电话
锅小福全国加盟热线电话

新闻动态
News

锅小福三汁小焖锅餐饮加盟

全国咨询电话

400-661-6768

锅小福三汁小焖锅您当前所在的位置:首页 > 新闻动态 > 行业动态 >

Company news

锅小福 · 行业动态

展望2020年餐饮趋势!
发布时间:2020-11-18   点击次数: 来源:http://www.guoxiaofu.com

展望2020年餐饮趋势
Looking forward to the catering trend in 2020
1、IP赋能依旧是热点
1. IP enabling is still a hot spot
餐饮品牌化在2019年表现的更加明显了,无论是传统的餐饮大牌还是一些小店,都开始为餐厅加入品牌化的思维,让品牌形象更加立体,更加深入人心。
Catering branding will become more obvious in 2019. Both traditional big brands and some small restaurants are beginning to add brand thinking to restaurants, making the brand image more three-dimensional and more popular.
在品牌化的过程中,为了快速的塑造品牌形象,让品牌更加有故事性也更加容易被人们记住,IP赋能就成为了不可绕过去的重要环节。
In the process of branding, in order to quickly shape the brand image, make the brand more storytelling and easier to be remembered, IP empowerment has become an important link that can not be bypassed.
近些年,借助IP为餐饮赋能的品牌不在少数。比如借助明星IP赋能的瑞幸小蓝杯,在张震和汤唯之后,又请来当红人气明星刘昊然、肖战,为品牌赋予了时尚、流行的属性。还有些品牌借助动画形象为品牌赋能,比如三只松鼠、蜀大侠等,都有自创动画形象,让品牌更加活灵活现。初次之外还有不断跨界的喜茶,也经常与其他品牌做IP联名,加深了顾客的心智认知。
In recent years, with the help of IP, there are not a few brands that enable catering. For example, Ruixing small blue cup, which is endowed with star IP, invited popular stars Liu Haoran and Xiao Zhan after Zhang Zhen and Tang Wei, giving the brand the attributes of fashion and popularity. Some brands, such as three squirrels and Shu Daxia, have created their own animation images to make the brand more vivid. In addition to the first time, there are also cross-border tea lovers, and they often do IP co branding with other brands, which deepens the mental cognition of customers.
目前来看,借助IP赋能提升品牌形象是众多餐饮品牌的选择,在2020年依旧会成为品牌提升形象的热门之选。
At present, the promotion of brand image with IP empowerment is the choice of many catering brands, and it will still become the hot choice of brand image promotion in 2020.
                      小焖锅加盟
2、占位成品牌突围关键
2. Occupy the position become the key to break through the brand
在餐饮品牌的构建中,随着餐饮竞争不断加剧,很多餐饮品牌很难树立品牌形象,更难以深入人心。顾客想要选择的有很多,但是记住的却是很少。为什么这么说呢?
In the construction of catering brand, with the increasing competition in catering industry, it is difficult for many catering brands to establish brand image, even more difficult to be deeply rooted in the hearts of the people. Customers want to choose a lot, but remember very little. Why do you say that?
从目前的餐饮行业来看,马太效应是极其明显的。在同样品类的餐饮品牌中,顾客会经常性的选择心智印象最深的一家餐厅就餐。比如吃火锅去海底捞、吃披萨去必胜客、吃炸鸡去肯德基、吃鱼头泡饼就去旺顺阁等等。通过分析不难看出,正因为说到某一品类就能想到关联品牌,就是因为品牌完成了品类占位,从而得到了心智占位。
From the current catering industry, Matthew effect is extremely obvious. In the same category of catering brands, customers will often choose a restaurant with the deepest mental impression. For example, go to Haidilao with hot pot, pizza hut with pizza, KFC with fried chicken, wangshunge with fish head bubble pie, etc. Through the analysis, it is not difficult to see that it is just because a certain category can think of related brands, and it is because the brand has completed the category occupation, thus obtaining the mental occupation.
如今品类占位其实已经是一件比较困难的事了,因为餐饮品类虽然丰富,但是餐饮品牌的数量实在太多,那么如何完成突围呢?在2020年,品类细分占位就变的尤为关键。
Nowadays, category occupancy is actually a more difficult thing, because although the catering category is rich, but the number of catering brands is too much, so how to complete the breakthrough? In 2020, the category segmentation will become particularly critical.
当海底捞占位火锅的时候,巴奴扛着海底捞的压力成功突围,以毛肚为占位,成功在品类细分下找到了自己的位置,也找到了顾客心智的突破口。除了在产品上做细分,文化上的占位也能够明显的提升餐饮品牌的认知。
When Haidilao occupied the hot pot, barnu succeeded in breaking through under the pressure of Haidilao. Taking Maodu as the seat occupying position, he successfully found his own position under the category segmentation, and also found a breakthrough in the customer's mind. In addition to the segmentation of products, cultural occupancy can also significantly enhance the awareness of catering brands.
品牌均以地方文化为特色,为品牌做文化加持,不仅让自身在本土深受欢迎,也不惧怕外来品牌的侵袭,这就是文化占位最明显的优势。
All brands are characterized by local culture, and do cultural blessing for the brand, which not only makes itself popular at home, but also does not fear the invasion of foreign brands. This is the most obvious advantage of cultural position.
未来,餐饮行业会有更多的风口、更多的竞争,但在拥有占位之后,品牌达到高维,一但走入顾客内心,就会成为大海中的航母,无惧任何风雨。
In the future, there will be more outlets and more competition in the catering industry. However, after occupying a place, the brand will reach a high dimension. Once it enters the heart of customers, it will become an aircraft carrier in the sea, fearing no wind and rain.
3、夜经济是新战场
3. Night economy is a new battlefield
从2019年开始,不少餐饮人把目光放在了夜经济。夜经济与夜生活是相辅相成的,不仅顾客、餐饮人把目光放在了夜晚,各地政府也频繁出台相关政策,鼓励推动夜经济的发展。其中包括北京、上海、兰州、西安等地,都已经开始着力建设夜市示范街,发展夜经济的同时也彰显了城市文化。
Starting from 2019, many restaurant people are focusing on the night economy. Night economy and night life complement each other. Not only customers and diners pay attention to the night, but also local governments frequently issue relevant policies to encourage and promote the development of night economy. Among them, Beijing, Shanghai, Lanzhou, Xi'an and other places have begun to focus on the construction of night market demonstration streets. The development of night economy also highlights the urban culture.


上一条:最后一页
下一条:餐厅如何维护开业之后的生意呢?
返回列表
您感兴趣的文章
推荐菜品