No. 1 in the country in takeaway, the best champion in the catering industry holds the secret of the poor ghost's counterattack.
What can I have for a 3 breakfast?
Some say steamed buns, some say fried, and some say pancakes.
In Beijing, you can not only enjoy a rich breakfast, but also feast.
Soy milk, orange juice, milk, hot and sour soup, pumpkin porridge, lotus leaf porridge, preserved egg and lean pork porridge.
"Nancheng Xiang" not only provides a buffet breakfast for 3 yuan, but also provides a free 199 yuan for a vegetarian small hot pot, and 37Single room of 8 beef and lamb.
It can be said that as long as you live in Nanchengxiang, a meal costs less than 50 yuan, and most people can be fed, so it is called "poor ghost**".
The fast food chain's annual profit is as high as 1.5 billion, which is really enviable.
With such a cheap price, no franchisees, no financing, and no listing, what does Nancheng Xiang rely on to make a profit?
Nancheng Xiangfang was founded in 2004, and its founder, Wang Guoyu, is an honest businessman who has worked hard in the catering industry for many years.
Wang Guoyu came to the metropolis of Beijing from the countryside of Anhui Province, and he did not want to go out to work, so he opened a fried chicken restaurant called "Wang Xiansheng" in Nancheng.
At that time, Wang Guoyu firmly believed that quality came first, so no matter what it was, he would choose the best, and it was precisely because of this that this fried chicken shop was so famous that he had to wait in line every day to buy it.
At the same time, it also creates a unique product concept for the high-quality manufacturing of "Nancheng Xiang".
But Wang Guoyu is not satisfied with his fried chicken business, he is still trying to create new types.
In 1998, Wang Guoyu began to set up a stall in Yongdingmen Roast Street, and developed a set of smokeless electric barbecue equipment and recipes made by himself.
Before dawn, Wang Guoyu rode three wheels to the market, slaughtered the sheep, and then immediately cut them down and sold them. Others have six sticks, and he has one by one.
He said that he would rather work hard to make money than make his career prosperous.
However, as his business became more and more prosperous, there were also some problems, such as disturbing the people, operating in violation of regulations, being targeted by the city management department, and people being driven away every day, forcing him to choose to join and close the door.
Relying on his own efforts, Wang Guoyu has grown from a small stall to a chain restaurant.
In the second year, the South Third Ring Road was opened, and the first restaurant in Nancheng Xiangyuan was opened.
Wang Guoyu combined mutton shabu with wonton, realizing the leap from "stall" sales to "shop" management.
The "Nancheng Xiang" trademark was officially established in 2004, and three branches of Zhaogongkou, Shakou and Jiaomen were opened one after another, starting the road of its famous brand development.
However, more than ten years have passed, and Nancheng Xiang still has not improved much, always maintaining around 20 to 30, and the daily turnover is about 4,000 to 3,000.
It wasn't until 2014 that Nancheng Xiang targeted the direction of "all-day business", focusing on rice, mutton, and dumplings, and quickly improving the operation speed of the store.
In the following ten years, Beijing Nancheng Xiangfang appeared like a mushroom.
The strong people in the shopping mall have a kind of calculating ability, and Wang Guoyu is an expert in this area, good at controlling costs and avoiding risks.
The reason why Nancheng Xiang was able to stand out in 2014 is inseparable from Wang Guoyu's reform.
At that time, the institutions in Nancheng Xiangcheng were too large and there were too many people. There are more than 30 stores in total, but there are only 40 people in the head office, including finance, human resources, general manager, deputy general manager, district manager, operation director, procurement, and people from various departments.
They come every day and get paid every year, but they are inefficient.
Wang Guoyu adopted a frisbee-like approach, cutting mid-level personnel, cutting the marketing department and some other businesses.
At present, there are more than 3,700 employees in Nancheng Xianghao, while the head office has less than 30 employees. And the company's top management, there are only more than ten, and the company's senior management, there are only four or five.
Wang Guoyu endured a lot of complaints about sending some high-level stores to the front line, but it was his persistence that made everyone gradually adapt to this arrangement, and began to use their brains, and came up with many good ideas, such as providing fruits and pickles for free, in order to attract more customers and improve the store's profits.
Wang Guoyu said that just such a meal will cost 20 million yuan a year, which is still saved without publicity and publicity.
Nancheng incense has to rely on the word of mouth of consumers to make a name for itself, and cannot rely on marketing methods such as stored value cards and advertising.
Wang Guoyu's "plan" not only enabled the organizational structure to be readjusted in a more scientific and rational manner, but also made effective arrangements for his own work.
Nowadays, most restaurants are mainly open in the morning, noon and evening, but Wang Guoyu proposed "all-day business", not only providing three meals a day, but also morning tea and refreshments, giving full play to the role of rent.
If it is open all day, one store can be worth five stores, which means that his profit is more than five times that of other stores.
The 3 yuan breakfast buffet is packed by the consumers themselves, and they can eat as much as they want, which not only improves the feeling of dining, but also saves service costs.
Wang Guoyu calculated that if 1,000 guests come to dine every day, a 3-yuan buffet can earn 3,000 yuan, and 1,000 yuan is enough.
After this series of operations, this year's income has almost doubled, from 3,000 yuan at the beginning, to nearly 10,000 yuan, to 20,000 yuan in the second year, and 30,000 yuan in the third year.
If you can save it, you will save it, and Wang Guoyu is not stingy in the purchase of equipment and the treatment of employees.
Nancheng Xiang does not have a year-end bonus, but is issued once a month, so that everyone can get the fruits of their hard work, so as to enhance their work enthusiasm and sense of belonging.
Nanchengxiang's current salary level is two to three percent higher than that of its peers, and by 2022, there will be at least four people with an annual salary of more than 10 million.
It is also because of his generosity that Nancheng Xiangcheng has more than 100 party members fighting on the front line in the most difficult time. Three days later, the company had raised 18 million.
Wang Guoyu is like this to his staff, and the same is true to the food delivery staff.
The person who delivers the food is the same as the other store staff, and this behavior is really incomprehensible.
However, Wang Guoyu feels that even if he can't make money, he should try to avoid rush hours like his family, so that he can better complete the task.
This attitude of "comparing hearts to hearts" made the food delivery people feel warm, and many family members of the food delivery staff also ran to Nancheng to work.
Although Wang Guoyu is a big man, he is still very "picky" about himself. He has no assistants, no drivers, buys his own air and train tickets, and produces his own ** and articles to save on communication expenses.
Wang Guoyu said: "If you want to make money, you have to calculate it one by one, we have to calculate, our electricity consumption, our electricity consumption, our electricity bill, our electricity bill, we have to save." ”
Through continuous innovation and optimization of operations, Nancheng Xiangfang has achieved the purpose of increasing income and reducing expenses.
Nancheng Xiang's profit margin is now maintained at 69%, while ** is two percent lower than its competitors, and this is because they are reducing production costs.
Nowadays, "reducing consumption" has become a new trend, although the purchasing power of the "North Drifters" is limited, their requirements for product quality have not diminished at all.
Before 2014, Nancheng Xiang's business was not very good, that is, roadside stalls, hot pot and stir-fried vegetables, and he could make as much money as he could.
Without a goal, without a goal, Nancheng Xiang can only watch the rapid development of other chain restaurants, while she struggles to support herself.
After that, Wang Guoyu cut back on a lot of goods and concentrated on making the most basic rice bowls, barbecues, and wontons.
This shows that even the most basic style will become popular.
At a time when many people are becoming bigger and stronger, Wang Guoyu insisted"No joining, no fundraising, no listing"The company focuses on improving the quality of products.
Everyone is foamed with milk, he is pure milk, everyone is pre-made, and he is firmly opposed.
In fact, Nancheng incense has been using this conditioning agent since 2000. At that time, for convenience, the manufacturers made their own, then heated it in the store, and then **.
It started as an idea, and everyone was learning how to simplify and standardize. Although the process has been standardized, they still feel that the taste of the food is not very good.
Unlike others who use prepared food, which is a nourishing food, Nancheng Xiang insists on using the freshest raw materials to restore the original taste of the food.
Wang Guoyu gave an ultimatum, and by 2025, all ** plans will be canceled.
Nancheng Xiang also has its own vegetable garden in Hebei, and a "vegan small hot pot" that was just introduced some time ago was planted with this vegetable garden.
Since 2004, Nancheng Xiang has established its first central kitchen in Jiujingzhuang, which covers an area of 500 square meters, next to the vegetable garden, and is transported by the central kitchen and transported by dozens of trucks to major stores, ensuring that all food can be delivered within 24 hours.
Today, the central kitchen of more than 6,000 square meters, the annual output is only about five or six billion, which can not meet the needs of the market, Wang Guoyu has built a large central restaurant with an area of more than 10,000 square meters, in order to ensure its chain operation.
How popular is Nancheng Xiang's food?
When the plague broke out, there was a braised pork in Nancheng, and as soon as the stall was set up, a customer came to the door, and the owner said to a new guest: "How does the braised pork taste in Nancheng?" ”
Guest: "I don't know, I've never tasted it, but I made the dishes in Nancheng Xiang, and there was absolutely no problem." ”
Nancheng incense is the trust of the people, so that it has always maintained a good reputation.
Wang Guoyu not only had to prepare, but also had to shrink the freezer and put the food in his mouth before entering it.
In the barbecue restaurant, you can see freshly grilled, freshly cut, and freshly grilled with the words: "Carefully selected, not left overnight, not frozen, refrigerated for 8 hours." ”
With a reputable endorsement, consumers will also be more at ease to eat.
In an interview with China Entrepreneur at the end of November, Wang Guoyu said: "Nancheng Xiang is engaged in a business model similar to Pinduoduo, which is closer to the human way of life. Affordable, which is a universal need, whether you are rich or poor. ”
Only by minimizing the quality and cost can we avoid falling into the best war and walking in the forefront of the competition.
According to the enterprise check, as of December 21, 2023, 1.55 million catering enterprises have been deregistered across the country, more than double the number in 2022.
With its own business ideas and unique business methods, Nancheng Xiang stands out and becomes the focus of attention.
At present, Nancheng Xiang has opened more than 180 new chain stores in Beijing, and its daily turnover is equivalent to more than five times the daily turnover of major domestic chain catering enterprises.
However, Wang Guoyu also admitted: "Nancheng Xiang is likely to become the next bankrupt company." ”
The biggest problem faced by Nancheng Xiang is the lack of creativity, and in the first battle, how to continue to bring emotional improvement to customers through creativity has become the next problem.