Recently, Lanzhou Ramen brand Chen Xianggui, an internet celebrity noodle restaurant, opened its franchise. In the promotion, it was written, "Chen Xianggui Lanzhou Beef Noodles, sincerely invites partners from all over the world! Directly copy the mature operating system." In th

Recently, Lanzhou Ramen brand Chen Xianggui, an internet celebrity noodle restaurant, opened its franchise. In the promotion, it was written, "Chen Xianggui Lanzhou Beef Noodles, sincerely invites partners from all over the world! Directly copy the mature operating system." In the investment budget column, there are 500,000-800,000, 800,000-1.2 million, 1.200,000-1.5 million, and 1.5 million+ options.

public information shows that Chen Xianggui's first store opened in March 2020, and the company's main body "Shanghai Chen Xianggui Catering Management Co., Ltd." was registered in July 2020. On November 29, 2021, Lanzhou Ramen brand Chen Xianggui announced the completion of a 200 million yuan A+ round of financing. The investors were Shuidi Assets, Huasheng Capital and Shanghai Qiaochu Trading Co., Ltd. After this round of financing, Chen Xianggui’s valuation is close to 1 billion yuan.

But after that, Chen Xianggui began to decline. Emerging brands such as Chen Xianggui, Zhang Lala, and Ma Jiyong are taking the mid-to-high-end noodle shop route. Their stores are generally located near department stores, shopping malls, and office buildings. The store decorations incorporate national trend elements, and the dining experience and marketing methods also have their own tricks, changing Lanzhou Ramen has had the impression of low value and small street shop among consumers in the past.

Like Chen Xianggui, the development of the once-popular noodle shop upstarts has not been satisfactory, ranging from slowing down the speed of opening stores to closing stores directly.

An important reason is that these beautifully decorated Internet celebrity noodle restaurants are too expensive. A bowl of noodles costs 30 yuan, and a set meal costs 50 or 60 yuan. They are also criticized by netizens as not delicious.

After losing their capital for blood transfusion, they had to start producing their own blood.

Narrow Door Meals shows that Hefu Lo Mein will open 114 new stores in 2021 and only 72 new stores in 2022. The current total number of stores is 507, which is still far from the goal of 1,000 stores. Although Zhang Lala announced at the end of 2021 that it had signed a total of 100 stores across the country, after a sudden expansion of stores, the current total number of stores is only 97, and the speed of new openings cannot match the speed of store closures. At the end of 2021, another store, Yunxiaomian, already had 300 stores, but now it has shrunk to 234.

is Wuye Noodles. It is different from the high-end positioning of other brands. Although it is a special player and focuses on the sinking market. At its peak, it opened more than 600 stores a year, but behind its extensive expansion, there is also an astonishing closure. store rate. Wang Hongdong, founder of Dinbaodian and catering industry analyst, and his team have made calculations. Generally speaking, the average annual closure rate of restaurants is about 20%. For example, 100 restaurants were opened in the previous year and 20 were eliminated in the second year. However, in five years The store closure rate of Ye Noodles is as high as 40%.

As prices rise, the cost of ingredients and labor also increases, causing the price of a bowl of noodles to rise accordingly. However, for some consumers who are accustomed to cheap prices, 30 yuan for a bowl of noodles is beyond their affordability.

Secondly, with the improvement of people's living standards, more and more people begin to pay attention to the quality and taste of food. Although this noodle shop tastes good, it is still a bit rough compared to some high-end noodle shops.

Finally, the traffic dividends brought by Internet celebrity tags gradually faded, and people’s expectations for Internet celebrity stores gradually increased.

The reason why this noodle shop cannot sell is not only economic factors and market competition issues, but also deeper social issues.

“The ‘capital side’ cannot be sold anymore, which means that the consumer industry that has emerged based on consumption upgrades in the past few years has begun to pay off its debts.” A financial blogger said bluntly.

Wang Hongdong holds the same view. According to his recollection, around 2021, investment opportunities in the online Internet industry will be saturated, and capital will be faced with nowhere to go, so they will all turn their attention to offline. It was also at that stage that several major catering brands, including Jiumaojiu, Naixue's Tea, and Helen's, were listed on the market one after another, giving capital confidence.

“You will find that capital has actually touched all offline catering.When we came to the noodle shop, everyone found that its market foundation was good, the market space was large, and it caught up with the trend of consumption upgrade, so the idea of ​​​​repackaging the small street noodle shop and opening it in shopping malls was born. "Wang Hongdong said.

is different from dirty stalls in the traditional sense. An obvious feature of the new noodle restaurants is that they choose the location of their stores in urban shopping malls and pursue high-end and classy styles in an attempt to attract young customers to satisfy their needs. They have new requirements for the dining environment, experience and emotional value of dining.

People are also paying more and more attention to food safety. For restaurants with poor hygienic conditions and stale ingredients, consumer trust is also increasing. Gradually decrease.

However, although this noodle shop faces some difficulties and challenges, its experience is still worthy of reference by other catering operators. In a fiercely competitive market environment, maintaining quality, continuous innovation and improving service levels are the key to long-term success. Design.

For those catering operators who want to become popular on the Internet, they should pursue characteristics and creativity while focusing on quality, so that they can stand out in the fiercely competitive market.

is different from dirty stalls in the traditional sense. An obvious feature of the new noodle restaurants is that they choose the location of their stores in urban shopping malls and pursue high-end and classy styles in an attempt to attract young customers to satisfy their needs. They have new requirements for the dining environment, experience and emotional value of dining.

People are also paying more and more attention to food safety. For restaurants with poor hygienic conditions and stale ingredients, consumer trust is also increasing. Gradually decrease.

However, although this noodle shop faces some difficulties and challenges, its experience is still worthy of reference by other catering operators. In a fiercely competitive market environment, maintaining quality, continuous innovation and improving service levels are the key to long-term success. Design.

For those catering operators who want to become popular on the Internet, they should pursue characteristics and creativity while focusing on quality, so that they can stand out in the fiercely competitive market.