As new tea drinks become more and more a daily consumer routine, "health" issues have gradually become the core anxiety that plagues consumers.
While new tea brands are constantly moving in the direction of "health", Yonghe Dawang, a Chinese fast food chain with nearly 28 years of brand history, has already "heard the wind" and joined hands with Novozymes, a century-old biotechnology company Novozymes, OneHealth to launch the "Yonghe Dawang Probiotic Ice Soy Milk" innovative explosive product to provide consumers with new healthy choices.
What exactly is probiotic ice soy milk? Why has Yonghe Dawang become a favorite Chinese fast food brand in the hearts of young people for 28 years, and in 2022, it has created a legendary performance of selling about 1.5 cups of freshly ground soy milk every 1 second.
In order to answer the above questions, Catering O2O visited the relevant stores of Yonghe Dawang in Shenzhen.
01■
The "healthy wind" of catering is blowing stronger and stronger
Yonghe Dawang pushes new soy milk explosive products
In recent years, catering O2O has found that as people pay more attention to health, health is becoming the main trend of catering.
In this wave of trends, Yonghe Dawang, as a brand that has made a name for itself with its freshly ground soy milk + freshly fried fried fritters and widely recognized Dawang braised pork rice, fragrant hot marinated series products, etc., chose to work hard in the national drink soy milk with real health attributes to create a healthy probiotic ice soy milk.
As soon as this soy milk was launched, it became a new product loved by consumers.
According to relevant statistics, the sales volume of a single product of probiotic ice soy milk has reached 400,000+ cups in one month of its launch, and the highest sales volume in a single day is 15,000+ cups, driving the sales of beverage categories to increase by 30%+, and has become a new explosion of Yonghe Dawang's innovative products. This sales figure is very rare for non-tea brands.
Why is Yonghe Dawang's innovative item so popular with consumers? Catering O2O summarizes the following reasons:
1. Each cup is freshly ground to present the best taste to consumers
As a Chinese national drink, soy milk has not become popular, a large reason is that the current breakfast market soy milk is basically a combination of soy milk powder and sugar, shoddy and low nutritional value, difficult to meet consumer demand.
And Yonghe Dawang can start with freshly ground soy milk, and he has a unique advantage in soy milk production.
It is reported that although Yonghe Dawang has more than 430 stores, it still insists that each restaurant has a 4-10 square meter soy milk mill, non-GMO soybeans are soaked at constant temperature for 8 hours, and fresh pulp is strictly implemented every 4 hours to ensure that every cup of soy milk sold in each store is freshly ground, and the best and healthiest soy milk is presented to every consumer.
2. Add 1 billion active probiotics to meet the health needs of consumers
With people's increasing attention to the health field, probiotics have become a new hot spot in the current consumption track.
From cosmetics, candy to beverages, and even coffee, probiotics have appeared, especially in the new tea and yogurt tracks, probiotic products have become evergreen on the menu.
Soy milk is no exception! The newly launched probiotic ice soy milk is a new explosive product created by Yonghe Dawang on the basis of freshly ground ice soy milk to meet the current probiotic trend of the health track.
It is reported that each cup of probiotic soy milk of the new product is added with 1 billion units of the star strain IBme Bifidobacterium longum 35624, which is a strain that has been sold in the European and American markets for 10 years, which can effectively alleviate irritable bowel syndrome, which is a common disease of the digestive tract, and 24 people in every hundred Chinese are troubled by this, which is very suitable for Chinese physique.
Mechanism of action of IBme Bifidobacterium longum 35624
Moreover, the probiotics of Yonghe Dawang Probiotic Ice Soy Milk are based on powder preparations as the carrier, each cup is individually packaged, and it is made to order and ready-to-order, which fully guarantees the activity of probiotics.
3. Innovative popping beads + ice soy milk combination, +3 yuan direct enjoyment, cost-effective
Catering O2O interviewed many consumers on the scene and found that there is another important reason for the popularity of the product, the taste is good! "This iced soy milk is more mellow and smooth than other iced soy milk, and it also adds small popping beads common to milk tea, which is a subversion compared to traditional pure soy milk and is very fresh." A consumer said.
In addition, cost-effectiveness is also a core element.
"Compared with the current price of new tea drinks of more than ten or twenty yuan, the price of yogurt even exceeds forty yuan, the price of this probiotic ice soy milk is very affordable, the retail price is only 12 yuan, consumers only need to add 3 yuan to the package can be directly upgraded, the entry threshold is very low." A clerk said.
02■
The secret of selling 1.5 cups of freshly ground soy milk in 1 second for young people who "circle powder" of Dawang
There are not many old restaurants in China, but many brands are "old in success, old in defeat", full of "old qualifications", outdated products, old-fashioned marketing, and unable to keep up with the times.
As a long-established restaurant brand that has been born for 28 years, Yonghe Dawang can continue to become a fast food brand loved by young people, how did it do it?
1. Cyclical innovative Internet celebrity explosive products, constantly capturing young people
In this era of fragmented information, brands must constantly create freshness in their products if they want to attract young people to continue to repurchase.
With 28 years of long-term operation, Yonghe Dawang has never slackened in product innovation, basically maintaining the frequency of launching a new product in January, hundreds of stores continue to be new, and basically can create a super explosive product every month.
At present, it has accumulated a number of evergreen explosive products such as Da Mo Wang freshly ground soy milk and Dawang braised pork rice series for the brand, among which the annual sales of Dawang braised pork rice products alone reach 26 million copies. At the beginning of 2023, Yonghe Dawang also launched the Chinese hot brine series, and the hot marinated fragrant and tender half-chicken pot is deeply loved by consumers.
Around the classic product of soy milk, Yonghe Dawang has also made many attempts and upgrades. For example, starting from the "coffee" products loved by young consumers, we have launched the "Da Mo King Coffee" and "Soy Milk Coffee" series products; And this probiotic ice soy milk is undoubtedly another bold attempt by King Yonghe.
2. Do marketing that young people like and play with young people
In addition to continuous innovation at the product level, Yonghe Dawang can go against the trend and circle fans, and there is also a key action, that is, to seize the trend loved by young people in marketing.
Taking the joint name of Yonghe King and Egg Yolk Brother IP as an example, Yonghe King directly linked the golden yellow of the product chicken leg steak with the "yellow" of Egg Yolk Brother, and echoed the "laziness" of Egg Yolk Brother with the current emotions of young people wanting to lie flat, directly hitting the hearts of young people, and this event alone generated nearly 200 million exposures.
Of course, Yonghe Dawang did not miss the two-dimensional UP master that young people like, and in 2022, he directly co-branded with tens of millions of food bloggers Sheep Cuisine to jointly promote the new product of old Changsha meat stir-fried meat, and the video alone generated more than 6.79 million views, and the number of likes was as high as 500,000. Related topics have attracted nearly 10 million exposures in Xiaohongshu and Douyin. In addition, King Yonghe is still "This! It is the only Chinese fast food licensed brand in Street Dance 4.
Today, the brand has updated its new logo to create "this good spirit IP". "In the future, we will go further in the strategy of brand rejuvenation." The person concerned said.
3. Fine digital intelligent management, establish timely and seamless communication with consumers
Digitalization has become the standard for catering enterprises, and Yonghe Dawang has already realized all-round digital operation from consumer experience to operational efficiency.
For example, according to reports, Yonghe Dawang is almost the first batch of traditional restaurants to begin to layout online takeaway. "While others are still hesitating, our takeaway side has already begun to make efforts."
In recent years, Yonghe Dawang has also updated the takeaway packaging, and the visual of the new packaging has enhanced the youthful atmosphere of the entire brand.
Moreover, Yonghe Dawang also attaches great importance to consumer satisfaction. "We now have a CEM customer satisfaction management system and a delivery satisfaction management system to track consumers across all channels. Today, with the blessing of these systems, the satisfaction rate of takeaway channel brands alone is as high as 99.8%. Yonghe Dawang said.
03■
The next target, 1,000 stores
Become the head brand of Chinese fast food
At present, Yonghe Dawang has opened 430 stores in 56 cities across the country, and even during the epidemic last year, the brand still achieved a contrarian growth of stores, opening 64 stores against the attack.
According to the relevant staff of the brand, the next goal of the brand is to vigorously open up to join. "In the future, Yonghe Dawang will vigorously expand its franchise business in major cities in China based on key cities such as Beijing, Shanghai and Shenzhen. Our goal is to open 600 stores by the end of the year, and strive to realize the 1,000-store plan as soon as possible. ”
Since the sudden rise of Nancheng Xiang and Ziguangyuan, full-time business has become the target of catering people. But in fact, many people do not know that Yonghe Dawang products have long covered the full meal segment of morning, noon and evening, which is the real exhaustion of customer flow and time slots.
Up to now, the brand has already completed the verification of the single-store model and the verification of urban replication, forming a complete set of store profit models, and the gross profit margin of the store can reach about 65-70%.
Last year, Yonghe Dawang aimed at the sinking community market and boldly tried a variety of complex community + business district models such as "community + business" and "community + office". In addition to the advantages of mode and products, Yonghe Dawang is also backed by the big brand Happy Bee.
As one of the top 50 international catering enterprises in Asia on the Forbes list. Happy Bee has many well-known catering brands such as Yonghe Dawang, Hongzhuoyuan, and Tian Haoyun in the Chinese market alone, with more than 6,300 restaurants in 34 countries around the world.
"We are looking for a partner who can go on with Yonghe Dawang for a long time." Yonghe Dawang related personnel said. In their view, brands and franchisees should be a two-way partnership that achieves each other. "2 years into a business, 10 years as a career, as long as we can treat King Yonghe as a career, we are very welcome."
-END-