Losing Money to Be a Tycoon

After Meng Chang’s opening remarks, many investors who had frowned and felt unreliable had their attitudes eased a lot.

Everyone began to listen carefully.

Meng Chang was very relaxed, without any pressure at all, and began to talk about the "cold girl" business model.

The overall content is similar to what he said when he saw He Desheng, except that many details were explained in more detail.

Because when I met He Desheng before, the time was limited and I could only compress all the content to less than half an hour.

But since it is a press conference, the time is definitely not enough to produce results, so Meng Chang extended the time to nearly 2 hours.

All content is divided into three parts.

The first part is to demonstrate the huge market demand for "cold noodles" and the changes that "cold noodle girls" will bring to the roasted cold noodles and even the fast food industry.

In terms of the current market situation, there are still those points, mainly because the cold noodles are not hygienic, the taste is difficult to guarantee, and the pattern is single. At present, Internet + catering is a huge outlet.

At this stage, the “cold noodle girl”’s task is to create a brand concept that can be linked to the traditional food of “baked cold noodles” through products and marketing, that is, let everyone hear “baked cold noodles”. , I subconsciously think of "cold girl".

In the second part, after the "Cold Noodle Girl" brand was established, it expanded around this brand concept and developed a variety of Chinese fast food business models.

Around the "cold noodle girl" brand and concept, it produces peripheral fast food products, such as burritos, meat sandwiches, catering, porridge, cold noodles and so on.

These products will be used as a supplement to the signature delicacy of "baked cold noodles" and gradually evolve customers' perception of "cold noodle girls" from a simple baked cold noodle brand to a fast food brand.

The third part is that after the "cold noodle girl" gains a firm foothold in the fast food industry, they use this as an opportunity to embrace the Internet ecology and open up barriers between online and offline, catering and the Internet, and users and platforms, which is the so-called " Multidimensional Fusion".

Because the "cold girl" represents a way of life and Internet thinking, users will naturally accept this "multidimensional fusion" model.

For example, it can be a central kitchen, food delivery, food reviews, etc., and continuously expand the concept and moat of the "cold noodle girl" brand through content accumulation.

In the process of explaining, Meng Chang made some more abstract concepts easy to understand, and also quoted the famous sayings of many Internet bigwigs, which made many investors nod frequently.

As for some points that may be controversial, Meng Chang explained in advance, directly blocking the way other people want to question.

"Someone may ask, "Cold Noodle Girl" only makes cold noodles. You attach so much importance to marketing and brand building, and even plan to spend a lot of money on it. Does this make sense? Is it hype?"

"I want to ask everyone a question: We all know that'product is king', so who knows what exactly is the definition of'product'?"

"Some people think that marketing and products are completely opposite poles. If you do marketing, you can no longer make products. I think this perception is narrow."

"Products are actually the sum of objects and concepts."

"Just like when we buy a pineapple phone, what we buy is both a physical object and a concept. If it has no concept, then its value will be reduced by at least one-third."

"Therefore, the reason why our Internet companies attach so much importance to marketing is not because we want to hype and shoddy, but because we want to build a moatized business model, we must balance the'physical' and the'concept' This is called a good product."

"We have combined the brand of'cold noodle girl' with the traditional snack of grilled cold noodles and deeply bound, then we have created a moat. When customers want to eat grilled cold noodles, the first reaction is to come Eat the cold noodles of the'cold noodle girl'. Of course this kind of marketing is meaningful, how can it be hype?"

"Hype is desperately chasing heat and traffic. As for how to use this heat and traffic after it comes, there is no plan; and our marketing is to create a brand concept that is part of our products."

"Some people may also ask that cold-baked noodles are just a snack. Even if it is delicious, it will be eaten once a week at most, how can it be eaten as a meal?"

"In fact, the'cold noodle girl' absolutely discourages customers from eating cold noodles as a meal. Because it is neither nutritious nor healthy, and it is not in line with most people's eating habits."

"The grilled cold noodles of'Cold Noodle Girl' is actually just a sign, a concept, a star item, not the only one."

"In the first stage, we will not only have grilled cold noodles of various flavors, but also side dishes, porridge, cold noodles, desserts and other side dishes; in the second stage, our goal is to build a Chinese fast food brand, including burritos , Braised rice and so on, these are all part of our meals."

"So, why do I keep emphasizing the concept of'baked cold noodles' over and over again? Because'baked cold noodles' is our breakthrough point."

"If we came up and clamored to make Chinese fast food, it would be ugly to die, because there are too many Chinese fast food competitors, and we don't have a memory point that all consumers can quickly remember."

"The concept of'baked cold noodles' can greatly reduce the difficulty and memory cost of consumers' recognition of the brand of'cold noodle girls'."

"Our emphasis on'baked cold noodles' means that our direct competitors are not those Chinese restaurant brands, but those unnamed and unhygienic roadside stalls on the roadside. This is to give full play to our comparative advantage. ."

"The primary goal is to acquire customers. First make differentiation and characteristics, so that customers can recognize and remember, and then enrich the layout and consider in a more long-term direction."

"Someone might ask again, what is the difference between'Cold Noodle Girl' and Moyu takeaway? Will there be any conflict between the same products under Tenda?"

"My answer is that the'cold noodle girl' will focus on'fast food', while fish takeaway should be strictly a'set meal' or a'simple meal'. Just like steak pizza and fried chicken burger, the categories are different. Do not interfere with each other."

"'Cold noodle girl' and Moyu takeaway, and even most of the catering models on the market, do not constitute a direct competitive relationship. We belong to a misplaced competition, and we are going to grab our own target users."

"There may be people who want to ask, what do you say "multidimensional fusion" when you make cold noodles? You haven't even started the first cold noodle store. Just thinking about the linkage of various industries in the future. Isn't it too high-end?"

"I want to say that those who do not seek the overall situation are not enough to seek a corner; those who do not seek the general situation are not enough to seek a moment. As entrepreneurs of the Internet, the long-term vision is a very scarce but necessary ability."

"If my goal is just to make cold noodles casually, 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 get so much financing?"

"If I am a small and wealthy person, what return will everyone get if they invest in me?"

"The so-called high altitude, in fact, means that there is no down-to-earth ground, everything is a castle in the air. It jumps directly from the foundation to the highest point with a huge fault in the middle."

"But in the model I planned for the'cold noodle girl', the three-step goal is clear. For each step, I clearly stated the goal, the means, and the final result to be achieved. There is no fault in the middle."

"Of course, some details are business secrets. I can't say too much detail. They must be kept secret. This is a necessary condition to ensure the success of a business."

"That said, I didn't expect everyone to immediately decide to pay after reading this PPT."

"Everyone can pay close attention to the dynamics of the brand'Cold Noodle Girl'. When I open the first store, complete the first marketing event, make profit in the first month, and open the second store... you will see I have completed my goals one by one, and I will naturally understand that I am serious."

"Then if you have any questions next, you can ask me as much as you want. As long as it is not too detailed to involve some secrets, I will know everything."

Meng Chang signaled that the staff were ready to hand over the microphones they had already prepared to the investors in the audience.

After nearly two hours of speeches, many investors have developed a keen interest in this brand.

No one can guarantee whether this brand will succeed.But at least, from the whole press conference, this model is quite interesting, so no matter whether it is questioned in the way of approval or opposition, these investors are very interested.

Faced with the mild or sharp problems that were thrown out one by one, Meng Chang didn't panic at all, quoting and talking freely.

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 really succeeds, this rate of return It's amazingly high."

Li Shi was silent for a moment: "I can't make sure just by listening to this. The risk is great, it's better to look again."

"A smart investor cannot have a gambler mentality to invest. Thinking of a project to get super high returns, they are often deceived. Investing with the most brilliant wisdom not only sees opportunities, but also knows how to avoid them. risk."

Xue Zhebin talked: "Hey, investment is really a technical job. If someone can invent a polygraph, he can see if he is lying at a glance, that's fine. Investment will not be deceived."

Li Shi smiled and said, "It's useless to have a polygraph. Some people are serious about what they say, but they are not strong enough to do things. You still fail if you invest money; some people may not think so much, but do In the end, it succeeded because of a coincidence, which may be."

"Moreover, investment is inherently high-risk. Is it miserable for investors to be cheated of money? Of course miserable. But investors are not disadvantaged groups. This is a fierce arena."

"Are investors innocent? Of course not. Investment should be a long-term vision, 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 don’t invest money where it is most needed. Instead, they pile up in a swarm to the so-called'wind vent', burning money, frying heat, cutting leeks, and destroying the environment. , In the end there is only a chicken feather left."

"I did the same a few years ago, but now, my mindset has begun to change."

"Therefore, you must not blame others when making investments. When you encounter a project with a high rate of return, it is your bright eye; when you encounter a liar, it is because you are too shallow."

"From an objective point of view, investors who encounter liars will lose their money. This is not false; but when investors encounter entrepreneurs who are inexperienced and weakly guarded, they will not show kindness, instead Will do everything possible to wipe him out."

"A shopping mall is like a battlefield. It can neither be moral nor human. It is normal to fight to death and life within the scope permitted by the law."

Xue Zhebin asked again: "Then, Mr. Li, what is the chance of success of the'cold noodle girl' business model in your opinion?"

Li Shi thought for a moment and said: "But if you only evaluate Meng Chang, I would say that he is a marketing genius, a speech genius, and whether he is a business genius or a deception genius..."

"It's still hard to judge, it still depends on the situation after his first store opened."

"Looking at the situation he is answering to investors now, he is obviously well prepared and replies without any flaws at all."

"I'm afraid that it is impossible to ask questions just by asking."

Xue Zhebin looked at He Desheng and Ma Yang who were sitting in the front row: "This President Ma, can you 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 when he was fishing at an Internet cafe, and at one time he flicked Ma Yang to the point where he could hardly find the North. He was completely clear about how many catties Ma Yang had. what.

Ma Yang is very good, that is because there is always Pei's advice behind him!

Li Shi knew in his heart that Ma Yang was a tool man under President Pei. The reason why he was able to achieve such a critical position was simply because he was obedient enough and absolutely loyal to President Pei.

In terms of his intelligence and ability, Li Shi felt that it was a world of difference from President Pei. If he died, it would be an ordinary person's level, or even slightly lower.

And who is Meng Chang?Regardless of whether he is a real genius or a big liar, his IQ is definitely the top group of people.

Ma Yang asked Meng Chang?

Anyone who is a little self-aware should never do this.