The catering industry has been the majority of China's consumer market since ancient times, according to data from Ai Media Network, the revenue scale of the domestic catering industry reached 4,672.1 billion yuan in 2019, while in the first half of 2020, due to the impact of the epidemic, the revenue scale was 1,460.9 billion yuan, down 32.8% year-on-year. In 2021, the impact of the epidemic will be reduced, the catering industry will pick up significantly, and sustainable and normalized development will once again win the "hearts and minds of the people".
At the same time, in the new era of consumption, people's consumption level is rising year by year, and the consumption output of daily eating, drinking and entertainment is continuing to increase, and the capital market is just paying attention to the close relationship between people's consumption demand and the consumer market, and has begun to "fight" the catering track.
According to the Tianyancha APP, Beijing Wanpisi Food Technology Co., Ltd.'s brand - Kwafu Fried Skewers has obtained three financings in 2021, with an amount of more than 150 million yuan, and peer Xijie Fried Skewers have also completed more than 200 million yuan of financing, and capital players have followed the catering tracks such as snail lion powder, noodle restaurants, and tea drinks, and have put the fried skewers track on a new investment and financing outlet.
Founded in 2018, KwapaKu was opened in the same year and received Angel Round Discovery Ventures. Kwafu fried skewers is the first fried skewer brand in China, before which there was no integrated enterprise in the fried skewer track, and most of the market was dominated by self-employed households.
The establishment of the Kwafu fried skewer brand indicates that the fried skewer track will continue to be branded, and after the capital enters, the domestic catering industry, including the fried skewer track, will maintain a high position in the commercial outlet.
More because the catering industry has its own drainage ability, capital will love it, but the catering industry is more dispersed, the market capacity is not proportional to the number of brands, and most catering stores do not have branding, so many consumers stay in the concept of catering (breakfast shop, lunch store, night market) and takeaway two ways of eating.
In the author's view, the brand concept of self-employed restaurants is weak, and more attention is paid to the conversion of traffic in the region, and the focus is also on active drainage. For example, before the establishment of a fried chicken store, it is first of all capital integration, store location, and also consider the consumption characteristics around the store to create a store with confidence. Different from self-employment, branding enterprises have another passive drainage ability, of course, the premise of passive drainage is the success of branding, such as Haidilao, Shaxian snacks, Yang Guofu spicy hot and other chain brands, in addition to store selection, but also to invest a lot of marketing funds to consolidate the brand image.
The successful creation of a brand is not easy, but after the opening of the Kwa father fried skewer, it is not only relying on store traffic to complete the order transaction, the early Kwa father fried skewer, took the "net red" conventional route.
A friend has done a store visit, he told the author that the company to do the shop is actually quite rich, the most important thing is that these stores need to take the initiative to plant grass in this way of visiting the store, so as to survive smoothly in this era of traffic data, but this kind of grass is not the only one, because the ordering platform and some information streaming media, the choice of platform is very wide, and even leaflets and newspapers can become the publicity methods of small shops.
Although there is demand, but this demand is not repetitive, compared to some brand stores, new stores and small stores can not support the large amount of money needed to plant grass, sometimes some bloggers plant grass once to nearly 10,000 yuan, the price of big V is even higher, the most important way of planting grass can not bring long-term orders to the store, so most of the stores will not be able to go.
The author believes that the blue ocean of the fried skewer integration store exists, but it is not so exaggerated to the market performance, the reason why the fried skewers and the Hi Sister fried skewers can frequently gain the favor of the secondary market, do not rule out the suspicion of the "first bucket of gold", because the competition has not yet entered the white-hot, so the dividend is well grasped, which is the author's main view on the secondary market investment in the fried skewer track.
Whether the fried skewers can support the secondary market and the endorsement of the first person to eat crabs can support the goal of 10,000 stores also makes many onlookers wonder.
Judging from the market performance data, the rise of the Kwabu skewers and the financing of the secondary market cannot be separated from the relationship, and the rise of the Kwabu skewers is also using the first brand of the Skewers circuit to drain the expansion.
The first person to eat crabs, coupled with the planting of grass on the Internet platform, cannot form a decisive factor in the realization of the goal of Wandian, and the factors that determine the outcome of Wandian in the end will fall on brand and quality.
In the original fried skewer market, self-employed people do not lack business, in a bustling snack street can be seen, fried skewers, barbecue stalls are always more than meat sandwich buns, fried flour and other stalls more people, which depends on the needs of most consumers to choose. The competition between the two fried skewer stalls on the snack street is very fierce, and the author has encountered two customers with the same unit price, but one of the dishes is not fresh enough, and the taste is slightly different from the other, and the result is a 2:10 gap between the two customers. Similarly, there are two dishes with almost the same quality, but the higher the unit price, the more difficult it is to retain consumers.
After the establishment of the Kwa Father fried skewers, there are more than 30 kinds of fried skewers, taking the meat and vegetarian matching route, and the peer Xijie fried skewers are mainly meat dishes, but before the two brand enterprises were established, they also started from the ground stall. The stall economy is the most common form of economy in China, whether it is catering or clothing, etc., the stall economy has been famous for a long time.
But is the stall really suitable for opening a thousand stores?
At the same time, the author wondered and remembered the Mixue Ice City, which has long been a million stores, and the Mixue Ice City that has been walking all the way to the sinking market, its competitiveness is incomparable to many high-end brands, but it can be known from the choice of consumers. In the crowded shopping malls, when the stores of Mi Xue Ice City, Shu Yi Yan Xian Cao, Coco, And Xi Cha are juxtaposed, it is difficult for the number of Mi Xue Ice City not to rank first. After all, the characteristics of Michelle Ice City's fast food and affordability will stabilize most brands, and at the same time, whether the fried skewer shop can achieve parity has to consider many factors.
For example, after the establishment of the Kwa father fried skewers, store decoration, clerk salaries, upstream supply (ingredients), etc. will be a large cost, and most importantly, under the intervention of capital, the investment in the face of marketing will also be reflected in the unit price of the customer. When it comes to parity, it may not change much in a short period of time.
In addition, so far, the Kwafu fried string has completed the achievement of breaking through 1400 stores in one year, and there are many capitals on the sidelines who have already had the idea of financing the end, and even some capital that originally did not look at the fried string track have begun to redefine this market from a new perspective. All in all, the explosion of the track in a short period of time, capital support, and the number of stores in a short period of time have soared, all of which are showing their strength and story to the capital market. However, the market trend is too rapid, giving people a bubble appearance, and the specific trend of the future explosive string track may not necessarily be the same as the performance at this stage.
Following the new drinks, hot pot, snail powder, noodle restaurants, brine and other tracks step by step into the capital of the business tools, the major types of catering brands emerge in an endless stream, but most of these brands are mainly "net red stores", and there are very few big brands that have really made a climate.
The traffic of most internet celebrity stores is on the rise, and it is difficult to survive for a long time. After the great revival of social platforms such as Weibo, Douyin, and Xiaohongshu, net red grass can indeed create a famous store for a short time, but this fame is limited to grass fans, and it is difficult for ordinary consumers to be included in the store traffic, and many consumers who have arrived through grass can successfully convert or whether they can be converted for a long time is also a big problem.
Different from the store business, the stall economy has liquidity and the ability to control traffic.
Generally around the community can see the "snack area", the snack area has barbecue, fried skewers, fried powder, brine, snacks and other stalls, this is the normal life of most urban areas, and some people who do not cook, do not want to cook, become the regular customers of the snack area, this part of the regular customers think (many people around do not cook, a question will know), fried skewers are more affordable, about ten dollars can be eaten, fifteen yuan or so to eat well, compared to the average price of the barbecue about 28, the fried skewers in the snack area are more characteristic of civilians.
In the above-mentioned concentrated eating, the unit price of brine and barbecue customers is the highest, snacks depend on the consumption situation, and fried skewers and fried powder are the most affordable, but compared to fried powder, fried skewers win with the advantage of diversification, which is probably the reason for the larger number of fried skewer stalls.
If we specifically talk about the mobility of the stall economy, then when the population will be fixed at a certain time in a certain place in the city, it is the cusp of the stall economy. Communities, squares, and shopping malls are no exception.
Merely explaining liquidity cannot prove the advantages of the stall economy compared to stores, and the control of traffic has become a factor that cannot be compared after the chain of fried skewers.
Through a complete stall operator, throwing away the cost of labor, materials, the cost of equipment compared with the store is almost negligible, then in the customer unit price or net profit on the stall is much greater than the advantage of the store, and the stall does not have the deposit of the docking ordering platform, only need to consider the order of a certain period of consumption peak period, can grasp the traffic at that time, is also a store is difficult to compare the advantage.
In general, when the father of the fried skewers in the formulation of the goal of ten thousand stores, perhaps should also consider the adaptation of the skewers from the perspective of the sinking market, if only as a snack, then the direction of the store listing should first start from the sinking market (such as community, street, square, etc.) to start the layout, if the sinking market does not reject the fried skewer stores and their customer unit price, then the feasibility of the goal of ten thousand stores can be verified.
For the catering market, although the consumer demand is very large, but after the entry of capital, the factors involved are also increasing, capital is hot to Kwapa, which is based on the bubble market, and finally whether the bubble can be materialized depends on the brand and quality of the Kwapa.