Tong Qihua and Gan Qishi: Steamed buns selling 311 million yuan a year

Steamed buns industry has a long history, which has existed for thousands of years and has a great market. China eats steamed buns from south to north, with different tastes in different places, but many steamed buns are broad-spectrum. Many products in the consumer goods industry often disappear after a while. However, it is difficult for buns to have this problem.

Ganqishi has finally become a dark horse in the field of restaurant chain through its own model, quality control and brand building. Facing the huge opportunities in the steamed stuffed bun industry, what has Ganqishi done? Generally speaking, Gan Qishi did four things.

the first thing is to create a brand-new business model of the steamed stuffed bun industry-KFC+Haidilao.

this business model can not only reflect the rapid expansion of the chain to meet the needs of efficiency and standardization, but also conform to the characteristics of the steamed stuffed bun industry, keep flexible and timely at the C end, and give full play to the service advantages of the retail industry.

1. Set up a central kitchen and distribution team to purchase, produce and distribute the fillings needed by all chain stores. Functional units: central workshop and transportation team;

2. Set up a unified marketing service center to announce daily mass production products. Functional units: stores, Weibo, WeChat and official websites;

3. Establish standardized chain stores, standardize service processes and product terminal forms. Functional units: kitchen, steamed stuffed bun retail store.

The biggest feature of Ganqi's food model is that it absorbs the strong control of ingredients from western fast food chains such as KFC, and ensures its own supply chain control of various sales outlets, thus achieving cost control and quality control. However, unlike KFC, which lost the lives of chefs in traditional chain stores, Ganqi Food has retained a team of "craftsmen" at the C end, allowing these employees to package and sell now. Although this is not as efficient as American western food, it can bring the advantages of steamed stuffed buns into play.

second thing, positioning.

Ganqishi has formulated a brand building strategy by combining the catering culture of Hangzhou and the needs of mainstream customers. In order to build a good brand, they chose to focus on buns. Ganqi food only makes steamed buns, and it will not be extended to other categories in the future, so as to fully focus on the brand. Ganqi food has more than 11 kinds of steamed buns at the earliest, and finally it is reduced to 5 star products +1 new products, which is the best focus. This well-focused and well-coordinated differentiated market strategy has an amazing effect.

delicious, reliable and iterative food. In order to do this, Ganqi Food is no less than an Internet company. In order to develop steamed buns suitable for mainstream customers, Ganqi Food team spent nearly 2 tons of high-quality pork on developing the first steamed bun. This crazy experiment continues, because in addition to six regular varieties and two drinks, Ganqi Food will launch 1 new products every month.

Steamed buns are designed by designers. Tong Qihua made a VI design for his steamed stuffed bun very early, which made the steamed stuffed bun show a beautiful sense of regular curve in appearance. Considering that steamed stuffed bun is a kind of dough food, Ganqi Food insists on the channel of direct sales stores, so that it can be steamed and sold now, which is directly different from quick-frozen food and non-dough food in business model.

The quality of ingredients is different from the production process

Fast shopping experience. In order to achieve this, Ganqi Food has designed the service rules in every store, and achieved the principle of "one customer is 1.2 seconds", and any transaction must be completed within 1.2 seconds. Consumer psychology believes that the gathering of people leads to buying, because people use their legs as the best-selling platform. Therefore, many people queuing will only increase sales, but because some businesses are doing well, they have no choice but to trade too slowly and have a poor customer experience. Sweet food does not have this problem.

the third thing, expansion.

Ganqishi adopts a scientific and reasonable strategy of direct chain expansion. The market expansion of Ganqi food is based on data and experience.

the ganqi food team has been doing market research. The marketing staff of Ganqi Food will go to various stores to do some research on customer groups and other data, which will become the reference for Ganqi Food to open new stores. These data include: the proportion of customers close to residents and other groups; Age; How many people can come and buy steamed buns within a walking distance of 1.5 minutes? With these data, Ganqishi will first make a judgment when he arrives at a new place, such as how many residents there are in this place, how many people aged 21-41 (the main customers of Ganqishi), the purchase time on foot, etc. If the data of the survey results are attractive enough, then there is no problem for Ganqishi to open a shop.

In addition, the process of expansion depends on direct marketing and refuses to join. Joining a chain has the advantages of joining a chain. However, many entrepreneurs who are extremely sensitive to brands are wary of joining a chain. Many catering brands in China have died in the hands of the chain. Tong Qihua once said that the reason why he doesn't accept joining now and is willing to sacrifice expansion and growth rate is because he found that joining mode and direct mode are two sets of logic. Franchising mode emphasizes how to serve the interests of franchisees, while direct marketing focuses more on how to create value for customers.

On the one hand, Tong Qihua relies on direct sales to continuously expand the scale of the enterprise. On the other hand, it speeds up the construction of talent echelon. Ordinary employees should receive three weeks of induction training before taking up their posts. Managers are on the job for a longer time.

the fourth thing is to make the industry respected.

improve the service experience by improving staff welfare and working and living environment. It is an indisputable fact that the staff turnover rate in the catering industry is high, which is unacceptable for a fast-growing company. Retaining people depends on salary, which is not only higher than the average income of the industry, but also provides a series of employee benefits. Therefore, he stipulated that every store should have apartment accommodation conditions within 1.5 minutes' walk from the store. The beds must be strong and customized, and employees should not be woken up just because the upper bunk is turned over. At the same time, employees have the right to ask the company to change apartments, and the company will definitely help employees find suitable accommodation. Also equipped with cooking aunts for employees, responsible for the cleaning of work clothes and the sanitation of dormitory environment. Let them live like normal Hangzhou citizens.

Tong Qihua believes that "what we need is respect: respect for this industry and our employees, so that our employees can also respect our customers and at the same time respect this industry. With this, we can naturally face the loss of employees calmly. "

Tong Qihua is really changing the image of the whole industry in China. In 2119, the scale of the whole steamed stuffed bun industry in Hangzhou was only 61 million yuan, but today, the turnover of just one year is 311 million yuan. With the rise of industry and demand, selling steamed buns has become a small sunrise industry, an industry that is increasingly respected. ;