1, market segment: positioning "a family of three"
There is a "beautiful fried chicken" fast food restaurant in China Square, the front line of Guangzhou's popularity. Since it was opened to the general public, in order to attract a consumer market of three, a small activity room has been set up next to the restaurant, equipped with activities props such as "climbing slides" and "riding a small wooden horse" for children to carry out activities and games. This not only meets the psychological needs of children to be active and fun, but also meets the needs of young parents to communicate emotionally with their children during holidays.
2. Market segmentation: positioning "Chinese and Western weddings, wedding banquets"
For example, Shanghai New Jinjiang Hotel and Japan Huade Peiweiting Wedding Service Company have joined forces to launch a one-stop service for cross-century Chinese and Western weddings and wedding banquets. They provide a brand-new concept for traditional wedding and wedding reception services, that is, guests can easily realize their life dreams by choosing wedding styles and wedding reception standards.
According to the survey of Shanghai wedding market by Xinjinjiang, there are more than 80,000 newlyweds in Shanghai every year, and more than 90% of them hold wedding banquets when they get married. At the same time, more and more young people began to pursue high-standard, high-grade comprehensive wedding service. In addition to saving time, it is more important to hold a wedding with a certain level and connotation.
To this end, the standard of per capita 100 introduced by New Jinjiang-350 yuan 6 sets of wedding banquet menus, with generous preferential rewards. Weiting Company has launched a variety of wedding services, including the bride's pre-marital skin care plan, floats on the wedding day, tracking cameras and so on. At the same time, the new Jinjiang also launched a variety of special services, such as wedding anniversary banquet and full moon banquet, which satisfied the personality psychology of this consumer group with the luxury facilities and quality services of the five-star "state guesthouse".
3. Market segmentation: positioning "working meals and weekend meals"
Since the end of the 20th century, Shanghai Jianke Hongqiao Hotel has established its own market positioning. First of all, we strive for a working lunch for the staff of the system office of the Construction Committee of the Science and Technology Building, and launch a working package for lunches in 25 yuan and 30 yuan from Monday to Friday. Secondly, 60 yuan and 80 yuan packages for a family of three on weekends are launched for residents in surrounding areas, and there are two sets of menus, A and B, to choose from. 80 yuan's menu includes three kinds of cold dishes, boiled grass shrimp (3 liang), golden garlic bone (6 pieces), stewed eggs with oyster clams, home-made tofu, eggplant in typhoon shelter, West Lake beef soup, special pumpkin buns and fruit bowls. In addition, the hotel's specialty, Shenyang Fish Head, is deeply loved by people from all walks of life, and the guest satisfaction rate is very high. Because the hotel is close to Xujiahui business circle, it is also attractive to tourists who go shopping and run shops, and the market has become bigger. After accurate market positioning, the hotel's catering soon became popular. Many private rooms and nearly 200 square meters of halls are often packed, and even tables are turned over. In the evening, private rooms must be booked two days in advance.
4. Market segmentation: positioning "female consumers"
In the past, the main consumer of restaurants was men, and restaurants became an important place for men to communicate, while women were usually just decorations on the table. Nowadays, times are different. Female consumers frequently appear on the dining table, and more and more women pay the bill at the dining table. This has not only become a new consumption fashion, but also a new growth point of consumption economy. As a result, discerning merchants began to aim at this market, try to figure out women's consumption psychology, and showed very feminine characteristics in the design of catering products.
In Guangzhou and Shanghai, some catering enterprises took the lead in playing the signboard of "women's soup". The so-called "female soup" tastes light, fresh and delicious. Among them, there are "sinking fish and falling geese" (the main raw materials are raw fish, black-bone chicken, lean meat, meta meat, American ginseng, ginseng and so on. ); "stewed duck with cordyceps sinensis" for nourishing yin and tonifying kidney, benefiting qi and reducing fever; "Stewed chicken with fresh ginseng and bird's nest" for clearing away heat, moistening skin and caring skin; Yin beauty, nourishing blood and benefiting qi, "stewed chicken with coconut and bamboo", etc. They are very popular with ladies because they are good for health and beauty. Some hot pot restaurants have also developed "ladies' hot pot" catering to women's eating habits. The soup base is no longer spicy and Sichuan flavor, but is made of nourishing herbs, such as Hu Aishan old duck soup, Sichuan-roasted white fish head soup, sweet and sour vegetable soup and so on. New varieties suitable for women's delicate tastes, such as sauerkraut, tribute pills, fish balls, etc., have also been added to the raw materials; Even a small dish of sauce, now with a little sweet and sour, has become very feminine.
Corresponding to this "ladies' fashion" are all kinds of soft drinks, among which all kinds of freshly squeezed juice are the most popular among ladies. Such as watermelon juice, freshly squeezed coconut juice, carrot juice, etc. Its natural fragrance, pleasant color and pleasant taste often make women love it and enjoy drinking it; Series carbonated drinks, mineral water, milk drinks, etc. It is also the first choice of many women. Even many brands of beer have diluted the concentration of alcohol and added various fruit flavors. This fruity beer is a blend of pure natural fruit juice and high-quality beer. The alcohol concentration is generally only 1-2.5 degrees, which is higher than that of ordinary fruit juice, but it has a slight beer stimulation, which is very suitable for modern women to seek elegance and flavor at banquets and social occasions.