Do you have to focus on one dish when cooking?
This question is very meaningful.
Because, at present, the whole catering industry, all kinds of explosive product strategy, category strategy, unpopular strategy, big single product strategy, sharp knife strategy, menu strategy, and so on, all kinds of theoretical concepts are flying all over the sky, and the actual final presentation seems to be concentrated on one dish.
For example,
It seems that as long as the resources are concentrated on one dish, the performance can be improved. Whether the brand's potential energy can be improved has made many entrepreneurs doubt themselves on the sidelines. Do you want your brand to focus on one dish?
Epistemology determines methodology, and we must first know the advantages and disadvantages of this methodology. Know how to use this method. Under what conditions is this method suitable, you have decision criteria. Otherwise, it is easy to be cannon fodder.
Do you want to know whether your business should focus on one dish?
First of all, what's the use of focusing on one dish?
From the perspective of consumer cognition,
In a vast market, product focus can make consumers more aware of the value behind your brand. When it comes to your brand, you can immediately tell what your specialty is and what its unique value is. Thereby reducing the decision-making cost of consumers.
From a psychological point of view,
In an era of information explosion, product focus can make your brand form a clearer memory point in the hearts of consumers. Compared with other homogeneous competitors, when consumers have related needs, the first thing that comes to mind is your brand. In other words, in terms of customer acquisition, competitors have priority over the same period last year. It can greatly improve the customer acquisition rate.
From the perspective of internal operation and external communication, the limited resources of enterprises can be more concentrated, thus forming a joint force.
In short, the essence of product focus is that brand is the next hook in consumers' minds. This hook is finally presented in a advertising language or a set of cognitive ways, that is, a strange consumer sees this advertising language and is willing to give you a chance to try. Or I will think of you first when you have related needs.
Its underlying logic is the value cognition of brand external expression, which is a process from extensive to fine. The method is to start from the consumer's cognitive end, first find this hook, and then force the enterprise to reconstruct the value with this hook as the origin.
What are the risks and disadvantages of focusing on one dish?
First, focused products should have sufficient public cognitive foundation, roots, matrices and natural sense of value. It should be a good seed in itself.
This investment in packaging, promotion, marketing and other resources can get twice the result with half the effort. In order to support the single store profit model.
Everyone can understand product focus as cybersquatting, but the trademark is cybersquatting in the Trademark Office, grabbing one less, and the product focus is cybersquatting in the minds of consumers, grabbing one less. Essentially, it is a game theory. In the extensive market format, whoever focuses first has an advantage, because the mind is preconceived.
But the premise must be a good trademark. Trademarks such as tadpoles biting wax are not worth grabbing, and similarly, hooks such as fried Sophora alopecuroides are not worth grabbing.
Second, you can do it and sell it. You need to rely on a lot of advertisements to rape consumers' minds. If the input of resources does not reach the critical value, the pot of water will not boil.
Third, focusing on one dish is just a brand methodology. Can't cure all diseases.
Some categories are still in the primary and extensive market stage, and there are a lot of better market opportunities. Sometimes, excessive segmentation and focusing on one dish may narrow your market.
Because after focusing. Consumers will think of you when they think of this dish, and they will not choose you if they don't want to eat it. After your brand focuses on a dish, the impression in the minds of consumers will solidify.
So we all see that many enterprises focus on one dish. When the consumer's demand for this dish is low, the performance of the enterprise will plummet. I can also cite many such cases.
Fourth, if the street has been widely divided into various single-product stores, then you are still over-subdivided on this single product. Only by drilling into the alley can the big trucks run on the avenue.
For example, fish with Chinese sauerkraut-fish with Chinese sauerkraut in golden soup-perch with Chinese sauerkraut in golden soup-perch with Chinese sauerkraut in small pot-and so on.
Grinding this hook so small can also pull a few customers.
I often laugh at this phenomenon, saying that after so many years of tossing, I finally pushed myself to a dead end, because there is a three-kilometer law in catering. The demand base and purchasing power of three kilometers around determine your single-store profit model.
To sum up simply, methodology is dead and people are alive. Only by truly understanding the shortcomings of a set of methods can we master this set of methods. Ask, everyone will ask, the key is to break. If you misjudge the market opportunity and market competition pattern, no matter how good the method is, it will be useless.
Does it mean that products can grow as long as they pay attention to performance?
The answer is definitely not.
Put forward a plan, not because it is "reasonable", but because it sees the future and calculates what will happen after implementation. What will happen in the first step and the second step, and comprehensively analyze the advantages and disadvantages.
All schemes that have not been implemented and verified are based on the prediction and deduction of future scenarios after implementation. The key to the market game is that some people can take a step back, some people can take five steps back, and some people don't look back, just look forward. In the past, there was only "truth" and no judgment. It is the easiest mistake to greet the future with the "truth" of the past.
Product focus is a means to attract customers. The function of the hook is only to improve the customer acquisition rate. Solve the problem that consumers have a clear understanding of your value.
Secondly, catering is experience-driven and repurchase-supported. If the value you provide can't support this cognition and improve consumers' expectations, consumers will spit on you.
The simple explanation is that whether you focus on fish head or fried meat with Chili peppers, your products can make consumers feel more value for money than other competitors. If the product you focus on is not as good as the one next door. That's the attic in the sky.
Therefore, behind the product focus is overwhelming resource investment. It's better to break a finger than to hurt one. From tableware, copywriting, posters, menus, advertisements, stories, ingredients, cooking methods and so on, all resources should be blessed.
Because this product undertakes strategic tasks and needs faith.
Thirdly, the competition of all enterprises is not the competition of a single value point. We don't rely on this dish, but the whole value chain. Whether you can retain customers depends on your products, environment, service, operation and marketing. This is related to your resource allocation weight.
How to focus on a dish?
For example, we have a customer who cooks Quzhou cuisine in Ningbo. Call 39,
There are more than 300 kinds of Quzhou dishes in Ningbo, almost all of which are called Quzhou Local Restaurant, and everyone is the owner of imitation goods, and the business is not bad.
Moreover, through our investigation, Quzhou cuisine has a huge mental resource, which is called three heads and one claw. That is to say, people who basically eat Quzhou cuisine say that they have three heads and one claw when talking about the characteristics of Quzhou cuisine. )
The best seed among the three heads and one claw is the fish head.
Moreover, the cognition of this big single product is not completely occupied by competitors.
At the same time, it is also a dish with the best sales data in brand stores.
So, next, change the category to Quzhou Big Fish Head, change the slogan to "Eat Quzhou Big Fish Head" and go to Route 39. Open-sale, small pot cooking, all the copywriting, stacking, ingredients, menus, tableware, presentation methods, and the whole set of POPs in the store are all on the fish head. Through the first line, the performance is nearly doubled after focusing. Gross profit also increased by five points.
Do all catering brands have to focus on one dish? .
The answer is definitely not.
Brand value is divided into functional value, emotional value and social value.
This product focuses on cutting cakes in the stock market from the functional value level. Only suitable for those large categories with long product lines. And it is in a relatively extensive competition pattern. They have no competitive advantage.
If your brand has reached a stage.
For example, Haidilao, what he has to do is to widen the gap between competitors, highlight social attributes and provide social value.
Instead of focusing on product differentiation. So his slogan is, hey, Haidilao, don't resort to the product level, a good hot pot can speak for itself.
Secondly, if you belong to the category of low demand. You still have to subdivide, concentrate and cut cakes in niche markets, which is a dead end for yourself.
In this case, the correct way is to reactivate this category through innovation and expand the demand base of large categories.
The first reason to promote economic development is innovation, because you can't add up many carriages to get a railway. For example, five years ago, walnut provided a brand-new experience value through integration and innovation. It redefines an industry itself, and the whole country is a blue ocean.
To sum up, product focus is a hook to acquire customers from the cognitive level of consumers.
From the perspective of enterprise management, it is the focus of resources.
Judging from the market economy and competition pattern, it is just cutting cakes in the stock market.
Besides focusing on one dish, what other methodologies can improve performance growth?
A cross-strategic model table summarized on the basis of years of practice. The so-called four hammers should be tailored to local conditions. Tailored.
But this model can explain all the cases in the catering industry.
First of all, in terms of cognition,
For example, the category strategy, positioning theory, unpopular strategy and product focus of the catering industry are all about cognition. The simple explanation is to scan cognition around the mind and reconstruct value around cognition. The source of resource allocation is cognition. From the cognitive point of view, there are many methods, such as leader, pioneer, more, better, higher-end, first, maximization and so on. Take advantage of consumers' perception of value differentiation. And the blind obedience of the audience. There are many such cases, such as Banu, Le Caesar, Awu, Jiuguoyiting and so on.
Second, on the demand side,
The simple explanation is to identify and judge consumers' unsatisfied needs first, then provide more extreme solutions through value reorganization or value innovation, and finally extract this value and turn it into consumers' cognitive advantage. But the source of resource allocation is demand. Methodology is innovation. Such cases include walnut, snow resistance, tear, and various internet companies. It's all about the new combination of demand and old resources. It is the success of innovation.
Third, the price end,
Value is positive, price is negative, pricing is strategy, pricing is class division, high price is experience-driven, value reorganization, low price is efficiency-driven, and process reorganization. Place of origin is pricing first. Similar to Yunnan Baiyao toothpaste, Wang Laoji, Abin, Xiaoyu Maodu and so on. It is the success of pricing.
Fourthly, in terms of cost,
Cut from the cost side, that is, take the lead in the total cost after business model reconstruction, and cut the marginal customer base to reduce the dimension. Similar to Xiaomi, Pinduoduo, Mixed Powder Jun, Pickled Fish and so on. It is the success of cost reconstruction.
All roads lead to Rome, but there is no methodology for all diseases. Only according to the competitive environment and the genes of the enterprise itself can we adapt to local conditions.
No matter which port you cut in.
There is consideration, cognition, demand, cost and price behind it. Four ports,
Only one port is considered for value reconstruction,
Even if it works in a short time, it is either good luck, which coincides with this model. Either, in the end, you have to come back to make up this tuition, or start all over again.
Finally, all methods serve the purpose. No matter what method, the purpose behind it is how to provide better value for consumers. Because consumers pay the price and demand the value.