O2O of the most grounded gas: how to sell pancakes to 40 million valuations

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In many people's natural mindset, pancake is a not on the "table son" business, but a person has to sell the pancake to 5 million of the annual income of the water, the current only 13 seats, the business area of only more than 10 square meters of the pancake Shop valuation is close to about 40 million yuan, this is Huang Taigi.

The owner of this pancake shop is called Mr. Cheong, a typical entrepreneur. From the age of 22 he has experienced Baidu, where, Google as a brand and user experience management work, 26 years old with the British legendary advertising godfather brother founded 4A Digital marketing company, 28 years old to create digital creative company DIF. Huang Taigi was his third venture.

Compared to the first two times to start a business, do Huang Taigi this thing by the friends around a lot of cold water, with Hering words "In addition to my wife, basically no one to watch me sell pancakes this matter." Friends around the discouraged Hering can also understand their intentions, but in Hering view, selling pancakes is a very "grounding gas" thing, and catering industry is closely related to everyone's industry.

From advertising to pancakes

About the origin of Huang Taigi, but also first from a person, this is now Huang Taigi's boss.

It is understood that after several job-hopping, Hering particularly want to do something, but also suffer from do not know exactly what to do, at this time, he knew now Huang Taigi's boss, a authentic Tianjin girl, then Hering began to travel frequently between Beijing and Tianjin. Since the wife is Tianjin people, both himself and his wife like to eat pancakes, so began to make pancakes this matter has become interested.

Two of people after consultation, decided to make a pancake shop, but the shop form is different from the traditional street shop, he hopes to overturn the pancake in the minds of people before the impression, so he decided to the pancake shop into Beijing CBD.

After three or four months of tight preparation, in all ready to open at any time, the name of the store has not yet thought well, how to play a catchy and easy to remember the name, this really makes many years of brand management Hering hurt a lot of brains.

Hering told reporters that they thought a lot of names, but never one to make their own particular satisfaction. The name "Huang Taigi" is the name of the dream that I dreamed at night. Because he is from the Manchu people in Harbin, his Manchu surname for Herscheri, so he will be a small shop named Huang Taigi, take Italy "Huang Tai Chi" meaning.

After the name has been taken good, then starts to plan the opening. As a person without any experience in catering, he had deliberately chosen a weekend as the first day of business to be insured, and he vaguely remembered that he had probably sold hundreds of dollars on the day of the opening.

With everyone's word of mouth, not long after the business began to fire quickly up, every day at noon queue to eat pancakes are not in the store can bear, a lot of people in order to be able to eat this mouthful is often lined up for nearly half an hour of the team, this was a bit out of his expectation. But over time, Hering has become accustomed to such a crowded scene.

Why choose pancakes for their own starting point, Hering have their own set of theories.

First, from industry trends, Hering that China's fast food has a feature: either too grounded or too ungrounded. In addition, China as a big food, children's year by a lot of foreign brands surrounded by fast food, this is not normal, the Chinese should have their own proud of the fast-food brand.

In addition, from the production process, China's food relative to Hamburg, pizza and other western fast food, in the standardization of the process is much more complex, which also limited to a large extent the development of Chinese fast food.

How to ensure the efficiency of fast food, but also to restore the process of eating now, and easy to carry, after comprehensive consideration, Hering found pancakes is a good point of entry.

Weibo marketing

Whether the Enterprise Micro-blog, or other forms of social media, to allow everyone to participate in the topic of discussion, the first content must have a topic, so that the topic has adhesion. and Huang Taigi, in the topic of adhesion, under the full effort. From time to time to throw some of the topic of adhesion, triggering the discussion and onlookers, such as the pancake shop into CBD, the owner of Mercedes-Benz to send pancakes, beauty hostess to send meals, pancake relativity public class, and so on, which has become a lot of fans relish the topic.

In addition to the topic to be dependent on, but also to provide customers with easy to share the environment and atmosphere. It is hard to imagine that in a 13-seat pancake shop, also provides wireless internet access, the reason for doing so, Hering hope to create a "share" of the environment and atmosphere, so that everyone quickly put their "dining experience" quickly share out, pass to their friends.

According to Hering, the Huang Taigi has received about 70,000 Weibo reviews since its opening, boss Hering the comments will be in the first time each reply, he thought that the motivation is not only interactive, more important is the intention and customer communication, prompt and timely reply is a manifestation of sincerity.

In addition to micro-blog, micro-letter, public comments and other platforms, the mainstream media is also a channel can not be ignored. It is learned that it is through the Beijing Television "bTV Food map Program", so that the store so that more well-known to eat, the influence of social media spread to the whole society. For Huang Taigi Marketing, Hering that often look more unlike marketing "marketing", the effect will be better.

Keep it small and beautiful

Since its opening in mid-2012, Huang Taigi not only got many diners fans, but also attracted a lot of investors ' attention, according to Hering said, the current initiative to find the wind cast including Jingwei venture, entrepreneurial workshop, such as many well-known domestic VCs, call every day to seek to join the people is more.

About being asked to join, Hering have their own ideas: Huang Taigi only do direct Battalion, do not join. This can be in the quality control more conducive to management and supervision, he hopes to Huang Taigi this brand to do as long as possible.

On the future development of the company, Hering told reporters, Huang Taigi plans to open 5~6 branch in Beijing this year, plans to open the branch next year to Shanghai, Shenzhen and other places, if all the development of the smooth, will also consider to open the Huang Taigi to New York, London, Melbourne and other foreign regions, three years later in return for the next round of expansion.

He also revealed that the future Huang Taigi each store menu will not be the same, each store will be based on the characteristics of different regions to develop new characteristics of products, different stores will only retain the classic products, he thought this is more interesting, but also let the diners have different thoughts on different shops.

For Huang Taigi's current achievements, Hering that this is both unexpected and understandable.

"Conscience with good material, restore old taste", this is Huang Taigi advocated business philosophy.

"In the use of materials, we adhere to the organic lettuce, pure mung bean noodles, no alum fried fritters, boss Hering said." "Compared to ' using good material ', in fact, we want to emphasize is actually the back ' old taste ' this part of", pancakes, tofu brain, fried dough sticks, this "kind Son" is the Huang Taigi store in the flagship merchandise, but also the highest rate of diners ' products, he hopes to give those old taste to new life, in the Westernized Chinese fast Food market set a new benchmark.

A standard version of the pancake price of 9.5 yuan, for this pricing Hering have their own reasons. "Pure mung bean noodles, ecological lettuce, no alum fried dough sticks This is our competitive advantage." I hope that in the next 5-7 years, the Huang Taigi into a closed loop, all aspects of the materials can be supplied to their own, but this need to gradually achieve, "Hering said.

Because do Huang Taigi, Hering three months lost 35 Jin, he admits that the biggest problem is the management of the bottleneck, he hopes that the future, whether from the process or personnel management can be more optimized and methodical.

Hering that the next 30 years will be the traditional year of reunification, many of the things that are diluted by memory will return to the tradition, catering is also the case.

The boss, who is about to go to the microblog marketing conference, launched a campaign on Weibo.