需要注意的是,价格决定了复购的频次:再好的产品,如果价格过高,也无法实现高复购。去年我们打造的王繁星面馆,一年只开了80家店,我坚决不让它扩张到300、400家,就是因为现炒浇头面易被模仿,30多元的客单价,一旦在一个城市密集开店,必然陷入内卷,最终害人害己。对于高价品牌,必须“聚焦” “极致” “克制”——聚焦核心品类,产品品质做到极致,克制门店数量。
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