Crispy meat and chicken chops are both favorite meat snacks for consumers. The chicken chops industry has produced a national famous chain brand-Zheng Xin chicken chops. According to statistics, the number of stores in Zheng Xin has exceeded 20,000, which shows its popularity.
Then, is it possible for the crispy meat industry to blow up such a big brand as "Zheng Xin" in the future?
First, the snack phenomenon, crisp meat terminal stores are rising.
With the accelerated pace of people's life, all kinds of snacks quickly occupied people's lives. Snacks are very popular in snack bars in the streets and lanes, or in smoky night market stalls, no matter day or night.
In the past two years, terminal snack bars with crispy meat have risen rapidly all over the country: in Chengdu, you can see brands such as children's, trotters and other crispy butcher shops; In Zhengzhou, President Guo is now frying crispy meat and crispy meat. Guangzhou, Yunnan, Kunming and other places in the country have terminal snack brands mainly based on crispy meat.
"About two years ago, Tong's crispy meat opened its first store in Chengdu, which should be the biggest and best terminal brand of crispy meat currently made. Later, both Xiaopao and Fu Qian grew up and gradually won the favor of consumers. " According to the person in charge of the crisp meat project of a large enterprise, the development speed of Fu Qian is very fast at present, and there are about twenty or thirty stores now, and the business has been good.
Zhengzhou Zheng Hong can be said to be the weather vane of food, and all kinds of online celebrity restaurants are gathered here. More than two months ago, Zheng Hongcheng opened a Fu Qian Crispy Meat in a conspicuous position on the first floor. The slogan is: authentic traditional Chengdu crispy meat, and people often queue up to buy it.
In addition, Bao Xiao is also a well-developed brand of crispy meat snacks. According to the investigation, its catering company is Chongqing Xiaopao Catering Management Culture Co., Ltd. According to official website, Xiaopao was established on September 7, 20 18, and it has three products: fried crispy meat, fried chicken fillet and fried small fish.
Liu Xia, the sales director of Chengdu Qishugong Food Co., Ltd., also saw this trend. "Small crispy meat terminal stores have risen rapidly.
Second, what is the future prospect of small crispy meat against standard chicken chops?
The "Big Data Report on Catering" shows that snacks are the fastest growing category among many catering formats. Both are meat snacks and crispy meat terminal stores. what do you think? Can crisp meat compete with big brands like "Zheng Xin" against standard chicken chops?
Before that, Zheng Da, Huaying and New Hope entered the market one after another, and An Jing was eager to try. Will the small crispy meat become the next big item? There was a poll on the small crispy meat, and nearly a thousand people participated in the poll. The results show that most people are more optimistic about the application of crispy meat in hot pot channel, followed by group meal channel.
Well, Xie Xudong, general manager of Supply Chain Management Co., Ltd., analyzed from the product point of view, fried products have high requirements on temperature, and it is difficult for ordinary people to fry even semi-finished products without professional training, which is also the main reason why fried products can not be pushed home. As far as crispy meat products are concerned, it is too troublesome to make at home, but people's demand for fried products has always existed. The appearance of crisp meat terminal stores has solved this problem well, and has the opportunity to give birth to the "Zheng Xin Chicken Chop" in the crisp meat industry.
However, he suggested that the cost of opening a shop for crispy meat products is too high, and brands can consider combing similar fried products and providing multiple categories to enrich consumers' choices.
"Making a small crispy meat alone is the primary version of the terminal store. Doing more categories can share costs and meet the choices of different consumer groups. " The person in charge of the above-mentioned large-scale enterprise crisp meat project coincides with Xie Xudong's point of view.
"New Hope has achieved a sales volume of 1 100 million yuan in less than half a year, which is enough to prove the huge market and consumption potential of this product. Snacks are the fastest growing catering industry. Under the current situation of "three highs and one low" in the catering industry, the small crisp meat terminal store conforms to the trend of the catering industry at this stage. " An insider believes that the crispy meat has the conditions to become an explosive product and can be used as a standard chicken chops. Small crispy meat terminal has great opportunities in the future.
Relevant persons in charge of Luoyang cp food Co., Ltd. hold different opinions. "Chicken consumption has spread from abroad to China, and the chicken chops in consumers' impressions are standardized products; Crispy meat is different. People in China are very picky about the consumption of pork products. The family flavor of crispy meat is deeply imprinted in people's hearts. Terminal stores are not large at present, and it is difficult to have a big brand like' Zheng Xin' in the short term. "
Third, what do you think? Can the terminal brand of crispy meat become bigger, and the supply chain is the core issue?
As we all know, the core of chain brands is standardization. Ensuring the taste and taste of products with the best ingredients is the key to win in the fierce market competition. Secondly, the mastery of the core technology of factory production and strong logistics support have also brought strong support for Zheng Xin to quickly occupy the market.
However, at present, few chain brands of crispy meat can achieve standardized supply of ingredients.
According to the person in charge of the crispy meat project of the above-mentioned large-scale enterprises, the crispy meat terminal is now in its infancy, and crispy meat is being made all over the country, but brands are generally only responsible for training and providing seasonings, and meat raw materials must be purchased by franchisees themselves. "Don't say that Zhengzhou franchisees have different stores in Sichuan. The products made by each master are different, and the stability of flavor is very poor. "
Leng Shijun asked two crispy meat brands as interested franchisees and found that it was indeed the case, and neither of them had a standardized product supply. The other party mainly provides site selection and decoration, management, product training, seasoning, etc. The core raw meat is purchased by franchisees themselves.
As an insider analyzed, the taste of commercial channels should not be bad, the safety factor must be high, and the most important thing is that the price should not be much higher than the processing cost. Needless to say, the taste and safety of products from Zheng Da, New Hope and other big manufacturers, but in the end, who can open the market and take the lead depends on cost control and product pricing.
"The transformation of gourmet catering, small and beautiful is the trend. However, the formula of crispy meat terminal store is different from that of industrialized products. " The relevant person in charge of Luoyang cp food Co., Ltd. said that in fact, they also tested the crispy meat products, and thought that the industrialized crispy meat was not suitable for personal consumption. "Franchisees go to buy meat. Advantages are low cost and high profit. The disadvantage is that the quality is difficult to guarantee, but the non-standardized supply determines that it is difficult for this brand to become bigger. This is a very contradictory question. "
The person in charge of the above-mentioned large-scale enterprise crisp meat project believes that there are few crisp meat terminal brand stores, and the supply chain problem has not been amplified. When the brand continues to expand, the problem will become more obvious. Unless the supply chain problem is solved, it will be difficult to really operate the brand.
New Hope tried to take over a pastry shop brand, saying that the product technology they requested was actually not complicated, but only required irregular product modeling, while industrialization provided standard products and would continue to communicate later.