For us now, eating is no longer a simple matter of filling our stomachs. We have higher requirements in many aspects of eating. It is in such a big environment that various types of online celebrity restaurants take advantage of the trend, and how to create a online celebrity food?
As the saying goes, food is the most important thing for the people. In recent years, eating this thing is no longer a simple way to fill one’s stomach and satisfy one’s greed, but a manifestation of identity and the pursuit of a higher quality of life. It has become a daily life for young people to chase online celebrity restaurants and online celebrity food. I believe that there are many girlfriends around you who are under the banner of "eating goods" and have not planted less grass in online celebrity restaurant. They often go to the restaurant to encourage you to eat, but they don’t eat much by themselves, and they are extremely thin when taking pictures.
Are you a foodie? Have you eaten all the following online celebrity foods from 2017 to the recent fire?
The prototype of dirty bread is in Japan, and it is already an old bread category called chocolate. After eating, the mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag", and online celebrity is full of momentum! Thick chocolate powder is wrapped around the horn of Kesong, and then covered with a layer of chocolate sauce. It is moist and chewy inside, and it is full of chocolate flavor in one bite, crisp outside and tender inside!
When the dirty bag caught fire, even the stars joined the ranks of getting dirty, and the host Du Haitao showed the appearance of eating dirty bags in Weibo.
"Hi Tea HEYTEA" is a brand founded in 2012, and its popularity has been in the past two years. In 2015, because the original trademark "Huangcha" could not be registered, it was renamed "Xicha".
How hot is tea?
When it was also called imperial tea, there were more than 2,000 fake imperial teas in less than a year after opening the first store in Shenzhen. After the Spring Festival in 2017, Xicha opened its first store in Shanghai, instantly detonating hundreds of people’s queues for several hours, and selling nearly 4,000 cups every day. This is already the fiftieth store of Nie Yunchen, the founder of Xicha.
His shop has become a local phenomenon and a popular culture. Many people often queue up for more than an hour to drink a cup of tea in his shop.
This product became popular with the broadcast of the debate variety show "Qipa Shuo" produced by Mi Wei Media in Ma Dong. It is said that 30 tons of about 1.2 billion Baba melon seeds were sold in six months. Xu made a high-profile call for TA at the scene of "The Story of Qi Pa", but Degang Guo couldn’t stop.
Its product slogan "Take a bite of shi to calm down" is a popular phrase among young people nowadays, which is directly aimed at the young people’s market.
Miwei Media’s "Miwei Commissary" has launched many kinds of snacks, such as Baba melon seeds, "awesome" series of popcorn and French fries, which are essentially realized by using big IP business. These products have spent a lot of thought on packaging design, and with the help of variety shows and celebrities, they are sold at a much higher price than similar products, and the sales volume is also very good. How is the taste? It is not very good to evaluate. As for the connection between melon seeds and Baba, where is it? Experience it for yourself.
Taier pickled fish is a catering brand that was born in Guangzhou in 2015. Although it was established for a short time, its expansion speed is overwhelming. The author is in Shenzhen, and I have never heard of this brand, but I have been Amway by my friends many times, which shows that my reputation is good. And I don’t know when the shopping mall next to my home has opened this online celebrity restaurant, so I tried it once.
Personally, I feel that their pickled fish is above average, and it is not delicious. However, I was deeply impressed with this store because of its individual "crowding out customers" clauses.
For example, the clause of "No reception in our shop on Friday":
- Eating only plays with mobile phones;
- More than four people from the same trade enter the store;
- Say that our fish is not delicious;
- Wechat red envelopes can only be robbed;
- The temper is even worse than that of the manager.
None of these five types of guests are accepted.
The main visual design of storefront decoration is comic style, which has strong visual impact. Unique way of serving-when serving pickled fish, the younger brother will shout loudly: Here comes your pickled fish! This unique experience has made me fascinated by this store.
There are quite a few online celebrity foods listed above, such as turkey noodles, blue Pepsi-Cola, self-heating hot pot, towel rolls, and master Bao’s meat floss and Beckham. If you are curious and haven’t eaten yet, it’s better to search first and then try it.
La ku ni de turkey noodles
There are many foodies around me, and I am often planted with some online celebrity restaurants. Except some of them are run by stars and have halo effect, I find that they all have their own characteristics without exception. The popularity of these foods is not simply to follow the trend, but that they do have some extraordinary things.
The memory point here is not only high in value, but can be remembered or described by you at once. Of course, it is good to have a high face value, but ugliness is not necessarily an eye-catching trait. Just like now, the description of atypical male stars is not "handsome", but "ugly handsome".
The taste of the dirty bag may not be so special, but its memory is very good-it pastes your face when you eat it and can be directly seen by others. At the same time, "dirty" was originally the natural enemy of food, but here is the name of food. This contrast has captured the minds of consumers and made dirty bags a special existence.
As mentioned above, it is also a memory point to shout when serving fish with Chinese sauerkraut. The name of Baba melon seeds and slogan are also memory points.
Products are just like people, no matter whether they are beautiful, ugly, fat, thin or tall, they are easy to remember with a distinctive feature. What they fear most is mediocrity, and they can’t say what is good or bad.
The cheapest food in online celebrity listed in the first part is dirty bread. I don’t know if dirty bread is more expensive than other breads. However, the unit price of the other three online celebrity foods is not low.
The per capita price of hi-tea is around 22-23 yuan, which is much higher than that of "COCO" in 10 yuan and a little in 14 yuan. Needless to say, Baba melon seeds, ordinary melon seeds with a canned package immediately turned gorgeous, 69 yuan two boxes. Usually, 10 pieces of melon seeds a pound are considered as super good quality. Two boxes of melon seeds add up to 440g to sell this price, so it’s sentimental to eat.
At that time, when I was eating fish with Chinese sauerkraut, I ordered a large portion, and I also ordered a brown sugar Zanba and a bowl of noodles. There were three people, with an average of 83 yuan per person. Although it is a large portion, the plate for fish is indeed large enough, but the weight is average, and this price is more expensive than ordinary pickled fish.
Don’t underestimate the purchasing power of consumers and the liquidity of fan loyalty. What you sell is a brand premium. The more expensive it is, the more people will buy it.
"It must be delicious to have so many people waiting in line."
Whether you are a street snack or a store in a shopping mall, the biggest feature of online celebrity food is queuing. At that time, it was very exaggerated to queue up for 7 hours to drink the tea. When it is very hot, the queue is about 2 hours, but it is also very long.
I have experienced Taier fish with Chinese sauerkraut, and its store has never been out of line. Perhaps because there is a rule that "more than four people in the same trade enter the store", it is even more popular.
Dirty bags and Baba melon seeds were once sold out of stock.
The news about hi-tea is almost never broken. For a while, it is said that it is delicious, and for a while, it is said that it hires people to queue up. You rarely see it hard and wide, but the investment in social media and cross-border cooperation has not been less.
For example, in the cooperation between Xicha and W Hotel, they launched a series of jointly designed products, such as handbags, luggage tags, gift boxes and wine mixers. In addition, during the cooperation period, you can get two cups of hi-tea by staying in any room of Guangzhou W Hotel and calling the inspiration line.
Moreover, Guan Wei, who likes tea, is very good at finding some topics related to young people to interact with. After the interaction, he will also give away various peripheral products: bags, postcards, calendars and so on.
For food, delicious is the foundation of everything. I don’t know when, there was such a trend, and the products were terrible to eat, but as long as there is Internet thinking and high value, it seems that a concept of packaging can earn a lot of money.
For example, Huang Taiji Pancakes, once valued at 40 million yuan, was a sensation. It is said that no one who has eaten it thinks it is delicious, which is far worse than the pancake fruit on the street.
Whether it is food or other products, good products are king.
Tea-loving milk-covered tea is not good to drink. What’s the use of calling yourself the initiator of cheese-covered tea?
Word-of-mouth effect is limited, reaching the extreme, and it may be useless to spend any marketing expenses. When it is time to test the product, consumers will not be soft-hearted, and bad taste is bad. How long does a product without repeat customers last?
Looking at more categories seems to give consumers more choices, but sometimes it is not necessarily a good thing. Because Chinese food is difficult to standardize, the more categories, the more difficult it is to operate, so many online celebrity foods usually focus on a single item explosion.
Taier’s signature dish of pickled fish, even if there is only one category of pickled fish, is also polished in the product, and a pickled fish has made eight different spicy degrees. No matter what products you make, many SKUs or single items, it is worth polishing, and products are the most powerful support.
The famous continuous entrepreneur Peng Ying once said:
If in a big city like Beijing, Guangzhou and Shenzhen, the design fee below 200,000 is basically the CEO’s taste, and the design fee above 200,000 basically depends on the designer’s taste.
In the era when beauty is justice, we often tease our sisters that "everything is right when they are beautiful". We all know that we should look at a person not only on the outside, but also on the inside. But appearance is the first level to attract others’ attention. Food can’t talk, and when the value goes up, people will have a chance to taste it.
Huang taiji pancakes mentioned above, although a little put the cart before the horse, have a bad taste, but the store design is very compelling. It is true that there are no repeat customers, and it is definitely no problem to attract people who come for the first time.
Now it seems that everyone is aware of the importance of face value, and the relatively red online celebrity food hardly sees anything that doesn’t pass the mark. Xicha has opened one theme store after another, and the design of the store itself is a landscape. Even if it is not for a cup of tea, the store that likes tea has already become a holy place for selfies. Needless to say, every season, its cup cover and paper bag will be redesigned according to the theme of new products every season.
The face value is high, and the circle of friends is spread again and again. Why not?
Brand personification is not to force a mascot, an identity, and a slogan. These are superficial efforts. The real brand personalization is to master the ability to tell stories, and the stories told are fascinating.
There is a particularly good place in Taier, which moves out of the role of boss and tells the origin of the name "Taier"-
Taier started in a small shop with no door, and was often called stupid and stupid by guests who couldn’t find the entrance. The second boss thought that there was no way, so long as he could be the second pickled fish in the universe, the name of Taier spread.
The word "two" is used in a derogatory sense. The boss is second because he wants to cook pickled fish well, but it is not really "two".
Baba melon seeds and tea show their brand personality through product packaging design. Xicha is a stick figure who drinks tea. He is very playful and lovely. Baba melon seeds are even more brilliant, and people who eat Baba melon seeds have become a part of the brand-wonderful products need you to control them.
Features mean distinguishing from other products, and the brand recognition is distinct. Even though many people make milk-covered tea, you insist on not using creamer and milk-covered powder, and you also have characteristics. In today’s rampant use of food additives, brands that insist on using natural raw materials and ingredients deserve a better brand reputation.
Principles mean having a set of systems that they have identified and will not be easily broken because of changes in the outside world. Is it true that Taier’s series of principles of expelling customers from pickled fish have business to stop?
Not really.
For example: why can’t more than four people receive it? Because:
"Many people eat and play on people, and I don’t remember what I ate in my mouth at all. At most, there are no more than four people, just a few confidants and friends, and you don’t have to steal the show to really taste the delicious pickled fish. In addition, the tables, chairs, lights and even dishes in Taier Store are designed for no more than four people to eat, and many people have a bad experience. "
Including no spicy dishes, no take-away, no joining, etc., are all for quality control, restaurant operation and brand considerations. It is a kind of sincerity to do what you can to provide the best experience for your guests.
Those terms that seem to be unappreciative to consumers are worth adhering to if they are for the quality of products.
There are too many ways of marketing. Some of these online celebrity foods mentioned rely on word-of-mouth marketing; Some rely on new media marketing; Some seem not to do marketing at all; Some just rely on marketing to win, such as: Huang Taiji pancakes.
Take Xicha as an example: As mentioned above, it is very successful in new media marketing, and of course offline marketing is equally unambiguous. Before the opening of the Shanghai branch, many well-known media and platforms in Shanghai were smashed. Buy one and get one free three days before opening, and then carry out secondary communication with the help of the herd effect of queuing and the spontaneous photo printing of consumers.
Including Taier’s refusal to accept more than four people from the same industry to enter the store, raising the threshold for obtaining, and from another perspective, it is also a marketing tool. The principle of selling only 100 fish a day is also to create a sense of scarcity, and there is a special word to describe this marketing method-hunger marketing.
Of course, the premise of all this is that the product must pass the customs, otherwise you will have no chance to play hunger marketing. There are some snacks with excellent products. Because of years of brand accumulation, they have remained prosperous for many years by word of mouth. For example, the resurrected Menghua Street Chaos and A Welsh Onion Sesame Cake were enlarged into online celebrity snacks through the Internet, and even queued up until their legs were soft.
Products are the most powerful support of the brand, and marketing magnifies the influence of the brand. It would be a pity if there are excellent products, but no one cares because of poor marketing. In this era when the fragrance of wine is afraid of the depth of the alley, the importance of marketing is self-evident.
When it comes to service, we have to mention Haidilao. People have made a lot of efforts to make "service" go beyond products and become the first key word to occupy users’ minds. At this time, service will become the longboard of Haidilao. Have you ever thought about whether your product can go on fire forever? What is your product longboard?
Tea shops like Xicha are actually very easy to imitate, so the founders have spent a lot of time and energy cultivating the supply chain.
"Not only insist on direct mining in tea gardens, but also customize and cultivate tea according to market demand. From planting soil to planting methods, personalized transformation will be carried out according to consumer demand, such as Jinfeng, Sijichun, Yanhong, Lvyan and Yunxiang, which did not exist in the market originally, but it took 2-3 years for Xicha to independently develop. In April 2017, Xicha launched the ERP system at the back end of the supply chain, so as to open up the information flow in the supply chain and maximize efficiency. "
High efficiency and low cost establish a healthy profit model, customize the taste according to the needs of consumers, and enhance the stickiness between consumers and brands. These are the barriers to liking tea.
Not only "You can’t learn to fish in the sea", but you may not learn to like tea. Many brands are working hard to consolidate their longboards. For example, Le Kaiser, a local talent in Shenzhen, Aleksanda, a online celebrity ice cream brand with a history of four years, and Frog Laida, who is committed to the standardization process of catering …
It is said that the online celebrity store will not live for three years.
"Miss Zhao’s unequal position, carving the sirloin and Huang Taiji, just three years; Nice to meet you, little pig, parallel imports, two years; A small cage is really lucky, one year; Remicone black cloud ice cream, half a year. Look, faster and faster. "
No matter what product has a life cycle, it seems that once it is labeled as "online celebrity", it is particularly short-lived. Business is not a standardized thing, even copying other people’s methods may not be equally popular. In the early stage of brand development, online celebrity stores often rely on a single longboard strategy to become popular, or a single product explosion, or marketing techniques.
However, as consumers return to rationality and competitors increase, the brand potential will be diluted, and the key to survival at this time will return to the most basic business problems. Whether there is a good product experience, service efficiency, and even the establishment of food safety and talent system.
How long will these former or popular online celebrity brands last? Let time give us the answer.
This article was originally published by @ Fancy. Everyone is a product manager. Reprinting is prohibited without permission.
The title map comes from Unsplash and is based on CC0 protocol.
