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In the online class of "Hua Hua Method and Case History", Huashan shared 188 clients that Hua Hua has cooperated with since its establishment. In the practice of nearly 20 years, the methods of China and China have been continuously precipitated and perfected, and gradually formed a self-contained theoretical system.
In this 188 customer, not all enterprises have succeeded after applying the Chinese method. Therefore, the local practice success of any business theory does not mean the omnipotence of the theory, and the local failure will not deny the value of a theory.
The industry background of a theoretical application, the development stage of an enterprise, the coordination and matching of a set of strategies in the process of landing, etc. To determine the effectiveness of strategic marketing consulting. Therefore, any set of theories must avoid the narrowness of egoless system as heresy and the arrogance of my theory as omniscient and omnipotent.
In the practice of China and China's theory, there are three industries that are most widely used: medicine, catering and fast-moving consumer goods, and many super brands have been born respectively. For example:
Medicine: small sunflower, three refined blue bottles, etc.
Catering: Siebel, Wallace, etc.
Fast-disappearing: Chubang, qiaqia Xiaohuangdai, etc.
Because drug advertising is becoming more and more restrictive, today's article, based on a large number of cases in the same industry, mainly summarizes the application of Chinese and Chinese methods in catering and FMCG.
Application of China-China method in catering industry;
Through comparative study, the application of Chinese and Chinese methods in catering industry has landed, basically focusing on marketing 4P:
Promotion: super symbol, super text, marketing calendar, super IP, brainwashing songs.
Products: main dishes, service system and space optimization.
Channel: business circle guide, door matrix
Price: product pricing
One: Promotion
The promotion of the catering industry can be summarized in one sentence:
With the super symbol theory as the core, the five-year brand plan as the cycle, and the super symbol, super discourse, marketing calendar, super IP and brainwashing songs as the carriers, the two-way dimension of time and space will be fully realized.
(1) Super Symbol+Super Discourse
About the creation of super symbols and super characters, I have made a systematic review in the first two articles. In the final analysis:
Super symbols form visual advantages, super words form auditory advantages, bypassing customers' psychological defense and aesthetic fatigue, so that new brands can quickly become customers' old friends. Finally, a brand is completely parasitic on a super symbol system.
(2) Marketing calendar
The creation of marketing calendar is to parasitize the brand on a certain parent culture, and through repeated implementation every year, the parent culture will eventually be privatized to form a brand memory node in the market.
Xibei Youmian Village:
Kissing discount festival, based on I? Love? On the Cultural Matrix of "You+Valentine's Day"
Cow stove:
The arrival of the New Year of Niu Chef is based on the cultural matrix of the New Year.
Old uncle:
Shout loudly for uncle to reduce nine dollars and ninety cents, based on the traditional September 9 node.
If marketing calendar wants to form a strong cognition in customers' minds, it is still necessary to solve the problems of "quality" and "quantity" of marketing calendar.
The so-called quality: is the parasitic cultural matrix strongly related to the brand itself, such as me? Love? You and me? Love? It is natural grafting, which is more efficient when spreading.
The so-called quantity: repeated execution! For example, from the New Year to Niu Xiaozao, the setting of this marketing calendar is much weaker than that in the northwest, which requires customers to domesticate for a certain period of time and form the relationship between brand and cultural matrix.
(3) Super IP
Super IP creation, in the creation of super discourse, we are saying that the proverb is unguarded. Similarly, customers have a natural affinity and trust for the virtual image of Super IP, which is why many promotional activities like to distribute leaflets with dolls.
For example, Sanpin Wangsan Niu Ge, Daimei Hotpot Daimei and Laonijiu can be understood as a super-image privatization, which can quickly narrow the psychological distance between customers and brands through distinctive personal settings, cute and interesting and unique appearance design.
If super symbols solve visual communication and super words solve auditory communication, then super IP can also be understood as solving tactile communication. Super IP is a three-dimensional image where customers can interact, hug and take photos.
(4) Brainwashing songs
In The Power of Superdiscourse, we rank the communication efficiency of several superdiscourses: ballads > jingles > spoken language > written language > characters.
Brainwashing song, 202 1 The first divine comedy, not the song "I love you, you love me, honey snow and ice city are sweet". The degree of brainwashing and communication efficiency are even far greater than the super symbol of Snow King, and it has become a street bombing song known to women and children.
Similarly, brainwashed songs must be based on a "melody matrix", which is a super ballad growing up with a generation and has formed a memory inertia. Once you start talking, you can't stop.
The above is the application of Chinese-Chinese method in catering promotion. In all application scenarios, there are several common keywords: mother culture, parasitism and undefended. The core purpose is to reduce the loss in the process of communication and form a three-dimensional complete generalization matrix from the perspectives of vision, hearing and touch.
Second: products
Next, let's talk about the application of Chinese-Chinese method in catering products. Before the concrete analysis, it is necessary to clarify a premise: the products mentioned here are not limited to dishes, but the whole storefront space, all dishes and service system belong to products.
Among the three positioning of China enterprises in China, the second strategy-business strategic positioning, that is, a set of business combination and product structure.
(1) Top products+service system
In the catering industry, the combination of formats can be simply understood as service, and the product structure can be simply understood as dishes.
Starting from the dishes, China in the case has been emphasizing one word: fist products.
Any catering brand must have its own fist products. From the perspective of communication alone, concrete is better than comprehensive. The more focused you are, the more recognizable you are. Fist products can be used as flow lever and communication lever, which greatly improves the operational efficiency of stores.
The advantages of fist products can be summarized from the following aspects:
Origin of ingredients: Putian restaurant-Wuyishan Touchun Dahongpao
Processing technology: half-day demon-roast skin and meat thoroughly.
Product category: Sanpinwang-Beef Powder
Super item: Siebel-the big bone of cattle
Any catering brand, dishes and services are the two keys to store operation, and they are indispensable. For example, Haidilao's service advantage is even greater than its product advantage, which has become the strategic focus of a brand.
(2) Customer site+employee site
In addition to the visual advantages of the fist products and service system, there are some jobs that most customers can't obviously feel, but they are equally important for the business activities of a catering brand. We summarize it as two sites, because the continuous business activities of the two sites can better support the business combination and product structure.
Customer site: through the layout of dining table, partition, ordering table, welcoming table and seasoning table in the front hall, the customer experience can be improved while reducing costs and improving efficiency.
Staff site: through the rational layout of kitchen space and seamless connection of workflow, waste is eliminated and operational efficiency is improved.
To understand the importance of the two sites, we can refer to the third positioning of the three major enterprises in China and China: to achieve three goals with a unique set of business activities and a unique cost structure, with unique value and leading total cost, which is difficult for competitors to imitate.
Regarding the unique business activities, we should achieve two fits: space fit and time fit.
Spatial fit-fit: interlocking, supporting and promoting each other.
Time fit -JIT: fit, seamless, efficient and smooth.
This unique business activity is sometimes an intangible advantage, because the space and time of business activities overlap, the same product and the same service, I can serve more customers with fewer waiters, serve food faster, get a higher turnover rate, and naturally get more benefits.
This paper uses the second positioning and the third positioning of enterprise positioning to better and more conveniently understand the product structure, store service and two sites, but the second positioning and the third positioning certainly include more than the above contents. We are only talking about the marketing level, not the strategic level.
Three: Channels
The channels and customers of the catering industry are mainly concentrated offline. Whether it is a street store or a store in a shopping mall, the core problem to be solved is how to make more customers choose this brand and reach this store. Therefore, the essence of consumer behavior is a choice behavior, and the core is to improve customer conversion rate.
China and Canada have optimized the whole selection process from three aspects and improved the conversion rate of channels.
Business circle guide: there is no blind spot in the business circle guide, so you don't have to ask for directions. The carrier chooses to hang flags, elevator advertisements, light box advertisements, etc.
Door packaging: strong signal stimulation, enhance the sense of discovery.
Super symbols, super words, super lace, and color as the packaging content; Take doorknobs, light boxes, glass stickers, posters, etc. As a packaging carrier; Fully arm the brand Dojo, build a strong brand and fight a street.
Menu design: purchase reason, purchase guide and purchase instructions.
Strengthen the status of brand products and superior products; Enlarge product name, price and preferential information, reduce decision-making cost and place orders quickly; Add the product purchase reason icon; ; Tell the hidden advantages and provide decision-making services.
The channel arming between China and Canada is essentially the space fit and time fit of customers' perspectives, which enhances transformation and improves efficiency.
Four: price
Regarding the formulation of price strategy, there are not many cases in China and China. Here, I use a business common sense that Teacher Ma Song said: Why can a restaurant make money? It's simple, because the benefits outweigh the costs.
How to reduce the cost is a strategic issue, that is, the total cost mentioned by Porter in the competitive strategy is in the front, so I won't show it here for the time being.
Focus on how to increase revenue, two means: increase customer unit price and increase customer volume.
There are two ways to increase the unit price of customers: one is to increase the price directly, and the other is to let more customers.
Direct price increase, Teacher Ma cited an example: the cost of a cup of 8 yuan/cup of milk tea is 6.5 yuan/cup, and the price increase is 2.25%, that is, 8. 18 yuan/cup, which basically will not affect customers' purchase, but the profit has increased by 15%.
Let customers have more. In the price strategy of Juewei duck neck, China Hehe adjusted the price from 38 yuan/kg to 19 yuan/kg, which greatly improved the customer's order rate and accelerated the customer's decision-making, but the unit price did not actually change in the process.
Above, I summarized the application of China and China methods in the catering industry from the marketing 4P system.
The Application of China-China Method in FMCG Industry;
China-China method, for the application of FMCG, summarizes one sentence: packaging is strategy.
Taking super symbols and super words as the creative origin, through packaging optimization, the advantages of shelf display are realized and the customer's choice probability is increased.
In the era of mobile Internet, the advantages of FMCG packaging strategy will be further amplified, because it is difficult for consumers to focus on the mobile phone screen, and they are forced to pay attention to the shelves in Shang Chao's buying scene, which is a rare brand Dojo in the current media environment.
One: product packaging
Regarding the specific thinking of packaging, I made a systematic summary in the article Understanding Media, namely:
(1) Point: All organs are counted.
Packaging design is a three-dimensional salesman, who designs the rotation of consumers' eyes, reading order and decision-making process. The whole process is connected by some specific design points, and finally the purpose of promotion is achieved.
(2) Line: Lace strategy
Lace strategy is to release huge psychological and social energy through the visual form of repetition, similarity and display, and it is a super symbol in anthropological sense. Even after tens of thousands of years of evolution, it has been rooted in the depths of human genes and has an inexplicable dazzling feeling.
(3) Face: Color is like fighting.
Packaging color, a truth, through a large area of color, forming color concentration, and using contrast color, contrast color and other matching methods, so that packaging has visual penetration.
(4) Body: Let the products speak for themselves and put them on the shelves for sale.
Body is the integration of point, line and surface, which integrates the advantages of point, line and surface. By means of matrix arrangement, expanding exhibition area, increasing exhibition area and enlarging purchase reasons, the packaging advantages of the whole product are strengthened.
Two: marketing calendar
Like the catering industry, marketing calendars are also widely used in FMCG industry, which strengthens consumers' awareness of brands through cultural parasitism. For the understanding of marketing calendar, personally, it is more the remote control that drives the rhythm. Because of the existence of marketing calendar, brand marketing has been relaxed and climaxed in the dimension of the whole year.
Three: Go strategy
In FMCG industry, Huahua often uses a strategic model: Go strategy.
The core of Go strategy is one sentence: Jinjiao has a silver border and a grass belly.
That is to say, under the strong brand advantage of Jinjiao products, develop silver-edged products, and finally form a product matrix encirclement of grass belly, so as to maximize brand extension.
But both of them are brand extension, which is often used in China-China law, but they are called brand extension trap in trout's positioning theory.
Trout believes that brand extension has certain advantages in the short term, but in the long term, it will blur the positioning occupied by the original brand, which will often lead to disastrous consequences and bring its own destruction sooner or later.
However, in the actual business world, it is not as absolute as trout said. For example, Apple, taking Apple's mobile phone as Jinjiao, has extended many silver-edged products, such as tablet computers, watches, wireless headphones and so on, which have all been successful. It does not dilute the advantages of the original brand, but feeds back and strengthens the original brand.
Positioning theory presupposes consumers' minds on a very limited premise, and consumers can only accept simple and direct demands, absolutely bind brands with categories, and have no energy to do brand association at all.
Are all brands suitable for brand extension? Of course not. For example, the following situations:
In the case that Jinjiao's product advantages are not absolutely ahead, brand extension is a dilution of enterprise resources and consumers' minds. Not recommended! For example, the general baked sweet potato and roasted corn will probably end in both sides.
The extension of the new brand is not to use the core advantages of Jinjiao products, but to start a new stove and disperse the advantages and resources of enterprises. Not recommended! For example, your baked sweet potato is a local specialty, and you made roasted corn yourself. This is no problem, but you have to sell meat buns by hand. The difference between the two core technologies is too great, and eventually meat buns may drag the hind legs of baked sweet potatoes.
Although the brand advantage of Jinjiao products is strong enough, the resources of the enterprise are not enough to support the brand extension for the time being, so it is not recommended! For example, if you sell baked sweet potato, which is a local specialty, but you are the only one who runs it, and the capacity of the stove is limited, so you must increase roasted corn.
However, if the brand advantage of Jinjiao products is strong enough, the core advantage of Jinjiao products can be applied to other products in translation, and this kind of "roasted corn" business can be considered if there is enough support in terms of enterprise talents, capital and supply chain.
The above is the application of Huahe Huafa in FMCG industry.
From super symbol to super discourse, to media understanding, and finally to differentiated application in specific industries, the summary of the above articles mainly focuses on marketing communication, but there are also many classic cases at the strategic level in China and China, such as Hanting's blue ocean strategy and Wallace's differentiated strategy. We will make a specific interpretation in the subsequent strategic theme articles.