Three key points of this article: 1. Don’t be limited in creativity by products, the Michelin brothers have great ideas.

2. Clear goals!

The Michelin Guide only recommends gourmet food focused on road trips.

3. Include content that builds authority and influence.

The Michelin company was founded in 1889 by brothers Edouard Michelin and André Michelin.

The company is located in Clermont-Ferrand in central France and specializes in the production of tires and rubber products.

However, in 1895, most people could not afford cars, let alone tires, so tire sales were not good.

Edward is an engineer and is responsible for the research, development and production of tires; Andre is a marketing expert and often provides planning solutions to enhance the company's popularity.

In view of the fact that most people did not have cars at that time, Andre proposed to publish the "Michelin Guide" in order to increase the popularity of Michelin tires and even take the opportunity to promote tire sales, hoping that a food and travel guide would stimulate the rich's desire to buy cars.

In this way, the first "Michelin Guide" was published in 1900, with tens of thousands of copies issued, and the "Michelin Guide" for that year will be published every year thereafter.

Even in 1920, when each copy cost about $2, which was not a small sum at the time, nearly 100,000 copies were sold.

Since 1953, in order to make the content of the Michelin Guide more accurate, loyal readers have begun to respond and comment on the content of the guide. Sometimes in just one week, up to 50,000 comments can be accumulated and fed back to Michelin.

By the 1930s, the Michelin Guide had become internationally renowned.

The New Yorker praised its advertisements for not being objectionable and for being "just right"; in 1952, Times praised the Michelin Guide as a "food and travel bible".

Food evaluators, fair food and accommodation evaluations and the original star rating system are all reasons why the Michelin Guide is praised.

When the "Michelin Guide" was first released, Andre once predicted: "This book was born in the 20th century and will continue to exist in this century." Now it seems that the prediction has not only come true, but even exceeded Andre's expectations, "

The Michelin Guide has a history of 117 years.

From a marketing perspective, Andre's original choice to launch the Michelin Guide completely broke away from traditional marketing thinking.

He was not limited to thinking about how to publicize the quality of his own tires, but took the idea of ??producing the "Michelin Guide" to increase the company's visibility and stimulate the public's desire to buy cars.

In the beginning, the Michelin Guide was created purely to build fame and stimulate the public's desire to buy cars, but now it has become an evaluation indicator for fine dining.

In 1924, Michelin's advertisement said: "With a car, you don't have to catch the early train; with a car, you can bring comfort and comfort to your family life." The Michelin brothers hope to change the way people travel, and the "Michelin Guide" gradually

played a role.

Because the food, accommodation and attraction information provided by the Michelin Guide are all based on road travel, not the rail travel that people were used to in the past.

The "Michelin Guide" mainly refers to the red guide (Le Guide Rouge), which collects food and accommodation information, but it also has a green guide (Le Guide Vert) that introduces attractions and itinerary planning.

The 1900 edition of the "Michelin Guide" lists road maps, gas stations, hotels and restaurants across France. The whole book is about 400 pages, and it is not as refined as it is now.

After that, in addition to France, Belgium, Germany and other European countries also successively published local "Michelin Guides".

By 1931, the star review system as it is known to the public officially appeared.

One star means: the restaurant has good cooking skills and can be visited on the way; two stars means: the exquisite cooking skills can be detoured to taste during the trip; three stars means: the top-notch cooking skills are worth a special trip to enjoy.

With the development of globalization, in 2001, Michelin released an online version of the Michelin Guide.

In order to expand overseas markets, the first American version of the Michelin Guide was published in 2005, starting in New York City and then expanding to Chicago and San Francisco; in 2007, two versions of the guide, Japanese and English, were launched in Tokyo, opening up Asia

Market; In 2015, the Brazilian version officially appeared, introducing restaurants in Rio de Janeiro and expanding its South American territory.

The goal of the Michelin Guide was very clear from the beginning, which allowed it to focus on well-designed content and create a quality gourmet manual.