Jessie Fried Brocade was founded on 20 19 and headquartered in Nanjing, aiming to provide delicious and healthy leisure snacks for young consumers. There are about 35 SKUs, covering fried meat products, stinky tofu with sauce, long fresh vegetables and so on. Consumers are concentrated in women aged 18-35. At present, the brand has signed more than 65,438+0,400 stores nationwide, and the number of newly signed stores is about 65,438+0,000 every month, covering Jiangsu, Zhejiang, Anhui, Jiangxi and Guangdong provinces.
Wang Kuankuan, the founder, told 36Kr that he had been helped by many friends in the ten years since he started his business. The original intention of building a brand is to help more people realize their entrepreneurial dreams, and the ultimate goal is "a hundred cities and thousands of stores". Concerned about the category of fried skewers, before there was a national chain brand, we started from the demand side, the supply side and the store connection side, delved into the reasons and thought about solutions, and Jesse fried skewers was established.
The interviewee of "Jessie Fried String" Hangzhou West Lake Direct Store said.
On the demand side, the traditional fried skewers are presented in the form of stalls, which can be replaced by other foods due to dirty environment, inferior ingredients, urbanization and other reasons, but young consumers' love for fried skewers only increases. From the supply side, most of the fried skewers are mainly "short fresh-keeping vegetables" with high manual participation. The curing and stringing of meat are all done in the store.
In view of the above problems, Jessie Fried String made two actions: "aiming at high-value ingredients" and "fully matching the supply chain".
First, high-value fried skewers are screened out through big data, covering pork belly, imported beef skewers, palm treasure skewers, boneless chicken feet skewers, ribs skewers and so on. Instead of the traditional low-value kebabs made of prefabricated duck meat; And abandon fresh dishes with short shelf life and low product value, reduce logistics costs and improve the full distribution capacity of the supply chain.
The second is to establish a central kitchen, which will complete the labor-intensive links such as purchasing, cutting, pickling, rolling and stringing at the back end, reduce the difficulty of making fried skewers in stores, quickly export standardized products, and let stores operate "foolishly". There are 8 warehousing and distribution centers and their own factories in China, covering 29 provincial administrative regions and 304 cities, which can realize rapid distribution covering the whole country.
Product drawings of "Jessie Fried String" provided by respondents.
At the connection end of the store, Jessie fried skewers are mainly small shops, covering an area of 20-30 square meters. The sales form of "single skewer on demand" is changed to "sales by portion", such as 9 yuan 15 skewers of beef and 10 yuan 8 skewers of palm treasure. This can effectively solve the problems of slow order placing, low customer unit price and low floor efficiency. At the same time, the store also launched the "Jiugongge Frying Furnace" to ensure the taste of the products and improve the dining efficiency. According to Wang Kuankuan, at present, the average monthly turnover of Jesse's fried string shop is nearly 6.5438+0.5 million yuan, and the company's overall revenue this year is expected to achieve a four-fold year-on-year increase.
Concerned about the demand of young consumers for fried skewers in social scenes such as script killing, drinking and midnight snack, Jesse fried skewers adjusted the seasoning from brushing sauce to dusting powder to make fried skewers more edible and shared. In addition, Jesse's fried string also attaches importance to the layout of the take-away end, and the turnover of store take-away accounts for as much as 40%. This year, it ranks among the top 100 takeout outlets of Meituan, and the average unit price of takeout customers exceeds that of 50 yuan, which is higher than that of offline store 30 yuan.
In terms of site selection, Wang Kuankuan believes that site selection is passenger flow and landmark is the entrance of traffic. Jesse's first shop is in Huaihai Road, nanjing xinjiekou, which is the entrance of Nanjing traffic. At present, Jesse's stores are mainly street shops, occupying the commanding heights of the city first, then radiating the vast commercial blocks and communities, and converting traffic into sales. The stores are mainly in new first-tier cities, and the short-term planning is based on the layout of the south of the Yangtze River, with high density, because the temperature in the south is relatively high, which is more suitable for fried skewers.
The packaging design of "Jessie Fried String", according to the interviewee.
In addition, the store image and packaging design of Jessie's explosion of the national tide paper-cut style also brought spontaneous brand communication value. The packaging is Hong Kong-style, with a color code of 100 yuan, which is highly recognizable. Many "ladies" specially took photos with the packaging to bring word-of-mouth communication to the brand. Wang Kuankuan told 36Kr that a comment had more than 654.38+7800 views on the public comment. According to the advance promotion of public comments, the price per click is 654.38+ conservative price 0.5 yuan, and the advertising value of this evaluation is as high as 2.67 million yuan.
Jessie Fried String also invited Yoko Spicy as the brand spokesperson, and a "One-person Yoko Spicy Package" was specially set on the menu. Wang Kuankuan said that inviting Yoko to be spicy is also an important way for the brand to reach the target group. Its name is similar to the spicy kebab in the store, and its image is consistent with Jesse's kebab, which is very "pleasing".
Talking about industry trends and competitive advantages, Wang Kuankuan said that the consumer demand of the bombing track always exists. As long as the problems of supply chain and food safety can be solved, this category will travel all over the country like "delicious duck neck" in the future. Jesse's competitive advantage focuses on the following four aspects:
1) A complete supply chain reduces the difficulty of opening a store, and complex processing links are completed in the back-end factory, which can meet the unified distribution of the whole chain of stores across the country, thus ensuring the uniformity of product quality of stores in various regions, reducing the requirements for franchisees and facilitating the expansion of stores; 2) There are eight warehousing and distribution centers in China, and the logistics cost is lower than the industry average;
3) Low flow cost and promotion cost, benefiting from eye-catching packaging design, which directly brings the value of brand communication and memory; 4) Upgrade traditional fried food, so that consumers can eat cleaner fried skewers, and the packaging design of holding cups adds more consumption scenarios for users.
The packaging design of "Jessie Fried String", according to the interviewee.
On the team side, founder Wang Kuankuan is a serial entrepreneur in the catering industry. On 20/0/5, Kloc founded Wangguiren Mala Tang, and opened a shop in two years/0/500. The core management team consists of industry veterans. The team members have worked in well-known chain restaurants and retail enterprises, and have many years of theoretical basis and practical experience in franchise system construction, store expansion, supply chain construction, product research and development, operation, organization and management.
Chang Kesi, the source capital, said: "Fried string is a large category with a broad mass base, bearing the childhood memories of many consumers. Jessie Fried String upgraded this category from three dimensions: product, supply chain and brand, which brought new development opportunities for it. "
Yin Jian, partner of Xingna and Capital Management, said: "In the more than one year since I met Wang Kuankuan and accompanied Jesse from 200 stores to breaking through the scale of thousands of stores, we have seen the great potential of the" snack drinks "track. We believe that players on this track should invest a lot of resources and energy in product innovation and supply chain in order to truly establish core barriers and are expected to stand out in the fierce competition. "
Xiao Guo, director of Yue Ming Capital, said: "It is very important to form a long-term and complete thinking on supply chain, product research and development, brand operation and consumer insight in order to open up a blue ocean in the highly competitive catering industry in China. Jesse's achievements in this subdivision of the track are closely related to it. "
Text | Zhou Shu
Edit | Liu Shiwu