Wu Junwen, chief reporter of Henan Business Daily, photojournalist Zhang Yutu
On the one hand, the old store is evacuated, on the other hand, the new store is opened, and recently, the famous local chain of porridge shops from the "Zhuangyuan" department has frequently moved.
Among the frequent actions, the most eye-catching is also the renaming of the Imperial Yuan.
In the three new stores opened in one day, the name on the sign was changed from "42 kilometers".
Behind the series of actions, how did yu zhuangyuan consider it? How will the renamed Imperial Yuan develop? How does Fu Zhuangyuan, who is called a "competitor" in the industry, view this matter?
doubt:
Yu zhuangyuan qianjin road store evacuation, unused card to do
A text message received on June 22 surprised Ms. Peng, a citizen of Zhengzhou.
The text message content is as follows: Dear customer, hello, due to the poor management of Qianjin Road Yuzhuangyuan, your stored value card has been transferred to 42 km slow boiling porridge on Xinghua North Street.
"I went there to eat some time ago, why is it not doing well?" I haven't used up my top-up card yet! Thinking of the logistics run and gym run that have happened in the past, Ms. Peng is quite uneasy.
Fortunately, the SMS reminds that the recharge card of the Yuzhuangyuan Qianjin Road Store can continue to be used in the 42-kilometer slow boiling porridge on Xinghua North Street in Zhengzhou City.
What is "42km"? On June 26, according to the telephone guidance in the text message, the Henan Business Daily reporter and Ms. Peng came to Xinghua North Street together, looked for half a day and did not find Yu zhuangyuan, but found a newly decorated shop with black characters on a yellow background on the east side of Xinghua North Street near Taoyuan Road, which read "42 kilometers of slow boiling porridge". Nearby residents said it was a newly opened shop, also known as "Mizumi".
In response to Ms. Peng's questions, the relevant person in charge of the store said that 42 km and Yuzhuangyuan belong to the same company, but the names are different, so the recharge cards that Ms. Peng and other consumers have not used up can continue to be used in this store. The Qianjin Road store, because the business is not very good, coupled with the expiration of the contract, it withdrew the store.
variation:
The name was changed to "42 km" and three stores were opened on June 22
Henan Business Daily reporter learned that the previous stores opened by Yu zhuangyuan are called "yu zhuangyuan", and from June 22 this year, the newly opened stores will be renamed "42 kilometers".
In addition to the difference between the name of the store and the previous one, the decoration style outside the store is also very different from the previous one. Take the Yuzhuangyuan Qianjin Road store, the door of the store is black striped wood, "Yuzhuangyuan slow boiling porridge" several words are yellow, the whole gives people a simple and thick feeling; and the current "42 km • slow boiling porridge" outside the store decoration with bright yellow base, the word is black, impressively, the front of the store name there is a running black silhouette, there is a line of small characters behind the store name, for "use a marathon time to boil a bowl of porridge."
"The original staff of the Qianjin Road store have basically moved here." Manager Ma said that the withdrawal of the Qianjin Road store does not represent the company's large-scale withdrawal of stores, on the contrary, on June 22, in addition to the opening of the xinghua North Street store, the Yousheng South Road store and the Xiangsheng Street store were also officially opened on the same day.
According to a clerk, "42 km" has opened 4 stores this year, and the first "42 km" was opened in Xuefu Square.
behind:
Renamed "42 kilometers", the recruiter is Chinese marketing master Ye Maozhong
On June 27, Yang Zhihua, director of the development department of Yuzhuangyuan, said in an exclusive interview with a reporter from Henan Business Daily that Henan Yuzhuangyuan Catering Management Co., Ltd. was established in 2010 and is a local chain catering enterprise in Zhengzhou that mainly sells porridge, focusing on slow boiling porridge and home cooking. Up to now, the company has opened a total of 23 chain stores in Zhengzhou, and all of them are directly operated, and none of them have joined or associated.
The renaming of the name "42 km" is the result of the deliberations of several major shareholders of the company in 2017. The idea mainly comes from Ye Maozhong, a Chinese marketing master who cooperated with Yu Zhuangyuan in 2017.
Baidu Encyclopedia shows that Ye Maozhong is a well-known marketing planning expert and brand management expert in China, and together with Li Guangdou and Xu Dawei, he is known as the planner of the Chinese advertising industry in the 21st century. Ye Maozhong is known as the "Master of Planning" because he is good at advertising positioning. He has been selected as one of the top ten influential people in China's marketing planning and the top ten influential people in Chinese advertising.
During this year's World Cup, "brainwashing advertisements" such as "knowing about problems" and "going to the horse honeycomb before traveling" were written by Ye Maozhong.
Ye Maozhong has three principles in cooperation: no comparison, no negotiation, and no cooperation. On June 6, 2017, Ye Maozhong personally visited Zhengzhou to inspect the Imperial Yuan, which was considered by the industry to be a recognition of the Imperial Champion.
Today, the "42 km" store entrance and the order menu are printed with Ye Maozhong's iconic baseball cap head. Ye Maozhong's position at this time was: 42 km co-founder.
Future: After the name change, Yuzhuangyuan will enter a period of rapid development
Yang Zhihua introduced that Ye Maozhong especially loves sports and is a fitness expert. 42 kilometers is a marathon distance, professional runners ran for more than two hours, in Ye Maozhong's view, use this time to convey to consumers the time we boiled a bowl of porridge.
Ye Maozhong introduced his inner vision in his blog tweet.
"When all the competitors are trying to do more fine and better, we must not be full of the idea of overtaking in the corners, and changing lanes to overtake is the only opportunity left for Yu zhuangyuan." Ye Maozhong believes that when the product of porridge has fallen into a homogeneous situation in the vertical subdivision of the opponent, he must use horizontal creativity to repackage the slow boiling porridge and let the brand present itself to consumers in a reasonable and unexpected way.
Therefore, around the characteristics of "slow", Ye Maozhong's project team found the marathon as the cultural carrier of the brand, and thus reshaped the entire brand system, with "42 kilometers" as the brand name and "running a marathon time to boil a bowl of porridge" as the appeal.
Ye Maozhong's evaluation of this idea is that "the combination of marathon and porridge is seamless, grafting this energetic sport onto the traditional Chinese cuisine of porridge, 42 kilometers can show the vitality and vitality that other opponents do not have, and become an important cultural resource to attract young people."
Yang Zhihua said that if the development of Yuzhuangyuan was relatively smooth before, then after the renaming of "42 kilometers", it means that the company's development will enter a rapid period.
Ye Maozhong said in Zhengzhou in 2017 that Yuzhuangyuan already has the ability to open 1,000 stores across the country.
Yang Zhihua said that if a new store is opened, the company will not consider third- and fourth-tier cities for the time being.
Industry: 42 kilometers are coming, and the "Zhuangyuan" porridge shop will start a new round of reshuffle
"Some people think we're selling sportswear and sneakers instead." Referring to the impact of the name change, Yang Zhihua smiled, new things into the market will definitely cause controversy, but can cause controversy, indicating that there is still a certain degree of attention, as of now, the name "42 kilometers" is still the majority of likes.
Restaurant chains with porridge as the main product, in the Zhengzhou market, in addition to Yuzhuangyuan, there are Also Fu zhuangyuan, Jin Zhuangyuan and so on.
On June 28, a senior person in the Henan Catering and Hotel Industry Association said: "In terms of scale and strength, Fu Zhuangyuan is considered a 'hidden champion'. ”
But the person also said that in terms of the products provided by various "champions", most of them are porridge and home cooking, and the only difference is the price, which leads to consumers often unable to distinguish the difference between this and other elements.
Wu Junfeng, the founder of Fuzhuangyuan, said in an interview with Henan Business Daily reporter that Fuzhuangyuan is a local restaurant chain brand established in Zhengzhou in 2006, and there are currently 46 chain stores, all of which are directly operated in Zhengzhou.
For the renaming of Yuzhuangyuan to "42 kilometers", Wu Junfeng said that their name change may be to differentiate with us, the two names are similar, it is indeed not conducive to development, fu zhuangyuan will work harder in the future.
For the catering industry, Mr. Wei, who once opened a catering shop and now does brand planning for many catering enterprises, said, "This is a good thing, indicating that enterprises have begun to take the brand route." ”
Mr. Wei said that the name change of Yuzhuangyuan at least explains two problems, one is that if Yuzhuangyuan has franchisees before, now the headquarters cannot control it, and can only think of another recruitment; second, the previous brand recognition has a negative impact, and the industry has entered a state of "no difference competition". If the renamed "42 km" is directly operated, it is expected to break these two bottlenecks.
The above-mentioned senior person in the catering industry said that the emergence of "42 kilometers" has attracted the attention of the industry, and it is expected that a new round of reshuffle in the porridge catering industry will begin.
"It's not certain who loses and who wins now, it depends on how the '42km' competitors react," the person said.
(Chief Editor Xu Chi Editor Lv Ruitian)