Chapter 734: The Answers Are Flowing (Seeking the Moon)
After Meng Chang's opening remarks, many investors who had frowned and thought it was unreliable softened their attitudes a lot.
Everyone began to listen carefully.
Meng Chang was very relaxed, without any pressure at all, and began to talk about the "cold-faced girl" business model.
The overall content of the narration 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 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 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 the "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, let everyone hear "grilled cold noodles"
, I subconsciously think of "cold-faced 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.
Focusing on the brand and concept of "Cold Noodle Girl", we produce peripheral fast food products, such as burritos, roujiamo, side meals, 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" has established a foothold in the fast food industry, she takes this as an opportunity to embrace the Internet ecology and open up the barriers between online and offline, catering and the Internet, and users and platforms, which is the so-called "
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 develop a 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, Meng Chang made some relatively abstract concepts easy to understand and 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 to spend huge sums of money on this. Does this make sense? Is it 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. If you do marketing, you can no longer build products. I think this understanding is narrow."
"A product is 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 create a business model with a moat, and we must balance the 'physical' and the 'concept'
relationship, this is called a good product.”
"We combined the brand 'Cold Noodle Girl' with the traditional snack of grilled cold noodles and deeply bound it. Then we created a moat. When customers want to eat grilled cold noodles in the future, their first reaction is to come here.
Eat 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 popularity and traffic. As for how to use this popularity and traffic once it comes, there is no plan; and our marketing is to create a brand concept, which is part of our products."
"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' absolutely does not encourage customers to eat grilled cold noodles as a meal. This is 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 sign, 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 to build a Chinese fast food brand, including burritos.
, braised rice, etc., these 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 the situation."
"If we had been clamoring to make Chinese fast food right from the start, we would have died in an ugly way, because there are too many competitors for Chinese fast food, and we don't have a memory point that all consumers can remember quickly."
"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 differentiation and features so that customers can recognize and remember it. Then we can enrich the layout and consider a longer-term direction."
"Some people may also ask, what is the difference between 'Cold Noodle Girl' and Moyu takeout? They are both products of Tengda, will there be any conflict?"
"My answer is that 'Cold Noodle Girl' will focus on 'fast food', while Moyu takeout, strictly speaking, should be 'set meal' or 'simple meal'. Just like steak pizza and fried chicken burgers, the categories are different.
Don’t interfere with each other.”
"'Cold Noodle Girl' and Moyu Takeout, and even most of the 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 also want to ask, you who make cold noodles, what do you mean by 'multi-dimensional fusion'? You haven't even opened the first cold noodles store, and you are thinking about the linkage of various industries in the future.
Isn’t it too ambitious?”
"I want to say that those who don't think about the overall situation are not enough to make a corner; those who don't think about the general trend are not enough to make a short-term goal. As Internet entrepreneurs, long-term vision is a very rare but must-have ability."
"If my goal is just to make grilled cold noodles, open a few branches, and have a monthly turnover of several million, then why do I need to hold a press conference and find a way to obtain 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 ambitious goals actually mean that there is no grounding on the ground. Everything is a castle in the air. It jumps directly from the foundation to the highest point, with huge faults in the middle."
"But the model I planned for 'Cold Face Girl' has a clear three-step goal. In each step, I clearly stated the goal, means, and the 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. They must be kept confidential. This is a necessary condition to ensure the success of the business."
"Again, I don't expect everyone to immediately decide to spend money after reading this ppt."
"Everyone can pay close attention to the dynamics of the 'Cold Noodle Girl' brand. When I open the first store, complete the first marketing event, make profits in the first month, and open the second store... you will see
Once I achieve my goals one by one, I will naturally understand that everything I say is serious."
"Then if you have any questions next, you can ask me as many questions as you want. As long as they are not too detailed and involve 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 have developed a strong interest in this brand.
No one can guarantee whether this brand will be successful or not. 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 objection, these investors are very interested.
.
Faced with the mild or sharp questions thrown at him 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 towards 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 can really succeed, the rate of return will be
It’s amazingly high.”
Li Shi was silent for a moment: "I can't be sure just by listening to this. The risk is very high. It's best to take another look."
"Smart investors must not have a gambler's mentality when investing. If they think of getting super high returns from a single project, they will often be deceived. The best investment wisdom is not only to see opportunities, but also to know how to avoid them.
risk."
Xue Zhebin said after a while: "Hey, investing is really a technical job. It would be great if someone could invent a polygraph that can tell whether someone is lying at a glance. Investments will not be deceived."
Li Shi smiled: "It's useless to have a lie detector. Some people mean everything they say, but they are not strong enough to actually do things. Even if you invest money, you still fail; some people may not think so much, but they do
In the end, it worked out by chance, maybe."
"Moreover, 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 brutal arena."
"Are investors innocent? Of course not. Investment 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 hold a lot of money, but most investors do not invest their money where it is needed most. Instead, they swarm into the so-called 'wind outlets', burning money, hyping up the popularity, cutting leeks, and destroying the environment.
, in the end there was only a piece of chicken feathers left.”
"I was like this a few years ago, but now, my ideas have begun to change."
"So, when investing, you must not blame others. If you encounter a project with a high rate of return, it is because you have a keen eye; if you encounter a liar, it is because you are too shallow."
"From an objective point of view, it is true that investors will lose all their money when they encounter scammers; but when investors encounter entrepreneurs who lack experience and are not wary, they will not be so kind. Instead, they will lose their money.
I will try my best to eat him up and wipe him clean."
"Shopping malls are like battlefields. Neither morality nor human relations can be respected. It is normal to fight to the death within the limits permitted by the law."
Xue Zhebin asked again: "Well, 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 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's still difficult to judge now. We still have to see what happens after he opens 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 didn't think so.
Because Li Shi had dealt with Ma Yang many times before when he was working in an Internet cafe, and once deceived Ma Yang to the point where he was almost confused. He had no idea how much Ma Yang weighed.
ah.
Ma Yang is very powerful because he has Mr. Pei’s guidance behind him!
Li Shi knew in his heart that Ma Yang was a tool of President Pei. The reason why he was able to achieve such a key position was simply because he was obedient enough and was absolutely loyal to President Pei.
When it comes to his intelligence and ability, Li Shi feels that there is a huge difference from Mr. Pei. If he is exhausted, he will be at the level of an ordinary person, or even a little lower.
And who is Meng Chang? Regardless of whether he is a true genius or a liar, his IQ is definitely among the top few.
Ma Yang goes to question Meng Chang?
Anyone with any self-awareness probably wouldn't do this.