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Text: Chen Zhuqi
Edited by Chen Zhuqi
(Source: All content stated in this article is based on reliable sources, and is repeated at the end of the article)
"Which Chinese restaurant is strong? Shaxian snacks must be on the list!"
Once "Shaxian Snack", a food brand, can be said to be all over the streets and alleys of the country, not only with its high cost performance, and a variety of meal types, it has become a benchmark in the snack industry in everyone's hearts, but also was once called "national cuisine" by netizens.
It's a pity that time has passed, and the once smash hit Shaxian snacks are now extremely bleak, and the franchised chain stores are either out of business or in the dying struggle, and there is no longer the glory of the past, which made many netizens feel emotional.
However, in the final analysis, the scene of Shaxian snacks is also caused by several reasons...
Shaxian snacks are all over the world
Since the end of the last century, Fujian Shaxian snacks began to appear in the public eye, after long-term research and development of a variety of meal types, just to meet the basic dietary needs of customers, so as to create a snack bar.
Although the process is a bit difficult, who would have thought that they would be able to run a small restaurant business in an orderly manner, not only with many customers coming here, but also forming a huge group of repeat customers, thus generating a lot of market effect.
At the beginning of the 21st century, they successfully attracted countless fans with an advertising slogan of "one yuan into the store, two yuan to eat, five yuan to eat well", and everyone has favored Shaxian snacks as a delicacy, just because they not only have a wide variety, but also have a very high cost performance.
For the people, it is naturally impossible to enjoy such a beautiful food in the context of making difficult money, so in just a few years, the signboard of Shaxian snacks has become the number one choice of local snacks.
Because of this, since 2008, it has successfully established a Shaxian snack company, and even opened Shaxian snack stores directly across the country with a thunderous rhythm, and there will be more than 88,000 Shaxian stores in the country at its peak.
Such data far exceeds the momentum of fast food restaurants such as KFC and Wallace, which shows that Shaxian snacks have indeed been very popular in the past ten years, whether it is a large city or a small county in the first and second tiers.
In this way, everyone can enjoy the food of Shaxian snacks all over the country, and even when many people don't know what to eat, they will go directly to Shaxian snacks, just because they are rich in types, rice, noodles and soups, and even side dishes.
This is undoubtedly the best choice for some workers who have nowhere to go, not only can they enjoy a very high cost performance, but also many food references, why not, and it is precisely because of Shaxian snacks that set off a wave in China at that time.
So much so that in New York and other regions abroad, there are Shaxian snacks, which shows that as a snack restaurant, it can resound its name all over the country and go abroad, and it is also the coexistence of strength and influence.
But just when everyone thought that they would continue to develop for a long time with such a momentum, netizens found that the situation of Shaxian snacks in recent years is indeed very embarrassing, not only many stores have gradually closed down, but even many have closed down.
Looking at the whole country, the business of Shaxian snacks is extremely bleak, compared with the former door-to-door city, it is simply unbearable to look at directly, but in fact, the reason why such a scene occurs is that there are still many factors in itself.
Reduced price-performance ratio
First of all, we all know that the reason why Shaxian snacks were once so famous is also because they attracted a lot of customers with their affordable slogan, and the price of their meals was very gratifying in the early days, no matter what kind of food they had.
Almost less than 10 yuan can make customers satisfied, just like whether it is noodles or wontons and other soups, as long as customers choose, merchants often show a very full amount of food, for fear that customers will not be full.
Because of this, people will often choose to eat Shaxian snacks, and even lead friends who have not been to taste them, at the peak, the name of Shaxian snacks can be said to be deeply rooted in the hearts of the people, not only will be the food choice of many customers, but also the industry benchmark.
In this way, it can be seen that no matter what industry a business or a small shop, as long as the store itself can establish a scene of mutual trust and support with customers, then it will definitely prosper and continue to make money.
But today, it is precisely because many people have chosen Shaxian snacks that they have accumulated a lot of old customers, but they are gradually losing them at the moment, resulting in an extremely embarrassing dilemma in business, and this source is naturally partly because of cost performance.
For food, if the once smash hit store, to the later business is not as good as before, the first thing to consider is the price and taste, of course, Shaxian snacks are without exception shot, with the rise of the economy, the pricing of Shaxian snacks has gradually risen.
Although everyone understands that the price increase of food is a common phenomenon, it is precisely because Shaxian snacks have not increased in the amount of food while the price has risen, and it is taboo in the catering industry to be flashy, after all, Shaxian snacks are not Western food, and they are not high luxury catering.
Although everyone can accept the price increase, after all, prices are also rising, everything is understandable, but at the same time as the price of meals is raised, people cannot exchange the amount and value of meals at the same price, so it will naturally cause dissatisfaction among netizens.
There are no features
Secondly, food innovation is also very important to customers, although Shaxian snacks bring together a lot of people's favorite delicacies, even their mixed noodles, steamed dumplings, wontons, etc., are the "hard dishes" of their meals.
At first, when Shaxian snacks were popular all over the streets and alleys, their meals were indeed loved by many friends, but with the development of the times and market changes, the meals of Shaxian snacks seemed to be out of the organization and did not keep up with the pace of the times.
You know, the catering industry is the most difficult to operate, in addition to the basic cost performance and audience positioning, the continuous updating of products is also the top priority, after all, people in the food experience, is also more and more grippy, it is easy to cause dining fatigue.
After all, although there are many samples of Shaxian snacks, in people's impressions, there does not seem to be their own signature dish, even if people want to eat wontons, they can also go to the corresponding wonton shop, not only rich in taste, but also more experienced.
But for Shaxian snacks, it is precisely because there are many types, but there is no corresponding feature, so that when people mention it, their minds are gray, after all, people's living standards are constantly improving, and in the process of enjoying food, they are naturally also exquisite.
Just like what netizens said: "Since you have spent so much money, why can't you experience the food and treatment at the same price", it can be seen that netizens know that only food can tie people's hearts, rather than blindly raising prices without considering the customer's experience.
The Shaxian snack itself has successfully come out of the circle with its cost performance, but now it does not have cost performance, coupled with the lack of distinctive dishes and innovative cuisines, it is naturally difficult to retain customers, and only innovation may bring a trace of vitality.
The barrier to entry is low
Moreover, there is another reason, it is also because Shaxian snacks do not have a systematic training, although they are a catering snack, but they are not a national chain, at most a national region to join.
There is a big difference between the two in the industry, first of all, the national chain means that they have unified management, whether from the ingredients, ingredients or techniques, there must be corresponding systematic training, so as to ensure that no matter which region can taste the same food.
The franchise represents that the merchant only spends the corresponding signboard fee to enjoy the popularity brought by the brand, and Shaxian snacks are the latter, as a brand, they have not systematically trained the franchised restaurants.
As a result, in the process of operation, these franchise stores only learned some fur and did not grasp the soul, which indirectly led to customers who believed in the brand "Shaxian Snack" and had unsatisfactory results in the experience process.
There are even many franchise stores, which even hang up the famous signboard without learning, but in the end they are shooting themselves in the foot, which is undoubtedly a lose-lose situation for both merchants and customers.
After all, the commercialized restaurant will eventually make money and not be able to retain customers, and Shaxian snacks are like this, earning merchant signboard fees, but making merchants unable to earn the passenger flow brought by the signboard.
As a result, those stores that used to operate Shaxian snacks eventually became lazy, not only did the store environment become extremely dirty, but even the kitchen environment was unimaginable, so that few customers came back in the end.
There is a lot of competitive pressure
The last reason is external factors, first of all, because we all even mentioned the reasons mentioned above, almost all of them are some business problems in Shaxian Snack itself, but when the situation is in internal and external troubles, things will get worse.
You know, the catering industry itself is not very easy to do, and many businesses can only close their doors after eating a wave of new trend dividends, and the reason why this is so is also because everyone is more accustomed to following the trend.
When encountering a region where the food is more out of the circle, everyone will choose to blindly check in, and after a gust of wind, the food will become a thing of the past, which will also lead to waves of restaurants and businesses.
Even in the catering market, there are gradually elderly people who have been in business for many years, accumulating a certain amount of customer flow, and some shops that have sprung up like mushrooms, only to make a wave of quick money, no matter which they will have a corresponding popular customer flow.
But compared with Xiasha County snacks, after the popularity of the past was gradually extinguished by himself, the rest is that he is dying, not only no one likes to taste it anymore, but also seems to convey a "not delicious" signal to passers-by when he sees the deserted business of the store.
Write to the end
In the current society, having a brand effect can indeed bring a certain amount of popularity and customer flow, just like tea shops such as Mixue Bingcheng, Hey Tea, Luckin Coffee, etc., no matter what level of consumption they are in, they have their own audience and positioning.
They even have their own signboard and continuous innovation, after all, only innovation is the key to the sustainable development of the brand, and Shaxian snacks obviously did not deal with this business philosophy well, resulting in no longer being loved by people.
As a signature snack brand that has been deeply rooted in the hearts of the people, Shaxian Snack not only did not keep up with the pace of development with the development of the times, but also forgot its original intention in the process and indirectly ended up dismal.
Reference Sources:
[1] Headline Account-Taihai News-"Shaxian snacks that were popular all over the world back then, why are more and more people eating them, and many stores are closing?"
[2] Headline Account-CNR-"Fujian Province Introduces Six Measures to Promote the Vocational Skills of Shaxian Snacks"
[3] Headline Account-Sohu.com-"Shaxian snacks that were once popular all over the country, why is business bleak now?4 reasons to drive away customers" (2022-08-08)
[4] Headline Account-Colorful Qin'an-"3,000 Stores Closed in Half a Year!Shaxian Snacks That Were Once Popular All Over the Country, Why No One Wants to Eat It?" (2024-04-05)
However, in order to improve the readability of the article, there may be polishing of the details, please read sensibly, for reference only!
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