Nearly 100 media and supplier representatives attended the "Box Horse Workshop Brand Upgrade Strategy Conference", and the scene was crowded.
At present, Box Horse Workshop has covered 23 cities in China, which not only adapts to local conditions and has its own flavor in each city, but also brings many local cuisines to various places, forming a mobile national food map.
More than ten meters of freezer samples are displayed on site, and there are many kinds.
What the hell is Box Horse Workshop going to do?
Box Horse Workshop has just been established for three years, and its monthly sales have exceeded 100 million, making it the first brand in the 3R field in China, opening up a brand-new track for catering and retail.
3R means to cook, heat, open and eat. Box Horse Workshop is the first fresh brand that combines cooked food, semi-finished products, pasta and seasonal snacks.
The standardization and retailing of catering has become the focus of the industry. The catering industry and convenience stores have also launched semi-finished products. However, the problems of supply chain, R&D capability and distribution terminal are difficult to solve for a while, and it is difficult to break the situation in a short time, which also leads to the unsatisfied demand of consumers.
Box Horse Workshop hopes that everyone can eat better easily. Ning Qiang, general manager of Box Horse 3R Business Unit, said, "Our mission is to become a user's kitchen and solve the four major problems that are not delicious, not fresh, have no time and can't be done."
In the past few years, more and more well-known brands such as time-honored restaurants, craftsmen and online celebrities have emerged. I have cooperated with Box Horse Workshop to test water and achieved very eye-catching results.
The collision between Box Horse Workshop and young brands such as Xicha and Naixue allows users to taste milk tea in traditional ordering green balls and zongzi. The cooperation with Beijing's time-honored Huguo Temple made bean juice go out of the snack bar for the first time, so that users can buy bean juice like coke; In cooperation with Suzhou craftsman Yan Ayi, a bowl of eight-treasure rice hidden in Gusu Town for more than 50 years was sold to the north, Guangzhou and Shenzhen. ...
It is understood that about 60% of the products of Box Horse Workshop 1300 are independently developed by Box Horse, and the rest are jointly built with catering and food enterprises all over the country. From new product research and development to product standardization to supply chain construction, Box Horse Workshop has promoted the integration of catering and retail, and successfully created industry samples.
Insight into consumers' preferences, endless innovative thinking and iterative speed of product research and development are the core competitiveness of catering, food industry and box horse workshop in seeking cooperation, and also the core competitiveness of box horse becoming the first brand in the 3R field.
Box Horse Workshop, owned by Box Horse, accounts for nearly 40% of the total sales of its own brand, and has exceeded 50% in Shanghai, becoming its largest sub-brand. From March this year, Box Horse announced the establishment of 3R business department to this brand upgrade, the strategic position of Box Horse Workshop has been continuously improved and clearer.
Ning Qiang, general manager of Box Horse 3R Business Department, revealed that Box Horse Workshop will also open its first independent store in Shanghai.
(Wen/member of the joint venture senior advisory group, Jushi, this article only represents the author's point of view and does not represent the joint venture position)