In recent years, catering brands have paid more and more attention to the shaping of brand image and the acquisition of catering traffic. As a national restaurant chain brand, Wusheng Sheep Soup has also begun to take the initiative to meet new challenges and opportunities with a new brand image and strategic positioning.
As a 15-year-old popular catering brand, Wusheng Sheep Soup has been focusing on the core category of Mutton Soup since its establishment in 2009. With a bowl of thick soup and sufficient high-quality mutton soup, Wusheng mutton soup has moved from a regional brand to a national chain, and has opened hundreds of stores in Beijing, Hebei, Shandong, Tianjin, Henan, Inner Mongolia and other places.
The continuous outbreak of brand, product and operation power has made Wusheng Sheep Soup "Top 100 Chinese Fast Food Enterprises" for 7 consecutive years. At the same time, relying on a bowl of mutton soup made with pith and bones, Wusheng Sheep Soup was reported by CCTV-10 "The Taste of China's Sequel Hometown on the Tip of the Tongue", fully blooming the brand's ingenuity charm. There are many honors, but Wusheng Sheep Soup has never stopped. Done in a chain store. After the iteration of 0, Wusheng Sheep Soup will upgrade the brand strategy in 2023, renovating the brand from categories, stores to concepts and models, and accelerating the layout of the catering track.
New product upgrade: refresh the taste bud experience.
As we all know, whoever wins the young wins the world!When mainstream consumers migrate, consumption Xi, market environment and industry competition pattern are changing, what brands should do is to always follow the "contemporary young people" and always maintain the rhythm of youth.
In 2023, Wusheng Sheep Soup will continue to perceive changes in consumer demand through the strategic means of "category expansion", and will continue to provide young people with more product choices and brand freshness through "creating new products".
Slow boil fresh mutton soup, spicy noodles fragrant!In this brand upgrade, Wusheng Sheep Soup is committed to using the belief of loyalty, righteousness, benevolence and bravery, the idea of food and nourishment, and the kung fu of slow boiling, taking the essence of Northwest oil and spicy seeds, stimulating the authentic taste of Sheep Soup and Northwest noodles and Northwest Malatang, and spreading the fireworks of Northwest to thousands of families!
The comprehensive expansion of the product matrix and the brand positioning that keeps pace with the times are helping Wusheng Sheep Soup to move towards a broader market and achieve rapid growth in performance.
*Chain upgrade: reshape the franchise business.
The standardization chain is the underlying logic of the efficiency change of the catering industry. If you want to maintain the stability of product taste, convenient store management, and a high degree of replication, you need to build a perfect first-chain system. In 2023, the Wusheng Sheep Soup ** chain will usher in a new upgrade, which will effectively enhance the core competitiveness of the brand.
Wusheng Sheep Soup has built its own ** factory, from the selection of materials to the whole process of marinated products, Wusheng Sheep Soup has a unified standard, and it is distributed to each store 1:1 through the ** kitchen. Unified distribution, unified process, unified taste, to unified management, convenient for the rapid replication of Wusheng sheep soup, such a clear standardized process also creates conditions for open joining. At the same time, Wusheng Sheep Soup deeply cooperates with Haidilao's Shuhai ** chain system, covering the scope of ingredients to cities across the country. With this blessing, Wusheng Sheep Soup has been opened to join in just two years, and it has been launched in Beijing, Hebei, Shandong, Tianjin, Henan, Inner Mongolia and other parts of the country, and the "Thousand Stores" plan is gaining momentum.
New retail upgrade: creating a second growth curve.
With the upgrading of consumption and the update and iteration of technology, catering + retail has more imagination, and once catering is opened up to retail, it will open up a new market in another FMCG industry. This year, the brand strategy upgrade of Wusheng Sheep Soup includes the new retail sector. After the establishment of the retail department, Wusheng Sheep Soup gradually opened up online and offline omni-channels, established a retail product layout such as mutton, mutton by-products and brand fast-moving consumer goods, and continued to strive to explore the blue ocean market for omni-channel sales of catering brands.
Brand building is not an overnight effort, and the road to long-lasting brand building is a long way to go. The brand of Wusheng Sheep Soup continues to be renewed and upgraded, and the classic Sheep Soup and Northwest fireworks are spread to thousands of families with a new look!