A steamed bun shop in Beijing CBD is on fire on the Internet.

Recently, some consumers found that a steamed bun shop in Guomao quietly opened, named "Mao Daqing Steamed Bun Shop". This name is easily associated with Mao Daqing, the founder of Youke Workshop. Later, Mao Daqing confirmed to the media that the store was indeed owned by him. Mao Daqing also mentioned that the reason is that he likes to eat steamed buns since he was a child, and now he wants to try to incubate catering brands.

why does an ordinary steamed stuffed bun have such magic? Investor Aarn told Pencil that as breakfast, the steamed stuffed bun category actually has great potential. According to institutional statistics, the breakfast market in China can reach 2 trillion at present. Although there are many kinds of breakfast, steamed buns are the best. Because, the steamed stuffed bun comes with just-needed attributes, and it can be eaten from north to south.

"The standardization potential of the brand of steamed stuffed bun is great. If the marketing, scenes and customers are well combined in the future steamed stuffed bun market, there may be a head brand." Aarn said.

After Lu Zhengyao, the founder of Luckin Coffee, sold noodles, another business tycoon started catering.

Recently, some consumers found that a steamed bun shop quietly opened in Guomao, with the signboard named "Mao Daqing Steamed Bun Shop". This name is easily associated with Mao Daqing, the founder of Youke Workshop. Later, Mao Daqing confirmed to the media that the store was indeed owned by him. The reason is that I like eating steamed buns very much since I was a child, and now I want to try to incubate catering brands.

selling steamed buns in Mao Daqing is naturally different from ordinary steamed bun shops. In addition to the more beautiful storefront decoration, the category is also innovative.

according to the introduction of the store, the products in Mao Daqing steamed stuffed bun shop are simple, featuring six kinds of steamed stuffed buns, such as salted egg buns with fresh meat, pepper gas buns, grandma's hemp tofu buns and grandma Mao's secret fresh meat buns. At the same time, the store not only provides traditional breakfast foods such as millet porridge, soybean milk and cold dishes, but also can choose a variety of coffee to meet the diversified needs of young people for breakfast.

In terms of pricing, most of the steamed buns in Mao Daqing are priced around 4 yuan. The main tofu buns and egg yolk buns are more expensive, which are 6 yuan and 8 yuan respectively. Coffee products are in the middle price range from 18 to 22 yuan. In addition, the store also offers 21 yuan set meal, which includes 3 steamed buns and coffee or soybean milk and cold dishes. In Beijing's CBD International Trade Center, breakfast at this price is also within the acceptance range of office workers.

It was once speculated that Mao Daqing Baozipu might be a brand owned by Youke Factory. Because a few days ago, Youke Workshop also mentioned in its official WeChat official account that "the partner' Mao Daqing Steamed Bun Shop' can provide breakfast group meal reservation for enterprises". In this article, Youke Workshop also focuses on promoting corporate group meals for Xiao Sushi. In September this year, Xiao Sushi was acquired by Youke Workshop. This is even more reminiscent that Mao Daqing Steamed Bun Shop may be an attempt by Youke Workshop to enter the C-end market.

However, a person in charge of Youke Workshop told Pencil, "Mao Daqing Baozipu is a personal brand in Mao Daqing, and it has no direct connection with the business of Youke Workshop, just to help recommend it to member units." He introduced that the reason for the store promotion in WeChat official account is that it is also one of the partners of Youke Workshop. Usually, as long as the brands associated with Youke Workshop have promotion needs, they will recommend them to members through WeChat official account.

As you can see from Mao Daqing's personal Weibo, he has personally promoted the store for many times. "Today, 811 handmade buns are sold out! Everyone should place an order early. "

judging from the news released by Mao Daqing, he still attaches great importance to this project.

From real estate to steamed stuffed bun, the industry span of Mao Daqing is amazing. However, in the eyes of the investment industry, such cross-border is not so unexpected.

"In fact, many relatively successful people now have a feeling for the food supply chain. Maybe they see that everyone is betting in this field and they have such resources, so they want to give it a try. " An investor in the catering industry told Pencil Road.

why does an ordinary steamed stuffed bun have such magic? "Like Haidilao, steamed stuffed bun is a representative of an industry that can be capitalized." Investor Aarn told the pencil way. In fact, there is a precedent that buns can be capitalized. Previously, the listing of Babi Food became the "first steamed stuffed bun in China", which gave the industry a hope.

As breakfast, steamed stuffed bun has great potential. According to institutional statistics, the size of China's breakfast market can reach 2 trillion at present. According to the Mintel report, the sales of breakfast market in China reached 1.75 trillion in 2119, and the compound growth rate from 2115 to 2119 was 7.1%.

because the steamed stuffed bun comes with just-needed attributes. "Now the whole catering industry in China accounts for 1/3 of breakfast, but (brand) is a missing state." Aarn said.

Although there are many kinds of breakfast, steamed buns are the best.

"Steamed buns are different from vermicelli, because vermicelli can only be found in first-and second-tier cities, and it has just needed attributes, but it is not available in third-and fourth-tier cities. However, buns are eaten all over the country, but there are only differences in taste, so buns are just needed. " Aarn said.

In addition, some people in the industry mentioned that the consumption scene of steamed stuffed bun is not limited to breakfast, but can satisfy the whole-time eating scene. This means that a steamed stuffed bun has great exploration space.

besides just need and potential, the biggest advantage of steamed stuffed bun is standardization. Aarn mentioned that the standardization of steamed buns can reach industrial standardization. "For example, at the Zhengzhou Equipment Exhibition last time, we saw that the mechanization level of supporting equipment for buns production has fully met the requirements of standardization."

standardization means batch replication and rapid expansion. Take Barbie Foods as an example. Since it was opened in 2115, the number of stores has increased rapidly. In 2116-2119, the annual net increase of its franchise stores was more than 211. By the end of 2119, it had 2931 stores nationwide (including 16 directly operated stores). In addition, as early as 2119, the brand Zaoyang Baozi had more than 3,111 stores, and there were hundreds of Beijing Qingfeng Baozi stores.

Although there are not many national brands of breakfast buns, with the influx of newcomers, the competition is bound to intensify. In Aarn's view, the future steamed stuffed bun brand will also focus on the head.

"The standardization potential of the brand of steamed stuffed bun is great. If the marketing, scenes and customers are well combined in the future steamed stuffed bun market, there may also be head brands." Aarn said.

in the eyes of the industry, the competition of steamed stuffed bun brand is actually the competition of the supply chain behind the enterprise. The supply chain pays attention to a "fast".

"If a brand has no supply chain capability, it is meaningless. However, some brands' supply chains are cold chain delivery of fillings to stores, which can ensure the taste, but there is no way to ensure the renewal efficiency of stores. If it is delivered from the central kitchen to the store, this path is very short. As long as you have enough money, you can open stores nationwide. " Aarn said.

According to incomplete statistics, there are no fewer than three self-built factories for Bobby Foods and Xiaopang Baozi Wang. In October this year, Babi Foods Nanjing factory was capped. It is mentioned in its official micro that "building a new factory in Nanjing is one of the company's business goals, which can not only further increase the company's production capacity and improve the product supply capacity, but also expand the company's cold chain distribution radius and effectively extend the product distribution area." In addition, it is defined as "the strategic arrangement made by the company according to the future development plan".

however, the disadvantage of self-built factories is that they need a lot of money. In Aarn's view, self-built factories are important, but there are other supply chain models.

"In my understanding, the most important thing in supply chain construction is the leadership ability in the industry." Aarn explained that leadership ability can be understood as two aspects: first, his own brand and central kitchen are doing well; Second, use your own planning and vision to talk about cooperation with people in the industry, those who have the ability of supply chain and central kitchen.

"suppose we find a small central kitchen somewhere, and then we can produce it locally according to our own brand's stuffing formula and processing technology, and then combine it with cold chain distribution and so on, all of which are managed according to standardization. You only need one production line in your local area. It can save the delay and cost in the middle of off-site distribution. " Aarn said that on the central kitchen side, they are still very willing to exchange production capacity for the future value of the brand.

The steamed stuffed bun industry is the same as other industries. Whoever has the brand to take the lead will have the initiative. However, now the wind of the steamed stuffed bun industry is looming, and the investment boom may also come, which will bring opportunities for new brands. In an interview with the media, Mao Daqing said that there is no national layout plan for Baozipu, perhaps this is just modesty.