Return To 1977 Chapter 925: Be the first
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What’s interesting is that just before the service company’s store was gradually getting ready, it was about to open.
The brother unit of "Polar Bear" is of course also a faint competitor - "Yili Food Factory".
He actually took the lead in diversifying business.
On April 20, the Republic’s first Western-style fast food restaurant, Yili Fast Food Restaurant, officially opened in Xirongxian Hutong at the south entrance of Xidan, the capital.
It should be said that the opening ceremony created quite a stir.
Amidst the beating of gongs and drums and the sound of firecrackers, "Yili" invited the mayor to cut the ribbon in person. Luo Yang, who accompanied him, also appeared in news photos with the mayor.
Reporters from Western countries in Beijing came to Beijing after hearing the news. A press release published by the Associated Press compared it to "yet another step in the reform and opening up of the Republic."
In this way, after reading the report, the people in the capital also flocked to the place, rushing to come from all directions in the capital.
To taste hamburgers and ham sandwiches and experience a freshness that has never been experienced before.
Not to mention, when people walked into the restaurant, they were not disappointed.
Light music hits your face, and the air conditioner brings fresh and pleasant air.
The 150-square-meter restaurant is elegantly and luxuriously decorated.
On the right is a row of large bright mirrors, which makes the limited space wider.
Cream patterned high-end decorative panels are inlaid on the walls and ceiling, and neat square tables and elegant seats are arranged in an orderly manner.
The adjustable lights gently shine on the clear water-polished floor, giving the restaurant a layer of warm color.
Especially here there are many new things that people have never seen before.
After customers wash their hands, there is a small hot air machine on the sink, which can dry their hands in less than a minute.
The waiter who issues the invoice uses an electronic computer, which is fast and accurate.
At the pickup area, the food requested by customers is placed in a plastic tray, which is very convenient to carry.
Cold drink cups, spoons, and straws are all disposable...
In short, all these things, which were the most fashionable at the time, opened the eyes of the people in the capital.
It also makes them happy to experience the modern Western lifestyle firsthand.
Not long after it opened, the daily sales of "Yili Fast Food Restaurant" easily reached six to seven thousand yuan.
Judging from the consumption level of society at that time, this was undoubtedly a sales miracle.
However, just when the news media spared no effort to report and promote it, the society triggered debates on "whether Western food meets Chinese tastes" and "whether the average price of 20 yuan is too expensive."
Hong Yanwu, however, was very dissatisfied with the flourishing and prosperous business situation of "Yili Fast Food Restaurant".
I must make it clear, he is not being jealous, but he sees clearly.
Because despite having a head start for several years, Yili's first attempt in the fast food field was not very successful.
Why do you say that?
First of all, "foreign fast food" with "righteousness and benefit" is essentially fake.
After visiting many countries, the "Yili" factory finally chose to cooperate with a Hong Kong businessman who is close to the mainland.
But this Hong Kong businessman's catering company is not very strong, it is just a small company.
Of course, the foreign tastes brought here are neither authentic nor innovative.
Secondly, at that time, local companies could not produce restaurant decorations, lighting fixtures, consumable supplies, and tableware.
Most of them need to be imported, which creates a huge gap in capital consumption.
In addition, the restaurant's cooperation itself is mixed with some political cooperation atmosphere, and the management is completely unable to keep up.
The shortcomings of the domestic system remain the same, which leads to serious waste among employees and further reduces profits.
As a result, the sales price of this fast food restaurant has no advantage and the profit margin is not high.
In terms of experience, this place is completely incomparable with "Maxim" and "Moscow Restaurant".
As a result, people from the literary and artistic circles, sports bureaus, and the press who mainly patronize this place will never come again after patronizing it once or twice.
They are just trying something new, and no one is stupid. Only those who are dizzy will become repeat customers.
To sum up, the cause of the failure was actually laid from the very beginning. It would be unreasonable for this transaction to be unfair.
This is also why in the original history, "Yili Fast Food" did not develop after all, and it was half-dead until 2002.
Then with the demolition and reconstruction, it quietly disappeared into the dust of history.
So, Hong Yanwu only sympathizes with "righteousness and benefit" and has no envy, let alone pressure.
On the contrary, he was very disdainful and dissatisfied with Director Yang's idea that "the service company has taken too small a step forward."
He even resolutely refuted his absurd idea of changing the service company's unopened restaurant into a "Western-style fast food".
"Big factory director, I'm not telling you, this is wrong! Is it okay to just look at other people's children? Aren't you afraid of hurting the hearts of your own flesh and blood?"
"Let me tell you, it's just superficial that they are so lively. We have to calculate the cost-effectiveness. The cost of opening such a restaurant is equivalent to building an instant noodles production line, right? And we will have to continue to invest foreign exchange resources in the future. ."
"On the other hand, our retail outlets can bring back some foreign exchange every month. Which one is more cost-effective here or outside?"
"What's more, how many people do they use, and how many people do we use? If we really calculate the profits created by each person on average, we are no worse than them.
"Also, Yili operates Western-style fast food because it has unique advantages. It takes advantage of its reputation and product structure. It is an old brand founded by the British and moved from Shanghai to Beijing. For so many years, when it comes to bread and chocolate, people in Beijing recognize them as authentic. They can also reduce costs a lot by using their own products. ”
"We, 'Polar Bear', are the leaders in the field of cold drinks. This does not mean that we have nothing to do with it. But if you want to compare with others, you will be at a disadvantage. Besides, if you want to imitate others now, it is called imitating others, and you will fail. Not only was it ridiculed, but it also gained a reputation as a disgrace. How should the credit be calculated? ”
"The most important thing is that the investment in 'righteousness' is too great. This is a desperate approach that will lead to darkness on the road. If you make a mistake, it will be difficult to turn around. And we are the ones who don't put eggs in the house. In a basket, a step-by-step, steady approach. ”
"To put it bluntly, we rely on retail profits to open stores and restaurants. With retail profits supporting us, we are already in an invincible position. Even if we find something wrong later, we can easily turn around. We really want to get it done. , and then use the new profit point as the fulcrum to continue moving forward. ”
"If you want me to say, first get fat and don't bid, and then get fat and collapse the kang. Why bother to fight for a day and a night, and have to eat a fat man in one bite? You, you should keep an eye on your instant noodles, service company You don’t need to worry about this small business?”
This way, Director Yang gave up his unrealistic dreams again.
However, in private, Hong Yanwu expressed his affirmation that Shui Qing wanted to visit "Yili Fast Food Restaurant" and imitate other people's advantages.
Indeed, at least the details of their hardware are much more thoughtful than most state-owned stores, which is considered advanced in this era.
The service attitude has also improved to some extent.
So he suggested that the company simply pay for it and choose a day for the service company to go to the "Yili Fast Food Restaurant" to eat together.
This is called "observation and learning".
Of course, Shui Qing has concerns about this. She is afraid that others will gossip about them eating and drinking with public funds.
But Hong Yanwu didn't care.
"Don't be timid. Since we have decided to do catering, we have to get into this industry. You said that if a chef has never been to a good restaurant or eaten sea cucumber and abalone, how can he be outstanding? This is What the heck, if the restaurants and shops are really ready, I have to take them to the Jianguo Hotel, the Jingcheng Hotel, and the Cuihua Building to see and learn."
"What's more, listening to the cries of crickets and not planting crops? Don't forget that not being jealous is mediocrity. As long as you want to do something, the pressure of public opinion will be great in the future. You can't make everyone Satisfied, how easy it is to find fault? There are always some people who are jealous and jealous of you and spread rumors to cause trouble."
"The key point is that we ourselves have a clear conscience. We all earn money together, eat and drink together, it's fair and aboveboard, and no one is left behind. It's not like some people who eat and drink secretly, and ask for and take away Yes, let’s pretend to be grandsons to the employees in person, let you choose, should we take care of the top or the bottom?”
"If you ask me, just strictly follow the financial system. You don't eat for free. Before you go, you have a meeting to set the goals and key points of the observation. After you come back, everyone speaks and summarizes the meeting. Finally, leave a written record. No more fear of criticism."
"In the final analysis, we still have to talk about the results. As long as our stores and restaurants are more popular, if we have results and benefits, then most of the mouths will be shut."