How to understand retailization in depth? How to understand the difference between catering retail and conventional new retail?
Editor’s note: This article is from the micro-channel public number “play chopsticks thinking” (ID: kwthink) , Author: Li Sandao.
“Retailization of catering” is a common and hot topic that has emerged in recent years. Especially after the epidemic, retailization has been regarded as a life-saving weapon for catering stores to seek development and reform.
At this stage, the entire catering industry is talking about the path and value of retail reform, but if we go deeper into it, we can find the problem: most operators not only have insufficient understanding of the concept of retail catering, but Inaccurate and impractical, even the method and necessity of the retailing of catering have not been sorted out.
How to understand retailization in depth? How to understand the difference between catering retail and conventional new retail? Or, in other words, must all current catering brands enter the retail market? Operators have to think carefully about these kinds of problems, and they can’t let everyone talk, and they can’t be carried away by the vanity and anxiety of the industry…These issues are the core of this article.
Food and retail are both close and distant
“Retailization of catering” is a combined artificial word. Starting from the concept itself, we can see two modes of it: One is to use catering as the locomotive, and the new business of retailing is advanced by catering brands; The second is to use catering as the driving locomotive. In this model, retail may not only be the car, but also the backup power. When necessary, the retail car can even become a new driving locomotive (the retail reform drives the development of catering Or retail independent development).
Everyone knows that the second is the better model, but the question is: how to make the retail of your own brand so valuable? How to evaluate whether your model is a single locomotive or a double-acting locomotive? How to transform?
In Chopsticks play thinking (www.kwthink.cn) From the point of view, first rationalize the conceptTalent is the key to actual landing. Under the great competition of the market economy, once the management level of any industry is mixed, it is almost all related to the operators’ avoidance and fear of the concept of management. If management is an experiment, then the more The more scientific experiments cannot be separated from the precise understanding of concepts.
The retailization of catering is basically a word that was coined after the new catering. The latter word has two directions. If it is a word made by a practitioner, it means that it comes from actual operations, and if it is the first Words made by tripartite, then it is a kind of expectation or development possibility.
In the early days of the catering business and retailing, not only did they not break the river, but the characteristics of the two are extremely distinct. From the perspective of the specific business form, the catering industry is a chaotic system. For example, when it comes to catering services, finance, The products are all personalized (even with the empowerment of standardization and new catering concepts, the current catering industry still cannot completely escape the chaotic attributes); compared with the catering industry, the retail industry can be said to be a standard system, such as the same There will be no taste difference between Red Bull in Harbin and Sanya, and the retail business models are basically standardized and traceable.
The word (including concept) of retail catering was brought out from the retail industry. If the catering of Japanese convenience stores is a sign, then Hema Xiansheng This type of new retail format has a terrifying effect on the retail of catering. Retail, but if the two can be integrated, there will be more money to be made in it. Even if there is no orientation of one plus one equals two, it will only be upgraded from the overall “1” to “1.N”. It is also impressive.