Bahari Beef Hot Pot, which has been plowing into the Chaozhou beef hot pot category for 14 years, has opened more than 200 directly-managed stores across 18 cities, with more than tens of millions of people lining up every year to hit the hot pot, and has gained the favor of celebrities and gourmets such as Gao Yuanyuan, Nicholas Tse, Leo Ku and Cai Lan.
One
Based on category characteristics, to create brand advantages, breakthrough category red sea
According to the "China Food and Beverage Data 2021", China's hot pot industry has reached a chain rate of 18.3%, and the competition for market share among the major brands has entered a white-hot stage. To stand firm in the fierce competition, highlighting category characteristics is the foundation, but also need to play on the basis of "category" "brand" features, target groups, to create a private area barriers, which is also the "Bakheli Beef Hot Pot" in the "follow the trend". This is also the key step for "Bakuri Beef Hot Pot" to "get stronger and stronger" in the army of Chao Beef Hot Pot that "follow the trend" of entering the market.
In terms of beef processing, "Bakuri Beef Hot Pot" only selects 37% of the beef of 3~4 year old female cattle for processing, 10 different parts of the cow, using 10 kinds of knives, reproducing the "magic skill" of the cow. In the design of the product, "Bakheli Beef Hot Pot" founder Lin Haiping secret sauce, to ensure that the traditional taste at the same time to meet the public taste optimization and improvement, online sales day, sales quickly exceeded 1,000.
▲Bahari Beef Hot Pot" signature dishes
Two
Built an integrated membership management system
Cumulatively converted 5 million private members
Proprietary prices and consistent quality have allowed "Bahari Beef Hot Pot" to quickly harvest a large number of loyal customers. Starting from 2017, "Baheli Beef Hotpot" has opened nearly 200 stores in 18 cities, including Shenzhen, Beijing, Shanghai and Guangzhou, at an average rate of 3 stores per month. With the increasing number of stores, the model of relying only on offline dine-in operations for members can no longer meet the needs of the nationalized operation of "Baheli Beef Hot Pot".
▲"Bakheli Beef Hotpot" store dining environment
Based on the consideration of various factors such as the convenience and more stability of the membership system, in 2019, "Bakheli Beef Hotpot" gradually established an integrated online and offline membership operation management system covering 130 stores through the cooperation with Yazhou, and it has already converted a total of nearly 5 million high-quality members, laying the foundation for its later has laid the foundation for its retail transformation.
▲Bahari Beef Hotpot member center/member stored value
Three
Mature supply chain system, empowering the brand retail upgrade
Plugging in small program member mall, tapping into the new incremental business
In the hotpot track, where the horse-traffic effect is getting more and more intense, the supply chain's value is more reflected in the empowerment of the competitiveness of the enterprise. From farms, slaughterhouses, central kitchens to stores, "Baheli Beef Hot Pot" has created a complete and powerful supply chain system, realizing the upgrade from products, to efficiency, to quality, and raising the competitive barriers in the industry.
In order to break the curse of "beef tastes bad when it comes out of Chaoshan", "Baheli Beef Hotpot" controls the quality of beef from the source by cooperating with high-quality ranches in Inner Mongolia, Yunnan, Guizhou, Sichuan and other places. At the same time, "Beef Hot Pot" in Shenzhen, Guangzhou, Beijing and other places to establish slaughterhouses and distribution fleet, adhere to the daily "three kills, three matching", to ensure that the beef from the slaughterhouse to the table within three hours, so that diners can always taste the freshest beef.
▲Bahari Beef Hot Pot Signature Dishes
The mature supply chain system has helped "Bahari Beef Hot Pot" successfully traverse the growth cycle of the Chaoshan Beef Hot Pot category, and achieve significant development. In addition to selling retailized products through stationing in Tianhong Supermarket and other offline supermarkets, in February 2021, "Baheli Beef Hotpot" went online with a small program membership mall through Weimeng's Smart Catering 3-store solution, tapping into the new incremental growth of the catering retailization business.
▲"Baheli Beef Hotpot" small program membership mall
Four
Omni-channel, multi-touchpoint diversion of private domains, feeding dine-in performance growth
Constructing an integrated closed loop of growth, with an annual growth rate of more than 154% in membership
From the perspective of the time, the catering retailing boom is closely related to the outbreak of epidemics. The traditional restaurant enterprises "heavy dine-in, light online", the face of store closure, dine-in flow restriction, catering enterprises can only find another way out. Or pay attention to takeaway, or front "retail" program. The catering retailing is essentially an extension of the brand's "good taste", so the "private domain" has become a mandatory course on the road to brand transformation.
During the opening period of the new store, "Baheli Beef Hot Pot" will be warmed up in the public number and community. By playing the "discount card" of "enjoy 20% off during the trial operation, 5% off on the official opening day, and 6% to 7% off on the following five days" in the soft text of the public number, combined with the tweet at the end of the The "discount card", combined with the "stored value gift" time-limited activities at the end of the tweet, to guide customers to the store consumption.
▲Check out the signature dishes of "Baheli Beef Hot Pot"
At the same time, the brand has also set up corresponding WeChat communities for all its offline stores, and through regular welfare activities, it has kept the private traffic firmly in its hands. After the customer enters the store, the clerk will guide the customer to join the fan welfare community through the standard speech prepared in advance, and use the "30 yuan newcomer coupon" as the new customer welfare, guide the customer to complete the membership card opening operation with one click on the small program, and accurately convert the dine-in customers into online members.
In addition, at Christmas, New Year's Day, Valentine's Day and other marketing nodes, "Bakheli Beef Hot Pot" uses digital products, show tickets, king meals, coupon packages and other benefits as "bait" and guides users to participate in stored value draws, message draws and other activities through the public number, community and other channels to channel users from the online to the stores, creating an integrated online and offline growth closure.
▲Bahari Beef Hot Pot opening benefits/community attraction
Conclusion
Specialized private operation ability, the key to the brand's incremental growth
Entering the catering retailing track, the catering enterprises not only need the support of a strong supply chain, but also think about how to improve the repurchase rate, profitability.... ...The test behind this is precisely the ability of restaurant enterprises to reach and fine-tune the operation of private domains, which is also the key to finding incremental volume in the red sea market of catering.
No industry has an evergreen tree, "survival of the fittest, survival of the fittest," the natural law of the catering industry is also applicable. In the industry competition as well as the double impact of external challenges, restaurant enterprises may still continue to close store rate will continue to be high. "The road is long, but the road will be there", in the digital empowerment, the catering industry will be able to successfully cross the cycle, out of the doldrums!
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