也就一次而已
来源:解放日报 第19版 朝花 作者:六六 2014年03月28日
若问最近风头最劲的人物是谁?雕爷算其中之一。
雕爷真名孟醒,你很难一句话介绍完他的身份,因为笼罩在他头上的光环太多。他首先成就了网络第一精油品牌“阿芙”,其次创业了神话般的 “雕爷牛腩”,另外,他还身兼各大MBA的客座讲师,讲述互联网时代新思维。他同时还是我的同行——作家。
这篇文章,就当是我对同行的嫉妒吧!
雕爷晴天霹雳地创造出一个时髦词汇,叫“轻奢餐”。轻奢这个词来源于英文的LIGHT LUXURY,它有别于传统经典奢侈品如爱马仕或香奈儿,瞄准白领小清新既追求优品生活又不花太多钱的喜好而滋生的年轻品牌。
雕爷的这顿牛腩,把消费群体就定位在这群人中间。时尚,社群化,有消费意愿又有消费能力,还喜欢噱头。现在的年轻人,说红葡萄酒配牛肉,白葡萄酒配鱼肉,已经让他们笑话了。你得说出产地、年份,什么窖藏,啥木塞,且用纯正的当地发音把字母头上的撇儿能绕舌念出来。
雕爷的心理学,比产品做得好。他家的筷子是“鸡翅木”一次性筷,他家切牛肉的刀是“乌兹钢锭”锻造,他家的碗申请了专利,他家煮肉锅叫“铁扇公主”,吃碗他家的面,你还能发展成他家的粉丝,有线上点餐,线下活动。一顿面,吃15分钟走人,人均消费200元。
说到底,这碗一分钟花费13块3毛3的面,味道如何?
我翻遍了网友评价,大多数一句话:也就一次而已,不会再来了。
原因是,这碗富含各种时尚概念的面,让大家翘首以盼长久等待,坐上去15分钟付钱后,只记得各色盘碗眼花缭乱,回想面的味道,竟然想不起来了。胃这个东西,非常刁钻。任凭你给脑袋使了多少法术,大脑再兴奋,胃却如一地只记得它饿时怀念的味道。所有的当,胃只上一次。
前一阵子读过一篇文章,“让大家猜雕爷声名噪起的牛腩面可赚钱了?”答案是亏损状态。因为这么豪华的阵容,又从食神那买了天价的方子,还请了几位五星酒店的厨师,建立了中央厨房,不停地扩张,目前肯定是不赚钱的。
我商学院的同学,经常传递信息,说雕爷又来讲课了,雕爷真切地掌握了互联网的精神,雕爷真的是牛啊!
我却问他们一句:他这么牛,不在厨房呆着,却去商学院赚讲课费做什么?
同学们答:雷军讲过一句话,要是赶上大风口,猪都能上天!
我说,哦!然也!原来一堆猪现在都把持在各个山头上,就等风来了。
要是赶巧了,凑上十级大风,真能把猪吹上天。可风过去了,猪不就掉地上摔死了吗?为啥等风的时候都乐呵呵张着嘴,却不想上天以后怎么下来呢?猪们身上都自备降落伞了吗?
天下傻子纵然多,也熬不住这么多骗子来欺。
总抱着侥幸的心理炒概念炒个性,最终还是会被打回原形。
宁财神在他最近的文章 《人生可听可不听的三条真谛》里,最后一句是“祝天下所有喜爱写作的人,能永远铭记写作的初心”。
这是我见过宁财神这么多文字里,最打动我的一句话——要记得初心。
当作家,你就勤恳耕耘文字,在你的领域里做到极致。
当教师,你就传道授业解惑,在你的领域里做到极致。
卖牛腩,就卖出食神所说的“一个真正的好厨师,考验的不是用名贵食材炫技,恰恰是最平凡的食材,做出淳朴而又令人心醉的味道,应该是吃完之后,数月乃至数年过去,嘴里还能念念不忘的味道。 ”
光凭筷子勺碗锅的花哨,就想拿下天下第一面的称号,最终也就落个“一次而已”的评价。再强大的营销,都弥补不了产品的空虚。
http://newspaper.jfdaily.com/jfrb/html/2014-03/28/content_1153998.htm
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