Xianhezhuang Pot-stewed Hot Pot, which has more than 700 branches in China, has only one store in Chengdu, where it is registered.
Xianhe Village in Chengdu is located in Xia Dong Street, East Street, Jinjiang District, adjacent to Chunxi Road Pedestrian Street and Taikooli Business Circle, which are the most prosperous in Chengdu. Because in the most lively place, this street is also crowded with catering brands.
There are all kinds of hot pot restaurants in this street, among which the signboard of Xianhezhuang outlines the image of star Michael Chen. Compared with other hot pot restaurants with only waiters standing at the door, Xianhezhuang attracts more people's attention and often queues up.
Michael Chen is not the only star in this street. A few steps away from Xianhezhuang, there is a noodle restaurant in Jam Hsiao and a barbecue restaurant in Huang Xiaoming, both of which have star-shaped signboards at their doors. Restaurants with star elements can always lead to discussions among passers-by and attract more diners.
The noodle restaurant in Jam Hsiao is full at noon. Shortly after a diner sat down, he couldn't help asking the waiter, "Why are you wearing a tan duck blood uniform?" The waiter revealed that because the two are actually one. On the front of the waiter's clothes, there are two big characters printed: "Shan Zhi".
Shan Zhi, the full name of Sichuan Shan Zhi Brand Management Co., Ltd., is located on the 30th floor of IFS Building, only 700 meters away from Xia Dong Street. Official website showed that Shan Zhi's predecessor was the hot pot brand "Zhuge", which was founded on 20 1 1 and was founded by Zhou Yang.
Tan duck blood is the most eye-catching food brand. At the headquarters in Shan Zhi, there is an area dedicated to displaying the design of Tan Duck Blood Store, with a plaque of "Hundred Years Tan Duck Blood" hanging overhead. In the exhibition area, there is a super-large hot pot displaying a series of catering brands: Xianhezhuang, Shaojiangnan, Zaomenkan, Natural Waiting and so on. They are brands that cooperate with stars such as Michael Chen, Huang Xiaoming, Sean and Guan Xiaotong.
On March 1 1, the plaster fell off the ceiling of a branch in Xianhezhuang, Hangzhou, which caused the concern of two customers. On April 1 1 day, Michael Chen said in Weibo that he "deeply apologized to the two customers, comprehensively investigated and rectified, and never tolerated safety issues!"
There is only one Xianhezhuang in Chengdu, and it is directly operated. According to the clerk, there is almost a long line here, and there are only a few people on Monday. (Southern Weekend reporter Zhou Xiaoling/map)
Shan Zhi's affinity with the stars is closely related to the founder Zhou Yang.
Southern Weekend reporter interviewed friends around him and learned that Zhou was born in 1984, and began to learn hot pot bottom materials with his master when 18 years old. After working for four years, he came up with the idea of starting a business. Under the introduction of friends, he found Lin Xiaodong, a local "Bashu comedian" in Chengdu.
Lin Xiaodong is short and smiling, and her stage name is "Dwarf Winter Melon". He is a clown in the five elements of life, beauty and ugliness. 1994, he performed a rubber band rolling lamp at the Spring Festival Evening, "although it was only for a few seconds". Lin Xiaodong is also good at telling stories and making money, and language programs have attracted many local audiences.
Lin Xiaodong thinks he is "delicious", especially Sichuan hot pot. When Zhou Yang and several friends found him, the idea of cooperating to make a hot pot restaurant hit it off. In 2008, "Shorty Winter Melon Hotpot Restaurant" opened, and in four years, it opened more than 100 branches all over the country.
However, internal differences have gradually emerged.
Lin Xiao Dong recalled to Southern Weekend reporter that the team at that time could be understood as a "grassroots team". The number of shops increases, the management ability is insufficient, the internal friction of management is serious, and the management concept runs counter to it. In 20 12, Zhou yang decided to leave "dwarf wax gourd" and set up his own hot pot brand "boiled brother".
"That's when I left him." Lin Xiaodong said that he thought Zhou Yang was a capable and thoughtful person. "Dwarf Winter Melon Hotpot Restaurant" used the stage name of Lin Xiaodong, but at that time Lin Xiaodong and Zhou Yang were only minority shareholders and had no right to speak.
After the separation, Lin Xiaodong's team continued to operate "dwarf wax gourd", but because the positioning of "dwarf wax gourd" in the market was hot pot, it was necessary to make parity, because the previous management team was unprofessional and it was difficult to control the quality of franchisees. Lin Xiaodong admits that the storage survival rate of early dwarf wax gourd is only 40%-50%.
At the same time, Zhou Yang's cooking second brother began to emerge in the hot pot world.
Early Confucianism and Mohism were engaged in publishing in the field of diet in Chengdu, and they had a lot of research on hot pot. He had face-to-face communication with Zhou Yang. At that time, Chugor was the first brand in Chengdu to standardize and chain Chongqing old stove hot pot. Especially when the second cooking brother opened to the thirtieth store, Zhou Yang received the first investment of 6 million yuan, which made his brand develop rapidly and expand its scale.
Zhou Yang once mentioned to Ru Mo that it was because of the first investment that the positioning of Chugor changed from a market hotpot to a brand boutique hotpot. It is also at this stage that Zhou Yang's hot pot restaurant began to attract stars to buy hot pot bottom materials, and Zhou Yang also accumulated a celebrity network.
Confucianism and Mohism explained to the Southern Weekend reporter that it is not surprising to meet celebrities in the catering industry. "The stars also have food. As long as your product is good, the stars will come to you themselves. "
Naturally, the tea shop that stayed behind was headed by Guan Xiaotong, but the actual trader was Shan Zhi. (Southern Weekend reporter Zhou Xiaoling/map)
On October 20 18 1 month, Zhou Yang's brand "Tan Duck Blood" was launched. During this period, Zhou Yang maintained his consistent thinking. Like Lin Xiaodong, he found Liao Jian who is also a "Bashu comedian" and joined the ranks of "Tan Duck Blood".
As a local Bashu artist, Liao Jian's rich performance experience makes him comfortable in public. On the official website of Tan Duck Blood Hotpot, Liao Jian stood in front of a cauldron in a white chef's suit and a tall chef's hat, holding a big spoon in his right hand and left hand to show visitors. Zhou Yang led the team in charge of behind-the-scenes operations.
Liu Shaoquan, general manager of Shan Zhi officially joined Tan Duck Blood in May 20 18 at the age of 50. Previously, he worked in a well-known Chinese restaurant in Chengdu and had nearly 20 years of catering management experience. Before doing business, he was a government official.
Liu Shaoquan recalled to Southern Weekend reporter that he had considered Zhou Yang's invitation again and again, and spent nearly a month inspecting Tan Duck Blood Chengdu offline store. Liu Shaoquan observed that eating Tan duck blood hotpot had a sense of ritual, which was not found in other hotpot restaurants in the same period. The main item of drying duck blood has a memory point. Because of the professional acumen of the caterer, he decided to join Tan Duck Blood.
At present, Zhou is the chairman of Sichuan Brand Management Co., Ltd. Liu Shaoquan is in charge of internal management affairs. Southern Weekend reporter learned at the front desk of Shan Zhi Company that Zhou Yang rarely appeared in the company and only appeared when there were activities.
Liu Shaoquan said that at present, Tan Duck Blood has more than 700 franchise stores in China.
There are also many stars escorting the duck blood. Yang Kun, Jam Hsiao, Sitar tan, Ng Man Tat and other stars all appeared in the camera and recorded the video of blessing. On the joining website of Tan Duck Blood, there are photos of Zhou Yang and other stars such as Sun Nan and Rong Jia.
At the first hot pot industry sharing meeting of China catering on 20 18, Liao Jian said that Tan Duck Blood is a place where stars must punch in after arriving in Chengdu, "I have such a good popularity".
Shortly after the launch of Tan Duck Blood, Shan Zhi and Lin Xiaodong jointly launched another hot pot brand, Rongyiguo Douhua Mala Tang. This is also the standard of "main item" and "Bashu comedian", but Guo is far less bloody.
Lin Xiaodong analyzed that the reason why Tan Duck Blood was so popular was that the brand of Sichuan-Chongqing hot pot was in an ignorant period at that time, and on the other hand, Tan Duck Blood reasonably enlarged its own advantages and formed its own characteristics. Due to the limited energy of the catering team at that time, Zhou Yang focused on making Tan Duck Blood and didn't have much energy to allocate to Rong Guo Yi. "Overall, there is still a lack of harmony between the right place and the right time."
At the same time, some people in the industry have noticed the operation mode of "star+catering", and some people have "shown kindness" to it, hoping to run the dwarf wax gourd hot pot restaurant. He recalled to the reporter of Southern Weekend that most people just wanted the brand to "blossom everywhere", but Lin Xiaodong refused one by one.
In the end, he reached a cooperation with Sichuan Guanghui Catering Management Company. This hot pot catering company originated in Xinjiang and invested in Jianyang, Sichuan. Ceng Guanghui, the chairman of the board of directors, is a native of Jianyang and was once a soldier stationed in Xinjiang. Lin Xiaodong values the management ability and supply chain system of Ceng Guanghui team.
After adjustment, Dwarf Winter Melon Hot Pot Restaurant launched the "Black Tea Pot Bottom". Before the pot was opened, the waiter sent a piece of auspicious words to increase the sense of dining ceremony. He said that the current store survival rate has increased to 90%.
Ceng Guanghui believes that whether the brand can really succeed depends on the survival rate of the store. The survival rate of stores is inseparable from the supervision, management and support of the headquarters team to franchisees.
Xianhezhuang in Michael Chen is the most famous star cross-border project operated by Shanzhi.
Fujian Xianhezhuang Investment Management Co., Ltd. was established on 20 15 1 1, which was jointly initiated by Michael Chen, Zhu Zhen and Ye Yixi. Ye Yixi withdrew his stock on 202 1 1 6, and Li Chen subsequently made up his position.
2065438+June 2009, Chengdu Xianhezhuang Brand Management Co., Ltd. was established and began to participate in the operation. At present, Shan Zhi holds 565,438+0% shares, and Fujian Xianhezhuang holds 49% shares.
After the establishment of Xianhezhuang in Chengdu, the speed of opening a store has obviously improved. In the summer of 2020, on the occasion of the first anniversary of the establishment of Chengdu Xianhezhuang, its press release said that more than 500 stores had been opened, setting a grand occasion of "five stores opened together". Up to now, the number of stores in Xianhezhuang has exceeded 700. It can be compared that in 2020, 544 new stores were opened in Haidilao.
Southern Weekend reporter learned from Shan Zhi's merchants in Guangzhou in the name of a franchisee that the budget (excluding rent) for a franchisee to open a hot pot restaurant is about 6.5438+0.5 million, a barbecue restaurant is about 2 million, and a tea shop is about 500,000 without rent. At present, Shan Zhi's brands are Xianhezhuang, Tan Duck Blood, Shaojiangnan and natural to stay.
The joining fee of Xianhezhuang varies according to the city level and store size. According to the report of "City Boundary", a 350-square-meter Xianhe Village was opened in Beijing, with an investment budget of more than 2 million yuan and a three-year franchise fee of 550,000 yuan. According to AI Finance and Economics, the investment budget of 300 square meters Xianhezhuang in Beijing is 6.5438+0.68 million, and the three-year joining fee is 480,000. In Zhengzhou area, the initial fee of 300-500 square meters is 380,000.
After the successful transformation of Chenhe Xianhe Village, Shan Zhi has opened up a road to incubate star catering brands.
On June 3, 2020, Chen He and Sean appeared together in Chengdu, serving as the platform for the iron pot barbecue at Zaomenkan. They played Ceng Xiaoxian and Lv Ziqiao respectively in ipartment. Tianyanchan shows that the trademark of Zaomenkan belongs to Sichuan Zhixian Catering Management Co., Ltd., the legal representative is Zeng Di, and the original shareholder Zhou Yang withdrew on February 27, 2065438. At present, the main business entity of Zaomenkan is Zeng Wei Barbecue, a self-employed person in Jinjiang District, and the legal representative is Zhang Ying, a former shareholder of Sichuan Zhixian.
On June 24th, 2020, Shaojiangnan invested by Huang Xiaoming opened in Taikooli, Chengdu. The major shareholder of Shaojiangnan is Sichuan Shan Zhi, holding 58% of the shares. Huang Xiaoming has no direct shareholding.
On February 6, 2020, at 65438, Modern China Tea Shop in Guan Xiaotong officially opened opposite the headquarters in Shan Zhi, Sichuan. Her father Guan Shaoceng owns 35% of the shares in this tea shop, and Xiong Jie, the head of food brand, is the director of the tea shop.
At present, star catering brands have the status of chief brand officer, brand manager and star partner. Some stars, such as Chen He and Guan Xiaotong, hold shares in the company in the name of individuals or relatives, and get profits and dividends as shareholders, while others do not hold shares publicly.
So is Zhou Yang. Although he is the chairman of Shan Zhi, the actual controller of the enterprise is Luo Yi, and there is no Zhou Yang's name in the equity relationship. In this regard, some insiders revealed to the Southern Weekend reporter that this situation mainly depends on everyone's personality. Some people don't want to stand in front of the stage, so does he. "As long as there is an agreement, it will be fine."
The reporter of Southern Weekend sent an interview appeal to the Michael Chen team on the cooperation mode of hot pot restaurant, but no reply was received.
Du Haitao is the brand manager in Chengdu, and Orfila is the brand miss in Chengdu. There are four elders and four hot pots near its operation team. (Southern Weekend reporter Zhou Xiaoling/map)
In addition to the star brand Shan Zhi, there is also a restaurant "Spicy Bean Spicy" in the business circle of Chunxi Road in Chengdu, which is operated by Chengdu Jincheng Time Catering Management Co., Ltd. and its own brand is Yuanlaosi Hot Pot.
Across the street from Huang Xiaoming's "Burning Jiangnan" is the partner of "Douling Hot Pot", whose operation team is Chengdu Jiantantang Catering Management Co., Ltd., and the chairman is Tang Yi, the founder of Radio Lane Hot Pot.
"In the past year, at least ten catering brands of' star+professional team' were not from restaurants." Li Rui, founder of Sichuan Legend Music Culture Communication Co., Ltd. said that star resources are open, and there is no threshold for this combination of' star+professional team'. The difference is that the professional team mentioned here includes not only the traditional food research and development, kitchen administration and operation teams, but also the global media promotion team, the operation team of Meituan Review, the event planning and execution team, and the visual team. And it is not a simple combination. You can have a good time.
Li Ruiyuan used to be the deputy director of Sichuan Satellite TV. He met Zhou Yang when he was doing a program on TV. Before setting up the company, Li Rui often gave advice to Zhou Yang. Founded in April 2020, Li Rui, with a team dominated by media people, began to undertake IP communication, visual design, evaluation and operation of celebrity catering. This team currently has more than 60 people, and nearly 70% of the company's business comes from catering.
"Good relationship to what extent? People who eat best can't sit in their own company, so they can come to our company for a while. Because we are all in the same building. " Southern Weekend reporter saw many employees wearing red pullovers with the words "Come for dinner" in Chuanqile's office.
After the establishment of Chuanqi Music, it was also the concentrated outbreak period of Shangzhi Star catering brand. The marketing models of the four brands that have been hatched are almost the same: the stars attend the opening ceremony in person, share the fission on social media through short videos, and expand the brand influence.
"In essence, it is to use the thinking of the media to do catering." The work of Li Rui's team includes the visual design of the store, online promotion and marketing, offline activities, and even set up a special public opinion department to track and handle the online public opinion of star catering brands.
Li Rui explained that it is not easy for stars to do cross-border catering, which requires both energy and risks. Stars will cherish feathers, and once the sideline business is not well managed, it will even ruin the star's personal reputation. Working with stars is also a double-edged sword for enterprises. Stars bring their own traffic, but if there is a slight difference, negative topics will ferment quickly.
"Don't think that a star opening a store is just a stall." Li Rui pointed to his mobile phone. Before the interview, he just confirmed the color details of Michael Chen on a short video poster, which is "exquisite to this extent". Star bosses will spare no effort to promote their brands on their social platforms and often attend opening activities.
The offline activities and online promotion of Shan Zhi brands and stars were also completed by Li Rui's team.
In view of the rumor that the cost of a star attending a joining activity is 6.5438+0 million yuan, Li Rui explained to the Southern Weekend reporter that there is no reward for the star to participate in the opening activities, but there are many expenses for the accommodation and activities of the artist team. More importantly, the role of the star boss in the store is online delivery, and the total cost is usually as high as one million. In view of the high cost, it is generally not recommended that a single store invite a star boss to the store.
In the past year, a number of star catering brands have been intensively hatched in Shan Zhi, and they have expanded rapidly in the form of joining, which has also brought criticism of "cutting leeks".
Liu Shaoquan, general manager of Shan Zhi, told Southern Weekend reporter that according to Zhou Yang, the working idea of 202 1 mainly revolves around the words "maintenance, stability and safety", in which "maintenance" refers to serving existing franchisees and helping franchisees to do a good job in store management. For example, since April this year, nearly 200 people have visited stores all over the country, mainly to check food safety, service standards and product standards.
(At the request of the interviewee, Confucianism and Mohism in the text are all pseudonyms. )