Crispy meat and chicken chops are consumers' favorite meat snacks. 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 now exceeded 20,000, which shows its popularity.
So, is it possible for the crispy meat industry to blow up such a big brand as "Zheng Xin" in the future?
First, the phenomenon that snack and crispy meat terminal stores are on the rise.
With the accelerated pace of people's life, all kinds of snacks quickly occupied people's lives. No matter day or night, snacks are very popular in snack bars in streets or stalls in smoky night markets.
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, small guns and other crispy butcher shops; In Zhengzhou, President Guo is frying crispy meat and crispy meat now. Guangzhou, Yunnan, Kunming and other places all over the country have terminal snack brands focusing on crispy meat.
"About two years ago, Tong's pot-stewed meat opened its first store in Chengdu, which should be the largest and best terminal brand of pot-stewed meat at present. Later, both Xiao Pao 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 of Fu Qian is very fast at present. At present, there are about 20 or 30 stores, 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, a Fu Qian pot-stewed meat also opened in a prominent position on the first floor of Zheng Hong. At that time, the slogan was: authentic traditional Chengdu crisp meat, people often queue up to buy.
In addition, Bao Xiao is also a well-developed brand of crispy meat snacks. Enterprise investigation shows that its catering company is Chongqing Xiaopao Catering Management Culture Co., Ltd., and official website shows that Xiaopao was established on September 7th, 20th/kloc-0th/8th, 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 are rising rapidly.
Second, what is the future prospect of the crispy meat with 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 become a big brand like "Zheng Xin" against standard chicken chops?
Previously, in "Zheng Da, Huaying, and New Hope have entered the game, An Jing is eager to try. Will the small crispy meat become the next big item?" There was a vote on the crispy meat, and nearly a thousand people participated in the vote. The results show that compared with snack bars, most people are more optimistic about the application of small crisp meat in hot pot channels, followed by group meal channels.
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 without professional training to fry them even with semi-finished products, which is also the main reason why fried products cannot be pushed home. As far as crispy meat products are concerned, it is too much trouble 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 "Zheng Xin Chicken Chop" in crisp meat industry.
However, he suggested that the cost of opening a shop with 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 it can be used as a standard for chicken chops. The crispy meat terminal has great opportunities in the future.
The relevant person in charge of Luoyang Zhengda Guangming Food Co., Ltd. holds 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. At present, the scale of terminal stores is not large, so it is difficult to have such a big brand as "Zheng Xin" in the short term. "
Third, what do you think? Whether the terminal brand of crispy meat can become bigger or not, 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 factory production core technology and strong logistics support also provided strong support for Zheng Xin to quickly occupy the market.
However, at present, few chain brands of crisp meat can realize the standardized supply of ingredients.
The person in charge of the above-mentioned large-scale enterprise crispy meat project said that the crispy meat terminal is in its infancy, and crispy meat is being made all over the country, but the brand is generally only responsible for training and providing seasonings, and the meat raw materials must be purchased by the 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 Shi Jun asked two crisp 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, seasonings, etc. 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 products of Zheng Da, New Hope and other big manufacturers are delicious and safe, but in the end, who can open the market and take the lead depends on cost control and product pricing.
"The transformation of catering and 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 have also tested the crispy meat floss products and think that the industrialized crispy meat floss is not suitable for personal consumption at the end. "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 fewer 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 it needed irregular product modeling, while industrialization provided standard products and would continue to communicate later.