Lu Zhengyao, who is more than half a hundred years old, began his third business after leaving Luckin Coffee.
In 2020, Luckin Coffee exposed its own financial fraud, which immediately triggered a series of chain reactions, the biggest impact of which was the collective layoff of the management team, and the founder Lu Zhengyao was also forced to leave under the pressure of investors and the board of directors.
However, Lu Zhengyao did not fall into depression as most people imagined, but never stopped "tossing", not only in the same year to prepare to provide consumers with a shared entertainment space project that charged on time, but also established a fun small noodle intended to copy the Luckin model and once again entered the catering industry.
It is not difficult to see Lu Zhengyao's determination to do a big job in the market, but it is regrettable that these two attempts were unsuccessful. However, recently, Lu Zhengyao has begun a new round of "attempts" - to enter the field of prepared dishes and establish a tip of the tongue workshop.
First, Lu Zhengyao entered the prefabricated vegetable track
Earlier this month, the Tongue Tip Technology Group, founded by Lu Zhengyao, conducted a low-key investment promotion activity for its incubated pre-made dish project "Tip Workshop" in a hotel in Xiamen, and it is reported that the three core executives who followed Lu Zhengyao's entrepreneurship are still the veterans of the "Shenzhou Department" - Yang Zhuo, Zhou Bin and Li Jun.
According to the official introduction, the model of the tip workshop is basically the same as that of similar prefabricated vegetable enterprises, all of which are purchased fresh raw materials through the place of origin, processed into semi-finished products, and then stored through freezing or refrigeration, and sent to the retail terminal in the form of cold chain transportation, and the end consumer can enjoy dishes comparable to the skills of hotel chefs after purchase.
It can be said that Lu Zhengyao's tongue tip workshop model is not new, basically can be seen as another imitator in the prefabricated vegetable market, but unlike similar enterprises in the market, the tip of the tongue workshop is not a prefabricated vegetable enterprise for a single city, but a chain enterprise that wants to occupy the national prefabricated vegetable market.
In addition to opening a self-operated store in Beijing's East Fifth Ring Road, the workshop is also actively communicating with partners who intend to join, and won a 30-point letter of intent on the day of the project launch on January 4. In addition to Lu Zhengyao's entrepreneurial aura, the tip of the tongue workshop can win so many letters of intent, more because of its low entry threshold.
At present, only need to pay 10,000 yuan of intention money, investment of 30,000 yuan, and have an 8 square meter store, you can run a tongue factory franchise store, compared to today's other fast consumption franchise stores Threshold is not low, so we can boldly predict that in the future for a period of time, the tongue workshop franchise partners will be because of such a low threshold to join more and more.
Second, from fun noodles to pre-made dishes, Lu Zhengyao's gameplay has changed?
When the joining gameplay of the Tip of the Tongue Workshop was vigorous, we also deeply felt that Lu Zhengyao had changed.
In Lu Zhengyao's previous entrepreneurship, basically the growth stage of each project is in line with the 24-character capital operation theory of "seizing the outlet, finding the right track, setting up a company, huge financing, burning money to expand, and rapid listing" put forward by him, all of which are in the early stage of large-scale expansion through the establishment of self-operated stores, and then listed.
Lu Zhengyao also adopted this strategy when he founded Fun Xiaomian, announcing that he would soon replicate the success of Luckin, with the first batch of stores targeting 106 stores and intending to raise 100 million yuan. However, the feedback from the capital market and the end-consumer market has poured cold water on this entrepreneur who is more than half a hundred years old.
Due to the problem of luckin coffee's business fraud, which led to huge losses suffered by its investors, in order to recover the losses as much as possible, investors collectively decided to change the CEO, but just after Guo Jinyi took office as CEO, through various means to make Luckin's business situation improve, Lu Zhengyao intended to remove the directors of the two core investors through other directors' proposals.
Lu Zhengyao's operation undoubtedly completely provoked the two core investors, directly swept out, more fatal is that Lu Zhengyao's reputation in the investor circle also completely collapsed, was labeled "can't afford to lose", so in the fun small noodles entrepreneurial project, Lu Zhengyao, who intends to promote fun small noodles through capital burning money expansion, did not get the support he wanted.
In addition, because the management team of Fun Noodles does not understand the field of noodles and does not have much relevant experience, the noodle products of Fun Noodles have no significant advantages over their peers, and are even complained that many consumers are "unpalatable". According to relevant insiders, only ice powder is developed by themselves, and other noodles are provided by suppliers, lack of core secret recipes, and it is reasonable to be disliked by consumers for not being delicious and characteristic.
Lu Zhengyao, who ate the lack of more "capital" support on the fun noodles, adopted a new "franchise system" on the pre-made dishes.
Third, pre-made dishes are a good track, but Lu Zhengyao needs to be impatient
However, fortunately, compared with the noodle market that has been "rotten", the pre-made vegetable market also has the advantages of a relatively blank market, a lack of head players and no requirements for the core secret recipe, so the opportunity of the tongue tip workshop is much greater than that of fun noodles.
According to the data of Ai Media Consulting, a well-known analysis agency in the industry, the scale of the mainland prefabricated vegetable market in 2019 is 244.5 billion yuan, and it is expected to be 345.9 billion yuan in 2021, and it will maintain a 20% growth in the next few years, so the prefabricated vegetable market is not only large in scale, but also the future development prospects of the market are also very large, which can be said to be a very good entrepreneurial track.
In the past two years, no less than 20 competitors of the tongue workshop have obtained financing, most of which are above tens of millions of dollars, of which 5 have even received more than 100 million yuan of financing, which can be seen that the prefabricated vegetable market is also a very popular investment treasure land at this stage, for Lu Zhengyao, who has frequently encountered walls in the venture capital circle, it may be a good news, but at this stage, the tip of the tongue workshop is to develop steadily, rather than burn money to expand.
In any case, the model of the Tip of the Tongue Workshop looks "more stable" than Lu Zhengyao's previous entrepreneurial project model, but we also have to point out that Lu Zhengyao has changed the entrepreneurial track three times in a year, and it is still a bit too radical to change the entrepreneurial expansion idea.
For Lu Zhengyao, perhaps it should be more stable now, after all, from the perspective of the model of the prefabricated vegetable market, if you want to win the throne of the first market, you must ensure the diversity of food types, the trustworthiness of the brand and the perfect logistics cold chain ability, and it takes a long time to complete these things, and it is difficult to do this thing perfectly with only a momentary enthusiasm.
Therefore, in general, after experiencing two consecutive entrepreneurial failures, Lu Zhengyao can still find the entrepreneurial track that is at the cusp of the wind, and his courage and ability are naturally questioned by the mother, and this time the tip of the tongue workshop chooses to abandon the financing game and choose a more stable franchise game, which also makes people feel that Lu Zhengyao is finally willing to collapse his heart and do a good job.
However, Lu Zhengyao still needs to pay attention to avoid impatience and impatience, not to be too obsessed with "turning over", but to patiently make his career successful, only in this way can Lu Zhengyao really turn over a stable body.