Beijing University Master of business to sell rice noodles Internet thinking to do food? "Hehe"

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"Many people say that New Dong is an internet thinking operation of rice noodle shop, for this argument, I have only two words to respond, hehe." "Zhang Tianyi's rice noodle shop in the media frequently reported in the fire, from micro-credit marketing to limited sales are interpreted as" internet thinking, "in this, he said he is just making rice noodles.

Out of the book, opened a restaurant, on the "Not You Mo", when the Chinese Dream lecturer, now Zhang Tianyi has a new identity: Rice noodle Shop "Fu New Dong" founder. Some people question that the Peking University top students sell rice noodles is a waste of talent, Zhang Tianyi said "a lot of things are not useful to measure."

With the popularity of the increase, he began to participate frequently in the forum, to make speeches, and was brought "" "the Internet Thinking" label. For affixed to the label on their body, Zhang Tianyi appears to be somewhat inconsistent, "to the label is too silly," "a little bit of personality will reject these."

Peking University Master's Rice noodles: the future does not depend on rice noodles to make money

Since the university in the vicinity of the school has opened two restaurants, so after graduation to make food, although it is unexpected but also reasonable. Due to the special feelings of Hunan people on rice noodles, Zhangtianqu decided to start with rice noodles.

Earlier this year, he and his cousin and two other students together to gather 150,000 as a start-up fund. "There was less money and I wanted to drive a little bit, so we took the west side of Beijing to the east and ended up in the corner of the basement of the global financial Center and opened a 30-flat beef noodle shop better than a roadside stall." ”

Until the shop opened on the eve, Zhang Tianyi's parents know son to open rice noodle shop things. In the New Dong shop, Phoenix Science and Technology encounter Zhangtianqu a mother, for son evaluation, mother use "toss" two words, "from childhood to most can toss". According to the parents, Zhang Tianyi's career plan should be civil servants or lawyers, Rice noodle Shop is not under consideration.

"Their thinking is the last century," for their own entrepreneurial Zhang Tianyi did not seek the help of parents, "in fact, the family can not help anything." ”

In the four months that opened on April 4, New Dong's exposure to the media was the envy of other startups. From Hunan Local media, to CCTV, People's daily, and to the media in Hong Kong and Taiwan, the Wall Street Journal, they have to put New Dong into the employment of university students benchmarking.

"It's a typical dog-biting news, not a master's rice noodle, plus a job-hunting problem in the graduating season," he said. "Zhang Tianyi believes that the anti-traditional form of entrepreneurship coupled with a special point of time has caused the media's pursuit of New Dong."

The frequent appearances in the media have caused the bulls to pay attention to the investment agencies. Opening less than one months, New Dong won the perilous peak huaxing venture investment Angel. The introduction of the investment was a zhangtianqu project, "My original idea was to open 10 stores in two years without considering investing fully." Like a child, you let him grow up naturally no problem, if must eat hormones this is problematic. "But for the urgency of opening a second shop, let him break the start of the plan."

Up to now, New Dong Two stores are profitable, the highest daily turnover to 20,000 yuan.

For the future, Zhang Tianyi said that as long as it is a fun thing he will try, such as 3D printing rice noodles, but it is certain that the future New Dong will not rely on rice noodles to make money, "in Beijing even Hunan to Beijing office can not do so small range of high-density to set up so many Hunan people." Bring these people together. I can do anything in the future. ”

Next, his plan is to implement differentiated operations at noon and evening. Due to the noon customers are mainly in the international trade office white-collar workers, so New Dong at noon only to operate rice noodles, focus on sales. The evening customer volume reduces, therefore hits the high-quality Hunan characteristic hotpot, the key spectator unit price. But for the catering industry in the emphasis on the rate of turnover (table repeat use rate), Zhang Tianyi said: "I put the chair into a sofa style is not intended to do the turn, the shop is so several tables, there is no need to talk about the rate of turnover." ”

Consumption "internet thinking" catering marketing

From the beef brisket, Huang Taigi pancake to the West Master meat clip steamed bun, fu New Dong rice noodles, these offline restaurants are actively or passively crown the "internet thinking" hat, with the help of micro-blog, micro-letter and other social channels to carry out internet marketing.

Much debated, such as Huang Taigi, relying on micro-blogging platform to create a "luxury car to send pancakes," The hot topic, founder Hering to the media frequently "internet thinking" "Extreme" and "fan economy" a few hot words. In Hering's view, although they sell pancakes, but "is not a restaurant people." At the beginning of this year, Huang Taigi began to emphasize the data, "10 billion annual sales" "Open 40 Direct Shop" "The number of employees expanded to 800-1000 people." No matter how the pancakes are doing, Huang Taigi does have a reputation for microblogging and topic marketing.

For Huang Taigi marketing practices, Zhang Tianyi do not agree, "I will not play like that, now I still pay attention to rice noodles." Still, he admits that micro-blogging, micro-credit, and everyone is now the main source of passenger flow, "for fun things I do not reject." ”

Compared with Huang Taigi is good at manufacturing topics, New Dong marketing means is not smart. At the beginning of the opening, Zhang Tianyi in everyone and friends Circle sent a "My master's degree why selling rice noodles" article, but also this article attracted media attention and report. In micro-bo, seize the Changde people on the special feelings of rice noodles, fu New Dong to be able to search on the micro-Bo Changde people to send letters informed the opening information.

But in the Zhang Tianyi of a few tags "", "Peking University Master" "Selling rice noodles" "Internet thinking" itself is full of marketing points, so an article "New Dong Zhangtianqu A: Selling rice noodles do not take internet thinking to say things" in the circle of Friends brush screen, reading more than 200,000 times.

Focus on the social hot, New Dong also in the circle of friends have done several PR planning, such as McDonald's KFC suppliers were exposed with expired meat, Fu New Dong for the performance of the use of materials for the safety of public beef powder formula, and the title of "Tesla, New Dong also opened the core technology." Grab the "nationalist mood" plus the "Tesla" stunt, a bowl of plain rice noodles and technology hooked up.

Food and beverage: they are children's play

Although the term "internet thinking" is very repulsive, Zhang Tianyi that New Dong is different from traditional catering, "traditional food can not be opened in a few days, it is completely internet-style, in fact, some things I can not deny." But I can't say I do some behavioral patterns that fit these concepts. ”

In the restaurant chain expert Fan Zhi view, whether it is selling pancakes Huang Taigi, or selling rice noodles New Dong are traditional dining, "there is no internet and no internet, they are just more than before a marketing way, in essence do or traditional catering work." ”

Hering 10 's marketing experience is well known, just graduated Zhang Tianyi also hand over a good marketing report card. In last year's "You Mo genus" he takes the new book to seek a job, is called "The God-Man" by the Netizen "the most cattle". Although there are corporate bosses on the spot questioning the purpose of their job search for the sale of books, but also the boss that this is a good book marketing planning.

Fan Zhi said Huang Taigi was a successful marketing case in the catering industry, but questioned the professionalism of these restaurants. In the Phoenix Technology interview, Fan Zhi used the term "unprofessional" to describe these "use internet thinking to make food" hotel. "Because the team is to do marketing origin, so in this respect more professional." But the team did not do catering, so they do most of the pancake, meat, such as steamed bun without technical content of products, no high-quality dishes. ”

Earlier, Hering has said that Huang Taigi will enter the high-speed expansion phase, plans to open 40 direct stores before the end of this year. For the move, Zhang Tianyi that they had never played before in traditional dining. And the line of food from the Fan Zhi disagree, "This is a child's game, a year to open hundreds of stores restaurant chain in the industry is also a lot." ”

"Huang Taigi These can only attract two people, one is to do the news, the other is to engage in training marketing, but also to complete a class to cheat others." Fan Zhi said.