Teach you how to create explosive online celebrity food.

For us now, eating is not as simple as simply filling our stomachs. We have higher requirements in many aspects of our diet. It is in such a big environment that various types of online celebrity restaurants follow the trend. How to create an online celebrity food?

As the saying goes, food is the most important thing for people. In recent years, eating this food is no longer a simple way to fill the stomach and satisfy greed, but a manifestation of identity and a pursuit of a higher quality of life. Chasing online celebrity restaurants and online celebrity food has become the daily life of young people. I believe that there are many girlfriends around you who are under the banner of "eating goods", and there is no shortage of planting grass in online celebrity restaurants. They often go to restaurants to encourage you to eat, but they don't eat much, and they are particularly thin when taking pictures.

Are you a foodie Have you eaten all the following online celebrity foods from 20 17 to the latest popularity?

First, the online celebrity food that has become popular in recent years.

1. Eat the "dirty bag" of the painted cat.

The embryonic form of dirty bread is already an old bread category called chocolate in Japan. After eating, the mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag". Internet celebrities are full of momentum! Thick chocolate powder is wrapped around the corner of Song Ke, and then coated with a layer of chocolate sauce. It's moist and chewy inside, and it's all chocolate in one bite, crisp outside and tender inside!

The dirty bag caught fire, and even the stars joined the ranks of getting dirty. The host Du Haitao basked in the appearance of eating dirty bags in the Weibo.

2. Queue up to the closed "Hi Tea"

"Hi Tea HEYTEA" is a brand founded on 20 12, and its popularity has been in the past two years. 20 15 was renamed as "Xicha" because the original trademark "Huangcha" could not be registered.

How hot is tea?

When it was also called imperial tea, there were more than 2,000 fake imperial teas in less than a year after opening the first store in Shenzhen. After the Spring Festival of 20 17, Xicha opened its first store in Shanghai, which instantly set off a wave of hundreds of people queuing for hours and sold nearly 4,000 cups every day. This is already the fiftieth store of Nie Yunchen, the founder of Xicha.

His shop has become a local phenomenon and popular culture. Many people often queue up for more than an hour to have a cup of tea in his shop.

3. Take a bite of the stone "Baba melon seeds" to calm down.

This product became popular with the broadcast of the debate variety show "Qipa Shuo" produced by Migu Media in Madong. It is said that 30 tons of Baba melon seeds were sold in half a year. Xu made a high-profile call for TA at the scene of "Qi Ba Shuo", but he couldn't stop.

Its product slogan "Take a bite of stone and calm down" is a popular phrase among young people nowadays, which is directly aimed at the youth market.

Miwei Media's "Miwei Commissary" has launched a variety of snacks, such as Baba melon seeds, "Niubi" series of popcorn, French fries, etc., which are essentially realized by using big IP services. These products have spent a lot of thought on packaging design. With the help of variety shows and celebrities, their prices are much higher than those of similar products, and their sales are also very good. How does it taste? It's not easy to evaluate. As for the connection between melon seeds and Baba, where is it? Experience for yourself.

4. "Fish with pickled vegetables is too second" is more delicious than fish.

Taier pickled fish is a catering brand born in Guangzhou on 20 15. Although it has been established for a short time, its expansion speed has mushroomed. In Shenzhen, I have never heard of this brand, but I have been heard by my friend Amway many times, which shows that the reputation is good. And the shopping mall next to my home didn't know when this online celebrity restaurant opened, so I tried it once.

Personally, I feel that their pickled fish is above average and not delicious. But this store left a deep impression on me because of its individual "crowding out customers" clause.

For example, the clause "Our store is closed on Fridays":

Only play mobile phones when eating; More than four people in the same trade enter the store; Say our fish is not delicious; Wechat red packets can only be grabbed; Bad temper than the manager.

These five types of guests are not accepted.

The visual design of storefront decoration is mainly comic style, which has strong visual impact. Unique way of serving-when serving pickled fish, little brother will shout loudly: Your pickled fish is coming! This unique experience fascinates me with this store.

There are quite a few online celebrity foods listed above, such as turkey noodles, blue Pepsi-Cola, self-heating hot pot, towel rolls, and master Bao's meat floss and Beckham. If you are curious and haven't eaten it yet, you might as well search it first and then try it.

Lakuni de Turkish noodles

I have a lot of foodies around me, and I often plant them with some online celebrity restaurants. Except that some of them are run by stars and have halo effect, I found that they all have their own characteristics without exception. The popularity of these foods is not simply following the trend, but they do have some advantages.

Second, the characteristics of online celebrity food

1. Do you have a memory?

The memory points here are not only of high value, but also can be remembered or described at once. Of course, high face value is good, but ugliness is not necessarily an eye-catching trait. Just like now, the description of atypical male stars is not "handsome", but "ugly and handsome"

The taste of the dirty bag may not be so special, but it has a good memory-it sticks to the face after eating and can be directly seen by others. At the same time, "dirty" was originally the natural enemy of food, but here is the name of food. This contrast captures the minds of consumers and makes dirty bags a special existence.

As mentioned above, shouting when serving pickled fish is also a memory point. The name of Baba melon seeds and slogan are also memory points.

Products are just like people, whether they are beautiful, ugly, fat, thin or tall, they are easy to remember with a distinctive feature. What they are most afraid of is mediocrity, and they can't say good or bad.

2. Brand premium ability is outstanding

The cheapest food among the online celebrities listed in the first part is dirty bread. I wonder if dirty bread is more expensive than other breads. However, the unit price of the other three online celebrity foods is not low.

The per capita price of tea is around 22-23 yuan, which is much higher than COCO per capita 10 yuan and per capita 14 yuan. Needless to say, Baba melon seeds, ordinary melon seeds with a canned package immediately turned gorgeous, 69 yuan two boxes. Usually 10 pieces of melon seeds are considered as super good quality in the sky. Two boxes of melon seeds add up to 440g to sell this price, which is to eat feelings.

At that time, when I was eating pickled fish, I ordered a large portion, a brown sugar bazin and a bowl of noodles. There are three people, about 83 yuan each. Although it is a large portion, the plate for putting fish is indeed large enough, but the weight is average, which is more expensive than ordinary pickled fish.

Don't underestimate the purchasing power of consumers and the liquidity of fan loyalty. You are selling a brand premium. The more expensive it is, the more people buy it.

queue up

"It must be delicious to have so many people waiting in line."

Whether you are a street snack or a shop in a shopping mall, the biggest feature of online celebrity food is queuing. At that time, it was an exaggeration to wait in line for seven hours to get tea. When it's very hot, the queue is about 2 hours, but it's also very long.

I have experienced the pickled fish Taier, and its shop has never been out of line. Perhaps it is more popular because there is a rule that "more than four people in the same trade enter the store".

Dirty bags and Baba melon seeds were once sold out of stock.

4. Good marketing and high exposure

The news about tea-loving is almost never broken. One minute it says it's delicious, the other says it hires people to line up. You rarely see it as hard and wide, but you have invested a lot in social media and cross-border cooperation.

For example, in the cooperation between Xicha and W Hotel, they launched a series of jointly designed products, such as handbags, luggage tags, gift boxes, wine mixers and so on. In addition, during the cooperation period, you can get two cups of hi-tea by staying in any room of Guangzhou W Hotel and dialing the inspiration line.

Besides, Guan Wei, who likes tea, is very good at finding some topics related to young people to interact with. After the interaction, he will also give away various peripheral products: bags, postcards, calendars and so on.

Third, how to create explosive online celebrity food?

1. products are king, not seeking many categories, but delicious is the last word.

For foodies, delicious food is the foundation of everything. I don't know when this trend appeared. The product tastes terrible, but as long as it has Internet thinking and high value, it seems that a concept package can make a lot of money.

For example, Huang taiji pancakes were once valued at 40 million, which was a sensation. It is said that all the food eaten is not delicious, which is far worse than the pancake fruit on the street.

Whether it is food or other products, good products are king.

Milk tea, which loves tea, tastes bad. What's the use of claiming to be the initiator of cheese covered tea?

Word-of-mouth effect is limited, and to the extreme, it is useless to spend any marketing expenses. When it comes to testing products, consumers will not be soft-hearted, and bad taste is bad taste. How long can a product without repeat customers last?

Looking at several categories seems to give consumers more choices, but sometimes it is not necessarily a good thing. Because Chinese food is difficult to standardize, the more categories, the more difficult it is to operate, so many online celebrity foods are usually based on single item explosions.

Taier's signature dish pickled fish, even if there is only one category of pickled fish, is also polished on the product, and a pickled fish has made eight different spicy degrees. No matter what products you make, many SKUs or single items are worth polishing, and products are the most powerful support.

2. In the era of justice, design fees should be spent.

The famous serial entrepreneur Peng Ying once said:

If you are in a big city like Beishangguangshen and Shenzhen, the design fee below 200,000 is basically the CEO's taste, and the design fee above 200,000 basically depends on the designer's taste.

In that era when beauty is justice, we often teased our sisters that "everything is right if it is beautiful". As we all know, we should look at a person not only on the outside, but also on the inside. But appearance is the first level to attract others' attention. Food can't talk, and people have a chance to taste it when its value goes up.

The above-mentioned Huang taiji pancake, although a little put the cart before the horse, tastes bad, but the store design is still very eye-catching There are really no repeat customers, and it is definitely no problem to attract people who come for the first time.

Now it seems that everyone realizes the importance of Yan value, and the relatively red online celebrity food can hardly see anything. Xicha has opened one theme store after another, and the design of the store itself is a landscape. Even if it is not for a cup of tea, the shop that likes tea has already become a holy place for selfies. Needless to say, every season its cup lid and paper bag will be redesigned according to the theme of each season's new products.

The face value is high, and the circle of friends spreads again and again. Why not?

3. Outstanding brand personalization is the icing on the cake

Brand personification is not to force a mascot, an identity or a slogan. These are all superficial efforts. The real brand personalization is to master the ability to tell stories, and the stories told are fascinating.

"Tell" has a particularly good place, coming out of the role of boss and telling the origin of the name "Tell"-

Tai Er started from a small shop with no door, and was often called silly by guests who couldn't find the entrance. The second boss thinks there is no way. As long as he can become the second pickled fish in the universe, the name of Taier will spread.

The word "two" is used in a derogatory sense. The boss is second, because he wants to make pickled fish well, but it is not really "second".

Baba melon seeds and tea show their brand personality through product packaging design. Love tea is a stick figure for drinking tea. He is very playful and cute. Baba melon seeds are even more brilliant, and people who eat Baba melon seeds have become part of the brand-wonderful products need you to control.

4. Stick to the principle and don't "please" consumers.

The characteristic is that it is different from other products, and the brand recognition is distinct. Even if many people make milk-covered tea and you insist on not using creamer and milk-covered powder, you still have your own characteristics. Today, with the proliferation of food additives, brands that insist on using natural raw materials and ingredients deserve better brand reputation.

The principle is to have a set of systems that you identify and will not be easily broken because of external changes. Is there really any business in Thiel's principle of expelling customers with a series of pickled fish?

Not exactly.

For example: why can't more than four people receive it? Because:

"A lot of people eat and play on people. I don't remember what I ate in my mouth at all. No more than four people, just a few confidants and friends, and you can really taste the delicious fish with Chinese sauerkraut without stealing the show. In addition, the tables, chairs, lights and even dishes in Taier Store are designed to be eaten by no more than four people, and many people have a bad experience. "

Including not eating spicy food, not ordering takeout, not joining, etc. All for quality control, restaurant operation and brand consideration. It is a kind of sincerity to try our best to provide the best experience for our guests.

Those terms that are ungrateful to consumers are still worth adhering to if they are for the quality of products.

5. Pay attention to the power of marketing

There are too many ways of marketing. Some of these online celebrity foods mentioned rely on word-of-mouth marketing; Some rely on new media marketing; Some don't seem to do marketing at all; Some just rely on marketing to win, such as: Huang Taiji pancakes.

Take Xicha as an example: As mentioned above, it is very successful in new media marketing, and of course offline marketing is equally unambiguous. Before the opening of the Shanghai branch, many well-known media and platforms in Shanghai were smashed. Buy one get one free three days before the opening, and then spread it again with the help of the herding effect in line and the spontaneous photo printing of consumers.

Including Taier's refusal to accept more than four people from the same industry to enter the store, raising the threshold for access, from another perspective, it is also a marketing tool. The principle of selling only 100 fish a day is also to create a sense of scarcity, and there is a special word to describe this marketing method-hunger marketing.

Of course, the premise of all this is that the product must pass the customs, otherwise you won't have a chance to play hunger marketing. There are some excellent snacks. Because of years of brand accumulation, they have maintained their prosperity for many years by word of mouth. For example, the revived street chaos in Hua Meng and a scallion biscuit were enlarged into celebrity snacks on the Internet, and even stood in line until their legs were weak.

Products are the most powerful support of the brand, and marketing magnifies the influence of the brand. It would be a pity if there are excellent products, but no one cares about them because of poor marketing. In this era when wine is not afraid of deep alleys, the importance of marketing is self-evident.

6. Consolidate the long board of products and establish barriers.

When it comes to service, you have to mention Haidilao. People have made a lot of efforts to make "service" surpass products and become the first key word to occupy users' minds. At this time, service will become the longboard of Haidilao. Have you ever thought about whether your product can last forever? What is your product longboard?

Tea shops like Xicha are actually very easy to imitate, so the founders spent a lot of time and energy to cultivate the supply chain.

"Not only adhere to the direct mining of tea gardens, but also customize and cultivate tea according to market demand. From planting soil to planting methods, personalized transformation will be carried out according to consumer demand, such as Jinfeng, Sijichun, Hong Yan, Lv Yan and Yunxiang, which were not available in the market originally, but it took 2-3 years for Xicha to develop independently. In April of 20 17, Xicha launched the back-end ERP system of the supply chain to open up the information flow of the supply chain and maximize efficiency. "

Establish a healthy profit model with high efficiency and low cost, customize the taste according to the needs of consumers, and enhance the stickiness between consumers and brands. These are all obstacles to liking tea.

Not only can't you learn fish in the sea, but you may not learn to like tea. Many brands are trying to consolidate their longboards. For example, Le Caesar, a local talent in Shenzhen, Aleksanda, a four-year-old online celebrity ice cream brand, and Leda, a frog who is committed to the standardization of catering?

4. How long can the vitality of online celebrity food last?

It is said that the online celebrity store will not live for three years.

"Miss Zhao's status is not equal, carving West Cold and Huang Taiji, just three years; Nice to meet you, piggy, parallel imports, two years; The small cage is really lucky, one year; Remicone black cloud ice cream, half a year. Look, it is getting faster and faster. "

No matter what product has a life cycle, it seems that once it is labeled as a "network celebrity", it is particularly short. Business is not a standardized thing, even copying other people's methods may not be equally popular. In the early stage of brand development, online celebrity stores often rely on a single longboard strategy to become popular, or single product explosions, or marketing techniques.

However, as consumers return to rationality and competitors increase, the brand potential will be diluted, and the key to survival at this time will return to the most basic business issues. Whether there is a good product experience, service efficiency, and even the establishment of food safety and talent system.

How long can these once or popular online celebrity brands last? Let time give us the answer.

This article was originally published by @ Fancy. Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.