Text | Retail Commercial Finance, Author | Wang Xiaoyu, Editor | Adan
Why keep a low-key and mysterious relationship between the pot ring and the "chrysanthemum"? In fact, the pot circle does not want the "negative brand image" to be transferred to the "chrysanthemum opening", and it does not want the franchisee's defection tide to be staged again.
On February 8, 65438, retail business finance learned from the catering industry that the chain brand of "Lu Wei Ju Hua" with air-dried spicy halogen has about 900 stores nationwide.
According to public information, the brand of "Chrysanthemum with Dew Flavor" belongs to Dajiawang Food (Shanghai) Co., Ltd., which was established in June 2020 with a registered capital of about13,366,800 yuan. In May this year, there were more than 700 chrysanthemum-flavored stores that completed the 654.38+billion B round of financing, and most of them were located in Henan, with Zhengzhou (super 150 stores) as the center, radiating six provinces in the Central Plains and radiating 100+ cities.
Opening at least two stores a day is catching up with the grand goal of "202 1 expanding the number of stores nationwide to 1200-1500", opening 900 stores a year and a half, which is too fast for the industry; In terms of "chrysanthemum blossoms", it is still slow.
In addition to remembering the name "Diandian", "Chrysanthemum" also has an invisible backer-the pot circle food sink.
Cookware Company opened a food industrial park in Henan with Chengming Food, the upstream supply industry it invested in early. Shanghai Dajiawang Food, which belongs to Chrysanthemum Kailuwei, is also one of the settled enterprises, and Chrysanthemum Kailuwei and cookware also have the same investor.
The relationship between pot ring and chrysanthemum leaves enough room for thinking and imagination for the capital market and catering industry.
0 1 chrysanthemum, "gold" everywhere.
It is understood that the positioning of "Chrysanthemum Blossom" is cooked food, and the main product is "hand-torn rattan pepper chicken", which is different from Zhou Heiya and Juewei. The company claims to be a chain brand of lo mei on the family table.
At present, Yanzi Baiwei Chicken is the only head brand of "cooked food with table" subdivision track. Compared with "leisure pot-stewed" and "table pot-stewed", the latter is more complicated in making process, less thick in taste and more like a dish than a snack.
"Chrysanthemum Bloom" mainly develops the market by joining, and the growth rate is relatively fast, which is very different from Yanzi Baiwei Chicken, which opened in 20 14 and now has 4300 stores.
Obviously, "Chrysanthemum" newborn calves are not afraid of tigers. Facing Yanzi cuisine with a history of more than 30 years, I was eager to break the situation by quantity, and shouted the slogan of "expanding the number of stores nationwide to 5,000 in the next three years, and becoming the head brand of spicy and bittern channels in China table".
Where does the courage of "opening chrysanthemum" nugget pot-stewed vegetable market come from?
Judging from the traditional food culture in China, consumers have endless creativity and imagination when looking for satisfaction on the tip of their tongue. From eating delicious food to casual snacks, from dining table to cinema ... the scene and scope of eating marinade are increasing day by day, which promotes the further development of the industry.
Relevant data show that the market scale of China leisure halogen products will reach 654.38+023.5 billion yuan in 2020, and the average growth rate from 2065.438+05 to 2020 will be 654.38+08%, which is the fastest growing category of leisure food. It is estimated that in the next five years, it will continue to grow at an annual growth rate of 13%, and by 2025, the market size of lo-mei will exceed 220 billion yuan.
Among them, leisure marinated snacks account for 40% of the marinated market, and table marinated products account for 60%, and the market scale exceeds 200 billion yuan.
Judging from the concentration of halogen products industry and the market share of major brands, Juewei, Huang San are dominant, with leisure halogen products as the main products, while the total market share is only 17%, and other brands account for 79.8%. The concentration of leisure luwei subdivision track is low.
As for the trajectory of table halogen products, it seems that only Yanzi Baiwei Chicken is familiar with it. According to the number of communities in China, the domestic market can accommodate 0.2 million/200 thousand pot-stewed food shops, so there is still huge market growth space for pot-stewed food brands.
Decentralized industry structure, blue ocean market with a scale of 100 billion yuan and huge incremental space have become important reasons for attracting new brands to enter the market. "Chrysanthemum Blossoms" and "Galloping in the Four Sides" are aimed at the huge market of surface halogen products with unlimited potential and opportunities for nuggets.
The capital story is greater than the product taste.
Everyone wants to get into a good track. Why should Chrysanthemum Bloom lead? Can you open 900 stores in a short time?
According to public information, Puzzled Venture Capital (a venture capital partnership in Shanghai), which once led the first round of investment, has also invested exclusively in "Juhua".
2065438+August 2009 12, Pot Circle announced the completion of the 45 million A round of financing exclusively invested by Puzzle Venture Capital; At the beginning of 2020, "Juhuakai" completed the angel round financing100,000 yuan.
Judging from the financing process of the two companies, puzzle venture capital runs through them all the time, which means that the pot circle food exchange and "chrysanthemum" have the same "producer", and the relationship between them is extraordinary.
According to the report of Henan Venture Circle, the brand of "Chrysanthemum Kai" is run by everyone in Henan Province, and the brand holder is Rou Shi Restaurant in Henan Province. "Little Bench Bar Hot Pot" and "Pot Circle Food Club" are both created by Yang Mingchao, the founder of Rou Shi.
To put it simply, Rou Shi, who specializes in catering brand operation, holds the "chrysanthemum", and Yang Mingchao, the founder of Rou Shi, is also the founder of the pot circle.
It is not difficult to find the deep relationship between the food exchange in the pot circle and the "chrysanthemum blossom". Yang Mingchao is the behind-the-scenes trader of the Pot Circle Food Fair and "Chrysanthemum Blossom".
On the one hand, it wants to replace the "chrysanthemum" in the vegetable market, and on the other hand, it is the pot ring of the low-grade version of "Box Horse Hot Pot" and "Shu Hai".
In fact, the original genes of pot circle food sink and chrysanthemum are focused on "family dining table", the former focuses on the kitchen food supply chain of China families, and the latter is "chain brand of family dining table scene air-dried spicy halogen", and the relationship between them is vividly portrayed.
Pot circle food exchange and "chrysanthemum opening" both rely on joining mode to open stores, and the growth rate is similar under the same style of play.
You know, in 2020, there will be more than 5,000 cookware and food stores that have been established for nearly four years. By July, 20021year, it has covered 3 municipalities directly under the central government, 200 cities in 24 provinces, and opened more than 7,000 stores nationwide.
According to statistics, the proportion of pot rings in stores in third-tier and below cities has reached about 58.7438+0%. The positioning of "chrysanthemum blossoms" is also surprisingly consistent: "third-and fourth-tier cities+communities", specializing in market sinking.
The same trader and the same capitalist have decided similar development routes and similar capital stories. Obviously, the success of "Chrysanthemum Brain" in the marinated vegetable market is inseparable from the escort of "Big Brother".
"Eating once is really delicious. I bought it once when I passed by Zhengzhou, and I wanted to join. When I want 70 thousand or 80 thousand, I have to pay 10 thousand management fee every year Forget it, I haven't made leeks for many years! "
"Every small shop has its own taste preferences, and there are hundreds of them. Why do you want to replace others? "
"Catering joining is basically cutting leeks! It is reliable to be a direct store. "
……
It can be seen from netizens' spit that the market for pot-stewed vegetables is always short of good products rather than good stories, and it seems difficult to realize the dream of "chrysanthemum blossom" replacing pot-stewed vegetables shops in vegetable markets.
Some people say that the brand of pot-stewed vegetables has no soul, which also confirms the fact that the pot-stewed vegetables industry has not yet formed a standardized development. The challenge of "standardization" is that "many people are difficult to adjust", and the popularity of braised dishes by couples at home is the unique and non-standardized taste.
03 insurmountable, died in the C round?
According to the data of Narrow Door Dining Eye, in 2020, about 2.5 million restaurants will be opened and 3.55 million restaurants will be closed.
"Chrysanthemum blossoms" also have to face up to the fact that "stores are closed". "We have one here, which closed down in less than a year." Baidu netizen knife blue cloud 59 said.
On the green flavor track, there are not only delicious food, yellow food and baiwei chicken seeking IPO. "Juhuakai" is not the first brand to be favored by the capital market.
Weng Yinuo, the founding partner of Hongzhang Capital, believes that there is no essential difference between today's new brand investment and financing and many waves in the past. "From fresh food wars to community group purchases to unmanned shelves, 10 basically has two or three themes a year, all of which have a feature-C-round death. In the new consumption field next year, the death of the C round will reappear in the rivers and lakes. "
Onino added, "The death of the C round is not really dead, but it is difficult to continue financing, there is no growth, and it has entered a state of' middle age crisis'."
Now, the crazy "Juhuakai" has completed the 65.438+0 billion B round of financing. Will it "die" in the C round?
This answer should be found from the "big brother" pot circle food exchange.
In September this year, the pot ring began to test the water and braise in soy sauce products. The "pot ring braise in soy sauce" in the pot ring APP became a separate category entrance on the home page, and nine new "pot ring braise in soy sauce Lala" brand products were added, including duck collarbone, braised quail eggs, duck neck, duck wings, braised chicken feet and duck head products. The price of each box ranged from 9.9 yuan to 22 yuan.
This product is positioned as a kind of leisure pot-stewed food. From the perspective of market development, pot-stewed vegetables and leisure pot-stewed vegetables have infiltrated each other. Just like coffee and new tea, stewed vegetables and "chrysanthemum" form complementary categories and also play a role in paving the way for the market.
In addition, pot ring pot-stewed flavor can only be sold in Henan Province at present because it needs to be delivered nearby to ensure the timeliness of logistics, which is exactly the same as the base area of "Chrysanthemum Blossom".
Why did the pot ring enter the field of braised taste?
On the one hand, the pot ring is to seize the market when lo-mei is generally concerned and has growth potential; On the other hand, the product layout focusing on hot pot barbecue is restrictive. The strategy of the pot circle is to move the business category from simple one-stop hot pot barbecue ingredients to family ingredients, and the extended categories of family ingredients include fresh fruit, spicy braised dishes and Aauto faster dishes. The smell of braised pork helps the pot circle to open up new business and consumption scenarios.
The low-key and mysterious relationship between the pot circle and the "Chrysanthemum Bloom" seems that we don't want the "negative brand image" of the pot circle to be transferred to the "Chrysanthemum Bloom" and the defection of franchisees to be staged again.
"At present, many franchisees are preparing to withdraw their stores, and I feel that a wave of franchisees is coming." According to a recent report in Time Weekly, a franchisee said: "In order to compete with GMV, Pot Circle Food Exchange requires franchisees to do promotional activities and sell at a loss. In order to increase the number of stores, they also violated the previous agreement with franchisees and laid low-priced stores in Wumart, which had a great impact on nearby franchisees. "
According to the feedback from franchisees, the change of food for pot rings mainly depends on management fees and food supply fees, and the brand advantage is not obvious. Although it focuses on the supply chain, the products do not have their own unique characteristics. If you want to make money or even go public, it is absolutely impossible to serve franchisees well.
The so-called "brand upgrade" of the pot circle expands the category to hot pot, barbecue, prefabricated dishes and so on. Just to get rid of the differentiation of hot pot ingredients in the off-season and broaden revenue. At present, the effect is not obvious
In order to break through the "low gross profit", the traditional food supply chain must be transformed. Similarly, whether "Chrysanthemum Bloom" can achieve standardized process development depends on large-scale productivity, the improvement of store supply chain and the layout strategy of regional market.
It's a long way to go, Xiu Yuan. Whether it's a pot that is eager to go public or a "chrysanthemum blossom" that strives to cross the C round, it's the unchangeable truth to win customers' reputation with quality and taste, and it's impossible to cut a handful of leeks and run away.