In the annual report of China catering industry in 2020, Shandong Kairui Commercial Group ranked second among the top 50 catering enterprises in China in 2020. In this year of "unprecedented changes" in the catering industry, Zhao Xiaoguo took the helm of the great ship Kerry. With the pragmatic and forward-looking style and the "hard work" practiced by enterprises for many years, he resisted the impact of huge waves and opened up unlimited possibilities in the future through the nationwide supply chain of "22 cities" and the planning and layout of "Ruili City" and "expressway Service Area" with a brand-new lifestyle in the new era.
This is not a numbers game, this is a difficult time.
Outbreak, all of a sudden, "30, Kerry's" Gui Man Lou "brand130,000 reservation was only 70,000, the next day there was no one, and the third day ..." Zhao Xiaoguo recalled a little deeply.
Not only "expensive building", but also Kerry catering industry, the whole catering industry has been hit hard by the cold current.
"More than 350 stores across the country are closed, 1.4 million employees are mostly waiting, losing 3 million every day. Shanghai and Hangzhou foreign employees can't come back. What can we do? Just one sentence: no trouble to the society, no anxiety to employees. "
"brainstorm and face it positively." Zhao Xiaoguo said that Kerry quickly transferred its sales to online channels on the second day of closing the store at the beginning of the year, and took the lead in launching the "non-contact takeaway" service among its peers; We have comprehensively adjusted our strategic thinking, changed the traditional offline business model, and launched the "Roast Duck Stocking Marketing Campaign" nationwide with the new thinking of fission marketing, which has withdrawn tens of millions of yuan. Although there is no profit, it has increased the confidence of employees and consumers. Subsequently, with the resumption of work and production, the number of group meals provided by the resumed enterprises had exceeded 1 10,000 by mid-February. On this basis, in Zhao Xiaoguo's words, as a rice seller, I have the conditions to send love meals to medical staff, police on duty, community volunteers and other people on the front line of epidemic prevention. Pass on the positive energy of the enterprise and show Kerry's responsibility to repay the society. At the same time, Kerry also made careful plans for the store's resumption of business, including visual reminders, staff epidemic prevention, high-temperature disinfection of tableware in the store, arrival of tableware, and product optimization.
Subsequently, with the deepening of the resumption of work and production, and the gradual liberalization of the canteen by the government, in the face of people's worries and lack of consumption desire at that time, on the basis of doing a good job in epidemic prevention, Kerry launched the "You consume, I subsidize" activity twice, which aroused the enthusiasm of consumers, stimulated the consumer market and rebuilt consumer confidence. This alone took out a coupon of1.200 million yuan. Next, Kerry Group continued to hold marketing activities to stimulate consumption. These activities were well planned, creative and colorful, and each activity caused quite a stir.
On April 9th, the 9th "Gaodi Cup" Children's Public Welfare Painting Competition was held as scheduled. On June 20th, the 2020 International Wedding Trend Conference with the theme of "Harmony" was held in Fisher Hall of He Jiong Shopping Center in Lingxiu City. On July 1 day, Xinhe Taste International New Product 303 Cloud Tasting Meeting was held. On July 2, a briefing session on entrepreneurial cooperation was held; In July 1 1, the 16th Fuyang Festival of the Old Archway was launched; On July 25th, a series of activities for the 20th anniversary of sweet and sour carp/KLOC-0, a famous Shandong dish, which was hosted by South, a brand of Kerry Group, was launched. At the event site, everyone * * * celebrated the birthday of sweet and sour carp, born on 1900, and in September of 1 year, the Mid-Autumn Festival was full moon.
By August of this year, the overall performance of Kerry began to grow year-on-year. Zhao Xiaoguo said, "Every year 165438+ 10 is the off-season, but this year, through the joint efforts of everyone, the sales situation is slightly better than in previous years."
Behind the resistance to this epidemic is Kerry's strength, which has formed a large chain catering cluster covering Shanghai, Hangzhou, Tianjin, Henan, Hebei, Jiangsu, Anhui, Shaanxi, Hainan, Inner Mongolia, Shandong 16. In 20 16, the brand value of the catering sector reached 3.868 billion yuan, and it was rated as one of the top ten Chinese dinner enterprises in China for six consecutive years, ranking among the top 100 catering groups in China.
Kerry's "Past in the South of the City", which entered Zhejiang and Shanghai, is the main theme of old Jinan's feelings.
In the east of Jinan, a landmark hotel that has been "sleeping" for two years has awakened-the past 6,000 square meters south of the city will become a new landmark for business reception and public banquets in Zhangqiu District.
This is the fusion of Kerry catering brand, Zhangqiu scallion and Zhangqiu iron pot, and Zhangqiu Baimaiquan. "Teacher, please go upstairs." Not a little girl who speaks standard Mandarin, but a grandfather with Jinan accent, wearing a long coat. They are "folk ambassadors" that every south of Jinan can see in the past. They will take the initiative to introduce the local customs and historical allusions of Jinan to diners from south to north in authentic Jinan dialect. If foreign customers want to know more, they will also tell their guests some stories about old Jinan.
In Zhao Xiaoguo's words, The Past in the South of the City reflects the tension of old Jinan culture. In 20 16 years, the sales figures of this kind of fish can sell more than 1 10,000 pieces a year and 20 19 years. According to big data statistics, this product alone can contribute nearly 200 million sales revenue a year.
On the fourth floor of Midland Plaza in Jinan High-tech Zone, there are "Huangchenggen" and "Old Archway" in the north, "Past" in the south and "No.56 Gaudi Street" in the south. On the first floor of the mall, half of them are owned brands, and it is a routine operation to open three or four or even five or six stores in a mall. There is also a special food street similar to Jinan Vientiane City, named "Shandong Street", which attracts guests from all directions. In the food court on the second floor of Qingdao North Railway Station, a "Lushi Moon" was created, which was deeply loved by tourists and opened the course of Kerry Group's March into high-speed railway station. In a comprehensive office building in the west of Jinan, a "Ruichuanghui" integrating a food court, an intelligent restaurant, floral art, a cafe and a convenience store was set up, which is the first case in the office. At the same time, the investment promotion of Ruili City, a cooperative project between Kerry Group and the Fortune 500 Greenland Group, is coming to an end. The headquarters building of Kerry Group included in this project has been put into use. Ruili, which serves the surrounding communities and aims to change people's lifestyles, will surely be favored by more citizens.
Zhao Xiaoguo has a special liking for the port-opening culture of old Jinan. Last year, Kerry launched a new catering brand "Guimanlou Kaikou 1904". Before making "Full House", Zhao Xiaoguo devoted a lot of energy to reading and studying all the books that might be involved in that era. Every private room, from naming to decoration, from hard clothes to soft clothes, strives to have its origin and artistic conception at every glance.
Nowadays, the Guimanlou Kaibu 1904, which Kerry has devoted itself to creating standard new catering, has become a star brand welcomed and favored by consumers.
A few years later, two "Guimanlou" buildings in the west and east of Jinan are being actively planned, which describe the scene of Jinan culture during the opening period in the 1930s, national cheongsam, integrated culture, decorations combining Chinese and Western, private rooms around the middle stage, looking out of the window and listening to the past. If the windows are closed, it will be an independent world ... These will be presented to consumers in the new "Guimanlou", so that.
"I think catering, like other businesses, has three levels: the first level is strategy, the second level is tactics, and the third level is fighting. If you enter the combat level from the beginning, it is like finding a good chef to push back the strategic level. No matter how many stores you open in the future, there is no supply chain, no system, no management, and you don't know where your customers are. In this case, it is easy to get hurt. " Zhao Xiaoguo said that as early as more than ten years ago, before the government and the industry had formed the consciousness of * * * *, Kerry was far-sighted and invested huge sums of money to establish a central processing center, which standardized and unified the taste and quality of products, solved the problem of standardization of Chinese food, and realized scientific and standardized food safety control.
As a representative of the 100 billion-level industrial projects in Changqing District, the "22 City" project of the Central Kitchen Industrial Park of Shandong Kairui Commercial Group, a key project in Jinan, is the first demonstration processing and distribution industrial park in China and the largest supporting service project of catering stores in China. The total area of the project is nearly 100 mu, and the construction area is nearly 654.38+10,000 square meters. At present, there are eight areas under construction in the industrial park, including vegetable processing, meat processing, fresh food conditioning and material packaging processing. Among them, the first phase of the project has been put into use with an annual output value of 2.8 billion yuan, and the second phase will be put into use in July next year.
What is more desirable is that the Kerry Central Kitchen Industrial Park project breaks the restrictive barriers of the traditional catering mode, develops new group meals according to international standards, and systematically solves the just-needed problem of dining in future home-based care for the aged, primary and secondary schools, enterprises and institutions, office buildings, aviation, railways and high-speed service areas, providing clean vegetables, semi-finished products and pre-finished products for families, effectively ensuring the "safety on the tip of the tongue" of the people. "* * * Enjoy the operation of the central kitchen, which will change the original production and trading mode of the catering industry in China for thousands of years. Our central kitchen not only meets our own needs, but also enjoys Kerry's superior processing and logistics system for society, providing Chinese raw materials for catering enterprises, providing semi-finished fresh vegetables for ordinary people, providing nutritious meals for the elderly for old-age care institutions and communities, and solving the problems of food safety, procurement and kitchen waste that plague the whole industry. "
On the basis of the traditional model, Kerry Group constantly explores new business models. "Enterprises can't do much without spirit, but only with spirit and no model can they do it quickly. On the one hand, Kerry exports the successful Jinan model to the inside and outside of the province, and on the other hand, it constantly develops new Kerry models. " Zhao Xiaoguo also said that the stability of Kerry employees and teams over the years is also due to continuous learning and progress with enterprises.
At present, Kerry Group will not only set up a central kitchen in China and enjoy new retail, but also continue to open brand restaurants in major cities in China. At present, we will increase the investment layout in Shanghang area, further expand the work of "Shandong cuisine going out" along the Yangtze River, and at the same time increase the transformation and upgrading of those stores that have been open for more than ten years and are not suitable for the pace of modern life, so as to make them more in line with the new lifestyle of modern people.
With the gradual operation and maturity of "Spring Living Room", this landmark restaurant on the 60th floor has become the new "top stream" of Jinan cuisine. Whether it is the fiery exposure of Little Red Book, the release of important domestic activities, or the punching of gourmet coffee, it has attracted more attention from Jinan investors. In order to enrich the format of the "Spring Living Room", Kerry also launched the "Sky City" international jazz bar on the 57th floor, as well as world-class pre-dinner food, which enriched and enhanced the internationalization level of Jinan and made more people fall in love with Jinan.
Through talking with Zhao Xiaoguo, we feel more and more his love for Shandong and Jinan, and his determination to empower Jinan. On the 60th floor of Jinan's 303-meter-high landmark Green Center, when people saw the beautiful scenery of "the famous house is full of rhyme", "the shadow of Buddha's meeting mountains" and "Quehua Hetao" and gave heartfelt admiration to the city, Zhao Xiaoguo always showed a knowing smile on his face. When he sees the merchants here overlooking the scenery of Jinan and admiring the city, and intends to further increase business investment in Jinan, he will automatically become the "investment ambassador" of the city and introduce the rapid development of Jinan to domestic and foreign merchants. He will be proud of Jinan, a city he loves so much, when he learns that the network celebrities who flew to this city from the northeast have fallen in love with Jinan, a desirable city. ...
Zhao Xiaoguo said that with the constant updating of consumers' age groups, Kerry Group should constantly target new catering, new consumption and new markets, and change channels at any time, starting from customer needs and starting from the end. "Kerry Group is still clearly aware of the uncertainty of this year's epidemic on the road of development, and 2020 is very difficult. In addition to setting strategic goals, we should also look further. The whole series and industry of China catering should go out of Jinan mode and Kerry style. It is easier said than done, but I believe that as long as we keep working hard, God will take care of this enterprise. " Zhao Xiaoguo's expression alternated between Sun Tzu's Art of War and Zen Buddhism.
Catering is a hard-working business, but catering involves primary, secondary and tertiary industries, involving thousands of households. Every day, every store, every meal and every dish involves a complete management chain: food safety, taste, region, employees, team, guests, safety, hardware, risk control ... Zhao Xiaoguo said that every day is to learn and feel on thin ice.
Catering is a traditional and modern industry. Starting from 20 18, Shandong has been the first food province in China for two consecutive years. However, Shandong has a big gap with first-tier cities such as Beijing, Guangzhou and Shenzhen in the proportion of head enterprises, brand exposure and national layout in the catering industry. Although Kerry has made some achievements in recent years, in Zhao Xiaoguo's mouth, all we hear is introspection about ourselves, the team and the brand. Because of this, he and his team can be seen in front of his Kerry headquarters office in Jinan at 7: 30 every morning. At half past eight, all kinds of meetings, collisions, discussions and judgments are going on fiercely in the company's large and small conference rooms. Zhao Xiaoguo and his Cree people actively promote Shandong cuisine culture in the whole country, but they also know their own gaps and shortcomings.
"Tomorrow is beautiful, and the future will be better. If we don't keep pace with the times, we will probably stop today. "This is a sentence that Zhao Xiaoguo often talks about Kerry's development with the team.