Source: Red Food Network
Author: Zhou Mo
In the second half of the year, the bun market was extremely lively, with some brands on the list of the top three brands in China's catering (subdivision category) in 2020, and some brands were about to be listed on A-shares.
In Beijing, there is also a small dumpling restaurant with an area of only more than 60 square meters, which is also shining, opening for just over 3 months, with an average daily sales volume of more than 800 orders, and an average daily sales volume of 15,000 yuan.
How did this new store quickly open up in Beijing? Let's take a look.
Buns, as one of the traditional foods of the country, have always been loved by the public, and the recent bun market has also been very lively.
On August 13, the "2020 China Catering Marketing Power Summit", the two major awards of "2020 China Catering (Category) Top Ten Brands" and "2020 China Catering (Subdivision Category) Top Three Brands", the bun category was impressively listed.
Earlier, on August 7, "Babi Mantou", which had opened more than 2,000 stores, passed the listing application and successfully knocked on the door of the capital market.
In Beijing, a restaurant called "Fengqi Xiaolong" that specializes in Hangzhou Xiaolongbao has also attracted the attention of industry insiders.
This small dumpling shop of only more than 60 square meters, since its opening at the end of July, has been lined up every day, with an average daily sales volume of 800 orders and an average daily turnover of up to 15,000 yuan, which is a dark horse brand in the bun industry.
Why is a new store that has only been open for just over a month so popular? What is the outstanding thing about this small dumpling brand called "Fengqi Xiaolong"?
1
60 square meters small shop,
The daily single volume is more than 800, and the average daily turnover is as high as 15,000 yuan
In most cities across the country, hangzhou xiaolongbao stores are not uncommon. However, looking at the domestic catering market, there are not many small dumpling brands that can be named, except for the high-end Ding Taifeng, the rest are mostly some small street shops with no brand name.
The blank market is a business opportunity, the founding team of Fengqi Xiaolong took a fancy to the market gap of Hangzhou Xiaolongbao, and after more than half a year of market research, Fengqi Xiaolong was born.
At the beginning, they made a precise positioning of Fengqi Xiaolong, that is, based on the current differentiation of the domestic Xiaolongbao market, fengqi Xiaolong became the standard setter and industry leader of Hangzhou Xiaolongbao, and took the revival of Hangzhou Xiaolongbao as the long-term strategic goal of the brand.
Red Food Network (ID: hongcan18) observed that compared with other small dumpling restaurants on the market, Fengqi Xiaolong has the following characteristics and highlights:
<h1 class="pgc-h-arrow-right" >1 positioning differentiation, aiming at consumers' "three meals a day"</h1>
Considering that the limitations of traditional small dumplings are mainly reflected in the operating hours, most of the mom-and-pop shops only make breakfast, so that not only can not increase the unit price of customers, but also waste the two lunch markets at noon and in the evening. However, in Fengqi Xiaolong Restaurant, it is not only Hangzhou Xiaolongbao that sells, but also meets the rich needs of consumers for "three meals a day" through the product combination of "Xiaolongbao + Porridge + Small Dishes".
Considering the inconsistencies in the tastes of consumers in different regions, the Fengqi Xiaolong product team also targeted different categories of product combinations and combinations.
For example, the main product Hangzhou Xiaolongbao, Fengqi Xiaolong has 3 models, in addition to meat buns, vegetarian buns and other classic small dumpling products, as well as pork leek stuffed Grandmother crispy buns. At the same time, in order to take care of the tastes of northern customers, dumplings stuffed with pork cabbage are also served.
The porridge and side dishes also follow the logic of fengjian by people's products. For example, porridge includes eight treasure porridge, golden melon millet porridge, mung bean silver ear ice porridge, emerald skin egg porridge, West Lake beef soup 5 kinds, salty and sweet, cold and hot matching, as far as possible to meet the taste of consumers; and side dishes have as many as 8 kinds, pay more attention to meat and vegetarian collocation, nutritional balance.
In addition, Fengqi Xiaolong will also launch some new products based on seasonal ingredients, and consumers can order them within a limited time. For example, in the summer, Fengqi Xiaolong launched a shiitake rape vegetarian bun.
In general, the menu structure of Fengqi Xiaolong seems simple, but the choice of dishes is very rich, which can not only meet the needs of consumers in different regions, but also greatly contribute to the expansion layout of stores in different regions.
<h1 class= "pgc-h-arrow-right" >2 per capita 15 to 20 yuan, very cost-effective</h1>
Although the product combination of Fengqi Xiaolong Restaurant is rich, the pricing is very grounded and civilian.
It is understood that the 3/6/9 pricing model adopted by Fengqi Xiaolong is: porridge 3 yuan, small dishes 6 yuan, and Xiaolongbao from 9 yuan.
And porridge and side dishes are in the form of buffet, porridge is unlimited supply, 5 flavors, salty and sweet, customers can continue the bowl at will, while small dishes use a semi-buffet way, 8 kinds of meat dishes can be mixed at will. Like some girls with relatively small meals, 3 yuan can solve a breakfast. And lunch, even if it is a "luxury package" of porridge + small dishes + small dumplings, the price per capita consumption is only between 15 and 20 yuan, and the cost performance is very high.
<h1 class="pgc-h-arrow-right" >3 The dining environment is simple and stylish, and the dining experience is highly comfortable</h1>
In recent years, everyone has emphasized consumption upgrading, which does not mean that the consumption level of the public has improved, but that people have higher requirements for products, services, experiences, etc.
However, the traditional street dumpling shop, although the price is cheap, but the product and taste are difficult to match, and in most cases, the service and environmental experience of the store can not keep up, and it has been unable to meet the current consumption needs of young people.
Fengqi Xiaolong broke the dirty service and dining experience of the street shop, and comprehensively upgraded the overall environment of the restaurant, the store environment was bright, the lighting was warm yellow, and the soft tone of Tiffany blue and the log color table and chairs matched each other, making people look pleasing to the eye.
In addition, Fengqi Xiaolong also follows the Ming file kitchen that many large chain restaurant companies are using at present, through visual methods, consumers can see the whole process of the master's on-site production of small dumplings, which can be said to be safe to see and eat at ease.
The rich choice of dishes, the ultimate cost-effective pricing and the excellent service and environmental experience have made Fengqi Xiaolong's first store on Songjiazhuang Road in Fengtai, Beijing, a hit.
It is understood that since the opening of the end of July, every time the meal is served, the restaurant has begun to queue up in a long line, with an average daily order volume of more than 800 orders and an average daily turnover of more than 15,000.
2
A new brand, how to "ride the wind and waves"?
In the international metropolis of Beijing, there is no shortage of specialty restaurants and internet celebrity restaurants, and there are also many big brands. For a new store like Fengqi Xiaolong, it successfully launched its first shot in the beijing city where big names gathered in less than a month after opening, which makes people wonder what it has come from.
In fact, this is not unrelated to the comprehensive strength of the founding team of Fengqi Xiaolong. It is understood that before the establishment of Fengqi Xiaolong, they have been deeply engaged in the catering industry for more than 10 years, and have opened Sichuan restaurants and spicy hot, and also worked as noodle restaurants and brine factories. As for, why did you finally lock in the noodle food category?
"Pasta has a mass base and a long life cycle, so it is a long-term business." The founder of Fengqi Xiaolong said.
Before Fengqi Xiaolong, they had already created a bun brand called "Fengqi Dragon Tour" in Beijing.
The founding team discovered a bun made by the fermentation process of old noodles on a taste-seeking trip to Jiangnan, which is a bun that originates from the old taste of childhood, which has a unique taste, but has been made by very few people. So they decided to pass on this old taste.
After aiming at the subdivision category track of "old bread", they began to carry out a series of drastic innovations in traditional buns according to the needs of young consumers at present: identifying the subdivision category track of "old bread"; breaking the traditional cognition and pain points of the public that buns are only consumed at breakfast time and only opened in the streets and alleys, aiming at "three meals a day", and opening bun shops in shopping malls; developing innovative eating methods of "open buns"...
This series of changes not only allowed Fengqi Longyou to gain a large number of loyal consumers, but also attracted the favor of capital. In 2018, Fengqi Longyou obtained nearly 10 million yuan of Series A financing.
After that, with the gradual rise of the reputation of Fengqi Longyou consumers, its expansion speed is also getting faster and faster. Since its establishment in 2017, after more than three years of development and precipitation, Fengqi Longyou has taken root in the founding place of Beijing, and has opened nearly 100 stores in Beijing and surrounding cities, becoming a well-deserved dark horse in the field of subdivision in the field of buns.
While accelerating the layout of the wild run, the founding team of Fengqi Longyou also did not forget to consolidate the comprehensive strength of the backend, such as building a standardized system, setting up a central factory, and improving the talent structure. After understanding the operating model of the store, Fengqi Longyou naturally released the franchise in the second half of 2019.
The success of Fengqi Dragon Tour has given the team great confidence, based on the strong brand power and the comprehensive strength of the team, it is not surprising that the new brand Fengqi Xiaolong has opened and is on fire.
It is understood that the Fengqi Xiaolong is polished by drawing on the successful experience of fengqi dragon tour.
<h1 class= "pgc-h-arrow-right" >1 Strict selection of ingredients, laying a solid product foundation;</h1>
The founding team of Fengqi Xiaolong has always believed that good products are inseparable from the support of good ingredients and good raw materials.
Therefore, in the past few years of catering business, they have always put the concept of providing consumers with high-quality products in the first place, and have screened and strictly controlled each raw material and ingredient.
For example, Fengqi Longyou's main product, Lao Noodle Soil Pork Bun, uses authentic native pork, because the bun made of such pork does not have a fishy taste; and Fengqi Xiaolong is also very strict about the screening of ingredients, oil, flour, pork are deep cooperation with large industry head brands. For example, oil, using Arowana high-quality soybean oil, refined by international modern technology, nutrition and health, quality is also guaranteed.
<h1 class="pgc-h-arrow-right" >2 Inherit the old noodle process and overcome the instability of the product;</h1>
Fengqi Xiaolong, like Fengqi Longyou, is also a handicraft of old noodles, and the buns of Xiaolongbao are made in the store.
Although the handmade bag makes the brand more experienced, it also has to bear the corresponding "risk". That is to solve the problem of the quality of the filling and the instability of the fermentation of the old noodles.
Season, temperature, distribution environment, etc., any link has a problem, can not ensure the unity and stability of the filling, and the fermentation of the old noodles also has a certain degree of consideration for time, fermentation temperature, water temperature, etc., the traditional fermentation of the old noodles has no standards, extremely dependent on the rich experience of the kneading teacher, which is not conducive to the stability of the production and the chain expansion of the brand.
In order to overcome this difficulty, Fengqi Longyou specially established a research and development factory, and the headquarters R&D team spent nearly a year to repeatedly test, conduct seasonal and temperature distribution environment tests, ensure the quality of the filling delivered to the store, and finally successfully set the standard for the fermentation of old noodles.
Nowadays, the buns of Fengqi Longyou and the filling of fengqi xiaolong are uniformly prepared and distributed by the factory, while the store can ferment the old noodles according to the standard. Even an apprentice who is just getting started can make products that taste consistent and delicious.
<h1 class="pgc-h-arrow-right" >3 professional training team to export professional talents for franchisees. </h1>
A brand, if it wants to be a franchise chain, the control of franchise stores is indispensable.
Before the Fengqi Longyou brand opened up to join, the talent structure of the headquarters was improved, for example, there are currently more than 30 franchisee training teams alone.
It is understood that Fengqi Dragon Tour and Fengqi Xiaolong are all taking the way of joining the hosting operation, and the headquarters provides "nanny-style" support measures, from store site selection to the output of the whole store, from brand image to free training, from media advertising to tracking services, from market operation to regional protection, etc. The headquarters "accompanies the run" throughout the process, providing professional planning services and technical guidance for franchisees, so that franchisees can be more worry-free and labor-saving.
It is understood that since the opening of franchises in the second half of 2019, Fengqi Longyou has opened more than 50 franchised branches.
Nowadays, it seems that the achievements obtained by Fengqi Xiaolong in just over a month are nothing more than a thick accumulation of entrepreneurial precipitation and back-end strength after many years of entrepreneurial precipitation.
"Fengqi Longyou's initial positioning was a mid-to-high-end brand, and the location was mostly in shopping malls, which had certain limitations for the expansion layout of the whole country." In contrast, the more popular, civilian, less stringent requirements for site selection of fengqi small cage, it is easier to open the popularity, seize market share. ”
The two brands have different positioning and different ways of playing, complement each other.
According to reports, the first branch of Fengqi Xiaolong Zhengzhou has opened on September 18, and the second store in Zhengzhou will open later this month. In the future, the founding team of Fengqi Xiaolong will gradually improve the supply chain, and integrate local ingredients, localize the taste, and strive to bring Fengqi Xiaolong to the world.