标签： 上海后花园最新

Original Wang Yingli Kuaiwan Thinking

Tips: This article is about 3,879 words, and it takes 9 minutes to burn the brain. Wang Yingli, a journalist who thinks about chopsticks, sent it in Beijing.

From the semantic point of view, dark logic corresponds to bright logic, that is, something that can be seen at a glance, but it is difficult to understand if no one says it. For example, a deer is called a deer, which is bright logic, while a deer is a horse. At a certain moment, it is called a "horse" instead of a "deer", which is dark logic.

Take the steps at the entrance of a restaurant as an example, if there are several more steps, the obvious logic is called "step by step promotion", but if the store doesn’t know how to trigger the momentum of step by step promotion, it will fall into a dark logic dilemma. Professional investor Xiong Bin said, "If the steps at the entrance are higher than 4, the traffic will be reduced by 30%", and there are radicals, such as "Le Jie", who thinks that "there is one more step at the entrance of the store, and the passenger flow will be reduced by 10%.

What are the dark logics of the catering industry?

In a sense, the dark logic of catering affects the development of stores. In the development of physical stores, the first thing to do is to talk about traffic.

1) The higher the steps at the door, the worse the business.

A few years ago, the top floor coffee opened in the community and office area was popular for a while. We once visited a top floor coffee brand, which was opened between the community and the office building. When customers arrive at the store, they need to walk up more than ten or twenty steps, then walk into the community on the second floor, then take the elevator, and then go upstairs to the store. This kind of store has a lot of punching information, but the actual passenger flow is very small. It is difficult to go to the second time almost once, perhaps because the road is too detour.

There are also some shops on the first floor that have been raised, with seven or eight steps or a small slope. The shops are high above the customers’ heads and look very imposing, but their practicality is poor. It is easy to fall and sprain their ankles, and customers are tired when they walk up. In addition, it is not convenient for suppliers to deliver goods. Therefore, there is a saying in geomantic omen that "a high platform and steep slopes are beyond the ordinary people’s control". If you do well, you will be lucky; if you don’t do well, you will be terrible. It’s so extreme.

For shopping malls, why are all cheap and affordable underground, but the upstairs is a big restaurant? The detour logic is also applicable, because the upstairs is difficult to walk, so we can’t rely too much on the flow of people, which will inevitably lead to the difficulty of getting along with low-profit catering brands in high-rise buildings, while the underground goes downhill first, with less psychological pressure on customers and more people, but the better position is on the first floor.

The more convenient it is for customers, the better the traffic. By the same token, adding a door when the door is open will reduce the number of customers by half.

2), Jinjiao silver grass belly, the god of wealth is not in the middle.

Jinjiao’s silver-edged grass belly and corner shops are better and more expensive. This should be regarded as a clear logic, because everyone is talking about it. The scenery in the middle is good, but it is surrounded by the front and back, which is really not conducive to the new store to attract passengers.

3) The width of the street is directly proportional to the number of passengers.

The street refers to the road in front of the shops. The wider the road, the more leisurely the pedestrians are, the narrower the road is, the faster the pace of pedestrians will be, and the pace will affect the subconscious mind, which will lead to lower consumer demand. This is the general knowledge of consumer psychology. In addition, under the viaduct, straight into the street, pedestrians in a hurry, these are all fierce in Feng Shui.

4) Fit is very important, retail to retail and catering to catering.

A street is surrounded by hardware stores and grocery stores, and suddenly there is a noodle restaurant in the middle. The business of this store is generally not very good; There are fruit stalls, vegetable stalls and vegetable markets next door. Although there are a lot of people, it is not suitable for opening restaurants, because they are just people, not passengers. Fresh food places are gathering places for cooking people. They have low demand for going out to eat, and there are a lot of people, and the rent is expensive. If people can’t be converted into passengers, it doesn’t make much sense to have more people.

But if you open a pancake shop, a steamed bun shop, a pot-stewed restaurant and a snack bar near the vegetable market and fresh food shop, it is ok, because retail is retail, buying food belongs to retail, and the steamed bun shop strictly belongs to retail. It is a side event for people who go home to cook to buy steamed buns as a staple food and buy fried chicken legs for their children. Consumption is to cater to human nature and people’s hearts, and it is easier to do side events.

The same is true for catering.

5), it’s not that old brands don’t go to new business districts, and it’s not that veterans don’t touch many transfer stores.

"New" means change. Old brands bring their own traffic, so they can go to new business districts. After all, there are many preferential policies, but most new brands don’t have the strength to keep stores, so they can’t go to new business districts.

For stores that are transferred many times in a short period of time or within a year, even if the location is good, it is best not to touch them. Conversely, there are very few stores transferred in the business circle, which also means that this business circle is very valuable.

6) Carefully open stores under big trees and places with isolation belts.

It is good for passers-by to enjoy the cool under the big trees. The big trees will block the facade signs, and deciduous soil will breed mosquitoes. At the same time, the existence of big trees will narrow the streets, which is unfavorable in general. If the isolation belt is added, customers will have to detour to get there. This is the same as adding steps and adding a door. In fact, it is an anti-consumer behavior.

Don’t worry if you don’t understand dark logic. Strength can solve most problems.

Once again, the clear logic is that wine is not afraid of the depth of the alley, while the dark logic is that "once the alley is deep, the wine will not smell."

1), light and dark logic are two sides, and it is fundamental to find the bottom of dark logic and bright logic.

From the point of view of "wine and alley", we can see that the logic of light and the logic of dark are two sides of one body, which is right in any way. For example, it is an "axiom" for Jinjiao’s Yinbian grass belly, but some people can casually cite the case that it is located in Jinjiao, and for example, there are one more step and the passenger flow is 10% less. Then why do so many people rent stores with steps and stairs? Why are so many stores with seven or eight steps so hot?

It’s like saying that you can’t drink raw water and you will have diarrhea. At this time, someone will jump out and say, I’ve seen someone who drank raw water all his life and lived to 99 years old, but the health expert can’t live to 50 years old …

The question is: what reversed the dark logic? From the perspective of drinking raw water, it may be determined by personal physique, immunity, age, living habits, living structure, etc. That is to say, any dark logic can be reversed, but it is conditional and there are still many conditions. Therefore, what smart people look at is not the case, not what happened, but the conditions behind the case and what supported this case.

2), don’t understand the dark logic is not the original sin, the inability to turn over is.

In the catering industry, Jinjiao is the best store location, so will it win if it is opened in Jinjiao? Not necessarily. Jinjiao is a resource. For example, if you want to buy apples and a catty of apples is 3 yuan, then if you have one million dollars, can you buy the best apples? Not necessarily, because you can also buy more and worse inferior apples. Obviously, success or failure is related to resources, but the algorithm about resources (utilization rate/conversion rate/input-output ratio, etc.) is the final key.

For example, suppose that one more step will reduce the passenger flow by 10%. A store has five steps, and it can earn 1000 yuan in one day of normal operation, while the five steps will reduce the passenger flow by half, and the income is only 500 yuan. In this context, we assume that the resource transformation ability of store A is 1.

Another store B is the same as Store A, but it has six steps.

Generally speaking, the income of store B should be lower than that of store A, but if the resource conversion ability of store B is better, assuming it reaches 3 (such as better taste, stronger brand power, better reputation, better service level, etc.), then the income of store B will be 1,200 yuan. Although the steps are higher and there are more obstacles, it can completely explode store A because of its stronger resource conversion ability.

On the other hand, Store C is located in Jinjiao, but the store’s reputation is not good, the products are average, and the price is expensive. The waiter keeps a straight face all day, and its resource conversion ability is not even 1. Once it is lower than 1, the managers are unaware of the problem, and this value will inevitably continue to decline, from below the decimal point to a negative number, which will eventually lead to the decline of the store.

Further, if dark logic is inferior, such as poor location, ignorance of management, etc., but what is done is done, then it depends on the ability of resource transformation, such as poor flow of people, so is there a drainage tool and can it improve consumption stickiness? For example, if you don’t know how to operate and can’t serve, can you sign up for a class, read a book, find an expert diagnosis to improve the value of the next store, improve the viability of the store, etc., and then win by improving the ability to transform resources?

For example, the store can only attract 100 guests a day in the early stage, but because of the later renovation and construction of two steps, 20% of the guests were dissuaded, and only 80 guests came every day. In the later stage, the store can attract 200 guests a day by doing word of mouth, improving product strength and brand strength, etc., even if it still dissuades 20%, but because of the large base, there are still 160 guests at this time, and in the later stage.

The early resources determine the starting point, and the late resource transformation ability determines the ceiling and the possibility of breaking it.

At this point, two key words can emerge in our minds: one is resources and the other is resource transformation ability. There are many dark logics hidden in these two aspects. If resources and resource transformation ability are integrated, then it is also a problem not to understand dark logic. For example, if you obviously have strong strength, why should you look for a problematic position? Therefore, knowledge, management and savvy are very important. Knowing dark logic can save you a lot of things, but if you don’t understand it, it’s okay. You can do more re-sales, communicate with customers and improve your resource transformation ability in time.

From the perspective that dark logic affects management and early and late development, Chopsticks Thinking (www.kwthink.cn) has a profound insight that you will be relaxed if you know a lot of dark logic, but what really plays a decisive role is the ability to transform resources.

For example, from the perspective of dark logic, dark logic says that "the alley is deep, and the fragrance of wine is useless", but if you have a strong ability to transform resources, you can change this situation and realize that "the fragrance of wine is not afraid of the depth of alley", but we must understand that it is not that the fragrance of wine is not afraid of the depth of alley, but that we can get customers through a series of reforms and efforts.

In the case of catering, resource transformation ability is telling us that, regardless of the turbulent dark logic, the later resource transformation ability determines the ceiling. With the deepening of business, the boss can figure it out. If I have strong resource transformation ability, then considering the dark logic, such as better resources and stronger resource transformation ability, brand development can have higher benefits and efficiency.

From a theoretical point of view, many people should be able to understand that the so-called dark logic is actually consumer psychology, covering transaction cost theory, human nature research and supply and demand theory. For example, steps and isolation belts are obviously lazy customers, and Jinjiao Yinbian grass belly is actually a bear breaking corn+human curiosity. People always think that better is ahead, but because of laziness+not eating grass again, they go back to another Jinjiao Yinbian. The answer is that the brand should be strong, and there are obvious steps, but customers are willing to take the initiative to overcome difficulties; It is obvious that there is a queue for N hours, but customers just can afford to wait.

The complexity of human nature and commercial competition are interactive. When personal subjective brand goodwill and suitable product solutions are put together, the transaction is reached. Brands should understand customers, understand customers’ psychology, and have strong products and brands. With competitive power and competitive advantage, consumption flywheel comes into being. Therefore, resources determine the early stage, and the ability of resource transformation determines the late stage, which is also the ceiling of the brand and the hammer to break the ceiling.

Original title: "If the doorway steps are higher than level 4, the passenger flow will be reduced by 30%? What other catering dark logic do you know? 》

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　　Zhongxin. com, Zhengzhou, September 16 (Reporter Liu Peng correspondent Fan Jintong) The amount is large, the interest rate is low, the loan is fast, and there is no guarantee. The publicity before borrowing is overwhelming; Unilateral determination of breach of contract, malicious borrowing, hard and soft "debt collection", the "routine" after borrowing is miserable. The reporter learned from the Henan Provincial Public Security Department on the 16th that recently, after more than one month’s careful investigation, Luoyang police detected a serious online fraud case and arrested 130 suspects.

　　In May this year, Ms. Huang, a citizen of Luoyang, borrowed 1,300 yuan through an online platform, and deducted the first interest. Ms. Huang only got 900 yuan. But what she never expected was that in less than three months, these arrears actually rolled to 280,000 yuan, and the intimidation that followed was overwhelming. She panicked and quickly chose to call the police.

　　One day in February this year, Ms. Huang received an online loan sales call saying that she could help her with a high loan with "no guarantee and low interest rate". Ms. Huang, who has always wanted to start a business, was a little moved, so she submitted various materials for review according to the requirements of the other party.

　　After passing the audit, Ms. Huang did not get the loan of 300,000 yuan promised by the other party, and the first loan was only 1,300 yuan. According to the requirements of the other party, the repayment period is 5 days and the interest is 30%. After deducting the down payment interest, Ms. Huang only got 900 yuan. Considering that she can continue to raise the quota after returning to 400 yuan for five days, Ms. Huang agreed to borrow money.

　　In order to get a large loan, Ms. Huang postponed again and again under the guidance of the other party, and repaid 400 yuan’s interest as many as 17 times. During the period, Ms. Huang tried to pay off the principal of 1,300 yuan in one lump sum to settle all debts, but the other party deliberately refused to collect the money, which caused Ms. Huang to breach the contract.

　　Overdue fees, platform fees, labor costs, audit fees, service fees, etc. are rapidly superimposed, and the amount of arrears has increased geometrically. In order to repay the old debt, Ms. Huang borrowed money from others to pay off the debt under the introduction of the other party, and finally the number of borrowers reached 52.

　　The snowball rolled bigger and bigger. In less than three months, the original loan of 1,300 yuan became 280,000 yuan, and it was necessary to repay about 10,000 yuan a day. Ms. Huang was unable to repay it.

　　Subsequently, the borrower kept calling and sending messages to Ms. Huang’s family, relatives and friends to urge them to pay back the money, and even found yellow pictures from the Internet, PS Ms. Huang into the photos and sent them to herself and her family. Therefore, Ms. Huang alerted the police station of the ancient city of Luoyang Public Security Bureau.

　　After preliminary investigation, the Gucheng police station determined that this was a typical "routine loan" case, involving many people, and immediately reported the case to Luoyang Public Security Bureau. The Municipal Public Security Bureau quickly organized the criminal investigation detachment and the network investigation detachment to support the case at the same time. After more than one month of careful investigation, the criminal gang headed by Anhui native Dai Mou was successfully locked. The gang has three offices in wanda plaza, weiyang district, Xi ‘an, Shaanxi, involving more than 100 people, and also has associates in Shanghai and Anhui.

　　On July 6, Li Baoxing, deputy mayor of Luoyang and director of the Public Security Bureau, led more than 200 police officers to operate overnight and went to Xi ‘an, Anhui and Shanghai to collect nets at the same time. In Xi’ an, seven dens were destroyed, 111 people involved in the case were arrested, more than 180 computers were seized, and more than 4 million yuan of funds involved were frozen; In Shanghai, two people involved were arrested; In Anhui, the main suspect, Dai, was arrested. Subsequently, the backbone members of the gang, Zhou Mouqing, Zhou Mouyan and 14 other suspects involved in the case, arrived in the case one after another.

　　After investigation, the gang committed crimes in Jiangsu, Zhejiang and Guangdong, involving more than 40 million yuan.

　　The police investigation found that there was a clear division of labor among the gang members, including telephone, auditing, finance, collection and other departments. Through the set "routine", the victims were gradually induced to get deeper and deeper.

　　The first step is to search for the target. The attendant selects young people who are familiar with Internet operation, and uses the victim’s eagerness to use money to publicize the preferential loan conditions and induce the victim to borrow through the online loan platform.

　　The second step is to win trust. Borrowers borrow money through criminal suspects, but the amount is generally small, generally around 1,000 yuan, and the interest is basically several hundred yuan according to the weekly interest of 30%.

　　The third step is to "repay the loan by loan". At first, the borrower asked for repayment, and the suspect deliberately delayed it, causing the borrower to default. When the principal and interest increase, the borrower’s repayment ability becomes worse and worse, and the criminal suspect will recommend other lending companies to the borrower to continuously increase the total debt.

　　The fourth step is the base height. As time goes by, the interest will snowball, and the annual interest rate will turn to 2000%, which will eventually lead to the victim’s inability to repay.

　　In the end, it is forced to ask for debts. If the victim can’t pay his debts, the criminal suspect will force the victim to pay his debts by bombing the address book, threatening to abuse the victim’s relatives and friends, sending flowers, repairing obscene pictures and sending them to friends.

　　With all 130 suspects arrested, this mega-cyber fraud case was successfully detected.

He is a kung fu superstar, he is the distributor of Chinese movies, and everyone affectionately calls him "Jackie Chan". Now he has become the first Chinese to win the Oscar Lifetime Achievement Award. Standing on the stage, he lamented that he has been waiting for this golden statuette for 56 years. 17:34 on February 12 CCTV6 will take you back to Jackie Chan’s Oscar glory moment and watch his 56-year silver screen Phantom with you.

The Oscar Honorable Mention Award, commonly known as the Academy Award for Lifetime Achievement, is awarded to those who have made lifelong contributions to the film industry in recognition of their achievements. Not long ago, Jackie Chan became the first Chinese actor in history to receive this honor, and the fourth Asian actor to win the award. On the podium, Jackie Chan lamented that winning the golden statuette was his dream all along. After 56 years, he finally realized his dream. And in the 56 years of his film career, the audience also watched him create one surprise after another.

Every time we see Jackie Chan, he is always very busy. In addition to filming, he is also busy promoting Chinese movies more often. Wherever he goes, he loves to wear traditional Chinese costumes and perform Chinese songs for the world audience. For the world audience, his status may have long been not just a filmmaker, but an indelible element of Chinese movies. In our exclusive interview with him, he often talked about the many twists and turns and luck in his 56 years of filmmaking, from martial arts to the present.

Over the past 56 years, Jackie Chan has received awards from people from all walks of life, from children’s goodwill ambassadors awarded by the United Nations, global anti-smoking ambassadors, to human humanitarian awards from non-governmental organizations Silver Star Award, honorary police, honorary citizen. From the French Order of Arts and Letters, to the International Lifetime Achievement Award from the International Youth Leadership Foundation, the International Top 10 Outstanding Youth. This time, the Academy Award for Lifetime Achievement is another honor among his many awards. This time, the award may not only affect Jackie Chan himself, but it is also a great testament to the growing popularity of Chinese-style films with Western audiences. Jackie Chan’s 56-year film life legend is an inspiration for young Chinese filmmakers, inspiring them to work harder to make good Chinese films and win more attention and applause for Chinese films "going global".