Let's take a look at Wang Xiaofei's withdrawal from the shareholders of the affiliated company of Maliuji.
Star catering can't play! Wang Xiaofei started to burn money to do traffic, and Michael Chen hot pot restaurant was defended by franchisees.
This article Source: Time Finance Author: Zhang Xuemei
Image source: Thumb worm
Wang Xiaofei's restaurant Maliuji is rumored to be in bankruptcy, and Michael Chen's Xianhezhuang has suffered from the collective rights protection of franchisees, and the star catering relying on popularity seems to have come to an end.
Recently, the rumor that Wang Xiaofei cried in the live broadcast that the restaurant business was not good and was going bankrupt continued to ferment on the Internet. However, he quickly rumored on social platforms that the online sales and take-out of Ma Liuji have far exceeded the revenue of offline stores. The next day, Wang Xiaofei updated Weibo once again, saying that the store's take-out was too busy for the chef.
In fact, Ma Liuji didn't open a take-away business before. According to its WeChat WeChat official account, Ma Liuji's take-away in Beijing was officially opened on May 2.
However, Wang Dongming, a senior consultant of catering franchise system, is not optimistic about the expansion model of Ma Liuji. "Capital has money, but capital is not a fool". He said that Wang Xiaofei's current strategy is a typical practice of burning money to make flow and using flow to set capital, but Ma Liuji is not in the catering track with good capital.
At the same time, as an early group of entertainment stars who opened catering brands, Xianhezhuang in Michael Chen once had 800 stores in 20021year, but now it is facing the situation that many stores closed down and franchisees collectively defended their rights. In addition, the hot pot restaurants in Ryan and Angelababy are equally silent.
Open a store against the trend, and Wang Xiaofei burns money to do traffic
As a typical "second generation of meals", Wang Xiaofei, 4 1 year-old, has been involved in other investment fields, such as real estate and hotels. Although he has also made some returns, he admitted that "he didn't get any sense from it. When chatting with his former colleagues, everyone misses the days in South Beauty."
Therefore, in 2020, with the help of the experience in the catering industry and the continuation of the Sichuan cuisine track in South Beauty, Wang Xiaofei opened the first Ma Liuji in Beijing, with a per capita consumption range of 120~ 140 yuan. Relying on the popularity of Wang Xiaofei and the wide audience of Sichuan cuisine, there was a long queue in front of the store on the first day of opening.
After the first store was destroyed, Wang Xiaofei adopted a rapid expansion method, and opened 18 stores in Beijing, Shanghai and Chengdu in one year. Among them, only from the end of last year 1 1 month to this year 1 month, Maliuji added 9 stores. At the same time, Wang Xiaofei himself said in Weibo on May 7 that the stores in Shijingshan, Xizhimen Kaide Land and Wukesong Huaxi are already in preparation.
The practice of expanding stores against the trend under the epidemic situation is controversial, and the suspension of dining in Beijing and Shanghai at present has caused most stores in these two cities to fall into bankruptcy rumors.
Wang Dongming told Time Finance that this kind of copying the bottom is not feasible. "You thought you were copying the bottom, but you found yourself at the top.".
In addition, he believes that it is also risky for Wang Xiaofei to follow the routine of South Beauty and choose to open stores in cities that need high investment, such as Beijing, Shanghai and Chengdu. Although these three cities, as hub cities, have a large flow of people, the rent and labor costs of direct stores are also high. "When business is good, you can't make a profit, but when business is bad, you may be able to' lose money overnight before liberation'." According to media reports, Wang Xiaofei had previously revealed in a live video that he had opened three new Ma Liuji restaurants in Beijing two months ago, of which two high-end restaurants invested more than 50 million yuan.
Capital doesn't love, take-out doesn't make money, and Ma Liuji is declared bankrupt.
From the perspective of capital, although the IPO of catering enterprises is increasing, the investment and financing obtained is decreasing. Under this background, Ma Liuji may not be favored.
1 6, the fast food chain brand Laoxiang Chicken announced that it had completed the Pre-IPO round of financing, and Yang Guofu, who runs Mala Tang, also submitted an application for listing to the Hong Kong Stock Exchange earlier this year. In addition, many catering enterprises such as Green Tea Restaurant, Country Base, Domino's and so on started their listing journey.
However, according to the consulting data of Ai Media, the number of catering industry investments in China was 140 in 20021year, an increase of 77.22% over the previous year. However, since the beginning of 2022, the catering track is preparing to have more IPOs, but the investment and financing are getting less and less. Some insiders admit that "we don't even invest in catering now, especially in wired stores. For the catering projects we talked about this year, we directly cut the valuation by half."
Wang Dongming said that in 20021year, the capital chose the bargain-hunting powder and noodle track. This year, it paid more attention to snacks and prepared dishes, and Ma Liuji was not included in its selection. It is reported that in April this year, Xijie Fried String, a snack brand with takeout as the mainstay, won another 75 million yuan A+ round of financing, which was its second financing within six months.
From the consumption point of view, the per capita consumption of Maliuji 120~ 140 yuan, in terms of consumers' income and overall economic environment under the epidemic situation, has no competitive advantage.
In the face of bankruptcy disputes, Wang Xiaofei responded in Weibo with "take-away orders exploded and sales revenue exceeded offline", and Wang Dongming also disagreed with this statement. He said that although the number of US delegations is decreasing at present, there is a * * * knowledge in catering, and it is difficult to make money for takeaway.
There are generally three purposes to expand business when take-out is not profitable: first, to increase market share; The second is that there are factories behind the take-away brands, which provide sales channels through selling to the factories behind them and make profits through the factories; The third is to replace capital with flow. "But 98% of the brands I have learned to make takeaways don't make money." Wang Dongming pointed out.
Time Finance found that at present, only five of the Maliuji stores in Beijing 10 are opening the Meituan take-out service. Since the take-out service was started on May 2, the monthly sales orders displayed are at most 1 12 1 single, and at least 1 13 single.
Xianhezhuang store shrinks, star catering cools down.
In fact, there are not a few stars who have been marching into the catering industry. Michael Chen, Ryan, Joker Xue and Angelababy have all made arrangements in the hot pot industry. According to the report of 36Kr, as of June, 20021year, the number of Xianhezhuang franchise stores in Michael Chen has exceeded 800, but the accompanying negative controversy has never stopped.
Wang Dongming believes that stars have a certain popularity and fans, and then cash out through catering. This model has always existed in the past, but now this wave of dividends has passed.
Xu Xu (pseudonym) and his friends once went to a Xianhezhuang in Tianhe, Guangzhou, for the fame of Michael Chen, but according to his feedback, the consumption experience was not good. "Although the unit price of the dishes is not high, the weight is obviously smaller than that of other hot pot restaurants, and there are only 4 pieces of hairy belly in one dish."
Subsequently, Xu Xu asked the store manager what the store's characteristics were as a hot pot restaurant. The store manager responded that it was "market-friendly and pot-stewed hot pot". However, around 8 pm that day, the pot-stewed stall of the store was closed. Next, the store manager turned to introduce the ice powder in the store, indicating that this is also one of the characteristics of the store. It is reported that the store has closed at present.
In fact, Xianhezhuang, who entered the company early, ate all the dividends, and now its development has stagnated. In the past year, it has been rumored to be closed down, and recently it has suffered from the collective rights protection of franchisees.
In addition, after Michael Chen, Ryan and Angelababy, who entered the catering field, could not even compare with Xianhezhuang in the expansion speed and joining attraction.
According to Yingshang. com, in 20021year1February, Douling Hot Pot, which was endorsed by Angelababy, closed two stores, including the brand's first store, and then withdrew from the Chengdu market, which was less than one year before its first store opened. Ryan's Huo Fengxiang was repeatedly caught in the scandal of plagiarism and deterioration of dishes, and some franchisees raised banners in front of the store to protect their rights.
With the frequent occurrence of celebrity restaurants such as Xianhezhuang and Huofengxiang, at present, many catering practitioners are more cautious when choosing to join, and it is obviously difficult to become the absolute advantage of stars in the catering track.
"Star stores rely on the influence of IP. Before we did business, we valued popularity. Now we value the liquidity of popularity. The popularity that cannot be realized has no effect." Wang Dongming said.
Wang Xiaofei responded to bankruptcy rumors, saying that Ma Liuji is operating normally and will open five more stores in the future.
Sometimes it's really a feeling. No one can tell you clearly about this world.
Take Wang Xiaofei and Da S for example, they were married for 10 years, but in the end they quickly bid farewell to this marriage.
And big S actually established a husband-and-wife relationship with a person who has not met for more than 20 years and entered the marriage hall.
Wang Xiaofei, on the other hand, took the blame for cheating for so long.
But in the end, I realized that he was the one who deserved everyone's pity.
Recently, the media broke the news about Wang Xiaofei, claiming that the three restaurants he opened were affected by the epidemic, and they are now at a loss.
And Wang Xiaofei has been putting money into it. If this situation continues, he may go bankrupt next month.
As things got worse, many netizens expressed their sympathy for Wang Xiaofei.
Everyone says that Wang Xiaofei has been going against the tide recently, his feelings have been frustrated, and even his career has not been so smooth.
No wonder Wang Xiaofei and his mother, Zhang Lan, have been busy with the live broadcast business recently. Maybe everything is to fill a hole in the physical store!
I never thought that Wang Xiaofei's long post on social platforms responded to these disputes.
Maybe he really feels that these news have caused some obstacles to his development.
Wang Xiaofei spoke out, saying that all these news in the media were rumors.
He told everyone that although the brand he created could not be operated in the store, the online take-away revenue of the brand has exceeded the offline revenue.
Wang Xiaofei also took photos of the restaurant with you. The kitchen was full of all kinds of ingredients and the chef was quite busy.
He used these photos to show everyone that his current career has not been greatly affected.
Wang Xiaofei also boasted that five stores will be opened soon.
Because of the rapid development of society and the impact of the epidemic, the business of physical stores is really not good.
But for a long time, Wang Xiaofei insisted on entity.
This is very commendable in the eyes of netizens.
Maybe his career was really affected by various reasons.
But I have to say that with Wang Xiaofei's business acumen, he may really be able to turn things around.
And on Mother's Day, Wang Xiaofei, who was busy at work, did not forget to send her best wishes to her mother.
She made a tender confession to her mother, claiming that she would give Zhang Lan a better life in the future.
Netizens said that Wang Xiaofei is really a miserable person in the entertainment circle at present.
His wife left him, and his 10 years of efforts went down the drain.
And his children may call others dad in the future.
If there is any problem in Wang Xiaofei's career at this time, maybe he really can't hold his head in front of the big S.
Maybe Wang Xiaofei really didn't compete with Big S for custody any more.
The relationship between Big S and Wang Xiaofei was initially questioned by the outside world.
But they have been married hand in hand for 10 years.
However, 10 years of marriage is not as good as a man who has made big S miss for so long.
How sad and sad Wang Xiaofei's heart should be!
For Wang Xiaofei, at present, the most important thing he should do is to develop his career, so that big S can see his excellence and his brilliance.
Let big s regret what he did.
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