如何回归对餐饮行业的基本认知与常识
<section powered-by="xiumi.us" style="margin: 5px 0px 10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: rgb(51, 51, 51); font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255); overflow-wrap: break-word !important;"><section style="margin: 0px; padding: 0px 10px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; line-height: 1.75; letter-spacing: 0.5px; font-size: 15px;"><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">餐饮投资是今年最热的风潮之一。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">从年初的小吃炸串、到此后的拉面小面、火锅烤串、甚至延伸到煲仔米饭，从全国品牌到区域品牌，从线下餐饮到外卖品牌，大大小小的餐饮企业被投资机构投了个遍。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">不管是通过直营加资本的机会，选址在购物中心，意在做强品牌；还是通过加盟裂变与极致性价比，将街边店作为主力店型，意在做大规模、打造万店模型。中国餐饮连锁化率和品牌化率的提高成为全行业的共识甚至是信仰，吸引大量资本和人才涌入这条高度分散、高度竞争、劳动密集的赛道。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">引发这些积极变化和兴奋预期的是餐饮行业在近年来向行业规范化、供应链标准化、门店管理系统化、线下流量数字化方向的不断演进，资本市场的大门也不再紧闭，海伦司已然先发先至，蜜雪冰城蓄势待发。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">行业的热闹自然是大家的，但回归具体企业本身，仍要在品类、产品、价格、区域、销售形式、搭售方式等多维度参考的生态网络中找准自己的定位，并尽可能多和尽可能及时的满足不断涌现的新人群、新需求和新场景。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">举例来说，由于消费者的需求愈加碎片化，一天内的少量多样进食成为很多年轻人的常态：早上早餐豆浆、上午沙拉轻食、中午精致主食、下午奶茶烘焙、晚上正餐、夜间烧烤火锅和酒水；由于选择太多，越能降低决策成本、性价比越高、既适合单人场景又适合多人分享的产品选择，越发受到欢迎；由于需求也愈加多样化，能提供不同品类组合的门店更受欢迎，于是卖奶茶的也开始卖起了炸鸡，卖咖啡的也增添了酒水，门店数量未减但同质化增加，行业更加内卷。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而越到此时，行业洞察与趋势判断的重要性更加显现，只有抓住重点、找准策略，才能在日益激烈的竞争中存活下来。合众合即是这样一家以产品策略和定位理念为核心的、专注于餐饮行业的全案咨询公司，提供从数据研究到品牌策略、品牌定位、品牌设计、空间设计的打包式服务。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">自2014年创立以来，合众合已经累计服务餐饮连锁800多家，包括绝味鸭脖、7分甜、乡村基、墨茉点心局、霸蛮米粉等，帮助品牌实现门店的数量裂变与业绩增长。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">以7分甜为例，早期的7分甜同国内大量奶茶店一样，并没有占据消费者心智的核心产品，导致消费者到店之后无从点起。经过市场研究，合众合认为芒果既是受到消费者广泛欢迎的水果，市场上又欠缺以此为主打的可消费产品，于是将芒果确定为7分甜的核心原料。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">命名也多有考究，“芒果爽”突出原料但在消费者心中缺乏概念，“杨枝甘露”则是公认最好的港式甜品、7分甜的团队也是甜品出身。于是“7分甜杨枝甘露”这款心智产品就被确定下来，击穿品类占领心智。在合众合的陪伴式服务下，杨枝甘露在7分甜的销售占比中达到35%，7分甜也从20家店开到千余家店。</p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><br data-filtered="filtered" style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"/></p></section></section><p></p><section powered-by="xiumi.us" style="margin: 10px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: rgb(51, 51, 51); font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; white-space: normal; background-color: rgb(255, 255, 255); text-align: center; overflow-wrap: break-word !important;"><section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; vertical-align: middle; display: inline-block; line-height: 0; width: 643.14px; height: auto;"></section></section><section powered-by="xiumi.us" style="margin: 5px 0px 10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: rgb(51, 51, 51); font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255); overflow-wrap: break-word !important;"><section style="margin: 0px; padding: 0px 10px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; line-height: 1.75; letter-spacing: 0.5px; font-size: 15px;"><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><br data-filtered="filtered" style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"/></p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">以墨茉点心局为例，合众合与墨茉保持长期战略合作，为墨茉的各个阶段提供帮助与支持。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">从最初找准品类定位、切入中式烘培赛道，用现烤麻薯建立差异、完成顾客心智预售，将中西点心进行融合与创新，结合门店红蓝色搭配的国风视觉，合众合帮助墨茉在烘培行业走出了一条新路径；到现在陪伴成长一年间融资总计数亿元人民币，1年多的时间已开出30多家门店，截止年底预计开店50家以上。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">选择每个区域、每个行业的第一名进行服务，将其树立成标杆案例，是合众合的业务逻辑。工作重点将基于数据、基于销售导向倒推，如客单价、销售排行、投资回报周期、用人、产品数量、产品销量和顾客点击率等。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在累积标杆案例的过程中，合众合的业务范围涵盖了一线城市到五线城市，既足够深入市场，也从这些标杆案例身上学习，并通过对市场数据的二次分析解读行业，寻找未来的增长点。</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">“这也使得我们在这个行业能够越做越专业，也不怕竞争对手，就是看我们有没有定力少接项目，把每个项目做深入。”合众合创始人姚哲说，“我经常说做公司就是做预期管理。餐饮品牌是在管理顾客的预期，到底是个定位高端的、还是亲民的、还是持续推出好玩的子品牌的，合众合也在管理自己的预期。我们是一家实战型的公司，也会有很多失败的案例，定位错误、选址错误、或者是其他的人为因素，都可能走错，只是在稳中求进。”</p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </p><p style="margin-top: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在对话中，公司之外，姚哲谈到了关于他进入餐饮行业以来的观察与思考、关于对当下趋势的拆分解读、以及面向未来的一些见解。</p></section></section><p></p><p><br/></p><p><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: rgb(51, 51, 51); font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 12px; letter-spacing: 0.5px; text-align: justify; white-space: normal; background-color: rgb(255, 255, 255); overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px;">来源<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; font-size: 12px; box-sizing: border-box !important; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-size: 15px;"> | 新商业情报NBT</span></strong></span></strong></p><link rel="stylesheet" href="//www.fqlook.cn/source/plugin/wcn_editor/public/wcn_editor_fit.css?v134_Tt8" id="wcn_editor_css"/> 餐饮简直就是很赚 去做加盟 确实是这样的呀 餐饮就是这样的
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