How Does "Yuan Ji String String Fragrance" Brand Open 300 Stores?

< p > "string fragrance", also known as "hot pot spicy hot", is the most abundant flavor of rivers and lakes in the streets and lanes of Bayu and Chongqing.

As a street snack, the string of scent seldom comes to the elegant hall.

However, founded in 1996 and started with a street store, "Yuan Ji string fragrance" has now taken the road of corporatization, and already has more than 300 chain stores.

In an industry with low access threshold and fierce competition, how did the catering enterprise break through? < /p >

< p > below is an excerpt from business magazines: < /p >

< p > < strong > from the street side to the shop hall < /strong > /p >

At the end of the 80s of the last century, Yuan Gang came to Chengdu from Suining, more than 200 kilometers away from Suining, with an accumulated $63, determined to make his own business.

But the road of entrepreneurship was difficult. Yuan Gang sold hot noodles from the street to the street from the point of burden, and later he had some savings. He began to spread the stall, rent the pavement, and strive to run his own business.

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In 1996, Yuan Gang realized sensitively that the direction of the wind changed. This year, many large chain supermarkets began to enter Chengdu, which brought great impact to the dry industry. Wholesale and retail were hard to compete with in the form of P.

At that time, Yuan Gang took the initiative to change the way of starting a business with a keen eye, and began to explore the operation of string of incense. Because of this, he was not like the many businessmen in that era, and was overwhelmed by the development of society.

In 1996, he opened the first Yuanji string of incense in the four street of Drum Tower, Chengdu.

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At that time, P is a very low-end food, street stalls, low table stools, people stoop on the table to eat, dishes stacked on the roadside, let the street dust dug.

"Everyone is doing this."

But yuan Kee is different. There are bright and spacious shops and comfortable big table chairs. Yuan Gang decides to set up dishes display areas indoors, like shopping in supermarkets, allowing customers to choose themselves.

This completely runs counter to the "tradition" approach, which gives customers a better choice: the taste is the same as the street stores, and the food is more comfortable and clean, even cheaper than most of the peers.

Within one or two years, yuan has opened four or five stores in succession.

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< p > Yuan Gang is a man who is not easy to satisfy. In addition to changing the "texture" of strings, he has a huge plan to change the industry.

In 1998, Yuan Chi founded the company and began its corporatization operation. In 2000 -2001, Yuan Ji opened the first chain store in Chengdu, and began to develop in Sichuan province. He formally embarked on the national chain road, and opened several branches in Guangzhou, Kunming and Xining. In order to build up standardized and standardized brand image, Yuan began upgrading the brand three times in 2003, forming a complete set of VI identification system. In 2007, Yuan began to build its own production base, set up a logistics distribution system, and carry out bagging of all the pot products.

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< p > < strong > joining way < /strong > /p >

< p > yuan Kee was the most successful franchisee, named Xie Chao.

At the age of 14, he started his own business and became a roast salted pickle. Under the chance coincidence, he opened 3 yuan Keji string shops and introduced his sister to join 2.

With the growth of Yuan Jizhong's learning and outstanding personal abilities, Xie Chao has made remarkable achievements in many industries. He has established his own restaurant brand, which has forty or fifty branches throughout the country and has set up a financial investment company.

Such a competitor is the best student to learn from Yuan Kee: Xie Chao was inspired by Yuan Gang, and his company management got the true story of Yuan Chi.

He personally attended every meeting of Yuan Ji, and constantly studied how to train yuan yuan, how to plan and how to summarize.

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"P", another Yuan Zhen's franchisee, Leng Zhen long, was the first Yuanji string shop to sell with borrowed money. But with the help of Yuan Ji company, he quickly achieved the highest profit of Yuan Ji's single store in Chengdu.

Up to now, he has set up a company of his own to run chafing dish.

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< p > General Manager Yang Liangjun called this Yuan Yuan's "marginal culture".

Practitioners and operators in the catering industry are generally not very well educated and have a high level of management. Yuan Gang organizes regular professionals and excellent franchisees to train them every month, so that employees and managers can understand how to manage, manage and pursue their own value.

After growing up, encourage them to achieve their careers.

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< p > < strong > brand operation < /strong > < /p >

< p > after ten years of development, string string incense has become a subdivision of chafing dish, and the market and consumer groups are maturing.

Yuan Kei has also encountered his own bottleneck: at present, such a brand like operation of Yuen Kee, a string of incense businesses, has a very high access threshold.

Yang Liangjun said frankly, "the cost of opening a shop in Chengdu is very high.

And brand stores like Yueji need more strength and energy.

Many people think that Yuan Ji is not cost-effective, and chooses to open a shop on the street, but does not know that the risk is greater. "

Why is the street food that is popular in Chengdu, such as small street pots and other street snacks will blossom everywhere, but it is short-lived, and it will not be able to form a climate. It will not be able to scale. These street shops have small investments and low thresholds, but their limitations are also obvious: low per capita consumption, high rent and other costs; without brand support, single stores are hard to build; at the very beginning, creating brand names, operating risks and advertising costs are huge, especially the risk of food hygiene supervision will increase, which will increase operating costs and squeeze profits which are already low; all these are due to lack of mature management experience.

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< p > there was once a famous string of fragrant brands in Chengdu. The early big shop opened casually and expanded rapidly, but a few years later, it was forced to switch to the storefront. However, Chengdu's fashionable street corner also encountered similar bottlenecks and began to turn to high-end stores to seek support for profits.

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< p > Yuanji's operation of corporatization and branding has already had certain risk resistance.

Facing the common difficulties of the industry, Yuan Qi began to use the disposable pot bottom, the layout of the open kitchen, to make safety, health and services go up.

Second, expand outwards. Although the industry has matured in Sichuan, the string of incense still has its own distinctive characteristics for other provinces.

After a series of pformation, Yuan Ji opened many stores in Guizhou and Wuhan earlier this year.

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