The losses in the first half of the year have expanded by nearly five times.

25.09.2022

Number of this text: 1772, the reading time is about 4 minutes older

Guide: For the intention of cutting into the barbecue track, He Guangqi, the founder and chairman of Laigu Group, said that hot pot and barbecue are the two largest sections in my country's catering market. There is no head brand or enterprise in the barbecue track, so this time The group should maximize the grill.

Author | First Financial Unveil

On September 24th, the First Financial Reporter learned from Laibu Group (00520.HK) that the new roasting meat brand "burned" China's first store in China settled in Shanghai Sun Moonlight Center. The first batch of more than 20 stores of "burning" will settle in first -tier cities such as Beishangguangshen, and the number of stores will exceed a hundred in the next three years.

Laibu Group used to focus on hot pot brands. In 1998, the Group founded the single -person hotpot brand "Big Big Big", and in 2016, it launched a relatively high -end hot pot brand "together". This time, the group cut into the barbecue track.

For the intention of cutting into the barbecue track, He Guangqi, the founder and chairman of Laigu Group, said, "Hot pot and barbecue are the two largest sections in my country's catering market. There is no head brand or enterprise in the barbecue track. To make the barbecue to the extreme. "

In the context of the end of the epidemic, Laibu Group has also carried out such a large expansion strategy. He Guangqi's view is: "The epidemic will eventually pass, and the consumption demand of 100 billion people will definitely flourish. The development speed of the burning 'will be 20%-30%faster than the "Qianjia", because the back of the group's existing supply chain, talent and other resources, the advantage of "burning" is much greater than the previous two brands. "

However, He Guangqi also pointed out that expanding stores in special periods need to be more cautious in some aspects. For example, the group plans to introduce store smart site selection software systems to manage the rental and sales ratio of the store through digital means. At present, the company plans to control the rental cost of Laibubu Store to less than 10%of the turnover and below 8%. It is because the site selection is stricter than the previous two brands. For example, it is necessary to be on the first floor, there is an outer area, a commercial area where young people gather, and so on. Market verification.

With the appearance of the brand's "burning", the expansion strategy of multi -brand and multi -business expansion strategies in the Budi Group has been further implemented. It is reported that the "Burning" is planned to open at least 20 stores next year (2023). The first batch of stores will settle in first -tier cities such as Beishangguangshen and other cities. Since 2024, "Burning" is expected to expand at least the speed of new "30+" stores each year, focusing on the selection of core cities such as Hangzhou, Chongqing, Tianjin, and planning to exceed hundreds of stores in the next three years. With the debut of the new brand "burning", Langbu Group has completed the layout of Volkswagen, Middle, High -end, and high -end catering consumer travele through the three major brands of "Laibu", "Joosalun" and "Burning" and "Burning". Essence

It is worth mentioning that the difference between "while burning" lies in the main "roasted meat+wine tea+joy" diversified new "catering+" model. To this end, "while burning" is still working hard at the atmosphere of the store, focusing on the focus, focusing on Promote the "joy" element. In addition to arranging the stores into a fashion style such as izakaya, nightclubs, "while burning" will also launch a large number of interactive games, overall promotion, sports event broadcast, limited time discounts, etc. at the scene. Customers can also conduct happy activities with the waiters at the scene.

However, consumers with different needs have different feelings for the interactive links of live games. The 25 -year -old white -collar little king believes: "If I choose to eat barbecue on the weekend, I should just want to chat quietly with my good friends and eat delicious meals. I may choose restaurants without interactive games."

Xiaolu, a 19 -year -old college student, told reporters: "I am willing to try barbecue restaurants with interactive games, because I think I can eat and play as happily as a nightclub, and get two birds with one stone."

According to the Bingbu Group, the target consumers of "burning" are mainly young people in the Z era. They are mainly consumer groups after the 90s, 95th, and 00s. According to the consumption habits of such groups, the business hours are also different. From 11:00 at noon to 2 o'clock in the middle of the night, to meet the dining scenarios and time needs of urban office workers and young people, create business meals, birthday celebrations, late night, late night, late night Relax place and supper party meal after overtime.

The latest "2022 China Chain Catering Industry Report" released by the China Chain Management Association shows that in 2021, the size of my country's catering market reached 4.7 trillion yuan, the output value of hot pot was about 950 billion yuan, and the barbecue output value was 270 billion yuan. People choose the most catering category when they dine. According to the company's investigation data, the total number of barbecue -related enterprises in my country is 852,000 and 493,000 existing. From the perspective of the annual distribution of the number of registrations, the overall number of registered companies in barbecue -related enterprises in the past ten years has increased year by year, but the head of the head is temporarily lacking. As of September 19, 2022, 94%of barbecue -related enterprises with registered capital in my country accounted for 94%, only one enterprise with 10 million to 50 million or more, and zero enterprises with more than 50 million.

In 2022, the lives of various catering companies were not good.On August 29, Laigu Group released the performance report in the first half of 2022.The current revenue was 2.156 billion yuan, a year -on -year decrease of 29.2%; net losses increased from 46.9 million yuan in the first half of 2021 to 278.2 million yuan in the same period in 2022, and the losses expanded by 459.95%year -on -year.However, in the interview on September 24, He Guangqi revealed that the brand had a slight loss in the first half of the year, and it was able to achieve profitable throughout the year."Big Big Big Big" also lost money in the first half of the year, but all of these losses have been made up for all of these losses.

Bleak

- END -