A bowl of rice noodles has been on fire for 21 years, interpreting the brand of "King of Mi Noodles"

In this era of quick success, there are many people with fast -moving skills, but there are not many long -termists who can calm down to precipitate the brand. At this time, Red Dian.com noticed that a brand -Meng Ziyuan, with a bowl of rice noodles, has been in the country for 21 years through the cycle.

The shadow shrouded in the epidemic failed to stop the pace of Mongolian development. According to the Red Meal Network, since the outbreak of the epidemic in 2020, Mongolian Ziyuan has faced the difficulties and broke the situation strongly, expanding more than 560 stores against the trend.

At the "Yunnan Milk Line National PK Contest" in March this year, Mr. Li Hongwei, the founder of Mengziyuan, was awarded the "Yunnan Rice Line King" certificate issued by the Chinese Culinary Association.

This is a milestone award, which means that the Mongolian brand's ingenious precipitation on the rice line track has been highly affirmed by the entire industry, market and consumers.

The success may be attributed to luck; but long -term success, there must be a place worthy of our inquiry and thinking.

Let's approach the brand philosophy behind the "King of Rice Kill".

Origin from dreams, coming for a big thing

Meng Ziyuan originated from dreams.

The life of every Yunnan people cannot be separated from the rice noodles.

Yunnan's unique noodles have achieved an authentic Yunnan flavor. Crossing the bridge rice noodles, large pot rice noodles, small pot rice noodles, bean flower rice noodles, miscellaneous rice noodles ... Each kind of rice noodles are unique to eat in Yunnan people.

As an authentic Yunnan, Li Hongwei's deep feelings of the rice noodles are engraved in his bones.

In order to explore a great cause, Li Hongwei chose to leave his hometown and move towards a wider world.

But no matter where he has gone, how many scenery he has seen, and how many foods he has seen, it is always unforgettable for the bowl of Yunnan rice noodles in his hometown.

What is a great cause?

This question gradually had a clear answer in Li Hongwei's heart.

Since the bowl of rice noodles in my hometown have been dreaming of their dreams, why not carry it up?

Let more Yunnan people who also travel far away can eat a bowl of authentic Yunnan rice noodles anytime, anywhere.

The rice noodles that originally derived from the birthplace of the rice noodles, Yunnan Mongolia, went to China as a symbol of food culture in Yunnan, and went to the world as a Chinese food culture symbol.

This is the original intention of Li Hongwei's founding of Meng Ziyuan.

With the blood of the great cause, Li Hongwei began to insight into the market and find a suitable entrepreneurial opportunity.

In 1999, the World Horticultural Expo was successfully held in Kunming. With the east wind of the World Expo, Yunnan culture and food began to attract the attention of the people across the country. The heavy cultural heritage coupled with Yunnan's style has made Yunnan cuisine began to be popular across the country, and Yunnan Rice Line has gradually entered the vision of the people across the country.

At that time, by the East Wind of reform and opening up, Dongguan was developing an export -oriented economy with "three to one supplement" as the starting point. The investment in Hong Kong and Taiwan businessmen was undertaken. The saying that is out of stock, and Dongguan is also known as the "World Factory".

Economic growth has attracted the influx of labor force across the country into Dongguan, and the increase in the permanent population has drove the growth of the demand for local diet and living in Dongguan.

Rice noodles are a category that can be accepted from south to north. At that time, there were only very few Guilin rice noodles and other powder restaurants in Dongguan. This shows that the rice noodle track is still a vast blue ocean in the Dongguan market.

In the time, the place of place, people and peace, are all available.

As a result, in the spring of 2001, Li Hongwei chose to open the first Yunnan Mi -line shop in Dongguan, Guangdong, named "Mongolian Ziyuan".

The meaning is the rice noodle from Mongolia in Yunnan, and it is also a metaphor for the original intention of Mongolian Zi from the dream of dreams.

The authentic Yunnan flavor Mengziyuan made consumers refreshing. Meng Ziyuan quickly became hot in Dongguan at that time.

The good market response is the first step in the successful going out of Yunnan Mi Line. This also strengthened Li Hongwei to persist in focusing on and focusing on the rice wire track, and vowed to push it as a Chinese food culture symbol to the world.

Culture, organization, strategy, build a brand moat

Many people think that the hardest thing on the road of entrepreneurship is how to make money back.

In fact, looking at the development process of many companies, you will find that for companies, the biggest test is actually how to get the next step after making money.

Different options will trigger a completely different development direction. This is a bifurcated intersection that determines the enterprise towards different heights.

As I have discussed with you at the beginning of the article, in the era of impetuous people, most of them are short -term doctors who are good at making fast money. What lacks is the long -termists who insist on precipitating brands.

If you use fast money as a entrepreneurial orientation, the company will stop growing soon after making money; if it is based on the sedimentation brand, the enterprise will have the motivation to continue to learn. This is the difference between external and internal drivers Essence

To become the former, you only need to learn the content of the methodology, and to become the latter, you need dual practice at the level of methodology and concept.

Being able to stand through the market for 21 years, Mongolian Ziyuan is undoubtedly the latter, and it has a strong cultural organization strategy behind it.

After many catering brands run through the single -store model, in order to quickly occupy the larger market, they often choose to spread a large scale in the country; there are also many catering brands because they want to make more money and are busy developing the sub -brand. Constantly chasing the endless new air outlet.

Meng Ziyuan put all eggs in a basket, insisted on focusing and focusing on the rice noodles, and adhered to the original intention of Yunnan rice noodles. Therefore, there are twenty -one years of persistence, and the crossing cycle has become the "king of rice noodles".

At the product level, Meng Ziyuan insisted on the use of "the original soup", injecting the soul with the rich and delicious original soup, and the selection of ingredients, a unified formula, and a fine workmanship, so that the Mongolian Ziyuan passed the bridge rice noodles retained The delicious taste of Yunnan is unique on the rice line track.

At the service level, Meng Ziyuan insisting on treating customers is a promise. Everything is centered on customers and is good for customers from the heart. She insists on providing customers with reasonable and excellent quality catering, making customers feel worthwhile.

Behind "Boiled Naging Soup", "Rice Kings", "Strict quality standards", and "customer is the owner", it is Mongolian's strong cultural organization strategy.

With cultural strategies, you will insist on doing accumulated things.

Cultural brands do not necessarily go far; but companies without culture are a scattered sand and must not be far away.

Products are easy to imitate, but brand culture is difficult to be engraved and surpassed. Such a brand cultural strategy has built a Mongolian moat to help it develop in a deeper and farther direction.

The brand itself is an energy body.

Crossing the cycle, the change behind the tough growth

The new crown epidemic was outbreak in 2020. In the next few years, the Chinese catering industry has suffered unprecedented impact and challenges. The tide of closed stores swept the entire catering industry. However, during this period, Mongolian was still expanding against the trend.

Red Dian.com learned that since 2020, Mongolian Ziyuan has opened more than 560 stores. As of now, the number of Montziyuan Social Stores has reached about 800, and more than 200 corporate stores, college stores, and services have been in service. The district stores are in full swing.

From the perspective of its ability to cross the epidemic cycle and show steady rise, we can reasonably believe that Mongolian Ziyuan has formed a mature corporate life system, and it is also a value target worthy of in -depth research.

From the perspective of the store layout, according to the understanding of the Red Dining Network, Meng Ziyuan has begun to have a tendency to go to the community a few years ago. The epidemic has accelerated the pace of opening shops in communities and other places. In addition, in addition to the original boutique stores, full -time stores, college stores and other stores, Mongolian Sumiyuan has opened a new light food store in recent years, changing towards small, beautiful, small and refined. Such layouts are light assets and flexible operations, and the store has stronger survivability.

In terms of operation, digital driving applications are also more common in the development of Mongolia in recent years. Some Meng Ziyuan franchisees report that when joining the store, Mongolian Yuan will help himself to do a complete set of services to open a store. Like the location of the store, it is not that the franchisee can open where the store wants to open the store. Mongolian Yuan will ensure the scientificity of each store's location based on data flow analysis.

By organizing digital reform and empowering training, operations, talent, marketing and other core work, Mongolian Ziyuan achieved efficient organizational coordination from internal to external.

In addition, since 2020, Mongolian Yuan has gradually promoted its all -round upgrade and change in many aspects such as its brand image and store style. For example: The original LOGO is Sister Ashima, the girl girl, "One Pin Mi Noodles, a hundred years of love" slogan shows a kind of quality and feelings; It turned into "the original soup, the king of rice noodles".

A new style makes Meng Ziyuan younger and more fashionable. In comprehensive embrace of the Z era, Mongolian also explored many aspects such as setting, consumption scenario reconstruction, and peripheral product development in the storefront, so as to achieve accurate consumption preferences of young customer bases and maintain the vitality of the brand. When the actual visit to the Mongolian Source Line, the Red Dining Network also found that young consumers have now become the main group of Mongolian Source Site consumption.

More importantly, after many years of business achievements, Meng Ziyuan still chose to re -learn to achieve partners, achieve customers, open a wider and open cooperation method, let go of short -term benefits to help more dreamers realize low realization Entrepreneurship dream of investment risk.

The three parties of the brand themselves, joining partners, and consumers are win -win, and they insist on creating value for users in the increasingly competitive market environment. This may be one of the important factors that Meng Ziyuan can develop against the trend during the epidemic, and in several economic cycles.

Start again, the power of dreams

In 21 years of precipitation, Mongolian Ziyuan has just begun, constantly learning, and continuous purification. In the next 20 or 30 years, Mongolian Society will always focus on.

The "King of Rice" is not only affirming the product level of Mongolian, but also a reward for Mongolian's dream of dreaming because of his dreams.

However, in terms of the award, in terms of Mongolian Ziyuan, it is not the end of struggle, but the beginning of the new journey, it is again.

It can not only settle the era in the upward cycle, but also turn the danger in the downlink cycle. The "perfect step" in the past 21 years has made Mongolian Yuanyuan ahead. In summary, there are only eight simple words: planning ahead, stable and far away.

The eight words that look simple, the entrepreneur spirit of the founder Li Hongwei behind.

Enterprises have a life cycle, but Li Hongwei's entrepreneur spirit is deeply rooted in every person's behavior within the enterprise, and spreads and motivates each other. Therefore, we also see that in the inside of Mongolian Ziyuan, from top to bottom, adhere to the consensus consensus, physical and mental integration; Because it is a long -termist, there is an extremely clear strategic plan for every step, ten steps, or even a hundred steps;

Because of the persistence of the craftsman's spirit, it has been continuously studied in the past 21 years and created a bowl of good rice noodles with ingenuity, so it also has today's "rice noodle king".

As the earliest batch of rising and able to achieve long -term development, Mongolian's evolutionary ability is closely related to the founder Li Hongwei's decision -making ability. Along the way, Li Hongwei insisted on his original intention, carrying the mission to make Yunnan rice noodles carrying light, and his mission and vision determined that Meng Ziyuan finally wanted to become and achieved the current Mongolian Ziyuan.

Today, Li Hongwei, who finds the meaning of life, has a new exploration and understanding of life.

According to a unwritten rule within Mongolian, all personnel of the company are called "teachers", and now Li Hongwei is also called "Teacher Li".

Today, Teacher Li has realized his original mission, led the Mongolian Mongolian galloping market for 21 years. It has no disadvantages on the rice line track, and the Yunnan rice noodles have been promoted and expanded. Next, Teacher Li still has a greater vision, that is, let the rice noodles go out as a symbol of Chinese food culture, and spread Chinese food care and Chinese national culture through rice noodles. This is also the destiny of Teacher Li.

Yunnan Rice Line has taken root in the vast land of China on the vast land of Yunnan's food culture. In the future, with China's strong and Chinese culture recognition of Chinese culture. "King of Rice" Li Hongwei undoubtedly opened a brand new pattern for the Mician track.

At the same time, Meng Ziyuan has formed a complete business system ecological closed loop, allowing more people to easily open stores and make a profit easily.

Help people realize their dreams and do a great career together. This is the mission of Teacher Li and every Mongolian source.

Conclusion

Looking at the consumption of the entire Chinese catering industry before 2012, the entire Chinese catering industry has maintained a considerable compound growth rate. In the context of the great prosperity, there are many catering industry, but the tide is coming, and there are very few that really take root in the end.

We can say that the rise of Meng Ziyuan has caught up with a good era, but if only this alone is, it is not enough to support it. As the "tide" of the Mi -wire track, the favorable timing, the cultural attributes of the product, and the blank market opportunities are just a characteristic of Mongolian Ziyuan. From the more subtleties of its later development, from the perspective of silk and cocoon, it can achieve the core core of steady and stable, which is mainly attributed to the decision -making ability of corporate leaders and correct corporate values.

Regardless of how the world changes, those companies that are gradual, find the right genes, do the right thing, and have been insisting on it will eventually cross the cycle and become valuable enterprises.

Looking forward to the future, the overall development of China's economy is still facing many uncertainty, but the more such an environment, the more important the corporate and entrepreneurial patterns will appear more important. We look forward to more companies like Mongolian and "ingenuity" and "pattern" in the future, and look forward to the new era of the catering industry under the leadership of these adherence to the original enterprises.

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