In January 2024, at the beginning of the new year, Ba Wei Xian (Central No. 1 store) ushered in a large-scale store transformation.
In the past, the dim lighting of the store and the dark color of the wooden wall did not show the brand tonality; The front door adopts a red logo with gold as the background, which is not prominent in the business district. After 4 days of upgrading, the store has a new look. We added light boxes with brand slogans and signboard product drawings to the store, and replaced the dim chandeliers with rows of spotlights, making the store spacious and bright. At the same time, the tables and chairs in the store were replaced. Because the Central One store is a corner shop with a large display area, the glass at the junction outside the store was removed and replaced with a light box showing signature products. The most important thing is to replace the humble door sign with "Ba Wei Xian Pea Noodles".
Many partners will ask, why do you want to change it, and why is it Ba Wei Xian Pea Noodles.
Why change?
Nowadays, the post-85s and post-90s generations have gradually become the mainstream of consumption, and Internet celebrity restaurants abound all over the streets, and good-looking creative products are highly sought after by young people. As a brand that has always focused on "product strategy", Baweixian also wants to win the hearts of young people. In 2023, there will be new products launched almost every month, and we want to attract more consumers to the store to taste them. However, it is not enough to have delicious products, "good-looking, delicious, and fun" is the criterion for contemporary young people to choose a restaurant, "good-looking" bears the brunt, a good-looking store image and store environment determine whether there are customers stepping into your store, and it is also the customer's first impression of the brand. According to the statistics of the Finance Department of Ba Wei Xian, before the renovation, the average daily value of the No. 1 store in Ba Wei Xian Central was 3000+, and after the transformation, the average daily was 5000+, and it exceeded 7000+ in some days, and the performance increased by 30%. People can lie, performance can't, and now every time there is a meal, there will be a long queue in the store.
Hot Spot Engine Project Why is it Ba Wei Xian Pea Noodles?
As a local brand that has been deeply involved in the Chengdu market for 9 years, Baweixian has been spreading word of mouth among consumers. The brand's popular product, the special pea noodles, is deeply loved by consumers. In 2023, Ba Wei Xian's slogan will change from "strong noodles and super sufficient ingredients" to "If you want to eat pea noodles, Ba Wei Xian is the first choice". In addition, in this era of over-communication, the amount of information that people receive every day is huge, and Jack Trout, the father of marketing, mentioned in his book "Positioning" that "the human mind is limited. "People can't remember too many brands and products. Ba Weixian is well aware of this, and changed "Noodle Village" to "Pea Mixed Noodles", brand and category.
Years ago, there were far fewer brands than there are now, and there are far fewer ads now. But today, brands must have their own positioning, and they must occupy a specific place in the minds of potential customers through unique positioning.