There are more than 700 branches of Xianhezhuang pot-stewed hotpot in China, and there is only one store in Chengdu, where it is registered.
Xianhe Village in Chengdu is located in Xia Dong Street, East Street, Jinjiang District, adjacent to Chunxi Road Pedestrian Street and Taikooli Business Circle, which are the most prosperous in Chengdu. Because in the most lively place, this street is also crowded with catering brands.
There are all kinds of hot pot restaurants in this street, among which the signboard of Xianhezhuang outlines the appearance of star Michael Chen. Compared with other hot pot restaurants with only waiters standing at the door, Xianhezhuang is more eye-catching and often has long queues.
Michael Chen is not the only star in this street. A few steps away from Xianhezhuang, there is a noodle restaurant in Jam Hsiao and a barbecue restaurant in Huang Xiaoming, both of which have erected star-shaped signboards. Restaurants with star elements can always lead to discussions among passers-by and attract more diners.
The noodle restaurant in Jam Hsiao is full at noon. Not long after a diner sat down, he couldn't help asking the waiter, "Why are you wearing a brown duck blood uniform?" The waiter revealed that because the two are actually one. On the front of the waiter's clothes, two words are printed: "Shan Zhi".
Shan Zhi, the full name of Sichuan Shan Zhi Brand Management Co., Ltd., is only 700 meters away from Xia Dong Street and located on the 30th floor of IFS Building. According to official website, Shan Zhi's predecessor was a hot pot brand "Cooking Brother", which was founded on 20 1 1 and was founded by Zhou Yang.
Tan duck blood is the most eye-catching food brand. In Shan Zhi headquarters, there is a special area to display the in-store design of Tan Duck Blood, and the plaque of "Hundred Years Tan Duck Blood" is hung high above the head. In the exhibition area, there is a super-large hot pot showing a series of hatched catering brands: Xianhezhuang, Shaojiangnan, Zaomenkan, Natural Waiting and so on. They are brands that cooperate with stars such as Michael Chen, Huang Xiaoming, Sean and Guan Xiaotong.
On March 1 1, gypsum fell from the ceiling of a branch in Hangzhou, Xianhezhuang, which attracted the attention of two customers. On April 1 1 day, Michael Chen said in Weibo that "I deeply apologize to the two customers, comprehensively investigate and rectify, and the safety problem will never be tolerated!"
There is only one Xianhezhuang in Chengdu, which is directly operated. According to the clerk, there are almost all queues here, and there are only a few people on Monday. (Southern Weekend reporter Zhou Xiaoling/map)
Shan Zhi can become attached to the stars, which is closely related to the founder Zhou Yang.
Southern Weekend reporter interviewed friends around him and learned that Zhou was born in 1984 and began to learn hot pot frying with his master at the age of 18. After working for four years, he came up with the idea of starting a business. Under the introduction of friends, he found Lin Xiaodong, a local "Bashu comedian".
Lin Xiaodong is short and smiling. Her stage name is "Dwarf Winter Melon". He is a clown in the five elements of life, beauty and ugliness. 1994, he performed a rubber band lantern at the Spring Festival Evening, "although it was only for a few seconds". Lin Xiaodong is also good at telling stories and counting money boards, and language programs have attracted many local audiences.
Lin Xiaodong thinks it's delicious, especially Sichuan hotpot. Zhou Yang and several friends found him, and the idea of cooperating to make a hot pot restaurant hit it off. In 2008, "Dwarf Winter Melon Hotpot Restaurant" opened, and in four years, it opened more than 100 branches all over the country.
But internal differences are gradually emerging.
Lin Xiao Dong recalled to Southern Weekend reporter that the team at that time could be understood as a "grassroots team". The number of shops is increasing, the management ability is insufficient, the internal friction of management is serious, and the management ideas run counter to each other. In 20 12, Zhou yang decided to leave "dwarf wax gourd" and set up his own hot pot brand "boiled brother".
"I left him then." Lin Xiaodong said that he thought Zhou Yang was a capable and thoughtful person. "Dwarf Winter Melon Hotpot Restaurant" used the stage name of Lin Xiaodong, but at that time, Lin Xiaodong and Zhou Yang were only minority shareholders and had no right to speak.
After the separation, Lin Xiaodong's team continued to operate "dwarf wax gourd", but because the market positioning of "dwarf wax gourd" was hot pot, it was necessary to make parity, because the previous management team was unprofessional, and it was difficult to do a good job in quality control of franchisees. Lin Xiaodong admits that the storage survival rate of early dwarf wax gourd is only 40%-50%.
At the same time, Zhou Yang's cooking second brother also began to emerge in the hot pot world.
In the early days, Confucianism and Mohism were published in the field of diet in Chengdu, and they had a lot of research on hot pot. He had a face-to-face communication with Zhou Yang. At that time, cooking was the first brand in Chengdu that could standardize and chain Chongqing old stove hot pot. Especially when the second chef opened to the thirtieth store, Zhou Yang got the first investment of 6 million yuan, which made his brand develop rapidly and expand its scale.
Zhou Yang once mentioned that it was because of the first investment that the positioning of cooking changed from a market hot pot to a brand boutique hot pot. It was also at this stage that Zhou Yang's hot pot restaurant began to attract stars to buy hot pot bottom materials, and Zhou Yang also accumulated a celebrity network.
Confucianism and Mohism explained to the Southern Weekend reporter that it is not surprising to meet celebrities in the catering industry. "The stars also have food. As long as your product is good, the stars will come to you themselves. "
The natural tea shop is headed by Guan Xiaotong, and the actual trader is Shan Zhi. (Southern Weekend reporter Zhou Xiaoling/map)
20 18 1 month, Zhouyang brand "Tan Duck Blood" went on the market. During this period, Zhou Yang kept his consistent thinking. Like him, he found Tan Duck Blood, a fellow "Bashu comedian".
As a local Bashu artist, Liao Jian's rich performance experience makes him comfortable in public. On the official website of Tan Duck Blood Hot Pot, Liao Jian stood in front of a cauldron in a white chef's suit and a tall chef's hat, holding a big spoon in his right hand and left hand to show visitors. Zhou Yang led the team in charge of behind-the-scenes operations.
Liu Shaoquan, general manager, officially joined Tan Duck Blood in May 20 18 at the age of 50. Previously, I worked in a well-known Chinese restaurant in Chengdu and had nearly 20 years of catering management experience. Before doing business, he was a government official.
Liu Shaoquan recalled to the Southern Weekend reporter that he repeatedly considered Zhou Yang's invitation and spent nearly a month inspecting Tan Duck Blood Chengdu's offline stores. Liu Shaoquan observed that eating Tan Duck Blood Hot Pot has a sense of ceremony, which other hot pot restaurants in the same period did not have. Moreover, the main item of Tan Duck Blood has a memory point. Because of the professional acumen of the catering staff, he decided to join Tan Duck Blood.
At present, Zhou is the chairman of Sichuan Brand Management Co., Ltd. Liu Shaoquan is in charge of internal management affairs. Southern Weekend reporter learned at the front desk of Shan Zhi Company that Zhou Yang rarely appeared in the company and only came when there were activities.
Liu Shaoquan said that at present, Tan Duck Blood has more than 700 franchise stores in China.
Tan Duck Blood is also escorted by many stars. Yang Kun, Jam Hsiao, Sitar tan, Ng Man Tat and other stars all appeared in the camera, and recorded the video of blessing. On the joining website of Tan Duck Blood, there are photos of stars such as Zhou Yang and others, as well as Sun Nan and He Rongjia.
On 20 18, at the first hot pot industry sharing meeting of China catering, Liao Jian said that Tan Duck Blood is the place where stars have to punch in after arriving in Chengdu. "I have such a good popularity."
Shortly after the launch of Tan Duck Blood, Shan Zhi and Lin Xiaodong also launched another hot pot brand-Rongyiguo Tofu pudding Mala Tang. It is also the standard of "main item" and "Bashu comedian", but Guo Yuan is not bloody.
According to Lin Xiaodong, Tan Duck's blood can make fire. On the one hand, the brand of Sichuan-Chongqing hot pot is in the period of ignorance; on the other hand, Tan Duck's blood reasonably enlarges its advantages and forms its own characteristics. Due to the limited energy of the catering team at that time, Zhou Yang devoted himself to making tan duck blood, and did not have much energy allocated to Rong. "Overall, there is still a lack of harmony between the right place and the right time."
At the same time, some people in the industry have noticed the operation mode of "star+catering", and some people have "shown kindness" to it, hoping to run the dwarf wax gourd hot pot restaurant. He recalled to Southern Weekend reporter that most people just wanted this brand to "blossom everywhere", but Lin Xiaodong refused one by one.
Finally, we reached a cooperation with Sichuan Guanghui Catering Management Company. This hot pot catering company originated in Xinjiang and has invested and built a factory in Jianyang, Sichuan. Ceng Guanghui, the chairman of the board of directors, is a native of Jianyang. He was once a soldier stationed in Xinjiang. Lin Xiaodong values the management ability and supply chain system of Ceng Guanghui team.
After adjustment, Dwarf Winter Melon Hot Pot Restaurant launched "Black Tea Pot Bottom". Before the pot was opened, the waiter sent a piece of auspicious words to increase the sense of dining ceremony. He said that the current store survival rate has increased to 90%.
Ceng Guanghui believes that the brand's real success depends on the store's survival rate. The survival rate of stores is inseparable from the supervision, management and support of the headquarters team to franchisees.
Chen He Xian He Zhuang is the most famous star cross-border project operated by Shanzhi.
Fujian Xianhezhuang Investment Management Co., Ltd. was established on 20 15 1 1, and was jointly founded by Michael Chen, Zhu Zhen and Ye Yixi. Ye Yixi withdrew his shares on 202 1 1 6, and Jerry Lee subsequently made up his position.
2065438+June 2009, Chengdu Xianhezhuang Brand Management Co., Ltd. was established and began to participate in the operation. At present, Shan Zhi holds 565,438+0%, and Fujian Xianhezhuang holds 49%.
After the establishment of Xianhe Village in Chengdu, the speed of opening a store has obviously improved. In the summer of 2020, the first anniversary of the establishment of Xianhezhuang in Chengdu, its press release said that more than 500 stores had been opened, setting a grand occasion of "five stores opening together". So far, the number of stores in Xianhezhuang has exceeded 700. By contrast, there will be 544 new stores in Haidilao in 2020.
Southern Weekend reporter learned from the merchants in Shan Zhi in the name of franchisees that franchisees open a hot pot restaurant with a budget of about 6.5438+0.5 million excluding rent, a barbecue shop of about 2 million, and a tea shop without rent of about 500,000. At present, Shan Zhi's brands are Xianhezhuang, Tan Duck Blood, Shaojiangnan and natural to stay.
The joining fee of Xianhezhuang varies according to the city level and store size. According to the report of "City Boundary", a 350-square-meter Xianhezhuang was opened in Beijing, with an investment budget of more than two million yuan and a three-year franchise fee of 550,000 yuan. According to Ai Finance, the investment budget of 300 square meters Xianhezhuang in Beijing is 6.5438+0.68 million, and the three-year franchise fee is 480,000. In Zhengzhou area, the initial fee of 300-500 square meters is 380,000.
After the successful transformation of Chenhe Xianhe Village, Shan Zhi has opened up a road to incubate star catering brands.
On June 3, 2020, Chen He and Sean * * * both appeared in Chengdu, serving as the platform for the pot-stewed barbecue at Zaomenkan. They played Ceng Xiaoxian and Lv Ziqiao respectively in ipartment. Tianyanchan shows that the trademark of Zaomenkan belongs to Sichuan Zhixian Catering Management Co., Ltd., the legal representative is Zeng Di, and the original shareholder Zhou Yang withdrew on February 27, 2065438. At present, the business entity of Zaomenkan is self-employed-Zeng Wei Barbecue in Jinjiang District, and the legal representative is, who was a shareholder of Sichuan magistrate.
On June 24th, 2020, Shaojiangnan invested by Huang Xiaoming opened in Taikooli, Chengdu. The major shareholder of Shaojiangnan is Sichuan Shan Zhi, holding 58% of the shares. Huang Xiaoming has no direct shareholding.
On February 6th, 2020, 65438, naturally staying, a tea shop in Guan Xiaotong officially opened in Sichuan, opposite the headquarters in Shan Zhi. Her father Guan Shaoceng owns 35% of the shares in this tea shop, and Xiong Jie, the head of the food brand, is the director of this tea shop.
At present, star catering brands have the identities of chief brand officer, brand manager and star partner. Some stars, such as Michael Chen and Guan Xiaotong, hold shares of the company in the name of individuals or relatives, and get profits and dividends as shareholders, while others do not hold shares publicly.
So is Zhou Yang. Although he is the chairman of Shan Zhi, the actual controller of the enterprise is Luo Yi, and there is no Zhou Yang's name in the equity relationship. In this regard, the industry revealed to the Southern Weekend reporter that this situation mainly depends on everyone's personality. Some people don't want to stand in front of the stage, so does he. "As long as there is an agreement, you can."
Southern Weekend reporter sent an interview appeal to Michael Chen team on the cooperation mode of hot pot restaurant, but no reply was received.
In Chengdu, Du Haitao is the brand manager and Orfila is the brand miss. There are also four elders and four hot pots near its operation team. (Southern Weekend reporter Zhou Xiaoling/map)
In addition to the star brand Shan Zhi, there is also a restaurant "Spicy Bean Spicy" in the business circle of Chunxi Road in Chengdu, which is operated by Chengdu Jincheng Time Catering Management Co., Ltd., and its own brand is Yuanlaosi Hot Pot.
Across the street from Huang Xiaoming's "Burning Jiangnan" is the partner of "Douling Hot Pot", whose operation team is Chengdu Jiantan Hydrocarbon Soup Catering Management Co., Ltd., and the chairman is Tang Yi, the founder of Radio Station Lane Hot Pot.
"In the past year, at least ten catering brands of' star+professional team' were not from restaurants." Li Rui, founder of Sichuan Legend Music Culture Communication Co., Ltd. said that star resources are open, and there is no threshold for this combination of' star+professional team'. The difference is that the professional team mentioned here includes not only the traditional food research and development, kitchen administration and operation, but also the global media promotion team, the US Mission review and operation team, the event planning and execution team, and the visual team. And it is not a simple combination. You can have a good time.
Li Ruiyuan is the deputy director of Sichuan Satellite TV. He met Zhou Yang when he was doing a program on TV. Before setting up the company, Li Rui often gave advice to Zhou Yang. Founded in April 2020, Li Rui, with a team mainly composed of media people, began to undertake IP communication, visual design, evaluation and operation of star catering and other businesses. This team currently has more than 60 people, and nearly 70% of the company's business comes from catering.
"Good relationship to what extent? People who eat the best can't sit in their own company, so they can come to our company for a while. Because we are all in the same building. " Southern Weekend reporter saw many employees wearing red pullovers printed with the words "eat" in Legend Music's office.
After the establishment of legendary music, it was also a period when the catering brands of Shangzhi Star broke out intensively. The marketing models of the four brands that have been hatched are almost the same: the stars attend the opening ceremony in person, share the fission on social media through short videos, and expand the brand influence.
"In essence, it is to use the thinking of the media to do catering." The work of Li Rui's team includes the visual design of the store, online promotion and marketing, offline activities, and even the establishment of a special public opinion department to track and handle the online public opinion of star catering brands.
Li Rui explained that it is not easy for stars to do cross-border catering, which requires both energy and risks. Stars cherish feathers, and once the sideline business is not well managed, it will even ruin the star's personal reputation. Working with stars is also a double-edged sword for enterprises. Stars bring their own traffic, but if there is a slight difference, negative topics will ferment quickly.
"Don't think that a star opening a store is just a stall." Li Rui pointed to his mobile phone. Before the interview, he had just confirmed with Michael Chen the color details on the poster of a short video, which was "exquisite to this extent". Star bosses will spare no effort to promote their brands on their social platforms and often attend opening activities.
Shan Zhi's brand, offline activities and online promotion of celebrities to the store were also completed by Li Rui's team.
In response to the rumor that the star spent 6.5438+0 million yuan to attend a franchise event, Li Rui explained to the Southern Weekend reporter that the star didn't get any remuneration for participating in the opening activities, but there were many expenses such as accommodation and activities for the artist team. More importantly, the role of the star boss in the store is online delivery, and the total cost is usually as high as one million. In view of the high cost, it is generally not recommended that a single store invite a star boss to the store.
Over the past year, Shan Zhi has intensively hatched a number of star catering brands, which have expanded rapidly in the form of joining, and also brought the criticism of "cutting leeks".
Liu Shaoquan, general manager of Shan Zhi, told Southern Weekend reporter that according to Zhou Yang, the working idea of 202 1 mainly revolves around the words "maintenance, stability and safety", in which "maintenance" refers to serving existing franchisees and helping franchisees to do a good job in store management. For example, since April this year, nearly 200 people from all over the country have visited stores to mainly check food safety, service standards and product standards.
(At the request of the interviewee, Confucianism and Mohism in the text are pseudonyms. )