Chapter 64 SynTao 63 Business must develop its own characteristics

The essence of business: There are no two identical leaves in the world, and the value of doing business lies in a unique management method. Smart Wenzhou merchants are very good at taking advantage of their own product characteristics and personality in the competition. If you want to stand out in the same industry, you must have your own business characteristics.With features and things that others don't have, you don't have to be afraid of competition.Of course, characteristic management must be surprising and innovative.Either make the product special, or make a special characteristic in the management.Characteristic management will attract the attention of consumers, and success is natural.

In the United States, Chinese restaurants are very popular, but when there are more Chinese restaurants, it takes a lot of effort to stand out among the many Chinese restaurants.Many people started to write feature articles, so Sichuan cuisine restaurants, Cantonese cuisine restaurants, Hunan cuisine restaurants, etc. emerged.Among them, Lu Qiushi, a Wenzhou businessman, was the one who made the biggest and most successful article. In 1988, after graduating from university, Lu Qiushi received an unexpected birthday gift from his father: a company registered in his hometown of Wenzhou.From then on he started his business career.It can be said that he was caught off guard and thrown into the vast sea of ​​business.But after a period of time, he fell in love with doing business unexpectedly, and he never tires of it.

1993 was the beginning of the expansion of China's computer market, and it was easy to generate huge profits from operating computers.Lu Qiushi left Wenzhou, came to Beijing, and entered Zhongguancun. In 1996, Lu Qiushi went to the Wharton School of Business, Columbia University in the United States to study for a master's degree in business administration.In the second year, he began to develop his own business in the United States. He invested more than one million dollars in New York and opened a Chinese restaurant.He understands that this is an era that advocates individuality, and a restaurant must be unique, otherwise it will be of little value.How can I make my restaurant different from other Chinese restaurants?

At this time, Lu Qiushi, who graduated from the Chinese Department and had a strong interest in literature, began to think about it. With the reform and opening up and the improvement of China's economic status, Americans' interest in Chinese culture has gradually increased.Americans' curiosity shifted from Chinese porcelain and other commodities to China's unique culture. It was their thirst for knowledge that brought business opportunities to Chinese businessmen.Lu Qiushi began to want to systematically introduce Chinese food culture in order to attract the attention of American customers.He invited famous chefs from eight major cuisines from all over China, and began to develop each cuisine in an all-round way.In his restaurants, multiple menus can be provided at the same time, and each menu represents the dietary characteristics of a certain region in China.

He also invited young men and women of the most typical local ethnic minorities from all over the country to come to his American restaurant and wear national costumes as waiters. A preliminary understanding of the local folk customs and folk customs.In the decoration and decoration of the hotel, we also strive to reflect Chinese characteristics and Chinese culture, such as decorating photos of some Chinese celebrities in each box, or displaying exquisite Chinese handicrafts.Next door to the restaurant, there is also a Chinese handicraft shop specially set up.After entering Lu Qiushi's restaurant, American customers can choose boxes and menus according to their preferences, and can experience the food culture atmosphere of Sichuan, Guizhou, Huguang, Hunan, Hubei, North China, Northeast and other places without leaving home.In this way, eating has also become an experience of Chinese style and an aesthetic of oriental culture. This is Lu Qiu's outstanding business characteristics.

What Lu Qiushi has done is something that no Chinese restaurant has ever done. Although someone had a similar idea, they did not have the courage to implement it.However, Lu Qiushi, who was quite foreseeable, was able to realize that such a special card would not be invalid under the circumstances at the time, so it was only natural that he succeeded later.Sure enough, through Lu Qiushi's careful design and management, this restaurant has become one of the most famous Chinese restaurants in New York. There are so many guests that it is difficult to occupy a seat without prior reservation.Many of them even came here to discuss Chinese food culture and folk customs, so as to experience it for themselves.

It was with this "characteristic card" that Lu Qiushi became an instant hit and has truly taken root in New York ever since.For business people, once they have the wisdom of characteristic management, they have the golden key to get rich. By chance, Ms. Yan noticed that people in the city think that the dishes in the suburbs are more delicious, and they like to go to the suburbs to try something new.So she opened her first small restaurant by the highway 20 kilometers away from the city.At that time, there were only six or seven tables without tablecloths and a few ordinary chairs in the simple restaurant.

But after the small shop opened, few customers came to eat, which made Ms. Yan a little puzzled.So I asked my friends about this, and one of them explained: "If you want to attract people to drive to eat, the first thing is to have special dishes." project.But with the usual snails, the guests feel that the fishy smell is heavy, there is sand, and the taste is not good.Because of this, her business is still not improving. One day at the end of 1994, Ms. Yan read the news in the newspaper: the professor of Southwest Agricultural University had introduced a new species of apple snail.There is a village in Baishiyi near Southwest Agricultural University that raises these snails.With an idea, she decided to make apple snails.

Although she found a good variety of snails, Ms. Yan also thought that if she could make apple snails, so could others.If you want to have no competitors, you must work harder on the taste and make exclusive specialties. Ms. Yan and the chef tried to make the apple snails into various flavors: pickled peppers, crossed the bridge, dipped in water, etc., and gave them to the guests to taste, but the guests thought it was average.After repeated experiments, she finally determined the unique method of apple snails: through the frying method of Chongqing spicy chicken, the nutrients are preserved while frying out the spicy taste, and finally the seasoning ratio and heat are finalized. Spicy snails Shaped by this.

In order to promote innovative dishes, Ms. Yan gave spicy escargots to passers-by on the highway for free.As a result, after a trial, it was well received by customers.Passing on to ten, ten to a hundred, her small shop quickly expanded from 5 tables to more than 30 tables, and then 100 tables... In 1997, Ms. Yan's spicy snails became a household name in the city. In the business world, in order to achieve characteristic operation, it is not only necessary to carefully create one's own characteristic signboard, but sometimes it is necessary to innovate and improve the small links of operation. operating effect.

There was a Wenzhou boss who ran a building materials market in Shanghai. At first, business was not very good, and he couldn't find out why. Later, the boss discovered that Shanghainese are very frugal. Many Shanghainese eat rice with boiled water for breakfast. Even rich Shanghainese do not spend money recklessly, let alone waste money.Especially when it comes to decorating houses, Shanghainese are very careful about budgeting.However, no matter how carefully calculated, there will always be some discrepancies. After the new house is decorated, there will be more or less materials left over, what should I do?Keeping it is useless; throwing it away is a waste of money to buy it.In response to this situation, the Wenzhou boss issued a notice: All decorative building materials purchased in this market can be refunded at the original price.The Wenzhou boss did not lose money by doing so, and the business has doubled several times. Anyone with a discerning eye can tell at a glance that most of the Wenzhou bosses have sold out, and only a few returned, and they can continue to sell.As the saying goes: "What you buy is never what you sell." There are tens of thousands of people doing business in the world, some fail, some succeed, and most of them are mediocre all the time. They can neither get ahead nor be poor by doing business.The mediocre people are often those who have no characteristics and cannot see the flash of inspiration in their business careers, while the shrewd businessmen often belong to the wise men who dare to be different and pursue their own characteristics.It is precisely by virtue of the characteristic business wisdom of "I have what no one else has" that many Wenzhou businessmen have played around with the market and made a lot of money.