Are China and Hua Zhen fooling around?

# A little thought? Why does the old uncle only be an "uncle" and not a "mother"? Why did Wallace's best-selling Fried Chicken Burger change its name to Whole Chicken Burger? Are the two cases that Hua and Hua did really fooling around?

In the last year or two, many people inside and outside the restaurant circle are saying that China is a big bluff. The logo made for the old uncle was so ugly that he cooked it in a bowl and changed Wallace's "fried chicken burger" into a "whole chicken burger" that customers couldn't understand. The dazzling theoretical sources such as "three cardinal guides and eight aims" and "super symbols" are actually doing fortune-telling business for enterprises-after consulting, life and death are determined by fate.

However, as a person in the catering industry, although I don't think Siebel's achievements today have much to do with Huahua, I still want to give Huahua the same name just for the two projects, Old Uncle and Wallace.

One,

First of all, let's talk about the old uncle. Let alone how ugly it is to put my uncle in a bowl. It's really ugly, but we should consider what the old uncle's brand is for. This is a kind of rice snack. If you can think about this logo from the perspective of category demand, you are more advanced than those who criticize this logo from the aesthetic point of view.

Does fast food logo need beauty? Nonono, no one eats a fast food and has to consider whether there is any face in treating guests here. What fast food needs is that customers can accurately receive two long-distance messages: 1, who am I? 2. What should I do? As long as these two requirements are met, a logo will be successful. Say it one by one.

1, solve the problem of "who am I".

The area of the logo is limited. If three words are crowded in the same area, it is possible that customers can see clearly within 100 meters, but only one word is put in the same area. Is the effective transmission distance at least 200m? We all know that the radius has increased by 1 times, and the coverage area can be increased by 3 times, so the three words of the old uncle's logo have become one word, and the effective coverage area has increased by 3 times. Is there a problem?

Go on, three words become one word, everyone has no opinion, why throw my uncle in the bowl. We must focus on the correct competition in the industry. Although China and China have always been keen on the theory of "staring at girls" (that is, in business, no matter who the opponent is, we must stare at the target customer), but in the choice of the word "uncle", China and China have to admit that they have not studied the opponent. First of all, the word "Lao" has already had another leader in this industry, "Old Country Chicken", and the word "Niang" has had the "Auntie Dumplings" in this industry. These are competitors whose unit price and target group are highly coincident with the old uncle, so the old uncle wants a unique and recognizable word, which belongs to "uncle".

Uncle and nephew, I'm sorry. It's not good to throw others in the bowl.

2. Solve the problem of "what do I do". .

In the past, my uncle's logo was just three words, without graphics. You can look at the picture at the bottom of this article, and you will find that the trademark is "old uncle" and everything has been done. How can I let everyone know that I am the old man who cooks fast food? Write "rice fast food" in small print next to it? Nonono, it's so corny. Give it back to fall in price. As soon as the number of words changes, it will be reduced, and the triple price difference that Mr. Hua has worked so hard to expand has been ruined by you.

The best way is to use a simple number to let everyone recognize me as a cook for one second. Is there a more suitable figure besides a big bowl? So putting my uncle in a bowl is the "least bad" solution.

Second, let's talk about Wallace.

It is estimated that laymen can't understand why they changed their name to "Whole Chicken Burger". I believe Hua and Hua made this decision after careful consideration. We can study this matter from two aspects: "Wallace's development stage" and "the market change of the industry".

1, Wallace's development stage

Wallace originated from a small shop in Fuzhou, and now has more than15,000 branches, which is the real overlord of fried chicken and hamburger category. It can be said that when it comes to fried chicken burgers, people can only think of Wallace for the third time except KFC and McDonald's. However, Wallace and McCann have differences in market positioning, and there is no competitive relationship. No other brand can compete with Wallace, so Wallace doesn't need to compete with anyone in the field of "fried chicken burger".

So now the new development demand has changed from "consolidating the position" to "expanding the frontier". As for where the new frontier is, two conditions need to be met: 1, which can be covered by existing resources? 2. Existing users already know. We continue to look down.

2. Market changes in the industry

This layman doesn't know, but students who do catering must know that fried chicken burger is a super-large category, but the fastest growing sales volume in recent years is indeed "whole fried chicken". In this area, the fried whole chicken of many small brands (such as fried chicken) is almost the pillar of the whole store's profit, which shows that the market for fried whole chicken is excellent. This is a "new frontier" that Wallace's existing resources can cover and users have long known.

However, KFC and McDonald's don't have fried whole chicken products, and it is understandable that the international giants are slow to respond and make decisions. However, Wallace has actually been online for a long time, just because people are used to comparing Wallace with KFC and McDonald's, so most customers want to eat fried chicken and will not think of going to Wallace to find it.

The best way to let everyone know that you want to do something quickly is to write it in your name. The biggest advantage of Wallace's brand promotion this time lies in the realization of "continuous full coverage marketing bombing" at the new frontier of "fried chicken", and the national market harvest of "fried chicken" category combined with the invincible supply chain advantage in China.

There is no profound truth in these two cases. We can draw a solid and reliable conclusion with daily logic, and the brain needs to go around a few more bends.

Others asked, why did China and China involve so many theoretical systems, international classics and even China ancient books, and packaged such a simple principle so that ghosts couldn't understand it? Nonsense, everyone knows the vernacular. What will the consulting company eat?

-

I'm Han Yan, and I want to make money in the catering industry. Are you welcome? v 13286294？ More communication