At present, these two brands have only a dozen stores. How did they achieve such a high valuation without meeting the requirements of the number of stores of these big brands in the market?
Two new faces of Lanzhou Lamian Noodles appeared in Shanghai, and the decoration was exquisite and fashionable, which refreshed everyone's understanding of the traditional ramen restaurant, and the unit price of customers suddenly rose from ten yuan to 26 yuan.
According to the observation of catering O2O, the core element of Lanzhou Lamian Noodles's capital attention and heavy investment is image upgrade+product mix, which improves its profitability.
In 2020, the Shanghai Food and Beverage Research Group organized by Food and Beverage O2O entered Chen Xianggui. At that time, there were only three stores, and the highest monthly performance was one million.
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Street snacks are famous all over the world.
There are nearly 2,000 super-first-tier cities.
Starting from the street snack of "one panel, two pots, two benches and one table", Lanzhou beef noodles have developed from a small shop in the market into a big industry with more than 50,000 stores all over the world and a big market with operating income exceeding 80 billion yuan.
From simple workshops set up on the street to well-decorated food culture labels, Lanzhou beef noodles, which have gone through a hundred years of history, have spread all over major cities in mainland China and enjoyed the reputation of "the first side of China".
According to statistics, there are nearly 2,000 Lanzhou beef noodle shops in Beijing, Shanghai, Guangzhou, Shenzhen and other super-first-tier cities, including more than 520 in Shanghai, accounting for more than a quarter.
Why is Lamian Noodles in Lanzhou the most in Shanghai? According to the catering O2O research group, firstly, it is because Shanghainese love noodles, especially fine noodles; Second, in the early years, many Anhui people in Henan Province opened many noodle shops in Shanghai, integrating the new noodle shops on the outside, especially in Lamian Noodles, Lanzhou.
Founded in 19 15, Lanzhou beef noodles are world-renowned for their unique style of "the soup is clear, the meat is rotten, and the noodles are fine."
Authentic Lanzhou Lamian Noodles pays attention to "one clear, two white, three red and four green", one clear (soup clear), two white (radish white), three red (Chili oil red), four green (coriander, garlic sprout green) and wuhuang (noodle Huang Liang).
Lamian Noodles, a Lanzhou beef, has already gone abroad, even more so. According to official statistics, there are more than 100 "Lanzhou Beef Lamian Noodles" noodle restaurants in Lanzhou beef noodles, which are distributed in more than 40 countries and regions such as Russia, Canada, Singapore, Japan, the United States and Brazil.
Ordinary white dough was pulled out of noodles with different widths and shapes for more than ten seconds, and with the pure taste of China, foreigners exclaimed that Lamian Noodles was an artist.
02
Do your best and find out the genes.
Chen Xianggui who upgraded Lanzhou Lamian Noodles category.
Chen Xianggui brand was founded in 2020. Since its inception, it has a hot business opportunity and popularity, and the entrepreneurial market is also quite good, which has been unanimously loved and recognized by many consumers.
Founder Jiang Jun, who has experienced ups and downs in Shanghai's catering industry for many years, is good at studying and loving learning (participated in the catering O2O Xijiade research group in 20 19). In addition, he is a native of Gansu, so he can give full play to his genes and expertise and upgrade the Lamian Noodles category in Lanzhou.
According to public comments, Chen Xianggui has opened 22 stores in Shanghai, and 30 more will open, which is very fierce.
Insiders summed up Chen Xianggui's success:
1, naming is strategy? Seize the commanding heights of Lanzhou Lamian Noodles
Brand name is the first contact point between consumers and brands, and the names of founders give people strong authenticity, such as Wang Laoji, Zhong Xuegao, Ye Maozhong, Ma Jiyong and so on. Chen Xianggui's name gives people a sense of authenticity.
Let's talk about the brand name of Lanzhou beef noodles. Since ancient times, Lanzhou has been synonymous with authentic beef noodles, grabbing the name of Lanzhou beef noodles and directly grabbing the commanding heights of the category.
2. Enlarge the reason for "free noodles renewal" to enter the store.
In the middle of the store, the word "free noodles" is clearly seen, which solves the pain point for those who want to eat noodles but are afraid of not eating enough.
It is worth noting that the words "free noodles" are not on the menu, but on the most conspicuous decoration of the store, and the words and pictures are enlarged, which makes this reason for entering the store more authoritative.
3. Poster main KV product? Clarifying trust
In addition to displaying the core products of the brand, the core function of the main KV is to let consumers order quickly.
Chen Xianggui's main poster is to ask consumers to order beef Lamian Noodles and then mutton kebabs, and at the same time, a letter of confidence is also indicated under the product to dispel consumers' doubts about buying.
4. Decorative presentation of signboard products
Three ceiling billboards at the door further strengthen the product types, such as steel beef skewers, Lanzhou snacks and hand-grabbed mutton. These three displays are to let consumers make choices quickly.
A similar display method was used to display its signature products long ago.
5. Advertising language strengthens Lanzhou attribute.
Chen Xianggui's slogan is "Dream Back to Lanzhou", which also emphasizes its authentic Lanzhou Lamian Noodles attribute.
Chen Xianggui, a descendant, left Lanzhou and the Yellow River, which means that the founder, a sturdy northwest man, turned his thoughts on "hometown stomach" into bowls of beef noodles.
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A bowl of Lamian Noodles was sold to 26 yuan.
Accelerating the layout of shopping malls
The internal staff visited Majiyong Lanzhou Beef Noodles, which is different from the store on the street. This place is located in the negative food area of the shopping mall next to the Lianhua Road subway station in Shanghai.
First of all, the image of the store is refreshing.
The style is made of saturated blue and wood color. Whether it's shop tricks, decorations or the work clothes of the clerk, the bright blue is very eye-catching in the whole food layer.
Secondly, the overall dining space is clean, bright and exquisite.
Lamian Noodles booth is placed directly on the open surface, and you can see it as soon as you enter the door. What you see is what you get.
All the tables, chairs and benches in the store are completely changed, which are in line with the overall style and have a sense of design, breaking the impression of the low-end Lanzhou Lamian Noodles store and giving people the feeling of a big-name chain restaurant.
Third, the tableware has also been upgraded.
The tableware is a large celadon bowl with a delicate wooden pallet under it.
The kebabs are placed in red-brown wooden plates instead of stainless steel plates commonly used in fast food restaurants, and the texture is very advanced. The red jujube tea provided by the restaurant also uses brass cups.
Fourth, customers order in an electronic way, sitting in the position and scanning the code to order food.
After the meal, it will be delivered directly to the front by the store attendant. Customers can directly check out online after eating, which is a self-service ordering and checkout process.
The beef Lamian Noodles in this store is not cheap. The beef Lamian Noodles is about 26 yuan, and there are 8 kinds of noodles such as capillary and leek leaves to choose from.
In addition, there are snacks such as kebabs, cold dishes and Chinese buns, as well as a small number of desserts such as egg mash and sweet embryos, all of which focus on northwest cuisine.
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The "innovative" Lanzhou Lamian Noodles, headed by Ma Jiyong, Chen Xianggui and Zhang Lala, is "thoroughly remoulding" into the shopping mall to open a shop. Ma Jiyong has opened 14 stores in Shanghai, and there are 17 stores to be opened.
Personally, I think Ma Jiyong has made great efforts in product promotion design. The combination of modern elements and traditional culture is good, but the quality control of signature noodles needs to be strengthened. After all, noodle restaurants are king only if they make the noodles themselves well, and everything else is icing on the cake.
04
Same frequency as the market
Active change is better than passive adjustment.
As the largest subdivision of the catering industry, specialty snacks are well-deserved "golden kings", and many brands have rushed to the Red Sea with fierce competition.
What we can do is to think about individuals by exploring the essence, adhere to the same frequency as the market, and actively change is better than passive adjustment.
1, brand chain
Marketing guru philip kotler thinks: "A brand is a name, a noun, a mark, a design or a combination of them. Its purpose is to identify the products of a seller or a group of sellers and distinguish them from those of competitors. "
In this competition in the Red Sea market, the catering mode with serious homogenization has made practitioners start to think. Whether it is an emerging brand or a traditional brand, only brand power is the moat that is the most difficult to replicate.
Only by making a brand can we stand out from the crowd and lead the industry.
However, snacks have great market demand, high consumption frequency, easy standardization of products and easy replication of models, and have the genes and potential to make brands, which many other categories do not have. At the same time, most enterprises with brand scale have strong bargaining power.
On the one hand, it can gain more recognition from consumers through scale brand premium; On the other hand, through large-scale procurement, the supply chain can be forced to obtain the bargaining power of raw materials.
In addition, large-scale snack brands also have certain bargaining power and resource support on platforms such as food and beverage takeout, which is more advantageous than ordinary merchants.
Take Mala Tang as an example. As a classic category of snacks, Mala Tang's raw materials, cooking techniques and production processes all have fast-replicating genes, which are easy to standardize. Therefore, it has taken the lead in stepping out of national brands such as Yang Guofu Mala Tang and Sean Mala Tang.
2, the characteristic niche wins
It can be said that "seeking common ground while reserving differences" will become the mainstream pace of the development of fast food snacks-standardized "seeking common ground" and characteristic "reserving differences" will be synchronized to support the development of brands. It can't be ignored that local specialty snacks, as the key type of snack industry, are being excavated and constantly enlarged.
Of course, in the face of nearly 3,000 snacks in China, and the average area of each city is not less than 10, choosing differentiated competition does not mean blindly entering a certain category. Choosing what is popular can often cost you a high tuition fee.
A few years ago, mutton powder in Guizhou was very popular, but apart from Guizhou, many people basically cried out after going in. We can see from Baidu index that the hot cycle of mutton powder is only from the beginning of 20 16 to the end of 20 17; And if you compare hot and sour powder, you can find how insignificant mutton powder is.
In addition to choosing appropriate categories, specialty snacks should also achieve differentiated competitive advantages in terms of products, services, decoration, taste and culture.
In fact, the characteristic of catering is not the taste, after all, the essence of food in the mouth is still the same. The reason why some specialty snack brands rise is that they amplify the competitiveness of these dimensions, thus bringing word-of-mouth effect.
It can be seen that the snack field in the future will not only be as simple as local snacks, but also be a platform-based industry with "basic function+theme culture+consumption experience" of catering service. These added values loaded on products are the essential elements to achieve brands.
3. "Big items+explosions" win
Many traditional catering people have a misconception that more products can attract more passengers and transform more consumption.
But imagine that you just want to have a simple and quick working meal, but you are lost in the menu bar of hundreds of SKUs. Do you still have patience?
Therefore, snack products must be streamlined to ensure basic richness. However, it should be noted that although taste is the first concern factor of snack category consumption, "delicious" is too abstract and needs to be supported by explosions.
Especially for local specialty snacks, the strategy of "big single item+explosion" is easier to occupy customers' cognition and the internal efficiency will be effectively improved.
On the one hand, there are many categories of single products, so the procurement of ingredients will become much simpler, and the research and development and practice of single dishes will be more frequent in the product center, so the quality is more controllable. At the same time, focusing on single products is more conducive to brand communication and has a better chance to seize the first category.
On the other hand, hot items attract traffic, and high-quality materials are selected to keep customers. The core of explosives is "single point cutting", that is, cutting into a single point of the product, and even making it very deep and strong.
This extreme single product and extreme single point model has become the core business model of the company. At present, most companies with high market value are successful by the ultimate single product model.
Summary:
At present, there are 1083 beef noodle brands in Lanzhou, including 242 chain brands (with at least 2 stores), with 850 stores, and the average number of stores opened by brands is 3.5; Non-chain brand stores 84 1 unit.
And the old category, re-doing, is becoming a new weather vane in the catering industry.
"Category redo" does not mean abandoning all the elements of the category, but keeping pace with the times and upgrading the category with branding on the basis of category genes.
Accurately speaking, it is to use the high recognition of this category in consumers' minds to give some content that can keep up with the trend of the times, whether it is from restaurant environment to dining experience, or marketing and interaction.
This may also be a point that capital values.