A bowl of mutton soup can run nearly 200 million. Why?
How did you turn a small bowl of mutton soup into a chain business? It has set itself the goal of opening thousands of stores. Where does this confidence come from? Not long ago, Vu Thang Mutton Soup, which has been deeply ploughed in Beijing for many years, boasted that it would open 1 000 stores nationwide.
Mutton soup, as a kind of sketch, has been settled in the northwest corner for a long time. Most mutton soup kitchens are hidden in the streets and alleys of the northern region, and the southern market is relatively rare.
In recent years, with consumers' attention to healthy eating, the nutritional value of mutton soup has been discovered by more and more people, and small restaurants featuring mutton soup have begun to appear in some areas. But overall, the market has not yet become a "climate".
In this context, why does Vu Thang mutton soup point to thousands of stores? What's the story behind it?
One: create nearly 200 million flowing water a year.
Success comes from hard work.
"Success is coming". This slogan of Vu Thang Mutton Soup is a true portrayal of the entrepreneurial story of its founder, Mr. Wang.
Mr. Wang, born at the grassroots level, entered the society at the age of 17. He wandered alone, sold clothes and food, and worked as a grain wholesaler before entering the catering industry.
In 2009, Mr. Wang discovered the business opportunity of mutton soup. He found that mutton soup, as a special snack with a long history, health and high nutritional value, was deeply loved by surrounding consumers. But at that time, there was no decent mutton soup kitchen in Beijing, the market was mixed, and the taste and quality of products were uneven. Soon, he had a bold idea-to manage mutton soup in the form of fast food to achieve standardization, chain and brand.
So, he returned to Beijing, built a small facade of 18m* in a certain district of Vu Thang Road, and started the sheep chop suey soup business, named "Vu Thang chop suey".
This small shop, excluding the kitchen, can only take six tables, 18 customers, but its income has been rising every day since its opening, which has brought great confidence to Mr. Wang. Later, Mr. Wang opened two stores in other parts of Beijing. Among them, the third store opened in Jinsong Middle Street has also become the starting point of Vu Thang mutton soup chain.
As the store with the highest per capita consumption of mutton soup in Vu Thang, the number of people entering the store every day is about 1000, and the daily revenue exceeds 6,543.8+0,000, and the annual revenue is nearly 3 million. Relying on the profit of this store, Vu Thang mutton soup began to expand, and once opened more than 100 stores. In this process, in order to better cater to the southern market, Mr. Wang also changed the brand elements with local characteristics from "miscellaneous sheep cutting" to "mutton soup".
According to Mr. Wang, at the peak of mutton soup business in Vu Thang, the turnover rate can be as high as 20 times a day, and the running water is nearly 200 million yuan a year.
Starting from 20 17, based on the judgment of the market situation, Mr. Wang made a rational decision and closed some stores strategically. At present, the number of stores in Tang Yang, Vu Thang is stable at around 60.
Two: create the ultimate single product
Complete brand chain operation
From 1 to 100, and then to 60, in the process of continuous exploration, Mr. Wang turned small bowls of mutton soup into a chain business, completing the transformation from snacks to fast food. How did he do it?
First, "only one yuan a year" makes rich food just needed.
In the past, most mutton soup kitchens were paved early, and the store management was traditional. In the selection and treatment of ingredients, in order to control the cost of ingredients, most merchants will use these offal to make soup. Boil the viscera with white water, and the whole mutton soup tastes bad.
Of course, some slightly larger restaurants will also recommend mutton soup as a store recommendation or auxiliary dish. The taste of mutton soup in these restaurants has improved, but the price is mostly above 80 yuan. Consumers can only have a rare tooth sacrifice once in a while, but they can't spend it regularly.
In view of the pain points of these mutton soup shops in the market, Mr. Wang extracted the value points of Vu Thang mutton soup-thick soup, sufficient material and original flavor. Because of this, Vu Thang mutton soup is made of fresh bones from the beginning, and its internal organs have been treated by unique techniques such as cleaning, boiling, cutting and mixing soup. Coupled with the specific formula, knife work, heat and seasoning to enhance the taste, the mutton soup made makes consumers memorable.
In pricing, Mr. Wang chose fast food to meet the demand, and let Vu Thang mutton soup occupy consumers' minds with the advantage of high cost performance.
Mr. Wang told Zege, "Our mutton soup has only increased by one yuan a year, but in more than ten years, the price of mutton has increased by four times, from per catty 10 yuan in 2009 to more than 40 yuan now. According to the increase of raw materials, a bowl of Vu Thang mutton soup will be sold to 40 yuan. However, we have always adhered to the thinking of small profits but quick turnover, and set the per capita consumption within 15-35 yuan to provide more consumers with a healthy and cost-effective food experience. " .
Second, the layout of "store+retail" extends the added value of the brand.
In traditional thinking, it is almost impossible for traditional snacks to become big brands because the added value is too weak. But Mr. Wang has always believed that mutton soup can be made into a big brand. To this end, he has been thinking about how to increase the brand and added value of Vu Thang mutton soup.
After insightful research, Mr. Wang decided to work hard on "all-weather business" to create a three-dimensional "super single product" catering form with full-time and full-consumption scenes.
In the second half of 20 16, Vu Thang mutton soup began to enrich its product line. At noon, we still meet the mutton soup products that we just need, and at night, we will add mutton skewers, sheep head meat, sheep belly and other leisure meals suitable for drinking a little wine to create more diversified consumption scenarios.
In addition, Mr. Wang believes that starting from the product organization system, more than 98% of the products of miscellaneous sheep can be retailed. Therefore, since 20021,wusheng Tang Yang has established the e-commerce department, which is responsible for the packaging, quantitative production and sales of derivatives.
"We hope that miscellaneous sheep products will enter thousands of households, so that consumers can buy Vu Thang mutton soup in any invisible city. N revealed that the new retail of Vu Thang mutton soup catering will be launched nationwide this year, and its products include sheep head, sheep belly, sheep hoof, sheep offal powder, sheep scorpion hot pot and so on. By carrying retail products, the brand will completely get rid of the 3 km business circle restriction and turn the terminal physical store into an "experience terminal" and a "communication carrier".
Third, build a standardized system and walk on two legs by direct selling and joining.
Based on the industry for more than ten years, with the continuous improvement of market reputation and brand recognition, Mr. Wang, who has the experience of mature direct stores, decided to comprehensively improve the development speed and spread Vu Thang mutton soup all over major cities in China.
To this end, in 2020, Vu Thang mutton soup began to be liberalized, and pilot franchise stores were laid out in Shenzhen, Shanghai, Tianjin, Shenyang, Henan and other regions.
The core of supporting Vu Thang mutton soup from direct selling to joining is that Vu Thang mutton soup has formed a clear standardized process in the past development process, which has a strong ability to replicate in stores. Stores only need light processing to serve food, thus achieving de-chef.
Three: Make a plan for thousands of stores.
Determined to build the first "sheep by-product supply chain"
Limited by seasonal slaughter, it is difficult to handle materials and taste, and the market share of mutton soup has been relatively small, and it has not run out of a national large-scale chain brand. Although the Vu Thang mutton soup in nearly 100 stores is one of the best, many people are still skeptical about its thousand-store plan. After all, mutton soup is really a sketch.
In this regard, Mr. Wang bluntly said that mutton soup can be standardized and the taste acceptance is getting higher and higher. Coupled with the rapid development of the supply chain, it is entirely possible to achieve the scale of thousands of stores.
"The supply chain is the top priority. Joining depends on the supply chain capability, and the scale brought by joining can feed back the supply chain. The two complement each other and do well. Running volume is not a problem. "
Through the in-depth study on the integration of the by-product industry of Juewei duck neck, Mr. Wang is more convinced of the feasibility of this model.
In his view, if Vu Thang mutton soup can reshape the supply chain of sheep by-products, it will bring many benefits to the development of all categories: First, implement the bulk purchase/underwriting model to ensure the income of slaughterhouses; Second, the factory unified processing to ensure food safety; The third is to implement cold chain distribution to ensure fresh ingredients.
"In the future, Vu Thang Mutton Soup hopes to build the first' sheep by-product supply chain' with the help of capital on the basis of realizing the scale of thousands of stores. On the one hand, it will provide a deep supply chain for Vu Thang mutton soup, on the other hand, it can also provide products for mutton soup shops scattered all over the country. "
Whether this grand idea can be realized remains to be seen.