KFC's surname is Ma Hou: How to play this chess game?

has the internet existed for a long time in China? BAT? The first echelon will face the conjecture of shuffling, and Baidu is the most likely one to fall behind. The following is the KFC surname shared by J.L.? horse After that? : How to play this chess game? For more business guide reading, please pay attention to the new graduate business network.

All kinds of negative entanglements make the future of Yum! China not optimistic. However, now Yum! China has reached the highest brand value for several years, and its business valuation in China is as high as $15 billion. Ant financial service can be described at the moment? Buy on rallies? There must be deep consideration for the interests of both sides behind this decision.

according to the information known at present, we can draw several simple predictions: for Yum!, the main help after entering Ali Department is to improve the public relations image of KFC and other brands, help them expand to third-and fourth-tier cities, and reshape the Pizza Hut brand; The role of Yum! on Ant Financial Services is to promote the popularization of payment scenarios in small towns, as well as to push up the valuation of Ant Financial Services before listing and build new ones after BAT. Second-tier giants? .

Yum!: Get rid of the public relations crisis and reshape the image of Pizza Hut

Although KFC official micro did not express his position, this explosive news still ignited the imagination of netizens. Some netizens commented that KFC will launch Ma Yun's father's hometown dish West Lake vinegar fish package in the future; Others linked Ma Yun's surname with KFC's family bucket, saying that this product may be renamed in the future? Toilet? .

But what may be overlooked by most netizens is that it seems absolutely impossible for people to ridicule this merger so easily. Affected by the three major storms, namely, the fast-growing chicken, the H7N9 flu and the Fuxi incident, since 2113, the performance of Yum! in China has fluctuated greatly, which even led Yum! to replace the CEO who was the hero of opening up China business.

Since last year, KFC has invited first-line stars, including Lu Han, as spokespersons, and won some cutting-edge users to some extent; Wechat membership system has also played a role in netting loyal users. Since the fourth quarter of last year, the performance of Yum! China has started to improve. Since the beginning of this year, the share price of Yum! Brands has risen by 17%.

These stories reflect the importance of maintaining the good image and reputation of enterprises. KFC has been undertaking a number of public welfare activities, but the results are average; Then it subsided? Fast-growing chicken During the storm, users were invited to visit their factories and kitchens, and legal measures were taken against the authors of several rumors that spread widely.

The Ant Financial Service, backed by Ali Tree, may also help KFC and Pizza Hut in the battle of public opinion? Considering Ali's comprehensive shareholding in Weibo, China Business News, South China Morning Post, Tiger Sniff and other media, as well as a perfect legal system, it is estimated that someone will try to play KFC again in the future, and what will happen? Fast-growing chicken Negative rumors, even unlikely.

At the same time, the numerous promotion channels of Ant Financial can also bring more imagination to Pizza Hut, which is not well positioned. In the second fiscal quarter of Parkson China, the same-store sales of KFC increased by 12%, but the same-store sales of Pizza Hut shrank by 11%, and the overall sales were flat year-on-year. KFC has introduced mixed rice, soybean milk, fried dough sticks, etc. in China, which is gradually changing from foreign fast food in the traditional impression to a comprehensive fast food restaurant. At the same time, however, the brand image of Pizza Hut has stagnated, and its low cost performance has also been criticized by customers. With KFC's full presence in third-and fourth-tier cities, Pizza Hut has gradually become? Parasitic? A vassal beside KFC.

The localization of Yum! China brought by Ant Financial will strengthen the trend of KFC and Pizza Hut to set up outlets in the third-and fourth-tier or even lower rural markets, which may accelerate the price reduction of Pizza Hut's meals and the rejuvenation of its marketing.

Ali: Foster the ant's golden suit and stop it? The second echelon?

has the internet existed for a long time in China? BAT? The first echelon will face the conjecture of shuffling, and Baidu is the most likely one to fall behind. At present, the market value of Alibaba and Tencent have both exceeded the $211 billion mark, almost four times that of Baidu. Judging from the latest quarter's revenue, Alibaba and Tencent's revenue scale exceeds 31 billion, while Baidu's revenue is 18.2 billion yuan.

Over the years, Baidu has drawn several cakes of direct number, O2O and automobile, and this year, the focus has turned to artificial intelligence. However, Baidu has encountered the biggest image crisis in basic business search this year, and the industry-wide rectification caused by it has threatened Baidu's survival foundation.

many companies with a market value of more than $1 billion have entered the so-called? The second echelon? In the camp, such as JD.COM, Sina, Sohu, Netease, LeTV, 361, Xiaomi, Didi and so on. Among them, even if some companies are still under the wing of BAT, they are still regarded as entities with independent development potential.

Among them, the Ant Financial Service, which was split from Ali's mother, deserves more attention. In April this year, Ant Financial completed $4.5 billion in Series B financing, making it the largest single private financing in the global Internet industry to date. The valuation of Ant Financial is as high as $61 billion, which is equivalent to Baidu's market value.

At present, Ant Financial has covered payment, banking, financial product sales, credit system construction, crowdfunding, insurance and other business sectors, and set internationalization and rural finance as the two major directions for future development. At present, the number of Alipay and Yu 'ebao users in rural areas of China has reached 41 million and 37 million respectively.

At present, compared with other fast food chains in China, KFC and Pizza Hut have the largest Alipay transactions. Yum! China's expansion goal is to reach 21,111 stores, which will be the best place to cultivate Alipay's usage habits. Some analysts pointed out that other financial products of Ant Financial can also benefit from offline outlets: suppliers and farmers in Yum! China's huge industrial chain can obtain development support such as supply chain loans through Ali Small Loan and online merchant bank.

Recently, Jing Xiandong, president of Ant Financial Services, accepted an exclusive interview with CNBC. When talking about the possibility of listing Ant Financial Services in the future, he said that listing can increase transparency and hope that users will become corporate investors, and the funds will be used to invest in technology, security and risk control systems, globalization and other fields.

to be sure, choosing to inject Parkson China, an asset with a valuation of US$ 15 billion, into Ant Financial to increase its overall valuation on the eve of listing means fostering this force spun off from Ali and becoming a small giant outside of BAT. This can be prevented to some extent? The second echelon? One of the companies has become a new giant that poses a threat to Ali itself after Baidu fell behind. In this way, all the competition seems to be in? Ma Yun's father? Within the control of. ;