China Food

Shu Congxuan, chairman of Laoxiang chicken: if the digitization is completed, it can turn over; Otherwise, the ship will capsize


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On the eve of
IPO, he talked about his understanding of digitization.
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In many Chinese fast food brands, the chicken has always been one of the “tossing and turning”. From the popular “cluck cluck cluck” copy on Weibo to the Dasheng toys jointly marketed with the Guochao animation “havoc in heaven” recently, the chicken has always been active in the center of consumers’ attention.
In the eyes of catering people, the local chicken is not only good at activity marketing, but also worth learning from their whole set of digital management system. On August 2, at the main meeting of CCFA new consumption Forum – 2022 China chain catering summit, Shu Congxuan, chairman of Laoxiang chicken, delivered a keynote speech “the road of digital transformation and upgrading of Laoxiang chicken”. Shu Congxuan started with the reason why the rural chicken should do digital transformation and upgrading, and reviewed the process and experience of the rural chicken over the years.
▲ Shu Congxuan’s speech (photographer: Tan Qiansheng)
“Digital transformation and upgrading is not a multiple-choice question, but a must answer question.”
“digitization, don’t think of holding back big moves to take shape at one time.”
In his speech, Shu Congxuan’s golden sentences frequently appeared, which aroused the resonance of many colleagues on the scene.
In addition, Shu Congxuan also shared the actions of the local chicken in the front-end digital marketing, the middle-end industrial digital, the back-end supply chain, and the financial digital, and how to help the enterprise to do a good job in “more, faster, better and cheaper” through digital construction.
Sharing points:
  • Digital transformation is not the responsibility of the person in charge of the digital center, but the responsibility of all employees.
  • This is a protracted war, and there must be a long-term principle in digitization.
  • Creating “online stores” will help to enhance the brand power of enterprises.
  • If an enterprise is digitalized, it can turn around; If I don’t do it well, I’ll capsize.
The following is an excerpt from the public speech:
It’s a great honor to have the opportunity to share with you the digital transformation road of rural chickens. At present, there are 1000 stores and nearly 20000 employees in Laoxiang chicken. It is an enterprise integrating breeding, processing and sales in the industry. Our industrial chain is relatively long, including chicken breeding, central kitchen and more than 1000 stores. Digital transformation and upgrading is the core strategy of rural chicken.
I’ve dug a hole and torn the skin
Digitization needs to fight a protracted war
Why digital transformation?
Because the habits of consumers are changing, taxi, dinner, business trip and shopping can all be conducted online, and people have become accustomed to the digital lifestyle. Data technology is reshaping the industry and rebuilding the industry.
For example, we have to face nearly 20000 employees and more than 1000 stores. A large number of business flows, logistics, information flows, capital flows and passenger flows are intertwined. It is difficult to supervise and track. The information is not transparent and the management is labor-intensive.
In order to achieve the overall efficiency improvement on the demand side and the supply side, it is imperative to make digital transformation. We regard digital transformation as the core strategy of the enterprise. This is not the responsibility of the person in charge of the digital center, it is all the staff
In this process, meituan has brought us great help. For example, together with meituan, we have promoted the online transaction in stores, accumulated all user evaluations and star ratings, and timely optimized the service experience. In the second half of 2021, the average star rating of the local chicken stores increased from 3.82 points to 4.2 points, and the scores of some individual stores reached 4.8 points. The average monthly visitors of online stores also increased by more than 200000. At the same time, the “online store” has also become an important communication channel for our users. On the meituan app, we can intuitively display our brand dynamics and open the membership system together. Before the digital transformation, the exposure of our whole network was about 100 million every year. After the transformation, we can reach 3 billion. Now, the exposure of our marketing has exceeded 300000 every year, the growth of our members has exceeded 10 times, and the daily life index of our members has increased 70 times.
In the aspect of refined data analysis of takeout, we set up a takeout operation center. With the assistance of meituan, we split the market data from the original package to the analysis by city. Around the characteristics of different cities, we customized the annual planning of each city according to different dimensions such as business objectives, digital construction and menu optimization. In 2021, the year-on-year growth rate of our take out orders and transaction volume exceeded 35%, which was a relatively large achievement.
Zhongtai University, stable backstage
Cook a bowl of good chicken soup with digital technology
In the middle stage, we have also opened up end-to-end channels.
For example, in the construction of intelligent cloud service system, we iterated from 1.0 era to 3.0, and now we are in the stage of Intelligent Cloud Service. Now we have basically moved our business online, including work log, emergency inspection, assignment, training, customer service, etc. By establishing a capability center, we can break the system chimney, eliminate information islands and save costs.
We have also spent a lot of energy on data governance. Before there was no governance, we found that many data were chaotic and unusable. For example, the store sells belts. According to the statistics at the end of the month, some people fill in trouser belts, some fill in belts, and some fill in belts, which are not right at all. What is the unit? A bundle? A box? A dozen? How much is it. After data governance, the availability of our data is much stronger and a set of data assets has been formed. In the process of building the data center, we iterated over 21 versions. Now the center has been used 3.11 million times, at least 17803 times a day, and 419 times a month per capita.
The backstage keywords are “refinement” and “high agility”.
It is mainly to open up the relationship between producers and consumers, improve the integrated experience of customers, and improve the efficiency of the industrial system. In terms of finance, we have integrated industry and finance, which has improved the management efficiency. From 200 people to now, we only need 36 people. The reconciliation difference has decreased from 0.5% in the past to 0.3% now. Now the financial statements are issued very quickly. Basically, the statements can be issued on the evening of the 2nd of each month.
▲ the digital process of a bowl of chicken soup (picture provided by the chicken)
From our most
Shu Congxuan, chairman of Laoxiang chicken: if the digitization is completed, it can turn over; Otherwise, the ship will capsize
▲老乡鸡与美团在多个方面达成合作(老乡鸡供图)
在这个过程中,美团给我们带来了很大的帮助。比如说我们和美团一起推动了到店交易线上化,积累所有的用户评价和星级,及时优化服务体验。2021下半年老乡鸡门店星级平均分从3.82分提升至4.2分,部分单店评分能够到达4.8分,线上门店月均访客数也上涨了超20万。同时,“线上门店”还成为了我们重要的用户沟通渠道,在美团App上可以直观展示我们的品牌动态并且一起打通会员系统。数字化转型之前,我们全网的曝光量每年大概是一个亿,转型之后我们能够达到30个亿。现在,我们营销的曝光量每年突破30万,会员增长突破了10倍,会员日活指数增长了70倍。
在外卖精细化数据分析这个方面,我们成立了外卖运营中心,在美团的协助下对市场数据进行拆分,从原本一揽子的大盘改为按城市分析,围绕不同城市的特点,根据经营目标、数字化建设、菜单优化等不同维度定制各城市的年度规划。2021年我们外卖订单量和交易额年同比增速均超过35%,还是取得了比较大的一个成果。
中台大,后台稳
用数字化熬出一碗好鸡汤
在中台方面,我们也打通了端到端。
比如在智能云服务体系建设方面,我们从1.0时代迭代到3.0,现在处于智能云服务的阶段。现在我们把业务基本都搬到了线上,包括工作日志、突发事件巡检、下达任务、培训、客服等等。通过建立能力中心,去打破系统烟囱,消除信息孤岛,节约成本。
我们还在花了很多精力做数据治理。在没有治理之前,我们发现很多数据是乱的,是不能用的。举个例子,店面要卖皮带。月底统计会发现,有的填裤带,有的填腰带,有的填皮带,根本对不上。单位是什么?一捆?一箱?一打?到底是多少。经过数据治理以后,我们数据的可用性就强多了,也形成了一套数据资产。在数据中台的打造过程中,我们迭代了21版,现在中台累计被使用311万人次,每天至少被使用17803次,人均月使用量是419次。
后台的关键词是“精细化”和“高敏捷”。
主要是为了打通生产者和消费者的关系,提升客户一体化体验,提升产业系统的效率。在财务上,我们做业财一体化,提升了管理效率,财务从200人到现在只需36人。对账差异从之前的千分之五下降到现在的万分之三,现在出财务报表特别快,基本上每个月的2日晚上就可以出报表。
▲一碗鸡汤的数字化历程(老乡鸡供图)
可以从我们最核心的产品——鸡汤来看供应链的数字化。从农户养鸡到我们公司两段式饲养,到加工厂加工,再到总仓,到餐厅,我们打造了研产供销一体化的供应链,实现了全供应链可视、可知、可控、可追溯。
过去,我们是人找数据,现在,我们是数据找人。
数字化升级转型它的价值就在于“多快好省”,一个企业如果数字化做好了,能翻身;如果做不好,那就翻船了。做好数字化对企业来说是一种进化,如果做不好,有可能会僵化。这是一个难而正确的事情。是机遇,我们要舍得投入,让数字化带动企业飞起来。
者:内参君;来源:餐企老板内参(ID:cylbnc),转载已获得授权。
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