The new venture is probably a unique label for the internet age.

Rui comments by Wu Meimei: The new venture is probably the unique label of the internet era, the famous venture capital IDG established 100 million yuan, the founder of the New Dong is driven by the founders of such a restaurant O2O outbreak and the creation of the era, its marketing natural extraordinary, But deep thinking of its product logic is what, there are problems, how to break the Bureau; This article tries to answer for you.

Recently, New Dong has been watching people's eyes, a named Zhang Tianyi, because "Peking University Master", "the" "", "" the "rice noodles" and other contradictions of the label and "don't mention the internet thinking", "catering is the Sunrise industry" and other maverick point of view, suddenly became the internet circle of the Reds, about his article many, Praise a lot, however, very few people from the choice of products, positioning to do deep anatomy, the following I then the article on the rational analysis of the Zhang Tianyi product path.

1. Why Choose this product?

In Zhangtianqu one's own words "one is own local advantage, the second is to draw on the internet thinking", however, the choice of products is not so simple. If said Zhangtianqu one is to witness the Huang Taigi of the hot, and watched the sushi of the god of the two Lang was inspired, that when he decided to advance the catering industry, he first distressed, should be the product selection and positioning.

So which product should we choose? I guess he had a bit of a transposition: Suppose you're a diner and ask yourself what kind of product you need? Thus, as a Hunan people in Beijing for six years has not been satisfied with the desire to be Kou, a product will be timely to come out: the hometown of food-rice noodles. With the initial idea, the pros and cons of the product need to be carefully considered: is the demand large? Is the process difficult? How many competitors? To answer these questions, it is not a matter of patting the forehead, it should rely on careful and careful analysis. Below, I completely decode the product of New Dong from an outsider's point of view.

To decode a product in all directions, need to have a 360 degree of complete thinking model to analyze, at this time we look at the product, should not just as an isolated product to see, we put the product into a product consumption field to look at-we are from the product characteristics, user characteristics, Environmental characteristics of three dimensions to do a layer of decoding; then from the product and user interaction, product and environment interaction, user interaction with the environment, three interactive dimensions to the Volt New Dong rice noodles for two-level decoding, as follows:

First level decoding

Product Characteristics: (in accordance with the production of products)

Raw materials to obtain difficulty-beef, bovine bone, rice noodles, mushrooms and so on, food simple routine, easy to obtain;

Processing difficulty of semi-finished products-rice noodles and beef processing is relatively easy;

Difficulty in making a scene--the preparation time may be slightly longer, but a bowl of powder is only dozens of seconds hot;

Product characteristics-oil and spicy;

Product derivative cultural characteristics--the culture of the barbarians.

User characteristics: (according to the characteristics of Hunan people)

In the historical literature, a large number of characters in Hunan are tough, angry and bloody.

A word summed up is the bully;

Two words is "strong still gas" and "Frank honest";

Three words, is "southern" "Chili" and "Mule", Southern represents the strong, hot pepper represents the candid, the mule represents the hard work stubborn.

In addition, it is worth mentioning that Hunan People's regional pride is very strong, they are proud of Hunan.

Environmental characteristics: (according to the regional characteristics of Beijing)

The Political Economy center, the employment opportunity is many, the foreign population is multitudinous, Hunan person has more than 300,000;

To the northern cuisine-led, compatible with all parts of the country's cuisine;

Away from Hunan, high-grade Hunan although popular, but the low-end of ordinary snacks is relatively blank;

Secondary decoding

Product, user interaction characteristics:

Oil and spicy rice noodles just suitable for Hunan people love to eat spicy eating habits;

The unique product culture connotation also caters to the inner stubborn spirit of Hunan people;

Raise the cultural banner of Hunan "barbarian", let Hunan people feel that they eat rice noodles here, is to express their strong and forthright way, very good to attract the regional pride of Hunan people;

The on-site production of rice noodles is difficult, short time, save time for users, improve efficiency and improve user experience.

Product and environment interaction characteristics:

Products are Hunan characteristics snacks, in the north of Beijing, the main cuisine, relatively scarce;

The product flavor region is stronger, and the mainstream food is different;

The cultural characteristics of product derivation have strong appeal in Beijing away from Hunan province.

User, environment interaction characteristics:

Hunan people as a traditional southerners, in a foreign land in Beijing, from the diet and cultural integration will have a certain degree of difficulty;

Hunan people in a foreign land in Beijing, there is a certain feeling of homesickness, there will be food and thoughts;

Hunan people in a foreign land in Beijing, small groups of the internal cohesion is stronger;

Hunan people have strong regional pride, in a foreign land more easily highlighted.

Therefore, Fu New Dong in Beijing This particular environment, to Hunan people as the target customers, the final choice of rice noodles as a product, is a comprehensive consideration of the above factors. In Beijing, where cultural and dietary differences are great, it is difficult for Hunan people to integrate into this environment, therefore, the small group is easier to hold a group of heating, once someone played the banner of regional culture, a strong pride of Hunan people are very easy to gather up, the possibility of community formation is very large; rice noodles in the northern dishes as the mainstream environment is a regional food , in the Hunan Army, the low-end products, sufficient subdivision, relatively scarce, rice noodle taste unique, and has a unique derivative cultural connotations, for Hunan people formed an effective attraction.

2. What is the problem with the products of New Dong?

The existing product technology is not solid

The study on the processing of beef brisket powder, from the initial contact to the determination of the formula, zhangtianqu a time of less than two weeks. Two weeks is just a primer on the production of a traditional delicacy. Perhaps if everything works well, but the special situation is really the test of the chef place, the type of raw materials, quality changes to produce problems? What should we do if the water is different? How do seasonal changes affect people's tastes? Many of the problems in the cooking process require 1.1 points of learning and accumulation, and the cost of learning falls on the user, so taste and experience may not be so much guarantee.

The existing product category is too simple

Product types are too few: Fu New Dong main drinks Only one: tracing tea, the main meal only 4 kinds-mustard pork powder 19 yuan, shredded pork delicacies powder 11 yuan, braised beef powder 23 yuan, spicy beef dry salted powder 29 yuan, hell-grade spicy beef Dry pickled Powder 30 (Challenge success can be awarded), snacks mainly three (incomplete statistics) halogen eggs, sauce duck rack , spicy meat (soy products).

Too simple product category, if there is no continuous product updates, it is easy for users to produce taste fatigue. Only use rice flour to make a variety of different halogen materials, it is difficult to create lasting appeal to customers, if this wave of marketing past, want to do a long time, product category must be expanded, even by the Huang Taigi of pancake, its drinks also have soya-bean milk, milk tea, plum and sunshine orange four species, and a variety of different rolls and pancakes more than 10 kinds of composite, the category is also better than the Bull Hall.

New product development capability worrying

Because of the New Dong of the product category is too simple, it is easy to make users of limited food produce taste fatigue, and if you want to alleviate this, it is necessary to expand the category, and constantly introduce new products. But its own product process is not solid, and there is no experienced chef sitting, the same category in the chain to ensure the same quality are difficult, the ability to study new products is more worrying.

3, New Dong product dilemma How to break the bureau?

All the product dilemma, is from the impetuous product technology began!

So, the blade of the broken Bureau is here!

Zhangtianqu a little less than two weeks to learn the production process of Changde rice noodles, which led to his own technical level is not enough, let alone experience and art, not to mention the feelings, this problem, need a hard to fill the day. So, he needs to walk is obvious--constantly improve their existing production technology, hard cooking, make their products more reliable, delicious, experience better. However, the training of the basic skills of the husband's life is tired and bitter, not "smart" like to do, the most important thing is that it takes too long, long cycle. So the second route seems unavoidable--that is, developing new products and enriching product categories. However, the difficulty and cycle of developing new products is more uncertain, perhaps more difficult and longer than improving existing ones ...

So, at this point, the importance of a good question is highlighted-is there a way to make existing products more durable to attract customers?

Of course!

Crack product dilemma has four knives: the number of time for the embroidery Spring knife, space for the time for the Kunlun DAO, the structure of the time for the Wild Goose Ling Dao and information to change the time of the new ting Hou DAO!

Specifically, what is the amount of time to change? Embroidered spring knives, knives such as silk embroidery spring map, the less spring, the more precious--in order to make the existing product attractive more durable, control the scale of operation, limit the supply of products, artificially reduce the consumption of users, so that the taste of fatigue come more later, yes, this is the Zhangtianqu one now use the method, Zhang Tianyi New Dong announced a daily limit of 120 bowls, That is, easy to ensure quality, but also to slow down the taste of fatigue, kill both, is not very much like the marketing of hunger? However, this approach is only a stopgap, people are already tired of waiting, and people's attention is scarce and impulsive, may soon be attracted by other food.

So, the real law of the Broken Bureau, in the latter three knives.

Wen/Shong