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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