Qingdao Shihao Catering Management Co., Ltd. Jinan Branch
Contact: Manager Ai
400-9638-186 Phone : 400-9638-186
Address: Room 1309, Building 1, Xiangtai Plaza, No. 129 Yingxiongshan Road, Shizhong District, Jinan City, Shandong Province
In recent years, the new marketing potential-"flash stores", has gradually entered the public's perspective from the niche. According to relevant surveys, China's pop-up stores entered a period of rapid development in 2017 with an average annual compound growth rate of more than 100%. It is expected that by 2020, there will be more than 3,000 pop-up stores in China. Potential energy will continue to erupt.
About Pop Store ▎
"Flash Store" (Pop-Up Store in English) refers to a new way to promote and promote brands in a short time, taking offline experience as the core concept, and quickly stimulating consumers to shop.
This kind of pop-up restaurant that makes people afraid of missing new and delicious is an old trend started in the western restaurant industry in 2011. However, as Pop Up activities and “pop-up” culture become more and more popular in China, many companies, brands and restaurants Respond to the "flash" culture, set up a "flash store" with an interesting operation mode, and attract low-cost crowds.
Flash mode creates new potential for catering. <br /> In Europe and the United States, a flash restaurant is often the first choice for chefs to start a business or build a new brand. The pop-up restaurant can display the latest and strange raw materials, greatly improving the restaurant's brand awareness.
In recent times, a new trend has emerged in pop-up restaurants: instead of simply creating chef awareness and testing new brands, they are creating topics with other brands and launching surprising "temporary" promotional products.
There are not many examples of "flash restaurants" coming and going in China, but today, with the popularity of social media, once they are successfully built, they will become "net celebrities" in the restaurant industry and form a strong brand marketing storm.
So, how can we build a profitable and valuable "Internet celebrity" pop-up restaurant? Share it for you!
01Building a brand is the first priority, making money is secondary
Pop-up stores have always had two major functions: one is to sell goods, and the other is to build brand momentum. However, building a pop-up restaurant with the goal of brand promotion is a more mainstream idea now. Such a model needs a good theme, such as "Double 11", "Christmas", "purchase festival" and other sensitive words. Eye, create topics.
02Creating the Eye of the Storm and quickly detonating social media
A small storm eye can roll up a huge storm. Pop-up restaurants also need to have their own "Eye of the Storm", which is the core topic point. For example, they can grasp core topics such as "large volume, affordable, real materials", and attract the most customers in a short period of time. media.
03Playing with good partners, the brands join forces
Although the economic risk of pop-up restaurants is less than opening a traditional restaurant, it still requires capital. In order to promote their own restaurants, catering brands will naturally make great efforts to create advertisements, but it is often not enough to do it alone. The topicality is often not enough. However, if you find a “love and agree” partner, you can easily leverage the power to achieve marketing results and share costs to reduce pressure. But cooperating to open a store needs more partner spirit. Especially if you choose a well-known big brand as the cooperation object, you must find the best match point of the two on the brand.
04Qingdao's flash-based model was successfully sold by a Qingdao-based brand
Brand: Auspicious Time: December 15
Venue: Qingdao Excellence Darong City
The "flash mode experience marketing" pioneered by the "Auspicious Brewery Tasting Club" breaks the boring sense of traditional catering service shops, and launches fresh products that it likes through the image of the brand "convenient and affordable, real materials", Get consumer favor and closeness quickly. On the day of the event, more than 1,700 fresh products were sold, creating the highest sales volume in Shandong Province on the day.
"Joining with big brands and creating Wechat topics" is the highlight of this event. The convenient shopping method adds a sense of life. On the opening day, it attracted a large number of customers to experience. The immersive experience emphasized the brand concept to consumers. , Let the experiencer get deep emotional resonance.
It can be said that pop-up restaurants rely on the "surprise marketing" route. By limiting time and using creative marketing models in combination with catering outlets, they can create a unique dining experience. The surprise stimulates the central nervous of consumers and attracts a group of good Consumers who change, like new and hate old.
If you are united with a brand outside the catering industry, you must stand in the perspective of marketing and cooperate with the theme of brand promotion to create a “advanced custom” diet for the brand. Demonstrate the value of your own brand. If a restaurant operator encounters such an opportunity, it must be seized.