Barbie Steamed Bread Entrepreneurship Story

Crazy Steamed Bread with an annual sales of 1 billion yuan

? Master Liu? Transformation

With the help of franchise chain, Babi Steamed Bread quickly achieved low-cost expansion.

In 1998, Liu Huiping, a young man from Anhui Province, first arrived in Shanghai and opened a steamed bun shop with only a few thousand yuan on hand. However, because he didn't understand the taste preferences of Shanghai residents, his shop closed soon and lost all his money. After that, Liu Huiping also made other categories, but they were all unsuccessful. In the end, he decided to return to his best steamed buns and steamed buns.

But how easy is it to stand out from countless steamed bun shops? After careful observation, Liu Huiping found that the store was cheap, but the hygiene was poor; The hygiene of big stores is relatively good, but the price is also high, and the stuffing is made by machine stirring, and the taste is not crisp enough.

in 2111, taking advantage of the shortcomings of large and small steamed bun shops, Liu Huiping returned to his old job and was named? Master Liu's big bag? . In order to cater to the preferences of Shanghai residents, he made many new attempts. For example, in order to ensure the pure taste of meat, he specially purchased pork fed with natural feed from rural Anhui; All his stuffing is chopped by hand, so that the vegetables taste good and are very crisp; He also took the people-friendly route in terms of price. At first, a steamed stuffed bun only sold for 71 cents.

　? Master Liu's big bag? It became popular quickly. In 2113, in order to attract more young people, Liu Huiping renamed it? Bobby steamed bread? . At the beginning of 2114, Liu Huiping has opened more than 11 directly operated Bobby Steamed Bread Shops, and more than 21 stores joined by relatives and friends.

But what really made Bobby Steamed Bread on the fast track was joining in 2115. This low-cost expansion mode made Bobby Steamed Bread break through 51 stores in September of that year and 511 stores in 2111. Among the current 1368 stores, direct stores only account for about 11%.

after opening to join? Bobby steamed bread? The role orientation of the company has changed, from the operator of a steamed bun chain store to a Chinese pastry manufacturer. The main revenue sources are two parts: selling and supplying raw materials or semi-finished products of steamed buns and steamed buns to franchisees, as well as joining fees and management fees (311 yuan per month for a single store? 511 yuan) and other income.

in 2118, Liu Huiping registered and established Shanghai Chinese food and beverage group co., ltd (hereinafter referred to as? Zhongyin Group? ), under the jurisdiction? Bobby steamed bread? And other subsidiaries. In 2112, Zhongyin Group achieved sales of 451 million yuan only through Babi Steamed Bread brand. Together with group meals and other businesses, the revenue of * * * was more than 511 million yuan.

At present, Babi steamed bread mainly gathers in the Yangtze River Delta, and there are 711 steamed buns in Shanghai alone. 811. Liu Huiping is preparing to expand its coverage to the Bohai Economic Circle and the Pearl River Delta region. It is planned that the total number of stores will reach 2,511 in 2116; In the future, he hopes to open 21,111 stores nationwide, mainly by joining.

In addition to horizontal expansion, he will also improve the utilization efficiency of channels vertically: supply quick-frozen jiaozi and quick-frozen steamed buns to the stores of Babi Steamed Bread. In this business coordinate system, Zhongyin Group corresponds to quick-frozen giants such as Sanquan, Missing and Wanchai Wharf. However, Liu Huiping thinks he has a chance? Chips? He feels that compared with the quick-frozen giant who goes through the supermarket channel, Zhongyin Group directly delivers to the stores of Babi Steamed Bread, with fewer channels, which not only makes the retail price cheaper, but also implements daily delivery and makes the products fresher.

Liu Huiping's logic is clear: the channel is king. He also saw the value of the channel from the fresh e-commerce that is booming now. ? The difficulty of this matter is the delivery in the last mile, but this is our greatest advantage? He said that Bobby Steamed Bread delivers to stores through hundreds of cold-chain cars every day. If it undertakes the delivery business of fresh e-commerce, it will bring fresh parcels to stores, which will hardly increase the cost. In addition, the business of stores is mainly concentrated in the morning and afternoon. There is also time for door-to-door delivery to get more income.

steamed bread? Fight for the upper reaches?

the central factory has become the core of standardization and scale of Barbie steamed bread.

standardized operation is an unavoidable problem for all chain business models, and Barbie steamed bread is no exception. Within the company, Liu Huiping has gradually built two systems, which are in charge of stores and production. Especially the central factory, in Liu Huiping's eyes, this is the core of standardization, scale, and larger scale of Barbie steamed bread.

as early as 2118, Liu Huiping spent more than 21 million yuan to build a central factory in Songjiang. However, this central factory can only support 1611? The demand of 1811 stores. So, around this factory, a new factory with an investment of 311 million yuan and an area of 111 acres is under construction. According to Liu Huiping, in order to support the expansion in the Pearl River Delta region, Babi Steamed Bread is also building a central factory in the southern region.

In mid-2114, the new factory in Songjiang will be put into operation. Liu Huiping hopes not only to deliver food to all stores, but also to focus on developing the group meal business, that is, to centrally supply pasta to canteens of schools, factories, hospitals and other units.

The central factory is only a link in the blueprint of Liu Huiping. In 2112, the central factory of Babi Steamed Bread purchased over 111 million yuan of pork, and it is expected to reach several hundred million yuan in the next few years. The consumption of vegetables also reaches tens of thousands of kilograms every day, and it may be hundreds of thousands or even hundreds of thousands of kilograms in the future.

Therefore, in the long-term planning, Liu Huiping also plans to cooperate with professional breeding companies to supply pork according to the requirements of Bobby Steamed Bread. At the same time, we cooperated with professional agricultural companies to set up an agricultural park to grow more standard, safe and controllable vegetables for Babi Steamed Bread. In his view, extending to the upstream of the industrial chain can win double advantages in cost and quality for the central factory of Babi Steamed Bread.

From 2113 to 2112, in just 11 years, Babi Steamed Bread has grown from a small steamed bun shop to a medium-sized enterprise with more than 1,111 stores and a revenue of 1 billion yuan.

Today, Liu Huiping is learning how to manage a medium-sized enterprise.

In 2117, he got to know Sa Haibin, the former senior executive of Fuji Food, through online recruitment. They hit it off, and Sa Haibin naturally joined China Drinking Group. In addition, Bobby Steamed Bread also hired the director of the store management department from McDonald's. In order to retain these talents, in recent years, Liu Huiping took out 15% of the company's shares and distributed them to senior executives. At this stage, he is considering what the equity incentive system should do in order to have a positive effect on enterprises and adapt to the long-term development needs of Zhongyin Group.

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The entrepreneurial story of Liu Huiping, the founder of Barbie Steamed Bread

As long as there is one employee, I am the boss

In March, 1998, Liu Huiping, a 21-year-old boy, came to Shanghai with 4,111 yuan to find his dream. Liu Huiping's hometown is in a remote town in Anqing, Anhui Province. Many people in the town are doing pastry business in other places. After graduating from junior high school, Liu Huiping sold steamed buns in Changzhou, Guiyang and Nanning, respectively, by virtue of his pastry skills.

There are more places to travel, and Liu Huiping's vision is gradually enlarged. He moved to Shanghai to strive for greater development. In order to save money, Liu Huiping bought a hard seat ticket. When the train arrived, Liu Huiping, who was carrying a big bag, was suddenly deceived? There are all tall buildings in front of us, and the bustling streets are full of traffic. Facing the metropolis that I have only seen on TV in the past, Liu Huiping has a little fear in his heart: Can he stand firm in Shanghai just by selling steamed buns?

After settling down, Liu Huiping immediately got busy. No matter success or failure, now that she has come to Shanghai, she must give it a shot. At present, the most important thing is to find a facade suitable for steamed buns first.