Puff pastry and chicken fillet are the same as consumers' favorite meat snacks, chicken fillet industry has given birth to a nationally renowned chain brand - Zhengxin Chicken Fillet, according to statistics, Zhengxin in the country's number of stores has now exceeded 20,000, which can be seen in its popularity.
So, in the future, is it possible to blow up the crispy meat industry, "Zhengxin" such a big brand?
A 丨 Phenomenon 丨 Snack food, puff pastry terminal store is rising
With the accelerated pace of people's lives, a variety of snacks quickly occupy people's lives, whether it is during the day or at night, whether it is the streets and alleys of the snack bar, or the smoky night market stalls, snacks are very popular.
In the past two years, across the country, the rapid rise of the terminal snack bar with crispy meat as the main focus: to Chengdu, you can see the child grandma, Xiao gun, Fu before the crispy meat store brand; in Zhengzhou, there is a principal Guo now deep-fried small crispy meat, hemp crispy small crispy meat, Guangzhou, Yunnan, Kunming and other places across the country have a crispy meat as the main focus of the terminal snacks brand.
"About two years ago, the child grandmother crispy meat in Chengdu opened the first store, should be the biggest and best crispy meat terminal brand currently doing, and then Xiao gun, Fu before they all grow up slowly, and gradually win the favor of consumers." A large enterprise crispy meat project leader introduced, now the development of Fuqian very fast, there are now about twenty or thirty stores, business has been good.
Zhengzhou is Hong City can be said to be the weathervane of food, a variety of net red dining are gathered here. More than two months ago, the city also opened a Fuqian small pasty meat in the negative layer of the prominent position, the slogan is: authentic traditional Chengdu small pasty meat, often people queuing up to buy.
Additionally, Xiao Cannon is also a good brand of crispy meat snacks. After checking, we learned that its affiliated catering company is Chongqing Xiao Cannon Catering Management and Culture Co. The official website shows that Xiao Cannon was established on September 7, 2018, and there are three kinds of products: fried crispy meat, fried chicken fillet, and fried small fish.
Liu Xia, sales director of Chengdu Seven Uncle Gong Food Co, Ltd, also sees this trend, "small crispy meat terminal stores are rising rapidly.
Second, 丨 explore 丨 small crispy meat against the chicken fillet, the future prospects of geometry?
The dining data report shows that snacks are the fastest growing category in many dining formats. The same as meat snacks, crispy meat terminal store, do you look good? Crispy meat can rival chicken fillet, fried "Zhengxin" such a big brand?
Previously, in the "CZDA, Huaying, New Hope has entered the game, Anjing is eager to try, small crispy meat to become the next big single product? " has been done about the small crispy meat voting survey, there are nearly a thousand people participated in the vote, the results revealed that, compared to the snack bar, most people are still more optimistic about the application of small crispy meat in the hot pot channel, followed by the group meal channel.
Xie Xudong, general manager of the supply chain management company, analyzed from the product point of view, fried products on the fire has high requirements, the average person without professional training, that is, the use of semi-finished products is also very difficult to fry, which is fried products to the family side of the main reason for the push can not be. Crispy meat products, families rarely do, too much trouble, but people consume fried products demand has always existed, the emergence of crispy meat terminal store is a good solution to this problem, there is a chance to give birth to the crispy meat industry, "Ching Hsin Chicken Fillet".
But he suggested that the cost of relying on a single product to open a store is too high, the brand can consider similar fried products combing to provide a number of categories, to enrich consumer choice.
"Do a single small crispy meat is the primary version of the terminal store, more categories can share the cost to meet the choice of different consumer groups." The above big business crispy meat program manager and Xie Xudong's views coincide.
"New Hope used less than half a year to realize the small crispy meat single product sales of hundreds of millions of yuan, enough to prove the huge market and consumption potential of this product. Snacks is the fastest growing catering industry, in the catering industry 'three high and one low' status quo, small crispy meat terminal store is in line with the current stage of the catering industry trend trend." An industry insider believes that the small crispy meat has the conditions to become a hit, can be benchmarked against the chicken fillet, the future of the small crispy meat terminal opportunities.
The relevant person in charge of Luoyang Zhengda Food Co., Ltd. holds a different opinion, "Chicken consumption from abroad to China, the consumer's impression of chicken fillet is a standardized product; crispy meat is not the same, the Chinese people on the consumption of pork products are very picky, the small crispy meat of the family taste is y imprinted in the hearts of the people, the terminal store is not a large amount of the short term is also difficult to appear! 'Zhengxin' such a big brand. "
Third, 丨 view 丨 酥肉 terminal brand can do big, the supply chain is the core problem?
As we all know, the core of the chain brand is standardization. With the best ingredients, to ensure that the product taste and flavor is the new chicken fillet in the fierce competition in the market to win the key, followed by the factory production of the core technology mastery and a strong post-logistics protection, but also for the new fast to occupy the market has brought a strong support.
But at the moment, there are few crispy meat chain brands that can do a standardized supply of ingredients.
The above big business crispy meat project leader, crispy meat terminal is now in its infancy, all over the country are doing crispy meat category, but the brand is generally only responsible for training and provide seasoning, meat raw materials to rely on the franchisee to purchase their own. "Not to mention the franchisees in Zhengzhou, that is, in different stores in Sichuan, each master to do the product is different, the stability of the flavor is very poor."
Cold Food Jun asked the identity of the intended franchisee of the two crispy meat brand, found that indeed, are not yet done to standardize the product supply. The other party mainly provides site selection and decoration, business management, product training, seasonings, etc., the core raw meat is dependent on the franchisee's own procurement.
As an industry analysis, commercial channels can not taste bad, the safety factor must be high, the most critical is the price can not be too much higher than the processing costs. Zhengda, New Hope and other large manufacturers of product flavor and safety needless to say, but ultimately who can open the market, sitting on the leading, depending on the cost control and product pricing.
"Food plus catering transformation, small and beautiful is the trend. But the formula of the crispy meat terminal store, and industrialized products are different." Luoyang Zhengda Food Co., Ltd. related person in charge, in fact, they have done the test of crispy meat products, that the current industrialized small crispy meat is not very suitable for use as a terminal for personal consumption. "Franchisee to buy meat, the advantage of low cost and high profits, the disadvantage is that the quality is difficult to guarantee, but non-standardized supply will determine the brand is difficult to do big, this is a very contradictory issue."
The above big business crispy meat project manager believes that now the crispy meat terminal brand store is small, the supply chain problem has not been magnified. When the brand continues to expand, the problem will be exposed more obvious, supply chain problems are not solved, it is difficult to really operate the brand.
New Hope has tried to take on a crispy meat store brand, said they require a product process is actually not complex, but the need for irregular product modeling, and industrialization provides a standard product, and will continue to communicate later.