Take Faye Wang and Da S. They were a couple for 10 years, but in the end the two said a quick goodbye to the marriage. And Wang Xiaofei's side, for nothing, back so long cheating black pot. Recently, the media broke the news about Wang Xiaofei, claiming that he opened three restaurants because of the epidemic, the operation has been affected, and is now in a state of loss of money. Wang Xiaofei has been sticking money into it, if this situation continues, he may have to go bankrupt next month. People say that Wang Xiaofei recently this period of time is really water reversal, emotional setbacks, even the career is not so smooth. Unexpectedly, Wang Xiaofei released a long article on social media platforms to respond to these controversies in the outside world. Wang Xiaofei came out to speak out, saying that all these news from the media are rumors. And Wang Xiaofei also overbearingly shouted that the next five stores will be opened soon.

Wang Xiaofei withdrew from the shareholders of the company associated with Ma Liu Ji what is going on, follow me to see it.

Star catering can not play! Wang Xiaofei entrepreneurial burning money to do traffic, Chen He hot pot store by franchisee rights

This article is from: Times Finance Author: Zhang Xuemei

Image source: graph worm

Wang Xiaofei's restaurant Ma Liu Ji trapped in the bankruptcy rumors, Chen He's Xianhezhuang suffered a franchisee collective rights, relying on the popularity of the cash star catering seems to be on the end of the road.

Recently, Wang Xiaofei in the live broadcast crying restaurant business is not good, almost bankruptcy rumors continue to ferment in the network. However, he quickly dispelled the rumors on social media platforms, saying that the online sales and takeaways of Ma Liu Ji have far exceeded the revenue of offline stores. The next day, Wang once again updated his microblogging that the store takeout burst orders, the chef is too busy.

In fact, Ma Liuji previously did not open the takeaway business, according to its microblogging public number, Ma Liuji takeaway in Beijing on May 2 was officially opened.

However, restaurant senior franchise system consultant Wang Dongming does not look favorably on Ma Liuji's store expansion model. "Capital has money, but capital is not stupid." He said, Wang Xiaofei currently using the strategy is typical of burning money to do traffic, to traffic sets of capital practice, but Ma Liu Ji is not in the capital optimistic about the catering track.

At the same time, as an earlier batch of opening restaurant brand of showbiz stars, Chen He's Xianhezhuang in 2021, the number of stores reached 800 at one time, but is currently facing a number of store closures, franchisees collective rights situation. In addition, Zheng Kai, Angelababy's hot pot store also pounced quietly.

Against the trend of opening stores, Wang Xiaofei burning money to do traffic

As a typical "meal two", 41-year-old Wang Xiaofei has been involved in real estate, hotels and other investment areas, although there is a certain return, but before he confessed that "did not get any sense of gain, with the previous colleagues chatting, we are very nostalgic for the past. The company's first step is to make sure that the company has the right to be able to provide its customers with the best possible service.

Therefore, in 2020, with the help of experience in the catering industry, the continuation of South Beauty's Sichuan cuisine track, Wang opened the first Ma Liuji in Beijing, with a per capita consumption range of 120 to 140 yuan. Relying on Wang Xiaofei's popularity and the wide audience of Sichuan cuisine, there was a long line in front of the store on the first day of opening.

After the first store broke the circle, Wang Xiaofei used the rapid spread of the way, a year time in Beijing, Shanghai, Chengdu opened 18 stores. Among them, only the end of November last year ~ January this year, Ma Liu Ji added 9 stores. At the same time, Wang Xiaofei himself said on May 7 in microblogging, Beijing Shijingshan, Xizhimen CapitaLand, Wukesong Huaxi stores are now in preparation.

The controversial practice of expanding stores against the trend under the epidemic, coupled with the current suspension of dine-in in Beijing and Shanghai, has plunged Ma Liuji, which has most of its stores in these two cities, into rumors of bankruptcy.

Wang Dongming told Times Business that this kind of dry method similar to the bottom of the plunge does not work, "you think you are at the bottom of the plunge, the results of the plunge to find themselves at the top of the peak to stay".

In addition, he believes that Wang Xiaofei followed the South Beauty formula, choosing to open stores in Beijing, Shanghai, Chengdu and other cities that require high investment, also has a certain degree of risk. Despite the fact that these 3 cities have a lot of foot traffic as hub cities, the rent and labor costs for directly-managed stores are equally high. "You can't make a profit when business is good, but you might be able to 'lose money overnight' when business is bad." According to media reports, Wang Xiaofei had previously revealed in a live video that in the first two months he had opened three new Ma Liuji restaurants in Beijing, two of which had invested more than 50 million in upscale restaurants.

Capital does not love, takeout does not earn, Ma Liu Ji is rumored to be bankrupt

From the capital point of view, although the IPO of catering enterprises is increasing, but access to investment and financing is decreasing, and in this context, Ma Liu Ji may not be favored.

On January 6, fast-food chain brand Laoxiang Chicken announced that it had completed its Pre-IPO round of financing, while Yang Guofu, which operates Ma Liu Ji, similarly submitted its IPO application to the Hong Kong Stock Exchange earlier this year. In addition, Green Tea Restaurant, Countryside Key, Damiello and many other catering companies to start the listing journey.

However, data from Ai Media Consulting pointed out that the number of investments in China's catering industry in 2021 was 140, up 77.22% from the previous year. However, since entering 2022, the catering track is ready to IPO more, investment and financing is less and less. Some industry insiders admitted that "we are not even investing in food and beverage, especially with offline stores, this year to talk about the food and beverage project, we give the valuation directly cut in half."

Wang Dongming said that in 2021, the capital chose to plunge into the bottom of the powder, noodle track, this year is more to look at snacks, prepared dishes, etc., hemp six records are not within the scope of its choice. It is reported that in April this year, the takeaway-based snack brand Xi Sister fried skewers again 75 million yuan A + round of financing, is its second financing in six months.

From the consumer side, Ma Liu Ji's per capita consumption of 120~140 yuan, with the income of consumers under the epidemic and the overall economic environment, the pricing also does not have a competitive advantage.

In the face of the bankruptcy controversy, Wang Xiaofei microblogging to "takeout single, sales revenue over the line" as a response, Wang Dongming also do not agree with the statement. He said that although the current draw point of the United States group in the reduction, but do catering have a **** knowledge, it is difficult to earn money takeaway.

Expanding operations in the case of takeout is not yet profitable generally has three purposes: the first is to increase market share; the second is to do takeout of the brand behind the factory, through the takeout to the back of the factory to provide a sales channel, through the factory to make a profit; the third is to replace capital with traffic. "But 98% of the brands I know that do takeout are not making money." Wang Dongming pointed out.

Times Finance found that only five of the 10 Ma Liu Ji stores in Beijing are currently opening the Meituan takeout service, and from May 2, when the takeout was opened to the present, it showed a maximum of 1,121 orders sold per month, and a minimum of only 113 orders.

Xianhezhuang stores shrink, star dining cooling

In fact, has been into the catering industry of the stars are not a few, Chen He, Zheng Kai, Xue Zhiqian, Angelababy and so on have layout in the hot pot industry. According to 36 Krypton, as of June 2021, Chen He's Xianhezhuang franchise has exceeded 800, but the accompanying negative controversy has never stopped.

According to Wang Dongming, the model of a star with a certain amount of popularity and fans, and then cashing in through catering, has always existed in the past, but now the wave of dividends has passed.

Xu Xu (a pseudonym) and his friends once went to a Xianhezhuang in Tianhe, Guangzhou, to spend money on Chen He's fame, but according to his feedback, the consumer experience was not good. "Although the level of the unit price of the dishes is not high, but the portion is obviously smaller than other hot pot restaurants, a dish of tripe only 4 pieces."

Xu Xu then asked the store manager, as a hot pot restaurant, what the characteristics of the store, the store manager responded that "the city gas and marinade hot pot", however, around 8:00 p.m. that night, the store's marinade stall has been closed. Next, the store manager turned to the store's ice powder, said this is also one of the store's specialties. It is reported that the store is now closed.

In fact, the early entry of the Xianhezhuang eat all the dividends, now the development has stagnated, nearly a year rumors of closure are entangled, and recently suffered more franchisees collective rights.

In addition, after Chen He entered the field of food and beverage Zheng Kai, Angelababy, etc., hot pot store to expand the speed and join the ability to attract even less than Xianhezhuang.

According to Winning Business Network, in December 2021, Angelababy invested in the endorsement of the Doo Lian hot pot to close two stores, including the brand's first store, and from then on out of the market in Chengdu, and that time from the time of its first store opened less than a year. Zheng Kai's fire Fengxiang is repeatedly caught in plagiarism, food deterioration scandal, there are franchisees in front of the store pulled up banners to protect their rights.

With the Xianhezhuang, fire Fengxiang and other star catering frequent mines, at present, many catering practitioners in the choice of joining more cautious, visibility has obviously been difficult to become the absolute advantage of the star in the catering track.

"Star open store relies on IP influence, before people do business to look at the visibility, now look at the visibility of the ability to realize, can not realize the visibility is not any role." Wang Dongming said.

Wang responded to the rumors of bankruptcy, said Ma Liu Ji normal operation, the future will have to open another 5 stores

Sometimes really feel, this world of things, no one can say.

Take Wang Xiaofei and Da S, they were a couple for 10 years, but in the end, the two said goodbye to the marriage quickly.

And Big S actually established a relationship with someone he hadn't seen in over 20 years and entered the marriage hall.

And Wang Xiaofei's side, for nothing, back so long cheating black pot.

But in the end only to realize that he is the one who should be most pitied by everyone.

Recently, the media broke the news about Wang Xiaofei, claiming that he opened three restaurants because of the epidemic, the operation has been affected, and is currently in a state of loss.

And Wang Xiaofei has been sticking money into it, if this situation continues, he may have to go bankrupt next month.

Things are getting more and more intense, many netizens have expressed their sympathy for Wang Xiaofei.

People said that Wang Xiaofei's recent period of time is really a setback, emotional setbacks, and even the career is not so smooth.

No wonder this recent period, Wang Xiaofei and his mother Zhang Lan has been busy with live business, may be everything is to the physical store to fill the hole it!

It is not surprising that Wang Xiaofei responded to the controversy in a long post on social media.

Perhaps he really felt that these news for his development caused some obstacles.

Wang Xiaofei came out to speak out, saying that all these news from the media are rumors.

He told everyone that although the brand he created is not able to operate in the store, the brand's online takeout revenue has exceeded the offline revenue.

He also showed photos from the restaurant, where the kitchen is filled with a variety of ingredients and the chef is quite busy.

He used these photos to show everyone that the current business has not been affected too much.

And Wang Xiaofei also shouted that the next five stores will be opened soon.

Because of the rapid development of society, because of the impact of the epidemic, the business of physical stores is really quite bad.

But all along, Wang Xiaofei insisted on engaging in entities.

This is very praiseworthy in the eyes of netizens.

Maybe his career really suffered a certain impact because of a variety of reasons.

But it has to be said that with Wang Xiaofei's business acumen, he might really be able to turn things around.

And on Mother's Day, busy with his work, Wang Xiaofei didn't forget to send his mother his blessings.

She made a warm confession to her mother, claiming that she would give Zhang Lan a better life in the future.

Netizens say that Wang Xiaofei is really the worse person in the entertainment industry at the moment.

His wife left him, and his 10 years of dedication went down the drain.

And there's still a chance that his kids will have to call someone else's dad in the future.

If Wang Xiaofei's career has any more problems at this time, he may not be able to lift his head in front of Big S.

He may not be able to lift his head in front of Big S. He may not be able to lift his head at all.

Maybe Wang Xiaofei really does not have the capital to fight with Big S for custody anymore.

The relationship between Big S and Wang Xiaofei was also questioned by the outside world in the beginning.

But they walked hand in hand through 10 years of marriage.

But 10 years of marriage is no match for a man who has been on Da S's mind for so long.

Wang Xiaofei's heart should have how much grief, how sad ah!

For Wang Xiaofei, at present, the most important thing he should do is to try his best to develop his career, so that DaS can see his excellence, see his color.

Let Big S regret their once move.

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