Huang Taichi billion dream is how to achieve

Wong Tae Kyi Internet marketing is undoubtedly inspirational, and exciting, but 100 billion ambitious Wong Tai-ji may be the beginning of catastrophe.

Marketing is not a story

4,5 stores 6 months to achieve 1 million sales, so high-profile publicity will inevitably cast doubt on the single store operating income over 50 million fast-food restaurants in the country seems to be very rare, all over 50 million One hundred percent is a myth, McDonald's, KFC stores a month but only one or two hundred, twenty-three million. If Wong Tai Kyi still maintain the existing one to two million in total sales, you need to increase dozens of stores over the same period, not just a few stores can support.

1 day 10,000 pancake fruit is the peak or average, normal? Six months ago the publicity is 10,000, six months later is still 10,000, it is inevitable distortion. Get rid of VC, PE are not only investigated, but also for the priority injection of competing for votes canvassing take-out large orders, Internet companies and catering colleagues and communication and marketing colleagues also include franchisees who act as diners to experience, try to figure out and Follow suit, and encouraged by the publicity, unidentified consumers and businesses of all walks of life go curiosity and learning psychology to go try, really from the point of view of pure food experience can say how much, loyalty can leave how many.

If all rely on the eyes of new customers to develop and attract support, customer loyalty and selectivity is not high, one-time consumption-based, deviate from the Internet Catering industry itself is the food and beverage industry, the first need to meet the consumer's tongue and appetite to pursue And demand, rely on a variety of marketing tools to support and packaging of the fast food industry and then a lot of high-profile packaging, and soon because of the management and management problems as fast as the collapse of the Chinese restaurant chain just as dangerous.

7 years to expand to 2000 stores equivalent to nearly 300 new each year, such an expansion of the same doubts. McDonald's entered China in 1990, with 370 stores in 1999 and 1,770 stores as of June 2013. KFC entered China in 1987, with more than 2,100 stores in 2008, each adding up to 200-300 new stores a year, often unattainable.

Not to mention Huang Taiji has such a strong brand appeal, the giant can not achieve the goal of exceeding the current realization; not to mention the current 4,5 stores 100 employees, the next 2,000 stores tens of thousands of staff management To keep up with the issue, the quality and taste of pancakes alone can meet the more critical needs of the public enough to pose a lethal lethality to the brand.

Now consumption of the public are sparsely populated, when the streets are full of time or the streets of the pancake fruit hawkers also learned to give the pancake fruit a beautiful package of clothes, and the last smash hit dregs no two. Many of the shortcomings of a hungry consumer's limited-spending consumer brand are not enough to expose, or the impact and impact are less severe. When the brand freshness and fresh energy in the past, the voice of disappointment and criticism one after another, neither good nor cheap benefits of the two innate defects will be quickly discarded by the market without complaint reasons.

Internet Marketing Real Focus

KFC, McDonald's selling Chinese pancake fruit, is a kind of similar, differentiated innovation. New media marketing, Mercedes Benz to send pancake takeout, alien lectures, beauty proprietress, investment bank million takeaway large single, eat Huang Taiji pancake to become corporate culture, Hunan and Hubei to do the occasional marketing and so bright highlights, in fact, is also He Always brilliant and good at advertising and marketing masters. However, excessive marketing, rather than grasp the product quality and core competitiveness of the real part of the brand, consumer experience and brand appeal and credibility will decline rapidly, will also be without mercy to expose short. He always sings bad songs for Hunan, Hubei Province, while not forgetting his pancake fruit is also walking the flashy high-end line, but a move, there is no more blocking the homogenization of copying and plagiarism of the core content, if not truly change and upgrade , There will be a day off the altar quickly.

Shaping the brand early will be a lot of market investment, to create a model market and boutique stores. The flagship store as a whole into other stores can not follow suit, sales are hard to copy. Catering industry has always been working for the landlord, Wong Tai-Ji high-profile claim that its rent accounted for only 6% of sales seems to be the same business deification, there are still a lot of natural missing decoration costs, publicity costs, labor costs. . . . . . So high-profile publicity paradox, the result can only be two, either the franchisee fiercely stuck, or severely price hikes by the landlord.

Fan economy in the Internet age will greatly save marketing costs, to maintain brand loyalty, but the people eat the sun, if claimed to subvert the traditional restaurant industry Wong Tai-ji's tongue on the real experience is not so beautiful and how many fans are real Of the consumer population, rather than the Internet investors and other industries, other marketing agencies, spectators and imitators? Even if the 100 000 fans are consumer groups, but also contribute 300,000 pancake fruit, which is 100 million from the marketing of Imagination also Far away from 100 million more difficult to match. And more just like to say to franchisees and investors who listen to the packaging story.

Some say to listen to the investment bank's story need not be too serious, beautiful online, offline is too much Internet business commonplace, Internet marketing is just a complement to marketing, want to do the Internet restaurant industry, first to the restaurant industry genes do Foot, do pure, well, in the fierce rush with the old and giants in the real stand, consumers can spend harsh aesthetic seven-year brand itch. If Huang Taiji was still alive at that time, it was a lucky example. Simple relying on hype and packaging, investment by drumming flowers is difficult to grow into a century-old brand and perfect big brand.

Medical marketing in the Internet age also requires professional and careful - professional operation plus careful decision-making to have the chance to win. Light marketing, does not produce sales and profits, can not be sustained, after all, short-lived.

Real marketing, real business can make the brand durable and healthy.