The casserole fish category with rich product attributes is convenient to operate, the price is moderate, and it is deeply loved by consumers, and it is a continuous hot and explosive category. Countless entrants, the Red Sea is fighting.
Wangxiangyuan's casserole fish brand spicy fish is undoubtedly the most stable in this category. From the early entry, to the recent comprehensive upgrade of storefronts and dishes, the successful occupation, the turnover is stable and considerable.
Spicy fish Shanghai Shangyue Bay store, located in Lujiazui business circle, office crowds, store 130 square meters, monthly turnover can reach more than 400,000 yuan, mainly in the dinner mode.
The reason is still the guidance of productism behind it, in the degree of matching with consumer groups, but also in the depth of product creation.
The restaurant owner internal reference seven meals | wen
The product is highly matched with the target group in order to queue up
At 11:45 a.m. on weekdays, the Spicy Fish Store in Shanghai Shangyue Bay Plaza was full, with at least 7 tables or more of guests waiting. According to the store manager, this queue will continue until about 12:20.
Among the diners, the proportion of women is very high, much higher than 2/3, and there are 2 or 3 women at almost every table. According to the operators of spicy fish, female consumers are their main group of people, not only in shopping malls, but also in residential areas.
The main reason is that women have more and more decision-making power in consumption, and the higher their initiative. According to relevant data, nearly 75% of household consumption decisions are dominated by women, and eating a big meal is also an important way for women to reward themselves.
First impress female consumers and drive other people into the store to consume. However, in order to win the hearts of female consumers, there is a need for a high degree of matching in store design, taste selection, and product structure.
1) High-value stores, bringing accurate customer power
In the era when appearance is justice, consumer choice begins from the first meeting.
Spicy fish stores feature Tiffany blue as the main color, presenting a refined and elegant atmosphere. The swan-shaped colander and fish-shaped bowl, the fish-shaped bench in the waiting area, the details are ingenious, and the recognition is constantly being strengthened, this is a fish-based store.
Recently, spicy fish stores have been upgraded again, with softer colors, a large number of fish elements, and clever use of spotlights to create a soft dining atmosphere.
The atmosphere of the whole restaurant is exquisite and elegant, which is very suitable for the gentle and capable temperament of the current women. At the same time, a new IP image was introduced, the Mountain City Girl, whose gentle oriental temperament made the brand image have a more specific expression.
High-value stores not only have a strong attraction, but also bring accurate customer acquisition, attract consumers with the same temperament to the store, and have a higher chance of converting into loyal customers.
From the dining environment, service to the presentation of dishes, the entire dining experience constitutes a complete product. With high-value stores, after accurate customer acquisition, how to retain consumers with products has become a key issue.
2) Sour and spicy flavor, the favorite taste of female consumers
As a high-quality protein fish, it is in line with the trend of consumers to pursue health, and is also loved by female consumers.
Spicy fish mainly featuring bone sauerkraut fish, sour and fresh, and with a faint spiciness, is extremely compatible with the taste preferred by female consumers. Popular dishes such as the mountain city frog and the popular blue croaker are very different in flavor, but they still focus on sour and spicy flavors.
Spicy fish is constantly enlarging the advantages of the category, with sour and spicy flavor in the hearts of consumers continue to occupy the place.
Explosive dishes, there is depth to have recognition
Productism, rooted in the product. At the beginning of the operation, Spicy Fish firmly adhered to the orientation of productism and deeply excavated the connotation of dishes.
The explosive dish Meishan Laotan sauerkraut fish, sold 100+ in a single store, ranking first in sales, is an excellent example, and its raw materials are screened after multiple rounds:
Soup: Boiled soup for more than 8 hours, sauerkraut fish can also drink soup freely, as slogan said, "even the soup wants to drink the casserole fish", more quality sense.
Sauerkraut: Meishan non-heritage sauerkraut is selected, follows the traditional production process, and is naturally fermented for 20 days, with a crisp taste.
Fish: about 3 pounds of black fish, cooked on the spot, 8 seconds out of the pot of fish, tender and smooth.
Good products need to have good flavor, firmly grasp consumers, cultivate loyalty, but also need strong recognition, have a unique sense of experience, and stand out in the same category.
On top of the explosive model, some spicy fish strongly launched the Meishan old altar bone sauerkraut fish, a huge pot of sauerkraut fish added to the fleshy bone, the table is shocked.
Eat fish freely, drink a mouthful of bone broth, warm the heart and warm the stomach, nibble on a mouthful of meat fragrant bones, full of happiness, and then a mouthful of refreshing sauerkraut, full of crisp, unforgettable, consumers can get multiple unique experiences from a dish, and the choice of libra will naturally tilt.
Multi-category matrix, get rid of the dilemma of product homogenization
Nowadays, more and more diners realize that it is extremely difficult to rely only on a single product to break through.
Single products with large potential energy face the risk of being plagiarized and have poor risk resistance. Only the development of multiple categories and the formation of a category matrix can the barriers be built high and stable in the minds of consumers.
Continuing the brand gene of Wangxiangyuan, in terms of product structure, spicy fish still maintains the category matrix of 1 explosive model (Meishan Laotan bone sauerkraut fish) + N strong products.
Fish frogs do not separate families, and the strong products of spicy fish are mainly based on fish and frogs, which combine the two into one. According to relevant data, the gross profit of fish, pig hands, tofu, etc. is higher, which is more conducive to increasing profits.
Boiling fish frog, popular blue croaker, mountain city frog, tomato casserole fish... Or spicy, or sour, or sweet and sour multi-flavor type, to give consumers more choices.
The design of the casserole fish flavor "double spelling" allows consumers to taste more flavors at the same price, which enhances the experience.
At the same time, dishes such as Meishan camphor tea duck and iron pot garlic shrimp are introduced, which have high popularity and high degree of standardization, reducing the difficulty of operation in the back kitchen.
The flexible and diversified combination of dishes can not only break the narrow cognition of single-product stores in the minds of consumers, but also increase new profit points and increase customer unit prices.
More importantly, the diversified product matrix is breaking the low-frequency trend of single-product stores and attracting consumers to visit stores continuously.
Wangxiangyuan brand advantage, breaking the "three highs and one low" dilemma
The strong potential energy of the product structure also needs the support of stable production, and the spicy fish is relying on the strong brand endorsement of Wangxiangyuan to break the catering dilemma of "three highs and one low".
With 18 years of development history, Wangxiangyuan operates nine chain brands such as "Wangxiangyuan Hunan Cuisine" and "Baichunyuan Hunan Beef Bone Meal", and has more than 100 stores nationwide.
The self-operated 10,000-square-meter central kitchen can output a high-standard supply chain system for all its brands. The live fish used are not uniformly distributed, but a unified procurement inspection standard will be formulated and sent directly to the store to reduce losses.
The required sauces, clean vegetables, and cooked semi-finished products are all uniformly produced in the central factory and transported to various stores through cold chain logistics. The delivery rate has reached 98%.
The standardization of products greatly saves labor costs and reduces dependence on chefs. The average chef, after simple training, can complete the meal of all products, and the production is more stable.
These advantages also extend to the specific operation of the back kitchen, such as the step of sliced fish, which has been mechanized.
Spicy fish are now served at a rate of 15 minutes, which is half the time common in the industry. The increase in the speed of meals reduces the waiting time of customers, improves the sense of experience, and helps to improve the turnover rate.
Open the fast food mode, the area is small, and the time for capital return is greatly shortened
After years of market experience, spicy fish has expanded more than 20 times, in Shanghai, Zhejiang, Guangxi and other places to establish a firm foothold, and in the continuous active expansion.
In the face of consumers' rigid dining needs, Spicy Fish is exploring the fast food model, boldly reforming the product line and kitchen line, streamlining dishes, and opening a new store type in Shanghai Bailian Century Shopping Center.
55 square meters, 38 seats, the main office crowd, dishes are also adjusted to small fish + rice set menu, convenient and efficient, the monthly turnover can reach 280,000 yuan.
Small area, high standardization, easy to copy, the return time of funds will be greatly shortened, for partners of small investment plans, it is undoubtedly a better choice.
A number of brands under Wangxiangyuan are also relying on the strong supply chain and strong operating experience precipitated for many years, and through joining, together with entrepreneurs, they will expand to the whole country and form a strong brand matrix.
If you are interested in further understanding the joining matters of each brand, you can scan the code to fill in the form.