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现在是夏天，吃烧烤的季节，今年可以说是烧烤行业内卷非常厉害的一年，1元99瓶啤酒、1元烤大虾不限量、0.99元一桶扎啤、1元30把肉串……各种卷王，说白了就是通过超低的价格宣传吸引人来，然后通过其他产品的附加值来获得利润，如果各方面做的好还行，比如总价、菜品质量、上菜速度等等，如果做不好，那么很可能会引起口碑的崩塌，因为现在消费者越来越不喜欢玩套路，如果消费感觉值还行，如果不值那么负面口碑也会很多，再一个这种超低价竞争对整个行业的发展来说也是不利的，开了这个口子，往后只能是卷的越来越厉害！
那如果不参加这种内卷，还有没有别的突围方法，答案肯定是有的，在商业市场中，所有的问题都有基于现实的解决方案，一位我们超级概念的读者，开了8年烧烤店了，今年感受到了压力，找到我们，咨询我们有没有好的办法！
烧烤总体上来说，属于季节性餐饮，天冷了吃的就少了，所以解决烧烤问题一定要速战速决，不能拖延，所以我们马上行动，我们的目标就是如何在不参与价格竞争的前提下，如何抢占市场，现在的烧烤市场基本上可以分为2类，一类是低价引流，一类是正常消费，低价引流可能引起的问题挺多，正常价格经营可能面临客流不足的问题，所以我们就要站到这两个情况的对立面去！
那我们是怎么做的呢，通过询访，我们发现，原本我们认知的菜品新鲜度，这个总体上差别不大，我们发现了另一个问题，烧烤店也需要跟很多酒店一样要有特色菜品，而现在很多烧烤店实际上并没有主打的特色菜品，所以我们首先要确定我们的特色菜，吃烧烤消费最多的是肉串，所以我们决定从肉串入手，在这一过程中，我得知，在烧烤中，有的店家在烤羊肉串的时候实际上用的并不是真羊肉，而是猪肉加上羊油或者其他加工的肉，听到这个问题，我问了一下我的一个弟弟，这个弟弟还在上大学，之前暑假经常去烧烤店打工，他说确实有这种情况！
然后我们统计发现，羊肉串在烧烤消费中，占得比例还是比较大的，因为现在猪肉大家都吃的习惯了，几乎可以说羊肉串逢烤必点！联想到陈佩斯、朱时茂的春晚小品《羊肉串》，可以说羊肉串是很受大家欢迎的，想一想之前抖音上有个叫云居山里二姨夫的，当时他的羊肉馆多火爆！然而实际上羊肉串的质量堪忧，所以我们决定从羊肉串上做文章！
我们的这个客户店里一直有羊肉串，而且用的是真材实料，这个客户的老家是山东省潍坊市临朐县的，临朐了解的都知道，是一个县城，有很多山，临朐这个地方的羊非常出名，山中放养，都是山羊，尤其是黑山羊，肉质、味道都非常好，这个客户的羊肉就都是从临朐来的。我们了解到很多烧烤店的羊头要么是在冰柜里冷冻了很久的，要么是直接到市场批发进的，甚至很多都是绵羊肉，这个客户的羊肉都是现杀的山羊，，一般一晚上能卖掉差不多一只羊的量，但是消费者实际上并不知道这其中的差别，甚至绵羊肉经过烧烤之后如果没有对比，是不知道山羊肉好吃的。
于是，我们第一步决定先从这个羊肉上下功夫，我们打造了概念：每天一只现杀羊，现割现烤，新鲜真羊肉！怎么做的呢，就是每天杀一只羊，清理好之后，把羊挂起来，让消费者看得见，论斤卖、烤，消费者要多少，直接从羊身上现割现烤，而且我们每天就卖一只羊的量，多了不卖，为什么？你们自己想！
现在的消费者其实不在乎多花点钱，只要吃的好、吃的真实、吃的健康，我们推出的这个“活羊现杀现烤”概念正是契合了消费者现在的观念，关键是这个客户的这个羊肉是真的好吃，推出之后很多人都是直接奔着这个羊肉来的，自然也带动了其它菜品的消费！很多外地的朋友也慕名而来，营业额直接翻倍！
超级概念的打造一定要挖掘行业和消费者的痛点，基于现实的问题才能获得消费者的认可
最后还是那句话，我们希望所有做生意的老板们，都学一下超级概念，超级概念营销方法论适用于所有的行业，不但能落地真的很实用！
领取最新办卡资费，添加 微信：sjzqb888 备注：办卡！
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2022下半年值得关注的12项新技术方向（上篇）｜全球投资趋势
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