In recent years, Hunan cuisine with radical taste is sweeping across the country at a speed rare in history.

Most Hunan Hunan cuisine bosses are courageous, love to learn, have foresight, dare to deny themselves, dare to start all over again, and dare to actively innovate.

The following is our case of serving a brand of Hunan cuisine. Now I will share the strategy and logic behind the whole case with you, hoping to inspire you.

Mr. Jiang, the founder of the project, is a chef who started from scratch. He runs a Hunan restaurant called Private Cuisine in Xiangtan, Hunan.

Earlier, relying on his excellent cooking skills, he personally cooked this fly restaurant for more than ten years, and then gradually entered the chain development.

However, because the trademark of private kitchen could not be registered, a new brand named XXXX was established.

However, after millions of investment, this new brand has been tepid for several years.

So he invested millions of dollars to upgrade and re-planned the flagship store.

However, after the new store landed, not only did the business fail to meet expectations, but the performance of the original two old stores also gradually declined. So he came to cooperate with us.

Then we began to investigate the whole project.

Why is the business of the first store hot, but the performance of the second store is tepid, and the third store is even less satisfactory? What's the problem?

Through research and analysis, we draw the following conclusions.

First, the awareness of new brands is low.

The original brand name of private cuisine is easy to identify and spread, and you can remember it once.

And this new brand name, XXXX, not only has no value orientation and positive association. On the contrary, it is too connotative, which leads to high identification cost, high memory cost and high communication cost of this new brand name. Secondly, coupled with a designer who doesn't understand brand marketing, in order to pursue the elegant beauty of design, the design of this new brand XXXX doesn't even have basic recognition, including the brand logo, which is also nonsense in design. This design not only does not reduce the cognitive burden of consumers, but also becomes the asymmetry of manufacturing information. The end result is that the door with an inch of land and an inch of money not only has no advantage in getting customers,

Second, the brand has no unique value and no clear reason to buy it.

Through consumer communication and 2000 questionnaires, we come to the conclusion that:

XXXX is a widespread cognition in consumers' minds.

Submerged in the homogenization of several Hunan restaurants, the overall dining experience has no distinct value memory points. There is no differentiated purchase reason worth consumers running three or five kilometers to eat. The existing customer base is almost all customers who come from the surrounding areas randomly for convenience.

Previous private kitchens also had information asymmetry problems such as unclear value demands and unclear purchase reasons. But the reason why it has been so popular for so many years is that the competition in that era was not so fierce, and secondly, through years of word-of-mouth precipitation, a large number of loyal customers have accumulated repurchase. A new brand has no unique differentiated value, and there is no clear reason to buy it. Naturally, there is no advantage in creating customers.

Third, the taste of the product has no advantage.

It turns out that private cuisine can continue to be popular for so many years. The core reason is that the founder personally purchased, strictly controlled the ingredients, personally cooked, and insisted on the taste of Hunan local cuisine all the year round. However, once we embark on the road of chain operation, the whole product production system will inevitably weaken the dependence on chef's technology, and take the operation process of standardization, industrialization and packaging, and be forced to upgrade the product taste from Xiangtan original flavor to compound seasoning flavor. The dishes with compound seasoning flavor can't be compared with the original local dishes and local dishes.

It's no problem to open one or two stores. Once you want to be big, you must cook and take the road of standardization, which will inevitably sacrifice your taste advantage. Once the taste advantage is sacrificed, the core competitiveness is lost. Only in environment, mode, brand, marketing, efficiency, price and so on.

This is why, you see that there are many chain brands of Hunan cuisine, a lot of overwhelming advertisements, innovations in various business models, a variety of tall and fresh decoration environments, and various promotional specials.

But when you finally pay the bill, you will find that the average person is only forty or fifty yuan, many even as low as thirty yuan, but the unit price of many fly restaurants can reach seventy or eighty.

Because the disadvantage of chain Hunan cuisine brands is the advantage of these fly restaurants. Therefore, it is impossible to harvest these fly restaurants.

Secondly, the supply of the back-end industrial chain system of Hunan cuisine is incomplete, the distribution system is immature, there is a lack of large-scale high-quality raw material planting and supply bases, and there is also a lack of stable and mature suppliers such as large-scale characteristic auxiliary materials, seasonings and equipment.

That is to say, in Hunan, a brand of Hunan cuisine with a unit price of 100 yuan should be transformed into 100 direct stores. There are no mature suppliers, and many have to rebuild the standardized supply chain system on their own.

Fourth, the model is too heavy and the environment is old.

XXXX's models and decoration styles are fast fashion, and fast fashion style itself is a short-term trend, which cannot stand the precipitation of time. Moreover, the depreciation rate of decoration space is very high, and the overall environmental experience of only two or three years is not advantageous.

At the same time, the main customer groups of the fast fashion model are young people who are light-social, and the four-person platform is the main one. It is suitable for selling goods and winning with the transaction rate.

The channel is a street shop. The main customers and consumption scenes of street shops are family dinners, friends' gatherings, people's banquets, light business and small banquets. In other words, community street shops have a greater demand for round tables and private rooms.

Opening an 800-square-meter fast-food restaurant in the street shop community led to insufficient tables for four in the hall and round tables in private rooms. The utilization ratio of the whole space area is unreasonable, which leads to low floor efficiency and human efficiency.

Including product structure and pricing system. Because, in the communities and streets of Xiangtan, it is not right to open the 800-square-meter fast fashion Hunan cuisine model.

To sum it up. The core reasons for the bottleneck of performance growth are as follows.

First, low brand awareness and low recognition lead to low natural customer acquisition rate.

Second, the brand has no unique value, and consumers have no reason to eat from three to five kilometers away, so they can only take over the business of some surrounding residents.

Third, there is no advantage in product taste, which leads to low repurchase rate.

Fourth, the community started the fast fashion mode of 800 square meters, which led to the overweight mode, low efficiency and low efficiency.

The above is only from the outside to the inside, and the analysis conclusion is drawn from a single dimension.

If we widen the spatial perspective, the actual situation will be even less optimistic from the perspective of macro-competition.

Throughout Xiangtan, there are many shops and few people, and the supply exceeds demand seriously. The homogenization of Hunan cuisine brands is extremely serious. Most rely on heavy investment, heavy operation and high cost performance to build barriers. Basically, the single-store investment model can return to its original capital in about 3 years.

1 year, the brand of Hunan cuisine that can recover its investment model does not exceed 5% in Xiangtan as a whole (stores with a single investment exceeding 1.5 million), and it is still a street store. The situation of selling goods is even worse

Finally, after many discussions and evaluations, we decided to readjust the strategic positioning of the enterprise.

A single breakthrough, focusing on Xiangtan boiled live fish.

Why?

Because the core of management is balance and the core of strategy is breakthrough. The core of breakthrough is to identify and judge strategic opportunities first, and then solve internal problems.

This is called opportunity is greater than value, and value is greater than problem.

Then why focus on Xiangtan boiled live fish?

There are several reasons.

1, cultural power.

Xiangtan boiled live fish was first created during Zeng Guofan's triumph in Qing Dynasty. It has experienced hundreds of years of precipitation and inheritance, and has extremely tenacious vitality and cultural power.

2. There is regional potential energy.

The beauty of Xiangtan boiled live fish lies in the word "Xiangtan". It is the only local dish named after Xiangtan in Hunan cuisine, similar to Tianjin Goubuli steamed stuffed bun, Nanjing duck blood vermicelli soup and Beijing roast duck. It occupies the potential of a region and is a public cultural asset with mental knowledge. There are genes for making local food business cards and local characteristic signs.

3. Forward-looking potential energy of the times.

Xiangtan Municipal Government and Xiangtan Industry Association are vigorously promoting the food culture strategy of "one side of the landscape and one side of the people, Xiangtan celebrity Xiangtan flavor". Encourage catering professionals from all walks of life to explore historical and cultural origins. Vigorously innovate and promote.

At the same time, the government has invested, comprehensively integrated financial resources, enhanced the image of Xiangtan's food culture tourism, and comprehensively built Xiangtan's cultural tourism industries such as food, beautiful scenery, celebrities and folk customs.

The biggest core key of strategy is to follow the trend, and the biggest potential energy is the opportunity of the times.

4. Have a mind and knowledge.

By distributing 1 000 copies of consumer psychology research, we found that 85% of consumers knew and ate Xiangtan boiled live fish. When asked about the delicious specialties in Xiangtan, 29.7% of consumers recommended this boiled live fish in Xiangtan.

At the same time, after investigation, it is found that Xiangtan boiled live fish has a high value recognition in cities outside Xiangtan, such as Changsha, Zhuzhou and even Shenzhen. And there is a foundation for going to the whole country.

5. No one lives there.

Xiangtan boiled live fish, a public cultural asset, has not been discovered, recognized and occupied by other brands in the market, which can be said to be a huge strategic blank opportunity.

6. High sense of value.

Xiangtan boiled live fish occupies the unique advantage of Xiangjiang river water source in Xiangtan basin, and it has a high sense of value and is a good seedling.

7. Demand for high frequency.

Suitable for all ages and has a wide customer base. Moreover, without fish, there is no banquet, which has the explosive property of the banquet scene.

8. Supply chain stability.

Compared with other categories, the risk coefficient of chickens and ducks is lower, while the price coefficient of cattle and sheep is more stable. The farming and supply chain system is more stable. With the basic support of opening hundreds of stores to become bigger and stronger. To sum up, Xiangtan boiled live fish has cultural power, regional potential, sense of value and stable supply chain.

We finally decided to focus on Xiangtan boiled live fish and use this product to undertake the task of breaking the whole strategy.

But the dish of boiled live fish in Xiangtan is just cognition. To truly undertake the task of strategic customer acquisition, in addition to cultural stories, it is also necessary to give this product a unique differentiated value. Therefore, we suggest that the genetic basis of this product should be preserved and innovation is needed.

Second, through product innovation, give products unique value.

1. Another major feature of Xiangtan, lotus seeds and bamboo shoots, has been added to this dish. At the same time, innovation has been made in product technology research and development;

2. Choose fish with tender meat of about 2.5 Jin to build a three-level breeding base to purify the meat quality and taste of fish;

3, boiled in a small pot; Burning in a pot,

4. Develop and design a gold ingot-shaped tableware;

5. Designed the experience dish ceremony, serving words, etc. Drink soup first, then eat fish, and then soak rice.

Focusing on Xiangtan boiled live fish, a signature dish, is only a strategic breakthrough, so that consumers have a clear reason to buy, and the brand has the advantage of gaining customers. However, to achieve real sustained and stable growth, the core key is to rely on the allocation of resources throughout the value chain.

Third, focus on the "banquet" scene, promote the "delicious" strategy and reconstruct the value chain.

Why?

Because unsatisfied consumer demand is the focus of enterprise strategy and the origin of resource allocation in the whole value chain. Xiangtan Hunan cuisine market can be roughly divided into the following four categories.

1, Shang Chao.

Main customers: mainly working families and white-collar young people. Consumption scene: small families have dinner, eat, drink, and be merry, and relax and socialize lightly.

The advantage of brand is channel guarantee and high brand exposure. Disadvantages are weak product strength, high rental property, limited customer base and limited passenger flow.

2. Fly Restaurant

In fact, customers in third-and fourth-tier cities with real spending power rarely go to the complex for consumption. They like to go to fly restaurants, because the owners of many fly restaurants are chefs themselves. At the same time, I buy it myself, cook it myself, watch the dishes and order, the ingredients are fresh and the taste is really better.

However, most fly restaurants have poor environment and experience, and food safety and hygiene are not guaranteed, which can not meet the needs of social banquets. If you want to be delicious and give people face, go to a high-end club.

3, similar to hotels and private clubs.

The main customers of this kind of restaurant are high-spending businessmen and politicians in Xiangtan, and the consumption scene is purely business banquets and government receptions. The advantages are fresh ingredients, good chef skills, good service and good environment; The disadvantage is that the customer unit price is too high, basically 200 will go up, and the cost performance is low, so the customer base is also small.

4. Community Street Store Brand

A brand like XXXX. Main customers: mainly families in surrounding communities. The consumption scenes are mainly family dinners, friends gatherings, people walking banquets, and light business banquets.

Advantages are good environment, good service, high cost performance and face saving. Disadvantages are weak product strength, compound taste, seasoning taste and packaging.