk about Changhong.
Since the rapid decline of online celebrity brands such as Diaoye Beef brisket and Huang Taiji, "online celebrity" has become a sensitive word on the catering track, and catering people have changed their colors from being eager to talking about "online celebrity".
But in the view of Li Yang, the founder of Zhu Guangyu Hot Pot, this is actually an overreaction to some extent.
"There is no network celebrity, how to talk about long red? The so-called online celebrity curse is essentially a lack of internal strength. " In the view of Zhu Guangyu and Li Yang, "The best way for contemporary people to do catering is to be an online celebrity first, and then gradually become a long red."
Brand internal strength is very important, but the fragrance of wine must be appreciated, and it is also important to do a good job of outflow.
In Li Yang's view, the core logic of Zhu Guangyu's hot pot explosion is: finding the right flow+finding the right product+finding the right model.
The so-called accurate traffic is an in-depth understanding of the current traffic platform, such as what is public comment? What did you vote for Tik Tok? What kind of big V should Little Red Book choose? Where is the announcement point after going online? After the money is spent, what kind of cognition is left for consumers?
"Why is the same money, other brands will explode as soon as they invest, and there will be no sound when your money is spent? It is not that others invest resources, but that his delivery is more effective and accurate than yours. "
In Li Yang's view, finding the right channel is the core step for catering brands to seize traffic.
Take Zhu Guangyu hot pot as an example. Zhu Guangyu is not the most suitable brand for Tik Tok, but it is more suitable for Xiaohongshu. Why? Zhu Guangyu has two core advantages, high-value scenes and high-value products. The shooting effect is very good and the shooting rate is high, which is very suitable for the tone of Little Red Book.
"Because of this, Zhu Guangyu Hot Pot will consciously guide consumers to take photos, upload friends, little red books and other channels in the store." Li Yang revealed.
"We even designed nine pictures of friends circle for consumers. Where can I take good photos? How to take a picture of the camera? We will tell them clearly. "
At the same time, Zhu Guangyu also has content suitable for vibrato short videos, such as Qijiang bumpkin, Wanzhou Gege and Shenhuo fried rice. Independent presentation, full of fireworks, is the "living signboard" of on-site stores and the best material for dynamic content delivery.
"After finding the platform, you have to find those big V numbers that meet the brand and analyze what effect this number can bring to you. Then control the content, don't rely too much on third-party platforms, they don't know your brand, they have to write their own promotional scripts, and only you know yourself best. "
Finally, there are closed public comments. "At present, consumers choose food stores, and the first reaction is almost always to find public comments. Public comment has become the last level of consumption decision-making. Therefore, it is very important to do well the operation of this platform. Fa Xuan took out one million, and I saw a three-and-a-half-star store, and the front was basically white. "
In addition to the above, Li Yang also talked about Zhu Guangyu's efforts in cost control, product package setting and customer maintenance. "There is nothing new to play, and the final landing is definitely a comprehensive operation." To do all this well, a whole professional team must do it.
For example, Zhu Guangyu not only has a professional operation department and brand marketing department, but also Liang Xi Tong, the chief founder of Zhu Guangyu Hotpot Restaurant, is a "mastermind in the catering industry", a dessert station and a pioneer of string incense. He once opened three restaurants and six restaurants, with a revenue of one million in half a year.
According to the introduction of catering O2O, the first store of Zhu Guangyu Hot Pot in Shenzhen only opened for about one month, without any social marketing, and the monthly revenue of the store has exceeded 2 million.
Obviously, Li Yang's strategy of finding the right flow not only greatly increased Zhu Guangyu's popularity, but also turned it into a strong brand potential, bringing a steady stream of tap water flow to his store.
02
Let the market reverse innovation products
If the flow of online celebrities is the key, then brands will continue to explode, achieve the purpose of becoming more and more popular, and finally return to the product level.
"Products are the key for consumers to stay and generate continuous repurchase." Li Yang, co-founder of Zhu Guangyu, said.
How to find the right product? According to Li Yang, there is a complete R&D process behind the birth of every explosive product of Zhu Guangyu:
The brand marketing department took the lead, extracted the popular elements in the current market and combined them with Zhu Guangyu's brand, and put forward the R&D idea. Then R&D professionals create new products according to R&D ideas, and then send them to the product library for testing and standardization research, and finally qualified products can be listed.
"In the past, catering brands made product innovations and handed them over to chefs. But chefs don't really know the market and users, they are just tailors. If you really want to create products that users like, you must use market reverse innovation to let the marketing department take the preferences of young people and put forward demand on this basis. "
Li Yang believes that this is the mainstream product research and development idea of future catering brands.
Therefore, when the hot pot+dessert model prevailed last year, Zhu Guangyu first launched the "lemon tea", and then launched the "milk ice series", which triggered the imitation of the whole hot pot track.
Around August, the "black explosion" of the catering industry was hot, and Zhu Guangyu launched black gold durian bags and tomato cheese bags.
Recently, Zhu Guangyu noticed that after waterfall potato shreds became popular on the platform, he immediately extracted the core explosive element "silk" and made micro-innovations in traditional products such as yellow throat, dried tofu and fat sausage, creating a thousand too hot yellow throats, dried tofu and fat sausages. .....
The above is just the basic logic of product development. If you want to make explosive products, you need to do another thing, that is, standardization.
Why does Zhu Can Guangyu explode frequently? There are three reasons: 1, and the product library is rich enough. Most hot pot enterprises can only have more than 100 SKUs, and Zhu Guangyu's product library can reach more than 400.
2, the product iteration is fast, with a new one every month and a new one every quarter.
3. Zhu Guangyu used the supply chain to solve the standardized output of more than 95% specialty dishes, and the cold chain was distributed, and there was no deep processing behind the store products. This model directly cuts off the price difference of products in different places, reduces the cost of the kitchen and improves the humanized effect of the store.
According to reports, Zhu Guangyu has been building a core supply chain since the brand was founded.
Establish a standard product production line at the front end and strictly control product processing. Back-end front warehouse first, improve the warehouse before opening the store. Obviously, every step is prepared.
In short, the successful path of Zhu Guangyu's explosive products is: first select the right products, then standardize them, then cut into the supply chain, and finally the store will be new with one click.
03
Expansion is not limited to one model.
In the past, catering brands were either directly operated or joined chain stores, and few two modes coexisted.
However, in Li Yang's view, with the changes of the times and the acceleration of catering chain, "in this era, catering brands can't survive only by relying on a single expansion model. Therefore, those areas that are directly operated, those that join in, and those regional agents must think clearly from the beginning and be prepared for expansion. "
Zhu Guangyu made a three-year development plan from the beginning. In the first year, do a good job and let Chongqing people recognize that this is a brand that can represent Chongqing hot pot.
In the second year, the brand single store profit model was launched.
Test whether the brand can penetrate in different location modes, whether the traffic can support, and how the repurchase situation is. For example, what is the difference between the revenue and profit of A-level port stores in A-level business circle and A-level port stores in B-level business circle?
Test every possible store model of Zhu Guangyu and establish a profit model library of the brand in different locations. "Franchisees who want to join the Zhu Guangyu brand only need to open the model library, corresponding to similar cities, store business districts and so on. How to build and operate stores is clear at a glance. "
In addition, in addition to opening the profit model, Li Yang also mentioned another important factor in joining the chain, the training system.
"Brand joining is like getting married. Franchisees and brand awareness need to vibrate at the same frequency, otherwise they are doomed to be inseparable from each other for a long time. To achieve this effect, training is a key step. "
It is reported that Zhu Guangyu has set up a 400㎡ brand training center in the brand headquarters, which has a complete training system to let franchisees know almost all the contents of the brand.
For example, brand responsibilities, gfd, equal service process and other links; Standardize brand operation management content, etc.
Enrich the foundation of profit model, integrate internal and external training, and form the "core system" of joining the chain Zhu Guangyu hot pot.
Thanks to this successful system, Zhu Guangyu Hotpot has achieved rapid expansion in the past year, and now there are 85 stores, including those about to open, covering nearly 100 cities in China, including Shenzhen, Shanghai, Chongqing, Chengdu, Beijing and Hefei.
According to co-founder Li Yang, Zhu Guangyu plans to have 65,438+000 stores by the end of this year, and the total number of stores will exceed 250 next year. With the continuous improvement of Zhu Guangyu's supply chain and model, brand expansion will continue to accelerate.
Summary:
As an online celebrity's brand, it was attacked by the hot pot track under the epidemic situation. The secret of Zhu Guangyu's shop explosion is undoubtedly a good reference and inspiration for the current catering people.
But as Li Yang said, not every brand is suitable for this style of play, and brands should understand what they want at every stage. The path taken by Zhu Guangyu is sometimes not necessarily useful after another brand is copied. Because there are teams and resources behind the path. ......
Therefore, catering people should combine the current situation of the brand when learning experience, and don't blindly follow the trend. Of course, from the perspective of catering O2O, joining directly is also a good choice.