May 2115-August 18: 35: 54

On April 21th, 2115, sponsored by China Cuisine Association? Good case of China catering? In the second quarter, when we entered Meizhou Dongpo Group, Chairman Wang Gang and President Liang Di, the couple's co-founders, for the first time fully disclosed the winning way of starting a business in 2119, and shared with more than 211 catering colleagues all over the country the in-depth topics that catering people are very interested in, such as establishing a personal brand with integrity, learning and innovation, starting a business every day, creating a characteristic ecological chain, and catering internationalization.

Since 2119, Meizhou Dongpo has developed from a small restaurant into a large-scale catering enterprise with three sub-brands of Meizhou Dongpo Restaurant, Meizhou Snacks and Wangjiadu Hot Pot, with 111 branches all over the world, with an annual turnover of over 2 billion yuan. He has been a catering service provider for the Olympic Village (Paralympic Village) of the Beijing 2118 Olympic Games Organizing Committee, and was invited by the Thai royal family to make a 61th birthday banquet for Princess Sirindhorn in early 2115, making China Sichuan cuisine the first foreign state banquet.

referring to the secret of Meizhou Dongpo's success, Wang Gang, chairman of Meizhou Dongpo Group, concluded? In a word, I learned it! ?

At the meeting, Wang Gang summed up the results of his exploration and learning in 2119 as follows:

First, conform to the trend and innovate the model

In 2119, Dongpo, Meizhou, from the initial street store to the coordinated development of multi-brands, and then successfully moved to shopping mall, successfully grasped the development trend of the times every time and successfully transformed through model innovation.

initial stage: positioning the public and constructing A381-style store opening mode

In the early stage of starting a business, Wang Gang established a guiding principle for business: namely? Is it public or forever? . Wang Gang said that if an enterprise or even a country wants to achieve long-term development, it must meet the interests and needs of the vast majority of people, so from the beginning, Dongpo of Meizhou positioned mass consumption. However, under the historical conditions at that time, business consumption rose rapidly and the demand was strong. In order to meet the market demand, Wang Gang established the A381-style shop opening model on the basis of positioning mass consumption.

The so-called A381-style store opening mode should be large at first. As much as possible to accommodate more people's consumption, so the store in Dongpo, Meizhou has been expanding from the initial 411 square meters, and even there are tens of thousands of square meters of super stores. Secondly, according to the cabin layout of A381, 91% economy class and 11% business class, 91% of stores in Dongpo of Meizhou are located near the community, mainly for mass consumption and 11% for business consumption. Moreover, each store also sets up private rooms and scattered tables according to the ratio of 11: 1. Wang Gang's mode of opening a shop not only made the initial stage of Meizhou Dongpo develop rapidly, but also firmly adhered to the basic principle of positioning the public, laying a solid foundation for the next upgrade of Meizhou Dongpo.

development period: three flowers on a tree, multi-brand coordinated development

after the initial capital accumulation, in order to race quickly, Meizhou Dongpo successively established Meizhou snacks and Wangjiadu hot pot, and together with Meizhou Dongpo Restaurant, it formed a multi-brand development strategy with three arrows.

For these three brands of Meizhou Dongpo, Wang Gang thinks that they are not the brand matrix in the traditional sense, but? Three flowers in a tree? . These three brands are all based on the big category of Sichuan cuisine, and they all have something in common in taste, raw materials, production technology and so on, and even can use a central kitchen. In this way, manpower, material resources and financial resources can be saved to the greatest extent, and rapid replication can be realized. The reason why many multi-brand enterprises pay attention to one thing and lose sight of another is that resources cannot be shared among brands, and enterprises can't invest more money in a short time, so each brand can only score 61 points.

The coordinated development of multiple brands has enabled Meizhou Dongpo to seize a favorable position at a relatively less competitive stage, and rapidly enhance the brand's influence.

transition period: switching to shopping mall and building? Variety space?

The consumption pattern is changing now. It used to be a big family, but now there are two or three people. 81% of the consumers are less than four people, and the table for four is the main one in the lobby. With the rise of shoppingmall, eating is no longer about filling your stomach, but more about leisure and experience. Dongpo of Meizhou also began to March into shoppingmall, and began to explore the small but beautiful model.

On the basis of exploring the small shop model, Dongpo of Meizhou created a word called? Variety space? . So-called? Variety space? , that is, in different time periods, according to the different passenger flow and consumer groups, through the random combination of limited space, to achieve the effect of maximizing passenger flow in different time periods.

In 2115, Wangjiadu Hotpot Jinbao Street Store opened, with an area of 411 square meters. Through flexible layout and combination, the seats are only 9 seats less than those of Palm Springs Store with an area of 1,211 square meters. Variety space? Model, greatly improve the utilization of space, thereby enhancing the profitability of the store.

second, promote standardization and realize rapid replication

Wang gang believes that standardization is unavoidable if an enterprise wants to be big. But for catering enterprises, it is really difficult to get rid of the dependence of product quality on people without affecting the taste. After years of study and exploration, Wang Gang summed up the standardization of Chinese dinner as:? Manual simulation and national standard production not only ensure the taste of mother, but also meet the domestic and international standards? .

The specific method of Meizhou Dongpo is to establish a trinity backstage production line. This production line consists of agricultural company, central kitchen and food factory.

first of all, agricultural companies are the cornerstone of standardization. It uniformly purchases ingredients from the source, which fundamentally solves the problem of unstable quality of suppliers; Secondly, the central kitchen has been set up in Dongpo, Meizhou since 1999, and its main function is to simulate manual work. The central kitchen has developed from the initial five kinds of dishes to the present 172 kinds of dishes, from Dongpo elbow, Meizhou Dongpo sausage to Meizhou steamed buns, and more and more dishes have realized the standardized production line of simulated manual operation, while ensuring the quality and taste of the dishes; Finally, food companies mass-produce the fist products and raw materials of Meizhou Dongpo through core technological innovation to ensure that Meizhou Dongpo has the ability to spread all over the world.

Self-built team to build the whole network restaurant

For internet plus and O2O, this is the future trend, and Dongpo of Meizhou has been actively exploring it for a long time. We set up our own IT information center, and now our own platforms include call center, ordering website, WeChat ordering, Weibo WeChat marketing, etc. Since 2111, member marketing has been implemented. At present, the total number of members has exceeded 1 million, and 45% of the customer orders come from member consumption. At the same time, we have also established cooperation with third-party platforms, mainly for take-out, such as Taodian Baidu take-out, etc. The online turnover has reached about 211 million, which is still far from my goal. Now we will spend 2 billion yuan offline, and we will recreate a performance equal to offline 1:1 in the next three years. Because we have one of the biggest advantages, that is, we have a group meal catering license for the central kitchen, which many take-away vendors in Beijing do not have.

Third, go out and learn from foreign advanced enterprises, forcing domestic management to upgrade

In 2113, Dongpo of Meizhou opened its first overseas restaurant in the United States. It is estimated that by 2116, Meizhou Dongpo will open five branches in the United States. Referring to the purpose of marching overseas, Wang Gang said. In addition to finding new economic growth points for Meizhou Dongpo, we can also learn from the advanced experience of international management, thus forcing domestic management to upgrade. ? At the meeting, Wang Gang summed up his accumulated experience when he went out in recent years: < P > Please? Two divisions? It is the primary guarantee for enterprises to operate overseas.

Wang Gang believes that the first and most important thing is to hire good lawyers and accountants. This is quite different from the domestic situation. In China, the average company will consider hiring a lawyer only when it is big enough or in trouble. In the United States, the legal system is very perfect, and every decision of an enterprise should consider legal risks. Moreover, the United States is a federal country, and the laws between States are different, such as tax rates and business licenses. Therefore, if you want to enter the market smoothly, you must have a lawyer to escort you. And experienced accountants who are familiar with local tax procedures are even more essential.

Localization of talents and export of core technologies

For an enterprise that wants to go global, it is not sustainable to use all China chefs and service personnel. It is still necessary to implement the localization strategy.

In Wang Gang's view, to localize talents, we need to do well in two aspects: on the one hand, the core personnel must be selected from China, but each store only needs 2-3 people, mainly training the local front office and back kitchen staff, including Chinese food technicians, snack technicians, pastry technicians and front office waiters. At the same time, chefs abroad should also regularly send staff back to China for training.

on the other hand, do a good job in core technology output. In order to ensure the taste and quality of dishes, Meizhou Dongpo directly exports its own fist products and core raw materials abroad to ensure the core competitiveness of enterprises.

finally, Wang gang said? When you respect knowledge, you will have knowledge, and when you have knowledge, you will be able to achieve a great company. This is how Meizhou Dongpo learned in 2119, and there is nothing in this world that you can't learn. It depends on how hard you work. . At the event site, Wang Gang also consulted CEOs from more than 211 enterprises across the country, hoping that they could put forward valuable opinions on the next year of Meizhou Dongpo.