"If you don't open the door again, you will declare bankruptcy!"

It is rumored in the industry that Wang Xiaofei's Ma Liuji has encountered difficulties in its operation.

The day before yesterday (May 7), Wang Xiaofei sent a rumor to Weibo late at night: "I really didn't want to explain it, but it hurt our enterprises, colleagues and our efforts ... The takeaway will be normal tomorrow, and five stores will open after the unsealing."

Perhaps what Wang Xiaofei has experienced is a microcosm of the current catering industry.

At present, every catering enterprise is in a difficult situation. When catering entrepreneurs speak to the outside world, improper use of words may trigger a brand crisis and cause enterprises to suffer double harm in the current difficulties.

In the current difficult times, more catering bosses are gritting their teeth and not telling others. Because once told, it will not only hurt the confidence of the team and partners, but also affect the customer's impression of the brand.

"The scenery in front of people is beautiful, but the sadness behind them is unknown", which is also the helplessness of the catering boss ...

Six stories of Chuanma are about to close down,

Wang Xiaofei rumors: normal operation, five new stores will be opened after unsealing!

Ma Liuji was founded in 2020. According to public information, this brand is one of the projects that Wang Xiaofei and his mother Zhang Lan will return to the catering industry. Established only 1 year ago, Ma Liuji has become a online celebrity restaurant that needs equal access, with several branches in Beijing, Shanghai and Chengdu.

Affected by the epidemic, Beijing continued to suspend eating in restaurants. A few days ago, Wang Xiaofei also published a Tik Tok, announcing that Ma Liuji began to make takeout. Recently, however, it was reported on the Internet that "Ma Liu Ji will go bankrupt next month", and Wang Xiaofei had to come out personally to refute the rumor.

1, Wang Xiaofei broadcast live complaining, Ma Liuji will close down due to poor management.

The day before yesterday (May 7th), many netizens broke the news that Wang Xiaofei was in tears during the live broadcast, lamenting that it was too difficult for him in the present state.

It is said that Wang Xiaofei cried during the live broadcast that the restaurant "Ma Liu Ji" was out of operation, and even choked several times to reveal that the income and expenditure of the Beijing branch were not enough to pay employees' salaries. Even the Guangzhou and Shanghai branches lost money for several months, saying, "If they don't open the door for business, they will declare bankruptcy immediately next month, and they will no longer be able to persist."

It was also revealed that Wang Xiaofei invested 1 100 million to open three stores, and now it has become a loss-making business.

2, Wang Xiaofei rumors: "The takeaway is normal, there are still five stores to open after the unsealing."

As soon as the rumor that "Ma Liuji is about to close down" came out, all kinds of remarks were rampant for a time.

In the face of all kinds of rumors, Wang Xiaofei refuted a series of online rumors in Weibo late at night on May 7, denying the bleak operation of food and beverage outlets, and revealed that after the epidemic situation improved and unsealed, he still had five stores to open:

"I really don't want to explain, but it hurts our enterprises, colleagues and our efforts. Now the online sales and take-out of Maliuji have far exceeded the revenue of offline stores. We are a food company and not just an offline chain store. Our success is obvious to all, and we will work harder. Take-out is normal tomorrow. There are five stores to open after unsealing.

Since the media era, the cost of rumors is too low and it is too difficult to defend rights. Since we can't change the environment, we should try to change ourselves and adjust our direction. We must firmly do a good job in industry. I believe that everything in our future is temporary, and we will always strive to move forward. Thank you. "

After the rumor was dismissed, Wang Xiaofei voiced again in Weibo yesterday, saying that since he said on social media that Ma Liuji's take-out was operating normally, at present, Ma Liuji's take-out orders have all exploded, and even the chefs are too busy.

The founder should have confidence under any circumstances,

To tide over the difficulties!

At present, many places in the country are shrouded in epidemics, and it has become normal for restaurants to make ends meet.

However, it is precisely at this special moment that catering enterprises, especially small and medium-sized enterprises, can talk about their current difficulties, but they must convey confidence in the future.

Because the founder has little confidence, it will trigger a series of chain reactions.

What you said is only "possible" bankruptcy, and maybe the outside world will pass it as "closed". What you expressed is only a loss of 2 million, and others will probably pass it as 8 million ...

On the one hand, at present, everyone's nerves are in a tense state, which has almost reached a critical value. At this time, if we reveal too many difficulties in business operation, it will not only shake the confidence of the team, but also greatly undermine the confidence of partners and suppliers, and also have an impact on customers. Once customers feel that this restaurant is about to close down, they may not want to spend any more.

On the other hand, small and medium-sized enterprises are no better than large enterprises. Large enterprises may get a lot of resources and loans as soon as they say what difficulties they have encountered, but it is of no help for small and medium-sized enterprises to say so, which can only cause unnecessary panic.

No matter how difficult it is to cook, even if there is only one percent or even one ten thousandth hope, you can't give up. If the boss wants to give up, the enterprise will be completely hopeless.

Choose to expand under the epidemic situation, and risks and opportunities coexist!

Ma Liuji was born during the epidemic period, and within one year, he opened more than a dozen branches in China, scattered in first-tier cities such as Shanghai, Beijing and Chengdu.

Wang Xiaofei wants to seize the market when the brand potential is strong. There is nothing wrong with it, but the current epidemic situation makes the whole environment full of uncertainty. At this time, the rapid expansion is likely to be that the risks outweigh the opportunities.

As a diner commented:

"Wang Xiaofei this catering project, positioning can also, low-end, heavy taste, relatively cheap, management within 50 stores, believe that with their NianLia so many years of experience, should also be comfortable. However, this project has too much gambling, and the biggest bet is the epidemic situation. Being affected by the epidemic is a high probability event. Once there is a blockade, you have to take money to squat. "

This time, although Wang Xiaofei stood up for the first time to clarify the bankruptcy rumors, many people in the industry have questioned its past blind expansion:

"The epidemic has been normalized repeatedly, so why take the risk to open a new store desperately? Can rent, decoration and personnel wages be delayed? Catering sounds like a high gross profit, but once you want to start scale and expand your operation, you may not be able to make ends meet as fast as the food stalls on the street. "

"I want to make a national chain in a short time. Even if consumers agree, the epidemic is current, don't be blind."

"It's a bit fierce. I didn't consider the impact of the epidemic. In this year, I need to be cautious when opening a store!"

Summary of professional catering network:

"Every catering entrepreneur is lonely!"

No matter what the real situation of the enterprise is, entrepreneurs always show a bright and confident side, and often can only bear many difficulties alone.

Because the brand is not only facing its own team, consumers, but also partners.

Catering bosses choose to carry on with hope in difficult times, which is their initiative to shoulder the responsibility and responsibility!