Wind Rises 2005

Chapter 229 Kingly Art
The years passed like a passing time, and the time seemed to be at the end of March.

Ma Liang has already obtained the business license of [Shudu Liupo Catering Co., Ltd], and the brand is also in the process of applying.

The project proceeded in an orderly manner with few difficulties encountered.

After all, he has sufficient funds in hand, and the management team to assist him, coupled with the good foundation laid by [Red Lips Chuan Chuan Xiang], it couldn't be easier to set up a Mala Tang restaurant.

The real difficulty of the Malatang project is not opening a store, but the subsequent investment promotion process.

The most urgent task now is to open a model store of [Liu Po ​​Malatang], and it must be operated until it is mature before it can start attracting investment.

On this day, Ma Liang followed Chu Chengdong to the intersection of Caoyang Road and Zhongshan North Road.

"Boss, the decoration has already entered the site, and it can be completed in ten days at most." Chu Chengdong pointed to a store under construction, and said proudly.

This is one of the model stores selected by [Liu Po ​​Mala Tang], which belongs to one of the four types of stores.

In preparation for franchisees, different store models must be tested.

These four store models are: shopping mall store, community store, commercial street store, and office area store.

The business area of ​​the model stores is controlled at 20-50 square meters, and stores of this size are the easiest to popularize.

At that time, the business data will be made and displayed to the franchisees, which will be more meaningful.

And this new store on Caoyang Road is the last model store that Ma Liang followed Chu Chengdong to inspect the Mala Tang project.

The location of the store is very good, just next to the subway entrance, and the surrounding area is almost full of office buildings.

It can be seen at a glance that office workers are the main customer group of this store.

Moreover, there are more than a dozen residential areas within two kilometers, so the location of this store is a complex area, which is very representative.

On the same row as the Malatang shop, there are many other snack bars.

Lanzhou ramen, Shaxian snacks, home-cooked stir-fries, etc., are almost all low-end restaurants along the street.

Only the store that Chu Chengdong took down had the best location and the largest area.

The usable area of ​​the entire store is nearly 35 square meters, as long as it is in normal operation, it is definitely the best reference template.

Ma Liang also paid a transfer fee of nearly 8 yuan for this store.In order to build a model store, it is true that it has cost a lot of money.

He nodded calmly, and asked Chu Chengdong: "The three model stores of the Malatang project are almost completed, and the location of the store has not yet been finalized.

Do you have any good suggestions about shopping malls? "

Malatang is different from Chuanchuanxiang. The attributes of snacks are relatively weak, while the attributes of dinner are stronger.

And because food like Malatang has soup and water, it is difficult to carry and eat while walking.

Generally, it is dine-in or take it home to eat, so the requirements for business venues are naturally impossible to be as casual as [Red Lips String Fragrance].

After all, in a mala tang restaurant, at least a few dine-in tables should be set up.

Commercial street stores, community stores, and office area stores are all easy to say, and the area does not need to be too large, just about the same size as restaurants such as Lanzhou Ramen and Shaxian Snacks.

The only thing is that the area of ​​the shopping malls is not easy to define, and the grades of shopping malls are different from each other. Ma Liang has a little difficulty in creating a model of shopping malls.

"Boss, I suggest not to open a mall store for the time being, and if you have to open it, try to keep it within 80 square meters.

After all, when eating dinner in a shopping mall, there are too many choices.

The unit price of Malatang customers is not high, and dine-in meals are also provided. If the area is too large, it will affect the profit margin, and it is not conducive to replication. "Chu Chengdong expressed his professional judgment.

Ma Liang thought for a while, then shook his head: "What you said makes sense, but it's not comprehensive.

From the perspective of brand promotion, image flagship stores must be tested in advance, and large-scale stores must also be tested.

Because of the next investment promotion, we will definitely expand from city to city.

As the headquarters, it must first go to the local area to open one or two image stores as demonstrations, so that it is possible to attract many people to join.

Moreover, it is necessary to establish branches in each place to serve local franchisees.

Since the demonstration store has to be opened, it is naturally the best choice to open it in a shopping mall. There are no small shops in the shopping mall for you to rent.

So we must test it in advance so that we can be more assured.

After all, the investment strategy of the Malatang project is to set up a camp while attacking the city.Once started, it is very fast.

If we don't test enough ourselves, we will definitely be in a hurry.

If you sharpen your knife and cut firewood by mistake, and do solid work, you will not fight unprepared battles, and you will not collapse due to rapid expansion.

In this way, you sort out all the shopping malls in Donghai, select a few shopping malls that are closest to the level of second-, third-, and fourth-tier cities, and find a way to open two or three more shopping malls.

Shopping malls and stores should be more careful. They are the most direct window for us to attract foreign investment and join. There is no room for mistakes, and success must be achieved after opening. "

"Understood, boss! Don't worry, I will report to you the results of the site selection research for the mall within three days." Chu Chengdong responded decisively.

Ma Liang followed up and asked: "How are the plans and proposals for investment promotion?"

"It's already messed up, and we need to meet with Liu Dahuyou twice more, and we can operate after communicating the details.

Boss, which area should we start to expand? "Chu Chengdong asked cautiously.

Ma Liang thought for a while and said, "Let's start with Suzhou Province first, and then go all the way north until the capital market is occupied, and then consider expanding to the whole country."

The market expansion strategy he mentioned is exactly the opposite of the development process of Yang Guofu and Zhang Liang Malatang in the previous life.

This is also normal. After all, both Yang Guofu Malatang and Zhang Liang Malatang started their businesses in the Northeast, and they must first go south and then cover all parts of the country.

And Ma Liang's business headquarters is in Shanghai, so it is natural to go north along the coastline, and then expand westward to spread out the national market.

This is not obsessive-compulsive disorder following the map, but out of consideration for the construction of the supply chain logistics system.

After all, it is better than Yang Guofu Malatang, and later moved the headquarters to Donghai.

The business models of Yang Guofu Malatang and Zhang Liang Malatang in the previous life were not the same, and they also created different profitability.

Yang Guofu himself has richer qualifications and a product background, so he has always been very strict in controlling raw materials, and insisted on building his own food supply system from the beginning.

Zhang Liang, on the other hand, was born in wine sales, and he has a lot of ideas about company management. Because he started late, he also chose the most suitable development model for him.

When the brand scaled up, Yang Guofu and Zhang Liang gradually embarked on a different path.

Both companies rely on franchising to expand, and uniformly collect franchise fees, decoration fees, equipment payments, and raw material order fees from franchisees. However, it is cheaper to join Zhang Liang Malatang than Yang Guofu Malatang.

The reason for this difference is that Zhang Liang Malatang started late and wanted to seize the market faster.

Therefore, Zhang Liang Malatang had to attract franchisees with a lower franchise fee, allowing him to rapidly increase the size of the store, so as to catch up with the development of Yang Guofu Malatang.

Although the scale of the two brands was not much different at the beginning, the profit model behind them widened the gap step by step with the increase in the number of stores.

Different profit models create different income structures between the two.

At its peak, Yang Guofu Malatang’s annual revenue reached more than one billion yuan, and the franchise fee accounted for only 6000% of it. on the franchise fee.

It can be clearly seen that the profitability of the former is stronger, and the revenue scale is 20 times that of the latter.

The reason for this is that Yang Guofu Malatang prefers an asset-heavy model. The food supply chain is basically self-built, with factories and commerce, and its income sources are relatively diverse.

Zhang Liang Malatang, on the other hand, adopts an asset-light model and concentrates on being a brand management company, while relying mainly on procurement of ingredients.

This essential difference is the gap in profitability and competitiveness between the two.

The former model is heavier, while the latter is lighter and easier to replicate. There is no standard answer to who is good and who is bad.

But if Ma Liang had to choose, he would rather choose the former.

Zhang Liang Malatang seems to be developing rapidly, but the lifeblood is in his hands.Once the food supplier sits down and raises the price, you have no ability to resist at all.

And in terms of competition threshold, Zhang Liang Malatang can be produced today, and Li Liang Malatang can be produced tomorrow.

Everyone is playing with brands and relying on investment promotion to join. If there is no core competitiveness, no one may be the last to laugh.

However, Yang Guofu Malatang is different. Not only can it advance or retreat, but its profitability is even more terrifying, and the funds under its control are not of the same order of magnitude.

The most important thing is that Ma Liang has greater ambitions for the Malatang project because of the earlier start and foresight.

He not only wants to play Yang Guofu Malatang, but also Zhang Liang Malatang and Li Liang Malatang.

All in all, in a word, by controlling the food supply chain industry, Ma Liang wants all the top brands in the Mala Tang industry.

Who told him to do it early? If he starts early, he will take off first.

At that time, there will be nothing to do with Yang Guofu and Zhang Liang.In the future, the boss of the domestic Malatang industry will only be [Liupo Malatang].

As for the second, third, and fourth children, just leave it to people like Fa Ge to play.

At that time, depending on who is pleasing to the eye, a new Malatang brand will be hatched.

As long as you control the production and supply of food materials, you can cultivate a new brand at any time, fight against yourself, and directly kill the Mala Tang industry without giving others the opportunity to develop.

As long as the ingredients are purchased from him, those new Malatang brands will all work for him.

So Ma Liang decided to follow the self-built factory model from the very beginning, which is the cornerstone of his wealth take-off.

Accumulating food while there are few competitors is the kingly way.

　It's a big chapter, continue to code, and there will be an update later.

　　
　
(End of this chapter)