When talking about the cost-effectiveness of the service industry, what impressed Li Mu the most was Haidilao.
When it comes to taste, Haidilao may not be among the top five domestic hot pot restaurants;
If we talk about price, Haidilao’s per capita consumption level is one to two hundred, which is definitely considered above average in the domestic hot pot catering industry;
But Haidilao has a super awesome ability, and this ability is to open a business that is popular.
Why Haidilao has such superpowers that all catering companies dream of? In the final analysis, it is an article about cost-effectiveness.
He knows that his price is not dominant, and he also knows that his taste is not that dominant, so he maximizes his cost-effectiveness by improving quality control and service.
The reason why it is difficult to start a chain restaurant of Chinese food is because once you open a chain store, it is difficult to do a good job in quality control. Most Chinese food relies on chefs, and one chef has one taste. There are two same restaurants, the same menu, and the same ingredients. , but different chefs will lead to huge differences in taste. If a chain company cannot maintain uniformity in taste, it will have already lost at the beginning.
Haidilao's quality control in this regard can be said to be the ultimate. First of all, all hot pot bases are made in a unified manner. In other words, the hot pot bases and seasonings used in Haidilao stores across the country are all made from the same formula. A process that adheres to strict industrial rules for mass production, at which point the difference in flavor is reduced to almost unnoticeable.
As for ingredients, Haidilao also purchases them in a unified way. For Haidilao hotpot restaurants in Huaxia and North China, all ingredients are uniformly supplied by the head office. After strict quality control, there will never be a difference in the taste of mutton or cabbage in several stores. There is a difference in taste.
By doing these things well, Haidilao's quality control will have taken shape, ensuring that hotpot restaurants across the country can provide the same products;
In addition, Haidilao Hot Pot's service is so good that it can be said to be a model in the national catering industry.
Haidilao's waiters have a level of patience with customers that is extremely rare in the domestic catering industry, and they are very good at calculating the general ledger rather than calculating small accounts. The so-called general ledger means that Haidilao pursues unit price per customer, table turnover rate and overall profit margin. With such large-scale data, he will not dwell on details, so he can provide free drinks, snacks and fruits to waiting guests, and can provide free self-pickup side dishes to dining guests. Everything is for The final large-scale data service.
But many catering industries that deal with small accounts are different. Such companies or restaurants pursue savings in every detail. The thought of providing free snacks, drinks and fruits to every customer may lead to an increase in the cost of each customer. For two or three yuan, my body hurt so much that I almost died, and then I chopped it off with a wave of my hand. When I thought that turning on the air conditioner too much in the summer would increase the electricity bill, I waved my hand and said that I would not turn on the air conditioner when the temperature is below 38 degrees Celsius. Better disposable chopsticks cost 50 cents a pair, and the cheapest ones only cost 5 cents, so I waved my hand again and used the cheapest ones; a portion of beef stew with potatoes cost 38 yuan, and three yuan worth of beef was used in it. I thought it still hurt, so I cut it into two pieces...
Therefore, many catering companies and restaurants continue to count themselves to death in the process of calculating small accounts. The service is getting worse and worse, the taste is getting worse, the portions are getting smaller and smaller, and the prices are getting higher and higher. Customers can repeatedly return Damn it, except for tourist attractions that don’t care about old customers, if other catering companies cannot retain old customers, they will inevitably die.
To a certain extent, the same is true for the express delivery industry.
What Li Mu wants to pursue is to calculate the general ledger like Haidilao, so that consumers can feel the cost-effectiveness, not just lowering prices blindly, but also to pursue the service needs of express delivery just like Haidilao's services.
So, Li Mu said to Senior Brother Liu: "Developing low-end products and further lowering the terminal price in the market is only one of them. There is another point that requires you to implement together, Senior Brother."
Senior Brother Liu said hurriedly: "Just tell me, I will remember it."
Li Mu said: “Another point is that we must further improve our service quality and consumer service experience. For example, we should provide systematic vocational training for our front-line express delivery personnel so that they can receive express delivery or deliver express delivery. They all provide door-to-door service and must provide users with the best service. Politeness, thoughtfulness, consideration, and humanity are all professional qualities that our front-end personnel need to possess."
“In addition, we also need to enhance the user experience through technical means. For example, we can develop an online ordering function, allowing users who need to send shipments to place orders directly on the website, and the couriers will come to collect them, and then send them to you. We have optimized the logistics information displayed to users to further enhance their experience when using our logistics management system to inquire about express delivery."
Brother Liu didn't know much about Internet technologies and products. Hearing that Li Mu said he wanted to optimize the system, he was a little confused and laughed at himself: "To be honest, I haven't been exposed to the Internet for enough time, and I don't know enough about things that really touch the technical level. Many, from my current point of view, our system is already too powerful in the industry, so I can’t think of any optimization methods at the moment.”
After saying that, Senior Brother Liu looked at Li Mu and said, "Since you said that, I think you must have a specific idea, right?"
Li Mu said: "I have an idea, but this idea involves many aspects, so I'm not sure if I have the conditions to implement it now."
Leader Lei said hurriedly: "Mr. Li, why don't I call Xudong and ask him to come over now. Anyway, we are very close and will be here in ten minutes."
Li Mu thought about it. Fang Xudong was currently in charge of the overall research and development of software and hardware. It was necessary to bring him over for a good chat. As his thinking was clear now, he quickly conveyed it to him and asked him to find a way to implement it as soon as possible.
So, Li Mu said to Leader Lei: "Call Xudong and ask him to come over. By the way, ask him to bring me someone who knows hardware!"
…
Fifteen minutes later, Fang Xudong hurried over, and with him were two men whom Li Mu had never seen before. They both looked to be around thirty years old, and each wore thick myopia glasses. They were full of science and engineering. Kenan's scent.
When the three of them came in, Fang Xudong hurriedly greeted Li Mu and said with a smile: "Mr. Li, I haven't seen you for a while. I've been waiting for you to instill some more advanced ideas in me."
Li Mu smiled and said: "I have been very busy recently. Besides, your business has been sorted out very well. It is best for you to come up with advanced ideas in the future."
Fang Xudong nodded and introduced the two people around him: "Mr. Li, let me introduce to you. These two are senior engineers in our hardware laboratory."
After that, Fang Xudong pointed to the tall and thin man on his right and said, "This is Luo Xin. He came out of IBM three months ago and is currently our senior expert in commercial servers."
After hearing Fang Xudong introduce himself, Luo Xin hurriedly stepped forward, stretched out his hand to Li Mu, and said, "Hello, Mr. Li, I was inspired by your speech at Harvard and decided to return to China for development. I only learned about it after I officially joined Makino Technology. I admire your overseas talent return plan and admire your vision very much, and I am honored to be a part of this plan!"
Li Mu shook hands with him and said, "I hope the opportunity we give you will be better than the opportunity you had abroad."
Luo Xin nodded seriously and said, "It's much better than living abroad. My parents were very opposed to me returning to China at first because I was a child of immigrants and was born in the United States. My parents immigrated to the United States through hard work when they were young. They felt that it took them a lifetime to get there. The United States has raised the next generation in the United States. Unexpectedly, their next generation gave up the American environment they worked hard for and chose to return to the place where they first came. However, when they learned about Makino Technology and your After the talent return plan, they all supported me very much in returning to China for development.”
Li Mu said happily: "This is the result I most hope to see. Thank you for your trust. I believe that the future of Makino Technology will not disappoint you."
At this time, Fang Xudong introduced another slightly chubby engineer and said: "Mr. Li, this is Hu Bo, a senior communications expert from Bo. He once rejected Nokia's high salary and always hoped to be able to do it." To produce a world-class Chinese product.”
When Li Mu heard this, he raised his eyebrows and reached out to Hu Bo. He said happily: "What I want most today is to meet new needs with communication experts. I didn't expect that there are such talents!"
Upon hearing that Li Mu had a new request, Fang Xudong and the other two people hurriedly got into the mood, took out pens and notebooks one by one, and waited for Li Mu to speak.
Li Mu invited everyone to move to the small conference room next to the office. After everyone sat down, Li Mu said: "I want to further improve the functionality of our logistics management system. These new ideas will not only adjust our system, but also There will also be some hardware issues involved.”
Fang Xudong said: "Mr. Li, please tell us in detail, let us make a judgment and estimate first."
"Okay." Li Mu nodded and said, "First of all, I hope to develop a hardware device that combines three functions: GPS, GPRS and radio frequency technology. This device will be matched with all our large express packages and even containers in the future. , we need to number these devices and then record their information on the server. The device will transmit its GPS location information to the server through GPRS data in real time. Our server must track and update this information in a timely manner. In this way, we It can monitor each large package and the real-time location of the container, and at the same time update it to the logistics progress information of all small packages within the package. In other words, we want users to see where their express delivery is in real time.”
“Secondly, I hope to develop a set of mobile handheld hardware that combines three functions: GPS, GPRS and code scanner, and equip it to our front-end couriers. They can use this device to scan all packages before delivering them. , the location of his mobile terminal will be updated to the server in real time through this set of equipment, so that our users can see where their express delivery was taken by the courier when it started to be delivered, and how far it was from their home. If To sign for express delivery, scan it again, and the system will automatically receive this information in the background, and then change the express delivery status to signed for receipt in a timely manner on the system."
(End of chapter)