When planning to open a Chongqing hot pot restaurant, first of all, market research must be done to determine whether it has market value through solid data.
First, whether the category matches the customer base. The potential crowd of hot pot belongs to the young consumer group, and it is inappropriate to open the store in a place where the elderly are mostly.
Second, whether the categories overlap. If there are already several hot pot restaurants in a street, you must carefully consider whether you have the advantage over them. This requires the brand's self-introduction to reflect the differentiation of the store so that it can integrate into the market and business circle.
Again, whether price and value are equal. The price is determined by factors such as store location, market prices, customer groups, decoration grades, quantity of dishes, similar prices, etc., and cannot be arbitrarily priced without grounds.
After entering the market, you need to determine the market relationship and communicate with, understand, and even agree with the surrounding businesses. When the new store opens, most of the neighbors will not like you. The worry is that you will treat your neighbor as your enemy or your neighbor will treat you as your enemy. Smart bosses will dispel opponents ’concerns, be good at turning enemies into friends, turn enemies into opponents, and then turn opponents into friendly businessmen.
With brand differentiation and clusters of friends and merchants, can your store be as good as it gets? Far from enough.
1. Need to start from the perspective of customers in order to acquire customers in multiple dimensions
Waiting for customers to come is a taboo practice for diners. Seventeen-door hot pot believes that it is necessary to take the initiative to welcome customers into the store.
First, brand display. Multi-channel, full-coverage display of brands, online: Meituan, Douyin, public comment, WeChat public account, today ’s headline, Xiaohongshu, Weibo, volcano video, radio, television and so on. Offline: billboards, display racks, leaflets, bus stops, banners, etc. Customers can reach the brand before they consume, thus generating consumer interest.
Second, scene drainage. Customers don't know what to eat, they just pass by the door and are attracted by advertisements outside the store and scenes inside the store. This requires three prerequisites: First, I saw the advertisement before and became interested, and I just happened to pass by the store today. The second is attracted to enter the store by the brand's decoration, slogan, dishes and so on. The third is to hesitate between several alternative stores, at this time there is a welcome guide to guide customers into the store. Don't ignore the value of the welcome, sometimes like a kick in a football game.
Third, cultivate repeat customers. In the case of customer satisfaction, a voucher is given to promote secondary consumption. Or, using creative marketing, customers are encouraged to "add one dollar to add food" after checkout: customers only need to spend one extra dollar to order any dish to give to friends who come to consume next time.
Fourth, attract fans. For satisfied customers, actively add WeChat to become a long-term member, members enjoy a 12% discount, can Wechat order meals, and carry out member activities from time to time.
2. Cannot retain customers to drain to friends
No matter how perfect the hot pot restaurant is, it is impossible to retain every customer. What about customers who want to leave? Of course, it ’s drainage to friends. Send a cash coupon of a friend, and the friend can also provide customers with their own cash vouchers to achieve "customer return" ...
Under normal circumstances, it is possible to create a consumption path from the perspective of differentiation and alliances with friends and merchants, and it can be implemented on the ground to ensure the customer experience. Hot business = "sincere routine" + "smart marketing".
Join Chongqing Seventeen Hot Pot, and the seventeen professional team will teach you to build a closed loop of consumption, firmly grasp consumers, and not be competitive!