In the list of famous snacks in the country in those years, there is definitely a place for Shaxian snacks. "Two yuan is good to eat, five yuan is full".It was once popular all over the motherland. Unfortunately, the current Shaxian snack business is bleak, and 3,000 stores have been closed in half a year. It turns out that Shaxian snacks are so popular, why are so few people willing to eat them?Today we will talk about Shaxian snacks.
Looking back on those years, every time I wanted to eat, I casually glanced at it in the crowd, and Shaxian snacks would always appear in sight. Do you want to eat Shaxian?Cheap and affordable Shaxian snacks, which were once the best Western-style fast food that is not very close to the people, have become a popular choice for many people to dine out.
How popular are Shaxian snacks?
There are nearly 100,000 stores nationwide, and 300,000 people are employed, which is 10 times that of KFC, a Western-style fast food leader, and 100 times that of Chinese fast food dark horse hometown chicken!A proper national snack.
Why is Shaxian so hot?It's easy to find, it's fast and close to the people!
Shaxian snacks are very magical, I feel that no matter where you go, you can find one anytime and anywhere, such as near the train station, next to the school, opposite the entertainment square, pedestrian street, and food city. Many people don't want to wait too long when eating out, and Shaxian snacks can be served in front of customers in a few minutes or ten minutes, which is exactly what they want.
The most important thing is that it is very affordable, 5 yuan of flat meat plus 10 yuan of clear soup noodles, 15 yuan of ** rice, 14 yuan of stewed soup flour, in short, you can eat for 15 yuan.
The experience should be most profound when riding the train. There is still an hour to depart, hungry and want to find a store to eat, and worried that the food is too slow to eat, and it is not good to eat in a hurry, at this time, Shaxian snacks have become the best choice. It's fast and affordable, and it's definitely the most comfortable dining experience on the trip.
However, in recent years, the popularity of Shaxian snacks is not as high as before, and business is not as good as before. The outbreak of the epidemic has made matters worse, and 3,000 stores have been closed in half a year!This trend is a bit unacceptable, after all, he used to be a hot mess, and for more than ten years, he can't say no
So, now, why are so few people willing to eat it?There are three main reasons: backward business philosophy, single dishes, and chaotic management.
First of all, let's talk about the backwardness of the business philosophy.
The biggest feature of Shaxian snack bar is that it is a husband-and-wife shop and a family shop, the store is not large, and the business idea is to make small profits but quick turnover, and the main thing is cheap and affordable. From the initial "two yuan to eat, five yuan to eat well", to the later fifteen yuan to eat well, the business idea of Shaxian snacks has not changed much.
This business philosophy does not have the concept of improving taste and improving service at all. This kind of thinking is outdated, because the idea of customers eating out has changed, the pursuit of eating well is a thing of the past, and the focus on eating well is the mainstream trend. If you can eat delicious food for a few or a dozen yuan more, many people are willing to pay more.
Now, peers in the snack industry are thinking about how to improve their operations, but the mom-and-pop shop of Shaxian Snack has been stuck in place, and over time, the competitive advantage will naturally be lost.
What about the single dish?
The snack menus in Shaxian County across the country have basically not changed, and the store owners do not have a sense of innovation, and more importantly, they do not have the ability to innovate. Most of the owners are not professionally trained and simply do not have the ability to make new dishes.
There is still a difference between eating out and eating at home, eating outside, either eating taste or freshness. Good taste has repeat customers, and there are new products that attract new customers. If you don't have either, it will be difficult to develop in the long run.
This is the embarrassment of Shaxian snack bar, he does not have the signature dishes of the town store, and there are no new products on the menu, even if it is cheap and convenient, but when he eats the same dish again, customers are also tired. What's more, customers have a lot of other fast food restaurants to choose from, and just changing the taste can make Shaxian snacks lose a lot of old customers.
In addition, the price has more than doubled in more than ten years, although this is the general trend of the market, but customers do not think so. The dishes have not changed, the taste has not changed, even if the amount of dishes has increased a little, no matter how you look at it, it is a bit of a suspicion of changing the price increase, and customers will still have opinions. Shaxian snacks became popular by relying on the "people-friendly image" back then, and the price increase always made his advantage disappear.
So how to understand management chaos?
Shaxian snack has low investment cost and low operating threshold, but it is not a franchise, and each store is operated independently, so there are at least 2 management problems here.
First, the quality of the product is uneven.
The threshold for joining is low, and the store is operated independently, you do yours, I do mine, there is no decent standard at all. There are nearly 100,000 Shaxian snack stores in the country, and no one can say how many flavors there are. This is a question, which one can represent Shaxian snacks?
If catering wants to be branded, it must have a unique taste. In the past few decades, Shaxian snacks have successfully come out of the circle with "their own taste", which is a miracle and an opportunity of the times, but this business model of "no unique self" may become more and more difficult in the future.
Second, the quality of service is uneven.
Most of the snack bars in Shaxian County have simple facilities, such as refrigerators, disinfection cabinets, conventional kitchen utensils, conventional tables and chairs, tableware, etc. The restaurant basically does not recruit cooks and waiters, either husband and wife work, or their own family members work together. This kind of store doesn't have any sense of service at all.
There are two biggest problems, one is that the quality of ingredients cannot be guaranteed, and the other is that the quality of the store, especially the kitchen environment, cannot be guaranteed. There is no doubt that these two issues are important.
Ingredients are a key factor in the life of a restaurant. The quality of ingredients not only directly affects the taste of the dish, but also relates to food safety. Bad taste affects business, and if the safety is not in place, there is a risk of closing the door at any time.
Shaxian snacks are a husband-and-wife shop model, there is no unified standard for the selection of ingredients, and there is no quality control, the taste is varied, and the quality is also different. In the past few years, some stores have been exposed to the use of gutter oil, which is a safety hazard.
This kind of small workshop-style operation, there is no unified requirement for the sanitary environment of the store, and the back kitchen of some stores is not regularly cleaned and disinfected, and the tableware is not sterilized, which are common problems.
In short, the business philosophy is not good, the product is not distinctive, the sense of service is not strong, and the snacks in Shaxian County, which have been in the limelight for decades, have begun to decline.
So, is there no way for him to reverse the decline?Yes. There are two main tricks: tracing back to the source and keeping pace with the times.
Let's start with the roots.
Tracing back to the origin is to return to the place of origin and find the most authentic taste.
His source is **?Shaxian County, Fujian. The local Shaxian snacks have a history of more than 1,000 years. At that time, the Hakka people who moved here brought the Central Plains noodle customs and the local rice grain customs to form such a unique food.
What are the characteristics of Shaxian snacks?
First, in terms of production, it retains various traditional crafts of Chinese food, such as steaming, boiling, frying, roasting, and pickling.
Second, in terms of taste, there are both fresh and sweet, like flat meat, siu mai, salty, heavy, spicy and sour, like rice jelly and happy cake.
Third, in terms of eating methods, in addition to the general snacks sold in the store, there are actually two kinds. One is seasonal snacks, such as eating rice cakes and ginkgo seeds during the Spring Festival, eating taro buns during the Lantern Festival, eating spring rolls at the beginning of spring, and eating pig's feet and glutinous rice cakes at the beginning of winter. One is a regional snack, such as Xia Mao's sugar siu mai, taro buns, and fried rice balls, Nanyang's egg horns and egg vegetarian, Nanxia's dried loach powder, and Zhenghu's duck.
Therefore, don't underestimate Shaxian snacks, he has a long history and cultural heritage, and is known as a living fossil of Chinese food culture!Authentic Shaxian snacks not only have appearance, but also connotation. Can this not be competitive?No, I can't.
So what does it mean to keep up with the times?
The first is brand promotion.
I just said that authentic Shaxian snacks have beauty and connotation, what is missing?Publicize. Therefore, in addition to traditional ground promotion, you can also use e-commerce channels to work together online and offline to improve brand awareness.
The second is to change the business model of franchise stores.
In this regard, the pure Baiwei brand of Shaxian snacks is worth learning. His store business model has three main characteristics: partner joining, vertical management, and support mechanism.
First of all, let's talk about why we are engaged in partner joining.
When a partner joins, he joins as a shareholder, and he can get dividends according to the proportion of investment. In this case, the store manager is also a partner, so what are the benefits?The franchise store is linked to the interests of the head office, and the manager of the franchise store is linked to the interests of the head office owner, so that the franchise store can not only obey the decision-making of the head office, but also maintain motivation.
So what do you mean by vertical management?
Vertical management is the unified management of the head office, such as product research and development, product chain, promotion and salary design, which are all responsible for the head office.
The manager of the franchise store must first go to the head office to receive strict professional training, including business and management, and then go through the assessment and pass before he can become a franchise store.
What are the benefits of such management?It can not only allow franchisees to minimize costs, but also ensure that the head office has key resources and continue to increase R&D and operation investment. Isn't this a good fit for the original mom-and-pop shop owner?
What does the support mechanism mean?
If the performance of the franchise store has been poor, the head office will send a support team to the franchise store to provide guidance, which is a big performance. They help franchisees improve their performance and pay half of the new revenue. This not only helps the backward franchise stores, but also makes the performance bulls make a fortune, killing two birds with one stone.
Thanks to this management model, Subway now has 500 stores. Doesn't sound like much, does it?Because he has a high threshold for joining, stricter management, and more attention to quality, he would rather lack than abuse.
Therefore, Shaxian snacks have market potential, and the key depends on how to operate. No matter how you do it, one thing is necessary, and that is to keep up with the pace of the times. After all, the times have changed, and people's consumption concepts will also change