He is a well-known "second generation of supply chain" in Sichuan and Chongqing, with a net worth of ten small goals, and the little assistant carries the camera every day to shoot his various interesting experiences, and the fans on the whole network are close to 700,000.
There are more than 3,000 kinds of food and beverage products in his house, covering hot pot, special catering, Chinese food, barbecue, snack fast food and noodles and other catering categories, 30 years of brand accumulation, so that it has accumulated a large number of users, catering brands such as Hou hot pot, Zhu Guangyu, Nan hot pot and so on are his guests.
Today, we will tell the story of Wang Hai, deputy general manager of Chuanhai Chenyang.
Issue 1634
Text | Zhang Dong
From Hebei to Sichuan, from sesame oil to hot pot base
He uses a unique "incense lock process" to lock customers
In Wang Hai's short videos, some strange things often happen, as well as all kinds of eating, accompanied by a constant appearance, "This man with ten 'small goals' on his back is my boss", so Wang Hai often hears a sentence that is-
"Mr. Hai, hello."
30 years ago, Wang Hai's parents moved from Baoding, Hebei Province to Chengdu, Sichuan, because his grandfather worked in Chengdu, and his uncle's family had ancestral sesame oil skills.
The family purchased, grinded, and sold by themselves, with the quality of real materials and the character of Tongsuo, they soon opened the Chengdu market, which was sold in a farmer's market called Treading Water Bridge, and later registered a trademark - Treading Water Fang.
When I woke up in the morning, the sound of oil grinding machines and sesame oil selling was in Wang Hai's ears; After school in the evening, the afterglow of the setting sun will also be screened into the shop by the window, and Wang Hai seems to be able to see the fragrance flying in the light.
Wang Hai's childhood memories have long been soaked in sesame oil.
After doing so for more than ten years, the sesame oil of Treading Water Fang has gained a good reputation both in catering and ordinary consumption.
◎ Early treading water workshop
At that time, Chengdu's hot pot industry had begun to take shape, and the fragrance of hot pot was the most obvious and prominent in the catering street. The barriers of sesame oil are not high, at the current level, almost reached the ceiling, if you go further, you need greater investment, and the hot pot industry is in a period of rapid development, there are great opportunities.
Sesame oil is often sent to hot pot restaurants, during the conversation, the Wang family found that the hot pot boss has a great demand for base materials, and at that time, there was no very high-quality, very stable suppliers on the market, most of the suppliers, mostly small artificial workshops, different batches of base materials, color, taste, smell are very different, and there are also problems with food safety.
If there is a pain point, there is a market, so the Wang family began to lease the site, purchase equipment, and do the processing of base materials.
The so-called OEM processing, mainly to provide space, water and electricity and personnel, at first it was manual frying, and later with the increase of business volume, began to use semi-automatic woks.
The rapid development of the hot pot industry has made the base material industry thriving, and some will come with recipes to make customizations; Others buy the finished product directly.
Wang Hai introduced that the users at that time had a lot of overlap in the use of sesame oil and the use of base materials, especially the pan-hot pot, such as spicy hot, steamed vegetables, and skewers, as well as hot pots with ingredients such as fish hot pot and frog hot pot.
◎ Chuanhai Chenyang products
Customization is a good strategy, focusing on a "no one I have", the company will have "market scarcity competitiveness", of course, from this point of view, Chuanhai Chenyang's genes are with "customization".
Chuanhai Chenyang's customized base material was widely praised by hot pot bosses and was once in short supply.
When he is busy, Wang Hai will also help to fry the ingredients, and after a day in the factory, he feels that he is "pickled".
Every time a new pot base is customized, Wang Hai and his family will try it, carefully taste the differences and characteristics, and record it in the book, so as to improve the selection of raw materials and the process.
Continuous production, continuous feedback, continuous optimization, Chuanhai Chenyang's base material is improving day by day.
Wang Hai said that the stir-frying process of the base of Chuanhai Chenyang is different from other places, others are fried, it is open, the cauldron is stirred, and the aroma is scattered, while we are "stewed pot bottom", closed, the purpose is to retain the fragrance and not lose, so that every raw material can play its full strength.
◎ Simmering can
With its unique "stewing process" and product customization, Chuanhai Chenyang quickly gained a firm foothold in the base material market, and more and more orders were received.
This wind of base material growth, Chuanhai Chenyang caught it.
A fire burned nearly 100 million
"It feels like Nirvana has been reborn"
In the Tao Te Ching, it is said that blessings and misfortunes lurk; Woe is the place of blessing. It means that blessings and misfortunes depend on each other, and are used to advise the world to be vigilant when things are going well, and to be hopeful when things are tough.
In 2016, a large processing plant was built in Guanghan, with more than 20,000 square meters, more than 40 pots, and the machine was uninterrupted 24 hours a day. As soon as the goods were pulled away, the empty car came again.
In 2017, Chuanhai Chenyang expanded its scale and directly bought land in Pixian County to build a factory and purchase large-scale processing equipment.
◎Chuanhai Chenyang Factory
Wang Hai said that these equipment for simmering the bottom of the pot are all designed by ourselves, and we have also applied for patents, which are higher in terms of stability and efficiency than before.
With the enhancement of Chuanhai Chenyang's brand power, more and more users have come to customize the base material, and Chuanhai Chenyang's product library has gradually become fuller, just like the "star absorbing Dafa", the more requirements, the stronger the skill.
Wang Hai introduced that there are more than 40 R&D personnel and more than 60 quality control personnel in Chuanhai Chenyang, and there are two directions in terms of customization.
The first is to meet the needs of users. Of course, Chuanhai Chenyang will also conduct market research and give suggestions to users, because sometimes, the needs of hot pot bosses are not necessarily the real needs of the local market.
Second, internal personnel take the initiative to tap the market. For example, last year, when the sour soup hot pot was not on fire, Chuanhai Chenyang was keenly aware of this trend and accelerated research and development. There are also roast duck, casserole dishes and Gansu Malatang, which is popular on the whole network this year, Chuanhai Chenyang has launched related products one step ahead of others to seize the opportunity.
◎A corner of the Chuanhai Chenyang factory
When everything was safe and secure, in 2019, Chuanhai Chenyang's factory in Guanghan had an accident.
Wang Hai clearly remembers that it was August 1st, in the afternoon, the workers went to eat, rest, change shifts, due to the improper operation of the construction party, the packaging materials were lit, and soon, from the small fire to the big fire, the tongue of fire licked around, and the plant burned wildly.
Summer, dryness, grease, improper construction, a series of "causes" caused the "fruit" of this fire.
There is a lot of grease in the bottom material workshop, which is easier to burn and difficult to extinguish fires, and fire rescue is very weak before the raging fire.
In the end, the fire was extinguished, at the cost of burning a building and some inorganic matter left in the empty shell, but fortunately, no one was injured.
This fire was too expensive, and it burned out nearly 100 million directly.
Fortunately, Chuanhai Chenyang still has a new factory, which is still operating normally, and the business is good.
You see, this premise is "normal operation", but the time has come to the second half of 2019.
Just when Chuan Hai Chenyang was repaying the money and making a repayment plan, as you know, when the epidemic hit, the factory was directly shut down, and it was three years.
In Wang Hai's view, the epidemic is more serious than the fire, and if it catches fire, it can still be rebuilt after the disaster, and nothing can be done after the epidemic.
However, Chuanhai Chenyang has always had a good reputation in the industry, and most creditors expressed sympathy for the fire and helped in all aspects; But the problem is that as soon as the epidemic came, the factory directly ran out of goods - there was no car to deliver at all.
The double blow of fire and epidemic made Chuanhai Chenyang fall silent for a while.
There was no way, I fell, I could only get up again and continue to move forward; Sitting on the ground stupidly, it's useless, only by making achievements, can you emphasize your feelings, otherwise, life will only be crooked, no matter how you look at it, it's hypocritical.
As a result, Chuanhai Chenyang began to make changes, one is to go online and optimize the online sales system; The second is to open up new categories, no longer limited to the hot pot industry, dinner, fast food, barbecue, snacks, multi-channel to open up the battlefield.
After an operation, it became clear.
As soon as the epidemic came, the frequency of public social interaction decreased, the demand for snacks and fast food continued to rise, and the demand for pan-hot pot also began to rise.
◎Application of Chuanhai Chenyang products
Chuanhai Chenyang stepped on the right opportunity again this time. Wang Hai said that Chuanhai Chenyang was reborn once in the epidemic and fire.
With the changes in the economic environment, the trend of "cost performance + rigid demand" has gradually become a trend, which is reflected in the sales report of Chuanhai Chenyang, that is, the share of fast food has been rising, exceeding 30% of the turnover, and the hot pot has also dropped from 80% to less than 60%.
The public pursues cost-effective, and the hot pot boss also pursues cost-effective, Wang Hai feels that Chuanhai Chenyang can be further optimized.
Hot pot is "the princes are fighting"
Use the supply chain to make the world one
If the epidemic is difficult, then the post-epidemic recovery and reconstruction work is even more difficult, and a series of problems such as the slow recovery of public consumer confidence, the entry of competitors, and the urgent need for optimization and adjustment have caused many enterprises to fall into the darkness before the dawn.
In such a situation, there are two phenomena worth playing, Wang Hai said, one is that many brands have begun to build their own supply chains, and the other is that many companies have created sub-brands that cater to the market, "especially the companies that make hot pot, have created some brands such as noodles and rice in the past two years." ”
For these two phenomena, Wang Hai believes that this is "a manifestation of insecurity".
Enterprises want to reduce costs, to play the idea of the supply chain, that the cost will come down after building a supply chain, which is actually a misunderstanding, unless the supply chain system is established unusually large, and the marginal cost is very advantageous, otherwise, the cost will increase, because as soon as the factory machine is opened, tens of thousands or even hundreds of thousands of dollars a day will go out.
To create a new brand, the company wants to continue its own genes, thinking that the east is not bright and the west is bright.
But there is a simple logic in this, the East has not figured out why it is not bright, can you be sure that the West will be bright? Therefore, those companies that create sub-brands, especially cross-category sub-brands, have a short cycle.
Temporarily decided to become a fast food restaurant, in front of a brand with decades of fast food experience, there are simply not a few tricks.
At the same time, Wang Hai is also reflecting on why users want to build their own supply chains? Do they feel that using other people's products is too cost-effective?
Wang Hai believes that Chuanhai Chenyang can fight a bloody road, there are two advantages, one is soft power, that is, procurement, management, quality control, acceptance and other standard processes, and the other is hard power, the technology and intelligence of the equipment, making the process more stable.
In fact, no company can guarantee that the base material produced can be absolutely stable, because the raw materials will be affected by the weather, temperature, humidity, light duration, and even insect bites, will make its taste deviate, "What we can do is to minimize this deviation, like pepper, ginger, we have strict selection standards (size, color, smell, etc.) and physical and chemical indicators." ”
◎Standardized production
Selling prices can be reduced by centralized procurement, optimizing processes, improving organizational efficiency, and even saving energy and reducing manpower, but low prices are not a good solution to the problem.
Wang Hai thought, at the moment when the involution is serious, what is the solution that the hot pot boss wants? A dish like no other? A scarce flavor? Or is it a price that is well below the market price?
Obviously, these are not, opening a store is to make money, and these so-called scarcity and differentiation may not necessarily bring profits directly to the boss, what they really need is "a dish to make money".
Making a good dish is not the goal; Bringing food to the table, getting customers to eat, restaurants that don't have stagnant inventory, and customers are willing to buy again, that's the goal.
Wang Hai introduced that Chuanhai Chenyang's "database" has more than 3,000 products, and each product is marked with a detailed production process, as well as cost, gross profit, selling point, presentation method, etc.
Users to customize products, often can be found in the database, even if not, it is only a matter of different raw materials and ingredients permutation and combination, Wang Hai's analogy is "movable type printing", the warehouse stores a lot of engraved words, it depends on what kind of article the user wants to do, "I will help them combine printing".
If there is a problem with purchasing raw materials, Chuanhai Chenyang will also provide users with contact information for the supply chain of friendly businessmen, such as beef, chicken, and shrimp, so as to facilitate one-stop purchase.
For the customization cycle, Wang Hai said, fast three days, slow words, only one week, like Tianshui spicy hot seasoning, Chuanhai Chenyang from the project to the sample, but a few days, and well received by users.
◎ Try the bottom of the new pot
In the past, Chuanhai Chenyang was based on depth and often dug deep into a certain category, but now, while digging deeper, it also takes into account the breadth, "because the user's model is increasing, we must provide them with more solutions." ”
The short customization cycle, convenient and fast operation, and the provision of cost-effective products are the values provided by Chuanhai Chenyang for the catering industry.
summary
On Wang Hai's Douyin account, many fans often send him private messages, send some local specialties, Wang Hai readily accepts, and then gives them some base materials and dipping sauces from Chuanhai Chenyang.
After eating, fans will give feedback on their feelings very seriously, and Wang Hai will also listen, record and improve very carefully.
Different fans, different gifts, different experiences, however, there is one thing in common - the first sentence of a fan's private message is usually:
"Mr. Hai, hello."