Call a duck. Chibo: Internet thinking needs self-communication

The following is the share text of a duck founder Chibo:

Hello everyone, I am glad to add this group to exchange experience.

I'll tell you why I think of it as a duck brand. I was in charge of the big event marketing in Baidu, in this year's World Cup Eve, for mobile internet-oriented people and services to do a lot of market research, this year's World Cup because in the early morning, so locked out the takeout this just need, that is, then decided to do a takeout brand. The reason I chose the duck category is because I'm from Beijing. Beijing Roast duck at home and abroad has become a business card, but it is sold on the short plate, so developed can sell the roast duck-called a duck, but we are not through the fruit of wood to roast, but through the electric heating to roast, than the traditional roast duck healthier.

Get a duck. In March began preparation, including the product itself, name and product packaging, May 16 began to friends of friend free tasting, then chose a friend of friends, because this gives us more real feedback and advice, through the early feedback to improve, and start selling, Coupled with the very distinctive name and carefully prepared packaging instant has a certain impact, in one months or so time to break through the day 100, the end of July to complete the first round of financing, At the end of October opened the first since the shop (Soho West 10th) Today This topic is I want to talk about the self-communication for the brand's help greatly.

Since we do is catering industry, the first self-communication is definitely the product itself, good things will talk, in the product we in order to walk the national market, under a lot of Kung fu, we all know North and South taste very different, how to do a south North people say delicious products, need constant testing and seasoning. The second is the name itself, because at that time to do takeout, so have a duck, pun. The third is in the product packaging and eating innovation, whether it is packaged or accompanied by tyrants duck eggs, soap, are subject to.

Mobile Internet age Everyone's mobile phone can be photographed quickly share the platform, the above is to make users more willing to go to the sun. People usually do product or brand promotion will cost a lot of energy and budget I think this is wrong.

"Question and answer session"

Q: What channel did you promote in the early stage?

A: In fact, we did not do promotion, is to give friends to try to eat, and did not ask them to send micro Bo or friends Circle, as I have just said, the brand itself has a self-communication.

Q: How long does it take to build a team?

A: The idea to the team used less than one months, the team are more familiar friends, the early stage, including distribution are a few of us to complete together.

Q: A brand from scratch, to walk into the eyes of everyone to how to operate to reach the height of a duck?

A: To be a brand I think we have to do a lot of market analysis, including the output of brand positioning, people and so on.

Q: Products do not have to spend time and energy how to say?

A: The main is Word-of-mouth communication, friends, friends, friends Circle friends see.

Q: Even if it's called a duck, it's very self propagating. So the speed of your fire is also very amazing, did not advertise in advance and so on?

A: The only promotion is in the micro-Bo with the Beijing area of the large hair once, that is, the World Cup One-fourth finals that day, but we found that the consultation volume is larger than the order, and because the staff is limited, afraid of affecting the overall quality of service, it withdrew.

Q: If there is no Baidu's work experience, not many friends try to eat, there is no World Cup to enlighten you, your brand does not make homophonic mode of operation! How will you operate and promote, and will be a short six months to form the present situation?

A: I think the experience of Baidu is very important to me, because the platform is very big your imagination is infinite; the World Cup can be considered the origin of ideas, follow this idea to do occasion.

Q: Pro, your strong circle of friends has created your brand image?

A: Not only my personal friends circle, but the friends circle.

Q: Did the funding find you after the fire or did you start looking for them?

A: The financing actually didn't think so much at the beginning, soon after the beginning will often have investors to find, but I have not to see, because I am not clear about the operation of the capital market.

Q: How can I improve distribution efficiency and service?

A: About the current distribution I am not very satisfied, because the speed is not fast enough, our early stage to develop customer habits are sent, in the late want to collect will not be back, I still spend time in the distribution of groping.

Q: Are you afraid of a single product? Because they can only sell ducks?

A: About the type of product I think the Ducks themselves can diversify, duck neck duck-wing duck tongue old duck pot ... We are now in the spirit of killing ducks.

Q: What do you think of your current brand? How's the stamina?

A: I think the brand is just beginning, now mainly in the research and development of new products and the perfect system.

Q: Will there be any new products? Duck-leg rice? Duck head rice and so on.

A: Staple food we are also in the study, but also for us now is very important, many products have started to do, but the delay did not push, because I think is not good enough, our marketing is small, the highest priority products.

Q: What are your plans for the late ducks? Will capital intervention diverge from your team's decisions?

A: A duck is expected to be doing 3-5 stores by the end of this year, and will take a step toward Shanghai or Shenzhen, and my shareholders will not care about me.

Q: Hello want to see some of your interviews before, see the line fans have similar song club system, there are small head will be responsible for the initiative of a class, can simply introduce the operation process.

A: We are in a certain area and colleges and universities in the Duck King selection of the future will help us to do more things.

Q: Is it like acting?

A: No, no, it's a part-time job, mainly for socializing.

Q: I am very concerned about the food safety of ducks.

A: We are also very concerned about food safety, from the culture to the appearance we have to the first line of inspection, and we will conduct random checks, our store is a transparent kitchen, will be next to prepare video live kitchen, so that more customers can see online.

Q: Early publicity is a friend of friends to try to eat?

A: Yes, it's a friend's friend.

Q: After you opened the shop, did you buy more customers?

A: We haven't gone back to the store, but we're not perfect yet, but we should be quick, and now some of our customers are already coming.

Q: In the traditional sense, will be from the consumer age or income division, I dot fly and friends to eat together, also point to eat alone, the weight is not small, the unit price is not low, the most start to find community/university opinion leaders, how to do the preliminary screening it? Advice

A: It is very important to find someone who likes you to do this thing, I think it will be the first step, you can find people like you from the customer list information.

Q: How do you develop the university market?

A: Some resources have been found in colleges and universities, and many organizations have university resources.

Q: Can I do a micro-mail public number?

A: The public name is called a duck, and this is the service number and is going to be a personal number.

Q: Why do you choose universities?

A: In the early days we will choose a relatively close to the university as a pilot, in the summer vacation, the student holiday for us or some influence.

Q: Look at the micro-letter, your current order should be a larger number of phone orders, right?

A: Micro-letter orders accounted for 60 bar.

Q: Is the last question single?

A: I'm married, ha! = =