Do you still remember Türkiye " Salt Brother "?
At the World Cup finals in Qatar, he was violently criticized by netizens because he rubbed Messi popularity and touched Hercules Cup !
Judging from the video of the scene, Messi and his teammates were immersed in selfless celebrations. Brother Sa Yan forced Messi to take a photo. The scene was very embarrassing for a time.
So here comes the question, why is this salt-spreader so popular?
In 2017, because of his exaggerated salt-sprinkling posture and his unique style, he quickly attracted the attention of many people. The person who really made Brother Sayan take off was the American superstar Brother Mars. Because he found Brother Sayan’s video interesting, he forwarded it.
Brother Martian’s inadvertent repost made Brother Sayan one of the most popular internet celebrities in the world that year. Although we cannot directly follow Brother Sayan’s account, his videos have been posted everywhere in China. It was also very popular at one time, and many netizens on the Internet imitated him and spread salt.
Brother Sayan is actually not a simple internet celebrity, but the owner of a chain steak restaurant. Brother Sayan can not only make money through his status as an Internet celebrity, but also attract fans from all over the world to dine in the store. After
Salt Brother became popular, he quickly opened restaurants in Dubai , New York, Chicago and other places, and his positioning was also on the high-end route.
Messi, Franck Ribery, Beckham, Leonardo DiCaprio, etc. have all dined at Brother Sayan’s restaurant.
Why do these celebrities like to dine at this restaurant? The most fundamental reason is that I like this sense of form. For celebrities, what kind of steak have they not eaten? The main reason why I am willing to dine at Brother Sayan's restaurant is to experience the sense of ritual of Brother Sayan.
When celebrities come to Sayan's restaurant, they usually order the restaurant's signature dish - gold foil steak. This is a steak wrapped in edible gold foil. It looks very noble. After all, who would eat gold foil when eating?
It is understood that the price of a gold foil steak is as high as 1,000 pounds, which is about 8,467 yuan. The price is really sky-high. However, if you order such a steak, you can let Brother Salt serve it personally. The first is the salting stage. Brother Salt uses his signature salting posture to let the salt touch his elbow, and then falls on the steak; the second is the cutting stage, which is nothing special; and the last is Brother Salt’s feeding time. He will stick the cut beef on the knife to feed the customers.
Whether he wrapped the steak in gold foil or sprinkled it with salt in an exaggerated gesture, he did not make the steak taste more delicious, but there are still so many celebrities willing to patronize this store, which shows that Brother Salt's marketing is successful.
Just imagine, suppose we also open a restaurant, and various stars and celebrities often come here. Can our restaurant not make money?
So the question is, how can we open an Internet celebrity restaurant like Sayan Brother?
First, there must be a unique memory point . In fact, the action of spreading salt can be done directly, but Salt Spreader did not take the usual route and had to pose in an enchanting pose and let the salt touch his elbow first, which increased the topicality.
At that time, some Chinese netizens made fun of Salt Brother’s posture. Would the salted steak taste better like this? No, it will be more expensive!
No matter what, Brother Sayan has indeed made his action of spreading salt a unique memory point in the restaurant, which also makes those fans who come here can't help but want to experience Brother Sayan's personal service.
Second, use short video platforms to spread . Short videos can quickly make a person or a store popular. There is no reason why we should not develop a short video platform. No matter how memorable a restaurant is, if it cannot be known by more people, it can only be regarded as a niche restaurant. If our restaurant can be seen by people all over the country or even the world, then the restaurant will no longer be an ordinary restaurant, but an Internet celebrity restaurant with a brand premium.
The steak we eat at a restaurant only costs a few dozen yuan. Why can Brother Sayan’s steak cost thousands of yuan? Because Brother Sayan is an Internet celebrity with tens of millions of fans, his steaks are at a premium, and it is precisely because Brother Sayan personally serves them that they are so expensive. Others do not have that feeling when serving them.
Third, full of ritual feeling . The action of Brother Spreading Salt is one of the senses of ritual, and Brother Spreading Salt’s own feeding is also a sense of ritual. When the products of two companies are very similar, the sense of ritual is the main reason for us to widen the gap.
Selling products is actually similar to chasing girls. When two boys have similar conditions in all aspects, it is difficult for girls to make a choice. But suppose one of the boys is straight and the girls don’t like the gifts he gives. Another boy knows how to give gifts and is particularly good at creating a sense of ritual. Which boy do you think girls will choose?
Then the question comes again. Brother Sayan has been popular for 5 years and has opened several restaurants. How is the business?
There are still some problems in the operation of Brother Sayan's restaurant. Too many netizens complain that the restaurant is too expensive and the taste is average. These are all objective problems. I personally think the biggest problem of Sayange restaurant is that the sense of ritual relies too much on Sayange. When fans go to the restaurant to dine, they go to Brother Sayan and are prepared to be ripped off. How disappointed will the fans be if Brother Sayan is not in the store?
In fact, Brother Sayan has too many restaurants around the world, and he simply cannot take care of them all. This is one of the reasons why Brother Sayan’s restaurant has a bad reputation.
Through the entrepreneurial experience of Brother Sayan, we also understand one thing. Restaurant management should pay more attention to the ritual sense of the company itself, rather than the ritual sense of a certain person. If all attention is focused on a certain person, then the store may always be limited to one, otherwise the reputation will easily collapse.
This is the best of times and the worst of times. With the integration of disruptive innovation and new business models, the whole world is your stage!
In the new business world, there are no industries that will be eliminated, only companies that will be disrupted and eliminated. All business competition in the future will focus on disruptive innovation and business model reconstruction. If a company or a boss lacks the ability to disrupt and reconstruct, it is destined to fail early.
Please remember: without innovation, there is no imagination; without imagination, there is no competitiveness!
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