In China's catering industry, noodles, as a category with a long history, have long been widely used in the form of non-standardized, handicraft workshops and husband-and-wife shops, all over the streets and alleys. Mr. Li Xuelin founded the Hefu Lao Noodle brand in 2012, based on the principle of quality, redone the noodle restaurant business with retail thinking, and paid special attention to the construction of the first chain and the investment of the first kitchen. This innovative measure has made the fledgling Hefu Lao Mian an outlier in the market, which has attracted widespread attention and discussion.
Do "addition" in quality
In his work, Mr. Li Xuelin is known for his serious attitude, and this rigorous attitude also runs through the products he develops. He insisted on using green and organic ingredients, non-GMO oils, and hired the former state banquet masters, Le Cordon Bleu chefs, and traditional folk craftsmen from the Diaoyutai State Guesthouse to jointly develop new products. With his previous entrepreneurial experience, Mr. Li Xuelin carefully designed the "superstructure" and innovatively used retail thinking to successfully build Hefu Lao Mian into a "high-end noodle restaurant chain brand" recognized by the industry.
In the eyes of many people, this kind of "addition" behavior seems a bit extreme, but in the eyes of Li Xuelin, it is necessary. In Hefu, there are three strict high-voltage lines, Li Xuelin emphasized: "Absolutely no unknown raw materials can be used, no expired products are allowed, and absolutely no illegal operations are allowed." "If anyone touches these high lines, there will be zero tolerance penalties.
It is this strict requirement of "no sand in the eyes" that has virtually shaped Hefu's strong operation, product and inspection system, ensured the food safety and quality of products, and then built Hefu's current standardization system, which has also played a positive role in promoting the development of the entire industry in a safer direction.
Do the "hard but right thing" in innovation
Recently, Hefu held a brand strategy and new product launch conference with the theme of "evolution". The conference opened with the three key words of "health, green, and inclusiveness".0 brand evolution. In addition, Frost & Sullivan, an international authoritative consulting organization, also awarded Hefu Lao Mian the title of "No. 1 Brand of Chinese Noodle Restaurant" and "Pioneer of Chinese Health Noodles" at the meeting.
It is reported that the Hefu brand 2In the 0 upgrade, the release of new health care products has attracted much attention. In his speech, Li Xuelin pointed out that with the advent of the new consumption era, young people's "health bloodline" is awakening, and health and health have become the mainstream trend of society. Since its establishment, Hefu has been focusing on the field of pan-health care, and has launched a series of products such as "Nourishing Heart Noodles". After years of R&D accumulation, Hefu has rich experience in product research and development. This new product upgrade is the culmination of more than ten years of research and development achievements in the field of health care in Hefu, and a new "four treasures of health" has been launched-herbal soup, coarse grain noodles, longevity vegetables, and health tea. These products provide consumers with high-quality and diversified choices to meet consumers' needs for health and wellness.
On the road to innovation, it is not easy for any enterprise to explore. Hefu's entry into the field of health this time, although it has many years of experience to "lay the foundation", has also carried out new explorations at the ** level. "Going with the flow is not tactical, it's strategic. Li Xuelin believes that in the stage of consumption upgrading, the product pricing of Hefu Lao Mian is reasonable, because the user experience is also inseparable from the quality of service and the store environment, "but today's consumption trend has changed, and the first-class system has deviated from the track. ”
The ** of the new health care series products of Hefu Lao Mian is set at 25-108 yuan, and the product line of 20-30 yuan has been further expanded. This kind of first-class division provides consumers with delicious choices that coexist with high quality and cost performance. This move by Hefu Lao Mian allows consumers to let go of their worries about the high cost of "supplementation", so that health preservation can become the norm in daily life, and brings a brand-new, high-quality health and inclusive experience to hundreds of millions of consumers.
Do "subtraction" in competition
The noodle track has always been the easiest to imitate, although Hefu Lao Mian is "different", it is difficult to escape the "competition" of the market. While considering the "more open area" to do healthy competition, Li Xuelin is also constantly thinking, what should Hefu look like in the future? And the answer to this question may be glimpsed at the new product launch conference of Hefu not long ago.
At the press conference of Hefu, Li Xuelin mentioned that Hefu's footprint has spread to more than 80 cities across the country, with more than 500 directly-operated stores, and the number of members has exceeded 20 million, doubling from last year, which is an eye-catching growth rate in the industry. Looking forward to the future, Li Xuelin also proposed that Hefu will implement the development strategy of "finding friends, going to sea, sinking, and deep layout".
In the next ten years, Hefu will actively explore diversified markets, plan to enter more than 2,000 county-level regions across the country, and work hand in hand with more than 5,000 strategic partners. At the same time, Hefu will use Hong Kong as a bridgehead to enter the international market and explore business opportunities in Japan, Singapore and other countries. In addition, Hefu will further encrypt the city's store network to promote high-quality and large-scale development.
Hefu is always trend-oriented and does not set goals for oneself in the comfort zone. The dream of this bowl of Chinese noodles is the original intention and mission of Hefu. We will continue to evolve until every street in the world has a Chinese flavor. Li Xuelin said.