Haidilao was established in 1994. At the end of this year, the number of stores was close to 250, with 30 million members and an annual income of over 10 billion. UF, founded in 1988, has been working in the field of management software for 29 years. In December last year, the two established companies had an intersection, and they established a catering cloud company “Red Fire Terraceâ€. Among them, the proportion of UF is 55%, and that of sea fishing is 45%.
In April 2017, the Red Fire APP was launched, mainly to solve the problem of enterprise fee control. Employees order food at the front end, and the back end can directly enter the enterprise reimbursement process. Or with a simpler form of corporate membership, employees can pay through corporate balances. Recently, Red Fire Tower officially released the HUO series to provide SaaS systems for chain-type group catering companies, because the couples need more gadgets. In July of this year, Haidilao was the first customer to pilot the system.
Although China is a big country in eating, the chain of Chinese restaurants is far less than Japan and the United States. Although the size of China's catering market has reached 3.2 trillion yuan and the number of stores has doubled that of Japan, China's catering chain companies are at the concentration of 0.7% of stores and 6.2% of turnover. Very low level.
First of all, the operating level of each store is uneven. It is difficult for enterprises to replicate on the same scale as “McDonald'sâ€. Secondly, the flow of personnel is large, resulting in high management costs. Then there is no mature methodology for menu optimization and membership marketing. Inadvertently encountering food safety can be a fatal blow. In terms of IT, although catering companies have many system tools, they are all chimney-style. For the membership system, it should not be just basic file information. There should be consumption data, behavior data, etc., a single module tool that can provide The data is fragmented and will inevitably affect the final effect. Moreover, the system has increased the operation and maintenance costs. In Haidilao, there are more than 70 operation and maintenance personnel. It takes about two weeks to upgrade the system version.
In this environment, Red Fire is providing an integrated software and hardware solution. The first step is to help enterprises put traditional software on the cloud, the hardware layer includes the underlying server, and even the terminal. In software, it is mainly divided into three major systems: one is the intelligent member operation system, through the big data and precise marketing, the member is personalized management to improve the conversion rate; the second is the intelligent store operation system, for example, measuring the flow of people and sales of the store. , accurate goods, improve inventory turnover rate, reduce inventory; third is the enterprise comprehensive operation service system, including comprehensive enterprise coordination, manpower, finance, manufacturing, supply chain and industrial ecological chain.
In the process, the Red Fire is more focused on the restaurant section because it can directly contact the end consumers. From the store manager, to the clerk, to the finance, there are corresponding end solutions. For example, if the kitchen ingredients are sold out, they can be synchronized at the front end, the clerk can move the cash register, and the store manager can check the on-site customer's dining situation. Moreover, Red Fire CEO Tu Hui stressed that the Red Fire Tower and UF Management Cloud are deeply integrated, not a simple interface. Finance can also check the store's operational data at any time.
In addition, Red Firepower also provides cloud boxes to ensure that the cloud-deployed system is available locally, ensuring that data is disconnected and offline. According to Tu Hui, if Haidilao wants to upgrade the version, it can be controlled within 10 minutes.
There are several problems here. The catering industry is different. The internal management of the company is quite different. How to scale the products? In this regard, Liu Jie, the person in charge of the Red Fire station, said that Red Fire is doing a relatively standard platform on the ground floor. City partners, partners, and even third-party catering companies can integrate on the platform to develop vertical application scenarios. For example, the payment and take-out platforms are mature and directly docked.
In actual sales, Haidilao is, after all, the management of Red Fire Tower, will it interfere with the procurement of other peers? Liu Jie emphasized that Haidilao is only a customer case and does not participate in the actual operation of the company. The principle of Red Fire has always been "application sharing, data isolation."
In terms of channels, Redfire docked the UF branch, and the primary strategy was to help the old customers rebuild the system.
According to Tu Hui, the target income of Honghuotai this year is more than 30 million. At present, Haidilao is the main contributor. Next, the team will account for 15-25%, diluting part of the shares of UF and Haidilao.
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