On April 21, sponsored by the China Cuisine Association? China Cuisine Good Case? The second season into the Meizhou Dongpo Group, Wang Gang, chairman of the board of directors and Liang Di, president of the couple partner founders for the first time fully open 19 years of entrepreneurial winning way, to the nation's more than 200 catering peers to share the integrity of the establishment of a personal brand, learning and innovation, every day is a start-up, to create a special ecological chain, catering internationalization and other catering people are very interested in the depth of the topic.

Over the past 19 years, Meizhou Dongpo has developed from a small restaurant into a large-scale catering enterprise with 3 sub-brands under its banner, namely Meizhou Dongpo Restaurant, Meizhou Snacks, and Wangjiadu Hot Pot, and 111 outlets around the globe, with an annual turnover of more than 2 billion RMB. It has become the catering service provider for the Olympic Village (Paralympic Village) operation team of Beijing 08 Olympic Games Organizing Committee, and was invited by the Thai royal family to make the 60th birthday banquet for Princess Sirindhorn at the beginning of 2015, which made the Chinese Sichuan cuisine to be on the foreign state banquet for the first time.

Speaking of the secret of success of Meizhou Dongpo, Wang Gang, chairman of Meizhou Dongpo Group, summarized? Just one word, learn it!

At the meeting, Wang Gang summarized the results of his 19 years of searching and learning as follows:

First, follow the trend, model innovation

Meizhou Dongpo 19 years, from the beginning of the street store to the synergistic development of multi-brand, and then the success of the shift to shopping malls, each time successfully grasped the trend of development of the times through the model innovation. The successful metamorphosis.

Initial period: Positioning the public, building A380-style store mode

In the early stage of the business, Wang Gang established a guideline for the operation: "What is popular is always popular". What's popular is always popular. Wang Gang said, a business and even a country, to get long-term development, must meet the interests and needs of the vast majority of people, so at the beginning of the Meizhou Dongpo on the positioning of mass consumption. But in the historical conditions at that time, the rapid rise of business consumption, demand is strong, in order to adapt to market demand, Wang Gang in the positioning of mass consumption based on the creation of the A380-style store mode.

The so-called A380-style store model, first of all, is to be big. As much as possible to accommodate more people to consume, so Meizhou Dongpo store from the beginning of the 400 square meters, constantly expanding, and even appeared tens of thousands of square meters of super large stores. Secondly, according to the A380, 90% economy class, 10% business class cabin layout, Meizhou Dongpo stores 90% opened in the neighborhood, mainly for mass consumption, and 10% focus on business consumption. And each store is also in accordance with the 10:1 ratio of private rooms and loose tables. Wang Gang's store opening mode, so that the Meizhou Dongpo start-up not only gained rapid development, but also firmly guarded the positioning of the public as a basic principle, for the next step in the upgrading of the Meizhou Dongpo laid a solid foundation.

Development period: three flowers on one tree, multi-brand synergistic development

After the initial capital accumulation, in order to quickly encircle the territory, Meizhou Dongpo has created Meizhou Snacks and Wangjiadu Hot Pot, which formed a multi-brand development strategy of three arrows together with Meizhou Dongpo Restaurant.

For these three brands of Meizhou Dongpo, Wang Gang thinks it is not a brand matrix in the traditional sense, but ? Three flowers on a tree? These three brands are all based on the large category of Sichuan cuisine, they have *** commonalities in flavor shapes, raw materials, production processes, etc., and can even *** use a central kitchen. This will maximize the savings in manpower, material and financial resources to achieve rapid replication. The reason why many multi-brand companies are missing the boat is because the brands can not resource *** enjoy, and companies can not invest more money in a short period of time, so each brand can only 60 points.

The synergistic development of multi-brand, so that Meizhou Dongpo in the relatively less competitive stage, seize a favorable position, and quickly enhance the brand's influence.

Transition period: turn to shopping mall, build ? The first time I've seen this, I've seen it in a lot of different ways.

Now the way of consumption is changing, it used to be a big family, now it is two or three mouths, 80% of consumers within four people to the hall table for four people. With the rise of shoppingmall, eating is no longer about filling your stomach, but more about leisure and experience. Meizhou Dongpo also began to enter the shoppingmall, began the exploration of small and beautiful mode.

In exploring the small store model, Meizhou Dongpo created a word called ? The term "space" was coined by Meizhou Dongpo in the exploration of the small shop model. The so-called? The so-called "hundred-variable space" is a space that can be changed at different times according to the customers' needs.

Dongpo Meizhou has created a term called "Hundred Variable Space" to explore the small shop model, which is to maximize the flow of customers at different times, according to the flow of customers and different consumer groups, through the combination of the limited space.

In 2015, Wang Jiadu Hot Pot Jinbao Street store opened, 400 square meters, through the flexible layout and combination, the seats are only 9 seats less than the 1200 square meters of Palm Springs store, this kind of ? Hundreds of changes in space? s model greatly improves the utilization of space, thus enhancing the profitability of the store.

Second, to promote standardization, to achieve rapid replication

Wang Gang believes that a business to get bigger, standardization is not to be bypassed. But for catering enterprises, how to get rid of the product quality for human dependence, without affecting the taste, is really particularly difficult. After years of learning and groping, Wang Gang summed up the standardization of Chinese formal dining as: ? Simulation of handmade, national standard production, both to ensure the taste of the mother, but also in line with domestic and international standards?

The specific practice of Meizhou Dongpo is to establish a trinity of backstage production line. This production line consists of the agricultural company, the central kitchen, the food factory this part.

First, the agricultural company is the cornerstone of standardization. It unifies the purchase of ingredients from the source and fundamentally solves the problem of unstable quality from suppliers; secondly, Meizhou Dongpo has established a central kitchen since 1999, and its main function is to simulate manual work. The central kitchen has developed from the initial 5 dishes to 172 dishes today, from Dongpo elbow, Meizhou Dongpo sausage to Meizhou xiao long bao, more and more dishes have been realized to simulate the handmade standardized operation production line, and at the same time ensure the quality and taste of the dishes; finally, the food company mass-produces the Meizhou Dongpo's fist products and raw and auxiliary materials through the core technological innovation, in order to ensure that the company has the ability to open up all over the The food company has been able to mass produce Meizhou Dongpo's fist products and raw and auxiliary materials through core technological innovation to ensure that Meizhou Dongpo has the ability to open worldwide.

Self-constructed team to build a full network of restaurants

For the Internet + and O2O, this is the future trend of Meizhou Dongpo very early in the active exploration. We have set up our own IT information center, and now we have our own platforms such as call center, ordering website, micro letter ordering, microblogging and micro letter marketing, etc. Since 2010, we have been implementing membership marketing, and the total number of members has exceeded one million, and 45% of the orders come from members' consumption. At the same time also with the third-party platform to establish cooperation, mainly takeaway such as Tao point Baidu takeaway, online turnover to about 200 million, from my goal there is still a certain gap, now we are offline 2 billion a year, the next three years online to recreate a 1:1 with the offline equivalent performance. Because we have one of the biggest advantages, is that there is a central kitchen group meal distribution license, Beijing many do takeaway do not have.

Third, go out and learn from advanced foreign enterprises, forcing domestic management to upgrade

In 2013, Meizhou Dongpo opened its first overseas restaurant in the United States. It is expected that by 2016, Meizhou Dongpo will open five branches in the United States. When it comes to the purpose of venturing overseas, Wang Gang said: ? In addition to finding a new economic growth point for Meizhou Dongpo, we can also learn the advanced experience of internationalized management, thus forcing the domestic management to upgrade.? At the meeting, Wang summarized the experience he has accumulated in the past few years when he went out:

Invite the good? Two teachers? is the first guarantee for enterprises operating overseas

Wang Gang believes that the first and most important thing to go out is to hire a good lawyer and accountant. This is very different from the domestic situation. At home, a company is usually big enough or in trouble before it will consider hiring a lawyer. In the U.S., the legal system is very sound, and every decision a company makes has to consider the legal risks. And the United States is a federal country, state to state laws are not the same, such as tax rates, business licenses, etc., so and to enter the market smoothly, you must have a lawyer to escort. An experienced accountant who is familiar with local tax procedures is even more essential.

Talent localization, do a good job of exporting core technology

For a company that wants to go global, all Chinese chefs and service staff, is not sustainable. It's better to pursue a localization strategy.

In Wang Gang's view, to do a good job of localization of talent, you need to do a good job in two areas: on the one hand, the core staff must be selected from the country, but each store only needs 2-3 people, mainly on the local front office, back office staff to carry out training work, including the back office Chinese food technician, snacks technician, pasta technician, and the front office waiter, and so on. At the same time, the chef in foreign countries also need to be regularly scheduled back to China for training.

On the other hand, the core technology output. In order to ensure the taste and quality of the dishes, Meizhou Dongpo will export its own fist products and core raw materials directly to foreign countries to ensure the core competitiveness of the enterprise.

Finally, Wang Gang said? When you respect knowledge, you will have knowledge, and when you have knowledge, you can achieve a great company. Meizhou Dongpo this 19 years is so learned, and this world there is no such thing as not being able to learn, depending on how much effort you put in? At the event, Wang Gang also asked the bosses from more than 200 companies across the country for advice, hoping that they would give valuable opinions on the next 19 years of Meizhou Dongpo.