A bowl of mutton soup can achieve 211 million flowing water
A bowl of mutton soup can achieve nearly 211 million flowing water. Why?
How did you turn a small bowl of mutton soup into a chain business? It sets itself the goal of opening thousands of stores. Where does this confidence come from? Not long ago, Wusheng Mutton Soup, which has been deeply cultivated in Beijing for many years, boasted that it would open 1,111 stores nationwide.
As a niche category, mutton soup has been settled in the northwest corner for a long time, and mutton soup houses are mostly hidden in the streets and lanes of the northern region, which is relatively rare in the southern market.
In recent years, with consumers' attention to healthy diet, the nutritional value of mutton soup has been discovered by more and more people, and small restaurants featuring mutton soup have begun to emerge in some areas. But overall, the market has not yet become a "climate".
in this context, why does Wusheng mutton soup point to thousands of stores? What's the story behind it?
one: create nearly 211 million running water a year
Success is cooked
"Success is cooked". This slogan of Wusheng mutton soup is a true portrayal of the entrepreneurial story of its founder, Mr. Wang.
Mr. Wang, who was born at the grass roots, entered the society at the age of 17. He traveled alone, sold clothes and food, and also worked as a grain wholesaler before entering the catering industry.
in p>2119, Mr. Wang discovered the business opportunity of mutton soup. He found that mutton soup, as a special snack with a long history, health and high nutritional value, was deeply loved by surrounding consumers. But at that time, there were no decent mutton soup restaurants in Beijing, and the market was mixed, and the taste and quality of products were uneven. Soon, he had a bold idea-to manage mutton soup in the form of fast food to achieve standardization, chaining and branding.
So, he went back to Beijing, built a small facade of 18m* in a residential area of Wusheng Road, and started a mutton chop soup business, named "Wusheng Mutton chop".
this small store, excluding the kitchen space, can only hold 6 tables and 18 customers, but its revenue is rising every day after its opening, which brings great confidence to Mr. Wang. Later, Mr. Wang opened two stores in other parts of Beijing. Among them, the third store opened in Jinsong Middle Street has also become the starting point for the chain of Wusheng mutton soup.
As the store with the highest per capita consumption of Wusheng mutton soup, the third branch has about 1,111 people entering the store every day, with a daily revenue of more than 1,111 and an annual revenue of nearly 3 million. Relying on the profit of this store, Wusheng Mutton Soup began to expand, and once opened more than 111 stores. In this process, in order to better cater to the southern market, Mr. Wang also changed the brand element with local characteristics from "miscellaneous sheep cutting" to "mutton soup".
according to Mr. Wang, when the business of Wusheng mutton soup is at its peak, the turnover rate can be as high as 21 times a day, creating nearly 211 million yuan of running water a year.
since p>2117, based on the judgment of the market situation, Mr. Wang has made a rational decision to strategically close some stores. At present, the number of stores of Wusheng Yangtang is stable at around 61.
2: Create the ultimate single product
Complete the brand chain operation
From 1 to 111, and then to 61, in the process of continuous exploration, Mr. Wang turned a small bowl of mutton soup into a chain business and completed the transformation of snacks into fast food. How did he do it?
First, "only one yuan per year" makes sumptuous food just need it.
In the past, most mutton soup restaurants were spread early, and the store management was traditional. In the selection and treatment of ingredients, in order to control the cost of ingredients, most merchants will use these scraps of haggis to make soup. Boiling the viscera with white water makes the whole taste of the boiled mutton soup poor.
of course, some slightly larger restaurants will also use mutton soup as a recommended or auxiliary dish. The mutton soup in these restaurants has improved in taste, but the price is mostly above that in 81 yuan. Consumers can only have a rare tooth sacrifice occasionally, but they can't spend it regularly.
in view of the pain points of these mutton soup shops in the market, Mr. Wang refined the value points of Wusheng mutton soup-thick soup, sufficient material and original flavor. For this reason, Wusheng mutton soup was made of fresh bone soup from the beginning, and the internal organs were also treated by unique processes such as cleaning, boiling, cutting and mixing soup. Coupled with the specific formula, knife work, heat and seasoning to enhance the taste, the mutton soup was made to make consumers memorable.
In terms of pricing, Mr. Wang chooses to meet the needs by fast food, so that Wusheng Yangtang can occupy consumers' minds with the advantage of high cost performance.
Mr. Wang told Zege, "Our mutton soup only increased by one yuan a year, but in more than ten years, the price of mutton has increased by four times, from 11 yuan per catty in 2119 to more than 41 yuan today. According to the increase of raw materials, a bowl of Wusheng mutton soup should be sold in 41 yuan. However, we have always adhered to the thinking of small profits, and set the per capita consumption within 15-35 yuan to provide more consumers with a healthy and cost-effective food experience. ".
second, lay out "stores+retail" and extend the added value of the brand
in traditional thinking, it is almost impossible for traditional snacks to become big brands because their added value is too weak. But Mr. Wang has always believed that mutton soup can be made into a big brand. To this end, he has been thinking about how to increase the brand and added value of Wusheng mutton soup.
after insight research, Mr. Wang decided to work hard on "all-weather business" to create a three-dimensional "super-single-item" catering form with full-time and full-consumption scenes.
In the second half of p>2116, Wusheng mutton soup began to enrich its product line. At noon, it still meets the just-needed mutton soup products, and at night, it added mutton skewers, sheep head meat, sheep belly and other leisure meals suitable for drinking a little wine, creating a more diversified consumption scene.
In addition, Mr. Wang believes that from the perspective of product organization system, more than 98% products of miscellaneous sheep can be retailed. To this end, since 2121, Wusheng Yangtang has established an e-commerce department, which is responsible for the packaging, quantitative production and sales of derivatives.
"We hope that mutton offal products can enter thousands of households, so that consumers can buy Wusheng mutton soup in any city where they can't see it. N revealed that the new retail of Wusheng mutton soup will be launched nationwide this year, and the products include mutton head, mutton tripe, mutton hoof, mutton offal powder and sheep scorpion hot pot, etc. By carrying retail products, the brand will completely get rid of the restriction of 3 km business circle and turn the terminal entity store into an" experience terminal "and a" communication carrier ".
Third, build a standardized system, and walk on two legs by direct selling and joining
Based on the industry for more than ten years, with the continuous improvement of market reputation and brand recognition, Mr. Wang, who has mature experience in direct selling stores, decided to comprehensively improve the development speed and spread Wusheng mutton soup all over major cities in China.
To this end, Wusheng Mutton Soup began to open its franchise in 2121, and pilot franchise stores were laid out in Shenzhen, Shanghai, Tianjin, Shenyang, Henan and other regions.
the core of supporting wusheng mutton soup from direct selling to joining is that wusheng mutton soup has formed a clear standardized process in the past development process and has a strong ability to replicate in stores. Stores only need light processing to serve meals, thus achieving de-chef.
3: Set a plan of thousands of stores
Determined to build the first "sheep by-product supply chain"
Due to seasonal slaughter, difficult handling of materials and taste, the market share of sheep soup has been relatively small, and it has not run out of a large national chain brand. Although Wusheng Mutton Soup in nearly 111 stores is one of the best, many people are still skeptical about its thousand-store plan. After all, mutton soup is really a small category.
In this regard, Mr. Wang bluntly said that mutton soup can be standardized, and the taste acceptance is getting higher and higher. Coupled with the rapid development of the supply chain, it is entirely possible to achieve the scale of thousands of stores.
"the supply chain is the top priority. Joining relies on the supply chain capability, and the scale brought by joining can feed back the supply chain. The two complement each other and are done well, so the running volume is not a problem. "
Mr. Wang is more convinced of the feasibility of this model through the in-depth study of industry consolidation, a duck by-product of Juewei duck neck.
In his view, if Wusheng Mutton Soup can reshape the supply chain of sheep by-products, it will bring many benefits to the development of the whole category: First, implement the bulk purchase/underwriting model to ensure the income of slaughterhouses; Second, the factory unified processing to ensure food safety; The third is to implement cold chain distribution to ensure fresh ingredients.
"In the future, Wusheng Yangtang hopes to build the first' sheep by-product supply chain' with the help of capital on the basis of realizing the scale of thousands of stores. On the one hand, it will provide a deep supply chain for Wusheng Yangtang, on the other hand, it can also provide products for mutton soup shops scattered all over the country."
whether this grand idea can be realized remains to be seen.