A fast food giant with an annual income of 7 billion.
With the accelerated pace of people's life in the city, sometimes work and diet can't be well combined. Therefore, fast food culture prevails, with McDonald's and KFC as leading enterprises. However, among domestic fast food brands, there is one enterprise that cannot be ignored. With a piece of 10 yuan chicken chops, it achieved billions of revenue a year.
This fast food brand is Zheng Xin Chicken Chop. Speaking of its name, many people are familiar with it. Even if they haven't eaten its products, the name is still quite good. According to the data released by the company last year, there are more than 15000 stores nationwide, which is equivalent to the sum of KFC and McDonald's. This shows that Zheng Xin chicken chops are huge. In addition to providing one-stop supply chain solutions for Zheng Xin chicken chops, Zheng Xin Supply Chain also provides supply chain ecological services for other brand restaurants. According to official reports, Zheng Xin food supply chain now serves more than 28,000 stores, with annual sales reaching more than 654.38 billion yuan.
Establish the dominant position of chicken chops
Speaking of Zheng Xin Chicken Chop, we have to say that its founder Chen Xinwu. 2/kloc-0 At the beginning of the 20th century, he opened his first store on the roadside, which opened the glory of Zheng Xin chicken chops. At the beginning of his business, he chose the development model of direct stores as the strategy of store development. As we all know, a new offline brand may be a better choice by joining.
After more than 10 years of development, Zheng Xin Chicken Chop has nearly 500 stores, and its products include chicken wings, hamburgers, kebabs and so on 10. However, as a snack bar, Zheng Xin has always lacked the main products. At this time, the category of chicken chops has sprung up in the leisure market. Chen Xinwu was keenly aware of the business opportunities, so Zheng Xin snack bar began to slim down and fully developed the chicken chops business.
Open the road to joining and expand rapidly.
In the early days, Zheng Xin chicken chops were opened directly, but from 20 13, the mode of joining fee was opened. A year later, the company's net profit and income both hit record highs. In order to further expand the brand influence, Chen Xinwu found Bo Huang and spent a lot of money asking him to endorse his products.
However, with the rapid expansion of stores, especially after joining, many consumers said that the taste of Zheng Xin chicken chops has changed. Even some stores secretly used cheaper materials in order to save costs. Secondly, a large number of chicken chops have appeared all over the country, and the price is lower, and the taste is very close to that of Zheng Xin. All these have led to the rapid loss of customers in Zheng Xin stores, and also directly led to a sharp decline in revenue.