Chapter 1256 (1/2)
Talking about the cost performance of the service industry, Li Mu was most impressed by Haidilao.
When it comes to taste, Haidilao is not necessarily the top five in domestic hotpot stores;
when it comes to price, Haidilao's per capita consumption level is more than average in domestic hotpot catering industry;
but Haidilao has a super powerful ability, which is to start a fire.
Why does Haidilao have the super ability that all catering enterprises dream of? In the final analysis, it is a great cost-effective article.
He knew that his price was not superior and his taste was not so superior, so he improved his cost performance to the extreme by improving quality control and service.
The reason why the chain food of Chinese food is difficult to do is that once the chain store is opened, it is difficult to do a good job in quality control. Most of Chinese food depends on chefs, one chef has one taste, two stores have the same menu and the same ingredients, but the difference of chefs will lead to the great difference in taste. If a chain enterprise cannot keep the same taste, it is better to start Step has already lost.
The quality control of Haidilao at this point can be described as the best. First, all the hot pot bottoms are made in a unified way. That is to say, the hot pot bottoms used in Haidilao stores all over the country, as well as the seasoning ingredients, are all produced in batches according to strict industrial rules. At this point, the taste gap is almost narrowed to imperceptible.
As for the ingredients, Haidilao is also a unified purchase. All the ingredients in Haidilao hotpot store in South China and North China are supplied by the head office. After strict quality control, there will never be a difference in the taste of mutton or cabbage in several stores.
To do these things well, the quality control of Haidilao has been formed to ensure that hotpot stores all over the country can provide the same products;
in addition, the service of Haidilao hotpot is good, which can be said to be a model of the national catering industry.
Haidilao's waiter's patience with customers is extremely rare in the domestic catering industry, and he is very good at calculating the general ledger rather than the small one. The so-called general ledger is that Haidilao pursues the big level data such as customer unit price, turnover rate and overall profit rate, so he will not deduct the details, so he can provide free drinks to the waiting guests , snacks and fruits, which can provide free dishes for customers, all for the final big data service.
But many small accounts catering industry is not the same. Such enterprises or restaurants are in pursuit of saving everything. The thought of providing free snacks, drinks and fruits for each customer may increase the cost of each customer by two or three yuan, and the meat pain will almost die, and then they will chop it with a wave of their hands; the thought of too much air conditioning in summer will increase With the increase of electricity cost, I waved a lot, but I couldn't turn on the air conditioner at less than 38 ℃; a pair of good disposable chopsticks costs fifty cents, and the cheapest one only needs five cents, so I waved a lot more, and I used the cheapest one; a piece of stewed beef with potatoes costs 38 yuan, and I used three yuan worth of beef in it, thinking about the pain of meat, I cut two
So many catering enterprises and restaurants, in the process of calculating small accounts, constantly count themselves dead. The service is getting worse and worse, the taste is getting worse and worse, the weight is getting less and less, and the price is getting higher and higher. It's a ghost that customers can go back and forth. In addition to the tourist attractions dare to say that old customers are not rare, if other catering enterprises can't retain old customers, the result will be death.
To some extent, the same is true for the express industry.
What Li Mu wants to pursue is to calculate the general ledger like Haidilao, so that consumers can feel the cost-effectiveness, not only to reduce the price blindly, but also to pursue the service demand of express delivery as they pursue the service of Haidilao.
Therefore, Li Mu said to elder martial brother Liu, ”developing low-end products and further reducing the market terminal price are just one of the points. In addition, you need to land together, elder martial brother.”
Elder martial brother Liu said in a hurry, ”just say it, I will remember.”
Li Mu said: ”another point is that we must further improve our service quality and the service experience of consumers. For example, we need to carry out systematic vocational training for our first-line express delivery personnel, so that they can provide door-to-door service no matter whether they receive express delivery or deliver express delivery. Moreover, we must provide users with the best service, courteous, thoughtful Thoughtfulness and humanization are the professional qualities that our front-end personnel need to possess. ”
”In addition, we also need to enhance the user experience through technical means. For example, we can develop an online order function, so that users with delivery needs can place an order directly on the website, and the courier can collect it at the door, and then optimize the logistics information that we show to users to further enhance their use of our logistics management system to query express delivery Experience. ”
Elder martial brother Liu doesn't know much about Internet technology and products. Hearing from Li Mu that he wants to optimize the system, he is a little confused and laughs at himself: ”to be honest, I haven't had enough time to contact the Internet, and I don't know enough about what really touches the technical level. In my current view, our system has been strong and abnormal in the industry, so let me have a look at it I can't think of any optimization methods. ”Said, elder martial brother Liu looked at Li Mu and said, ”since you said that, I think you must have a specific idea?”