Shulou(Shulou.com)11/24 Report--

What on earth should a brand do to expand the breadth and breadth of life and gradually derive the national halo of "time-honored brands"?

The answer given by "Li Family Pig's feet" is: through products, R & D and innovation, that is, constantly tamping the endogenous force, creating a reputation for quality; constantly embracing new channels and ideas, and renovating the vitality of new development. In the 15 years since the establishment of the first store named "Li Family Pig's foot" in 2009, Li's Pig's foot has not only become the leading local cooked food brand in Harbin, but now, it is standing on the node of the digital transformation of various industries to actively embrace change, through new channels of local life, so that only delicious "pig's feet" have become star products of Kuaishou group purchases. It's on more people's food list.

The new path for the growth of time-honored brands during the Singles' Day holiday this year, the Li family tried brand self-broadcasting for the first time in Kuaishou. Within 10 days, the highest daily sales reached 270000, and the number of fans of the brand Kuaishou account soared from 0 to 42000.

Li Wanquan, founder of Li's pig's feet, who heard the news, while talking about the incredible, quickly summoned the heads of the brand to discuss how to make use of Kuaishou's advantages in local life to further expand the offline influence of the brand.

In fact, the Li family pig's foot for the brand online exploration of the origin has been early. In 2019, Li Wanquan tried to seek new increments for the brand and open up a new scene of brand management through Kuaishou e-commerce. He set up an internal operation team and tried to work with Kuaishou people to bring goods. However, due to their own lack of understanding of e-commerce channels, coupled with the relatively few local professional operation teams in Harbin at that time, Li's road to e-commerce can be described as a step by step.

"although we have encountered many problems, we still firmly believe that if we want to develop in the longer term, the road of the Internet is doomed." Last year, Li Wanquan came into contact with the live video broadcast form of Tan Dian, and quickly launched it. "in fact, we are also based on the consideration of taste. The taste of plastic products is definitely not as good as the taste of the pot that just came out of the store, and it is more suitable for us to do local life." and this new form has lived up to Li Wanquan's expectations.

Compared with the traditional form of e-commerce, exploring short videos and live streaming messages are more vivid, not only allowing people to see the real product appearance and eating experience, but also better showing the location and environment of the store. Visual presentation, scene expression, immersive experience have created more communication opportunities for brands and users. "Last year, we worked with Kuaishou local talent and sold tens of thousands of elbows. Up to now, a visit to the store can bring us about 2 million of sales in half a month.

With the blessing of the new form of short video and live broadcast, the Li family pig's feet with both skills and reputation extend the life of the brand, achieve brand renovated growth, and make high-quality products better integrated into the lives of local consumers.

Delicious recipe to find a family diet, business exchange has always depended on real kung fu, the road from 1 to 100 is not destined to be smooth.

Like many veteran diners who have been working in the catering industry for decades, Li Wanquan, founder of the Li family, has a frank love for "taste" and has the ultimate goal of building a time-honored brand.

Back in 1993, Li Wanquan opened his first home-cooked restaurant in Renhe Street, Harbin, but due to lack of business experience, his first business ended in failure under the superposition of two "fatal problems" of service and taste.

In the same year, when he was eating in a restaurant, he tasted a delicious pig's foot. "I was very impressed. It was still more than 90 years ago, but there were a lot of people waiting in line to buy it. The line was more than 100 meters long, and there wasn't enough pig's feet to sell every day."

Li Wanquan has a hunch that this may be an opportunity to open up the situation in the catering industry. But the formula is the key to the taste of cooked food products. In order to find the right formula to make a satisfactory pig's foot, Li Wanquan learned from his previous entrepreneurial failure and tried to run his own Chinese restaurant again. On the other hand, he also became a veritable "pig's foot connoisseur". Whenever he is free, he "wanders" everywhere, looking for delicious pig's feet that can impress him.

"it was like crazy at that time. I dreamed of studying this pig's foot. As long as I heard that there was a pig's foot, I would definitely taste it." when he was most obsessed, when he was most obsessed with it, he had to "smell" it when he smelled it on the road.

Until one day, Li Wanquan found a small shop in a place called Innovation Street in Harbin. "after tasting it, I thought the bone smelled so good." he told himself, "this is the smell."

After that, Li Wanquan went to the store on time to "report" every day. "he went to buy pig's feet every day, and slowly got to know the boss." he planned to talk openly with the boss.

"at that time, I didn't have much money in hand, so I changed the whole money for 10 or 50 yuan and scraped up 1000 yuan." Li Wanquan didn't beat around the bush when he arrived at the store. "I just said, 'Men, I really want to learn this technology'." maybe it was because of the seriousness in Li Wanquan's eyes, or maybe he was moved by his perseverance. The Don finally let go after Li Wanquan visited the door for many times. "he took me home directly. I showed me all the ingredients I needed, and I didn't ask for any money.

However, the "cultivation" of a delicious pig's foot is not as simple as imagined.

The ingredients used in the formula are numerous and complex, and the taste will be lost if the dosage is very small. The old master can still rely on years of experience to control the dosage, but for Li Wanquan, it is urgent to take the time to quantify the ingredients.

In his view, the ingredients of stewed pig's feet basically belong to the category of traditional Chinese medicine, and they all have their own taste, sour, hemp, and spicy. "too much acid is not delicious, and too much spicy is not in line with the taste of the public." in order to clarify the taste of each material, mix out the most appropriate dosage, Li Wanquan chose to try it himself, but also because he ate too much and tasted too much, he tasted a big bubble in his mouth.

"the matching of this thing is very wonderful, just like the old Chinese medicine doctor, what things are matched together to treat what disease, more or less," Li Wanquan finally found the balance he hoped to achieve.

What excites him even more is, "this is not the taste made by the Don at that time, it is our own unique taste, which is better and more delicious than before." He still remembers that after the success of the match, the first pot of pig's feet, soft waxy, fresh fragrance, red and bright color, broke one, and the room was full of fragrance. "I felt happy at that time, even happier than winning the lottery."

In 2009, Li Wanquan opened the first restaurant named Li Jia Pig's feet in Harbin. "the main position is clear, and you can see that you can hit Pig's feet." He also admitted that at first he was trying, but he did not expect that once the pig's foot was launched, it would be unstoppable. "the scene of buying every day is very hot, and even Tianjin guests have come all the way to eat my pig's feet."

After the first store, he opened nine more stores, all in the name of pig's feet, and every house was full. In 2013, Li Wanquan, who had planned to open 15 stores in Harbin, suddenly stopped the project. This is not an impulsive decision, because he found that the standard quantified pig's foot quality is consistent, while by contrast, the quality of other dishes is difficult to achieve standardization, "one chef, one taste."

The transformation is imminent, but it is difficult for him to turn in which direction and how to turn. "one day, in a flash of inspiration, I might as well specialize in cooked food with pig's feet." On the recommendation of a friend, he went to Shenyang and Changchun to inspect the local deli. "I was surprised to find that even cooked food alone could open a chain, and its daily sales could reach more than NT $100,000. On the contrary, our restaurants could not reach this level."

Li Wanquan, who was "stimulated", came back and began to prepare. In 2016, he opened the first Li family pig's hoof delicatessen restaurant. "with pig's feet as the main explosive, combined with chicken legs and other products, joint sales. After the opening, the 60-meter small streets in that place are all crowded," which gave him confidence in opening up the territory. Soon, the second store also opened smoothly. "1000 jin of pig's feet were sold in one afternoon, and in order to keep up with production capacity, we also built our first self-owned factory."

Just like a spring rain fell, Li's pig's feet suddenly "grew up".

Today, the Li family has more than 30 pig's hoof stores, and the cumulative number of stores has reached more than 100. In terms of operation, it adopts the double-track model of "direct operation + joining", and carries on the direct management to the franchise stores. "to put it simply, each area is marked by large direct stores, and small stores open brand influence. But all products are directly supplied by the factory to achieve standardized and unified management to ensure product taste and quality."

In terms of franchisees, Li Wanquan also adopted the strategy of "light asset operation," that is, mainly cooperating with veterans, laid-off re-employment workers, entrepreneurial college students, and so on, which can provide employment opportunities for groups in need. At the same time, there is no need to invest a lot of money. "generally, we can invest 50,000 or 100000 yuan, and our expansion is also gradual, matching with production capacity, the survival rate is still very high."

Make the scale bigger in the tuyere Li's business territory is expanding, but for a time-honored brand, it needs more increment and more need to understand the consumption habits of the new generation of consumers, so as to constantly stimulate the vitality of the brand.

On the way to catch up with the tide of the times, the cooperation between the Li family and Kuaishou local life is getting closer and closer. "in 2022, we began to focus on the development of local life. From the current effect, through Kuaishou local talent visit + live broadcast, it can bring about 40 million growth to the brand a year, which is almost equivalent to 30% of our annual turnover."

In Li Wanquan's view, "Kuaishou can not only bring us new customers who have not been reached before, but also will not squeeze the existing offline passenger flow." at the same time, customers who write off through Kuaishou usually have joint and several expenses. "for example, if they come to write off special elbows, they may incidentally buy Duck Seasoned with Soy Sauce and drumsticks, that is to say, the actual consumption is more than online orders."

But what pleases Li Wanquan most is the influx of young consumers. "We have calculated backstage that 70% of the guests brought in by Kuaishou are newcomers, of which about 30% and 40% are 30-40 years old and 4% are young people in their 20s. These are the high-quality customer groups that we most want to expand."

He also admitted that although cooked food and duck products are similar, the consumer groups are very different. The former has more young people between the ages of 40 and 50, while the latter is almost all young people. However, time-honored brands are not the same as brand aging, the value and charm of young groups for the long-term development of brands is undeniable, and Kuaishou has just improved the pain point of the old brand in terms of consumer structure.

During the Singles' Day this year, the Li family took advantage of Kuaishou to promote local life subsidies, which started quickly. When the number of live streaming online reached its peak, it ranked eighth in the national list. From October 28 to November 5, the number of brand orders reached 43807, brand GMV exceeded 3 million, and new users exceeded 15000.

"now enter the game quickly, there are considerable subsidies", coupled with the brand's own concessions, not only can give customers a more cost-effective consumption experience, the diversion of customers can also form brand stickiness through self-operation, and then grow into long-term crowd assets of the brand. "verified by past experience and this activity, the repurchase rate of customers is still very good."

The smooth launch of the brand self-broadcast has also given Li Wanquan more confidence in ploughing the local life track. "We have also analyzed the reasons for this success: first, we have a tacit understanding with Kuaishou and service providers. In addition, Li's pig's feet still have a certain brand influence in Harbin."

As for the next development, he also plans to adhere to the direct operation + join the two-track model, continue to expand market influence, and at the same time join hands with more professional teams in self-media operation to further improve the development plan of Li Jia Zhu's local life track, move the brand influence from offline to online, and move the brand's "Harbin model" to more cities. And with a greater variety of activities and products to undertake the flow of new users through fast hands, to lay a solid foundation for private domain and repurchase, multi-threaded, larger scale and more stable business.

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