In 2014, Zhang Tianyi, a master's degree holder in law from Peking University, opened a small rice noodle shop named "FuNiuTang" in China World Trade Center.
In 2014, Zhang Tianyi, who graduated with a master's degree in law from Peking University, opened a small rice noodle store in China World Trade Center, named "Fu Niu Tang".
Behind these phenomena, the most noteworthy is the "barbaric beef powder" unique "four-in-one" business model: dine-in + takeout + community + retail , and this new
The business model is precisely the core reason why the "barbarians" have achieved excellent market performance and gained the favor of investors.
"BaBan beef noodle" how to achieve its innovative business model? Can this business model be universally replicated?
We believe that: "The essence of the business model of the barbaric beef noodles" is to break the traditional food and beverage space and time boundaries, in the newer high more dimensions to create a sales scenario and access, which highly amplified the marginal effect of the brand and products.
We believe that the establishment, continuation and development of the "barbaric" model is based on the following premises:
From the beginning of the founding, Zhang Tianyi chose an extremely segmented market and category - beef noodle. Vermicelli. Beef noodle is a Hunan specialty and a staple food for Hunan people. This has enabled "Fushitang" to have extremely clear product and brand labels since its birth, which means that the positioning of the product is very clear. This focus on the one hand is very conducive to the quality of the product on the one hand, the ultimate upgrade, on the other hand, also laid the foundation for the creation of its community.
In July 2014, Zhang Tianyi published a "I graduated with a master's degree, why sell rice noodles" was reproduced by various media, triggering great concern and discussion of social opinion, although the views are different, but an objective result is that Zhang Tianyi has become a "Netflix" type of character, a unique IP, and this IP effect is not only for the "Fu Fu", but also for the "Fu Fu", the "Fu Fu Fu", the "Fu Fu Fu", the "Fu Fu", the "Fu Fu" and the "Fu Fu Fu". The IP effect has not only attracted a lot of traffic for the operation of "Fu Niu Tang", but has also made an excellent preparation for the creation of a community targeting Hunan people in Beijing.
The ultimate product is always the most essential support and soul of a brand. Zhang Tianyi loved the documentary "God of Sushi", he commented: Jiro Ono is a very paranoid person, has his own ideas; secondly, he is as obsessive as an artist, and is very adamant about the principles of his products. This inspired and characterized Zhang Tianyi's strict attitude towards his products and his insistence on them. He summarized the "four nosism" of "Barbaric Beef Noodle": Not less than 5 hours of boiling soup with tendons of beef bones; rice flour with natural straight-chain amylase content of rice of not less than 23%, the spiciness value of beef noodle is not less than 399; the spiciness value of beef noodle is not less than 399; the spiciness value of beef noodle is not less than 399. The spiciness value is not less than 399; the two partners who mastered the recipe do not take the same flight. This extreme dedication to product quality and exploration is a prerequisite for the pre-packaged foodization of "Barbaric Beef Noodles".
Most of the traditional catering mindset is limited to the level of "open restaurant", up to a "takeaway" superimposed, but Zhang Tianyi's positioning of the enterprise to complete a subtle shift in thinking, that is: I am not open! I'm not a beef noodle store, I'm a beef noodle seller. It was only with this shift in thinking that the company broadened its approach to retailing its products.
Dine-in food prepared on-site and prepackaged food are two very different concepts. Whether or not a product makes it to the retail aisle depends on the possibility of pre-packaged food. In the process of pre-packaged food, also involves price, taste, shelf life, packaging, health and many other factors, is not a simple and easy thing, requires a high degree of professionalism and a certain amount of R & D investment. The category of ground beef has just such a possibility, which is the rigid premise of the successful retailization of "Barbarians".
Naturally, the success of any business model, there are extremely complex factors behind it, interspersed between accidental and inevitable superposition, it is difficult to be summarized in a few simple distillation. This is also true for the success of the "Barbarians". In summary: Product positioning and labeling is the core, IP and community building and operational capabilities are key, and the possibility of pre-packaged food is a prerequisite.
We believe that, on the basis of the basic premise, the four-in-one model can be replicated, but only for the team's comprehensive operational ability is very demanding. How to really achieve a clear strategy and step by step, may be the key to the problem. (Text: new food Zhi Wu Yu)