A bowl of mutton soup can make 200 million turnover

A bowl of mutton soup has a turnover of 200 million yuan

A bowl of mutton soup has a turnover of nearly 200 million yuan. Why?

Purchase a small bowl of mutton soup to a turnover of nearly 200 million yuan. Yangtang has become a chain business. How did it do it? It has set a goal of opening a thousand stores. Where does this confidence come from? Not long ago, Wusheng Yangtang, which has been deeply involved in the Beijing area for many years, announced to the outside world It is said that it will open 1,000 stores across the country.

As a niche category, mutton soup has been located in the northwest for a long time. Mutton soup restaurants are mostly hidden in the streets of the north, and are relatively rare in southern markets.

In recent years, as consumers pay more attention to healthy eating, the nutritional value of mutton soup has been discovered by more and more people, and small restaurants featuring mutton soup have begun to emerge in some areas. But overall, the market has not yet become a "climate".

In this context, why does Wusheng Yangtang target thousands of stores? What is the story behind it?

1: Create nearly 200 million turnover a year

Success is achieved through hard work

"Success is achieved through hard work." This slogan of Wusheng Yangtang is a true reflection of the entrepreneurial story of its founder, Mr. Wang.

Mr. Wang, who was born in the grassroots, entered the society at the age of 17 and worked alone. He sold clothing and food, and also did food wholesale before entering the catering industry.

In 2009, Mr. Wang discovered the business opportunity of mutton soup. He found that as a special snack with a long history, health and high nutritional value, mutton soup is deeply loved by surrounding consumers. But at that time, there were no decent mutton soup restaurants in Beijing, and the market was a mixed bag, with uneven product taste and quality. Soon, he had a bold idea - to operate the mutton soup in the form of fast food to achieve standardization, chaining and branding.

So, he returned to Beijing, built a small 18m* storefront in a residential area on Wusheng Road, and started a haggis soup business, named "Wusheng Haggis Cut".

This small store, excluding the kitchen space, can only place 6 tables and seat 18 customers. However, the revenue has been rising every day since its opening, which has brought great benefits to Mr. Wang. Come with a lot of confidence. After that, Mr. Wang opened two stores in other areas of Beijing. Among them, the third store opened in Jinsong Middle Street also became the starting point of Wusheng Yangtang chain.

As the store with the highest per capita consumption of Wusheng Yangtang, the third branch has about a thousand people entering the store every day, with a daily revenue of more than 10,000 and an annual revenue of nearly 3 million. Relying on the profits of this store, Wusheng Yangtang began to increase its pace of expansion, and at one time opened more than 100 stores. In this process, in order to better cater to the southern market, Mr. Wang also changed the brand element "Haggis Cut" with local characteristics to "Sheep Soup".

According to Mr. Wang, when the business of Wu Sheng Yang Soup is at its peak, the turnover rate can be as high as about 20 times a day, creating a turnover of nearly 200 million yuan a year.

Beginning in 2017, based on his judgment of the market situation, Mr. Wang made another rational decision to strategically close some stores. Currently, the number of Wusheng Yangtang stores is stable at around 60.

Two: Create the ultimate single product

Complete brand chain management

From 1 to 100, and then to 60, in the process of continuous exploration, Mr. Wang A small bowl of mutton soup was turned into a chain business, completing the transformation of snacks into fast food. How did he do it?

1. "Only one yuan increase every year", making tooth offerings a necessity

In the past, most mutton soup restaurants were breakfast stalls. , store management is more traditional. In terms of the selection and processing of ingredients, in order to control the cost of ingredients, most businesses will use leftovers such as haggis to make soup. Boiling the offal in white water results in a poor overall taste of the cooked mutton soup.

Of course, some larger restaurants will also recommend mutton soup as a store recommendation or auxiliary dish. The mutton soup in these restaurants has improved in taste, but the price is mostly above 80 yuan. Consumers can only enjoy it occasionally rather than consume it regularly.

In response to the pain points of these mutton soup restaurants on the market, Mr. Wang refined the value points of Wusheng mutton soup - thick soup, sufficient ingredients, and original flavor.

For this reason, Wu Sheng Lamb Soup uses fresh stick bones to make the soup from the beginning, and the offal processing also goes through unique processes such as cleaning, boiling, cutting, and soup mixing, plus a specific formula and knife skills. , heat, and seasonings to enhance the flavor, you can create a mutton soup that consumers will have endless aftertaste of.

In terms of pricing, Mr. Wang chose to use fast food to meet the urgent needs, allowing Wusheng Lamb Soup to occupy the minds of consumers with its high cost performance.

Mr. Wang told Brother Ze, “Our mutton soup only increases by one yuan every year. However, in more than ten years, the price of mutton has increased fourfold, from 2009 per catty to It has risen from 10 yuan to more than 40 yuan now. According to the increase in raw materials, a bowl of Wusheng Lamb Soup should cost 40 yuan. However, we have always adhered to the small-profit mentality and set per capita consumption within 15-35 yuan to provide more consumers with healthy and high-quality food. A value-for-money gourmet experience.”

2. Lay out "store + retail" and extend the added value of the brand

In traditional thinking, it is almost impossible for traditional snacks to become big brands because their added value is too high. Weak. But Mr. Wang has always believed that the mutton soup category can become a big brand. To this end, he has been thinking about how to increase the brand of Wusheng Yangtang and the added value of the product.

After insightful research, Mr. Wang decided to work hard on "all-day operation" and create a three-dimensional "super single item" catering format for all hours and all consumption scenarios.

Beginning in the second half of 2016, Wusheng Mutton Soup began to enrich its product line. At noon, it still has the mutton soup product that meets the immediate needs. In the evening, it will add mutton skewers, mutton head meat, mutton tripe, etc. that are suitable for drinking some wine. Casual dining creates a more diversified consumption scenario.

In addition, Mr. Wang believes that starting from the product organization system, more than 98% of haggis products can be retailed. To this end, starting from 2021, Wusheng Yangtang has established an e-commerce department to be responsible for the packaging, quantitative production and sales of derivatives.

“We hope to bring haggis products into thousands of households, so that consumers can buy Wusheng Yangtang in any city where they can’t see Wusheng Yangtang. Wusheng n revealed that this year Wusheng Yangtang The new retail of soup catering will be launched nationwide. Its products include sheep head meat, sheep tripe, sheep trotters, haggis powder and sheep scorpion hot pot. Through the implementation of retail products, the brand can completely get rid of the 3-kilometer business district restriction and turn terminal physical stores into Become an "experience terminal" and "communication carrier", fully connect online and offline, and further strengthen and expand the brand.

3. Build a standardized system and walk on two legs: direct sales and franchises

Based on the industry for more than ten years, with the continuous improvement of market reputation and brand recognition, Mr. Wang, who has mature experience in direct-operated stores, decided to comprehensively increase the speed of development and make Wusheng Lamb Soup available in major cities in China. < /p>

To this end, Wu Sheng Yang Soup will open up franchises in 2020, and will successively deploy pilot franchise stores in Shenzhen, Shanghai, Tianjin, Shenyang, Henan and other regions

To support Wu Sheng Yang. The core of the soup's transformation from direct operation to franchising is that Wusheng Yangtang has formed a clear standardized process in the past development process, and has a strong store replication ability. The store only needs light processing to serve meals, eliminating the need for chefs.

Three: Set a plan for thousands of stores

Determined to build the first "sheep by-product supply chain"

Limited by seasonal slaughter and difficult material processing Due to factors such as taste and taste, the market share of the mutton soup category has always been relatively small, and it has not surpassed the larger national chain brands. Although Wusheng mutton soup with nearly 100 stores is already one of the best, for Many people are still skeptical about his proposed thousand-store plan. After all, mutton soup is indeed a niche category.

In this regard, Mr. Wang bluntly said that mutton soup can be standardized and the taste will be improved. Increasingly high, coupled with the rapid development of the supply chain, it is entirely possible to achieve a thousand-store scale.

“The supply chain is the top priority. Franchise relies on supply chain capabilities, and the scale brought by franchising can feed back the supply chain. The two complement each other, and if they are both done well, volume will not be a problem. ”

Through in-depth research on the integration of Juewei Duck Neck’s “duck by-products” industry chain, Mr. Wang is more convinced of the feasibility of this model.

In his opinion, if Wu If Holy Sheep Soup can complete the reshaping of the supply chain of sheep by-products, it will bring many benefits to the development of the entire category: first, it will implement a bulk purchasing/underwriting model to ensure the profits of the slaughterhouse; second, it will unified processing in the factory to ensure food safety; The third is to implement cold chain distribution to ensure the freshness of ingredients.

"In the future, Wusheng Yangtang hopes to build the first 'sheep by-product supply chain' with the power of capital on the basis of achieving the scale of thousands of stores. On the one hand, it will provide deep supply for Wusheng Yangtang. On the other hand, it can also provide product supply to mutton soup restaurants scattered across the country."

We will wait and see whether this grand idea can be realized.