In the past two days, the "Meimei Sister" of the long-established Qiao Jiazhai has been busy non-stop: today, she was invited to a unit to perform dumplings; tomorrow, a community greeted her to set up a stall for exhibition; the mobile phone "ding-dong" rang non-stop, and from time to time she received an order message worth thousands of yuan...
"Meimei Sister" is named Zhao Jinmei, the official title is Qiaojiazha Xiangyang South Road store manager, more than 50 years old. But among her repeat customers, young people like to call her "Meimei Sister", and the young people at Qiaojiazhai headquarters also call her "Meimei Sister", and they all say that this title is kind. Zhao Jinmei also liked it: "It shows that I am close to young people." Only when young people like the old brand, the old brand can develop. ”
So, how does Meimei sister attract young people?
"Planting grass" with stories
According to his job, Zhao Jinmei's task is to manage this 30-square-meter small shop on Xiangyang South Road. But for more than a year, the story about Qiao Jiazha's fist products was basically what she told the Jiefang Daily Shangguan News reporter - let her tell the story, And Shen Yan, deputy general manager of Qiao Jiazha, was very relieved, "Sister Meimei has worked here for more than 40 years, and every technical link is very clear." ”
In 1979, Zhao Jinmei entered Qiao Jiazhai as an apprentice, and she still remembers the strictness of the master at that time, "Every Chinese dim sum must be learned." There are several pleats on the bun and a few circles of the line wrapped in rice dumplings, all of which are strictly regulated. Not to mention the raw materials, such as how to pick the glutinous rice of the rice dumplings, how to pan, how to rise, each link has a standard. ”
Three years later, Zhao Jinmei came out as a teacher, buns, dumplings, rice dumplings, pastries, everything is in line. She clearly remembers, "At that time, as long as it was almost the Dragon Boat Festival, the requirement for the dim sum chef was to pack more than 2,000 rice dumplings a day, and each one could earn 2 cents." I want to make more money, so I keep practicing, and I can pack more than 3,000 pieces a day! ”
However, for young people to enjoy the taste of tradition, craftsmanship alone is not enough. Zhao Jinmei said that it is necessary to be able to explain the craft clearly, "The previous teachers and masters 'did more and said less', and some also had to 'keep a hand', and we as apprentices could only look carefully and figure it out for ourselves." Now it is different, young people pay attention to 'knowing what it is and knowing why it is so', the old brand is good at doing, but also good at speaking, in the current words, is to learn to 'plant grass'. ”
Zhao Jinmei (second from left) teaches young people to make rice dumplings
Over the past year or so, the reporter has listened to Meimei sister tell a lot of stories about long-established signature products, and every time she feels fresh and tempting: the Dragon Boat Festival, how to reproduce the long-disappeared "lard sandwich dumplings" in the market; how many times the "green" formula of Qingtuan has changed during the Qingming Festival; where the "oily polish" on the surface of The Eight Treasure Rice comes from during the Spring Festival...
She doesn't think it's hard to "tell a story," "It's all something the old brand is doing, and as long as you're willing to share it, you can definitely say it." ”
"Pulling grass" with quality
Although he is responsible for store management, as long as there is an invitation to "tell a story", Zhao Jinmei always goes to the appointment with his craft - the most unforgettable thing is to wear an apron embroidered with the three words "Qiao Jiazhai", "What you want to show is not me, but the old brand." ”
Other employees of Qiao Jiazha know that Zhao Jinmei has almost strict requirements for product quality. For example, the best sold recently is handmade rice dumplings, rice dumplings, glutinous rice, fresh meat, egg yolks and other raw materials are uniformly purchased, and there are strict standards. Sister Kemei sometimes takes pictures of the raw materials and then suggests: "This time the pork belly is very good, next time you have to buy according to this standard; this time the rice dumpling leaves are slightly smaller, it should be a little bigger..."
When it was her turn to wrap the rice dumplings, it was even more exquisite. In the case of not pursuing speed, Zhao Jinmei wrapped a rice dumpling, which would not exceed 40 seconds; and the rice dumplings were the same size, and the weight deviation did not exceed 10 grams. ”
Zhao Jinmei shows off handmade dumplings
After she cooks the rice dumplings, she will do one more step: rinse the outside of each rice dumpling. These rice dumplings are then placed in the air-conditioning room to dry naturally before they can be marketed.
"Storytelling is important, quality is more important. How disappointed should the young people be disappointed to come to 'pull the grass' and find that the taste is not as good as the 'planting grass'? So the quality must not be ambiguous. Meimei sister laughed, "Others say that I have 'obsessive-compulsive disorder' with the product, how good this 'obsessive-compulsive disorder' is." ”
After the 90s, the female white-collar MaoMao met Zhao Jinmei through a folklore experience activity, and after the event, she became the "meimei sister" in the address book, "Her age can be my mother, but her mentality is very young, and she is especially willing to share." Now, I often ask her to recommend Chinese dim sum, and I will not be disappointed every time. In "Pulling the Grass", the young people's trust in the old brand is established.
Intentions to increase "private domain traffic"
The store that Zhao Jinmei is responsible for also has sales targets and can always be successfully completed. However, not all of them come from in-store customers or takeaway sales - some customers will send her WeChat directly, "Sister Meimei, we want the goods." ”
Her WeChat address book has more than 300 people, not many, but the "gold content" is very high - some guests have invited store clerks to bring products to the exhibition, and some guests have ordered tens of thousands of yuan of products on behalf of the company... In the reporter's view, isn't this the "private domain traffic" that is now popular? Although it is not a WeChat group or an e-commerce live broadcast room, the conversion rate is very high.
How did these customers accumulate?
Zhao Jinmei has only two words: heart.
Zhao Jinmei in the store
The store is clean, and as soon as you enter the store, you can see the hottest products of the season. "It is necessary to adjust the layout of the goods in time - there are new products, put the new products in the most conspicuous place; there is no new products, change the position in about 10 days." She shared her experience and said, "This can have a feeling of 'always coming and always coming'. Don't worry about the old customers can't find the original goods, see the guests hesitate, the salesman just took the initiative to help, a few more introductions, maybe the deal will be completed. ”
In the store's grocery store, there are also her "careful treasures": washing clean environmental protection bags, tidy umbrellas, "if guests buy more things, ordinary bags can not withstand, you can use environmental protection bags; rainy days, borrow an umbrella for customers." "What if the guest doesn't pay it back or doesn't have time to pay it back?" The reporter asked. Sister Meimei smiled happily: "Then forget it, an umbrella is nothing." ”
It is an umbrella that once brought a large order of tens of thousands of yuan to the small shop.
That time, a customer from the small shop came to hide from the rain, bought some products, and got an umbrella. The customer was very grateful and added Zhao Jinmei WeChat. Who knows, this customer is the head of procurement of a certain company, and soon after contacted Zhao Jinmei and invited them to participate in the company's employee welfare bidding meeting. In the end, Qiao Jiazha successfully won the bid, which suddenly increased sales for the store.
"You see, when you give an umbrella, you never think of the opportunity to participate in the tender. When you can serve the customer with the heart, there will be communication, and maybe one day, it will become a surprise. Meimei sister said that the connotation of "private domain traffic" is very rich, not only on the Internet. Every practitioner of the long-established brand has the opportunity to turn the story and quality of the old-fashioned brand into the basis for building private domain traffic.
Column Editor-in-Chief: Wu Weiqun Text Editor: Ren Chong
Source: Author: Ren Chong