Legend of the carving ye, holding the olive oil and carving ye beef brisket two big gold-sucking artifact

"Durian is love to die, hate hated, bananas, neither likable nor annoying, but there is no characteristic can say." Legend of the carving ye, holding the olive oil and carving ye beef brisket two big "suck gold" artifact. Not for the outside world is known, from the resurrection of the oil to today carving ye brisket chain opened, all benefited from carving ye good at using brand split mind.

The following is the main content of the oral sharing of the chief executive at the Micro-Innovation CEO Camp:

In the beginning, olive oil was a mess.

Liv Essential oil first do offline counter, until more than 100 stores decided to expand online business. January 2009 I began to take over the olive oil from my sister's hand, the first few months were very hard, at that time, the net loss of cash every month is more than 400,000, then the cash is 1 million, according to the rate of cash loss, the company will go bankrupt 2.5 months later, if the liquidation of the theory has been bankrupt, Because still owe a lot of supplier's payment, even have the container supplier said that will not knot money to go to the mall to dismantle the cupboard.

At that time I did not do anything else every day, is to find ways to motivate employees. For example, take out their Mercedes, every day to the driver to pick up the staff, and each shop directly to the PK race, I go to the store every day to observe the purchase of customers, and then find ways to improve, intercept customers to do transformation, and then joint. In this period of time, I also do layoffs, I see some well-paid professional managers do not do, direct layoffs or pay cuts. Two months after the cash is not lost, and then basically by August 2009, Liv will be profitable, cash began to return.

Although the oil began to make a profit, the progress was particularly slow and time-consuming and laborious. At the suggestion of a manager, we began to embark on the road of the electric business, September 11, 2009, we opened a C store on Taobao. At that time, my friend and vegetable head in his post recommended the olive oil, the results of a week in the shop of the olive oil directly to the reputation of four diamonds. This incident to me very much touched, we realized that the network time arrived, so I put the person responsible for the net to pull out and set up an office. Full Shop online shopping, the line team has complained, I was a word, I said you again to me complain online shopping you can resign. Then I spend 90% of my time on the internet shopping, looking for corners to overtake, the results only one months on the credibility of the olive oil rushed to a crown.

Why is the slogan "Liv is essential oil"?

I like to do everything I like to find its methodology. The advantage of methodology is that it avoids fatal mistakes, but its disadvantage is that once the methodology is sorted out, the greatest opportunity is lost. Because the so-called business truths are always in front of our eyes, all business theories are used to break.

In fact, it was because I saw a chance that all the girls in the salon knew essential oils, but you asked her what the first brand was, and she couldn't tell. This opportunity actually exists around everyone, is a familiar thing, if it can become a category, just this category and there is no first brand, then you have to do a brand that category of opportunities, so the essence of the olive oil advertising is: "Liv is essential oil." It's like the bottom of the sea. This brand represents Sichuan spicy hotpot this category. This is the positioning theory.

If you find a category, the public's perception of its first brand is vague and unclear. Then you have a chance to make a brand category, and you're likely to get a 10-year chance of success: If you don't hurt yourself, 20 years is possible.

I always say that one of the key points in splitting my mind is to look for a blank category and then name your brand. Because people are using the category to think, with the brand to control.

In addition, the focus on an industry enterprises, the need to build their own core competitiveness, but the core competitiveness is not a point, but the chain of many points, any enterprise if by a certain point of success, in fact such logic is not. Because you this one point of success anyone can copy. But for enterprises with a core competitive chain, success is not copied. Then you continue to optimize a certain point, the longer the time to pull, you each point optimization effect will be better, the whole chain is born out of the greater value.

Braised beef Brisket style: Prefer to be a durian, not a banana

The beef brisket is more like my personal home dish to a certain extent, and I am still the director of vegetable products. I am carving ye beef Brisket product Manager, each dish from the idea to the creative to the taste of the commissioning of the final decision. We have a slogan called: Better when durian, do not make bananas. What does that mean? Durian is love to die, hate hated, bananas, neither pleasing nor annoying, but there is no characteristic. So make brand, must do durian type brand.

The reason why the beef brisket can split the mind, lies in our core positioning accuracy: The five-star hotel dishes with a sense of form and ritual into the form of the shopping mall. So there are customers to the carving ye brisket love to death, because of this form of feeling.

How to open the rate of the flip, one of the important point is that less food. A friend of the catering industry asked me how could this work? I said, the first time you go to a strange restaurant, if you are satisfied with the words you will go next time. When you go to the second time to order with the first time is a high coincidence or height does not coincide? Think about it......

Because the last time you were satisfied, the next time you go there is basically a high overlap, it is likely to be 80% the same as the last point, the other 20% may be a new one. So the beef brisket only sell 12 courses, in the Internet age, since it can easily obtain customer consumption data, you can clearly know which dishes are widely popular, which dishes are spit serious. I often research my loyal users, plus the point of data, we use these large data to continue to optimize the dishes, rapid iteration. Implement the final elimination of vegetables, every one months will update the menu.

Less food, the time to order is shortened, and we have other attempts, such as wine a single cup to sell rather than the whole bottle, do not receive children. Because family customers with children have long meals and are easily disturbed by other guests. Let's just say that my ideal restaurant has a turnover rate of 3 to 4.5 units.

In the dining room usage rate: We carve the beef brisket at the beginning of design, make sure that the realization does not let a table empty when opening. Carving ye brisket of each store is a small shop, my limit is not more than 300 square meters. You know why? Here are two reasons: first, greater than 300 flat, in the busy front hall and the kitchen will be poor communication, the frequency of damage. Second, shopping malls are characterized by the afternoon 6, 7 meal time must be able to fill the customer, but to 8 or later, attendance can not be guaranteed. Suppose 1000 square meters of shop, night 6, 7 must be able to sit full, 8 points of attendance may be only half, to 9 points may only have one-third meal. The same situation if the 300 square meters of the store, you can ensure that each time period is full seats. Make the most of every table, that's our idea.

Practice down, we have a significant increase in the affordability of rent, can put more resources into the development of new food products. I think it is very important to find a target customer base under the market segment.

Marketing tips for carving beef brisket

Someone asked me why I spend 1 million to buy a car to pick up the user, the focus is, like this car 1 million, for six months useful, now all day in the courtyard throw, you say it is not worth, we calculate the account. This car from inside to outside we all reformed, carving ye beef brisket Big logo, printed in the seat cushion and head pillow. In front of a big TV, we also do a carving ye beef brisket on the mark. The car has a WiFi password is also the logo of the beef brisket carving. For example, some stars and talent, they send a micro-blog quotes 20,000 to 50,000 ranging, we go to pick him up, a picture of a car on the micro Bo, this one no white hair, 20,000 dollars, I earned, understand what I mean. So in the end you calculate this car, I also earn, is the star users of the micro-blog counted down I earn this car, see this account how do you count. In the Internet era is different from tradition, it depends on your idea, some of your ideas and ideas to the time, it has the effect of dissemination.

Since the media is the main battlefield of future product marketing, the influence of the micro-trust friends Circle is too terrible. A fine dish, in the carving beef brisket eating customers will probably take pictures, and then share to the microblogging or friends circle, and can quickly form interactive, this viral transmission of energy is too large, there will be a steady stream of people know carving ye brisket.

Today even if not online shopping people also read news on the Internet, see micro-blog, also play Friends circle. This is why Ma Yun is stronger to push the contacts. I don't know what he's going to do in the future, but this time you have to be very concerned about the sale of the micro-trust circle.