Rebirth: Starting from the Cafeteria

"Boss Yu, I know what you are worried about, but there is no need to worry. Next, I will increase the capital of [Bailian Catering Management Company]. No matter how much, I can still take out 20 billion yuan."

Du Shaojie would naturally not do anything to kill the goose that lays the golden eggs. Now all the pressure is on [Xichuan Restaurant], and there is no need to drag all its brands into the water.

But fighting a war of attrition requires a huge amount of money, so he decided to expand his capital.

To put it bluntly, he is the one who pays for it. No matter which company the funds are drawn from, he will ultimately have to pay for it.

But when everyone heard this, they all shook their heads.

"Isn't this necessary? Mr. Du, if we control our costs, we may not lose money. If we still let you pay for it, won't all of us just be eating for free?"

Yu Jianxin firmly opposed it. If he were to say, even if the Xichuan Restaurant was closed, the boss couldn't be made to lose money, right?

That's not how you do business.

"I didn't want to do this, but my opponent forced me to do this. [Xichuan Restaurant] is my foundation, so I can't give it up. You don't have to say anything more."

Du Shaojie is usually very receptive to opinions, but today he decided to act on his own.

Of course, this is due to their determination to fight the opponent to the end, but there is also a little secret that is unknown to the public.

This secret was only discovered recently. When he was in the capital, he often cooked at home, but he no longer received the same rewards as before.

Both the duration and the redemption points are gone.

He also tried to cook in restaurants or other places. His cooking skills were naturally no problem, because he could see the comprehensive evaluation on the light screen, and any dish he made could get the evaluation of "Phoenix Marrow and Dragon Liver".

But there is no value in the reward column, only a dotted line.

Fortunately, the previous duration and redemption point balance are still there, but I don’t know whether they will disappear in the future.

Therefore, he must deal with this problem first as a matter of urgency.

The system helped him get through the most difficult period and also laid the foundation for improving his cooking skills in the future.

To be honest, he would be very sad if the system suddenly disappeared, even though he no longer needed it.

After setting the tone for capital increase, Du Shaojie went to Hong Kong.

He registered an offshore company through his own channels, and then established a new company in Hong Kong in the name of the offshore company.

Then, this Hong Kong company was used to inject capital into Xichuan Restaurant, with a total investment of HK$27 billion.

This time, he exchanged all the remaining exchange points into Hong Kong dollars in Hong Kong, totaling 28.63 billion Hong Kong dollars. 27 billion Hong Kong dollars of this amount was injected into [Xichuan Restaurant], leaving 1.63 million Hong Kong dollars in the account.

Of course, the change in equity is for outsiders to see, and the core remains unchanged.

【Bound chef: Du Shaojie】

[Level: Senior Cooking Technician]

[Current highest comprehensive evaluation: Phoenix marrow and dragon liver (achieved)]

[The highest comprehensive evaluation of the system: Return to nature (not achieved)]

[Ultimate Grand Prize: Ultimate Gift Pack (if the conditions for receiving the prize are not met)]

Du Shaojie looked at the unrecognizable light screen panel and couldn't help but sigh. He didn't know what would happen if he broke through the ceiling of culinary skills and could make dishes that were comprehensively evaluated as "returning to nature".

He felt that there was a high probability that the system would disappear, there would be no more rewards or anything like that, and there would be no more simulation training.

Of course, he is no longer dependent on the system, whether it is to improve his cooking skills or to earn money.

It's just that the system has been with him for many years, allowing him to grow from an apprentice in a large cafeteria to a well-known catering industry tycoon. This emotional sustenance alone is difficult to give up.

Unfortunately, some things are beyond his control, and when that day comes he can only accept his fate.

Du Shaojie returned to Yangcheng with mixed feelings, and then cheered himself up to deal with the current situation.

Different from the high profile of [Kawakami Renjia], [Xichuan Restaurant] remained very low-key in the following days, with very little advertising and no promotions. It just operated silently.

Some people say that it is difficult for [Nishikawa Restaurant] to withstand the fierce offensive of [Kawakami Family]. If there is no movement, it means that the other party has accepted its fate. It will just depend on when it can no longer hold on and goes bankrupt.

Some people also say that [Xichuan Restaurant] is planning to make a big move, and if it doesn't happen, it will be a big surprise.

Anyway, there are all kinds of comments, but most people are not optimistic about [Xichuan Restaurant], thinking that this nationally famous Sichuan cuisine chain will gradually disappear from people's memory.

"Boss Du, [Kawakami Renjia] is really too ruthless. Not only has it taken away the business of many mid-range Sichuan restaurants, but even small restaurants have suffered as a result. According to media statistics, many small and medium-sized Sichuan restaurants have closed down in the past three months."

morning.

Wu Chenggang received the analysis report sent by Wang Yongli and then reported to Du Shaojie.

This is a typical case of "when the gods fight, the mortals suffer". Although [Xichuan Restaurant] was not hurt, a bunch of small and medium-sized Sichuan restaurants that were affected suffered heavy losses.

"What a sin! In order to attack us, [Kawakami Family] even operates at a loss. How can a small restaurant withstand such an attack?"

Du Shaojie is very disgusted with this "money-burning" model. It is like setting a fire in the wilderness. After the fire, no grass will grow, which completely disrupts the normal market order.

But he was powerless to change anything. All he could do now was to waste time with the other party.

"Boss Du, the company has sent us the performance report of Xichuan Restaurant."

As the two were talking, Li Yimei walked in and handed the performance report she had just received to Du Shaojie.

Du Shaojie took it, looked through it, and put it aside.

According to the express report, the operating data of Xichuan Restaurant, which had stabilized, has once again experienced a sharp decline. According to the data in the express report, Xichuan Restaurant will suffer its first quarterly loss in history.

"Tell me, has this already reached the worst moment?"

All of this was within Du Shaojie's expectations, but he still felt a little unhappy.

He took a deep breath and then looked at Wu Chenggang.

"Mr. Du, please forgive me for being frank, but we are far from the darkest moment. Over the past period of time, the customer flow of [Xichuan Restaurant] has dropped sharply, and even many old customers have chosen [Chuankang Renjia]." Wu Chenggang has connections with various regional companies and stores. He can grasp the latest situation at any time and is a bit pessimistic about the future.

With its ultra-low prices, [Chuan Shang Ren Jia] is actually taking over both the low-end and mid-end markets, putting increasing pressure on [Xichuan Restaurant]. Fortunately, Du Shaojie increased his investment, otherwise everyone would have lost confidence.

"Xiao Wu, you are wrong. This is our darkest moment. I can tell you that Kawakami Family has actually played all their cards, and this stage is when the impact on the market is the greatest.

Once their three tricks are over, the effect will be greatly reduced. By then, due to the different positioning of the enemy and us, our customer base will tend to stabilize, and a large number of customers who tried it out will return. "

Du Shaojie smiled and shook his head, then explained.

[Kawakami Family] did take a drastic measure before, and was willing to operate at a loss to drag the other party into the water. But don't forget that the catering industry has its own rules, and the price of dishes cannot determine everything.

At the beginning, [Xichuan Restaurant] will suffer a severe impact, but as time goes by, the effect of the opponent's attack is actually weakening rapidly.

After all, the two parties have different positioning. Through this period of dormancy, Xichuan Restaurant has been constantly improving both the quality of its dishes and its service level.

There is a certain delay in the customers' experience. After the effect of this wave of attack from [Kawakami Family] weakens, the grade of [Nishikawa Restaurant] will be highlighted instead.

It is not easy to explain the grade, but through strong contrast, it will be accepted by most people.

Therefore, Du Shaojie's strategy is very simple, that is, to persist and persist until the day when the opponent can no longer consume. At present, the consumption of [Kawakami Family] is much greater than that of [Xichuan Restaurant]. Who makes [Kawakami Family] the attacker?

[Xichuan Restaurant] may suffer losses in the next period of time, but since it has maintained a normal profit margin, it has the hope of being the first to get out of the quagmire.

After hearing what Du Shaojie said, Wu Chenggang couldn't help but feel his eyes brighten.

Now he finally understood why his boss wanted to fight a war of attrition with the other party. His purpose was to drag down the opponent, or to weaken the opponent's strength as much as possible.

Facts have proved that Du Shaojie's judgment was accurate.

Three months later, the revenue and profits of Xichuan Restaurant stopped falling and stabilized, with a monthly loss of about 1500 million yuan, which was generally within a controllable range.

A loss of nearly 2 million yuan a year is simply unbearable for small and medium-sized enterprises, but for an enterprise of the size of [Xichuan Restaurant], it is far from the line of life and death.

However, the reputation of Xichuan Restaurant is getting better and better.

If someone's financial situation is better, when there are family birthdays, parties, banquets and other events, many customers will often choose [Xichuan Restaurant] instead of [Kawakami Renjia].

The dining experience at [Kawakami Renjia] has always been not very good. It used to be a bargain with high cost performance, but now the gap between the two has widened, and the quality of dishes at [Xichuan Restaurant] is much higher.

Not to mention the service level, which is the shortcoming of [Kawakami Renjia] and also the most criticized aspect.

Recently, a wave of public opinion has appeared on the Internet. The public opinion itself does not have the intention of praising the high and criticizing the low, but just makes an objective comparison between [Kawakami Renjia] and [Xichuan Restaurant].

The comments were much more intense.

“Kawakami Renjia is a really conscientious business. The food is not only good, but also cheap. I won’t eat at Xichuan Restaurant. The quality of the food is not much better. Who cares about the dining environment and service level?”

"Indeed, for ordinary people like me, low price is king."

"[Xichuan Restaurant] has always been positioned as a mid-range restaurant, right? High cost-performance is good, but if you want to invite people to dinner or have a special event at home, of course you should choose the upscale [Xichuan Restaurant]."

"Originally, [Kawakami Renjia] is positioned at the low end, emphasizing cost performance. [Xichuan Restaurant] is positioned at the mid-end, emphasizing the quality of dishes and dining experience. The two are in different tracks, so what is there to compare?"

No matter how much netizens argue, as the topic continues to heat up, many people consciously or unconsciously label the two catering companies.

[Xichuan Restaurant] is of a higher grade, and the quality of dishes, service level, and environment are impeccable, so the dining experience is definitely better, and the consumption is correspondingly higher.

[Chuankami Renjia] is a restaurant that is good at providing affordable prices. It emphasizes high cost-performance and the quality of its dishes is acceptable. It is the first choice for customers who are looking for affordable prices.

Du Shaojie certainly knows how this topic came about, and Wang Yongli and others have made great contributions to this. Of course, netizens are also very sharp-eyed. After this wave of public opinion fermentation, [Kawakami Family] was nailed to the low end.

This is very necessary. It is easy to put a label on but difficult to take it off. It basically blocks the other party's way to open up the mid-range market in the future.

With this piece of public opinion as a sign, the first phase of the battle between Kawakami Family and Nishikawa Restaurant is basically over.

There is no winner in this battle. [Kawakami Family] won face but lost substance, while [Nishikawa Restaurant] lost face but won substance.

Putting aside other things, in order to suppress [Xichuan Restaurant], [Kawakami Family] has to burn 1 million yuan every month, which is almost 7 times that of [Xichuan Restaurant].

As a result, the seemingly lively "Kawakami Family" made a lot of noise but lost money, and nailed itself to the low end.

this day.

Du Shaojie held a meeting at the training center to discuss the action plan for the second phase.

"In the first stage, we mainly practice internal skills, which is a dormant stage. In the second stage, we should have both offensive and defensive capabilities, and we can't do nothing. If you have any ideas, please share them."

Du Shaojie chaired the meeting, and executives from the head office and heads of various sub-brands were all present.

The battle between [Nishikawa Restaurant] and [Kawakami Family] basically includes all the elements of business war. He hopes that everyone can draw more lessons from it.

“Can we try advertising?”

"I think we can organize some promotional activities appropriately, not to reduce prices in disguise, but to give back to old customers."

"We have implemented a membership system for a period of time before, and now we can re-enable it."

Everyone spoke enthusiastically at the meeting and put forward many useful suggestions.

Du Shaojie pondered for a moment, then turned to look at Yu Jianxin, meaning to let the other party express his position first.

"Then let me say a few words. At this stage, we can carry out some appropriate promotional activities in the name of giving back to old customers. Remember, our purpose is to promote rather than to engage in a price war."

Yu Jianxin’s summary is very accurate. Appropriate promotional activities can increase customer stickiness. Generally speaking, the discount will be cancelled after the activity ends.

Price war and price reduction are long-term solutions, which involve directly launching low-priced dishes.

"Mr. Yu is right. I agree that we should hold some promotional activities appropriately, but the promotion period must not be too long. It is best to control it within a week, and at most not exceed this month."

Du Shaojie made the final decision, and [Xichuan Restaurant] took the initiative to start the second phase of the offensive and defensive battle. (End of this chapter)