learn from fish exploration to make a restaurant chain.

The catering business is really tough. If you're not careful, you'll be "one after another".

Recently, I really have to go for a "fish hunting".

during the whole learning process, I was inspired.

I summarize it into two points:

1. For the catering industry, two opposite ways of thinking need to be used at the same time, that is, the ambition to do big business and the duty to do small business.

2. The only way to keep yourself from being eliminated is to be a "leader".

next, let me talk about it separately.

first, for the catering industry, if you want to make it bigger, you need to use two opposite ways of thinking at the same time, that is, the ambition to do big business and the duty to do small business.

as we know, it took five years to explore fish from the 1 th store to the 211 th store.

but you know what? In the market, chain restaurants of the same scale will take at least 11 to 21 years.

the most important reason why "fish exploration" can be made so quickly is that it has always been "over-matched" in terms of organizational structure and management mode, hardware and software.

Simply put, it reserves resources and capabilities for itself, far higher than what it needs at present.

For example, the first chef it found was the top chef in the industry; For another example, when there were only three stores, it built a central kitchen of 1,111 square meters.

some people say, isn't this overqualified? Your strength is not worthy of your resources. Isn't that rash?

Indeed, this is how we usually settle accounts in business. How much should I invest depends on my possible income this year.

this is the safest formula.

Wang Lijia, on the other hand, never targets the harvest this year or next year. His target is always his ambition in the restaurant chain.

towards the goal of opening 1111 chain stores, what kind of people I need, what kind of equipment I need, and what kind of management system I need to build with the maximum cost I can pay, which is the steel bar of the enterprise.

This is also the fundamental reason why "fish exploration" can suddenly accelerate after passing the survival barrier.

You may say that there are too many ambitious people, and there are not a few who pull out a luxury team as soon as they start a business, or who take investors' money and expand wildly, but most of them are just a flash in the pan.

Yes, Wang Lijia is not simply rich or ignorant. His confidence actually comes from his other side, that is, he has always kept "the duty of doing small business".

Some students may know that there are actually a couple standing behind the "fish hunting": Wang Lijia and his wife Li Pinxi.

Now Li Pinxi is still the head of Cai Lan Dim Sum. Yes, Fish Exploration and Cai Lan Dim Sum belong to the same family.

when I was developing this course, it was always my husband and wife who communicated with me.

Many times, they will give me the feeling that they are not doing a big business with an annual turnover of over 3 billion, but more like running a husband and wife shop in an alley.

For example, when they are talking about how to choose snacks for customers and how to plan a school uniform party, the state is more like trying to prepare a little surprise for their children or planning to play an interesting game with them.

They say that "fishing" is characterized by childlike interest and nostalgia, and every adult has a child in his heart. We hope that everyone who comes to "fishing" for dinner can relive the happiness of childhood.

since they opened the restaurant, they have almost arranged all their meetings with their friends in the restaurant. The purpose is not simply to keep the water flowing, but to seize every opportunity to find problems from the customer's point of view.

This feeling is very touching to me. No matter how big the business plan is, once I get back to the store, I will go back to every meal and every feeling of the customers. I will never see the entrepreneur who has great ambitions in business and has made great achievements again. I only see a shopkeeper who is busy in the shop.

customers are dragged into the store one by one, and repeat customers stay only after serving well bit by bit. They have never dared to lose their duty of doing small business.

Every year, "Fish Exploration" will hold a special activity. All functional colleagues, including Wang Lijia and Li Pinxi, need to complete 36 hours of business study, and then go to the first-line restaurant for rotation. Some go to the kitchen, some go to the cashier, and some go to be waiters.

the purpose is to let everyone keep a sense of front-line business at all times, and see what the whole picture of "fishing" is and what they finally create for customers. Then reverse deduction, how to start your own management work.

So, "ambition" only determines how far you can see, and "duty" only determines how far you can go. This is a reminder to everyone in our ordinary post.

second, the only way to ensure that you are not eliminated is to be a "leader".

When "Fish Exploration" was first established, it actually stepped on a good business opportunity.

in 2113, grilled fish shops of various brands began to explode, and in just three years, more than 51,111 grilled fish shops emerged. Just as the market was close to saturation, when the stores in online celebrity fell down one after another, the speed of "Tanyu" opening stores was not affected at all, and more than 1,111 stores were opened one after another.

in such a fully competitive environment, how can we ensure sustained competitiveness? The answer I saw from "fishing" is: always run at the front and be the "leader".

From the very beginning, Wang Lijia brought grilled fish, an unremarkable grass-roots category, into the shoppingmall, becoming a full-fledged trend model;

Later, provide the industry with technical standards for killing and making fish;

Then he introduced Mao Xuewang grilled fish when he differentiated products, and so on.

at every step, he is ahead of the industry.

In the interview, I also asked Wang Lijia, are you afraid that others will copy you and that homogenization will become a threat to your?

he said, "I'm not afraid. When I open my store in any city, I will look first to see if my brand can rank first among similar products. As long as I'm the best, it doesn't matter if my store is opposite me. Because my brand is mature, I am difficult to replace in the minds of consumers. "

He also said, "If I go to a city and find that another grilled fish brand is more famous than me and is liked by customers, I am not afraid, then I will differentiate my products and distance myself from my competitors by my product innovation."

"In short, whether the whole market is cold or hot in the future, it will have little impact on us, because in any category, there are several enterprises that dominate. It is important that you be the leader, not the follower."

It is said that the metabolism of the catering industry is very fast, and there are few catering brands five years ago today.

But the practice of "fishing" may bring a little confidence and direction to colleagues.

the above is a little inspiration I got, and I will share it with you.

I also hope you can experience more different things from it.