More than 3,000 stores were closed in half a year!Shaxian snacks that were once popular all over the

Mondo Gastronomy Updated on 2024-01-31

No matter which city you are in in China, when it comes to Chinese fast food brands, you can't do without the figure of "Shaxian Snack".

Why was Shaxian snacks, a delicacy nicknamed "Shaxian Hotel Chain" by netizens, so popular in the early years?

Shaxian snack shops are not limited by geography and are spread all over the country, so many people will also go to Shaxian snack bar to taste fragrant noodles when they are out of town.

* Fair familiar taste, giving people a sense of security, no need to worry about whether the wallet is rich or will encounter pitfalls. However, nowadays, more and more catering brands are rising, and although Shaxian snacks are famous, it seems that there are fewer and fewer Shaxian snack shops around, and the number of times people choose this food on a daily basis is also decreasing.

It is said that after the outbreak of the epidemic, there was news that Shaxian Snacks had closed 3,000 stores. Perhaps this is a sign that the once-popular national snack is on the decline, especially in this case.

Why is the number of diners of Shaxian snacks decreasing?What are its prospects?

How did Shaxian food quickly become popular?

The glory days of Shaxian snacks are impressive, when there were more than 100,000 stores across the country, and even KFC and McDonald's were in the dust. The total number of employed people is as high as more than 300,000, forming a huge team.

Shaxian snacks are famous for their signature dishes such as fragrant wontons, fragrant mixed noodles, steamed dumplings and stewed pots, and are known as the four King Kongs of Shaxian snacks.

Piaoxiang bibimbap is in the spotlight on social media and is known for its special peanut butter with chewy noodles. This delicious and inexpensive, five or six yuan a piece, was very popular at the time.

The variety of dishes in Shaxian snacks is very diverse, incorporating a variety of cooking techniques, including steaming, boiling, grilling, marinating and frying. It not only inherits the food culture of the Yellow River Basin in the Central Plains, but also shows the food culture characteristics of southern Fujian, and is even known as the "living fossil" of Chinese food culture.

The reason why Shaxian snacks can become national snacks is not only because of its diverse dishes, but also because of its "people-friendly" characteristics. The ubiquitous stores and affordable and cost-effective ** have attracted a large number of loyal fans, and Shaxian snacks were once all the rage because of their low **.

Five yuan can taste delicious, two yuan is enough to fill the stomach, in the past this slogan was used to describe Shaxian snacks, but with the improvement of consumption level, now two yuan is no longer enough to taste Shaxian snacks.

However, the Shaxian snack wonton ** for eight yuan a bowl is still very cheap compared to chain restaurants such as Laoxiang Chicken and Baijiawang.

Even as prices remain low, the number of customers for snacks in Shaxian County is still dwindling, and the industry, which once showed signs of prosperity in the past, is now looking lackluster.

Why do Shaxian snacks attract fewer and fewer customers?

The management system has not been perfected.

Due to the previous negligence in management, the threshold for joining in Shaxian County is unusually low, and it can even be said that you can open a store without notifying the head office, after all, the headquarters will not ask.

Shaxian snacks are characterized by small profits and quick turnover, and the production of Shaxian snacks does not require superb cooking skills, so many Shaxian snack bars are husband and wife stalls, without the need to hire additional employees, reducing operating costs.

Even in the early days, Shaxian snacks did not charge a franchise fee, and provided free training after joining, in order to ensure brand awareness, such preferential policies directly attracted a large number of people with entrepreneurial intentions to join the franchise.

This policy naturally has its pros and cons, although the reputation has spread and the number of franchise stores is increasing, but the level of operation of each store is uneven.

Whether the owner of this shop is good at cooking determines the taste of Shaxian snacks, and the problem still exists.

Shaxian snacks did not realize the importance of brand building in the early days, which buried a big hidden danger for them. There are even some shops that directly stole the trademark of Shaxian snacks to open restaurants.

Every year, the funds used to fight counterfeiting alone are considerable, although Shaxian snacks have set up a trade union, but its role is minimal, and even trademark registration is carried out after the fact, and it takes a long time to register trademarks.

Due to the lack of brand awareness in Shaxian Snacks at the beginning, and the franchise standards formulated were too low, it encountered many difficulties in brand operation, and it was not easy to manage it effectively.

Shaxian Snacks is currently in the long process of group integration, and the loose franchise system adopted at the beginning certainly has its advantages. It is precisely because of the many franchised businesses that Shaxian snacks have been able to flourish in various places.

Shaxian County still has a long way to go on the road of brand building and franchise business standardization.

Secondly, the business philosophy is lagging behind.

Nowadays, in the new era of consumption, taking various milk tea brands as an example, various marketing methods such as brand alliances, offline activities and live broadcast promotion are emerging in an endless stream. At the moment, brands are more likely to invest money in marketing rather than focusing on product development.

In this case, Shaxian snacks did not keep up with the pace of brand marketing in time, and it can even be said that they did not take any marketing means at all. Shaxian Snacks has always opened stores on street corners in obscurity and has relied on the support of regular customers, compared to the hometown chicken next door has begun to attract fans through the "funny" way on the Internet.

Today, consumers are no longer satisfied with simply eating enough, but are looking for high-quality food experiences. The so-called "good" not only refers to the quality of the food, but also includes the spiritual value. People crave delicious, fun, meaningful meals that, in short, the vibes that resonate with their friends.

Everyone is thinking about how to sell simple dishes at a higher level, but Shaxian snacks have been staying in place, their pricing has always been kept at a very low level, and the restaurant environment is just an ordinary night market stall atmosphere.

Friends who are familiar with Shaxian snacks may notice that the menu of Shaxian snacks has remained the same over the years. However, in stark contrast, today's bubble tea shops are very active, launching new products every month, which can be described as very different.

Of course, there are many people who enjoy these classic dishes, but it is inevitable that you will get tired of eating the same food all the time. Once you get tired of it, you will inevitably choose other restaurants, which has caused Shaxian snacks to lose many customers.

*Constantly** are Shaxian snacks, although its menu remains the same. This is the most important thing.

From a consumer's point of view, a sudden increase in the price of a dish may be difficult for them to accept. After all, many people aren't willing to pay more for the same quality of goods. In the past, you could eat for 10 yuan, but now you need 15 yuan or more, so why not choose another fast food with more flavors?

Start going uphill.

Shaxian snacks are no longer in their former glory, and for various reasons, its business situation is deteriorating day by day.

There are too few authentic shops, while counterfeit goods are rampant, and the quality of service in various branches is uneven. If you can't standardize it, I'm afraid that even the best cards will be played poorly.

Fortunately, Shaxian Snacks has established a very high brand awareness in the past, and as a national time-honored brand, it has a long historical and cultural heritage. Since its inception, it has been aimed at a wide range of consumer groups.

At some level, it is also a major feature of China's catering culture, and if it can be carefully managed, there will be a broad space for development.

In fact, there are many more types of local snacks in Shaxian than the brand "Shaxian Snacks", and in addition to the common snacks in stores, there are also many special snacks launched in the local area according to different solar terms.

For example, pork knuckle is a traditional delicacy in the beginning of winter, while ginkgo seeds are a special ingredient during the Spring Festival. Not only are these foods rich in culture, but they also taste delicious. The menu of Shaxian snacks can also be inspired by local traditional snacks and constantly updated.

In order to build a brand image, publicity is crucial. Recently, Shaxian Snacks and Fujian Cultural Tourism conducted a high-profile marketing campaign, and they produced a creative advertising film, which was very successful.

Leave a final word.

Shaxian Snacks should strengthen the integration of online and offline marketing channels in the future, not only focusing on store operations, but also making good use of e-commerce platforms. Perhaps consider using Douyin Live to promote product sales.

Brand franchise and store support policies need to be carefully considered, because brand building is very important. As times change, so do consumers, and if they just bind themselves, they will inevitably die out in the end.

It is hoped that this Shaxian snack, which was once missed by a generation, can reverse the status quo and continue its legend.

Is the store in Shaxian still open near your house?

Shaxian snacks

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