Under the phenomenon of "long slopes and thick snow" in the consumer field, the catering industry has attracted much attention as the core link. With the rapid development of technology and digitalization, the industry is ushering in the opportunities and challenges of transformation. Among the many brands, Shenzhen's local Hunan cuisine brand Nongji stands out with its continuous innovation. Since the outbreak of the epidemic, Nongjie has quickly adjusted its strategy and launched a series of clean hand dishes and a fresh vegetable brand "Cai He Xian" to meet the diverse needs of consumers. Recently, Nonggeng Ji has led the industry and launched a new model of "takeaway specialty store", with a small store area of only 20, but it has won the market with efficient service, and nearly 200 stores in many cities have sold more than 1,000 orders per month, becoming a new revenue growth point. As a dark horse among the 8,000 Hunan restaurants in Shenzhen, what does Nongjiji stand out for?
Fourth, for the second issue of the [Zhijian 2024] Future Trend Interview Series, we invited Mr. Feng Guohua, a student of the first class of the "New Paradigm of Consumption" project and the chairman of Shenzhen Nongji Catering. In the interview, Mr. Feng focused on farmingThe original intention of the brand, the differentiation strategy and the development trendIt provides unique insights into the future development of the food and beverage industry.
OneFeelings and dreams: the journey of a caterer
q：As a typical labor-intensive industry, the catering industry embodies the hard work and sweat of countless practitioners behind it. What was the motivation and motivation for you to enter this field in the first place, and finally successfully established the high-profile brand "Nongji"?
Feng Guohua:I initially chose to enter the restaurant industry mainly because of my family's financial situation. At that time, the family was poor, and my father thought that working in the catering industry would at least ensure our basic living needs and save us from starvation. On top of that, since my mother passed away when I was young, I have been preparing meals for my father and brother since I was six years old. This experience not only gave me a deep connection with cooking, but also ignited my love and dedication to food. Therefore, it is no exaggeration to say thatI have a special preference and deep affection for the restaurant industry.
This experience not only shaped my career choice, but also left a deep mark on my life path. It made me understand,Cooking is more than just a skill, it's a way to convey love and care. Therefore, I always have a grateful heart and turn this love of food into the motivation to provide quality service to customers.
q：As a professional chef, what inspired you to embark on the journey of creating your own brand, Farming Chronicles? What has been your journey like in this transition?
Feng Guohua:Since 1994, I have been involved in the field of food and beverage and have embarked on a long and fulfilling apprenticeship. Through continuous in-depth research and practical operation, I have gradually accumulated a wealth of culinary skills and industry experience, which has laid a solid foundation for my future career development.
Over time, in 2002, I decided to start my own business based on my deep affection for the restaurant industry and my optimistic expectations for the future development of the field. Although this path is full of challenges, I firmly believe that with my own efforts and wisdom, I will be able to open up a new world.
In my career as an apprentice to a chef and then to a chef, I have experienced first-hand the changes and challenges of the food and beverage industry. These valuable experiences not only gave me a deeper understanding and understanding of the culinary arts, but also made me realize that in this industry, only by constantly innovating and moving forward can I maximize my personal value.
With an infinite vision of a better future and a keen desire to succeed, I took the first step in entrepreneurship. I am determined to continue to work hard in the field of catering, continue to explore and innovate, in order to open up a vast world of my own and contribute to the sustainable development of the industry.
IIThe dark horse among the 8,000 Hunan restaurants in ShenzhenHow farming depends on differencesProminentSiege?
q：In the process of combing through the past literature, I noticed an impressive detail: in the past three years, especially under the severe impact of the new crown epidemic, you once faced a loss of up to 300,000 yuan a day. This is mainly due to the sharp decline in the number of customers in the catering industry due to people being forced to stay at home. However, in the face of such adversity, you have turned the corner for the business with the innovative strategy of pre-made food, which undoubtedly shows your vision and wisdom as an entrepreneur.
I'd like to share with you how you saw the opportunity in those challenging times.
Feng Guohua:In 2020, all industries are facing unprecedented challenges, especially in the restaurant industry. At the time, we were deeply anxious because the future was uncertain. In that tense atmosphere, we still have to pay rent and wages every day, which forces us to find a new way out.
At that time, we had a large backlog of ingredients in our warehouse, and how to prevent these precious materials from being wasted due to out-of-season or spoiled due to improper storage became an urgent problem for us. Luckily, some of our regular customers have reached out to us to ask if there are fresh ingredients available for purchase. In order to meet their needs, we decided to carry out the initial processing of the ingredients, including washing and cutting, and then deliver them directly to their homes.
The feedback on this initiative has been surprisingly good. At a time when even basic ingredients were difficult to buy, our service provided great convenience to our customers. They only need to cook a little at home and enjoy a delicious meal. As a result, our services were quickly praised and welcomed.
We can say that we have entered this whole new field by mistake. However, it also provides valuable experience and inspiration for our subsequent transformation and innovation.
q：There is indeed a diversity in the evaluation of pre-made dishes in the market. So, from your professional point of view, how do you see the field of pre-made dishes?
Feng Guohua:Prefabricated food, an emerging force in the F&B industry, is gradually revealing its potential to dominate the future. In developed countries such as Japan, Europe and the United States, the popularity rate of prefabricated dishes is as high as 60% to 70%, in contrast, China's exploration in this field is still in its infancy. It is true that in the early stage of development, the prefabricated vegetable market is facing the challenge of uneven quality and lack of standards, which urgently requires joint efforts inside and outside the industry to promote its path of standardization and standardization.
Specifically, pre-made dishes can be subdivided into four categories: ready-to-cook, ready-to-match, ready-to-heat, and ready-to-eat. Among them, ready-to-eat and ready-to-heat products are particularly eye-catching. However, it is precisely in these two types of products that there are potential problems such as improper selection of ingredients and immature preservation technology, coupled with the fact that some businesses use inferior ingredients or production environments that do not meet health standards in pursuit of economic interests, which makes product quality worrying. Be that as it may,We should not choke on food, but see prefabricationvegetable industryThere is a huge potential and development space behind it.
Looking back, China's prefabricated food industry has made significant progress in terms of overall level, and product quality has been steadily improving. At the same time, we should also be aware that traditional foods such as steamed buns, steamed buns, dumplings, etc., can also be included in the category of pre-made dishes. These foods with profound historical and cultural heritage will not only not reduce our quality of life, but can add a lot of convenience and beauty to our daily life.
Therefore, we should look at prefabrication positivelyvegetable industryand work together to promote it to a more standardized and high-quality direction. Prefabricated dishes should not become a victim of quality of life, but should become an important carrier to improve the quality of our life. This is not only the goal of the development of the industry, but also our common pursuit of a better lifeand vision
q：You mentioned earlier a striking phenomenon: nowadays, more and more young people and young families are choosing to eat out instead of traditional home cooking. In this context, I am deeply curious and would like to ask you, as a senior with rich experience in the catering industry, have you observed that young consumers, especially young families, have shown any obvious differences and new characteristics in terms of catering needs compared with previous customers?
Feng Guohua:Nowadays, the consumption concept of young people is undergoing a profound change, and gradually showing the characteristics of rationality and maturity. In stark contrast to the ostentatious, spectacle consumption model of the past,Today's young people are more focused on the practical value of consumption and the personal experience, and this shift is particularly noticeable in the food and beverage sector.
In the past, high-end, extravagant dishes often attracted many diners, and some even pursued this style at the expense of waste. However, as times change, the preferences of young consumers are also quietly changing. They are more likely to choose places where the environment is comfortable, the food is high-quality, but the food is not unrestrained. When friends get together, the deliciousness of the food and the joy of sharing become the factors they value more than simply the number of dishes or **. This shift reflects the high value they place on cost-effectiveness and comprehensive evaluation.
In addition to the increased demand for the dishes themselves, young consumers will also pay special attention to the level of service, the atmosphere and the overall evaluation of the product when choosing a restaurant. They are adept at using various evaluation platforms to make more informed consumption decisions with the help of other consumers' reviews and feedback. This consumption pattern based on comprehensive evaluation further highlights their rational and pragmatic consumption attitude.
From a more macro perspective, young people's consumption concepts are becoming more mature and rational. They are no longer blindly pursuing luxury and pomp, but are focusing more on practical needs and personal experiences. This change is not only reflected in the catering industry, but also reflects that the consumption trend of the whole society is moving towards a more rational and sustainable directionDevelop. This has undoubtedly brought new challenges and opportunities to the catering industry, and has also prompted industry insiders to continue to think about how to adapt to and lead this consumption change.
q：We note that your company is located in the vibrant city of Shenzhen, which is also home to many Hunan people. As a result, the Hunan cuisine market in Shenzhen is extremely competitive, with major brands struggling to compete for market share. In such a market context, we are very curious and would like to ask you, as the helmsman of "Nongji", what specific measures do you think "Nongji" should take to enhance its market competitiveness in terms of brand building, dish innovation, service quality, etc.?
Feng Guohua:There are many Hunan restaurants in Shenzhen, with a number of about 8,000, which shows the fierce competition in the market. However, it is in such a fierce market environment that the "Nongji" brand that we rebuilt in 2017 has been able to emerge and firmly occupy a place in the market.
Our success is no accident, and the fundamental reason for this is that we have clearly established a strategic positioning with differentiation at the heart of our brand from the very beginning. In the selection of ingredients, we always adhere to the principle of directly purchasing local ingredients from the origin of Hunan, strictly control the quality of ingredients, and strive to present the purest Hunan flavor. Exactly thanks toto the ingredientsCareful selection and dedication to quality are what make our dishes stand outIt is the leader of many Hunan restaurants in Shenzhen, and has won the favor and praise of customers.
With excellent food quality and firm quality pursuit, we have established a good reputation in Shenzhen Hunan vegetable market, and have won wide recognition from consumers and full recognition from the market. In the future, we will continue to adhere to this concept and provide our customers with more high-quality and delicious Hunan cuisine to meet their growing taste buds.
q：Do you still cook your own meals for your guests?
Feng Guohua:Although there aren't many opportunities to cook directly for guests, I still willDeeply involved in the R&D process of the menu. When a new product is launched, I not only provide guidance, but I also get involved in the creation of the dish myself. In this way, I strive to inject more innovative elements and refined tastes into our dishes to satisfy the constant pursuit of food by a wide range of diners.
IIItrillionsAll-time high! Where will the F&B industry go from here in 2024?
q：Since the establishment of the Nongji brand in 2017, its development process is like the steady growth of a student from the beginning of his or her entrance to the school. As the founder of the brand, what are your visions and expectations for the future of Nongji?
Feng Guohua:For the future development of farming,MeStickingThe concept of "down-to-earth, pragmatic and far-reaching". I firmly believe that the lasting prosperity of a brand does not happen overnight, but comes from the excellence of the culinary arts and the awe of the test of time. So, my vision is,In the passage of ten or even twenty years, farmingRemember to be able toLike an evergreen tree in the catering industry, it still maintains its vigorous vitality and vigorous development trend.
However, I don't have a clear quantitative goal for myself as to whether I will be among the 100-year companies, or what specific scale I will achieve. I've always believed that expansion with scale and speed often comes at the expense of a brand's core values and long-term development. In view of this, I prefer to adopt a steady development strategy and move forward one step at a time. Through unremitting efforts and continuous accumulation, I firmly believe that the farming record will be able to bloom more dazzling and write a more brilliant chapter in the years to come.
q：Given the significant challenges and changes that the F&B industry has undergone over the past three years, can you give us an insight into the emerging opportunities that may emerge in 2024 for us from the present and the future?
Feng Guohua:As for the development outlook of the catering industry in 2024, I am confident that it will maintain a steady and positive development trend. Although in 2023, the industry has generally reported that the catering business is facing many challenges, the latest data reveals a very different reality: the total revenue of China's catering industry has not only reached a record high, but also successfully exceeded the important milestone of 5 trillion yuan. This significant growth undoubtedly provides a solid support for the continued vitality and huge potential of the F&B market.
As consumers continue to eat out more frequently, especially among younger consumers, the expansion of the catering market is gradually unfolding. According to forward-looking**, the overall scale of the catering market in the future is expected to move towards a more ambitious goal of 10 trillion. However,We must also be soberly aware that with the influx of more competitors, the competition situation in the catering industry is becoming increasingly fierce.
Therefore,As we look ahead to 2024, I believe the F&B market will present a complex landscape of opportunities and challenges. In order to occupy a dominant position in the fierce market competition, catering enterprises urgently need to actively embrace change, and constantly promote the innovation of business models and the improvement of service quality. Only in this way can we better meet the challenges of the future and keenly grasp the pulse and opportunities of market development.
q：At the beginning of 2024, if you had to express your expectations and vision for the year in three words, what do you think are the most appropriate three words?
Feng Guohua:"Don't think about the past, don't be afraid of the future, and move forward bravely".
q：Can you share with us what key factors inspired your determination and enthusiasm to participate in our "New Paradigm of Consumption" course? What new insights are you looking forward to gaining from this course?
Feng Guohua:I hope to break the inherent boundaries of the catering field, examine the consumption phenomenon from a more macro perspective, go deep into the diversified needs behind different consumer groups, and fully grasp the dynamic evolution of today's consumer market through another dimensional insight
In the past, we were mainly limited to communication within the F&B industry, with relatively limited contact with people and perspectives. However,By participating in the "New Paradigm of Consumption" course, I was able to share the development trend of the consumer market with professionals from all walks of life. This kind of cross-field exchange and collision of ideas not only greatly broadened my horizons, but also gave me a more comprehensive and profound understanding of the consumer market. I firmly believe that these valuable experiences and insights will have a profound impact on our future development and lead us to a wider world. At the same time, this kind of cross-disciplinary exchange has also provided me with more thinking perspectives and research methods, and stimulated my infinite expectations for future development.
Guest introduction
Feng Guohua:: Chairman of Shenzhen Nongji Catering.
In 2017, Nongji Hunan Tucai was founded in Shenzhen, which is a catering brand featuring Hunan Tucai and creating a pure Hunan culture, and the pioneer of Hunan Tucai in Shenzhen. With its insistence on ingredients and the inheritance of Hunan native cuisine skills, Nongji has won the favor of Hunan villagers. In 5 years, it has more than 60 directly-operated stores in Shenzhen, and has developed into a well-known chain Hunan cuisine brand in Guangdong Province. Cook a meal for 4 million Hunan villagers and help 50 million Hunan rural farmers sell good agricultural products. Nongji will create a unique dining experience for diners with its own persistence.