On the development of chain restaurants in China and the existing problems of individual cases

1. The development of chain restaurants in China

1.1 The overall development of catering industry in China in recent years

With the steady and rapid growth of China's national economy, the income level of urban and rural residents has improved significantly, and the catering market has shown a strong development momentum, and catering consumption has become an important force driving the steady growth of consumer demand throughout the year. From January to February, 2116, the retail sales of accommodation and catering industry totaled 176.12 billion yuan, an increase of 1.3% over the same period of last year, which was 1.6 percentage point higher than the total retail sales of social consumer goods, accounting for 1.3.9% of the total retail sales of social consumer goods. In 2116, the development trend of China's catering industry was good.

1.2 Top 111 Catering Enterprises in China p>1.2 2114

Ordering Enterprises Name Business Type Turnover (RMB 11,111)

1 Western-style fast food of foreign-funded enterprises of China Yum! Catering Group, Leisure catering 1186879

2 Inner Mongolia Little Sheep Catering Chain Co., Ltd. Joint-stock hot pot 433111

4 Shanghai Jinjiang International Hotel Co., Ltd. Joint-stock comprehensive catering 268256

5 Beijing Small Potato Enterprise (Group) Co., Ltd. Private Chinese dinner and fast food. 183611

6 Chongqing Little Swan Investment Holding (Group) Co., Ltd. limited liability hotpot, Hotel catering 126531

7 Chongqing Dezhuang Industry (Group) Co., Ltd. limited liability hot pot 122761

9 China Quanjude (Group) Co., Ltd. State-owned characteristic restaurant 99311

11 Zhongshan Harbor Catering and Entertainment Management Co., Ltd. limited liability characteristic restaurant. 95291

23 Malan Lamian Noodles Fast Food Chain Co., Ltd. Limited Liability Chinese Fast Food 48299

52 Tianjin Goubuli Steamed Bun Diet Group State-owned Characteristic Restaurant, Chinese Fast Food 21111

1.3 The overall development of chain restaurants

As can be seen from the above ranking, most of the top catering enterprises are chain restaurants. Chinese catering enterprises began to pay attention to the shaping of brand advantages, the expansion of enterprise scale, and the expansion by means of chain operation and franchise, and the market demand reflected the fashion of scientific diet.

China's large-scale restaurant chain operation, especially the direct chain operation, has a strong development momentum. Fast food, food delivery, hot pot chain stores and group catering have developed rapidly, and chain operation has become the leading business model of the catering industry in many areas.

1.4 illustrate

1.4.1 Inner Mongolia Little Sheep Restaurant Chain Co., Ltd. Because China Yum! Restaurant Group is a foreign-funded enterprise, Little Sheep has been a well-deserved "China Champion" among the top 111 restaurants in China for three consecutive years (2112-2114). Inner Mongolia Little Sheep Restaurant Chain Co., Ltd. was founded in August, 1999. By the end of 2114, it had three wholly-owned subsidiaries, five branches, a logistics distribution center, six provincial general agents (representing eight provinces), six municipal agents and 713 chain stores. The "Little Sheep Hotpot Restaurant" directly operated and franchised by the company has spread all over 32 provinces and cities (including Hong Kong). In 2113, it entered the overseas market and opened six chain stores in China, Hong Kong, the United States and Southeast Asia. Over the past few years, it has successively won more than 31 honors, such as "Second among the Top 111 National Catering Enterprises", "First among the Top 111 Growing Enterprises in China", "China Marketing Innovation Award", "Famous Food in Inner Mongolia", "Famous Hot Pot in China" and "Top 511 Chinese Enterprises", and was selected as one of the Top 111 Growing Enterprises in China in 2115, ranking first among the catering enterprises and becoming the most influential wealth enterprise in China in 2116.

1.4.2 China Quanjude (Group) Co., Ltd. "Quanjude" is known as "the first building in the world". It has been more than 141 years since it was founded in 1864 (the third year of Tongzhi in Qing Dynasty). In May, 1993, China Beijing Quanjude Roast Duck Group Company was established, which is an enterprise group with transnational chain operation of Chinese dinner.

since the establishment of the group, Quanjude has broken the traditional single-store business model of catering industry and taken the lead in introducing the concept of chain operation in China. Through more than ten years of continuous exploration and practice, it has more than 61 chain enterprises at home and abroad. The development direction of enterprises today is direct return. In mid-May, 2115, China Quanjude (Group) Co., Ltd. and Beijing Union University Tourism College jointly established Quanjude Restaurant Management College to train talents for the group.

1.4.3 Malan Lamian Noodles Fast Food Chain Co., Ltd. In 1995, Malan Lamian Noodles Fast Food Chain Co., Ltd. was established. At the 3rd, 4th, 5th and 6th national Chinese fast food seminars, Malan Lamian Noodles was highly praised by the leaders of the Domestic Trade Bureau and the participants, and was regarded as "the Chinese fast food with the largest number of chain stores in China" and "the Chinese fast food that may come out first". In October, 2111, after the authoritative survey and expert selection organized by China Chain Store & Franchise Association for the first time in the whole country, "Malan Lamian Noodles" was rated as one of the national excellent franchise brands and one of the most successful enterprises in developing Chinese fast food in China catering industry. By the end of 2112, there were 436 chain stores in China, including 134 direct stores, 312 franchise stores and 3 overseas stores.

1.4.4 The brand image of "Goubuli" has been seriously damaged due to the management evacuation in Tianjin Goubuli Steamed Bun Catering Group. It is an indisputable fact that many franchise stores of Goubuli "sell dog meat by hanging sheep's head", and the steamed bun is clearly not that steamed bun. It is reported that customers have been very dissatisfied with the services of several "Goubuli" chain stores in Beijing, Henan and other places. As the former Tianjin Goubuli authorized its franchise chain store to use the brand and signed a long-term "plaque fee" contract, a large number of intangible assets were lost, which seriously affected the brand image of Goubuli. New Tianjin Goubuli has taken an important measure to rebuild its image, ordering to withdraw the business license right of more than 71 franchise stores nationwide in advance, and preparing to change the franchise mode to direct operation mode.

2. Negative phenomena in the development of chain restaurants in China

2.1 Little Sheep

Although Little Sheep was founded relatively late, he also had a series of problems in the franchise process. Since 2113, Little Sheep has obviously felt the pressure of scale control brought by rapid expansion, and many franchisees have turned to cheap meat and materials to replace the original products of Little Sheep for greater profit, which has led to many market disputes. At the same time, due to the inexperience in brand and trademark management, fake little sheep also appear in large numbers all over the country. Due to the arbitrariness of joining control, Little Sheep has many contradictions, such as inconsistent image, poor financial and budget monitoring, too little communication between headquarters and single stores, and vague responsibilities.

In addition, although Little Sheep hot pot restaurants are spread all over 32 provinces in China, the business of some stores is not good. For example, the Little Sheep Hotpot Restaurant in Chengdu, the author went there personally, although the preferential activities of eating 111 and getting 51 free were introduced, but not many guests were attracted. The author believes that it is the difference in diet that makes Little Sheep have no market in Chengdu, and Little Sheep itself is also responsible for improper location and publicity.

Strategy: Since the end of 2113, Little Sheep has resisted the constant requests from all over the world to join, and made drastic and comprehensive strategic adjustments. Adjust the expansion mode of pursuing the number of franchisees in the early stage to the direction of monographing brand reputation and ensuring stable operation. For franchisees whose contracts have expired and can't be done well, Little Sheep will be withdrawn and changed to direct sales; Shanghai, Beijing, Xi 'an, Shenzhen, Tianjin and other five major cities are firmly designated as direct strategic cities.

2.2 "Quanjude" was defeated in Shenzhen and "Goubuli" Hang Cheng fell out of favor

When Quanjude, a century-old brand, opened its shop in Shenzhen, its house number with carved beams and painted buildings in the central area of Shenzhen really made Shenzhen people shine at the moment, and it was once full of guests. But after half a year, the passenger flow decreased, the business gradually faded, and it almost made ends meet. In order to gather the guests, they launched a breakfast buffet in 21 yuan, but it ended in failure. A year later, the door of this branch was closed, and it was sued for defaulting on rent, and the court's seal was affixed to the door. Although Quanjude Group attached great importance to it, it sent its backbone to fight the fire in Shenzhen and took some rescue measures, but the loss situation was hard to return. Houyuan Xinghua Village Restaurant sued Shenzhen Quanjude on the grounds of rent arrears, and its raw material suppliers in Shenzhen also sued after hearing the news. In this case, Shenzhen Quanjude was forced to file for bankruptcy.

While Hangzhou South Hotel set a new record of selling more than 11,111 steamed buns a day, Hang Cheng Goubuli Steamed Bun Shop sold two-thirds of its business area downstairs to clothing enterprises. Although the business area has been greatly reduced, Hang Cheng is still "with ever fewer chariots and horses at her door". Hangzhou Goubuli Steamed Bun Shop is a branch of Tianjin Goubuli Group in Hangzhou, which is located in a prime commercial location with authentic steamed buns.

strategy: "Goubuli" is famous in China for its distinctive features (thin skin, water stuffing, delicious taste, and a mouthful of juice), and the reason why "Goubuli" Hang Cheng was frustrated is precisely its own distinctive features. First of all, "Goubuli" is not to the taste of Hangzhou citizens. Secondly, "ignoring dogs" is not in line with Hang Cheng people's living habits. In fact, "it is not because the dog ignores itself, but because of the wrong market positioning." Only by making a correct market positioning can products open the market. Enterprises should carefully analyze and select public goals according to the characteristics of their own products, so that the characteristics of products and public goals are unified and consistent.

3. The noticeable problems in the development of restaurant chains in China-accurate market positioning, avoiding blind expansion

Whether Little Sheep's reputation crisis, "Quanjude" losing to Shenzhen, or falling out of favor with "Goubuli" Hang Cheng, we can see the problems of blind expansion and inaccurate market positioning.

in market positioning, location positioning is very important. Statler, the originator of modern hotels, has a wise saying when summing up successful experience-"The first is the location, the second is the location, and the third is the location." The same is true of restaurant chain operation. The correct location of chain stores is not only a prerequisite for its success, but also a prerequisite and foundation for its standardization, simplification and specialization.

3.1 store location criteria

The location criteria of restaurant chain stores must be clear first. Positioning criteria include the standardization of restaurant environment, urban conditions, the location of shops and the conditions of shops themselves. In order to realize the standardization of restaurant chain stores, we should pay attention to whether the business area and structure of the stores are conducive to the standardization when selecting sites. Urban commercial conditions affect the development of chain operation, such as per capita income level, transportation conditions, technical facilities and people's consumption habits and concepts.

3.2 business circle survey

business circle is the scope of the store's attraction to customers, that is, the geographical scope where customers come to the store live. The first is to determine the business circle, and draw the business circle with the location of the store as the axis and the habitual distance as the radius. Then it analyzes the business circle, comprehensively evaluates the store site and analyzes the consumption and competition environment in detail. The consumer factors that should be considered are: population size, number of households, income distribution, education level, age distribution, population mobility, consumption habits, etc.

3.3 Points for attention in the layout of outlets

The layout of outlets should go deep into areas where consumption is concentrated, such as scenic spots, commercial areas and residential areas. In addition, we should also pay attention to the uniform distribution, and the branches of the same chain company should not be set too close in the region to reduce internal competition. For other companies, they can also participate in the competition, set up branches and increase market share.

3.4 the distribution method of outlets

can be developed from the outside to the inside, from the surrounding cities to the city center, and from the surrounding cities to the central cities. You can also open several stores from the inside out or at the same time to create momentum.

Take a good look. Your old Zhai found it for you for a long time.