Dezhou Braised Chicken is a traditional Han nationality and a classic of Shandong cuisine. Known as "the best chicken in the world", as early as the Qianlong period of the Qing Dynasty, Dezhou braised chicken was listed as a tribute and sent to the palace for the royal family to enjoy.
Today, almost all provinces across the country have so many grilled chicken shops. Because Texas grilled chicken products have their own traffic, people who do the grilled chicken business can generally make a few money, no more, just enough to make a living. But it's the first time I have heard of someone who can earn 1 million in 10 days!
Let’s take a look at this case, how this Texas aunt relied on selling grilled chicken and collected more than 1 million in 10 days.
First of all, the aunt does not open a grilled chicken restaurant in Texas. You must compete in the local area, right? He is in Beijing, and Beijingers are tired of eating roast duck, so you can try grilled chicken, right?
Many grilled chicken shops are not allowed to eat in. They are similar to the business model of Juewei Duck Neck and Deli. They are separated by a glass window. Inside the window is the clerk weighing the goods for you, and outside the window is the customer ordering and weighing. Good customers take it and leave.
Although this business model is fast, it makes a lot of money less! If your store is opened in a snack street with a lot of people like Furong Street, your take-out model is still very profitable.
But if you open the store in a place where the flow of people is not very large, there may only be 10 people entering the store a day, and often the staff are leisurely, then you may try to change to dine-in.
What the aunt does is the dine-in model. The aunt rents a shop in the business district at a low price, and goes to the junk market to approve more than 10 sets of tables and chairs, and the grilled chicken business has begun!
The first step the aunt does is to drain. The drainage activity is like this: 5 people enter the store and give a free Texas grilled chicken worth 158 yuan
Because the location is in the business district, the customers that the grilled chicken shop faces are white-collar workers and company leaders. The company leaders will not talk about it for the time being. Let’s talk about white-collar workers. They wanted 3 or 5 people to eat together at noon, right? Now 5 people can eat a portion of grilled chicken for nothing, why not go?
I was very pleasantly surprised that the crowd was full at noon on the first day of the event. In order to eat free grilled chicken, there were even 2 customers who called back the 3 people who had gone to eat ramen.
The grilled chicken worth 158 yuan is eaten for free, the aunt will not lose money?
First of all, you can't eat grilled chicken dry, right? Do you need something to drink?
Drink beverages and beer from the freezer. If you want to drink chicken soup, it costs 10 yuan for a bowl, and working from 9 to 5 is so hard. Why not spend a few yuan to drink a bowl of chicken soup to supplement nutrition? The cost of this chicken soup is actually more than 1 yuan. As long as three of the five people drink chicken soup, the cost of grilled chicken is actually earned!
Secondly, these white-collar workers only have one hour break at noon, because some have to go back to the office to take a nap, so the meal time is actually very tight, and the ready-made grilled chicken is more difficult to tear up, so we have to tear it up. But if you want to tear the chicken, you need to add an extra 5 yuan manual fee.
Finally, the 5 of you shouldn’t be full if you eat a grilled chicken? And is it a bit greasy just to eat meat?
In this way, if you add 20 yuan, I will give you a portion of stir-fried dishes, and free unlimited steamed buns or rice. Let’s be full if you have steamed buns and rice. If you add 20 yuan, you will get stir-fried dishes within the original price of 40 yuan. If you choose a 50-yuan stir-fry, you need to make up another 10 yuan.
In fact, even if the drainage activities lose some money, what if? If you start doing other activities, you must earn it back? Does it cost you to send out a leaflet and put a display stand? How many people can enter the store for consumption?
Although the free delivery of grilled chicken is profitable, you can't pay the rent if you point to this profit!
So the real money for Texas Auntie is the card charging activity!
When it comes to recharging cards, many bosses complain that "we have done card recharging activities, and the effect is not good". The main reason for the poor results is that the amount of recharge card design is too large and exceeds the customer's consumption. Ability, and the temptation is not enough, what's the point of charging 1,000 to get 50? So don't stingy, be generous if you want to.
Let's take a look at the aunt's recharge proposition:
1. Charge 1,000 yuan, send 5 grilled chickens, and bring at least 3 people into the store each time. And then give a gift worth 800 yuan
2. Charge 2,000 yuan and send 10 grilled chickens. At least 3 people must be brought into the store each time. Give another gift worth 1600 yuan and another 150 bottles of Snow Beer, which must be drunk in the store
This recharge advocate mother said that 12 people recharged 2000 yuan at noon and 9 people recharged 1000 yuan. There is a table with 5 people eating grilled chicken and all 5 people have recharged. Why is this happening? Because of the herd mentality, the original event was very cost-effective, and then the dishes and tastes were good, and one said that they would recharge.
Many of these white-collar workers are from other places, so they rent houses near the company, so they can come over to eat at night. Three or five people come over to eat a chicken, drink two bottles of beer, and stir-fry two small dishes, which is also very good!
Will this event aunt lose money? Let's analyze:
We mentioned the cost of grilled chicken earlier, which is less than 30 yuan, which means that 10 grilled chicken costs less than 300 yuan, and the average cost of dishes in the aunt’s shop is about 36%, that is to say the recharge amount of 2000 yuan The cost is 720 yuan.
At this time, the profit is still 980 yuan, rounded up to 1,000 yuan, because customers come to the store to eat grilled chicken for free, there will be some small profit points, we mentioned earlier.
And if the customer invites his leader or friends from afar to eat grilled chicken, will it cost more?
Next, let’s talk about the last two items:
First, a gift worth 1,600 yuan, would you believe it if I tell you that this gift does not cost money? Why not spend money? This is the charm of platform thinking.
Aunt's son Xiaogang has established an online store purchasing platform, which can be sold in wholesale or retail, and retail prices are lower than offline.
Then many new brands come in to sell channels. These new brands do not need to pay channel fees and are free to enter. However, the platform for issuing orders requires a 10% commission. Of course, if the order reaches a certain standard in the later stage, the achievement will be reduced to 5%. .
However, these brands need to bring out a product of their own to drain traffic. The gifts given in the aunt’s store are the drain products of the platform merchants. There are dozens of products. The card-charged members choose them by themselves. If you make enough, fill in the address and directly express it to your home. At the door, if the gift selected by a member exceeds 1600 yuan, you only need to forward the platform advertisement to Moments to enjoy a 50% discount.
At this time, you will find that compared to the recharge activity, free chicken delivery is the front end, but for the platform, the recharge activity is the front end! why?
The free home appliance you got from this store is really good quality, and the price is cheap. If you need to buy other home appliances in the future, will you buy it here? After you buy it, Xiaogang can make money.
This model is like Taobao. Jack Ma does not have a store and does not sell a product, but he has become a billionaire through Taobao.
Second, send 150 bottles of beer
Why send beer? These white-collar workers usually don’t drink bars when they go to eat grilled chicken at noon? Because I have to go to work in the afternoon.
Even if they drink at night, they don’t drink much, because they have to go to work the next day, so they may need to enter the store 20 or 30 times to finish drinking 150 bottles of beer. But the top-up card is only 2,000 yuan, and it may be spent after eating seven or eight times. After that, do you still order food after drinking? Does it offset the cost of beer? Don’t forget that there are 10 grilled chickens!
Do you think this is over? not at all!
The shrewd aunt also made a proposition to retain customers!
Is there a lot of people who still can’t recharge? Then these customers can't be thrown away, it's a little bit to earn them a little money! How to do it Do you think our grilled chicken is delicious? It was originally something to eat for free. If you eat people's mouth softly, you must say it is delicious!
In this way, we have another activity, you only need to spend 49 yuan, you can eat a second grilled chicken for free next time you visit the store, and then I will give you 10 chicken soup! If he is not excited about this activity, then there is no need to pester others, he may not like eating grilled chicken.
49 yuan is enough for a grilled chicken to add 10 portions of chicken soup, and then he will drink chicken soup later, can't he just drink chicken soup, right? Even if he only buys a biscuits, it is profitable, right?
The last thing I want to emphasize is that before you do marketing activities, you must figure out the accounts and don't lose money to make yells!
This method, through mastering human nature, using human nature, and through new business thinking, collected more than 6 million in just 6 months. The world of business truth is not step-by-step, and the profit model is only you can't think of it.
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