Qiao Jiazha and the second food store are both long-established brands in Shanghai, the former is a famous cake dumpling dim sum shop, and the latter is a "number shop" with Shanghai characteristics. However, in the eyes of many young people, they are not only not "old", but also very "trendy" - in these stores, even the most traditional Chinese dim sum is very different.
On the occasion of this year's "China Brand Day", the reporter visited two long-established brands to find their timeless passwords.
Chinese dim sum can also be served with coffee
On holidays, the Internet celebrity café "Qiao Coffee West Bund Shop" in Xuhui Binjiang Greenland was once again full: young people and the elderly sat at the same table, Chinese dim sum and Western coffee were placed on the same table, on the one hand was the river view, on the other side was the innovative achievement of the old brand - "Qiao Coffee" is the century-old Qiao Jiazhai main "Chinese pastry + Western coffee" cross-border brand.
"Why can't Chinese dim sum go well with coffee?" Shen Yan, deputy general manager of Qiao Coffee, is a post-80s generation and is well aware of young people's preference for coffee, "Traditional Chinese pastries want to establish contact with young people, and there must be scenes suitable for young people." ”
Many people have the impression that Chinese pastries seem to be more compatible with soy milk. If you want to make "Chinese dim sum + Western coffee" not surprising, you must have the right coffee, but also have the right snack. Therefore, Qiao Jiazha has also innovated on Chinese dim sum while carefully selecting the taste of coffee.
One of the best-selling products at Qiao Cafe West Bund is called "Perfect perfection" - 9 kinds of classic Chinese dim sum such as Zhuangyuan Cake, Mung Bean Cake, Lotus Cake, Double Brewed Dumplings, Osmanthus La Cake, And Fin Rice Cake, etc., which are served with coffee and other beverages, just to form afternoon tea. Each type of Chinese dim sum takes the "high value" route, which is not large, exquisite workmanship, and the taste is salty and sweet, cold and hot. Some elderly consumers sighed while eating snacks: "Coffee is good to drink, but the cold cake with it is not accustomed to eating; now with Chinese dim sum, it is more stomach-to-stomach." As a result, Qiao Coffee appeared in other coffee shops rarely seen the picture of "three generations of coffee in the same hall", and the combination of "Chinese dim sum + Western coffee" attracted young people and retained the elderly.
In addition to the inner combination of East and West, the exterior design of Qiao Coffee also subverts people's conservative stereotypes of the old brand: the metallic façade of the West Bund store is integrated with the overall style of Xuhui Riverside, and there are not only viewing seats outside, but also intimately leave room for customers with pets to tie pets; half of the interior is made of wooden structures to make fence-like partitions, alluding to "Qiao Jia Grating", and the other half uses large windows to introduce the river view... Many consumers were reminded by the clerk to find out unexpectedly: this is actually a long-established café.
Innovation from the inside out has made Qiao Jiazha's Chinese dim sum as popular as Western coffee. Shen Yan revealed that the West Bund store can sell more than 600 cups of coffee a day, and the daily turnover can reach up to 28,000 yuan.
The same is a Chinese dim sum, and when you arrive at the second food store, it is not only a popular breakfast in the community, but also a "Shanghai souvenir" in the eyes of tourists.
The second food store belongs to one of the "number stores" in Shanghai, which was originally a comprehensive food mall, and different products have their own brands. In order to strengthen the brand image, in recent years, the "second restaurant" has been launched as its own brand.
"'Er food' is taken from the middle two words of 'second food store', and 'wanton' means small shop." Zhou Xuesong, general manager of the second food store, explained that the store positioning, product development and packaging design of the "Second Food Restaurant" not only match the target customer group, but also fully reflect the trend, in order to create a new business card of Haipai Catering.
For example, in the "second restaurant" in Meilong community, the proportion of fresh Chinese dim sum is very high, and local residents like to choose them for breakfast. Among them, the traditional chives and flower rolls were also rated as the first most popular delicacies in Meilong Commercial Center. In the "second restaurant" on Huaihai Middle Road, there are many kinds of Chinese and Western pastries. The beautiful Chinese pastry "Magnolia Pastry", which has four flavors such as cranberry, matcha, taro and soufflé, is not only popular with local consumers, but also selected for the "2020 Shanghai Souvenir" list, becoming the favorite of tourists. The second food store also relies on these "second restaurant" star products to develop new themes such as tea and snack food. Taking advantage of the east wind of "China Brand Day", "Second Restaurant" also plans to go out of Xuhui District and open stores in Putuo District and Minhang District within this year to make the business of "Number Store" bigger.
It's important to attract new customers as well as retain old ones
For the old brand, innovation can attract consumers to taste the early, but how to turn new consumers into repeat customers, old customers, the old brand also has a trick.
Zhou Xuesong admitted that many counters in the second food store "rely on old customers to do business", and an important measure to retain them is to ensure quality and inherit craftsmanship.
In the second food store Huaihai store, Li Yaosheng, who is 68 years old, is the "little Li flying knife" in the eyes of customers, because he is a good hand at choosing ham and cutting ham. In the "Xiao Li flying knife" here, different methods such as stewing soup and quick frying correspond to different parts of the ham; different raw materials also correspond to different parts; even if you know which part is the most suitable, you must use the most suitable knife to use a little ham to achieve the best "hanging fresh" effect.
With these unique skills, Li Yaosheng became the "master" identified by many old customers, buying ham only for him, and he also won the title of Shanghai Model Worker twice. In order to retain the unique skills of "Little Li Flying Knife", the second food store registered the "Yaosheng" brand in the name of Li Yaosheng, and relied on Li Yaosheng's labor model studio to establish the "Yaosheng Ham Workshop" and produce the "Yaosheng" series of pickled wax products. "In this way, we can further exert the influence of Master Li and enrich the product line." Zhou Xuesong said.
In Qiaojiazhai, constantly pushing new products is an effective measure to turn new customers into repeat customers. Since Joe Coffee West Bund became an "internet celebrity shop", young people who have admired punching cards have been in an endless stream, many of which have "three brushes" and "four brushes". Shen Yan said that what attracts them to repeated consumption is the changing menu, where the food follows the seasons. Since the beginning of this year, the store has launched a romantic rose tangyuan; the current popularity is the traditional dim sum peach blossom crisp with pink sparkling water; next there will be special rice dumplings... Of course, you will not miss the "May 5th Shopping Festival", and various "full reduction" and "full delivery" activities will last until the end of the month.
Combining traditional ways of staying with the Internet is also effective. In the old brand, many consumers will take the initiative to leave contact information in order to buy freshly listed food. Master Gu, who is 63 years old at the Sanyang South Goods Counter in the second food store, has five or six customer contact books in his hand. When there is a fresh item, notify them. Nowadays, the second food store has launched a WeChat membership service, and the old customers in the contact book have become new online members, and weChat will also remind them of what new products there are. In Qiaojiazhai, the store manager of each store will use his own "private domain traffic" to bring goods. Zhao Jinmei, who is over 50 years old, is one of the store managers, and she showed the Reporter the WeChat group, "Hundreds of people, many of them are still purchasing in the enterprise." As soon as there are good things, I share them with them for the first time. The quality of the long-established products is reliable, as long as consumers try, they are not afraid of not being repeat customers. ”
Column Editor-in-Chief: Wu Weiqun Text Editor: Ren Chong
Source: Author: Ju Hefei Ren Chong