Zeng Guanghui, chairman of Sichuan Guanghui Catering Group
Note: This article is based on Zeng Guanghui's speech at the 4th Global Chain Festival Cloud Forum on March 21, 2020.
In my life, I have done two things, one is to be a soldier, engaged in the army for 12 years, harvested the ideological (indoctrination) training and training (copying) model, the other is to do catering, our team is veterans, the loss of talent is nothing more than the army, learn management from the army, and ask for talents from the army.
Starting from 50,000 yuan, to annual sales of 500 million
With 50,000 to start to open the industrial chain, annual sales of 500 million outstanding results, we use the "five ·" strategic management system, with 50,000 yuan into 5 million yuan, 5 million yuan into 5 directly operated stores, 5 directly operated stores into 50 chain stores, with 50 chain stores to do 50 million production plants, and finally reach 500000000 sales, so it has also formed industrial diversification, production seasoning series, hot pot series, snack series, etc., to open the catering market supply chain.
Ten years of precipitation, our team summed up their own five-· three-three strategic management system, that is, five threes, 1, "three" work: planning work, temporary work, market work, 2, "three" must: must long-term innovation drainage, must adhere to the store hard indicators, must adhere to the last elimination system of dish research and development for a long time, 3, "three" reduction: reduce the personnel structure, reduce operating costs, narrow the product structure, 4, "three" bigger: the boss influence bigger, the product influence bigger, Expand the brand influence, 5. "Three" three people and three locks: three people and three locks in the account book, three people and three locks in the material matching, and three people and three locks in procurement.
A single product has become an explosive product, with annual sales of 250 million
In the winter of 2018, everyone is no stranger to self-heating small hot pots. The story originates from the winter of Urumqi, Xinjiang in 2004, when the temperature had reached minus 30 degrees Celsius, our troops went to the reservoir for emergency relief, and all the meals sent by the rear material team were frozen into ice, but each lunch box was equipped with a heating bag, through the heating bag and snow cubes self-heating, we all ate steaming rice.
After retiring from the army, I built my own factory, in order to let the soldiers also eat steaming hot pot, I told the team my idea, and later through hard work, we made a small hot pot that can be circulated and can be moved to the market, and has been loved by young people, who also like to post on Moments, because this is a new experience.
At the same time, we also brought self-heating hot pot into the army, and the soldiers will bring a day's compressed dry food and cooked food anytime and anywhere. After communicating with the leaders of the troops, the self-heating small hot pot has become a daily cooked food for soldiers.
If this product is only left in the army, the amount must not be large, how to turn this single product into a popular product, 1, with the help of the power of micro-business, so that more people know and consume, we found the first micro-business team to borrow, borrowing, a day of sales can reach 30,000 boxes, and then we find a second micro-business team, the daily sales of the two teams can reach 50,000 boxes, so the self-heating small hot pot quickly rose in Sichuan, and many restaurant chains rushed to make self-heating small hot pot; 2. To make a deep single product, we must have a sense of experience, and we must pay attention to the construction and production of product structure.
This year, the annual sales of Guanghui Group's self-heating small hot pot were 250 million.
All you need is a mobile phone behind 5 million
With the speed of the development of the Internet, store marketing is moving closer to mobile phones, and word-of-mouth is the best feng shui, so we need to do a good job in product structure, team structure, and use mobile phones to develop from which aspects?
1. Xinmeida: Traffic: splash screen ads, information flow, keywords, overlord meals, NCPM, rankings, recommended dishes, business news, and evaluation content
2. VIP WeChat group: batch service users, direct reach, group does not break, welfare group, VIP group, iron fan group, distribution group
3. Douyin, Kuaishou video, Xiaohongshu, Mafengwo: build brand awareness, stimulate purchase desire, and cause spontaneous communication
4. Marketing WeChat: Create a personality and charm to bring the relationship between the brand and users closer.
5. Takeaway platform: directly promote sales conversion, ranking, starring, and evaluation
6. WeChat public account: speak on behalf of the brand and shape the brand image
When you return from a hundred battles and read again, you will win in learning, in change, and in the present.
Panda "Hot Pot"
Let's talk about hot pot rivers and lakes
The development stage of hot pot
Crocodile phase
The embryonic period of hot pot can be traced back to the Neolithic Age, when Tao Ding was the prototype of hot pot. Hunan Longshan unearthed 4,000 years ago pottery tripod and other pottery cooking utensils, it is believed that the hot pot production at that time was a pot of stew, simply heated and cooked, without seasoning. The use of pottery utensils was an inevitable recognition of human beings at that time after they realized the plasticity of clay when exposed to water and the hardness of fire. In the Neolithic period, pottery became the main eating utensils. Since then, pottery has become an important eating vessel in human history due to its excellent heat transfer and ease of chemical reaction with other substances.
Development period
The second is the development period of hot pot, with the continuous maturity of the bronze casting process and the development of food culture, the way of eating hot pot was updated in the Zhou Dynasty. In terms of utensils material, bronze replaced pottery as the mainstream hotpot utensils at that time. The earliest hot pot utensils of the Zhou Dynasty were bronze tripods, but the tripods could not be popularized as a special ritual vessel for the nobility. The unique food culture of the Zhou Dynasty led to the feasting and drinking method of sharing the food system, that is, one person only enjoyed his own food, and the hot pot at that time was eaten by one person. During the Han Dynasty, bronze utensils were improved, and bronze tableware in the furnace and bucket styles appeared for cooking hot pot. During the period of the Three Kingdoms, Wei, Jin, Southern and Northern Dynasties, the metal smelting process progressed, and copper pots gradually rose. The Book of Later Wei recorded: "The fang cast copper is a vessel, with a large mouth and a wide belly, and the name is copper planing." It is thin and lightweight, making it easy to cook. "The ingredients cooked in copper pots are mostly pigs, cows, sheep, chickens, fish and other meats. The five-cooked kettle invented at the same time is the predecessor of the contemporary gridded hot pot. The five-cooked kettle divides the inside of the pot into grids, which can cook various flavors of food at the same time, and is the earliest hot pot to be eaten in separate grids.
Maturation period
Finally, the maturation period of hot pot, since the Song Dynasty, the processing of hot pot ingredients has been updated, and there are two processes of "shabu" and "dipping". According to the record of "Shanjia Qing Offering": the people of the time cooked the meat slices in the soup, dipped in the seasoning made of wine, sauce, pepper and cinnamon to eat, and the eating method of "shabu" and "dipping" is also used to this day. In addition, in the Song Dynasty, hot pot began to enter the catering industry. Bianjing produces a restaurant with a hot pot takeaway. Since then, the hot pot has developed in the direction of continuous maturity.