The news of the listing of Yanzi Baiwei Chicken convinced Wang Xiaohai, the founder and CEO of Xian Lu Jia, that this chain-like community store business will eventually become a billion-dollar brand through a larger chain. "The halogen products industry looks at leisure in the first 30 years and the dining table in the last 30 years." In Wang Xiaohai's view, the community dining table deli is most likely to become a cooked food brand with 10,000 stores in the future.
In 20 15, seeing the brand opportunity of upgrading the traditional cooked food industry, Wang Xiaohai started from the dining table and founded the fresh sailor, which is the first "one-stop dining table cooked food supermarket" brand in China, serving family users and taking root in the community. At present, there are more than 200 kinds of dining table products, including cooked food, bean vegetarian food, duck seafood, complementary food and convenient dishes, among which 50% are halogen products and 50% are non-halogen products. The annual sales volume of signature trotters alone reaches 6.5438+million.
In the early days, in order to ensure the quality and polish the standardized management system, Xianlujia always insisted on opening a direct store. At present, there are more than 50 direct stores in Shijiazhuang. In March this year, Fresh Sailors set up an investment center in Jinan and officially opened it to the outside world. Now there are more than 150 franchisees in 20 provinces and cities such as Hebei, Beijing, Shandong, Tianjin, Henan and Shanxi. It is estimated that the number will reach 500 by the end of this year, and the revenue from 438+09 will reach tens of millions in 2065.
In terms of financing, 20 17- 10, Xianlu Shijia received tens of millions of RMB investment, with Jacky Capital and Jingji Capital as investors; From 20 15 to 12, Xianlujia was invested by Yang Shoubin, Yang Xiangyang and Bofu Capital.
Before starting a fresh sailor, Wang Xiaohai started his business in the Internet industry for 8 years. This experience made Wang Xiaohai see the uncertainty of Internet model innovation. When he started his business again, Wang Xiaohai decided to choose a traditional road that he needed. It wasn't long before he took aim at the cooked food and halogen products industry.
On the one hand, this industry has enough market space. Statistics show that the scale of halogen products in China is expected to reach 300 billion yuan in 2020, of which the retail scale of leisure halogen products accounts for nearly 40%, and the remaining 60% belongs to table halogen products.
On the other hand, although the "three heroes of braised pork" have been outstanding in the secondary market for a long time, the whole braised pork market is still relatively scattered. According to public data, the market share of the top five brands, such as Juewei Duck Neck, Zhou Heiya, Yanzi White-tailed Chicken, Huang Huang Shang and Jiujiu Duck, is only 20%, and there are still great opportunities for market integration.
Moreover, the regional performance of Luwei brand is obvious. In the northeast, these time-honored brands are first-hand shops. In the south of Sichuan, there are delicious, Zhou Heiya and Huangshanghuang, but in the middle of North China, there are few local brands that can be sold.
Seeing the opportunity of the market, Wang Xiaohai set up a fresh brine house in Shijiazhuang on 20 15. In category selection, Wang Xiaohai avoided halogen products for leisure consumption and chose consumer products for table food.
First of all, there is already a "three heroes of leisure consumption halogen category". These giants have advantages in supply chain and capital. In addition to competitors in the industry, leisure snack brands such as three squirrels and herbs will also seize some market share;
Secondly, the new retail in the community, the new table economy and the rise of new family consumers have also brought market growth to the table pot-stewed taste. Moreover, compared with leisure marinated vegetables, the community consumption scene just needs high frequency and long-term stability.
However, due to the fact that all the participants in the table marinated products are old-generation couples' wives' shops, the products are lack of standardization, and housewives' requirements for product categories are numerous and comprehensive, which leads to chaos in the whole industry, and various additives, poppy shells and zombie meat are flooding. Industry integration and upgrading is a dirty job, which is also the reason why fresh halogen home has not been officially opened to join in these years. According to Wang Xiaohai, such a track always needs to be pitted, and the fresh brine family has paid tens of millions of tuition fees for it.
Initially, it was in the channel. 20 16, fresh brine simply tests the water e-commerce channel. Although the monthly sales volume is several million, the profit rate and repurchase rate are very low. This attempt made Wang Xiaohai more aware of the "routines" of online sales.
"If you spend money online, there will be sales. If you stop spending money, sales will plummet. It is difficult for brands to make money, and it is also difficult to build a real brand with money. In addition, for cooked food, consumers demand immediate availability. "
Wang Xiaohai realized that online is just icing on the cake, and it can be used for marketing and brand purposes, not for business. In the end, he decided to continue to re-attach importance to offline, and extend it to take-out, group warfare and e-commerce through offline physical chain.
Later, in the supply chain, the fresh halogen family also built its own factory. At first, Wang Xiaohai thought the factory was an enlarged kitchen, but when he started to do so, he found that all levels needed coordination. Later, Wang Xiaohai left the professional work to professionals and adopted the third-party processing mode. At present, Xianlujia has more than a dozen cooperative factories, which are basically listed companies and leading enterprises. There is a central distribution center in Shijiazhuang and a distribution center will be established in Zhengzhou in the future.
Because the table marinated products are extremely irregular and involve the control of freshness, there are very high requirements for personnel management and process system. Early fresh gravy also imitated friends and businessmen, but imitation can only cure the symptoms, and it is necessary to find a suitable solution according to its own characteristics.
At present, in order to solve the regional circulation problem of cooked food products on the basis of ensuring freshness, fresh marinators learn from the supply chain model of baking and fast food and adopt the export model of "semi-finished products+technology", which makes it possible for fresh marinators to replicate nationwide.
Relying on this process, Fresh Lujia started the franchise mode this year, with more than 50 direct stores and more than 150 franchise stores, and it is expected to expand to 500 by the end of this year. In the choice of franchisees, in order to maintain the stability of opening a store, Wang Xiaohai prefers to choose people with business ideas and entrepreneurial couples, and the gross profit for franchisees will be higher than that of the industry 10%- 15%. At present, the survival rate of its franchisees is above 95%.
In addition to technical and management system barriers, in Wang Xiaohai's view, another barrier for brackish water producers lies in products. In terms of formula, the team of Xianlu Shijia has traveled all over Beijing, Wuhan, Chengdu and other cities 10. It has been tested by 1000 times and used 8000 kilograms of spices and ingredients, and finally made.
In the choice of ingredients, the fresh brine family also has absolute standards. Take pig's trotters as an example. They refused to use imported trotters that were frozen for a long time, stale, tasteless and had a bad taste, and only used 450-500 grams of fresh trotters of Qianxihe brand. At present, fresh brine manufacturers can sell more than one million brand trotters a year.
In order to ensure that the product does not contain essence, pigment and preservative, the fresh brine chef does not use chemical additives such as braised pork paste and a drop of incense, but uses 10 3 kg old hen, 20 kg chicken rack and 16 kg fresh ribs to cook for 4 hours to make natural broth, which is full of fragrance.
Steady and steady on the product, let the fresh halogen family have high-frequency repurchase in the community. In the future, in addition to selling products developed by themselves, fresh sailors will also use their own shops as sales channels for many catering brand products, selling non-staple food, fresh grain and oil, frozen vegetables, instant dishes and other products, so that users can buy all the food they need on the table without leaving the community, and build a one-stop table cooked food supermarket to become a "7-Eleven" in the cooked food industry.
At present, the management team of Xianlujia has more than 70 people. In Wang Xiaohai's words, Xian Lujia is not interested in opening two or three stores. What it wants to do is to build a billion-dollar brand.
Since 20 18, many new brands have appeared in the halogen products industry, and many young people have become industry participants. However, in Wang Xiaohai's view, because of the obvious first-Mover advantage, the cost and threshold of supply chain and chain channels are too high, few new brands can come out, and the industry will continue to be occupied by old brands for a long time to come, so the chances of new brands entering again this year are slim.