I have heard that the network reprints a joke: I don't know if it's true I don't know if I'm still stunned and amusing everyone's buddies. Ask friends: What is the first time you take your girlfriend to McDonald's? When the question came up, there was a wide variety of follow-ups, some talking about pork roast, some saying that they wanted to add noodles and side dishes, and others saying that they wanted to add fish and cola, and so on. If we add another post: The famous McDonald's sells fritters, and everyone will laugh. Although this joke has a ridiculous composition, but it really staged a seemingly impossible thing, that is, and McDonald's is not bad enough for KFC to start selling fritters, and it is said that Henan "thinking" made. I believe that at the beginning we may not be accustomed to eating fritters at KFC, but to this day, breakfast with KFC does not make any sense. This just shows that as long as you are willing to combine consumer demand and are willing to create and promulgate a new concept of contextualized dietary life, there will be a market.
Through this case, it is necessary to give many frozen food enterprises worth thinking about. The words mention back to the catering channel. Combining this case, it is worthwhile to pay attention to the quick-frozen corporate brand. When cutting this market cake, don’t forget to do a good job of product innovation and R&D. The new concept of dietary life advocates to your customers and consumers.
In terms of channel operations in the catering industry, Sanquan and Si Nian, as well-known enterprises in the frozen industry, took the lead in making bold attempts in self-built channels. In 2004, Sanquan launched its own self-built terminal image shop “Flavored†from the froze restaurant terminal in the frozen industry. In the same year, Minnie also launched its own terminal store "One River and Two Banks". Here, regardless of the success or failure of Sanquan and Missing homemade catering channels, in terms of expanding the catering channels, many brand manufacturers have given high hopes, but from the perspective of a series of constraints on the operation status and catering channels. There are still many deficiencies and great room for improvement.
We first look at a series of problems in the operation of catering channels:
1, the problem of personnel. This refers to the management and management personnel of the self-developed channels and professional developers of catering channels. All along, these companies have experienced a process of transition from production-oriented enterprises to marketing. Whether it is the creation of channels to open stores or the development of new channels such as catering channels, it is inseparable from the operation of a professional team and professionals. Obviously, whether it is Sanquan, thoughts, second-tier or third-tier brands and distributors, due to the lack of previous resources and market operation experience in these areas, there is a lack of training and excavation of these professionals, which requires effective convergence. Difficult to adapt to the development of enterprises and market development requirements.
2, the problem of thinking. The operation of retail terminal stores and direct supply customers is not the same as the catering and creative channels. It is impossible and impossible to apply the experience of developing and promoting retail stores directly to the development of catering channels. The operation of catering outlets relative to retail outlets is relatively decentralized and complex. Logistics distribution is difficult. Once faults occur in follow-up distribution and services, it will be difficult to control them. Therefore, for the operation of catering channels, it is not so simple that these brands are simply divided into high-end catering and institutional canteen channels. It is necessary to combine the characteristics of catering channels for further subdivision, optimization and flexibility, and individualized operation and management. Formulate planning and operation ideas suitable for catering channels.
3, the problem of ideas. The operation of catering channels cannot be said to be only reflected in the fact that the quick-frozen brands have to be transformed due to fierce competition in the stores. The operation of the catering channel itself caters to the trend of the development of frozen food channels. This is not difficult to see from the proportion of the development of catering channels in frozen foods abroad. Therefore, whether it is for brand manufacturers or consumers, it is a win-win process: businesses provide delicious and trustworthy products and realize product distribution; catering parties can save time on kitchen operations and speed up the process of dining. Increased customer flow; customers can enjoy delicious meals in a shorter period of time, saving the meal time. The analysis of multiple points of interest for merchants is not difficult to find that the concept that quick-frozen brand manufacturers need to reverse is not to peddle products to catering parties, but to promote a new kind of happy life and to lead a convenient, fast and reliable meal. culture. Understand this premise, the main line around the promotion of catering will be very clear, but also easy to dig and borrow a steady stream of raw materials for promotion.
4, product problems. Products targeting catering channels are completely different from retail outlets. Packaging is no longer the main point of appeal. Specifications also change. The time for quick freezing and thawing should also be taken into consideration in order to increase the speed of catering, and the price should also be ensured. On the premise of product quality, it reflects its own cost advantage. As for taste, it is more necessary to combine regional consumption characteristics and develop and specialize in supplying and regionally consuming flavored products.
5, logistics and distribution and follow-up services. In view of the product properties of frozen foods, it is necessary to have a cold chain delivery service that is different from other normal temperature foods in storage and distributors. Without perfect and mature cold chain distribution, it is difficult to ensure quality and efficient follow-up services. Henan Zhongpin Food Industry Co., Ltd. is one of the giants of meat product manufacturing enterprises. Its quick-frozen products with strong compatibility with cold meat are also one of its main products. In the construction of the cold chain distribution network, the brand has devoted sufficient efforts to quickly build one of the largest cold chain distribution bases in China. This has expanded its national market, provided strong support and enhanced its market competitiveness. The quick-frozen brand has its own cold-chain distribution network which is a matching need and the minimum resource matching requirement.
6, the issue of recovery of accounts. It is an indisputable fact that the recovery cycle of food and beverage accounts is slow. Coupled with the lack of stability in the catering industry, there is also a risk of withdrawal of accounts. Brand manufacturers can't take care of each other, and they can't share the size of their family. The best way to transfer risk and reduce energy is to hand over small, scattered catering channel customers to distributors with potential for cooperation.
7, customer cultivation and optimization issues. The catering channels have various customers, varying strengths, and inconsistent integrity. Although this has increased the difficulty of cultivating, screening, and optimizing, it is also necessary to determine the degree of volume, the stability of demand, the level of customer integrity, and the strength of operations. Other aspects are evaluated and subdivided, evaluated and graded by region and type, and then different incentive policies and promotion strategies are formulated for different levels of customers.
In response to the above issues and the strength of the catering channels, the analysis believes that the following strategies should be applied:
To import a situational dietary culture to develop catering channels, the key issue that needs to be solved first is how to quickly inform the catering channels and the consumers: it is not a quick-frozen product, but a new concept of dietary life, new ideas, and Accelerate the speed of meals, provide a fast, high-speed quality products and services for customer groups and consumer groups. At the same time, a contextual dietary consumption culture was created to assist in the systematic promotion and promotion of product marketing, and to continuously deepen and strengthen consumer awareness and recognition.
Grasping the large and small, the professional operation previously mentioned that the catering channels are regionally strong and scattered. The self-created catering channels face a series of problems such as capital investment, operation and management. In March of last year, I had observed several times at the end of a catering channel, and I also tasted the bakery products I launched. From the perspective of passenger flow, product taste, and consumer feedback, the operating conditions of the stores are not optimistic. Of course, this does not mean that it is not good to adopt this model, but from its single point of operation, it has discovered that there are many problems in its operation and management. These blindly involved in the entire operation and control of enterprises directly may not be able to catch up with, and easy to invest too much effort outweigh the benefits. For the quick-frozen brand manufacturers, it is necessary to release the products and put them into production. The ultimate goal is to carry out specialized operations through resource optimization and integration. For example, in terms of catering channels, according to the categorization grades of catering channels, it is determined which of them are directly supplied and managed by the manufacturers, which need to be completed with the resources of distributors or distributors, and which terminal retailers that need to be regionalized are responsible for direct connection. At the same time, these customers regularly review the credit and operating conditions and reclassify them, and timely grasp the business dynamics of customers with high-quality catering channels. For the creation of channels, the direct operation of the manufacturers is not the best. The ideal mode of operation is to entrust the management and management of a restaurant operation experience. In the above-mentioned constraints on people, ideas, concepts, etc., it requires a professional personnel, processes and systems to regulate and change.
Channels grafting and borrowing opportunities, win-win cooperation, but for different markets, different regions of the cold chain distribution of catering channels, whether sound and perfect is unknown. If the frozen brand has this point, needless to say, if there is an insufficiency, it is also a way to make up for its own lack of distribution by seeking channels for grafting or borrowing by other distributors who have resources in this area to cooperate with or have a catering channel distribution network.
In terms of channel grafting, the first is to establish a good cooperative relationship with distributors and manufacturers of rice, noodles, grain and oil, vegetables and beverages that have catering channel resources, and carry out the resources of the other party in terms of manpower, channels, and distribution to complete product distribution; For food and beverage channels that cannot be taken into consideration, distribution resources, human resources, and human resources can be used for distribution of frozen food distributors and distributors to achieve product distribution, save logistics distribution, checkout, and channel expansion, or to develop catering channels. The staff collaborated with them to develop new catering channel customers and increase the distribution volume. The third is to seek manufacturers with cold chain distribution network and direct supply of catering channels and frozen-drinks distributors, such as: cold chain distribution network, distributors of frozen meat products, and Taiwan Intestines, ice cream distributors and other resources, in collaboration with local distributors, or directly from the manufacturers to carry out cooperation in distribution, improve the timely delivery of logistics and delivery and follow-up service quality.
Tailoring and homogenizing product types tailored for catering garments is a common problem in the frozen food industry.
The food and beverage industry has a wide range of dishes. Fresh dishes come in endlessly. Simply relying on dumplings, dumplings, pastries, rice dumplings, etc., which are sold in retail outlets, is hard to sell in catering channels. It is not convincing, and it is difficult to mobilize the appetite of customers. It lacks freshness. .
For consumers, eating these items can be conveniently eaten at home. After all, the stores provide facilities for family dining. At present, one of the problems facing the quick-frozen food industry is how to skillfully dock its own products and catering channels, and develop fresh and delicious foods suitable for regional consumer tastes. This not only needs to combine the consumption characteristics of local consumption regions, but also integrates the consumption positioning and characteristics of catering terminals.
In conventional mass dining channels, such as institutional canteens, school restaurants, and public restaurants, conventional products are used for distribution; however, in some of the more characteristic and chained catering channels, efforts are needed to dig out United Foods launched a new category. "Love the Face" is a Japanese catering company. A Henan food company is working with it to provide a special process and standard meat. The catering company only opened more than ten stores in Beijing and other places, and used a single meat product. The amount of annual orders can be regarded as a quality customer. Therefore, for the frozen food enterprises, the cooperation with catering is not a simple distribution of existing products, but also conducive to promoting cooperation and enhance their own chips in the catering channel, combined with consumption taste, catering characteristics, regional consumption characteristics, food culture, etc. Tailored a set of product development and supply systems with competitive and selling points for food and beverage channels.
The shift of brand appeal to “freshness, deliciousness, and convenience†due to catering channels can be regarded as a common problem in the promotion of appeals by many frozen food companies. From the standpoint of consumerism, since everyone is fresh, delicious, and convenient, whoever buys is not the same. Under this kind of consumer psychology, what is the significance of the image spokesmen for high prices? Without mentioning whether the branding propaganda and tactics of retail outlets are assimilated, as far as catering channels are concerned, it is necessary to adjust and transfer the strategy of propaganda appeal.
The analysis found that there are several factors related to the interest points of quick-frozen foods and the consumption of food and beverage terminals. These factors include: enjoyment of hygiene and quality assured products; the production of quick-frozen foods relative to other dishes is convenient and quick; or direct consumption of staple foods, or There is a need for a food-like conditioning flavour; etc. After careful investigation and discovery, most people are eating quick-frozen foods in the food and beverage channels, but in the end, they are still pursuing a convenient and fast meal psychology. Therefore, whether it is for the dining channel or dining customers, the point of interest that can be achieved is that “self-convenience and convenience for others†are happy and happy. As a result, the focus of the appeal is further refined. "Speed" and "Speed" are the key points for pursuing cooperation with catering channels and attracting customers to dine.
Through this case, it is necessary to give many frozen food enterprises worth thinking about. The words mention back to the catering channel. Combining this case, it is worthwhile to pay attention to the quick-frozen corporate brand. When cutting this market cake, don’t forget to do a good job of product innovation and R&D. The new concept of dietary life advocates to your customers and consumers.
In terms of channel operations in the catering industry, Sanquan and Si Nian, as well-known enterprises in the frozen industry, took the lead in making bold attempts in self-built channels. In 2004, Sanquan launched its own self-built terminal image shop “Flavored†from the froze restaurant terminal in the frozen industry. In the same year, Minnie also launched its own terminal store "One River and Two Banks". Here, regardless of the success or failure of Sanquan and Missing homemade catering channels, in terms of expanding the catering channels, many brand manufacturers have given high hopes, but from the perspective of a series of constraints on the operation status and catering channels. There are still many deficiencies and great room for improvement.
We first look at a series of problems in the operation of catering channels:
1, the problem of personnel. This refers to the management and management personnel of the self-developed channels and professional developers of catering channels. All along, these companies have experienced a process of transition from production-oriented enterprises to marketing. Whether it is the creation of channels to open stores or the development of new channels such as catering channels, it is inseparable from the operation of a professional team and professionals. Obviously, whether it is Sanquan, thoughts, second-tier or third-tier brands and distributors, due to the lack of previous resources and market operation experience in these areas, there is a lack of training and excavation of these professionals, which requires effective convergence. Difficult to adapt to the development of enterprises and market development requirements.
2, the problem of thinking. The operation of retail terminal stores and direct supply customers is not the same as the catering and creative channels. It is impossible and impossible to apply the experience of developing and promoting retail stores directly to the development of catering channels. The operation of catering outlets relative to retail outlets is relatively decentralized and complex. Logistics distribution is difficult. Once faults occur in follow-up distribution and services, it will be difficult to control them. Therefore, for the operation of catering channels, it is not so simple that these brands are simply divided into high-end catering and institutional canteen channels. It is necessary to combine the characteristics of catering channels for further subdivision, optimization and flexibility, and individualized operation and management. Formulate planning and operation ideas suitable for catering channels.
3, the problem of ideas. The operation of catering channels cannot be said to be only reflected in the fact that the quick-frozen brands have to be transformed due to fierce competition in the stores. The operation of the catering channel itself caters to the trend of the development of frozen food channels. This is not difficult to see from the proportion of the development of catering channels in frozen foods abroad. Therefore, whether it is for brand manufacturers or consumers, it is a win-win process: businesses provide delicious and trustworthy products and realize product distribution; catering parties can save time on kitchen operations and speed up the process of dining. Increased customer flow; customers can enjoy delicious meals in a shorter period of time, saving the meal time. The analysis of multiple points of interest for merchants is not difficult to find that the concept that quick-frozen brand manufacturers need to reverse is not to peddle products to catering parties, but to promote a new kind of happy life and to lead a convenient, fast and reliable meal. culture. Understand this premise, the main line around the promotion of catering will be very clear, but also easy to dig and borrow a steady stream of raw materials for promotion.
4, product problems. Products targeting catering channels are completely different from retail outlets. Packaging is no longer the main point of appeal. Specifications also change. The time for quick freezing and thawing should also be taken into consideration in order to increase the speed of catering, and the price should also be ensured. On the premise of product quality, it reflects its own cost advantage. As for taste, it is more necessary to combine regional consumption characteristics and develop and specialize in supplying and regionally consuming flavored products.
5, logistics and distribution and follow-up services. In view of the product properties of frozen foods, it is necessary to have a cold chain delivery service that is different from other normal temperature foods in storage and distributors. Without perfect and mature cold chain distribution, it is difficult to ensure quality and efficient follow-up services. Henan Zhongpin Food Industry Co., Ltd. is one of the giants of meat product manufacturing enterprises. Its quick-frozen products with strong compatibility with cold meat are also one of its main products. In the construction of the cold chain distribution network, the brand has devoted sufficient efforts to quickly build one of the largest cold chain distribution bases in China. This has expanded its national market, provided strong support and enhanced its market competitiveness. The quick-frozen brand has its own cold-chain distribution network which is a matching need and the minimum resource matching requirement.
6, the issue of recovery of accounts. It is an indisputable fact that the recovery cycle of food and beverage accounts is slow. Coupled with the lack of stability in the catering industry, there is also a risk of withdrawal of accounts. Brand manufacturers can't take care of each other, and they can't share the size of their family. The best way to transfer risk and reduce energy is to hand over small, scattered catering channel customers to distributors with potential for cooperation.
7, customer cultivation and optimization issues. The catering channels have various customers, varying strengths, and inconsistent integrity. Although this has increased the difficulty of cultivating, screening, and optimizing, it is also necessary to determine the degree of volume, the stability of demand, the level of customer integrity, and the strength of operations. Other aspects are evaluated and subdivided, evaluated and graded by region and type, and then different incentive policies and promotion strategies are formulated for different levels of customers.
In response to the above issues and the strength of the catering channels, the analysis believes that the following strategies should be applied:
To import a situational dietary culture to develop catering channels, the key issue that needs to be solved first is how to quickly inform the catering channels and the consumers: it is not a quick-frozen product, but a new concept of dietary life, new ideas, and Accelerate the speed of meals, provide a fast, high-speed quality products and services for customer groups and consumer groups. At the same time, a contextual dietary consumption culture was created to assist in the systematic promotion and promotion of product marketing, and to continuously deepen and strengthen consumer awareness and recognition.
Grasping the large and small, the professional operation previously mentioned that the catering channels are regionally strong and scattered. The self-created catering channels face a series of problems such as capital investment, operation and management. In March of last year, I had observed several times at the end of a catering channel, and I also tasted the bakery products I launched. From the perspective of passenger flow, product taste, and consumer feedback, the operating conditions of the stores are not optimistic. Of course, this does not mean that it is not good to adopt this model, but from its single point of operation, it has discovered that there are many problems in its operation and management. These blindly involved in the entire operation and control of enterprises directly may not be able to catch up with, and easy to invest too much effort outweigh the benefits. For the quick-frozen brand manufacturers, it is necessary to release the products and put them into production. The ultimate goal is to carry out specialized operations through resource optimization and integration. For example, in terms of catering channels, according to the categorization grades of catering channels, it is determined which of them are directly supplied and managed by the manufacturers, which need to be completed with the resources of distributors or distributors, and which terminal retailers that need to be regionalized are responsible for direct connection. At the same time, these customers regularly review the credit and operating conditions and reclassify them, and timely grasp the business dynamics of customers with high-quality catering channels. For the creation of channels, the direct operation of the manufacturers is not the best. The ideal mode of operation is to entrust the management and management of a restaurant operation experience. In the above-mentioned constraints on people, ideas, concepts, etc., it requires a professional personnel, processes and systems to regulate and change.
Channels grafting and borrowing opportunities, win-win cooperation, but for different markets, different regions of the cold chain distribution of catering channels, whether sound and perfect is unknown. If the frozen brand has this point, needless to say, if there is an insufficiency, it is also a way to make up for its own lack of distribution by seeking channels for grafting or borrowing by other distributors who have resources in this area to cooperate with or have a catering channel distribution network.
In terms of channel grafting, the first is to establish a good cooperative relationship with distributors and manufacturers of rice, noodles, grain and oil, vegetables and beverages that have catering channel resources, and carry out the resources of the other party in terms of manpower, channels, and distribution to complete product distribution; For food and beverage channels that cannot be taken into consideration, distribution resources, human resources, and human resources can be used for distribution of frozen food distributors and distributors to achieve product distribution, save logistics distribution, checkout, and channel expansion, or to develop catering channels. The staff collaborated with them to develop new catering channel customers and increase the distribution volume. The third is to seek manufacturers with cold chain distribution network and direct supply of catering channels and frozen-drinks distributors, such as: cold chain distribution network, distributors of frozen meat products, and Taiwan Intestines, ice cream distributors and other resources, in collaboration with local distributors, or directly from the manufacturers to carry out cooperation in distribution, improve the timely delivery of logistics and delivery and follow-up service quality.
Tailoring and homogenizing product types tailored for catering garments is a common problem in the frozen food industry.
The food and beverage industry has a wide range of dishes. Fresh dishes come in endlessly. Simply relying on dumplings, dumplings, pastries, rice dumplings, etc., which are sold in retail outlets, is hard to sell in catering channels. It is not convincing, and it is difficult to mobilize the appetite of customers. It lacks freshness. .
For consumers, eating these items can be conveniently eaten at home. After all, the stores provide facilities for family dining. At present, one of the problems facing the quick-frozen food industry is how to skillfully dock its own products and catering channels, and develop fresh and delicious foods suitable for regional consumer tastes. This not only needs to combine the consumption characteristics of local consumption regions, but also integrates the consumption positioning and characteristics of catering terminals.
In conventional mass dining channels, such as institutional canteens, school restaurants, and public restaurants, conventional products are used for distribution; however, in some of the more characteristic and chained catering channels, efforts are needed to dig out United Foods launched a new category. "Love the Face" is a Japanese catering company. A Henan food company is working with it to provide a special process and standard meat. The catering company only opened more than ten stores in Beijing and other places, and used a single meat product. The amount of annual orders can be regarded as a quality customer. Therefore, for the frozen food enterprises, the cooperation with catering is not a simple distribution of existing products, but also conducive to promoting cooperation and enhance their own chips in the catering channel, combined with consumption taste, catering characteristics, regional consumption characteristics, food culture, etc. Tailored a set of product development and supply systems with competitive and selling points for food and beverage channels.
The shift of brand appeal to “freshness, deliciousness, and convenience†due to catering channels can be regarded as a common problem in the promotion of appeals by many frozen food companies. From the standpoint of consumerism, since everyone is fresh, delicious, and convenient, whoever buys is not the same. Under this kind of consumer psychology, what is the significance of the image spokesmen for high prices? Without mentioning whether the branding propaganda and tactics of retail outlets are assimilated, as far as catering channels are concerned, it is necessary to adjust and transfer the strategy of propaganda appeal.
The analysis found that there are several factors related to the interest points of quick-frozen foods and the consumption of food and beverage terminals. These factors include: enjoyment of hygiene and quality assured products; the production of quick-frozen foods relative to other dishes is convenient and quick; or direct consumption of staple foods, or There is a need for a food-like conditioning flavour; etc. After careful investigation and discovery, most people are eating quick-frozen foods in the food and beverage channels, but in the end, they are still pursuing a convenient and fast meal psychology. Therefore, whether it is for the dining channel or dining customers, the point of interest that can be achieved is that “self-convenience and convenience for others†are happy and happy. As a result, the focus of the appeal is further refined. "Speed" and "Speed" are the key points for pursuing cooperation with catering channels and attracting customers to dine.
Fei County Mingtao Electronic Co.,Ltd , https://www.yourbeautyassistant.com