First, the four major defeats of "Kungfu Masters"

Back then, the size of more than 511 chain stores of Kungfu was definitely the leading brand of Chinese fast food. Seven or eight years later, there are still more than 511, or more than 511 stores that were opened and closed! Today, compared with the catering rivers and lakes that can't move thousands of chain stores, this volume already belongs to the younger brother level. ? But I still want to talk about real kung fu. I think it is very representative and instructive. It is not only reflected in its volume, but also in its success or failure, which is closely related to the changes of the industry. As for which brands "real kungfu" refers to, I won't expand them one by one here. I believe everyone in the circle understands that everyone is suffering in a difficult situation, and it will be difficult to face it in the future, and it may be pulled out of the group. 11. The first big loser: nutrition is better than steaming

The first big loser is Ye Maozhong's "nutrition is better than steaming"! This sentence can be said to be the root of all evil, completely tying the real kung fu to the steamer. On the surface, the brand of real kung fu has been called, the market has been opened, and the differentiation has been reflected, but the variety and taste have also been completely tied up in the steamer, and the essence of Chinese food with pot gas and aroma has been lost.

Steamed products, steaming cabinets and industrialized batch prefabrication restrict the diversified selection of products, which leads to a great reduction in product strength, weak ability to gather customers, and low frequency of just-needed re-purchase, which is at a disadvantage in the new competitive environment. "It's better to be nutritious or steamed" is like a magic spell, and I firmly confine myself in the patio of the category and can't extricate myself.

In private here, the slogan is not that you can't shout, but don't draw a prison line and don't compete with yourself! It should be noted that for most Chinese people, indulging in taste is much higher than paying attention to nutrition. If you don't understand this, you are not worthy to swim in the mass catering market in China. ? 12. the second biggest failure: myth sells as labor

the second biggest failure is myth McDonald's, blindly introducing foreign fast food management system, regardless of the "standardization" between China and the West, which can really harm people!

the standardization, standardization and industrialization of western-style fast food represented by McDonald's and the one-stop production mode derived from it have been completely copied by real kung fu. You have seven foreign fast food products, so I have seven! You pay for the meal, and I also produce it in one stop. As a result, on the positive side, the human efficiency, floor efficiency and timeliness of the rice market have reached the world level, the equipment has replaced the chef, the products are highly stable, and the strong supply chain has reduced labor, improved efficiency and reduced costs. But at the same time, the basic guarantee of one-stop production of foreign fast food is: single product category, few varieties and mechanization; It is equipment that replaces labor and is prefabricated by large quantities of finished products in the factory; It is realized under the guidance of western thinking and taste. Steamed products and cabinets can satisfy Chinese food, but why waste nine fingers with both hands? Why bother? The colorful production technology and product charm of Chinese food were suddenly cleaned up by themselves. ? 13. the third biggest failure: follow the location and sell as labor

the third biggest failure is to run with McDonald's, and I will open next to you wherever you open a shop! My heart says that you can handle the first-line rent, why can't I! Don't ask yourself, McDonald's surname is Mai. What's your surname? McDonald's has enough confidence to seize the first-line position and dare to challenge the bank. Perhaps these years have almost passed. Looking back on the past 21 or 21 years, McDonald's brand power is enough to lead the prosperous business circle and has strong leasing bargaining power; McDonald's has a very rich customer base, covering almost the broadband market from children to the elderly; The products and models of McDonald's maximize the integration of resources, and realize the full-time operation level of morning, noon, evening and non-food market. Chinese fast food, however, is still stuck in the industrial thinking of the past, full of lunch boxes, and worried about the half-rice market where the little white collars are trotting all the way. Think about it, just a few people who have a sparse breakfast, 45 minutes of lunch, and half of the rice market at night. With such a proportion of income and such a level of profit, do you dare to be a neighbor with McDonald's at the crossroads and feel comfortable in the sky-high berth?