- Chief Business Intelligence
- Chief Business Intelligence
Introduction: Jiangxi people prop up the empire of "Chinese Internet celebrity pastry".
The bakeries on the market that line from the streets to the alleys, you will be surprised to find that they are all from the same origin - Jiangxi.
As the "first generation of Internet celebrity" in the pastry industry, the founder Bao Caisheng is a native of Zixi, Jiangxi.
Bao Caisheng
Luxi River, which opened the Chinese pastry market with peach crisp, is also the "queuing king" of major cities, and its founder Huang Jin is also from Jiangxi, and the brand name is created through the mother river of his hometown Yingtan.
The new baking queue king, KUMO KUMO, who dominates the list of bread and desserts in the new city, and its founder Jiang Haowen is also from Yingtan, Jiangxi.
This post-90s guy relied on a 6-inch cheesecake to make it to the Forbes list.
5,000 yuan to start a business at the age of 22 to buy a house in Shenzhen
In 2011, Jiang Haowen was admitted to the Central University of Finance and Economics in Beijing from a fifth-tier county, and in order to save money, he took the green train to school overnight.
He had never been on a plane before, and when he saw his roommate's suitcase covered with luggage, he heard everyone talking about the "money leopard".
The Golden Leopard, at that time, represented the leader of high-end, luxury, and taste, and was the "most expensive" buffet in Beijing. Whether it is urban white-collar workers, petty bourgeoisie, or college students, they are all "proud" to eat a golden leopard buffet.
However, this is unthinkable for Jiang Haowen from the county seat, he has never even experienced a buffet.
It was also from the moment he enrolled that he knew that his starting point was different from others, so he silently vowed that he would definitely get ahead in the future.
It can be said that the "Golden Leopard" is the password to open his dream.
During his freshman year in 2011, he began to set up a stall in Nanluoguxiang, Beijing, selling small ceramic pendants from Jingdezhen, Jiangxi Province.
The first time he started his business, he reaped good results, and he earned 5,000 yuan by relying on this batch of ceramic pendants.
So, in the summer vacation of his sophomore year in 2013, he came to Shenzhen to look for opportunities, and inspired by the hot weather in Shenzhen, Jiang Haowen started a spicy marinated seafood takeaway business in Shenzhen.
With the start-up capital of 5,000 yuan, he rented a house in the east gate of Shenzhen, which is not only an office, a dormitory, but also a kitchen and a command center.
He positioned the seafood he sold in the high-end market, with takeaway starting at 300 yuan, and he was different from other supper stalls in terms of packaging, he specially replaced the rope of the packing bag with "Hermes orange", and even used black PP boxes to pack seafood.
However, after 15 days of opening, the sales volume has been mediocre, and the start-up capital of 5,000 yuan has almost bottomed out.
Until a Weibo, his store "came back to life". He spent 500 yuan to put a Weibo post with the content of "Shenzhen's most expensive and cowsome takeaway" and "Hermes in takeaway".
As a result, to his surprise, this Weibo generated a conversion of 600,000 sales a month.
It was this experience that made him see the power of marketing, and business traffic became the "killer feature" for him to create a brand in the future.
Relying on his talent for business, in his senior year, 92-year-old Jiang Haowen earned his first pot of gold of 2 million yuan by relying on his seafood takeaway, which was in 2014.
In that year, Jiang Haowen relied on the money he earned to buy a house in Shenzhen.
Before graduating from college, he already had his own house in Shenzhen, so Jiang Haowen can be said to be ahead of his peers.
However, Lady Luck doesn't always favor him.
Sell the house to save the company, and 70 billion assets will be zeroed overnight
After graduating from university, Jiang Haowen did not choose to continue his seafood delivery project, but chose to go to the University of Sheffield in the United Kingdom to pursue a master's degree.
In foreign countries, like many children who study abroad, he works part-time to earn tuition and living expenses, and there, he tries many various jobs, such as restaurant kitchen, food delivery, billiards coaching, etc.
After graduating from graduate school in 2015, he returned to China in accordance with his parents' wishes, and went to work in a magnificent office building in a suit and leather collar.
As a result, he resigned after staying for less than five months, because he had always had an entrepreneurial dream in his heart and was unwilling to work for others.
What's more, he found that the income from his part-time job could not afford to buy a house in Shanghai.
So, in 2016, he started the business of the electronic screen project, at the beginning, Jiang Haowen's electronic screen project was quite successful, and his company was also favored by many investors, and the company's members have grown to more than 200 people.
However, in June 2017, its parent company was exposed to a scandal of financial fraud, which led to the breakdown of Jiang Haowen's project cash flow, the team directly shrank to more than 20 people, and the company also moved from a super 5A-level office building to a small dilapidated office space.
"At that time, I had a breath of anger that I must save the company, so I sold the house in Shenzhen, and sold all the 7 million to save the company, and it was spent in a month. ”
From having 7 million assets, it has returned to the original point, and it is even worse than the original point.
In order to maintain the company's operation and pay employees' salaries, he went to negotiate cooperation during the day and drove Didi to make money at night.
Just when he was trying to save the company, late one night, he received news that the few electronic screens left in the inventory had been taken by several "colleagues" to "offset wages".
When he arrived at the scene, he was even scolded by these people against the wall.
The electronic screen is gone, which means that Jiang Haowen's last hope is gone. In January 2018, he sent off his last employee and closed the company's doors, his first entrepreneurial failure.
He returned to his hometown in Jiangxi, locked himself in his room for three days and three nights, and after coming out of the room, he decided to start his own business again, this time choosing the field he is best at - catering.
borrowed a total of 1.2 million yuan from four banks, and then borrowed money from relatives and friends to make up 3 million yuan, and in June 2018, he opened the first coconut chicken hot pot in a corner of Shanghai, which is not too cold at 23 degrees.
Jiang Haowen, who is good at differentiated positioning, painted the restaurant pure white, and unlike other coconut chicken hot pot names, he named the brand with the average temperature of 23 °C in Wenchang, Hainan, in today's words, it is a proper Internet celebrity taste.
Jiang Haowen's coconut chicken shop
In addition, he also produces a large amount of high-quality content through different social media channels, by linking talents, media, MCNs and other resources, amplifying the advantages of the brand and realizing global grass planting.
In the third month, his store became popular on Xiaohongshu, and in the fourth month, it became popular on Douyin, and by December 2018, the number of views in a single store exceeded 100 million, and the product "Famous Flowers Have Masters" was played more than 1 billion times on Douyin.
As of November 2022, Jiang Haowen has opened 7 coconut chicken stores, all of which are directly operated, with an annual revenue of more than 20 million yuan per store.
After the successful operation of the coconut chicken hot pot restaurant project, Jiang Haowen has become more proficient and has a deeper understanding of the operation of traffic, and he also knows that catering is his most convenient track.
With a 6-inch cheesecake, it was on the Forbes list
In March 2019, Jiang Haowen saw a huge market for baking, so he focused on cheesecake, a category with a higher sense of value and a larger market scale.
After 20 months of research and development, more than 230 steps and details, the method of mixing cheese batter, the angle of pouring the batter, and the strength of demoulding can not be made mistakes step by step, after countless failed attempts, the first cheesecake was finally put on the shelves in Shanghai in December 2020.
The first KUMO KUMO store was very popular when it opened, and the queue of more than 100 meters was more than four hours, and the queue became longer and longer, which was especially eye-catching.
Landed in the TOP1 position of major lists
Hermès orange is the main color of KUMO KUMO, and even in the promotion of the brand, the slogan "Hermes" for cheesecake is played.
No matter where this orange light goes, "queue for 100 meters", "wait for half an hour", and "limit one", these three keywords will follow.
Relying on the marketing play of limited purchase of cheesecake, the illusion of luxury, and the ritual sense of rattle printed with an exclusive logo, KUMO KUMO has become the "social currency" of young people.
In April 2021, Jiang Haowen opened the second store of KUMO KUMO, and then successively opened several stores in Hangzhou, Nanjing and other places, occupying popular shopping malls as soon as he arrived in a new city, causing a frenzy of queuing, and there were 20 stores by the end of 2021.
At present, there are about 70 brand direct stores, with annual sales of more than 500 million yuan.
At the age of 29, he was featured in the 2021 Forbes 30 Under30 and the 2021 Hurun Report Under30s.
It can be said that relying on the marketing routines he is good at, Jiang Haowen accurately sniped the excitement of young people and created a successful Internet celebrity brand.
He knows traffic, but he knows it all too well.
"The brand should be what it is, and what can be left after the traffic?"
However, KUMO KUMO has never gotten rid of the shadow of the online celebrity store, after the freshness of young consumers has passed and the popularity has dropped sharply, can KUMO KUMO grasp the key to stabilizing the brand potential under the Internet celebrity routine that consumers have long been familiar with?
THERE ARE MANY MORE QUESTIONS LEFT FOR THE YOUNG KUMO KUMO TO ANSWER.
Can Internet celebrities become "long-term red"?
Queuing can be said to be the standard configuration of Internet celebrity baking brands, however, the former new Chinese baking representative Tiger Head Bureau has now thundered out, and the scene of Master Bao queuing no longer exists.
There is nothing wrong with proper marketing in the early stage, but the most important thing is to build product quality and reputation, so that consumers trust and recognize the brand, in addition, brands should also pay attention to the rationality and transparency of marketing strategies to avoid negative reviews.
Bao Caisheng once said: "There is a strange theory in the baking industry, reshuffle the cards once every 5 years, and if it is unchanged, it will be washed out." ”
At present, the speed of baking shuffle will be even faster, and the operation idea of over-relying on a single explosive product is outdated at the moment.
Have you ever eaten KUMO KUMO cake? What do you think about this? Welcome to leave a message in the comment area to discuss, express your opinions or opinions, thank you.
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