when cooking, should we focus on one dish?
this question is very meaningful.
At present, all kinds of theories and concepts are flying all over the catering industry, such as explosive product strategy, category strategy, unpopular strategy, big single product strategy, sharp knife strategy, menu strategy, etc. In fact, it seems that the last thing presented to everyone is to focus on one dish.
For example,
It seems that as long as the resources are focused on one dish, the performance can be increased. The potential energy of the brand can be improved, which has caused many entrepreneurs to doubt themselves in the wait and see. Do you want your own brand to focus on a dish?
epistemology determines methodology, and we must first know the advantages and disadvantages of this methodology. To know how to use this methodology. Under what conditions is it suitable to use this method, and you have the decision-making standard. Otherwise, it's easy to be cannon fodder.
do you want to know whether your business should focus on a dish?
first of all, what's the use of focusing on a dish?
From the perspective of consumer cognition,
In an extensive market, product focus can make consumers more aware of the value behind your brand. Speaking of your brand, you can immediately tell clearly what your signature dish is and what its unique value is. Thereby reducing the decision-making cost of consumers.
From a mental point of view,
In an era of information explosion, product focus can make your brand form a clearer memory point in consumers' minds. Compared with other homogeneous competitors, when consumers have related needs, your brand is the first thing that comes to mind. That is to say, at the level of obtaining customers, competitors have priority over the same period of 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 focused, thus forming a joint force.
in a word, the essence of product focus is the next hook of brand in consumers' minds. This hook is finally presented in a slogan or a set of cognitive ways, that is, when a strange consumer sees this slogan, he is willing to give you a chance to try it. Or will think of you first when you have related needs.
its underlying logic is the brand's external expression of value cognition, 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 take this hook as the origin and reconstruct the value.
what are the risks and disadvantages of focusing on one dish?
first, the focused product should have sufficient public cognitive foundation, root, matrix and natural sense of value. It should be a good seed in itself.
in this way, you can get twice the result with half the effort by investing in a series of resources such as packaging, promotion and marketing. In order to support the single store profit model.
you can understand product focus as trademark grabbing, but the trademark is grabbing at the trademark office, grabbing one less, and product focus is grabbing at the consumer's mind, grabbing one less. The essence is a game theory. In an extensive market format, whoever focuses first has the advantage, because the mind is preconceived.
but the premise must be a good trademark. Trademarks like tadpoles biting wax are not worth grabbing, and similarly, hooks like stir-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 resource input does not reach the critical value, this pot of water will not boil.
thirdly, focusing on a dish is just a kind of 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, if you focus on a dish excessively, it may narrow your own market.
because after focusing. Consumers will think of you when they think of this dish, and they won't choose you when they don't want to eat it. After your brand focuses on a dish, the impression on consumers' minds has solidified.
So, we all see many enterprises that focus on a dish. When the consumer's demand for this dish is weak, the performance of the enterprise will drop precipitously. I can also cite many such cases.
fourth, if the street has been divided into various single-product stores in a large area, you are still over-subdivided in this single product. Only by drilling into the alley can the big truck 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.
if you grind this hook so small, you can hook a few customers.
I often laugh at this phenomenon, saying that after years of tossing, I finally pushed myself into 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 when you really know the shortcomings of a set of methods can you master this set of methods. Seek, everyone will seek, the key lies in breaking. If you misjudge the market opportunity and the 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 focus on performance?
the answer is definitely not.
Put forward a plan, not because it is "reasonable", but because you see the future and figure out what will happen after its implementation. What will happen in the first step and the second step, and make a comprehensive analysis of 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 look back one step, some people can look back five steps, and some people don't look back, but only look forward. There was only "truth" before, and there was no judgment. It is the easiest mistake to use the "truth" of the past to meet the future.
product focus is a hook to get 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 driven by experience and supported by repurchase. If the value you provide can't support this cognition and raise consumers' expectations, consumers will spit on you.
The simple explanation is that whether you focus on fish head or stir-fried meat with Chili peppers, the products you make can give consumers a better sense of value 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.
so behind the product focus is the overwhelming input of resources. It is better to break one finger than to hurt it. From tableware, copywriting, posters, menus, advertisements, stories, ingredients, cooking methods and so on, all resources should be blessed.
because this product undertakes strategic tasks, it needs faith.
Thirdly, the competition owned by enterprises is not the competition of a single value point. It's not that we rely on this dish, but the whole value chain. Whether you can retain customers or not depends on your products, environment, services, operations, marketing, etc., which is related to your resource allocation weight.
how to focus on a dish?
For example, we have a customer who is cooking Quzhou cuisine in Ningbo. It's called No.39 Road.
There are more than 3 Quzhou dishes in Ningbo, almost all of which are called Quzhou Local Restaurant. Everyone is the leader of imitation category, and the business is not bad.
And through our investigation, Quzhou cuisine has a huge mental resource called three heads and one claw, which means that people who basically eat Quzhou cuisine, when talking about the characteristics of Quzhou cuisine, everyone says three heads and one claw, (fish head, rabbit head, duck head, duck claw. )
and the best seed in three heads and one claw is the fish head.
moreover, the recognition of this big single product has not been 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 No.39 Road. The bright stalls are sold now, the small pots are burned now, and all the copywriting, stacking, ingredients, menus and tableware are available. The first line runs through, and after focusing, the performance has nearly doubled. Gross profit also increased by five points.
do all catering brands have to focus on one dish? .
the answer is definitely not.
the value of a brand is divided into functional value, emotional value and social value.
products focus on cutting cakes in a stock market from the perspective of functional value. It is only suitable for those large categories with long product lines. And it is in a relatively extensive competition pattern. And they don't have a competitive advantage.
if your brand has reached a stage.
For example, Haidilao, what he needs to do is to widen the gap between competitors, highlight social attributes and provide social value.
instead of focusing on products for differentiation. So his slogan is, Hey, Haidilao, instead of appealing to the product level, a good hot pot can speak for itself.
Secondly, if you are in a niche category with sluggish demand. You still have to subdivide, focus, and cut cakes in a niche market, which is to take yourself to a dead end.
The correct way in this situation is to reactivate this category through innovation and enlarge the demand base of the category.
the first reason to promote economic development is innovation, because you can't get a railway by adding up many carriages. 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 get customers from the consumer's cognitive level.
from the perspective of enterprise management, it is the focus of resources.
from the perspective of market economy and competitive pattern, it is just cutting cakes in the stock market.
besides focusing on one dish, what other methodologies can improve performance growth?
a cross strategy model table that we summarized based on years of practice. The so-called four hammers should be used according to local conditions. Tailor-made.
But this model can explain all cases in the catering industry.
First, the cognitive side,
For example, the category strategy, positioning theory, unpopular strategy and product focus of the catering industry are all about the cognitive side. The simple explanation is to scan the cognition first around the mind and reconstruct the value around the cognition. The origin of resource allocation is cognition. From the cognitive point of view, there are many methods, such as leaders, pioneers, more, better, higher-end, first, maximum, etc., which use consumers' cognition of value differentiation. And the blind obedience of the audience. There are many such cases, such as Banu, Le Caesar, Ah Wu, Nine Pots in One Hall and so on.
second, the demand side,
a simple explanation is to first identify and judge the unsatisfied needs of consumers, and then provide a more extreme solution through value reorganization or value innovation, and finally extract this value and convert it into the cognitive advantage of consumers. But the origin of resource allocation is demand. Methodology is innovation. Such cases include Walnut, Snow Resistance, Tearing, and various Internet companies. It is all about the demand and the new combination of old resources. It is the success of innovation.
third, the price side,
the value is positive, the price is negative, the pricing is the strategy, the pricing is the class division, the high price corresponds to the experience-driven, value reorganization, and the low price corresponds to the efficiency-driven and process reorganization. The origin is pricing first. Similar to Yunnan Baiyao toothpaste, Wang Laoji, Abin, Xiaoyu hairy belly and so on. It is the success of pricing.
Fourth, the cost side.
Cut from the cost side, that is, take the lead in the total cost after business model reconstruction, and cut off the marginal customers to reduce the dimension. Similar to Xiaomi, Pinduoduo, Mix Powder Jun, Fish with Pickles and so on. It is the success of cost reconstruction.
All roads lead to Rome, but there is no methodology to cure all diseases. Only according to the competitive environment and the genes of the enterprise itself, we can tailor our measures to local conditions,
No matter which port we cut in, we will break the situation.
there are considerations, 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's either luck or coincidence 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 ask for the value.