How to Huang Taigi from 1 to 10 billion: subvert traditional industry cost structure

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[Guide] in Huang Taigi founder Hering View, to use the Internet's thinking to subvert the traditional industry, it is to subvert the traditional industry cost structure.

Tencent Science and Technology Wang December 10 report

Does it sound too unrealistic when a store selling pancake fruit wants to sell its annual sales to 10 billion yuan?

In the view of Huang Taigi founder Hering, to use internet thinking to subvert the traditional industry, it is to subvert the traditional industry cost structure. In the future, China will enter the era of the emergence of a super traditional brand, such as the parent company Parkson Group behind KFC.

At the 36 Krypton Wise Conference today, Hering shared the process of Huang Taigi from 1 to 10 billion. Here is his core share:

I used to do the internet, Baidu and Google (Micro-blog) have done, and then I also started two advertising companies. Why do I have to give up all my professional experience and run to sell pancake fruit this farfetched thing? In fact, because my father taught me the truth of life is 8 words: better when the chicken is not the Phoenix.

Before we were in the Internet, we felt like the odds were slim. But if we come down to sell pancake fruit, perhaps we are in this industry the most understand the brand, the most understand marketing.

We used to talk about three companies, Baidu, Tencent and Alibaba. Although the latter two companies now do not allow the market value to do hundreds of billions of dollars, but McDonald's market value has long been 100 billion dollars. The domestic those such as 360, YY and the only product will add up, are not as good as a KFC's parent company Parkson Group.

So we think that the future of China may be a super traditional brand emergence of the era, perhaps the next 30 years should be able to have a traditional brand to the world, so we decided to do an experiment with their own, see if I can not sell the pancake fruit is the same.

Now let's talk about our process from 1 to 10 billion.

1: Our first store, only 20 square meters, 13 seats, this is just the beginning of the state.

10: Our family has 10 most important core products. For example, the first is pancake fruit, the second is like rolls, tofu brain, noodles, pumpkin soup, purple potatoes, as well as the recently launched pig's feet.

100: Now there are 100 employees, we are all the three. Internet companies are talking about teams, and we are building an exchange and learning attitude similar to those of internet companies. In the morning, we have a very important ceremony, everyone to hold each other's hands, shouting each other's name and refueling, this is our daily insistence, 365 days, we have been doing for more than 500 days, every day is so persistent.

1000: Huang Taigi now has four branches, the fifth flagship store will open on December 22, now 5 stores have an area of 1000 square meters. Each store has its own characteristics, from taste, fun and human touch three aspects to provide a new taste of traditional food experience space.

10,000: We now sell 10,000 pancake fruits every day. You can see the queues in front of each store. This means that we do not need to have a store, this is to subvert the traditional industry. In fact, subversion of other industries on the four-word: cost structure. If the cost structure of the traditional industry cannot be subverted, nothing is a cloud. Our overall sales of rent can be under 6%, which is the change in cost structure.

100,000: Huang Taigi has 100,000 fans, including 80,000 people on Twitter and Twitter fans. We have a special micro-credit subscription number dedicated to sending our own original articles. What did the fans contribute? We have six masters, six of whom are pure Americans. We build a team of executives like a band, and every fan can find some sort of resonance in this group. For example, many fans like old six, because he is handsome, many female fans come to eat pancakes for lunch to see him.

We did a lot of fun things to interact with our fans. For example, I personally have a hobby to study aliens, so often in the form of open classes and fans in the shop interaction. On the December 31 of this year, we are going to have a 1000-person meeting, which is to listen to me to share the alien story. This means that we can sell not only pancakes but also tickets. Listen to me about the alien story for 6 hours, that's what we're doing today, and the power behind the 100,000 fans is especially strong.

1 million: We have 1 million people to influence. For example, people will share my content in a circle of friends and Weibo. Even this year participated in many Internet conferences, attracted a lot of media. When we share the contents of our own business, the accumulation of these things will allow more people to see Huang Taigi. For example, we participate in Jiangsu TV program, the program at least 1 million people can see. This is the way we continue to let their brand influence gradually expand, and there is no cost.

100 million: In the next 6 months, we will become the world's first annual sales of more than 100 million pancake fruit brand. This sales certainly cannot rely on the storefront alone, but also depends on the take-away. Using Internet thinking to change the cost structure, only more take-away can. This March, for example, we received a 2450-dollar takeaway order from Kabam, which was very exciting. Then they ordered a 4650-dollar takeaway.

But in order to compete as a single champion, Baidu ordered 5045 yuan of takeout. More exaggerated, the only goods will be ordered 17,600 of a single takeaway. The takeaway of a single pancake can be sold for 17,600 Yuan, which is the key to how soon we can be the first to sell billions of pancake fruit brands. Now point Huang Taigi Takeout has become the propaganda way of corporate culture.

10 billion: This is our future market prospects. How does it work out? In the future China's catering market will expand from 2.7 trillion to 10 trillion, if we can from 10 trillion of 1 per thousand of the amount, only to do the Chinese food market 0.1% share. Selling 10 billion of pancakes in a year is one of the things we want to do.

We may be worshipping today, but we are awakened. In the first half of this year, 11 billion of China's film box office, 68.5% from domestic films, and Hollywood only 30%. This is unthinkable in the past, but now the day has changed, consumers have changed, people have changed. So, we think that when we go to buy pizza and some foreign brands, we will have a new question in mind, why China does not have its own traditional food brands, this is what we want to do.