"It is true that half of the large-scale factory stores have been closed, with an average of more than 500 square meters per house, and the cost and cost are large. Since the business structure is unreasonable, there is no need to keep it and it will be shut down."
In response to the recent Huangtaiji closing shop crisis, on September 21st, Huang Taiji’s CEO He Chang published the article “There is no trough, how can there be a peakâ€, responding to external rumors for the first time and confirming closing down half of the large factory stores. For the criticism of the outside media, He Chang responded in the article: "Do you really want a world without Huang Taiji?"
From the explosion of the "Famous World War I" pancakes, to the self-selling platform of the Red Sea, to the community at both ends of the link supply chain, and to the current turmoil in the stores, Huang Taiji, once darkly reddish, once again caused controversy.
When the time of establishment was only four years, why did Huang Taiji fall into such a situation?
Once the "net red"
Throughout the history of Huang Taiji's development, from the beginning of the pancake fruit to the entry into the take-away platform, most of the hot public opinions on Huang Taiji have been known to the general public by most of its fanfare shops and overcrowded stores.
In 2012, Huang Taiji, a white-collar worker, opened the first “pancake fruit†shop at a more remote location on the first floor of No. 12 building in the West District of Beijing.
There are two reasons for choosing poor locations: one is that the rent is cheap, and the other is online drainage. Attempting to use Internet tools to deconstruct the high cost of catering, Huang Taiji was born.
In the earlier period, Huang Taiji's storefront area was less than 20 square meters, and the site was concentrated in the shopping mall. The number of dine-in locations was less than 13, and the whole shop's products were mainly pancakes with less than 10 products.
However, in time, it has caught up with the enthusiasm of Internet catering, and in terms of people, He Chang’s experience is an indispensable factor. Heche, who is fluent in the blood of the Internet, has an accurate grasp of the Internet and has designed advertisements. The proficiency and familiarity with marketing helped him use the new media platform to interact creatively with consumers. For example, the novelty of the restaurant design, continuous topical production, as well as continuous speculation: aliens, luxury cars, Tesla ... ... step by step to bring consumers into the center of the vortex of public opinion can not extricate themselves.
As a result, Huang Taiji has operated for less than two years and sold an average of 10,000 pancakes per day, attracting companies such as KABAM, Baidu, and Weipinhui to order. The number of Weibo active fans exceeds 100,000, including a large number of long-term customers. .
Also beautiful, there is its performance. Huang Taiji's first-year operating income reached 7 million yuan. Within two years of operation, the valuation rose from 40 million yuan to 1.2 billion yuan.
In just a few months, Huang Taiji's “pancake fruit†was hot and north-south, making traditional restaurant brands that have taken root in the food and beverage industry for many years in an uproar.
Closed doom
In the same short period of several months, Huang Taiji pancake quickly cooled down after a brief burst of redness. The high rents in the bustling commercial district and the slumping sales performance made many Huang Taiji pancake shops unable to escape their difficulties.
On September 18, the first working day after the Mid-Autumn Festival, Huang Taiji Wangjing SOHO shop is still closed. However, the holiday notice posted on the glass contains only 15-16 days of holiday. Waiting for the Wangjing New World store, the staff member said: "Because the rent is too high, SOHO has already withdrawn from the store and the staff will merge with the New World store."
Not only the Wangjing SOHO store, Huang Taiji Dawang Road shop, Guomao shop, Zhongguancun shop, etc. have successively reported that stores have been closed. As of the 19th, Huang Taiji reduced the number of stores in Beijing from 44 to 20.
why?
1, "Kitchen appearance network red heart"
He Chang is good at telling stories, but the story must be a turning point. In recent years, Huang Taiji's controversy has continued.
In fact, as early as before, Huang Taiji was frequently Tucao. "I won't come back for the second time," "I feel that his family's marketing power is definitely greater than pancakes, he has tasted enough time," "It's really not as good as pancakes," "I took the baby and eaten. He's not picky. The child, but refused to eat after eating half, eventually bought Subway."
Judging from the ratings of the public comment, Huang Taiji’s reputation in the mouth of consumers has not been high. At that time, in the approximately 21 stores in Beijing, except for the 2 stores that lacked information, the average scores of customers in only 3 stores exceeded. 3.5 points.
In response to the consumer's assessment, He Chang responded with the original words: “This is a good thing. It is not worth talking about because there is nothing to talk about. You have to open the restaurant to make food safe, healthy and delicious. This is a matter of righteousness and righteousness. I don't think this thing has any good publicity."
This kind of conversation seems to be a little evasive and light, and it makes sense to do food and beverages: the product is king. The essence of business is the transmission of value. From the perspective of the consumer, it is to meet the demand.
2, throw McDonald's, the standard class Belle mode
“Pancake Fruit†is a strategic single product of Huang Taiji. It is a product function and a brand function that it inherits, so as to attract the input of capital and achieve rapid branding. However, in order to respond to the diversified needs of the market, Huang Taiji has to build a product matrix around the pancake fruit: pork rolls, burritos, bean curd, soy milk, fried dough sticks, homemade secret meat, cold noodles, marinade, lotus root pork bone soup, pumpkinç¾¹ ç›– ç›– ç›– è‹ è‹ è‹ è‹ è‹ æ±¤ 汤 〠麻 ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›– ç›–.
But about 20 square meters of shops, how can we carry such a three-dimensional product layout? Compared to McDonald's employees, the amount of business per person per hour is 5, Huang Taiji employees can only achieve 0.7 per person per hour, the consumer experience is extremely poor.
As a result, Huang Taiji used the Belle model as a new breakthrough point and quickly diversified. He wanted to use the brand to encircle the business community.
In June 2014, He Chang's many sub-brands were filled with all corners of the shopping district: "Don't" Dumpling House, Sichuan-style "Dragon" Crab, "Stew Mr. Stew" and "Calling "Duck" and "Happiness take food" ... The myth of Huang Taiji continues. In just over a year, more than 40 chains have developed.
"The tide recedes to know who is nude." Soon, due to factors such as low transaction frequency and difficulty in industrial production, most of these new brands only had difficulty in negotiating a new brand's cost and once again ushered in a tide of closing stores.
3, to sell platform transformation
As more and more treacherous roads for multi-brand operations began, Huang Taiji began thinking about how to stop loss, and ultimately decided to break his wrist and reshape the business model.
In October 2015, Huang Taiji announced high-profile financing of RMB 250 million to formally transform the platform for export.
This transformation can be said to be a new gameplay. On the Huangtaiji take-out platform, not only self-owned brands but also third-party food and beverage brands have been placed on the Huangtaiji take-out platform, providing them with semi-finished or semi-finished products. In addition to providing traffic portals and management services, Huang Taiji's “factory shop†is also responsible for the production or reheating of these brand take-out products, and then centralized distribution.
In other words, a platform that sells food by itself will also help others to take away food, optimize the industrial chain, concentrate resources, and reduce costs. The factory shop is located deep in the CBD, and only the final radius of 3 square kilometers is delivered to improve efficiency.
In the new business model, takeout has become the core business, stores have become brand cultural experience centers, and incentives for takeaway delivery personnel to grab orders to reduce costs.
However, no matter how fresh the front-end model is, the mid-tier platform business still instigates the sensitive nerves of the three major take-away platforms. Although the founder emphasized how different from the existing takeaway platform on several occasions, the US group take-out, hungry and Baidu take it as a direct competitor. Moreover, the opponent has a brand operating on its own platform. Its flow becomes an open secret and a common understanding. This led to the embarrassing situation of Huang Taiji's take-away, and the retreat of the brand's willingness to settle in the brand is a direct image. In less than a year now, the "collective run away" of merchants entering the market seems to have announced Huang Taiji's three-way trial and error.
It must be mentioned that, when it comes to the production of products for sale, it cannot be avoided that it will become a heavy asset model. The rental costs, equipment costs, and labor costs of the Huangtaiji factory store are no small expenses. Moreover, Huang Taiji, who is a half-way monk, has no advantage in catering operation and management. Shelf platform business involves many links in marketing, online channels, production, and distribution, which inevitably increases the risks in its management, especially after large-scale expansion. Management system.
Of course, these are all afterwords.
summary
Lei Jun once said that Xiaomi is a technology company and not a manufacturer that only sells mobile phones. In the beginning, it was a single product breakthrough, and after the visibility of user exposure was formed, rapid iterative transformation became a platform for the industry. This is a “routine†that Internet companies often play.
Huang Taiji identified herself as an Internet company, but whether it was early selling pancakes or later takeaways, the food was catering. The style of play has changed and the rivers and lakes are still the rivers and lakes.
Only by continuously iterative trial and error, consuming internal forces in exchange for high valuations, and using the Internet to tell stories instead of optimizing business methods, startup companies represented by Huang Taiji may wish to introspect, because in the final analysis, the essence of the business model has not changed. It depends on the product to survive.
Source: Internet, edited and published by a metasolo source cloud provider, if copyright is involved, please contact Delete!
Wood Brow Pencil,Wooden Brow Pencil,Matte Eyebrow Pen,Slim Eyebrow Pencil
Guangzhou Bijiang Cosmetics Co., Ltd. , https://www.bijiangcosmetics.com