Frequently reported by various types of media, Henan ramen in Shanghai fire out of the circle! "Shanghai all over the Henan ramen", "momentum over Lanzhou ramen", "the scale of nearly 2,000 stores", etc., become the key information reported.

Henan people do not know Henan ramen

Henan ramen "red", many Henan people "confused", said as Henan people only know Henan chowder, do not know that Henan also have The first time I saw this video, I was in the middle of it. Some short videos below there are some interesting "regional" Battle: Henan people say should not be Lanzhou ramen? Lanzhou people said, Lanzhou only beef noodles. This is also a kind of charm of the Chinese regional food, each has its own style, each grows.

In fact, the Henan ramen here is really not a "popular" regional specialties. It does not have the popularity of Henan braised noodles, nor does it have the strong taste label of Henan spicy soup. Compared to chow mein and hu chili soup, Henan ramen is difficult to see formal stores in the local area, mostly in the night market, stalls, as a barbecue, snacks, "partner" appear, its local popularity is not high.

The picture on Dianping.com

Different from the Lanzhou beef noodles in clear soup, Henan ramen is a thick soup as the base, with beef and large intestine as the ingredients, and the beef is mostly in the form of chunks and thick slices, which makes it look quite appetizing. On the Dianping website, netizens also rate Henan ramen quite highly: cost-effective, delicious, several times to hit the card, the soup is good, etc., is a common word in the comments.

Screenshot of VW Dianping

As a catering category that is not hot in the local area, Henan ramen's popularity is not the regional characteristics, but the food itself.

The popularity of Henan ramen is not in line with the trend of catering?

On the surface, what kind of existence is Henan ramen?

- The local recognition is very low "regional" snacks

- So far most of the husband and wife store model is still dominated by the fashionable dining scene, the service is also in the middle

- There is no brand image output, professional management is even more to talk about

- Behind the popularity of no The common marketing scheme ......

From these dimensions, the popularity of Henan ramen is really a bit surprising. In the opinion of some catering people, Henan ramen's popularity is contrary to the current trend of catering that emphasizes experience and branding, and is not even in line with the current business logic of building a successful restaurant, is that really the case? Obviously not, behind every successful restaurant model, there are worthy of reference and learning business logic.

There is no standardized process of scale output

Opened in Shanghai, Henan ramen restaurant, almost all from Xiangcheng County, Henan Province, which is the county's Shilipu Town, Fuzhuang Village for the most. Half of the people in Fuzhuang village have opened ramen restaurants in Shanghai. After the Henan ramen burst into the limelight, a Jitterbug blogger once went to Fuzhuang village to interview, met an old lady, the old lady said that his family has two suites in Shanghai. When the blogger was surprised and asked, "Buy a house in Shanghai?" When the blogger was surprised, he asked, "Buy a house in Shanghai?", and the old lady said, "Where do you live if you don't buy a house?" With the opening of the ramen restaurant, many villagers in Fuzhuang village have bought houses in Shanghai.

The Henan ramen restaurant in Shanghai is actually more like a "family" industry. Just like when Yang Guofu spicy hot pot in the first bucket of gold earned, through the way of joining with relatives to do the same. This "old with new" approach is very common in the restaurant industry. Across the country, "Shaxian snacks" is also, relative to Chongqing small noodles, Shanghai fried, and even Henan chow mein and other snack categories, Shaxian snacks are not branded operation, the door is also very simple, the lack of branding labels, is simply "Shaxian snacks". The branding of the snacks is very simple, lacking branding labels. But with the branding operation has the same thing is, the country's Sha Xian snacks have the same menu, similarity is very high taste, and even the color of the seasoned pepper are very small differences. Such a category, although the brand has not achieved the operation, but there have been many brands have not reached the "standardized" output.

Tracing back to the source, these stores can be said to be the "teacher of the same school". They do not have brand awareness, but most of them will not be new; they are good at summarizing the entire category of the market operating experience and wisdom, and then work separately, but tacitly do not break the current comfortable.

Zhu Progress, from Fuzhuang village, has opened five Henan ramen restaurants in Shanghai, and he is also the president of the Henan Xiangcheng Chamber of Commerce. The establishment of the Chamber of Commerce is actually a pursuit of standardized management of Henan ramen restaurants.

So, in the eyes of outsiders, there are categories, no brand of Henan ramen, Shaxian snacks, as a plate of scattered sand; in fact, there is a "convention" behind the operational logic. These logics, like the inconspicuous water, will be scattered sand together.

Of course, if one day, someone wants to break this "category, no brand" pattern, a "wave" to come, to water as a coagulant of the sand, may also be unbearable.

Many stores are already "20 years old"

In many people envy the Fuzhuang village ramen restaurant owner has more than one suite in Shanghai, ignoring a very important prerequisite - they are not overnight wealth, on the contrary, some of them have been working in Shanghai. On the contrary, some of them have been working in Shanghai for more than 20 years.

In the popular commentary, the "Henan ramen" to tell the "feelings" of the netizens is not uncommon. Can let the netizen "from snack to big", still very miss the meal, there must be in the flavor has its unique memory points, with catering people persistent craftsmanship perseverance. In the comments of netizens, many people mentioned the Henan ramen soup that people can not stop. Henan Ramen's broth is mostly made from beef or chicken bones, which has a delicious and rich flavor that suits Shanghai people's taste. The people of Fuzhuang village have been insisting on boiling the soup for more than 20 years.

Henan Ramen stores are also considered to be "a fresh move, eat all the days" representative, even if there is no distinctive regional characteristics, but with excellent taste, high cost-effective, they built a high barrier to competition, in the city of Shanghai, the food pile up roots.

At the same time, people are very tolerant of food. Chongqing's most famous local noodle stores, including Dong Xiaomian (董小面), who was once featured on CCTV, Fat Girl Noodle Shop (胖妹面庄), and Flower Market Pea Noodle (花市豌杂面), which has the title of "Chongqing's Top 5 Noodle Shops," written on its doorway,...... are all fly-by-night restaurants. People maintain a high degree of attention to novelty, high dining forms, but also to the street with a strong fireworks with a unique emotion of the pavilion. And, undeniably, people tend to be more tolerant of husband-and-wife stores and more picky about branded outlets when it comes to experience, environment, and even hygiene.

So, in almost every food and beverage category, there are fly taverns that can't be beaten.

Unchanging logic

Product first, then output

Digging deeper into the development of Henan Ramen in Shanghai, it is not difficult to find that, instead of deviating from the development trend of the food and beverage industry, Henan Ramen has been adhering to the essence of the development of food and beverage - the product, the product first, then output.

In recent years, the catering industry Netflix frequent, they have a stylish brand image, professional management team, branded mode of operation, these catering brands seem to cater to the catering development trend. For example, carving master brisket, star pro-testing, net red store; 5 million food mystery party, light luxury ceremony sense of ...... when the carving master brisket is a real fire over a; and then call a duck, the Internet people to do catering on behalf of the brand, from the beginning of the name is full of "Internet flavor! "The "beautiful man limousine delivery" event, which was well intentioned in the past, is still being talked about by people. However, whether it is carving master beef brisket or call a duck, in a moment of popularity after, are fast into silence. The root of the problem is that they have ignored the essence of catering - the product.

The Henan Ramen fire, and the region has nothing to do with, with the product.

The product is always the touchstone to open the market, the rock of the market. A large number of cases proved that? Stick to strengthen the store image, mode of operation, marketing strategy and other external framework, but weaken the product in the proportion of catering operations, is to lose the watermelon to pick up sesame behavior.

Today's catering industry is a scene of upgrading, optimizing the experience of the call, because the product level in the upgrade is increasingly difficult, rather than the importance of the product is weakened. In any era, any category, the product is the core of the catering operation.