Recently, some consumers found that a steamed bun shop in Guo Mao quietly opened, named "Mao Daqing Steamed Bun Shop". This name is easily associated with Mao Daqing, the founder of Youke Workshop. Later, Mao Daqing confirmed to the media that the store was indeed his. Mao Daqing also mentioned that the reason is that he likes to eat steamed buns since he was a child, and now he wants to try to incubate catering brands.
Why does an ordinary steamed stuffed bun have such magic? Investor Aarn told Pencil that as breakfast, the steamed stuffed bun category actually has great potential. According to agency statistics, the breakfast market in China can reach 2 trillion at present. Although there are many kinds of breakfast, steamed buns are the best. Because the steamed stuffed bun comes with just-needed attributes and can be eaten from north to south.
"The standardization potential of the steamed stuffed bun brand is great. In the future, if the marketing, scenes and customers are well combined, there may be a head brand. " Aarn said.
After Lu, the founder of Luckin Coffee, sold noodles, another business tycoon started to run the catering industry.
Recently, some consumers found that a steamed stuffed bun shop quietly opened in Guo Mao, with the signboard named "Mao Daqing Steamed Bun Shop". This name is easily associated with Mao Daqing, the founder of Youke Workshop. Later, Mao Daqing confirmed to the media that the store was indeed his. The reason is that I like eating steamed buns very much since I was a child, and now I want to try to incubate catering brands.
Selling steamed stuffed buns in Mao Daqing is naturally different from ordinary steamed stuffed bun shops. In addition to the more beautiful store decoration, the category is also innovative.
According to the store owner, the products of Mao Daqing Steamed Bun Shop are relatively simple, featuring six kinds of steamed buns, such as salted egg buns with fresh meat, Chili gas buns, grandma's hemp tofu buns and grandma Mao's secret fresh meat buns. At the same time, the store not only provides traditional breakfast foods such as millet porridge, soybean milk and cold dishes, but also can choose a variety of coffee to meet the diverse needs of young people for breakfast.
Judging from the pricing, most steamed buns in Mao Daqing are priced around 4 yuan. The main tofu buns and egg yolk buns are more expensive, which are 6 yuan and 8 yuan respectively. Coffee products are in the middle price range of 18~22 yuan. In addition, the store also offers 20 yuan set meal, which includes 3 steamed buns, coffee or soybean milk and cold dishes. In Beijing's CBD International Trade Center, breakfast at this price is also acceptable to office workers.
It has been speculated that Mao Daqing Steamed Bun Shop may be a brand owned by Youke Factory. Because a few days ago, Youke Workshop also mentioned in its official WeChat account that "the partner' Mao Daqing Steamed Bun Shop' can provide breakfast group meal reservations for enterprises". In this article, Youke Workshop also focuses on group meals for small sushi promotion enterprises. In September this year, Xiao Sushi was acquired by Youke Workshop. This is even more reminiscent that Mao Daqing Baozi Shop may be an attempt by Youke Workshop to enter the C-end market.
However, a person in charge of Youke Workshop told Pencil, "Mao Daqing Steamed Bun Shop is Mao Daqing's personal brand and has no direct relationship with Youke Workshop's business. Just help to recommend it to member units. " He introduced that the reason why he promoted the store on the official WeChat account was because he was also one of the partners of Youke Workshop. Usually, as long as the brands associated with Youke Workshop have promotion needs, they will be recommended to members through the official WeChat account.
As can be seen from Mao Daqing's personal Weibo, he has personally promoted the store for many times. "Today, 800 handmade buns are sold out! Everyone should place an order early. "
Judging from the dynamics released by Mao Daqing, he still attaches great importance to this project.
From real estate to steamed stuffed bun, the industrial span of Mao Daqing is amazing. However, in the eyes of the investment industry, such cross-border is not so unexpected.
"In fact, many relatively successful people now have feelings about the food supply chain. Maybe they see that everyone is betting in this field and they have such resources, so they want to give it a try. " An investor in the catering industry told Pencil.
Why does an ordinary steamed stuffed bun have such magic? "Like Haidilao, Baozi is a representative of an industry that can be capitalized." Investor Aarn told the pencil. In fact, there is a precedent that steamed buns can be capitalized. Previously, the listing of Babi Food became the "first steamed stuffed bun in China", which gave the industry a hope.
As breakfast, steamed stuffed bun has great potential. According to agency statistics, the breakfast market in China can reach 2 trillion at present. According to Mintel report, the sales of breakfast market in China in 2065,438+05-2065,438+09 reached 65,438+0.75 trillion, with a compound growth rate of 7.65,438+0%.
Because the steamed stuffed bun comes with just-needed attributes. "At present, breakfast in the whole domestic catering industry accounts for 1/3, but (brand) is a missing state." Aarn said.
Although there are many kinds of breakfast, steamed buns are the best.
"Steamed bread and noodles are different. Noodles can only be used in first-and second-tier cities, and have just-needed attributes, which are not available in third-and fourth-tier cities. However, buns are eaten all over the country, but the tastes are different, so buns are just needed. " Aarn said.
In addition, some insiders mentioned that the consumption scene of steamed stuffed bun is not limited to breakfast, and it can satisfy the all-day dining scene. This means that a steamed stuffed bun has a lot of room for exploration.
In addition to just need and potential, the biggest advantage of steamed stuffed bun is standardization. Aarn mentioned that the standardization of steamed bread can reach industrial standardization. "For example, at the last Zhengzhou Equipment Exhibition, we saw that the mechanization level of supporting equipment for steamed stuffed bun production has fully met the requirements of standardization."
Standardization means batch replication and rapid expansion. Take Barbie food as an example. Since its opening in 2005, the number of stores has increased rapidly. In 20 16-20 19, its franchise stores increased by more than 200 in the whole year. By the end of 20 19, there were 293 1 stores nationwide (including direct stores 16 stores). In addition, as early as 20 19, Zaoyang Baozi had more than 3,000 stores, and there were hundreds of Beijing Qingfeng Baozi stores.
Although there are not many national brands of breakfast buns, with the influx of new people, the competition is bound to intensify. In Aarn's view, the future steamed stuffed bun brand will also focus on the head.
"The standardization potential of the steamed stuffed bun brand is great. If the future steamed stuffed bun market is well integrated in marketing, scenes and customers, head brands may also appear. " Aarn said.
In the eyes of the industry, the competition of Baozi brand is actually the competition of the supply chain behind the enterprise. Supply chain pays attention to a "fast".
"If a brand does not have the supply chain capability, it is meaningless in itself. However, the supply chain of some brands is the cold chain distribution of stuffing to stores, which can ensure the taste, but there is no way to ensure the renewal efficiency of stores. If it is delivered from the central kitchen to the store, this path is very short. As long as you have enough money, you can open stores nationwide. " Aarn said.
According to incomplete statistics, there are no fewer than three self-built factories of Bobby Foods and Xiaopang Baozi Wang. June, 5438+this year 10, Barbie Foods Nanjing Factory was capped. It is mentioned in the official micro that "building a new factory in Nanjing is one of the company's business goals, which can not only further increase the company's production capacity and improve product supply capacity, but also expand the company's cold chain distribution radius and effectively extend the product distribution area." In addition, it is defined as "the strategic arrangement made by the company according to the future development plan".
But the disadvantage of self-built factories is that they need a lot of money. In Aarn's view, self-built factories are very important, but there are other supply chain models.
"In my understanding, the most important thing in supply chain construction is leadership in the industry." Aarn explained that leadership can be understood as two aspects: first, one's own brand and central kitchen are doing well; Second, talk about cooperation with people in the industry with their own planning and vision, those who have the ability of supply chain and central kitchen.
"If we find a small central kitchen somewhere, then we can produce it locally according to our own brand's stuffing formula and processing technology, and then according to standardized management, combined with cold chain distribution and so on. You only need one local production line. It can save the delay and cost in the middle of off-site distribution. " Aarn said that in the central kitchen, they are still very willing to exchange production capacity for the future value of the brand.
The steamed stuffed bun industry is the same as other industries. Whoever leads the brand will have the first chance. However, now the wind of the steamed stuffed bun industry is looming, and the investment boom may also come, which will bring opportunities for new brands. In an interview with the media, Mao Daqing said that there is no national layout plan for Baozipu, perhaps it is just modesty.