after opening the store to the whole country to solve the standardization problem, Quan Jincheng began to expand nationwide. In 2114, Quan Jincheng opened six stores and entered Shanghai for the first time. From 2115 to 2117, nearly 11 restaurants in Quanjincheng opened every year, covering many cities such as Shanghai, Nanjing, Changsha, Suzhou, Wuxi and Shenzhen. By 2119, Quan Jincheng had opened more than 51 chain stores, of which about 21 were outside Beijing, and Shanghai ranked second. Before Quan Jincheng entered the southern market, Ye Ruici also had concerns. "Southerners don't like barbecue food very much, and their eating habits are relatively light. Before that, we were also worried about whether we would encounter eating habits problems." Peng Yong said, "It was only after opening the first store in Shanghai that I discovered that this kind of worry was unnecessary. Our target groups are mainly young people aged 21 to 41 who have certain spending power. They have a high degree of acceptance of new things. Coupled with the popularity of Korean dramas such as Dae Jang Geum, and the fact that many domestic media have started to admire Korea, Korean style is regarded as a fashion element and has a good foundation among young people. " He introduced that due to the stronger overall consumption power in Shanghai and other places, the storefront business situation of Quanjincheng Shanghai is more popular than that of Beijing. At the end of 2114, Ye Ruici established Quanjincheng Catering Shanghai Management Company, and Shanghai became another center besides Beijing. In the process of expansion, Quan Jincheng set up a special project development department, which is responsible for the preliminary business such as site selection, development, store decoration and equipment acquisition. "This is to keep the overall style of each store consistent with the brand of Quanjincheng. In addition, in the development, we have also made some changes in store decoration for different stores. For example, stores in shopping malls will pay more attention to fashion sense, while street shops will pay more attention to grades. In the course of operation, we found that barbecue is easy to dry the air, and we gradually improved the waterscape system of each store to increase the humidity of the air in the store and create a good dining environment for customers. " For Quan Jincheng, it is not too difficult to maintain such unity, because except for a small number of cooperative stores, most of Quan Jincheng's stores are directly operated. Even if it is a cooperative store, Quan Jincheng has absolute management rights. With the simultaneous expansion of catering in Quanjincheng, it is the bathing industry in Quanjincheng. "When we choose a store, we pay more attention to integrity. In many cases, we choose the whole building, with the lower floor for catering and the upper floor for bathing." Peng Yong introduced that up to now, Quan Jincheng's bathing industry also has more than 31 chain stores.

Diversification and multi-brand As the group grows bigger and bigger, Quanjincheng begins to consider developing more industries. Since 2117, Quan Jincheng has set foot in the hotel industry, operated two hotels in Beijing and opened a golf course. In addition, since the second half of 2118, Quan Jincheng began to develop more brands in the catering field, including higher-end Japanese-style roast meat in Matsumoto House and Korean fast food Quanwei bibimbap. Peng Yong introduced that the Japanese-style roast meat in Matsumoto House is mainly roast meat and VIP teppanyaki. Different from Quanjincheng barbecue, it is mainly for business customers, and the raw materials used are sashimi, sashimi and other higher-priced ingredients. In September last year, Matsumoto House opened Japanese-style roast meat, and the buffet cost only RMB 148/person, and the second store is about to open. Quanwei bibimbap is a major development project of Quanjincheng. As a fast food restaurant with a Korean style, Quanwei bibimbap not only comes down in one continuous line with the "Han Feng" of Quanjincheng, but also makes up for the blank in the fast food field of Quanjincheng Catering Group. "We are very optimistic about fast food chain enterprises, and there is great room for the development of the fast food market in the future. Judging from the three chain stores currently opened by Quanwei, many white-collar girls have a high acceptance of it. " Peng Yong said, "Our goal is to open 81 to 111 such fast food brand stores nationwide in the next two to three years." Unifying standards From 2111 to 2112, Quan Jincheng opened two branches, and at the same time, Quan Jincheng opened the first bath center.

If the move to open a branch is the inevitable product of the development of Quanjincheng barbecue to a certain extent, then opening Quanjincheng bath center is a certain chance. "In 2112, the upstairs of Quan Jincheng Barbecue Garden Road Store was vacant. After we won this position, we have been hesitating whether to open a new store or operate a new project." At this time, Ye Ruici's previous experience in the catering industry and his judgment on the market once again played a role. He believes that there are many bathing centers in Beijing, but there is a lack of very healthy and sunny bathing places. Running a bath center suitable for mass consumption will definitely have a market. At his insistence, the Quan Jincheng Bath Center project began to operate. It operates in the way of bathing+self-help+leisure. Generally, the entrance fee is only 41 yuan, and there are often discounts. In addition, it provides Korean massage and other projects, which is another source of its income. However, during this period, the expansion speed of Quanjincheng is not very fast. Before 2114, there were only 6 or 7 restaurants in Quanjincheng. In 2111 and 2112, Quan Jincheng only opened one store. In Ye Ruici's view, at that time, Quan Jincheng had some more important problems to solve than expansion-for example, how to find a site, how to copy it, and more importantly, how to standardize it. "For all chain enterprises, standardization is a problem that must be solved. After focusing on some international chain catering giants, we deeply realized that if we want to standardize, we must control the products from the source. " Peng Yong introduced. From the end of 2112 to the beginning of 2113, Quanjincheng built a logistics center to uniformly process all the meat and other foods used in Quanjincheng stores. In this context, after 2113, the pace of opening stores was gradually accelerated. One store in Tianjin and four stores in Beijing opened in this year. All the meat used in the chain stores is provided by Fucheng Company, which is a leading meat processing enterprise in the domestic split meat industry of cattle and sheep and is a strategic partner of Quanjincheng. According to the requirements of Quan Jincheng, it divides all parts of the cow into smaller parts. These fresh meats enter the logistics center of Quanjincheng, where they are concentrated and pickled. In addition, in order to keep the taste of each store consistent, the small materials and sauce used in eating barbecue are also distributed centrally by the logistics center. Quanjincheng barbecue is also standardized in the kitchen management of chain stores, ranging from the weight and setting of each dish to the unification of soup, sauce and other packages.