Annual output value of Baheli beef

Chaoshan beef hotpot has been out of Shantou since 214, and it has made great strides in the expansion of journey to the south. In 216, there were more than 2, new Chaoniu hot pot stores in Jiangsu, Zhejiang and Shanghai. By 217, Chaoshan beef hot pot ushered in a large-scale closing tide, and the death rate in first-tier cities was as high as 8%. After the category has experienced ups and downs, some brands are still able to continue to develop and expand steadily, and their strategies and styles of play are worthy of our investigation.

"Baheli Beef Hotpot", which has been deeply involved in Chao Niu Hotpot for 14 years, spans 18 cities, has opened over 2 direct-operated stores, and more than tens of millions of people queue up to clock in every year, which has won the favor of stars and gourmets such as Gao Yuanyuan, Nicholas Tse, Ku Kui Kei and Cai Lan.

Create brand advantages based on category characteristics, and break through the category Red Sea

According to "China Catering Big Data 221", 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 1 kinds of knife methods to reproduce the "magical skills" of skilled people to understand cattle for 1 different parts of 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

Build an integrated membership management system

Accumulate 5 million private domain members

People-friendly prices and consistent quality, so that "Baheli Beef Hotpot" quickly gained a large number of loyal customers. Since 217, "Baheli Beef Hotpot" has opened nearly 2 stores in 18 cities including Shenzhen, Beijing, Shanghai and Guangzhou 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.

▲ Dining environment of "Baheli Beef Hotpot" stores

Considering the convenience and stability of the membership system, in 219, "Baheli Beef Hotpot" gradually established an online and offline integrated membership operation management system covering 13 stores through cooperation with Yazuo, and has accumulated nearly 5 million high-quality members, laying the foundation for its later retail transformation.

▲ "Baheli Beef Hotpot" member center/member stored value

III

The mature supply chain system empowers the brand to retail, upgrade

plus the small program member mall, and tap the new business

In the hot pot track where Matthew effect is getting worse and worse, the value of the 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 comes to Chaoshan", "Baheli Beef Hotpot" controls the quality of beef from the source by cooperating with high-quality pastures in Inner Mongolia and Yunguichuan. 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 Hotpot" successfully cross the growth cycle of Chaoshan beef hot pot category and achieve considerable development. In addition to selling retail products through offline supermarkets such as over the rainbow Supermarket, in February, 221, "Baheli Beef Hotpot" went online to the applet member mall through Weimeng's smart catering three-store integrated solution to tap the new increase of catering retail business.

▲ "Baheli Beef Hotpot" applet member mall

Four

omni-channel, multi-contact drainage of private domain, feedback of restaurant performance growth

Construction of an integrated growth closed loop, the annual growth rate of members is over 154%

From the time node, the catering retail boom 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 "2% 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 Hot Pot"

At the same time, the brand has also established corresponding WeChat communities for all offline stores, and held private domain traffic firmly 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 "3 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, at the marketing nodes such as Christmas, New Year's Day and Valentine's Day, "Baheli Beef Hot Pot" uses digital products, performance tickets, overlord 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, diverting users from online to stores, creating a closed loop of online and offline integrated growth, with an annual membership growth rate of over 154%!

▲ "Baheli Beef Hotpot" opening welfare/community drainage

Conclusion

Refined private domain operation ability, the key to brand gain increment

After entering the retail track of catering, catering enterprises not only need the support of strong supply chain, but also should think about how to improve the repurchase rate and profit rate ... The test behind this is the ability of catering enterprises to reach and finely operate private domain, which is also in the Red Sea market of catering.

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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