A bowl of "Jiu Mao Jiu" noodles sells for 1.9 billion a year. It is called Haidilao in the noodle industry. Why do they still not lose money?

For Shanxi people, pasta is no longer just a food that fills the stomach, but a memory flowing in the blood. It is based on this memory that Guan Yihong founded the Shanxi pasta brand "Jiu Maojiu" after 23 years of business. He tried his best to start from a Shanxi noodle shop with only 6 employees and grow it into the No. 1 Chinese fast food restaurant in South China and the No. 3 Chinese fast food restaurant in China. Now Jiumaojiu International has five brands, mainly Shanxi old noodles and northwest cuisine, with 147 restaurants in one country. Statistics show that by the end of 2016, 50,000 bowls of noodles could be sold every day, with daily turnover reaching 5 million, and annual revenue approaching 2 billion. So there is no such thing as a loss.

For restaurants, in addition to delicious dishes and accurate market positioning, effective marketing methods are also the key to success. Although Jiumaojiu Group focuses on traditional noodles, it has always focused on marketing, which is divided into online marketing and offline marketing. Offline, interesting activities are usually used to trigger social word-of-mouth promotion.

As early as 2014, Jiumaojiu created a "parent-child classroom" experience activity tailored for family customers. Jiumaojiu has organized more than 1,000 parent-child activities at its 21 restaurants, inviting children and their parents to watch, learn and participate in the process of making noodles and cakes. More than 20,000 families participated in the four-year event, which resulted in great word-of-mouth effects.

Taier Pickled Fish under Jiumaojiu is a veritable Internet celebrity restaurant. It pursues personalized food culture. Every Taier Pickled Fish restaurant attracts people’s attention with eye-catching slogans and rules. For example, Taier Pickled Fish does not accept meals for more than 4 people. Slogans on display included "Eat fish well, don't play with your phone" and "Make the second most delicious pickled fish in the world", among others. In addition, Taier Pickled Fish Restaurant holds promotions from time to time. In 2017, on the second anniversary of Taier's establishment, Taier also held the "Sauerkraut Museum Festival" at its Guangzhou restaurant. Crowds of spectators viewed the exhibition, took selfies, ate, and painted clay pots as souvenirs.

Online, the official WeChat account of Jiumaojiu brand has more than 3.4 million users, and the official WeChat account of Taier has 4.3 million users. On these accounts, restaurants also post cartoons created by employees, showcasing their iconic images, to spread the word about new dishes and events. "The average number of reads per article exceeds 100,000 times." The prospectus also said that the company has more than 200 WeChat fan groups and more than 100,000 core fans.

How to maintain Jiumaojiu’s high growth in the future still needs to be tested by the market.