In fact, in the catering industry, not only Haidilao, but also big brands like Jiumaojiu, Xibei and Grandma's house like to incubate sub-brands. What is the reason? What laws are hidden behind these decks?

Why do big bosses like Haidilao and Jiumaojiu like to play the second deck?

For this question, Dinjian Jun believes that the answers mainly include the following points.

1. Big bosses all have "dark ability"

The so-called "dark ability" means that when you do something, you cultivate other abilities in the process of doing it.

For example, you love writing articles and write tens of thousands of words by hand every day. Maybe you become a hard-pen calligrapher as well as a writer. This is the "dark ability".

Like Jiumaojiu's second brand "Funky Hot Pot", the transition from pickled fish to hot pot restaurant is almost effortless; For another example, this year, Jiumaojiu had a "Lai Meili", which focused on grilled fish, but it was essentially a hot pot. From team building, to product building, to overall presentation, it is not out of the circle. However, if you look at other brands, such as Cantonese pancakes and Northwest cuisine, it has never been able to make a splash. To a large extent, these decks have exceeded the brand's "dark ability". If you want to play well, you have to borrow the power of others.

Jiumao Jiujiu's newly hatched sub-brand "Lai Meili"

Another example is Grandma's house, which has made many brands, such as Banquet West Lake and Cooked Fish, but the most famous one is "Old Duck Collection", whose positioning is "people-friendly, homely and cost-effective". Looking back at its sub-brands, only Old Duck Collection conforms to this point, which shows that the positioning and playing methods of other brands are beyond.

in the final analysis, on the one hand, the dark ability comes from the genes that the founders are born with; on the other hand, it depends on whether the founders dare to take the initiative to challenge the unknown areas.

ability can be cultivated, but if it is beyond the scope of ability, you have to borrow money, and the dark ability may not be realized immediately. However, with these abilities, you may find new opportunities and tracks.

2. It's easy to gain potential energy from the secondary brand

The sub-brand "Xiao Dadong" of Dadong Roast Duck

Like Dadong Roast Duck, after more than ten years of fire, a "Xiao Dadong" was established, which moved many of Dadong's classic dishes, and it was inexpensive and popular.

Another example is "Dahuige Hotpot", a representative of high-end hot pot in Shanghai. After the potential energy rises, a "Xiaohuige Hotpot" is built, and the business is very hot.

There is also an old brand restaurant enterprise "Diandude" which is famous for its Cantonese cuisine. It has set up a "Dexiaoguan" to try to change from traditional to fashionable and young.

Another example is the "Jia Guolong Kung Fu Cuisine" derived from Xibei. Although the name has nothing to do with Xibei, the word "Jia Guolong" itself has a brand effect, which can borrow Xibei's potential energy.

Like "Xi Cha" in the tea industry, it's not bad to open a trumpet called "Xi Xiao Cha".

It is a good thing that the sub-brand of Xicha "Xixiaocha"

can borrow the potential energy of parent brand. If the strategic positioning changes, the core of the restaurant will also change. If you play the game of "old wine in new bottles", customers will soon lose interest.

3. Export after understanding the industry

Enterprises that play second-hand cards are all brands that have been deeply cultivated in this industry for many years, and have accumulated very rich experience in the procurement, operation, sales and communication of enterprises.

with thinking and actual combat, there will be output.

Enterprises, like people, digest and absorb all the things in their own industries, and naturally grow new bones and flesh; On the other hand, if you don't soak in an industry for a long time, don't think, practice and make a comeback, and watch others make money, you want to share a piece of it yourself. It is difficult to succeed only by being brave and enthusiastic.

interlacing is like a mountain, and crossing the border is risky.

So, many of the big brands that do cross-border catering ended up in a hurry.

Like three squirrels, a snack seller, although it is related to eating, got into a "rat-like taste" and split up.

The restaurant of the three squirrels "tastes like mice"

Like Unilever, it's not good to run a supermarket and sell fast-moving consumer goods. If you have to open a fast food restaurant, the result will be tepid.

LV, Hermes, Armani, Chanel, and even Mercedes-Benz all came to rob restaurants, and finally they couldn't play any more. It is difficult to sell the concept of enjoying life with luxury goods at this stage in China.

leave professional things to professional people, such as Xian Hezhuang and Huo Fengxiang, who are smarter. Knowing that they can't play, they find a catering management company to do it. There is a star halo effect outside, and there are catering veterans inside. This is the right way to play.

Xianhezhuang

There are three laws hidden behind the deck.

If you want to play the deck well, you must understand the laws behind it. I have some thoughts on this.

rule 1: rural areas surround cities and collect small markets.

As one of the best strategies in history, "encircling cities from rural areas" is divided into three parts: armed struggle, agrarian revolution and establishment of political power.

it is also appropriate to use the strategy of encircling the city from the countryside to explain the law of big cards playing second cards.

first, armed struggle. The competition between brands is like a battlefield. It is certain to fight, but how to fight? It is not a wise choice to fight head-on, hurt the enemy by 1,111, and hurt yourself by 811-then find a place (market) where the enemy's power is small or untouched as the first choice for the struggle.

This is also the reason why big brands like to go down. They either sink to the third, fourth and fifth tier cities, or lower the customer unit price and compete for the low-priced market.

Meng Xiaosheng, a sub-brand of Haidilao

Small cities or low-priced areas, as long as competitors are not reached or weak, they have enough space and time to lay out.

secondly, the agrarian revolution. The essence of agrarian revolution is to mobilize farmers, unite farmers' strength and win.

To unite and mobilize farmers, we must solve their pain points. So, what is the biggest pain point for farmers?

no land!

After working for the landlord for a whole year, he is still hungry and cold in the end, so it is easy to mobilize them by giving them land.

this is also the reason why "Pinduoduo" is popular in counties and towns-there are many products and they are cheap.

Some people say that there are many fakes in Pinduoduo. Do you still use them?

The young people in the town think that even though I have used Pinduoduo, I still care about the genuine goods and fakes.

It's like a tenant who suddenly gives him a field. Do you think he will care whether it is in the high mountain or the bottom of the valley?

Pinduoduo, which is deeply loved by people in small towns

Therefore, JD.COM launched "Jingxi" and "Jingxiaocang", and Taobao launched "Taote" in order to attract traffic to the maximum extent, collect low-end, scattered and small markets, and make preparations for the follow-up.

big brands play trumpet, sinking into small cities or low-priced areas, with the same purpose-to collect low-end, scattered and small markets and "prepare for trouble".

finally, establish political power. When the market is determined, the traffic users get their hands on it, and the brand has the base and strength support. As long as it is given enough time to layout and spread, it will be difficult for others to shake it. The preconceived will win, and the competitors will have to lay the mountain, which not only requires large capital, but also involves personnel distribution, operation management and so on.

However, it is not worth the effort to build a third, fourth and fifth tier city and occupy a low customer unit price range.

of course, regardless of the sub-brands of big brands, many "brand local tyrants" are the same.

Like Qiqi Fish Pot, which has more than 411 stores in China, as well as its Yang shopkeeper Chili fried meat and Chongqing Gangtou old hotpot, this style of play is adopted.

One of Henan's three outstanding men, Fat Donglai

There is also one of Henan's three outstanding men, Fat Donglai, which is almost only located in cities like Xuchang and Xinxiang, but it is deeply rooted and has a high degree of customer trust. It is estimated that even if Costco comes, it will be difficult to move it.

rule 2: simple and direct, with a high degree of reproducibility.

If you play a big card with a second hand, the simpler the better. If it is too complicated, it will involve energy.

Like Haidilao, people like to play with "noodles" most, such as eighteen marks, noodles made by fishing parties, private noodles with bran, Qiaoqiao's noodles, Qin Xiaoxian, Meng Xiaosheng and so on.

things made of flour noodles are accessible to both north and south, with a wide audience and simple operation. Besides, the supply chain, central kitchen, warehousing and logistics of flour noodles can be completely enjoyed, with a high degree of reproduction.

this is also the reason why big brands like to play fast food.

rule 3: keep up with the times.

national policy is the industry vane.

from mass entrepreneurship and innovation in the past to the "small store economy" and "ten thousand stores era" today, exquisite small stores are stepping on this trend.

In addition, affected by the epidemic, people's concept has also changed. "Delicious food is not expensive, rational consumption, healthy nutrition" is gradually becoming a new trend in catering. Therefore, big brands love to open small shops, and the unit price of customers is generally not high, and they can basically fill their stomachs with ten or twenty yuan.

last October, the state proposed "to boost catering consumption, encourage catering enterprises to enrich and upgrade dishes, and innovate online and offline business models. Improve catering service standards and support the promotion of high-quality specialty diets in a market-oriented manner. " (Pay attention to the foothold of "high-quality special food")

The special food street where people gather

It can be seen that a special and high-quality food must be the catering trend in recent years.

A few days ago, the China Catering Industry Annual Report 2121 jointly released by China Hotel Association and Xinhuanet pointed out that "special snacks have sprung up everywhere", and snack bars such as fried skewers, barbecues, braised dishes, desserts and milk tea are blossoming all over the country, and many of them have received investment.

Han Ming, president of China Hotel Association, believes that this reflects the category trend of the current catering circle-the excavation of special catering.

Look at the deck of cards played by big names, almost all of them have their own characteristics, either explosive, regional or an extension of parent brand's characteristics.

Therefore, to play the second deck, we should keep up with the trend of the times. No matter the general trend or policy support, we can't go wrong with the country.