How to do the user experience in the catering industry

In the Thursday, about the catering industry how to do the user experience, Tiger Sniff at the Ceibs Business School "entrepreneurial Point" audit of a sense of intergenerational competition. The two main participants were the founder of the Harvest Crab, which has been doing a 12-year Fu Jun, with the founder of Hering, the Huang Taigi of the budding pancake rookie. Hering Huang Taigi last year suddenly in the Internet circle and Entrepreneurial circle, Harvest crab has just opened the day cat shop, from the original 2B gift certificate market to 2C electric dealer.

Two people's common place is from the advertising circle out of business, are doing food, are doing a user experience is very set. But the strategic difference is also obvious.

As an after-school assignment, Tiger sniffing wants to take a refresher course on the MBA, from Highland Capital managing director Thor to gently remind him to respect the traditional experience:

Fu is always looking at the general speech, he used to shoot a lot of things, I was very moved, this is a learning attitude, will not feel "you are 20 years younger than me, how can I learn you". On the contrary, Hering doesn't care much when Fu always talks, and now I understand that he is working on the phone. But I suggest that you still have to study Fu's rice.

Interesting topic. Fu Jun to turn to the electrical business, concerned about the success of the Huang Taigi model is logical; if 12 dollars of pancake fruit to be with 400 dollars a small jar of hairy crabs, the butter to learn, feasible? Learn what?

Hairy Crabs: Products are marketing

First look at Fu Jun's play: the product to do as good as possible to enhance the user experience, and then "product sophisticated" as a marketing core launched.

Fu Jun is a forums, did Pepsi-Cola home for the Chinese New Year, Gui Lun magnesium, such as the benefit of chewing gum video advertising works. In the hairy crab World, he has done a Shanghai beauty teach how to eat a professional hairy crabs video, spread over the Internet more than 12 million times. This video renders the Chinese traditional culture, the high Force grid wind, the whole piece does not mention its own brand, but let the user feel not to eat with the Sacred Heart is sorry crab this species.

The basis for the hairy crabs packaged as high-end gourmet gifts is that when he was pushing hairy crabs, he used a similar approach to the Tong Ren Tong, in accordance with the product "although the processing of complex, will not dare to save labor, taste expensive, will not be afraid to reduce the material" of the ancient adage, and promote this In other words, his product is marketing itself.

Fu Jun said the hairy crab industry has three pain points, and his solution is:

The market is not enough for crabs, unsafe doubts: the best judges to organize national competitions, each year according to the results of selection of suppliers. Allow returns. There are laboratories to inspect the crab's food safety. Establish a data assessment system that can be traced back to the source of each crab.

Hairy Crabs as gifts, inconvenient circulation: In 2002 made the first Hairy Crab gift certificate, and in the design of coupons.

We have made the quotations of Chairman Mao in 05 years. 4 trillion of the financial crisis when we said that 10 years of time the production task was completed; 12, we 10 anniversary, we have made a People's Republic of China thanks Law ... Always use gift certificates to communicate with users.

Crab eat and save inconvenient: investment processing plant made good preservation of the crab. Also based on a Southern Song Dynasty Gouffon issued with a hairy crab cream and yellow made of "bald butter", bald butter after the rest of the crab meat and make scallops crab meat, and around this do carefully marketing:

In the past, our top crab feast was to take care of our friends, Jason, Ogawa are here to eat crab feast, but this year I use bald butter, scallop crab meat, crab, find the best master to do the top crab feast, in Beijing, Shanghai, Hangzhou did three, finished three, open to the industry's gourmet and media. All the guests in the micro-letter said that I eat this, the food is good, so that our products in the online when the microblogging has a marketing. Bald butter becomes the hottest thing in this year's gourmet circle, and it's not cargo if you haven't eaten bald butter.

Pancake Fruit: Product is marketing, marketing is product

As for the Hering and his pancake fruit "Huang Taigi", the author of the Tiger Sniff has had this, or this interpretation and analysis. Unlike Fu Jun, Hering's play emphasizes "product is marketing", plus "marketing is product".

He said: "Today, the traditional fast food supply chain is from food to mouth, Huang Taigi supply chain from food to community, but in my view, to the mouth is just the middle step." Today we see all the Western fast food, Chinese fast food only to do ' to the mouth ', far from do ' to the community '. But see millet, millet mobile phone is only the middle step, the community is the last, the real supply chain should do so. ”

Generally speaking, this is the fruit of the pancake, in the guarantee of the quality of products on the basis of ensuring product quality without mishap on the basis of the energy spent on creating a light force of the community atmosphere, the user experience from the "product" switch to the brand atmosphere.

He gave several examples of Huang Taigi playing marketing at the scene:

For example, at the beginning of the opening, with the customer playing stone scissors, the customer won the pancake.

For example, to customers do shop parking raiders. "We do not have to stop at the door, we have a parking strategy, the first to tell you to law-abiding parking; If you have to stop at the door, you have to put up the trunk, or play double flash. "Later, all the cars that came to stop at the Huang Taigi Shop opened their trunk and became a culture spread among the customers."

For example, with white-collar recognized Mercedes-Benz, Mini Cooper convoy delivery.

For example, Hering himself every day to think of a feeling of proverbs, in the day of the small ticket. To enable ordinary employees to be the protagonist of the image ads, they film movie stars, band Sense, so that employees feel fun.

For example, do not regularly bask in the maximum amount of customer orders, to attract companies to enter the "play" to promote the takeaway. Hering said:

The first time we received the game company Kabam 2450 Yuan of the total price of the order is very excited, to order a pancake to order so much! I put this order to the Micro Bo said, this is the takeaway champion! After one weeks, kabam a more than 4,000-dollar list. We asked him why, the other side said, you are not announced that we are the foreign sales champion, we feel that this takeaway is not very long, the initiative to raise the amount of money. As a result of the microblogging release, Zynga employees commented that we are going to surpass Kabam! The two of them are direct competition companies, and upstairs downstairs. Then a lot of companies came in.

Baidu bought more than 5,000 on the day it announced the acquisition of 91 mobile phone assistants. According to Wen Group's Xiahua again ordered 10,000 pieces of a single takeaway. This is hard to break through, but today there is a very fast company in the U.S. stock market, called the Tyrants, a single 17,600, this is the real.

"We have a philosophy: What is Brand?" Brand in my eyes is four words-third personality. Today, we wear a different clothes, we use a different cell phone, we meet, through the body of the object can be judged by the two of us is not a class of people, this is the third personality of the show. Today, with so many people taking pictures of Huang Taigi pancake fruit bags, this has become their third personality performance. Today, I can be quite certain that Huang Taigi can be called a brand. ”

To discuss the subject of learning in class

Back to the question: If you want to learn Fu Jun, what?

Fu Jun The essence of Kung Fu in the product. Products are for the product, marketing is also around the product. Before 2013, his hairy crabs were mainly aimed at high-end political and business people, but the new government's thrift campaign has been cold since the market began to turn to 2 c. The established target crowd itself is highly forced and easy to accept the high force.

And the target crowd of Huang Taigi, it is a more extensive coverage, experience the relatively low cost of "light force" white-collar and students. As said above, Hering I most of the energy used in marketing, for the product itself, to achieve food safety, standardization, restore the old technology, for this crowd is enough.

With Fu Jun facing the high force of the crowd when the humility of different, Huang Taigi revealed obvious to the user's reverse screening. Hering said:

Talking about so many fan economies is to get people who love you together and let those who don't love you leave.

Huang Taigi must understand that we are not pleasing all over the world, not 100% brands for everyone, we only serve the people who love us, do good for them is not enough, those who do not like not to recognize us, we are ' councillors '. These people, we can't pull him back. We are trying to do our best, but today is the time to make money.

There is a clear difference is because, the harvest crab has established consumer population, the quality of hairy crabs This category demand, price expectations are highly convergent. Fu Jun know how to use the beauty of a large professional eating law, force paste traditional culture most can impress them, even his gift card is also can let the political business crowd smile: Mao Zedong Quotations, 4 trillion, national painting, the People's Republic of China thanks law such a more macroscopic and historical sense of material. In the face of the traditional consumer, can you imagine that he stamped "hi-pop" to the gift certificate?

The Huang Taigi target crowd is more public and more civilian. They play with a strong, participatory sense, and more emphasis on community-type identity outside the product. This is why in the poster to promote the General Staff reverse attack, play guessing, play open the trunk, the sun is effective.

Fu Jun this year, after opening the cat shop, he said his accident:

Once transferred to the C-terminal, I originally thought that my product users will definitely say that my things are good, because our products must be the best. The results did not think in the cat's comments inside the user is basically saying, you are very good packaging, your logistics how good, are saying these things, I absolutely did not think.

Fu Jun This kind of gluttonous guest to the product already is the leading class:

You see the three cans of products, I am responsible to tell you, in my kitchen have, after finishing I do not have to ask anyone to eat food, make sure you like. For example, crab, in place, the subtle taste and aroma where, every year crab start before I also adjust the formula, inside the raw materials have several spices to do, according to the annual Spice material will be individually adjusted specific gravity.

The Internet users on the electric business platform have a strong sense of consumption and follow the attitude of the people, but the ability of tasting has not been followed, most of the evaluation in the packaging, logistics and other peripheral. That's what Hering knows: at least at this stage, it's better than a passing line. No amount of input and good is the cost of inefficiency.

The pain point of the Internet user, it is millet has already experimented successfully, Huang Taigi is carrying out: cultural identity feeling, brand third personality.