In Shenzhen, We Sell Bread For One Year, And We Get 100 Million Yuan.

He is just like a master in the world of martial arts, who runs the "cross boundary" business in entertainment, baking, catering, dairy and other fields. Even selling small bread can sell hundreds of millions of wealth. Recently, the reporter interviewed the "cross-border" business genius. Chen Kuo-Fu He is the owner of the new bread and butter franchise in Shenzhen and Guangzhou.

"I saw the general trend and calculated the risk".

Chen Kuo-Fu, a native of Hongkong, studied in the United States in 1973 and worked as an American nuclear engineer in 1979. He worked in the 17 floor of the world trade center in New York. "I saw a trend. I talked with friends about China's development in the late 80s of last century. In 1994, my wife and two young children returned to Hongkong from the United States. Chen Kuo-Fu founded the American Adventure Park in Hongkong, and now has 48 branches, the largest indoor family playground in Hong Kong. Since 2006, he has opened 13 new bread shops in Shenzhen in 6 years.

"In fact, making bread in Shenzhen is not as easy as it may be." He said. Although the hot business of the 13 stores reflects the success of the new bread words after entering the Shenzhen market, Chen Kuo-Fu believes that the seemingly good market actually conceals many unfavorable factors. For example, the products of high-end line must be very picky in the shop location, and the rental cost is very high based on such an expensive shop in the Mixc. These factors are the problems that once plagued Chen Kuo-Fu and his team when making a feasible analysis when preparing to enter the Shenzhen market. In combination, he believed that the key to the success of bread new words was to establish their own competitive edge.

Bread is profitable.

An industry insider named senior magician analyzed that in general, the net sales of bread and cake were between 20% and 40%, and the average daily sales of the single store in middle consumption cities were over 300~500 yuan, and the daily sales volume reached more than 1500~3000 yuan during the rush hour, and all the investments could be recovered within one year. The average daily sales of the upper and middle consumption cities are more than 500~1500 yuan, and the daily sales volume can reach more than 3000~5000 yuan in the rush hour, and all the investments can be recovered within six months. Birthday cake is an important part of the cake shop. Among all the products, the birthday cake has the highest profit, the profit of 6 inches is 20%, the profit of 8 inches is 25%, 10 inches profit is 30%, 12 inch profit is 35%, 14 inch profit is 40%, 16 inch profit is 16, profit margin is in the market. If we adopt a good marketing plan to improve the daily sales of birthday cake, the profit will naturally be higher.

When it comes to efficiency, Chen Kuo-Fu laughs at the fact that "Shenzhen has already borne fruit." "13 new bread stores in Shenzhen sell hundreds of millions of yuan a year," Chen Kuo-Fu told reporters.

"If you can't win the opponent, join it."

Joining bread new words is not cheap. In addition to the huge franchise fees, Singapore's headquarters will be divided into revenue from each store.

Why don't you start a new job yourself? Chen Kuo-Fu answers the American Proverb with "If you can" t beat them, join them (since we can't win the opponent, join it). He thought that if he had started from scratch, he would not have done a better job of bread making in accordance with the "bread new words" model. By adopting the way of franchisee, we can use the new bread words to spread the research and development system of franchised stores all over the world, and provide solid backstage support for innovation.

In order to find a suitable model, Chen Kuo-Fu spent more than three years on his own trip to Indonesia and other places to investigate "bread new words". After such a brilliant consideration, in 2006, Chen Kuo-Fu decided to start a new bread business in Shenzhen in the form of chain affiliate, and win the Singapore headquarters. Subsequently, the market performance proved that the move made him occupy the high-end market of bread consumption in Shenzhen.

Since they may not be able to do better than they are now, the same difficulties are certainly placed in front of potential competitors. Chen Kuo-Fu believes that there is a truth in the market segment that we need to take the initiative in order to overcome the "bread new words" that have entered the middle and high-end market. Even if we adopt the same business model, the new entrants will not be able to rely solely on the delicious bread. Because the popularity of "bread new words" in Asia has already had huge brand value, and new entrants need time to accumulate brand names. In fact, some competitors are different from each other in terms of economic mode, cost and target market. In fact, they can achieve "win-win" in peaceful coexistence.

The best selling recipe: when bread is in fashion.

Chen Kuo-Fu's competitive advantage is a mature retail food business mode including product development, market positioning, brand image promotion, quality management and operation mechanism. Bread in new bread is so popular because they sell more fresh bread and sell something called "fashion".

"We are different from other people. From the store, you can see that our bread is very particular. The most important thing is that our bread is now being sold in the shop, and there are many kinds of innovations. You see, the bread that the guests bought now is fresh out of the oven. " Among these points Chen Kuo-Fu said, "selling now and then" determines the difference between bread new words and other bakeries. The way of manual selling is to sell now, which means to set up workshops behind the store. It not only costs expensive housing cost, but also abandons the advantage of mechanized mass production. Compared with the mode of "factory + distribution" in ordinary bakeries, it is not dominant in operating cost.

But on the other hand, through the transparent glass of the new bread shop in the Mixc, we see that the noodle masters send the semi-finished dough into the oven and get fresh bread on the shelf. Customers can get another experience, and the excellence of fine production is here. The characteristics of this experience also determine that apart from bread, operators need to find ways to add more items to bread. Chen Kuo-Fu said that what he needed to do was to try to convey a message to the customers in their business, so that they could accept the concept of boutique bread. Speaking of excitement, he picked up a signature bread "spicy pine" of bread and new words, and raised the question: if you look at the flour and knead it into dough, then the dough is fermented into bread, then coated with seasoning to become "hot pine". Then think about our brand "BreadTalk" and imagine the noodles also want to speak. Do you think bread is also alive?