Recently, the domestic meal marinade cooked food brand Ziyan Barilla chicken was disclosed by the Shanghai Securities Regulatory Commission to prepare for the A-share IPO, which is the marinade track following the "marinade three warriors" Huang Shanghuang, Zhouheiduck, Jiemei Foods, another brand is expected to be listed.

The news of Ziyan Barilla Chicken's IPO has convinced Wang Xiaohai, founder and CEO of Fresh Halogen Home, that in the deli food track, this chain of small community store business, through a larger scale chain, constantly improve operational efficiency, and ultimately will be able to make a tens of billions of dollars of brands. "Halogen products this industry in the first thirty years to see the leisure, after thirty years to see the table." In Wang Xiaohai's view, the community table deli in the future is most likely to be made into a deli brand that opens ten thousand stores.

2015 to see the traditional deli industry upgrading brand opportunities, Wang Xiaohai from the table, founded the fresh halogen home, fresh halogen home is the first domestic "one-stop dining table deli supermarket" brand, services for home users, rooted in the community. At present, there are more than 200 kinds of table products, including deli marinade, bean products, vegetarian, duck seafood, with meals, convenient dishes, such as a series of eight categories, including marinade products and non-marinade products accounted for 50%, only the signature pig's feet sales of 1 million a year.

Early in order to ensure the quality and polish the standardized body management system, fresh brine home has always insisted on opening directly-managed stores, and currently has more than 50 directly-managed stores in Shijiazhuang. In March of this year, fresh brine home in Jinan set up an investment center, officially open to join, Now fresh brine home franchise stores in Hebei, Beijing, Shandong, Tianjin, Henan, Shanxi and other 20 provinces and cities have more than 150, is expected to the end of this year the number will reach 500, and in 2019, its revenue reached tens of millions of dollars.

In terms of financing, in October 2017, Fresh Halo Home received a ten million RMB investment from Yuanzheng Capital and Jingji Capital; in December 2015, Fresh Halo Home received an angel round of investment from Yang Shoubin, Yang Xiangyang, and Bofu Capital.

Before founding Fresh Halogen Home, Wang Xiaohai had been in the Internet industry entrepreneurship for 8 years, this experience allows Wang Xiaohai to see the uncertainty of the Internet model of innovation, entrepreneurship again, Wang Xiaohai decided to choose a just need the traditional track, it did not take long, he took aim at the deli halogen products industry.

On the one hand, this industry has a large enough market space, statistics show that the scale of China's halogenated products is expected to reach 300 billion yuan in 2020, of which leisure halogenated products accounted for nearly 40% of the retail size of the remaining 60% of the share of the halogenated products attributable to the meal.

On the other hand, despite the long-term "marinade three warriors" in the secondary market performance, but the entire marinade market in fact remains relatively dispersed , according to public data, the absolute taste of the duck neck, Zhouheiduck, Ziyan Barilla Chicken, Huangshanghuang, JiuJiuYa and other top five of the city's market share is only 20%. 20%, the market still has great opportunities for consolidation.

And, the regionalization of marinara brand performance is obvious, in the Northeast around the first-hand store of these old brands, in Sichuan, Hubei to the south of the belt of the absolute taste, Zhou Hei duck, Huang Shanghuang, etc., but in the middle of the North China zone, there are very few local brands to get out of the way.

Seeing the opportunity in the market, Wang Xiaohai founded Fresh Halogen Home in Shijiazhuang in 2015, and in the choice of category, Wang Xiaohai avoided the leisure consumption of halogen products, and chose the consumer goods category of table food.

For one thing, the casual consumption of marinade products category has "marinade three", these giants in the supply chain, capital and other aspects of the more advantageous, in addition to competitors in the industry, three squirrels, Baicao taste and other casual snacks brands will also seize a portion of the market share;

Secondly, the community's new retail, the rise of the new table economy, the new family consumer Economy, the rise of new family consumers, etc. also brings market growth for table marinades. Moreover, compared with the casual lo mei, community consumption scene is more rigid high-frequency, long-term stability.

But because of the table meal halogen products are participants in the old generation of husband and wife stores, the lack of standardization of products and the target population of housewives on the requirements of the product category is more than the whole, resulting in the whole industry is full of chaos, a variety of additives, poppy husk, zombie meat and so on the proliferation of the industry to do the consolidation and upgrading of the industry is a dirty job, which is also why in the last few years, the fresh halogen family has not been formally opened to Join. According to Wang Xiaohai, in such a track to step in the pit is always essential, fresh halogen home for this has paid tens of millions of tuition fees.

Initially in the channel, in 2016, fresh brine home had briefly tested the water e-commerce channel. Although the monthly sales of millions, but the profit margin and repurchase rate are very low, this attempt to make Wang Xiaohai on the online sales of the "set" more understanding.

"Online smash money on sales, stop smashing money on sales cliff fall, the brand is very difficult to make money, it is difficult to use money to smash a real brand, and for cooked food, consumers are more demanding instantly available."

Wang Xiaohai realized that online is just the icing on the cake, can be done for marketing and branding purposes, rather than business, and ultimately he decided to continue to re-invest in the offline, through the extension of the offline entity chain to the takeaway, group and e-commerce and other scenes.

Afterwards, on the supply chain side, the fresh brine home had also built its own factory. At first, Wang Xiaohai felt that the factory is to expand the version of the kitchen, but when the real sword began to do only to find that, which requires the coordination of all levels, Wang Xiaohai or professional things to the professionals to do, to take the third-party processing mode, the fresh brine home has more than a dozen cooperative factories, basically listed companies and leading enterprises, and in Shijiazhuang, there is a centralized distribution center, and the future of Zhengzhou will be The distribution center will also be established in Zhengzhou in the future.

As the table food marinade products are extremely non-standard and involves the control of freshness, for the management of personnel and process system requirements are very high, the initial fresh marinade home has imitated friends, but imitation can only treat the symptoms of the difficult to cure the root cause, or according to their own characteristics, to find a solution suitable for their own.

At present, for cooked food products how to ensure freshness on the basis of the solution to the problem of regional circulation, fresh halal home drew on the baking and fast food supply chain model, using "semi-finished products + technology" output mode, so that the fresh halal home of the national replication of the possibility.

Relying on this set of processes, fresh brine home this year, open the franchise mode, its existing direct store more than 50, more than 150 franchise stores, is expected to expand to 500 by the end of this year. In the franchisee screening, in order to maintain the stability of the store, Wang Xiaohai preferred to choose a business philosophy and entrepreneurial husband and wife, and to give the franchisee's gross profit will be higher than the industry 10% -15%, and currently the survival rate of its franchisees more than 95%.

In addition to the technical and management system barriers, in Wang Xiaohai's view, the fresh brine home another barrier in the product.
The recipe, fresh brine home team has traveled to Beijing, Wuhan, Chengdu and other 10 cities, after more than 1,000 tastings, using up 8,000 pounds of spices ingredients, and finally made.

In the choice of ingredients, fresh brine home also has absolute standards. Take pig's feet as an example, it refused to use the long freezing time, not fresh, no meat flavor, poor taste of foreign imported pig's feet, and only use the brand 450 ~ 500 grams of fresh pig's hooves, the current fresh brine home a year can sell more than a million signature pig's feet.

In order to ensure that the product is free of flavors, colors and preservatives, in the process of brining products, fresh brine home does not use brine meat balm, a drop of incense and other chemical additives, but with 10 3 pounds of old hen, 20 pounds of chicken and 16 pounds of fresh pork bones simmered for 4 hours to make a natural broth to enhance the freshness and aroma.

The steady progress of the product, so that the fresh brine home in the community has a high frequency of re-order.

In the future, in addition to selling their own products, fresh brine home will also be their own store as a sales channel for many restaurant brand products, sales, such as side dishes, fresh food and oil, frozen dishes, convenient dishes and other products, so that users do not go out of the neighborhood can buy all the food needed at the table, to create a one-stop dining table deli supermarket, to do the deli industry " 7-Eleven ", the most important thing to do is to make sure that you have a good meal. 7-Eleven".