Present situation of carved beef brisket
Network celebrity catering is the product of typical "flow thinking", and the formation of network celebrity catering can be simply summarized into two ways.
The first is the online celebrity catering model, which refers to the catering shops opened by celebrities with large traffic, and then forms information dissemination in the society to call on their fans to experience, thus forming online celebrity catering, among which the representatives are: carved beef brisket, nice to meet you, Miss Zhao and other brands;
The second popular mode of catering network means that catering enterprises make their brands famous overnight through powerful marketing, exaggerated names, appearance and design. Or in a certain opportunity, so as to get the attention of traffic, among which the representatives are instant noodles sashimi, convenience restaurants, called duck and other brands.
Although the catering of online celebrities is good, looking at the catering history of online celebrities, we will find that the short life is a nightmare that online celebrities can't get rid of. Like Huang Taiji, teacher Zhao's unequal status, Fu Juanlong shrimp, nice to meet you and other brands. Always rising fast and falling fast. It is difficult to maintain the sustainability of online celebrity catering simply by relying on fame, novelty, strangeness and uniqueness.
Everyone knows that online celebrity catering is short-lived. Why do many people still want to do online celebrity catering?
First, the advantages and disadvantages of online celebrity catering
Everything needs to be treated dialectically, and there are good and bad points in everything, as well as online celebrity catering. So what are the advantages and disadvantages of online celebrity catering?
Advantages and disadvantages: focus on marketing and ignore products.
Carvers use internet thinking to build new, exotic and special products and images, fully arousing consumers' desires. But when consumers really experience them and see the true face of online celebrities, with the disappearance of novelty, carved men are no longer attractive. In other words, marketing packaging is the core competitiveness of Diaoye beef brisket and Huang Taiji pancake, but the real product itself failed to form a moat.
Sculptors who play internet thinking actually don't understand the rules of catering operation. Jian Mu, who was originally the chief operating officer of Diao Ye's beef brisket and was born in the traditional catering industry, once revealed that the marketing that Diao Ye is good at is not integrated with the food itself, and the marketing means suitable for FMCG may not be suitable for catering. The essence of catering is product and taste, without which everything is useless.
Pros and cons 2: quick money and short life.
As the saying goes, it's time to be famous, and the main purpose of online celebrity catering is to make more money and get money quickly. Once a catering brand becomes an online celebrity, it will form a pattern of more people and faster money, which can quickly accumulate capital for enterprises. However, if you want to continue the fire for a long time, you must have a very deep foundation. The lack of online celebrity catering is the polishing of the product itself, which has caused a pattern of strong brands and weak products. Many diners come here for novelty, but online celebrity brands can only meet their other needs, and it is difficult to form a secondary resale rate and a store entry rate. Therefore, it is difficult for online celebrity brands to achieve long-term development.
As one of the development directions of catering, the problem of online celebrity brand has emerged, so is there any chance for long-term development? The answer is yes!
Second, the future of online celebrity catering
In impetuous moments, many people are crazy about money and success. Internet celebrity catering has become a means for them to get money, and such people will eventually be swallowed up and submerged by the desire for money. So what about the future of online celebrity catering or catering people?
In other words, a threesome must have a teacher, and we need to learn from the strong or skilled people.
Nowadays, Japan is the most worthy of reference. Japan is far ahead of other countries in terms of the number of enterprises in 100 or 200. The main reason lies in their craftsman spirit of striving for perfection, providing their diners with the best quality products and satisfying consumers' most fundamental pursuit of catering, thus forming a century-old brand and a century-old shop.
So what should online celebrity catering brands do? Perhaps the following set of formulas may bring some inspiration to diners.
Craftsman = Ingenuity+Craftsman
Ingenuity is the long-term foundation of online celebrity catering.
If a brand wants to achieve long-term development and continue to be bigger and stronger in today's rapidly changing world, it must have a kind of "ingenuity" to deal with external temptations and internal pressures from enterprises. If a brand has originality, it will strengthen its business development, put the greatest resources and energy into it and keep it, and do one thing step by step until it succeeds. Whether a brand's products are good or not mainly depends on whether it is ingenious, innovative enough and innovative. Diners make products in the spirit of "artisans", rely on beliefs and beliefs, constantly improve and perfect products, and strive for perfection, so that their products pass high standards and become products that many consumers can safely choose.
Craftsman, the long-term carrier of online celebrity catering.
The development of an enterprise requires not only an "ingenuity" to guide and spur the enterprise, but also a "craftsman". Enterprises without "artisans" can't succeed even if they have unique and excellent ingenuity. "Craftsman" is the key and cornerstone of implementing "ingenuity", and enterprises with "artisans" are likely to succeed.
Craft is the long-term foundation of online celebrity catering.
Products are the most direct embodiment of enterprise strength. The quality of products will directly affect the consumer experience. Good products will make the brand image of enterprises grow positively, while poor products will greatly reduce consumers' sense of belonging to the brand and ultimately affect the brand image of enterprises.
Network celebrity catering takes "ingenuity" as its pursuit and goal in its own development and product shaping, and promotes service experience and product quality with "craftsmen". Finally, "craftsman+ingenuity" is used to shape "craftsman products", and products are used as a bridge between enterprises and consumers to continuously strengthen and enhance brand image and build brand influence through product quality.
Plum blossom fragrance comes from bitter cold. When you are good enough, people will naturally admire you and applaud you. As Jonathan Lee wrote in To Ingenuity, I know that craftsmen usually mean stubborn, slow, insignificant and hard work. But what is hidden behind these are concentration, skill and the pursuit of perfection. Focus on one thing, at least worthy of the years, and leave the rest to time. Perhaps, we are repeating it intently every day, and we have to bear it no matter how hard it is, just for one day and worthy of the years.