"Puppet national tide" rotten street, how long can the dining country tide be blowing?

The national tide will not be out of date! How can those restaurants that want to "play" national tide stand out in the "uniform national tide"? In fact, there are no shortcuts here!

This article was originally launched by the red meal network (ID: hongcan18), author: Zhai Bin.

From "the pride of the whole people" to "bothering", the "national tide" that has been overdrawn has reached the turning point.

The Internet celebrities collectively turn off, and the "national tide" suddenly "not tide"

In the past few years, "Guo Chao" has become a well -deserved "traffic harvesting machine", "Guo Chao Dim Sum", "Guo Chao Hot Pot", "Guo Chao Coffee", "Guo Chao Barbecue" ... No matter what categories, any category, but all the posted ones are pasted on the posted ones. The word "Guo Chao" is doubling immediately, and the net red is full.

But since last year, "National Tide" began to show fatigue. The sign of the sign was to start with the collective flameout of several national tide brands in Changsha:

In November last year, "National Tide Top Flow" Tea Yanyue announced the temporary closure of 78 stores in Changsha; entering this year, Cha Yanyue color has further shrunk the size of the store. As of now, the number of stores in Changsha Camp is only 352, which is from the beginning of the year. The proportion of the store has been reduced by 12%;

In January of this year, Mo Mo Dim Sum Office was reported by the media to lay off a large area. Among them, more than 40%of the employees of the brand department were cut, and another national tide dim sum tiger bureau also slowed down the store opening speed;

Since last year, Wen and You have encountered a cold current in Guangshen, and the passenger flow has decreased sharply. Although it has repeatedly transformed and renamed, it still cannot get rid of the trend.

In addition to reducing stores, there are unsighting flows. The long queue time of the Mo Mo dim sum in Beijing has a maximum of 7.5 hours, and now there is no need to line up to easily realize the "free potato freedom". In hours, the ox increased at 180 yuan to purchase, but just one day later, the queue time fell to 30 minutes, and the gap was faster than expected.

△ Picture source: official Weibo

The development of the "National Tide Class" is not a case. In the past two years, with the concept of "national tide", the concept of "national tide" has been abused, and the "pseudo -national tide" brand has flooded. It's worse than before.

The chaos is breeding, and the national tide must have a stylish soul

In 2018, "China Li Ning" made a stunning appearance. As the first Chinese sports brand to land in New York International Fashion Week, with the perfect fusion of "Chinese elements+fashion", it instantly aroused the pride of the whole people and quickly set off a new new one. The trend of popularity has opened the "National Tide Times".

In the next few years, "National Tide Style" began to sweep the entire catering industry, and it has been continuously developed. By 2020, "Catering National Tide Hot" reached its peak: a cup of Lanlan latte, let the young ladies and sisters of Mu Ming punch cards full full Each of Huang Xinglu's tea face is pleasant; the corner coffee of the Beijing Forbidden City, one of the "most beautiful punch land in Beijing", is difficult to find a cup; and Bing Shengke has launched the "National Wind Series", Starbucks launched the "Guo Chao Youth The series of water cups ", KFC launched" spiritual shaking K coffee "... foreign brands also follow the trend and actively" please "local young consumers through new Guo Chao products.

However, as the concept of the "national tide" is abused without restraint, various chaos in the industry have begun to breed.

1. Lack of original and homogeneity serious

To put it simply, all kinds of copy plagiarism. Like last year, after the fire of Mo Mo's snack bureau and Tiger head bureau, it quickly triggered the proliferation of the "Dim Sum" in all parts of the country. There are "Jane Cake Smalls" in Shanghai, "Lion Head Small" in Guangzhou, Zhengzhou's "Mountain and River Cake Bureau", Xiamen's "Sanwei Cris Desks", and the original "Master Nanyang Master" of the "Shake Cake" simply The Nanyang Dimming Bureau selling Chinese pastry is directly converted.

Not only did the name touch porcelain, but even produced, door, VI, poster, packaging, etc., all the dim sum bureaus were all omitted and collectively copied.

△ Picture source: Zhai Bin's picture

The reason is that the baking industry has always been in the situation of "severe internal rolls and weak innovation", and the appearance of "national tide" has become a rare "industry bonus". The "Copy Settlement Bureau" can indeed help many small and medium -sized baking brands in the early stage to quickly popularize their popularity and achieve low -cost customer acquisition. However, the Chinese snacks on the street are called "snack bureau", and the homogeneity and price war brought by the brand and products are inevitable.

Judging from the entire catering industry, the brand that adheres to "originality" and is willing to invest in the "national tide" design is still rare, the reason is nothing more than the following:

The original intention of some "national tide brands" (mainly fast move) is short -term operations, earning a wave of fast money, so "whoever fires will copy it";

Some brands neither know how their brand positioning, nor brand development plan, simply stabbing a wave of traffic, so "who is good for who is good";

There are also most brands that have no consciousness of intellectual property, nor are they willing to invest in real gold and silver. Therefore, they are directly white, and the original brand will have a time difference. Before you enter our market, you can eat the category dividends.

Because of this, the "national tide" brand "unclear" brand is not unreasonable: Tea Yan Yuecai prosecuted tea beauty; hot pot brand "biting gold" accusing "dirty flying" plagiarism; star Zheng Kai's hot pot The shop "Huofengxiang" was suspected of plagiarizing the old hot pot, and the hot pot was scolded on the hot search ...

△ Picture Source: Chayan Yue Se WeChat public account

2. Lack of connotation, formal and spiritual separation. This year's national tide "only has a shell without a soul" and "aesthetic fatigue". This is currently everyone's greatest feeling of "national tide". "Tenglong, Fuhu, Xiangyun, Xianhe, huge fonts, eye -catching Chinese red" and other related elements and other related elements and other related elements are piled together to become the "universal formula" to create a "national tide brand". This expression is called "national tide".

But in fact, the "national tide" that only stays at this level is too superficial. The word "national tide" can be disassembled literally to two layers: the first layer is "country", which represents China, traditional, inherited value, cultural attributes; the second layer is "tide "It means popular, fashionable, and creative. There are traditions and innovations between the two; conflicts, but do not violate; to be inherited, they must break. "

However, in the reality of many "national tide" brands, that is, "I can't see which inheritance, and I haven't seen anything". More is just a bunch of elements replication and paste, arrangement and combination.

For example, when the text and friends are fire, a bunch of "local essays and friends" are emerged all over the country, "old objects+old slogans+antique buildings", so that everyone "with the same old" in the scene of "similar"; The city symbols are on fire, and the same version of the "urban name+green paper bag" has emerged in various places. Such the same national tide has made love a short -lived "fast fashion", and it is difficult to obtain consumers' identity for a long time.

△ Picture source: Wenhe You brand official Wei

At present, most of the national tide brand positioning is neither the "endogenous power" from the brand, nor does it originate from the "mission vision". It is also unlocked with the product. There is a guarantee for the upper national tide. "Therefore, what is the inside of the" national tide ", first pursue a" like -shaped ".

However, the "national tide" is not only the expression of the shallow layer, especially the aesthetics of this young people are constantly improving. "The wind" can easily get rid of it. Whether the brand is "cargo", I can see it at a glance.

To create a "national tide", you must not "start from the product for the national tide." The rise of the Mo Mo dim sum bureau is derived from the "category reconstruction" of the traditional Chinese dim sum of "hemp potato" -a snack, healthy, and Internet popularization. Essence If you leave the traditional Chinese snacks, Mo Mo will never have such a big storm, and brands such as Luoxi River and Master Bao also break through the category first, and then take the "Guo Chao" bus.

In addition, the brand must also be adapted to local conditions to find its own "national tide positioning" in combination with its own characteristics. , Establish a unique "Guo Chao Hotpot Style" with a unique martial arts wind; the brands of health tea brand Chunfeng, through the cross -border integration of "traditional health concepts with modern tea" through health tea, staying up late water, I found the breakthrough; the "Lu Xun Lahua" in Beijing's "Chaohua Xi Pai" cafe was nicknamed by netizens that it was not coffee, it was "ink"; "Coffee, relying on the Forbidden City, was quickly swiped on social media with this unique geographical location.

△ Picture source: 肉 wine barbecue meat

These brands innovate and use Chinese traditional culture based on their own positioning and product characteristics, emphasizing creativity and inheritance. The brand/product personality and temperament of the "original and scarcity" created by the created ensure that the brand stands out in the "uniform national tide", obtains a high premium, and attracts the majority of young people in the Z generation.

The national tide is not a gust of wind, but the long -termism of brand upgrade

Looking back at the various trends that used to be popular in the past, they all have typical "cyclicality", such as popular categories (crayfish, sauerkraut fish, bullfrogs, etc.), and the scenes of the scene (industrial style, INS style, camping style, etc.) and so on Fire and go fast.

But "national tide" is not the same. It has three characteristics that other popular elements do not have:

First, macro factors

First of all, with the increase of my country's comprehensive national strength and per capita disposable income year by year, people's consumption philosophy has been upgraded from "eating, eating good, eating healthy" Consumption "is exactly the lifestyle of people pursuing spiritual needs.

In addition, with the continuous advancement of the "domestic economic circulation" policy, "encouraging domestic goods, supporting domestic goods, and consumer domestic goods" has become the mainstream. Local brands ushered in rare development opportunities. The continuous improvement of belonging and emotional identity "is destined to become" long -termism ".

Second, consumer factors

"The national movement, the national tide is happy." With the growth of generations that have grown up at the rapid development of the country, the Z -generations have become the main force of consumption. Compared with the 70/80s, they have a stronger sense of national pride and belonging. The identity of domestic goods is also stronger.

△ Picture source: Photo.com

According to "2021 Baidu National Tide Pride", in all ages, post -90s and post -00s pay the highest attention to "national tide", accounting for 74.4%. In 2021, on the station B alone, the number of national style enthusiasts exceeded 177 million, and the "national tide" was everywhere. Third, the company's own factors

In the past five years, the catering industry has been seriously redundant on the supply side, and "inner rolls" have become the topic that cannot be around. In terms of "product, service, experience" and other aspects, the catering industry urgently needs to upgrade to high value -added levels such as "brand, design, culture".

In general, "national tide" will not be a gust of wind, but a popular element in the catering industry in the next ten years. In the future, with the gradual deepening of consumer aesthetics, the "national tide" kernel will further deepen and evolve to higher and deeper levels.

At the end

In the past two years, the "national tide" does have a tendency to "be played". In addition to "looks like a national tide", with the help of marketing alchemy — 5,000 Little Red Books+2,000 Q&A+Big V Banda Belt A new brand can also be quickly created as a "phenomenal" national tide brand.

△ Picture source: Photo.com

But now, with the intensification of homogeneity and the increase of the aesthetic threshold, the "national tide" has gone through the barbaric growth period, and "broughtismism" is no longer applicable. If the general national tide brand lacks trust, it will be very It is difficult to get the pass of traffic.

But this does not mean that the "national tide" starts to end. On the contrary, due to the disappearance of channel dividends, insufficient product innovation, and intensifying the industry, the brand value and brand culture represented by "national tide" are opened. The distance between the products realizes the excellent tool of overtaking the brand in the minds of consumers of Gen Z.

"Differential" will be the main direction of the evolution of the "national tide" in the future. Continuous iteration will provide long -term battery life for the national tide. The brand IP represented by the "National Tide" will be the same as the supply chain and combination structure. The unbreakable moat.

- END -