酸菜鱼何以跻身重庆三大招牌美食之一?

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发表于 2018-8-29 11:35:00 | 显示全部楼层 |阅读模式
2018年1月18日在重庆南坪万达艾美酒店一宴会厅举行的九锅一堂品牌升级发布会上,各领域意见领袖共同发声,内建筑设计大师沈雷,江小白董事长陶石泉,原重庆市文化委员会副主任雷平,虹霖餐饮品牌战略创始人李虹霖先后登台致辞。盛会落幕之际,九锅一堂创始人周祖泽压轴陈词抛出的“能喝汤的酸菜鱼,重庆三大招牌美食之一”这一新阶段的品牌战略定位,剑锋直指火锅、小面这两大招牌美食,有意将酸菜鱼这一品类拉升至重庆三大招牌美食之列。
qBvVT9rH90LERzkk.jpg 九锅一堂2018年品牌升级发布会现场

重庆,这一依山傍水之城,三江环绕之地,美食之都的美誉早已蜚声海内外,火锅自然是无可撼动的重庆头一招牌美食,而小面作为中国面食文化的一支独特流派在重庆人民的日常生活中已是不可或缺的主食之一,位列重庆招牌美食第二榜亦无可争议。但是再往后,第三大招牌美食当落谁家,就有极大地争议了。要知道,串串香,烤鱼,冒菜,甚至酸辣粉这些在重庆人气很高的主流美食对这第三把交椅也是觊觎已久,只是,无论哪一品类,都并没有获得压倒性的支持,也正因为如此,一如九锅一堂创始人兼董事长周祖泽在发布会上所说“2018年,九锅一堂’大胆’地提出’重庆三大招牌美食之一’这一品牌战略定位”。这个定位,的确大胆,亦或将面临来自其他品类的“群起而攻之”。
FZWP656kWY7Y1xZ7.jpg 火锅、小面、酸菜鱼首次同台发声

九锅一堂能喝汤的酸菜鱼虽然在重庆酸菜鱼这一品类赛道上独占鳌头,但是要在火锅之都的餐饮市场大环境中杀出重围,确立其品牌优势,没有杀手锏是不行的。其实,早在发布会正式提出“重庆三大招牌美食之一”之前,九锅一堂品牌部门就已动作不断,先后祭出了三张”王牌”,其一是“能喝汤”,其二是“非遗酸菜”,其三是农夫山泉。
“能喝汤的酸菜鱼”作为九锅一堂过去三年来一以贯之的品牌战略定位,成功地帮助九锅一堂在酸菜鱼这一品类赛道上打出了独特定位优势,形成了鲜明的自身品牌差异性,奠定了九锅一堂酸菜鱼在重庆酸菜鱼品类市场上的领导品牌地位。如今的“能喝汤”已成为九锅一堂一项极其重要的品牌资产,新的品牌战略定位的提出,并不意味着对“能喝汤”这一定位的抛弃,相反,为了进一步加强“能喝汤”的品牌认知,九锅一堂在今年6月1日成都来福士店开业之际,进一步实行食材升级,提出了“乌鱼现杀、酸菜现炒、鱼汤现熬“的”三现“标准,并配以门店的全新升级,以期在顾客消费体验层面更上一个台阶,跻身中高档餐厅行列,毕竟,食材永远是一家餐厅的核心元素,是品牌发力的最关键基石。
p57p2bb4f5xMbpG2.jpg “非遗酸菜”走进西安发布会

自去年10月份“非遗酸菜走进西安”新闻发布会以来,四川非物质文化遗产——乐山夹江土门泡菜四这一元素便全面融入了九锅一堂的品牌宣传之中,成为助力酸菜鱼冲顶“重庆三大招牌美食之一”的重要元素。众所周知,酸菜是酸菜鱼的风骨与灵魂。酸菜的质量直接影响到酸菜鱼的口感,“能喝汤的酸菜鱼”选用“非遗酸菜”,不得不说这是一个很有战略意义的决定。其一,有了“四川非物质文化遗产”这一国家权威认证为产品信任状,抵得上千万句“自嗨”的广告语。其二,一旦有了文化元素的注入,对于品牌外延边界的扩展将会是极为有利的。“非遗酸菜”背后的文化传承、人物故事以及历史记忆等都是可供挖掘以形成九锅一堂自身品牌资产的有利文化元素。“九锅一堂非遗酸菜亲子DIY活动“前后数十场的成功举办,无疑为其品牌的传播与品牌形象的建设”锦上添花“,自然收获了顾客的一片好评。毕竟,当下大众消费层次不断提升,人们选择一家餐厅的决策因素,已经不仅仅停留在“好吃”这一层面,”好玩又有意义“已成为更深层次地需求痛点。
iNPx9FNLP4NnQ496.jpg 九锅一堂非遗酸菜亲子DIY活动

一如农夫山泉的那句广告语”好水才能做出好米饭“,农夫山泉依靠其强大地广告营销能力俨然已经在中国消费者心目中确立了”优质水“这一标准认知。九锅一堂选择与农夫山泉合作,很自然地嫁接出了”好水才能熬出好汤“这一潜在认知转化。为“能喝汤”再添一强势信任状。此外,推出“探秘酸菜鱼水源地——农夫山泉峨眉山工厂”的系列活动,为消费者创造近距离感知品牌元素的体验场景,再由双方利用各自的媒体渠道加以宣传,便是一场反响良好地品牌公关活动。这种“双赢”的品牌联合,为九锅一堂品牌影响力的进一步提升拓宽了渠道。
v1288U0F2uuBfyFb.jpg 九锅一堂能喝汤等酸菜鱼

广告大师叶茂中认为“一流营销制造冲突,二流营销发现冲突,三流营销寻找冲突“。”不怕遭人议论,就怕被人遗忘“,如前文所述,”重庆三大招牌美食之一“ 的提出,自然免不了业界各方尤其是消费者的争议与质疑,但正是这一新的认知冲突点,将九锅一堂品牌推进大众话题风暴之中,从品牌曝光与传播角度来讲无疑是有利的。制造冲突进而解决冲突。九锅一堂先后打出的三张”王牌“以及门店升级等诸多品牌动作无一不在致力于提升“能喝汤的酸菜鱼”产品本身的话语权,为其真正地跻身重庆三大招牌美食之一”添砖加瓦“,逐步巩固消费者心智中的这一品牌认知。
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