Kaiser Pizza Chen Ning: Durian Pizza Maker "Cake Brother" Business

< p > > now, < a > Kaiser Kaiser pizza < /a > the flagship store of coastal city can keep more than 10 times a day, and as the founder of Le Kaiser pizza brand, it seems that it has not disappointed his customers, and constantly innovating products or store designs, bringing them endless surprises. < /p >
< p > all this is not only the influence of Chen Ning's painstaking efforts and construction, but also makes the once gorgeous IT man turn into the pet of the catering industry. < /p >
< p > < strong > Music Kaiser pizza founder Chen Ning < /strong > /p >
< p > < strong > the most important thing is "/strong > < /p >
< p > Chen Ning, now a successful representative of the post-80s generation, was once a "school tyrant" in the school. Science was especially outstanding. When he was in University, he enrolled in the University of Electronic Science and technology in computational mathematics, so he became a part of IT boy naturally. < /p >
< p > when the reporter saw Chen Ning, he hurried back from the factory to the shop. Although he had not had time to catch his breath, he talked with the reporters very easily. Speaking of his history of entrepreneurship, he said with a smile, "many people will ask me why I would change from IT to" why do I choose to enter the catering industry? "< /p >
< p > Chen Ning recalled that he switched from 2009 to catering. He believes that social business opportunities are opportunities for people to improve their lives. In the Qing Dynasty, the mainstream of Commerce was money houses, salt merchants and silk. When it was in the Republic of China, it started printing, dyeing, spinning and flour mills. By 1978, the manufacturing industry began to develop, and the "high-tech" products such as telephones, radios and bicycles would appear around us. < /p >
< p > it is not difficult to find that the development of industry is changing with the change of people's living needs. In those years after 1995, TCL, Konka, SKYWORTH, Lenovo, Hisense and Haier were the most powerful enterprises in 90s. Later, when people had TV sets, washing machines, fridges, full clothes and clothes, they began to want to live in dormitories. They wanted to have a house, and the real estate development came into being. When the people had rooms and cars, what industries should be developed? What industries should be developed? < /p >
< p > > a > Chen Ning < /a > entering the catering industry can also be said to be a result of homeopathy. "In 1995 -2005, most Chinese outstanding science students would choose communication, computer or peripheral related specialties, but every industry has its life cycle, and it will experience profiteering, competitors entering, normal profit, decline, shuffle, normal profit. In 1995, it is the glorious period of communication. When entering a communication enterprise, when other people get 1000 wages, these graduates are already getting 5000 salaries, and they will not start in 2000. At that time, I was thinking about getting away from the communication industry and thinking about where to go next." < /p >
< p > Chen Ning quoted Lei Jun's words, "you want to become a draught pig, naturally fly up", the situation is stronger than the people, the most important thing is to enter the line, after careful consideration, decided to do the service industry, because the service industry is no threshold. < /p >
< p >, and Li Jiacheng also talked about "taking advantage of the situation, Ming Dao and excellent skill", which shows that homeopathy is very important. From the beginning to the end, Chen Ning believed that the chance of starting a business must conform to the trend of the development of the times and choose the trend of the times. < /p >
< p > < strong > opened the career of catering industry < /strong > /p >
< p > and the first store to test water and food was settled in Shenzhen Meilin, Chen Ning told reporters. "At that time just caught up with the Shenzhen Bay auction, in which two ovens were taken, because the oven was a very small product, and the industrial oven was no one wanted. I searched the Internet and bought it at the price of 3500 units, and then began to do it." < /p >
< p > because of the high voltage of the stove in Italy, the street shops on the street could not bear it, so Chen Ning looked at an abandoned kindergarten in Mei Lin. Chen Ning said that starting a business must have the lowest cost to survive. Entrepreneurship must be grounded and there is still food to eat on the ground. "I was a general manager of a department store. I had a car and a driver, and I had a very good life. But when I started my business, especially when I first started decorating, I did everything myself. One night I wanted to lay the floor up as soon as possible, but the workers said that the overtime cost should be doubled, and then I bought myself cement and sand and spent the whole night fixing it. But the environment is still very poor, so in the evening, he went to buy a shovel, went to the roadside to dig a tree, carried it on the road, and was laughed at and carried back to the store and planted it in the shop. Chen Ning recalled that in the early days of his career, he had mixed feelings. Apart from fixing the decoration himself, he sent out leaflets throughout the area and sent him away for several months. < /p >
< p > > now a > everyone < /a > all call him "pizza Chen", and he himself nicknamed himself "cake elder brother". At the beginning, Kaiser's famous name was "pizza eighteen", but the first shop of Le Kaiser in real sense was the first store opened in Nanshan Baoli in Shenzhen in August 2010. At that time, pizza shop has been completely new, officially named "Le Kaiser". Italian means home, and Chen Ning wants to make customers feel the feeling of home. < /p >
< p > now, this "old brand" is still loved by consumers. Although it only has 32 square meters, it can maintain 11 times daily, and the highest peak can go to 20 times. The monthly sales volume can even be half of the new coastal city flagship store. < /p >
< p >, thanks to the welcome of Shenzhen's food products, Kaiser's second stores opened soon. In September 28, 2011, Le Kaiser pizza Garden City Central shop officially opened. This is Le Kaiser's first store in the shopping center. < /p >
Chen Ning said happily that the shop floor of Kaiser garden city was about 70 square meters. At that time, no one could do the job. After the Kaiser came in, the people in the shopping center also thought they were not doing it very soon, so they didn't pay much rent and the rent was also 20 thousand yuan. But the first month of Le Kaiser opened up 90 thousand of its performance. At that time, the shopping center also felt that they had misrepresented the sales volume. They thought their shop could only make 5, 60 thousand, then 160 thousand in second months, and had jumped to 300 thousand in the third month. Now the shop can still maintain the sales performance of P. < /p >
< p > < strong > pancake's Internet thinking < /strong > /p >
Who is surprised at the p? What kind of charms does a pizza shop with a fire have? In Shenzhen, there are still many consumers and media who mention Kaiser's pizza's "happy eating" activities. < /p >
< p > Chen said, at that time, three days before the opening of the Garden City store, they launched a marketing activity called "happy eating", that is, they casually paid the money freely and let the consumers participate in it. All the media in the city were competing for the first report, which improved Kaiser's popularity and popularity rapidly. < /p >
< p > "because of crossing the border from the IT industry to catering, it is equal to the layman playing the teacher, only using the new way of playing, and this game is the Internet." Chen Ning said that now micro-blog and WeChat are marketing tools. < /p >
< p > it is understood that at that time, they had made a simple calculation, for example, the 10 stores of Le Kaiser need to print 100 thousand DM leaflets, then according to the printing cost of 1 cents, it also needs 20 thousand of the cost. It is worth noting that this leaflet was sent out and did not know who our consumers were, and Chen Ning thought it would be better to take the 20 thousand blocks on micro-blog to make iron powder for trial and reward. < /p >
< p > when a reporter asked whether the free activities of the three days before the opening of the Garden City store had made him miserable, Chen Ning confidently said that they spent only 6,7 thousand yuan in those three days, and after all, the reception capacity was limited. In addition, it is reported that in the current micro-blog activity decline, Le Kaiser pizza new store opened trial micro-blog to transmit at least 4000 times. < /p >
< p > besides, there is another important point: "discount commandment". There is no discount as far as possible, or discount must be creative. Chen Ning believes that marketing is not equal to doing activities, activities do not mean discounts, food discounts are very easy, no discount is not easy. Every year 3 and September are the off-season catering, sales generally drop about 10%, but le Kaiser can increase the volume without price increase, but no discount. < /p >
< p > for Le Kaiser, their marketing direction is that they did not do others. Every marketing activity was planned by Chen Ning himself, but Chen Ning emphasized that the marketing of an enterprise represents the quality of their business, so the more marketing, the worse the operation, but the visibility, loyalty and heat of the brand should be maintained. < /p >
< p > reporter has learned that Le Kaiser's marketing activities are not many, but there are more public relations activities. For example, a few days ago, a performance of autistic children was sponsored in Shenzhen, which received a total of 140 thousand of the money. In addition, there was also a cooperation with Huizhou Jia Zhao industry center to hold "100 DIY" and hundreds of families to make pizza together, so as to safeguard consumers' interest in Le Kaiser. < /p >
< p > > secondly, when it comes to O2O, Chen Ning believes that when advertising is understood as online, it is actually O2O, and the essence of business is to introduce people into the market. Whether it is television, subway advertising, or Internet advertising, or group buying, it is a way to advertise, while people in traditional industries treat the Internet at the first stage, despise the second stage, do not understand the third stage, and do not understand the fourth stage. < /p >
Before P, people in traditional industries had "moat" on their hands. Their resources and capital were "moat", and they had money and relationships. They could not get in by the outside ladder, but they could not manage by helicopter, and the Internet was the helicopter, Chen Ning said. < /p >
"P >" people in traditional industries need to embrace and change. The core of Internet thinking is Lei Jun's focus, perfection, reputation and speed. Focus on one thing to the utmost, manage user reputation, rapid upgrading and rapid transformation. If you do not transform others to compete and imitate, if you constantly change, others can not imitate. " < /p >
< p >, he said, the Internet has changed a little. The old business is to earn money by asymmetric information. The south goods are sold in the north, and the goods are sold in the south. Because they do not know the price of the goods to make money, but now the Internet has solved the asymmetry of information. As long as the Jingdong looks at it and Taobao looks at it, it knows how much it is, and now the information is symmetric. < /p >
< p > "before eating, it is hard to eat, and at most can only tell a few friends around. But on the Internet, I first sent a micro-blog, then sent a WeChat, and then went to the public comment to make a bad comment. After that, no one went to your store. But before you could do it, a person was pit, and the next person might get caught. But now it won't, because the force is equal, so we can only spell the service, so we have to go back to the essence of catering, QSCV, and pursue the most essential thing of the restaurant. It's genuine and cheap." < /p >
< p > it's like some people say that when the consumption Dynasty is coming, there will be no brand operation for future marketing, and only users will be involved in it, and the sense of participation will become more and more important. In the era of new media, information opaque is broken, and the initiative marketing of businesses is more and more likely to be questioned and Tucao. So the most important thing is user experience, do a good user experience, and let every user experience marketing to help you to be more valuable. < /p >