After Meng Chang’s opening remarks, many investors who originally frowned and felt unreliable have softened their attitudes a lot.
Everyone began to listen carefully.
Meng Chang was very relaxed and without any pressure at all, and began to talk about the "cold-faced girl" business model.
The overall content of the story was similar to what he told when he met He Desheng, but many details were explained in more detail.
Because when I met He Desheng before, I had limited time and could only compress all the content into less than half an hour.
But since it was a press conference, the time was definitely too short to produce an effect, so Meng Chang extended the time to nearly 2 hours.
All the content is divided into three parts.
The first part demonstrates the huge market demand for "grilled cold noodles" and the changes that "cold noodle girls" will bring to the grilled cold noodles and even the fast food industry.
The current market situation is still the same. The main reasons are that grilled cold noodles are unhygienic, difficult to guarantee taste, and have a single variety. At present, Internet + catering is a huge outlet.
At this stage, the task of "Cold Noodle Girl" is to create a brand concept that can be linked to the traditional food "Grilled Cold Noodles" through products and marketing, that is, to make everyone enjoy it. When I hear "grilled cold noodles", I subconsciously think of "cold noodle girl".
In the second part, after the brand "Cold Noodle Girl" was established, we expanded around this brand concept and developed a variety of Chinese fast food business models.
Revolving around the brand and concept of "Cold Noodle Girl", we produce peripheral fast food products, such as burritos, roujiamo, side dishes, porridge, cold noodles, etc.
These products will supplement the signature delicacy of "Grilled Cold Noodles" and gradually evolve customers' perception of "Cold Noodle Girl" from a simple grilled cold noodles brand to a fast food brand. .
In the third part, after "Cold Noodle Girl" established a foothold in the fast food industry, she took this as an opportunity to embrace the Internet ecology and open up the connection between online and offline, catering and the Internet, and users and platforms. Barrier, also known as "multidimensional fusion".
Because "Cold Noodle Girl" represents a way of life and Internet thinking, users will naturally accept this "multi-dimensional fusion" model.
For example, you can engage in central kitchen, takeout delivery, food review and other industries, and continuously expand the concept and moat of the "Cold Noodle Girl" brand through content accumulation.
During the explanation process, Meng Chang explained some relatively abstract concepts in an easy-to-understand manner, and also quoted many famous quotes from Internet tycoons, which made many investors present nod frequently.
As for some areas that may be controversial, Meng Chang explained them in advance, directly blocking the way for others to ask questions.
“Some people may ask, ‘Cold Noodle Girl’ only makes grilled cold noodles. You attach so much importance to marketing and brand building that you even plan toDoes it make sense to spend huge amounts of money on this? Is this just hype? ”
“I would like to ask you a question: We all know that ‘product is king’, so who knows what the exact definition of ‘product’ is? ”
“Some people think that marketing and products are completely opposite poles. Once you do marketing, you can no longer build products. I think this understanding is narrow-minded. ”
“Products are actually the sum of physical objects and concepts. ”
“Just like when we buy a Pineapple mobile phone, what we buy is both a physical object and a concept. If it has no concept, its value will be reduced by at least one-third. ”
“So, the reason why we Internet companies attach so much importance to marketing is not because we want to hype or shoddy products, but because we want to build a business model with a moat, so we must have a balance.' The relationship between the physical object and the concept is what is called a good product. ”
“We have combined and deeply bound the brand ‘Cold Noodle Girl’ with the traditional snack of grilled cold noodles. Then we have created a moat. In the future, customers will want to eat grilled cold noodles. When I arrived, my first reaction was to eat the grilled cold noodles from 'Cold Noodle Girl'. Of course this kind of marketing is meaningful, how can it be hype? ”
“Hype is a desperate pursuit of heat and traffic. As for how to use this heat and traffic once it comes, there is no plan; and our marketing is to create a brand concept, which is the core of our products. part of. ”
“Some people may also ask, grilled cold noodles are just a snack. No matter how delicious it is, it can only be eaten once a week at most. How can it be eaten as a meal? ”
“In fact, the ‘Cold Noodle Girl’ definitely does not encourage customers to eat grilled cold noodles as a meal. Because it is neither nutritious nor healthy, and it is not in line with the eating habits of most people. ”
“The grilled cold noodles of ‘Cold Noodle Girl’ are actually just a signature, a concept, and a star item, not the only one. ”
“In the first phase, we will not only have various flavors of grilled cold noodles, but also side dishes, porridge, cold noodles, desserts and other side meals; in the second phase, our goal is Create a Chinese fast food brand, including wraps, braised rice, etc., which are all part of our meals. ”
“So, why do I keep emphasizing the concept of ‘grilled cold noodles’? Because ‘grilled cold noodles’ is the entry point for us to break through. ”
“If we clamored to make Chinese fast food right from the start, we would definitely die in an ugly way, because there are too many competitors for Chinese fast food, and none of us can satisfy all consumers quickly.” Memory points to remember. ”
“Sticking to the concept of ‘grilled cold noodles’ can greatly reduce consumers’ cognitive difficulty and memory cost of the ‘Cold Noodle Girl’ brand. ”
“Our emphasis on ‘grilled cold noodles’ means that our direct competitors are not those Chinese catering brands, but the nameless and unhygienic grilled cold noodles on the roadside. This is giving full play to our comparative advantages. ”
“The primary goal is to acquire customers. First make differences and features so that customers can recognize and remember them, and then enrich the layout and consider a longer-term direction. ”
“Someone may want to ask, what is the difference between ‘Cold Noodle Girl’ and Moyu takeout? Are there any conflicts if they are both Tenda products? ”
“My answer is that ‘Cold Noodle Girl’ will focus on ‘fast food’, while Moyu takeout, strictly speaking, should be ‘set meals’ or ‘simple meals’. Just like steak pizza and fried chicken burgers, the categories are different and do not interfere with each other. ”
“‘Cold Noodle Girl’ and Moyu Takeout, and even most catering models on the market, do not constitute a direct competitive relationship. We are in misplaced competition, each trying to grab its own target users. ”
“Some people may want to ask, as a person who makes grilled cold noodles, what do you mean by ‘multidimensional fusion’? You haven't even opened your first cold noodle store yet, but you are thinking about the linkage of various industries in the future. Isn't it too ambitious? ”
“I want to say that those who do not plan for the overall situation are not enough to plan for a corner; those who do not plan for the general trend are not enough to plan for a temporary period. As Internet entrepreneurs, long-term vision is a very rare but necessary ability. ”
“If my goal is just to make grilled cold noodles casually, open a few branches, and have a turnover of millions every month, then why should I hold a press conference and find a way? How about getting so much financing? "
"If I am a person who is content with a small amount of money, what return will you get if you invest in me? ”
“The so-called lofty ideal actually means that without being down to earth, everything is just a castle in the air. Jumping directly from the foundation to the highest point, there is a huge fault in the middle. ”
“But the model I planned for ‘Cold Face Girl’ has a clear three-step goal. At each step, I clearly stated the goal, means, and final result to be achieved. , there is no gap in the middle. "
"Of course, some details are business secrets. I can't go into too much detail and must keep them confidential. This is a necessary condition to ensure the success of the business. ”
“Again, I don’t expect everyone to decide to pay immediately after reading this PPT. ”
“Everyone can pay close attention to the dynamics of the ‘Cold Noodle Girl’ brand. Wait until I open the first store, complete the first marketing event, make profits in the first month, and open the second store. ...when you see my goals accomplished one by one, you will naturally understand that what I say is serious. ”
“Then if you have any questions, you can ask me as much as you want. As long as it’s not too detailed and involves some confidentiality, I will tell you everything.” ”
Meng Chang signaled the staff to be ready to hand over the prepared microphones to the investors in the audience.
After nearly two hours of speech, many investors They all have a strong interest in this brand.
Whether this brand can be successful?No one can guarantee this. But at least, from what I heard throughout the press conference, this model is quite interesting, so whether they question it in the form of approval or disapproval, these investors are very interested.
Faced with the gentle or sharp questions thrown at them one after another, Meng Chang did not panic at all, quoted from other sources, and talked eloquently.
In the audience, Xue Zhebin looked confused.
He tilted his head toward Li Shi and whispered: "Mr. Li, I think what he said is very reasonable. I can't help but want to invest some money to buy some original shares for fun. If it's true, If it succeeds, the rate of return is astonishingly high."
Li Shi was silent for a moment: "There is no way to be sure just by listening to this. It is very risky, so it is best to take another look."
“Smart investors must not have a gambler’s mentality when investing. If you think about getting super high returns from a project, you will often be deceived. The best wisdom in investing is not just seeing opportunities. You also need to know how to avoid risks.” You won’t be cheated if you invest.”
Li Shi smiled: “It’s useless to have a lie detector. No, you invested money and still failed; some people may not have thought that much, but in the end they succeeded because of chance.”
“Besides, investment is inherently high-risk. Is it miserable for investors to be defrauded of their money? Of course it is miserable. But investors are not a vulnerable group. This is a cruel arena. Are investors innocent? It should be a long-term thing, but many investors are short-sighted. Their only purpose of investing money is to obtain more immediate benefits."
"Investors have a lot of money. But most investors will not invest their money where it is most needed. Instead, they will swarm in the so-called 'wind outlets', burning money, hyping up the popularity, cutting leeks, and destroying the environment. In the end, only chicken feathers will be left."
"I was like this a few years ago, but now, my concept has begun to change."
"So, when investing, you must not blame others. When you encounter high returns If you encounter a liar, it’s because you are too shallow.”
“From an objective point of view, if investors encounter a liar, they will be deceived out of their money. Yes, this is true; but when investors encounter an entrepreneur who is inexperienced and unwary, they will not be very kind, but will do everything they can to wipe him out. ”
"Shopping malls are like battlefields. You cannot talk about morality or human relations. It is normal to fight to the death within the scope of the law."
Xue Zhebin asked again: "Then, Mr. Li, What do you think is the success rate of the 'cold-faced girl' business model?"
Li Shi thought for a moment and said, "But what if?If I only evaluate Meng Chang, I would say that he is a marketing genius and a speech genius. As for whether he is a business genius or a deception genius..."
"It is still difficult to judge now, it still depends on it. What happened after he opened his first store. ”
“Judging from his current answers to investors, he is obviously well-prepared and answers fluently, with no flaws exposed at all. "
"I'm afraid I can't figure out the reason just by asking questions. ”
Xue Zhebin looked at He Desheng and Ma Yang sitting in the front row: “Mr. Ma, does he know how to ask questions?” "
Li Shi couldn't help but smile: "I don't think so. ”
Others think Mr. Ma is very mysterious and think that he is most likely a hidden investment genius.
But Li Shi doesn’t think so.
Because Li Shi had dealt with Ma Yang many times before when he was working at Moyu Internet Cafe, and once deceived Ma Yang to the point where he was almost confused. He had no idea how much Ma Yang weighed. That's clear.
Ma Yang is very powerful because he has the guidance of Mr. Pei!
Li Shi knows that Ma Yang is a tool of Mr. Pei. He was able to hold such a key position simply because he was obedient and absolutely loyal to Mr. Pei.
In terms of his intelligence and ability, Li Shi felt that he was so different from Mr. Pei that he could not stand it. He is only at the level of an ordinary person, or even slightly lower.
And who is Meng Chang? Regardless of whether he is a true genius or a liar, his IQ is definitely among the top of the group.
Ma Yang asked Meng Chang?
Anyone with a little self-awareness would not do this