2009-03-22

Reporter Zheng Xuping Photography Zhan over

Donuts, crepes, fresh milk puffs ...... Since the end of last year, Hangzhou blew a sweet sweet pastry wind. Wushan Square on the donut, Wulin Square, "sweet Ya Ya" pastry store door have appeared in a long queue to buy the scene. Now, donuts Fengqi new store opening soon, and early November last year into Hangzhou, "sweet Ya Ya", has opened nine stores.

In this regard, some people disdainfully said: "Hangzhou wind only." For the Hangzhou wind, Hangzhou people have felt, the wind and fire of the Hangzhou wind, to no shadow to go without a trace, off the slag burrito, Brazilian barbecue, the old farmers nest ...... these once in Hangzhou red hot food store, now or the scenery is no longer or nowhere to be found.

Every store opened a queuing situation of "sweet Ya Ya", will be the next drop slag burrito? Can it make this Hangzhou winds continue to thrive? In this issue of the Business School, we will discuss how long "Sweet Yaya" can be sweet?

Limited purchases, no additives to be eaten on the day

Hangzhou's first "Sweet Yaya" is in a good location, located in the 55 bus terminal, facing the hustle and bustle of the Wulin shopping district, the surrounding traffic is relatively large. The store is decorated with simple and refreshing, in front of the sales office, behind the production room, the two are separated, but also to form the front and back through the pattern, you can see a few pastry chefs in the back of the oven in front of the busy. When you walk to the front of the store, a milky aroma comes to your nose, and those burnt and hot tarts, cookies and puffs on the counter are mouth-watering.

Although the surrounding area is crowded with famous bakery chains such as Yuanzu, Christine, and Cosunfang, "Sweet YaYa" still quickly stands out. "Sweet Ya Ya" opens its doors at 8:00 am every day and closes at about 8:00 pm, and there is a long queue at the door almost every moment during the 12 hours of operation. Want to eat "sweet Ya Ya" pastry is not easy to line up half an hour of the line is not surprising, the hot business, enough to let peers red.

Unlike the general pastry store using a centralized factory distribution, "Sweet Ya Ya" is the front store after the factory, adhering to the "minutes out of the oven, seconds fresh" business philosophy, all things are baked on-site, ready to sell. "Sweet Ya Ya" Hangzhou District Manager Li Shicheng told reporters that because the pastry is just out of the oven when the most delicious, they deliberately control the amount of out of the oven and sales between the relationship between the freshest, as far as possible, hot snacks available to customers. If there are still some unsold snacks when they close the store at night, they will dispose of them and never leave them for the next day.

In the "sweet Ya Ya", fresh milk puffs are limited to purchase, each person can only buy 10 yuan each time. Li Shicheng said: "limited purchase is not a gimmick, in order to allow customers to eat the pastry is the best flavor, after cooling the whipped cream will become tasteless, and our pastry are free of additives, it is best to eat the same day."

Comment:

Hu Kai Ocarina: limited purchase reflects a marketing strategy, but for the maintenance of "sweet yaya" long-term best-selling role is not great. No additives, for special concern about food safety consumers have a certain attraction, but as a promotional slogan lack of authoritative organizations to identify. If it can be recognized by authoritative institutions, it may have greater market impetus. The most effective of the above practices is still the front-store-back-factory, freshly made and ready-to-sell, which is the most impactful for customers. However, compared to the centralized factory distribution, decentralized processing must ensure quality, which is the key.

Xu Yongjun: If it is true that does not contain additives, but also sincerely for the sake of customers, I think it is feasible. If it is a gimmick, ultimately the market said, really can not be fake, fake can not be true.

10 yuan a big bag, the civilianization of the pastry store

At present, "Sweet Ya Ya" products **** 9 kinds of products, including snowy mountain cake, Portuguese egg tart, Causeway, Royal Cookies, milk puffs, butterfly pastry, pumpkin crisp, taro pastry and coconut bar.

Western-style pastry has been in China for a long time, but not many Chinese people like Western-style snacks, most people are still accustomed to the traditional taste of baked goods. "Sweet Ya Ya" made some flavor improvements, such as pumpkin crisp, completely sugar-free, belonging to the traditional snacks.

"Our products cover all age groups, the elderly like to eat fluffy cookies, middle-aged people like to eat shortening class, young girls like to eat milk puffs, children like to eat egg tarts. We also launch new products from time to time." Li Shicheng said.

Of course most people are willing to pay the waiting time to buy a bag of snacks to go home, mainly because of the good value. In the eyes of consumers, "sweet yaya" 12.8 yuan / catty milk puffs, butterfly crisp, pumpkin crisp and other affordable pastry is quite affordable. In the exquisite pastry store dessert prices are getting higher and higher conditions, spend 10 yuan can buy away a box of heavy egg tarts or a large bag of puffs, really attractive enough.

Li Shicheng told reporters that the overall positioning of the sweet YaYa is to use the price of the low-grade, to produce high-grade quality products. Because of its high cost-effective, in a short time to become the public's new favorite. Hangzhou's first sweet Ya Ya, now the average daily turnover of about 7000 yuan.

Comment:

Hu Jie Ocarina: variety, cheap price is "sweet yamma" an important reason for success. But operators should also note that, as a casual food, to do men and women of all ages and be long-term favorite, is very difficult. I am worried that after the "Hang Er Feng" has passed, whether there are still people who will remain loyal to "Sweet Yaya" for a long time. A real best-selling product should have a clear target customer and a clear positioning. Therefore, it is recommended that operators to further clarify the customer base, and the differences between similar products positioning.

Xu Yongjun: from the price point of view is still very cheap, but a moment of low price strategy will not have an impact on profits, if the enterprise has profits, and can maintain low prices, I think it can still be sustained.

Higher threshold, slowing down the expansion of franchises

In the course of the interview, Li Shicheng's cell phone kept ringing. He explained to us, there are a lot of people want to join the "sweet yamma", asking how to join, how the economic benefits and other issues.

"Sweet Ya Ya" originally planned to open 15 stores in Hangzhou, 4 months has opened 9 stores, of which 5 stores are directly managed stores, 4 stores are franchises. Li Shicheng intends to slow down the speed of franchising: "The more business is booming, the more we must keep a clear head, the more we must have a sense of crisis. Expansion too fast is not necessarily a good thing, we intend to quietly refine the management in the near future."

The northeastern man came to Hangzhou, only to hear the "Hang'er wind", for a time red all over the north and south of the dregs of the burrito, his analysis is: "The dregs of the burrito threshold is too low, the husband and wife store can be operated, and is a single product, the consumer's sense of freshness after the past will be natural! The demise of the natural after the freshness of consumers."

According to reports, the sweet yamma pastry September 2005 was created in Shandong Jinan East Culture Road, opposite Shandong Normal University, business is very hot, every day there are students lining up to buy, almost become a local scene. 2006, sweet yamma comprehensive entry into the Jiangsu market, and gradually realize the expansion of the country. 2007, the sweet yamma is committed to the development of the brand, to complete the "sweet yamma" own brand. In 2007, Sweet Yaya committed to brand development, completed the application for registration of "Sweet Yaya" own brand, and registered the establishment of Nanjing Runmai Foods Co. At present, there are more than 60 "Sweet Yaya" stores in the country***.

How much money to open a "sweet Ya Ya"? Li Shicheng said, the investment mainly includes rent, decoration and equipment costs and employee wages, of which the franchise fee is 50,000 yuan, a year can recover investment costs.

On the management of the franchise, Li Shicheng said: "Our selection requirements are strict, all the raw materials of a single store are uniform distribution. The staff focus on skills and ethics training, in the franchise also sent supervisors to supervise, the violation of the phenomenon requires rectification."

Comments:

Hu Jie Ocarina: operators have recognized the need to slow down the pace of franchise expansion, which is wise and necessary. It is imperative to strengthen the management of existing stores, strict standards and maintain steady growth. But there is still a long way to go in terms of cultivating the brand, and whether it will be successful in the long term also depends on the company's ability to do a good job of building the brand.

Xu Yongjun: from the point of view of the franchise, the market demand for the product is very important, the product is the people's daily life needs to last. If the product is just a moment of freshness, it is difficult to survive for a long time. "Sweet Ya Ya" originated in the school, I personally feel that the final market should still be in the school, the positioning should be students.