In the whole national hot pot market, Zhu Guangyu's hot pot is definitely a special existence.

Chongqing's first store opened immediately, and the average turnover rate in that month was as high as 5.5 times/day, which was directly promoted to the "top flow" of Chongqing hot pot. Later, with this hot trend, it rushed all the way from Chongqing and Chengdu to Shanghai and other places, opening up the national market strongly and realizing the "triple jump" of brand expansion.

It is reported that when Zhu Guangyu opened his first store in Chengdu in 2121, the number of people queuing in a single day was 1,111+,and the highest turnover rate in a single day could even reach 11 times/day.

The first store in Shanghai won the first place in both the "Hot Pot Hot List" and the "Food Hot List" in just seven days. Some diners laughed and said, "The queue waiting for meals outside the store is just like the queue waiting for nucleic acid during the epidemic".

Under this epidemic, catering brands are generally hit by the epidemic. Why can Zhu Guangyu still be so popular? What is the core rule of brand explosion? To this end, catering O2O specially invited Li Yang, co-founder of Zhu Guangyu Hot Pot, to talk about the secret of the brand's explosion, and let's take a look.

11

Do online celebrity first, and then talk about Changhong

Since the rapid decline of online celebrity brands such as Diaoye Beef brisket and Huang Taiji, "online celebrity" has become a sensitive word in the catering track, and catering people have been rushing to talk about "online celebrity".

But according to Li Yang, the founder of Zhu Guangyu Hotpot, this is actually an overreaction to some extent.

"Without online celebrity, how can we talk about Chang Hong? The so-called online celebrity curse is essentially a lack of internal strength. " In Zhu Guangyu and Li Yang's view, "The best way for contemporary people to do catering is to be online celebrity first, and then slowly become a long red."

the internal strength of the brand is very important, but the fragrance of the wine must be appreciated, and it is also important to do a good job in external flow.

why can Zhu Guangyu's hot pot open one store and explode another? In Li Yang's view, the core logic of exploding the store is: finding the right flow+finding the right product+finding the right mode

Finding the right flow is to deeply understand the current flow platform, such as what is the public comment? What did you vote for Tik Tok for? What kind of big V should I choose for the little red book? After the launch, where is the announcement point? After the money is spent, what kind of cognition is left for consumers?

"Why do other brands explode as soon as they invest the same money, but when you spend your money, there is no sound? It's not that others put in resources, but that his delivery is more effective and accurate than yours. "

in Li yang's view, finding the right channel is the core step for catering brands to seize traffic.

Take Zhu Guangyu hot pot as an example. Zhu Guangyu is not the best brand for Tik Tok, but more suitable for Xiaohongshu. Why? Zhu Guangyu has two core advantages, high-value scenes and high-value products. The filming effect is very good and the filming rate is high, which is very suitable for the tone of Little Red Book.

"Because of this, Zhu Guangyu Hotpot will consciously guide consumers to take photos and punch in the store, upload friends, little red books and other channels." Li Yang revealed.

"We have even designed nine pictures of friends circle for consumers. Where is a good photo? How to take pictures for the camera? We will tell them clearly. "

At the same time, Zhu Guangyu also has content suitable for short vibrato videos, such as Qijiang bumpkin, Wanzhou Gege, Shenhuo fried rice, etc., which are presented independently and openly, full of fireworks, which is the "living signboard" of the on-site store and the best material for dynamic content delivery.

"After finding the platform, you should also find those big V numbers that meet the brand and analyze what effect this number can bring to you. Then control the content, don't rely too much on third-party platforms, they don't understand your brand, they have to write their own propaganda scripts, and only you know yourself best. "

finally, there is public comment. "At present, when consumers choose food stores, the first reaction is almost always to find public comments. Public comment has become the last pass of consumption decision. Therefore, it is very important to do a good job in the operation of this platform. Xuanfa threw out a million, and when I saw the store with three stars and a half, the front was basically white. "

In addition to the above, Li Yang also talked about Zhu Guangyu's efforts in cost control, product package setting and customer maintenance. "There is no fresh play, and the final landing is definitely a comprehensive operation." To do all this well, a whole professional team must do it.

Zhu Guangyu, for example, not only has a professional operation department and brand marketing department, but also Liang Xitong, the chief founder of Zhu Guangyu's hotpot restaurant, is a "mastermind in the catering industry", a dessert station and a pioneer of string hotpot. He once opened three catering mr. six stores with a revenue of one million stores in six months.

according to the catering O2O, the first store of Zhu Guangyu hot pot in Shenzhen has only been open for about one month, and no social marketing has been done. The monthly revenue of the store has exceeded 2 million.

Obviously, the strategy of finding the right flow mentioned by Li Yang not only made Zhu Guangyu popular, but also turned into a powerful brand potential, which brought a steady stream of tap water to his stores.

12

Let the market reverse and innovate products

If online celebrity traffic is the key, then the brand will continue to be popular and achieve the goal of growing red, and finally it will return to the product level.

"products are the key for consumers to stay and produce repeated purchases." Li Yang, co-founder of Zhu Guangyu, said.

how to find the right product? According to Li Yang, there is a complete R&D process behind the birth of Zhu Guangyu's explosive products:

The brand marketing department first extracts the popular elements in the market and combines them with Zhu Guangyu's brand to put forward the R&D idea. Then, the R&D professionals create new products according to the R&D ideas, and then send them to the product library for testing and standardization research, and finally the qualified products can be listed.

"In the past, product innovation of catering brands was left to chefs. But the chefs don't really understand the market and users, they are just tailors. If we really want to create products that users like, we must use market reverse innovation to let the marketing department take the preferences of young people and put forward demand on this basis. "

Li yang believes that this is the mainstream product research and development thinking of catering brands in the future.

So, when the hot pot+dessert model was popular last year, Zhu Guangyu first launched the "beating lemon tea", and then launched the "milk ice series", which triggered the imitation of the whole hot pot track.

around August, the "black explosion" in the catering industry was very popular, and Zhu Guangyu introduced black gold durian bags and tomato cheese bags.

Recently, Zhu Guangyu noticed that after the popularity of Waterfall potato shreds on the platform, he immediately extracted the core explosive element "silk", and made micro-innovations on traditional products such as yellow throat, dried bean curd, fat sausage, etc., so as to create a thousand-silk yellow throat, dried bean curd and fat sausage ...

The above is only the basic logic of product development. If you want to make explosive products, you need to do another thing.

why can Zhu Guangyu explode frequently? There are three reasons: 1. The product library is rich enough. Most hot pot enterprises can only have more than 111 SKUs, and Zhu Guangyu's product library can reach more than 411.

2. The product is iterated quickly, with a new product every month and a new product every quarter.

3. Zhu Guangyu solved the standardized output of more than 95% featured dishes with the supply chain, and the cold chain was issued, and there was no deep processing behind the store products. This model directly cuts off the price difference of products in different places, reduces the cost of kitchen and improves the human effect of the store.

It is revealed that Zhu Guangyu started to build the core supply chain since the brand was founded.

establish a standard product production line at the front end, and strictly control the product processing. The back-end front warehouse goes first, and the warehouse is improved first and then the store is expanded. Obviously, every step is well prepared.

in a word, the success path of Zhu Guangyu's explosive products is: first select the right products, then standardize them, then cut into the supply chain, and finally the store will be upgraded with one click.

13

Expansion should not be limited to one mode

Before, catering brands either operated directly or joined a chain, and rarely both modes coexisted.

However, in Li Yang's view, with the change of the times and the acceleration of the restaurant chain process, "in this era, if catering brands want to survive, it is impossible to rely solely on a single expansion model. Therefore, those regions that are directly operated, those regions that join, and those regional agents should think clearly at the beginning and be prepared for expansion. "

Zhu Guangyu made a three-year development plan from the very beginning. In the first year, do a good job of grasping the ground and let Chongqing people recognize that this is a brand that can represent Chongqing hot pot.

in the second year, the profit model of brand single store was opened.

test whether the brand can run through under different location modes, whether the traffic can be supported, and what is the repurchase situation. For example, what is the difference in revenue and profit between A-class port stores in A-class business circle and A-class port stores in B-class business circle?

test every possible store model of Zhu Guangyu, and build a profit model library of the brand under different site selection. "Franchisees who want to join the Zhu Guangyu brand only need to open the model base, corresponding to similar cities, store business circle types, etc., how to build and operate stores can be seen at a glance."

In addition, besides establishing the profit model, Li Yang also mentioned another important factor in franchise chain, the training system.

"Brand joining is like marriage. Franchisees and brand awareness need the same frequency. Otherwise, they are doomed to be inseparable from each other for a long time. To achieve this effect, training is a key step. "

It is reported that Zhu Guangyu has specially set up a 411㎡ brand training center in the brand headquarters, which has a complete training system, allowing franchisees to know almost everything about the brand.

For example, the responsibilities of each position of the brand, gfd, equal service process and other links; Standardized brand operation management content, etc.

Enrich the profit model base and integrate internal and external training to form the "core system" of Zhu Guangyu Hotpot in franchise chain.

With this successful system, Zhu Guangyu Hotpot has achieved rapid expansion in the past year, and now there are 85 stores, including those to be opened, covering nearly 111 cities in China, including Shenzhen, Shanghai, Chongqing, Chengdu, Beijing and Hefei.

According to Li Yang, co-founder, Zhu Guangyu plans to have 111 stores by the end of this year, and the total number of stores will break through 251 next year. With the continuous improvement of Zhu Guangyu's supply chain and model, brand expansion will continue to accelerate.

Summary:

As a brand of online celebrity, Zhu Guangyu's secret of exploding a restaurant is undoubtedly a good reference and inspiration for current catering people.

However, as Li Yang said, not every brand is suitable for this style of play, and brands must understand what they want at every stage. The path taken by Zhu Guangyu is sometimes not necessarily useful after another brand is copied. Because there are teams and resources behind the path .......

Therefore, catering people should combine the brand's own status quo when learning experience, and don't blindly follow suit. Of course, just joining directly is also a good choice in the view of catering O2O.