6 months sales to reach 100 million, annual sales to achieve 10 billion

Sales in 6 months to reach 100 million, annual sales to do 10 billion .... Sell Pancake Fruit Huang Taigi voice louder and louder, a variety of marketing topics are more and more, we can not help but ask: this to use the Internet thinking to change the traditional industry Huang Taigi, by selling pancakes fruit really can get annual sales 10 billion?

Before answering, let's take a look at the traditional catering industry annual sales of 10 billion is what kind of business.

What is 10 billion catering business like?

Public data show that in the 2012 Chinese Restaurant Hundred Enterprises, the fourth annual turnover of Tao Xiang Holdings in 2012 is 4 billion, the third Inner Mongolia small tail sheep and the second Tianjin top Qiao (Dicos, Master Kang) are less than 10 billion, only the first hundred win China (KFC, Pizza Hut and small sheep, etc.) a solo show, More than 50 billion turnover in 2012 years. In other words, if selling pancake fruit Huang Taigi sales can reach 10 billion, it will jump up to the Chinese catering Enterprises hundred second! This will be a miracle in the catering industry.

Hundred-strong catering enterprises to the basic fast food, restaurants, etc. mainly, these enterprises are characterized by history, there are signs, the city covers a wide range of façade, direct chain-oriented. Tao Heung Holding group stores less, around 120, but its main restaurant restaurants area itself larger.

Take Huang Taikh Chang has been said to be the next market elimination of KFC, its mother Yum China from the formal entry into China from 1993 onwards, until 2004 to break through the 10 billion pass, to 11.8 billion, used for a full 10 years, which in China's economic and national conditions of the great environmental work. And the next decade, Yum China is gradually familiar, negative also increased, the profit year-on-year decline a lot, but investment mergers and acquisitions, expansion of the façade, such as the pace of Non-stop, 2012 turnover reached 52.2 billion.

More than 6,000 stores, nearly 440,000 of the staff, each year to create more than 50 billion of the revenue, this is the traditional catering giant appearance.

Of course, if the target sales of 100 million yuan, this may be closer to Huang Taigi, but sorry, the top 100 threshold is not entered. 2012 Hundred Strong Catering enterprises, ranked 100th Changzhou Lihua fast food Enterprises by the delivery of Bento, annual sales of more than 300 million yuan, the country has more than 100 chain stores.

Perhaps in the eyes of Huang Taigi founder Hering, using internet thinking to change traditional enterprises, subversion catering business cost structure, these sales are not a problem. Is it a problem, let's take a look at the Huang Taigi of selling pancakes.

Status quo: Marketing too neglected product experience?

Huang Taigi 2012 After the establishment, good at internet marketing 郝畅 familiar. Mercedes-Benz to send pancakes takeout, alien lectures, stone scissors cloth, beauty boss and so on a variety of marketing ideas, let Huang Taigi become the media's popular fried chicken.

The internet changed the traditional enterprise, sell roadside so humble pancake fruit can get 5 million, this instant aroused many young people's dream. Princes will be better than a kind of, that imitation roast sweet potatoes, sell cool skin, sell stinky tofu ... can you also fire in your own city? Of course, as long as you are willing to endure hardship, the house car is no problem, especially for users who are extremely focused on the experience of the Internet practitioners, but if the obsession with internet thinking, excessive love of internet marketing?

This aspect has to mention the goods and millet mobile phone. To a certain extent, the Huang Taigi of selling pancake fruit is very similar to that of every customer, which is full of marketing creativity and is good at attracting social and media attention. However, every customer prudential products over the past few years in advertising, marketing and other dozen chicken blood, neglecting to focus on the product itself, leading to a serious contraction now, the voice of the yell is also increasingly arduous. Millet mobile phone in the Internet marketing and product focus on the relatively good, slowly formed their own industrial chain, but also accumulated a lot of loyal rice noodles. Huang Taigi's brand marketing campaign was excellent, but after a year of high profile, a loyal pancake fan circle was formed from the accumulated 100,000 of fans and those who had tried the fruit of the pancake?

Any turn, you will find that there are too much publicity is Huang Taigi success, Internet thinking to change the traditional business model, founder of the marketing cheats ... No doubt, the power of example is endless, will also attract more users who have not eaten, enterprises to find out.

But then there was the question of worry. Marketing is better than taste, the taste is general, the price is not low, similar user evaluation in the public comments on the Internet more and more. Spirits and go, spellbound, the user is marketing hanging taste high, after eating the first feeling is not worth, this to Huang Taigi's reputation is extremely unfavorable. Although thousands of people taste, but the influence of the first group of loyal fans is unmatched. Huang Taigi's focus on pancakes, especially the control of user tastes, is weaker than the focus on Internet marketing? High-profile marketing does not give users a memorable surprise, followed by a variety of disappointments, let alone back again.

Pancake fruit can make any tricks, this is the user to try when the heart of the most concerned about the place, you repeatedly shout more people are tired of. As for relying on internet marketing to bring 100 million turnover, 10 billion turnover, and to drive the Internet to kill the traditional catering giants and so on, this day can be achieved, we may wish to see.

Will there be miracles in the future?

At present, Huang Taigi has 5 stores, all in Beijing, claiming to be able to sell 10,000 pancakes a day, plus other consumption, with a monthly turnover of more than 1.6 million yuan. According to the founder, the next 6 months will be the world's first annual sales of more than 100 million of the pancake Fruit brand. Assuming Huang Taigi sales have grown very well in the last 6 months and reached 20 million turnover, that means there will still be 80 million revenue openings in the next 6 months, an average of more than 10 million sales per month, and an impressive growth rate!

So, you have to ask Huang Taigi how to sell less than 2 million from month to more than 10 million, or even more than 20 million?

Opening a branch quickly is a way. From the Chinese traditional catering enterprises in the top 100, in the average single shop contribution to the recipient, fast-food enterprises only 4.4 million, that is, less than 400,000 per month of the single store recipient. Assuming that Huang Taigi relies on better internet marketing to attract more passengers, the average monthly sales in the 500,000-1 million range, the next 6 months, Huang Taigi need to focus on more than 5 stores. This is the ideal situation, the actual demand for more stores to support sales.

New products to increase the per capita consumption is also a way to promote sales. In addition to the flagship of the signboard-pancake fruit, Huang Taigi There are rolls, tofu brain, noodles, pumpkin soup, purple potatoes, pig feet and other products for users to choose from, this to a certain extent expand the sales channels. If you change different pattern products and can be welcomed by users, the user price will also be mentioned.

However, this way can only be small to improve the performance of a single shop, for the store is not much and the size of the Huang Taigi, the completion of 6 months 80 million of the revenue is still far from enough. In addition, the store coverage of the surrounding user group changes will not be very big, how to change all kinds of tricks so that they like and become a loyal pancake Fruit fan users, which is also the key to improve the store sales performance.

Looking back, if you consider the previous user experience, especially the actual word of mouth, price, funds and catering facilities and other factors, this short six months there are enough new passenger flow to experience freshness, support the remaining 80 million sales performance? 100,000 fans? Do millions of people on TV go to Beijing to eat pancakes? We have to make a question tag.

So it just sounds nice to have 6 months to complete 100 million sales for the same speed as a rocket. If you extend your time, it may be easier to make your own layout and focus on product quality and develop a standardized process. And the more distant 10 billion annual sales?

I have to say Huang Taigi's ambition is strong enough. Obviously, the Huang Taigi that is positioned in white-collar, internet finance and so on high-end personage's development, if only in Beijing, this 10 billion can only be said. And if the national, even if you are in the Internet marketing routines have tens of millions of species, back to the rapid increase in business scale, you still get away from the expansion of the façade, the choice of direct chain/join the traditional channels. This, especially from standardization to industrialized production processes, is a challenge for Huang Taigi, especially some internet people, who flaunt the cost structure of traditional catering enterprises.

The Huang Taigi of the future on the road to expansion, the support of capital and market expectations, relying on time accumulation and industry experience, this may not be a big problem, and the most serious is Huang Taigi's own product limitations. Annual sales in more than 3 billion of the traditional catering enterprises, another feature is that the provision of a more popular diet, north and South users will not have a great degree of acceptance of the deviation. But Huang Taigi pancake fruit, even put aside the price factor, in the southern city of the user taste heavy also will appear huge question mark, acclimatized the odds are very big.

And if only the northern key cities, suitable for Huang Taigi positioning of the population of the city Limited, the other local consumption level and other restrictions on this landing, the price factor is more prominent. After all, not every city has Beijing so many petty bourgeoisie, Chao people, white-collar and other population base.

Let's take a look at some possible factors. For example, Huang Taigi became a special brand, after selling only this brand, catering culture, and then rely on other people but also have characteristics of the diet to bring a leap in performance. For example, backdoor chain catering enterprises or through capital cooperation, rapid spread to all over the market, expand the scale. For example, the formation of their own fans circle, because the coverage of the crowd and the Internet, financial and other corporate people similar to the landing more, grounding gas, that advertising cooperation, internet product promotion, etc. above can also carry out another way to improve performance. The industry chain brings in revenue or billions of billion x factors.

Huang Taigi's internet marketing ideas will certainly inspire many traditional companies and encourage internet people to enter more traditional industries, which is beyond doubt. Finally, the author answers the previous question. Although no one likes to judge the face, but I still want to say. Huang Taigi's 100 million sales, and the search for capital listings, are likely to be highly achievable. But if you shout quickly to the annual 10 billion sales, there must be no miracle.