The tire seller actually launched the gourmet travel bible! Michelin taught us three marketing skills.

There are three key points in this paper: 1. Don't be limited by products, the wonderful idea of Michelin brothers. 2. the goal is clear! Michelin guides only recommend road trip-based cuisines. 3. Add content that can establish authority and influence.

Michelin belongs to Edward? Michelin (? Douard Michelin) and Andre? The Andre Michelin brothers were founded in 1889. The company is located in clermont-ferrand, central France, specializing in the production of tires and rubber products. But in 1895, most people can't afford cars, let alone tires, so tire sales are not good.

Edward is an engineer, responsible for the research and development and production of tires; Andre is a marketing expert. He often provides planning solutions to improve the company's popularity. In view of the fact that most people didn't have cars at that time, in order to make Michelin tires famous and even hope to take this opportunity to promote tire sales, Andre proposed to issue Michelin Guide, hoping that a gourmet travel guide would stimulate the rich people's desire to buy cars.

In this way, 1900 published the first Michelin guide with tens of thousands of copies, and will publish Michelin guides every year. Even at 1920, each copy was about $2, which was a lot of money at that time, but the sales volume was still nearly 65438+ million. Starting from 1953, in order to make the contents of Michelin Guide more accurate, loyal readers began to reply and comment on the contents of the guide. Sometimes in just one week, they can accumulate as many as 50,000 comments and give them back to Michelin.

By 1930, Michelin Guide has won an international reputation. The New Yorker praised the advertisements in its article as "just right" and not offensive. 1952, Time magazine praised Michelin Guide as a bible for gourmet travel. Food appraiser, fair accommodation evaluation and original star system are all reasons why Michelin guide is praised.

When Michelin Guide was first published, Andre predicted: "This book was born in the 20th century and will continue to exist in this century. Now it seems that the prediction not only came true, but even exceeded Andre's expectations. Michelin Guide has a history of 1 17 years.

From the marketing point of view, Andre initially chose the strategy of launching Michelin guide, which was completely divorced from the general traditional marketing thinking. He is not limited to thinking about how to promote the quality of his tires, but adopted the idea of making Michelin guides to improve the company's popularity and stimulate the public's desire to buy cars.

At first, Michelin guide was born purely for fame and to stimulate people's desire to buy a car, but now it has become an evaluation index of high-end catering. 1924, Michelin's advertisement said: "If you have a car, you don't have to catch the early train;" Having a car can bring comfort to family life. The Michelin brothers hope to change the way people travel, and the Michelin guide has gradually played a role. Because the information of accommodation and scenic spots provided by Michelin Guide is mainly based on the way of road trip, rather than the railway travel that people used to take.

Michelin Guide mainly refers to Le Guide Rouge, which contains accommodation information, but it also has A Le Guide Vert, which introduces scenic spots and itinerary planning. The Michelin Guide 1900 edition lists road maps, gas stations, restaurants and restaurants all over France. The book is about 400 pages, not as exquisite as it is now. Later, in addition to France, Belgium, Germany and other European countries also published local Michelin guides.

193 1 year, the well-known star system officially appeared. A star means: a restaurant that you can stop by because of your good cooking; Two stars mean: exquisite cooking, you can take a detour to taste on the trip; Three stars indicate that top cooking is worth enjoying.

With the development of globalization, in 200 1 year, Michelin Company released the online version of Michelin Guide. In order to expand overseas markets, the first American version of Michelin Guide was published in 2005, starting from new york City and then expanding to Chicago and San Francisco. In 2007, the Japanese and English versions of the guide were launched in Tokyo to open the Asian market; 20 15 Brazilian version officially appeared, introduced Rio de Janeiro restaurant, and expanded the territory of South America.

The goal of Michelin Guide is clear from the beginning, so that it can focus on the design content and create a textured food manual. 1952, Michelin Guide was praised as the bible of food tourism by Time magazine, and its high-quality brand image can be seen and trusted by the public.

If the Michelin Guide only introduced food, I believe it would not be as successful as it is today. What really established the position of this food guide in the food industry is actually its star rating system launched at 193 1. The food critics in this system are called "inspectors", which is different from ordinary food critics. Food critics don't reveal their identities. They don't take notes when they taste wonton in the restaurant. They only give ratings and comments after going to a restaurant many times. Michelin's star rating system was the earliest scoring model at that time, which also successfully influenced the subsequent development of Michelin Guide.

The star rating of restaurants is not permanent. Gordon Ramsay, a well-known chef and host of the TV show "Hell's Kitchen", once shed tears because the star was removed. A restaurant can attract a large number of consumers because of its star rating. On the contrary, losing the star rating will cause a heavy blow to a restaurant, even make it close down, and some chefs commit suicide because the star rating may be revoked. In 2003, it was said that Michelin would take back the three stars he got in the restaurant, and then French chef Bernard Loiseau committed suicide.

Of course, the influential Michelin Guide has also been criticized. In 2004, Pascal Rémy, a former appraiser, published a book criticizing Michelin for abusing these hard appraisers. He said: "The appraiser's job is lonely, the salary is not high, and the standards for evaluating food are not strict enough. Although Michelin refuted this, it also admitted that the appraiser's work was not as glamorous as the outside world imagined. Although criticized, it is undeniable that Michelin Guide has successfully established its authority and influence in the food industry.

After reading the above three points, we will understand the importance of Michelin guide in food industry and tourism industry. Its fame today represents the success of content marketing. What is "content marketing"? Content marketing lies in planning the content that consumers like, not directly promoting the product itself, but establishing an image from the outside of the product to attract consumers. It is precisely because Michelin guide is published every year that consumers are not easy to forget!