Any brand, there must be a story, even a legend

In order to make my third book, the traditional industry, the internet in the kick door (tentative name) has more direct atmosphere, more profound insight, I made a special trip to Beijing, interviewed today, "the Internet industry most understand the food, catering industry, the most understand the Internet" "Carving ye Beef brisket" master, carving ye.

The place where the Vulture was interviewed, his "Dream Castle", the office of the Eagle's brisket, and the office of his olive oil (thunderclap), his Pina afternoon tea office (the latest), his Pan kebab office (about to launch). Dream Castle is really a castle, located in the 798 Art District, a 3000+ square meters, interior decorated like a rainforest office. There are 4 ways to go downstairs: 1 ordinary staircase, 2 rotating staircase, 3 rotating slide, 4 fire pipe. "Luxury" describes the office as inaccurate. I can only say that every day to work here, is a jungle adventure. As soon as you enter the door, you will have a passion for entrepreneurship.

The eagle doesn't like people to know him and insists on not using photos. This is his low-key side, but his remarks are extremely "high-profile." Finished, think a little too much, added: "This can not write, and then said, that can not write." At the end of the interview, about 80% of the content could not be written. My deepest feelings, carving ye is a marketing genius. Then I further feel that our conversation itself is a successful marketing.

Next, let's talk about what the 20% can write.

Carving Ye said, "Carving ye brisket" This idea, is "gas" out. He particularly likes to eat beef brisket, once to Hong Kong, ran to a very well-known small restaurant "nine kee brisket" eat beef brisket, very delicious. He asked the shopkeeper politely, do you consider opening a shop in China? The boss took out the calculator, knocked a number, 1 billion, said: "You give me this number, I will go." When the eagle said this paragraph, the mood is passionate: you have to say 10 million, show you still a little sincerity, you say 1 billion, obviously is playing me. He returned to the hotel, immediately called: Help me register "carved Beef Brisket" (later found to have been registered, to "carving ye brisket"). Then he found the Hong Kong God of Daylong: How can we open a restaurant that exceeds the "nine beef Brisket"? Daylong: hahaha, that's too easy. So they cooperated, carving ye spent allegedly 5 million yuan, buy Daylong brisket recipe. Six months after the seal test, finally launched the "Carving ye brisket", sweeping the lake.

Any brand, must have a story, even a legend. I looked on the internet, before it seems that the "nine beef brisket" origin. My description of this text may be the first time public. He told me the story, and I was like the writer in "The fantasy drift of the juvenile pie." You, believe this story? I decided to believe. It's such a inspirational story.

Carving ye took me to see his "seal the room", he will eat here every day a lot of beef brisket, kebab and other things. He said he invited a lot of people to try it during the test. I asked: and Cang Jing empty? He smiled mysteriously. Yes. The middle ignores large paragraphs that cannot be written. The end result is, in carving ye beef brisket is about to open the day before, Micro Bo Red left a few hands "encounter" de Yi Bi xin aoi teacher. Leave a few hands very excited, Cang Jing empty very excited, all netizens more excited.

The eagle grasped almost every hot spot. such as the hot "African beef" at the time of Bo Xilai's trial. He was "right" in Africa, immediately flew to the legendary city, bought the legendary African beef, and then flew back to Beijing that night. He consulted the lawyer very carefully, could he sell it? Counsel suggests it is best not to sell. Not for sale. So, the eagle in the first time to invite customers to eat the legendary "African beef." For example, Bitcoin has a very hot, "it happens" someone with bitcoin to carve ye beef brisket to eat, and asked to settle with Bitcoin.

Do you believe that these "coincidence", "just", "happen"? I decided to believe. It's such an interesting story, and it's a spreading story.

In front of the Dream Castle, a very luxurious RV was parked. I didn't see it. "It's a car that Hollywood stars like to use," said the eagle. It took him about 1 million to buy the car, and then he changed every part of the interior into a sign of his beef brisket, and often sent the car to pick up the stars. The stars are said to like the car, and can not help but be photographed, and then uploaded to the Internet. These photos will inevitably include the mark of the beef brisket. You may not be able to get a star to advertise your 100,000. But as long as they like, a penny does not charge, they will give you publicity. The Eagle proudly said that soon the car was "repossessed" costs. Now the car is often parked in the parking lot, no one drives.

Hear here, I can only sigh, whether there is no internet, as long as the eagle is willing, he can lift three feet wave. The internet just magnifies his innate marketing skills. He said he holds the highest degree, is a primary school diploma. This is more heroic than jobs, Bill Gates and Zuckerberg. He said that he did not know cosmetics, so can be made of olive oil, he does not know how to eat, so can be made into the brisket. Because he does not understand (those traditional rules), he can completely stand in the user's position, with real user thinking, to exceed the user's expectations.

I think, the essence of his marketing, is the mastery of the "spread" word. I remember when I was talking to the founder of Wang Yuhao, he said he advertised that he would never vote for an ad that could only be transmitted once, but only a tipping point that could produce two of times. Carving ye in the kind of publicity, the brain of the kind of rigorous, so that he has two times to spread the tipping point of innate sensitivity.

Finally, he said, he appreciates the millet company co-founder Li Vanchang said: The product is 1, marketing is 0. Without good products, marketing is useless. I saw Li Vanchang the day before I saw the eagle. Li Vanchang in Lei, Mingzhu's 1 billion gamble repeatedly said, our most important is the product is good, not marketing. Because good product is good marketing, good service is good marketing. Products on our apprentice Tong Ren Tong, service on our apprentice seabed fishing. At this point, all the best Internet "marketing" companies, incredibly consistent: you think I am marketing to do well, in fact, my real secret is the product to do well.

I took the opportunity to ask the Eagle ye, online someone said your brisket is not good to eat, I have not eaten, but my friends in the circle of people who have not said that your brisket delicious. At that moment, the eagle almost jumped up: you are wearing tinted glasses to see people! He pulled out his mobile phone, began to turn, yesterday, the results of micro-bo monitoring is that more than 80% of the user satisfaction, the day before yesterday is xx% user satisfaction, the day before yesterday is ... After reading the data, he said: The vast majority of customers like our brisket. Those who do not like, if spending more than 100 yuan, want to eat Michelin Samsung's meal, that is the question of expectations.

I haven't eaten it, so I can't evaluate it. Even after eating, if the evaluation is not high, it will be classified as the expected problem. But anyway, I saw a very fastidious taste in the dream Castle, and he repeatedly said that the various quality management processes. I believe that he has made a lot of effort in quality.

The more marketing master, the more aware of the importance of good products in the heart. Because there is no good product marketing, just a spread, there are good products, can be two times blasting.

Many people will mention "internet thinking". In fact, before the Internet, there is the so-called Internet thinking, that is: to create value for users. This has never changed, but the internet has changed the way it creates value. Focus on the user, focus on products in order to long-term. The carving ye and millet, have given us very good enlightenment.