Analysis of the Huang Taigi mode, can be replicated

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Analysis of the Huang Taigi mode, can be replicated

Huang Taigi's success tells two things:

1, our traditional catering industry does not depend on geographical location, and do not need to like the "Wang Shop" this golden law.

2, really good marketing, and money does not matter

We talk about marketing marketing, in fact, marketing is not marketing, marketing is service. You have to do the service has characteristics, service that is marketing, marketing is the service, if your service and product itself have problems, your marketing is unable to hold.

I've seen Huang Taigi's microblog, also read a lot of writing Huang Taigi How successful report, a lot of details are shown, Huang Taigi is in the heart to do service, intentions to serve every customer, not the guests as consumers, but the guests as users, the pursuit of our current internet often said one, user experience.

The most famous is Huang Taigi is not allowed to stop before the first shop, in response to this situation he made three kinds of parking raiders:

The first one tells you where to park.

The second one opens the trunk to open the fan (hip magic, Thunder Eye)

Third, if you are really unlucky, finally you are really punished, we reward you a pumpkin pie.

A lot of friends have been posted a ticket or deducted points, there will be some bad customer experience, after being fined, reward you a pumpkin pie This behavior is actually want to put users outside the shop encountered some unhappy experience, hope to do our sincerity to the user experience to become better.

Parking raiders in the eyes of others is not necessary to do one thing, but Huang Taigi did, is to do a service than the satisfaction of the user experience.

Attract the attention of the spread point there are beautiful Lady boss, Mercedes-Benz to send pancakes take-away, but also did some interesting activities, very frequently, strengthen and user interaction

① Tanabata festival: "A Kiss of Promise", to the shop kiss, send luxury pancake

② Mid-Autumn Festival: "Salty duck egg" instead of "idle pressure Light" to buy 5 eggs to send their own a duck egg, express 0 relaxed mentality, do not give yourself the pressure of life.

③ Obama for re-election: Chocolate soy milk half-price, because Obama's skin is chocolate color

④ Singles Day: Buy a fried dough stick to send a

⑤ the last round of the Premier League, fans wear Manchester United jerseys to eat pancakes to send a pancake, and so on.

There are 3 of Huang Taigi's brand Genes (curiosity, positive energy, action)

Huang Taigi This shop is a few brothers do together, often show some personal real life, really let them see we are also, we are entrepreneurs, we also have pressure, we are struggling, we together.

We drive to open the shop, when you go to work eight or nine o'clock, you squeeze to the subway mouth to send micro-blogging, you will find Huang Taigi's boss set off at 6, let him feel everyone together.

A variety of posters were posted outside the store in Huang Taigi. There are "pancakes in the Huang Taigi, drink tofu brain, thinking about life" such slogans, as well as "King of Pancakes", "The King of fried dough sticks" and other posters, Huang Taigi Weibo, there will often be some business, about life, about the Buddhist scriptures, even about the content of aliens. Huang Taigi is spreading this positive energy.

Huang Taigi microblogging operations:

"Know who, Know What, knowhow", this is the Hering of Weibo marketing summary.

Made up of 3 parts (who>what>how) First decide who to do it, to this artificial standard version, I am a living person, I have my character, I have my interest, I have my hobbies, I have my sense of value, this kind of things into micro-bo content can be, the content of endless, Depending on the content, what kind of activity or interaction should be done to fit the activity so that Weibo can be easily successful.

Talk about who

Take Huang Taigi's microblog to say that Huang Taigi's microblog was run by Huang Taigi Brand founder Hering, sharing his funny photos, he prefers to cook, share some of his own cooking photos, hobbies are playing football, will send some related photos, go abroad to share some photos, will share some interest in the course, He's an alien research expert, and he went to Washington to hear the UFO hearings (during the day, late at night writing Weibo to share with them) doing these things doesn't make any profit, but it's good for him to get some fans to talk to him. The most important point is that Huang Taigi's official micro-blog is basically a personal response. Do you know how many people are excited about getting their boss back on Huang Taigi? Be sure to let the fans find your presence, so why I personally reply to every one, because that is my sincerity, because I have 20,000 fans, everyone reply me, it is one out of 10,000, but for consumers, your reply is absolutely, You are his interest point of all, if you do not even pay attention to consumer comments, how can you value your products, you can not let consumers trust you, to do your products.

What we need is a touch idol. I can touch, I'm real. If you want to build a fan economy, you first have to put yourself, very actively open to stand in the front, rather than hiding behind the brand, it is impossible to achieve.

A fan commented: #黄太吉为什么会成功 # In fact, there is a point, the boss put himself in front of the product, naked put himself on the official micro, I believe that many fans are the first to know the boss to fall in love with his pancakes, this is exactly the same with other officials micro-reverse.

Show the most real side, have character, have DNA, he is can excavate culture or is the value level of things, the content came out.

Do not do the sun-type microblogging: Do not actively create a lot of content.

The content of Huang Taigi's microblog 80% or 90% was not created by itself, are consumers, we just forward or interactive to become our own content, is a black hole type, not the sun, a lot of micro-bo hair is the soul of chicken soup, some, no, this is wrong, Because the content is not being emboldened or the content is not spoken by its own mouth, this is a very important thing, how to let your content or consumer interaction content can form the same style, the same DNA, so that can form a benign interaction. Forwarding the part, the part of the black hole, is the consumer to talk about your products, do not tell yourself, you can not say that their pancakes delicious, it must be consumers to share, love pancakes, and then you turn around, this is useful. For example, a variety of table manners from the micro-blog to share out, this is two of friends eat pig feet, is two good friends to eat the method, there are all kinds of baby to eat photos, there are beautiful women, there are many beautiful women to eat, the most earthy pancake fruit and beauty have a lot of combination, if a bachelor to see the beauty of the go to us there. So there are two ways you can create content, either the sun or the black hole.

When you create a good experience, an interesting environment, the consumer is not stingy with his time and experience, is willing to actively share. Many users interact with each other in a way that can't be imagined and can't imagine how they interact with you. Doing the WHO thing, will make people feel that you are a person who can make friends, to understand the communication of the people, willing to make such a humane content interaction with you.

How to use these content to build your sales, to your brand, to your product valuable information is to be considered, is divided into several levels:

①not control, never want to control your consumers, your users

One thing to do is to leading them, to let them like you, to do what you do, and to have them follow you. When you continue to do business every day, consumers are visible, a fan said, I love to eat Huang Taigi not only because the food is delicious, but feel that business is sometimes done so. The front customers to a few cups of soya-bean milk, the boss handed over the time along the cup cover seam sprinkle a little, customers are not expected to see, the boss immediately very natural change a cup. It is easy to do something delicate, exquisite attitude is not easy to do, some customers say, far beyond the sales of products or in the marketing of a feeling, with you to form a common sense of values, forming a common idea. Hope to achieve this effect only by imperceptible, by doing their own things, can only rely on this pragmatic attitude to let consumers feel your sincerity.

②not to or a for is with micro Bo is actually being with them you are with the consumer

The fun is to order one day, a person is like this to order, he is printed out, afraid of the wrong point. So, that's the problem I'm talking about, you and the consumer, the consumer will think for you.

③not Follow needs greate needs

You are not going to follow him, but to create a new kind of demand.

The main feature of the Internet is to create demand rather than cater to demand, to do things that others don't think about.

Huang Taigi is not only a shop, it is a field, a workshop, a circle, is a community, is a can put all products or brands, ideas, consumers, or Word-of-mouth, or a series of a combination of a new field.

Held a few sharing sessions in the store, talking about prehistoric civilizations, alien research, and so on, because of the enrollment of too many people, can only go to rent venues, but also free to send everyone pancakes, say 6 hours still do not collect money, why would like to share this kind of things to everyone, not by profit to do this thing, interested in my topic to share, Hope can form a field of resonance, emotional resonance, the resonance of consciousness. Touches the heart of the consumer, is to touch his soul, this time is the brand's impression of the highest value. Today in the era of Internet marketing is to create resonance, because everyone is an independent individual, a brand is also a unique individual, how to establish the same values, the same interests, the same community, is the most critical, community economy is the most critical. Community economy is a word "love", you want to netting a group of people who love you, do not spend your mind to let people do not love you, I think life is very short, we have the energy to put into service good love my people are very good.

Another little ticket motto. Everyone thinks you get a little ticket every time you eat, and every consumer who enters your store has to take your little ticket, if according to the media delivery rate is 100% arrive, we spend our minds doing one thing is the little ticket motto, we change every day, we think we can let everyone now, there are some driving or positive energy, " People who have dreams can not sleep, no dream of people to sleep, of course, creative also has a great challenge. Every day, you can't write too bad, but we are willing to insist on doing so, only in this way, this brand has long-term value.

Some people ask not afraid to be copied?

Huang Taigi Brand founder Hering is said, not afraid, Huang Taigi This brand is a personality, and this personality from the manager's own hobby, Huang Taigi Real brand value lies in the Huang Taigi three words, lies in our culture, lies in our values, lies in our information, not only pancakes delicious, Huang Taigi's belief is only one, is not copied, this is our DNA, we are building a faith to spread it to consumers, we are making pancakes, but we have our own beliefs, our belief is that all hamburgers, pizza is a paper tiger, pancake fritters bean paste rolls over a century of endless. When you want your brand and product to have this difference and cannot be replaced, be sure to believe that building faith is the first step, but also the most fundamental step.

The core of Who>what>how's microblog marketing is the product itself. Really good marketing and money does not matter, the essence of the product is the fundamental marketing, brand beliefs to determine the difference between the brand, using micro-blog to establish brand belief, brand value, Brand connotation.

Here are some words 郝畅 said:

Huang Taigi's chest and behind the ads can talk about cooperation. Once had a Microsoft HR department person to find me, the boss to discuss a way with you, we order you 2000 breakfast every day, promise me, just write "I love Micrsoft" on your meal delivery ticket. I said no, because our advertising fee is very expensive, one months 60,000 is too cheap. You have fans today, you have values, you have a community, what you do is part of your business value added, have you ever heard of a pancake fruit shop that sells employees ' clothes and chest ads? This is the fruit shop of our yellow pancakes. If you still think Huang Taigi do is the food industry, wrong, we are the internet industry, is also the media industry, one day I may go to film, this is possible, because we are netting a group of fans, this is the most important.

Today, do the brand, do business, not to do anything else, is to make a life to make a real life, if in this era we master such a vein and trend, in fact, Huang Taigi show any of you feel magical place, a little magic.

We have a shop on the Internet, and we start selling T-shirts, T-shirt 98 pieces, recently we launched mobile phone shell and rechargeable treasure, we will have a lot of products launched, we have begun to sell peripheral products, I know a friend is Lo Zhenyu, he lectures in Beijing, he said he asked me about the future development of the goal, I said Huang Taigi how how, he said these are useless, he said Huang Taigi 10 years after opening 10,000 stores are useless, the key is that you can sell mobile phone in ten years? This is the way of Huang Taigi development.

I have a fresh electricity business friend @ Nong-flavor nets, I talk to him about Huang Tai Ji He said that the future is from the media Society, Circle culture, fan economy! A pattern like Huang Taigi can not be replicated everywhere, but once the customer's circle of influence and loyalty is very high and will affect more circles, then his stability is not replicable, The circle economy can not be copied, because his culture penetrates too deeply!

The above is by my friends and I communicate with the experience, I hope you can learn something from it, let us constantly in progress.

Author: The Forward Porridge

Micro-letter: xifan1v5

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