"Remember Wallace's positioning; it's a mid-range luxury brand, and ordinary families definitely won't eat Wallace."
"Although there is a lot of foot traffic at the bus station, you need to do research on how many people will buy food near the bus station? Or even more so, affordable luxury food like Wallace."
"If everyone becomes wealthy in the future, eating a Wallace won't seem like a difficult thing."
“Of course you can open a shop at the bus station.”
"But that's clearly not going to work now!"
Xu Qingyi listened very attentively. She even took out a notebook and wrote down what Lin Yifeng said.
Wallace.
It is a light luxury food.
Ordinary people wouldn't consider buying Wallace.
"Brother Feng."
"I understand Wallace's positioning, but what about Mixue Ice Cream?"
"Is it also a mid-range luxury beverage?"
"No!"
Lin Yifeng had never talked about corporate branding and corporate culture before. Today, he planned to take this opportunity to talk to Xu Qingyi and Guo Fengsheng about corporate culture.
"So-called positioning is actually a kind of corporate brand and corporate culture."
"Everyone here has been working at Wallace for quite some time, and everyone knows that Wallace is a fried chicken and burger restaurant, which is comparable to KFC and McDonald's."
"Moreover, as everyone knows, Wallace's price is half that of KFC and McDonald's."
Therefore, Wallace is positioned as a mid-range luxury restaurant; it's generally unaffordable for most people, but much cheaper than KFC and McDonald's.
"So, what is Wallace's corporate culture?"
Lin Yifeng's gaze fell on Xu Qingyi. Xu Qingyi thought for a moment and said, "Is it affordable luxury?"
Xu Qingyi clearly didn't understand what corporate culture was.
This is not just Xu Qingyi's problem, but a problem that is currently affecting the entire country.
A country that has experienced hardship is still figuring things out as it begins to reform and open up.
It's perfectly normal for startups to lack a so-called corporate culture.
Lin Yifeng didn't make things difficult for Xu Qingyi. He looked at Guo Fengsheng, but instead of asking him anything, he patted Guo Fengsheng on the shoulder.
"I won't ask you anymore, I'll just tell you."
"Wallace's corporate culture can actually be traced back to the very beginning of its establishment."
"We at Wallace are the first fried chicken and burger shop in the country to own our own."
Therefore, our corporate culture at Wallace is to make fried chicken burgers that suit the tastes of our Chinese people.
"It is positioned as affordable luxury, but its brand culture has nothing to do with affordable luxury."
At this point, Lin Yifeng smiled and said, "Don't you think that Mixue Ice Cream also has this kind of corporate culture, making drinks that suit the tastes of Chinese people?"
Seeing the others nod, Lin Yifeng was delighted.
"No!"
"Mixue Ice Cream's corporate culture is to make high-quality, safe, and hygienic beverages affordable for all Chinese people."
Lin Yifeng pointed to his fingers and said, "The beverage market in China is currently extremely polarized."
"On one hand, there are ridiculously expensive brands, like Coca-Cola, Jianlibao, and Wahaha!"
"How many people can afford these drinks? They're considered luxury drinks."
"More expensive than wine!"
In 1992, a bottle of Coca-Cola cost three yuan, which was something very few people could afford.
"On the other side, there are small packets of sweet water that cost only one cent."
"This sweet drink is loved by many children from poor families. For example, my sister really likes this kind of sweet drink that is very cost-effective."
"But this kind of sweet drink is not hygienic, let alone nutritious."
"Our Mixue Ice Cream lemonade is clean and hygienic, and rich in vitamins. Although it costs as much as 50 cents, it is still worth the price."
"Of course, if you're talking about comparing it to Little Sweet Water, then it really can't compare."
"But our advantage lies in safety and hygiene!"
Lin Yifeng briefly explained the corporate culture of Wallace and Mixue Ice Cream to Xu Qingyi and Guo Fengsheng. Both of them, including Gangzi, looked thoughtful.
For them, corporate culture is a new thing; they need to gradually get to know it and understand it.
Lin Yifeng rejected the Wallace Bus Station location. After touring Shanyang City, he finally decided on the location for Wallace's last shop at the Bronze Horse Sculpture Plaza.
The Bronze Horse Sculpture Square is a landmark building and square in Shanyang City. Many people gather here every day, especially from around 5 pm to 9 pm.
Many students and children play here.
If Wallace were located in this area, then Wallace's main customer base would be children.
I ask you.
That kid can resist the temptation of fried chicken and hamburgers.
Even if you, as a parent, are reluctant to eat Wallace's, you would probably buy one for your child if they throw a tantrum.
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