First of all, let's briefly understand how Lihua Fast Food started:
On April 8th, 1993, in order to make more money, we changed from a small dim sum restaurant to a Lihua Fast Food Department! At that time, it was seen from the society that the fast-food box lunch delivered by motorcycle was very popular and fashionable, and the demand was in short supply. Therefore, due to the rough and simple, the workshop was slightly transformed, and rough notice papers were printed and posted everywhere (fined by the urban management department), and a telephone, a motorcycle and two bicycles began to operate.
Very, very lucky. At that time, although there were already more than a dozen fast food companies in the market, and they were "strong" and "hard-branded", the market demand was increasing, which gave us a chance to survive as a newly opened small company! In particular, the high profits of the industry have given us a golden opportunity for growth and development! We put all the money we earn into reproduction and development! It took three years to become the first brand in Changzhou fast food market, and its market share reached a high level of 56%! (mainly using price strategy, quality strategy and promotion management, etc.) developed rapidly and formed scale effect. In 1996, the strategy of going out of Changzhou and going to the whole country was put forward in time.
In 1997, I entered Beijing and started my business hard again, insisting on survival first and development later. Adhere to the strategy of low-cost expansion and low-cost development! In Beijing, hundreds of cars were rented, and canteens of more than 21 national enterprises and institutions were rented. On the one hand, the financial problem of enterprises was solved, on the other hand, state-owned assets were revitalized and a large number of laid-off workers were arranged. After several years of unremitting efforts, the market has been activated again, and it has achieved the title of first place in market share and delivery speed, and is known as "rented enterprise"!
Store-free operation is a brand-new business model, which has been integrated into our lives in the fast and efficient pace of modern life, just like taxis, supermarkets, televisions, etc., and it is increasingly indispensable in our lives.
In Shanghai, Dalian, Nanjing, Wuxi, Suzhou and other cities, the market was quickly opened without store marketing, and it was successful. From the perspective of the whole market, there is a great demand. If we continue to develop in a rolling way, we will definitely miss the excellent opportunity to occupy the whole market, so one of our main priorities (breakthrough) now is to solve the problem of capital shortage. We want to solve the financing problem by expanding bank loans, transferring part of the equity, adjusting the organizational structure of existing private enterprises and forming multi-component diluted equity, so as to enter the capital market for the final listing financing.
From the macro-economic point of view, the reform and opening-up will continue to deepen. With China's accession to the WTO and the successful bid for the Olympic Games and the World Expo, our country's economy will continue to grow at a high speed, that is to say, we will have a great opportunity in about 2111 years. The catering industry is growing at a rate of 21% every year, among which the fast food industry is much higher than the growth rate of the catering industry. According to statistics, the sales of the catering industry this year is 721 billion yuan, which is about 611 yuan RMB per capita, which is much lower than the ratio of US$ 4,111 per capita in Europe and America. At present, the degree of marketization is not very high, and many industries are still in a state of monopoly and closure, such as aviation, railways, expressway, convenience stores, student meals, etc., and there is a lot of space, especially the market operated by stores is even bigger. Fast food industry is an industry with a huge demand for funds, and it is an industry that needs to use funds to shop. In addition to professional delivery, we will continue to develop our specialty. Next, we will open a chain of 11,111 stores and try to develop the plan of joining the chain. We will seize the opportunity, not engage in diversification, but only do the fast food industry. We will deepen this industry and become the most successful fast food enterprise in the country and even the world.
Because of the rapid development of enterprises, there is one of the biggest problems: management. We should introduce first-class, practical and excellent managers, and make the development speed of the company proportional to the management level. Lagging management will restrict the development of enterprises and even bring great risks to the development of enterprises. The more enterprises develop, the more problems and difficulties they encounter. We should constantly improve our immune function and perfect our mechanism, and at the same time, we should also solve the coordinated relationship between market share and profit rate, and so on ...