With the rapid development of Internet, brand upgrading is necessary for ever-changing consumers. Only by successfully upgrading the brand can we better meet the new demands constantly raised by people and really attract customers.
Therefore, how to successfully upgrade the brand is a major difficulty in the catering industry at present.
Let's discuss it together.
"More successful brands, after the upgrade, you still have an impression on them. Most of them come from your brand content, such as Muji and Uniqlo, not through advertisements and advertising paintings. " Curiosity daily.
Cang Jing sushi with take-away sushi, which successfully won the restaurant brand upgrade battle, is one of the typical examples worth discussing.
Cang Jing Sushi Takeaway Sushi (hereinafter referred to as Cang Jing Sushi) is a Japanese-style chain brand that originated in Zhongshan, Guangdong Province, focusing on sushi takeout. At present, there are more than 300 franchise chains in China. As a catering brand established six years ago, only by continuous upgrading can it successfully survive in the brand upgrading competition. It also created the upgraded version of Cang Jing 5.0 that we see at present.
At the beginning of listing in Cang Jing, although the quality and freshness of Japanese materials were highly demanded, it gradually emerged in Zhongshan area. An old customer who stayed in Cang Jing for three years said, "I remember when I was at school, the shops in Cang Jing were still orange, and the shops were very simple. Whenever I went to eat before, I felt that things were still so delicious and fresh, and the service was good! "
However, in the face of fierce competition in the catering market, Cang Jing must keep pace with the times and improve its competitiveness.
Want to a higher level, only brand upgrade, and in order to keep pace with the times in the upgrade, Cang Jing first found that the brand wants to have lasting vitality, content upgrade is necessary.
1, to create a brand multi-scene consumption positioning-dinner
Cang Jing is such a catering brand with sushi as its main brand, which is convenient, fast and cost-effective. At the same time, it is sanitary, fresh and has a sense of quality.
However, in the face of consumption upgrading and consumption changes, it is very important that the sense of price is not equal to the sense of value.
Now the consumer demand of customers has changed. Maybe you and your friends didn't think of Cang Jing at the party in the past, but now customers have various consumption scenes. Then the change of brand positioning is very important.
According to the founder of Cang Jing, "The brand positioning advocated by Cang Jing in the past was' fresh to take away', taking products as the starting point, so that customers can feel our strict control over product quality when tasting our products. Now Cang Jing 5.0 brand upgrade, we decided to take customers as the starting point, and we want to advocate the concept of Japanese materials anytime, anywhere, convenient and fast. Because we want our customers to feel different youth, happiness and positive energy, and let them have more choices for dinner and more lifestyles when they get together. It also said, "Go to the party and bring God's well!" " Brand concept positioning has won unanimous praise from the public. "
2. Stores are unified and differentiated, allowing consumers to take away products and leave an impression.
After several generations of changes and upgrades, the sushi restaurant in Cang Jing finally launched the version 5.0 we saw. The new image of Cang Jing Sushi 5.0, which was unveiled this time, takes "diverse consumption scenes" as the theme. In addition to continuing the original food culture of "high quality and freshness", the whole image also revolves around "going to the party and taking God's well!" The concept of.
In the process of communication, HIM mentioned: "In the past, when we upgraded our brand, we only made changes for a small number of stores, so customers often saw sushi restaurants in Cang Jing with different styles, and also gave feedback on whether there were imitators. Therefore, for the long-term development of the brand, after the latest 5.0 upgrade, it was decided to achieve a unified store image output upgrade, so that all stores under Cang Jing Sushi will become 5.0 store versions one after another. "
The upgraded version of Cang Jing Sushi 5.0 not only challenges the rare bright yellow and blue tones in the market, but also incorporates various young and trendy cultural elements as auxiliary elements, making people feel young, bright and not too cold.
From the overall appearance of the store, in addition to the bright yellow and blue main colors, at first glance, the brand positioning is "go to the party, bring God!" At a glance, the transmission is direct; At the same time, after entering the store, yellow and blue contrast colors are used in a large area on the ground, and warning guide belts are used to divide the area into "public areas" and "gathering areas" to make customers have a more consumer experience; Cang Jing Sushi 5.0 has chosen the network celebrity LED to echo the industrial door when integrating the cultural elements of the youthful tide.
3. Make the brand active and interactive among young people.
But in fact, in addition to the hardware upgrade of Cang Jing Sushi 5.0 storefront, the export of soft culture is the key to really make the brand active among young people and make the brand concept more deeply rooted in people's hearts.
The brand positioning of Cang Jing sushi is "Go to a party, bring God's well", and the main audience is young people. However, in the category of Japanese cuisine, parties and dinners also occupy a large proportion. In order to have a unified soft culture export for the whole brand and make it easier to do brand marketing, Cang Jing Sushi decided to launch an IP image, namely the boss and assistant.
With the renovation, the marketing of Cang Jing Sushi 5.0 has done a lot of brand soft culture output around the new visual output system and IP image. From the companion cards on the table, such as "Long live freedom, have a good meal, be alone for a while ...", to the gathering area of the party, the scene consumption concept of "going to the party and taking Cang Jing" is created in a funny and interesting way with IP image. At the same time, the wall stickers showing homemade soy sauce, homemade mustard, fermented rice, etc. that we saw in the 5.0 store all showed the product research and development ability and quality control requirements of Cang Jing sushi.
Surrounding products, such as pillows, dolls and calendars, mainly made by BOSS and assistant, make the brand's IP image more interactive, while DIY sushi packages of BOSS and assistant and YEATION of Yueguang Rice not only make it interactive with customers, but also make Cang Jing sushi's ability to strictly control products and independently develop products more deeply rooted in people's hearts. Improve customer loyalty to the brand.
In the future, Cang Jing will also join the interactive elements of IP image punching to provide more fashionable tonality for young people and make the brand younger and more fashionable.
Of course, apart from the visual output of the brand, simplifying the consumption process and making the experience more convenient is also one of the elements for the successful survival of Cang Jing sushi.
4. despise cumbersome consumption and go into battle lightly.
In the past, Cang Jing sushi will put display cabinets in the store to convey the concept of "quality and freshness" of the products at all times. However, due to the fast-paced lifestyle, people are no longer willing to use more complicated procedures to consume. In addition, product quality maintenance, display effect maintenance and daily operation management of product display cabinets will greatly increase the cost of offline stores.
So, in order to let customers experience the consumption process of Cang Jing sushi faster, better and more happily, in the latest 5.0 storefront, we found that Cang Jing sushi abandoned the long-used product display cabinet and began to adopt the online applet ordering mode.
In order to make online applet ordering more effectively delivered to customers, whether it is from the glass sticker on the facade, the humanoid display board in the store or the small decoration in the dining area, the convenience of online ordering is always delivered to consumers; At the same time, let the store achieve real cost reduction and let customers enjoy the real high-quality consumption process.
5, joint marketing, the average price of a single customer is 50+
How to improve the average price of customers and give them more choices is another essential content of brand upgrading-product structure upgrading.
In the past, Cang Jing sushi has been focused on selling sushi. However, after Cang Jing sushi brand 5.0 was upgraded, the optimization focused on the combination of package sales. In addition to strengthening the research and development of sushi items, it also increases the drainage of rice and surrounding snacks, which provides more possibilities for the combination of set meals.
In the latest package combination sales, combined with the current consumer demand for various scenarios and marketing hotspots, various combination packages are launched. From the different consumption scenes of single person, double person and multi-person, with limited marketing popular in various festivals. After the upgrade of Cang Jing Sushi 5.0, the average price of customers in its stores has stabilized at over 50.
Founder HIM told us that in fact, Cang Jing sushi has been studying take-away scene marketing since the brand upgrade. Usually, in addition to shaping the consumption scene of products, we will also pay special attention to strengthening scene marketing in brand activities, which is not limited to what we have seen so far.
With the rapid development of the Internet and the outbreak of the traffic era, how to obtain traffic has become one of the goals of all catering competitors. However, with the fierce competition, the traffic in the public domain is seriously divided, and the requirements of consumers are becoming more and more strict. Therefore, in addition to characteristic marketing propaganda, the rise of private domain traffic is very important.
He told us: "Getting traffic, screening traffic, maintaining traffic and transforming traffic are very important to the take-away mode of Cang Jing sushi, so I realized the importance of private domain traffic very early and gradually began to accumulate and operate the brand's private domain traffic pool."
Through popular traffic platforms such as Red Book, Tik Tok and Live Broadcasting, Cang Jing Sushi has continuously introduced new traffic in batches by using its own brand-specific marketing promotion.
Recently, for example, the first landing store of Cang Jing Sushi 5.0 opened in Zhongshan Kang Hua Store, and it was promoted online and offline through live broadcast and local media channels. The total number of live viewers reached 230,000, while the number of online viewers reached 1.9 million, and the total number of interactive comments was 1w+.
After obtaining the traffic, you can choose accurate traffic to meet different consumption needs, so Cang Jing Sushi has built a perfect membership system and community to solve this problem.
Up to now, Cang Jing Sushi has successfully established more than 30 WeChat groups, 15 enterprise micro-signals, which are operated and managed by special personnel. During holidays, in addition to releasing new products, welfare and marketing activities, we will also explore interesting topics, chat with customers and keep the atmosphere active.
According to him, in order to solve the traffic conversion between online and offline, Cang Jing Sushi was launched at the end of 20 19, and the lightweight APP program "Cang Jing Sushi Takeaway Sushi" with the functions of take-away, reservation and membership has accumulated more than 200,000 members.
Combining the community and small programs, the offline stores of the brand have achieved real online and offline unified management, which has enabled customers to improve their loyalty and activity to the brand. In addition, customer data is obtained through online publicity, customer micro-signals are added and stored in the "traffic pool" to expand private domain traffic.
During this epidemic, private domain traffic played an extraordinary role. Because everyone stays at home, they are more willing to interact in the community to better let the brand know the real needs of consumers.
Summary:
From 2006 to now, the domestic catering industry has undergone earth-shaking changes in just 14 years. Some former catering giants have long since disappeared, and the previously unknown catering white has become the industry leader.
However, because of the "intervention" of the Internet, consumption has been greatly upgraded and the industry has developed more rapidly.
As of 20 18, China's total catering revenue reached 4.2 trillion yuan, making it the second largest catering market in the world after the United States. As far as brand upgrading is concerned, it is time to pursue drainage, otherwise it will be out of date!
The case of Cang Jing sushi takeaway brand upgrade shared today, whether it is brand content upgrade or marketing upgrade, is unique and unrepeatable. I hope to give some inspiration and help to catering enterprises that still have no sense of direction and have been struggling.