Going overseas has become a key word for the development of many restaurant companies. As a senior catering person said, "If 2023 is only the first year of catering going overseas, then 2024 has reached the year of catering going overseas." "As Hong Kong people go north, Hong Kong cars go north, and Shenzhen and Hong Kong are integrated, more and more mainland restaurants have entered Hong Kong, and Shenzhen has also become an outpost of catering to Southeast Asia and other places, and many catering companies have gone from Shenzhen to Hong Kong and then to sea. However, what about the overseas market, especially the Southeast Asian market, how should restaurant companies go to sea correctly?
The 2024 China Wandian Chain Conference and Catering Overseas Summit Forum Shenzhen Station hosted by catering O2O came to a successful conclusion on April 25! 50+ overseas related experts and industry expert mentors conducted in-depth discussions on catering going overseas and 10,000 store chains in a forward-looking manner. The following is a summary of the content of the forum:
01■
Going to sea is a multiple-choice question, not a right or wrong question
1. Luo Huashan, founder of catering O2O media: It's time for catering to go to sea
Catering going overseas is not a new thing in China, and it is a hot topic that has been flourishing for a long time.
Since the end of the Ming Dynasty, there have actually been four waves of catering going overseas in Chinese history; the first wave of overseas fever occurred in the middle of the 19th century, when the North American gold rush was prevalent, and the Chinese went to Nanyang to bring catering out of the country; the second wave occurred at the end of the 20th century, at the beginning of reform and opening up, when it was more dominated by state-owned enterprises such as Quanjude and Din Tai Fung. The third wave occurred around 2010, when private hot pot brands such as Haidilao, Xiaolongkan, and Little Sheep began their initial journey to go to sea, while the overseas boom since 2023 is more of a wave of catering companies going overseas under the extreme involution of domestic catering, set off by new tea drinks and coffee, followed by dinner, hot pot, etc. 2. Hu Siqi, Netju Capital: Analysis of the pros and cons of opening restaurants in Southeast Asia
Types of Chinese food going to sea: active going to sea, accompanying going to sea, defensive going to sea. Because of the high amount of financing obtained by the rapid development of the past, restaurant companies need to "go ashore" after financing, and the epidemic has led to many market blank positions in overseas markets, so restaurant companies, especially new tea drinks, have strong initiative to go overseas. The first step for restaurant companies to go overseas: strategy first, need to base on the long-term development plan of the brand, is by no means simple cooperation with local individual franchisees/agents, the mentality of tasting and stopping is difficult to make long-term profits in overseas markets, and the establishment of popularity needs to be accumulated, and its cycle is from local Chinese - Chinese - Asian - finally to locals.
The second step for restaurant enterprises to go overseas: choose a good entry strategy, you can go overseas in the supply chain category (production), you can go overseas in the brand management category, such as Heytea, Mixue Bingcheng, Luckin and other brands, and you can also trade overseas, such as CJ Group in South Korea. Choose a good entry path, direct sales, franchise, and agent?
The third step for restaurant companies to go overseas: the landing process is legal and compliant, and avoid stepping on pits;
Talent shortage is the core challenge for catering companies to go overseas, and they must be prepared to lose money for three years. Choosing the wrong partner, recruiting the wrong business leader, the pitfall of geopolitics, cultural customs, compliance, exchange rate, products and services, no one is missing, and every one of them has to be repeated.
3. Ren Yue, Singapore Landing Consultant of Taier and Nongji: Why is Singapore the first choice for Chinese food to go to sea?
First, it can enhance its brand influence, second, it can hedge risks, third, it can have a broader overseas market for blue ocean strategy, and fourth, it can be globalized financing. Going overseas is an opportunity to redefine the brand. Going overseas is an opportunity to build an international supply chain. Going overseas is also an opportunity to cultivate a team with a global perspective.
The key to the success of the brand going overseas: 1. Whether the brand advantage can be continued in the target market, the cost-effective advantage of Mixue Bingcheng in Singapore cannot be reflected, but it can be reflected in Indonesia. Similarly, there is Haidilao in Singapore. 2. Whether the target market audience is large enough.
Restaurant companies can not go to Singapore when going overseas, but they must go to Singapore for inspection. What catering categories are suitable for the Singapore market?1. High efficiency category, Singapore has high labor costs; 2. Singapore has related categories but no brand, such as spicy fragrant pot; 3. Singapore has related categories but the leading brands are solidified, you can try. Remember not to choose niche categories such as snail noodles, pot helmets, pancakes and fruits, the cost of market education is too high, and the imagination space is too small.
At present, Poe Singapore does not have a very mature comprehensive third-party supply chain service provider, and is more based on the category of food suppliers, such as meat, seafood, fresh fruits, dry goods, etc., or the central kitchen built by Singapore chain brands, and restaurant companies need to consider the stability of ingredients;
4、前瑞幸咖啡副总裁、印尼Tomoro Coffee总顾问龙杰：印尼餐饮现状与趋势
Indonesia's food service industry currently has a low penetration rate, and its share is currently very low, with per capita expenditure 3 times lower than that of China and 20 times lower than that of the United States. It is expected that the growth rate will increase in the next five years, and it is an overseas market with considerable potential. However, although the Indonesian market is full of opportunities, there are really a lot of pitfalls, and restaurant companies should not go if they are not organized, and they should not go if they cannot be led by first-class elites. If restaurant companies want to gain a firm foothold in Indonesia, the long-termism of senior executives, the localization of products, the legalization of the industrial chain, and the sinicization of management are all very important.
5. Cross-strait brand marketing expert May connected with Dr. Li Zhijie, former director of Panda Investment: The trend of Asian catering in the United States
Restaurant companies should not stay at the level of doing Chinese business, only by doing a good job in the business of local people can the real brand go to sea.
What kind of catering format can open 1,000 stores in the United States? Categories that have become popular and have completed market education are such as the dessert brand Xian Tao Xian, which has frequently received negative news in China, but has made a lot of money in the United States; Bubble Tea Tiger Tang has been sold out of stock in the United States; Lanzhou Beef Ramen Jinweide Beef Ramen has a long queue in the United States; and a dim sum restaurant in the United States has a daily income of 300,000 yuan. The end game of 10,000 stores is to go public. A-share listing, Hong Kong stock listing, and U.S. stock listing are another option. At the same time, Hong Kong is becoming a hub for Chinese food to go overseas. First, although the distance is close, the laws and regulations are different, and the laws and regulations are more British, and the taste is also more British; Before going overseas, restaurant companies can first build a model store in Hong Kong, fine-tune the taste of dishes, and train personnel.
02■
The thousand-store brand relies on a long board
Wandian brand can not have shortcomings
Behind each store brand, there must be a complete set of scientific chain development system to support the large-scale development of enterprises and build unique product power, brand power and organizational power, and these business modules are inseparable from the help and empowerment of consultants and expert mentors.
How can restaurant companies make thousands of stores? Here are the opinions of various experts:
1. Chen Zhiqiang, founder of Wandian Profit Think Tank: The five most champion models build a chain of 10,000 stores
Only by making the right category choice can the brand reach 1,000 stores; by fighting with competitors, the brand can reach 3,000 stores; by the ultimate preparation and professional team, the brand can reach 5,000 stores by fighting against itself; but if the brand wants to have 10,000 stores, it must fight against fate, let go of the small self, and achieve the big self.
The biggest difference between the Qiandian brand and the Wandian brand is that the Qiandian brand relies on a long board, and the Wandian brand cannot have shortcomings.
"Five most" and "seven effects" champion model. The five most are: the most popular products, the most popular stores, the most open stores, the best supply chain, and the strongest headquarters. Among them, the number of SKUs × the most popular products = the most popular stores, the most popular stores× the most stores = revenue, the revenue minus the cost of the optimal supply chain is the gross profit, and the gross profit minus the cost of the strongest headquarters is the net profit.
The seven effects are product effect, customer effect, human effect, ping effect, store effect, secret effect, and chain effect. Among them, the customer effect looks at the repurchase rate and the addiction of the product. The secret effect looks at the efficiency of the brand's centralized store opening, and the chain effect, that is, the efficiency of the supply chain.
The core strategy of the most explosive products. 1. If you choose a product, the value of different subdivisions of the four trillion catering tracks is very different, and you can choose a track with high value; 2. Pricing determines life and death, and cost performance is king; 3. To be able to play explosive products, it is best to have more than 100 million yuan single products, or even billion yuan single products.
The hottest store strategy: 1. One year to return to the cost, small investment is better than big investment; 2. Exposure should be strong, and the door head is brighter than high; 3. Various operation experience service process standards should be implemented.
The core strategy of opening the most stores: 1. Each brand focuses on the five major provinces of Guangdong, Jiangsu, Zhejiang, Shandong and Henan, all of which are leading provinces in terms of GDP, and the key provinces are intensively opening stores; 2. The four major 10,000-store brands have opened nearly 20% of the stores in the top ten cities, so it is necessary to build a good base; 3. The third line and the following three lines account for more than 40%, and do a good job in market sinking.
Manage money well, be a money-making company, and be a valuable company. Manage people well, those who want the same from top to bottom win, and executives must have unified thinking.
2. Ren Qi, an expert of China Food Industry Association and an expert in catering O2O R&D: The flavor code of explosive product R&D
When it comes to product research and development, what should restaurant companies do?
Restaurant companies with less than 1,000 stores can only do dish research and development, and more than 1,000 restaurant companies should consider transforming dishes into products. When there are 10,000 stores, brand products need to be considered as commodities. Therefore, chain restaurant enterprises must evolve from dish research and development, to product research and development, and finally to commodity research and development. The core keywords of R&D: dish R&D for experience, product R&D for efficiency, and product R&D for scenarios
In the R&D of the Wandian brand, it is necessary to abandon the boss-type R&D, chef-type R&D, etc., but the boss sets the track, determines the category, and the enterprise conducts numerical R&D. The direction of product research and development can be a highly standardized chain type that is overwhelming, or it can be a Michelin-style top of the sky with the ultimate experience.
At present, most of the R&D of restaurant enterprises is phenomenon R&D, crowd open source, consumption open source, scene open source, etc. Encourage current catering companies to do vertical research and development, product force research and development, numerical research and development, etc. Viewpoint: R&D ≠ good flavor≠ good products≠ product strength ≠ solutions
We develop products for the sake of the goal, not for the purpose of developing the product. Look for product pain points, pain points = opportunities for product strength. Rather than educating customers about how good our products are, let them perceive how different our products are.
Core product research and development is not a 100-meter sprint, but a marathon that accompanies the whole process of enterprise development! Product research and development can be divided into stages, but it must not be "both, want, and".
3. Xu Zhaoji, legal counsel of Wallace and founder of Golden Bee Law Firm: Thousands of cities and thousands of stores have been established through partnership
When it comes to the organizational level, what should restaurant companies do? Partnership is a good answer.
The partnership system is actually a self-employed + large platform, which can be compatible with direct sales and franchises. Catering is a labor-intensive industry, and the attitude of workers determines the quality of the enterprise, and catering is a service industry, and the perception of the service object determines the fate of the enterprise. The core of the partnership system: release the organization and talent dividends. Headquarters and company employees, store employees and external investors jointly open stores. Turn employees into fellow travelers and employment into partnerships. For a large number of intending investors, a capital pool is formed on a first-come, first-served basis. Value creation is closely related to value contribution, and when partner contribution changes, the equity ratio also changes.
Store development and investment, not a certain person, but a group of people in which there are site selection, operation, logistics, although the division of labor is different, but the interests are bundled, everyone plays the spirit of ownership, everyone works together to do a good job. In short, there is money to contribute, power to contribute, and the top and bottom have the same desire.
The early development of most enterprises is short of money, people and resources. Only by uniting more and more excellent partners to join the partner team and linking more and more resources to the platform, can the brand dedicate more high-quality small products --- dishes, better large products--- services and scenarios to more consumers, and achieve the strategic goal of becoming bigger, stronger and longer.
Behind the large-scale expansion of stores is the lack of people, money, shops, and resources, and the partnership system can be effective and the most concise combination of elements, financial resources, resource allocation, and value creation.
Key to success in partnership: build trust, divide the money, and settle the accounts. Monthly punctual dividends are said to be immediate incentives, no arrears and no interception. Every dividend is consolidating a trust, and 12 dividends a year is consolidating 12 times.
In a word: in the early stage, the brand should first distribute the money on the certain, visible, and iceberg to employees and partners. The interests of the brand headquarters are moved back, and when the scale is bigger, it will make uncertain, invisible, and iceberg money. -END-AUTHOR | Produced by Susu | Catering O2O