In fact, in the catering industry, not only Haidilao, such as Jiumaojiu, Xibei, Grandma's and other big brands, like hatching sub-brands, which in fact what is the reason? Behind these sub-brands, what laws are hidden?
Why do the big boys like Haidilao and Jiumaojiu love to play sub-brands?
To this question, Meal Seeker believes that the answer is mainly the following.
1, big brothers have "dark ability"
The so-called "dark ability", is that you do one thing, in the process of doing, develop other abilities. that develops other abilities.
As an analogy, you love to write articles, handwriting tens of thousands of words a day, perhaps at the same time you become a writer , but also become a hard pen calligrapher , which is the "dark ability".
Like Jiumao Jiuzi's side brand "Go Hot Pot", from pickled fish transition to hot pot restaurant, almost effortless; and then this year, Jiumao Jiuzi engaged in a "Lai beautiful", focusing on grilled fish, is still essentially a hot pot. From team building, to product creation, and then to the overall presentation, and did not go out of the circle, however, and then look at the other brands of the Jiumao nine, what Cantonese pancakes Northwest dishes, but has not been able to turn over what splash to a large extent, is that these side brands have exceeded the brand's "dark ability", want to play well, you have to borrow the power of others . .
The newly hatched sub-brand "Lai beautiful"
Another example is Grandma's House, which has a lot of brands, such as Banquet Xihu, Furnace Fishings, etc., but the most famous one is the "old duck set". Grandma's positioning is "pro-people, homemade, cost-effective", looking at its sub-brand, only the old duck set in line with this point, see, the positioning of other brands and play beyond the Grandma's "dark ability".
In the final analysis, the dark ability on the one hand comes from the founder's innate genes, on the other hand, it depends on the founder to dare to take the initiative to challenge the unknown.
Capability can be cultivated, but beyond the scope of the ability, you have to borrow , and the dark ability may not be immediately realized, however, with these capabilities, you may find new opportunities and tracks.
2, the sub-brand to get potential energy is easy
Da Dong roast duck sub-brand "small Da Dong"
Like "Da Dong roast duck", after more than a decade of fire, set up a "small Da Dong".
Another example is Shanghai's high-end hot pot representative "big Hui brother hot pot", after the potential up, to create a "small Hui brother hot pot", business is very hot.
There is also the old brand of Cantonese cuisine known as "point Du De", the establishment of a "De Xiaokan", trying to change from traditional to fashionable young style.
Another example is the "Jia Guolong Kung Fu Cuisine" derived from Xibei, although the name has nothing to do with Xibei, but the word "Jia Guolong" itself has a branding effect, and can leverage the potential of Xibei.
Like the tea drink industry, "Xi tea", opened a small number called "Xi small tea", also good.
Xi-tea sub-brand "Xi-Small Tea"
The sub-brand can borrow the potential of the mother brand, it is a good thing, if the strategic positioning change, the restaurant kernel must be changed, if you play the "new bottles containing the old wine" that set, 3, eat through the output of the industry Playing the side of the business, none of them are in the industry for many years of branding, for the purchase of the enterprise, operation, sales, communication, have accumulated a very rich experience. There is thinking, there is actual combat, there will be output. Enterprises such as people, the industry's things all digested and absorbed, naturally will grow new bones and flesh and blood; on the contrary, not in a long-term immersion in the industry, do not think, not to think, manipulation and review, look at others to earn money, they also want to get a piece of the pie, only a cavity of the courage and enthusiasm, it is very difficult to be successful. All the other lines of business are different, and there is a risk of cross-border. Therefore, those who cross the border to do catering for the big brands, many are hastily ended. Like three squirrels, a snack seller, although related to eating, but engaged in a "rat flavor", on the fork split. Three squirrels restaurant "rat taste" And then, such as Unilever, dry supermarkets, selling FMCG is not good, have to open fast food restaurants, the results are not hot. And LV, Hermes, Armani, Chanel, and even Mercedes-Benz cars to rob the restaurant, and finally can not play, take the luxury of that set of high-end luxury, to sell the concept of enjoying life, in the current stage of China, it is difficult to work. Professional things, to professional people to do , such as Xianhezhuang, fire Fengxiang is smarter, know that they can't play, found a catering management company to engage in, outside of the star halo effect, inside of the catering veterans to take over, so that the play is the right head. Xianhezhuang Behind the big boys playing the sideboard, there are 3 laws To play the sideboard well, we must figure out the law behind it, and in this regard, there are a few ideas for the meal to see the gentleman. Law 1: Rural surrounded by urban, collect small market. As one of the most powerful strategies in history, "surrounded by cities in the countryside" is divided into 3 parts: armed struggle, agrarian revolution, and establishment of power. It is also appropriate to use the strategy of encircling the city from the countryside to explain the law of playing the sideboard with the big cards. First, the armed struggle. The competition between brands is like a battlefield, the fight is certain, but how to fight? Frontal combat, hurt the enemy a thousand, self-inflicted injuries eight hundred fight, is not a wise choice - that is, to find an enemy forces are small or have not touched the place (market), as a struggle for the preferred place. This is also the reason why the big brands like to go down, they either sink to the three, four or five cities, or reduce the unit price, compete for the low-priced range market. Haijilao's sub-brand Meng Xiaojun Whether it's a small city or a low-priced area, as long as their competitors haven't reached them or they're weak, they have plenty of space and time to lay out . Second, the land revolution. The essence of the agrarian revolution is to mobilize the peasants and unite their forces to achieve victory. To unite and mobilize the peasants, it is necessary to solve their pain points, so what is the biggest pain point of the peasants? No land! Working for the landlords for a whole year, they are still hungry and cold at the end of the day, so it is easy to mobilize them by giving them land. That's why Pinduoduo is so popular in towns and counties - there are so many products, and they're cheap. Some people say that there are a lot of fake products on Pinduoduo, so why do you still use it? The young people in the towns thought, "I'm using Poundland, what do I care about the real goods and fake goods? It's like when a tenant is suddenly given a piece of land, do you think he cares if it's in the mountains or in the valley? Pinduoduo, the favorite of small-town people So, Jingdong launched "Jingxi", "Jingxiaobang", Taobao launched "Taotie", all in order to maximize the flow of attraction, collect low prices. Maximize the traffic, collect low-end, fragmented, small market, accumulation of less into more, for the subsequent preparation. The big brands open small numbers, sinking small cities or low-priced areas, the purpose is the same - to collect low-end, fragmented, small market, "ready to start" . Finally, establish power. When the market is determined, the flow of users to get the hand, the brand has a base and power support, as long as to give enough time to its layout and dissemination, it is difficult for others to shake, the first to win , competitors to fight down the hill, not only need to be a big capital, but also involved in the allocation of personnel, operations management and so on. However, the effort to hit a third, fourth and fifth-tier cities, hogging a low unit price range, how much is not worth it. Of course, leaving aside the big brand's subsidiary brands, many "brand emperor", is also this way. Qiji fish pot with more than 400 stores across the country, as well as its Yang Palm Cabinet chili fried pork and Chongqing cylinder head old hot pot are this way. One of the three masters of Henan, "Fat Donglai" There is also one of the three masters of Henan, "Fat Donglai", almost only the layout of Xuchang and Xinxiang, such as the city, but its deep-rooted, high customer trust, it is estimated that even if the "Costco", the "Fat Donglai", the "Fat Donglai", and the "Costco". Regulation 2: Simple and direct, high degree of reproducibility. Bigger cards play sideboards, the simpler the better, and too complex, the more energy involved. Like Haihaisao, the company likes to play with "noodles", such as 18-boil, Liao Pai, Bai Bran, Qiao Qiao's noodles, Qin Xiaoxian, Meng Xiaojun, etc. The company's main goal is to provide the best service to the customers. The first step in the process is to make sure that you have a good understanding of what you are doing and how you are going to do it. This is also the reason why big brands love to play fast food. Regulation 3: Keeping up with the times. National policy, is the industry wind vane. From the past mass entrepreneurship, innovation, to today's "small store economy", "the era of ten thousand stores", exquisite small store, is stepping on this trend. In addition, the impact of the epidemic, people's attitudes are changing, "delicious, rational consumption, health and nutrition" , is gradually becoming a new trend in food and beverage, so big brands love to open small stores , and the price per unit is generally not very high. Being a good friend, I'm not sure if I'm a good friend, but I'm a good friend, and I'm a good friend. In November last year, the state proposed "to boost food and beverage consumption, encouraging catering enterprises to enrich and enhance the dishes, innovative online and offline business models. Improvement of food service standards, support to market-oriented promotion of high-quality special diet . (Note the landing point "quality food") The crowd gathered in the specialty food street It can be seen that there are characteristics of the quality of food, must be the dining trend in recent years. A few days ago, the China Hotel Association and Xinhua jointly released the "2021 China Catering Industry Annual Report", pointing out that "the emergence of specialty snacks", such as fried skewers, barbecue, marinara, desserts, milk tea, and other snack stores are blossoming all over the country, and many also got investment. Han Ming, president of the China Hotel Association, believes that this reflects the current trend in the catering circle of categories - Specialty catering mining. Then look at the big names playing the side cards, almost all have features, either pop-up features, or regional features, or an extension of the parent brand features and so on. So, play the side brand, to keep up with the times wind , whether it is the trend, or policy support, follow the country, certainly not wrong.