Core Viewpoint - The conference highlighted how Tiger Yai has become the leading brand in the stir-fried chicken market through innovative strategies and market positioning [1][2]. Company Overview - Tiger Yai was founded in 2020 and has grown to over 300 chain stores across major cities in China, providing employment for thousands and establishing itself as a significant player in the restaurant industry [4]. Key Success Factors - Choosing the right category is crucial for brand success. The stir-fried chicken category in Henan has high recognition and market potential, which Tiger Yai capitalized on by innovating product offerings and upgrading store locations [5]. - Continuous innovation is essential for profitability. Tiger Yai has focused on the 4Ps (Product, Price, Place, Promotion) to enhance its offerings [6][7]. Product Innovation - The company upgraded traditional serving styles from bowl and plate to pot format, incorporating heating functions and customizable ingredients, thus adding a hot pot experience to stir-fried chicken [6]. - The store design targets younger consumers with a modern aesthetic, aligning with their preferences for quality and experience [6]. Pricing Strategy - Tiger Yai offers a membership system where consumers can enjoy a double portion of stir-fried chicken for only 58 yuan, with an average dining cost of under 30 yuan in shopping centers, providing high value [6][7]. Channel Strategy - Unlike traditional stir-fried chicken outlets, Tiger Yai has successfully entered shopping centers, becoming a unique chicken-themed restaurant in this channel [7]. Marketing Innovation - The company implemented a tiered membership pricing strategy to align with current consumer trends, which has contributed to its rapid growth in the Henan market [7]. Unique Marketing Strategy - The "Tiger Balloon" marketing strategy, involving staff in tiger costumes giving away custom balloons, has significantly boosted store performance across the nation [8][9]. - This strategy is based on three core elements: deep brand IP development, exceptional execution of simple promotional activities, and a viral marketing effect through balloon distribution [9]. Future Vision - Tiger Yai aims to deepen its unique marketing activities and establish the "Tiger" brand as a household name, aspiring to make the world fall in love with Chinese stir-fried chicken [9].
王一博：一招制胜 传统品类新玩法
Sou Hu Cai Jing·2025-05-23 08:45