On the morning of January 22, in Hefei City, Anhui Province, Jiahua Weiye Capital, a well-known domestic private equity investment fund focusing on large consumer services, completed the signing ceremony of equity investment cooperation with fellow villager chicken, a leading Chinese fast food brand that has rapidly entered the country from Anhui Yiyu, with an investment amount of up to 0.2 billion yuan.

This investment is the largest investment in the domestic catering industry since the beginning of the year, and it is the fastest investment in the investment community from communication and negotiation to formal signing. It is reported that the "marriage" between Jiahua Weiye capital and fellow villager chicken only took five months.

At the signing ceremony, Wang Minsheng, vice mayor of Hefei, Ge Bin, mayor of Shushan District, and other major leaders of Hefei and Shushan District stood behind Song Xiangqian, chairman of Jiahua Weiye Capital, and Shu Congxuan, chairman of Laoxiang Chicken Group, to "platform" the Chinese fast food brand, witnessing this important moment that has changed the pattern of the catering industry in some provinces and cities of Anhui, Jiangsu and Hubei and will continue to rewrite the "territory" territory "of Chinas fast food industry.

Why can such a large investment be completed quickly in just five months? Song, who has always been a rigorous investment logic, sums up the two most important aspects--

He is optimistic about the products, categories and models. He is optimistic about the accurate positioning of "delicious, inexpensive and healthy" hometown chicken as the "community canteen" of Chinese people and its unique whole industry chain model.

He is optimistic about the entrepreneurs own mind, his strategic understanding and the teams execution. He is optimistic about the entrepreneurial spirit that Shu Congxuan and Shu Xiaolong, the "father and son soldiers" will maintain forever. They are not afraid of foreign fast food and have always dared to open stores next to KFC and McDonalds to "face up to the challenge". They have led the team to prove that "the rice bowl of the Chinese people can be in their own hands" with strict standards and resolute actions ".

Grasp the big and let go of the small: the commercial value
of the publics "community canteen" Much larger than the niche "late-night canteen"

Under the two major backgrounds of the upgrading of Chinas economy and the upgrading of Chinas consumption, Chinese people have higher income levels, faster work rhythms, longer working hours, greater population mobility, higher quality requirements, and more experience needs. It has become the biggest pain point of the catering industry, especially the fast food industry.

In the face of Chinas large catering market with 4 trillion consumption in a year, Song Xiangqian, a master of Chinese consumer goods investment, has carefully considered that Chinese dinner enterprises with different local tastes suitable for Chinese taste buds have solved the problem of "eating well", but the food culture of different regions has limited their market scale; while foreign fast food brands have solved the problem of "eating fast", and their nutritional value has not met the consumer demand; some theme restaurants and specialty restaurants with the concept of "late night canteen" have solved the problem of "eating", but also have the dilemma of high price and narrow customer base.

Is there a company that has solved the above three problems relatively comprehensively, which has always been the investment target he is looking. In the second half of last year, visiting fellow villagers chicken, let song forward to find the answer--

The category of chicken soup does not have much difference in the catering culture across the country. It has extremely high nutritional value and is suitable for all ages. The general public is its consumer group. On the other hand, the hometown chicken is based on chicken soup as its biggest explosion. On this basis, it has also developed a series of dishes such as steamed chicken wings with bamboo shoots, spicy chicken miscellaneous, and pork with plum vegetables to meet peoples differentiated needs.

Villager chicken also adopts a 7-day 24-hour mode of operation and is always positioned around the common people, covering the whole product line of morning, middle and evening meals, afternoon tea and supper, and opening shops in crowded areas such as communities, business circles, enterprises and schools. It has been laid out in the streets of Anhui, Jiangsu, Hubei and other places. In these places, peoples breakfast before work, working lunch, sumptuous dinner, overtime supper, afternoon tea for housewives, extra meals for children after school, health meals for the elderly, party meals for friends, and convenient take-out service are all effectively solved in the "one-stop" of villagers.

The quality is stable and rich, the customer group is large and multi-layered, the service is human and convenient, and the characteristics of the predictable high commercial value and large market space are all available. Whats more, at present, hometown chicken has opened 400 direct stores, serving more than 0.4 billion consumers.

After careful investigation, Song Xiangqian continued to think deeply with the rigor of investment, how high the winning rate of the old-town chicken, as the original regional brand, went to the whole country and even the world.

Light weight: controllable whole industry chain model + technological remodeling can also be "light and fast running"

And the bundle of nearly Huajia from Cong Xuan, once an out-and-out Anhui farmer, began to raise chickens in 1982 and raised "walking chickens" for 21 years ". Knowing every detail of the breeding process, he expanded to the downstream of the industry in 2003 and founded the hometown chicken fast food brand (formerly known as Feixi Old Hen).

From the field to the dining table, another outstanding private entrepreneur with "mud feet on the field" has completed his life transformation.

Shu Congxuan, who has become a leading figure in Chinese fast food, often humbly and jokingly said that he would only do two things in his life, raising chickens and stewing chickens.

Song Xiangqian found that he has a pure natural raw material breeding base and can control the quality of the whole industrial chain from breeding, slaughtering, processing, distribution and cooking. Shu from Xuan has his own non-replicability in the commercial field, especially in the Chinese fast food industry.

Under the strict standardized operation system and accurate quality internal control system, and with the transformation of information technology and science and technology, the "hometown chicken model" created by him can also solve the heavy asset operation mode of "whole industry chain + direct operation", so that the national expansion and replication can be carried out lightly.

The sales revenue of villagers chicken in 2017 increased by 40% compared with 2016, which is a miracle in the catering industry. In contrast, listed company Quanjudes revenue in 2017 increased by only 0.51 percent year-on-year.

However, Shu from Xuans task to himself and his team is to still target a growth rate of 30% ~ 40% next year. At present, there are more than 200 villager chickens in Hefei and more than 400 direct stores in Anhui Province, covering all cities and more than 90% of counties in Anhui Province. Consolidating Anhui, expanding East and Central China, steadily and steadily, and further north, Shanghai, Guangzhou, Shenzhen and other first-and second-tier cities are the major tasks that Shu Congxuan, Shu Xiaolong and his son will do in the next five years and longer.

At the signing ceremony, Shu Xiaolong, general manager of Laoxiang Chicken Group, believes that through this equity cooperation with Jiahua Weiye Capital, the future corporate governance structure of Laoxiang Chicken will be more standardized, without changing the current stable business model, with a more stable middle and back office Under the premise of strict quality control, strengthen standardization and large-scale expansion efficiency, accelerate the national layout, and improve the overall customers dining experience and satisfaction. He revealed that the villager chicken will take out more than 50 million of the financing amount to upgrade the entire IT system of the villager chicken. In the next five years, the number of local chicken stores in Anhui, Jiangsu and Hubei markets will reach 1600.

At the signing ceremony, Song Xiangqian, who has rich experience in the financial circle and extensive resources in the consumer circle, promised that he would first help the villagers to carry out "organization, management and process reengineering" in terms of comprehensive budget management, performance management and internal control mechanism. Secondly, in terms of business growth and development, the consumer industry resources accumulated by Jiahua Weiye Capital in the past 11 years will be fully opened to villagers, in the national channel construction, brand marketing construction vigorously promote its one. And between the two, the formation of a positive interaction, in the hometown chicken once again to achieve Jiahua Weiye Capital has been practicing, the real "enabling investment".

No question west east: look at the future,
Villager chicken is undoubtedly Chinas "McDonalds"

Song is full of confidence in this efficient and large investment.

He said that the outside world may think that the investment time will be too fast, but we know that this is the investment logic that Jiahua Weiye Capital has adhered to in the past 11 years and the accumulated professional advantages of value judgment, industry research, enabling investment and risk management have effectively supported this rapid investment.

The investment logic of Jiahua Weiye Capital is very simple. It believes that investment depends on the general trend, and consumption upgrading is the biggest trend of investment in consumer services. The upgrading of consumption is the upgrading of consumer demand and the upgrading of market supply capacity. The best products are given to the best market and to the broadest number of consumers, which is the real meaning of consumption upgrading.

After several months of investigation, the team also went to the hometown chicken store several times to observe secretly. Song Xiangqian believed that the "conscience products" and "attentive service" provided by the hometown chicken were typical of the upgrading of market supply capacity. He believes that the villager chicken guarantees to the greatest extent the quality consumption and service experience that Chinese consumers should have on the dining table. Its good products and services have been verified by more than ten years of time and space, and it "can speak".

Looking forward to the prospects of cooperation, Song Xiangqians investment perspective has never changed. "There is a simple and down-to-earth belief that has always supported me and the team of Jiahua Weiye to this day-China, as the worlds largest single consumer goods market, will definitely produce Worldwide consumer service companies. The biggest investment judgment I insist on is that Made in China is moving towards Consumption in China, and China will transform from a world factory to a world market. Fellow chicken is undoubtedly the McDonalds of China. Good products can speak for themselves without asking the west or the east (west or east)."