Haidilao in the high-end business district has entered the university to sell 99 of fried rice, 149 of the bowl chicken**. The ultimate goal is simply not to lose money;Luckin Coffee under the Grade A office building has opened into the service area, so that people who are tired from the journey can also have a cup of "hand-ground coffee".
While other brands are still fighting for the "head of the blood" for the stores in the core business district of the city, the head brands have begun to reverse the "magnification move".
Can industry leading brands like Haidilao and Luckin do a strategy, is it really just to not lose money?
Leak!Big leaks, big leaks!These brands are notoriously "ghostly", but this routine has also been tried, so it is easy to make!
Today, let's take a look at the brand's "renewal strategy" in combination with Chuanchuan's three-in policy.
What is a new consumption scenario?
The new consumption scenario generally refers to the brand combining the daily use of its own products and the commonly used people to push back, so that its own brand image appears in places that are not usually easy to see, so as to attract new customer flow circles, similar to the operation mode of "sinking market".
Haidilao opened the store on campus, breaking the students' inherent perception of "going out of the school gate to the mall to eat Haidilao", this "difficult to feel" cultivated students' thirst for Haidilao, and naturally they flocked to Haidilao on campus.
When a product enters an unusual scene, it is given an unusual meaning. Since 23 years, the Sichuan Wazi marketing team has also carried out the expansion of new consumption scenarios with its own trump card product - Sichuan Wazi Roasted Pepper Sauce.
When entering the campus, community, and enterprise, there will be no place for food products to be exhibited under inertial thinking, and the brand and products will be exposed.
Let the products that can only be bought in supermarkets directly appear in life and work scenes, arouse consumers' associations with products, shorten their purchase distance and selection path with products, and successfully implant brand impressions in consumers' minds.
Why expand new consumption scenarios?
The new consumption scenario does not seem to have a direct impact on a company's sales, but it is a huge choice for potential users to demand in the future.
Haidilao on campus and Luckin Coffee in the service area seem to be insignificant and sensational, but they contain business opportunities to "meet the future".
For Haidilao, its main consumers are urban white-collar workers, followed by Generation Z people with a certain amount of spending power, and where do urban white-collar workers and Generation Z with spending power come from?The answer is: college graduates, that is, campuses.
Therefore, with low customer unit price and new categories, take the initiative to get close to their own "future consumer groups", cultivate college students' cognition of Haidilao in taste and emotion, wait for them to go out of campus, into work, and have the consumption power of Haidilao, out of the feelings cultivated by the university, Haidilao is its first choice for consumption in the same category.
Luckin is also the same operation, its main consumer groups are urban white-collar workers, and at the same time, urban white-collar workers are also the main coffee consumers in the service area due to daily travel and business travel, and the consumption scene and consumer demand coincide, which also contributes to the sense of brand belonging, and will give priority to the brand when there is coffee in daily work and life.
Luckin Coffee store in the service area (source: Weibo @ favorite Fuzhou).
In a brand awareness survey, the marketing team of Chuanwazi also found that a considerable number of consumers who choose Chuanwazi's products in supermarkets come from life and work scene recommendations.
Let them have a certain understanding of the Chuanwazi brand, and Chuanwazi also has the right to compete one step ahead of the same category of brands.
How to do a good job in new consumption scenarios
The new consumption scenario does not represent casual consumption and hot consumption, the fit between the product and the scene, and the fit between the product and the consumer group are all important prerequisites for whether a consumption scene can be developed.
The first is the fit between the product and the scene. As far as the entry of Sichuan Wazi roast pepper sauce into campuses and enterprises is concerned, the standards of ready-to-eat, convenient, and meal accompaniment are highly suitable for the high-intensity and fast-paced learning Xi and working environment.
The second is the fit between the product and the consumer. For consumers in the new consumption scenario of Sichuan Wazi roast pepper sauce, fresh and spicy taste is the more mainstream flavor pursuit of catering consumption, and the convenient use of roast pepper sauce in multiple scenarios meets the current consumers' fast food needs, and is also one of the main reasons for modern consumers to consider purchasing.
In short, good products and suitable consumption scenarios can be implanted into the minds of consumers as much as possible, so as to cultivate consumers' sense of belonging to the brand and consumption Xi.
About Chuan Wazi
As a new generation brand in the Sichuan industry, Sichuan Wazi is not only the supporting force behind many hot pot and Chinese food brands, but also the backbone of Sichuan flavor communication.
We continue to explore a good business development model, and strive to develop new products to meet the needs of market development, in the insistence of Sichuan Wazi, has now brought Sichuan flavor to 22 countries and regions around the world.
Sichuan Wazi roasted pepper sauce blows the wind of "Oriental Mysterious Power".
The Sichuan Wazi Roasted Pepper Sauce is a product that has been rigidly tested by the market, using fresh Erjingtiao to burn the Sichuan Wazi Roasted Pepper Sauce, which has a strong roasted pepper flavor and a unique charcoal flavor through patented technology.
It is also a product that has won the isee Top 100 Innovative Brands List and the Global Delicious Award, and has set an amazing record of selling 500,000 bottles in 3 minutes in the live broadcast room of the head Internet celebrity.
In the future, Sichuan Wazi will continue to give full play to its own advantages in Sichuan research and development, do a good job in the high-level expression of Sichuan flavor, and work with more catering people to create a new "taste" for the development of the industry.