In 1996, "The God of Cookery" was released, but unfortunately I was only more than ten years old at the time, and I was thinking about adolescent boys' troubles, so this film of "Steven Zhou" The classic movie was only regarded as a big joke by me, and I watched it. When I returned to Hangzhou not long ago, I was fortunate enough to see several fragments of "The God of Cookery" on the train, which felt like "the latrine was opened." Saying that I have been in the food industry for two years, I looked at "The God of Cookery" again from the perspective of the food industry, and found that this is such a wonderful movie. It speaks so fascinatingly the traditional Chinese catering industry in the face of modernization, so I went home. Later, I found the disc and watched it carefully, so as not to disappoint Stephen Zhou's painstaking efforts.
Speaking of the first third of the film, the open line is that Stephen Zhou (that is, the God of Cookery) was exposed to gimmicks and personal bankruptcy. The various details of the film reflect the worrisome situation of the Chinese restaurant industry:
first of all, it is empty title. Stephen Zhou has no real skills, or even a knife. He just made a name by frying and spending money to praise himself. In the culinary competition, he praised the emperor's fried rice, splendid multi-flavored fish, golden buddhist clothing and Qiankun roasted goose. Score, and then use your own unique skill "Jingjiao with hydrogen peroxide" to get everyone's praise. Gain fame through this method, and then use this fame to confuse the audience, fool the masses, and sell your products.
Then there is the quality of managers. With a reputation, Stephen Chou is arrogant and disrespectful of employees (If I change my temper two years ago, I will kick you into the garden on the side of the road with one foot, and then hang you in the Queen’s Statue Square and whip your body. Oh, idiot!), and even disrespect for senior talents (do you understand the rules? You also have a double master's degree, I think you are a shit degree). Although he also collected a lot of information and can call it out at any time (there are 53 kinds of popular instant noodles on the market now, the annual turnover is 1.3 billion, and instant bowl noodles account for 33% of them, which is very competitive), but these data are not Did not become an important basis for his decision-making. He is an authoritarian management and cannot listen to other people's opinions. He rudely rejected the cooperation request (using instant noodles in the image of God of Cookery) put forward by his colleagues, only because the other party could not comply with his excessive self-esteem, thus driving the partners into enemies. At this time, Wu Mengda had already begun to secretly pour God of Cookery, and then God of Cookery opened his Tang Dynasty restaurant to the opposite side of the other party's Great Happy Restaurant, causing malicious competition, so Wu Mengda was desperate and had to make a move. Compared with KFC and McDonald's, it is a win-win situation caused by well-intentioned competition.
Then comes product quality and corporate integrity. The downfall of God of Cookery is not accidental. If there is no problem with the quality of his products and he has not said so many lies, Wu Mengda and Tang Niu will not have a chance.
The God of Cookery only cared about profit and blindly reduced costs, so he chose the cheap smuggled beef recommended by Wu Mengda (obviously the quality inspection work was not done well here). In the arrangement of the store, he also minimized his expenses:
"The table should be as narrow and narrow as possible, and the stool should be as small and small as possible. If the customer is comfortable, he will not make him comfortable. After eating, he will leave when he lifts his butt; How thick and thick, how big and big the ice cube is, he will drink a second one after one drink; are you a newcomer, do you still use me to teach you?"
Bullying customers with this self-righteous stall psychology, Completely disrespect the customer's feelings, failure is inevitable.
The profiteer behavior of the God of Cookery reached its culmination in the "Unforgettable First Love Gold and Silver Couple Package". He continued to fool customers by using false and pleasant terms for ordinary food, making it extremely out of touch with reality, and selling such inferior food at high prices.
"Confucius and Jesus both said that "first love is infinitely beautiful", so we specially selected this theme, plus the noble materials, each package only sells for 99 yuan, 9 yuan, and 100 yuan. One print, as long as you collect 5 prints and add 99 pieces of 9 mao 9 to the memorable bone necklace pendant, this pendant is consecrated by my God of Cookery, so it has a wonderful effect for young people to fall in love. "
With the use of Indian sacred oil, it is even more powerful."
The production process of the package is even more shamelessly bragging:
First of all, I will pay a lot of money to hire a pair of pigs in love, and use them when they don’t pay attention to drawing their blood. Their blood (that is, pig red)
! It’s the pig red that can’t be melted down
...
Then I fried their skins into golden yellow, which
is pig skin
. It’s more passionate than Jin Jian’s fried pig
skin. Pig skin is pig skin.
Then I will only fall in love once in my life. "Paris "Nine sticks fish" fish meat is beaten into fish balls, and then placed on top of the Indian emotional
curry fish balls? Pig red, pig skin, fish balls, do you still have radishes?
......
Speaking of course, on behalf of Korea forever wild radish, plus pig intestine a soul-stirring, holes in chewy noodles lingering above
on inferior quality, so the nature of this bowl is empty of big words stand:
that is,
How about a bowl of noodles on the street when the family reunited ?
The curry fish ball has no fishy taste and no curry taste. The failed
pig skin was cooked too badly and it was not chewy. The failed
pig's red pine flopped in one clip. The failed
carrot has not been picked, and there are too many tendons. The failure in failure
The most outrageous thing is the large intestine. It was not cleaned at all, and there was still a piece of shit inside...
Then the quality of the smuggled beef went wrong, and the God of Cookery was taken away by the uncle of the police...
Customers are not fools. People who treat customers as fools are really fools.
The failure of the God of Cookery tells us that the traditional catering industry needs to consider the problem from the perspective of profit to the perspective of customers, otherwise the business will inevitably not last.
However, after the fall of the God of Cookery, the successor still repeats the same mistakes. His competitor bought his company. These people did not really learn the lessons of the God of Cookery. When they exposed the God of Cookery, the ethics that loved the public and denounced the dark had also been exhausted. So traditional catering continued to go back to the old path and even intensified: "Taizi wants How narrow and narrow, how thick and thick the straws, how big and large the ice cubes should be, how old and old the fries are, and how thirsty and thirsty children are when they eat them. You should all know these things. I don't need to say too much! "
It is precisely because the entire catering industry has no hope of healthy development, the God of Cookery has the opportunity to break the routine and make a comeback.
In the middle third of the film, I began to talk about how Stephen Zhou turned over, and what is hidden behind is the way to break through the modernization of traditional Chinese catering.
The God of Cookery renewed his mind and made a comeback, relying on the famous street food "Pissing Pee Niu Wan",
first of all innovating in traditional craftsmanship. The idea of Peeing Niuwan came from a gang fight for the purpose of fighting for profit. The traditional catering industry has been reluctant to make progress. They think their peeing shrimp (which is made of Pippi shrimp) is already very good, but they don't know that they have lost the umami taste of the peeing shrimp. Stephen Chow was inspired to come up with the concept of peeing cow pills. This idea was immediately put into practice. He improved the traditional craftsmanship and chose high-quality beef. The turkey was beaten with amazing wrist strength to make meat filling (each piece of beef has to be beaten more than 26,800 times), and frozen in the middle. Small cubes of pipi shrimp meat are kneaded into beef balls. After cooking, the meatballs are empty in the middle, rich in juicy, and excellent elasticity.
Of course, good products are everywhere in the world, and a successful sales strategy is still the key. Stephen Zhou resolved the enmity of the two gangs, and they started a business together. The product name is back to the basics, simple and catchy: "Broken pulp peeing cow pill", there is no false exaggeration anymore. They cleaned up the store and used oden-like boiled pots that can be easily separated. At the same time, they replaced the reusable tableware with clean disposable tableware, which greatly improved the sanitary condition of the street stalls. So Pee Niu Wan made the first shot with its unique taste. Immediately afterwards, Stephen Zhou began to use the media to carry out ad-text marketing:
eating cow pills produced miracles, patients with anorexia quickly recovered their appetites
, and the gods of food created miracles again, and the peeing cow pills were pissed and the
peeing cow pills in Hong Kong attracted the attention of all walks of life. University graduate students analyzed The
TV interviews on the aroma ingredients of Niu Wan all arranged for my own people:
Since I ate the pee Niu Wan, my mind has become a lot more flexible, and I get 100 points every time
I eat it. It’s even more beautiful
after I eat it ... It’s obvious after I ate it. People have grown stronger, and self-confidence has returned to me. The
above three sentences we regard as funny, and what caused the actual sensation is playing table tennis with peeing cow pills.
What the professionals say is: This thing is not only delicious, but also a gimmick. I couldn't help but buy a bowl...
At this time, the pee cow pill has been branded, and Stephen Zhou also made his first pot of gold.
The next step is the development of the brand. Stephen Zhou used all his resources to mortgage the loan and planned to open 20 stores, but he did not get a good location. Due to the crowding out of competitors, all the locations he could find were remote places. If he still opened a store, he would definitely die. At this time, he made a more important breakthrough-transforming traditional diets into modern industrial products. Judging from the movie, he cooperated with others to set up a factory to make cow pills into cans. The specific details are not mentioned in the film, but from the perspective of the food industry, he has solved 4 important problems:
1. Transformation from traditional crafts to modern production crafts
Peeing beef balls is delicious, but for large-scale production, even if the turkey beatings 24 hours a day and dozens of people are kneading the balls, they can’t meet the order. So first of all, they have to choose the right equipment: beef beating. You can use a crushing machine or adjust the process. You can directly use a meat grinder or chopping machine to make meat fillings; use a cored meatball machine for meatball forming; continuous boiling equipment for boiled meatballs; high temperature sterilization is indispensable for making canned meatballs After sterilization, the elasticity and taste of the meatballs will become worse, so the original formula needs to be adjusted to improve the product properties. The film omits how Stephen Chow did this, but the hidden condition is this. If the original traditional process is not successfully converted into a process suitable for large-scale production, Stephen Chou will never be able to mass-produce balls.
2. The management of the OEM factory
Stephen Zhou is very creative, but he is not a good cook, and he does not understand the things in the food factory even more, so he has no ability to manage the factory. So he wisely adopted the OEM method and commissioned a professional canning manufacturer to produce products for him. This makes up for the lack of knowledge. However, the beef balls produced by OEM factories with modern technology are not as flavorful as hand-made beef balls as mentioned above. This is the same reason as Beijing roast duck. The authentic Beijing roast duck is very delicious, but the vacuum-packed "Beijing roast duck" that is popular in the market is actually completely different from the authentic Beijing roast duck. Love to drive the sales of its industrialized products. Switching to the peeing cow pellets, when people see the canned food, they will think of the delicious cow pellets spread by Stephen Zhou, so the industrialized products have also been promoted.
3. Selection of Management Staff
Let us first take a look at the people who follow Stephen Zhou: two generals "Turkey" and "Goose Head" They are all triad bosses, and the rest are street gangsters. These people have no management experience and no understanding of market operations. If they are used as management, it will inevitably lead to terrible results. But street gangsters also have the benefits of gangsters: they can build relationships, have a strong ability to do things, and they are not easy to betrayed by emphasizing feelings. Stephen Zhou knows the people under him, so the factory cooperates with professionals, and instead of letting these gangsters intervene, they are all arranged by his side to be used as dispatchable soldiers at any time, and the decision is in his own hands. This leaves a place for high-level talents, and doesn't treat partners who start a business with them. It can be described as killing two birds with one stone.
4. Construction of sales channels
Stephen Week’s canned food is "sold in more than 2,800 supermarkets and convenience stores in Hong Kong." It shows that his sales channel is very well built. To build a brand, we must rely on standardized operations. Ex-factory prices, discounts, concessions, promotional activities... All the strategies only need to be formulated by Stephen Zhou, and then handed over to the group of super-executing gangsters under him. Stephen Zhou's strategy is very perfect, so he can completely ignore the company and go to Shaolin Temple to learn art.
The above four problems are major obstacles to the industrialization of Chinese traditional catering. After solving these problems, Steven Zhou naturally succeeded quickly and regained the title of God of Cookery!
"The God of Cookery" is a 1996 film. Taking into account the lag of economic development in mainland China, its content still has great reference value for the catering industry in mainland China today. The plastic chopsticks used on the stalls in the film have only been used in the domestic catering industry in recent years; the continuous meatball boiling machine has been used in the peeing beef ball factory, and the major domestic manufacturers are still using single batches. Boiled trough; the food competitions frequently held in the film, the mainland has also appeared frequently in recent TV shows; not to mention the product launches of Stephen Zhou, until now, the mainland catering industry has seldom paid attention to the use of media promotion, and rarely Hold large-scale new product launches. Perhaps today's mainland corresponds to Hong Kong ten years ago, so perhaps we should look forward to the emergence of the "God of Cookery" who will lead the traditional catering industry out of the bottleneck.
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