If you want to say which drama is the hottest recently, it must be "Celebrating More Than Years" 2.0 version "Zui Son-in-law". Guo Qilin, the young owner of the Deyun Society, travels through time and space, "cuts the door upside down" as his son-in-law, and uses modern business thinking to hang on to the ancient shopping malls.

Since the beginning of the broadcast, Zuojun has frequently dominated the hot searches, making the fans who are chasing the drama at the male protagonist Guo Qilin eager to watch it. With the advancement of the plot, Xiaomeng found that Zuoying's plot is the Wu Dynasty version of the restaurant business to become rich, full of dry goods.

Everyone who wants to start a business and open a shop, hurry up and mark~

ONE

The first cool drama of the new year "Zui Son-in-law"

Behind the hidden store "get rich"

After waiting for a long time, many mothers' most beloved son-in-law candidate, Guo Qilin, came with his new play "Zui Son-in-law".

As an interesting post-modern work, "Zuo Son" has a compact plot and a relaxed rhythm.

To put it simply, "Zuo Son" is a "shuang drama" that crosses the subject.

Adapted from the IP of the novel of the same name, it mainly tells the story of the business celebrity Jiang Haochen (played by Zhang Ruoyun), who accidentally crossed to the Wu Dynasty and became Su's son-in-law Ning Yi (played by Guo Qilin).

After entering the family, he used his ingenuity and modern business thinking.

Assist his wife Su Taner (Song Yi) to play in the business world, upgrade to fight monsters, and reach the pinnacle of life.

His son-in-law Ning Yi not only made the cloth business flourish through a series of business thinking, but also made a small preserved egg business into a franchise.

I believe that you who often surf the Internet must have noticed these topics: #艦婿里的经济課計#, #機婿致富经#, #艦婿，It’s gotta rely on preserved eggs to get rich#... ...

A simple TV series, the author can't help but sigh. Watching a series also reviewed the knowledge of opening a store. I don't know if you have discovered: Ning Yi's road to wealth through business actually contains a lot of business strategies and sales methods. And these management methods are also worthy of study and research by modern catering entrepreneurs.

TWO

4 business logic behind "Zuo Son"

See how Ning Yi opened a store to the top

My little son-in-law has a lot to do.

In the play, Ning Yi brings his advanced business thinking, which is used in ancient times, and he upgrades his "killing monsters" all the way. Let the business be prosperous. And his entrepreneurial journey can be called a textbook-style shop operation

1. Use social + business to open the store market

"Zui Son-in-law" started very high-powered.

At the beginning of the story, it tells that Su Shibuhang is facing a crisis of opening. The Su family wanted to rely on the research and development of Mu Yunsha (net celebrity fabric) to support the opening of the market, but some people got in the way, causing the cloth to get wet and unable to sell. Good sales are promised to consumers, but the inventory is severely insufficient. This kind of dishonesty blow is extremely fatal to the opening of new stores. In the face of the business crisis, Zuo son-in-law Ning Yi used the form of "pre-order (hungry marketing)" to start a "knife fight" activity. The customer threw the turntable with scissors, joined the group to bargain, and then picked up the number to pick up the goods on the next day. It not only eased the time and opened up the audience, but also ensured the supply of goods at the peak of the peak, and expanded the passenger flow.

Focus

The actual source of the "knife and knife" mode in the play is Pinduoduo. The main feature of Pinduoduo to expand its users is to continuously expand its user base by using the marketing method of "grouping and bargaining". Group joining activities are the masters of social fission marketing methods, using social fission to develop store users. The "bargain for free" approach captures the consumer's psychology of "loving to join in the fun and greedy for cheap". It can not only arouse customers' freshness in purchasing goods, but also attract more popularity for merchants.

Not only limited to the drainage of new stores, the opening of restaurants is suitable for group-joining scenes: holidays and public holidays, old customer feedback days, store benefits, activation of sleeping customers, etc. The number of people in the group is set to 2-5. If there are too many people in the group, the group rate will be very low.

2. Understand customer needs and provide accurate and thoughtful service

To ask which customer service is strong, Ning Yiqiang in Jiangning City.

Su's cloth line has always had a good reputation, but the profitability is not as high as imagined. As a result, various business management concepts were brought into the store by Ning Yi.

Employee business training: uniform professional training for internal staff, with the phrase "visit your distinguished guests, choose at will, what can I do for you". The smell of a smile is permeated, the smell of a properly professional cabinet brother and sister.

Adjust the store display: put the embroidery clerk at the front desk so that what the customer sees is believable; leave room for the lobby to reduce the sense of crowding; adjust the cash register to the side to separate it from the shelf; set up a cheap area and a high-priced area...

It meets the needs of different groups for cloth, ensures market share, and indirectly increases profitability. There is even a parking space outside the store, which is convenient for customers to stop the carriage when they come to the store to buy cloth...

A set of combo punches won the favor of consumers and made the store's performance a success.

Focus

In order to retain more customers, a set of high-quality services is indispensable. Like Ning Yi, catering entrepreneurs must constantly find pain points to solve them when operating a store. Think about the problem from the customer's standpoint and meet the customer's needs. So some ordinary small details will often retain your most loyal customers.

For example: In terms of services, professional speech skills and service procedures can be compiled, and a training manual can be formed. The guys in the store can learn and improve the service quality of the staff in the store through training. The bright kitchen lights up the stove and "shows" the back kitchen of the restaurant.

Through the display of dishes and cooking scenes, the distance between the back kitchen and the guests is shortened, and at the same time, the guests can eat with confidence, thereby increasing the restaurant's income.

The order of the dishes must conform to the laws of cognition. Newly-launched dishes are placed at the top to attract customers, followed by weekly specials. Signature dishes can be displayed in the middle part of the entire Ming kitchen area to support the scene.

3. Choose the right direction, small stores do not lose profit than large stores

This kind of brainstorming plot really makes the audience see it "excitingly".

And the important way to promote the development of the plot, the protagonist's destiny counterattack, is actually an ordinary preserved egg. After Su's cloth line was pressed by his opponents step by step, Ning Yi closed some of the stores.

And choose to change the track, set foot in catering, and start making preserved eggs. But in ancient times, preserved eggs were a novel snack, and their dark appearance was not favored by consumers. So he invited friends to help propagate, while eating and boasting, to attract the attention of the people, everyone tried to eat and buy.

People were gradually attracted by the delicacy of preserved eggs, and the small preserved egg stalls gradually began to operate. At the same time, Ning Yi paired Songhua eggs with condiments such as chili, green pepper, and garlic. Skillfully cooked preserved eggs in broth, fried rice with preserved eggs, tofu with preserved eggs...the products are more diversified. In just one month, Ning Yi has obtained sufficient cash flow, with a revenue of more than 20,000 taels.

Focus

The preserved egg shops are small and flexible to sell along the street, and do not need to bear the huge rent pressure. 1-2 sales staff can independently sell the stalls. Duck eggs turn into preserved eggs, just adding time for fermentation, but the price has doubled several times, and the profit is considerable. As the cost of opening a store has gradually increased in recent years, opening a small store has become the first choice for more small entrepreneurs, and stores of about 20 square meters have become more and more popular for entrepreneurs.

Entrepreneurs seek to achieve high efficiency and high human efficiency in a limited operating area. The advantage of a small shop lies in its low cost and lower relative risk. The small shop model is easier to survive and develop on a large scale.

As consumption upgrades, consumers are pursuing diversification and differentiation. Those "specialty catering" that focus on a single category and focus on product taste innovation have more development potential.

4. For entrepreneurial projects to be successful, they must first practice their internal skills

Ning Yi's ambition goes beyond that.

His ultimate goal is not just to sell preserved eggs, but to build an industrial chain by selling preserved eggs. As business got better and better, Ning Yi changed the way of selling preserved eggs and opened an "Alliance Business Headquarters"-Zhuji.

He invited investment from the whole Jiangning to join, received formal training after joining, and shared the technique of making preserved eggs with everyone. Runwu silently expanded the scope of influence, which gave the preserved egg business a rapid rise.

At the same time, Ning Yi also established the Zhuji membership system, used big data to create an ecosystem of "Zhuji", and designed a brand identity for "Zhuji".

Do not forget to ask Qin Youxiang and Ma Ye to name the dishes of "Zhu Ji", which is the endorsement of the brand. And use marketing and operation strategies such as membership system and point redemption to collect and analyze user data and preferences, and provide targeted services.

Establish private domain traffic, increase user stickiness, and show the technology flow all over the screen...

Each restaurant has its own life cycle. Entrepreneurs should formulate different development strategies at different stages according to the stage and development of the store. For a catering company to succeed, its internal strength must be solid.

The internal power here includes: positioning, branding, core selling points, meal taste, meal line planning, store management, store image and service, etc.

Most catering companies believe that it is enough to have their own VI and store design, but as a result, the money is spent in vain, and consumers still do not buy it.

Entrepreneurs do not blindly design a catering project, but should plan first and then act, first the overall situation and then the partial.

If it rises to the level of brand planning. That is to do market research first, then comprehensively analyze, and carry out a multi-faceted positioning. This includes consumer positioning, price positioning, location selection, and dish positioning.

Summarize

Although the preserved eggs are small, they can be made bigger and stronger, and they can sell for ten thousand bucks. Ning Yi brought his advanced business thinking, through a small preserved egg, to make business flourish. As the business grew bigger and bigger, Ning Yi also had his own career. Art comes from life, and Ning Yi's shop opening skills are also of great significance for learning and reference in contemporary shop opening practices.

For catering shop owners: the business society is changing rapidly, keeping up with the pulse of the times, and constantly enriching and improving themselves, can be invincible.