Text | Retail Commercial Finance, Author | Wang Xiaoyu, Editor | Adan
Why do you keep a low-key and mysterious relationship between the pot ring and the chrysanthemum? In fact, the pot circle does not want the "negative brand image" to be transferred to "Chrysanthemum Open", nor does it want the franchisee's defection tide to be staged again.
65438 Retail Finance learned from the catering industry on February 8 that the number of stores in the country of the chain brand "Chrysanthemum Open Pot Flavor" has reached about 900.
According to public information, the brand of "Chrysanthemum with Dew Flavor" belongs to Dajiawang Food (Shanghai) Co., Ltd., which was established in June 2020 with a registered capital of about13,366,800 yuan. In May this year, there were more than 700 chrysanthemum-flavored stores that completed the 65.438+billion yuan B round of financing, and most of them were located in Henan, with Zhengzhou (super 150 stores) as the center, radiating six provinces in the Central Plains and radiating 100+ cities.
Hua Kai, which opens at least two stores every day, is catching up with the grand goal of "expanding the number of stores nationwide to 1200-1500 by 202 1 year" at lightning speed, opening 900 stores in one and a half years, which is too fast for the industry; As far as "chrysanthemum blossoms" is concerned, it is still very slow.
In addition to the memory of the name, "Chrysanthemum Blossom" also has an invisible backer-the pot circle food sink.
Cookware Company opened a food industrial park in Henan in cooperation with Chengming Food, the upstream supply industry it invested in early. Shanghai Dajiawang Food, which belongs to Chrysanthemum Kailuwei, is also one of the settled enterprises, and Chrysanthemum Kailuwei and Pot also have the same investor.
The relationship between pot ring and chrysanthemum leaves enough room for thinking and imagination for the capital market and catering industry.
0 1 chrysanthemums are in full bloom and "gold" is everywhere.
It is understood that "Juhuakai" is positioned as cooked food, and its main product is "hand-torn chicken with rattan pepper", which is different from Zhou Heiya and Juewei. The company claims that it is a chain brand of pot-stewed food on the family table.
At present, Yanzi Baiwei Chicken is the only head brand in the "cooked food with table" subdivision track. Compared with "leisure pot-stewed flavor" and "table pot-stewed flavor", the latter is more complicated in making process, less heavy in taste and more like a dish than a snack.
"Chrysanthemum Bloom" mainly develops the market by joining, and the growth rate is relatively fast, which is completely different from Yanzi Baiwei Chicken, which was opened to join in 20 14 and currently has 4,300 stores.
Obviously, the newborn calf of Chrysanthemum Terrace is not afraid of tigers. Facing Yanzi Food, which has a history of more than 30 years, it is eager to break the situation by quantity, and shouted the slogan of "expanding the number of stores nationwide to 5,000 in the next three years, and becoming the head brand of spicy and bittern channels on the dining table in China".
Where does the courage of "opening chrysanthemum" nugget pot-stewed market come from?
Judging from the traditional food culture in China, consumers have endless creativity and imagination when looking for satisfaction on the tip of their tongue. From tasting delicious food to leisure snacks, from dining table to cinema ... the scene and scope of eating braised food are increasing day by day, which promotes the further development of the industry.
Relevant data show that in 2020, the market scale of China leisure halogen products will reach 654.38+023.5 billion yuan, and the average growth rate from 2065.438+05 to 2020 will be 654.38+08%, which is the fastest growing category of leisure food. It is estimated that the annual growth rate will continue to grow at 13% in the next five years, and the market size of lo-mei will exceed 220 billion yuan by 2025.
Among them, leisure-style pot-stewed snacks account for 40% of the pot-stewed market, and table-stewed products account for 60%, with a market scale of over 200 billion yuan.
Judging from the concentration of halogen products industry and the market share of major brands, Juewei, Hutchison Whampoa are the "three-legged" brands, and all of them are mainly leisure halogen products, with a total market share of only 65,438+07% and other brands accounting for 79.8%. The concentration of leisure luwei subdivision track is low.
As for the track of table halogen products, it seems that only Yanzi Baiwei Chicken is familiar with it. According to the number of communities in China, the domestic market can accommodate 200,000 watch stew shops, so there is still huge market growth space for watch stew brands.
Decentralized industry structure, blue ocean market with a scale of 100 billion and huge incremental space have become important reasons for attracting new brands. "Chrysanthemum blooming" and "galloping everywhere" are aimed at the huge market of table halogen products with unlimited potential and opportunities for nuggets.
The capital story is greater than the product taste.
Everyone wants to enter a good track, so why should "Chrysanthemum Open" take the lead? Can you open 900 stores in a short time?
According to public information, Puzzled Venture Capital (a venture capital partnership in Shanghai), which led the first round of investment, also invested exclusively in "Ju Hua Kai".
2065438+August 2009 12, Pot Circle announced the completion of the 45 million A round of financing exclusively invested by Yizhi Venture Capital; At the beginning of 2020, "Juhuakai" completed an angel round financing of 6.5438+million yuan.
Judging from the financing process of the two companies, Puzzle Venture Capital runs through it all the time, which means that Pot Circle Food Exchange and Juhuatai have the same "producer", and the relationship between them is extraordinary.
According to the report of Henan Venture Circle, the brand of "Ju Hua Kai" is operated by Dajiawang in Henan, and the brand owner is Rou Shi Restaurant in Henan. "Small Bench Bar Hot Pot" and "Pot Circle Food Exchange" were both created by Yang Mingchao, the founder of Rou Shi.
To put it simply, Rou Shi, who specializes in catering brand operation, holds the "chrysanthemum", and Yang Mingchao, the founder of Rou Shi, is also the founder of the hot pot circle.
It is not difficult to find the deep relationship between the food exchange in the pot circle and the "chrysanthemum blossom". Yang Mingchao is the behind-the-scenes trader of the Pot Circle Food Fair and "Chrysanthemum Blossom".
On the one hand, it wants to replace the "chrysanthemum" in the vegetable market, and on the other hand, it is the pot ring of the low-grade version of "Box Horse Hot Pot" and "Shu Hai".
As a matter of fact, the original genes of pot circle food sink and chrysanthemum blossom both focus on the "family table", the former focuses on the kitchen food supply chain of China family, and the latter is the "chain brand of family table scene air-dried spicy halogen", and the relationship between them is vividly portrayed.
Pot circle food exchange and "chrysanthemum opening" both rely on the franchise mode to open stores, and the growth rate is similar under the same style of play.
You know, in 2020, the Cookware Food Exchange, which was established nearly four years ago, has more than 5,000 stores. As of July, 20021,it has covered 200 cities in 3 municipalities and 24 provinces, and opened more than 7,000 stores nationwide.
According to statistics, the proportion of pot rings in stores in third-tier and below cities has reached about 58.7438+0%. The positioning of "Chrysanthemum Bloom" is also surprisingly consistent: "Third-and fourth-tier cities+communities", specializing in sinking the market.
The same trader and the same capitalist decided a similar development route and a similar capital story. Obviously, the success of "Chrysanthemum Bloom" in the pot-stewed market is inseparable from the escort of "Big Brother".
"Eating once is really delicious. I bought it once when I passed by Zhengzhou, and I wanted to join. When I want 70 thousand or 80 thousand, I still have to pay 10 thousand management fee every year Forget it, I haven't made leeks for many years! "
"Every store has its own taste preferences, and there are hundreds of stores. Why should we replace others? "
"Catering joining is basically cutting leeks! It is reliable to be a direct store. "
……
It can be seen from the netizens' spit that what the braised dishes market always lacks is good products rather than good stories, and it seems difficult to realize the dream of "chrysanthemum blossom" replacing the braised dishes shop in the vegetable market.
Some people say that the brand of pot-stewed vegetables has no soul, which also confirms the fact that the pot-stewed vegetables industry has not yet formed a standardized development. The challenge of "standardization" lies in "different opinions", and the popularity of braised dishes at home by couples is a unique and non-standardized taste.
03 insurmountable, died in the C round?
According to the data of Narrow Door Dining Eye, in 2020, about 2.5 million restaurants will be opened and 3.55 million restaurants will be closed.
"Juhuatai" also has to face up to the fact that it is "closed". "We have one here, which closed down in less than a year." Baidu netizen knife blue cloud 59 said.
On the lo-mei track, there are not only delicious food and yellow, but also Yanzi Baiwei chicken seeking IPO. "Ju Hua Kai" is not the first brand favored by the capital market.
Weng Yinuo, the founding partner of Hongzhang Capital, believes that there is no essential difference between today's new brand investment and financing and many waves in the past. "From fresh food wars to community group purchases to unmanned shelves, 10 basically has two or three themes a year, and these themes all have a feature-C-round death. In the new consumption field next year, the death of the C round will return to the rivers and lakes. "
Onino added, "The death of the C round is not a real death, but it is difficult to continue financing, there is no growth, and it has entered a state of' middle age crisis'."
Now, the crazy "Juhuakai" has completed the 65.438+0 billion B round of financing. Will it "die" in the C round?
This answer should be found in the "coat brother" pot circle food club.
In September this year, pot rings began to test water and braised products, and the pot ring braised product in the pot ring APP became a separate category entry on the home page, and nine new "pot ring braised Lala" brand products were added, including duck collarbone, braised quail eggs, duck neck, duck wings, braised chicken feet, duck top and other products, and the price of each box ranged from 9.9 yuan to 22 yuan.
This product is positioned as a kind of leisure pot-stewed food. From the perspective of market development, Lu Wei and leisure Lu Wei have been infiltrating each other. Just like coffee and new tea, pot-stewed flavor and "chrysanthemum" form a complementary category, which also plays a role in paving the way for the market.
In addition, pot-stewed flavor is only available in Henan Province at present, because it needs to be delivered nearby to ensure the timeliness of logistics, which is exactly the same as the base area of "Chrysanthemum Blossom".
Why did the pot ring enter the field of pot-stewed flavor?
On the one hand, the pot ring is to seize the market when the pot flavor is generally concerned and has growth potential; On the other hand, the product layout focusing on hot pot barbecue is restrictive. The strategy of the pot circle is to transfer the business category from simple one-stop hot pot barbecue ingredients to family ingredients, and the extended categories of family ingredients include fresh fruits, spicy and braised dishes and Aauto's faster dishes. The taste of braise in soy sauce helps the pot ring to open up new business and consumption scenes.
The low-key and mysterious relationship between the pot ring and the "Chrysanthemum Bloom" seems that we don't want the "negative brand image" of the pot ring to be transferred to the "Chrysanthemum Bloom", and we don't want the franchisees to defect again.
"At present, many franchisees are preparing to withdraw their stores, and I feel that a wave of franchisees is coming." According to a recent report in Time Weekly, a franchisee said: "In order to enter GMV, the Pot Circle Food Exchange requires franchisees to carry out promotional activities and sell at a loss. In order to increase the number of stores, they also violated the previous agreement with franchisees and laid low-priced stores in wu mart, which had a great impact on nearby franchisees. "
According to the feedback from franchisees, the food exchange of pot rings mainly depends on management fees and food supply fees, and the brand advantage is not obvious. Although it focuses on the supply chain, the products do not have their own unique characteristics. In order to make money or even go public, it is absolutely impossible to serve franchisees well.
The so-called "brand upgrade" of the pot circle will expand the category to hot pot, barbecue, prefabricated dishes and so on. Just to get rid of the differentiation of hot pot ingredients in the off-season and broaden revenue. At present, the effect is not obvious
In order to break through the "low gross profit", the traditional food supply chain must be transformed. Similarly, whether "Chrysanthemum Bloom" can realize the standardized development of technology also depends on the large-scale production capacity, the perfection of store supply chain and the layout strategy of regional market.
It's a long way to go, Xiu Yuan. Whether it's a pot that is eager to go public or trying to cross the "chrysanthemum opening" of the C round, it's the unchangeable truth to win the reputation of customers with quality and taste. It's not advisable to cut a handful of leeks and run away.