Opened 40,000 stores to see how the "small town F4" such as Zhengxin and Dicos captured the small county

After getting off work at 5:30 in the evening, 25-year-old Li Fang and his friends walked into the familiar "dining street".
Li Fang is a standard "small town youth".
Except for four years in the first-tier cities when he was in college, he lived in this third-tier small city at other times.

"In my impression, there are people lining up all year round in the Michelle Ice City per capita and the Zhengxin Chicken Row store with a bright red background.
The green card Dixie is also very crowded, and it is cost-effective.
" Li Fang also visits cosmetics shops with her little sisters.
Guerlain and Watsons are both top picks.
"Sometimes they don't buy anything, but there is an inexplicable happiness.
"

In the past two years, Li Fang has a strange perception of the town.

"Nothing seems to have changed in my hometown.
It's still the streets, or the shops, and everything has changed.

There are not a few small town youths who feel the same way as Li Fang.

With the slowdown of new traffic in first- and second-tier cities and the ever-increasing cost of acquiring customers, a sinking market with a population of more than 900 million has begun to become the focus.
How to leverage this broad market deeper and wider has become a topic of brand thinking.

In the spring of this year, overall consumption has shown an upward trend, and sinking channels have become the main force driving this round of economic growth.

According to data from Alipay, Zhengxin Chicken Chop, Michelle Ice City, Guerlain Beauty, and Dicos, which have been dubbed "Small Town F4" by netizens, performed particularly well.

What may surprise many people is that in terms of store size, these "small town giants" have surpassed the international big names in first- and second-tier cities.

Today, there are nearly 40,000 stores in "Small Town F4".
Among them, Zhengxin Chicken Chop stores surpassed KFC and McDonald's combined, and Michelle Ice City is also much higher than Hey Tea and Naixue.

And the secret of the popular "small town F4" that can hold the young people in small towns firmly is not only the extremely high cost performance, but they are also updating and iterating their own style of play, using digital operations to make the store's playstyle.

Richer, and this is the secret of their rapid growth.

Cross-border eating chicken chop to send Wuling Hongguang, it has become the "favorite brand of college students"

Cross-border eating chicken chop to send Wuling Hongguang, it has become the "favorite brand of college students"

Valentine's Day, fried chicken, Wuling Hongguang.

These few irrelevant terms may make most people confused.
But it was them that made Zhengxin Chicken Chop, the "giant among giants" in the sinking market, out of the circle many times.
Many people may not know that the number of stores of this brand nationwide has exceeded 20,000, which is more than the top-tier brands such as KFC, McDonald's and Pizza Hut combined.

Recently, Xiaohongshu, Kuaishou, and Douyin have set off the Wuling Hongguang mini modification style, and Bai Fumei's "don't love sports cars, love mini" stalks all over the Internet.

On Valentine’s Day this year, Zhengxin Chicken Chop took advantage of the opportunity to launch an interactive car drawing activity on Weibo.

As long as netizens post a photo with the topic on Weibo po, they will have the opportunity to draw the lover sent by Zhengxin Chicken Chop.
Festival's strongest support car-Wuling Hongguang mini.

In addition, consumers can get "Single Dog Bulb Earrings", "Single Dog Necklace" and other peripherals when ordering food through the Alipay applet of Zhengxin Chicken Chop Alipay.
They can also win prizes such as gold coupons and large gift package lights.
You can also order Wuling Hongguang Mini in Alipay Search Zhengxin Chicken Chop to express "Your hero will hold Zhengxin heart-shaped chicken chops and drive Wuling Hongguang Mini to marry you".

This single dog support activity aroused the enthusiastic participation of netizens.

On February 14th, the topic # Valentine’s Day Light Bulbs received 110 million views and 47,000 discussions.
The search volume of Zhengxin Chicken Pai on Alipay also continued to rise, ushering in a small sales climax.

Relying on digital tools, Zhengxin Chicken Chop has played a good marketing.
In fact, the digital methods of Zhengxin Chicken Chop, such as mobile payment, face payment, takeaway, Alipay applet, and issuance of consumer vouchers, have already been used proficiently.

In the first week of March just past, Zhengxin Chicken Row used the Alipay applet as a coupon activity, which attracted 760,000 visits, search volume skyrocketed by 204%, and daily transaction volume exceeded 70,000.
The college students who love fried chicken milk tea directly put Zhengxin Chicken Chop on the top of the search list of college students' favorite brands.
Fried chicken sells best in Shanghai, Hangzhou, Wuhan, Wenzhou, and Suzhou.

Over one million coupons were snatched in a week, "God of Pistol Legs" wants to be listed, attracting attention

Over one million coupons were snatched in a week, "God of Pistol Legs" wants to be listed, attracting attention

Zhengxin Chicken Chop is not the only one selling fried chicken in the town.
In recent days, the "god of pistol legs" Dicos has become the focus of public opinion because the parent company Ting Hsin Group is rumored to be listed in Hong Kong.

Since entering China in 1994, Dicos has been adhering to the strategic route of "surrounding the city from the countryside".
It not only first promoted localization, but also developed products that cater to Chinese tastes such as "rice burgers", but also launched a series of products that suit small-town consumers.
Sales strategies, such as playing promotional cards, launching membership card discounts and rights, opening up individual franchise, and so on.

After a series of actions, Dicos was hailed as the first "foreign fast food" for young people in small towns in China.
With its "dominant position" in third- and fourth-tier cities, it fought against KFC and McDonald's.

In 2016, Dicos made another decision to change the brand's career: digital transformation and the integration of Alipay ecology as an important part of it.
Many young people from small towns like Li Fang have begun to enjoy the convenience of digital ordering.

On Alipay and Word of Mouth, Dicos launched a small program for ordering food and receiving coupons, opened the membership center, established a life account, and issued a wave of promotional activities and membership rights from time to time.

Through cooperation with Koubei, Dicos achieved a triple-digit year-on-year growth in sales during Double 11 and Double 12 in 2019.
It has attacked cities in the sinking market, and even began to counterattack first- and second-tier cities.

In Alipay's "March Beginning" promotion, Dicos launched a series of rights such as 1 yuan chicken wings.
Netizens grabbed more than 1.
04 million consumer coupons within a week, and Alipay search volume increased by 51%.

Dicos' digital transformation is still on the way.
After the news of the listing, Dicos stated that it "will continue to increase the pace of digitalization.
"

A big promotion, transaction volume soared by 70%

A big promotion, transaction volume soared by 70%

Digital transformation is the same choice that "Small Town F4" has made in the past few years.

"After graduating from college and returning to my hometown, high school has changed a lot," Wang Jing wrote in the circle of friends.
"But when I saw Guerlain at the school gate, it seemed like I was back to the teenage years.
"

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