1987: Sleepless Tonight

She observed very carefully and noticed that Nini's breakfast restaurant was different from other restaurants.

"Yes, your observation is very subtle." Lu Hao nodded.

"In this way, customers who enter the store can meet their other needs besides eating, and the eating environment is more comfortable." Anna said, "But the most important point is that you have what you have in the store, and other places do not. No, this provides a service that is different from other restaurants, and such service can make customers impressed with your store and have a higher degree of recognition.”

"If customers go to other restaurants and don't experience this kind of service, there will be a gap, and they will feel disappointed with other restaurants. They will go back and continue to patronize your breakfast restaurant, and even actively sell to others."

Doing business is actually like two people meeting a bear. You don't need to run faster than the bear, as long as you run faster than the other person.

"That's right, that's right." Lu Hao nodded.

"If you want to maintain this gap, then when other stores install air conditioners in the future, your store must have something more different, so as to ensure the advantage and maintain the gap." Hannah said.

"That's true." Lu Hao nodded again, "So, we have to use the money we earned in the early stage to continuously invest in hardware and software to improve the standard of our store, so as to ensure this advantage and let customers recognize our store more , to guarantee an absolute advantage in similar stores.”

This is like technology. If you want to gain market access, you must ensure that you are at least one or two years ahead of other similar technologies. In order to ensure this one-year lead, you must continuously inject funds into it to ensure this consolidation of the position.

In the eyes of many people, catering does not have much technical content. Objectively speaking, it does not have too high technical content, but the content of business operation is similar to scientific research.

There is a lot of competition in scientific research, such as engines, high-end medical equipment, scientific research testing instruments, etc. If you want to maintain competitiveness and let others use your products, it is best to ensure your own advantages, and this kind of Dominance requires a significant injection of capital.

Once it has been ahead for more than ten years, even if it does not need more than ten years, even if it has only one or two years of technological leadership, it can guarantee its position in the market.

The same is true for catering, and it is the same in any other industry. It is necessary to ensure a leading edge in order to attract customers.

"Hardware and software?" Hannah didn't know much about these two words, and looked at Lu Hao suspiciously.

"Hardware refers to the floors, walls, tables and chairs, air conditioners, telephones, wall clocks, etc. you see, and software, you can understand as services." Lu Hao explained it more aptly.

"Your description is very appropriate." Hannah agreed with Lu Hao's explanation very much.

"That's all you have gained, nothing else?" Lu Hao looked at Hannah.

Hannah froze for a moment, "Aren't these enough?"

She thought she had seen it carefully enough, and she didn't know what else she hadn't considered.

Her family is in business, and she has been familiar with business, and she thinks that she has a certain vision, so there is no place that she has not considered.

She thought for a while, and said, "The location you chose is very good, in a prosperous area."

"That's all? Are there any more?" Lu Hao asked again.

Not right again!

"I really can't think of anything else I haven't considered." Hannah shook her head.

She was curious what Lu Hao was talking about.

"Taste, the type of breakfast, these things." Lu Hao raised his voice a bit, "If you want to do business in China, or not just in our country, but also in other countries, you must understand the needs of local customers. What kind of food do they like to eat, whether they like to eat pasta, or like to eat rice, or potatoes, or meat, whether they like salty, spicy, or sweet, etc. These aspects are very important , you should pay attention."

!!!

"You're right, it was indeed my negligence." Hannah nodded.

It's like being enlightened.

"Not only catering, but also other products, such as department stores, or automobiles, etc., you should pay attention to these aspects." Lu Hao said, "We have an old saying that if an orange grows in Huainan, it will be an orange, and if an orange grows in Huaibei, it will be an orange." Zhi, this sentence emphasizes that the environment has changed, and the nature of things has also changed.”

"The environment is difficult to change. If you cannot adapt to the environment, there is a high probability that you will not get what you want. Therefore, if you want to make money from customers, you must understand the needs of customers."

"And this demand is not only in terms of hardware, but also includes software."

Speaking of hardware and software again!

Hannah was confused.

She is very confident and proud. She was born in a businessman family. She has a good appearance and speaks Chinese very well. She also has her own understanding of business.

But in front of Lu Hao, he seemed to have become stupid.

The man in front of him is great!

"I don't understand? The hardware refers to the taste and variety of food I just mentioned, and the software mainly refers to the taboos of this country and this nation. For example, some people don't eat pork, some people don't eat beef, and some people don't eat meat. People like red, but don't like white, and there are some more sensitive things that involve national emotions, so we must pay attention to them and not touch them." Lu Hao said.

These are not just nonsense, they are all places that need attention.

Like KFC and McDonald's.

In the old United States, McDonald's firmly suppressed KFC, but in China, KFC has developed better than McDonald's, and the number of stores is more than twice that of McDonald's.

The reason is simple. McDonald's insists on American culture and is unwilling to change with the market. That is to say, it is unwilling to change with the environment. After employees join the company, they must strictly follow the regulations in the employee handbook. The sauce for each burger has regulations. , all counter heights are also set at 92 cm and cannot be changed.

Every time McDonald's releases a new product, it must be approved by the local department first, and then reported to Laomei's headquarters. The best time is missed, and the procedure is very complicated.

Not only that, but even the equipment used must be imported from Laomei, and even if the accessories are broken, they must be imported from Laomei.

Pedantic, rigid, and unwilling to accommodate the local market and national habits.

KFC is much more tactful in this regard. When it enters the country, it says it will follow the changes in the domestic market. Not only does it choose festive red for the decoration of the door, but it also actively absorbs domestic culture.

In a nutshell: McDonald's is full of arrogance and refuses to make changes, while KFC is willing to do as the Romans do.