37 flat grilled fish shop, with a turnover of 350,000
Shanghai Riyueguang Central Plaza, a traffic highland where catering brands have landed and built momentum, a grilled fish brand is growing savagely.
Jiang Meixian Grilled Whole Fish, a 37-square-meter shop on the second floor of the mall, mainly makes 6 flavors of grilled fish, or spicy and fragrant, or spicy lychee. Under the siege of many fast food masters, with an average of 55 yuan per capita, it won a daily turnover of more than 10,000 yuan, and the monthly turnover rushed to 350,000.
This is a new brand prepared for the sinking market outside the riverside city of "Grilled Fish Old Cannon", but this small shop is not the final form:
The first is the location, Jiang Meixian is positioned in the 45-50 yuan dining brand, and the dining area of the shopping mall is its main battlefield.
The second is the menu, which only has 6 flavors of grilled fish, plus some snacks and skewers, but this is not the final version of the menu. Each expansion area has a "customized" menu based on city and price band.
The third is the layout, what Jiang Meixian wants to impact is the second and third tiers with vast and huge potential, these new tier cities.
Of course, there is more "hidden information" behind this small store, insights about new line cities, exploration of new franchise models, and so on. Nei Sanjun interviewed Meng Hongbo, co-founder and president of operations outside Jiangbian City, to interpret the "sinking strategy" behind a small grilled fish shop.
When joining a new tier city, we can't just talk about the model, not the taste
At this time, the in-depth excavation of the sinking market is like the consensus of the catering circle, especially in the second- and third-tier cities.
Many catering people mentioned that the population of first-tier cities is outflowing, and many stores in Beijing, Shanghai, Guangzhou and Shenzhen have experienced a decline in customer flow, with a decrease in new customers and a decrease in the frequency of repurchase by old customers.
On the contrary, second- and third-tier cities are showing vigorous consumption power. Young people in small towns who do not have the pressure of life such as mortgages have money and time, and they have higher requirements for daily meals. In addition, many consumers returning from first-tier cities have more demand for "brand consumption".
Like the new store outside the city of Jiangbian to Changzhou, Jiangsu, the monthly turnover is nearly one million.
On the one hand, it is the growth of consumer demand, and on the other hand, it is the "dimensionality reduction strike" of actual combat experience.
Brands rooted in first-tier cities have many years of "hard work experience", and coming to second- and third-tier cities may be a dimensionality reduction blow to local brands. Whether it is the supply chain, brand promotion, or store image and product richness, it is difficult to compete with many local brands that follow the gourd.
At this time, the development of new line cities is at the right time, the dividends are still there, and the blue ocean is emerging.
"Many franchise brands have opened two or three stores, made a model, and started to shop outside without market verification. ”
"At first, everyone may follow the trend and do it with you, but in the end, in a short period of one or two years, the brand will die, or the product is not solid, and it is promoted by the model, not the product. ”
The "old artillery" fired, and the development of new line cities is not a hot head, but also a precipitation in addition to the opportunity.
"The core of chain catering is also the franchise model, which still depends on the vitality of the product. ”
"The customer's final choice must be to speak with his mouth, especially a franchise restaurant."
The origin of Jiang Meixian's brand is in 2021, and the voice is more focused on the polishing of products in more than 2 years after a more stable R&D action, which has been verified three times.
First opened a pure takeaway store to verify consumers' recognition of taste, even after takeaway "loss", consumers' satisfaction with the dishes is still very high, the reason for the different models is profitability, and the excessively high distribution cost greatly reduces the profit point.
The second store is the Sun and Moon Light Store mentioned at the beginning, a 37-square-meter small store, with a dual operation model of takeaway + dine-in, with a turnover of 350,000 yuan, and no problem with products and profits.
The third store is Taishang Creative Park in Qibao, Shanghai, which is a street store closer to consumers, verifying consumers' perception of the brand and whether it will be regarded as a daily restaurant rather than a fast food restaurant.
It took 2 years to have Jiang Meixian's fresh voice at this time. But Jiang Meixian's resume should be 20+2, as well as 20 years of accumulation outside Jiangbian City.
"We chose grilled fish, because this is what we are most confident in, whether it is the taste of the product, or the control of the ingredients, I believe that there are 20 years of experience outside the riverside city. ”
After 20 years of development, Jiangbian City has enough operational experience to sink into second- and third-tier cities to influence the consumption habits of local consumers, so that they can eat the products and new brands created in first-tier cities.
In addition, there is the maturation of the supply chain.
Jiangbian City began to build an exclusive supply chain 10 years ago, and the cooperation with the "Xueba" Guangming Fishery can strictly control the three links of seedling, traceability and testing, from the source of breeding to the table, live fish are killed and roasted, there is no intermediate link, which ensures food safety and improves product quality.
The logistics system built over the years has been perfected, and the first line of Beijing and Shanghai can be fully covered, including Jiangsu, Zhejiang, Shanghai, Hebei, Shandong and other places, which solves the problem that logistics in sinking cities cannot be unified in a unified manner.
20 years of practical experience in chain operation + supply chain, logistics maturity + N polishing of products, there is precipitation, there is full kinetic energy.
Jiang Meixian is not a franchise brand, but a catering service company
If it is an interview with a franchise brand, the foothold of the interview will mostly be on the profit model, later operation, cost advantages, etc. But Jiang Meixian is not a franchise brand in the traditional sense.
"A lot of people are talking about that joining is actually doing supply chain, doing logistics, and I'm really doing this. ”
Jiang Meixian is a supply chain service provider and a catering service company.
Meng Hongbo, who came from a retail background, brought more retail genes into the brand Jiang Meixian.
For example, the cost advantage brought by centralized procurement.
"One of the things we've done over the years is to go back to the fish. ”
With the support of the purchase volume outside the riverside city, the price of the supply chain can be greatly reduced, the supplier can be given a lower price, a more stable supply, with the logistics system, can be distributed to any corner of the open city, to solve the problem that the franchisee can not be distributed due to the low MOQ and the high price.
For example, the flexible menu model can match different products for different markets.
What Jiang Meixian provides to franchisees is not a set of menus, but a set of products, similar to 20 flavors of grilled fish, 30 kinds of cold dishes, and 30 kinds of snacks. Franchisees can choose dishes according to the taste preferences of consumers, and the menu is not set in stone.
For example, if the city likes spicy food, you can choose more spicy grilled fish, for example, if the consumer base is to expand to the family customer group, you can choose some flavors suitable for the elderly and children.
In addition to the supply chain and product creation, in the early stage of decoration, Jiang Meixian only produces drawings, regardless of decoration, in addition to the unified procurement of key equipment, other equipment can be purchased locally, as long as it meets the standards. ”
"Deepening the product to the franchisee depends on you, can't do without you, and make money from the supply chain. Without you, there would be no this material package, no flavor research and development, the fish on the market is much more expensive, and there is no ability to negotiate with platforms such as Meituan, which makes the franchise relationship closer. This is actually a more benign way to join. ”
Another example is standardization, process, and simplification. Jiang Meixian's most basic logic is the fast food kitchen and the front hall of the main meal.
The front office service and products are in the nature of a meal, but the kitchen is in the nature of fast food, a person who can't cook grilled fish, come to the kitchen, he can learn within an hour, he can serve the meal, it is simpler and more efficient.
With the three mountains of catering costs, labor costs can be greatly reduced, and the cost of ingredients can be used through the supply chain to obtain higher bargaining power and lower costs.
In addition, according to the logic of product selection and price band, to select dishes and generate menus, it will be much easier to open a store, "Jiang Meixian's logic is actually to pile up soft decoration in a renovated house."
More cost-effective, impacting the price band of meals below 70 yuan
"The clarity of the price band must be made by the catering people themselves. F&B people are using mature models to define price bands. ”
The veteran of catering who has been honed for many years has an accurate judgment of the present and the future. As he proposed many years ago, "fast food goes upstairs, dinner goes downstairs", has become the norm in countless shopping malls at this moment.
In Meng Hongbo's judgment, the price band of Chinese catering is gradually relaxing, and the gap is also widening. In the future, China's catering must be more than 200 yuan for the main meal, 100 yuan ~ 150 yuan for the middle grade, and below 70 yuan for the low grade.
Jiang Meixian is not a fast food brand that opens in minus one minus two, but has to go upstairs, go to the main meal area, and fight head-on with a low price of less than 70 yuan, "There is the lowest unit price in the main meal of the same floor catering, but the product you eat is the main meal."
This is a recipe used 20 years ago when grilled fish was brought into the mall from outside the riverside city. At that time, the unit price of customers outside the riverside city was 70 yuan, which was the lowest price in the shopping mall, and the competitiveness was very strong, and the taste had memory points, and the second month used an area of 170 square meters to achieve 800,000 revenues, and the ping effect exceeded the starbucks in the shopping mall.
"Jiang Meixian (Sun Moon Light Store) customer unit price is relatively high on the same floor, and it can also ensure that the daily turnover is nearly 10,000 yuan, and I will make money when I go upstairs to the dining area, because its unit price will be higher, the number of seats will be more, and everyone's acceptance will be stronger." ”
Perhaps in the future, we can see Jiangbian outside the city and Jiang Meixian on the same floor, they attract consumers from different price ranges, corresponding to different dining scenes. One is more than 120 yuan, the other is less than 70 yuan, one is a lively gathering scene, and the other is a one-person meal or AA dinner between colleagues.
It seems that the two parties are competing for consumers, but behind it is the clarity of the price band, the segmentation of the customer group, and the more refined operation of China's catering.
Why do you have to charge a million deposit?
In the current franchise market, 0 yuan to join, large subsidies, abound. Jiang Meixian did the opposite, not only with strict requirements, but also with a deposit of 1 million.
"It is more cautious about Jiang Meixian's joining, only to regional franchisees, not to single stores, partners must be catering operators, at least in a single city can develop 4 stores a year, and a deposit of 1 million, within 1 year to open enough 4 stores will be returned.
Ideally, Jiang Mei Xian is more suitable for partners with more local resources, and if there are local stores that need to be renovated, Jiang Mei Xian can provide a new brand and complete support. Of course, this is a difficult situation. ”
Behind the figure of 1 million, we may be able to interpret the cherishing of this new brand outside Jiangbian City, test the ability of the partner to operate in the future, including funds, but also include the determination to explore the benign franchise model, open products, supply chains, logistics support, do not make money in decoration, equipment, etc., and do not charge any business commission before making a profit.
The battle for the sinking of the catering is extremely fast, perhaps the smoke and dust raised by the siege of the city and the land will disperse, who can hold the city and operate for a long time, is the key to the "dispute".