Gao Yuanyuan, Nicholas Tse, Ku Kui Kei, Cai Lan and other stars and gourmets have favored Baheli Beef Hotpot, which has been deeply involved in Chao Niu Hotpot category 14 years, spanning 18 cities and opening over 200 direct-operated stores, with more than tens of millions of people queuing to punch in every year.
one
Based on category characteristics, build brand advantages and break through the category Red Sea.
According to "China Catering Big Data 202 1", the chain rate of China hot pot industry has reached 18.3%, and the competition for market share among major brands has entered a white-hot stage. In order to gain a firm foothold in the fierce competition, it is the foundation to highlight the category characteristics, but it is also necessary to give play to the brand characteristics on the basis of the category, aim at the target customers, and create private domain barriers, which is also a key step for "Baheli Beef Hot Pot" to "become more and more brave" in the army of trendy beef hot pots that "follow the trend" and flood into the market.
In beef processing, "Baheli Beef Hotpot" only selects 37% beef from 3-4 year-old female cattle for processing, and uses 10 knife methods to reproduce the "magic skill" of skilled workers in solving cattle. In terms of product design, the secret shacha sauce made by Lin Haiping, the founder of Baheli Beef Hotpot, has been optimized and improved in line with the public's taste while ensuring the traditional taste. On the day of online sale, the sales volume quickly broke thousands.
▲ "Baheli Beef Hotpot" signature dish
two
Build an integrated membership management system
Accumulated 5 million private domain members.
People-friendly prices and consistent quality have enabled Baheli Beef Hotpot to quickly gain a large number of loyal customers. Since 20 17, "Baheli Beef Hotpot" has opened nearly 200 stores in Shenzhen, Beijing, Shanghai, Guangzhou and other cities 18 at an average rate of three stores per month. With the increasing number of stores, it is no longer possible to meet the needs of the national operation of "Baheli Beef Hot Pot" by relying only on the offline restaurant to operate members.
▲ "Baheli Beef Hotpot" Restaurant Dining Environment
Considering the convenience and stability of the membership system, in 20 19, "Baheli Beef Hotpot" gradually established an online and offline integrated membership operation management system covering 130 stores through cooperation with Yazuo. At present, it has accumulated nearly 5 million high-quality members, laying the foundation for its later retail transformation.
▲ "Baheli Beef Hotpot" member center/member stored value
three
Mature supply chain system, empowering brand retail upgrade.
Plus the small program member mall to tap the new business.
In the hot pot track where Matthew effect is getting worse, the value of supply chain is more reflected in the empowerment of enterprise competitiveness. From farms, slaughterhouses, central kitchens to stores, "Baheli Beef Hotpot" has built a complete and powerful supply chain system, upgraded products, efficiency and quality, and raised the competitive barriers of the industry.
In order to break the curse of "beef goes bad when it is in Chaoshan", "Baheli Beef Hotpot" controls the quality of beef from the source by cooperating with high-quality pastures in Inner Mongolia and Yunnan-Guizhou-Sichuan. At the same time, "Baheli Beef Hotpot" has set up slaughterhouses and distribution convoys in Shenzhen, Guangzhou, Beijing and other places, insisting on "three kills and three matches" every day to ensure that beef is delivered from the slaughterhouse to the table within three hours, so that diners can taste the freshest beef at any time.
▲ "Baheli Beef Hotpot" signature dish
The mature supply chain system has helped "Baheli Beef Hot Pot" successfully cross the growth cycle of Chaoshan beef hot pot category and achieved considerable development. In addition to selling retail products through offline supermarkets such as over the rainbow Supermarket, in February, 20021year, "Baheli Beef Hotpot" was launched into the applet member mall through the integrated solution of Weimeng Smart Restaurant and Three Stores, so as to tap the new increase of catering retail business.
▲ "Baheli Beef Hotpot" applet member mall
four
Omni-channel, multi-contact drainage of private areas, feedback to the growth of restaurant food performance
Build an integrated growth closed loop, and the annual growth rate of members exceeds 154%.
From the time point of view, the upsurge of catering retailing is closely related to the outbreak of the epidemic. Traditional catering enterprises "pay more attention to restaurant food than online food". Facing the closure of stores and the restriction of restaurant food, catering enterprises can only find another way out. Or pay attention to take-away, or pre-"retail" plan. In essence, catering retailing is an extension of brand "good taste", so "private domain" has become a compulsory course on the road of brand transformation.
During the opening of the new store, "Baheli Beef Hotpot" will be preheated in WeChat official account and the community. By playing the "discount card" of "20% discount when you enter the store during the trial operation period, 5.8% discount on the official opening day, and 6.8% to 7.8% discount in the next five days" in WeChat official account's soft article, combined with the "stored value courtesy" limited time activity at the end of the tweet, customers are guided to spend money in the store.
▲ Check out the signature dishes of "Baheli Beef Hotpot"
At the same time, the brand has also established a corresponding WeChat community for all offline stores, and has firmly held private domain traffic in its own hands through regular welfare activities. After the customer enters the store, the clerk will guide the customer to join the fan welfare community through the standard speech prepared in advance, and take the "30 yuan Newcomer Coupon" as the new guest welfare, and guide the customer to complete the card opening operation with one click on the small program, so as to accurately convert the in-house customers into online members.
In addition, in marketing nodes such as Christmas, New Year's Day and Valentine's Day, "Baheli Beef Hot Pot" uses digital products, performance tickets, king meals, coupon packages and other benefits as "bait" to guide users to participate in activities such as stored value lottery and message lottery through WeChat official account, community and other channels, and drain users from online to stores, creating a closed loop of online and offline integrated growth, with the annual growth rate of members exceeding154.
▲ "Baheli Beef Hotpot" Opening Welfare/Community Drainage
tag
Refined private domain operation ability is the key to brand gain increment.
After entering the retail track of catering, catering enterprises not only need the support of a strong supply chain, but also should think about how to improve the repurchase rate and profit rate ... What is tested behind this is the ability of catering enterprises to reach and finely operate the private domain, which is also the key to find the increment in the catering Red Sea market.
There are no evergreen trees in any industry, and the natural law of "survival of the fittest" is also applicable in the catering industry. Under the double impact of industry competition and external challenges, the closing rate of restaurant enterprises may continue to rise. "The road is long and the line will come". With the empowerment of digitalization, the catering industry will certainly be able to successfully cross the cycle and get out of the trough!
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