Laiguya Cross -border high -end barbecue, the public comments on the first day of opening 3.6

3.6 points, is the first day of the first day of public comments on the first day of the first store of the new barbecue brand of Laibu Yibubu (00520.HK).

Badbigerbu is a barbecue, and it is a problem of existence at the beginning.

When a person's food hotpot made the name, Langbu Gaobu, when the growth rate slowed down, had made a new growth of hot pot with new business, but did not jump out of the framework of the hot pot. As a barbecue of one of the two catering tracks, Big Bulin has not been involved before.

Cross -border, high -end brand positioning, and fierce market competition will all become challenges to be faced by the next time.

↑ Screenshot of the official WeChat public account of Yingbu Yibubu

Laibubu should make high -end barbecue

Push the new brand "Burning"

On September 24th, the first shop of the first barbecue brand of Laibu Barbin opened at the Shanghai Sun Moonlight Center.

Laibubu starts with a hot pot brand "Big Big Big" with one pot, and then derives the hot pot of "tea+hot pot". The media explained: "Barbecue is a track with growth potential, because hot pot and barbecue are the two largest sections in the Chinese catering market. There is no head brand or enterprise in the barbecue track."

It is understood that the brand's main product is roasted meat, and the unit price is positioned at about 250 yuan, which is relatively high -end.

For this settlement, He Guangqi introduced that after their market research, it was found that there was no large -scale head brand for high -end roasted meat travele with 200 yuan to 300 yuan. This track was a blue ocean. Create a head brand of high -end roasted meat circuit. At the same time, consumers' consumption budget for each meal is not fixed, and the three brands can meet different budget needs.

He Guangqi hopes that "while burning" can become the third growth engine of Laibubu after "Big Big Big Big" and "Jiaojiao".

↑ Picture based on the official WeChat public account

It is worth noting that in recent years, the growth of Laiguri Laibu has continued to slow down.

According to the financial report data, from 2017 to 2021, the revenue of Laibubu was approximately 3.664 billion yuan, 4.734 billion yuan, 6.030 billion yuan, 5.455 billion yuan, and 6.147 billion yuan; the net profit attributable to shareholders was 420 million yuan, 4.62 of 4.62, respectively. 100 million yuan, 288 million yuan, 18.37 million yuan, -293 billion yuan.

↑ Screenshot of Oriental Wealth Network

In 2014 and 2015, Laibubu also faced the problem of slowing revenue growth. It opened the first mid -to -high -end "jam" hot pot in June 2016. In 2016, the revenue growth rate increased slightly.

The contribution to the group's revenue continued to rise, and the proportion of revenue increased from 3.19%in 2017 to 38.38%. It was also acknowledged that it was the second growth curve, which delayed the "aging" of Laibu.

"We plan and estimate that the development speed of the burning is higher than 20%to 30%of Jianjia." He Guangqi once told the media.

It is understood that it is planned to open at least 20 stores in 2023; since 2024, it is expected to expand at least the speed of "30+" stores each year, and it is planned to break through hundred stores in the next three years.

This time, the Big Big Bingbu pushed the high -end new brand, and undoubtedly wanted to "burn" the growth of the sluggish performance while burning. Just take this heavy responsibility while burning?

Volkswagen score of the public on the first day of opening 3.6

There are many problems to be solved by "Burning"

Cross -border barbecue, while burning, retains the advantage of making hot pots before -the supply chain capacity. According to He Guangqi, the supply chain system of Laibubu was used while burning. The cost of joint procurement can be reduced to lower, and food safety control is more guaranteed.

The supply chain is very important for the development of the chain of catering companies. At the moment when the new consumer capital market is relatively silent, according to the "2020-2021 China Catering Industry Investment and Financing Analysis Report" released by the NCBD But it is a veritable "suction king". Since 2020, the "supply chain is king" strategy has become the consensus of the entire catering industry.

At the same time, He Guangqi believes that the competitiveness of burning is that its positioning is differentiated with other brands in the market; the group membership system can promote drainage. It is reported that Laibubu currently has 30 million members and an annual active member of more than 10 million. It launched a multi -brand member system at the end of August. Consumers can be registered with one -click registration. Members of multiple brands, the integration of the points and the stored value package shared.

↑ Picture based on the official WeChat public account

However, there are still many problems to be solved while burning.

It is a cross -border to make barbecue by Bingbu. Earlier, whether it was Big Big Big Big or Kuangjiao, it was within the frame of the hot pot. The consumption end, the ingredients, and the operating model were traceable. Nowadays Success is no longer handy.

There are many cases of hot pot companies cross -border grill on the market. In July 2018, Haidilao also launched the takeaway barbecue business, but after just 10 days, it quietly went offline. It was not restarted until this year.

At the beginning, you may be drained through the group membership system, but if you want to retain consumers, you have to rely on your own core competitiveness, such as taste, characteristics, cost -effectiveness, and so on.

Taking advantage of the positioning of high -end barbecue, it does differentiate with most of the barbecue shops in the market, but is high -end barbecue demand for consumers? To be verified.

Positioning high -end also naturally sacrifice the competitiveness of cost -effectiveness.In terms of taste and characteristics, benevolence sees benevolence.It can be seen from the shops near the first store that the competition is huge.It can be seen from the propaganda that while the roasting products are mainly roasted beef, the signature dishes are available for selected and beef -eyed steaks, and the giant diaphragm.

Near the first store, there are also shops that are also making barbecue shops.Public comment information shows that there are 6 years, 4.7 rating, 116 yuan per capita, as well as 5 years, 4.8 scores, and 178 yuan per capita.

On the first day of the burning opening, the score scored 3.6 on the public, and the second day scored 3.9.Although the score is not a criterion, it also reflects from the side that it is in a fierce competitive barbecue market. It is not easy to burn to break through.

Red Star News reporter Yu Yao Zhang Luxi

Edit Yu Dongmei Zhang Li

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