"Fried rice, you must use overnight rice", after Zhou Xingchi's "God Of Food" movie, its prototype Dai Long became a legend in the catering industry. His thorough understanding of the original materials, his countless original dishes, his expert of the Chinese Cuisine (zgc) Cultural Communication Center, the chairman of the Hong Kong Gold Medal Food God Restaurant Management Co., Ltd., the honorary chairman of the French Chef King's Association, the honorary president of the Guangdong-Hong Kong-Macao Celebrity Chefs Association, the honorary chairman of the World Chinese Healthy Diet Association and other multiple identities, as well as his title of one of the "Four Famous Chefs in Hong Kong", have always been talked about.
On August 28, the "God of Food" who is still diligently seeking in the catering industry appeared at the scene of the signing ceremony of the rock chicken brand spokesperson, this time, Master Dai has another identity - the rock chicken brand spokesperson. Moreover, officially confirmed by the rock chicken brand, Master Dai will also serve as the general consultant of the research and development of rock chicken, which is tantamount to adding wings to the rock chicken brand that is soaring in popularity. So, from signing Dai Long as a spokesperson to hiring him as the general consultant of research and development, what signals did Rock Chicken's strategic decision release?
The tone of returning to the product and winning the market with the product has been laid
For consumers, whether it is the brand name, or the design of the brand logo, or the decoration of the store space, rock chicken is very personal. Many people's first acquaintance with rock chicken comes from the "little yellow chicken" logo with its own cute points, red hair, yellow skin, black sunglasses, and a careful expression, which not only makes this "little yellow chicken" quite visually impactful, but also gives the brand a lively and fashionable "personality charm".
Novel design, fashionable scenes, personified brand images... Through these "periphery" creations, the rock chicken has a distinct recognition. However, the signing of Dai Long as a spokesperson has made people see another aspect of the development strategy of rock chicken - the return to products. Not a traffic star, not an Internet celebrity, the reason why he signed a contract with Dai Long, the rock chicken brand has its own ideas. At the signing ceremony, Li Hengzhou, founder of the rock chicken brand, said that he would work with Master Dai to strengthen the moat of rock chicken products. In the future, the product will be the most eye-catching label on the rock chicken, mentioning rock chicken, consumers flash in their minds for the first time not only "little yellow chicken", but also the delicious taste rooted in the deep memory of taste.
In the on-site interview, Li Hengzhou said that as a very "healthy" meat, the cholesterol and saturated fat content of chicken are lower than beef, which gave him the idea of making a food brand based on chicken. The reason why it is named rock chicken steak is to cater to the main consumer force after 90 and 00, in the brand concept of rock chicken, rock is not only a musical genre, but also a spirit, a faith, is synonymous with passion, freedom and innovation, which coincides with Li Hengzhou's concept of rock chicken.
The "new" blockbuster is on its way
At present, rock chicken brands already have rock chicken steak, chicken steak pizza, jazz chicken wing rice and other super traffic hits, which have captured a batch of fans for rock chicken brands. After the news of hiring Dai Long as the general consultant for research and development was exposed, some netizens said that they had not tasted the explosive model of rock chicken, and it was as if they saw a batch of "new" explosive models on the way. Moreover, for consumers, having Master Dai "sit in line" is quality assurance!
At present, it is not difficult to see from Master Dai's endorsement that the future rock chicken will quickly form the core competitiveness of the brand and occupy the highland of the market through the mode of brand building and product development, which go hand in hand with the two main lines. At the signing ceremony, Li Hengzhou also revealed that the company is making efforts to comprehensively promote the investment promotion of rock chicken brands. According to the plan, the number of stores of rock chicken in China will reach 10,000 within 5 years, and gradually layout overseas markets. Li Hengzhou is confident that through the development of rock chicken, healthier chicken will replace the dominance of pork in the country. In the future, DaiLong Enterprise will work with many "partners" to provide more people with authentic rock chicken delicacies, and at the same time, let more people experience the "delicious philosophy" belonging to the "God of Food".