The fried chicken market continued to boom in 2018. On May 12, 2017, the official website of Zhengxin Chicken Steak showed that the number of stores had reached 9,277, while a year ago, the number of stores was more than 4,000.

The fried chicken market continues to be hot in 2018. This time, the editor invited Professor Xu Yuanyuan, the national strategic planner of Lucheng Shortening, to analyze the current fried chicken market situation. Xu Yuanyuan has been engaged in fried chicken and shortening market research for many years, and has extensive experience in catering and snacks. There are unique insights into development. The following is Professor Xu’s market analysis experience compiled by the editor:

On May 12, 2017, the official website of a certain chicken steak showed that the number of stores had reached 9,277, while a year ago, the number of stores was more than 4,000 . In one year, the number of stores has increased by more than 5,000, which is equivalent to 14 chicken steak restaurants opening every day, and one is opened in less than two hours on average.

Coupled with the tens of thousands of unknown fried chicken restaurants across the country, it may have reached a rate of one per hour, which can be described as "crazy fried chicken."

In addition to the speed of store expansion, it is also not inferior in terms of turnover. According to relevant data, the sales of a certain chicken steak last year reached 7 billion, directly catching up with Haidilao;

Cui Xiong, the founder of a certain chicken steak, has also soared to 1 billion in net worth. ; And a fried chicken company that was founded only three years ago also generated revenue of 35 million yuan in 2016 with only 20 stores.

's slightly "crazy" data makes people wonder why this fried chicken "takes off"? In the face of the crazy fried chicken market, how can we defeat homogeneous competitors and stand out?

1

SWOT of the fried chicken industry Situation Analysis

Why did fried chicken "take off"? What are the current advantages and disadvantages within the fried chicken industry, and what are the opportunities and challenges externally? Now use the "SWOT Situation Analysis" tool to provide you with an in-depth analysis of the fried chicken industry with a market potential of tens of billions. chicken industry.

The so-called SWOT analysis:

is based on the internal and external competitive environment and situation analysis under competitive conditions, which is to analyze the various main internal strengths S (strengths), weaknesses W (weaknesses) and external opportunities O (opportunities) that are closely related to the research object. and threats T (threats), etc., are listed through investigation and arranged in a matrix form;

then use the idea of ​​​​system analysis to match various factors with each other for analysis, and draw a series of corresponding conclusions, and the conclusions usually bring There is a certain degree of decision-making.

SWOT situation analysis of the fried chicken industry

1. In terms of category characteristics and current market saturation, the market space for fried chicken is large enough.

Popular delicious snacks, the price is also around ten yuan. It is delicious + cost-effective, making fried chicken a wide audience. Fried chicken lovers can be found in all groups of men, women, old and young, and it is a category with a broad market base.

In addition, although the two large-scale chicken steak pioneers, Zhengxin and Best Chicken Steak, have nearly 13,000 stores combined, the market still shows no signs of saturation, and there are many emerging fried chicken brands emerging.

Such as thank u mom, big face chicken steak, powered chicken cart, big chicken, etc. The potential of the market space is evident.

2. Low threshold, high degree of standardization, and can quickly achieve scale.

According to the data provided on the franchise page of the official website of Zhengxin Chicken Steak, the equipment cost is about 30,000 yuan, and the decoration cost is 2,000-3,000 yuan/square meter. The total investment for the 15-square-meter store is about 130,000. The gross profit is more than 52%. If the beverage products are sold well, the gross profit will be higher. Moreover, it only takes up to 4 days to master the technique of frying chicken.

's low franchise cost, high degree of standardization, and "small shop and small boss" model are very attractive to small businessmen and facilitate rapid scale-up.

3, celebrity effect, and fan economy have fueled the flames

No. 1 Chicken Steak has found Du Haitao as its spokesperson, and through investment and sponsorship, it has won the long-term promotion position of the public account of the million-level celebrity "Care and Gossip Growth Association". In 2015, Zhengxin Chicken Steak hired Huang Bo as its spokesperson at a high price, and in 2016, it was the title sponsor of the popular variety show Extreme Challenge.

At the end of 2013, the Korean drama "My Love from the Star" hit the airwaves. The heroine Cheon Song-yi's catchphrase "When it first snows, eat fried chicken and drink beer" attracted countless young boys and girls who like romance to join the fried chicken consumption army.

These social marketing, celebrity effects and fan economy have undoubtedly increased the potential of brands and categories.

In summary, these are the potential forces for the fried chicken category to take off, but they have also led to fierce competition and serious homogeneity in the fried chicken market.Faced with the challenge of fierce homogeneous competition and the opportunities of categories but no brands, how can we stand out?

2

SWOT strategy analysis of the fried chicken industry

Based on the SWOT situation table and text analysis above, let’s take a look at the SWOT strategy of the fried chicken industry. analyze.

1, S/O (attack)

combine the internal advantages and external opportunities of the fried chicken industry, and should adopt attack strategies in terms of segmentation of popular products, IP creation, scene placement, social marketing, etc.

takes personalized and differentiated IP creation as an example. As the mass consumer market becomes more and more personalized, the assembly line approach of "only producing one black Ford car" is no longer feasible.

Consumers want personalized products, and the same goes for fried chicken.

Personalized products should be emotional, giving consumers a sense of connection with the product. Therefore, from the day a product is conceived, it is necessary to have the awareness of "making the product an IP".

First, the product must have specific emotions and culture to resonate with consumers, which is the "foundation" of "product IP";

Then, the product must have a story and content, which is the carrier and representation of the product IP. Like an awl, it is nailed into the minds of consumers;

Finally, the product must have a certain degree of extensibility and wrap up the minds of consumers in all aspects through various cross-border products. The final result of

is: the target user group becomes fans of this IP-based product.

2, W/O (reinforcement)

Under the trend of upgrading healthy and light food consumption, in view of the stereotyped positioning of fried chicken as high-calorie "junk food", we must take the initiative to reverse our own disadvantages.

can learn from cases such as Green KFC K PRO and Shaxian Light Food to keep up with the trend of healthy consumption and quality consumption, and launch low-fat set meals with salad and tea.

At the same time, it is necessary to strengthen product research and development and break through the bottleneck of a single product. There cannot be only one popular model, but a mix of primary and secondary popular models.

Daflan, for example, has the main popular style of small pot rice noodles, as well as sub-popular items such as Hunan snacks, which not only increases the unit price per customer, but also meets the diversified consumption needs of consumers.

3, S/T (Stable)

Faced with a swarm of homogeneous competition, it is particularly important to find unique differences to build a brand. In particular, in the huge fried chicken market, there is currently no brand that can really capture the minds of users.

Looking back at the duck neck industry, after a large number of large and small brands such as Jiujiuya, Juewei, and Zhou Heiya have expanded this category, branding is also an inevitable trend. Fried chicken is similar. After the category has a certain scale and support, it will move towards branding.

At present, fried chicken has entered the stage of "brand competition". At this stage, whoever attaches great importance to the brand and can occupy the "first mind" of consumers can become the "Zhou Hei Ya" in the fried chicken industry.

At the same time, in view of the precedents of other mature industries, "entrepreneur + capital" will definitely become a standard configuration in the catering industry. Introduce capital, use the power of capital to accelerate and take the lead in overtaking in corners.

4, W/T (Prevention)

What you need to be wary of is: large scale does not mean large profits.

The experience of the duck neck industry tells us that the number of Juewei stores is 10 times that of Zhou Hei Ya, but the profit is only 1/3 of it.

must grasp the two core points of consumption upgrade: good stuff + high cost performance.

In view of the fact that most of the fried chicken on the market is still in the stage of meeting low-end consumer demand, it is necessary to actively upgrade the scene consumption function. For example, with the rise of leisure scenes such as afternoon tea and parties, diversified consumption scenarios give fried chicken more room for expansion.

In addition, we pay enough attention to back-end support systems such as supply chain, equipment and operations, and accurately grasp the current industry restructuring trend of "emphasis on back-end + light on front-end" in the catering industry, improve our own internal skills, optimize models, improve efficiency, and proceed steadily. Only by maintaining a high degree of standardization can the brand become bigger and stronger in the end.

serves as the middle and back-end system for fried chicken restaurants: Lucheng shortening plays an indispensable role. In the process of serving major fried chicken companies, Lucheng shortening always brings reliable and good oil to customers, not only frying for fried chicken chain companies. The production of safe food has saved end customers 30% of oil costs, and has been well received by major fried chicken chains.

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Let us wait and see who can become the "Zhou Hei Ya" in the fried chicken world!