From Tan Duck Blood to Meal, the operation mode of "Star IP+ Professional Team" was established. (Southern Weekend reporter Zhou Xiaoling/photo)
Xianhezhuang pot-stewed hotpot has opened more than 711 branches nationwide, and there is only one store in Chengdu, where it is registered.
Xianhezhuang in Chengdu is located in Xiadong Street, East Street, Jinjiang District, adjacent to Chunxi Road Pedestrian Street and Taiguli Business Circle, the most prosperous street in Chengdu. Because it is in the most lively place, this street is also crowded with catering brands.
There are all kinds of hot pot restaurants in this street. Among them, Xianhezhuang's signboard outlines the appearance of Michael Chen, a star. Compared with other hot pot restaurants with only waiters standing at the door, Xianhezhuang attracts more attention and often has long queues.
Michael Chen is not the only star standing in this street. A few steps away from Xianhezhuang, there is a noodle restaurant in Jam Hsiao and a barbecue shop in Huang Xiaoming, both of which have star-shaped signboards erected at the door. Restaurants with star elements can always lead to discussions among passers-by and attract more diners.
The noodle restaurant in Jam Hsiao is full at noon. Not long after a diner sat down, he couldn't help asking the waiter, "Why are you wearing Tan Duck Blood uniforms?" The waiter revealed that because the two are actually one. On the front of the waiter's dress, there are two characters printed: "Zhi Shan".
Zhishan, the full name of Sichuan Zhishan Brand Management Co., Ltd., is located on the 31th floor of IFS Building, only 711 meters walk from Xiadong Street. According to official website, the predecessor of Zhishan is a hot pot brand "Cooking Brother" founded in 2111, and its founder is Zhou Yang.
Tan Duck Blood is the most eye-catching brand in the cuisine. At Zhishan Headquarters, there is a special area to display the in-store design of Tan Duck Blood, and the plaque of "Hundred Years Tan Duck Blood" hangs high above the head. In the exhibition area, there is a super-large hot pot displaying a series of catering brands that have been hatched: Xianhezhuang, Shaojiangnan, Zaomenkan, natural to stay, etc. They are brands that cooperate with stars such as Michael Chen, Huang Xiaoming, Sean and Guan Xiaotong.
on March 11, gypsum fell off the ceiling of a Hangzhou branch of Xianhezhuang, injuring two customers, causing concern. On April 11, Michael Chen said in Weibo, "I apologize to the two customers, comprehensively investigate and rectify, and the safety issue will not be tolerated!"
There is only one Xianhe Village in Chengdu, which is directly operated. According to the clerk, there is almost a queue here, and there are only a few people on Mondays. (Southern Weekend reporter Zhou Xiaoling/photo)
Zhishanneng became attached to the star and had a close relationship with the founder Zhou Yang.
Southern Weekend reporter interviewed friends around him and learned that Zhou Yangsheng was born in 1984, and began to learn hot pot frying with Master at the age of 18. After working for four years, he came up with the idea of starting a business. Under the introduction of friends, he found Lin Xiaodong, a local "Bashu comedian" in Chengdu.
Lin Xiaodong is short and smiling, and her stage name is "Dwarf Winter Melon". He is a clown among the five lines of life, beauty and ugliness. In 1994, he performed Pijin Rolling Lantern at the Spring Festival Gala, "although it was only a few seconds". Lin Xiaodong is also good at storytelling and money board, and language programs attract many local audiences.
Lin Xiaodong thinks he is delicious, especially Sichuan hotpot. When Zhou Yang and several friends found him, the idea of cooperating to make a hot pot restaurant hit it off. In 2118, the "Dwarf Winter Melon Hotpot Restaurant" opened, and in four years, it opened more than 111 branches all over the country.
but internal differences have gradually emerged.
Lin Xiao recalled to the Southern Weekend reporter that the team at that time could be understood as a "grass-roots team". With the increase of shops, the management capacity was insufficient, the internal friction of the management was serious, and the management ideas ran counter to each other. In 2112, Zhou Yang decided to leave "Dwarf Winter Melon" and create his own hot pot brand "Cooking Brother".
"I kept him." Lin Xiaodong said that he thought Zhou Yang was a capable and thoughtful person. "Dwarf Winter Melon Hotpot Restaurant" used the stage name of Lin Xiaodong, but at that time, Lin Xiaodong and Zhou Yang were only minority shareholders and had no right to speak.
after the separation, Lin Xiaodong's team continued to operate "dwarf wax gourd", but because "dwarf wax gourd" was positioned as a popular hot pot, it was necessary to make a fair price, because the previous management team was unprofessional and it was difficult to do a good job in quality control of franchisees. Lin Xiaodong said frankly that the store survival rate of early dwarf wax gourd was only 41%-51%.
At the same time, Zhou Yang's second cooking brother began to emerge in the hot pot world.
In the early days, Confucianism and Mohism were engaged in publishing in the field of food in Chengdu, and they had a lot of research on hot pot. He had a face-to-face communication with Zhou Yang. At that time, Chui Er Ge was the first brand in Chengdu that could standardize and chain Chongqing old stove hot pot. Especially when the second cooking brother opened to the thirtieth store, Zhou Yang got the first investment of 6 million yuan, which enabled his brand to develop rapidly and expand its scale.
Zhou Yang once mentioned to Confucianism and Mohism that it was because of the first investment that the positioning of Chui Er Ge changed from a market hotpot to a brand boutique hotpot. It was also at this stage that Zhou Yang's hotpot restaurant began to attract stars to buy hotpot ingredients, and Zhou Yang also accumulated celebrity contacts.
Confucianism and Mohism explained to the Southern Weekend reporter that it is not surprising to meet celebrities in the catering industry. "Stars have to eat, and as long as your products are good, they will find you themselves."
natural to stay tea shop is headed by Guan Xiaotong, and the actual trader is Zhishan. (Southern Weekend reporter Zhou Xiaoling/photo)
In October p>2118, Zhou Yang's new brand "Tan Duck Blood" was launched. During this period, Zhou Yang maintained his consistent thinking. Like Lin Xiaodong, he found Liao Jian, who is also a "Bashu comedian", to join Tan Duck Blood.
As a local Bashu artist, Liao Jian's rich performance experience makes him comfortable in public. On the official website of Tan Duck Blood Hot Pot, Liao Jian wore a white chef's suit and a tall chef's hat, and stood in front of a big pot with a big spoon in his right hand and left hand to show the visitors. Zhou Yang led the team to be responsible for the operation behind the scenes.
Liu Shaoquan, general manager of Zhishan, officially joined Tan Duck Blood in May 2118, when he was 51 years old. Previously, he worked in a well-known Chinese restaurant in Chengdu and had nearly 21 years of catering management experience. Before going into business, he was a government official.
Liu Shaoquan recalled to Southern Weekend reporter that he repeatedly considered Zhou Yang's invitation and spent nearly a month inspecting the offline store in Tan Ya Xue Chengdu. Liu Shaoquan observed that eating hot pot in Tan Duck Blood had a sense of ceremony, which was not found in other hot pot restaurants at the same time. And the main item of Tan Duck Blood has a memory point. Because of the professional acumen of the catering people, he decided to join Tan Duck Blood.
At present, Zhou Yang Ren is the chairman of Sichuan Zhishan Brand Management Co., Ltd. Liu Shaoquan is responsible for internal operation and management affairs. Southern Weekend reporter learned at the front desk of Zhishan Company that Zhou Yang rarely appeared in the company and only came when there were activities.
Liu shaoquan said that at present, Tan Duck Blood has more than 711 franchisees nationwide.
Tan Duck Blood is also escorted by many stars. Yang Kun, Jam Hsiao, Sitar tan, Ng Man Tat and other stars all appeared in the camera and recorded videos of their blessings. On the joining website of Tan Duck Blood, there are photos of Zhou Yang, Liao Jian and other stars such as Sun Nan, Richie Jen and Rong Zhonger Jia.
At the first hot pot industry sharing meeting of China catering in 2118, Liao Jian said that Tan Duck Blood is the place where stars have to punch in when they arrive in Chengdu, "I have such a good popularity".
Shortly after Tan Duck Blood was launched, Zhishan also launched another hot pot brand, Rongyiguo Tofu pudding Mala Tang, in conjunction with Lin Xiaodong. It is also the standard of "main item" and "Bashu laughing star", but Rong Yi Guo is far less bloody than Tan Ya.
according to Lin Xiaodong, Tan Duck's blood can make a fire. On the one hand, the brand of Sichuan-Chongqing hot pot was in a period of indifference at that time, and on the other hand, Tan Duck's blood amplified its strengths reasonably and formed its own characteristics. Due to the limited energy of the catering team at that time, Zhou Yang devoted himself to making Tan Duck Blood, and there was not much energy allocated to Rong Yiguo. "Overall, there is still a lack of harmony between the right place and the right time."
at the same time, some people in the industry have noticed the operation mode of "star+catering", and some people have "shown kindness" to it, hoping to operate the dwarf wax gourd hot pot restaurant. He recalled to the Southern Weekend reporter that most people just wanted to make the brand "blossom everywhere", but Lin Xiaodong turned it down one by one.
finally, he reached a cooperation with Sichuan guanghui catering management company. This hot pot catering company originated in Xinjiang and has invested and built a factory in Jianyang, Sichuan. Ceng Guanghui, the chairman of the board of directors, is a native of Jianyang and was once a soldier stationed in Xinjiang. Lin Xiaodong values the management ability and supply chain system of Ceng Guanghui team.
After adjustment, Dwarf Winter Melon Hot Pot Restaurant introduced "Black Tea Pot Bottom", and before the pot was opened, the waiter sent a piece of auspicious words to enhance the sense of dining ceremony. He said that the current store survival rate has increased to 91%.
Ceng Guanghui believes that whether a brand can really succeed depends on the store survival rate. The survival rate of stores can not be separated from the supervision, management and support of the headquarters team to franchisees.
Xianhezhuang in Michael Chen is the most famous star cross-border project operated by Zhishan.
Fujian Xianhezhuang Investment Management Co., Ltd. was established in October 2115, founded by Michael Chen, Zhu Zhen and Ye Yixi. Ye Yixi withdrew his shares on October 6, 2121, and Jerry Lee subsequently made up the position.
In June 2119, Chengdu Xianhezhuang Brand Management Co., Ltd. was established, and Zhishan began to participate in the operation. At present, Zhishan holds 51% of the shares, and Fujian Xianhezhuang holds 49%.
after the establishment of Xianhezhuang in Chengdu, the speed of opening a store has obviously improved. In the summer of 2121, the first anniversary of the establishment of Chengdu Xianhezhuang, its press release wrote that more than 511 stores had been opened, setting a grand occasion of "five stores opened together". So far, the number of stores in Xianhezhuang has exceeded 711. It can be compared that there will be 544 new stores in Haidilao in 2121.
Southern Weekend reporter learned from the merchants of Zhishan in the name of franchisees in Guangzhou that the budget for franchisees to open a hot pot restaurant, excluding rent, is about 1.5 million, the barbecue restaurant is about 2 million, and the milk tea shop is about 511,111. At present, the brands under Zhishan are Xianhezhuang, Tan Duck Blood, Shaojiangnan and natural to stay.
the joining fee of Xianhezhuang varies according to the city level and store size. According to the report of "City Boundary", a 351-square-meter Xianhezhuang is opened in Beijing, with an investment budget of more than two million yuan and a three-year franchise fee of 551,111 yuan. According to AI Finance and Economics, the investment budget of 311 square meters Xianhezhuang in Beijing is 1.68 million, and the three-year joining fee is 481,111. In Zhengzhou area, the joining fee of 311-511 square meters is 381,111.
After the successful transformation of Xianhe Village in Michael Chen, Zhishan has opened up a way to incubate star catering brands.
On June 3rd, 2121, Chen He and Sean * * * both appeared in Chengdu, serving as the platform for pot-stewed barbecue at Zaomenkan. They played Ceng Xiaoxian and Lv Ziqiao respectively in ipartment. Tianyanchan shows that the trademark of Zaomenkan belongs to Sichuan Zhixian Catering Management Co., Ltd., the legal representative is Zeng Di, and the original shareholder Zhou Yang withdrew on February 27, 2119. At present, the business entity of Zaomenkan is a self-employed person-Zeng Ji Lu Wei Barbecue in Jinjiang District, and its legal representative is Zhang Ying, who was once a shareholder of Sichuan Zhixian.
On October 24th, 2121, Huang Xiaoming invested in Shaojiangnan, which opened in Taikooli, Chengdu. The major shareholder of burning Jiangnan is Sichuan Zhishan, holding 58% of the shares. Huang Xiaoming has no direct shareholding.
On February 6th, 2121, natural to stay, a tea shop in Guan Xiaotong, officially opened in Sichuan, opposite to Zhishan Headquarters. The tea shop is 35% owned by her father, Guan Shaoceng, and Xiong Jie, the head of the food brand, is the director.
At present, celebrity catering brands have the identities of chief brand officer, brand manager and celebrity partner. Some stars, such as Michael Chen and Guan Xiaotong, hold the shares of the company in their personal names or relatives' names, and get profits and dividends as shareholders, while others don't openly hold shares.
Zhou Yang is the same. Although he is the chairman of Zhishan, the actual controller of the enterprise is Luo Yi, and there is no Zhou Yang's name in the equity relationship. In this regard, the industry revealed to the Southern Weekend reporter that this situation mainly depends on the personality of each person. Some people are unwilling to stand in front of the stage, and so is he. "As long as there is an agreement, it is ok."
Southern Weekend reporter sent an interview appeal to the Michael Chen team about the cooperation mode of hot pot restaurant, but no reply was received.
Du Haitao is the brand manager and Orfila is the brand miss of the "Spicy Dou Spicy" hotpot in Chengdu. Its operation team also has four Yuan Laosi hot pots nearby. (Southern Weekend reporter Zhou Xiaoling/photo)
In addition to the star brand of Zhi Shan, there is also a restaurant "La Dou La" in Chunxi Road business circle in Chengdu, which is operated by Chengdu Jincheng Time Catering Management Co., Ltd., and its own brand is Yuan Laosi Hot Pot.
across the street from Huang Xiaoming's "burning Jiangnan", Angelababy is the partner of Douling Hot Pot. Its operation team is Chengdu Jianhydrocarbon Tang Catering Management Co., Ltd., and its chairman is Tang Yi, the founder of Radio Lane Hot Pot.
"In the past year, at least ten catering brands of" Star+Professional Team "did not come from Zhishan." Li Rui, founder of Sichuan Chuanqile Culture Communication Co., Ltd., said that star resources are open, and there is no threshold for this combination of' star+professional team'. The difference is that the professional team mentioned here, in addition to the traditional food research and development, kitchen administration and operation, also includes the global media promotion team, the operation team of the US Mission Review, the event planning execution team, the visual team, etc., and it is not a simple combination. You can play well.
Li Ruiyuan was the deputy director of Sichuan Satellite TV, and he met Zhou Yang when he was doing a program on TV. Before setting up the company, Li Rui often advised Zhou Yang. Founded in April 2121, Li Rui, with a team mainly composed of media people, began to undertake the business of IP communication, visual design, and evaluation and operation of celebrity catering. This team currently has more than 61 people, and nearly 71% of the company's business comes from catering.
"how good is the relationship? People who eat best can't sit in their own company, so they can come to our company for a while. Because we are all in the same building. " Southern Weekend reporters saw many employees wearing red pullovers with the words "to eat" in Chuanqile's office.
after the establishment of Chuanqile, it was also the period when the catering brands of Zhishang stars broke out intensively. The marketing models of the four brands that have been hatched are almost the same: the stars attend the opening ceremony in person, share the fission on social media through short videos, and expand the brand influence.
"In essence, it is to use the thinking of the media to make catering". The work of Li Rui's team includes the visual design of stores, online promotion and marketing, offline activities, and even set up a special public opinion department to track and handle the online public opinion of star catering brands.
Li Rui explained that it is not easy for a star to cook food across the border, which requires both energy and risks. Stars will cherish feathers, and once the sideline business is not well managed, it will even ruin the star's personal reputation. Cooperation with stars is also a double-edged sword for enterprises. Stars bring their own traffic, but if there is a slight difference, negative topics will ferment quickly.
"Don't think that a star opening a shop is just a stand." Li Rui pointed to his mobile phone. Before the interview, he had just confirmed the color details with Michael Chen on the poster of a short video, which was "refined to this extent". Star bosses will spare no effort to promote their brands on their social platforms and often attend opening activities.
offline activities and online promotion of brands and stars of Zhishan are also done by Li Rui's team.
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