Sanxiang Shi Ji Jian 丨 Huxiang Net Red Catering Brand Development has a lot of room for development

In the past two years, the top flow in the coffee industry is raw coconut latte. And when coffee meets tea, what kind of sparks will collide? On August 10, Chayue Yueye's self -operated brand- "Yang Yang Coffee" will officially open. In the warm -up advertisement, one of the coffee called "Spicy Girl Spicy" is sprinkled with chili slices, plus the oolong tea bottom, and this product that does not take the "ordinary road" has attracted much attention before it has been launched.

"If you don't see it, you will smell it first." Tea Yanyue's brand power is evident. Even the Hunan Provincial Party Secretary Zhang Qingwei also "called Call" for the "Ten Years of China · Hunan" theme press conference, inviting tourists from all over the country to drink tea in Changsha, eat text and friends, and feel Changsha "Night". Different catering brands are different from hard indicators such as industry. It is part of urban soft power. In Changsha, the distinctive urban culture and consumption atmosphere bred the catering brands such as Chayue and Wenhe Youyou. At the same time, they also influenced entrepreneurs in other cities in terms of product development and brand building. Essence

Guo Chao and Shijing Culture are the best recipes of Changsha catering brands. As the market becomes more saturated, many local catering brands have tried "out of Hunan", but from the results, these proud localization advantages are not easy to show in other places. When the popularity of the first store fell, the differences in the market culture and the disadvantages of the "stalk" of dialects gradually appeared, which made the Changsha catering brand "going out" for a long time.

Local cultural symbols can achieve a brand or restrict them. In view of this, local brands in Hunan Province must also learn to caters to "public mouth" and even adjust product positioning according to their food habits, and make another localization transformation. The key can be successful. The key depends on the affinity and innovation of the product. Like KFC and McDonald's, they are brave to try, dare to break the circle, and continue to launch and improve the localization strategy, so that they can create long -term reputation.

The brand is the core competitiveness of an enterprise and a region. In the "2022 Chinese Brand 500" list, 15 brands including alcoholic wine and flavor food in Hunan were selected. In recent years, many Internet celebrity products have appeared in the food brands, especially catering brands, and have a large number of "fans". However, from the list, there are still a lot of gap between these catering brands and head brands such as alcoholic wine. The success of alcoholic wine and unparalleled food is also inspiring to the long -term development of the Huxiang net red brand. It is hoped that one day, the Huxiang net red brand can also "be famous on the list", adding bright colors to urban development. (Zhou Zezhong, full media commentator of Hunan Daily)

[Responsible editor: Wang Yaobing Intern: Yang Shuwen]

[Source: Hunan Daily · New Hunan Client]

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