The call of Fried String Brand was called out before and after the opening of Kuafu Fried String on 20 18. After that, in 20 19 years, there were no fewer than a dozen new brands of fried string in the industry. But sadly, the brand of fried string was severely hit by the epidemic when it started, and most of the new brands were either stopped or scrapped.
And we also see that the high-profile Kuafu bombing seems to have slowed down. The fried string brand opened by this brother who has solved the supply chain and brand model from the beginning of development will slow down. Does it mean that the fried string category is not as good as expected?
One elder brother is slow to develop, and one elder sister is naturally proud of the spring breeze. On the official website bombed by Xi Jie, the small goal of "helping 65,438+people to successfully realize their entrepreneurial dreams" was written impressively.
Jesse Chuanchuan wants100,000 stores. According to the category development model, if you want to have more than 10,000 sustainable brands under a category, it means that there will be 3-5,000 store brands, 65,438+00-30 hundred store brands and hundreds of non-brand stores under this category.
Can Sister Xi's exploding string realize her great ambition? Or is the so-called "helping 65438+ 10,000 people succeed" just a face project for joining, which has nothing to do with the actual category?
Today, chopsticks play thinking will analyze the category of fried skewers, and then correspond to the actual development of Jesse fried skewers to see what the industry is all about. More importantly, what we want to discuss is whether the fried string has a future and whether it can achieve sustainable development.
? In the face of Zheng Xin chicken chops and other latecomers, Jesse's fried string mode has no advantage at all.
Wang Kuankuan, founder of Jessie Fried String, said earlier that the previous mala Tang chain was hurt by the pain point of category development, so now fried string is determined not to make fresh products such as vegetables, and the rest of the dishes must be distributed throughout the chain.
In fact, mala Tang, hot pot, skewers and so on. These most popular and fastest growing brands are basically unable to achieve full link distribution. Why don't they remove fresh food?
The answer is actually because they know that the essence of catering lies in the word "fresh vegetables". Without this fresh vegetable, the word "catering" can't be established. Ask any food and beverage brands, such as Haidilao, Dadong, Quanjude, Xibei, McDonald's and Kungfu, and ask if they can go to fresh and vegetables.
Sister Xi made her own decision after publicly slandering mala Tang and other incomplete links in the franchise chain. As can be seen from the store, 99.86% of Sister Xi's dishes belong to meat dishes, which are market-oriented standard products that can completely realize quick-frozen distribution.
Such a broken arm leads to direct competition between Kuafu fried skewers and Zheng Xin chicken chops, and the former two are bound to have more advantages than Jesse fried skewers. Kuafu's kebabs are more diversified, and they are more tired of matching meat and vegetables. Zheng Xin Chicken Chop directly helped Jessie realize her dream in the competition.
May 20 19, Zheng Xin chicken chops began to sell kebabs. From fried chicken to fried skewers, it's like holding your right hand with your left hand. By virtue of its own supply chain advantages, Zheng Xin has put all the possibilities of the supply chain into full play. When a standard product comes out, it can spread out more than 20 thousand stores nationwide in an instant.
At present, from the visual point of view, more than 85% of the menu layout of Zheng Xin Chicken Chop Shop has been occupied by skewers. Based on more than 20,000 stores in China, Zheng Xin can quickly test consumers' preference for a product, so as to upgrade or remove it quickly.
When some people are still thinking about whether Fried String can open 10,000 stores, and Zheng Xin has already opened more than 20,000 stores, even if the life cycle of Fried String comes in the future, it is just a matter of lifting a finger. In fact, the fried skewers of Zheng Xin chicken chops, including other products, are so popular, which is due to the maturity and stable pricing of Zheng Xin's own supply chain.
The kebabs that Sister Xi can serve, including stinky tofu, can be seamlessly connected with Zheng Xin. Zheng Xin chicken chops are not only fried in its shop, but also fried and roasted. This means that Sister Xi is just a new scaled-down version.
A brand was revoked, and there was no sunflower treasure to protect itself. It's hard to have a future in the Jianghu.
? In fact, fried string is not a traditional category, and its foundation is more unstable than pickled fish and rice.
How many people would like to open a fish restaurant with Chinese sauerkraut today? 20 17 fish rice with Chinese sauerkraut is the star category of catering.
Fish rice with Chinese sauerkraut will be replaced because this category has a low cultural attribute and belongs to the improved category of post-catering. If the store uses Basha fish, it even has little to do with the dish itself. The development of catering industry also tells us that the later the product, the shorter the vitality. Biology also tells us that more than 99% of the blind ends of lateral branches have been extinct, and the later the species is, the more unstable its foundation is.
Why is fish rice with Chinese sauerkraut lonely? Because there are so many delightful dishes like fish with Chinese sauerkraut and rice with Chinese sauerkraut, people simply don't need to deliberately consume fish with Chinese sauerkraut and rice with Chinese sauerkraut. Early high standardization actually hurt it. After all, standardization can also be used in other dishes, which makes the solution of pickled fish rice lose its uniqueness.
Let's look at two things separately: fried and fried skewers. Wang Renxing, a visiting professor in Peking University and a Beijing food researcher, specially studied all the court dishes and official dishes from Shang Dynasty to Qing Dynasty, including Yuan Mei's Menu with Garden in Qing Dynasty. Wang Renxing studied and included 665,438+06 traditional dishes in The Essence of Chinese Cuisine, but only 65,438+065,438+0 dishes have been cooked with this recipe since ancient times.
In the past, we didn't even have enough food. Of course, oil was a luxury, but the oil in the imperial court and government was enough. For government dishes, not eating fried vegetables has little to do with the stock of oil In the Qing Dynasty, Yuan Mei was a well-known gourmet, and he could be said to be one of the best eaters in the Qing Dynasty, but he didn't eat much cooking. It can be seen that cooking is extremely small in our tradition, and it is actually "not delicious".
For example, if you go to a hotel to eat a big meal of 10 thousand yuan for one person, if all the dishes are fried, you will definitely be unhappy. Although there are tempura gods in Japan, there are also "gods" such as Lamian Noodles and sushi.
Fried string is improved from string, and string is of course the product of later period. In the past, people were too busy to eat kebabs in the fields (there used to be kebabs, but they were not folk dishes, and they were rare in government dishes, accounting for less than 0. 1%).
Therefore, fried string is not a traditional product at all, and its future is even more precarious and dangerous than pickled fish and rice. Although fried skewers are traditional, what most people want to mention is the fried skewers on the streets in the 1980s and 1990s, but strictly speaking, they are just oily teppanyaki.
In the past, children liked to eat fried skewers because there were too few choices. Now the Cenozoic groups don't talk about the amount of Ganges sand, at least as much as rivers and seas. In other words, fried skewers have neither traditional cultural advantages nor traditional dishes, or even uniqueness.
? The category of fried string is tottering, maybe it is king for franchisees to get off the assembly line as soon as possible?
Fried string is an orphan (inorganic) without parents, and has no skills (no technical barriers). In the past, people could sell kebabs by pushing iron carts after work, but in Leshan, there are even seven or eight kebabs shops on the street less than 50 meters away, but only one or two are beautiful.
Kebab has two brothers, one is hot pot and the other is barbecue. Who tastes better, hot pot or barbecue? There is no need to argue about this at all.
It is not that hot pot and barbecue taste better and can be sold more expensive, but that they have a higher sense of value and consumers are willing to pay higher prices for them.
In contrast, most fried skewers can only sell for 3-5 cents per skewer, such as 20 skewers 10 yuan and 30 skewers 10 yuan. Therefore, some 10 yuan's 5-8 string products are the real profit entrance of the fried string shop. The price of this string of 1.25-2 yuan is basically the same as that of some mid-range hot pot restaurants, except that the hot pot has a pot bottom fee. However, if there are many people and the pot bottom fee is not enough, consumers can enjoy a table for each pot bottom fee, and there are other dishes to choose from.
But most fried skewers can only be eaten by consumers while walking on the road. Jessie's kebabs basically have no seats for efficiency. Kuafu kebabs have seats and fresh dishes, but its core is also in the street.
The problem is: fried skewers are actually not suitable for taking out of the street. Will produce garbage such as bamboo sticks. Consumers need to hold the empty stick in their hands after eating a bunch, or put the empty stick stained with saliva back into the product bag. This is on the one hand, and on the other hand, the tip of the bamboo stick is sharp, and consumers eating while walking may lead to a series of dangerous problems (there are a series of news).
In the past, the pain point of fried skewers was not delicious, but its current category defect is not only the cultural demand itself, but also conflicts with the current young people's healthy eating concept, which can easily lead to oil aging under continuous high temperature.
Because of the cost problem, most chain-frying shops will continue to use aged oil, such as filtering, and then mixing the old oil with the new oil, but this still cannot avoid carcinogens such as nitrosopyridine and alkanes produced by the oxidation of oil and food residues at a continuous high temperature, as well as oily polymers such as cyclic monomers, dimers and polymers that are toxic to the human body (see Baidu Encyclopedia-frying).
No matter how nutritious the products distributed in the whole supply chain are, the oil used at high temperature for a long time will have a thermal oxidation reaction, and the generated peroxide will directly hinder the body's absorption of oil and protein, and will also cause the attenuation of the nutritional value of food. Therefore, in addition to the combination of meat and vegetables, the fresh vegetables in the kebab shop are designed to reduce the impact of frying problems. However, it is definitely not a good choice for Jesse to fry skewers and go directly to fresh vegetables such as vegetables, and it is not a responsible choice for customers.
Fried skewers, perhaps really not a good category?
? label
If fried skewers are really not a good category, will Jessie fried skewers be a valuable brand? Does it have a moat?
Let's talk about the category of fried skewers first. As mentioned above, fried skewers have no real market value in terms of products, traditional culture or catering demand solutions.
Fried skewers are just a substitute for extraordinary times. In today's catering market, it will inevitably be eliminated by the market. Or, it can be said that the string bombing is wrong from the beginning, and taking the street is not the solution to the string bombing. It only solves the problems of low efficiency and low demand of string frying.
Jessie's stale kebabs are a knife to the future of kebabs. Therefore, Jesse's products are standardized products, and there is no threshold, which also means that Jesse has no real competitiveness and no brand moat. Jessie's skewers can be found in any skewer shop, fried chicken shop, any hot pot restaurant, barbecue shop or even any restaurant with a frying stove.
According to this logic, with the diversification of fried string brands, Jesse fried string will lose its due consumption value like a single crayfish shop in the past. So, is that right? If this is really the case, then the market must have a sign. In fact, Sister Xi's fried string also showed us this sign.
Jessie's tweet of 202 1 still uses the daily sales data of 70,000 stores in Nanjing in 20 19. Generally speaking, everyone wants to give the best data, but if this data is in the past for a long time, it means that it has been at a low point from the past to the present.
202 1 Jessie Fried String is still pushing the data of 20 19, which shows that Jessie Fried String has not really recovered from the epidemic situation of 20 19. Nanjing is the headquarters of Jessie Fried String, and only the model shop at the headquarters has achieved the highest data, which is worthy of franchisee's deep thinking, while from 2019,65438,
After this decline began, Jesse, who was being abandoned by franchisees, fried strings. Instead of thinking about how to solve the problem, he tried to develop more franchisees and cut more leeks. Si Mazhao's heart, potential franchisees can think about it carefully.
Apart from boasting, directing and acting, perhaps fried skewers have never really been popular so far.