On November 25th, Ziyan Baiwei Chicken officially opened its first store in Anhui University of Finance and Economics. With its online and offline integrated omni-channel operation strategy, the store quickly achieved remarkable results and became a dazzling performance support point in the university town layout strategy.
Then, on December 25th, Ziyan Baiwei Chicken opened a second store in Anhui University of Finance and Economics, successfully realizing the double store layout in a single university. This multi-store model not only highlights Ziyan Baiwei Chicken's market expansion capabilities, but also sets an exemplary benchmark case for its in-depth development in future potential areas.
Dig deep into campus consumption scenarios and update store strategic layout
According to public information, the East Campus of Anhui University of Finance and Economics is the main campus for the flow of people on campus. There are more than 20,000 students on campus alone. In the early, middle and late hours, most of Ancai students choose to spend in the on-campus restaurant. At present, the Nanyuan and Beiyuan canteens on the campus are located in the north and south corners of the campus, and it is difficult for a single store to cover the flow of students during the peak dining period.
Ziyan Baiwei Chicken opened its first store in Nanyuan Canteen at Anhui University of Finance and Economics. Since its opening, it has quickly won the love of the student group with its excellent product quality and efficient operation ability, and has set new single store sales records many times. However, the service capacity of a single store is difficult to cover the whole school. In order to better meet market demand, the dealer chose to set up another store in Liuxiu Restaurant in Xuebeiyuan. The two stores cover the huge consumer base of the north and south teaching buildings and dormitories of Ancai Campus respectively, and the store capture rate has increased sharply.
The logic behind this "deep-rooted layout" strategy is rooted in the accurate capture of market dynamic feedback, and aims to flexibly and strategically adjust the distribution density of retail outlets in areas that demonstrate high growth potential.
In two dimensions, this move can achieve efficiency improvement: first, by enhancing the brand's penetration in these key areas, to deepen the influence of the Ziyan brand in the campus market; second, to explore and verify the effectiveness of the multi-store parallel operation model for other campuses with the same development potential.
This move not only reflects the insight and flexible response of Ziyan Baiwei Chicken and its distributors to the market environment, but also provides a solid data support and practical example for the brand's future expansion path.
Increase horsepower to expand the market and enter the blue ocean of college students' economy
In recent years, Ziyan Baiwei Chicken, as a leader in the braised food industry, has been committed to deeply integrating traditional braised food with modern consumption methods. Since the second half of the year, it has concentrated resources to open a number of new stores in the university town area, which is the strategic embodiment of Ziyan Baiwei Chicken's deep insight and agile response to the needs of young consumers.
In view of the high concentration of colleges and universities in the urban geographical space, a huge young consumer group has formed an aggregation effect, which contains huge consumption potential and market vitality. Ziyan Baiwei Chicken aims to accurately grasp the core strength of the future consumer market of college students, in order to take the lead in the highly competitive Luwei market and seize the strategic opportunity. Through the learning-copying-landing of a large number of successful university city store experiences, Ziyan Baiwei Chicken headquarters has continuously improved the strategic shortcomings of stores from the operation idea, and pulled up the operation protection network with financial support and talent input to achieve the goal of rapid layout and stable profitability.
According to the "2024 Chinese College Students Consumption Behavior Survey and Research Report" data show that the number of college students in China has shown a steady growth trend. In 2023, the total scale of higher education in China reached 47.63 million, of which 41.1% of college students had an average monthly income of 1501-2000 yuan. It is expected that the annual consumption scale of Chinese college students in 2024 will be about 850 billion yuan.
Obviously, Ziyan Baiwei Chicken attempts to accurately capture and deeply understand the consumer psychological characteristics and behavioral habits of college students, expecting it to become a key driving force for accelerating penetration and occupying the vast blue ocean of Generation Z consumer market.
