Recently, Mr. Xu Guanglei, former general manager of Chongqing hot pot in Bazhuang, founded his own brand "Stubborn Xu" and entered the barbecue category. Why leave the hot pot track that is in the limelight and choose the barbecue category? How to stand out in the fiercely competitive barbecue "battlefield"? Presumably you also have the same questions, Xiaobian with these questions, I have the honor to exclusively interview Mr. Xu Guanglei, the founder of stubborn Xu fresh lamb kebabs. Mr. Xu Guanglei shared his views in depth from the perspective of "how to achieve sustainable management of the brand", hoping to give some inspiration to all catering people.
Stubborn Xu Fresh Lamb Kebab Founder Xu Guanglei
In this era, there is no shortage of projects, but there are not many brands, and whether they can survive is a challenge. The sustainable management of the brand means that in the process of pursuing self-survival and sustainable development, the brand must consider the realization of the brand's business objectives and improve the brand's market position, and maintain the brand's continuous profit growth and ability improvement in the leading competitive field and the future expansion of the operating environment, to ensure that the brand will flourish for a long time. Therefore, as the helmsman of the brand, how to achieve the sustainable operation of the brand is a huge challenge.
Apple has been at the top of the brand list for many years since its inception in 1976, and has undergone several transformations during the period, always grasping the pulse of the market. From the perspective of Apple's brand management, the brand to achieve sustainable management, depends on the core capabilities of the brand, standing in the future to see the present, with insight into the future trend, to the future to determine the present. Therefore, the core of achieving the sustainable management of the brand I think is to solve three core problems: the setting of the strategic customer acquisition path, the construction of the profit model, and the support of the efficient system.
Strategic customer acquisition path setting
As the helmsman, we must first think about a fundamental question, that is, what is the meaning and value of the existence of enterprises and business organizations? If you understand this, you will understand why customers in the same category choose some brands, while some brands are not selected. Strategy is essentially a choice, the important thing is that you choose not to do, therefore, when we do strategy, we will choose the right thing to do, so the strategy must play a role in traction.
In the long-term brand management process, I believe that in order for brands to achieve strategic customer acquisition, they should meet the needs of customers from a different perspective, which requires brands to be either unique or first. Therefore, when I build a stubborn lamb kebab, the first question to consider is why customers choose stubborn, and what is the underlying logic of choosing stubbornness?
I found that barbecue is the second largest catering category after the hot pot category, and the big lane has a large space. The Chinese barbecue industry currently has a good customer cognitive foundation, but the entire industry is categorical and unbranded, which gives stubbornness a huge growth space at the market level. And the familiar barbecue, lamb and beer are the first choices customers choose when eating barbecue.
At present, China's barbecue industry is facing a dirty and chaotic situation, the most representative is the uneven price of lamb kebabs in the market, why is there such a dilemma? More self-employed as the carrier is more concerned about making money and disregarding quality, making lamb skewers with frozen zombie meat for many years, or passing off other inferior meat as real lamb, and brushing sheep tail oil in the process of wearing skewers to reflect the taste of lamb.
And barbecue with beer is a long-term consumption habit formed by customers, but in the drinking of beer customers do not spend a lot of money, the current market circulation of beer is more industrial beer, often used rice, corn and starch and other raw materials to replace malt to control costs, and from the factory and then experience layers of channel providers, and finally to the hands of consumers, every link will increase the price, and finally consumers to pay, in fact, good beer can be done not expensive. These two are very important pain points for the industry and customers, who solve this pain point, who can preconceived the industry to lead.
So, how does stubbornness solve these two pain points and achieve the first and only? The core of the business is to sort out a clear strategy to ensure the brand's ability to sustainably acquire customers, and who is stubborn?
"Stubborn Xu is to make fresh lamb kebabs, eat fresh lamb kebabs to stubbornly Xu", in order to achieve this goal, we use Inner Mongolia fresh lamb at any cost, because the best lamb in China comes from Inner Mongolia. In order to achieve the freshness of the mutton, we require the supplier to purchase live sheep from the herdsmen, uniformly transport them to Chifeng, where the traffic is more convenient, carry out unified slaughter in Chifeng, drain the acid for 48 hours after the cold chain transport to the central transportation hub Zhengzhou, and then distribute the cold chain distribution from Zhengzhou to the stores to ensure the freshness of the lamb.
At the same time, in order to solve the problem of beer, we found that craft beer is compared to industrial beer, using real malt, hops, yeast and water, without adding any artificial additives, malt concentration and alcohol content are higher, and the storage time is only tens of days. So we are also at all cost from abroad to import good wheat sprouts and hops, and customized professional brewing equipment, brew beer in the store site, each cup of beer must go through malt crushing, gelatinization, filtering, boiling, adding hops, fermentation and other 13 processes, for customers to drink now, there is no middleman, the purchase is the real brewed fresh beer.
Therefore, Inner Mongolia fresh lamb and craft beer For the self-employed, stubbornly there is a collection advantage and technical advantage, in the market to achieve both the first, but also to the only, at the same time these two products are also stubborn strategic products.
Therefore, the strategy must be to set a path, not a goal, through this path to achieve your goal or win the competition, the process is also to continue to create value for customers. And in order to achieve this path, to complete the brand and category of reciprocity, the need to match the action to support, this support is not only the title, in order to match the value output of these two products, in the spatial structure of our overall tone is based on grassland color green, the lamb split and string action placed in the most conspicuous position of the file, most of the products in the form of customer self-baking to increase the sense of trust, and our front office staff position name is set as "barbecue expert", teach customers how to eat barbecue correctly, What kind of ingredients are good ingredients, how to identify, with more professional services to lead customer consumption, so as to continue to promote the performance growth of stores.
Construction of profit models
The essence of building a profit model is to gain insight into the hidden needs behind customers. Affected by China's economic environment and the new crown epidemic, consumers' earning power has become weaker, their pockets tend to be tight, and they will focus more time and energy on making a living. Therefore, there will be polarization in consumption, middle-aged consumer groups are facing greater pressure in life, consumption is more cautious and rational, and the frequency of eating out is reduced; young people are born superior, more concerned about the present and like to socialize, and gradually become the main consumption force for eating out.
At the same time, the recurrence of the new crown epidemic has made the safety of consumption more uncertain, and the possibility of large group dinner is becoming smaller and smaller, especially for chinese food in the form of a large taiwan meal will be a serious challenge. The object relationship of eating out has also changed from extensive social to a small gathering between intimate people, such as good classmates, good friends, good brothers, good girlfriends may choose barbecues, hot pots and other restaurants with the attributes of gathering, and the characteristics of hot pots in a pot become uncertain for safety. But for barbecue, in the case of limited economic ability, the demand for products during consumption can be more flexible, less or more, and it has become a consumption scene that enhances feelings and frequency between intimate people.
For young couples or couples who are more intimate in daily life, daytime work is already busy and cumbersome, and when they come home from work at night, they think more about rest, and takeaway has become the first choice, but it is difficult to control the quality, temperature and taste of ingredients.
Therefore, when I set the profit model, the surface is to solve the two consumption scenarios of eating out and eating at home, the essence is to solve the hidden needs of consumers behind these two scenes, use the intimacy of the consumer relationship to create consumption conflicts, embed the craft beer into the joy of the long-lost gathering and the sustenance of the pressure release at home, and use this as a link to activate the hidden needs of consumers, and our craft beer must be the pursuit of cost performance for customers, and it is a high-margin product for the store. Drive more product sales through craft beer.
Therefore, in order to create a drinking atmosphere and meet the pleasures of good brothers, good friends, good girlfriends, and good classmates when they get together, we have integrated live performances and KTV-style private rooms into the spatial structure of stubborn fresh lamb kebabs, and we can also listen to songs while drinking on the skewers.
At the same time, relying on the stubborn Xu fresh lamb kebab store, the spicy and brine Xu takeaway shop with craft beer is derived to meet the daily life of people who are more intimate, and eating at home can also achieve wine and vegetables. The cold brine products can be standardized in terms of ingredient quality and taste or temperature control, and the quality can be guaranteed to be consistent.
And in order to meet the young consumer group's pursuit of ritual sense, when the customer celebrates his birthday, we also provide him with a birthday cake of no less quality than a professional cake shop for free, which is also to solve the problem of brand suction, so the stubborn profit model is to solve the hidden needs of customers, a benign catering ecological chain shaped, and is sustainable.
Supported by efficient systems
The competition of any business organization is ultimately the competition of system efficiency, customer acquisition efficiency, single store operation efficiency, supply chain efficiency and other modules of collaborative efficiency.
Efficient system support lies first of all in the integration and real-time sharing of point-like information. The stubborn Xu information system effectively takes the source CRM data and POS data as the origin, and the customer demand is transformed into the final product; POS data is used as the original data of the bi model of business analysis, with the stubborn Xu forward-looking judgment of the industry and market insight to form various BI models, and the key business actions of the store are known from time to time with data changes.
Supply chain data is shared in real time. Stubbornly through the back-end ERP, cloud supply chain system will be POS terminal consumption data and store front warehouse, the number of in transit, the total warehouse storage, always shared with each back-end factory, so that the information symmetry of their respective consumption and stock, as far as possible to reduce the generation of bullwhip effect. Almost eliminate communication costs in terms of the state of the goods themselves. On this basis, the system realizes automatic prediction and automatic reporting, and realizes VMI. All business is driven by the customer side of the source, and the powerful and complex information system of the back end supports the orderly operation of the entire logistics, information flow and capital flow.
The support of an efficient system lies in the standardization of products and the consistent quality of products. The gene of franchise chain replication lies in standardization, product standardization, and standardization of store reduction operations. Stubbornly, the landing of each product starts from the customer's thinking, taste is the first priority, and all aspects of the back end must serve and obey this goal. The consistency of the customer's taste is the brand's commitment to the customer, stubbornly in the choice of ingredients will always be higher than the industry standard, the whole chain processing process is green and environmentally friendly. Giving the factory always only one specification, one process, one packaging, allows the factory to minimize the possibility of errors and minimize costs.
Store restoration, stubbornly put the processing link of the product from raw materials to finished products as far as possible to the front end of the supply chain, and the restoration after arriving at the store is almost a one-click operation, reducing the dependence on the store's skills and reducing the taste difference caused by the store operation. In the process of stubbornly realizing digitalization, Tiancai Shanglong, as a leading enterprise in the digitalization of catering, has given full support to ensure the smooth progress of the overall project.
Tiancai Shanglong chain catering digital one-stop closed-loop solution gives "stubborn" efficient system support
Another constrained factor in the support of efficient systems is the stability of organizational strength. In the catering industry, many companies are advocating the concept of a family, thinking that letting employees eat well, live well, and care for a good is the advocacy of the concept of a family, in fact, this is just the foundation, but when you really need to move your cheese, is it still a family, is the family good for everyone or a small number of people? What cannot be shared is "pseudo-family", and the real family can share the results. So the stability of the organizational force depends on the boss's heart, are you good for yourself or are you good for everyone?
Therefore, at the beginning of my construction of stubborn fresh lamb kebabs, my intention was to help more people get better and better, so we also set up the "Stubborn Xu Common Prosperity Committee" internally, and the core values of this organization are "one heart and one mind, adults reach out to themselves, and stubbornly enter the family". On the road of stubborn common prosperity, whether you are an employee or an investor, you are the main body of common prosperity, and this wealth is a common wealth, everyone has a share, do not abandon or give up no one. In this organization, employees do not need to worry about their identity and status, and have the opportunity to become stubborn city investors. To this end, we have set up a two-way promotion channel, if you are good at management, you can take the management route, if you care more about technology, you can take the technical route, but the end point is common - urban investors, truly achieve common prosperity, everyone lives a better life.
When people are centered and altruistic symbiosis, people can thrive, the organization will be stable, coupled with the stability of products and the uniqueness of front-end experience, we will ultimately achieve our business goals.
Therefore, if a brand wants to achieve sustainable management, the three core factors of strategic customer acquisition, profit model and efficient system are indispensable.
If there is only strategy, no profit model and efficient system support, strategy is only a mirage; if there is no strategy, only profit model and efficient system, success is more by luck.
Therefore, the strategy is to point the direction, the profit model is a hematopoietic system that complements the strategy, and the efficient system is a powerful base for transforming the strategy from virtual to real.