Lu Zhengyao, who left Ruixing, quietly opened 6000 stores
2022-03-31
Lu Zhengyao, who started a new business, expanded a little faster this time. According to tianyancha information, Lu Zhengyao's newly established tongue tip technology (Beijing) Co., Ltd. has undergone industrial and commercial changes recently, and the registered capital has increased from 199 million to about 399 million, an increase of more than 100%. In terms of business scope, Internet sales, retail of protective articles for medical personnel, sales of health food (pre packaging), alcohol business and other businesses have also been added. Of course, the most eye-catching data comes from the tongue tip technology's Prefabricated vegetable retail project "tongue tip hero". According to its press release, since the project was officially launched in January this year, in only one and a half months, the number of intention contracts of franchise stores has reached 6000, with a cumulative financing of 1.6 billion yuan. This kind of shop opening speed is far faster than that of Ruixing coffee. In that year, Ruixing coffee only opened more than 500 stores after half a year of business. From Shenzhou special bus to Ruixing coffee, to today's tongue hero, Lu Zhengyao, who has been soaring all the way, will take off again this time? 01. Lu Zhengyao, after leaving Ruixing Less than a year after he officially left Ruixing, Lu Zhengyao could not wait to start his second business in the catering industry. In August 2021, Lu Zhengyao invested in the "fun noodles" project, which opened its first stores in Beijing and Chongqing, focusing on noodle catering. However, this attempt on noodles did not go well. In October 2021, Qu Xiaomian was renamed "Qu Bayu" and changed to Sichuan Chongqing pot, which has not stopped the decline. By February this year, there were only eight stores in Qu Bayu across the country. Although the qubayu project has not achieved the desired business effect, another project of tongue tip technology, "tongue tip hero", has attracted a lot of attention since this year. According to the data on the official website of tongue tip technology, tongue tip technology "currently has two sub brands: Qu Bayu and tongue tip hero, which fully cover the food scenes of stores and homes." Among them, qubayu focuses on "variety Chongqing good taste", while the tip of the tongue hero focuses on "prefabricated ingredients, fast cooking dishes and supermarket 3.0". According to its publicity materials, the tip of the tongue hero still focuses on the cooking consumption scenes of the younger generation, mainly promoting prefabricated ingredients and quick cooking dishes. Prefabricated ingredients are for consumers who have cooking foundation but are troubled by preparing dishes. Fast cooking dishes focus on consumers with poor cooking skills or limited time, and are further subdivided into instant cooking products and instant hot products. Since January this year, the advertising campaign of the tip of the tongue hero has been fully unfolded, covering a variety of advertising scenes such as high-speed railway, elevator and information flow. This overwhelming publicity campaign is the same as when Lu Zhengyao created Ruixing coffee. On the investment promotion page of the tip of the tongue hero, helix Jun learned more support policies for cooperative dealers, including venture loans, traffic support and technical support. For the cooperation conditions of franchisees, the tip of the tongue hero claims that it can open a store from 30000 yuan with a network area of 8 square meters. In terms of management team, most of the executives of tongue tip technology also have Ruixing or Shenzhou background. Among them, Wang Peiqiang, chairman of tongue tip technology, once served as CEO of Shenzhou special car, while Li Yingbo, rotating CEO of tongue tip technology, was born in Ogilvy beauty, a well-known advertising company, and has cooperated with Shenzhou and Ruixing for up to seven years. As for Lu Zhengyao, according to public information, his current position is the chairman of the tongue science and technology strategy committee. 02. Prefabricated dishes, hot track What is prefabricated food? According to the research report released by AI media consulting, it divides prefabricated food into four categories, including ready to eat food, instant hot food, instant cooked food and instant matching food. Among them, instant food and instant hot food have very mature consumption habits, such as pickled peppers, chicken feet, ham sausage and so on, which can be eaten by opening bags. They belong to instant food, and those that need to be heated, such as quick-frozen dumplings and instant noodles, belong to instant hot food. Instant cooked food and instant prepared food may be more narrowly defined prefabricated dishes in recent years. In fact, both are essentially packaged dishes for consumers according to their portions. The difference is that instant cooked food has been processed to a certain extent, and has been matched with ingredients, and then can be eaten after simple processing. Instant prepared food only has simple segmentation, and still needs to cook and season by itself. Prefabricated dishes can be described as the most popular track in the catering industry in recent years, especially by the venture capital circle and capital level. Since this year, the A-share prefabricated vegetable plate has set off too many rounds of trading tide. The popularity of the prefabricated vegetable track goes back some time. From 2020 to 2021, 23 rounds of financing have been born. In 2021 alone, nearly 4000 related enterprises were newly registered in this track. Lu Zhengyao has not been in the Bureau for a long time. When he started his business again last year, it was reported that Lu Zhengyao saw the outlet of prefabricated dishes. Although he was the first pasta restaurant, he has now returned to the track of prefabricated dishes. Of course, the basic market that can attract Lu Zhengyao's attention is also large enough. According to the development report of China's Prefabricated vegetable industry from 2021 to 2022 released by ncbd, the scale of China's Prefabricated vegetable market has exceeded 300 billion yuan in 2021 and is expected to exceed 830 billion yuan by 2025. In April last year, weizhixiang, which has been established for 13 years, successfully landed on the Shanghai Stock Exchange as "the first stock of Chinese prefabricated vegetables". On the first day of listing, it detonated market enthusiasm, and the share price soared by 44%. Since then, it has pulled 10 limit plates. To make the capital market so popular, the magic of prefabricated vegetables is self-evident. Because it not only accurately meets the consumption preferences of the younger generation, but also conforms to the trend of the "lazy economy", it is generally considered to have great development potential. At present, supermarket supermarkets such as HEMA and Yonghui supermarket, as well as catering enterprises represented by Xibei and Haidilao, have layout in the field of prefabricated dishes. 03. Troublemakers, opponents and hidden worries Despite the broad consumer market, the objective existence of user pain points and the influx of hot money at the capital level, it is not easy for Lu Zhengyao's "tip of the tongue hero" to get a piece of it. From the point of view of the market playing method of the tongue hero, it has been adhering to the flow and capitalization operation with Lu Zhengyao's characteristics. The past experience of Shenzhou and Ruixing has proved that this playing method can really gather popularity in a short time and make the brand quickly occupy the minds of consumers. But unlike before, Lu Zhengyao chose the franchisee route for this rapid expansion, while Ruixing first took the direct marketing route and opened the franchise only after the market was stable. Large scale open franchising is easy to bring unstable factors, especially for the management of single stores, which tests the operation ability and supply chain ability. However, as a new player, the tongue hero team obviously does not have much experience in this regard, and from the configuration of the senior management team, the tongue hero is not a professional catering player. Of course, these deficiencies can be solved with cash capacity, especially the supply chain construction and professional capacity. External recruitment and construction can be carried out, but whether the back-end capacity can keep up with the expansion speed of 6000 stores will be a new test for Lu Zhengyao and his team. In addition, from the perspective of competition, the market environment faced by the tip of the tongue hero is very different from that of Ruixing coffee. Although it has not run out of the head players, all parties involved in the war can be called strong and fierce. Players such as HEMA, Yonghui, Xibei and Haidilao mentioned above already have a fixed user circle, and for consumers, the brand perception is also stronger. More importantly, compared with the tip of the tongue hero, these enterprises are not at a disadvantage in terms of capital, which also means that they can also copy and follow up the marketing investment and marketing strategy of the tip of the tongue hero. In addition to the difficulties that may be encountered in these businesses, Lu Zhengyao's "personal problems" may also become an unstable factor of the tongue hero. Previously, Ruixing's financial fraud has lost the credibility of Lu Zhengyao and his team in the capital market. If you want to enter the secondary market in the future, who will endorse Lu Zhengyao and who will guarantee Lu Zhengyao, which may involve deeper business ethics issues. Of course, such concerns may be too much to worry about. After all, capital is profit seeking and rational. Jia Yueting, who "returns next week", has been listed on the other side of the ocean. Lu Zhengyao's past may be just a business past with some twists and turns in the eyes of capitalists. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：TMTpost
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