Chapter 547 I Predicted President Pei's Direction! (Ask for a Monthly Pass!)
Lin Canrong's train of thought is clearly advancing.
At first, I felt that Mingyun Private Kitchen and Moyu Food Delivery took completely different routes, so there was no need to be jealous of each other.
Then I feel that Mingyun Private Kitchen and Moyu Takeaway can share the gourmet laboratory and share resources.
But now I found out that Mr. Pei's real intention was to let the two catering departments carry out in-depth cooperation, and strive to make no distinction between you and me!
Lin Canrong couldn't help feeling that his previous views were too narrow!
No wonder Mr. Pei was very upset when he mentioned opening a branch.
Apparently, Mr. Pei has long hinted that Moyu Takeaway is a cheap branch of Mingyun Private Kitchen, so why bother to look far away?
"Create an...affordable version of a no-name restaurant?"
Rui Yuchen's expression was a little dazed, obviously he hadn't considered this aspect at all before.
After thinking for a while, Rui Yuchen frowned slightly: "Brother Lin, this idea doesn't seem to work, does it?"
"The positioning of Mingyun Private Kitchen and Moyu Takeaway is too different."
"Forcibly twist them together, can it work?"
"Could it be that in the end, Moyu takeaway failed to reach the high end, and then dragged down the reputation of Mingyun's private chef, making it a lose-lose?"
"After all, when most people mention takeaway, they think it is synonymous with 'not particular about'."
Rui Yuchen's worries were obviously not unreasonable.
A brand is a very virtual thing. It often depends on how people associate it. If a high-end brand is misoperated, it is easy to lose its quality in an instant.
For example, if a first-tier international luxury brand suddenly finds a confused N-line celebrity to endorse its products, then the brand image will be destroyed immediately.
The establishment of a high-end brand image of an unnamed restaurant does not happen overnight.
Although food delivery has developed rapidly recently, when most people mention food delivery, they still first think of concepts such as "cheap", "not particular" and "unhealthy".
Even though the positioning of Moyu Takeout is obviously higher than other takeaways, for some people who don’t know the truth, they will still subconsciously confuse Moyu Takeaway with other takeaways.
If an unnamed restaurant is used to forcefully endorse Moyu Takeaway, in case Moyu Takeaway is not used, it will make people feel that the unnamed restaurant has no prestige. Wouldn’t it be a big loss?
Lin Canrong nodded: "I know, of course there is such a risk."
"However, it is man-made."
"We can think about it from three aspects."
"First of all, we have to tell all consumers frankly that it is impossible to eat the same level of dishes as unnamed restaurants in Moyu takeaway. We just ensure that it is a cheap version of unnamed restaurants, and don't let them have too high expectations."
"Secondly, we must strictly control the content of the meals."
"Not all the dishes of Mingyun Private Kitchen are suitable for Moyu's takeaway. Some dishes are delicious because the ingredients are good. It's not the same thing if you change the ingredients; some dishes require extremely complicated and cumbersome processes. , it takes hours to prepare at a time, which is difficult for ordinary chefs to do."
"We have to strictly demonstrate which dishes of Mingyun Private Kitchen can be used for takeaway, and can retain the deliciousness to the maximum when the ingredients and chefs are limited. We must be cautious in this regard."
"In the end, we have to start from scratch, so that people's awareness of this new brand will be separated from the original concept of 'Moyu Takeaway'."
"Many people mistakenly think that Moyu takeaway is the same as other ordinary takeaways, except that it is more expensive and healthier. This concept is difficult to change, so we can't insist on it."
"We are building a new high-end brand on top of Moyu Takeout, and at the beginning of the promotion, we separated its concept from ordinary takeout, and made differences in all forms."
Rui Yuchen nodded frequently.
It seems that Lin Canrong has indeed thought of the risks in this regard and made a plan in advance.
"The first two points are very clear. As for the third point... a new high-end brand, what should I do?" Rui Yuchen asked.
Lin Canrong sorted out his thinking a bit: "The reason is very simple, just like a car, a luxury car brand will be built on the basis of the Volkswagen brand."
"Luxury cars don't sell in volume, and they are not the big money-makers. They are purely for bringing goods to mass brands."
"The name Moyu Takeaway is a popular brand name, which is more friendly, but not high-end. I thought of a name: Shihe."
Rui Yuchen: "Food box? An ancient food delivery thing?"
Lin Canrong shook his head: "That's what it means, but the specific words need to be changed. 'He' is the sum of 'harmony but difference'."
"Actually, if you want to build a high-end food delivery brand in China, the best way is to link this brand with some traditional elements."
"In fact, takeaways have existed in ancient times. When gentry and celebrities go out to visit friends, go outing, or participate in poetry clubs and literary club activities, they often have a good time with wine and wine, so they need to prepare delicious food and fruits as accompaniments."
"That is to say, the food box has a long history and has a lot of traditional cultural connotations. Many food boxes can even be regarded as exquisite works of art, which naturally have a high-end concept."
"My consideration is that the name Shihe, on the one hand, reminds customers of ancient food boxes, and on the other hand, separates the two words to add a cultural value."
"Food is the most important thing for the people, and the gentleman is harmonious but different. The original pictographic meaning of the word '和' is to eat. Moreover, the ancient food boxes are basically made of bamboo and wood, which are taken from nature and passed down from generation to generation. It reveals a concept of harmonious coexistence between man and nature."
"And this coincides with the concept of Moyu takeaway."
"The characteristic of Moyu Takeaway is that the food is healthy and all the tableware can be recycled. This implicitly contains a kind of harmonious thought. To extend and elevate this thought, isn't it the meaning that the brand Shihe wants to express? "
Rui Yuchen nodded: "Indeed, then we must also work hard on the packaging, right? At least the food and meals must be delivered in special custom-made food boxes, which are clearly distinguished from other takeaways."
Lin Canrong nodded: "You can think about this matter. I'll go back and think carefully about which dishes are suitable for the food and menu. This matter should not be rushed, and must be discussed in the long run!
As soon as the two of them touched each other, many details were quickly finalized.
...
...
Friday, June 10.
Xiao Peng let out a long breath.
"You're done! Moyu Internet Cafe 3.0, and the new chassis installed by ROF, all perfectly meet President Pei's requirements!"
The first store of Moyu Internet Cafe 3.0 was opened in Jingzhou, in a shopping mall near Handong University.
For this location, Xiao Peng decided after considering Mr. Pei's requirements.
Mr. Pei said that Moyu Internet Cafe 3.0 can only be opened in Jingzhou and places with a lower economic level than Jingzhou. At the same time, it must have fewer seats, larger space, more expensive prices, and better locations.
To put it bluntly, it can only be opened in large shopping malls in second- and third-tier cities.
Xiao Peng thought about it, and finally chose the shopping mall near Handong University. Although it will overlap with the Moyu Internet Cafe 1.0 in Handong University, considering that the 3.0 model is more suitable for young people and people with strong spending power , There are not many seats in Moyu Internet Cafe 3.0, so there is no problem with this location.
What's more, it's relatively close to Tenda's headquarters. Xiao Peng often hangs out in these two Internet cafes, so the chance of encountering Mr. Pei will be higher, which is very important.
Now, Xiao Peng is very satisfied with the completed Moyu Internet Cafe 3.0.
"I should find someone to take a look and give me some feedback."
"Who are you looking for..."
"Boss Pei?"
"No, it's a bit too abrupt. What's more, Boss Pei is very busy and may not have time."
"Let's call Mr. Zhang to take a look."
Xiao Peng thought about it, and Zhang Yuan seemed to be the most suitable candidate, because Zhang Yuan was the person in charge of Moyu Internet Cafe before.
Now in charge of the DGE e-sports club, the work should not be too busy, and I should be able to spare time.
Xiao Peng called Zhang Yuan, and sure enough, Zhang Yuan agreed, saying that he would start from Mingyun Villa now and arrive in a while.
Xiao Peng simply sat down and started a game of GOG.
...
According to the location sent by Xiao Peng, Zhang Yuan came to the fourth floor of the shopping mall and found the newly renovated Moyu Internet Cafe.
From far away, Zhang Yuan was attracted by the signboard of Moyu Internet Cafe.
Below the four words of "Moyu Internet Cafe", there is a line of small words: "E-sports Living Hall"!
This time Moyu Internet Cafe not only renovated the inside, but also the outside of the shop, creating a cool e-sports style that gamers like. The deep black and various colored lines outline a youthful look. The temperament, the outer wall was even transformed into a huge display screen.
Continue to look inside, and the interior is basically decorated with the theme of e-sports. Through the paint glass, mirror floor tiles and mirror stainless steel materials, using the principles of light reflection, refraction and diffuse reflection, it creates a futuristic and technological sense. .
Compared with the previous Moyu Internet Cafe 2.0, although the interval between seats is more sparse, there are very clear divisions.
First of all, as soon as you enter the door, you can see the soundproof room divided into red and blue squares in the distance. The table is obviously higher. It should be a dedicated competitive battle area, and there is a folded projection screen above it.
In front of the two soundproof rooms, there is a relatively scattered battle area, all of which are irregular pentagonal computer desks, and no table is full of exactly five people.
The arrangement of these tables is patchwork, neither rigid nor loose.
Compared with the traditional pattern of sitting in rows, this distribution looks a bit like a party or a cross talk theater.
The edge of the computer desk is inwardly recessed into an arc, which ensures that everyone can turn and observe the large screen at will. This structure also ensures that the right-hand mouse has enough movement range, and the space behind each display can be used For drinks or snacks.
And in the depths of the Internet cafe, there are several separate compartments, which are also a row of five people, but they are scattered and rising continuously, creating a sense of stairs.
The five-seat seat at the highest point is the most gorgeous, and it is in an inverted V shape. The position on the tip is like sitting on a throne overlooking all living beings.
Zhang Yuan was shocked.
He had heard that Xiao Peng was preparing for Moyu Internet Cafe 3.0, but he had never seen the design drawings or the decoration process.
It's the first time I came here today, and I only have one feeling, that is, it seems to be a bit better than Moyu Internet Cafe 2.0!
Xiao Peng, who was randomly looking for a place to play the game in the hall, saw Zhang Yuan arrived, and stood up quickly.
"Mr. Zhang, how do you feel?" Xiao Peng was quite proud.
Zhang Yuan asked in disbelief: "Is this the plan arranged by President Pei?"
Xiao Peng shook his head: "No, Boss Pei didn't ask too much, but just gave me a general direction. The overall plan was figured out by myself."
"However, the reason why I was able to come up with this plan is because I predicted Mr. Pei's next direction in advance!"
Zhang Yuan was stunned: "I predicted the direction of Mr. Pei? What direction?"
Xiao Peng said: "I integrated the competitive relationship between DGE e-sports club, GOG and ioi, combined with Mr. Pei's general direction of Moyu Internet Cafe 3.0, and predicted Mr. Pei's next goal, which must be e-sports!"
"So, I decided to turn the Moyu Internet Cafe 3.0 model into an e-sports living room, and take this ride!"