The "Yonghe Soy Milk" brand is a well-known brand in the catering industry founded by Taiwan Hongqi Food Co., Ltd. in 1982. In 1995, it crossed the Taiwan Strait and came to the mainland for development.

Now I will unravel the inspirational entrepreneurial history of Yonghe Soybean Milk for everyone, I hope it can help you.

Part One of the Inspiring Entrepreneurship History of Yonghe Soybean Milk Yonghe King is a national fast food chain enterprise. The products it sells are soybean milk, fried dough sticks, various porridges and Chinese snacks that are in line with Chinese tastes.

The store has a dedicated website, an online ordering mailbox, and a 24-hour telephone delivery hotline. As long as you gently dial the number with your finger, Yonghe employees will deliver the hot food as quickly as possible.

into your hands.

On December 12, 1995, the first restaurant of "Yonghe King" was born on Shuicheng Road, Changning District, Shanghai. As of April 2004, "Yonghe King" has opened in Beijing, Shanghai, Hangzhou, Wuhan, and Shenzhen.

Nearly 80 directly-operated branches have been opened in 5 cities, with a total staff of more than 3,000, making it a large catering group that promotes Chinese cuisine and specializes in Chinese fast food chain operation and management.

The success of "Yonghe King" has undoubtedly become the target of imitation by major Chinese fast food restaurants, and it is well deserved to be called "China's McDonald's selling fried dough sticks" by people in the industry.

To paraphrase Tolstoy's famous saying: Good companies are all similar, and bad companies each have their own shortcomings.

That is to say, good companies do well in various aspects such as operation, management, and corporate culture, while bad companies often have deficiencies or weaknesses in one way or another.

Let’s take a look at the business excellence of Yonghe King: differentiated products. Shanghainese people don’t like eating steamed buns very much. Typical Shanghainese can’t figure out the difference between steamed buns and steamed buns. From this point of view,

It can be seen.

The traditional breakfast of Shanghainese people is generally called the "Four King Kongs", which are soy milk, fried dough sticks, flatbread, and rice balls.

These things are generally run by individual vendors and sold on the streets, so the hygiene level can be imagined.

In order to save costs, vendors generally reuse the oil used to fry fried dough sticks. It has been scientifically proven that regular consumption of such fried food is extremely harmful to human health and can easily cause cancer.

In addition, alum is added to fried dough sticks, which is not suitable for the human body if eaten in large quantities.

The products of "Yonghe King" have unique flavor and clean environment. Therefore, compared with the soy milk and fried dough sticks that have been gathering dust at roadside breakfast stalls for decades or hundreds of years, their products have achieved differentiation.

The oil used for frying is 100% natural salad oil, and the oil is replaced immediately after one use. For the processing of fried dough sticks, foreign flour is imported, which not only enhances the crispiness of the fried dough sticks, but also reduces the risk of frying.

The intake of alum allows diners to eat with confidence and stay healthy.

Others do Manchu and Han banquets and banquet-style Chinese food, while Yonghe only operates a Chinese fast food market; others are open for 11 hours a day, while Yonghe is open 24 hours a day; others only open a phone delivery business, and Yonghe has become the first online ordering and delivery service in China.

Dining room.

These greatly facilitate customers, and also help Yonghe win over those office workers who are busy working in the office building and have no time to come down for a meal, and find a good place for those "people returning from the city at night" to have late-night snacks.

Products must be unique to leave a deep impression on customers, especially food, which is a one-time consumer product and must be complete in color, aroma and taste.

Yonghe's fried dough sticks are made one-third longer than ordinary fried dough sticks sold on the roadside.

Every piece of tableware that holds food in "Yonghe King" has been carefully selected and designed, so that customers can feel not only the process of eating, but also the process of slowly enjoying the food.

High-end prices. At that time, fried dough sticks on the streets of Shanghai generally sold for only 50 cents, but "Yonghe King" sold for 2 yuan.

Other items such as soy milk, rice balls, and scallion pancakes are also many times more expensive.

In addition to fixed costs such as renting stores, training staff, and importing high-quality raw materials, the company's original intention to set such prices at the beginning was to expand the consumption level and take a high-end route, ?Yonghe King?

It is clear that the target customer groups of McDonald's and KFC are teenagers and children under the age of 20, so when their first store opened in Shanghai at the end of 1995, they followed the road of "high quality, hygiene and high price".

Positioning the target customers at middle and high-income people between the ages of 18 and 45 has maintained the dislocation of the target group of foreign fast food customers, that is, it does not compete head-on with them, but maintains a balanced and complementary state with them.

In addition, taking into account the overall environment, in Shanghai in the mid-1990s, residents had some money in their pockets, and their lives were not as budget-conscious and restrained as they were in the 1980s. People pursued a more comfortable consumption environment and high quality

services.

Moreover, Shanghainese like to seek novelty, change, and follow fashion. Therefore, the high price does not deter people, but instead sets off a small wave in society.

It has truly turned "Yonghe Soy Milk" into a fashionable brand, making people willing to spend more for it.

This not only ensures the income of the restaurant operation, but also lays a good foundation for future development, which is conducive to the expansion of the length and depth of the product portfolio.

Smart chain Yonghe King's development has not always been smooth sailing. In 2001, due to the addition of new direct-operated stores, it was difficult to keep up with subsequent funds. By the end of the year, the company had lost 50 million.