Recently, "Sister Xi Fried String", a sister in the fried string industry, is in full swing. It was founded in 218. Up to now, in 221, the number of stores of Sister Xi Fried String has already surpassed that of Kuafu Fried String, a brother in the fried string industry.

the call for branding fried skewers came from around the opening of Kuafu fried skewers in 218. In 219, there were no fewer than a dozen new fried skewers in the industry, but it was very sad that the fried skewers were severely hit by the epidemic just after they started, and most of the new brands were either disabled or scrapped.

And we also see that the high-profile Kuafu fried string seems to have slowed down. This fried string brand, which has solved the supply chain and brand model from the beginning of development, will slow down. Does it mean that the fried string category is not as beautiful as expected?

One elder brother's development is slow, and one elder sister is naturally proud of the spring breeze. On the official website, which was bombed by Xi Jie, the small goal of "helping 1, people successfully realize their entrepreneurial dreams" was impressively written.

Xijie Fried String wants to have 1 (1) thousand stores. According to the category development model, if you want to have a big brand with sustainable development over 1, stores under a category, it means that there will be 3-5 thousand store brands, 1-3 hundred store brands and hundreds of non-brand stores under this category.

can sister Xi realize her lofty aspirations? Or is the so-called "helping 1, people succeed" just a face-saving project created just to join, regardless of the actual category?

today, chopsticks play thinking will analyze the category of fried skewers, and then corresponding to the actual development of Xijie fried skewers, to see what the fried skewers industry is all about. More importantly, we want to discuss whether the fried skewers have a future and can achieve sustainable development.

? Facing the latecomers such as Zhengxin chicken chops, the model of Xijie fried skewers has no advantage

Wang Kuankuan, the founder of Xijie fried skewers, said earlier that he had been hurt by the pain of category development before, so now he is determined not to make fresh products such as vegetables, and the rest of the dishes must be delivered in the whole chain.

in fact, mala Tang, chafing dish, skewers, etc., which have gained the most popularity and the fastest development at present, are basically unable to achieve full link distribution. Why don't they get rid of fresh food?

The answer is actually because they know that the essence of catering lies in the word "fresh vegetables". Without this kind of fresh vegetables, the word "catering" cannot be established. Ask any catering brands such as Haidilao, Dadong, Quanjude, Xibei, McDonald's and Kungfu, and ask if they can go fresh and vegetables.

Sister Xi made her own decision after openly diss mala Tang and other non-full-link practices in franchise chain. From the store, it can be seen that 99.86% of Sister Xi's dishes belong to meat dishes, and they are all market-oriented standard products that can completely realize quick-frozen distribution.

such a broken arm has led to the direct competition between Kuafu fried skewers and Zhengxin chicken chops, and the former two are bound to have more advantages than Xijie fried skewers. The products of Kuafu fried skewers are more diversified, and the combination of meat and vegetables is more boring. Zhengxin chicken chops directly help Xijie realize her dream in the competition.

in may 219, zhengxin chicken chops began to sell fried skewers. from fried chicken to fried skewers, it was just like holding the right hand with the left hand. relying on its own supply chain advantages, zhengxin has already played out all the possibilities of the supply chain. when a standard product is available, it can be spread in more than 2, stores across the country in an instant.

At present, more than 85% of the menu layout of Zhengxin chicken chops stores has been occupied by fried skewers from the visual point of view. Based on more than 2, stores nationwide, Zhengxin can quickly test the market's consumer preference for a product, so as to efficiently upgrade or quickly remove it from the shelves.

When some people are still thinking about whether fried skewers can open 1, stores, and Zhengxin has already spread out in more than 2, stores, even if the life cycle of fried skewers is coming, it will only take a moment to raise your hand. In fact, the fried skewers of Zhengxin chicken chops, including other products, are selling so well, thanks to the maturity and steady pricing of Zhengxin's own supply chain.

The skewers that Sister Xi can serve, including stinky tofu, can be seamlessly connected with Zhengxin, but Zhengxin chicken chops are not only fried, but also fried and roasted in its store. This means that Sister Xi is just a new, shrunk version.

a brand has been discredited, and it has no future in the Jianghu without the protection of the sunflower collection.

? In fact, fried skewers are not a traditional category, and their roots are more shaky than pickled fish and rice

How many people will be willing to open pickled fish and rice stores today? In 217, fish and rice with Chinese sauerkraut is a star category of catering.

Fish and rice with Chinese sauerkraut will be replaced because the cultural attribute of this category is low, and it belongs to the improved category of post-catering. If the store uses Basha fish, it even has little to do with the dish itself. The development of catering industry also tells us that the later the product, the shorter its vitality. Biology also tells us that more than 99% of the blind ends of lateral branches are extinct, and the later the species, the more shaky its foundation is.

why is fish and rice with Chinese sauerkraut lonely? Because there are so many dishes that make people feel good like pickled fish and rice, people simply don't need to deliberately consume pickled fish and rice. Earlier high standardization actually harmed it. After all, the standardization can also be used for other dishes, which leads to the loss of uniqueness of the solution of pickled fish and rice.

let's look at the two things separately: fried and fried skewers. Wang Renxing, a visiting professor at Peking University and a Beijing food researcher, specially studied all the palace dishes and official dishes from Shang Dynasty to Qing Dynasty, including Yuan Mei's Menu with Garden in Qing Dynasty. Wang Renxing studied and included 616 traditional dishes in Essence of Chinese Cuisine, but from ancient times to now, only 11 dishes were fried in this recipe, accounting for less than 1.8%.

In the past, when people didn't even have enough rice, oil was a luxury, but the oil in the court and the government was enough. For government dishes, it had little to do with the stock of oil. By the Qing Dynasty, Yuan Mei was a famous gourmet, and he could be said to be one of the people who knew how to eat in the Qing Dynasty, but he didn't eat fried dishes very much. It can be seen that fried dishes were extremely small in our country, and the things that came out were actually "not delicious."

For example, if you go to a hotel for a big meal of 1, yuan, you will certainly be unhappy if all the dishes are fried. Although there is a God of Tempura in Japan, there are also "gods" such as Lamian Noodles and sushi.

Fried skewers are improved from skewers, and skewers are of course the product of the later period. In the past, people were too busy in the fields to have so much leisure to eat skewers (there were skewers in the past, but they did not belong to folk dishes, and they were also very small in government dishes, accounting for less than .1%).

Therefore, fried skewers are not a traditional product at all, and their future is even more shaky and dangerous than pickled fish and rice. While fried skewers are traditional, most people want to mention fried skewers on the streets in the 198s and 199s, but strictly speaking, they are just teppanyaki with more oil.

In the past, children liked to eat fried skewers, because there was too little optional consumption in the past. But now, in the new generation, their optional dishes don't talk about the number of Ganges sand, but at least there are as many as rivers and seas. In other words, fried skewers have neither traditional cultural advantages, nor traditional dishes, nor even uniqueness.

? The category of fried skewers is tottering, perhaps it is king for franchisees to get off as soon as possible?

Fried skewers are an orphan (inorganic category) who has no parents, and they have no skills (no technical barriers). In the past, people could sell fried skewers by pushing an iron car after work, but in Leshan, there are even seven or eight fried skewers shops on streets less than 5 meters, but only one or two of them are beautiful.

Fried skewers have two brothers, one is hot pot, and the other is barbecue. Who tastes better than hot pot and barbecue? There is no need to argue about this at all.

it's not that hot pot and barbecue are better, so they can be sold more expensive, but that they have a higher sense of value, so consumers are willing to pay higher prices for them.

In contrast, most fried skewers can only sell for 3-5 cents per skewer, such as 2 skewers in 1 yuan or 3 skewers in 1 yuan. Therefore, some 1 yuan 5-8 string products are the real profit entrance of the fried string shop. The price of 1.25-2 yuan per string is basically the same as that of some mid-range hot pot restaurants, except that the hot pot has a pot bottom fee. However, if there are many people, the pot bottom fee is not enough, and consumers can enjoy a table and have other dishes to choose from when they pay a pot bottom fee.

However, most fried skewers can only allow consumers to eat while walking on the road. Xijie fried skewers basically have no seats for the sake of efficiency. Kuafu fried skewers have seats and fresh dishes, but its core is also placed on the street.

the problem is that fried skewers are actually not suitable for taking out the street. It will produce garbage such as bamboo sticks. Consumers need to hold empty sticks in their hands after eating a bunch, or put empty sticks with saliva back into the product bag. This is one thing, and the other thing is that the head of bamboo sticks is pointed, which may lead to a series of dangerous problems when consumers eat while walking (there are a series of news).

The pain point of fried skewers in the past is that they are not delicious, but the category defect of fried skewers at present is not only the cultural demand itself, but also conflicts with the healthy eating concept of young people at present, and it is also very easy to lead to the aging of oil under continuous high temperature.

Because of the cost problem, most fried chain stores will continue to use the aged oil, such as filtering, and then mixing the old oil with new oil, but this still can't avoid carcinogens such as nitrosopyridine and alkane generated by the oxidation of oil with food residues at a continuous high temperature, as well as oil polymers such as cyclic mono-polymers, dimers and multimers that have certain toxicity to human body (see Baidu Encyclopedia-frying).

No matter how much nutritional value there is in the products distributed in the whole supply chain, the oil used for a long time at high temperature will produce thermal oxidation reaction, and the generated peroxide will directly hinder the absorption of oil and protein by the body, and it will also cause the attenuation of the nutritional value of food. Therefore, in addition to the combination of meat and vegetables, fresh vegetables in the skewer shop are to reduce the impact of frying problems. However, Xijie fried skewers directly go to vegetables and other fresh vegetables, which is definitely not a good choice, and it is not a responsible choice for customers.

fried skewers, perhaps really not a good category?

? Conclusion

If fried skewers are really not a good category, will Xijie fried skewers be a valuable brand? Does it have a moat?

let's start with the category of fried skewers. As stated above, fried skewers have no real market value from the perspective of products, traditional culture or catering demand solutions.

Fried skewers are just a substitute in an extraordinary period. In today's catering market, it will inevitably be eliminated by the market. Or, it may be said that fried skewers were wrong from the beginning, and taking the street out is not a solution to fried skewers. It is just a solution to the low efficiency and low demand of fried skewers.

The de-freshness of Xijie's fried skewers is a knife to the future of fried skewers. Therefore, Xijie's products are all standardized products with no threshold, which also means that Xijie has no real competitiveness, and there is no brand moat. Xijie's fried skewers can appear in any fried skewer shop, fried chicken shop, any hot pot restaurant, barbecue shop or even any restaurant with a frying stove.

according to this logic, with the diversification of fried skewers, Xijie fried skewers will lose its due consumption value just like the previous single crayfish store. So, is this the case? If this is really the case, then the market must have shown signs. Indeed, Sister Xi's fried string also showed us this sign.

in the tweet of Xijie Fried String in 221, it still uses the data of daily sales of 7, stores in Nanjing in 219. Generally speaking, everyone wants to give the best data, but if this data is in the past for a long time, it means that it has been at a low point from the past to the present.

in 221, Xijie Fried String is still pushing the data of 219, which shows that Xijie Fried String has never really recovered from the epidemic in 219. Moreover, Nanjing is the headquarters of Xijie Fried String, and only the model store at the headquarters has achieved the highest data, which is worthy of deep consideration by franchisees. And after a certain day in October 219, even the model store at the headquarters has failed to break through the glory, let alone reproduce it. This is.

After the beginning of this decline, Xijie Fried String, which is being abandoned by franchisees, didn't think about how to solve the problem, but tried to develop more franchisees and cut more leeks. Si Mazhao's heart, potential franchisees can think about it carefully.

apart from self-boasting and self-directing, perhaps the fried string has never really been popular so far.