Siheyuan starts from the stationmaster

Chapter 214

In 1985, eight years later, KFC decided to enter Xiangjiang again. In September 8, the first Hometown Chicken opened on Zuo Dun Road at a cost of 1985 million yuan; in early 9, the second Hometown Chicken opened in Causeway Bay.

At this time, the Xiangjiang fast food industry has undergone tremendous changes.The local catering industry occupies 70% of the consumer market, and some fast food restaurants occupy 20% of the consumer market.Facing strong competitors, it is not easy for KFC to regain market share.

This time KFC was very cautious in developing the market. Before the company opened, the marketing department conducted accurate and detailed market research.According to the actual situation of Xiangjiang, KFC changed its marketing strategy in a timely manner - clarified the consumption target.

The difference from 8 years ago is that the new hometown chicken restaurant is between a high-end restaurant covered with white cloth and a self-service fast food restaurant. It is a relatively high-end fast food restaurant.The target customers are mainly young people, belonging to the white-collar class.

In terms of food style, Home Chicken has also undergone innovations.All fried chicken raw materials are imported from the United States and cooked in strict accordance with the recipe of Colonel Hollandis, the founder of Hometown Chicken.

The food is cooked fresh and the fried chicken is discarded if it is not sold within 45 minutes to ensure that all chicken pieces are fresh.In addition to the old chicken pieces, miscellaneous items, desserts, and drinks have also been added.

In terms of sales, the company sells home chicken at a higher price, because if the price of home chicken is too low, Xiangjiang people will regard it as a low-end fast food.

And for miscellaneous items like french fries, corn, etc., sell them at a lower price because there are many fast food places around Hometown Chicken selling the same.What's more, by lowering the price of miscellaneous food, you can gain an advantage in the competition.

In terms of advertising planning, Hometown Chicken uses the slogan "Sweet, Fragrant, Delicious and Delicious", which makes the new advertising words have a strong Hong Kong flavor, which is more acceptable to Xiangjiang people.

The company believes that hometown chicken is no stranger to Xiangjiang people, so advertising is not the main direction.The most important thing is to adjust the market strategy and adapt to the consumption psychology of Xiangjiang people.Therefore, when the Jordan Road branch opened, only a billboard was erected outside the store.The scope of promotion is also limited to the area around the store.

KFC’s efforts were not in vain, and the results are gratifying. The fiasco 8 years ago has gradually been forgotten by Xiangjiang people. More and more Xiangjiang people have re-accepted Hometown Chicken, and quite a number of high-income earners have become long-term customers of Hometown Chicken.

The KFC chain of fast food restaurants is booming in Xiangjiang, accounting for more than one-tenth of KFC's overseas chain stores.KFC has become one of the four fast foods in Xiangjiang along with McDonald's, Burger King and Pizza Hut.

Burger King officially entered Xiangjiang in 1980. The restaurant is located on West Street, Mongkok. At this time, there were already two restaurants. In 1981, Xiangjiang's first Pizza Hut restaurant opened in East Tsim Sha Tsui.

Bai Zirui and He Yuzhu spent three days investigating the Western-style fast food market in Xiangjiang. He felt that now is the right time to enter the Western-style fast food market. The four major international fast-food brands have not yet completed their layout in Xiangjiang. To be strangled by them jointly.

Bai Zirui and He Yuzhu were about to choose a restaurant for Western-style fast food, but Xiangjiang University started, so he had to temporarily suspend the plan.After he got up early in the morning and finished two sets of boxing, he and Xu Jingli prepared to go to Xiangjiang University.

There probably won't be too many things to do on the first day of school, it's nothing more than going to register and roll in, and they have brought the relevant materials for studying abroad to go through the admission procedures.

Lou Xiao'e and Yang Xue sent them to Xiangjiang University together to help them go through the admission procedures. With them as guides, it is natural to get twice the result with half the effort.

After Bai Zirui entered Xiangjiang University, under the leadership of Lou Xiaoe and the others, they found the Office of Academic Affairs. There was a department in charge of matters related to international students.

A male teacher with a big belly received them. Bai Zirui was a little worried at first, because their situation was quite special, and they belonged to the kind of people who couldn't get better or lower.

But after chatting with this male teacher, Bai Zirui knew that he was overthinking. They don't care about you so much, as long as you make up the tuition and miscellaneous fees, and pass the relevant professional examination, you can go to the next level if you are capable. If you go up one level, you can take the postgraduate entrance examination directly.

The school's management of international students is quite loose, and basically only monitors two things, one is whether the tuition and miscellaneous fees are paid off, and the other is whether the upgrade assessment has been passed.As for whether you usually go to class, whether you are late and leave early, who cares about you?

Everything depends on self-consciousness. If you fail the exam, you will not be admitted to a higher school, and you will not be awarded a diploma. It is as simple and crude as the proper education model in a capitalist society. It is like Yenching University before. The school regards you as a pillar of the country. , the teacher treats you as his own child, takes good care of you, and cultivates you carefully, so you don't even have to think about it here.

However, for Bai Zirui, this pure free-range teaching style is like a fish in water.He didn't come here for the diploma of Xiangjiang University. If he still needs to rely on the diploma to make a living in the future, he might as well just choke his own neck and kill himself, so as not to embarrass the traverser.

Under the guidance of that teacher, Bai Zirui paid the tuition and miscellaneous fees for the two of them, got his student ID card, and sent Xu Jingli to the School of Economics and Business Administration. He wandered around the campus again. here we go.

In view of the school's disregard for him, he didn't bother to report every day, and showed his face every now and then, and then chose a store together with He Yuzhu.

After knowing that Bai Zirui was looking for a shop, Yang Xue suggested to him: "Zi Rui, why don't you go to Causeway Bay Commercial Street to find a shop. I'm familiar with it. There are a few shops that are sublet and sold."

Bai Zirui agreed after thinking about it, so he and He Yuzhu took her car to Causeway Bay.Causeway Bay is located in the west of the north shore of the center of Hong Kong Island. It is the main commercial and entertainment center of Xiangjiang.

There are many large department stores and large shopping malls in the area, including: Sogo Department Store, Times Square, Lee Theater Plaza and World Trade Center. The shopping area of ​​Causeway Bay is also the most expensive location in the world.

Causeway Bay originally referred to the bay and its east coast of today's Victoria Park.It got its name because the coastline here resembles a gong.The former coastline is today's Causeway Bay Road.Causeway Bay was called Yanchuan Bay in ancient times. In the 18th century, the Tai family built a "Yanchuanwan Red Incense Burner Temple" on the east coast of the bay, which is today's Tin Hau Temple in Causeway Bay.

The current location generally known as Causeway Bay was originally called Dongjiao, which means a cape to the east of Victoria City.The location of East Point is roughly the area between the current Victoria Park and Percival Street, that is, near East Point Road.

In the middle of the 19th century, Causeway Bay was the headquarters of Jardine Matheson, a British-funded enterprise. At that time, Jardine Matheson set up a warehouse in the east corner and a sugar factory near today's Sugar Street, which is the site of the former Xiangjiang Mint. At the end of the 19th century, due to the inconvenient need to detour or take a boat through Causeway Bay to and from Hong Kong Island, a seawall connecting the bay was built, which is today's Causeway Road.

(End of this chapter)