How to break through the shackles of traditional business, how can I unlock new models? How do I embrace the Internet so developed?
Most companies will encounter these problems when they reach a certain scale, and listed companies are no exception. Shandong Huifa Food Co., Ltd. was founded in 2005. It is a large food enterprise mainly producing low-temperature quick-frozen food . The headquarters is located in Zhucheng , known as " Dinosaur Hometown ". Years of deep cultivation have made its sales network spread all over China, and it has become one of the largest production bases for quick freezing and conditioning meatballs in the country.
However, the times are changing with each passing day, and how to find breakthroughs in the new model is an urgent problem that Huifa needs to solve.
Food is the most important thing for people, and Huifa is a food ingredient manufacturer, so how can consumers directly contact Huifa? The problems consumers encounter in daily life are where the demand lies. What to eat when you have a big problem that troubles the Chinese people? How to eat?
It’s cold, and three or five friends have a meal together, what should I eat?
She is hot in the summer, and it is the barbecue season again; how to eat it?
People are always worried about these things. In the current epidemic situation, it is even more difficult to have an offline dinner! Let's start from this point.
1, Looking at the development trend of the catering market
01. Personalized consumption From buying "mass" to buying "niche", from buying "products" to buying "services"
02. Focus on quality According to Meituan data, people who consume mid-range and above prices online account for 70% of the total and the growth rate is faster than the average
03. Enjoy instant service Hope the demand can be responded quickly at any time, and do not want to wait and waste time
04. Relatively experience the impact of the three factors of product use, performative consumption, and emotions and feelings on the entire consumption experience
As we all know, the characteristics of hot pot eating both north and south, successfully occupying 22% of the consumption in the catering industry, barbecue occupies sixth place on the ranking, and is increasing year by year. Huifa is the core product, hot pot and barbecue ingredients, and years of operation have made its product line particularly rich. Then how to explore consumer needs is the next problem.
1. Consumption scenario creation--buy now and eat now and eat now, without waiting for delicious food 2. Improve the convenience of purchasing--In the past, you had to go to multiple product areas of supermarkets or farmers' markets to buy hot pot and barbecue 3. One-stop purchase--the products cover beef, sheep, pork, chicken, various meatballs, meat skewers, intestines, seafood, vegetables, seasonings, bases, etc. 4. Diversified purchasing desire--in-the ocean of hot pot and barbecue ingredients, visual olfactory and touch will inspire consumers to buy
2. Create a new retail model
In order to maximize customer value, the internal and external factors that can enable the operation of the enterprise to form a complete and efficient operation system with unique core competitiveness, and through providing products and services, the system achieves the goal of continuous profitability, the overall solution for organization designs .
new retail model for frozen products, fast frozen food industry complex, supermarket retail (pre-made dishes, hot pot barbecue boutique ingredients) + catering (spicy hot pot/diding, snacks) + takeaway (ingredients, finished products).
is mainly retailed by Huifa food products, mainly hot pot barbecue fine ingredients. The store provides hot pot takeout and takeout products, and opens a dine-in area to provide the freshest food enjoyment.
Target customers: hot pot barbecue ingredients consumers + quick-frozen catering ingredients consumers + snacks Malatang catering objects
3, accurate brand positioning
Combined with Huifa Kitchen's ecological environment and adopting positioning tools - BW model, we determine Huifa Kitchen's brand positioning strategy with value and habits as the core.Starting from the value of + habit , we will create the differentiated advantages of Huifa Kitchen brand. The core of brand positioning is to give consumers a reason to choose you instead of competitors.
The identity of hot pot barbecue malatang directly shows the store attributes, allowing consumers to know the identity of Huifa Xiaoqiu, the core value of fresh, high-quality and professional, so that consumers can trust more when purchasing products.
4. Newly created brand image
A good brand LOGO design is to solve consumer recognition and deepen cognition. We have maximized the display of Huifa’s mother brand and integrated the core attributes of hot pot into it, so that consumers can know a little about this brand through LOGO even if they don’t understand this brand. The auxiliary graphics of meatballs can help consumers better identify Huifa Xiaoqin’s categories.
Are you moved such a simple, refreshing and complete ingredient store near your house? Leave a message you want to say below to let us know! The most important step in building a brand is to systematically and innovate existing models to a certain extent. Traditional enterprises can also bring new vitality to traditional enterprises. Huifa Xiaochu’s model is not innovation, but an integration + diversification model of industrial chain . Sometimes when you can't figure it out, try to change the angle.
About us: Ganlian Chain Business School
mainly focuses on the development and growth of chain enterprises, and is committed to helping chain enterprises grow bigger and stronger, becoming the leader in the industry, and building it into a well-known brand with thousands of cities and tens of thousands of stores
