Great changes have taken place in the catering industry in recent years. All kinds of emerging fast food, hot pot and milk tea are constantly appearing, which has robbed the traditional catering brands of a lot of profits. So many people shouted that "the traditional catering business is getting harder and harder." In such a big environment, a man named Liu Huiping made his annual sales reach 2 billion by selling steamed bread.
Many people may not be familiar with this name, but when it comes to "Bobby Steamed Bread", many people are familiar with it. Nowadays, "Barbie Steamed Bread" has more than 2,000 stores in China, becoming a famous steamed bread brand in China. So, how did Liu Huiping develop an ordinary enterprise selling steamed bread into such a catering giant?
Market research to find out the needs of consumers
In catering business, the audience is consumers, so it is very important to find out what the real needs of consumers are. Liu Huiping, who started businesses all over the country but failed several times when he was young, clearly knew this. In 2000, Liu Huiping decided to open a steamed stuffed bun shop in Shanghai. In order to prevent this venture from ending in failure, he began to do market research and traveled all over Shanghai to find out the preferences of local consumers through tasting.
After getting familiar with the taste, he began to study consumers' requirements for taste and stores. He found that many small shops made steamed buns by hand, which were delicious and liked by customers. Therefore, he decided that his steamed bread shop didn't need mechanical equipment, and it was all by hand. At the same time, he also purchased raw materials from his hometown to further reduce costs. Because the cost of steamed bread is relatively low, Liu Huiping can keep the price of steamed bread very low. Affordable, steamed bread tastes good, and Liu Huiping quickly gained a foothold in the local area. That year, his steamed stuffed bun shop "Master Liu's Big Bag" opened, earning hundreds of thousands of dollars a year.
Rename and embark on the road of brand upgrading.
The business of Master Liubao is good, which makes Liu Huiping very happy. But soon, he realized the limitations of this name. Although Master Liu's Big Bag is grounded, it is a bit tacky after all. Shanghai is a relatively modern city with many fashionable young people who don't like such old-fashioned names. So, he began to conceive the name change of "Master Liu Dabao". Because many people in Shanghai are also called steamed buns, he simply named it "Bobby Steamed Bread", which combines Chinese and Western styles. Then "Babi Steamed Bread" also began to introduce various new types of food, and really started the brand upgrade.
Unify standards and ensure quality
In the catering industry, there is a phenomenon. A small brand has rapidly expanded many stores because of its good business. However, due to the rapid expansion of stores, the popularity of food raw materials and manufacturing technology has not kept up, resulting in a significant decline in the taste of some stores. And taste is the foundation of a catering brand. Once the taste is bad, the word-of-mouth will decline, reducing consumers' impression of the whole brand.
Liu Huiping figured out his own way to deal with this matter. After growing, "Babi Steamed Bread" adopted a set of standardized operation scheme, and most steamed buns and buns were made in the central factory in a unified standard, so as to ensure the taste of steamed buns and buns. Then, "Babi Steamed Bread" also explored its own supply system, and delivered steamed bread to all branches through cold chain technology, effectively ensuring that branches all over the country can have high-quality steamed bread.
From a little-known small steamed bun shop to today's national chain. The success of Barbie Steamed Bread is due to marketing and good luck, but in the final analysis, it is due to Liu Huiping's deep understanding of the market and good control of brand development.