Celebrities are also people, although they make a lot of money, but their desires are greater, so they will also choose to do side jobs.
When it comes to celebrity side hustles, what do you think of?
Shooting commercials? Walking? Live streaming? Or open a restaurant?
They may do everything, but what is the industry that does the most? may be a catering company, especially after Chen He's Xianhezhuang exploded in 2019, the stars seem to have found a place to make a fortune, Zheng Kai, Huang Xiaoming, Sha Yi, Jia Nailiang, Guan Xiaotong and other stars have poured into this track, making the already crowded catering track more competitive.
It is understood that Xianhezhuang was established in 2015, jointly established by Chen He, Zhu Zhen and Ye Yiqian.
Because Chen He did not focus on promoting the hot pot restaurant, this also made the popularity of the hot pot restaurant very average, and the performance could only be said to be decent. Many people may not know that Chen He opened a hot pot restaurant, or those who go to eat don't know that Chen He opened it.
It wasn't until 2017 that Xianhezhuang opened its second store, more than a year apart.
In fact, it is easy to understand that celebrities open restaurants, after all, they have so many friends and so much influence, and opening a store to make money is completely a matter of lying to make money. As for whether the celebrities have other purposes for opening stores, we don't speculate too much. These two points alone make the restaurant lose a little.
But the real question is, once the celebrity's restaurant opens a lot, then the question comes, whether to take the franchise or direct sales route? If it is to join, then how to ensure that franchisees can make money? If it is a direct operation, the expenditure will be unlimited, and management is a big problem.
Chen He may have thought about these problems, but he did not find a solution. After all, he was so hot that he didn't have time to think about these things.
At this time, Zhou Yang, chairman of Sichuan Zhishan Brand Management Co., Ltd. (hereinafter referred to as Sichuan Zhishan), was thinking, can I help Chen He manage and operate? Chen He only needs to cooperate with the camera to shoot a video, and he will do the rest, isn't this the best of both worlds?
As for what Zhou Yang and Chen He talked about, we don't know, but what we know is that after Chen He cooperated with Sichuan Zhishan, Xianhezhuang can be said to have exploded overnight, and the number of franchise stores exceeded 800 at its peak.
Maybe many people don't understand, why did Chen He blow up Xianhezhuang all of a sudden?
It can be said that Chen He has taken advantage of the right time, place and people. Because Chen He and Sichuan Zhishan cooperated in 2019, at this time, a certain sound has cultivated a group of big Internet celebrities. Mouyin is also looking forward to the interaction between celebrities and influencers, which will prompt more people to want to become influencers on the platform. In addition, there were many celebrities who were reluctant to go out to promote their side hustles at that time, after all, they were a little worried, which would give people a feeling of not doing their jobs.
In short, Chen He happened to be in time and did a very bold thing, and finally achieved a bumper harvest in Xianhezhuang. I remember that there was a time when I could get a lot of short videos made by Internet celebrities and Chen He in a day, aiming to promote Xianhezhuang. That feeling gives people the illusion of occupying the prime advertising space of CCTV in the 90s, and more importantly, the star doesn't spend money, which saves a lot of money.
According to the big logo of tens of millions of fans, the celebrity invited them to come over, and only reimbursed the air ticket, and there was no so-called store visit fee. Even if they don't have money, these Internet celebrities are willing to go over, after all, who could interact with celebrities so closely before?
The number of Xianhezhuang stores exceeded 800 at the highest, and the hot pot leader Haidilao was only more than 1,000 at that time, and there was a trend of exceeding 100 billion Haidilao.
Let's not talk about the listing of Xianhezhuang, just the franchise fee can make a lot of money. It is understood that the franchise fee of Xianhezhuang is about 480,000 yuan, and the franchise fee of 800 franchise stores alone is about 400 million yuan.
The success of Xianhezhuang is like the success of Lei Jun's Xiaomi SU7 in marketing, which has stimulated a number of celebrities to start cooperating with these so-called catering brand management companies, and even many of them have cooperated with Sichuan Zhishan.
The way they started is exactly the same, using the influence of celebrities to invite those well-known Internet celebrities, which can detonate social networks in an instant, Zheng Kai and Huang Xiaoming are the same.
Maybe the stars also know that this model can't last long, so when there is a crisis of public opinion, stars such as Chen He, Zheng Kai, and Guan Xiaotong have already withdrawn from the ranks of the company's shareholders.
Now, according to the statistics of Narrow Door Restaurant, there are only 82 in Xianhezhuang at present, 79 in Zheng Kai's Huofengxiang fresh hot pot, 13 in the number of natural stores, and 39 in Huang Xiaoming's roast Jiangnan barbecue. None of them can be compared to their peak, especially Xianhezhuang, where the store closure rate has reached an astonishing 90%.
A franchisee in Beijing Xianhezhuang said that he invested 5 million yuan, lost more than 4 million yuan, closed the store for one year, and only the first three months of business were very good.
Why is it difficult for celebrities to do a good job in their catering side hustles?
This is actually related to the fact that the stars have too many choices, they can change tracks at any time, and they don't have the whole energy to take care of the company. And catering brand management companies don't dare to think about putting a company on the market, what they want more is to "settle in the bag", after all, cooperating with celebrities is the same as "grabbing money", who has time to think about how to go in the next 10 years?
It's just that in the end, the franchisees are lost, and they also pay a heavy price for their impulsiveness.
The collective rout of the celebrity side hustle also shows one thing again, marketing can only solve the temporary sales problem, and only excellent products and business models that surpass peers are also the key to our long-term survival.
This is the best era, but also the worst era, with capital thinking and new business model integration, the whole world is your stage!
In the world of new business, there is no eliminated industry, only the subverted out of the enterprise, and now all business competition will focus on "model innovation and capital operation".
A company or a boss, if there is a shortage of innovation ability and capital thinking, is destined to lose in advance.
Remember: without innovation, there can be no imagination; Without imagination, how can we be competitive; If you want to break through, you must subvert the original business model and reconstruct a new business model!