The "king of chicken chop" annually selling tens of billions of yuan!There is a big move in his hometown in Zhejiang

At present, Zhengxin Chicken Volleyball Store has exceeded 25,000, which is three times that of KFC, 6 times that of McDonald's, and one -third is still directly operating. If each store consumes 100 chickens a day, the entire supply chain consumes 2.5 million chickens a day, which is a supply chain about the price of Chinese chicken.

The "subtraction" brings a "multiplication" effect. The number of stores has increased by 10 years, and the annual sales of chicken steak exceeded 10 billion yuan.

The Wenzhou Zhengxin supply chain base consisting of 10 buildings has entered the completion stage. The total land area of ​​the industrial park is 75 acres, with a total investment of 1.06 billion yuan.

On the northwest side of the foothills of Yangyi Mountain, the Wenzhou Zhengxin supply chain base consisting of 10 buildings has entered the completion stage. The industrial park is invested, constructed, and operated by Zhengxin (Wenzhou) Enterprise Development Co., Ltd., with a total land area of ​​75 acres and a total investment of 1.06 billion yuan. It is planned to be put into use in December 2022. After the project reaches its production, it is expected to exceed 500 million yuan in annual output, becoming the largest production base in East China.

As a key project of investment promotion projects in Wenzhou City, since the construction of Wenzhou Zhengxin Supply Chain Base in April 2021, the various impacts and difficulties brought about by factor over the epidemic situation have been manifested in a way, and the park construction in a way is methodically promoted. Chen Chuanwu, chairman of the Zhengxin Group, said: "Zhengxin Foods starts in Wenzhou, is based on Shanghai, and goes at home and abroad. Now the strongest Zhengxin Group must feed the hometown. At present, the city has successively introduced the cultivation, guidance, and support policies of prefabricated dishes. , To make prefabricated dishes ushered in unprecedented development, Zhengxin hopes that the construction of the base will be used to strengthen its own development, and it will also help the development of the prefabricated vegetable industry in Wenzhou. "

Chen Chuanwu, Chairman of Zhengxin Group

Returning home to help Wenzhou prefabrication development

"When the 70th anniversary of the school's school was established, it is my honor to do something meaningful for the development of the alma mater." Xia Wei said that he hoped that the donation would drive more alumni to support the innovation and entrepreneurship of the young teachers and students of Beihang Airlines, and serve Beihanghang for Beihanghang. Build a world -class university with Chinese characteristics to contribute.

In 2019, Chen Chuanwu, chairman of Zhengxin Group, invited the Wenzhou Municipal Government to return to his hometown to inspect and decided to build a Wenzhou Zhengxin supply chain base at Yangyi Street, Yangyi Street, Lucheng District. The Wenzhou Zhengxin Supply Chain Base Project, which will be put into production in December this year, is committed to creating the East China Regional Headquarters, which integrates product trade, warehousing, distribution, trade settlement, headquarters operations, and brand management. Logistics Center.

The project introduces a fully automatic food production line and cold chain logistics system. Product supply services radiate more than 4,000 chain stores in East China. In addition, large -scale storage facilities and construction are conducive to the reasonable allocation of resources in enterprises and reducing the risks of the price fluctuations of raw materials, thereby helping the group's own business steady development. At the same time, this project also "hides" the mission of supporting Wenzhou's prefabricated dishes.

Chen Chuanwu told reporters that at present Wenzhou City has successively introduced the cultivation, guidance, and support policies of prefabricated dishes, so that prefabricated dishes have ushered in unprecedented development. However, Wenzhou's prefabricated vegetable companies are generally small in scale. Some companies have just started, and they need support from cold storage, logistics, and research and development. Wenzhou Zhengxin Supply Chain Base provides one -stop services to attract industrial agglomeration, reduce production costs of prefabricated vegetable companies, and strengthen information interoperability in the industry. In addition, Zhengxin Group also established the "Forest Plan", preferred food and catering projects to enter the Zhengxin track, and provides financial venture capital support. At present, nearly 20 companies have signed an intention to settle with Wenzhou Zhengxin Supply Chain Base.

Yin Yunji, general manager of Wenzhou to Sheng Sheng Catering Management Co., Ltd., who signed the intention of the intention of the intention of the intention, told reporters that the company has opened more than 60 Santa Besa stores in the province. Choose to settle in Wenzhou Zhengxin Supply Chain Base because the cold storage and distribution of the base is more professional. I hope to set up Zhengxin aircraft carriers to expand the large domestic market.

The "King of Chicken Chop" annual sales of 10 billion yuan

In 2000, Zhengxin Food opened the first Zhengxin snack bar in Ruian, which is the predecessor of Zhengxin Chicken Chop. Initially, Kanto cooking, meat skewers, drinks, etc. were sold in the store. At that time, the Taiwanese snacks were introduced in the Mainland as the Taiwanese idol dramas were introduced. Frying chicken, milk tea, and grilled sausage became popular among young people. Zhengxin Food Store was very popular to the stores, which was hot. For a long period of time, Zhengxin milk tea rang the streets and alleys. With low prices and deliciousness, Zhengxin quickly "surrounds" Wenzhou, and can see Zhengxin's dazzling sign in places with high traffic such as pedestrian streets, schools, stations, and other people.

In 2004, Zhengxin Food Headquarters moved to Shanghai as a springboard, and the store gradually expanded to East China and even the country. With the development of the company, the categories of snacks in Zhengxin stores have increased to hundreds of, and the processes from procurement, logistics to processing and storage are becoming more and more complicated, bringing many troubles to the management of the company.

How should I go in the future? This problem has always been lingering in the mind of Chen Chuanwu, chairman of Zhengxin Group. After taking the core team to Henan, Hebei, Guangdong, and Hong Kong, he finally realized that "light" is the key to the new snack bar to the country. The store focuses on the strategy of "chicken chop+barbecue".

In 2012, Zhengxin Foods decisively cut 90%of the categories. The menu was only bursting chicken chop and several hot meat skewers, and the brand was renamed Zhengxin Chicken Chop. This move is tantamount to a gambling, but the sales volume of stores has increased.

Today, it is currently a new store at home and abroad. Chen Chuanwu said that if each store consumes 100 chickens a day, the entire supply chain consumes 2.5 million chickens a day, which is a supply chain of the price of Chinese chicken. And supporting such a large supply chain is based on the 13 production bases of Zhengxin Group in the country. Practice has proved that the "subtraction" brings a "multiplication" effect. First, the number of stores has increased by nearly 10 times; the second is that the annual sales of a single chicken steak exceeded 10 billion yuan, becoming a veritable Chinese "king of chicken steak"; the third is that the goods have been reduced and the management is much easier.

The goal is "100,000 stores, 100 billion output value"

At present, there are as many as 25,000 stores in Zhengxin Chicken Volleyball Team, which exceeds the sum of domestic KFC and McDonald's stores. Many people wondered that in the past 10 years, many brands have taken advantage of 4G and 5G high -speed traffic to reduce physical stores. Why are Zhengxin Chicuo stores more and more happy?

The rapid expansion of the store originated from the company's internal stock reform and incentive system. In 2013, the bird flu was coming, the fried chicken industry was the first, and the new performance also fell to the lowest point in history. The enthusiasm of employees was hit. Chen Chuanwu actively carried out the stock reform, and gave up some shares to employees and invited employees to be the shop chief. For some new stores, the company invested 80%, the manager invested 20%, and the manager took 20%of the profit dividend. This trick has greatly inspired the enthusiasm of the store manager. Yang Yongliang, who had been a store manager in the first industrial zone of Erhai, said that most of the supper near the industrial zone opened until 12pm, and he opened it until 2 am. Divided to more than 200,000 yuan in profit.

Behind the scale expansion, it is also due to Chen Chuanwu's judgment of the trend and the optimization of the supply chain. In 2014, Zhengxin Group put into operation in Zhucheng, Shandong, and took the first step in producing raw materials. In 2015, the foundation of Zhenxin's processing base in Anhui Suizhou was launched. So far, the group has invested in nearly 10 production bases and circular logistics systems in China. It has multiple storage centers. Cold chain logistics distribution can reach all towns and villages across the country.

Since 2017, it is new to the "Wandian Club". According to Zhengxin, as of March 2021, Zhengxin Chicken Volleyball Store has exceeded 25,000, which is 3 times the KFC, 6 times of McDonald's, and one -third of it is still directly operated. Less than ten years. Even during the new crown epidemic, Zhengxin Chicken steak resumed work in March 2020, and 600 stores opened in April.

Zhengxin's next goal is "100,000 stores, 100 billion yuan output value". Chen Chuanwu's future development of the "King of Chicken" still has higher and larger goals.

Reporter's note

Little chicken steak, even made a glorious performance of 10 billion yuan in annual sales, the total number of stores far exceeded KFC, McDonald's, and the king of chicken chopping. On the way to achieve the king, Zhengxin gave up "big and complete" and changed to pursue "small and fine". The most wonderful king of the king. Since then, Zhengxin's "focus" chicken steak has turned a chick steak into a large industry with the "craftsmanship", forming a complete industrial chain, and driving the development of related industries to develop together to return to his hometown. This is the model of the healthy development of private enterprises.

Entrepreneurship requires magnificent ideals, but it is more needed to be the spirit of craftsmen. "Specialty" will naturally produce "fine special new". Numerous great companies, their hands are very "small". Sinking down and making "small products" into "large industries", such companies will become the benchmark of the industry. Why are such companies afraid of competing with their peers?

Source: Wenzhou Business Daily

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