Lin Canrong's thinking is obviously moving forward.
At first, I felt that Mingyun Private Kitchen and Moyu Takeaway took completely different routes, and there was no need to be jealous of each other.
Then I think that Mingyun Private Kitchen and Moyu Takeaway can share the food laboratory and share resources.
But now I found out that President Pei's real meaning should be to let the two catering departments carry out in-depth cooperation and strive to make no distinction between you and me!
Lin Canrong couldn't help but sigh, his previous view of the door was too narrow!
No wonder Mr. Pei was very unhappy when he said that he would open a branch.
Obviously, President Pei has long hinted that Moyu Takeaway is the cheap branch of Mingyun Private Kitchen.
"Building a… affordable version of an unnamed restaurant?"
Rui Yuchen's expression was a little dazed, obviously he hadn't thought about it at all before.
After thinking for a moment, Rui Yuchen frowned slightly: "Brother Lin, this idea doesn't seem to work, does it?"
"The positioning of Mingyun Private Kitchen and Moyu Takeaway is too different."
"Forcibly twisted together, can it be done?"
"Is it possible that in the end, Moyu takeaway failed to reach the high-end, and then dragged down the reputation of Mingyun Private Kitchen, resulting in a double loss?"
"After all, when most people mention takeout, they think it's synonymous with 'not particular'."
Rui Yuchen's worries are obviously not without reason.
Brand is a very imaginary thing. It often depends on how people associate it. If a high-end brand is wrongly operated, it is easy to be completely lost in an instant.
For example, if an international first-line luxury brand suddenly finds a confused n-line star to endorse its products, the brand image will be destroyed immediately.
The establishment of a high-end brand image of an unknown restaurant is not something that happens overnight.
Although food delivery has been developing rapidly recently, most people still think of concepts such as "cheap", "not particular" and "unhealthy" when they mention food delivery.
Even though the positioning of Moyu Takeaway is obviously higher than other takeaways, for some people who don’t know the truth, they will still subconsciously confuse Moyu Takeaway with other takeaways.
If an unnamed restaurant is used to forcibly endorse Moyu Takeout, and if Moyu Takeaway is not taken anywhere, it will make people feel that the nameless restaurant is completely out of order. Wouldn’t it be a big loss
Lin Canrong nodded: "I know, of course there is such a risk."
"But, it's up to people."
"We can think about it in three ways."
"First of all, we have to tell all consumers frankly and honestly that it is impossible for Moyu Takeaway to eat the same level of dishes as the nameless restaurant. We just ensure that it is an affordable version of the unknown restaurant, and don't let them have high expectations for it."
"Secondly, we must strictly control the content of the meals."
"Not all dishes of Mingyun Private Kitchen are suitable for use in Moyu takeout. Some dishes are delicious because the ingredients are good, but changing another kind of ingredients is completely different; some dishes require extremely complicated and tedious processes. , it takes hours to prepare at a time, which is difficult for ordinary cooks to do.”
"We have to strictly demonstrate which dishes of Mingyun Private Kitchen can be used for takeout, and we can retain the delicious food to the maximum extent when the ingredients and chefs are limited. We must be cautious in this regard."
"Finally, we have to start from scratch to get people's awareness of this new brand out of the original concept of 'moyu takeaway'."
"Many people mistakenly think that Moyu takeout is the same as other ordinary takeaways. It's just more expensive and healthier. This concept is difficult to reverse, so we can't take it hard."
"We will build a new high-end brand on top of Moyu Takeaway, and when we first promoted it, we separated its concept from ordinary takeaway, and made a difference in all forms."
Rui Yuchen nodded frequently.
It seems that Lin Canrong has indeed thought of the risks in this regard and made a plan in advance.
"The first two points are very clear. As for the third point... a new high-end brand, what should I do?" Rui Yuchen asked.
Lin Canrong sorted out his thoughts a little: "This principle is very simple. Just like a car, it will be a luxury car brand on the basis of the Volkswagen brand."
"Luxury cars don't go in volume, and they're not big moneymakers, just to bring goods to Volkswagen brands."
"The name Moyu Takeaway is a popular brand name. It is more friendly, but not high-end. I thought of a name: Shihe."
Rui Yuchen: "Food box? An ancient food delivery thing?"
Lin Canrong shook his head: "That's what it means, but the specific words need to be changed. 'And' is the sum of 'harmony but different'."
"Actually, if you want to build a high-end takeaway brand in China, the best way is to associate this brand with some traditional elements."
"Actually, takeout has been around since ancient times. When gentry and celebrities go out to visit friends, go out on a green trip, or participate in poetry club and literary club activities, they often talk about wine, so they need to prepare delicious food and fruits as snacks."
"In other words, the food box has a long history, and it also embodies a lot of traditional cultural connotations. Even many food boxes can be regarded as exquisite works of art, and naturally have a high-end concept."
"My consideration is that the name Shihe, on the one hand, reminds customers of ancient food boxes, and on the other hand, it also separates the two words and adds a cultural value."
"The people take food as the heaven, and the gentleman is different. The original pictographic meaning of the word 'he' is to eat. Moreover, the ancient food boxes were basically made of bamboo and wood, which were taken from nature and passed down from generation to generation. It reveals a concept of harmonious coexistence between man and nature.”
"And this happens to be in line with the concept of Moyu Takeaway."
"Moyu Takeaway is characterized by healthy food and recyclable tableware, which invisibly contains a harmonious thought. To continue to extend and elevate this thought, isn't it the meaning that the food and the brand want to express? "
Rui Yuchen nodded: "Indeed, then we must also work hard on packaging, right? At least the food and the food must be delivered in a specially customized food box, which is clearly distinguishable from other takeaways."
Lin Canrong nodded: "You can think about this matter, I'll go back and think about it carefully, which dishes are suitable for the menu of food and drink, this matter must not be rushed, and we must take a long-term plan!
The two people touched a little, and many details were quickly finalized.
…
…
Friday, June 10.
Xiao Peng let out a long breath.
"You're done! Moyu Internet Cafe 3.0, and the new chassis installed by rof, all perfectly meet President Pei's requirements!"
The first store of Moyu Internet Cafe 3.0 was still opened in Jingzhou, in a shopping mall near Handong University.
For this location, Xiao Peng decided it after synthesizing President Pei's request.
President Pei said that Moyu Internet Cafe 3.0 can only be opened in Jingzhou and places with lower economic levels than Jingzhou. At the same time, it must have fewer seats, more space, more expensive prices and better locations.
To put it bluntly, it can only be opened in large shopping malls in second- and third-tier cities.
Xiao Peng thought about it and finally chose the shopping mall near Handong University. Although it will overlap with the Moyu Internet Cafe 1.0 of Handong University, considering that the 3.0 model is more suitable for young people and people with strong spending power , there are not many seats in Moyu Internet Cafe 3.0, there is no problem with this location.
What's more, it is relatively close to Tenda's headquarters. Xiao Peng often works in these two Internet cafes, and the chance of encountering President Pei will be higher, which is very important.
Now, Xiao Peng is very satisfied with the completed Moyu Internet Cafe 3.0.
"Should have someone come over and give me some feedback."
"Who are you looking for..."
"President Pei?"
"No, it's a bit too abrupt, not to mention that Mr. Pei is very busy and doesn't necessarily have time."
"Let's call President Zhang over to take a look."
Xiao Peng thought about it, Zhang Yuan seemed to be the most suitable candidate, because Zhang Yuan was the person in charge of Moyu Internet Cafe before.
Now in charge of the dge e-sports club, the work should not be too busy, and I should be able to spare time.
Xiao Peng called Zhang Yuan, and sure enough, Zhang Yuan agreed, saying that he would start from Mingyun Villa now and arrive in a while.
Xiao Peng simply sat down and played a gog.
…
According to the positioning sent by Xiao Peng, Zhang Yuan went to the fourth floor of the mall and found Moyu Internet Cafe that had just been renovated.
Far away, Zhang Yuan was attracted by the signboard of this Moyu Internet Cafe.
Below the four characters of "Moyu Internet Cafe", there is a line of small characters: "E-sports Life Hall"!
This time, Moyu Internet Cafe not only renovated the inside, but also renovated the outside of the store, creating a cool e-sports style that gamers like. The deep black and various colored lines outline a young The temperament, the outer wall has even been transformed into a huge display screen.
Continuing to look inside, the interior is basically decorated with the theme of e-sports. Through the use of varnished glass, mirror floor tiles and mirror stainless steel materials, the principles of light reflection, refraction and diffuse reflection are used to create a sense of the future and technology. .
Compared with the previous Moyu Internet Cafe 2.0, the spacing of the seats is more sparse, but it has a very clear division.
First of all, as soon as you enter the door, you can see the soundproof room divided into red and blue squares in the distance. The countertop is obviously higher. It should be a special competitive battle area, and there is a folded projection screen above.
In front of the two soundproof rooms, there is a relatively scattered battle area, all of which are irregular pentagon-shaped computer desks, and each table is filled with exactly five people.
The tables are arranged in a well-proportioned manner, neither rigid nor loose.
Compared to the traditional row-by-row seating pattern, this distribution looks a bit like a party or a cross talk theatre.
The edge of the computer desk is inwardly recessed into an arc, which ensures that everyone can turn and observe the large screen at will. This structure also ensures that the right-hand mouse has enough movement range, and the space behind each display can still be used. For placing drinks or snacks.
In the depths of the Internet cafe, there are also separate compartments, which are also five people in a row, but they are scattered and constantly rising, creating a sense of ladder.
The five consecutive sittings at the top are the most gorgeous, and it is an inverted V shape. The position on the tip is like sitting on a throne overlooking all living beings.
Zhang Yuan was shocked.
He had heard that Xiao Peng was preparing for Moyu Internet Cafe 3.0, but he had never seen the design drawings or the decoration process.
I came here for the first time today, and I have only one feeling, that the force seems to have improved a little bit more than Moyu Internet Cafe 2.0!
Xiao Peng, who was looking for a random spot in the hall to play games, saw Zhang Yuan arrived, and hurriedly stood up.
"Mr. Zhang, how do you feel?" Xiao Peng was rather proud.
Zhang Yuan asked in disbelief: "Is this the plan arranged by President Pei?"
Xiao Peng shook his head: "No, Mr. Pei didn't ask too much, just gave me a general direction. The overall plan was figured out by myself."
"However, the reason why I was able to come up with this plan is because I predicted the next direction of President Pei in advance!"
Zhang Yuan was stunned: "Predicted the direction of President Pei? What direction?"
Xiao Peng said: "I integrated the competitive relationship between dge e-sports club, gog and ioi, and combined with President Pei's general direction of Moyu Internet Cafe 3.0, I predicted that President Pei's next goal must be e-sports!"
"So, I decided to build the Moyu Internet Cafe 3.0 model into an e-sports living hall, and take this ride!"