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In 2024, Wanzhongyuan joined hands with Yima to open a chain franchise investment consulting password project in the pork ribs and rice catering track.
Yima reconstructed a new value proposition based on consumer needs for Wanzhongyuan, and reorganized the operation standards based on the value proposition, which established a solid foundation for the replication of Wanzhongyuan stores. At the same time, it will build the entire investment promotion system for the next rapid expansion of Wanzhongyuan, and build an important part of the construction of the entire chain system of Wanzhongyuan.
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Category Overview: The track continues to expand, and the market size may exceed 270 billion yuan in 2024
Chinese rice fast food has strong rigid demand attributes, has a huge consumer group, and the development space of the category is relatively broad. According to Red Meal Big Data, the market size of Chinese-style rice fast food will reach 251.3 billion yuan in 2023, a year-on-year increase of 13.8%. As a strong demand category in the catering market, the market size of Chinese rice fast food is expected to grow steadily in 2024. According to the Red Meal Industry Research Institute, the market size of the Chinese rice fast food category is expected to exceed 270 billion yuan in 2024. In addition, in terms of the number of stores, according to Red Meal Big Data, as of May 2024, the number of Chinese rice fast food stores in operation nationwide is about 916,000, a year-on-year increase of 3.4%.
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Qingdao Wanxingyuan Catering Management Co., Ltd. was established on September 11, 2012, and currently has 3 core members and 45 franchise stores in Qingdao, each of which is profitable. Its founder adheres to the original intention of making every pork rib to the extreme, and adheres to the concept of healthy eating in terms of material selection and materials, so as to achieve 0 additions! Deliver every healthy and delicious pork rib rice to thousands of homes!
With the spirit of craftsmanship and the exclusive recipe of innovation, we inject the taste of China into every pork rib rice, and strive to win the love of every consumer with excellent quality and warm service in the gourmet rivers and lakes.
Wanzhongyuan brand is the first and only pork rib rice in the country that has been logged in CCTV's "Bite of China" so far, and is the pioneer of cartilage pork ribs rice in China!
Redefine the value proposition of Wanzhongyuan based on consumer needs, focus on strategy, and match it in all dimensions
For consumers, whether they can eat a delicious pork rib rice and whether they have a good experience during the whole meal process have become an important measure of whether their stores are profitable. Adhering to the spirit of ingenuity, the Wanzhongyuan team has focused on a bowl of delicious pork ribs and rice for 107 years, from the selection of materials, to the use of materials, to the production, and has done detailed research, in order to allow consumers to eat a bowl of really delicious pork ribs rice.
Therefore, we have reorganized the value proposition that defines Wanzhongyuan: "Bones can be eaten, and soup is delicious!" ”
However, there are still many problems in attracting investment, 1. There is no investment promotion system and investment team, and the development of investment promotion is slow; 2. There has been no investment promotion, and the appeal and influence of the brand are weak; 3. Invitation, speech, low policy conversion rate, refining of advantages, project packaging, etc. have not been formed; All of the above problems have seriously constrained the development of the company.
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First of all, based on the value proposition, clarify the investment strategy, and reasonably plan the store layout
Before we start all the work of building our corporate strategy, we have an important preliminary task: finding the unique value of the enterprise. In the process of finding the unique value of the enterprise, we will dig out, refine, enlarge it, open up and down, and align it left and right.
Therefore, the work on Wanzhongyuan investment promotion is all about user value. Conduct in-depth market research to fully understand consumer needs, competitor status and industry trends. Set targets for market share, sales growth and operations management, customer satisfaction, etc., and segment the target market to identify the target customer group to better meet their needs. At the same time, the project is studied in depth to clarify its core competitiveness in order to stand out in the market.
Secondly, establish an investment promotion system and expand rapidly.
(1) Investment strategy construction: Based on the uniqueness and market trend of Wanzhongyuan brand, build a set of attractive investment promotion strategies. Taking into account the diverse needs of future partners, we provide a series of flexible cooperation methods, including single-store franchise, multi-store franchise, regional agency, etc., to meet the development needs of different partners.
(2) Optimization of single-store revenue model: Conduct in-depth analysis of the existing single-store operating data, identify profit obstacles, and propose corresponding optimization measures. By adjusting the product structure, upgrading the service quality and strengthening the cost control, we can improve the profitability of a single store, so as to create greater business value for partners.
(3) Franchise policy formulation: according to market conditions and the needs of partners, formulate a highly competitive franchise policy. In the future, the headquarters will provide comprehensive support and services for franchisees, covering site selection guidance, decoration planning, equipment procurement, technology output, etc., to ensure the smooth opening of partners and achieve sustainable and stable profits.
(4) Brand project packaging and promotion: Carry out comprehensive project packaging for Wanzhongyuan brand, from logical structure to content details, one by one, and attract the attention and participation of more potential partners through multi-channel delivery.
(5) Investment promotion meeting planning: plan the investment promotion meeting plan, clarify the investment promotion meeting process, and hold investment promotion meetings regularly. Through on-site display, interactive communication and policy interpretation, potential partners can have a deeper understanding of the advantages of Wanzhongyuan brand and project, enhance their willingness and confidence in cooperation, and complete on-site transformation
Finally, promote the construction of a single-store model to build a foundation for investment promotion
Extract the champion model and build a single-store profit model, so that the store profitability has certainty
The store is the smallest profit unit of a chain enterprise;
Any single-store profit model should ultimately speak with numbers and be reflected in the financial statements, and the profitability of a single store can also be more accurately reflected through the form of financial statements.
There are many factors that affect the performance of the store, and it is essential to do this math problem well:
Store profit = (customer flow * conversion rate * customer unit price * repurchase rate * referral rate) - cost - expense;
Yima single store profit improvement model diagram
The Yima team is stationed in the enterprise
The construction of a single-store profit model and the construction of an investment promotion system have been implemented
A good single-store profitability model can be obtained through a comprehensive analysis of the operation of each single store in the franchise system, and a model that can reflect the normal profitability of the single store in the franchise system can be obtained.
For franchise investors, the single-store profit model is an important reference for evaluating the investment cost, operating income, profitability and return on investment of a single store.
Therefore, it is a key thing for chain enterprises to precipitate and build a key matter before rapid expansion to summarize, refine and form a set of profitable and replicable single-store models that can stand the test of the market through single-store operation!
From clarifying the strategic positioning and model of Wanzhongyuan's investment promotion, to determining the profitability of a single store, to sorting out and landing the investment promotion system, the Yima project team tracked the whole process and helped Wanzhongyuan achieve the rapid implementation of the comprehensive guarantee strategy, the rapid implementation of the single-store profit system, and the rapid implementation of the investment promotion system!
Focusing on chain industry research and services for 20 years, we look forward to using our professional knowledge and experience to empower more enterprises to achieve steady and sustainable growth.
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