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Huang Taiji pancakes: traditional "local snacks" also need to "high style"
When it comes to pancakes and nuts, we think of the morning roadside food stalls, where office workers buy a steaming hot pancake and nuts and then eat them while rushing to work. It's hard to think of someone sitting in an elegantly decorated store, listening to pop music, sipping a drink, and eating pancakes and nuts with grace. But in Beijing, someone has opened just such a pancake store, Huang Taiji Pancakes, where eating pancakes feels just like drinking coffee at Starbucks. Only, "Starbucks" is more "lofty", and "Huang Taiji pancakes" a little more grounded.

"Huang Taiji pancakes" success in addition to the Internet thinking management of traditional snacks, but also the results of micro-innovation - clean and elegant environment, careful store design, a series of pancake fruit-related food, waves of access to the store! The fashionable white-collar workers, you are skeptical, it's not like eating pancake fruit, it's more like eating Western-style food.

He returned from abroad in 2004 to work as a designer at Baidu, his first job. Later, he worked as a user director at GoWhere.com and did brand and user management at Google. 2009, He Chang started his own business, setting up an advertising agency, which did well enough for him to become the world's youngest founding partner of a 4A advertising agency at the time, at the age of just 27. However, even with a successful career, He Chang is still not satisfied, he wants to do catering, and wants to sell pancake fruit.

Putting the "high" advertising company not to open, to sell pancakes and fruit, He Chang in the end how do you think? Because Hur Chang is a "foodie", and cooking is also good, love to eat and will cook, he wanted to open a restaurant a long time ago. However, there are so many kinds of Chinese food, what to do? He thought of KFC and McDonald's, this kind of foreign fast food can be developed in China for a long time so well, and its simple mode of operation has a lot to do. For example, burgers, two slices of bread sandwiched between some vegetables and meat can be eaten, and sandwiched between what can be changed at will, both to achieve standardization of operation and can be constantly changing, both the production of food and the operation of the restaurant is relatively simple and much more. Chinese food is much more complicated, to be delicious all rely on the chef, but the chef often can not achieve standardized operation, it is difficult to maintain consistent taste and always delicious. So, can we find in Chinese food similar to KFC and McDonald's kind of food that can achieve standardized operation but also can continue to expand the taste? He thought of the pancake fruit.

His friends were surprised to hear that he was going to sell pancakes and nuts, and they thought he was a fashionable person with good taste, but he was actually going to sell such an "earthy" traditional snack. But He Chang said, although the pancake fruit is a traditional snack, but not "dirt", even if it is "dirt", he also wants to sell it as both trendy and "high" food. So, after some preparation, He Chang's pancake fruit store - "Huang Taiji pancakes" opened.

How did Huang Taiji attract its target audience? After all, it's not easy to get white-collar workers to suddenly accept "high class" pancakes and nuts. This brings us to the marketing model of Huang Taiji. Hep Chang is the boss of the Internet field, in the marketing of his own advantage - the customer experience, of course.

In order to more accurately know the customer's feelings, diners can first go to the "Huang Taiji" to try to eat, and then to the "Huang Taiji" launched on the Internet test feedback, "Huang Taiji" will be based on the customer's feelings, "Huang Taiji". "Huang Taiji" will adjust the flavor of the food according to the feedback of diners. In doing so, one can accurately know the feedback of customers, the second is to take the opportunity to publicize.

"Huang Taiji" store why decorated so beautiful? In order to let people share, beautiful, fun, there will be people to take pictures, after taking pictures will be sent to WeChat, microblogging, is equal to "Huang Taiji" to do free publicity. He Chang also often interact with the netizens on the microblogging chat, to understand their feelings about "Huang Taiji pancakes", and from time to time to send one or two long microblogging, attracting fans to pay attention to "Huang Taiji".

He also often creates topical events. For example, he once drove his own Mercedes-Benz car to deliver takeaway, originally unintentional, the result has become a hot topic of discussion among netizens - "Huang Taiji pancake store owner to drive a Mercedes-Benz car to deliver takeaway". Since the netizens are so concerned, He Chang simply take this event to marketing, deliberately driving a Mercedes-Benz car to deliver takeaway, the result is a lot of consumers photographed and uploaded to the Internet, "Huang taiji pancakes" so get a very effective marketing.

In addition to Internet marketing, "Huang Taiji" has a variety of other marketing tools, such as the interesting advertising slogan: "Here, eat pancakes, drink tofu brain thinking about life." Encountering festive seasons, "Huang Taiji pancake store" will also launch a variety of interesting activities, such as Children's Day staff COSPLAY (anime reality show), customers wearing a red scarf into the store to eat pancake fruit, the Dragon Boat Festival to eat pig's feet activities, Father's Day, "bring your dad to eat pancakes! "The event was held on the Dragon Boat Festival and Father's Day. A pancake fruit by He Chang played out so many tricks, how can not fire?

So, "Huang Taiji pancakes" opened a year, more than 5 million yuan of water flow, by venture capitalists valued at 40 million yuan.

He Chang said about the secret of the success of "Huang Taiji", "Huang Taiji" advantage lies in the first product advantage, the second lies in the Internet thinking.

First of all, "Huang Taiji pancakes" is a modified traditional snack, completely free from the "earth" feeling. General pancake fruit in the middle of the fruit is a layer of "thin crispy", but "Huang Taiji" pancakes in the middle of the fruit is with no alum fried fritters, because the authentic pancake fruit is sandwiched between the fritters. In addition to pancakes and fruit, "Huang Taiji pancakes" also has soybean milk, bean curd brain, Northeast rolls, spicy hot pot, Sichuan cold noodles, secret pig's feet, pumpkin soup and purple yam taro, a series of products have staples, drinks, desserts, is not the kind of impression that the monotonous pancakes and fruit. Customers eating this kind of food in such a stylish store, it is difficult to associate it with "local pancakes". Therefore, many white-collar workers have come here to eat. In order to facilitate customers to eat, "Huang Taiji" set the business hours of 7:00 in the morning to 2:30 at night, and can also be delivered at night, with "Huang Taiji" slogan that is "the darkness of the night, we understand! "

This is the first time I've ever seen a person who has been in a position to do that.

Secondly, He Chang has a strong Internet marketing advantage. This is due to his experience, he has worked in several Internet companies engaged in executive work, he once founded an advertising company, marketing, especially Internet marketing is very good at. He said, do not dare to say that he is the catering industry knows the most about Internet marketing, but must be the pancake fruit industry knows the most about Internet marketing, in this field he is the strongest.

He Chang believes that the main feature of the Internet is to create demand rather than cater to demand, for example, when there is no search, we do not feel the need to search, and when there is a search, we realized that the original search for our lives to bring so much convenience and benefits. He created "Huang Taiji Pancakes" in the same way. Before the emergence of this thing, people would think that they do not like or need to eat pancakes and fruit, and they do not need to go to such a grand place to eat this kind of food. However, after tasting the "Huang Taiji Pancakes", he realized that this food is so delicious and he likes this way of eating, and he needs to eat it again and again. This is "creating demand". If every entrepreneur can create demand instead of just catering to it, then he can find an opportunity to start a business at any time.

In addition, Hur Chang is a young man himself, and he understands the consumer tastes and needs of young people nowadays, and he also knows how to communicate with them and win their attention, which is why the "Huang Taiji Pancakes" can be successful. But He Chang is not so proud of himself, he is still groping, hoping to find a set of traditional business and Internet thinking combined with a more perfect way of thinking.

What kind of customers does He Chang sell his pancakes to? Is it also sold to the morning rush rush rush rush rush rush commuters?

This is not the main positioning of Huang Taiji, he will sell pancakes to the white-collar workers who often go to high-grade office buildings.

For such a positioning, He Chang initially had a lot of worries: according to the conventional soybean milk, doughnuts, pancakes and fruit are breakfast, people will come from morning to night to patronize their own store? In everyone's impression, pancakes and fruits are very cheap food, but their own pancakes and fruits are much more expensive, can consumers accept such prices? Roadside stall food was upgraded and moved to the hall of elegance, the mood of the petty white-collar workers will accept this form?

In order to attract the white-collar workers to accept his pancake fruit, He Chang in accordance with the "literary cool" paradigm to build his store. His store did not choose in the center of the busy, but a relatively cool place; store decoration is very fashionable and elegant, the style is somewhat similar to Hong Kong-style cafes, the store in all corners with a variety of bonsai and novelties from around the world; store constantly playing pop, jazz, blues and other music. In short, this place is full of "literary cool" style.

What is "literary cool"? He Chang defines it like this:

Literary cool is to make the best of small things with delicate emotions, a slower tempo, and a gentle feeling. This extreme includes products, environment, marketing, added value, etc., revealing a literary feeling. This is in line with the self-positioning of petty white-collar pursuit of mood and taste of life.

"Cool" is to make a very boring thing very interesting. In everyone's mind, eating pancakes was originally a very unromantic thing, and the pancakes sold on the roadside are even a kind of unhealthy food. However, this kind of uninteresting food, for which no one would have any expectation, has been completely changed after Hirsch's creation: not only can pancakes be eaten in a clean and romantic environment, but they can also be sold in a sports car, which is simply too cool! For young people nowadays, everything interesting is "cool" to them.

After packaging, full of "literary cool" paradigm of the pancakes has long been the impression of the pancakes, when the petty white-collar workers to see such pancakes, immediately can not hold their appetite, and the concerns of the Hechuan also disappeared.

"Earth" pancakes in the hands of He Chang is a literary model, upscale model, international model, no wonder those who drink Starbucks coffee, white-collar capitalists have run over, because the store has a different style, in line with their mood.

This article is excerpted from the Internet era entrepreneurship guide book "Light Entrepreneurship"

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Tian Yunxian

The founder of the education and training industry, the authority of the international business training, the international training experts, the chairman of the board of directors of the Tian Yunxian International Education and Training Group, the founder of the Cloud Fund, the founder of the business training system, the successful development of the He has successfully researched and developed a number of training systems such as "King's Army", "Elite Training Camp", "Enterprise Business Warfare System", "Enterprise Operation Complete System", etc. He is the author of the best-selling book "I am not the best". He is the author of the best-selling book "I'm not waiting for Xian" and so on.