Without suits and shoes, no grand scenes, fellow founder Shu Congxuan started a "sloppy" "year-end summary" in the corner of the office. Without suits and shoes, no grand scenes, fellow founder Shu Congxuan started a "sloppy" "year-end summary" in the corner of the office.

After the video was posted online, there was another upsurge of public opinion. With this video, the fellow chicken is on the "rat tail" fire again.

ONE

"Ace Fan" Shu Congxuan

"Guo Degang" in the catering industry and entrepreneurs with a down-to-earth attitude... With his "unique" personal charm, Shu Congxuan has become a "circle fan trump card" of fellow chickens. In 2020 alone, Shu Congxuan easily harvested several waves of traffic for the brand.

Shredded joint letter

On February 8, the local chicken WeChat public account issued a video. In the video, the founder Shu Congxuan tore off a joint letter from employees asking for a salary reduction due to the epidemic, stating: "The local chicken conservatively estimates that there are at least 500 million people. However, in the face of the employee’s joint letter of salary reduction, Shu Congxuan emphasized: “Even if it is selling a house or selling a car, we must do everything possible to ensure that you have food and work!” At the same time, Shu Congxuan In the video, Li Chaolong of the Hubei subsidiary and his friends insisted on delivering free meals to medical staff.

The video received more than 100,000 views on the WeChat official account of Laoxiangji. Subsequently, a large number of media reported on the content of the video. The responsibility of entrepreneurs shown in the video has countless fans for Shu Congxuan. At the same time, the video also shows the social responsibility of the fellow chicken enterprise from the side.

200 yuan "earth flavor" press conference

Still the familiar blue pullover, on March 18, 2020, the fellow chicken held a "strategic small (large) meeting". The venue layout was full of "traveling sense", with red cloth conference tables, long benches, red brick floors, adobe walls, large blackboards... When Shu Congxuan took out a "beautiful chicken suitable for stewing" from under the table , This conference has been half successful.

This time, Shu Congxuan directly appeared as the "spokesperson" of the fellow chicken, and fully demonstrated the fellow chicken to the audience through the video. When the earth explodes, it is the tide. The founder and the spokesperson, the high-ranking press conference and the "village gas" loudspeaker... all kinds of extreme contrasts collide with sparks.

The year-end summary becomes a "jazzman" in seconds

Blue pullover, a corner of the office... Familiar scenes, the same clothes, Shu Congxuan continued the style of "200 yuan budget conference", and talked about the "magic year" of 2020 with everyone through the "year-end summary". Epidemics, riding the wind and waves, after the waves, Beidou, the first cup of milk tea in autumn, Ye Qinghui, dry rice people... all kinds of jokes, phenomenon-level events, and hot words on the Internet in 2020, Shu Congxuan wrote in hand.

Shu Congxuan said, "I'm still that boy, and I haven't changed a bit, but my hair is a bit less."

Shu Congxuan "face-slapped" on the spot: "I said I lost weight, I became fat; I said it was good to go to bed early, I forgot; I said it was good to speak Mandarin, and I lost my study. Hey, it's really online face-slap... No, I had a showdown. I said that this year it would definitely break through 1,000 stores, but only 978 stores were opened. I also said that I would open a store in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou, but only one store was opened in Shenzhen." Then, Shu Congxuan said, "Self." "Comfort": "Forget it, we will focus on participating in 2020, and try our best in 2021." Returning to the products of fellow chicken, Shu Congxuan "again" took out a chicken: "Look at its pale yellow lips, fluffy Feathers, it’s so beautiful!"

From brand strategy to product features, Shu Congxuan expressed his impression in an extremely humorous way, which caused another wave of forwarding.

TWO

"Founder Marketing" is popular

Shu Congxuan's "high mirror rate" achieved the high exposure rate of fellow chickens. From a marketing perspective, Shu Congxuan has become a marketing portal for fellow chickens. In the catering industry, this "founder marketing" approach is also becoming popular.

"Toss" Jia Guolong

Jia Guolong, the founder of Xibei You Noodle Village, has a well-known hobby-toss, and people give him the title of "Toss King of Catering Industry".

Xibei Noodle Village has undergone 4 "renaming", one name change and one slogan. During this period, Xibei has been tossing to determine "Who am I"; oatmeal noodles, Maixiangcun, Super Roujiamo, Xibei Yogurt House, Long Zhang Zhang... Xibei was even more tossing on the fast food road, but he repeatedly fought and failed until Jia Guolong admitted that he "has no life as a fast food". At the moment, Xibei, who has been advertised by Jia Guolong as "not short of money", is planning to go public.

At the brand conference of Xibei Oatmeal Noodles, Jia Guolong made a bold statement to open a small store of 100,000+; when the Maixiangcun was launched, Jia Guolong planned to open 1,000 stores within 3 years; Gongchang Zhang, who had never appeared before, planned to open in 2020 Opened a full 100...Five battles and five defeats, repeated "faces", but Xibei's voice became louder and louder in the process. Jia Guolong's "love toss" character is reflected in the brand, it is a kind of brave trial and error, and the brand vitality to move forward courageously.

"Inspirational" Zhang Yong

The horror counterattack, starting from scratch... There are many inspirational labels on Zhang Yong, a big food eater, Haidilao, and Zhang Yong's inspirational stories are also widely circulated on the Internet.

In 1971, Zhang Yong was born in an ordinary family in Jianyang County, Sichuan. Zhang Yong's academic qualifications are not high either. He started working after finishing his technical school and earned a monthly salary of more than 90 yuan. But Zhang Yong is not willing to be mediocre. In 1994, 23-year-old Zhang Yong had already experienced two entrepreneurial failures, but his fighting spirit had not been obliterated. This time, Zhang Yong and three other partners pooled 8,000 yuan to open a small hot pot restaurant with only 4 tables. Haidilao started here.

Speaking of that small hot pot restaurant, Zhang Yong once bluntly said in an interview: "I didn't even know how to stir-fry at the time. Hot pot tastes very ordinary." If you can't win from the taste, Zhang Yong can only "be better in mood, and customers want faster speed." One point, keep smiling faces...". However, Zhang Yong found in it that compared with other catering, the quality of hot pot is not much different, and service is particularly prone to become a means of differentiation in competition. Haidilao’s ultimate service starts with "fast food and smiling faces".

Inspirational and down-to-earth can resonate, and the wide spread of entrepreneurial stories has made people know Haidilao from another angle and the ultimate service of Haidilao.

"Public welfare" Yu Donglai

The founder of Fat Donglai, Yu Donglai, will "explode" in 2020!

At the beginning of the outbreak, Yu Donglai responded quickly and donated 50 million yuan. The incident instantly detonated the Internet, and netizens praised Yu Donglai's entrepreneurial pattern. When the enthusiasm of the donation incident has not faded, the behavior of buying and selling vegetables during the epidemic of Fat Donglai is in sharp contrast with the "high-priced cabbage" at that time, and once again blown up the Internet.

Today, the people across the country have come to know a chain supermarket brand in a third-tier city starting from "50 million". This supermarket is super user-friendly, employee benefits are super high, and consumers are super happy...On social platforms, "Brother Dong Lai" always appears in an extremely down-to-earth manner. He always cares for his employees and cares about people's livelihood. "Brother Donglai" has become a "legendary" among entrepreneurs, and Fat Donglai has also become a legendary brand in the retail industry.

THREE

The founder is the "Super IP"

People are naturally "very interested" in founders' entrepreneurial stories, business wisdom, etc. From the perspective of widespread dissemination, consumers are very accustomed to this "founder marketing" technique. In fact, the founder is the best "spokesperson" of the brand, and people can easily perceive the brand's style from the founder.

The founder is the brand "personal design"

In the few years when Shu Congxuan was not so active, Lao Xiang Ji was an ordinary chain restaurant brand in the eyes of consumers. But now, with the blessing of "net celebrity" Shu Congxuan, the fellow chicken seems to have a youthful and fashionable meaning.

In order to close the distance with consumers, many brands are trying to personalize the brand. Personalization methods include creating cartoon IP and outputting product language. In fact, the founder is a "shortcut" to personalize the brand. Personalization makes the brand warmer and closer to consumers, while the founder's "personality" can make the brand's "personality" more three-dimensional and fuller.The founder is the "personal design" of the brand. In the eyes of consumers, the founder’s personality determines the brand’s style, product quality, and development direction to a certain extent. It is easy for users to extend the personality charm of the founder to brand highlights. Therefore, when the founders show social responsibility, leadership responsibility, and positive energy to the public, they also show a positive image of the brand. Outputting the overall image of the brand with the founder's "personal" actions will be more storytelling and even "legendary", and can drive the spread of marketing content. For example, the great love, warmth, and closeness to the people displayed by Yu Donglai have become a beautiful label on Fat Donglai Supermarket.

On the contrary, once the personal design collapses, it will affect not only the personal reputation of the founder, but also the brand reputation. For example, Zuckerberg’s personal design collapsed. His "successful and unscrupulous" made the image of this young founder who had a strong presence in China plummeted. It also caused more and more companies to resist Facebook, and the market value once evaporated. 59 billion US dollars.

The founder's voice is more credible and authoritative

At the beginning of the epidemic, Shu Congxuan said that the hometown chicken had a loss of at least 500 million; Jia Guolong said that the cash flow was only enough for three months... The "difficulties" of the catering industry under the epidemic were "summed up in one sentence" by two people. Shu Congxuan also said, "No matter how hard it is, I will not leave another person behind." Jia Guolong said that more than 10,000 employees are stranded in the dormitory, and companies must manage their employees' safety and their mood.

They "sell miserables" to varying degrees, but while "sell miserables", they are also exporting the mainstream values of the company-they will not abandon employees because of this. Such a voice not only becomes a reassurance for employees, but also shows great importance to netizens. Corporate responsibility in the face of crisis.

Just as the difference between the “solving” of the relevant departments and the “solving immediately” made by the leaders, people seem to be more willing to believe in an entrepreneur’s “single promise”. In many cases, the founder’s voice is more effective than the public relations department’s formal statement. Stronger, the degree of trust gained is also higher. And, sometimes, the meaning of "individual" utterance is quite different. Imagine that if the hometown chicken adopts brand publicity to say "a loss of 500 million" and a huge loss for the company, it may cause a panic; but Shu Congxuan's expression in a "personal" tone is "a loss of 500 million." Heartache, but it’s okay, I can stand it.” The same meaning, different sources of expression, the results obtained will be different, sometimes, some things are more suitable to be conveyed in the name of the founder.

Fan psychology drives the IP effect

Entrepreneurs look up to Zhang Yong as a kind of looking up. We can also call this kind of looking up as a kind of "fan psychology." Companies use founder stories, behaviors, etc. as marketing materials, exerting the potential of the founder’s IP.

Build the founder into the brand's IP, the founder's IP potential is an intangible asset of the company, and the founder can promote the development of the company through his own influence. For example, Chen He used his own power to lead Huoxian Hezhuang. Nowadays, when people mention Xian Hezhuang, they think of Chen He, one of its founders. When they see Chen He, many fans will naturally think of the hot pot restaurant Xian He opened. Hezhuang. This is the power of IP.

However, there is an important prerequisite for playing the founder's IP potential-the organic combination of IP and brand. The popularity of Xianhezhuang was also after Chen He appeared in Xianhezhuang several times to interact with diners. Then, when creating a founder's IP, there is always one characteristic of the founder that must be connected with the brand. For example, Chen He's entertaining spirit, Shu Congxuan's "chao" language and "chao" language, Yu Donglai's pattern of great love, etc., are the connection points between the founder and the brand. These "connection points" mostly come from the personality characteristics of the founder's hobbies, value propositions, personality and temperament, etc., which are mapped to the brand or product, and are connected to a certain feature of the brand or product.

to sum up

Nowadays, entrepreneurs are breaking the traditional image of "talking about the situation in the meeting room and negotiating table", replacing them with a new image that is more grounded and more "interesting". They have distinctive personalities and have their own charm labels. In this mobile social era, corporate leaders such as founders and CEOs are becoming super spokespersons of the brand, and their image is also becoming a kind of competitiveness of the company.

So, in a sense, the image of business leaders such as business founders, CEOs, etc., is to set up a brand and to create a personalized three-dimensional marketing channel. It needs to be particularly emphasized that, like the star person design, the founder person design needs to be diligent and persevering in the operation, otherwise, it may become a person design or fail.