with the third consumption upgrade, the catering industry has entered a 3 trillion era, and the catering supply chain has become a trillion-dollar market according to the calculation that the purchase of ingredients accounts for 5%. Among the different business models explored by players in this field, the mode of "marriage" between catering brands and supply chain has become a new trend of industry development, and it has great potential for change.

At the moment when mass catering consumption has become the mainstream, it is more difficult for enterprises to obtain profits through high customer unit price. As the "lifeline" of catering enterprises, supply chain has become the entry point for catering enterprises to reduce costs and improve efficiency.

among them, xinliangji, which is based on the new spicy road's painstaking efforts in the direction of supply chain for more than ten years, has won great recognition from the market by virtue of its strategic positioning of standardized explosive products supply chain.

1

From point to surface:

B2B mode deepens the whole industrial chain

As we all know, the catering industry is greatly influenced by the quality, function and product performance of upstream materials. Choosing to extend upstream can enhance the control of product quality and core technology, and extending downstream can control the sales channels. Therefore, optimizing the supply chain is conducive to enhancing the ability to control the quality of raw materials, enhancing the market competitiveness of end products, reducing procurement costs and truly realizing green management.

in fact, the industrial chain of any industry generally consists of nine links: raw material production and procurement, product design, processing and manufacturing, brand promotion, order processing, logistics and transportation, wholesale operation, terminal retail and after-sales service, which form a whole industrial chain. The vast majority of enterprises can only do one or several links in the industrial chain, and only industrial giants have the ability to do the whole industrial chain.

As far as the catering industry in China is concerned, there are not enough giant enterprises like sysco. According to industry analysis, the progress of any industry is to split first, then strengthen a certain link, and finally integrate and strengthen the entire industrial chain. At present, in the whole catering industry chain, the supply chain is split out, which is most conducive to transformation and upgrading.

it is undeniable that the catering supply chain in China is still in its infancy. Li Jian, president of Xinladao, once described the current situation of catering supply chain as follows: the two ends of supply and marketing are small and scattered, with many trading links, complex varieties, low trading efficiency and many basic raw materials, and few semi-finished products and quasi-finished products are planned based on the whole chain of business model. The solution of these problems needs to be done by a third-party service company that can provide supply chain standardization solutions.

based on the market awareness and consideration, xinliangji brand came into being, providing vertical category supply chain solutions for B-end businesses, differentiating the necessary stages of ingredients, and forming a virtuous circle of doing their own jobs.

this is a socialized division of labor-oriented supporting service enterprise, which is based on improving efficiency, and is born out of a new spicy road enterprise facing C-end customers. "We have an insight into consumer demand, which is the root of all our problems. Our ability comes from serving tens of millions of C-end customers for a year and operating one or two hundred stores nationwide. We know what the pain points of catering enterprises are and what customers need. This comprehensive ability determines our strength. "

jian li said. In his view, the catering-derived supply chain enterprises have disadvantages in the middle productive management of large-scale industrial manufacturing process, especially in the control of food science and the management of supply chain. Supply chain enterprises that go up from the catering industry are more likely to gain insight into consumers.

according to public information, at present, xinliangji has completed the A+ round of financing of 12 million yuan. Jian li himself has resigned as CEO of Xinliaodao and worked as CEO of Xinliangji. He intends to devote himself to the operation of Xinliangji and focus on serving B-end enterprises, and expects to create 1 billion business income through Xinliangji in the next decade.

2

From the outside to the inside:

Create a closed-loop industry vertically

Li Jian once said that the supply chain will be the battlefield of the catering industry in the second half. However, as far as the development of this market is concerned, it is still very difficult to integrate the resources of the catering supply chain at present, and it will be further subdivided in the future. From a vertical point of view, catering enterprises choose to cut into their own advantageous projects when exploring the supply chain, and have already begun to subdivide.

For example, hot pot enterprises such as Haidilao and Xiabu Xiabu start with vegetables and bottom materials that are in great demand in hot pot format, while Xibei starts with northwest pasta, while Xinliangji chooses fish and shrimp.

the development of catering enterprises can't be separated from two major trends: reducing labor costs and turning to socialized division of labor. It has become an inevitable demand for many catering enterprises to explore the supply chain and build products with standardized production of ingredients. At present, Xinliangji focuses on the small and complete vertical supply chain industry construction of aquatic products, in order to reduce operating costs, increase customer unit price and increase repurchase rate.

at the beginning, xinliangji chose crayfish as the entrance, and the core of its products was to make a single explosion.

it's not hard to see that xinliangji cuts into products with high customer unit price, and the biggest advantage of making standardized explosive ingredients is that the logistics cost is relatively controllable and the loss is low. It is indeed wise to cut into the supply chain market in this relatively clear way of profit.

at present, xinliangji has closed the whole process of crayfish products from source breeding to standardized processing to logistics distribution and product solutions, which no enterprise can do now. Of course, crayfish is only the first product made by Xinliangji, and it may be extended to pickled fish and other categories below. At present, crayfish are mainly promoted from the perspective of restaurant perception. They need such dishes, which actually has little to do with the cuisine. As long as there is strong demand, they may become explosions.

it is understood that xinliangji has established a 2,-mu upstream self-owned breeding base in Shandong, Hubei, Vietnam and other places, and cooperated with five processing factories to produce and develop standardized Chinese food explosives, and then supplied them to cooperative catering businesses through the whole cold chain.

in terms of logistics distribution, xinliangji has warehouses in Beijing, Shanghai, Xi' an, Shenzhen, Wuhan and Chengdu, and the cold chain distribution scope can cover the whole country. In addition, Xinliangji has built its own logistics system to ensure that the temperature in the transportation link is kept at -18 degrees Celsius to ensure the quality and safety of products in the transportation link.

according to xinliangji, xinliangji, as the first supply chain enterprise in China to provide "high-protein, water-rich and delicious" fried food of fish, shrimp, crab and shellfish for catering enterprises, has supplied thousands of catering brands with semi-finished products such as crayfish, Basha fish fillets, pickled cabbage packages, hot pot bottom materials, etc. At present, it has served Jinmian, Xiaonanguo, Qianxihe, Typhoon Shelter, Yuxiang Spicy Popo, Xiaodou Noodle Restaurant and so on.

3

From quantity to quality:

Building market barriers with food science

Generally speaking, when enterprises are branded and chained, what consumers actually want is that the dishes in different restaurants of the same brand taste the same, which is also the general trend of standardization.

the most difficult thing for chain catering enterprises is standardization. Doing things in an orderly manner and controlling the stability of quality through standardized procedures are exactly what industrial countries are best at. This is very common in the catering industry in the United States, Japan and other countries. Take McDonald's and KFC as the most typical representatives. With the help of food science, they have strict standardized processes for on-site production capacity, which can ensure that all products made in stores around the world have the same taste.

in other words, the barrier to standardization is not the chef, but the scientific innovative R&D system, which is the core advantage of Xinliangji. Jian li believes that the catering supply chain industry should have a complete set of full-chain service solutions, and the core is product research and development, which should turn products into stable supply chain production. In order to become a standardized explosive product of Chinese food, it is far from enough to have cooking technology, but also to understand food science and use high-tech technology to combine cooking food with food science.

as Tang Tao, a partner of Zhong Ding Venture Capital, an investor in Xinliangji, said, "I prefer to regard Xinliangji as a technology company rather than a food company, because Xinliangji takes products as its first core competence, and its research and development of explosive ingredients has scientific and technological content. That is to say, we should not only cook the food well, but also let the food be frozen and reheated, and still maintain the taste. On the whole, this process requires continuous investment in research and development. "

in fact, xinliangji has been devoting itself to product research and development. recently, it set up a professional research institution "Asian food joint research center", which has integrated nearly 1 R&D personnel such as culinary masters, food scientists and engineers all over the country, invested tens of millions of dollars to build a professional food application technology research laboratory equipped with internationally advanced precision equipment.

At the same time, we have established strategic cooperation with many well-known universities, R&D institutions and first-class independent studios in China, and carried out continuous research in raw material preservation technology, flavor map research and ultra-low temperature technology application, aiming to build Bell Laboratory into a global explosion of Chinese food.

xinliangji has been thinking about how to digitize, standardize, scientific and quantify products with industrialized thinking. Using the standardized explosion mode of Chinese food and the high-tech "second freezing and fresh locking" technology, the catering supply chain barrier is broken through by "research and development technology+industrial production+full chain service", which saves a lot of procurement and time costs for catering enterprises.

combining with the superior industrial resources in the food and supply chain industry, xinliangji will continue to provide stable products for large, medium and small restaurants. Jian li said, "Our role is the standardization expert of limited explosives. We will pay more attention to the business boundary, not seeking many kinds, but seeking fine quality and making the products the most cost-effective."

summary

in a word, the domestic catering supply chain has a huge market imagination, and now will be the best time to usher in rapid development. The data shows that the annual turnover of Sysco, the leader of the American catering supply chain market, is more than 4 billion US dollars, accounting for 25% of the market. Compared with the American market, the service concentration of China catering supply chain is extremely low, and the annual turnover of the market leader is about 3 million RMB, accounting for .3% of the estimated market, so it has great development potential in the future.

because the domestic supply chain market is still in its infancy, the most important thing for Xinliangji at present is not to expand the scale, but how to tap the explosive products according to the unique market sense and vision, and at the same time use the efficient supply chain system to meet the services for many customers.

On the whole macro level, the catering supply chain is a very complicated category. Before the emergence of giant enterprises, the market will continue to be subdivided. Whoever can take the lead in the 8 billion market will win.

In terms of food, the simple meal package at room temperature is produced in a unified and centralized way, which saves the complicated catering cost and greatly reduces the difficulty of counting the cost. It is convenient to manage and count the quantity, and it can be accurate to how many customers use it. Secondly, the package can solve the problem of large customer flow, solve the problem of taste and reduce the cost pressure of employees. The normal temperature cooking package introduced by food can also reduce the storage cost of cold storage and reduce the probability of loss.