The marketing elements of taking stock of SIP

Product development Strategy

The biggest difference between a Chinese snack and a Western snack is the difference in product content. Chinese fast food in the maintenance of traditional authentic taste of food should pay attention to the original product reform and the development of new products. In the development of food, SIP has the following three characteristics:

1. Standardized Operation procedure

Enterprises should use modern machine kitchen equipment to replace manual operation at all possible ranges, and standardize operating procedures to reduce the inconsistent quality of subjective judgment.

2, improve the value-added products

The pursuit of pure, healthy, natural green fast food has become a new trend of development. SIP feeding Food development in the process of attention to nutrition, while using China's rich food culture and the human body has therapeutic effect of the ingredients of Chinese medicine ingredients, played "green food" slogan to improve the value-added products.

3. Product Innovation

In order to maintain their traditional characteristics of the meal, pay attention to the local eating habits, food culture, the introduction of innovative products suitable for the new target market, in addition to the original product appearance, color, ingredients, taste on its innovation.

Price strategy

The pricing strategy of SIP-feeding is to decide the price based on the principle of cost plus profit, the annual profit margin is about 8%, the per capita consumption is 32 yuan, the western fast-food industry and so on are mostly competition-oriented and penetrating the market as the pricing target. Most of the benefits of the transfer to consumers, Low-cost strategy, so that the vast number of consumers to obtain fashion and affordable food enjoyment.

The important factors that affect commodity price can be summed up as follows: Cost factor, competitor price level, customer psychology price standard, company's marketing target, company's marketing profit and market share measure. Western fast food in the pricing of a number of factors, such as McDonald's in accordance with the value of consumers to price. KFC is priced by reference to competitors ' prices, aiming at market competition.

Whether the use of unified pricing or differential pricing, depending on the circumstances, generally in the context of chain operation, the adoption of a unified pricing easier to manage. SIP feeding because of its standardized flow and strong central logistics distribution system, in the cost of saving a lot of money, at the same time its bar of the site to maximize the unit time of customer capacity, to achieve the purpose of compressing costs, to facilitate the implementation of LOW-COST strategy.

Chain management strategy

The use of chain management, so that sip feeding in order to meet the dispersed needs of consumers at the same time to obtain economies of scale, not only to form a trans-regional operating advantages, but also in many areas of store management to retain their own characteristics.

Chain management on the one hand, the company headquarters responsible for the overall purchase orders, for each store in the same region to develop a unified procurement plan, with its very competitive low price to grasp the sales advantage; On the other hand, many chain stores the same corporate image and the same advertising input and caused each branch of the advertising costs of the spread of thin so that can achieve maximum benefits, Fully tap the chain potential of Chinese fast food.

New Network Marketing Model

According to the latest authoritative survey by McKinsey, the world's leading global management consultancy, there is no time like today to focus on brand marketing, the most important change in the emerging marketing model is to increase the strength of network marketing. Official website, electronic magazines, electronic vouchers, micro-bo communication, micro-letter interaction, the soft packaging of the network, as well as behind the scenes of the network, no unattainable.

Brand promotion on the network as long as the money can be without holes, but also can do imperceptibly. So, whether you eat or drink or not, you certainly know that SIP is not to mention the role of the network pushing hands, the network marketing strategy adopted by SIP is quite successful.

Create first-rate employees

First-class Entrepreneurs command first-class staff, first-class staff to create first-class enterprises. In the eyes of He Guangqi, the whole staff of SIP is an excellent employee who can be molded, so he adheres to the idea of "two transcendence" under the rule of "people-oriented" Confucian management philosophy, which is to exceed the expectation of entry and exceed the expectation of staff training and career planning.

SIP feeding, in the training of talent, there is one of the most distinctive highlights, that is, "Send talent back home" plan. He Guangqi came to invest in mainland China, insisting on the idea of localization. Similarly, in the layout of the shop, SIP is also from the opening of the city in advance to find people of origin, and then the people to carry out a unified training, and then as the main transport to their hometown as the chief of the store, do the director, such as the operation of new stores. The successful operation of this strategy has directly ensured the amazing development speed of the three or four-day opening of a shop for sip-feeding enterprises.

In addition, the impact of sip on the traditional chafing dish is first embodied in the layout of the store. The desktop layout greatly improved the "flip rate", another advantage is that the shop unit area of the customer capacity increased by more than 30%. At the same time, the waiter stands in the center of the bar "directions", all around the customer's request panoramic view, and can respond quickly in the first time. In the SIP, a waiter can serve up to 20 customers at the same time, greatly reducing the manpower cost.

In the past, most of the SIP-and-sip shops were concentrated in crowded shopping malls or hypermarkets, and the target customers were also mainly targeted at young groups. Today, sip-feeding is focused on office-intensive areas. In any case, the hot pot itself in the form of delicious and fast food can be used to eat the package lunch box of business white-collar add a new choice. "It's not the traditional hotpot business, it's the whole snack market," he said. He Guangqi kept reminding him of his status as a sip-breast-feeding.