At 2: 00 p.m. on July 25, Laoxiang Chicken Group held a "Laoxiang Chicken Acquisition of Wuhan Yonghe Release and Brand Strategy Conference" in Wuhan, officially "revealing" the behind-the-scenes story of the acquisition of Wuhan Yonghe.

The acquisition is a rare event in Chinas catering industry in recent years. Shu Congxuan, chairman of Laoxiang Chicken Group, said that through the acquisition, Laoxiang Chicken can leverage Wuhan Yonghes original resources of more than 30 high-quality stores in golden locations to develop its fifth-generation stores and strive to open 500 stores in Wuhan in the future.

At the event site, Han Ming, president of China Hotel Association, Su Wenjun, partner of Jiahua Weiye Capital, Liu Guoliang, vice president of China Cuisine Association, Yu Xuerong, secretary general of Jiangsu Catering Association, Liu Guoliang, supervisor of Hubei Cuisine Hotel Industry Association, Qin Chao, CEO of Watt New Media, and other "big men" in the catering and investment circles were all present. At the same time, representatives of dozens of well-known real estate companies, including Wanda, Vanke, and Poly, and hundreds of mainstream media reporters witnessed this "Chinas catering industry event".

The press conference kicked off with a speech by Shu Xiaolong, executive director of the hometown chicken. He introduced the development process of the hometown chicken in the past 15 years around the word "heart" and described how the hometown chicken developed from a follow-up runner in the industry to a leader in the industry. How to change from a regional brand in a corner to a leading brand in a national catering chain.

He believes that Chinese fast food is ushering in a new era, and more catering companies will develop towards branding, standardization, health, and informatization. The fellow chicken that has led the way in the "new four modernization" journey will give Chinese people daily meals. Provide a better and better choice.

As for the successful introduction of the strategic investment of 0.2 billion yuan from Jiahua Weiye Capital at the beginning of the year, this acquisition has been made again at the moment. Villager Chicken can emerge as a new force in the industry. Shu Xiaolong explained: "It is the villager chicken that has made a big splash in such a catering industry. It is the villager chicken that has thoroughly completed the existing market and practiced its internal skills before further development. It can be said that the villager chicken is quite" stable ."

In the speech and salon session, Han Ming believed that the acquisition of Wuhan Yonghe by villagers chicken has once again opened a new mode of large-scale development of Chinese catering. Through the acquisition of excellent enterprises, villagers chicken will once again usher in a new development height. Yu Xuerong said frankly that he was moved by the unchanged taste of villagers chicken for more than ten years, and its standard was the industry standard of Chinese catering. Qin Dynasty even praised it highly, three months later, the first brand of Chinese fast food was a fellow chicken.

Su Wenjun mentioned more "behind the scenes" in the dialogue ":

Jiahua Weiye Capital Investment Villager Chicken is a "perfect marriage" between the investment and catering sectors, and we were even more fortunate to participate in and coach the entire acquisition process of Wuhan Yonghe by Villager Chicken.

The investment logic of Jiahua Weiye Capital is very simple. On the basis of in-depth research on the large consumption field, it is inevitable in chance to benchmark international giants, look for local leaders, and find high-quality investment targets such as hometown chicken.

The investment process is a comprehensive "empowerment" process. The basic work such as financial management, legal regulation, process reengineering, talent incentive, information transformation, capital market service and so on is "sufficient". Naturally, it will be clear to heart about many real needs of the invested enterprises, and systematic solutions can be put forward for their "business pain points, it can give the invested enterprises more market resources, channel resources, marketing resources and cooperation options.

This is the case with the whole acquisition process. At the beginning of the year, when he took a stake in the hometown chicken, the merger and acquisition actually began to advance simultaneously. The introduction of capital, management upgrading, industrial empowerment and resource restructuring were regarded as "one go", which finally contributed to a good win-win situation for the three parties.

It is reported that in Wuhan, regardless of consumer groups, store reputation or talent accumulation, Wuhan Yonghe is very mature. Founded in 1997, it mainly produces soy milk and fried dough sticks. It has more than 30 stores in core locations, a production and logistics distribution center with A- level scale, and a soy milk production plant with modern production equipment.

With the help of Jiahua Weiye Capital, Laoxiang Chicken has finally "opened up" a development model that has never been tried before: actively looking for merger and acquisition targets that are close to each other in terms of business area, product layout and customer unit price. Through a "brand-turning" acquisition similar to Wuhan Yonghe, Laoxiang Chicken can directly update the door head, saving a lot of preliminary site selection research and market cultivation costs, the network layout in Wuhan and even the whole country has been accelerated.

Tan Ke, chairman of Wuhan Yonghe, made an interesting comment in the "Report to Customers" on this acquisition: Wuhan Yonghe needs a better partner to realize the fast food dream of our Chinese brand world-famous. Villager chicken is a brand that can realize the dream of our fast food people. I want to give my dream a better "chicken club".

The so-called "hometown chicken is more achievable" has its solid basis--

The founder of fellow-townsman chicken started with native chicken breeding and "became a monk halfway" to catering. he has always adhered to the positioning of Chinese fast food, with the old hen soup stewed by "180 days native chicken farmer mountain spring 21 procedures" as the biggest product feature. Over the past 15 years, the villagers have always adhered to the direct marketing mode, so as to better realize the standardization of products and ensure the "safety on the tip of the tongue of the common people".

In recent years, under the strategy of "solid backstage and stable rear", the replication ability of stores has been greatly improved and the process of opening stores has been accelerated. 3. four stores open at the same time every week. At the beginning of the year, the villagers issued a "military order" and the number of stores expanded to 1600 nationwide within five years.

At the end of the press conference, Shu Congxuan, chairman of the hometown chicken group, also ended with "heart": after 15 years of starting a business, the most rare thing is that many community residents have their daily meals here, and the hometown chicken has long become the "family kitchen" of the common people ". In Hefei, Nanjing, Wuhan, and in the future across the country, "we will adhere to the direct operation model and make every fast food for every family".

Song Xiangqian, founding partner of Jiahua Weiye Capital, believes that the successful achievement of this resource integration and industrial merger is the result of the fact that the three parties, Laoxiang Chicken, Wuhan Yonghe and Jiahua Weiye Capital, have always been carrying out the integration of Chinese fast food to the worlds dreams and ideas. All three parties have been promoting and are happy to see the birth of a truly world-class consumer brand in Chinas catering industry. This acquisition is not only a milestone in the rise of Chinese fast food brands in the world, but also an industry model for the rise of Chinese consumer brands in the world.