Provisions of Xi Beibing energy is sufficient, gu Zong stand high and see far, layout marchs snack, hardship fights bravely old, still be in " village of face of Xi Bei You " in footfall, fail to obtain big breakthrough from beginning to end.
Is this why?
Dragon plan meal wisdom library thinks: Meal enterprise wants to achieve big breakthrough, need recognize and comply with big situation of society, economy, market, develop ability of company dominant position, the strategy makes good whole plan with what tactical photograph is united in wedlock, direct an enterprise to take action decisively stoutly next. To Xi Bei for the big company with such military spirit sufficient provisions, the strategy makes good whole plan with what tactical photograph is united in wedlock is the key that achieves a breakthrough.
The strategy of breakthrough development is grand and meal is abstract, the opportunity can be discussed slowly. We look from first be like simple tactical question to begin.
The article will place steamed bun to be case with flesh of Xi Beichao class, analytic dish tastes the tactical value of the price and strategic value.
Before before long, the adviser of Long Cezhi library placed steamed bun inn to undertake making an on-the-spot investigation on the spot to flesh of Xi Beichao class, there are a few fleshes to place steamed bun on the menu that sees them is such prices:
Classical flesh of dried meat juice is super the flesh places steamed bun 36 yuan
Chicken of cany any of several hot spice plants is super the flesh places steamed bun 32 yuan
Hot fry ox flesh super flesh places steamed bun 32 yuan
Pursue on: The menu that shellfish exceeds class flesh to place steamed bun on the west (2020-12-27)
The price of chicken steamed bun of Xi Bei and beef steamed bun is identical, such prices are a bit barpque.
How much does the cost of common chicken and beef differ? Drumstick of big company replenish onr's stock also with respect to 6-7 yuan / jin, beef probably every jins 30 multivariate, both differ in 5 times the left and right sides.
Common chicken is low end flesh originally kind, pork is medium upright flesh kind, beef is high-end flesh kind, beef steamed bun is high end normally of a bit, chicken steamed bun is low end of a bit, no matter go up from the real cost that feeds capable person, still be such on market acknowledge.
In " the quantity that contain the flesh " differ below not big case, the gap of cost of staple food material of chicken steamed bun and beef steamed bun is huge, the price that Dan Xibei establishs is same, the price that means chicken steamed bun is too high, gross profit is too high. Or the price of beef steamed bun is too low, gross profit is too small.
What kind of result can such prices produce?
The client's eye is bright and bright. From the point of client angle, beef steamed bun and price of chicken steamed bun are same, hypothesis is both the amount that contain the flesh is basic and same, be willing to choose beef of course, quality valence comparing is taller. Personnel of Long Cezhi warehouse inspects an experience in the spot when, two youths of eat of the noodle before saw with one's own eyes sees hesitated very long, still nodded two beef steamed bun finally.
Still one plant may be: Some clients do not want to take beef steamed bread, but he can discover the price of steamed bun of Xi Bei chicken is too expensive, a chicken is super the flesh places steamed bun 32 yuan, enough a when buy Kendeji, Mcdonald's very good formula, too not be to one's profit.
According to the tradition, what the flesh places inside clip steamed bun basically is pork, chicken steamed bun namely the last few years ability some, basically be pork rises in price considerably " ecbolic " . The enterprise does chicken steamed bun to be able to have two effect: It is to reduce cost, increase gross profit. 2 it is to borrow this to fall the price, yield benefit at the client, make a client little spend money to eat the meat more.
Chicken is civilian feeds capable person, chicken steamed bun also should be civilian product, by path behoove this deciding kisses civilian the price, let what more person can eat rise, such ability are logical. Xi Bei decided chicken steamed bun a costly case, consider oneself to increase gross profit only, a bit did not yield benefit at the client. Unless they are done particularly originally, content is worth somewhat, otherwise the client selects this product is apparently was gained extra advantage unfairly by dining-room, after was being bought, hard to avoid can have complain. Of course, xi Bei is employing a little skill possibly also: The price of steamed bun of chicken of intended drive up, foil the overflow of beef steamed bun, promote its sale. But the cost rate of beef steamed bun is very high, such doing not quite advisable, this kind of possibility is not large.
Market of scan widely meal, chicken steamed bun of Xi Bei and price of beef steamed bun are same not be accidental, the childe also is the method of similar price on the west. Look please on the west the childe's menu:
Pursue on: On the west the childe's menu (2020-12-27)
Their classical steamed bun of clip of flesh of dried meat juice fixes a price 14.5 yuan, price of steamed bun of bright hot chicken also is 14.5 yuan. The cost of chicken is equivalent to porky about 1/3 the left and right sides, but the price of fleshy clip steamed bun that makes is identical, it may be said of price of the chicken that the childe's chicken, pig is the same as valence and Xi Bei on the west, Niu Tong is different in approach but equally satisfactory in result.
In restaurant business very good or when the client does not need money, this kind of price is logistic also big question of it doesn't matter, dining-room can assure higher guest unit price and wool interest rate, the client also is consumed case, both sides is willing, wish to hit wish to endure. And restaurant business is prosperous, how to fix a price to reason lets others shut up casually.
Suffer epidemic situation effect, recently 2, business of 3 years of most restaurant won't be very good, average customer is very poor also money, the chicken steamed bread that the Xi Bei below this kind of circumstance still turns civilian decided a costly case, what to show?
Above all, the enterprise thinks lazy, the hope makes money easily. What the price of chicken clip steamed bun and wool interest rate decide is very tall, can earn enough money on each client bodies.
Next, demonstrative dining-room shows some yield can finite, cannot fast mass-produced flesh places steamed bun, also not be willing to force him technology progresses in order to improve productivity. Produce can low circumstance to fall, if price of chicken steamed bun became low, do not go on sales volume, profit decreases possibly even accordingly, it is of course not of be to one's profit.
The 3rd, explain they are not willing to be customer save money, lack the show solicitude for of pair of civilian clients.
The 4th, they want to hold to the fixed position of high-end snack, price threshold is high, client Qian Shaomo comes in, do not want to let consume small client to take the door. If chicken steamed bun is low-cost, the person that can need one part pass the time in a leisurely way painfully is put into dining-room, can pull consumption of low average per capita, destroy the fixed position of high-end snack.
The 5th, the fault sentences a situation, think consumptive capability of the client is very strong, chose so " high grade + high price " logistic. The client feels price of fleshy clip steamed bun is expensive, but Xi Bei is done not have,still want to rise in price again definitely.
Fleshy clip steamed bun is the snack product that typical civilian turns, and what snack client goes after is fast full abdomen, quite sensitive to the price. # cate shares # , sheet tastes profit to contribute gross finite, cannot bring the promotion of materiality to restaurant business.
According to Long Cezhi library of presiding and advisory Tian Anli " gain breaks through 5 footwork " model, be aimed at civilian client, the price of dining-room is best can low reach the designated position, should be in especially the dish with the inferior cost that is staple food material with chicken, fish is tasted on make an issue of. In business of meal situation take a sudden turn and become worse rapidly, restaurant general and bad situation falls, the enterprise should produce the effect that the low cost dish such as chicken, fish tastes, depreciate yield benefit at the client, make a client can little spend money to eat on the flesh. Because feed material cost low, dish is tasted although the price is not tall, but dining-room still can assure reasonable gross profit, trade sales volume with low, oneself also is not in an unfavorable situation.
According to " gain breaks through 5 footwork " offerred logic, just think one: If chicken steamed bun of Xi Bei sells 10 yuan, than the childe returns petty gain on the west 4.5 yuan, what reaction can the client have? Can you come in great numbers? Can is the childe's client reaved on the west? To Xi Bei, the cost of steamed bun of a face makes an appointment with 1 yuan, cost of 100 grams chicken makes an appointment with 1.5 yuan, add other complementary makings, the cost of individual chicken steamed bun about 3 yuan, price 10 yuan / , wool interest rate is made an appointment with 70% , is such gross profit space quite expensive?
The chicken steamed bun of low is very strong to client appeal, sales volume is quite large, gross profit is sufficient tall, is such commerce logistic undeserved consideration? (of course, this action still can involve passenger source amount, dining-room to produce can, the problem such as the combination of brand fixed position, different breed and category, but these can accuse, always method is dissolved. )
Long Cezhi library thinks: Dish tastes the price to look be like is a tactical tool, also be strategic weapon actually. If apply proper, lead an enterprise completely likely to achieve strategic breakthrough.
Xi Bei has set up shop 100 thousand the home, battalion accept the ambitious earnest wish of on one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two, but bad measure holds on the tactical link that tastes a price to have strategic sense so in similar dish however, bring about the flesh to place go no further of steamed bun project not before, lose breakthrough chance, have some of regret indeed, this case is worth while and all meal enterprise is thoughtful, also ask Xi Bei, the childe undertakes thinking over deeply to this on the west.
Dragon plan meal wisdom library ︱ manufactures, editorial ︱ Tian Anli (Long Cezhi library is presiding and advisory)
