The epidemic is repeated, where should the grilled fish brands with internal and external troubles find an increase?
Issue 3127 in total
Cai Daqi, the owner of the restaurant company, | wen
The port is closed
The rise in fish prices will continue
Recently, fish prices have risen, and the days of grilled fish brands have become more and more difficult.
Starting with the increase in the price of imported bass fish, which triggered a full-line increase in the price of aquatic products, as of March this year, the price of catfish rose by more than 40%, the price of sea bass rose by about 34%, and the cost rose sharply.
Affected by the epidemic, this upward trend will continue.
The epidemic in Dongxing City, Guangxi Province, is still spreading and has been under continuous control for more than 50 days. Dongxing is only separated from Vietnam by a river and is an important trade port.
Until the 18th, Dongxing port is still not smoothly restored, suspending the customs clearance and inspection operations of personnel and goods, the backlog of trucks on both sides has exceeded a thousand, and there are a large number of bara fish in the backlog of goods, which has also led to a serious shortage of bara fish, and the price remains high.
The long-dormant grilled fish track finally has news, but it is not good news, which is another blow to brands that have struggled in repeated epidemics. After four or five years of shuffling period, today's grilled fish track, the group of heroes, Beijing's riverside outside the city, Tianjin's fish cool, Shenzhen's fish exploration, Dongguan's willing to take the bait, Hangzhou furnace fish, Shandong's half-day demon, southwest roaster, is moving from the regional strong, to the whole country.
Both to maintain daily operations, but also to find increments, both inside and outside are trapped, in the sinking market crazy expansion of the new path has aroused the attention of catering people, especially the number of stores has exceeded a thousand half of the demon.
Is sinking the final way out of the Grilled Fish Track?
Crazy store opening exceeded 1,000 stores
Half a day demon's sinking road
There are two paths for grilled fish to sink, one is to expand to second-, third- and fourth-tier cities, and the other is to develop from regular meals to fast food. Let's start with the first path.
The most successful sinking market is the half-day demon, a new brand that debuted in 2016, which took 6 years to kill the number of stores.
Nowadays, the number of stores of the half-day demon is more than 1,000, the number of willing people hooked is 525, the number of fish and fish cool are about 200, and there are 128 outside the riverside city.
From the perspective of volume, the difference between the half-day demon and other brands is not a position. Behind this is the sinking of the two cores - the partner store system to rush the scale & high price route, which is very similar to Wallace.
Geng Yuanshan, the founder of Half Day Demon, registered the "Half Day Demon" trademark as early as 2013 and established Jinan Half Day Demon Marketing Planning Co., Ltd. in 2016.
In September 2021, the current operating entity was established in Shanghai, Shanghai Half-Day Demon Catering Management Co., Ltd.
At present, there are 1079 stores in Half-Day Demon, and the base camp is still Shandong, with 314 stores. The second place is 120 stores in Jiangsu Province, and the number of stores is not an order of magnitude at all.
In the hometown of Neishanjun, a small county town in the fifth line of Shandong, Half-Day Demon is the most lively brand, occupying the largest advertising space in only a few shopping malls.
Another label on Geng Yuanshan's body is Wallace, who is from Wallace and now serves as the legal person of 7 Wallaces in Tai'an City.
Somewhat miraculously, the first store of the Half-Day Demon is not in Jinan, but in Fuzhou, the origin of Wallace.
Whether it is the store opening model or the brand style, it is very similar to Wallace.
In terms of store opening model, Wallace adopts a partnership model, which generally has four parties: the manager responsible for the development site selection, the store manager responsible for internal operations, the city manager, the person responsible for regional management, the headquarters, and jointly invest in the store.
In addition, Wallace has also opened up the qualifications for foreign franchises, pulling landlords, suppliers, decoration companies and other partners to join.
Bundle the resources of multiple parties together, have money to pay, have land, and make a strong contribution, and everyone gathers into a community of interests, which can not only improve the speed of opening a store, but also reduce the cost of opening a store.
Like Wallace, Half-Day Demon also adopts a partnership model, employees can buy shares, and stores can open quickly within a month. In Geng Yuanshan's view, intensive store opening can break through the brand threshold.
In terms of products and pricing, half-day demons also continue wallace style, parity positioning, small profits and high sales, this affordable route is very open in the sinking market.
In the sinking area, the average person of the half-day demon is about 50-70 yuan, a value-added package for 2-3 people only needs 139 yuan, and the meal for 4 people only needs 219 yuan, almost everyone is about 50 yuan, and the cost performance is very good.
This price strategy, on the one hand, can reduce the price sensitivity of consumers and reduce the threshold for decision-making, on the other hand, it can obtain a larger market and stand out in the same category competition.
Behind the parity is the effective control of the cost of ingredients, such as the fish of the main ingredient of grilled fish, according to the menu, there are two kinds of fish for the half-day demon, 99 yuan a Lingbo fish, 109 yuan Qingjiang fish.
Lingbo fish is actually a basa fish.
Qingjiang fish is more complicated, not referring to a certain kind of fish, refers to all the fish produced in the Qingjiang reservoir area of Hubei Province, is the name of a production area. In a cooperation news at the beginning of the year, the Qingjiang fish used was mentioned as a spotted forktail catfish.
Spotted forktail catfish has also risen this year, 2.2 kg - 3.3 kg per tail of spotted fork tail catfish is about 14 yuan / kg. The choice of these raw materials gives the brand more pricing space and the possibility of sinking.
This is the re-creation of the same model on different tracks, such as KFC, McDonald's and Wallace, fish cool, furnace fish, riverside out-of-town and half-day demons, they have similar products, serving different consumer groups, digging into the undeveloped market.
As long as the population is subdivided enough and then matched with the corresponding products, there are new growth opportunities.
Grilled fish fast food
Can small portions be delicious?
Another path to sinking is the sinking of categories, from the dinner track to fast food, from 2021, there will be grilled fish rice, one person grilled fish, small portions of grilled fish these new categories appear.
In just one year, there have been more than 200 stores opened by brands, such as Mr. Crispy Grilled Fish Rice with 298 stores, and 177 stores like Jiong Dad Boneless Grilled Fish Rice.
Although it seems that there are a lot of stores and the market is quite lively, many caterers still have doubts about this sinking method.
Compared with the successful sinking of sauerkraut fish, the driving mode of grilled fish is too single, the limitations are very large, and the repurchase frequency is not very high.
In addition, grilled fish also lacks rationality in scene creation, generally grilled fish are social dinners, several people eat grilled fish together, and one person's grilled fish scene is less.
In addition to the crazy franchise information that appears on the Internet, the category of grilled fish is still stuck in the lively "shouting", in addition to several complaints about the failure of operation after joining.
Siege is easy to defend the city, whether it is a long-developed grilled fish veteran, or a breakout of the sinking market, will face the unique problems of this track, such as solving the problem of live fish supply chain, and for example, to do a good job in product innovation, stand out in the serious product homogenization.
Like the stove fish, it launched a joint name, added KTV elements to the store, ate grilled fish and sang songs, and attracted young customers with a more complex dining experience.
Like the roaster not only play blind box, engage in peripherals, but also in the spring onion flavored grilled fish, plus a shallot Mini milk tea, strange taste, instantly attracted the attention.
In the view of Meng Hongbo, co-founder of Jiangbian City, the competition of the future grilled fish track focuses on quality, such as product content, product taste, product richness and other dimensions, so it will continue to innovate in product refinement and differentiation.
In addition, the safety of fish supply chain products is also the focus, the future quality improvement, not necessarily the price increase, more fish products will be more secure. After the group company is getting bigger and bigger, there are more and more stores, and after having better procurement and storage advantages, it is necessary to stabilize the price by controlling these advantages and make it delicious and not expensive.
Whether it is to accelerate the expansion of the sinking market, or from the regional brand to the whole country, after accumulating more users, the remaining task is the daily operation of a longer line, which is more challenging than the expansion, and the sinking is just the beginning.