Sino-Singapore Jingwei Client, September 6 (Zhang Yanzheng) Recently, coliforms were detected in the dining utensils of the Shangshangqian hot pot restaurant owned by Xue Zhiqian, causing heated discussions.
In fact, there have been frequent disturbances in celebrity restaurants recently. Chen He’s Xianhezhuang Hotpot Restaurant and Zheng Kai’s Huofengxiang Hotpot Restaurant were pushed to the forefront of public opinion due to safety explosion accidents and suspected decoration plagiarism.
Industry insiders believe that celebrities have set foot in the catering industry, which has a lot to do with the fan economy behind them. Compared with investment channels such as the stock market and real estate, the low barriers to entry and ease of use of hot pot restaurants are important reasons why celebrities are keen to invest in catering.
However, some celebrities themselves do not have the experience and energy to manage the store, so they can only act as the shopkeeper and hand it over to the professional team. If the interest relationship of the professional team cannot be distinguished, problems will easily occur in the top-level design.
New Jingwei photo by Yan Shuxin in the hot pot data map
The failure of the two inspections in 3 months has nothing to do with Xue Zhiqian?
Recently, the Shanghai Municipal Market Supervision Administration announced the 33rd provincial-level food safety sampling information. Among them, the hot water cups and seasoning bowls used for disinfection by the first branch of Shanghai Jinqian Catering Management Co., Ltd. (Shangshangqian Hotpot Changning Store) were randomly checked Unqualified, the product was detected with coliform bacteria.
According to my country's compulsory standard "Sterilized Meal (Drinking)", sterilized food (drinking) must not be detected with coliforms, which may cause intestinal infectious diseases or food poisoning, and the detection is considered unqualified.
On September 3, the hot pot restaurant apologized and stated that it had launched an internal investigation for the first time. It was initially understood that the main reason was the irregular operation of the store. It will thoroughly investigate other food safety links, strengthen food safety and hygiene management, and strengthen personnel training.
Food sampling information source: Shanghai Market Supervision WeChat official account
In fact, it is not the first time that Shangshangqian Hotpot has been discovered by the regulatory authorities about the hygiene problems of tableware.
In June of this year, the third branch of Shanghai Shangyuan Catering Management Co., Ltd. (Shangshangqian Hotpot Nanjing East Road Pedestrian Street) cleaned and disinfected the ready-to-use chopsticks and detected coliforms in the supervision and sampling inspection.
In July of this year, the Huangpu District Market Supervision Bureau issued a warning and administrative penalty decision on the parties concerned.
For a long time, with Xue Zhiqian's traffic aura, Shangshangqian hot pot has become a highly sought after star restaurant.
According to public reports, in 2012, Xue Zhiqian and his friend Li Yuanlin jointly established Shanghai Shangqian Catering Management Co., Ltd. (hereinafter referred to as Shanghai Shangqian), and opened the first Shangshangqian Chuanchuan Xiang hot pot restaurant.
Industry and commerce information shows that the company has a registered capital of 500,000 yuan, Xue Zhiqian holds 35% of the shares, and Li Yuanlin holds 65%.
In fact, Xue Zhiqian had withdrawn from the hot pot restaurant operation as early as last year.
According to Tianyancha APP data, on February 2, 2019, Xue Zhiqian withdrew from the ranks of investors in Shanghai Shangqian, but added his father Xue Liangyuan as a shareholder of the company and served as a supervisor.
In addition, from the perspective of the shareholding structure, the companies affiliated to the two Shangshangqian hot pot restaurants that have problems have no direct relationship with Xue Zhiqian.
According to industrial and commercial information, the major shareholder behind Shanghai Jinqian Catering Management Co., Ltd. is Li Yuanlin holding 90% and Chen Xiaofeng holding 10%; the major shareholder of Shanghai Shangyuan Catering Management Co., Ltd. is Xue Qin holding 90%, and Li Yuanlin holding 10% of shares.
Stars are keen on the high profits behind hot pot restaurants
In addition to Xue Zhiqian, the celebrities who have opened hot pot restaurants include Hot One with six celebrities Huang Xiaoming, Li Bingbing, Huang Bo, He Jiong, Jing Boran, and Ren Quan as shareholders; Chen He, Ye Yiqian and Zhu Zhen co-founded Xianhezhuang; A spicy hot pot established by Jia Ling and Bao Beier; Deng Jiajia’s Hi spicy hot pot...
As a second sideline, why do celebrities prefer to open hot pot restaurants?
According to the "2018 China Food and Beverage Industry Annual Data Report" released by the China Hotel Industry Association, the hot pot industry’s revenue per square meter is 26,300 yuan, which is much higher than the fast food industry’s 25,000 yuan and the dinner’s 10,200 yuan.
In terms of net profit margin, hot pot reached 11.8%, which is also higher than the other two types of catering.
The "2019 Annual Report on China's Catering Industry" released by the China Hotel Association shows that the revenue of the catering industry in 2018 was 4271.6 billion yuan, a year-on-year increase of 9.5%.
Affected by the growth of market demand and its scalability, the unique and highly standardized business model of hot pot has become an important category in the catering segment.
Statistics show that the total revenue of the hot pot market in 2018 reached 875.7 billion yuan, an increase of more than 52% over 2014. It is expected that the hot pot revenue in 2019 will reach 960 billion yuan.
Although celebrities are keen to open hot pot restaurants, there are many overturned.
In recent months, there have been frequent disturbances in celebrity restaurants. Chen He’s Xianhezhuang hot pot restaurant and Zheng Kai’s Huofengxiang hot pot restaurant have both suffered overturns.
On August 30, a netizen posted on Weibo saying that the bottom of the pot exploded during his meal at Changchun Xianhezhuang Hotpot Xintiandi Shopping Park, resulting in burns on his hands and face, and clothes stained with oil, but the store manager suggested that A solution to compensate 1,000 yuan; on the evening of July 18, a hot pot official account in Chengdu, Sichuan Province posted a message on the social platform, saying that the decoration style of Zheng Kai’s newly opened Huofengxiang hot pot restaurant was suspected of plagiarizing himself, and revealed the interior decoration of two hot pot restaurants Comparison chart.
In the end, Zheng Kai hot pot restaurant issued an apology and reached a settlement with the hot pot restaurant in Chengdu.
According to Tianyancha Data News Lab, among star catering companies, 54% of related companies have a registered capital of less than 1 million.
In terms of geographical distribution, more than half of the star catering companies are registered in Beijing.
From the perspective of the year of company registration, 2015-2017 was the most concentrated period of star catering companies. In 2017 alone, about 13 star catering companies were registered.
It is worth noting that it is easy for a celebrity to open a restaurant, but it is not so easy to continue operating.
According to data from Tianyan Check, there are currently about 10 star catering companies whose status is cancelled or revoked.
In addition, the risk data of the professional version of Tianyancha shows that more than 30% of star catering companies have experienced operational abnormalities, and more than 10% of related companies have received administrative penalties.
According to public reports, at the beginning of its opening in 2017, the "Huangliang Yimeng" hot pot restaurant jointly opened by Huang Lei and Meng Fei was once on the Weibo search list due to price issues.
The per capita consumption level is more than 300 yuan, and a dish of gross belly costs 198 yuan. Diners can't afford it.
At the end of 2018, the "Huangliang Yimeng" hot pot restaurant announced its official closure.
Expert: The threshold for opening a hot pot restaurant is low
In an interview with Sino-Singapore Jingwei Client, China Food Industry Analyst Zhu Danpeng said that restaurant operations are divided into front-end and back-end operations.
Celebrities open restaurants usually on the consumer side. Some celebrities themselves have no experience and energy to manage the store. They can only act as shopkeepers and hand them over to professional teams. If the interests of professional teams cannot be distinguished, problems will easily occur in the top-level design.
Zhu Danpeng pointed out that relying on the aura of stars, star restaurants can indeed have traffic at the beginning of opening.
After the halo fades, how to maintain the continuous development of the brand depends on how the front-end and back-end match the needs of the new generation.
Quality is the front end, brand is the back end, and the service system is integrated. Quality, brand and service system are all indispensable.
Stars have set foot in the catering industry, which has a lot to do with the fan economy behind them. Compared with investment channels such as the stock market and real estate, the low barriers to entry and ease of use of hot pot restaurants are important reasons why stars are keen to invest in catering.
Yu Zhixue, the initiator of the entire food industry chain and general manager of Shanghai Artisan Enterprise Management Co., Ltd., said in an interview with Sino-Singapore Jingwei Client that the biggest advantage of star investment hot pot restaurants is low operating costs and can also use the fan effect to gain customers.
Compared with other specialty restaurants, the hot pot restaurant saves the labor cost of a full-time chef.
Generally speaking, the core character of a restaurant is the "chef". A large-scale restaurant often has a few or even a dozen chefs. The reputation of the restaurant is heavily dependent on the chef’s cooking skills, so the chef’s labor costs are often relatively high. .
In addition, the purchasing link of the hot pot restaurant can be configured as standard, eliminating the need for personalized purchasing.
In Yu Zhixue's view, the hot pot restaurant's business model is relatively simple, avoiding the shortcomings of celebrities to a certain extent.
However, the catering industry and the entertainment industry are two completely different industries. Opening a hot pot restaurant still requires catering management experience, and most celebrities do not yet have these professional restaurant chain management knowledge.
(Zhongxin Jingwei APP)
All rights reserved by Sino-Singapore Jingwei. Without written authorization, no unit or individual may reprint, extract or use in other ways.