Taier pickled cabbage fish, which can play and market, has its own topical controversy, has always brought its own traffic. Today, Taier Pickled Cabbage Fish, which has been in development for 6 years, has become an important performance composition with 267 restaurants and 2.7 billion revenue.

So, what is the logic of Tai Er's development? Why does Tai Er always successfully tease consumers every time in its marketing?

ONE

Jiumaojiu Brand Blade

Sauerkraut Fish

Tai Er was established in 2015, focusing on an old jar of sauerkraut fish. It is an innovative Internet catering brand, mainly targeting young people born after 85-95. Tai Er expresses the attitude of “two” in a fun way on the Internet, insists on innovating traditional culture, and advocates that sauerkraut is better than fish. Its stores spread to most cities in China and will go overseas in the future, mainly in first-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. .

As the sharp edge of Jiu Mao Jiu's brand, Taier Pickled Cabbage Fish has continuously brought surprises to the industry since its launch. The profit warning issued by Jiumaojiu in July last year also hinted that Taier might become a pioneer brand for the future expansion of Jiumaojiu.

Tai Er's frequent success is inseparable from its youthful brand design and marketing strategy. It can hit the heart of the "back wave" every time without fail. Even during the epidemic, 100 million yuan was obtained with a single takeaway notice, which made the peers envy, and Tai Er quickly jumped out of a large number of sauerkraut fish brands and became a well-deserved traffic.

Many people commented that Taier Pickled Fish is a "net celebrity" brand. In fact, Taier, as a new representative of traditional catering, stepped on the high posts of online celebrity restaurants, steadily gaining traffic, and building a high wall for the brand's voice.

Recently, Tai Er did a lot of things. He opened bathhouses in shopping malls and opened restaurants for fans. The "Hou Lang" let the brand stubbornly squeeze. With a reputation, Tai Er has become a national "sauerkraut fish" brand.

In many commercial complexes, Tai Er and Haidilao are arranged on the highest floor. This means that Tai Er has become the source of traffic for the complex and enjoys the same rent concessions as Haidilao. Founded 6 years, 267 restaurants, 2.7 billion revenue, plans to open another 300 restaurants in the next two years, covering the United States, Canada, Europe, Japan, South Korea, Singapore and other countries and regions.

Different from the Chinese food under the Western-style fast food model such as fellow chicken, real kungfu, and country-based, and even different from Wallace and Dicos brands that purely imitate Western fast food, Tai Er Pickled Fish is a new Chinese food species.

TWO

The first fan shop

Detonate the Shanxi market

Since the beginning of the year, the term "traffic" has been mentioned at a high rate, and the fundamental benefits of traffic to the brand are the overturning and benefits.

According to statistics, the area of sauerkraut fish is usually 200 to 300 square meters, which can accommodate about 110 customers. In the first half of 2019, the average turnover rate of Tai Er restaurants in first-tier cities was 5.0 times, and the turnover rate in second-tier cities could reach 5.5 times. The efficiency was amazing.

In the first half of 2019, each store of Tai Er Restaurant received an average of 508 guests per day, and the total passenger flow of a single store in a year could reach 185,000. The business situation was very stable. This was due to the brand's control of the fan economy.

Although Tai Er is a young restaurant brand, it seems very old in terms of traffic operation. Recently, Tai Er opened an exclusive store for fans Shen Yu, which not only detonated the circle of friends of the diners, but also detonated the Shanxi market. Even on weekdays, they line up crazily, with close to a hundred tables at most.

The store is named after the fans. From the store’s recruitment to the staff uniforms, from the internal design to the exclusive benefits, Tai Er did not hesitate to enlarge the fan’s display in the store. Who can resist being such a lucky "Koi" The online language koi means good luck.) What about fans"

In addition to increasing the stickiness with consumers by enlarging fan elements, we also saw Tai Er's more breakthroughs, such as trying pickled cabbage fish +, with the product structure of pickled cabbage fish + big vegetables, to enhance the brand's anti-risk ability.

THREE

Trendy pop-up store

Strengthen brand positioning

Since its inception, Taier Pickled Fish has intended to leave consumers with a trendy and interesting brand positioning.

Industrial-style decoration, comic-style tweets, and the second brand slogan continue in all aspects of the brand, leaving the brand deep in the hearts of diners, and then through vivid brand building, it will penetrate into the hearts of consumers, and finally Become a loyal fan of the brand.

The most indispensable thing in the catering market is "novelty". There are always crossovers who know how to surprise consumers. Tai Er is well versed in this principle, so in marketing activities, he can always be surprised by hitting the master with a stick, earning the attention of young diners.

During the first period of time, the editor received a push, saying that Taier pickled cabbage fish had opened a bathhouse and shouted the domineering slogan of "scrubbing the soul, sour and refreshing to be a man". After some understanding, I discovered that it was Taier pickled cabbage fish to celebrate the fifth. On the anniversary of the creative pop-up events in Shanghai, Shenzhen, Guangzhou, and Hangzhou, I have to say that the brains are too big to be blocked.

However, the seemingly insignificant marketing activities actually hide the brand's marketing scheming. After the epidemic, young people are under greater pressure. Tai Er combined creativity and decompression to allow everyone who enters the bathhouse to experience the removal of stress and bad conditions, and a wave of immersive "revolution".

FOUR

Hot again

Why is it always successful to tease consumers?

1. Hunger Marketing

We are not unfamiliar with hunger marketing. The first generation of Xiaomi mobile phones and Apple mobile phones are all caused by the skyrocketing demand caused by limited quantities. Hunger marketing is also one of the brand's best marketing methods. Through limited sales, consumers' desire to conquer is aroused, thereby domesticating consumers.

Tai Er’s most different point should be the slogan "sauerkraut is better than fish, only the second most delicious sauerkraut fish in the universe. More than four people will not accept it." Tai Er’s products are set around this brand. The dining and dining seats are designed around four seats. Due to the limited quantity of up-to-standard ingredients supplied every day, and the self-preserved sauerkraut is only enough to make 100 fish a day, the store would rather be closed and not pick up customers, but also to ensure the quality of the products, which is not only satisfying Consumers’ curious psychology also conveyed to consumers: Our fish is very fresh and our ingredients are very high-quality brand concepts.

2. Sink and attach importance to fans

From the beginning of the market, Tai Er clearly defined his fan attributes, filtered out his own traffic from a large amount of traffic, and then sinked through the continuous funnel, and finally precipitated the loyal fans of the brand. In this process, Tai Er changed his business thinking and took the consumer experience as the brand orientation instead of turnover. The slowdown in brand communication caused by non-sales orientation was compensated by fan communication.

Still more than four people did not accept this setting, and only had one product to fully cultivate the taste of consumers, and then through a series of marketing events to increase the stickiness of the brand and fans. So what benefits can fans get from the final precipitation? Tai Er plans a variety of marketing activities that cater to the preferences of young people at the moment, to show brand personality and cultivate more loyal fans, making it the cornerstone of brand expansion.

3. Memory point creation

First of all, Taier Pickled Cabbage Fish uses the second boss of Sichuan and Chongqing as its creative source. It is named Taier. It has no uncommon characters or local accents. It has simple strokes and can be quickly remembered.

The logo is replaced by the logo, the comic style is presented, the visual impact is strong, the color is simple, and the image of "two bosses" is integrated, echoing the brand story, from the shaping of the brand story to the IP setting, and then from the IP setting to the overall brand The brand vision is holistic.

Summary

A piece of sauerkraut fish is enough to conquer the world. If we can decipher the brand code of Tai Er, there should be more vertical brands, such as focus on grilled fish, grilled lamb, small hot pot, small seafood, curry rice and so on.

Tai Er is the true template for the standardization of Chinese food. In the future, there should be multiple vertical categories of Tai Er in the catering industry.