Fudan University EMBA peer topic: always put the value of consumers in the most important position

Fudan University EMBA2019 In the spring 1 Classmate ban Luoyan , Engaged in the catering industry for more than 20 years , Affected by the COVID-19 in recent years , The catering industry has experienced an unprecedented cold winter . Eating hot pot is a good choice for people to get together for dinner all year round , It is also one of the main scenes of offline catering consumption . In the context of the normalization of the epidemic , How can offline catering represented by hotpot seek development in a series of crises ？ Let's listen to what she said .
　　
　　

Luo Yan ： Always put the value of consumers in the most important position
　　
　　 Original choice
　　
　　 Late 1980s , A TV series reflecting the achievements of reform and opening up 《 PR lady 》 Become fashionable for a time . Luo Yan, who majored in economics and management at University at that time, watched the play , To the front desk of the hotel in the play “ Gold key ” The role is very fascinating .“ In the present words , That woman is special ‘ SA ’.” Influenced by the play ,1999 After graduating from university in, she chose to engage in catering work in hotels , It has been more than 20 years .
　　
　　2019 year , After entering the catering industry for 20 years , Luo Yan is a little confused about the next stage of her career development , At this time, an elder suggested that she could choose EMBA Continue to improve yourself .“ He told me that I could find more excellent people to learn and settle down , Find yourself in the next decade , Twenty year goal .” After that , Luo Yan followed her predecessors to Beijing , I felt something EMBA Reading atmosphere , Back in Shanghai , She was taught by Fudan folk school motto “ Free and useless soul ” Hit deeply . Choose Fudan University EMBA For her, it was like entering the catering industry at that time , It is also the first choice .
　　
　　 After returning to campus , Luo Yan's biggest feeling is ： Every time I sit in class , There will be a feeling that the soul is elsewhere , Especially enjoy this state .“ Work is good , Life is good , At our age , You may encounter some states that make people feel unfocused .” She thinks there are 4 Sit in the school classroom during the day , Listen to the professor teach professional knowledge , Listen to excellent students share their knowledge and life experience , It will make the mind instantly come to an empty state , Switch a channel .“ I always remember when Mr. Bao said that enterprises should deal with external challenges , You have to have ‘ immune system ’, And the primary condition for forming the immune system , It is necessary to have firm enterprise belief ！”“ Leadership is to improve people's realm , Raise one's realm to an unprecedented level , Raise one's sense of responsibility to an unprecedented level , Then one can put one's potential 、 Continuous innovation power is developed , Let him make achievements that he didn't dare to think before .” After reading the book, go back to work , Many times you will have an epiphany 、 Achieve mastery through a comprehensive , Is particularly valuable .
　　
　　 As the manager of a large catering chain , Luo Yan knows what change is , What is constant . chain , What does not change is the consistent standard . In the vast territory of China , The way of consumption in every city is constantly changing . In the whole product planning and service , take 20% The left and right spaces are left blank for different regions to show their own characteristics , To meet local needs , It is also an important topic for chain management . Facing all kinds of challenges , Luo Yan believes that we should read more . Reading club knows the trend , You will also know what to insist on and what not to insist on , In this process , We will be more convinced of the experience of our predecessors . Which roads must you follow , What experiences are not necessarily in line with the present , We should use our own thinking 、 Horizons 、 knowledge , To make additions and changes .
　　
　　 Especially during the epidemic , She gave up a lot of things , But it can also make her focus more on work and study . Luo Yan sighed ：“ First of all , I enjoy campus life very much , Reluctant to graduate ; second , I think in this process , Have a higher breakthrough in work , So it's still in a state of enjoyment .”
　　
　　“ online celebrity ” Coexist with strength
　　
　　 The COVID-19 has hit the catering industry across the country as never before . Many catering brands are overwhelmed , Forced to close down or even close down , Some brands have also begun to transform . So for the whole industry , Luo Yan, former general manager of Shanghai gelaoguan Catering Management Co., Ltd., believes that the impact of the epidemic is a re “ A big shuffle ” The process of .“ Washed out the content that does not meet the needs of localization , Some hot pot brands have also closed their stores to a large extent , Both have advantages and disadvantages .”“ Internal volume ” In the development of catering , It started many years ago .“ If I decorate well, someone will decorate better than me , I have some new marketing methods , There are some more exaggerated marketing methods than me .” The epidemic is coming , Instead, we all return to the essence and original intention of catering .
　　
　　 For Luo Yan ,2021 To 2022 It is a year that requires efforts and efforts in the essence of catering . Under her influence , The former senior officials of the company will be a little impetuous 、 After the formal marketing and other behaviors are removed , The remaining time and energy are used to seriously control food safety , Build up public praise , Provide quality service , Satisfy 90、00 Consumption habits after , Establish a good dining environment .“ So under this topic , In addition to the cost of physical stores , Besides the difficulty of operation , I think a bigger opportunity is to force every operator to reflect on what value they want to pass on to consumers ？ Think about this problem clearly , You may find an opportunity .”
　　
　　 Under the epidemic , How to deal with catering crisis , The strategy of senior officials is to ensure offline customer experience , So Luo Yan didn't spend too much energy on online retail and takeout .“ If you make online takeout , And the cost of talents , The cost of labor , Cost of packaging materials . We will take a balance point , Try to see if there can be some new breakthroughs .”
　　
　　 Luo Yan believes , The core competitiveness of senior officials is to give customers the ultimate cost performance , The second is to enable customers to have a better overall experience when eating .“ For example, the environment is good , The willingness to take photos is also good , We will focus on this , Let customers be willing to share , Willing to spread .” As an evergreen tree among hotpot brands , To be able to make “ online celebrity ” Coexist with strength . Therefore, in this aspect of communication and transmission with consumers , Elder brother will keep “ online celebrity ” The tonality of , But in the real internal skill part , We will still do it in a down-to-earth manner .
　　

“ I think if online celebrity stores are to be operated for a long time , Besides telling stories and marketing communication , Internal strength must be solid and excellent .” all the time , There are many self inspections of senior officials and government inspection mechanisms , Elder brother is committed to making every store level online .“ So I think this part is a very important factor to make the fame and attraction of online celebrity sustainable .”
　　
　　 Catering is, in the final analysis, delicious . In addition to these basic skills , Elder brother is “ delicious ” In this matter , Also invested a lot of energy .“ So many consumers will think that maybe other hotpot restaurants have some dishes, and we are not necessarily better than others , But there are no other hotpot restaurants, and some of our dishes must be very delicious , You can't eat it anywhere else , This leads to its scarcity .” Luo Yan believes that these two parts should be done well , There will also be some consumers willing to follow you in the market , Repurchase constantly .
　　
　　 Put yourself into the role of customer and think in a transposition
　　
　　 Return to the root , Luo Yan believes that the essence of catering is to do what customers think is right , Do something that makes customers feel valuable . Customers choose a restaurant for the simple purpose of eating , But the purpose of eating is for consumers , There may be three different .
　　
　　“ First of all , The customer said he would come for dinner today , So your most basic thing is to be clean and safe .” Explain that the guarantee of the foundation is the key .“ second , What good is the food I eat for me , What nutritional value , These will be reflected in medicated diet , Or some functional products .” This kind of customers have a higher demand for food .“ Third , Spiritual value , I ate this meal , I came to this restaurant today , I chose a restaurant that my friends like very much , I went to pull the grass wish list, I can share it with my friends .” This situation is more purposeful .
　　
　　 As a catering enterprise , How to shape the brand power of your own enterprise , Let the brand life bloom for a long time ？ Luo Yan believes , Some online celebrity restaurants put the cart before the horse , The reason why it can't last forever , Because they first meet the spiritual value of customers . In fact, the spiritual value of customers is hidden in the bottom of my heart , Sometimes customers may not know why they go to this restaurant , Just follow suit . When customers arrive at the restaurant, they find that there is no basic value and functional value , He may not go again . This is why the online celebrity store has just opened and is very popular , The reason why it doesn't last long .
　　
　　 In addition to doing a good job in internal skills ,“ Claims the melon , puff ” It is also what the catering industry in this era needs . Walk into a shopping mall , There are not 100 restaurants , There are also fifty or sixty , 70 or 80 . Communicate with consumers 、 Interaction , Appear in front of them in real time , Let consumers remember you in many businesses , Create topics and constantly interact with consumers , Meet their exact needs , Instead of mechanically copying .
　　
　　 Every official account tweet , Elder officials will think about what consumers need in the current epidemic , Every emotional transmission will be shown through tweets .“ So I think for a brand , First of all , Find out what the customer wants , second , The order of what customers want first and then what they want cannot be mistaken , Must first satisfy the delicious 、 Useful , The last is the order to share with others after eating , Make it clear and realize it well , I don't think this brand is too bad .”
　　
　　 For Luo Yan , Enter catering , It's the first choice , And go deep into catering , Is to always put the value of consumers in the most important position to transpose thinking .
　　
　　《 Go with your classmates 》 Column introduction
　　
　　 In the past 20 year , Management education plays an important role 20 year .20 Over the years , Fudan University EMBA Always uphold the century old modesty of Fudan 、 There is room for 、 wise 、 The characteristic of insight , The way and concept of scholarly research with two parallel lines of Humanities and business , It has cultivated nearly for all walks of life 8000 Business leaders .
　　
　　 Fudan University EMBA Introduction 《 Go with your classmates 》 A series of feature reports . Take financial real estate 、 Intelligent manufacturing 、 Health care 、 Catering culture 、 Consumption interconnection and other industry dimensions , Describe the thinking of students in the same industry when dealing with industry changes and the practice in enterprise development . Use a bit of real cases , Reveal how students apply advanced management concepts 、 Knowledge and methods are brought into enterprise management , Jointly promote the progress of the industry .
　　
　　 Fudan Management Institute EMBA fudan EMBA Fudan University EMBA https://www.fdsm.fudan.edu.cn/emba