In order to continue to enhance the global reputation and influence of the "International City of Gastronomy", promote the high-quality development of the food industry (green food), strive to improve quality, strengthen the brand, and focus on the shaping of catering corporate culture and marketing publicity, a special training meeting on brand culture shaping and marketing publicity of Chengdu catering enterprises was held recently, and practical lecturers in marketing and publicity shared on the spot.
When you go to Chengdu, you don't have to see flowers or eat hot pot, but you have to come to Shu to know what Chengdu is. Some young consumers commented on social platforms. In just a few months since its opening, Shuyanfu has "captured" a large number of young consumers with its unique cultural consumption experience. On Douyin, the number of topics about Shu Yanfu has exceeded 20 million, and there are more than 1,000 related notes on Xiaohongshu.
In addition to the creativity and form innovation of the dance show, the immersive experience of Shu Yanfu points to the cultural connotation and historical heritage. "In the process of Shu Yanfu's food show experience, the meal and the show are presented as one, and the meal is presented in the form of restoring the ancient meal system, so that customers can experience sitting on the ground and experience the integration of traditional catering culture and etiquette culture. Yang Zi, chairman of Sichuan Hanyu Culture Media and manager of the Shu Yanfu brand, said.
In addition to relying on uniqueness and differentiated immersive experience, Shu Yanfu's "out of the circle" is firmly rooted in the local consumption soil.
Shu Yanfu "out of the circle" once again brought new cognition and inspiration to the brand building of catering enterprises. "A brand is a cognitive whole. Reflect the consumer's mentality towards you, and even reflect the consumer's characteristics. In the view of Han Ping, founder of hello marketing university and invited lecturer of Southwestern University of Finance and Economics, consumers understand that the brand is not a "single point", but a whole, and will constantly confirm their preferences and choices in the personal participation experience. "Enterprises should have a clear brand positioning for themselves, such as understanding the target audience, clarifying differentiation, and building brand image. ”
Generally, the restaurants that catch my eye and seem to be cost-effective will attract me. At the training site, a representative of a company opened the favorites of Xiaohongshu on his mobile phone, and almost all of them were all kinds of stores he was interested in. From "planting grass" to "pulling weeds", Xiaohongshu has brought a lot of "business" to catering enterprises. Han Ping said that enterprises need to realize that it is not to develop products and then promote them, but to implant traffic thinking during the product research and development period. "Especially in the era of digital economy, the development trajectory of the catering industry has undergone great changes, and in the context of 'the aroma of wine is also afraid of deep alleys', it has become an inevitable choice for restaurant companies to have a strong link with consumers through brand building, marketing and promotion. ”
According to reports, since the beginning of this year, the Municipal Bureau of Commerce has organized more than 10 gastronomy industry (green food) chain 12345 industrial construction strong chain "Rong Yijian" government and enterprise exchange activities. The relevant person in charge of the Municipal Bureau of Commerce said that it was in response to the specific demands of the enterprise that this special training was carefully prepared, and practical lecturers in marketing and publicity were invited to share with everyone, and it was also hoped that through the training, the ability of catering enterprises to build brands and marketing and promote would be effectively improved, and a good atmosphere for the high-quality development of the industry would be created.
With the help of live broadcast, catering businesses can not only display special food in real time and intuitively, but also let users truly feel the atmosphere and service of the restaurant through immersive live broadcast scenes with fun and knowledge. Yuan Yuanhao, co-founder of Rongzhi Interactive, took Douyin as an example and shared his experience from live broadcast cooperation cases to content and operation methods, and then to catering brand operation planning ideas. "Live streaming can not only shorten the distance between offline stores and online users, but also build trust and promote transaction behavior, and then harvest 'voice + sales' at the same time. ”
Chengdu ** Jinguan News Reporter Meng Hao Editor-in-charge He Qitie Editor Wang Qi According to the activity.