"The technical threshold is also very low." Yang Liangjun, general manager of Yuanji Chuanchuanxiang, said that it is enough to wash the dishes and string them well, and prepare the bottom of the pot and dip them. The whole process does not require the operation of a professional chef, so it is very easy to get started, and employees only need short-term training to take up their posts.
Moreover, the category recognition is high and the market education cost is low. There are categories and no brands. Zhao Rong, the brand director of Red Cuisine, said that there are not many brands with certain scale and influence. There are also few established and well-established catering groups involved.
Behind the crisis, four types of chain stores will close down.
Although the hot trend is still going on, Mr. Shen found that chain stores in some places have begun to close down. Xi 'an "String Restaurant", "Yulin Chuanchuanxiang" Tianjin stores, Shenzhen "Biao Guo Chuanchuan" Fuyong store, Chongqing "Qilixiang Chuanchuan" ...
There are even news from the media that "70% of chain stores in Nanchang quietly closed down" and "60% of chain stores in Wuhan closed down".
Taking Zhengzhou market as an example, Yang Ke, general manager of Hongmaozhai Hot Pot, made an analysis, and it was found that 20 18 would be a period of explosion of various chain stores. But around the end of next year, there will be a wave of store closures.
Just like after every category craze, a number of stores will be dumped. Many bosses interviewed by Neishenjun said that the same is true for the string boom.
So, which types of stores will die in the competition? ① cognitive error: string is still managed as rustic and low-grade snacks.
"At the beginning, the strings were really earthy and low-grade snacks. When I was young, the string was still the form of riding a tricycle and putting a honeycomb coal stove on the street to sell. " Phoebe, the founder of Pepper Hot, said.
Later, roadside stalls and husband-and-wife stalls replaced peddling along the street. Later, a large number of beautifully decorated street shops appeared, and chain brands with unified standards and unified operation requirements began to appear. Now, many brands have entered shopping malls and shopping centers.
If we still operate the string in the original way, it will be difficult to survive in the competition under the general trend of consumption upgrading.
② The product is not qualified.
Mistakes: repeated use of the bottom of the pot, stale dishes and poor taste.
Zhao Rong, the general manager of the red cuisine brand, said that the inherent threshold of the string is the high requirements for the freshness of the ingredients and the bottom of the pot. Accordingly, the control of labor, technology and product supply chain must be strict.
Take red cuisine as an example. As early as four or five stores, a 3,000-square-meter central kitchen processing center was established. Although it has now developed to 13 stores, the bone soup at the bottom of the pot still needs to be boiled on the spot for more than four or five hours every day. Technically, although there are also technologies of concentration and freezing. However, the soup base made by this method has a poor taste, which is far less than that made now. Zhao Rong explained, for example, how many strings a catty of vegetables is worn and how often it is updated, all of which test internal strength.