Special interview
Written by: Xu Shihao
2021-01-31 10:00
Last update date: 2021-01-31 10:00
Under the epidemic, the catering market has been hit hard. Some people in the catering industry bluntly said that if the measures are not relaxed at the end of the year, some 3,000 restaurants may close down.
Faced with a deteriorating business environment, some people choose to leave the market. Others think that they are "dangerous and organic." When opening stores in the epidemic market, they can seize the opportunity when they wait for the market to improve.
Wu Yanlong revealed that the private kitchen business was most affected by the epidemic, and last year it "lossed a lot."
(Photo by Liang Pengwei)
Since the outbreak of the "new crown epidemic" at the beginning of last year, Hong Kong has experienced four waves of epidemics. In addition to aviation, tourism and retail, the catering industry has also been affected by the "anti-epidemic measures" such as the tightening of gathering restrictions and the ban on dining.
The latest wave of the epidemic has been banned for more than six weeks since the beginning of December last year. It seems that it is difficult to relax the Chinese New Year and Valentine's Day.
Wu Yanlong, one of the founders and CEO of Ding Ye Private Kitchen Group, pointed out in an interview that its three "Ding Ye" brands, namely Ding Ye Private Kitchen, Ding Shang Chege Roasted Goose Soup Restaurant and Ding Jia Xi Chopsticks, use private kitchens. The impact was the most severe. As there was no evening market for many days, the business dropped by 80%.
After the third wave of the epidemic eased, the government has gradually relaxed restrictions, and business has rebounded by 70% to 80%. "There is little money to make, it is called operating." But recently the fourth wave of epidemic has been hit again. The money earned in the year (old year)... actually doesn’t stop, the loss is a lot.”
The brand changed its high-end route. In October last year, it opened "Ding Jia Xi Chopsticks", which focuses on siu mei and stew soup.
(Photo by Liang Pengwei)
The pandemic is changing rapidly to engage in online stores and lunch markets
Under the severe business environment, he had no choice but to launch a series of "anti-epidemic" plans, including the launch of lunch market and special takeaways at "Ding Ye Private Kitchen". "﹙Last year, in May, he felt that he could not sit still and start doing lunch. , Also do buried takeaway. But the handmade dishes are so difficult to take out, so difficult to carry to the house and the company to eat well, so I have a good time with Ding Ye, and I have a little cold, and the quality of the house is maintained to the highest level. Food." After switching to takeaway, the market reacted well. He laughed and said that sometimes he would personally make "takeaways" and help deliver food.
Later, the restaurant also launched an online shop called "Happy Taste", selling frozen foods and soup dumplings produced by Ding Ye to help make up for the operating costs. "In fact, making lunch dim sum sets can only be rented, and there is less labor. Hmm; the development of take-out and frozen Bao Yanyan is called the work done by colleagues."
He said frankly that many employees wanted to take unpaid leave to reduce the burden on the restaurant. The company has also implemented it for a period of time. "There are some people who can talk about it well, but I think (doing catering) is a social responsibility. I would rather it. I have a job, and I can’t help much (new business). As the saying goes, I believe that many experts are tied to it.”
Hong Kong people's consumption pattern has changed to a popular route
Although the business has plummeted, there are dangers.
The "Dingshang Chess Roast Goose Soup Restaurant" located on the top of the mountain and at the center of the drama has a pleasant surprise.
At present, the drama center branch has not been opened due to the government's decision to close, but the peak branch is crowded.
He pointed out that the branch opened on the first day of the Lunar New Year last year. However, due to the outbreak of the epidemic, the number of visitors dropped sharply. "Thinking that there will be no business, so I will reduce the ingredients and know that everyone will go up the mountain and open on the first day. Four or five hours to sell drying (food ingredients); the next day is doubled, and it will be sold for about six hours." He said with a smile that business at the top of the mountain has been the most stable since the epidemic. There is no Chinese restaurant on the top of the mountain, so everyone will consume it."
At the same time, he saw that economic activities related to people’s livelihood under the epidemic had not been affected too much, so he spent seven figures in a new shopping mall in Tsuen Wan and opened a new brand "Ding Jia Xi Chopsticks", which focuses on siu mei and stew soup. The consumption pattern of Hong Kong people will change. On the contrary, this is a pilot project and I created this brand.” Although rents have dropped significantly now, and some landlords are willing to cancel the bottom rent and only collect business shares, the overall industry has been difficult in the past year. Now I will review the cost in more detail, but I believe that after the epidemic, it is time to make a big splash. "After the epidemic, it is the time for the brand to develop."
Recall that when I decided to open "Ding Jia Xi Chopsticks", the second wave of epidemics did not occur. "You remember (in the same mall) that there was no second wave of epidemics. The first wave of epidemics felt that everyone had to eat, and the tourist area died. Sun, the people’s livelihood area is OK. I think doing business, if the epidemic is only a defense system, it is difficult to make progress. Under the epidemic situation, there are many shops and do not have to take over, but someone will take over soon?” But frankly, if it’s not the epidemic In the impact, he will not change to the popular line. "Sometimes it is to drive out creativity. In the past, it was high-end, and there is no plan to change."
"The most important mentality is strong enough"
Although a new crown vaccine has been developed on the market, it is generally expected that the economy will return to normal soon. However, news of a variant of the virus has suddenly spread, and a new wave of epidemics has also broken out in various countries, and the recovery seems to be indefinitely remote.
Doing business is not "defensive" but "offensive." In the eyes of others, it may be adventurous.
Wu Yanlong said that after the social movement and the epidemic, his mentality has changed. "It's like a mountain top (branch). I signed the contract in May 2019 and the social movement was in June. When I signed the contract, I felt that it was a stable win. The mountain top rebranding (brand rebranding) ), the opening of the mountain top department is free (to tourists). It is helpful to expand business to the mainland and overseas, but since there are fewer tourists, the opening has been postponed. When the social movement eases in November, it is better to open before the (Lunar New Year) , The epidemic will burst if you know it."
"During the epidemic, everyone will consume, so I am not prepared for the epidemic. It is the Hong Kong society and the world. Every time there is a change in the same things, it may be too smooth. The most important thing is the mentality. It’s not strong enough.” Looking to the future, Wu Yanlong pointed out that it is not easy to open a branch for private kitchens because it is difficult to find a suitable chef. “When you see the show, you will know Ding Ye, but Ding Ye will only have one.” The two new brands It is easier to standardize. I have already talked about cooperation with business partners in Malaysia. However, the pace of development has been suspended due to the epidemic, and I hope that cooperation can be restarted later.
From private kitchen to siu-mei stew, the key to successful dismantling of the CEO of "Ding Ye" brand Variety Sucking
Ding Ye’s Private Kitchen Epidemic Market Announces a Vice-line to Attack the Mass Market CEO: the most important mentality is strong enough
Ding Ye Recipe Catering Industry