Insights:
● How to break through from the hot pot red sea?
● How to create a brand burst point to achieve customer mental cognition?
● How to activate the organization and realize the team fission fast and stable store?
The number of words in this text is 5295 words, and the brain-burning time is about 12min~
In China, no catering category can "unify the north and south", only hot pot. In 2019, the national hot pot income reached 960 billion yuan. Affected by the epidemic, although the national hot pot income has declined in 2020, it still exceeds 800 billion yuan.
Source: China Hotel Association, compiled by Huajing Industry Research Institute
As an ancient dining form, hot pot originated in the late Neolithic period, from the "Tao Ding" at that time to the "Bronze Ding" and "Antique Soup" of xia and Shang Zhou, and then to the "Mandarin Duck Hot Pot" of the Han Dynasty, which became a must-have for banquets in the Tang Dynasty, and "Shabu Hot Pot" appeared in the Liao Dynasty, which swept the country during the Qing Dynasty. At the end of the Qing Dynasty, boatmen along the Yangtze River in Chongqing brought hot pots ashore. During the Republic of China, the first hot pot restaurant appeared in Chongqing, which was the origin of Sichuan-Chongqing hot pot. The Yanshengyan rotten bean flower hot pot is a CP combination of Sichuan-Chongqing hot pot + bean flower.
"Compendium of Materia Medica" "The method of tofu began with Liu An, the king of Hanhuainan". Regarding the origin of the bean flower, there is a legend that Liu An, the king of Hanhuainan, asked for the elixir of immortality, and cultivated Danmiao with yellow soybean milk during the alchemy of Dan, and the bean juice idol met with the plaster to form tofu. Bean blossoms and tofu are of the same origin, which people get by accident before waiting for tofu to take shape. Later, bean blossoms evolved into traditional snacks in Chongqing and Sichuan.
The emergence of bean blossoms shows the wisdom of the Chinese people. From the perspective of traditional Chinese medicine, bean blossom has a certain health effect, wide in the qi, heat and anti-inflammatory, thirst quenching water; from the perspective of modern nutrition, bean blossom is rich in high-quality plant protein, can be fully absorbed by the human body; in terms of cooking technology, the emergence of bean blossom, tofu, can be said to be the world's earliest "molecular cuisine", people use grinding, point halogen and other methods, the soybean successfully transformed into another form.
From scratch to building a system
In 2006, Dong Yanli and Mr. Dong Yanli were both laid off and used their savings of only 40,000 yuan to open a hot pot restaurant, the predecessor of Yan Shengyan's rotten bean flower hot pot. She is a waiter and washer and cleaner, and she is a cook, washer and cutter, working up to 16 hours a day.
Left: Dong Yanli (Dou Huajie) Right: Wang Dan
As of 2008, Dong Yanli has opened three stores. At this time, she takes the store as her "home" and fights side by side with her employees every day, either on the top post or on the way to the top post. Full and busy, the years are quiet.
In 2014, the enthusiasm of the state to promote "double creation" and "mass entrepreneurship and innovation" was particularly high in the field of hot pot. This year, the fifth store opened, and she was busy like a gyroscope every day. She realized that with more and more stores, it was definitely not possible to use the previous business ideas. If it was a passive development driven by the market in the past, this time she should take the initiative to seek change and lead the enterprise to transform into a standardized, systematic and process-oriented modern enterprise management. In the same year, Yanshengyan Enterprise Management Consulting Company was established, and standardized systems such as financial systems and personnel systems were gradually established.
The year of life and death from the Red Sea
In 2016, Jinan ranked first in the annual evaluation of civilized cities in the country. Behind this, countless small catering stores in Jinan have been banned or transferred due to environmental pressure, and hot pot has become the main position of the transition. In 2016, according to incomplete statistics, the relevant results of jinan public reviews search for "hot pot shops" were close to 2500, the number of hot pot shops in Jinan was more than 1500, and more than 400 new ones were opened in Lixia District in 2015 alone, which can be described as "Quancheng is full of hot pot flavor".
From the earliest traditional charcoal hot pot, to the electric hot pot represented by Tong Delai and Cuifeng Yuan after 2000, the Chongqing Little Swan and haidilao Chuanyu hot pot that entered Jinan, the Jiugongge hot pot that was popular in 2014, and the later Xiaolongkan, Peijie, and Dayu hot pot... Unconsciously, Yan Shengyan's rotten bean flower hot pot was surrounded by competitors and wolves.
2016 is the year of life and death for enterprises. This year, Dong Yanli made three major innovations:
The first major initiative: cognitive breakthrough
"The upper limit of the development of a company is the upper limit of the founder's cognition. Innovation means your systematic abandonment of the past; innovation means your systematic exploration of innovation opportunities. ”
There is a kind of flower, not afraid of the cold, not afraid of wind and frost, beautiful but not delicate, is the most tenacious vitality on the plateau of a wildflower - Gesang flower, but also Dong Yanli's favorite flower. "Leave no way back, no regrets", it is this spirit of Kelsang Hua that makes her dare to take out 600,000 yuan to take out 600,000 to lead the team to learn when the company's revenue is less than 20 million. This is an unprecedented initiative among regional restaurant enterprises in the country.
In the face of the local hot pot market full of smoke and smoke, the attack is precisely the best defense. The number of catering stores is large enough, and the scale effect can build high brand barriers. Dong Yanli decided to speed up the opening of stores and increase market share.
Sun Tzu's Art of War: Moving with Determination. To open more stores and increase market share, the brand system must be carried out first. So, how to open up a unique differentiation path in the white-hot hot pot track? This is crucial. Where is your store located? Where are your customers? Who the hell are you? Why do customers want to spend? How to keep customers spending? Only by answering these questions clearly can we grasp the direction of the brand.
The second biggest innovation: positioning the game
Between 2006 and 2016, the development of Yanshengyan Rotten Bean Flower Hot Pot has been following a linear growth S curve, which is the first continuous curve. Yanshengyan rotten bean flower hot pot is facing a new market change: the growth trend of catering consumption has begun, with a large consumer base; Sichuan-Chongqing hot pot has become the strongest force in the hot pot jianghu, and the track is wide enough. At this time, enterprises must upgrade from the first curve to the second curve in order to cross the discontinuity and cross the life and death disaster. Therefore, in the midst of all kinds of problems, brand strategy upgrade is the top priority.
All the transformations that have been reborn have experienced the pain and confusion of breaking the cocoon.
Yanshengyan Rotten Bean Flower Hot Pot relies on the "Chongqing" symbol with its own hot pot attributes and the localized and improved Sichuan-Chongqing hot pot flavor, and has gained a stable group of customers. At that time, customers knew very little about authentic Chongqing hot pot, and "hot pot = Chongqing good" preconceived notions seized people's minds. Therefore, the word "Chongqing" can bring its own traffic for the store. But with the real Chongqing hot pot to Jinan, customers are becoming more and more professional about the hot pot, customers who have eaten authentic Chongqing hot pot will feel that YanshengYan rotten bean flower hot pot is not authentic, and customers who have not eaten Yan Sheng Yan rotten bean flower hot pot will feel too spicy to try. At that time, "de-Chongqingization" was a difficult choice.
Category segmentation must be based on the company's continuous understanding and in-depth mining of the market, consumers, and itself. To be small is to be bigger, and to be a super brand that subdivides the industry and subdivides the category is the right brand road.
Category selection follows two major rules, one is to subdivide in large categories, and the big river has big fish; the other is to subdivide in the growth trend category, and the big trend has a large space.
Commercial segmentation is like the differentiation of species, through continuous differentiation, there is a rich business world. The catering category is also forming new markets and new opportunities in the continuous innovation and differentiation. Under the evolution of history, the hot pot has formed two camps of the northern and southern hot pots: the southern hot pot is represented by Chongqing hot pot, Sichuan hot pot and Chaoshan hot pot: the northern hot pot is represented by shabu meat hot pot, fat beef hot pot and fat sheep hot pot. According to the data in the "2019 China HotPot Market Big Data Analysis Report", Sichuan-Chongqing hot pot accounted for 66.4% of the hot pot market in 2018; in the 2018 China Hot Pot Enterprises TOP20, Sichuan-Chongqing Hot Pot Enterprises accounted for 10 seats. Sichuan-Chongqing hot pot is already the biggest track. Yanshengyan rotten bean flower hot pot subdivides the bean flower pot in the Sichuan-Chongqing hot pot track, organically combines the enterprise gene "bean flower" with the Sichuan-Chongqing hot pot, and creates the bean flower pot. But in the first decade, Dong Yanli did not realize where the core differentiation of Yansheng Yan's rotten bean flower hot pot was. From 2016 to 2017, after "de-Chongqingization", Dong Yanli gradually shaped the "bean flower" into the core IP of Yanshengyan rotten bean flower: first, for the definition of good bean flower, the extreme of bean blossom, soft rotten and tender, lips and teeth left fragrant, with the highest standard of bean flower production, as a good food product; secondly, the bean flower is separated from the bottom of the pot, increasing the sense of ceremony of the bean flower under the "bean flower sister" in the store; third, when Ren ren does not let the boss of the bean flower pot category.
The third biggest initiative: value breaking
The reason why the store can achieve the profitability of the family is behind the in-depth excavation of value and strong landing execution.
Customer value = customer perceived value - customer perceived cost. Customer perceived value = basic value + functional value + spiritual value
Fundamental value. In 2016, Yanshengyan Rotten Bean Flower Hot Pot was the first brand in Jinan to introduce "4D kitchen". Dong Yanli transformed the traditional greasy, dark "flowing" kitchen into a spotless, bright and smooth, orderly and transparent kitchen. In the two months of creating the first batch of standardized "4D kitchens", all stores were open as normal, receiving customers during the day and working overtime to rectify the kitchen at night, Dong Yanli and her partners were often busy until two or three o'clock in the morning. It's an unimaginable labor intensity. Dong Yanli will open the new 4D kitchen to all customers, so that customers can witness what a "safe, clean and secure" kitchen is. And the familiar slogans of "mop does not go home, we do not go home" have also been praised by customers. Many catering brands like to stand in the corporate-oriented perspective and play the interest point of "clean and safe", but in customer cognition, "clean, safe" and so on as the basic value composition, is the admission ticket, not a plus. Yanshengyan Rotten Bean Flower Hot Pot relies on 4D kitchens to deliver basic value to customers.
Functional value. Yanshengyan rotten bean flower hot pot will be Sichuan-Chongqing hot pot flavor and bean flower health attributes organic combination, beef and mutton in the acid, and bean flower in the alkali, to achieve acid-base balance, "spicy but not dry, numb but not astringent, fresh but not greasy", coupled with bean blossom has a wealth of health functions, easy to form a strong brand cognition.
Spiritual values. Dong Yanli created a warm and trustworthy, enthusiastic and cute "Douhua Sister" IP for the prototype, and constantly exported attitudes and beliefs. The brand has transformed from a cold symbol of "materialization" to a "personified" bean flower sister with flesh and blood, which has greatly narrowed the distance with customers. A sentence of "Sister Bean Blossom welcomes you home" suddenly poked at the tears. The "Bean Flower Sister Says" that is insisted on every day has been integrated into the lives of many people. When the brand is integrated into the lifestyle, it will show unlimited tension. Because people will be indispensable because of habits.
Customer perceived cost = money cost + transportation cost + time cost
Nowadays, the "community outlet" is booming, whether it is a giant or a small and medium-sized brand, they are grabbing the community territory. If you look at it in hindsight, Dong Yanli is indeed deeply cultivating the community earlier than almost all brands in site selection, and has formed a professional and systematic site selection model. But in fact, in Dong Yanli's view, the reason for choosing the community and the composite business district is only to be closer to customers, lower transportation costs, more convenient to reach the store, and more "beautiful" rents than the shopping malls that were in full swing at that time, so it can achieve more affordable prices.
As the first female founder guest of "Insightful People", Dong Yanli has a more delicate empathy, she feels the pain of customers running, the pain of hard work, the pain of walking alone at night, and the pain of crying for a long night. Therefore, since 2014, all YanshengYan Rotten Bean Flower HotPot Restaurants have been open until 2 a.m., just to leave a hot meal for customers, leave a lamp, illuminate the road ahead, and accompany warmly. The corporate vision is to "let YanShengyan rot beans and flowers and become your way home".
From activating the tissue to the team fission
After the completion of the systematic upgrade of the brand, Dong Yanli worked intensively to overcome the next key element: people. Only when the people of each echelon have it, the store opening and store operation can operate normally. How to stimulate employee initiative and activate the organization? Dong Yanli continued to explore and learn, and finally found the answer: let the cadre have its shares.
Initially, Dong Yanli encountered great resistance in the company's promotion of employees to participate in the shares, because the employees did not understand the significance of the shares, and did not have the money to invest in the shares. So she adopted the strategy of "getting rich first and getting rich later", starting with the store manager's shareholding: each store manager must enter the shares of the store, enter 3 shares and send 1 share, and the share capital can be withheld from the salary in one year. In October 2016, the store manager and some employees officially entered the stores. In 2017, the small partner who has been in the stock for one year got the first dividend. After that, employees began to voluntarily apply for share subscription. By 2020, 2/5 of the employees of the company's 53 stores have become shareholders of the company. In addition, Dong Yanli also incubated high-quality store managers through the "competitive store model". The company shows the indicators, and the employees pay the margin challenge indicators to compete for the store. The store manager's shares circulate with the store.
From 2016 to 2018, Yanshengyan's rotten bean flower hot pot stores increased from 7 to 35, and the company also received many recognitions and honors, winning the title of "China Five-star Hot pot enterprise" in 2016, winning the "China Hot Pot Industry Red Ding Award" and "China Hot Pot Endorsement Brand" in 2017, and winning the "Top 100 Chinese Hot Pot Enterprises" in 2018.
Fame and fortune are easy to smoke, where does the future go? To this end, in 2018, Dong Yanli embarked on a 108-kilometer trekking desert tour to hone her mind. The body is often closer to the heart under extreme experience. She asked herself: What is the purpose of hard work? What is development for? Under the spectacular scenery of "the desert is lonely and the sun is setting on the long river", she realized that the greatest thing is that one person's dream infects another person's dream, and it must let the person who follows her realize his dream. Back to the enterprise, Dong Yanli launched the "city partner" model, proposed a "million annual salary plan", and released the executives whose values and concepts were highly unified and could not continue to be promoted within the existing system of the enterprise, so that they could independently open up a new area and start a business as the boss. The company began to lay out the business layout of the expansion of jinan as the base to the core city of Shandong Province, so that customers in every prefecture and city in Shandong Province can eat Yanshengyan rotten bean flower hot pot at their doorstep.
Within Yan Shengyan's team, there is a "backpack story", which tells a lonely figure and an empty bag. "You are the first city partner, you are about to open up your own market, you must do your best to make a career for yourself and your family." But the operation of the old store cannot be affected, so you have no way to take any employees from the existing store, and you can only start from scratch on your own. "The company only provides support for the supply chain, big finance, big personnel, and the development, management, operation, recruitment, etc. of the new store all need to rely on himself."
Thankfully, the first partner signed the first store in Tai'an in just one and a half months. In the following six months, Taian had three stores. Up to now, Tai'an, Dezhou, Laiwu and other places have successively had Yanshengyan rotten bean flower hot pot stores.
A year ago, all the store managers of Yanshengyan stores were still sleeping and eating for whether they could get the store the next day, and they were still doing communication work for a few W yuan of security deposits to their relatives at home, and there were also people who calculated the data targets over and over again... Because the next day's PK conference is about to kick off, whether you can bid for the target store, whether you can keep the current store, everything will be revealed at the PK site. Whoever has the greatest determination, who is well prepared, who has a high business goal, and the initiative to take the store is in whose hands!
A year later, everyone not only completed the guarantee indicators and winning indicators, but also three store managers sprinted to win the car allocation indicators. All this is thanks to PK, which not only helps enterprises to complete the indicators, but also stimulates everyone's greater potential and gain more happiness.
——Yanshengyan rotten bean flower hot pot chairman Dong Yanli
"Since you chose to start a business, you are destined to choose lifelong learning", what she failed to learn in school, Dong Yanli learned it in the university of society, and she forced herself to continue to learn and constantly break through herself. "Output is input" Since 2019, Dong Yanli has organized a senior management team to sort out the company's years of practical experience into a curriculum, and constantly share it with entrepreneurs, so that they can avoid detours. Her most classic syllogism, especially for the start-up period of groping enterprises to benefit: three stores, relying on running, affectionate management; seven stores, relying on the system, institutionalized management; twelve stores, to achieve employee equity distribution, consolidate the organization; twenty-two stores, rapid fission, to plate people to disk money plate resources, the team rapid fission to achieve rapid fission of stores; fifty stores, to brand iteration and upgrading, do a good job in customer experience management. The team has also been sublimated in all aspects of continuous summarization and output.
In 2019, Yanxuan Supply Chain Company was established, in addition to supporting Yanshengyan Rotten Bean Flower Stores, it can also provide services to more external restaurant companies to reduce costs through centralized procurement, so as to better benefit customers and partners. In 2020, Damei Shengshi Engineering Company was established, which also serves its own services to the society at the same time, aiming to make entrepreneurs less detours from store layout and decoration.
Even in 2020, under the threat of the epidemic, Dong Yanli still takes the initiative to change and constantly "tosses". As the pioneer and leader of the category, she once again carried out a drastic image upgrade of the brand, and implanted the "Bean Flower" IP, presenting it on the utensils, materials, and store scenes, and using an innovative sense of ceremony to give customers a better experience.
From 1996 to 2006 product precipitation, from 2006 to the present business precipitation, 25 years of spring and autumn, how precious. Unconsciously, people found that Yanshengyan's rotten bean flower hot pot store was around at any time and anywhere, and when three or five friends were playing on the street, one store after another became a significant landmark.
Today, Yanshengyan has a total of 53 directly operated hot pot stores, which has become the hot pot brand with the largest number of directly operated hot pot chain stores in Shandong. In the next ten years, Dong Yanli will open 200 directly operated stores in Shandong. But no matter how far you go, where there are rotten bean blossoms, there is a home.