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北大硕士卖米粉6年后

作者:admin 2020-10-29 我要评论

ZHANGTIANYICONGXIAOXIHUANBIAOXINLIYI,ZOUCHAYIHUADAOLU,ZUIDIANXINGDELIZIMOGUOYUCONGBEIJINGDAXUESHUOSHIBIYEHOUQUMAIMIFEN,YIDUYINQIZHUDUOZHENGYI。ERBEIDABIYESHENGQUMAIMIFEN,ZIRANYEYAOMAICHUYIXIEBUYIYANGLAI...

张天一从小喜欢标新立异,走差异化道路,最典型的例子莫过于从北京大学硕士毕业后去卖米粉,一度引起诸多争议。而北大毕业生去卖米粉,自然也要卖出一些不一样来。

喜欢差异化竞争的张天一

 

“差异化竞争”

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ZAIRUJINDEHEHUOREN、DAXUESHIYOUJIANHAOYOUSONGSHUOYANLI,DAXUESHIQIDEZHANGTIANYIYICHANGHUOYUE,“DANGSHIJIUJUEDEZHEIGERENTINGNENGZHETENGDE”,CONGXUESHENGHUI、BIANLUNDUIDAOSHEHUISHIXI,WUYILUOXIA,CONGLAIDOUSHIZAOCHUWANGUI。CONGDAYIKAISHI,ZHANGTIANYIJIUZUOGEZHONGSHIXI,BUTIAOGANGWEIHEDANWEI,“ZHUYAOSHIWEILETIYAN”,BAOKUOZHULI、MISHU、QIANTAIDENGDENG。MEIFENSHIXIBUCHAOGUOYIGEYUE,QIANHOUZUOGUOJISHIFENSHIXI,CHUBURENSHILEGEZHONGXINGYE。

NEISHIHOUTAYESHELIESHANGYE,BAIGUODITAN。TAQUGUODONGWUYUANFUJINDETIANYIPIFASHICHANGJINHUO,YIFUERJI5KUAIQIAN,TAHUIZAIGEDAXUEXIAOZHOUBIANYIYUANJIASHOUMAI,“JIUSHIYINLIU”。TAJIANGDITANQUMING“ZHANGMENGNANERJIPIFA”,“DIYISHIWEILECHAYIHUA,‘MENGNAN’YUWODESHUSHENGXINGXIANGYOUFANCHAHEDUIBI,DIER,ZHEIYESHIYIGEPINPAI”。ZHANGTIANYISHUO,TASHOUMAIDEQIANTISHIYIDINGYAOJIASHANGGUKEDEQQ,XINGCHENGWENDINGDELIANXIYUSHEQUN,QIANHOUJIALEHAOJIBAIREN,ZHIHOUZAITUIJIANKEDANJIAGENGGAODECHANPIN。HOULAI,TAYOUZAIHAIDIANDEWUDAOKOUHEWEIGONGCUNFUJINKAILELIANGJIAJIAOZIDIAN,ZUOWAIMAIPEISONG。

米粉在中国餐饮市场的品牌化率还很低

 

年轻人的方法论

ZHANGTIANYIKAIMIFENDIANDEXIAOXI,FUQINSHICONGTONGSHIDIGUOLAIDEBAOZHISHANGKANDAODE。2014NIAN4YUEDEMOUYITIAN,《CHANGDERIBAO》KANDENGLEZHANGTIANYICONGBEIDASHUOSHIBIYEHOUQUMAIMIFENDEXIAOXI。FUQINKANHOUFEICHANGSHENGQI,DADIANHUAGUOLAIZHIWEN。FUZILIANGRENFASHENGLEZHENGZHI,SHUAILEDIANHUA。“BUSHIFANBUFANDUIDEWENTI,TAMENMEISHAGUOLAIJIUBUCUOLE。”

ZAICIZHIQIAN,FUQINYIZHIYIWEIZHANGTIANYIYAOJINGUOJIAJIGUANHUOCHENGWEIYIMINGLVSHI。TONGSHIMENWENQI,TAFENGRENDOUZHEIMESHUO,DANSHIJISHANG,ZHANGTIANYIBIYEQIANJIUKAILEHUNANMIFENDIAN。FUMUJIQIFANDUI,SHUOGUOHEDONGMINGZHULEISIDEHUA,DANZHANGTIANYIBUWEISUODONG。“TIANGAOHUANGDIYUAN,TAMENYEGUANBUZHE。”

ZHANGTIANYIZUIHOUXUANZEMAIMIFEN,GENTADUIMIFENDEJUANLIANYOUGUAN。HUNANMIFENWENMINGQUANGUO,DANLAIJINGSHANGXUEHOU,TAHENNANZHAODAOYIWANZHENGZONGDECHANGDEMIFEN,NIANSHUSHICHIGUOWEIYIYIJIAJIAOZHENGZONGDEDIANZAIDAZHONGSI,LIDEYUAN。NEISHIYIJIAFUQIKAIDEXIAOCANGUAN,SHENGYIHENHUOBAO。ZHANGTIANYIMEICIQU,DOUHUIGUANCHAQIKELIULIANGHEFANTAILV,JUEDEMIFENSHENGYIKEZUO;TAJINERYUEDULEHENDUOCAILIAO,FAXIANZHONGGUOCANYINYESHI5WANYIYUANDEJUDASHICHANG,ZHUSHIZHANLE1.5WANYIYUAN,DANPINPAIHUALVBUDAO1%,“ZUODEFEICHANGBUHAO”。

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ZHUANZHEDIANCHUXIANZAICHAOYANGGUOMAO,DANGSHIDEHUANQIUJINRONGZHONGXINJIANCHENGYUNYINGBUGUO5NIAN,DIXIAYOUYIGEYUXIEZILOUPEITAODEMEISHIGUANGCHANG。MEISHIGUANGCHANGWANGLI,YOUYIGEPIANPIDEHUNANJIAOLUO,WEIZHIBUHAO,DANZUJINBIANYI。ZHANGTIANYIZHAOLAISHI,ZHEILIQIANHOUKAIGUOSANJIADIANDOUDAOBILE,DIANJIAHEWUYEFANGDOUJIZHECHUSHOU,ZUJINZHIXUJIQIANYUAN,YEBUYAOZHUANRANGFEI,“YOURENKAIZHEJIUXING”。WEILEJIESHENGCHENGBEN,TAMENJINZHUSHILIANSHANGYIJIANAICHADIANDEFENSEZHUOYIDOUMEIHUAN,ZHIJIANDANFENSHUALEYIXIAQIANGBI。

SHUOSHIMAIMIFEN,ZIRANYAOMAICHUYIDIANBUYIYANGLAI,ZHANGTIANYIZHEIYANGXIANG。TAMENDEFANGFASHIZHUCELE50GEWEIBOZHANGHAO,PEIYISHUAIGEMEINVDETOUXIANG,ZAIWEIBOSHANGYI“BEIJING/HUNAN”WEIGUANJIANCI,XUNZHAOZAIBEIJINGDEHUNANREN,FENSISHULIANGDAYU1000DEYOUXIAN,RANHOUYISHUAIGEMEINVDEKOUWENQUSIXINDASHAN,TUIJIANZIJIADIANMIAN。HUNANRENZAIBEIJINGYUEYOUJISHIWAN,KAOZHEZHEIZHONGFANGSHI,TAMENDAJIANQILEYIGEQIANRENDESHEQUN,ZUOKOUBEIYINGXIAO,ZHEICHENGWEIBAMANMIFENZUIZAODEKEHUQUN。

NEISHIZHANGTIANYILINJINBIYE,“SHUANGCHUANG”(DAZHONGCHUANGYE、WANZHONGCHUANGXIN)LANGCHAOHAIMEIXINGQI,CHUANGYEBINGFEIZHULIU。DANGTONGXUEMENDOUMANGZHEZHAOGONGZUOSHI,TAZAOCHUWANGUI,NEISHIHOUXUESHENGCHUANGYEHAIBUSHIZHULIU,“DOUBUHAOYISISHUOZIJIZAIGANSHENME”。MENDIANQIBUJIEDUANFEICHANGJIANNAN,DUIYUXIANGYAOZUOPINPAIDETALAISHUO,WEIBOSHANGZHAOLAIDERENLIULIANGHAIBUGOU,“GANGKAISHIJIGEYUERENHENSHAO”。

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XIAODIANBEIBAODAOHOU,DIANPUDERENLIULIANGDUOLEQILAI。QIANLAIDEGUKEZHONG,YOUJIZHE,YOUZAIJINGHUNANREN,YOUMUMINGQIANLAIDEWAIDISHIKE,HAIYOUTOUZIREN。TONGYIDONGDALOUZHONGDEYIJIAFENGXIANTOUZIJIGOUCHENGLETAMENZUIZAODETOUZIRENZHIYI。KAOZHEZHEIBIQIAN,BAMANMIFENDIANCIHOUYOUKAILEDIERJIA、DISANJIA,JIANJIANPUKAI,FAZHANQILAI。

KAIDAODISANJIADIANSHI,ZHANGTIANYIJUEDINGYAOZUOZHONGYANGCHUFANGHEJIZHONGPEISONG,YONGXINXIHUASHOUDUANTIGAOCANYINXIAOLV,TONGSHIZHEZHONGBIAOZHUNHUA,SHIXIANGUIMOHUALIANGCHAN。“ZHEICAISHIYOUMENJIANDESHIQING,ERBUSHIXIANGLAOSHIFUNEIYANGPINGJINGYANKAOZHEZUIBAQUCHANG。”ZHANGTIANYISHUO,“BIRULADUYOUGEZHIBIAOJIAOZUOSHU(Scoville Heat Units),WOMENDEBIAOZHUNSHIYAOBUDIYU399,HAIYOUZAODAOXIANMIZHILIANDIANFENDEHANLIANGDAYU25%DE,CAINENGZUOCHUHAOFEN。ZHEIDOUSHICECHULAIDE,BUSHIXUANXUE。”

KAOZHEBIAOZHUNHUAHEGUIMOHUADEZHUTUI,ZHANGTIANYIDEMUBIAOSHIJIANG“BAMAN”MIFENKAIDAOQUANGUO,DAZAOCHENGYIGEQUANGUOPINPAI。2019NIAN,ZHANGTIANYIJIBAMANMIFENANXIALEKUAIJINJIAN,ZAIDANGNIANNIANMOXINKAILESHIJIJIAXIANXIADIAN,DANWUNAIHENKUAIYUSHANGLEXINGUANYIQINGBAOFA,60DUOJIAXIANXIADIANSUOYOUSHOURUQUANBUGUILING,DANFANGZURENLICHENGBEN、GONGYINGSHANGHUOKUANGONGJI2000DUOWANYUAN“YIXIAZIYONGGUOLAI”,YADEZHANGTIANYICHUANBUGUOQI。DANGSHI,GONGSIZHANGSHANGXIANJINZUIDUOZHIGOUZHICHENGLIANGGEYUE。“FEICHANGHUANG。”ZHANGTIANYISHUO,“JIUGENQIEDONGMAIYIYANG,YIGERENSHENTIZAIZENMEHAO,DONGMAIYIQIEKENENG5FENZHONGJIUMEILE。XIANJINLIUJIUSHIZHEIZHONGGAINIAN。”

ZHEISHIZHANGTIANYICHUANGYELICHENGZHONGYUDAODEZUIDAKAOYAN。TAHETUANDUIXIANFALEYUANGONGGONGZI,WENDINGJUNXIN,RANHOUYIGEGEZHAOGONGYINGSHANGLIAO,NENGKANGJIUKANG,NENGYANQIFUKUANJIUYANQI,TONGSHISUOYOUYUANGONGWANGXIANSHANGZHUANXING,TUOZHANXIANSHANGQUDAO,BAOKUOZHIBODAIHUO。GONGSISANGEYIQINGYINGDUIXIAOZUYOULIANGGEDOUGENZHIBODAIHUOXIANGGUAN,YIZUMEITIANYAODIANPUZIBO16GEXIAOSHI,YUANGONGLUNFANSHANGZHEN;LINGYIZUZEFUZEDUIJIELIANXIGEDAZHUBODENGHEZUOQUDAO。“YIQIANYEXIANGGUOWANGXIANSHANGZHUANXING,DANMEINEIMEJIANJUE。”

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1.BENZHANZUNXUNXINGYEGUIFAN,RENHEZHUANZAIDEGAOJIANDOUHUIMINGQUEBIAOZHUZUOZHEHELAIYUAN;2.BENZHANDEYUANCHUANGWENZHANG,QINGZHUANZAISHIWUBIZHUMINGWENZHANGZUOZHEHELAIYUAN,BUZUNZHONGYUANCHUANGDEXINGWEIWOMENJIANGZHUIJIUZEREN;3.ZUOZHETOUGAOKENENGHUIJINGWOMENBIANJIXIUGAIHUOBUCHONG。

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