Streak just releases the sip with the newspaper in year, management satisfactory data before feed sip feed (sip of the following abbreviation feed) , in be exploded to give food safety issue last weekend. Say according to latest news, concerned branch instructs stop business of experience work store to rectify and reform.
20 years, enclothe 89 cities, the sip nowadays feed a what kind of enterprise be after all? Nearly two years upgrade attempt, to sip feed what to bring?
Wang Yanyan Yu Congcong is joined inside ◎ meal boss
Before paragraph time, sip feed published the newspaper in year.
This year first half of the year, sip feed gross income is 2.129 billion yuan of RMBs (the corresponding period was 1.576 billion yuan last year) , grow 35.1% compared to the same period (grew 24.8% compared to the same period first half of the year 2017) , the profit before duty is 289 million yuan, grow 16.9% compared to the same period. The sale that be the same as inn grows 7.3% , with last year of the corresponding period add fast keep balance.
Go 6 years, sip feed battalion closes to all maintain 10% above to be added compared to the same period fast, afterwards was added first half of the year last year fast pick up to be nodded high (grow 24.8% compared to the same period) , innovate again this year tall.
Sip feed the respect thinks dilate of main profit from is new inn. This year first half of the year, sip feed the group leaves 48 sip newly feed dining-room and dining-room of 7 . End by June 2018, sip feed have 780 sip feed dining-room, spread all over 86 cities of 14 province of Chinese and 3 municipalities directly under the Central Government. dining-room has 28.
Nearly two years, sip feed plan of year set up shop all is annual 100 new store (actually more) , shut door inn every year to be 25 about at the same time, keep annual 90 door inn of the left and right sides grow.
As a result of sip feed major income and restaurant gain gain all come from the group sip feed dining-room, sip looks in light of us feed the circumstance of dining-room.
This year first half of the year, sip feed the net income of dining-room is 1.907 billion yuan, compare the corresponding period grew 23.9% last year (net income was 1.539 billion yuan first half of the year last year) . The client's average per capita is consumed by 47.2 yuan of the corresponding period increased to last year 52.2 yuan of this year.
Can say, besides new store, sip feed outstanding achievement returns profit from to upgrade 2 transformed store, promoted a guest unit price.
From this newspaper in year, we can see trade of chaffy dish of this Chi Zha nearly 20 years " elder brother " have on the body a lot of before look up sex, its each pace innovates, brought new opportunity feature to this industry.
The opportunity is nodded 01
Active " by fast slow "
Let funnel greaten through upgrading
Here says a few setting simply.
1998, he Guangqi introduces from Taiwan " one person one boiler " quick chaffy dish, once roll out,be in Beijing fashionable whole town. Because guest of average per capita is monovalent lower, the pose that it sweeps deciduous leaf quickly with autumn wind is occupational market of masses chaffy dish. But 2016, sip feed ceremony of 18 years old of adults during, he Guangqi announces to be started formally " sip feed + the brand upgrades plan " -- overturn snack mode, turn do recreational experience to upgrade.
Because regard the congratulate of president as Guang Qizao with respect to nose, consumptive demand produced change already. People is low no longer to the demand of chaffy dish satiate, however the diversiform experience such as recreational, socialization. Sip feed regard snack as the brand, do not adjust certainly will to get as soon as possible great concussion.
Sip feed begin by fast slow, it is dominant element in order to lie fallow. Upgrade for instance VI, casing of black of Logo take out; Increase medicinal powder stage, move low meat (reduce 90cm from 120cm) , add self-help newly to flavor stage; Implementation of IT technology respect nods eat, automatic settle accounts automatically; Upgrade feed capable person, introduce tea drink. For whole, desalt " snack " brand, toward " light prandial " directional transition, attract have small-sized dine together the client of demand.
The sip before △ upgrades feed door inn
The sip after △ upgrades feed door inn
As we have learned, up to this year first half of the year, sip feed the storefront that satisfies 2 version already amounted to many 300, prospective 2~3 year, will still with annual the speed of Home 70~80 undertakes upgrading.
Will look from the data of the newspaper in year, upgraded to bring better anticipation really. But the personage inside course of study expresses a secret worry: "After upgrading, characteristic came out, guest sheet is tall, but passenger flow is little, rate reversing a stand fell, total profit adds not apparent also. Total profit adds not apparent also..
△ and photograph of the corresponding period was compared last year, average per capita from 47.2 increase to 52.2, multiply a rate from 3.1 fall for 2.8 (sip feed it is more stage, feed for one person more, two people are fed, reason statistic multiplies a rate)
This personage thinks, "Sip feed 2 " investment is larger, only store transforms charge to be 1.2 million yuan about, according to the estimation of dining-room level profit margin of 25% , need 9 months ~1 about year call in overhaul cost. Transform the word of 80 inn one year, throw even if 100 million. Prospective sip feed may enter a low speed to increase position.
But be close to sip feed personage of know the inside story joins gentleman to express internally however, at present sip feed the door inn area after upgrading increased, rate reversing a stand can fall really a bit. And a series of upgrading rear, also be the afternoon tea in the future and atmosphere of obligate of evening period of time and environment actually, that is to say, at present sip feed waiting for a series of products through afternoon tea of tripartite research and development, future increases further likely turn over effect of stage, level ground and profit margin.
"The time the president of an association or society that the client stays a few, he is likely many refreshments, guest unit price went up. " and, apparently see sip feed slowed, the management of tiring-room still is the mode of kind of snack actually, and requirement rate is rapidder.
Sip feed of storefront upgrade, also promoted the bargain of the brand capability in the respect such as optional location. Disclose according to in-house personage, land agent asks actively from renew the contract 1 year instead renews the contract 5 years.
Course of study mies wife person Ms. Liu thinks, sip feed upgrading is inevitable also be must, do not do upgrade, profit may lower, because consumer enclothes a face not to follow to go up, must make sure through upgrading funnel is enough big.
The opportunity is nodded 02
The wind direction that catchs up with consumptive demand transforms
Outstanding achievement just is met long
Sip feed be lifestyle of Peking Man of the earliest research actually, the hot article that is just as the transmit in circle of the closest friend " connect diligent, " kill " youth of 10 million Beijing " the consumptive current situation that place mirrors instead. "This person that got up more at 5 o'clock, this person that time is pushed to occupy, still be the crowd that price of major pursuit sex compares. Sip feed firm firm ground held this group of people. " feather analysis of the river side unripe advisory copartner says.
"A person can be fast satiate eat richly. " sip feed at first fixed position is very clear, scoop up those who wait for countrywide blossom everywhere with sea floor distinction of photograph of boiler of plain type conflagration, combine chaffy dish successfully together with snack, started oneself new field. Be compared plus extremely high gender price and multiply a rate, the system with powerful backside supports, accomplished sip jointly feed go 18 years advance triumphantly.
But after appearing on the market 2014, the demand of whole big environment and client is being changed. The mode not likely of snack can accord with the client's demand. The client may need 35 good friends to often get together, still need to enjoy the atmosphere that domestic photograph gets together even. Sip feed took a such change in time also.
Although a kind of sound thinks, sip feed upgrade the La Hai dominant position that storefront may lose it, enter competition from now on the market of the Red Sea of more miserable intense. This kind of analysis thinks, sip feed what locate originally is one person is fed, the guest is monovalent 40 multivariate markets, if guest unit price rises, this part guest group can assume hard, turn and go consuming string string, hemp is hot very hot. And 60~80 yuan the competition of chaffy dish market of guest unit price is very intense.
Actually, current sip feed in menu, also retaining the formula of opposite low, for the sake of attracting student customer group, because they are crowds of latent capacity consumption, once grow,rise, future can be consumed more costly dish is tasted. That is to say, sip feed upgrade, it is focusing is done on original core competition ability upgrade.
Also the personage inside course of study thinks, any commercial pattern that just came out, it is children of a problem likely model mode, need time will undertake the market breed, running for some time likely is cash ox mode.
The opportunity is nodded 03
Ambition is put in meal not merely
Feeding capable person is expand tremendously
First half of the year, sip feed outside send photograph of overall business income to compare promotion of the corresponding period is close last year 120% , enclothe a city by 4 of the corresponding period are added last year exceed 55 cities to line of just a little.
Outer serve professional work, sip feed ambition is in not merely meal itself, still doing feed capable person this expand tremendously.
Sip feed rolled out 2016 " sip feed small delicacy " , outside including chaffy dish not only, send, still deserve to send unripe delicacy to feed capable person. 2017, sip feed return innovation sex ground to roll out odd boiler to boil make, small portion deserves to send " the sip sip that boil is very hot " (similar hemp is hot the very hot, form that risks dish) , also obtained add higher fast. Photograph comparing sells outside doing onefold chaffy dish only with brand of other chaffy dish, sip feed outside selling business line to be able to say is very rich.
Enter 2018, sip feed invested many market activity, use at promotion afore-mentioned outside those who send a product is famous degree. Special be in the Shanghai with brand weaker force, promotion strength is greater.
A series of movements that send force also fed back battalion to close. 2016, income sells 4.3 million yuan outside; 2017, growth reachs 12.7 million yuan; 2018 first half of the year, achieved 8.2 million.
Nevertheless, overall and character, sip feed outside sell the battalion first half of the year closes this year, 0.39% what occupy total battalion to close only, still be in exploration period (respect of product, content shedding, optional location has not mature) , but the space that this did not develop together is larger.
Unripe delicacy deserves to although already developed more than 10 years,send in China, but the market that anticipates dimensions is as high as one billion two hundred and fifteen million seven hundred and fifty-two thousand one hundred and ninety-two was opened constrainedly only 3% . Among them a very big reason is -- the scale that demand carries did not rise tardy. Because go, the authority buying food in the home masters in hand of generation of mom, grandma mostly, they more apt goes buying unripe delicacy below the line, and the target group of business of cable giving birth to delicacy is more be familiar Internet 80, 90 hind.
Nowadays, it is OK that the form that sells outside meal brand have the aid of deserves to send as it happens giving birth to delicacy this part consumes hit the point group, realize retail increment.
"What sending anyway is to send, why since the client has demand,be satisfied. " according to be close to sip feed personage of know the inside story says, because of sip feed itself has vegetable base, whole advanced position supplies catenary to compare mature stability, have the advantage that becomes unripe delicacy to deserve to send. So, sip feed do this business of purpose, second half of the year perhaps can be popularized mainly next year this year. It is reported, sip feed still plan even send outside condiment pull sheet to do.
"Sending outside small chaffy dish also is a trend. " be in an unripe advisory copartner Bian Jiang looks, sip feed fixed position sends outside chaffy dish at 1 feed to 2 people, guest unit price is less than 100 yuan, the mainstream sells to consume the demand of unit price of group of pair of convenient, sanitation, small customer outside agreeing with chaffy dish.
At present outstanding achievement behaves the sip of the brightest look to boil sip to iron, outside making up for traditional chaffy dish, send deserve to send cost tall, operate complex pain spot, also catered to office worker lunch to want to have the demand of chaffy dish.
The opportunity is nodded 04
Battalion of only store closes is sip feed 5~8 times
"Drink of tea of chaffy dish ＋ " mode is caused follow suit
Sip feed although go 18 years invincible, but it is occupational only market of masses chaffy dish (in low end the market) , and He Guangqi hopes to be able to cover more extensive consumption multitude. In June 2016, sip feed the of deputy card of the high end in rolling out fixed position, build party setting, guest unit price is controlled in 130 yuan, jumped over 80~120 directly yuan the chaffy dish market with this one very intense competition, scoop up with sea floor on the price of on the high side develop competition directly.
The newspaper in year shows, battalion closes first half of the year this year achieve 190 million yuan, compare last year the corresponding period 32.8 million yuan, increase 497.3% . Net profit 22.8 million yuan, and the corresponding period was deficit last year 10.3 million yuan.
The addition that battalion receives, main as a result of dilate new store, open 7 newly first half of the year. shares 36 dining room at present.
Ginseng gentleman is in inside the friend of Zhang Zhenwei of CEO sees in the circle, on August 10, is in Shanghai the new store of life light (the 36th inn of countrywide) , the first day of turnover obtains start business 55894 yuan.
Introduce according to personage of know the inside story, the aspect controls in battalion, the only store battalion of autumn closes to be 2000-2500 about 10 thousand / year, it is sip about feed the 5~8 of door inn times, if finish 120 set up shop, be equivalent to give somebody a new lease on life current sip feed system capacity. The level ground effect of is taller, can achieve 5-6 10 thousand, it is sip about feed 2-3 times, can provide level of higher net interest rate.
Compare with photograph of brand of other chaffy dish, the characteristic with the biggest is " drink of tea of chaffy dish ＋ " innovation mode. Zhang Zhenwei ever joined gentleman to divulge upcountry, tea drink contributed inn of door the turnover of about 20% . Future, chaffy dish also will come out tea drink independently, roll out new tea water brand " tea rice tea " .
Mode is novel add jacket to build a style distinctive, once came out to cause brand of other chaffy dish to follow suit. This year, appeared even the phenomenon that collective of chaffy dish inn sells tea drink: The tea water brand that small Long Kan rolls out him " Long Xiaocha " , the chaffy dish that cross a woman was rolled out " the tea that crosses a woman " , small chaffy dish of brightness elder brother, area of tea drink sale opens inside inn... (the detail sees inside the report before joining Jun Zao: Collective of chaffy dish inn makes tea drink, becoming restaurant profit to grow new engine)
Now, is valued by commercial real estate, the commanding elevation that business of intended also and occupational maturity encircles the group, next fast set up shop (7, two 8 months opened 8) . So, the outstanding achievement of prospective but period.
｜ of ｜ relevant news
No matter be sip feed upgrade 2 storefront, still roll out chaffy dish, or sells outside hair force... we can see, of industry of this chaffy dish " elder brother " , want to quicken the determination that runs ahead.
Very apparent, this road is not a level road.
Be in what just go on the weekend, sip feed be exploded to go out " mice door " incident, pregnant woman says to eat in chaffy dish gave mouse. Sip feed late night make a response, say preliminary because dish tastes operation giving food,eliminate non-standard or what dining-room environment pollution causes mice to enter is likely.
Concerned branch releases a bulletin to say subsequently, instruct stop business of experience work store to rectify and reform, be suspected of managing to its mix the behavior put on record that has eyewinker food to punish.
From the point of public opinion trend, to sip feed for, this is not small brand accredit crisis.
