Jiu Mao Jiu retreat from North China, contraction to Guangdong and Hainan, to develop Tai Er, goat hot pot and other single product categories; Xibei frequently test the waters of fast food, all the way to the obstacles under the investment in the little girl as a family, while the layout of the home kung fu dishes, yogurt and other retail segments; Grandma's slow down the dependence on the "fried dishes" Grandma's house brand stores, accelerating the old duck set, called chicken and other single product categories market push

The leading Chinese food chain *** with the release of the release of the same The market promotion of single product categories such as ......

The leading Chinese food chain in *** with the release of a signal, that is, slowing down the expansion of formal food stores, to create the second curve: fast food, single product categories, retail, etc.

Yinjiang Jiangjia, the first Chinese food chain in the world, is a good example of how to promote the development of the Chinese food industry.

Yin Jiangbo believes that we must respect the nature of Chinese formal dining, it is a hundred flowers blossom, a hundred schools of thought, each with its own flavor. Because it can not be separated from the handmade, have to go against the trend of relying on handmade, relying on technology and master, do standardization, build a central factory, to pay a huge price.

Because of the experience, so he knows more about what can and cannot be. "I think Chinese formal food should never be combined with capital." Yin Jiangbo said.

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Dining Boss Dai Lifen | Organize

Yin Jiangbo talked about opening a store: "Every store should be a store, and it must create profits."

Qin Chao: This half-year epidemic on the Tao Taoju big impact, now the recovery situation?

Yin Jiangbo: The epidemic was a blow not only to Tao Tao Ju, but also to restaurants across the country and the world. The good thing is that our store in Shanghai is located in the Huangpu District, which allows dine-in, so we haven't closed the door, and that store is still good.

The store in Guangzhou stopped serving food for about 10 days, and we were the last one to stop serving food in every district. During the closure of the dine-in period, we also did group meals, takeout and other businesses. Doing these things for the operation of the restaurant does not necessarily have too much revenue, if we are not allowed to operate, the restaurant may not be able to top a month.

Affected by the epidemic, Tao Taoju's revenue in the first half of the year was more than 100 million less. In February, there was basically no cash flow loss, and in March, cash flow started to come back, and in April, May, and June, it slowly got better step by step.

We don't open many stores each year, and we plan to open 6-8 stores. This is last year or the year before has been signed, we can not default. The first half of the year can not move, the second half of the year to sign these stores to open, so the second half of the task is very heavy.

At present, Tao Taoju has not recovered to the level of the same period last year, but basically close to it, in more than 90%.

Qin Chao: If we follow this progress, by the end of the year and last year's expected goal will be the same? Or will there be a difference?

Yin Jiangbo: This epidemic does not have any change to our development layout, our current capacity is to open 6-8 stores per year, this year plans to open new stores in Guangzhou, Shenzhen, Shanghai and Beijing.

Because I'm a marathon runner and a long-termist, I won't say the market is good and we'll speed up to open. All the good shopping malls in Shanghai are talking to us, this year, next year's store opening plan we have been full, now talking about 2022. The whole development of the enterprise is not fast, but every store to open a store to become a store, we must create profits.

I have more respect for the catering enterprises, Hong Kong's Lei Garden is very stable, and Macau's Golden Joy Group, every store opened, are operating exceptionally well. For example, it has a store in Zhuhai, there are 46 rooms, sales of 3-4 billion a year, daily turnover of millions, a store turnover can be compared to hundreds of small stores. This is really worth thinking about, do we do scale, or do we do the benefits of a single store.

Yin Jiangbo on Chinese formal dining: "It can not be separated from the handmade, if you have to do standardization, have to build factories, it is against the trend, to pay a huge price."

Qin Chao: From the data, people have been reflecting two problems, the first problem is that China's food and beverage chain rate is less than 5%, very low, most of the food and beverage enterprises are fighting alone. At the same time, there is a problem, that is to say, Chinese food is very difficult to appear in the Haidilao such a giant chain enterprises.

The development of Chinese food in the end to what kind of road development, is like Western food to go chain scale? Or like Tao Taoju such a steady and stable, each store's output value is very high, high profits, this direction?

Yin Jiangbo: This issue is very worthy of our thinking, we can learn from McDonald's, KFC western standardization, mainly depends on the category. Like hot pot, fast food, tea and these categories, the degree of standardization can be increased to 80% -90%. The higher the degree of standardization, it means that there will be industrialization, there are factories to support, with industrialization to support the development of scale. So to solve the problem of standardization, industrialization, scale, Western-style fast food is built on the basis of these three, so it can be global development.

What are the characteristics of Chinese food? What is the essence?

I think Chinese food should never be combined with capital. Because I've been on this journey, on November 16, 2011, I was the first group of venture capitalists who invested 80 million yuan. 2012, I felt that I couldn't go on, so I talked to the institutions to buy back all the equity. At that time, I built a centralized kitchen to reduce the cost of human resources in the stores and reduce the dependence on technology and masters. But then the performance of the store has declined significantly, what is the reason for the decline? Because the food is not good anymore.

That is the most anxious time in the process of running the business, the capital invested in you it is a cycle, we agreed on 5 years to go public, then planned to go public in Hong Kong. After a year and a half, I said that if we go on like this, we will die. on March 31, 2013, I bought back all the equity at once, and after I bought it back, I felt that no one owed me, the pressure was instantly released, and of course, a lot of stores were closed at that time.

Even if the back of a great debt, but people are relaxed, people are relaxed will be quiet thinking about what to do, otherwise it would have been in the anxiety. 2013 I first put the equity problem solved, solved the problem of the company's structure, and began to think about how to do Taotaoju. After more than a year of preparation, we opened out first store in 2015, because you have experienced those, you know what can and cannot be done.

We have to respect the nature of Chinese formal dining, it is a hundred flowers blossom, a hundred schools of thought, each has its own flavor. Because it can not be separated from the handmade, have to go against the trend of relying on handmade, relying on technology and master, have to do standardization, build a central factory, to pay a huge price. Chinese formal dining relies on handmade, each master to deal with the taste is not the same, in fact, this is very interesting, why a unified world it, can not be unified.

Qin Chao: Over the years, the standardization of Chinese food has been a great development, "go to the chef" seems to have become a lot of catering entrepreneurs **** knowledge. But we have seen some subtle changes this year.

Yesterday, Mr. Du of Bannu's tripe hot pot was also saying that de-cooking is actually very dangerous. As Yin said just now, the essence of Chinese cuisine is blossoming, inseparable from the handmade, if we insist on doing some industrialization of the transformation, it may be against the trend.

This reminds me of the first few years of Chinese food, such as South Beauty, Xiang E, there are a lot of Chinese food enterprises and capital after joining hands, and did not have very good results. In the last decade or so, we have been doing Chinese food standardization of some of the head of the restaurant brands, such as Grandma's, Xibei, Jiumaojiu, there is also a more obvious phenomenon, that is, everyone in the Chinese food plate actually seems to be slowing down, or even stagnation.

Grandma's Wu Guoping also mentioned that the brand will not do a significant expansion, because it is a Chinese formal dining business. He will hope that the old duck set this bias fast food category.

This phenomenon is also found in Xibei, which has experienced rapid growth in the past few years, such as 500 stores, but it is clear that this year, or even in the next two years, there are not too many plans to open stores. Jia is also trying some fast food, we will not discuss why they go to do fast food, I think it must be to do scale considerations.

The market capitalization of 99 cents nine has been growing, and the main driver of its growth in the past two years has been a single product category, such as pickled fish. Meizhou Dongpo's formal dining part is actually slowing down, and now it is also focusing on the retail segment.

You will find a **** the same phenomenon is that in the past by the Chinese food started these head of the brand, in the middle of the process of standardization of Chinese food, also experienced the chain scale process. But it seems to have returned to the same situation that Mr. Yin predicted in 2012.

This is a comprehensive view, it does make us reflect on the road of Chinese food in the end how to go? This issue may require us to continue to spend time to explore, it does affect a lot of things, including everyone's hotly debated to chef, standardization, industrialization of the direction is not really going to change.

Yin Jiangbo on the old:

"The best inheritance must be to keep up with the times."

Qin Chao: Next, I would like to discuss a question about the old firms, Tao Taoju is a 140-year old firm, but we also see that some of the old firms in the past two years have actually been doing not so well, for example, Quanjude in Beijing, Dogfu in Tianjin, and even some of the old firms are still closing down and disappearing.

This is actually a question, why many of us catering people initially dreamed of being a century-old store, but those who already have a history of hundreds of years of old in today's environment but suffered so much adversity? I would like to ask Mr. Yin, who is also the head of an old firm, to talk about why these old firms are in such a situation.

Yin Jiangbo: I don't dare to comment on why other old firms are in this situation. All I can say is, what does it mean to be an old firm? It seems that as soon as we talk about the old firms represent tradition, we have to write a big NO.

We have to look at the fashion world those who are the most awesome big brands are? For example, Louis Vuitton (1854), Hermes (1837), Chanel (1910), Gucci (1927) and so on, are they all old? What are they doing? They are leading the fashion trend, so old is not the same as traditional.

It is because it has a deep history and culture that it can flourish. The key is how do we make it flourish and how do we lead the way in fashion and trends?

With the development of the times, our needs are changing, not only to eat enough, but also to eat well, eat healthy, which is actually the trend, is fashion.

The best legacy must be to keep up with the times. What does it mean to be a headliner? The head enterprise is not to look at the scale, but the leading position in the industry, can lead the industry.

The world-class brands are leading the way. What do you rely on to lead?

Gucci had a big decline because it was losing its ability to innovate, and then it got a new designer who created a completely different style, and it came back.

Our pursuit of these fashions, the past two days I see friends circle posting, said the economy is not working, or your own economy is not working? With the picture is those luxury goods in a big line. In fact, people's pursuit of fashion, of trends has been.

How do we catering industry like clothing this traditional industry, also made our fashion industry? What to innovate? Innovation is not to say that the restaurant to get all the graffiti, industrial style, or juggling and so on, and everything, which will not be able to distinguish between the main and secondary.

We look at the big old names how to play? They play is very professional. For example, LV was the first to do luggage, and then step by step to do up, but LV's most powerful gene is still its bags. Chanel do perfume, although it also did jewelry, clothing, but its perfume is still famous, for example, you go to buy perfume, we in the cosmetic store or counter, it is very professional, it must have to match with its things to match the environment, rather than that I a restaurant with culture, it will be all the culture into it. We have to understand a brand what is the gene, the story behind it, and don't leave this main line in the process of heritage development.

Yin Jiangbo on Tao Taoju:

"Heavy human resources is the moat"

Back to Tao Taoju, it is the place to drink morning tea. What is drinking morning tea? It is the lifestyle of Guangzhou people. So Tao Tao Ju is exporting the lifestyle of Guangzhou people.

I'd say there's no real Cantonese food in Shanghai. Although Lei Yuan, Jade Garden and Tao Tao have set up store here, it's Hong Kong-style Cantonese cuisine, which is not the same as Cantonese cuisine in Guangzhou. There's a big difference in the produce. Guangzhou Cantonese cuisine has a different quest for ingredients. Chickens have to be killed the same night and used in the early morning. Chicken has a chicken flavor, fish has a fish flavor, and it is all about freshness of ingredients. The reason why Cantonese cuisine can't go out is because it's hard for the ingredients to go out.

To open a restaurant in Shanghai, we spent a year looking for the supply chain first. To open an 800-square-meter store in Shanghai with 135 employees, 90% of whom are sent from Guangzhou, and the working language of the waiters is also Cantonese, is an overall cultural export.

In the past, restaurants that generally did Cantonese cuisine in other cities hired a few Cantonese chefs to go there, and then recruited some local chefs when they arrived, and this combination could reduce costs. The cost is reduced, but the output can't be cheated.

That's not how we do it. I told the team, we open slowly, every store must be prosperous. Facts have proved that we are currently 19 stores, through the data provided by the shopping malls, we are the first in every field of ping efficiency, people efficiency. We 800 square meters, can do more than 6 million turnover, customer unit price of more than 100 yuan.

But our labor costs are very heavy, generally open 800 square meters of a store 50-60 employees will be enough, but I used more than twice the staff, and from Guangzhou sent to Shanghai, so the cost is extremely high.

In the past, some peers came to Guangzhou to visit, and after watching, they said they couldn't learn, because they didn't dare to use so many people. Our products are not jerry-built, do not cut corners, the handmade must be slowly with the hands to do, the service is also enough manpower service is good. Our heavy human resources is the moat, this is the blue ocean. So where we go to open a store, we will not consider whether there are other do catering or the same category of refreshments.

We will not consider the competition, is from our understanding of the product, our own team, so we are not afraid of competition, and did not slow down our pace of development.

In this process as a long-established Taotaoju how to do? I said I will always be a productism, production is not good, do not talk about anything. The first thing you need to do is to get your hands dirty. It's all about the ingredients and the chef's skill.

I once opened a seafood restaurant in Yantai, there was also a Cantonese cuisine, the master out of a wave and a wave, how to do not do well, and then from the ingredients, dry goods, sauces to find the reasons.

80% of the sauces we use for sourcing Cantonese cuisine in Shandong are fake, not the same as the ones we use in Guangzhou. So how does a chef make something good, the ingredients are very important. For example, Jin Yue Xuan's demand for ingredients is very extreme, so its consumption is high, high for good reason.

Why would a restaurant go out of business? This question should be asked the other way around, are there any good restaurants that close down? Tasty restaurant must not mean cheap, good ingredients are expensive, good value for money is a paradox, it should be good value for money.

Yin Jiangbo chat management: "I only look at the cash flow, no matter how much the cost of this store invested, is three months can not lose cash flow."

Qin Chao: Just now we also talked a lot of Tao Taoju strategy, the moat is really deep, I believe that a large part of the catering or small and medium-sized catering enterprises is really difficult to learn Tao Taoju, because Tao Taoju really can not learn.

Yin can stand in the industry's point of view, and then combined with the current environment to give us the vast majority of small and medium-sized catering enterprises some advice?

Yin Jiangbo:

1) Direction is more important than effort

My business is also a small store by a step by step development of the enterprise development of 22 years, the business started on October 22, 1998, from 13 Zhangtai's home in Shandong to do up step by step. Big business must come from a small business, medium business.

I prefer the phrase: direction is more important than effort. When a direction is right, every step you take is an accumulation, but if you go in the wrong direction, it's a little bit east, a little bit west, and in the end there is nothing.

Our first enterprise is Shandong Laojia brand, is a step by step growth, of course, the focus almost took a fork in the road, but we came back in time, still back to the product itself. Because we are doing Chinese formal dining, can not be combined with capital, also not suitable for excessive scale. For example, we opened 10, 20 stores, and then open more may become uncontrollable management, production.

2) assessment indicators: cash flow

For me, in fact, I did not demand what corporate strategy, Tao Taoju must open how many stores, I opened the headquarters of the executives have the right to invest in the store, the store manager of each store have the right to invest in other stores. The first is to see if the team is willing to open, the second has the ability to open, if agreed, my requirements are assessment indicators.

Our group has many industries, catering is only one of our catering, there is also tea, biotechnology. My requirements for the catering division are very simple. I only look at the cash flow, no matter how much the cost of the store invested, is three months can not lose cash flow.

We have to focus on the field of food and beverage, and honestly do a good job with the product, the consumer will pay the bill. Do a good job with the product, match the environment, and don't have big problems with the service. Then it is reasonable price, must not play the price war.

Customer orders are important. Why Taotaoju is innovative is because it does make money. Why make money? The customer unit price is very important. Grandma's, Green Tea 60, 70 dollars of customer unit price, so that many restaurants across the country are feeling a lot of pressure, because it is very thin profits are very thin, how to ask the excellent master, how to innovate? Tao Taoju Guangzhou store's guest list price is 100-120 yuan, Shanghai is 150 yuan guest list. With the guest list, our profit margin will be good, which in turn can pay for all aspects of the cost, and we have the money to invest in innovation.

3) organizational structure, clear rights and responsibilities

I'm very much a pursuit of the rules of a person, I go to every store, even if you drink a bottle of water must be cash to buy a single, any private banquet in our company, there is no one who has the power to sign a single, the game rules are very clear, the responsibility and power is also very clear, it will not be So tired.

A friend asked, I run ten marathons a year, but also open so many stores, do so many brands, as well as tea factories, medical inputs, time is how to allocate? I said it's because it's something the team does, sharing power and responsibility.

Organizational structure, responsibility and power to be very clear. So that we can mobilize more people, instead of just saying my vision is to be a 100 year old store, that's your vision, what does it have to do with the employees? What we're doing is relevant to them, it's what they're going to do.