Worker's Daily: Who did Xianhezhuang's withdrawal from first tier cities serve as a warning? Brand | Xianhezhuang | First line
Recently, the news of Xianhezhuang hotpot, a restaurant brand supported by celebrities, withdrawing from first tier cities has sparked heated discussions.
According to media reports, the Beijing stores of Xianhezhuang hot pot founded by artist Chen He and others have all been closed. In addition, the public comment page can be found, Shanghai, Guangzhou also have no business Xianhezhuang hotpot restaurant. At present, there are only 212 stores opened by the brand, mainly in the 4. five-tier cities in the 3.. Compared with the peak period of more than 800, it has been reduced by nearly 3/4.
From being famous and numerous stores to withdrawing from first-tier cities, what has Xianhe Zhuang experienced in just a few years?
Public information shows that Xian He Zhuang was established in 2015. In 2019, Chen He and Zhou Yang, the parent company of the net red hot pot brand Tan Ya blood, jointly established Chengdu Xianhezhuang Brand Management Co., Ltd., and the development of Xianhezhuang officially ushered in a turning point.
With star blessing and online red brand operation experience, Xianhezhuang will "soar all the way" from 2019 onwards and will have more than 800 stores nationwide during the peak period of 2021. However, with the rapid expansion of the market and the booming of franchise business, Xianhezhuang is also frequently searched because of negative public opinion.
Some people in the industry pointed out that Xian He Zhuang Cheng also joined and lost. Thanks to the franchise model, Xian Hezhuang has been able to expand rapidly and make money easily by relying only on the franchise fee. But the problem is that some franchisees said that they were operating at a loss and did not pay back in 10 to 15 months as promised by the investment staff.
For catering brands, with more and more franchise stores, the supervision of quality internal control system is becoming more and more difficult. If we do not rely on a perfect system to strengthen the management of franchise stores and strengthen food safety guidance, supervision, inspection and management, there may be food safety problems. For Xianhe Zhuang, it is no exception. In recent years, the brand has been exposed by the media many times that there are problems in food safety and service quality.
With the complaints and rights protection of franchisees inside, consumers outside "too fresh", coupled with many food safety problems, Xianhe Zhuang finally lost its place in first-tier cities.
Today, Xianhezhuang withdrew from the first-tier cities, once again triggering people's discussion on the topic of star catering. In recent years, many celebrities have taken a fancy to the catering business, aiming to use their own traffic and influence to build catering brands, but many celebrity restaurants seem to be "short-lived.
In the view of industry insiders, star catering brands can indeed expand rapidly with the help of the halo of stars in the early stage, but the problem is that catering is a business that needs to be managed attentively, and stars may not have the ability of restaurant management and brand maintenance, and they do not have the energy to participate in management and operation. In addition, the type of star catering is more homogeneous, and the products lack innovation, which can not meet the diversified needs of consumers.
In order to do a good job in catering, enterprises need to practice their internal skills in product quality, service level and dining environment. If you only want to expand stores and realize traffic, but do not want to improve quality, innovate dishes and improve services, even with the blessing of stars, it is difficult to have a place in the fierce competition in the catering market.
Stars must understand that their own "soft power" cannot replace consumers' requirements for catering "hard power. Consumers may come to eat because of "chasing stars", or they may "take off powder" because of bad experience ". Therefore, if stars want to do catering business, they must go all out to do a good job in order to be worthy of consumers and franchisees.