The success of "Huang Taiji Pancake" is not only the result of operating traditional snacks with Internet thinking, but also the result of micro-innovation-clean and elegant environment, elaborate store design, a series of foods related to pancake fruit, and fashionable white-collar workers who come and go in and out of the store wave after wave. You all suspect that this is not like eating pancake fruit, but more like eating western food.
In p>24, He Chang returned from abroad to do design work in Baidu, which was his first job. Later, he worked as a user director at Qunar.com and also worked as a brand and user manager at Google. In 29, He Chang started his own business and set up an advertising company, which was running well. He was the founding partner of the youngest 4A advertising company in the world when he was only 27 years old. However, even if his career is successful, He Chang is still not satisfied. He wants to cook and sell pancake fruit.
What did He Chang think when the advertising company with "Gao Da Shang" refused to open and wanted to sell pancake fruit? Because He Chang is a "foodie" and a good cook, he loves to eat and cook. He wanted to open a restaurant very early. However, there are so many kinds of Chinese food, what should we do specifically? He thought of KFC and McDonald's. This kind of foreign fast food can develop so well in China for a long time, which has a lot to do with its simple operation mode. For example, hamburgers can be eaten with two pieces of bread to order food and meat, and what is sandwiched can be changed at will, which can not only realize standardized operation but also change constantly, and both food production and restaurant operation are relatively much simpler. Cooking Chinese food is much more complicated. If you want to be delicious, it depends on the chef, but the chef often can't achieve standardized operation, and it is difficult to keep the taste consistent and delicious forever. Then, can we find foods like KFC and McDonald's in Chinese food that can not only achieve standardized operation but also continuously expand the taste? He thought of pancake fruit.
My friends were all surprised to hear that he wanted to sell pancake fruit. In their view, He Chang is a fashionable and tasteful person, and he wants to sell such "local" traditional snacks. However, He Chang said that although pancake fruit is a traditional snack, it is not "earth". Even if it is "earth", he will sell it as a trendy and "tall" food. So, after some preparations, Hechang's pancake fruit shop, "Huang Taiji Pancake", opened.
how did Huang taiji attract his target customers? After all, it is not easy for white-collar workers to suddenly accept the pancake fruit that is "tall". This is about the marketing model of "Huang Taiji". He Chang is a boss from the Internet field, and he will certainly take advantage of his own advantages-customer experience in marketing.
in order to know the customers' feelings more accurately, diners can try it at "Huang taiji" first, and then give feedback on the internet test launched by "Huang taiji", and "Huang taiji" will adjust the taste of food according to the feedback of diners. By doing so, we can get accurate feedback from customers and take the opportunity to publicize.
why is the "Huang taiji" store so beautifully decorated? It's for people to share. If it's beautiful and fun, someone will take photos. After taking photos, it will be posted on WeChat and Weibo, which is equivalent to giving "Huang Taiji" free publicity. He Chang often chats with netizens on Weibo to find out how they feel about "Huang Taiji Pancake", and sends one or two long microblogs from time to time to attract fans' attention to "Huang Taiji".
He Chang often creates topical events. For example, he used to drive his own Mercedes-Benz to deliver takeout, which was originally unintentional. As a result, it became a hot topic among netizens-"Huang Taiji pancake shop owner drives a Mercedes-Benz to deliver takeout". Since netizens were so concerned, He Chang simply took this incident to market and deliberately drove a Mercedes-Benz to deliver takeout. As a result, many consumers took photos and uploaded them to the Internet, and "Huang Taiji Pancake" got a very effective marketing.
In addition to Internet marketing, Huang Taiji also has various other marketing methods, such as an interesting advertising slogan: "Here, eat pancakes and drink tofu brain to think about life." In the festive season, Huang Taiji Pancake Shop will also launch various interesting activities, such as COSPLAY (Animation Reality Show), pancake fruit when customers wear red scarves to eat in the store, pig's trotters eating during the Dragon Boat Festival, and "bringing dad to eat pancakes" on Father's Day. A pancake fruit has been played with so many tricks by He Chang, how can it not be hot?
So, after opening the store for one year, "Huang Taiji Pancake" has a running water of more than 5 million yuan, which was valued by venture capitalists at 4 million yuan.
When talking about the secret of the success of "Huang Taiji", He Chang said that the advantages of "Huang Taiji" lie in the product advantages first, and the internet thinking second.
First of all, "Huang Taiji Pancake" is an improved traditional snack, completely getting rid of the feeling of "earth". Generally, the fruit in the middle of pancake fruit is "crispy", but the fruit in the middle of "Huang Taiji" pancake is fried with fried fritters without alum, because the authentic pancake fruit is sandwiched with fritters. In addition to pancake fruit, "Huang Taiji Pancake" also includes soybean milk, bean curd, northeast burrito, mala Tang, Sichuan cold noodles, secret pig's trotters, pumpkin soup and purple potato taro. This series of products includes staple food, beverage and dessert, which is no longer the monotonous pancake fruit that people remember. Customers eat such food in such a stylish shop, and it is difficult to associate it with "earth pancakes". Therefore, many white-collar workers have come here to eat. In order to facilitate customers' dining, "Huang Taiji" has set its business hours at 7: a.m. to 2: 3 p.m., and it can also deliver takeout in the evening. In the slogan of "Huang Taiji", it means "It's dark at night, we understand".
secondly, hechang has a strong advantage in internet marketing. Thanks to his experience, he once worked as an executive in several Internet companies, and he once founded an advertising company, which is very good at marketing, especially Internet marketing. He said that he dare not say that he is the person who knows Internet marketing best in the catering industry, but he must be the person who knows Internet marketing best in the pancake fruit industry, and he is the strongest in this field.
He Chang believes that the main feature of the Internet is to create demand rather than cater to it. For example, when there is no search, people don't feel that they need to search, but when there is search, people realize that search has brought so many conveniences and benefits to our lives. He also used this idea to create "Huang Taiji Pancake". Before this thing appeared, people would feel that they didn't like or need pancake fruit very much, and they didn't need to go to such a grand place to eat this food. However, when he tasted the "Huang Taiji Pancake", he found that the food was so delicious that he liked it very much and needed to eat it again. This is "creating demand". If every entrepreneur can create demand rather than just cater to it, then he can find opportunities to start a business at any time.
In addition, He Chang is a young man himself. He has a better understanding of the consumption tastes and needs of young people nowadays, and he also knows how to communicate with them and win their attention. That is why "Huang Taiji Pancake" can be successful. However, He Chang is not complacent. He is still groping, hoping to find a set of ideas that combine traditional enterprises with Internet thinking more perfectly.
to which customers are Hechang's pancake fruits mainly sold? Is it also sold to office workers in a hurry in the morning? This is not the main positioning of He Chang for "Huang Taiji". He wants to sell pancake fruit to white-collar workers who often go in and out of high-end office buildings.
He Chang also had a lot of worries about this positioning at first: As a rule, soybean milk, fried dough sticks and pancake fruit are all breakfasts. Will everyone come to his shop from morning till night? In everyone's impression, pancake fruit is a very cheap food, but the pancake fruit you sell is much more expensive. Can consumers accept such a price? Roadside food stalls have been upgraded and moved to the elegant hall. Will petty bourgeoisie white-collar workers who pay attention to emotional appeal accept this form?
In order to attract petty bourgeoisie white-collar workers to accept his pancake fruit, He Chang built his shop according to the style of "literary coolness". His storefront was not chosen in the bustling center, but a relatively deserted place; The storefront is decorated in a fashionable and elegant way, with a style somewhat similar to that of a Hong Kong-style restaurant. Various bonsai and novelty items from all over the world are placed in every corner of the storefront. Pop, jazz, blues and other music are constantly playing in the store. In short, it is full of "literary coolness".
what is "literary coolness"? He Chang defines it this way:
Literature and art is to do small things to the extreme with delicate emotions, slow pace and gentle feelings. This extreme includes products, environment, marketing, added value, etc., revealing a sense of literature and art. This is in line with the self-orientation of petty bourgeoisie white-collar workers in pursuit of emotional appeal and taste of life.
"Cool" means doing a boring thing very interesting. In everyone's mind, eating pancakes was originally a very unromantic thing, and the pancakes sold by the roadside were even an unhealthy food. But it is such a boring food that people don't expect much from it. After being created by Hechang, it has completely changed: pancakes can not only be eaten in a clean and romantic environment, but also sold in a sports car, which is simply cool! For young people nowadays, everything interesting is "cool" to them.
After packaging, pancakes full of "literary coolness" are no longer the pancakes that people used to remember. When petty-bourgeois white-collar workers saw such pancakes, they couldn't hold back their appetite immediately, and He Chang's worries disappeared.
The "local" pancakes in He Chang's hands are literary, high-grade and international. No wonder those petty bourgeoisie white-collar workers who drink Starbucks coffee have come over, because this store has a unique style and conforms to their mood.
This article is excerpted from the more exciting works of
Light Entrepreneurship, an entrepreneurial guide book in the Internet age. Please pay close attention here.
Yunxian Tian, the founder of education and training industry, an authority on international business training, an international training expert, the chairman of the board of directors of Yunxian Tian International Education and Training Group, the founder of Cloud Fund, and the founder of business training system, has successfully developed the Army of Kings, Elite Training Camp, Enterprise Business War System. He is the author of the best-selling book "I have to wait for Xian".