The history of steamed stuffed bun industry is very long, it has existed for thousands of years, and the market is very big. China eats steamed buns from south to north, with different tastes in different places, but many steamed buns are broad-spectrum. Many products in the consumer goods industry often disappear after a period of time. However, it is difficult for steamed buns to have this problem.
Through its own model, quality control and brand building, Knight Gan eventually became a dark horse in the field of restaurant chain. What did Ganqishi do in the face of the huge opportunity of the steamed stuffed bun industry? Generally speaking, Ganqishi did four things.
The first is to create a new business model of the steamed stuffed bun industry-KFC+Haidilao.
This business model can not only reflect the rapid expansion of the chain to meet the needs of efficiency and standardization, but also conform to the characteristics of the steamed stuffed bun industry, keep flexible and timely at the C end, and give full play to the service advantages of the retail industry.
1. Set up a central kitchen and distribution team to purchase, produce and distribute fillings needed by all chain stores. Functional units: central workshop and transportation team;
2. Establish a unified marketing service center and announce mass-produced products every day. Functional units: Store, Weibo, WeChat, official website;
3. Establish standardized chain stores, standardize service processes and form product terminals. Kitchen, steamed stuffed bun retail store.
The biggest feature of Ganqi's gourmet model is that it absorbs the powerful control of western fast food chains such as KFC on ingredients, and ensures its own supply chain control of various sales outlets, thus realizing cost control and quality control. However, unlike KFC, which lost the lives of traditional chain chefs, Ganqi Food has retained a team of "artisans" at the C end, so that these employees can package and sell now. Although this is not as efficient as American western food, it can give full play to the advantages of steamed buns.
The second thing, positioning.
According to Hangzhou's catering culture and the needs of mainstream customers, Gan Knight has formulated a brand building strategy. In order to build a good brand, they chose to focus on steamed buns. Ganqi food only makes steamed buns, and will not be extended to other categories in the future, so it will do its best to make a good brand. Ganqi Food first had 10 varieties of steamed buns, and finally it was reduced to a five-star product+1 new product model, which is the best focus. This focused and well-coordinated differentiated market strategy has amazing results.
Delicious, reliable and iterative food. In order to do this, Ganqi Food is no less than an Internet company. In order to develop steamed buns suitable for mainstream customers, Ganqi Food team spent nearly 2 tons of high-quality pork on developing the first steamed bun. This crazy experiment continues, because in addition to six conventional varieties and two drinks, Ganqi Food will launch 1 new products every month.
Steamed buns are designed by designers. Tong Qihua made a VI design for his steamed stuffed bun very early, which made the steamed stuffed bun present the aesthetic feeling of regular curve in appearance. Considering that steamed stuffed bun is a kind of dough food, Ganqi Food adheres to the channel of direct store, so that it can be steamed and sold now, which is directly different from quick-frozen food and non-dough food in business model.
The quality of ingredients and production technology are different.
Fast shopping experience, in order to do this, Ganqishi has designed service rules in every store, and achieved the principle of one customer 12 seconds. Any transaction must be completed within 12 seconds. Consumer psychology believes that people's gathering leads to buying, because people use their legs as the best-selling platform. Therefore, many people queuing will only increase sales, but because some businesses are doing well, the transaction is too slow and the customer experience is poor. Sweets do not have this problem.
The third thing is expansion.
Gan Qishi adopts a scientific and reasonable strategy of direct chain expansion. The market expansion of Ganqi Food is based on data and experience.
Ganqi Food Team has been doing market research. The marketing staff of Ganqi Food will go to various stores to do some research on customer groups and other data, which will become the reference for Ganqi Food to open new stores. These data include: the proportion of customers close to residents and other groups; Age; /kloc-how many people can buy steamed buns within 0/5 minutes' walk? With these data, Ganqishi will first make a judgment when he goes to a new place, such as how many residents there are in this place, how many people aged 20-40 (the main customers of Ganqishi), and the time to buy on foot. If the data of the survey results are attractive enough, there is no problem for Ganqishi to open a shop.
In addition, the process of expansion depends on direct sales and refuses to join. Joining a chain has the advantages of joining a chain. However, many entrepreneurs who are extremely sensitive to brands are cautious about joining chains. Many domestic catering brands have died in the hands of the chain. Tong Qihua once said that the reason why he doesn't accept joining now and is willing to sacrifice expansion and growth rate is because he found that joining mode and direct mode are two sets of logic. Franchise mode emphasizes how to serve the interests of franchisees, while direct selling focuses more on how to create value for customers.
On the one hand, Tong Qihua relies on direct sales to continuously expand the scale of enterprises. On the other hand, speed up the construction of talent echelon. Ordinary employees should receive three weeks of induction training before taking up their posts. Managers spend more time at work.
The fourth thing is to make the industry respected.
Improve the service experience by improving employee welfare and working and living environment. It is an indisputable fact that the staff turnover rate in the catering industry is high, which is unacceptable for a fast-growing company. Retaining people depends on salary, which is not only higher than the industry average income, but also provides a series of employee benefits. Therefore, he stipulated that every store should have apartment accommodation, within a walking distance of 15 minutes. The bed must be strong and customized, and you can't wake the employees just because the upper berth has turned over. At the same time, employees have the right to ask the company to change apartments, and the company will definitely help employees find suitable accommodation. There is also a cooking aunt for employees, who is responsible for the cleaning of work clothes and the sanitation of dormitory environment. Let them live like normal Hangzhou citizens.
Tong Qihua believes that "what we need is respect: respect for this industry and our employees, so that our employees can also respect our customers and respect this industry. With this, we can naturally face the loss of employees. "
Tong Qihua is really changing the image of the whole industry in China. In 2009, the scale of the whole steamed stuffed bun industry in Hangzhou was only 60 million yuan, but today, the turnover in just one year is 300 million yuan. With the rise of industry and demand, selling steamed buns has become a small sunrise industry, an industry that is increasingly respected.
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