Xiaoma Song talks about Nancheng Xiang: the way of fast food Ping Ping Effect King

Only 130+ direct -operated stores in Beijing alone, with an average of 30,000+ in a single store, which is 5 times the average flow of fast food restaurants in the country ... How did the fast food "wonderful" Nanchengxiang make it?

This article was originally launched by the Red Meal Network (ID: hongcan18), author: Pony Song.

The Chinese catering industry has always been rumored to be "Nancheng Xiang Miracle": In the past 24 years, it has only opened stores in Beijing. The alternative combination is made of full -time catering; only 130+ direct stores in Beijing alone, the average daily flow of a single store is 30,000+, which is 5 times the average flow of fast food restaurants in the country. Essence

How did all this do?

The first issue of the "Pony Song Talking Big Business" co -sponsored by the Pony Song Strategic Marketing Consultation and the Red Meal Network, we invited Wang Guoyu, the founder of Nanchengxiang. At the moment when the "cold theory" prevails, maybe you can find some inspiration from Wang Dong's unreserved experience.

This article is the founder of Nancheng Xiang Wang Guoyu, and the editor of the pony Song and Red Dining Network was published.

△ Pony Song talks about Wang Guoyu; Xiao Ma Song (left), Wang Guoyu (right)

The secret of the high efficiency: not to be bigger, but to do fine

Many brands are thinking about "making bigger", but our Nancheng Xiang proposes to "do essence" and does not "bigger". Our goal is to reach ten stores. If it is achieved, Nanchengxiang can reach more than 1,000 stores now. There is no need to open a lot of stores to open a lot of stores.

Nanchengxiang is doing fast food. For fast food restaurants, first of all, think about where your customer sources are and how to attract them. To attract guests in fast food restaurants, it is super cost -effective. Let's find the brand upgrade of Nanchengxiang's brand in Nanchengxiang. It is also because of super cost -effective.

The reason is simple. The so -called cost -effectiveness is not only good but also cheap. With so many restaurants on the street, why do guests eat at your house? Because your family is not only selling cheap, it's okay. So we have been improving efficiency and reducing costs.

For example, the ingredients we use are fresh, and the lamb skewers are now available, which is fresh and visible. We do not advertise, buy 20 million fruits each year, let customers eat for free, and improve the experience while increasing cost -effectiveness. For another example, our takeaway can account for 50%, and the turnover is fast. If you do n’t go to the meal for 10 minutes, forcing yourself to pay for the meal quickly. This is not only satisfied with the customer, but we have also improved.

The positioning of Nanchengxiang is called full -time community catering, which only sells in the community. From morning to night, it is basically continuously flowing, and the utilization rate of stores will rise. The product only sells the basic models that everyone is familiar with, do not do innovation. The R & D department has done the most basic things, and better, in fact, it is also reducing costs.

We also improve efficiency through the central kitchen. Many catering companies need to do light assets, and they always say that they should not be a central kitchen, but when Nancheng Xiang opened the second store, I decided to build a central kitchen by myself. I insisted on making a central kitchen, and I did it for more than 20 years as soon as I did it.

The investment in the central kitchen is indeed relatively large, but many companies die because they do not have a central kitchen. Many companies also do central kitchen, but they also want to be light assets and let the third parties supply him, then he has lost its competitiveness. A large part of our Nancheng Xiang's competitiveness is the central kitchen. Even during the epidemic, we spent a lot of effort to engage in logistics supply chain management.

Although it has been done for more than 20 years, I found that the modern management equipment of our central kitchen is relatively backward. On the whole, China ’s supply chain management level, hardware and other aspects are much worse than that of countries that have done well. I also realized that it was not how well Nancheng Xiang did, but because our opponents are still at a low level.

Of course, the central kitchen does not do well, it will indeed become a burden to drag the company, but if it is done well, it can indeed improve your quality and reduce the cost, which will be the biggest core competitiveness. If you want to make a lot of stores in the future and want to be a great company, you must build a central kitchen. Don't think it's troublesome, don't have your own central kitchen, or only rely on third parties, the quality is never good.

Compared to the impact of the epidemic, I care about the income of employees

Many friends ask how much the epidemic affects the catering? I said that it has an impact on large and small restaurants. I am thinking about the worst plan now. Of course, it is better to recover, but I am more likely to persist and prepare to fight for a long time.

In fact, in the epidemic, our company does make less money, but I really don't pay special attention to this. I care more about employees. The cost of living in Beijing is very high, and many employees have mortgages, old and small. So regardless of the situation of the epidemic, first of all, the first consider how the employee's income is. During the epidemic, we were reversed with many companies, and we paid in advance. Because in the end, employees are our fundamental and foundation.

In Nancheng Xiang, we divide the employees into three levels. As long as you have one level of skills, you can add one more. It is normal for a skewers to earn 20,000 to 30,000 yuan a month in Nancheng Xiang, but we do not directly pay so much money, but to set up a fair, worker for employees. You can make money.

How to keep the enthusiasm of employees? It is to let the employees see hope and hope. I work hard, I can make more money, I can also upgrade, and I have the opportunity to grow learning, which can realize my value. This money was not given to me by the boss, but I earned it myself. The more important thing is corporate culture. At the beginning of the epidemic in 2020, our employees spontaneously raised 18 million to help the company through the difficulties. They said that the company could not fall down and felt that everyone had a relationship with the company. He can also make more money. So when the epidemic, I am most concerned about the income of employees.

The corporate culture also determines what kind of person to use when your company reaches a certain scale. Selecting people is to choose people who want to choose together. I came from outside Anhui to Beijing. There was no relationship, no background, and struggling with my own hands. Recruiting people, I also recruit people like me. I hope they understand that the boss is going to Beijing to start a business. They can also earn more money by their own efforts, so that the family members live well, and they are doing their heads. No disgust. This is our corporate culture construction, that is, we must rely on our own struggle.

The people in Nancheng incense are actually stupid people. They are not particularly clever.

Three cycles can achieve a century -old company

Nanchengxiang has been in 24 years. Although I am a little less affected by the epidemic, I still have more vitality at present, and I am also very confident in the future. Nanchengxiang is not a big company in the future, not to be a listed company. This is not what I want. What I want is a century -old company.

If a company must do it for a long time, it must cross three cycles.

The first is the growth period. For fast food, 30 stores are a threshold. When your chain scale expands, you have to start standardization. If standardization is done, you can copy it. At the same time, we must grasp corporate culture.

The second cycle is called the cycle of market changes. Many companies do not meet the changes in the market and die. For example, takeaway kills a group of companies, and a batch of enterprises will be killed immediately.

The third cycle is an unpredictable risk, such as the black swan incident such as epidemic. Although the epidemic will kill a group of companies, we don't think that we suddenly catch up with the epidemic, and there will be other disasters in the black swan. There will be no other disasters without the epidemic.

In the face of risks, prepare for it, don't say that I can't survive, I have no cash flow, so why did you go early? There must be cash flow in the catering, and there are removal of food at home. Do not expand blindly. In the end, the leftovers were king. I carried it a few more months than others, and I survived.

A group of people do one thing in a lifetime

When Nanchengxiang changed its 14 -year change, we proposed the constitution of 18 enterprises. By today, we have not changed one by one.

The first is not to be listed or not financing. There is a listing of listing on the market. There are fun to join, and financing and financing. I don't plan to go public or join. In the future, we have to be a century -old enterprise, we must focus on, and a group of people do one thing in a lifetime, not greedy.

Many of our rules are listed through the constitution of the enterprise. For example, the total amount of the bank cannot exceed the company's profit. This is considering that if we have liabilities, the company may have a crisis or even may even be in Dist in the crisis.

For example, if you do not allow the payment of suppliers, many companies may have a lot of cash flow on the surface. And you have to become a partner with the supplier, so that they can give you good things, and things are cheap. We do not allow suppliers to give gifts, but to give them in turn. Why do suppliers give us gifts? We are equal, so people will respect us more.

According to the situation of the enterprise, we use the rules of the company's constitution, set the rules, and set it on the wall, reminding us that the boss should not pat your head casually. Many companies died in their bosses and patted their heads. As soon as they patted their heads, the company died. We hanging the Constitution on the wall is to raise the threshold for the boss to change their minds. The boss wants to change his mind. Because there is difficulty in the threshold, you will think carefully, think about it, and think about it. Everyone will discuss it together. It may be discovered that our constitution is right later. We finally do it according to the Constitution.

Regarding the modification of the Constitution, we will consider it carefully, minimize the mistakes, and make as little mistakes as possible, and do not make mistakes, because each strategic error is fatal to the enterprise. Even if we go slowly, we will go longer.

The changes in the future market will definitely have it, but in the change, you have to find what it does not change, it will never change. For example, takeaway, we are confused at first, but you are looking for what it does not change. Catering is cheap or delicious, and the same is true of takeaway. Where do we serve the industry, where are we serving. When customers go online, we will go online. Customers in the community, we first proposed to do the full time of the community.

Many people do catering, relying on flickering, touting, that is useless. We are a group of people, and we will always do one thing forever, that is, staring at catering, grasping quality, grasping services, and doing extreme cost performance. Always catch things, insist on making our products according to the needs of customers, wherever we are, we do. In the future, the market will change again, and I am not afraid.

Flying saucer -style tissue architecture, there are few people and large people

Our organizational structure is called the tissue structure of the flying saucer -style, which is managing and advocating that there is no intermediate layer, so that management efficiency will maximize. There are about 3,000 chief employees in Nancheng Xiang, but there are very few headquarters, and there are only a dozen core management teams. Instead of the company's headquarters, the responsibility will be unclear. Therefore, in Nancheng Xiang, as long as one boss is a boss, a department is clear, and there must be more people. If you can't finish it, you can invite an assistant.

People outside may feel that Nanchengxiang seems to be unable to do it. In turn, we think that we have nothing to live, because we call a group of people a lifetime, and we do not do anything else. We do not have a joint -stock system, do not engage in capital, nor do we have to negotiate with franchisees. We must deal with bank loans to deal with bank loans, and financing should be dealt with with capital. One of our departments should do their own affairs.

Our products also only do basic models. Our product research and development every day is repeatedly done, that is, to do the basic models, the responsibility is clear. Another example is the brand department. We are responsible for the brand and also responsible for the takeaway business. He takes a mobile phone and a computer. It will not delay everything when you meet, and then takeaway to the first in the country. All departments of Nanchengxiang are alone. If you are not enough, our manager can work part -time.

We have to review everyone of the headquarters, and everyone must create value, but may be removed directly, and people who cannot create value. A department and a boss. The size of a person's value is obvious, and the account is good.

My cooperation with the Xiaoma Song team will also calculate the account. For example, after you change my logo, how do my customers commented on me? My flowing water has not risen. Teacher Qian Xiaoma Song couldn't earn me back, and my cooperation with Xiaoma Song lost a lot. Fortunately, Xiaoma Song still helped us earn money without losing.

Each department of the headquarters has indicators, and he can save it with expense indicators. Do you think that a department has done a work alone, four or five people do it, and the boss is willing to give you money? Are you willing to pay you salary? A boss finished the work of a department, and I was definitely willing to give money, right?

The time to get out of Beijing is still immature, and Nancheng Xiang has to fight steadily

Nanchengxiang can go out in Beijing now, but for me, it has not yet arrived.

First, because China's regional food culture is deeply rooted, there is a taste in the south in the south, and the northern taste in the north. What exactly does China's fast food look like in the future? It is definitely not how KFC McDonald's.

The second is because we are now in the primary stage. I may open four or five hundred in Beijing in the future. Why are you anxious to go out? I go out now, and the efficiency is definitely not so high. When I opened four or five hundred in Beijing, my efficiency must be higher, and my cost -effectiveness will be higher in the future.

If you go out in the future, my play does not mean that several stores in various cities bloom all over the place. I am the aircraft carrier fighting group. First, I occupy a city to deepen, one base and one base area, and stable.

Prefabricated dishes have nothing to do with catering people

Many conferences let me give a speech on prefabricated dishes. I did not participate because my point is that prefabricated dishes have little to do with our catering people.

Prefabricated dishes are the work of food factories, not our food and beverage. And what is prefabricated dishes, there is no complete conclusion yet. I don't think we need to pay attention to it. If there is a suitable supply to me, use it. But do not use seasoning bags, seasonings will kill a company.

Catering is just delicious. Fresh is delicious, although it is troublesome. For example, 是, we are hand -wrapped, fresh, freshly distributed to the store. So I don't think that catering people should not care about prefabricated dishes, they still have to return to the root of catering.

At the end

Doing fine, not greedy, less mistakes, grasping the essence, not afraid of trouble, stable and steady, take your own way ...

At the moment when various methods are theory, the operation of Nanchengxiang looks too simple. According to Wang Dong's words, it is nothing more than "stupid people and stupid things" and "a group of people doing one thing in a lifetime."

Asking for speed often leads the enterprise to be detours. For a long -term enterprise such as Nanchengxiang, it is fast. Even if you walk slowly, you will go longer and farther. Hope to inspire you.

(Note: This article is provided by Nancheng Xiang and Pony Song.

- END -