People in Henan don't know Lamian Noodles, Henan.
Many people in Henan are puzzled by the popularity of Lamian Noodles, saying that they only know the emblem of Henan, but they don't know that there is Lamian Noodles in Henan. Below some short videos, there are some interesting "regional" disputes: Henan people say, shouldn't it be Lamian Noodles? People in Lanzhou say that Lanzhou only has beef noodles. This is also a charm of China regional cuisine, each with its own advantages and growth.
In fact, Lamian Noodles here is really not a "popular" regional cuisine. It doesn't have the popularity of Henan emblem, and it doesn't have the strong taste label of Henan Hu spicy soup. Compared with Hui Mian and Hu Spicy Soup, it is difficult to see a formal storefront in Lamian Noodles, Henan Province, and most of them appear as "partners" in night markets and stalls for barbecues and snacks, so their popularity in the local area is not high.
Public comment users print pictures.
Different from Lanzhou broth beef noodles, Lamian Noodles, Henan Province uses thick soup as the base material, beef and large intestine as the code material, and beef is mostly large and thick slices, which looks quite appetizing. On Dianping.com, netizens also spoke highly of Lamian Noodles: cost-effective, delicious, punching in several times, delicious soup, etc. It is a common word in comments.
Screenshot of public comment
As a kind of catering category that is not popular in China, the popularity of Lamian Noodles is not a regional feature, but the food itself.
Does the popularity of Lamian Noodles in Henan Province not conform to the development trend of catering?
On the surface, what kind of existence is Lamian Noodles?
"regional" snacks with low local awareness
Up to now, it is still a mom-and-pop shop, with no fashionable dining scene and satisfactory service.
Without brand image output, let alone professional management.
There is no common marketing routine behind popularity. ...
Judging from the above dimensions, the popularity of Lamian Noodles is really surprising. In the eyes of some catering people, the popularity of Lamian Noodles runs counter to the current catering development trend that emphasizes experience and brand, and even does not conform to the business logic of building a successful restaurant. Is it true?/You don't say. Obviously not. Behind every successful catering model, there is business logic worth learning.
Large-scale output without standardized processes
Almost all Henan ramen restaurants in Shanghai come from Xiangcheng County, Henan Province, among which Fuzhuang Village in Shilipu Town is the largest. Half of the people in Fuzhuang Village open ramen restaurants in Shanghai. After Lamian Noodles became popular, a Tik Tok blogger went to Fuzhuang Village for an interview and met an old lady who said that she had two suites in Shanghai. When the blogger asked in surprise, "Buy a house in Shanghai?" The straightforward old lady said, "Where do you live if you don't buy a house?" With the opening of ramen restaurant, many villagers in Fuzhuang Village have bought houses in Shanghai.
The Henan Ramen Restaurant in Shanghai is actually more like a "family-style" industry. Just like the first bucket of gold earned by Yang Guofu Mala Tang in those years, it was earned by relatives joining in. This practice of "bringing the old with the new" is very common in the catering industry. Shaxian snacks all over the country are simply Shaxian snacks, because they have no brand operation, simple doors and lack of brand labels. Compared with Chongqing noodles, Shanghai fried snacks and even Henan emblem noodles. However, similar to the branding operation, all the Shaxian snacks in the country have similar menus, highly similar tastes, and even different colors of seasoning peppers. Although this category has not achieved brand operation, it has achieved "standardized" output that many brands have not achieved.
Tracing back to the source, these stores can be said to be "the same master and apprentice." They have no brand awareness, but most of them will not be unconventional; They are good at summing up the market operation experience and wisdom of all categories, and then go their own way, but tacitly do not lose the comfort of the moment.
Zhu Qianjin of Fuzhuang Village has opened five Henan ramen restaurants in Shanghai, and he is also the president of Xiangcheng Chamber of Commerce in Henan. The establishment of a chamber of commerce is actually a way for Henan ramen restaurant to pursue standardized management.
Therefore, in the eyes of outsiders, Lamian Noodles and Shaxian snacks with categories and no brands are like a loose sand; In fact, there is a "conventional" operational logic behind it. These logics are like ordinary water, holding loose sand together.
Of course, if one day, someone wants to break this pattern of "having categories and no brands", a "post-wave" will strike, and sand balls with water as the coagulant may also be vulnerable.
Many stores are already "20-year-old brands"
Many people are envious of the fact that the owner of Fuzhuang village noodle restaurant has multiple suites in Shanghai, but they ignore a very important premise-they didn't get rich overnight. On the contrary, some of them have been working hard in Shanghai for more than 20 years.
In the public comments, it is not uncommon for netizens to complain about ramen noodles. The food that can make netizens "eat from small to large" is still very concerned. It must have its unique memory in taste and the perseverance to cater to people. In the comments of netizens, many people mentioned a thick soup in Lamian Noodles. The thick soup in Lamian Noodles, Henan Province is mostly made of beef bones or chicken bones, which is delicious and rich, and is very suitable for Shanghainese's taste. Now thick soup is the foundation, and people in Fuzhuang Village have persisted for more than 20 years.
The stores in Lamian Noodles, Henan Province can be regarded as the representative of "one move fresh, eat all over the world". Even without distinctive regional characteristics, they have built up competition barriers and taken root in Shanghai, a city full of delicious food, with excellent taste and high cost performance.
At the same time, people have a high tolerance for food. The famous local noodle restaurant in Chongqing, Dong Xiaomian who once visited CCTV, Fat Girl Noodle Noodle Restaurant famous for queuing, and Flower Market Pea Noodle Restaurant with "Chongqing 5 Noodles" written on the door are all Xiaofei's restaurants. People attach great importance to the novel and tall dining form, and also have a unique feeling for the small restaurant with smoke and fire on the street. And it is undeniable that in terms of experience, environment and even hygiene, people tend to be more tolerant of mom-and-pop stores and more critical of brand stores.
So almost every catering category has an unbreakable fly restaurant.
Invariant logic
First the product, then the output.
Digging deep into the development of Lamian Noodles, it is not difficult to find that Lamian Noodles has not deviated from the development trend of catering industry, but has been sticking to the essence of catering development-products, products first, and then output.
In recent years, online celebrities have appeared frequently in the catering industry. They have fashionable brand image, professional management team and brand operation mode. These catering brands seem to cater to the general trend of catering development. For example, carving beef brisket, celebrity pro-test, online celebrity shop; The secret recipe of 5 million gourmets and the sense of luxury ceremony ... The carved beef brisket was really on fire; For example, the representative brand of Internet catering is Hua Duck, which is full of "Internet flavor" from the very beginning, and the well-meaning "beautiful man driving a luxury car to deliver food" incident has been talked about so far. However, whether it is carving beef brisket or calling duck, it will soon fall into silence after being in the limelight for a while. The root cause is that they ignore the essence of catering products.
The explosion in Lamian Noodles, Henan Province has nothing to do with the region, but with the products.
Products are always the touchstone to open the market and the rock to stabilize the market. A large number of cases prove it? It is an act to blindly strengthen the external framework such as store image, operation mode and marketing strategy, while weakening the proportion of products in catering operation.
Today's catering industry is calling for scene upgrade and experience optimization because it is more and more difficult to upgrade the product level, not because the importance of the product is weakened. At any time, any category and product is the core of catering operation.