100‰精选王中王资料

小渝快——如何利用单品毛血旺,拉长餐期?

FABUSHIJIAN:2020-01-13 09:32:56

JU《ZHONGGUOCANYINBAOGAO》XIANSHI,ZAIZHONGDUOXIAOFEIZHEZHONG,90HOUZHANBI51.4%,YUANYUANCHAOGUO17%DEZONGRENKOUZHANBI。XINYIDAINIANQINGXIAOFEIZHESHENGZHANGYUHULIANWANGFANSHENGNIANDAI,XIAOFEIXINGWEI、XIGUANYIJISHENMEIDENGDOUZAIFASHENGBIANHUA,ZHEIYEJIANGFANTUICANYINPINPAIZHUIGAN“NIANQING”SHICHANG!

 

图源:美团点评OMD行业研究所统计

 

XIAOYUKUAIMAOXUEWANG,MIAOZHUNNIANQINGHUAZHEIYIZHULIUQUSHI,JIANGFUYOUCHUANYUTESEDECANYINWENHUAYUCHUANGYIGUOCHAOFENGJIEHE,DADANDIANFULEZHONGGUOCHUANTONGKUAICANXIAOCHIDEKEBANYINXIANG,DAZAOCHUGENGJUTESEDEXIAOFEITIYAN。

 

 

01 实行差异化战术,聚焦单品、抢占心智

100‰精选王中王资料 XIANGJIAOYUCHUANTONGXINGSHIDECANYINPINPAI,DANPINLEIPINPAIYONGYOUGENGWEIXIANMINGDECHANPINTESE,NENGGENGHAODESHIXIANJINGZHUNXIKE,MANZUXIAOFEIZHEDEXUQIU,ZENGQIANGXIAOFEIZHEZHANXING。

100‰精选王中王资料 JINNIANLAI,DANPINLEICANYINCHUXIANBAOFASHIDEZENGZHANG,XIANGLAXIE、YEZIJI、SUANCAIYU、LUEDENGYIXILIEDANPINLEI,DOUZAIYENEIZHENGXIANGJINGZHU,SHIDEDANPINLEIDEFAZHANQUSHIYICHANGMINGXIAN。ERMAOXUEWANG,ZHEIYIDANPINZAISHICHANGSHANGZANWUDAIBIAOXINGPINPAI,YEJIUYIWEIZHE,MAOXUEWANGZHEIYIPINLEIHUOCUNZAIZHEJUDADESHICHANGQIANLI!

SUOYI,JUJIAODANPINSHICHANG,YI“MAOXUEWANG”WEIDANPINQIERUXIAOCHIKUAICANSAIDAO,SHIXINGLANHAICHAYIHUAZHANLVE,ZHILIDATOUNIANQINGSHICHANG,QIANGZHANXIAOFEIRENZHI!

 

02 锁定快餐赛道,提升用户价值感

XIAOYUKUAI,JIANGMAOXUEWANGYIXIAOZHENGCANDEXINGSHIDAIRUKUAICANSAIDAO,ZHIZAIDAZAOGENGJUBIAOZHUNHUAQIEGAOXINGJIADESHISHANGCHAOLIUXIAOCHIPINPAI。

ZAICHANGGUIRENZHILI,YIBANCHUANCAIGUANMAOXUEWANGDEKEDANJIADAZHIZAIMEIFEN40-60YUAN,ERXIAOYUKUAIRENJUNXIAOFEIDINGWEIYU20-35YUAN,YIMAOXUEWANGWEIHEXINZHUCAI,JIAPEIXIAOCAIYIJICHUANYUXIAOCHIDEFUZHUXINGSHI,DUOZHONGDAPEI、DUOZHONGZUHE,FENGFUDUOWEI,BUJINMANZULEXIAOFEIZHEDEXIAOFEIXUQIU,ERQIETISHENGLEPINPAIDECHAOZHIGAN!

 

03 “刚需+休闲”,强化品牌竞争力

RUGUOSHUOMAOXUEWANGSHIJIEJUEXIAOFEIZHEGANGXUWENTIDEHUA,NEIME,DIANNEIYIMINGDANGXINGSHIKAISHEDE“CHUANYUJIETOUXIAOCHI”,ZESHIZAIGANGXUZHONGRONGRULEXIUXIANXIAOCHIGONGNENG。

“GANGXU+XIUXIAN”DEGONGNENGJIEHE,MANZULEXIAOFEIZHEDUOYUANHUADEXUQIU,SUZAOCHUGENGGAODECHANPINJIAZHIGAN,SHIPINPAIJUYOUGENGQIANGDEJINGZHENGLI。GENGWEIGUANJIANDESHI,JIANGXIUXIANGONGNENGNARUJINLAIZHIHOU,YOUXIAODELAZHANGLEZHENGTICANTINGDECANQI,SHIXIANTISHENGRENJUNDEMUDE!

 

04 借力“国潮风”,抢占年轻消费市场

WEIQIHENIANQINGXIAOFEIQUNTI,XIAOYUKUAIXUANZELESHIXIAGAOLIULIANGDE“GUOCHAOFENG”,YIFANGMIANRONGRUSHISHANG、QIANYAN、GEXINGDESHEJIFENGGE,LINGYIFANGMIANDUIYIMAOXUEWANGWEIDAIBIAODECHUANYUJIESHIWENHUAJINXING“SHIJUEBIAODA”,WEIPINPAIZHURULEGENGJIAFENGFUDENEIHANYUWENHUA。

QIE,CONGZICHUANBODEJIAODUKAN,GUOCHAOFENGDERONGRU,QIANGHUALEPINPAIDEJIYIDIAN,YIKEYICHENGWEIXIAOFEIZHEDUIWAICHUANBODEYIDALIANGDIAN。

 

总结

ZHENDUIXIAOYUKUAIZHEIGEXINCHUANGPINPAI,SHANZHITUANDUICAIYONGZHANLVESAIDAOSHENGJICELVE,CONGXIAOCHIKUAICANSAIDAOQIERU,ZAIFUYI“GANGXU+XIUXIAN”DEGONGNENGSHENGJI,YIFANGMIANJINKOUNIANQINGXIAOFEIQUNTI,LINGYIFANGMIANYOUXIAOLAZHANGCANQI,CONGERTUIDONGRENJUNDETISHENG,ZHENZHENGSHIXIANPINPAIFAZHANDEKECHIXUYINGLI。

 

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