Qiao Qiao's flour shop, which Haidilao opened in Zhengzhou, went out of business and opened for less than 10 months.
It was revealed that Qiao Qiao's fans not only closed this store in Zhengzhou, but also began to transfer a store without decoration, and this sub-brand was abandoned.
Previously, Haidilao opened ten fast food brands such as noodle restaurants, rice noodles, and rice bowls in one go, and the ultimate cost performance of 9.9/bowl made many fast food bosses scream, and there was a sense of crisis and oppression to be grabbed by giants.
Big business is not a panacea
Haidilao is a giant of catering, no matter what it does, it has huge resources: there is a huge consumer group, there is a national media discourse and topicality, strong financial strength, strong talent team, supply chain quality and cost advantages, and so on.
But is it not a project made by Haidilao that must be done?
JoJo's fan failure shows that big business is not omnipotent.
Just like the story told by the most popular "Chosin Lake" movie in the National Day slot: a mighty America is not invincible.
So:
1, Haidilao and other large enterprises to do things, as long as you have innovation, you can still do, Haidilao to do hot pot is very cattle, Xiaolongkan, Banu, still done;
2,, Haidilao system, into your track, do not be afraid, Jojo's powder is a case, sisters and brothers and Haidilao than, the difference is very far, but Jojo's powder and brothers and sisters than, also far worse, do not be afraid.
Develop logical errors
In recent years, the catering industry is also quietly changing, and several new tea, coffee, and noodle fast food tracks are very popular with capital. And Haidilao's incubation of Qiaoqiao's powder sub-brand in the epidemic is obviously also to seize this new outlet.
In fact, from the perspective of the general strategic direction, this practice of Haidilao is very accurate, and in the past half a year, the "pet" of capital for flour noodles can be seen with the naked eye.
First of all, the new Lanzhou ramen took the lead in opening this wave of financing, and then met the financing amount and valuation of small noodles, Wuye mixed noodles, and Hefu Fish noodles that have reached new highs, and even Lu Yaoqing, the former chairman of Luckin, has also started a second venture, started a small noodle business, and founded the noodle brand "Fun Small Noodles".
But why did Jojo's fans choose to collect the troops during the period of hot development of the track? Dian Yijun searched for comments about Jojo's fans on the public reviews, and although the rating was not low, it was not much better. Most people's pertinent evaluation is not that it is delicious, but that it is not difficult to eat. Not delicious and affordable, but good value for money.
Although the meaning is similar, but the understanding is not the same, not difficult to eat does not mean delicious, cost-effective means not cheap and delicious, but only cheap two words, and delicious is not on the side.
The industry believes that this is related to Haidilao's "multi-category and multi-format shared supply chain system" on the sub-brand, which simply does not have the ability and space for independent research and development of products. Although it is only a small bowl of potato flour, the exquisiteness and materials used in it are not comparable to a bowl of "standardized" potato flour.
In this mode, it means that Jojo's powder ingredients will not be too good, the process will not be too fine, the research and development of new products will be slow, product updates cannot keep up, and so on. For modern society, a restaurant without personality and without fireworks is difficult to attract the attention of young people.
JoJo's powder in the popular powder track, the competition is already very large, although backed by the big mountain of Haidilao, but without its own personality and good products, only rely on a cost-effective, can not survive for a long time.
What elements do you need to pay attention to when operating a chain of snack stalls?
Snacks can be said to have a wide audience and do not require market education, but they are both the most active formats in the market and the formats with the highest turnover rate.
So how can a single snack (only chain brands, special single stores are not discussed here) survive for a longer time, and what elements need to be paid attention to?
△ The picture comes from the network
Key Element 1: Avoid low frequencies and niches
As long as it involves catering, there are high frequencies and low frequencies, snacks are no exception, consumption frequency is closely related to scale, speed and viability, low frequency, niche products can not support a brand, nor can it form a scale. Because "unity" is a birth defect of single snacks, high frequency is one of the ways to combat it.
Key element 2: Highlight the smuggling attributes and improve the efficiency of both sides
For operators, whether it is ingredients, utensils, pre-processing or post-production, making single products needs to be highly standardized and improve production efficiency;
For consumers, efficiency factors should also be considered. For example, how easy to order, easy to take, easy to take, but also at any time, anywhere, instant eating. For example, snacks with soup, dining space, and specific tableware need to solve these problems.
Key Element 3: Be cautious in naming
For example, the name is easy to remember, not in the education market, but in the primary school Chinese teacher is helping, printing this traditional Chinese mythological figure in the minds of diners. As soon as people say fried skewers, the subconscious mind will think of the father of the kwa, and will not forget at all.
Just like the naming of Internet products is basically conceived from three gardens: fruit orchards, zoos, and vegetable gardens. For example, Panda Live and so on. Because these words we have heard since childhood, they are extremely popular. Just like rubbing heat, let the audience have a chain reaction to attract more customers.
Key Element 4: Do full-time business
Making a single snack is different from crayfish, making half a year, resting for half a year still has the opportunity to make a profit, it needs to be in demand all year round, twenty-four hours a day. Fried yogurt, smoothies and other ice products, once the autumn and winter demand is sharply reduced, it is difficult for products to be made into a single brand. For more industry information, please pay attention to the "Hanyuan Catering Education" WeChat public account.