A bowl of mutton soup to 200 million flow water

A bowl of mutton soup to nearly 200 million flow water, based on what?

How did it turn a small bowl of sheep soup into a chain business? It has set itself the goal of opening a thousand stores, where does this confidence come from? Not long ago, plowing the Beijing area for many years, the Wu Sheng sheep soup said to the public boast, to open 1,000 stores in the country.

As a niche category, goat soup in a long time in the northwest corner of the goat soup, goat soup museums are mostly hidden in the northern region of the streets and alleys, the southern market is relatively rare.

In recent years, as consumers pay attention to healthy eating, the nutritional value of goat soup is more and more people to explore, to goat soup as the characteristics of the pavilion began to emerge in some areas. But overall, the market has not yet become a "climate".

In this context, what makes Wusheng sheep soup a thousand store? What is the story behind?

One: a year to create nearly 200 million flow water

Success is boiled out

"Success is boiled out". This slogan of Wusheng sheep soup is a true reflection of the entrepreneurial story of its founder, Mr. Wang.

Born of grassroots, Mr. Wang entered society at the age of 17 and made his way alone, selling clothing and food, and wholesaling grain before entering the restaurant industry.

In 2009, Mr. Wang discovered a business opportunity in sheep soup. He found that sheep soup, as a special snack with a long history, health and high nutritional value, was loved by consumers around the city. But at that time, there were not many decent goat soup restaurants in Beijing, and the market was a mixed bag, with varying tastes and quality of the products. Soon, he had a bold idea - the goat soup in the form of fast food business, standardization, chain, branding.

So, he turned back to Beijing, in the Wusheng Road, a residential area of eight eighty a small 18m * facade, do up the haggis soup business, named "Wusheng haggis cut".

This small store, minus the kitchen, can only set up 6 tables and sit 18 customers, but after opening revenue is climbing every day, which gives Mr. Wang a lot of confidence. After that, Mr. Wang opened two stores in other parts of Beijing. The third of these stores, on Jinsong Zhongjie, also became the starting point for the Wusheng Goat Soup chain.

As the store with the highest per capita consumption of Wusheng mutton soup, the third branch has about 1,000 people entering the store every day, with a daily revenue of more than 10,000 and an annual revenue of nearly 3 million. Relying on the profits of this store, Wusheng sheep soup began to increase the pace of expansion, once opened more than 100 stores. In the process, in order to better cater to the southern market, Mr. Wang also has local characteristics of the brand element "haggis cut" changed to "sheep soup".

According to Mr. Wang, at the height of its business, the turnover rate of Wusheng's mutton soup can be as high as about 20 times a day, generating nearly 200 million yuan of water a year.

Beginning in 2017, based on his judgment of the market situation, Mr. Wang made another rational decision to strategically shut down some stores. Currently, the number of stores of Wusheng Sheep Soup has stabilized at around 60.

Two: create the ultimate single product

Completion of the brand chain

From 1 to 100, and then 60, in the process of continuous exploration, Mr. Wang will be a small bowl of sheep soup into a chain of businesses, to complete the transformation of the fast food snacks. How did he do it?

One, "only a dollar a year", so that the toothsome food into just

In the past, the vast majority of goat soup halls are early morning stall model, stores operating on the traditional side. In the choice of ingredients and processing, businessmen in order to control the cost of ingredients, most will use the haggis these sides boiled into soup. Boiling the offal in plain water makes the overall taste of the boiled sheep soup poor.

Of course, some slightly larger restaurants and taverns will also use sheep soup as a store recommended or auxiliary dishes. These restaurants and taverns of sheep soup, in the production of flavor has improved, but the price is mostly in the 80 yuan or more, consumers can only occasionally hit the teeth and can not be regularly consumed.

Aiming at the pain points of these goat soup restaurants in the market, Mr. Wang refined the value points of Wusheng goat soup - thick soup, sufficient material and original flavor. For this reason, Wusheng sheep soup from the beginning of the use of fresh bones to simmer soup, the treatment of offal also through a unique cleaning, boiling, cutting, blending soup and other processes, coupled with a specific blend of formulas, coupled with the knife work, fire, condiments to enhance the flavor, then produce a sheep soup that will make the consumer recall the taste of the sheep soup.

And in terms of pricing, Mr. Wang chose to buttress the immediate demand with fast food, allowing Wusheng Sheep Soup to occupy consumers' minds with its cost-effective advantages.

Mr. Wang told Ze, "Our mutton soup only goes up by a dollar a year, yet in more than a decade, the price of mutton has risen by as much as four times, from 10 yuan per catty in 2009 to more than 40 yuan today. According to the increase in raw materials, a bowl of Wusheng Mutton Soup should be sold for 40 yuan. But we have always insisted on thin profit thinking, set per capita consumption at 15-35 yuan or less, to provide more consumers with a healthy and cost-effective food experience".

Second, the layout of the "store + retail", extending the brand added value

In the traditional thinking, traditional snacks to become a big brand is almost unlikely, because its added value is too weak. But Mr. Wang has always believed that the sheep soup category can be made into a big brand. For this reason, he has been thinking about how to increase the brand of Wusheng sheep soup as well as the added value of the product.

After an insightful study, Mr. Wang decided to work on the matter of "all-weather business" to create a three-dimensional "super single product" food and beverage form of all time and all consumption scenarios.

Beginning in the second half of 2016, Wusheng Sheep Soup began to enrich the product line, at noon is still to meet the immediate needs of sheep soup products, and in the evening to increase the lamb kebabs, lamb head meat, lamb belly and other suitable for drinking some wine casual meals, to create a more diversified consumer scene.

In addition, Mr. Wang believes that more than 98 percent of haggis products can be retailed from the product institutional system. For this reason, since 2021, Wusheng Yamsoup has set up an e-commerce department, which is responsible for the packaging, quantitative production and sales of derivatives.

"We want to make the haggis products into thousands of households, so that consumers can buy Wusheng in any city where they can't see the Wusheng mutton soup.n Revealed that this year, the Wusheng mutton soup catering new retail will be on line across the country, with products such as mutton head meat, mutton maw, mutton hooves, mutton mash powder, and mutton scorpion hot pot, etc., and through the retailing of the product piggybacking, so that the brand can completely get rid of the 3 kilometer Business circle restrictions, the terminal physical stores into the "experience terminal" and "dissemination carrier", comprehensively through the online and offline, to further strengthen the brand bigger.

Three, build a standardized system, direct, join the two legs of the road

Based on the industry for more than a decade, with the market reputation and brand awareness continues to improve, Mr. Wang has a mature experience in the direct store decided to fully enhance the speed of development, so that the Wusheng goat soup all over China's major cities.

To this end, in 2020, Wusheng goat soup began to liberalize the franchise, in Shenzhen, Shanghai, Tianjin, Shenyang, Henan and other areas of the successive layout of the pilot franchise.

And the core of the support of the Wusheng sheep soup from direct operation to franchise is that the Wusheng sheep soup in the past development process, the formation of a clear standardized process, with a strong ability to replicate the store. Stores only need light processing can be out of the meal, to realize the de-cooking.

Three: set a thousand store plan

Aspire to build the first "sheep by-products supply chain"

Subject to seasonal slaughter, difficult to deal with the material and taste and other reasons, the market share of the sheep soup category has been relatively small, and did not run out of the volume of the national chain brand. Although nearly a hundred stores Wusheng sheep soup has been one of the leaders, but, for its proposed thousand stores plan, many people are still skeptical. After all, goat soup is really a niche category.

In this regard, Mr. Wang said bluntly that sheep soup can be standardized, and the taste acceptance is getting higher and higher, coupled with the rapid development of the supply chain, to achieve the scale of 1,000 stores is entirely possible.

"Supply chain is the top priority. Franchise relies on the supply chain capacity, and the scale brought by franchising can feed the supply chain, the two complement each other, are done well, running volume is not a problem."

Through an in-depth study of the integration of the "duck by-products" industry chain, Mr. Wang is more convinced of the feasibility of this model.

In his opinion, if Wusheng Sheep Soup can complete the reshaping of the supply chain of sheep by-products, it will bring a lot of benefits to the development of the whole category: first, the implementation of bulk purchasing/underwriting mode, to ensure that the slaughterhouse revenue; second, the unified processing of the factory, to ensure food safety; and third, the implementation of the cold-chain distribution, to ensure that the ingredients are fresh.

"In the future, Wusheng Sheep Soup hopes to realize the scale of 1,000 stores on the basis of the power of capital to create the first 'supply chain of sheep by-products', on the one hand, it is for Wusheng Sheep Soup to make a deeper supply chain, and on the other hand, it can also provide a supply of products for the sheep soup stores scattered across the country. "

Whether this ambitious vision can be realized, we will see.