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产品大幅降价难阻同店销售额下滑15% 和府捞面25亿元营收背后的攻守博弈
Xi Niu Cai Jing· 2025-05-12 03:07
Group 1 - The core viewpoint is that HeFu LaoMian achieved a revenue of 2.5 billion yuan in 2024, demonstrating growth amidst a challenging restaurant industry, but faced a 15% decline in same-store sales, highlighting intense competition in the market [2] - The restaurant industry in 2024 experienced significant profit declines, particularly in first-tier cities like Beijing and Shanghai, leading to the exit of established high-end restaurants, indicating a broader reduction in profitability across the sector [2] - HeFu LaoMian announced a 32% price reduction across all products and introduced organic certified ingredients to reshape its brand image towards "health and affordability," which, while increasing customer traffic, did not fully offset the decline in same-store sales [2] Group 2 - To address consumer trust issues regarding product quality, HeFu LaoMian implemented a transparency strategy for its central kitchen, showcasing production processes and engaging the public through initiatives like "one-day boss" factory tours, which attracted 850,000 views and helped stabilize brand reputation [3] - The company has developed a supply chain system capable of supporting over 500 direct-operated stores nationwide, which is crucial for addressing regional price discrepancies [3] - HeFu LaoMian is deepening its "health" branding by creating a "Longevity Town Health Noodle" series based on geographical indicator agricultural products, aligning with health consumption trends, although it faces challenges with standardization and rising supply chain costs [3]