June is not only the season of long legs and thin waist, but also the season of crayfish.
Recently, a restaurant called Qu, launched a beautiful shrimp peeling service to improve the user experience, but caused controversy, netizens flirted, this is not to accompany the food and chat service!
In fact, in the end, it is the crayfish that cause trouble! The crayfish probably wanted to strangle the editor, "What's wrong with me?" ”
The fault is that you, too good-looking, too delicious, too hot, too spoiled!
In 2015, the national sales of crayfish exceeded 100 billion yuan;
In 2016, crayfish sold 10 million catties, and the number of stores was 3 times that of KFC's Stores in China;
In 2017, the consumption scale of crayfish reached more than 137 billion yuan,
It is estimated that in 2018, the output value income of crayfish will reach 200 billion yuan.
But in the whole industry, crayfish still belongs to the division of princes and regional hegemony, and there has not yet been a big brand like Haidilao.
Who will be the "seabed fishing" of the crayfish industry? It is difficult to determine the final conclusion, but with a crayfish to pry the capital market of 120 million, it is only him - Song Ge oil stewed prawns!
The labels on his head are also: "Shenzhen with goods king", "brush shrimp day group", "takeaway daily orders exceeded 6,000 orders", "monthly income of 30 million yuan", "emerging brand TOP13"
In 2015, when the red sea of crayfish was in the red sea, he was among them and killed a piece of his own world, what kind of legendary story is behind it?
1
From Huawei engineers to Song Ge
From a net loss of 2 million to a financing of 120 million
I don't know how many song brothers will be born in the foodie world
Song Ge, name Xu Song, Hubei people, many people's first impression of him is that he has a bit of a resemblance to "Rulai Buddha", with a kind face, round and fat.
When others asked him, "Why did you give up Huawei's generous and decent engineers and choose to do catering?" He would laugh and say, "It might have something to do with the fact that I like to eat, you see I'm so fat."
Such a big span, a big jump, can't become No.1 without wrestling
As a Hubei person, there is a special plot for fish and shrimp, so the starting point of the business is: directly take over a grilled fish shop, in 4 years, Song Ge successfully made this originally hot grilled fish shop into the most deserted store in the store, with a net loss of more than 2 million.
This gave him a deep thinking about the catering industry, and he summarized two points: 1. Miscellaneous, the treasures of the town store are lost, and 2. Missed opportunities.
15 years, crayfish is in the wind outlet, he decisively gave up grilled fish, turned to crayfish. However, this time he came prepared, researched, visited the market, did enough homework, and finally decided to introduce his hometown vegetable oil stewed prawns into the market, and focused on creating a blockbuster product, only making one dish.
In fact, it proved that his decision was right, occupying the major supper markets in Shenzhen in just 3 years, and last year, he obtained 120 million series A financing.
2
Packaging, products can be imitated
But can you also imitate the supply chain?
The supply chain, like the heart of the catering system, determines the commanding heights of the brand.
Crayfish dishes are simple, the taste is only a few, but the gross profit margin can reach 90% to 100%, such a big temptation, will inevitably provoke countless followers in the market, and have a strong heart, their own blood, do a good job in the supply chain system, so as to grab the commanding heights of the brand.
Songge only makes one dish in fact, there is another main reason, is to optimize the supply chain, a single dish in the peak season to buy a few tons, when the downstream supply chain in the face of such a large order, more conducive to the establishment of a stable cooperative relationship.
After Songge got the financing, the first thing was to establish its own supply chain system, and in 17 years, an experimental base with an area of 8,000 mu was built in Xiaogan City, Hubei Province, as a product supply chain.
The biggest risk in the crayfish market is the supply chain, and when you have this resource, you are not afraid of those who follow the trend.
3
Form a "Brush Shrimp Day Group"
Food safety, the strongest line of defense
In the catering industry, food safety is not done well, and performance will be as stimulating as riding a roller coaster, from peak to peak.
And crayfish, which jumps from the street night market into the high-end foodie circle, is super sensitive to hygiene quality. Song Ge understands this very well.
In order to ensure the quality, Song Ge set up a strict brush shrimp group composed of big mothers, from selection to washing, requiring 100% live shrimp, if a dead shrimp is found, big mother will be fined 50 yuan, and the second time it will be directly fired.
For the safety and health of shrimp, he is 0 tolerance, but also does not hesitate to spend a lot of money, in addition to spending more than 300,000 yuan on the mother every month, but also spent a huge amount of money to build a 2,000 square meters of central kitchen for the pre-treatment of crayfish.
Attaching importance to food safety will be the most solid backing on songge's dream road. I believe that such a belief will definitely be closer and closer to the dream of "becoming the leading brand of crayfish".
4
Goddess Day, spoil women
Layout of three-dimensional marketing system
The reason why Song Ge has today is inseparable from women
Every April, Songge will launch the "Goddess Festival", and even launch an activity to only receive women, so that Songren (fans) feel that they are spoiled and do not want, of course, more and more sticky Songge.
In order to meet the pink girl's dream in every woman's heart, Songge specially customized a pink theme store, and every festival, Songge will always pluck and hook up with Songren, taking advantage of marketing and interactive marketing to play 666.
Song Ge said: "Women have become the most important force driving the crayfish economy. Even a lot of men go to crayfish shops, not because they like crayfish, but because the woman who likes to eat crayfish. ”
Song Ge not only understands women, but also understands young people, just like the slogan on the wall of each store" "Be yourself, always young, always hot and hot". Takeaway business accounts for 45% of the total revenue, in order to improve the takeaway user experience, the establishment of takeaway experience stores, the establishment of a three-dimensional marketing pattern, from offline to online, all reflect its big pattern, big vision.
epilogue
Crayfish have tenacious vitality, from being abandoned to collecting thousands of pets in one, Songge started from Shenzhen, and hopes to become a national Songge like a crayfish!