Hanger wind prevails. How long can "Sweet Yaya" last?

29-3-22

Reporter Zheng Xuping photographed Zhan Chao

Donuts, crepes and milk puffs ... Since the end of last year, there has been a sweet West Point wind in Hangzhou. The doughnuts in Wu Shan Square and the "Sweet Yaya" West Point store in Wulin Square have all been snapped up by long queues. Nowadays, the new store of Doughnut Fengqi is about to open, and "Sweet Yaya", which entered Hangzhou in early November last year, has already opened nine stores.

In this regard, someone disdainfully said, "It's just the wind in Hangzhou." People in Hangzhou have all experienced the Hanger style, which has come and gone without a trace, such as dregs baked cakes, Brazilian barbecues, and old farmers' wowotou ... These food shops, which were once very popular in Hangzhou, are no longer or have no trace of scenery.

Every time you open a store, there will be a "sweet ya ya" with a grand queue. Will it be the next one? Can it make this Hanger wind last forever? In this issue of business school, we will discuss how long "sweet ya" can be sweet.

Buy in limited quantities, and finish it on the same day without additives

The first "Sweet Yaya" in Hangzhou has a good location, which is located at the terminal of Bus No.55, facing the bustling Wulin business circle, with a large flow of people coming and going around. The decoration of the shop is simple and refreshing, with the sales office in front and the production room behind. The two are separated and form a transparent pattern before and after. You can see that several pastry chefs are busy in front of the oven in the back room. Walking to the door of the store, a smell of milk came to my nose, and those brown and crisp egg tarts, cookies and puffs on the counter made people drool.

Although Yuanzu, Christine, Kesongfang and other famous cake chain brands are gathered around, Sweet Yaya still stands out quickly. "Sweet Yaya" opens at 8 o'clock every morning and closes at around 8 o'clock in the evening. During the 12 hours of business, there are long queues at the door almost every moment. It's not easy to eat the "sweet" West Point. It's not surprising to queue for half an hour. The business is booming enough to make colleagues jealous.

Different from the way that ordinary cake shops adopt central factory distribution, "Sweet Yaya" is the front shop and the back factory, and adheres to the business philosophy of "separate baking and fresh every second". Everything is baked on the spot and is now sold. Li Shicheng, manager of "Sweet Yaya" in Hangzhou, told the reporter that because West Point is the best when it is freshly baked, they deliberately control the relationship between the baked quantity and the sales volume, and try their best to provide the freshest and hot snacks to customers. If some snacks are not sold out when the store closes at night, they will dispose of them and will never leave them for the next day.

In Sweet Yaya, fresh milk puffs are purchased in limited quantities, and each person can only buy 1 yuan money at a time. Li Shicheng said: "Limited purchase is not a gimmick, but to let customers eat the best West Point. After cooling, the whipped cream will taste bad, and our West Point does not contain additives. It is best to eat it on the same day."

Comments:

Hu Jieyu: Limited purchase reflects a marketing strategy, but it has little effect on keeping "Sweet Yaya" selling well for a long time. Without additives, it is attractive to consumers who are particularly concerned about food safety, but as a promotional slogan, it lacks the recognition of authoritative organizations. If it can be appraised by an authoritative organization, it may have greater market impetus. The most effective of the above practices is the front shop and the back factory, which is the most impactful to customers. However, compared with the way of central factory distribution, decentralized processing must ensure quality, which is the key.

Xu yongjun: I think it's feasible if it really does not contain additives and is really considerate of customers. If it's a gimmick, in the end, the market has the final say, and it can't be fake, and it can't be fake.

A large bag of p>1 yuan's civilian-oriented West Point Store

At present, there are 9 kinds of products of "Sweet Yaya", including Snow Mountain Cake, Portuguese Egg Tart, Tongluo Roast, Royal Cookies, Milk Puffs, Butterfly Crisp, Pumpkin Crisp, Taro Crisp and Coconut Slices.

West Point has been in China for a long time, but not many people in China like western-style dim sum. Most people are still used to the traditional taste of fried dough sticks. "Sweet Yaya" has made some taste improvements, such as pumpkin crisp, which has no sucrose at all and belongs to traditional snacks.

"Our products cover consumers of all ages. Old people like to eat soft cookies, middle-aged people like to eat pastry, young girls like to eat fresh milk puffs, and children like to eat egg tarts. We also launch new products from time to time. " Li Shicheng said.

Of course, most people are willing to pay the waiting time to buy a bag of snacks to go home, mainly because it is cheap and good. In the eyes of consumers, "sweet ya ya" 12.8 yuan/kg of fresh milk puffs, butterfly cakes, pumpkin cakes and other cheap West Point are quite affordable. With the price of desserts in exquisite western pastry shops getting higher and higher, it is really attractive to spend 1 yuan to buy a heavy box of egg tarts or a big bag of puffs.

Li Shicheng told reporters that Sweet Yaya's overall positioning is to produce high-end products with low-end prices. It is precisely because of its high cost performance that it can become the new favorite of the public in a short time. The first sweet ya ya in Hangzhou has an average daily turnover of around 7, yuan.

Comments:

Hu Jieyu: Variety and low price are the important reasons for the success of Sweet Yaya. However, operators should also pay attention to the fact that as a snack food, it is very difficult to be suitable for men, women and children and be liked for a long time. I'm worried about whether anyone will remain loyal to Sweet Yaya for a long time after the "Hang Er Feng" has passed. A truly best-selling product should have a clear target customer and a clear positioning. Therefore, it is suggested that operators further clarify the customer base and the differential positioning between similar products.

Xu yongjun: it's still very cheap from the price point of view, but will the temporary low-price strategy have an impact on profits? I think it will last if the enterprise has profits and can keep the price low.

Raise the threshold and slow down the expansion of franchise stores

During the interview, Li Shicheng's cell phone kept ringing. He explained to us that many people wanted to join "Sweet Yaya" and asked how to join and what the economic benefits were.

"Sweet Yaya" originally planned to open 15 stores in Hangzhou. In four months, it has already opened 9 stores, of which 5 stores are direct stores and 4 stores are franchisees. Li Shicheng intends to slow down the speed of joining: "The more business is booming, the more sober-minded you must be and the more crisis-conscious you must be. Expanding too fast is not necessarily a good thing. We intend to calm down and refine management in the near future. "

Only after this northeast man came to Hangzhou did he hear about the "Hangerfeng". His analysis of the slag-falling biscuits, which were once popular all over the country, was: "If the entry threshold of the slag-falling biscuits is too low, the mom-and-pop shop can operate, and it is a single product, and the freshness of consumers will naturally disappear after it passes."

It is reported that Sweet Yaya West Point was founded in September 25, opposite to Shandong Normal University, Wenhua East Road, Jinan, Shandong Province. The business is very hot, and students queue up to buy it every day, which has almost become a local scene. In 26, Sweet Yaya entered the Jiangsu market in an all-round way and gradually achieved national expansion. In 27, Sweet Yaya devoted herself to brand development, completed the application for registration of "Sweet Yaya" own brand, and registered and established Nanjing Runmai Food Co., Ltd., taking the lead in introducing the CIS system, with a unified brand trademark and a unified brand image. At present, there are more than 6 "Sweet Yaya" stores in China.

how much does it cost to open a "sweet girl"? Li Shicheng said that the investment mainly includes rent, decoration and equipment expenses and employees' wages, of which the initial fee is 5 thousand yuan, and the investment cost can be recovered in one year.

Regarding the management of franchise stores, Li Shicheng said: "We have strict requirements on material selection, and all the raw materials in a single store are uniformly distributed. Pay attention to the training of employees' skills and ethics, and also send supervisors to supervise in franchise stores, and require rectification of violations. "

Comments:

Hu Jieyu: Operators have realized the necessity of slowing down the expansion of franchise stores, which is wise and necessary. The urgent task is to strengthen the management of existing stores, strict standards, and maintain steady growth. However, there is still a long way to go to cultivate the brand, and whether the company can succeed in the long run depends on whether it can do a good job in brand building.

Xu yongjun: from the perspective of joining, the market demand for products is very important, and products can last as long as they are needed by ordinary people in their daily lives. If the product is only fresh for a while, it is difficult to survive for a long time. "Sweet Yaya" originated in the school. Personally, I think the final market should still be in the school, and the positioning should be students.