Lu Wei brand Zhou Heiya transformation counterattack

Zhou Heiya, a brand of leisure pot-stewed food, released its annual performance report of 20021. The data shows that the total revenue of 202 1 group was RMB 2.87 billion, up by 3 1.6% year-on-year. The net profit was 342 million yuan, a year-on-year increase of 126.4%.

Although the overall environment of the catering industry is under pressure, the Luzhou-flavor track of 202 1 is still a dark horse track. In addition to the "Luzhou-flavor giants" represented by Zhou Heiya, there are also many capitals entering the market, with rising rookies, showing a new pattern of Luzhou-flavor market.

It is pointed out in the Development Report of Luwei Category in 2022 that the compound annual growth rate of 20 18-202 1 Luwei market is 12.3%. In 2022, the scale of China's halogen products industry will reach 369,654.38 billion yuan, and it is expected to reach 40,565,438 yuan in 2023. Under the inspection of the epidemic situation, Zhou Heiya has overcome the influence of multiple uncertain factors, and at the same time, faced with the competitive pressure in the lo-mei market, it has taken a long-term approach to reach consumers through diversification and continuous R&D innovation.

The Louvre circuit is full of stamina.

In recent years, the Luwei track has been very lively.

In 20 16, the market scale of lo-mei industry just exceeded 80 billion yuan. The data shows that the scale of China's halogen products industry will reach 36910 billion yuan in 2022, and it is expected to exceed 400 billion yuan in 2023.

The hot market keeps attracting new entrants. Tencent invested in Shengxiangting, a hot pot-stewed brand, last year, and all kinds of pot-stewed brands such as Chrysanthemum Pottery and Fresh Lujia attracted capital. Various products and snacks companies, three squirrels, and good shops have come to Iraq to aim at the halogen rail.

According to "China Catering Category and Brand Development Report 202 1", the market share of three halogen-head brands including Zhou Heiya is 16%. Although after more than ten years of development, the market share that the three major head brands can tap is still less than 20%.

In other words, there is still 80% market share to be tapped. Obviously, although the Luwei track is getting more and more crowded, the stamina is still sufficient, and the head brand Zhou Heiya has no room for development.

Take measures to cope with the transformation of Zhou Heiya at the same time.

At the beginning of 2020, Zhou Heiya accelerated its third strategic transformation and achieved initial results.

202 1, brand strategy transformation remains unchanged. In the face of fierce competition in Luzhou-flavor market, Zhou Heiya has improved its capabilities from stores, channels, products and supply chain to help the brand develop steadily.

1, the business model of "direct operation+joining" continues, and community stores have become a new bright spot.

202 1, Zhou Heiya continued to promote the business model of "direct marketing plus joining". Within one year, 937 new franchised stores were added, increasing to 1535, and the number of direct sales and franchised head offices reached 278 1 home, which has been stationed in 267 cities across the country and continues to encrypt the market.

2. Multi-channel contact with young people, live broadcast has become the new normal.

It can also be seen from online channels that Zhou Heiya has penetrated into all traffic highlands. 202 1 year, Zhou Heiya O &；; O Business contribution income reached 920 million yuan, up 23.5% year-on-year.

In terms of take-away, Zhou Heiya actively explores brand joint marketing, creates a lo-mei festival with the take-away platform * *, enriches consumption scenes, and increases the access to resources in the station through accurate delivery and drainage, thus improving the customer acquisition rate. In short video and webcast services, KOL live broadcast and self-operated store live broadcast are driven by two wheels to enhance brand exposure.

In terms of near-field retail, it has settled in seven fresh platforms, including Ding Dong, Pupu and Boxma, covering more than 80 cities in China and more than 3,000 front warehouses, showing a rapid growth momentum throughout the year.

3. Strengthen the research and development of new products, and the monthly sales of new explosive products is10 million.

In order to meet the changing consumption trend, Zhou Heiya has also made great efforts in the research and development of new products.

In 20021year, spiced duck neck, crayfish balls and tiger skin chicken feet introduced by Zhou Heiya became a new generation of explosions, and at the same time, vegetarian dishes, aquatic products, chicken accessories and other products were added.

According to statistics, Zhou Heiya * * sold 35,000 tons of products last year, including duck meat and duck by-products, braised red meat, vegetables, other braised poultry and aquatic products, an increase of nearly 654.38 million tons over the previous year.

Among them, new products contributed more than 500 million yuan to the Group, while the monthly sales of spiced duck neck and crayfish balls exceeded10 million yuan.

4. Optimize the supply chain and increase the gross profit margin through refined operation.

202 1 affected by the epidemic, the global supply chain crisis broke out, and high inflation led to a general increase in the procurement cost of upstream raw materials. As a downstream retail brand, facing the soaring raw materials, Zhou Heiya has integrated and optimized its supply chain.

202 1, Zhou Heiya upgraded and integrated the supply chain center, introduced the OCM cost control refined management system, and comprehensively promoted the whole chain supply chain management and control.

Through the construction of volume and price forecasting model, we can accurately make purchasing plans, realize the prospect of raw material reserves and effectively hedge the rise of raw material costs; All-round collaborative management of production, logistics and other links, and constantly improve the efficiency of the whole chain.

Zhou Heiya has set up highly automated production centers in North China, Central China and South China, with a space cleanliness of100000. At the beginning of 20021,Zhou Heiya Huadong factory was put into operation, which further improved the delivery time of front-end business.

end

There is no lack of competition on the luwei track. In addition to the classic spicy taste, all kinds of small, fresh and heavy taste ideas emerge one after another, constantly satisfying the diversified taste buds of consumers. From the category point of view, from the early duck neck dispute to the chicken, duck and poultry meat dispute, and now "all can be marinated." Zhou Heiya always insists on the iterative innovation of products. The new products of 202 1 contributed over 500 million yuan to the group's revenue, accounting for 18%. Add vegetarian dishes, aquatic products and other products, focusing on the taste of the head, and create a new generation of explosive items such as "spiced duck neck", "spicy shrimp ball" and "tiger skin chicken feet". In addition, the Group also launched products with different specifications and price points to meet the needs of more consumers.

The competition in the luwei market is also constantly changing, from the version of 1.0, which emphasizes singleness, standardization and easy replication, to the version of 2.0, which subdivides from taste and ingredients, and then to the version of 3.0, which strives for more channels and supply chains. Now, the wave after wave after wave after wave. As a leader in the industry, Zhou Heiya has carried out comprehensive innovation and optimization from multiple dimensions of products, channels and supply chain, accumulated strength, and showed us a rising growth trend.

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