Since Lu Zhengyao, the founder of Luckin, is ready to replicate the previous practice of Shenzhou Chauffeur and Luckin Coffee, and show his skills in the noodle business, Jihai has paid special attention to the catering pasta track.
Before waiting for the radiance of "Fun Noodles", the "Five Masters Mixed Noodles" flat thunder - this year, it received the largest A round of financing in china's catering industry, 300 million yuan. This round of financing is led by CDH VGC and followed by B Capital, founded by Wang Cen, an investor in the angel round of Wuye Noodles.
Soon, Hillhouse Venture Capital's A+ round of investment followed, which was also Hillhouse Ventures' first investment in catering brands. Founded less than 3 years ago, Wuye Mixed Noodles ushered in a highlight moment.
▲ Store data of Wuye noodles Jihai brand monitoring (http://stores.geohey.com)
According to the data monitored by the Jihai brand, as of October 18, Wuye noodles have opened 890 stores in 123 cities in 23 provinces (including municipalities directly under the central government) across the country.
▲ Wuye noodles store expansion trend Jihai brand monitoring (http://stores.geohey.com)
Although Jihai monitors wuye noodle mixing time is not long, the data of the past two weeks shows that it is expanding at a rate of 8 new stores per week, and it is expected to complete the goal of 1,000 stores by the end of the year. The expectation of Wuye Noodles is that around 2024, the number of stores will exceed 7,000, and the number of stores of Chinese noodles has been maintained.
In order to achieve such expectations, chaining, branding, and standardization are beyond reproach. So where is the competitive advantage of Wuye noodles? Jihai starts from the location of the store to see why it will gain the favor of capital.
<h1 class="pgc-h-arrow-right" data-track="19" >· Market Strategy Sword Goes Sideways</h1>
This year, the Chinese noodle chain brand concentrated outbreak, And Fulao noodle financing E round, the scale of more than 800 million yuan, planned to expand to 450 stores by the end of the year; met the small noodle strategic financing of more than 100 million yuan, is expected to reach 200 stores by the end of the year, Ma Jiyong, Chen Xianggui, Zhang Lala is still wandering in the hundred stores.
Wuye noodles are in the limelight at this time, which can be said to be the leader of the subdivision track. Wanting to grab the advantage is one of the important factors favored by capital.
Unlike other restaurant chain giants, Wuye Noodles did not start from the first line or areas with developed consumption power, and its base camp was in the northeast.
▲ Distribution of Wuye Noodles Stores Jihai Brand Monitoring (http://stores.geohey.com)
Among them, there are 181 stores in Liaoning Province, 180 in Jilin Province, 173 in Heilongjiang Province, and the number of stores in the three eastern provinces accounts for 60% of the total stores of Wuye Noodles. In these three provinces, there is no figure of Hefu Laomian, Meet Xiaomian, Ma Jiyong, Zhang Lala and Chen Xianggui.
Such a market strategy is remarkable. It should be known that the staple food on the northern dinner table is generally pasta. Therefore, in the northeast, Wuye mixed noodles are differentiated, product highlights are in "mixing", and out of the northeast, Wuye mixed noodles are professional, and more than 500 chain stores can be opened in the noodle region, which shows that the production is solid, but it occupies the first impression of consumers. Keyly, the three eastern provinces also controlled the cost of opening a store in the early stage.
▲ Wuye mixed noodles city stores ranked Jihai brand monitoring (http://stores.geohey.com)
However, unlike the hometown chicken, Wuye Noodles does not intend to fight in the northeast. The cities with the largest number of stores in the northeast are Changchun, Shenyang and Harbin, and the number of stores in these three cities accounts for more than half of the number of stores in the three eastern provinces, even if the supply chain in the region is mature (the central factory is located in Harbin), Wuye Noodles is willing to invest heavily and advance rapidly to the south.
Out of the northeast, the city where Wuye Noodles aims to expand stores is not centered on the provincial capital, for example, the city with the most stores in Zhejiang is not Hangzhou, but Ningbo; the city with the most stores in Inner Mongolia is not Hohhot, but Chifeng; in Jiangsu, Nanjing has as many stores as Suzhou... Urban consumption power is at the heart of its concerns.
It is difficult to believe that such a brand with a planned layout is of a franchise nature.
It is reported that the joining of Wuye noodles is carried out in the quasi-direct store management mode, such as opening a standard store in the target city first, and then referring to the franchise store. Although the current Wuye noodles do not disclose the proportion of directly operated stores and franchise stores, the information it releases to the outside world is not charged a franchise fee, but the threshold for joining is very high.
For example, the unified POS cash register system, background management system, supply chain system, ordering system, takeaway system, etc., all franchised store funds are summarized to the custodian bank of the headquarters bank, 20 days settlement, etc., perhaps because Sun Lei, the founder of Wuye Noodles, was once an executive of a listed company responsible for information big data and marketing, so he has his own set of ways to play the chaining and standardization of the brand.
We did find from the franchise matters on its official website that the evaluation and review of the store address has a higher weight and places the third place. Then you may wish to take the location of stores in Changchun, Shenyang and Harbin as a sample to roughly feel the site selection level of Wuye noodles.
<h1 class="pgc-h-arrow-right" data-track="76" >· Although it has not joined, it has a red line for site selection</h1>
▲ Wuye mixed noodles store functional area distribution Jihai brand monitoring (http://stores.geohey.com)
In Changchun, Shenyang and Harbin, the site selection of Wuye noodles is mainly residential and residential, leaving the northeast, the location weight of shopping places and business districts has increased, which is not only because of the gap caused by the number of stores, but in fact, the difference between regional consumption centers.
▲ Wuye mixed noodles in Changchun store distribution Jihai brand monitoring (http://stores.geohey.com)
▲ Wuye mixed noodles in Shenyang store distribution Jihai brand monitoring (http://stores.geohey.com)
▲ Wuye mixed noodles in Harbin store distribution Jihai brand monitoring (http://stores.geohey.com)
And the changchun, Shenyang and Harbin stores on the picture, we will obviously find that its stores are not like tea color, ink mo dim sum has a clear gathering center, from this point also shows that Wuye noodles do not plan to take the Internet red brand route.
▲ Wuye mixed noodles new first-tier and second-tier city encryption stores accounted for Jihai brand monitoring (http://stores.geohey.com)
According to the latest edition of cbn's city rankings, Shenyang is designated as a new first-tier city, and Changchun and Harbin are designated as second-tier cities. The number of wuye noodles in new first-tier cities reached 161, Shenyang accounted for 55%, the number of second-tier cities reached 271, Harbin and Changchun accounted for 66%, we will refer to its new first-tier and second-tier cities encryption proportion to feel the density of stores in these three cities.
The position where the curve tends to intersect is between 300 meters and 400 meters (1.86 in new first-tier cities, 2.21 in second-tier cities), if you do not consider the small number of stores and the coincidence of the situation, you can vaguely feel the site selection mechanism of "store spacing 400 meters red line" of Wuye mixed noodles, of course, this judgment is not rigorous, but it is enough to arouse our in-depth interest.
It seems that what the new darling of this catering track said is not false, whether from the market strategy or the location of the store, it has something to consider, coupled with the accurate choice of the track, capital support, scale rush, the future of wuye mixed noodles is still worth looking forward to.
The link of doing restaurant chains is very long, today we bypass factors such as products, unit prices, supply chains, operations, etc., only from the location of the store where wuye noodles are mixed, after all, there are too many brands that will be marketed, and there are very few brands that can be big when opening stores. In the future, Jihai will continue to pay attention to its growth.