Huang Taigi under the Internet coat, marketing light products, see how far you can go

"Chong 100" by the "internet thinking" of the East Wind, Huang Taigi pancake famous. Its heavy marketing light taste, of course, caused the traditional food industry criticism. The author Zhaoxiangyang A detailed analysis of the views of the Huang Taigi model, although it does not give a conclusion, but through the statements of all sides, help us to understand the traditional enterprises in the Internet process of various contradictions. Sometime in 2013, a pancake shop called Huang Taigi quickly became popular on the internet. Unlike the traditional catering chain, Huang Taigi did not advertise much in the media, nor did it gain attention by the size of the chain stores, but made the topic on the Internet, and with the help of micro-blogging, it eventually became the classic marketing case of the year. However, in the public comment on the internet, most of the netizens are disappointed with the taste of the Huang Taigi home Pancake, a comment said, "really very general, not crisp, more than the pancake outside the stall, boasting too exaggerated." In addition to the main pancake, Huang Taigi also launched pancake, tofu brain, noodles, pumpkin soup, purple potatoes, trotters and other 10 products, many consumers also reflect the general taste. Products Taste general, and marketing to do a good job, the contrast between the two industry to Huang Taigi Pancake generation thinking, this kind of Internet thinking packaging food model can withstand the test? Senior Media person Jizheng exhibition in their own micro-trust circle of friends to do a survey, two days received more than 490 replies, "summed up on one, Good products are all the fundamental, others are clouds. "For a catering business, taste is the first element of product quality." "China is a taste country, taste is the first indicator of consumers ' choice of restaurants; Japan is a nutritious country and Japanese consumers prefer to choose food with high nutritional value." Therefore, for Chinese consumers, good food is the core element of food and beverage. And most of the catering entrepreneurs I know are putting 90% of their energy into the improvement of the taste of the dishes. Gluttonous Food Management consulting company General manager Li Yunyi told reporters. However, on the taste of Huang Taigi Pancake Products questioned, Hering responded: "Good food is not the only way to success." It can be seen that Huang Taigi trying to build their own call McDonald's or Starbucks in China, in the consumer experience, dining environment, human Services and other aspects of spare no effort. The Huang Taigi pancakes are in good condition as far as several stores are concerned. Reporters in the Huang Taigi Soho shop to see, noon meal people in a stream. Huang Taigi founder Hering said, a single shop monthly income season near 1 million yuan, off-season can also reach 600,000 yuan. "Huang Taigi is actually using the Internet thinking, accurate grasp of consumer demand." There is such a layer of white-collar, they think in Huang Taigi eat pancakes, is a very petty things. Huang Taigi is actually the user as the core rather than the product as the core, which is the most characteristic of Internet thinking. Isi Food CEO Zhang told reporters. However, in the traditional catering operators, because of its product weakness and positioning of the narrow, the expansion of its problems. "AlthoughHuang Taigi seized the CBD business Circle white-collar some of the needs, but as a restaurant chain, this demand is too narrow public. From the location, Huang Taigi destined to only in the high-end office surrounding development, its product structure and cost-effective makes it difficult to find a good location in the community business, shopping malls. and catering into shopping malls has become a major industry trend. Huang Taigi positioning and products limit its expansion ". A food and beverage industry developer told reporters. "100 Annotation" restaurant has its own characteristics, too much emphasis on marketing and environmental modelling, and ignore the taste of the product itself, this became Huang Taigi pancake future growth of the short plate. With the impact of marketing events fading, to maintain enough exposure in the user, Huang Taigi may enter the traditional marketing model, the taste of the short plate will be further enlarged. Founder of a company, the development of a "small and beautiful" products based on the Internet, the accumulation of users, when the user reached a certain number, the introduction of VCs, the last successful listing or by an Internet tycoon acquisition, the founder of a large amount of cash, to retire. In recent years, the internet wave of entrepreneurial stories almost become a "model play." Although Huang Taigi is an entity catering shop, it is almost the same as the above pattern in terms of its operating methods. Hering has told the media that he hopes Huang Taigi can eventually be listed in the United States, the capital market recognition. In a speech, Hering said it planned to Huang Taigi 10 billion. "The future of China's catering market will expand from 2.7 trillion to 10 trillion yuan, if we can from 10 trillion yuan 1 per thousand of the amount, only to do the Chinese food market 0.1% share." Selling 10 billion-dollar pancakes in a year is one thing we want to do. "10 billion, it is not so much a Hering to Huang Taigi's development prospects to draw a piece of pie, more like a marketing tool." "In fact, you sell to 10 billion yuan or did not sell to 10 billion yuan, and the real meaning of the diners how much relationship?" How much is the 10 billion-dollar flow and the need for satisfying diners? In TMT Observer Wei, the core of business is to do a good job of product satisfaction needs, not do a good job of publicity to meet the spectators. In fact, the dividend that internet marketing brings to Huang Taigi is gradually subsided. Weibo, for example, is a major position for Huang Taigi marketing. Huang Taigi's rise in the micro-blog and the interaction and speculation inseparable, Huang Taigi famous, it is Sina Weibo popularity peak. However, an indisputable fact is that after 2012 years of peak, the microblogging platform's own popularity and influence gradually fell. However, there are also people in the catering industry who are optimistic about the Huang Taigi model. Ai Rice restaurant chain General manager Tri Rongxi that, for fast food, not terrible on it. Huang Taigi will be able to improve the product after it is listed in the future or with more financial support, and its accumulated brand value is indeed very valuable. "100 Bianhouyu" from the industry development, in fact, the future Huang Taigi of the success and failure is irrelevant, Huang Taigi incident to bring Chinese food and beverage even Chinese traditional enterprises how to integrate into the Internet life, provides a rare case study.Author Zhaoxiangyang, "China business newspaper" reporter Zhaoxiang, the first time to publish retail information, the exclusive interpretation of industry events, gossip amusing industry bosses-, the author micro-letter public account: the Third eye retail. (Chong 100)