What is the reason for the rapid turnover of fellow chicken fast foodPosted by: admin | Posted on: June 23, 2017
fellow chicken, as the first brand of fast food in Anhui, in recent years, the rapid rise in the domestic Chinese fast food brands, in Anhui you can see the hometown of chicken fast-food restaurants. Tourists continue to consumers to eat at ease shop known. What determines the rapid development of fellow chickens, only a little that is the market positioning.
after more than three years of practice positioning, fellow chicken restaurant turnover from 150 million to 1 billion. Beam from Xuan and his team in three years, after the "brand for arm pain, face difficult"; also verified the location of truth less is more "; with orientationthinking the successful operation of the 3 influential PR events……
first, before positioning review
has its own business projects; in the positioning, fellow chicken sales revenue growth is very slow, from 2004 to 2011, the growth of less than 10 times; positioning before starting from 2003 to 2011, speed shop also just from the 2 to 134 growth.
two, contact location
2010 in October, the beam from the beginning of the system of learning positioning theory. After returning to Anhui, the bundle was determined to use the positioning to guide business. In 2011, after nearly two months of investigation and study, the total beam decided to make two major changes: first, the "Feixi old hen" to "fellow chicken"; two, the characteristics of the old hen fast food "to" Anhui’s largest fast-food chain". This one to replace the brand name action, was followed by many years of opposition. But the bundle is still making a tough decision: changing the brand.
three, the implementation of positioning
The first step:
fellow chicken positioning arm. Beam to take the first action is to cut the home company, food companies, farming and animal husbandry, stores, these four business forms, only to retain a fast food company". Less is more, to concentrate on one thing.
fellow chicken positioning second: the replacement of the brand. In the early stages of change, fellow chicken group did not disclose any information, in March 2, 2012, the morning to replace hands, the afternoon will cause a sensation. 18 to 21 in the evening, ushered in an uninterrupted interview with reporters. The second day, Jianghuai morning news, Hefei evening news and other media on the front page of its extensive coverage, a large number of users and the community have also given a strong response. More than and 100 stores in a month time to replace all finished.
four, positioning a year after
renamed the event along with the overall upgrade of the village chicken store, has become the cause of the performance of the surge