Chapter 1868： Crazy hint

Panda can have its current scale. It is useless to rely on so-called product development alone. In the information age, wine is also afraid of deep alleys. If you open the shop under the control of gangsters, who will challenge the violent neighborhood without problems?

Therefore, location selection is also very important, and this is also one of the important factors that Yang Cheng feels that the cooperation between the two parties is feasible. The location of the Panda Restaurant is precisely the consumer group needed for fast-selling red wine.

Of course, this is also an evolutionary process. It is not done overnight. In the beginning, the site selection criteria for pandas were based on crowded commercial centers, with the goal of establishing category brand recognition as soon as possible.

Panda Fast Food's first chain store was located in a mall in California. In the first stage of site selection, the store location strategy was concentrated in shopping malls, university campuses, theme parks, and airports.

The common point of these locations is that they have a large flow of people, and as long as you are in them, you can capture a steady flow of people.

Consumers who come to these stores are often not attracted by the product or brand, or conversely, they are not influenced by the product and brand.

The reason for their consumption is simple: we want to eat now, and you happen to appear in front of me.

This is especially important for the new brand of Chinese food like Panda Fast Food at the beginning. In the early days when the public was not familiar with Chinese food products and did not know the Panda brand, Cheng Zhengchang keenly used the stable flow of people in the mall to complete the early education market and establish The task of brand recognition.

By successfully entering the student market and capturing the stomachs of passengers from the airport, it has become the choice of shopping malls. It has successfully introduced the concept of Chinese food into the American market, and will become the next solid foundation for a mainstream cognitive brand for its full expansion in the future.

After the popularity expanded, Cheng Zhengchang began to turn his attention to street shops and try to develop in multiple directions.

Around 2000, when the company's annual revenue exceeded the 200 million U.S. dollar mark, Cheng Zhengchang was able to run his own street store and truly opened the restaurant to your doorstep.

This is also because the demographic dividend of shopping malls has gradually disappeared, and some traditional department stores have gradually lost their former glory, which has caused a huge impact on catering stores.

Afterwards, it proved to be Zhengchang's foresight. Fortunately, Panda Fast Food expanded new roads in time, otherwise it might be dragged down by the market.

Jamba, a juice brand that also uses shopping malls as its main location, decided to close 22 stores in New York and Chicago in 2015 because of loss-making operations for several years.

Similarly, there are several catering brands that use shopping malls as their main source of passenger flow. In the end, they all approached the brink of bankruptcy and even went bankrupt. Only Panda persisted and achieved success.

As Panda Fast Food opens new stores from the mall to the street, the store area has increased from 80 square meters to 400 square meters or even larger, and the annual revenue of a single store has gradually increased from the previous 500,000 US dollars to more than 1.5 million US dollars.

It can be said that only at the moment when Panda Fast Food succeeds in gaining a foothold in the street shop, will it get a ticket to truly become a catering giant, otherwise it will always be a passerby in the eyes of customers.

After Panda Fast Food completed the layout and built the basic structure, it began a comprehensive expansion phase.

Before that, Panda had opened stores from the west along the middle to the east coast, establishing bases in major states.

In the stage of full expansion, the main strategy for opening stores is to focus on the base area and quickly penetrate the city where the base area is located.

Just like the ancient siege pool, occupy an important city, by the way, lay down its attached county seat, and expand the territory to the whole country step by step.

It is said that ten years ago, the opening speed of Panda Fast Food reached a record high, with an average of 3 new stores opened every week.

In the same period, Burger King, which was also expanding wildly, only expanded at a new store every week.

With the rapid expansion and intensive opening of Panda Fast Food, their competitors have changed from other Asian fast food to giants such as M Kee and K Kee, which also proves that Panda has successfully entered the ranks of the first echelon in the fast food field.

And now, it's time for another transformation, which is to add beverages to enrich its product line while dining.

Restaurant pairing with red wine is nothing new, but the problem is how to combine fast food brands with red wine, a beverage that should be tasted slowly in an elegant environment.

Of course, this problem needs to be considered by professionals like married couples, and Yang Cheng is only responsible for providing one direction.

However, he described the prospects of the fast-selling wine industry very conscientiously. Nowadays, in the United States, wine is more popular than beer. The new generation of consumers seems to prefer wine to beer, and the mainstream consumers of pandas are precisely young people.

Yang Cheng proposed that he could specially make a small bottle of red wine, specifically for the sale of fast food restaurants, just like beer, you can drink it all at once without worrying about the problem of being broken.

Small bottles of red wine can also reduce production costs, and at the same time, the price will be lowered to the point where most people can afford it. This is very attractive. Drinking red wine at a price that is not much more expensive than beer, there must be many people. Willing to pay more for this.

All that should be said, the rest is the problem of married couples. If you think there is a prospect, you can cooperate. It doesn't matter if you think it is. Yang Cheng just give it a try. After all, his wine group hasn't registered yet.

"I just came back from South America, and maybe I will buy a group of wineries in Chile next. As you know, as the main producing area of ​​New World red wine, Chile has many advantages. Both the output and the quality are enough to guarantee the supply of wine. "Yang Cheng said finally.

"I'll go back and ask the team to do a feasibility study, and we will talk later?" Cheng Zhengchang said.

Looking at Jiang Peiqi again, she seemed to have no opinion, Yang Cheng shrugged, "Of course, we can wait for your good news~"

Yang Sen asked suddenly, "Panda fast food is still in your hands?"

Cheng Zhengchang was not clear, so he nodded, "Most of the shares are in our hands, a small part is given to the children, and two others encountered resistance during the expansion that year, and there was no way to divide it out."

Yang Sen asked again No one has forced you to raise funds and go public these years? "

Cheng Zhengchang smiled bitterly, "How could it not be? We Chinese are not easy in the United States. We are bullied if we don't do well, and we are bullied if we do well, but I won't be listed if I am killed, and they can't help me. "

Yang Sen took a sip of his wine and said quietly, "I don't have as much luck as you. It's not a way to hold on to death~"

Jiang Peiqi suddenly said, "It still has something to do with the size. Judging from the current assets of the panda, it will not reach the height of McDonald's if it is dead. Wall Street also knows that there is no need to hold back. Anyway, once we are ready to go public, They came up improvised in time for a bite."

Yang Sen shook his head, "This can't be so absolute. The main reason is that the pandas have not demonstrated the profitability that makes them crazy, otherwise you can't hold it. Wall Street has 10,000 ways to force you to nod. That's how I was forced to drive. Kouzi, of course I also figured it out. Finding two strong partners can at least avoid a lot of trouble."

His words seemed to imply something crazy. . .

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