What dreams can a pancake have?

A pancake, also has its own internet dream. An area of less than 20 square meters of pancake shop valuation of how to achieve 40 million? What is the nature of the business and user experience? Both the Product manager and the Huang Taigi should see how the product and user experience is done.

There is a pancake shop called Huang Taigi in building 10th, outside Soho West, in Beijing, where there are often long lines outside shops with a seating area of not more than 20 square meters. A lot of people from friends, Micro Bo, the media heard the Huang Taigi, deliberately come to taste what is the taste, why so popular.

Originally the weekend inhabited by the lonely of the international trade mansion, but also because to buy pancakes people lively up! Founder Hering joked, come to his side to buy pancake line, feel like Spring Festival to buy train tickets. It is such a humble pancake shop, the valuation reached 40 million. Hering's goal is to open 20 stores in the second half of 2015, eventually allowing Huang Taigi to be listed in the United States.

When many internet companies are still thinking O2O how to do, how to layout, Huang Taigi has begun to move. Hering said Huang Taigi still have some deficiencies, hope that people can remove the aura of Huang Taigi body. Perhaps today Huang Taigi is far from reaching the goal of Hering heart, but it makes us bright. I try to explore some ideas and methods of Huang Taigi management, perhaps to the internet company product managers, electric dealers O2O practitioners and the traditional industry will face changes in the Internet some enlightenment.

L Exceeding user expectations

Why do people like to Huang Taigi to buy pancakes? Because the pancakes here are made by heart. What is intention is to devote oneself wholeheartedly into, become a part of product and service. Pancakes are sold everywhere, and Huang Taigi will not taste much better than anywhere else. But, it's not important, the service here is great, it's fun, there's always something new and fun, and consumers are rushing to the Huang Taigi user experience and are willing to pay for an experience that's beyond their expectations.

Huang Taigi What things exceed user expectations? For example, Huang Taigi door is not allowed to stop, Hering did a parking strategy. As you approached the cashier at the store, the first sight was not the menu but how to stop without being fined. If the boss is unlucky enough to send a pumpkin soup to comfort. Singles Day, where the fried dough sticks buy one to get one, but you have to take a photo to prove that you are a bachelor. Heartily, there will be "Superman", "Spider-Man" for everyone to send pancakes. Wearing a red scarf to come here will give you pancakes fruit.

If these activities can also be understood to attract customers to engage in marketing activities, he chang to study the "Aliens" and "Prehistoric civilization" of this kind of unpopular things, and even made up to 1500 pages of free 6 hours of PPT to subvert the three views, it seems a bit of a job. It seems to be an unreasonable thing to others, you say you a pancake to do not study how to do a good job of pancakes to eat, but to study aliens, this matter with you? One-sided look, it does not matter, but if we further think, it really does not matter? Huang Taigi embodies the Hering belief and business philosophy, Hering a lot of ideas and the Big Bang Theory is quite interlinked.

Here, Huang Taigi hope you can buy not only delicious pancakes, but also enjoy the whole experience of buying pancakes, making you feel fun and satisfying your curiosity, these experiences are not available in other pancake shops. That's where the boss's heart is, Hering into it, into Huang Taigi pancakes, you buy more than a pancake, and you know a funny friend who sells pancakes to study aliens.

L Product Standardization

Hering A careful study of McDonald's, KFC, found that its popular in the world is a major reason for its product form, Hamburg is two pieces of bread, the middle folder anything, but the variety of tastes. Just make the pizza and do whatever you want. This can meet the needs of consumers a variety of tastes, products are very easy to standardize, effectively reducing the threshold for global promotion. Chinese food has its own unique taste, but dumplings, dumplings, noodles and the like are not easy to standardize, so it is difficult to compete with KFC. So Hering chose China's hamburger and pizza-pancake fruit and rolls, so that in the future will be possible to the KFC and other foreign fast-food war. In order to expand the category, to meet the diverse needs of consumers, Huang Taigi also launched a series of rolls, spicy noodles and so on.

L Differentiated Marketing

Sun Tzu has a cloud of art: "The Army is impermanent, the water is impermanent, and the winner is the one who wins because of the enemy's change." "Find the typhoon mouth, the pig will fly!" Lei's millet mobile phone with social media marketing and mobile internet trends, the first half of 2013 last year, sales reached 13.27 billion. Hering is also a good occasion entrepreneur. He saw the social structure of the Internet trends, with the help of Sina Weibo, consumers themselves, the potential of celebrity, to disseminate Huang Taigi brand.

Product is 1, Word-of-mouth is 0. Products are the basis of Word-of-mouth, excellent products can be spread through Word-of-mouth, but the product itself does not pass, and then good marketing, hit no more advertising is useless. Huang Taigi Micro Bo are Hering I in the management, through micro-blog to achieve brand and consumers across time and space of direct communication, it is these interactions so that consumers better understand the Huang Taigi, which brought about the popularity, Word-of-mouth and sales promotion.

In fact, the product is excellent, customers are willing to actively for their dissemination. about how to do Weibo, he himself has his own set of ideas, to think about the nature of marketing, for who do? What's the content? How to interact with the user? There is a Trojan horse in front of the shop to let everyone ride. There are all kinds of fun and fun stuff, New York dolls, sculptures in Paris, all of which create a shared environment for users, so that users can create content spontaneously, and what Huang Taigi need to do is forward the interaction and let the consumer help spread.

Talk about pancakes for a few months, but talk about their lives, hobbies, talk about the heart, talk about the content of consumer production, this is a black hole, never talk about the end. When you want to express your views, Huang Taigi will not forward anyone, are their own original, hair long microblog. On the microblog display boss, staff real life, entrepreneurial hardships, at two o ' Night at midnight, six in the morning to go out, entrepreneurship three months, Hering thin nearly 30 kg. An entrepreneur goes to the shop to spend, see Hering hard, Quiet place single, pay quietly, wait, then quietly leave. How happy it is for an entrepreneur to see the customer's own heartfelt understanding!

Although Huang Taigi's marketing was good, Hering didn't spend a penny on advertising. The essence of marketing is to create contrast. At the beginning of the Hering with their own car delivery, the results found that everyone out of the Big Ben sent out to sell very interested in blueprint on Weibo. In the future, there will be a Segway, Mercedes-Benz Smart to Huang Taigi the second and third stores. Free wifi in the store, the wall affixed with micro-bo, micro-letter, MO and other accounts, "here, eat pancakes drink tofu brain, thinking about life" and so quite literary poster is also very conspicuous.

To celebrate the five anniversary of the wedding, Hering invited Weibo fans and friends to wear formal dresses to attend the celebrations, and the ceremony looked like a small film conference. Even Huang Taigi's job ads are either an employee's point of view or a wife's boss, who explains her husband's hard work from the point of view of a woman. All the posters have a good visual effect, but they don't have a professional photography team to shoot, all of them buy some props to complete. Before the parking raiders one of them is to open the trunk, and later formed a tradition, to Huang Taigi eat pancakes will be the car trunk of the buttocks up, forming a strange landscape. Most of the time, companies will come to some big orders, and then even companies and other companies to compete to get Wong Tai-ji's largest order. Even in Baidu Open cloud programming marathon scene, you can also see Huang Taigi figure.

Taking into account that a lot of people at night after the song to Eat Supper, Huang Taigi will open the business hours to two o'clock in the morning, many KTV is not let out to send in, Huang Taigi special made a black bag, outside printing interesting "out mix to know camouflage." Later and Windsor and other KTV officials micro-interaction, they even allow Huang Taigi into the box, after Huang Taigi no longer "camouflage". In addition, Liangdong, extension of the master and other star characters also to Huang Taigi brought popularity. Many consumers even to Huang Taigi sent their own dolls, dolls, express their favorite.

L Internet Thinking

"Don't ask what entrepreneurship can bring to you, but ask what you can do for your business." Hering in his own article that the entrepreneurial use of the four law: the Mind, DAO, art, play. He has implications for prehistoric civilizations, aliens, doomsday, religious mythology, the I Ching, and quantum mechanics, and has always been able to realize his own laws, always thinking about the similarities and the Enlightenment of entrepreneurship. Of course, the biggest impact on him is the previous in Baidu, Google and other Internet companies engaged in design, user experience related work, these experiences so that he used to use the Internet thinking to think about problems, even make pancakes are the same. In the Internet industry, the user experience work is certainly not the best, but in making pancakes 郝畅 can be said to the user experience to achieve the ultimate.

Huang Taigi never wanted to control the customers, but wanted to lead the customers, hoping that they would have the same religious attachment to Huang Taigi as the fruit powder obsessed with Apple products. He would tell others why Huang Taigi did it, and he would think: why is it only me that can make pancakes? How to use the Internet thinking to do business, make products? Even when the new category is developed, Huang Taigi will invite some customers to eat for free, according to the customer's comments and feedback constantly improve, this is the Internet enterprises to do products commonly used iterative development , and constantly improve product quality according to user feedback.

Huang Taigi is now only a start, Hering said he hopes Huang Taigi will eventually be listed in the United States, the capital market recognition. No matter how many KFC and McDonald's have opened in China, we will have to open in the United States. Let the foreigner also eat green onion, pancake. Small business ambition, this has been Hering belief. Hering wants pancakes to come on the market, to do a big internet company's help to China's economy is limited, but if you can use the Internet thinking to open thousands of pancake fruit shop can solve the employment of hundreds of thousands of people, but also prove the success of China's economic restructuring.

This is a time of lack of faith, and consumers in this era are more eager to be recognized than ever before. This is why more and more businesses like seabed fishing, Huang Taigi, and three-brother squirrel nuts are successful because of their excellent experience. This is the trend of the Times and society. Previously, businesses just positioning themselves as selling products, they are concerned about how to reduce product prices to improve product quality to attract consumers, more is the strategy of small profits but quick turnover, more by inertia, others are doing so, did not think carefully about the nature of business.

The essence of business is to meet the needs of consumers. Only really care about your users from the perspective of people, not only do you care about their experience of buying a product, but also consider the need for them before and after the purchase, emotionally satisfying them, so they are willing to pay a higher price than other goods, or even heartfelt gratitude for all the good you have brought to him. When the designer, Product manager makes the product, when the electric dealer makes the brand to sell the commodity, may ask oneself the user experience the essence is what? Is it good enough for you? Did you do it with your heart? Is the user's expectations exceeded? Even touched the user? If you have more ideas, please pay attention to my micro-credit account. idesign123 share the Internet product design marketing.