Taier, Taotaoju, Wentong Ice Room ... What is the core secret of catering stirring Z generation?

With the rise of young consumers, young people of generation Z, such as post-90s and post-00s, have gradually become the main consumers, and brand rejuvenation has become the core issue of current catering brands.

Therefore, China brand circles have formed a * * * knowledge: those who win young people win the world. Only by embracing young people can we gain new traffic and topics and occupy public attention in the market.

However, how can we catch the young people now? The strategies of famous catering brands in Guangzhou, such as Taier, Taotaoju and Wentong Ice Room, may give us some enlightenment.

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Taier pickled fish "plays" with young people.

At present, among the major catering brands in Guangzhou, Taier is definitely in the forefront of the brand with the most slick young marketing. How does Thiel do young marketing?

In the view of catering O2O, it can be summarized in one sentence: treat brands as young people and play with them.

First of all, when Taier established his own brand, both IP people were very young. The so-called young people's design does not mean that this IP is a young man, a serious and stubborn second boss, and a magical sand sculpture second brother. The second boss actually represents more middle-aged people, and the second brother of sand sculpture is the representative of young people.

The second boss's attitude of "not catering to and having opinions" contained in the secondary culture is in line with the characteristics of the current Z generation of young people. At the same time, coupled with the second child of sand sculpture, conflict brings happiness, making young people feel as if they are talking to another kind of "dialogue" and naturally feel cordial.

Secondly, Tai Er himself can put down his posture and play with young people.

This kind of "play" is reflected in two levels. First of all, the daily marketing of various "sand sculpture style" interesting stories, constantly weaving cosmic culture for young people, giving them a lot of happiness. So even if we know that there are advertisements in it, it is still almost 65438+ million+.

Second, the "brain hole" marketing under the second line can provide freshness to young people.

Brands should play with young people, not lower their posture and then "pretend" to write a few words in the language of young people. To make young people remember, we should provide them with emotional value, that is, we should be appropriately higher than young people and help them express themselves. At this point, Tai Er also did a good job.

For example, in 2020, Taier opened a bathhouse, invited consumers to take a bath together, and announced the wonderful slogan "Wash your soul, sour and refreshing", which sounded really cool and personalized.

This is where brands talk to young people, but they are taller than young people. It has insight into the needs of some young people and helps them express themselves.

In addition to the bathhouse, Tai Er also built a sauerkraut museum, where he listened to sauerkraut fermentation, made a museum of traditional Chinese medicine, conducted on-site consultation and specialized in "Er", built a "sour and refreshing base" and made sauerkraut ice cream. ...

Although these marketing activities seem wonderful, they all have one thing in common. Young people can play, take photos and label themselves as "interesting young people". Who's not interested?

Therefore, in order to capture young people, it is not enough to gain insight into their personalities and accumulate elements that young people like. We should also make the "brand" useful to young people, help them express themselves and form a deep bond with young people.

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Tao Taoju uses culture to "capture" young people.

If Taier itself is a representative of a young catering brand, then Taotaoju is undoubtedly a classic case of the rejuvenation of an old brand.

In this era, it is not a simple matter to rejuvenate old brands. Many time-honored brands have been photographed on the beach in front of the waves by the world of mortals.

Then, as a restaurant brand with a history of 142 years, how did Tao Taoju achieve "anti-age growth"? At present, it is generally believed that this is because Tao Taoju made the following two actions:

First, the external value is younger, that is, the external performance such as store value and packaging is younger and upgraded. For example, the 3.0 version of Taotaoju Store has a low-key design and a luxurious and exquisite environment. Decorative details combine Lingnan traditional architectural elements with modern aesthetic design to refresh consumers' cognition.

Second, the marketing channels are younger. Tao Taoju's ongoing new attempts at young people's channels such as live broadcast, takeaway and Tmall have given young people more opportunities to understand this brand. For example, last year, Tao Taoju and Yili jointly launched the Mid-Autumn Moon Cake Gift Box "One Peach Wan Li".

However, in the view of catering O2O, these are the "skills" of Taotaoju brand youth marketing. The key to its success lies in grasping the wave of young people returning to the national culture and completing the "revival and transformation" of the brand in the opportunity of the times.

We must respect this era and learn to make use of it. Now is actually the best time for an old restaurant.

Because this young man is more confident, more individual and more fond of traditional culture than those born in 1980s and 1990s. Wearing Hanfu and experiencing ancient weddings are all manifestations of young people's love for China's traditional culture.

Under such circumstances, the key to the revival of time-honored brands is to express culture in a "young" way, which is enough to grasp the young people of the moment.

As Tao Taoju Pang Guangsheng said, "Traditional things are actually very fashionable. See how to combine them into an element of packaging and a series of ideas, so as to show the culture of Guangdong. This is actually the inheritance and spread of culture. We can't go to museums and exhibition halls every day, but we have to eat every day. This bag is painted with Cantonese embroidery, and that one is painted with Southern Lion. I feel very good that consumers can see this form. "

03

Wentong Ice Room helps young people to kill boredom with innovation.

If the revival of Taotaoju is the revival of old brands, then the tea restaurant represented by Wentong Ice Room will turn over and represent the revival of old categories.

As we all know, tea restaurants once had a wave of popularity, but with the decline of Hong Kong-style culture and the conformism of Hong Kong-style tea restaurants, they gradually ceased to be popular. The tea restaurant represented by Wentong Ice Room has once again "turned red" this catering category.

How did Wentong Ice Room do it? In the view of catering O2O, the core secret of the popularity of new tea restaurants such as Wentong Ice Room can be summed up in one word: innovation.

One: the scene of innovation. Nowadays, young people themselves love all kinds of China culture. The innovative integration of distinctive Hong Kong-style cultural elements such as mosaic tiles, hanging neon signs, huge traditional Chinese characters, MTR signs and classic Hong Kong film posters in tea restaurants has just captured the hearts of young people.

Second, innovative products. The popularity of Wentong Tea Room can not be separated from product innovation, such as milk leakage on behalf of products. Many consumers said that the process of cutting the leaked milk was fascinating and they were satisfied with the leaked milk. It is also all the rage to make frozen lemon tea with ice cubes in tea like bears.

Third, innovative marketing. Wentong Ice Room also spares no effort in young marketing. On social platforms such as Little Red Book and Weibo, a group of big V's and talented people have tried their best to show the bizarre environment and creative products tried by major igloos, generate arguable topics and shape the brand's "sense of youth".

In catering O2O's view, it is with this set of gameplay that the new tea restaurant represented by Wentong Ice Room revived in another spring, becoming the king of Guangzhou tea restaurant categories and even dominating a certain group for a long time.

But the true rejuvenation of the brand is a state from the inside out, which needs to be integrated into the young lifestyle and values. Wentong Refrigerator needs to make more efforts to maintain a "lasting revival".