If you go to the bustling commercial streets and food streets, you will find that those small but beautiful stores with brand tonality have become the backbone of the rapid recovery after the epidemic, on the contrary, those big brands are facing huge losses in rent costs, labor costs, and food costs.

A 200-square-meter restaurant brand, the cost of a day is about 7,000 yuan, but the daily turnover is even 5,000 is reluctant, Lu Yuweng, a chain brand based on paper-wrapped fish, has an average area of less than 80 square meters, and the average daily turnover can reach 8,000, even during the epidemic, it has not been lower than 6,000.

After Lu Yuweng resumed work, no matter which business district he restarted, he was full of popularity, compared with the deserted courtyard of the surrounding brand merchants, Lu Yuweng can be described as extraordinary, which is in stark contrast to the business district.

Most brands are thinking about how to survive, and Lu Yuweng handed over a beautiful resumption of work answer sheet with business data, not only to live, but also to live beautifully. Compared with other paper-wrapped fish categories in the market, Lu Yuweng has more sales and has become an outstanding brand in the sub-category. Founded less than half a year ago, nearly 100 stores have been joined, and the good news of signing contracts continues.

This brand, which is empowered by the whole process of planning, operation and investment promotion of the adoption group Xieer Catering Innovation, why is it growing against the trend in the post-epidemic period? Become a category leader?

 

Lu Yuweng paper-wrapped fish joined No.1

Break the brand dilemma and find the brand pain point

We struggle for answers, and we run into walls blindly, often because we don't find the right questions. When you find a very specific question, you will quickly find a specific answer; How can we find the specific problem? Just one word - pain! To find a problem is to find a pain point and find the pain point of the brand.

Lu Yuweng, formerly known as Meng Jiao Shuangxia paper-wrapped fish, has made an in-depth understanding of the paper-wrapped fish market.

It is reported that the paper-wrapped fish was formerly known as Chongqing Wanzhou Grilled Fish, and the people of Chongqing Wanzhou, who can eat it, have created the "Wanzhou Grilled Fish" with salty and spicy taste and regional representatives, which has once again pushed the "fish" cuisine into the public eye.

However, with the continuous growth of residents' income and the continuous upgrading of consumption, Chinese who used to only value "eating well" have begun to pay attention to health and health. Therefore, from 2018 to 2019, steaming first and then baking, electric grilling and heating, and healthier paper-wrapped fish shops became popular across the country, and various mom-and-pop shops and franchised chain brands without brand image at all emerged, and the total number of stores jumped to tens of thousands, and the market was fragmented.

The emergence of the willing to take the bait broke the embarrassing situation of having categories and no brands in the past, and moved the novel cave scene experience to the store, which quickly became popular in Guangzhou and Shenzhen, and the number of stores nationwide exceeded 200. After that, the wishers took the bait and continued to expand to other provinces, opening the first store in the core business district of Changsha in 2019, trying to conquer the Hunan market.

Outside there are strong regional brands willing to take the bait, inside there are Changsha local mom-and-pop shops to divert the market, internal and external attacks, the competition is becoming increasingly fierce, how should Lu Yuweng break through from the tens of thousands of paper-wrapped fish stores?

Brand level: lack of brand value planning, insufficient brand value shaping

Product level: There are no bright spots in the product, and the values are not created

Solving these two pain points of the brand is the top priority to adopt the group's Xieer Catering Creation.

 

Lu Yuweng paper-wrapped fish joined No.2

Mission determines strategy, and subdivided categories occupy the first place in categories

Enterprises can survive, no matter what business model you have, the fundamental reason is that the enterprise is valuable to the society, from the social value of the enterprise to plan our corporate strategy, and establish a methodology, on the basis of the most solid foundation for survival and development, we can reduce a lot of unnecessary confusion, troubles and entanglements, our one move, it will be more to the point, not from the essence.

Most of the paper-wrapped fish shops in the market use frozen fish and have many spines, and when consumers eat them, they are asking: "Are there any fish bones less?" Are there any thorns? "None of the shops have taken care of the thorns, have they?" When no one in the society created this kind of value, Lu Yuweng boneless paper-wrapped fish appeared, successfully filling the gap in the paper-wrapped fish market and bringing a sense of value to consumers. "Freshly stewed boneless paper-wrapped fish", this sub-category, was born with the trend.

Freshly stewed and boneless give people the feeling that it is very fresh, very handmade, and it is very convenient to eat fish. The genetic refinement of freshly stewed boneless paper-wrapped fish makes Lu Yuweng different from his birth, and subverts traditional cognition and industry standards as a dark horse in the industry.

With strategic guidance, how to successfully occupy the minds of consumers in the subdivided category and become an outstanding brand in the category?

There are three steps for a product to make consumers buy ( Cognition (Who am I?) - Identification (how is it different) - Action (immediate action)), and from cognition to recognition, the product needs to be sorted out in two dimensions:

Category occupancy: the occupation and plundering of consumers' mental resources;

Brand Expression: Mind occupation is made possible through branding.

Construct a "super discourse" with marketing power of "stewed thoroughly, much more tender", but the short 6 words contain the planners and copywriters have deep insights into the product. slogan is a strategic positioning that reflects the brand's phases. The creative principle of slogan should not only take into account the strategic positioning of the brand at this stage, but also take into account the positioning of the enterprise.

As a start-up brand, Lu Yuweng's most common slogan writing method is "functional method, that is, to use the most substantive language, that is, to use adjectives or conceptual nouns to present specific facts." "Simmered thoroughly, much more tender", this slogan can bring consumers the association that the fish is freshly stewed on the spot, and even the taste has "penetrated" into the fish, so the fish is not only tender but also very delicious. It has pictures, associations, and doesn't need to be explained too much, and the consumer can get the meaning that the copywriter wants to convey to him.

 

Lu Yuweng paper-wrapped fish joined No.3

The trend of brand IP, the IP model of Xieer's explosive products, will blow up the brand

The consumer market is constantly upgrading, and the consumer group is also constantly upgrading, and China has entered the era of "Generation Z" as the mainstream consumer group. They pay more attention to personalized, customized consumer experiences. Therefore, the emotional premium of content brought by IP also motivates this group of consumers to favor brands.

Building IP is a strategic process, creating IP is not as good as borrowing IP, adopting the group's Xieer catering planning and design team after repeated scrutiny, mining brand value, finding the super symbol of Lu Yuweng with communication and universality, and the cultural matrix of the millennium - Liu Zongyuan's "Fisherman" poem, is a symbol of national culture, for start-up brands, it can improve the brand sense and communication rate with great efficiency. The combination of the founder's surname "Lu" and "Fisherman" obtains a super IP of "Lu Yuweng" with a thousand-year-old cultural matrix, which is conducive to enhancing brand credibility and enhancing brand endorsement; 

In addition, we use the eyes of young people to create dazzling, trendy and hilarious scenes, further subdivide and interpret the explosive product "Braised Boneless Paper Wrapped Fish", and help the brand further become an outstanding brand in the subdivision category through visual symbols.

 

Lu Yuweng paper-wrapped fish joined No.4

Create a brand model store and standardize the space

Space design is an important part of chain enterprises to build model stores, and it is also the core competitiveness of brand differentiation competition.

In terms of strategic layout, the group adopts the strategy of building a model store, implementing the top-level strategic design in place, standardizing the entire space, and then copying it to the chain store, unified space layout and materials, and ensuring the unity of the brand image of each chain store.

Enlarge the door head to make the door stand out in the whole street, which greatly improves the exposure. Enlarge the category, quickly occupy the minds of consumers through paper-wrapped fish, and improve the rate of customers entering the store.

Not only the front of the space, but also every detail in the store.

Before designing the menu, we collected a lot of menus about paper-wrapped fish, grass carp and sauerkraut fish, and in the process of field experience, we found that:

Many brands don't label the menu with or without spines, so ordering is very confusing. And the menu is also messy, the whole page of words plus no physical picture, I feel dizzy after watching it for a long time. There is no mark of "more thorns and fewer spines", there is no physical map, and the typography is dazzling, these are the "minefields" we want to avoid.

When we enlarge the menu design, we took out the explosive product "Freshly Braised Boneless Paper Wrapped Fish" separately, enlarged it for consumers to see, and marked out the spines and fewer spines, the overall clarity and logic were clear, and sure enough, the time for customers to order in the store was reduced from more than 5 minutes to less than 1 minute, the effect was obvious, and the turnover rate was greatly improved.

 

Lu Yuweng paper-wrapped fish joined No.5

The brand has been comprehensively upgraded, the turnover has grown by breakthroughs, and the franchise has been signed

1. Under the planning of Xieer Catering Chuang, the brand of Lu Yuwen has been comprehensively upgraded

Lay the foundation of the market for freshly stewed boneless paper-wrapped fish, and create the status of an innovator of paper-wrapped fish;

Create a classic IP image of Lu Yuweng, form a super communication force, and greatly enhance brand awareness.

Create a cool industrial image space and become a trendy generation store;

Won the representative of the cutting-edge brand of Hunan Catering Xiangjun Annual Meeting, with a market valuation of 30 million.

2. Since the upgrade, the sales have been greatly improved, and the sales performance has made a qualitative leap

The store is very popular, the queue is full every day, consumers come to the store to check in, and the circle Douyin spreads non-stop.

The turnover continued to rise, with a daily turnover of more than 10,000 yuan, and the average daily turnover of franchised stores reached 8,000 yuan.

Since the opening of the franchise in May 2019, Lu Yuweng has now opened more than 80 stores in Hunan.

The survival rate of franchised stores is more in the catering industry, and it has become the core shop with a more prosperous flow of people on the whole street.

Since May 2019, it has officially opened more than 80 stores in Hunan, becoming an outstanding brand in the regional category, and the brand that consumers are more willing to choose in the paper package fish category, it is expected that in 2020, Lu Yuweng will exceed 500 stores and achieve national chain expansion. At present, Lu Yuweng's market valuation is as high as 30 million, and the future commercial value is unlimited.