Why were Shaxian snacks, which have always been jokingly called "Shaxian Chain Hotel" by netizens, so popular in the early years?
In fact, because there are no geographical restrictions on Shaxian stores, there are Shaxian snack stores all over the country, and many people will go to Shaxian snacks to have a bowl of fragrant noodles when they go to other places.
The familiar taste and the fairness of **, seeing it is full of security, and I will not worry about whether the wallet is rich or stepping on the pit.
But now, more and more catering brands are rising, although the name of Shaxian snacks is loud, it seems that there are fewer and fewer Shaxian snack stores around us, and the number of times we choose Shaxian snacks for daily meals is also getting less and less.
Especially after the outbreak of the epidemic, it is said that Shaxian Snacks closed 3,000 stores. Perhaps this is a harbinger of the decline of the once-popular national snack.
Why are fewer and fewer people eating Shaxian snacks?Where should Shaxian snacks go?
At that time, there were more than 100,000 stores in Shaxian County, and even KFC and McDonald's could not compare with the number of stores in Shaxian Snack, and the total number of employees was more than 300,000, which was a very large team.
Several specialties of Shaxian snacks are also familiar to everyone, such as fragrant wontons, fragrant mixed noodles, steamed dumplings, and stewed pots, which are particularly famous and are known as the four King Kongs of Shaxian snacks.
Among them, Piaoxiang noodles are very popular on social **, and the special peanut butter with gluten noodles is only sold for five or six yuan a piece. Cheap and delicious, it was very popular at the time.
The dishes of Shaxian snacks are actually very rich, steaming, boiling, baking, pickling, frying various cooking techniques can be presented in the dishes of Shaxian snacks, which not only have the food culture of the Yellow River Basin of the Central Plains but also the food culture characteristics of southern Fujian, and even once called the "living fossil" of Chinese food culture.
However, Shaxian can become a national snack, not only because of the variety of dishes, "close to the people" is also a major feature of Shaxian snacks, you can see stores everywhere, affordable and cost-effective, Shaxian snacks because of the low ** once attracted a large number of loyal fans.
"Two yuan is enough, five yuan is good".This sentence used to be the slogan to describe Shaxian snacks, but now the consumption level has improved a lot, and Shaxian snacks are no longer affordable for two yuan.
However, compared with similar chain restaurants such as Laoxiang Chicken and Baijiawang, the ** of Shaxian snacks for eight yuan a bowl of wontons is still cheap.
But even if the price is kept low, there are still fewer and fewer customers of Shaxian snacks now, and the past Shaxian snacks are showing a trend of savage growth, and the current Shaxian snacks are showing a lifeless state.
First: the franchise management system is not perfect
Due to the negligence of the previous management, the threshold for joining Shaxian County is particularly low, and it can even be said that it can be opened without greeting the head office, and the Tiangao Emperor Yuan head office does not care about it anyway.
Shaxian snacks themselves are taking the route of small profits and quick turnover, and it doesn't take much good cooking skills to make Shaxian snacks, and many of the snacks in Shaxian County are mom-and-pop shops, and there is no need to ask additional clerks to reduce operating costs.
Even the early Shaxian snacks do not charge franchise fees, and they can also be responsible for free training after joining, in order to make a name for themselves, such a good policy directly attracts a large number of people with entrepreneurial ideas to participate in joining.
Such a policy naturally has advantages and disadvantages, and the reputation is to go out and there are more and more franchise stores, but the operation of each store is uneven.
In fact, there is still this problem when we go to see Shaxian snacks now, and the factor that determines whether Shaxian snacks are delicious or not lies in whether the owner of this shop can cook.
In the early days, Shaxian snacks had no brand awareness at all, which dug a big hole for them now. Some stores even directly stole the signboard of Shaxian snacks to operate restaurants.
Every year, just to fight fakes, to use a lot of money, although Shaxian snacks have also established a trade union, but play a negligible role, even the trademark registration is made up later, the registered trademark has also been used for a long time.
It can be said that it is difficult to manage well, because the Shaxian snacks at the beginning did not have brand awareness, and the franchise standards formulated were too low, which led to various problems in brand operation.
Now Shaxian snacks are still continuing their group integration of the long road, the beginning of the loose franchise system is of course beneficial, it is precisely because there are so many franchise businesses, Shaxian snacks can blossom everywhere.
On the road of brand building and franchise business standardization, Shaxian County still has a long way to go.
Second: backward business philosophy
Now is the era of new consumption, take various milk tea brands as examples, brand co-branding, offline activities, live broadcast grass planting and various marketing methods emerge in an endless streamFor today's brands, instead of making products with heart, it is better to spend money on marketing
In this context, Shaxian snacks have not kept up with the express train of brand marketing, and it can even be said that there is no marketing means at all.
But now the pursuit of consumers is no longer "full", now we need to "eat well", the so-called good is not only the quality of food, but also the spiritual value of good, to eat like to eat, interesting, valuable meals, simply put, can be on the circle of friends atmosphere.
Everyone is thinking about how to sell simple dishes with a higher **, but Shaxian snacks have been standing still, its pricing has always been ultra-low**, and the hotel environment is also an ordinary night market stall atmosphere.
And friends who often eat Shaxian snacks may know that the menu of Shaxian snacks has been the same for decades and has not been updated for so many years. You must know that the current bubble tea shop is very volatile, and new products can be released every month, so at a glance, it is really a very stark contrast.
Of course, many people like these classic dishes, but it is inevitable that they will get tired of eating the same thing, and if they are tired of eating, they will inevitably choose other restaurants, so that there are actually a lot of customers lost in Shaxian snacks.
The most important thing is that under the premise that the menu of Shaxian snacks remains unchanged, ** is rising with the consumption level.
From the consumer's point of view, if the price of the same dish suddenly rises, it may be unacceptable for them for a while, after all, many people are not willing to spend more money to buy things of the same quality, and they used to spend 10 yuan to eat enough now they need to spend 15 or even more, so why don't I choose another variety of fast food with more flavors?
The current Shaxian snacks have long been no longer brilliant, and various reasons make the operation of Shaxian snacks worse and worse.
There are too few authentic ones, too many fake stores, and the quality of service of various branches is uneven.
However, fortunately, the brand recognition accumulated by Shaxian snacks in the past is still very high, as a national old brand, it has a very deep historical and cultural heritage, and it has begun to face the public since it opened.
In some respects, it is also the golden sign of China's catering culture, and there is still a broad way to go if it is well managed.
In addition to the snacks often sold in stores, there are also many seasonal snacks in Shaxian County.
For example, eating pig's feet in the beginning of winter and eating ginkgo seeds in the Spring Festival are all very cultural and delicious foods, and the menu of Shaxian snacks can also be used as a reference from local snacks and updated more.In addition, to do a good job in branding, we must do a good job in publicity, some time ago Shaxian snacks have done marketing and publicity out of the circle, they united with Fujian Cultural Tourism, and filmed a creative advertising film with a big brain, which is a good attempt.
In the future, Shaxian snacks should integrate more online and offline marketing channels, in addition to doing a good job in stores, we should also make good use of e-commerce channels, and perhaps we can also consider the road of Douyin live broadcast to bring goods.
Brand building is very important, the times are changing, consumers are also changing, and the same is just a prison drawn, and it will inevitably end up dying.