In the north, mutton soup can be said to be one of the more common breakfast categories in addition to fritters and soy milk.
Especially in the reporter's hometown of Russi, the sheep soup in the breakfast has long been synonymous with "light luxury". Ordinary people are content to eat only bean juice fritters, and if you drink a bowl of fragrant mutton soup, it is simply a luxurious breakfast.
Therefore, when interviewing Wang Gang, founder and CEO of Wusheng, the reporter saw a lot of footage of breakfast in his hometown.
In the exchange with Wang Gang, I know that Wusheng was founded in 2009, headquartered in Beijing, and currently employs nearly 500 people. After more than 10 years of development, a catering culture of "drinking sheep soup to Wusheng" has gradually formed in Beijing. At present, Wusheng has nearly 70 chain stores, all over the bustling areas of Beijing, and has become a well-known catering enterprise branding company.
"There are hills in the chest, and there are dry things in the soup." Below, please join the reporter of Kaidianbang to understand the entrepreneurial history of Wang Gang's "yin and yang" and explore his unique secrets of realizing "single products going to the world".
Wu Sheng: It is a snack, but also a spirit and pursuit
Before making Wusheng Sheep Soup, Wang Gang had a period of experience in running a restaurant. However, the shopping mall is like a battlefield, and the king of this battle has just lost Maicheng, and the restaurant he runs has to close.
At that time, an employee who had been following Wang Gang's entrepreneurship reminded him that he could start with snacks. For example, the lamb soup he is good at is the basis for a comeback.
The two studied for half a day and felt that it was feasible, so they came to Beijing, invested 50,000 yuan, and opened the first sheep soup restaurant on Wusheng Road - Wusheng Haggis.
Speaking of why he took the name of "Wusheng", Wang Gang explained that one was that he had been doing business in Taiyuan, Shanxi for four years and was deeply influenced by the "Wusheng culture"; second, the Yangtangguan followed the style of Yuncheng in Shanxi, which was Guan Yu's hometown; third, the Wusheng Road in Beijing, which had a Guandi Temple in the early days, was later demolished, but the name of the road was not changed, so the name "Wusheng" was taken with the trend.
Wusheng Guan Yu fought on the battlefield all his life and made countless meritorious achievements, and it was precisely because of his early great achievements that he had half of the Shu Kingdom in that year. According to folklore, Guan Yu must drink a bowl of sheep soup to refresh his spirits before going out on the expedition, and the practice requirements for sheep soup are very exquisite, and the concept of Wusheng haggis cutting is put forward in such a historical and cultural context.
As for the three words "haggis cutting", it is because it is different from the "white boiled lamb" in the old Beijing area. Haggis cut, Shanxi local cuisine, according to legend, Shanxi people eat miscellaneous cuts began in the Yuan Dynasty, and then slowly developed into traditional Chinese snacks. This "cut" character here is both a harmonic sound and a suffix in Shanxi dialect. Consumers look far away and know that the shop with Shanxi characteristics is not an ordinary sheep soup shop.
It can be said that opening a sheep soup restaurant is a helpless choice after Wang Gang's business failure, and it can also be said that "yin and yang" chose this track. But Wang Gang believes that even if a road is chosen in this way, it must be taken seriously.
"At that time, most of the haggis soup in Beijing was boiled offal in white water, and the black and brown dirty things in the sheep's internal organs were all in the soup, so the offal was sliced and the soup was directly served to the consumer. Such unhealthy mutton soup, I would not make. Therefore, at the beginning of the opening, we used lamb sticks to boil soup and strive to achieve health and hygiene. ”
At the same time, Wang Gang also saw that The sheep soup in Beijing is a model of early stalls, and it is difficult to form a scale. After the successful opening of the first store, he set his sights on scale operation.
Wang Gang firmly believes that what has been precipitated by hundreds of years of history will not die, but will only get better and better.
Because China's sheep industry is still difficult to scale, in order to obtain safe and hygienic ingredients, Wang Gang contacted several regular slaughterhouses, such as Beijing Dachang, Beijing Ershang Group, etc., to ensure the smooth flow of the industrial chain.
In this way, the characteristic products of Wusheng were formed - haggis soup and baked cakes.
No one could have imagined that such a street shop, after more than 10 years of development, nearly 70 stores throughout the bustling area of Beijing, and become a well-known catering enterprise branding company.
Features: Committed to creating a "unique" in Beijing
For the application of ingredients, Wusheng can be said to be meticulous.
First of all, the cleaning process of internal organs is a job that subverts previous experience. The haggis to be used the next day is first soaked in water for a day, and then the unhealthy impurities attached to it are washed off with white vinegar on the same day.
Many merchants use the traditional "fire alkali" to cook the meat, so the ripeness rate is 80%; and according to wusheng's practice, the ripening rate is only 40%. This explains why some shops are surprisingly cheaper than cooked meat. For such a unhealthy practice, Wu Sheng would never do it.
Wusheng's haggis soup, the color is milky, thick but not greasy, fragrant but not oily, and soon won a good reputation.
As the saying goes, "Not a tailor, but knows if the clothes fit; not a chef, but can taste whether the dishes are delicious" or not. In other words, consumers are the best "touchstone" and the best "business experts.".
Secondly, it is the unique characteristics of the crispy and delicious Wusheng baked cake.
Burnt cakes, which are popular baked noodles, have a lot of varieties, including large cakes, scones, Jinyun baked cakes, Wenxian ancient noodle shop traditional (old noodles) baked cakes, Huangshan baked cakes, traditional baked cakes, Hugou baked cakes, sesame baked cakes, oil shortbread, shortbread, hair noodle pile, slag roast cake, sugar sauce burnt cake, oven dry baked cake, cylinder oven burnt cake, Rose rotary burnt cake, shortbread meat fire, assorted baked cake, stove dumplings, Du Weiqi fire, beef tongue cake and more than 100 tricks.
In the north, burnt bread is a popular food juxtaposed with fritters. For example, the historical Shandong pancakes and Tianjin pancakes have been accepted by Beijingers and have become "naturalized" Beijing snacks. However, because of the emergence of new cooking utensils such as electric ovens, electric cake bells, and microwave ovens, some people say that the current baked cakes have no taste of burnt cakes, which is a little regret of "Bafang Flavor Jujinghua".
Therefore, Wusheng worked baking baked cakes at the beginning of his business, and gradually formed the exclusive characteristics of crispy outside and tender inside. "A lot of people want to learn, but they can't." Wang Gang has always been full of pride in the characteristics of his baked cakes.
Development: The exclusive secret of the world.com
At the beginning, Wang Gang chose mutton soup as the signature of the restaurant, mainly because he felt that mutton soup was a scarce product in the Beijing catering market, and there were no decent sheep soup restaurants in Beijing at that time, but people's love for sheep soup was extremely high.
At the same time, Wang Gang also realized that the future catering market will be a refined market after the division, and subtraction is the trend of catering.
Therefore, for five years, Wusheng haggis only did haggis cutting, because people like simple things, "When it comes to the fact that I want to drink sheep soup, what comes to mind must be Wusheng haggis, which is a success." ”
Therefore, Wusheng uses product standardization and management standardization to launch a standardized process with the characteristics of "Wusheng sheep soup" to ensure the unity of quantity, and the boiling of sheep stick bones is also strictly stipulated to be more than 4 hours, and there are corresponding regulations on which part of the stick bone to choose, which part of the sheep is also distributed to each store through the central kitchen 1:1. In Wang Gang's view, Wusheng Haggis is a typical catering enterprise that uses single products to hit the world. Because of this good standardization, good management, easy to copy, coupled with unified distribution, unified quantity, unified product taste, over time, it has been recognized and favored by the majority of consumers.
Therefore, Wang Gang, who is already very experienced in direct operation, began to open up franchises in 2020 and established Wusheng College to empower franchisees. Of course, in the early stage of joining, Wang Gang also went through a detour. There was a time when he invited a group of relatives to do a trial operation, but it failed. The reason is that they don't think it's their own store and don't put all their effort into running it. However, those who volunteer to join the store are more successful in opening stores.
Wang Gang said bluntly that every franchisee has their own preferences, temperament, personality and style. Therefore, the three words "standardization" are crucial for franchisees. The original franchisee, after 15 days of technical learning, can go back to open a store. At present, it is necessary to first complete the training of cultural classes in order to learn technology; if the cultural courses are not qualified, it is impossible to learn technology. Coupled with unified procurement, it reduces operating costs and makes franchisees earn money at the beginning of the store.
Because it is a single product to hit the world, the company has not set up more departments, as long as it is the staff of the headquarters, all are salesmen, trainers and supervisors. It can also be said that in the management of franchise stores, there is no essential difference from directly operated stores. All are the headquarters unified direction, unified management, although it looks more complicated, but the goal is the same, the method is the same, the final effect will not be too much deviation.
Now, in addition to the Beijing area, Shanxi, Jiangsu and Shenzhen all have Wusheng franchise stores. Moreover, the revenue of the Shenzhen store exceeded expectations. Now, the second store is also under renovation.
When it comes to expansion, it seems that the intervention of capital can be thought of. Indeed, the intervention of a large amount of capital is an effective part of the rapid expansion of stores.
For this matter, Wang Gang also has his own views. In his view, he wants capital to come in, but at the same time "the requirements for capital are not too high." The reason is that the impact of the epidemic is still continuing, the crazy expansion, the risk is still quite large. Wang Gang would prefer to see capital invested in animal husbandry, so that the industrial chain will become more and more perfect, and Wusheng will also benefit.
In short, Wusheng does not reject capital, but it also does not rely too much on capital.
epilogue
At the end of the interview, Wang Gang said that after the epidemic, many catering brands are choosing to do catering retail products, and Wusheng has also done similar things. They set up an e-commerce department to be responsible for the packaging of derivatives, the quantitative production and sales of products. Although the current effect is not too obvious, the Wushenghui will continue to study and precipitate, planning to solve the problems of consumer taste, packaging and design in 2021, and generate greater benefits through the form of live streaming with goods.
Wusheng's goal this year is to make Wusheng bigger and stronger through store replication and dissemination, carrying retail products, and building new sales channels. Wang Gang firmly believes that this is the best operational logic cycle at present.
"Success is the result!" Bringing traditional snacks into the road of large-scale development is, for Wang Gang, it is the persistence of doing catering, and it is also the original intention of entrepreneurship.
Company Profile
Founded in 2009, Wusheng is headquartered in Beijing and currently employs nearly 500 people. Wusheng mainly operates characteristic sheep soup series products, from its inception to the present has been focusing on the special sheep soup fast food business, the company to "Wusheng" spirit to take the road of characteristic sheep soup, is committed to the Wusheng sheep soup into a century-old store, adhering to the "success is boiled out" for the core concept of enterprise management, in order to continuously meet customer needs to create a Chinese sheep soup brand and tireless efforts! After more than 10 years of development in Beijing, it has gradually formed a catering culture of drinking sheep soup to Wusheng. At present, Wusheng has nearly 70 chain stores, and the stores are all over the bustling areas of Beijing, and it has quickly become a well-known catering enterprise branding company in the country.
In the next 5 years, Wusheng will rely on strong market accumulation to comprehensively improve the development speed, so that Wusheng sheep soup can spread throughout major cities in China, and create a fast food chain enterprise with Chinese characteristics.
Founder Profile
Wang Gang, born in 1972, a native of Qiqihar, is the founder of Wusheng Haggis, a well-known domestic sheep soup brand.