If Huang Taiji valuation Super tens of billions, you don't lose your temper!
You can see Huang Taiji:
Huang Taiji is not good to eat!
Hechang is a big fool!
Rhubarb nuts off!
Shop flat, human effect is too low.
And what I see is:
1. Huang Taiji was doing any thing in increasing the thickness of the brand, brand equity!
2. the hechang on the third anniversary of the establishment of the company with all partners to takeout, hechang no proprietary office in his company, along with all employees in the Office;
3. in jianwai Soho, international trade had been wearing a yellow suit of armor sells small overall win!
4. takeout from day one-thousand to nearly 20,000, took only four months as production centers by the end of the expansion, reaches 100,000 single!
5. Huang Taiji investment ORB cheese, called a duck, happy take food, MOM's dish, sweet rock and roll salad and so on a series of potential brand!
6. Huang Taiji bottlenecks in the entrepreneurial process is the only way to improve all entrepreneurial companies!
7. Huang Taiji in the near future there will be a super 1 billion renminbi financing.
Why Huang Taiji by has been criticized, not only failed, but continue to make breakthroughs, and transformed into the product delivery platform. In order to achieve through the upstream supply chain, the middle reaches of the beverage brands, consumers and raw materials industry-wide Internet platform.
Fucking totally unreasonable, that fucking totally inconsistent with our past business logic!
Business logic is in the past: to build a restaurant that can make money, then breaking through retail and chain stores, and eventually became a brand.
Today, in the age of capital, the business logic is:
1. a concentration of industry, is it possible to run out of the leading companies, the leading brands;
2. see if a category has a strong brand, brand, and if not, who is likely to win;
3. Please note that the value is no longer the number of shops, but the thickness of the brand assets;
4. capital created under business models, allowing short term unprofitable, even in a relatively unprofitable for a long time, but its market is huge, and then once you find the right market direction, you will get tremendous support of capital, which we in East Beijing, Taobao as they are seen.
5. investment is investment, for some good seed capital has enough patience.
6. timing is everything, and sharing among people.
7. your business model to solve customer pain points might be a level 1 billion company, address industry pain points can be baiyiji company to address industry pain points, you can be a qianyiji company.
Along the way, I think investors investment logic of Huang Taiji (pure speculation and if the same thing, certainly by accident)
First stage:
1, the early years, one of dozens of square shops, the peak month turnover million, to more than 10 people took turns for a pancake, a business that's great! be sure to vote!
2, pancakes are not Western pizza? public demand, precipitation, without any branding, Huang Taiji can become the first place in this category, think of all excited!
3, hechang brand marketing and interactive marketing expert, will this save millions every year-level advertising, to vote! BAT together securities company net big money
4, Chinese fast-food McDonald's to do this guy, we do lack a face of 85, after the fast-food brand, was too good an opportunity, vote for him!
So when a store, valued at tens of millions of. Later all catering entrepreneurs according to the valuations.
In recent years, all of the Internet dining, small is beautiful: new brand, we should thank Huang Taiji, his legend has attracted a lot of capital cross-border personnel to focus on catering, also requires the industry to be stunning!
The second stage:
1, since the business is so good, market demand in Beijing is so big, open shop, open shop, not to make money all right, first to seize the line under the port and invest!
2, people cannot eat pancakes every day, then get a few category brands, such as beef stew, rhubarb, and happiness take food and so on. Need money, no problem, invest!
Hurried to his investments, do standardized scale!
Huang Taiji is driven by capital aggressive stage of this phase.
First, the first store in hot, because using a micro-blog set off a brand, when people come to worship, Beijing young people to get together and flow of online traffic is far greater than offline. Shop expansion, which belongs to the traditional old ways, for a Internet gene Huang Taiji team, there is no advantage at all. Line a large shop, when revenue weakness, lack of demand, earnings will look ugly, Huang Tai Ji, this stage is the most difficult stage.
Second, everyone is ignoring even Kentucky Fried chicken, McDonald's is closing. How can Huang Taiji in this day and age, using a model to replicate in the age of success?
Third, we ignore at this stage for the take-out explosive growth trends, especially fast food, take-away ratio will increase substantially.
Take-out outbreaks of two factors:
A generation of young people with the lazy way!
2014 for all delivery platforms to obtain huge financing, need to promote large-scale subsidies users!
Sold in the year 2015, the external and internal decides will be explosive growth, Wilson also repeatedly stressed in the macro control of the Internet Dining Club, which is 2015 the restaurant industry's largest outlet!
Members who listened, you can grasp this opportunity! but at the end of 2014, hechang is aware of this issue!
So there are then the third turn!
If it is a traditional food and beverage enterprises ' own funds blind expansion, capital chain rupture, was killed. But the benefits of capital was burned before a clear business model, we will be holding, will also give hechang more time.
More importantly, although the store unprofitable, but for a new brand, layout across the country in just two years, also thickened the brand assets.
Capital is a double-edged sword, vision capital will give team trial and error space, short-term arbitrage capital will let the founding team to lose control. Obviously, Huang Taiji investors at that stage not so utilitarian, hechang did not lose control. So how to choose the capital side, very important!
Phase III: product delivery platform
Fast food outside of this format in the future must be sold to the mainstream. Fast food is not necessarily the future KFC, McDonald's, the global pattern of tens of thousands of stores. Shop more for experience, credentials, and even the ceremony is a brand!
So Huang Taiji at this stage began to redefine online shop, transferred the delivery platform.
Huang Taiji form the takeout platform is at the core CBD shopping district, for white-collar workers earlier, afternoon tea, and overtime supper provided half an hour to speed up service. In addition to its own products, and full introduction of third-party brands and own logistics to ensure service quality.
Huang Taiji out platform differences in nature and are hungry:
1, hungry is the restaurant (eat) insufficient capacity or capacity surplus. Huang Taiji was completely helps central kitchen or pure Internet kitchen store improve productivity;
2, hungry what is massive choice, Huang Taiji was selected category;
3, hungry what is pan the crowd, Huang Taiji intensive China major CBD crowd factory shop Center covering around three kilometres;
4, hungry what is restaurant takeout platform, Huang Taiji is the product delivery platform;
5, hungry what is n points, n, Huang Taiji is a point to point n, Huang Taiji compared model more efficient, can better address consumer foreign selling fast food "fast" needs;
6, hungry more like catering Taobao, and that Huang Taiji as takeout industry, East of Beijing;
Former requires massive crowds and massive supply, huge demand. Which requires accurate, efficient and of high quality.
The pattern for Huang Taiji, and finally found a copy of a sustainable business model, this model for Huang Taiji team, can make full use of his Internet gene, brand marketing, branding and packaging advantages!
We'll look at:
That says startup outbreak at the point a, point b on the story, point c to find business models;
Startups need to be iterated and innovative spirit, even dust does not change;
Even in the face of the crisis, nor a pained, founder, confidence and belief is the entrepreneurial companies biggest asset;
Startup financing most avoid Hi, mode and mode. Huang Taiji's second phase of the Restaurant Belle mode does not actually exist, isn't that in order to satisfy the consumer pain points in order to meet capital spending is not out of pain points;
No matter how good the founder and start-up team, not forgetting the beginner's mind is the most important, is to solve customer pain point, industry pain points, industrial chain pain points;
Yesterday, Wilson macro in your circle of friends to see the boss for the cattle brands to find the best rice stew, on the one hand it is the food good source of ingredients, on the other hand see Huang Taiji officially opened the prelude of the upstream supply chain integration.
Huang Taiji was determined to replace xinbin County of selenium-rich rice of ecological, fast food of a price of 30 yuan can withstand such high procurement costs? eco-grain purchasing price of rice twice times more expensive than it is now!! So why would you buy such an expensive meters to do fast food? this is Huang Taiji into the deep value of product-oriented delivery platform.
Huang Taiji will outside sold capacity stripping independent operation, outside sold business of high-speed growth will quickly reduced food material supply chain to consumers of middle cost, bypass traditional stores and human of outside sold mode will achieved more big of profit, (outside sold platform can cover RADIUS is originally line Xia stores of six times times, business time is line Xia of five times times) and outside sold orders more more, marginal interests of effect more obviously.
Careful look at this not that restaurant millet mode? is good friend Professor front margin of zero modes, this model has a traditional store of assets companies is yet another dimension to combat!
Huang Taiji's future success or not is not important, important is that we see from the history of this most controversial brand of China's catering industry changes that occurred in the Internet age, but this revolution has only just begun!
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