Why do foreign catering brands "live soon" in Zhengzhou and Zhengzhou "local evil"?

In the memory of Jun Jun, the history of foreign well-known catering brands stumbling in Zhengzhou almost dates back to Quanjude, who was coldly treated after the high-profile "marriage" in 2009.

Subsequently, this resident population of over 10 million, ranked among the star cities in the central region of the new first-tier cities, taught many diners who came to the gold rush.

"Zhengzhou local evil!" Some people simply summed up like this.

1.

Foreign brands often "pounce on the street", they all say Zhengzhou is "evil"

1.
Foreign brands often "pounce on the street", they all say Zhengzhou is "evil"

At an event last year, Dong Zhenxiang, the founder of Dadong Catering, recalled the two setbacks he had experienced in the development of Dadong.

The first was the failure to open a store in Zhengzhou 10 years ago: "That time I lost 50 million.
"

In October 2010, the people of Zhengzhou first saw the crispy roast duck and Dadong artistic conception dishes-using dishes as the medium, using the freehand techniques of Chinese painting and the assembling techniques of Chinese bonsai, reflecting the beauty of the artistic conception of Chinese classical literature.

An unprecedented experience has come to Zhengzhou, and in addition to Quanjude, which has settled in 2009, Zhengzhou's high-end catering has taken a step forward as a whole.

However, the good times did not last long.
In 2013, Dadong’s Zhengzhou store was quietly renamed and transferred.
In 2014, Quanjude also silently closed the store.

If you are dissatisfied and think that they are just suffering from the reshuffle of high-end catering in those years, then let's talk about the recent years.

In the past few years when Taiwanese baking and tea brands became popular in the mainland market, Zhengzhou has ushered in "first-generation Internet celebrities" such as Happy Lemon, 85°C, and Bread Talk.
Around 2016, they all withdrew.

As the head brand of grilled fish, Tanyu has an unshakable position in the Guangzhou-Shenzhen region.

In 2017, Tanyu brought the same brand Sajiaojianghucai to Zhengzhou Xidi Port, and announced its retreat in 2019.

In 2016, the catering giant Xibei Noodle Village entered the Zhengzhou market.

The first store was located in Jinyi City.
The store has been closed.

These catering stars, who are invincible in the national market, currently rarely enjoy the popularity and scenery in other places in Zhengzhou.

2.

The opportunity is big, and the pit is also big, why Zhengzhou is confusing

2.

When there is a population, there is room for catering.

Countless catering people are rushing to Zhengzhou, and Zhengzhou's "evil" is also quietly revealed at this time.

When 85 degrees C withdrew from the Zhengzhou market, the internal counsellor asked the brand insiders to find out the reason, and got a series of "Tucao".

In their view, the brand failure in Zhengzhou has a lot to do with poor location selection.

A community store on Huanghe Road has a very high rent cost.
The landmark flagship store in Erqi Square was opened on a back street next to the main road, next to the Muslim gathering area.

This is the true face of Zhengzhou.
On the surface, there are blazing fires, but in fact it is a "two heavens of ice and fire".
The traffic in the business district is seriously unbalanced.
, It is easy to stumble.

Today, Zhengzhou’s business district traffic is still highly concentrated in three places-Erqi business district represented by David City, Huayuan Road business district represented by China World Trade Center 360 and Zhenghong City, and Dennis Qitiandi Zhengdong Commercial District represented by Hexidi Port.

The consequence of excessively concentrated traffic is the increase in regional rent pressure.
The monthly rent of small catering shops on the first floor of Zhenghong City can reach as high as 2,000 yuan per square meter.
Many brands that are stomping in are quickly washed out because they are overwhelmed.
Among them are foreign brands that lack operating experience in local business circles, and some old local brands that are trying to transfer from community stores to mall stores.

Affected by the cost of rent, compared with cities of the same level in Xi'an, Chengdu, and Wuhan, Zhengzhou's catering business costs are significantly higher.

3.
The local old drivers are fighting steadily, and the local brands are strong.

3.
The local old drivers are fighting steadily, and the local brands are strong.

The data shows that the average salary during the job search period in the autumn of 2020 in Zhengzhou is 7697 yuan/month, ranking 29th among the 38 major cities in the country.
In terms of actual disposable income, people in Zhengzhou have an average catering consumption capacity.
This also makes Zhengzhou consumers' requirements for catering consumption significantly different from those of first-tier cities.

People in Zhengzhou have only two requirements for food and beverages: affordable and meat.
A catering person summed it up like this.

The potential of leading catering brands may play a certain role in entering business circles, but for consumers, they are more concerned about the value of the product, and they are also easily affected by local marketing and promotion.

So who are the catering brands that really reap the huge traffic dividends in Zhengzhou? According to the observation of the internal counsellor, the brands that have earned both fame and fortune in the Zhengzhou catering industry in the past two years are mostly brands created by local catering people, or well-known national brands introduced by local catering "old drivers" as agents.

The "Shiraishi Late Night Canteen" from Luoyang is based on Japanese-style izakayas in first-tier cities.
It combines affordable products into the carefully crafted scenes of Japanese markets.
When it first entered Zhengzhou, the queue time at stores generally exceeded two hours.
In just two years after the rise, nearly a hundred stores have been opened in the provinces of central China.

“Doulaofang”, the big winner of Zhengzhou shopping mall catering, spent five or six years studying the ways of local shopping mall restaurants.
While the main brand “Doulaofang Chaoshan Beef Hot Pot” spread across all major shopping malls in Zhengzhou It also focused on beef categories and introduced them from the national screening of potential brands.
Brands such as "Ruyi Abalone Chicken", "Shadan Biao Carbon Furnace Niu Mixed Pot", "Aping Niu Za" and other brands have achieved popularity when they open stores through mature marketing techniques.
Dianping ranked top.

In addition, as the place where Banu Maodu hot pot was born, Zhengzhou catering industry also has a large number of "Banu disciples" who uphold productism.
The brand has distinctive brands, solid operations, and excellent products.
The expansion in the province is unimpeded.
"Colored pork belly chicken" is one of the representative brands.

In addition to the Zhengzhou diners wandering in the shopping malls, Zhengzhou also has a large number of traditional diners with profound heritage.
In the process of developing the brand, they are still trying their best to carry forward the Henan cuisine culture, such as Awu Yellow River Big Carp, Luban Zhang, Azhuang Authentic Henan Cuisine , Jiejia Henan cuisine and so on.
Not surprisingly, in the next few years, Zhengzhou's catering industry will still be dominated by these young “local snakes”.

4.
Postscript In the memory of Jun Jun, the history of foreign well-known catering brands stumbling in Zhengzhou can be traced back to Quanjude, who was coldly treated after the high-profile "marriage" in 2009.

4.
Postscript In the memory of Jun Jun, the history of foreign well-known catering brands stumbling in Zhengzhou can be traced back to Quanjude, who was coldly treated after the high-profile "marriage" in 2009.

Subsequently, this resident population of over 10 million, ranked among the star cities in the central region of the new first-tier cities, taught many diners who came to the gold rush.

"Zhengzhou local evil!" Some people simply summed up like this.

1.
Foreign brands often "pounce on the street", they all say Zhengzhou is "evil"

1.
Foreign brands often "pounce on the street", they all say Zhengzhou is "evil"

At an event last year, Dong Zhenxiang, the founder of Dadong Catering, recalled the two setbacks he had experienced in the development of Dadong.
The first was the failure to open a store in Zhengzhou 10 years ago: "That time I lost 50 million.
"

In October 2010, the people of Zhengzhou first saw the crispy roast duck and Dadong artistic conception dishes-using dishes as the medium, using the freehand techniques of Chinese painting and the assembling techniques of Chinese bonsai, reflecting the beauty of the artistic conception of Chinese classical literature.

An unprecedented experience has come to Zhengzhou, and in addition to Quanjude, which has settled in 2009, Zhengzhou's high-end catering has taken a step forward as a whole.
However, the good times did not last long.
In 2013, Dadong’s Zhengzhou store was quietly renamed and transferred.
In 2014, Quanjude also silently closed the store.
According to financial reports, the store’s annual loss since its opening has been more than 3 million yuan.

If you are dissatisfied and think that they are just suffering from the reshuffle of high-end catering in those years, then let's talk about the recent years.
In the past few years when Taiwanese baking and tea brands became popular in the mainland market, Zhengzhou has ushered in "first-generation Internet celebrities" such as Happy Lemon, 85°C, and Bread Talk.
Around 2016, they all withdrew.

As the head brand of grilled fish, Tanyu has an unshakable position in the Guangzhou-Shenzhen region.
In 2017, Tanyu brought the same brand Sajiaojianghucai to Zhengzhou Xidi Port, and announced its retreat in 2019.

In 2016, the catering giant Xibei Noodle Village entered the Zhengzhou market.
The first store was located in Jinyi City.
The store has been closed.
There are currently only 2 Xibei in Zhengzhou.
Xijiade, the top brand of dumplings, started its national expansion in 2019, and currently has 3 stores in Zhengzhou.
Yunhai, the top brand of Yunnan cuisine, also entered Zhengzhou at the end of the same year, and currently only has one store.

These catering stars, who are invincible in the national market, currently rarely enjoy the popularity and scenery in other places in Zhengzhou.

2.
The opportunity is big, and the pit is also big, why Zhengzhou is confusing

2.
The opportunity is big, and the pit is also big, why Zhengzhou is confusing

The Central Plains area is a "soldier battleground", and Zhengzhou is a city that most catering brands will definitely consider when making a national layout.
This "new first-tier" city with a population of over 10 million, Zhengzhou has a population of 6.
7 million, ranking 12th in the country, ranking among the super large cities, gathering national transportation and commerce resources, and enjoying high-end consumption in the whole province of Henan crowd.

When there is a population, there is room for catering.
Countless catering people are rushing to Zhengzhou, and Zhengzhou's "evil" is also quietly revealed at this time.

When 85 degrees C withdrew from the Zhengzhou market, the internal counsellor asked the brand insiders to find out the reason, and got a series of "Tucao".
In their view, the brand failure in Zhengzhou has a lot to do with poor location selection.

A community store on Huanghe Road has a very high rent cost.
The landmark flagship store in Erqi Square was opened on a back street next to the main road, next to the Muslim gathering area.

This is the true face of Zhengzhou.
On the surface, there are blazing fires, but in fact it is a "two heavens of ice and fire".
The traffic in the business district is seriously unbalanced.
, It is easy to stumble.

Today, Zhengzhou’s business district traffic is still highly concentrated in three places-Erqi business district represented by David City, Huayuan Road business district represented by China World Trade Center 360 and Zhenghong City, and Dennis Qitiandi Zhengdong Commercial District represented by Hexidi Port.

The consequence of excessively concentrated traffic is the increase in regional rent pressure.
The monthly rent of small catering shops on the first floor of Zhenghong City can reach as high as 2,000 yuan per square meter.
Many brands that are stomping in are quickly washed out because they are overwhelmed.
Among them are foreign brands that lack operating experience in local business circles, and some old local brands that are trying to transfer from community stores to mall stores.

Affected by the cost of rent, compared with cities of the same level in Xi'an, Chengdu, and Wuhan, Zhengzhou's catering business costs are significantly higher.

3.
The local old drivers are fighting steadily, and the local brands are strong.

3.
The local old drivers are fighting steadily, and the local brands are strong.

The data shows that the average salary during the job search period in the autumn of 2020 in Zhengzhou is 7697 yuan/month, ranking 29th among the 38 major cities in the country.
In terms of actual disposable income, people in Zhengzhou have an average catering consumption capacity.
This also makes Zhengzhou consumers' requirements for catering consumption significantly different from those of first-tier cities.

People in Zhengzhou have only two requirements for food and beverages: affordable and meat.
A catering person summed it up like this.

The potential of leading catering brands may play a certain role in entering business circles, but for consumers, they are more concerned about the value of the product, and they are also easily affected by local marketing and promotion.

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