1. The four major defeats of the "True Kung Fu guys"

I think back then, with more than 500 chain stores, Real Kung Fu was definitely the leading brand of Chinese fast food. Seven or eight years have passed. , the same more than 500 stores, the same more than 500 stores that have been opened and closed! Today, compared to the catering industry with thousands of chain stores, this size is already at the level of a younger brother. ? But I still want to talk about real Kung Fu. I think it is very representative and has great reference value. Not only is it reflected in its size, but its success or failure is closely related to changes in the industry. As for which brands the "real Kungfu people" generally refer to, I will not go into them one by one here. I believe everyone in the circle understands that we are all suffering in the same predicament. It will be difficult to face it in the future if it is revealed. Maybe they’ll be dragged out into a group fight? 01. The biggest defeat: steaming is better for nutrition

The biggest defeat is Ye Maozhong’s “nutrition is better than steaming”! This sentence can be said to be the root of all evil, completely tying real kung fu and steaming cabinets together. On the surface, the brand of Zhen Kung Fu has been popularized, the market has been opened, and differentiation has been reflected, but the varieties and tastes have also been completely restricted by the steaming cabinets, and the essence of Chinese food with the steam and aroma of the pot has been lost.

Steaming products, steaming cabinets and industrialized batch prefabrication have restricted the diversified selection of varieties, resulting in greatly reduced product strength, weak ability to attract customers, and low frequency of repurchases for just-in-time needs. In the new competitive environment At a disadvantage. "Steaming is better for nutrition" is like a tight spell, locking yourself firmly in the category courtyard and unable to extricate yourself.

Privately speaking, it’s not that you shouldn’t shout slogans, but don’t draw a line as a prison and don’t compete with yourself! It should be noted that for most Chinese people, they are more obsessed with taste than they are concerned with nutrition. If you cannot understand this, you are not worthy of swimming in China's mass catering market. ? 02. The second biggest failure: Shinhwa McDonald’s selling pawns

The second biggest failure is Shinhwa McDonald’s, which blindly introduced foreign fast food management systems, regardless of the “standardization” of China and the West. This is true. It’s very harmful!

The standardization, normalization, industrialization and the one-stop production model derived from Western fast food represented by McDonald's have been completely copied by Zhen Kung Fu. If you have 7 products for foreign fast food, then I have 7 too! You pay to pick up your meal, and I'll deliver it immediately in one stop. The results, from a positive perspective: the restaurant's human efficiency, square footage efficiency, and timeliness have reached world-class levels, equipment has replaced chefs, the products are highly stable, and the strong supply chain has reduced labor, improved efficiency, and reduced costs. But at the same time, the basic guarantee for the one-stop production of Western fast food is: single category, small variety, mechanization; equipment replacing labor, and large quantities of finished products prefabricated by factories; it is realized under the guidance of Western food thinking and taste. Steaming food and steaming cabinets can satisfy Chinese food, but why bother with 9 fingers on both hands? The rich and colorful production techniques and product charm of Chinese food were suddenly wiped away by me. ? 03. The third biggest failure is to follow McDonald's when choosing a location

The third biggest failure is to follow McDonald's. Wherever you open a store, I will open it next to you! I said to myself that if you can bear the first-line rent, why can’t I? Don’t even ask yourself, McDonald’s last name is Mai, what’s your last name? McDonald's has seized the first-line position and has enough confidence to dare to challenge the banks. It may have happened over the years, but looking back on the past ten or twenty years, McDonald's brand power is enough to prosper the business district and has strong leasing bargaining power; McDonald's customer base is extremely rich, covering almost the broadband market from children to the elderly; McDonald's Products and models maximize the integration of resources and achieve full-time operation levels in the morning, noon, evening and non-meal periods. As for Chinese fast food, some of them are still trapped in the industrialized thinking of the past, their heads are still full of box lunches to fill their stomachs, and they are still worried about the half-rice market that a group of white-collar workers trot along. Think about it, everyone, you only have a sparse breakfast for a few people, a 45-minute rush for lunch, plus half of the meal in the evening. With such a proportion of income and such a level of profitability, would you dare to live next door to a McDonald's at a crossroads and live in a sky-high-priced shop?