China hopes to take the lead in breaking through 10 billion of catering enterprises

China is a big food country, catering industry is a big industry, second only to the real estate and automobile industry. Then, the real estate has a few output exceeded 100 billion, car skin burst billion also many, only the catering industry, so far has not yet exceeded 10 billion. Which restaurant enterprises will take the lead in breaking through 10 billion? This has become the biggest suspense in China's catering industry. In 2015, the total output value of China's catering industry has exceeded 3 trillion, and the growth rate has been restored to two figures. In 2020, the total output value of the catering industry will exceed 5 trillion. The situation is very good, in such a situation, some catering enterprises began to march into ten billion. For example, the new two years of Huang Xin, the first to shout out 10 billion goals. Then, China most promising to break the 10 billion catering enterprises have? Chinese hope to break the 10 billion catering enterprises, 1 sea fishing if who first broke through 10 billion, certainly all people will think of the sea. In 2015, global breakthrough 149 stores, sales exceeded 6 billion yuan, becoming China catering king, then watch sea fishing first breakthrough 10 billion, and not because it is now two years ago, there are a lot of sales, sales of catering enterprises over the sea. We look at the business logic layer! Continuous innovation, creating a strong sea fishing with sea fishing, we first thought is service, that service is the core competitiveness of the sea. However, this is only a surface phenomenon. The real core competitiveness of submarine fishing is derived from their continuous innovation ability. The sea of Zhang Yong, the management guru Drucker's theory of look up to as the standard, Drucker believes that the ultimate goal of the enterprise is to create customers, creating customer and only two tools, innovation and marketing. Sea fishing become the food industry of apple, through continuous innovation, the food and beverage industry, improve the service level of a few steps, put on the staff of the treatment of food and beverage industry, enhance the several steps and become a great feeling of the company. Continuous innovation of customer service, mobile phone bags, glasses cloth, free nail, free access to the next door store to buy ice cream for children, “ human beings have been unable to stop the bottom fishing ” become the strongest slogan. Please remember, continuous innovation, it is fundamental to sea fishing! Is the core competitiveness! Integrated upstream and downstream, to build the brand ecosystem when the Alibaba, Tencent, LETV, millet and other large IT companies have started to enter the era of brand ecology, catering industry overlord sea fishing, with Yihai company's listing in Hong Kong the ecological system, also surfaced. The sea fishing company, Shu sea supply chain company to be listed Yihai Hot pot bottom material, new investment LETV reputation and Ali, is building Hot pot brand ecological system, the integration of upstream and downstream industry chain, so far, in the food industry as a whole, is not all that companies have the strength to this order of magnitude. Submarine fishing has created a super brand competitiveness, the future will become more invincible! No doubt, submarine fishing will become one of the first to break through billions of catering enterprises. 2, Xibei village in 2015 to first breakthrough in 10 billion catering enterprises China, Sibelius held a brand strategy conference in Wuzhen. Sibelius in 100 city (not limited to domestic), three years a total of 300 shop, five years 500, ten years out of 1500 stores, sales exceeded 20 billion. Sibelius, not only out of over 20 billion target, and given a specific time period. Sibelius where confidence come from? Heavily to build brand strategy, has shown great power from the beginning of 2009, Sibelius chairman Jia Guolong, learning the theory of brand positioning, full of blood resurrection. To start a new journey, has spent nearly 60 million, brand strategy, brand name from the Xibei village to the northwest folk dishes, Sibelius food back to the northwest, Xibei village, causing the entire food and beverage industry shock. Every time the brand strategy adjustment, let Sibelius tends to be more and more correct direction, and, in the process of branding, repeated adjustment, Sibelius in the minds of consumers has become the representative of Northwest cuisine, only occupy the mental resources, on the value of ten billion. Become the representative category, occupy the minds of consumers a * * mental resources, this is the core competitiveness of Sibelius, the next ten years are very difficult to go beyond the Sibelius in this category. After finishing the strategy, the next step is to adjust the mode of the enterprise brand strategy, after more and more twists and turns, more and more tend to be correct, Jia Guolong finally has “ find the north of ” feel. The next step is to explore the right business model. As the operation of 25 years of catering enterprises, with the traditional color, open shop, big and complete, for example, Sibelius in Beijing second stores, Liuliqiao store, the area reached 5000 square, a building, one or two, three, business is hot. The stores are 2000 square meters or more, and in more than 200 dishes, these large, brilliant and successful on behalf of Sibelius past. Big and complete is the success of that era, but now, China's demographic structure, consumption concept has undergone tremendous changes. There are few traditional restaurants were aware of this, so the mighty wave crashing on a sandy shoreAnd died on the beach. But Jia Guolong was acutely aware of this. After the completion of the strategy, the adjustment of the business model was carried out immediately. Pizza hut to the standard, no longer open shop, fully settled shopping center. A brilliant success was achieved. Take the wealth Shopping Center store in Beijing as an example, the whole shop is about 300 square meters, the monthly sales of about 2000000, the same as the past 2000 square meters of shops. And vegetable brands reduced to 38 channels, profits increased significantly. Due to a substantial reduction in food, to ensure that every dish is fine, very tasty are “ ” “! Then, very good &rdquo strategy; “ closed eyes, every delicious! ” drainage into waterways! From large and small and beautiful, to deny their own past. The road to success, the non ordinary people can do, Jia Guolong did it! In 2020 exceeded 10 billion, we believe that the west can do. 3, grandma grandma hope the first breakthrough in the 10 billion catering enterprises Chinese, founded in 1998, the country has more than 200 stores and over 8000 employees of large food chain. At present, grandma's restaurant chain, with “ &rdquo, “ grandmother; gold grandma ” “ &rdquo, “ fumen refers to the second movement; ” Uncle5” “ “ &rdquo, “ fish furnace; second, Pan & rdquo; “ steamed young ” &rdquo, “ Yan West Lake; other well-known brands. Grandmother and other fast fashion restaurants, through the design of the restaurant, low priced dishes, attracted a large number of young consumers. Do “ shop, full meal line ” grandmother first exceeded 10 billion to? The underlying logic of grandma's commercial, multi brand + fast fashion model! Fast fashion model grandmother from the beginning, put the business target locked the gathering of friends and family gatherings this consumer as grandma the customer. Wu Guoping has been building the idea of the grandmother is: 30% of the product +40% environmental +30% services, through price leverage adjustment, to achieve the best cost-effective. Restaurants reduce the price of vegetables, let some of the benefits come out, and customers also let the benefits of — the form of interest is to spend time queuing, so that the restaurant to improve operational efficiency. My grandmother's home on the price to attract popularity, to raise revenue through Gaoping and Taiwan turnover rate. In other words, if the restaurant's “ turn over rate ” higher, you can create more seats / hour turnover. At present, the grandmother's turn over rate is about 8 times. The profit of the grandmother is to maintain the sustained profit by improving the marginal effect of the efficiency and the efficiency of the turn over, and does not hurt the user's user experience. Who has a super IP, who is in control of the flow, who will have the consumer, this is now the Internet thinking; secondly, to Roasted Duck drainage through this super IP, related consumer extension and service upgradesThat's the business logic behind you,