Yon ho soybean milk Lizhi entrepreneurial history No.1
Yonghe Dawang is a national fast food chain enterprise, and its products are all soy milk, fried dough sticks, all kinds of porridge and Chinese snacks that meet the tastes of Chinese people. The store has a special website, an online order mailbox and a 24-hour telephone delivery hotline. As long as you gently dial the number with your finger, Yonghe staff will deliver hot meals to you as quickly as possible.
Born from199565438+February 12 in Shuicheng Road, Changning District, Shanghai. King Yonghe? The first restaurant, as of April 2004, Yonghe king? In Beijing, Shanghai, Hangzhou, Wuhan, Shenzhen and other places, nearly 80 direct sales branches have been opened, with a total of more than 3,000 employees. It has become a large-scale catering group specializing in Chinese fast food chain based on the development of Chinese cuisine. ? King Yonghe? Undoubtedly, its success has become the object of emulation by major Chinese fast food restaurants, and it deserves its reputation? China McDonald's sells fried dough sticks? .
To paraphrase Tolstoy's famous saying: All good enterprises are similar, and all bad enterprises have their own disadvantages. In other words, a good enterprise has done well in management, operation and corporate culture, while a bad enterprise often has some shortcomings or bad places. Let's have a look, shall we? King Yonghe? Excellent management:
Differentiated products
Shanghainese don't like steamed buns very much, and typical Shanghainese can't tell the difference between steamed buns and steamed buns, which can be seen from this. The traditional breakfast of Shanghainese is generally called. Four donkey kong? They are soybean milk, fried dough sticks, big cakes and rice balls. These things are generally operated by individual traders and sold on the street, and the hygiene level can be imagined. In order to save costs, vendors generally use the oil of fried dough sticks repeatedly, but it has been scientifically proved that eating this fried food often does great harm to human health and is easy to cause cancer. In addition, there is alum in the fried dough sticks, which is not suitable for the human body to eat more. And then what? King Yonghe? Our products have unique flavor and clean environment, so their products are differentiated compared with dusty soybean milk and fried dough sticks that have been spread on the roadside for decades and hundreds of years. The frying oil is 100% pure natural salad oil. Replace it with new oil immediately after using it once. The processing of fried dough sticks is imported from foreign flour, which not only strengthens the crispness of fried dough sticks, but also reduces the intake of alum, so that diners can eat safely and healthily.
Others do Manchu-Han banquet and banquet-style Chinese food, and Yonghe only does Chinese fast food market; Others are open for ll hours every day, and Yonghe is open for 24 hours every day; Others only opened the telephone delivery service, and Yonghe became the first restaurant in China to order food and deliver food online. These have greatly facilitated customers, but also won Yonghe those office workers who are busy working in the office building and have no time to come down for dinner. For those? Urban night returnees? I found a good place to have a snack.
Products must be unique to impress customers, especially food, which belongs to disposable consumer goods, and should pursue color, fragrance and taste. Yonghe's fried dough sticks are one third longer than those sold by ordinary roadside. Are you online? King Yonghe? Every piece of tableware for holding food has also been carefully selected and designed, so that customers can feel not only the process of eating, but also the process of slowly enjoying food.
High end price
At that time, the fried dough sticks on the streets of Shanghai generally sold for only 50 cents. However? King Yonghe? Money sold to 2 yuan. Other prices such as soybean milk, glutinous rice balls and scallion cakes are also many times more expensive. In addition to the fixed cost factors such as renting storefronts, training employees and importing high-quality raw materials, the original intention of the company was to open up the consumption level and take the high-end route. King Yonghe? Is that clear? McDonald's? 、? KFC? Its target customers are teenagers and children under the age of 20, so when its first store/kloc-0 opened in Shanghai at the end of 1995, it left? Is the quality and hygiene high? This road. Customer orientation aims at middle and high income earners between 18-45 years old, so as to maintain the dislocation with the target group of foreign fast food customers, that is, not to compete directly with them, but to maintain a balanced and complementary state with them. In addition, considering the overall environment, in Shanghai in the mid-1990s, residents still had some money in their pockets, and their life was not as frugal and restrained as it was in eight years. People seek a more comfortable consumption environment and quality service. Moreover, Shanghainese like innovation, change and fashion, so the high price has not discouraged people, but has set off a small wave in society. Did you really do it? Yon ho soybean milk? Become a fashionable brand and make people willing to spend more money on it. This not only ensures the revenue of restaurant operation, but also lays a good foundation for future development, which is conducive to the expansion of product mix in length and depth.
Intelligent chain
King Yonghe? The development and expansion of the company is not smooth sailing. 200 1 year, due to the increase of direct stores, it is difficult to keep up with the follow-up funds, and by the end of the year, the company lost 50 million. In fact, Yonghe, like other chain stores, has been burning money in the initial stage of the company, and it is bound to lose money before the scale benefits of chain operation appear. With what? McDonald's? For example, they have to open more than 70 stores in a city to make a living; And then what? Is everyone happy? There must be 35 in Hong Kong to make a living; As for it? King Yonghe? At least 50 stores are needed. The most important thing in the operation of chain stores is to have talents who are proficient in management experience. To this end, Yonghe also specially invited headhunting companies to look for senior managers from their peers. Lin Yan 'ao said: Management cannot be achieved overnight, but the management level directly determines the future management level of the enterprise. We focus on the long-term interests. ? Besides,? King Yonghe? The headquarters attaches great importance to the contractual spirit of franchisees. Because once the franchise stores operate in violation of laws and regulations, there will be problems in food distribution, resulting in inconsistent food tastes, which will put the whole? King Yonghe? Brand fragmentation makes the brand's position in the eyes of consumers decline.
Subsequent shop
Can be found naturally in daily life? McDonald's? Is there one within twenty or thirty meters around? KFC? Zhi, these two must belong to? Objection? Head-on positioning, strong competition. ? King Yonghe? Not to be outdone, basically follow the strategy. I will open Chinese fast food with foreign fast food. Yonghe thinks that since? McDonald's? And then what? KFC? The selected store site must be the place where people gather first, and secondly, after all, the consumer groups of Chinese food and western food are different. King Yonghe? They are complementary and competitive. For example, in Beijing, China Renmin University is in the west, and Academy of Sciences South Road near Shuang 'an Shopping Mall is in the south. It is a tiny place with a north-south ratio of 120 meters and an east-west ratio of 80 meters, and there are more than 10 experts in the fast food industry. The west side of South Road of Academy of Sciences is lined up from south to north, followed by the United States? McDonald's? , China? King Yonghe? Half acre garden fast food co., ltd? Half an acre of garden? ; Japanese fast food in the east? Love your face, China? Chaos Hou? And those with western customs? Malan Lamian Noodles? South of the T-junction? KFC? Almost all of the above houses are close to each other, and the store size is similar. Competition is a contest and communication. Excluding the competition between the advantages and disadvantages of geographical location can best reflect the gap between the two sides. Only by seeing the gap can we make progress. Lin Yan 'ao believes that compared with western fast food, Chinese food has more kinds of food, which is the advantage of Chinese food and is easy to attract more customers. But this is also the disadvantage of Chinese food, because there are many kinds of food and the quality is not easy to control. But in the long run, Chinese fast food will never lose to western fast food.
About the decoration of the store? King Yonghe? It has also been keeping up with the pace of the times and constantly seeking innovation and change. Yonghe found in the market survey that the consumption level is extending downward, from the original 25 to 45 years old to 2 1 to 45 years old. This shows that its target customers are getting younger and younger. Therefore, for the decoration of each store, Yonghe has changed from the antique style of the second-generation store to the leisure style of the third-generation store. Shanghai Huaihai Road also opened a flagship store.
With what? McDonald's? Eye-catching light box advertising, compared with the eye-catching logo set high, the king Yonghe? A little humble, but the frontispiece, with the traditional festive atmosphere of China, can win the recognition of ordinary people. What is the store logo? KFC? Fast food has a similar image of a kind old man, which is the image of Li Jinpeng, the founder of Yonghe King. Perhaps it was this kind old man who laid the foundation for the approachable management model of King Yonghe.
Good reputation
With what? KFC? 、? McDonald's? Compared with the overwhelming advertising strategy? King Yonghe? In this respect, it can be said that it has saved a lot. The first two companies use advertising, sales promotion, mass publicity, corporate sponsorship and other promotional methods to promote new products, while Yonghe basically does not advertise. If it wants to do it, it will not advertise a single new product, but promote it. King Yonghe? This whole brand concept. What is a woman's mouth? Company movie? In an advertisement, it is said that white-collar workers work overtime until late at night, female white-collar workers buy Yonghe soybean milk for male white-collar workers, and male white-collar workers are also buying it for female white-collar workers to eat, and then a big word Yonghe is your home is printed. To tell the truth, it is not easy to make an advertisement selling cake fritters so fashionable.
Yonghe thinks that they don't mainly rely on advertising to attract customers, but mainly rely on word of mouth. Improve by improving customer satisfaction? King Yonghe? Word of mouth. Because a highly satisfied customer will put in a good word for a company's products and brands, buy more new products, ignore competitive brands and advertisements, and be insensitive to price, instead of spending a lot of money on advertising, it is better to investigate customers, develop products suitable for customers' tastes, and provide customers with satisfactory services.
Unique management
In those days,? Baring investment? Is your partner here? King Yonghe? What impressed me the most during the inspection? Yonghe? Although there are only more than 10 chain stores, a relatively systematic management system has been established, and the system has been upgraded with the help of computer information management and semi-military training and training of employees. In order to expand the store rapidly, Yonghe Dawang has rapidly developed five teams: training, development, planning, product management and engineering. But the strongest of Yonghe King is finance and training. There is a thick book in the financial statements of King Yonghe. The bank thinks we are the best customers, and Baring has a crush on us. ? Lin Yuao said. Fast food is a cash business, and finance must be transparent. Only in this way can we embody the spirit of financial independence. If the finance is not done well, the foundation is equal to nothing. Up to now, Yonghe King has an independent financial system in each region, and the head office never interferes.
Yonghe has a perfect staff training plan. New employees will receive a three-day military training, with the aim of cultivating employees' organizational discipline, hard-working spirit and team spirit. Then there are all kinds of professional training. For example, the staff responsible for wrapping jiaozi should clearly know the proportion of meat and vegetables in each dumpling stuffing, how much water and oil to put, and how long it will take for jiaozi to cook, so as to ensure that it is cooked properly.
bright future
Profits and wealth are generated while satisfying and creating various human needs, so even an insignificant small enterprise can still achieve great things as long as it is done well. From the perspective of the development prospect of the whole Chinese fast food industry, there are great business opportunities. With the improvement of income level and the change of atmosphere, young people in Chinese mainland now cook less and less at home and are used to eating in restaurants. Even those who can cook like to go out for a change. The fast food industry in the future should have a lot of room for development. From the perspective of the whole world, there is no decent Chinese fast food, and? King Yonghe? The goal is to develop the brand of Chinese fast food industry, not just to turn Yonghe king into? McDonald's is in China? And in the future, I will go to McDonald's hometown, the United States, and enter the European and American markets.
In fact, catering originally represents a culture. China people eat foreign culture in western restaurants, while foreigners eat China culture in Chinese restaurants. If serious western food is equivalent to a kind of? High culture? So foreign fast food is a kind of food? Pop culture? . Like what? King Yonghe? Chinese fast food should represent China? Traditional street culture? . How to inherit and carry forward this traditional culture in the new era and still maintain its own characteristics and dominant position in the follow-up of successors? King Yonghe? Problems to be considered in future operation and development.
Now? King Yonghe? The total length of fried dough sticks sold every day adds up to seven Oriental Pearl TV towers. Looking forward to it? King Yonghe? The Pearl Tower of Yonghe Kou Group has been established all over the world, which has also created the fast food brand of China people.
Yonghe Soymilk Inspirational Entrepreneurship History Chapter 2
Sanjing steet
Since I started my business, my life has experienced the three realms mentioned by Wang Guowei. The first realm,? Last night, the west wind withered the trees, and I went up to the tall building alone and looked at the horizon. ? The second realm? The belt gradually widened and eventually regretted, making people haggard for Iraq. ? The third realm? In the crowd, I searched for her again and again in vain. When I suddenly turned my head, I found her there, dimly lit. ?
The west wind withered the green trees?
I felt ignorant at school. I studied sailing, and later I went to sea because of fate, including working and delivering goods when I was studying, which was inextricably linked with food.
Before starting a business, I sold sewing machines, worked as a real estate agent, set up a stall and drove a taxi. I think it is easier to make food than to sell sewing machines and houses. But if the food is unsafe to eat, it will become the tipping point, so I dare not make simple products from small shops to sell low-temperature soybean milk.
By 1985, I have accumulated hundreds of thousands, and I have found two partners. After working for two months, one of the partners didn't want to do it. He said it was too hard to do this business, so he quit without seeing the future. Another colleague, he said it was more difficult than selling sewing machines. After half a year's work, there is no hope. At that time, his monthly performance was only a few hundred thousand Taiwan dollars, and he quickly quit.
So I had to cooperate with my brother. In the process of starting a business, I also realized that food has a specialty, so I asked him to go to the Food Research Institute to learn the specialty of food, and then introduced the company to put standard and excellent food into operation. As far as Taiwan Province Province is concerned, Yonghe Soymilk is the first professional soymilk factory to obtain excellent food certification in Taiwan Province Province. Our soybean milk has also passed the FDA certification and obtained the qualification to export to the American market.
In my opinion, self-demand is very important. When the government has no standard requirements, you can make a certification condition yourself first. This is the value of self-affirmation.
Don't you regret that your belt is getting wider?
The second stage? I don't regret that my belt is getting wider and thinner for Iraq. . 15 years ago, I first came to Chinese mainland. At breakfast in Fuzhou, I drank a cup of soybean milk with a steamed stuffed bun for one yuan and gave me 30 cents back. I remember that the proprietress grabbed the fritters with her hands and gave me the money with her hands. The money in her pocket is greasy and dirty to the touch. So I think this is an opportunity to make everyone's diet convenient, hygienic and clean. This mode is relatively rare in Chinese mainland.
After that, I started to act. At first, I entrusted my friends in Fujian to help me OEM Yonghe soybean milk products and try them out. I sold soybean milk to Chengdu, Wuhan, Changsha and Fujian, and every time I went to collect the bill, I was forced to become an alcoholic. I realized that you can't put a lot of resources into the marketing market without building a brand.
Later, I opened my own store in Shanghai, built my own access and developed the strategy step by step. Up to now, Yonghe Soymilk has more than 500 stores. Of course, there are many people who have joined Yonghe in the market, and there are also many shanzhai. The data shows that there are more than 1000 cottage stores. Therefore, I think Yonghe Soymilk still has a lot of room for development in meeting this basic consumption demand.
This year, we have made a regional alliance model, which is to combine the needs of friends from all over the world who want to join and cooperate with the company. We call it three kinds of supplies: economic, commercial and humanitarian. In this case, you should strengthen the industrialization, standardization and simplification of catering.
In the past, the eating habits of every place had different tastes, but with the rapid development of chain stores, for the needs of economic structure, you must make a lot of standardized and standardized products in the central factory, so that customers can enjoy them through simple operations in the store. Western-style fast food has done a very good job in standardization and standardization, while Chinese fast food still has some bottlenecks, but I believe these bottlenecks will be gradually solved under the innovative mechanism.
In the field of industrial production, there are many advanced equipment and technologies for you to apply. You can leave the good factors in soybeans and get rid of the bad ones. The temperature in China, the temperature in the south and the temperature in the north sometimes differ by ten or twenty degrees. Soaking beans is not enough, beans are underdeveloped, and there is no pulp after grinding; Too much soaking will precipitate, which is harmful to your health. We use advanced technology to break through the past tradition, and we can process beans in a few seconds, with no loss of nutrition and high safety factor.
In addition, since 2005, we have developed the soybean milk powder business outside the fast food chain stores. Under the situation of rapid economic development, we can no longer meet the needs of the consumer market with fresh grinding.
At this stage, you should extend to the future and be at the forefront, instead of waiting for the opportunity to come.
Looking for him in the crowd?
Think about the future, let me talk about the third realm of life. In the crowd, I searched for her again and again in vain. When I suddenly turned my head, I found her there, dimly lit. ? Everyone wants to look back in the third realm. Today's achievements are fruitful and happy.
I think the future human needs are mainly health, health preservation, green and economy, and soybean protein has great room for development in this respect. For example, the vegetarian products made of soybean protein, whether in Southeast Asia or Europe and America, have a considerable growth in vegetarian population, while the whole China market is still in its infancy. So, this is a new direction. People who make catering food can learn more in this direction and have the opportunity to create a new brand in the future.