Zhou Heiya: Straight Run Camp Of Hubei Duck King

In mid December,

As leisure food consumption upgrading industry, venture capitalists compete to catch up with the "gnawing" behind, is the market scale of tens of billions of dollars and more than 20% of the industry growth rate.

From a small workshop in a safe corner to a new force of over 400 million yuan in annual sales and more than 200 stores in direct selling stores, the week black duck took 5 years.

"The food industry is characterized by a person.

The following is the conscience of "conscience". In order to ensure food safety, we insist on going straight instead of joining.

Zhou Fuyu, chairman of Zhou black duck, said that enterprise development must first consider how deep the roots are, so that branches will thrive.

After the injection of the week's black duck, Wang Cen, director of venture capital partner of Tian chart, represented Zhou Heiya as the investor, and 60 million yuan became a new engine for the regional expansion of the week's black duck.

Zhou Fuyu introduced, in 2011, plans to open 80~100 home in Guangzhou and Shenzhen, Shanghai open 50~80 stores.

Of course, the black duck has many opponents and is also very strong. Therefore, there must be a fierce battle next.

Zhou Heiya: straight run camp of Hubei duck king

Insist

The biggest crisis in the food industry is the food safety crisis.

Products that can't be controlled can bring crises. The weekly black duck does not join because people control the terminal. People are the most difficult to control.

Prior to the establishment of the week's black duck, Zhou Fuyu was still partial to a small vegetable shop in Wuhan. Until 2005, the Sichuan famous food chain brand Liu Ji Bang Bang chicken entered the Wuhan market, and then he got the inspiration: to make the enterprise bigger and stronger, it is necessary to open a special store in a large business circle.

In 2006, Zhou Fuyu began to expand completely, pforming the original individual retail business mode into a chain operation mode of uniform identification, dress, sale and management. The product line also extended to include duck, goose, duck by-products and vegetarian cooked brine products.

However, the expansion at that time was mainly carried out in Wuhan, the base camp.

The hot and spicy flavor of Zhou black duck quickly conquered many diners, especially young and fashionable women. Zhou Heiya soon became a household name in Wuhan.

So far, Zhou Heiya has set up a subsidiary in Jiangxi, Hunan, Beijing and Guangdong Shenzhen, with Wuhan as its headquarters, but the number of stores is only more than 200, and it is concentrated in Wuhan City, which is closely related to Zhou Fuyu's insisting on direct operation.

But joining has become a powerful weapon for its competitors to seize the market and seize the market.

In the same period, the duck neck in the brine product market has adopted the way of "direct camp + Affiliate". At present, there are more than 3000 stores in more than 20 cities all over the country.

"The biggest crisis in the food industry is the food safety crisis.

Products that cannot be controlled will bring a crisis. "Zhou black duck does not join in because people control the terminal. People are the most difficult to control. We can not control what we can't control."

Zhou Fuyu said.

In fact, when he first started expanding, he also considered joining, but found that franchisees focused on interests rather than brands. They would sell their own products privately at the terminal, which would affect the flavor and brand of the week's black duck. That lesson made Zhou Fuyu determined and determined not to join.

The quality of persistence is what sky chart ventures value.

"Strict control of quality is the primary reason for us to invest in the food industry.

Joining can not be unified control of management and human resources, can not ensure the quality of expansion, in a future node is prone to risk.

Wang Cen, director of sky chart venture partners and weekly black duck director, said that the difference between the weekly black duck store and the competitor's franchisee is that the single store sales profit is much better than that of the franchisee, and the quality is also very stable.

Zhou Heiya's financial position in the industry is also popular among venture capitalists.

"Investors will consider the size of the financial sector, and the revenue from the outlets will be their own, while the franchisees will mainly collect fees and food sales.

The income of the 50 franchisees may not be as good as that of the 5~10 outlets. "

Wang Cen said.

Zhou Heiya, deputy general Du Han Wu, also said that the output of weekly black duck is three or four times that of the industry.

However, since ancient times, the number of terminal stores is one of the effective ways of brand promotion and consumer perception. It also helps enterprises form a scale advantage and maximize the occupation of the market.

For Cho black duck, on the one hand, they need to continue to expand the market terminal layout. On the other hand, they have affected the speed of expansion because of ensuring the quality of direct marketing.

For Vc firms, although Wang Cen said that sky chart ventures are willing to work together with the weekly black duck to do well in the internal business, capital efficiency has always been an important factor for investors to pay close attention to.

How to ensure quality while achieving scale expansion is one of the difficult problems faced by Zhou Fuyu.

Zhou Fuyu has been very approving of McDonald's and KFC's models, but the two giants have recently begun to increase their joining forces.

Zhou Fuyu said that enterprises have different development strategies at different times and have reservations about this issue.

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Through the central kitchen mode, Zhou Heiya turned products into industrialized products produced according to standards, processes and systems.

Taste is a good tool to persuade weekly duck consumers to consume repeatedly. How can they ensure the stability of taste? This is closely related to the "central kitchen" mode they adopt.

"Central kitchen" is a large-scale chain operation management mode that is stable in technology, easy to replicate and unified in standard.

Through the central kitchen mode, Zhou Heiya turned products into industrialized products produced according to standards, processes and systems.

On raw materials, Zhou black duck adopted unified procurement and established cooperative relations with upstream large scale brand processing enterprises such as listed company Shandong six.

In order to ensure the quality of raw materials and the stability of supply, the whole duck adopted the mode of "company + peasant household + base" in the order agriculture mode. Farmers were fed according to the feed they formulated.

And from raw materials acceptance, ice cleaning, pickling, brine, selection of goods, cooling, loading basket, distribution to the final sales link, the week black duck has a set of strict standards.

For example, every batch of factory products must be retained for sample inspection to ensure that the product is safe and fresh. Every day before the finished product delivery, the taste must be tested to ensure that the taste of each batch is consistent. To ensure that the product is not contaminated by two times in the pportation process, it is necessary to arrange the quality control personnel to supervise the staff at all times, such as personnel, tools, appliances, pport vehicles, and store hygiene.

The production process has also formed a complete set of processes. Taking duck neck as an example, the Shandong duck with a growth period of not less than 3 months is selected. The size of the duck neck should be 1 kilograms and 6 sizes. Manual sorting is done. According to the proportion of fat and lean, the size of the duck is divided into three groups: salting, roasting, brine making, and steam boiler replacing ordinary brine pot to make duck meat taste more uniform.

From a semi finished product to a final product, a duck needs 8 hours and 36 key control points.

"The key point of the 36 link is that 60%~70% is realized by machine equipment. In the future, we hope to achieve 80%~90% and reduce human control."

Zhou black duck told reporters that the problem of process standardization is easy to replicate.

The ERP management system, which was first introduced by Chow black duck in the industry, also allowed them to realize "zero inventory" management.

"In the industry, there is a special feature of franchisee. It is impossible for a franchisee to return goods after ordering, which creates many security risks.

This is also the reason why we think it is impossible to use the franchise mode at this stage. "

Zhou Fuyu said.

Then, how do they achieve zero inventory? According to the introduction, the current distribution of weekly black duck stores is real-time distribution, and the product distribution is arranged two or three times a day.

They formed their own logistics system and integrated the third party logistics.

Stores will place orders according to sales volume, and normalized logistics will be completed by third party logistics, for example, at 4 p.m. ~6 is the peak shopping season, they will supply about 60% of the distribution volume in this time period, and emergency replenishment will be completed by the independent logistics system.

"It is very simple to say, but a lot of work needs to be done, such as logistics mobilization, order preparation, production scheduling and so on, and achieve zero inventory through chain building."

Hidden worries of Li Gui's group beating

For Zhou Fuyu, the most urgent task is to solve the brand injury problem that the counterfeiters are likely to bring.

They set up a team to encircle and suppress all the Shanzhai stores in various places.

A member of the Shang Zhou duck was investigated and punished by the commercial and industrial department.

Zhou is rich enough to be surprised by this kind of thing. He often receives complaints from consumers but finds out that the product is not from the real black duck.

A lot of weekly black duck shops have appeared in Guangzhou, where the black duck has not yet arrived.

In some places, Shanzhai stores are even more crazy, and the number even exceeds the number of authentic chain stores, most of which are black workshops.

They found that these Shanzhai stores, directly from the store signs, price lists, food packaging bags, and so on, directly imitate the weekly black duck, even with the address, telephone and company name on the package.

There are also some names on the edge of the ball, such as lucky black duck week, Prince Zhou Heiya, absolutely tasty week black duck, Tang Renzhou black duck......

However, compared with the regular weekly black duck store, the employees of these Shanzhai sites did not wear uniform work clothes, and did not post the relevant identification certificates of "Zhou black duck", nor did they have a 19 inch video advertising machine to broadcast weekly black ducks.

For Zhou Fuyu, the most urgent task is to solve the brand injury problem that the counterfeiters are likely to bring.

They set up a team to encircle and suppress all the Shanzhai stores in various places.

"We are safeguarding rights, not only the brand of the weekly black duck, but also the rights of consumers.

We are not afraid of who will rob us of our business and resources, but we are worried that we will have uncontrollable potential crisis on our brands.

The law enforcement departments have shut down many fake week black duck stores and black workshops, but counterfeit counterfeiting has been banned repeatedly.

They are different from fake stores by upgrading shop signs, decorating, decorating, hanging certificates and video advertising machines.

They also provide members with IC cards, which can help members distinguish between genuine and fake black ducks, and can also stick to customers through preferential ways.

The appearance of many Shanzhai stores also shows the low threshold of the halogen products industry from the side, which is also easy to let the advanced people on pins and needles.

It is another problem for Zhou Heiya to build his own core competitiveness and set up a high threshold for counterfeiters and latecomers.

"Has been imitated and never surpassed."

Zhou Fuyu said, "a good product is perfect in every link. A Mercedes Benz can change one of its wheels into a tractor's wheel. This product is certainly not good. The raw materials we use are the best, and every link is trying to achieve perfection, but not many imitates can persist in doing this."

He said that after the real Zhou Heiya entered a market, he would naturally crowd out the Shanzhai stores.

Wang Cen also said that Shanzhai stores usually do not do much. By selling fake and word of mouth, Zhou black duck can quickly recapture the market.

And when it comes to how much the number of terminals such as "duck neck" and "Liao Ji Bang Bang chicken" has gone far beyond the rival tactics of Chou Black Duck, Zhou Fuyu said that no matter from which hill to climb, it can climb to the top of the mountain. Each enterprise has different advantages in climbing the mountain.

Zhou black duck is a tree. Now it is the time to root down hard. If you do not tie your roots well, the trees will not be able to withstand the wind and rain.

The implication is not difficult to see. For the black duck, the most important thing at present is to consolidate the foundation, further create a complete management system, standardize and institutionalize the process, and maintain the brand so as to better copy it to other areas.

In Wang Cen's view, this is also one of the core competitiveness of the week's black duck.

Because Zhou Heiya's steady and steady strategy can avoid the brand risk brought by rapid expansion, the "central kitchen + direct camp" mode ensures food safety to the maximum extent, and once there are new products or value-added services such as ICBC (601398, stock bar) and China Merchants Bank (600036, stock bar), the outlets are most flexible.

Insiders pointed out that if we want to capture the market quickly through the terminal, we have to open up the company in a limited way, maintain the existing product quality and service in the rapid expansion, and enhance the overall level of the management team, which is the two test of the management team of the week black duck.