Food O2O Excessive marketing serious! From the Huang Taigi and the master carving.

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Product Guide: Huang Taigi pancakes, carving, beef brisket, West master meat clip steamed bun, Fu Niu Tang, these familiar Internet food brand behind the story, the traditional food is the internet subversion, food and beverage O2O is the fundamental marketing, please take these thoughts quietly read this article.

Wen/Shong (product passers-by)

From the earliest heard of the Huang Taigi Pancake, to later the carving ye brisket, so that the young master meat clip, to the nearest Fu Niu Tang, these various walks of life of the big God turned a jump, then entered the traditional dining, they dressed in marketing golden armor, with "internet thinking" dazzling halo, almost every one claimed to store (at least) Open to the whole country. Although they have different origins and different routes, they still have too many similarities. Each of them is a very impact on the topic on the network lead, are the dislocation of the contradictions to attract sustained attention to marketing, all claim to do the ultimate user experience, began to be hot hold, worship, learning, but in the end, they are people suspected--just like the Chinese youth Daily reporter interview West master meat Pinch bun When the final conclusion: "After the passion died , "Master XI" can walk how long still deserves attention. ”

A passionate past leads to thousands of thoughts.

Huang Taigi's trick.

Huang Taigi founder, khz Cheong, has been in Baidu, go where, Google as a brand and user experience management work, after the founder of two digital marketing enterprises. From personal experience, Huang Taigi is the "Internet-style user experience" and "marketing" these two golden spoons born, the gene has a thick marketing flavor. From July 2012 onwards, Huang Taigi began its kaleidoscope of marketing techniques, a pancake has become a drama: the Alien assembly, the beauty of the boss, the car to send pancakes, a red microblogging.

However, I do not know from which day, it is still the people see through, diners have a taste of the psychological full, and finally respect their tongue, no longer by the eye of the economy, there are diners to make such an assessment: "No amount of Internet thinking to return to the essence of the product: taste, Price, location." "This is evident in the relatively neutral mass comment data: Huang Taigi traditional cuisine (Soho flagship store) in the public comments on a total of 1080 evaluations, five-star evaluation of 115, accounted for 11%, four-star evaluation of 308, accounting for 29%, Samsung + two stars + one star of the difference is up to 60% , and the same in the micro-Bo hot food Industry star seabed Fishing (Wangjing shop), five-star and four stars reviews are 46%, Samsung + two-star + one-star rating ratio of only 8%! The gap is not big! Huang Taigi slowly be cold down the most important reason is still taste, not delicious you blow what cattle? It is hard to convince the public to think of traditional food with Internet-style user experience, and to pay attention to the experience of the Internet without heavy food.

In the end, the food and beverage must be in the competition.

The style of carving

The beef brisket is slightly different--carving, formerly known as Meng, Taobao Oil, the first brand of the chairman of the company, drift Nets chairman, carved ye 2003, the creation of the oil, the Beijing drift net was founded in July 2009, is a cosmetics E-commerce company, mainly engaged in products for the oil, Liv is also in the drift net agent only then really be well-known. From the experience of entrepreneurship, carving ye brisket also with the "petty-bourgeois user experience" and "internet marketing" of the innate genes. So, not out of it, carving ye brisket began to explode heavy material, from Stephen Chow's film "God" prototype buy 5 million yuan of brisket recipe, to the heart of the chopsticks, and then to every name and decoration are extremely exquisite dishes, carving ye is a "pay attention to experience" and "marketing" of the master, forcing lattice high to make people itch.

Compared to Huang Taigi, the carving master from the product positioning, research and development of food products, to the user experience of the store, are higher than Huang Taigi a few Dan, congenital to the female petty bourgeoisie emotional precision grasp, let carving ye brisket experience can be first-class, in the public comments on the data, from the taste to the environment and service, carving ye have crushed the Huang Taigi. But today, throughout the five beef Brisket Pavilion in the public comments on the evaluation performance, nearly 5,000 comments, the highest evaluation of its services, are divided into 8.84, while the evaluation of its environment slightly lower, the average of 8.5, while the taste of vegetables is the lowest, the average is only 7.86. So, first-class service and storefront experience, not a first-class taste experience, even if the eagle efforts to create a good service and environment, so that the beautiful female welcome to wear short skirts, so that the woman who poured water to cover the veil, so that each tableware is different, so that the menu and the name of the dishes are exquisite elegant, but the core of user experience- The real taste of the dish itself, though already well done, is still not touching.

In the end, excessive marketing still pulls the user's expectations too high, and the paradox remains unanswered.

The first two, are the internet marketing strongman according to regress theory, turned to do the classic case of catering to their most strong "marketing" and "internet thinking" to kill into a closed thinking of the traditional industry, a time of tyranny eyeball. They have money, experience, people, and a wealth of marketing resources. However, the two roots in the back are still scratch in the barren land, creating two equally eye-catching catering businesses.

The atmosphere of Master XI

Master Xi's founder, Meng, in Tencent and Baidu and other Internet companies have tenure experience, although they have been in school during the venture, but are a little bit, can be said to experience with the top two tall seniors, poor too, but high-end has high-end play, low-end has low-end strategy. Although doing is programming work, experience in the user experience is not much, but this help West is infiltrating in the Internet enterprises, between the two, will also have their own ideas and insights. As a result, on April 8, 2014, the West Master Meat folder steamed bun opened. Before opening a shop, they do not forget to use the impact of the topic to open the way, April 7, a title "Why should I resign to sell meat folder Bun" article quietly produced, in the article, Beijing's bustling, hanging house prices, material love, ordinary boring work, all too have a sense of generation, everywhere are tapping the white-collar and the impending employment of college students Heart, As a result, the article overnight was crazy biography.

Meng said that what his team did is to grasp the user experience and the pursuit of the ultimate. "Many industries are in the pursuit of customer satisfaction, but we are in pursuit of ' user Scream ', is the product must exceed everyone's expectations." "Even so, he apprentice only spent one months will be out, this trip, have to say how much or some impetuous." And popular fame, more rely on high school education, the name of a high-paying job, the corresponding is a stall, meat folder steamed bun, these wonderful combination to detonate, a time West Master became a hotspot of various websites, especially by various educational sites, become a hot topic, the West Master also soared, using their own internet identity advantages , to carry out identity marketing-all the Internet Enterprise employees come here are preferential, a series of marketing practices significantly, the West master business is booming.

Because the category is extremely simple, so, Master Xi's product quality has maintained a good, but the fatal flaw is still here, too simple category, it is easy to make users burnout. Excessive publicity has led to an upsurge in user expectations, while the experience of a meat-pinch bun is growing more expensive and more difficult to meet the growing expectations of users. In addition, the artificial scarcity caused by excessive publicity is likely to cause users to doubt the best-selling products.

In short, the ground gas son of the West Master is not bad, but how to solve the expansion of the problem, product quality and word-of-mouth how to ensure that the network marketing there are new tricks, there is a long way to explore.

The local community of New Dong

Fu New Dong founder, Zhang Tianyi, Hunan People, the new, Beida, and before the three batches of pioneering predecessors, he was more immature. Although not with the first two great God's marketing skills, but compared to Master XI, he is absolutely able to crush.

April 4, 2014, Zhang Tianyi's New Dong opened, and the West is very similar to the young master, Zhangtianqu was soon after the opening (there are media said to be April 11) wrote a title, "Why do I want to go to sell rice noodles" article, began in postgraduate school bar, Renren spread, perhaps is to follow the idea of Master West, The names of the two articles are so similar (the West Master's article is called "Why should I resign to sell pork bun"), and more interestingly, both articles mentioned that they worship the sushi god Ono. Play, like the route, are the use of elite schools, highly educated labels combined with the traditional low-end industry to impact people's sight. And unlike other predecessors, zhangtianqu a disdain to admit that he is the internet thinking, this strategy is more effective, cleverly catered to the current abuse of the internet thinking of the trend of reflection, and constantly stimulate people's eyes. However, a variety of books fog, zhangtianqu a different point only one, is the establishment of the local complex as the core of the Hunan community, this is his winning magic weapon, but also his only unique place.

As for the product, his product positioning is actually very awkward, and carving ye brisket compared to the lower profit, forcing the grid low, improve the space is small, and the master of the Meat folder, production process and category are relatively complex, the quality is more difficult to guarantee. Even so, he is more "duplicity" than master West-although also claims to say the ultimate user experience, but his rice noodle technology learned less than two weeks on their own solo venture. Huang Taigi lost in the product taste, carving Master by the ultimate environment and service experience to retain a good reputation, but the product flavor itself is still not let people "scream", the West Master steadfast single-minded, using the quantitative thinking of science students to study the meat folder steamed bun, with the salt with the surface is accurate to the MG level, anti-view Bull Hall, the product is more complex than Master West, but more impetuous than master West , the rice noodles did not do in place, and began to prepare for the hot pot.

Fu Niu Tang, playing tricks more than a few predecessors, but is more impetuous than the first few, the foundation is more shallow, fortunately zhangtianqu a tens of thousands of of Hunan people to build a community, and their own constantly introduce new technology and new models of the tossing spirit, as Zhangtianqu said "fun things, I do not reject."

The O2O of food and beverage were increasingly mixed up by these layman practitioners, but it is also true, giving traditional food and beverage people a lot of inspiration, but this does not mean that traditional catering is led by these laymen, because these cross-border new sharp did not solve the two core issues: first, excessive marketing, resulting in high user taste expectations, This, in turn, leads to a decline in the taste of the product itself, leading to poor word-of-mouth. Second, when more catering enterprises with internet Marketing awareness, will enter the marketing of the Red Sea, when any one company to occupy the possibility of the public eye is greatly reduced, then, the marketing heat decline, the product's continued attractiveness where?

While it is possible to see that these businesses are trying to solve both problems, it still seems to have no effect. Master Carver's menu for a small change, March a big change, continuous food upgrading ability can make the product has a relatively sustainable appeal; Zhang Tianyi Community operations, but also relatively sustainable to attract customers, but still need to cooperate with product breakthroughs, and constantly change and expand the category, then, the product is a checkpoint. Therefore, the traditional catering without trepidation, these cross-border food and beverage need not consciously superior, catering needs is the integration of the traditional and the Internet, rather than subversion, who can not subvert who, the most vulnerable to subversion, in fact, just their own.