Song went forward to the hometown chicken on the second floor of Hefei South Railway Station and ordered a chicken soup. After waiting for a long time, he finally found a seat among the bustling diners and took a sip of delicious soup. The chilly cold in early winter gradually dissipated, and his whole body warmed up.

The adjacent berth of the fellow-townsman chicken is KFC, and the storefront in mid-air is McDonalds. Song looked forward and saw that the semi-open dining area of the villagers was full of seats, and the scattered plates were full of grains. The hustle and bustle of the crowd completely surpassed the foreign fast food.

He, who had been whispering about the game, finally decided to settle down.

The beginning of the story, is a insist

A few days ago, the news that Jiahua Weiye Capital signed an investment agreement with fellow chicken spread all over the investment community, and the media collectively voiced their voices. In a number of capital and catering marriage, people relish the event, this is the largest and fastest since the beginning of 2018, the 0.2 billion investment, before and after only spent 5 months.

Indeed, it took us only about 5 months to negotiate with the fellow chicken from the first meeting to the final signing of the investment agreement. However, what the outside world does not know is that it has been far more than five months since we first heard about the hometown chicken and actively paid attention to the development of this regional catering leader in Anhui.

At that time, the size of the villager chicken was not as large as today, and its main hinterland was still in Hefei. Although it is already a well-known regional catering leader, the ability of the villager chicken market to expand has not been verified yet. A series of new management systems are also in internal trial operation, and the catering market is surging. Subsequently, we have been continuously concerned about the development of the villagers chicken. Until 2017, they opened new stores in Wuhan and Nanjing one after another. The hometown chicken gradually dissolved the brand boundary and sounded the clarion call for national expansion.

While the trumpet of the charge has not alarmed the bird of the forest, we ask ourselves that it is time.

During the time we have been observing the chicken, many capital institutions have been in contact with it. However, Mr. Shu told us that the villagers were only willing to focus more on business development, gathering troops in Anhui, focusing on catering and cooperation with capital. The time was not yet ripe.

Today, the villager chicken is standing on the eve of the take-off of the Wuhan and Nanjing markets, and the large layout of stores across the country is on the line. This has become the biggest opportunity for the villager chicken to cooperate with capital. And seeing the founder of the hometown chicken, Shu from Xuan, is the beginning of all stories.

Bundle from the porch years of age, ugly, few words but fine. He said that he was an authentic Anhui farmer. He went to the fields with mud feet and raised chickens for 21 years. He had only two careers in his life, raising chickens and selling chickens. This reminds Song Qianqian of Buffetts words, "I like to be fascinated by the good things that are always the same."

Persistence and focus are the principles that Song Qianqian has always adhered to for decades in consumer service investment. In Shu Conxuan, he found a spiritual fit.

One stroke, one stroke, is human; production and integration, this is the beginning.

In September 2017, Song Xiangqian and Shu Xiaolong, the second-generation successor of the hometown chicken, jointly participated in the 21st China International Fast Food Industry Conference. At the meeting, Song Xiangqian did not say a word about Jiahua Weiye. He only talked about the catering industry, how good capital can empower good enterprises, and the global miracle of McDonalds and Starbucks.

This "meal and the future, the future has come" industry conference has become a torch, igniting the unextinguished flames in the hearts of the villagers. This is also a critical moment for Jiahua Weiye to enter the heart of the enterprise with its professionalism and dedicated attitude.

The choice of catering industry, phase fellow chicken, is not an accident.

Rising consumers, no need to define the Chinese market

Chinas material culture from scarcity to excess, as if completed overnight. The rise of the middle class is accompanied by higher and higher buildings, more and more personalized designs, more and more shopping choices, and more and more swelling anxiety. Impulsive consumption is less, more consumption is more, and consumption upgrading is born in such an environment.

Every change in the structure of the consumer population seems to be a historical opportunity to pursue the future with caution, which makes investors itch. However, from a more grand perspective, no one is always young, but someone is always young. The essential change of consumers does not lie in the structure, but in the boundary of cognition and mind.

In a word, the essence of consumption upgrading is the rise of consumers. The driving force of consumption upgrading is consumers. Enterprises can no longer just look at the market from the perspective of suppliers. Their supply capacity is constantly being polished by the needs of consumers.

The suites in 3000 yuan, a high-end hotel, are full every day. Some people in the high-end Japanese material store are tasting fresh fish delivered by air. Rich people in big cities can only get a purchase qualification with deposit certificates and get through multi-layer relationships. At the same time, the small restaurants around them changed from time to time, a number of international brands withdrew from the Chinese market in frustration, and the online celebrity milk tea shops closed down and disappeared one by one.

Few people can say clearly what kind of engine is loaded in Chinas huge consumer engine, and what kind of temper and tonality the Chinese market has.

In 2013, Time magazine once made a conclusion to Chinas economy that "there are too many bubbles and they are about to burst. In 2017, US President Trump visited China and received an order of US $250 billion from China. It was the time magazine at that time, but it issued a huge commentary saying that China had won.

It is not only China that wins, but also thousands of Chinese consumers.

The Chinese consumer market, which cannot be defined, is also a market that does not need to be defined. After decades of involvement in the consumer industry, we have found that the evolution and reshaping of consumption and demand are applicable to the development of any economy. And China is changing from a world factory to a world market, and the direction of capital will definitely shift from Chinese manufacturing to Chinese consumption.

The logic of consumer investment is nothing more than this. Jiahua Weiye is in the great transition period of Chinas economy, and the stability of the consumer market has brought historic opportunities. Both rigid consumption and optional consumption will usher in a new round of changes. Good companies that truly respect consumers will stand on the high post of the times in the change. We are also ready to escort them all the way.

This soup is the taste of a small family and the totem of a big country.

The dream and road of the fellow-townsman chicken are hidden in the grand vision of Chinas large consumption.

With the continuous acceleration of Chinas urbanization process, great changes have taken place in the population structure. The mainstream public opinion of the society has become the young people born in the 80 s and 90 s. The consumer group has a higher vision and calls for better quality. Consumers have upgraded, and the catering market should also be upgraded.

The rigid demand and the living habit of "not entering the kitchen" have made fast food enterprises with higher quality become the hot cakes of the industry. The late-night canteen next to the home has captured the hearts of single young people. A bowl of ramen with hot spring eggs in the middle of the night is the warmth given by the city to the late returnees.

We once talked with fellow villagers about why they insisted on opening 24-hour stores. In some places with low passenger flow, can they really make a profit?

At that time, Xiao Long smiled. He said, I have thought about it before, do you want to close the 24-hour store with too low efficiency and poor profit. Until one day, I heard a customer of a fellow chicken say that he was working hard in Hefei alone and came home late, so he couldnt take care of eating on time. But he felt particularly at ease, because the villagers chicken next to the community must be on. The bright storefront is too warm in the city at night.

It stews a bowl of mothers taste for you and provides warmth for people who leave early and return late in the city.

Out of the small familys vision, the villager chicken is the totem of the feelings of a big country.

With more than 60 years of development, McDonalds has long become the label of American fast food. Its hamburger fried chicken is engraved with the brand of American culture. The big "M" is no longer a simple catering brand. In the era of oversupply consumption, what people need is not hamburgers, fries and fried chicken, but this cultural identity.

Can not bring emotional and cultural sustenance, only for the needs of the food and beverage brands, can only be in the consumers strong voice gradually weakened.

The chicken soup product of fellow-townsman chicken is also another expression of Chinese fellow-townsman complex and family-country feelings. Stew soup is the master of Chinese catering technology. The brand name of "villagers see villagers" can connect the sense of belonging of Chinese people all over the world through language.

Villager chicken combines Chinese-style nutritious cooking technology with convenient fast food experience, effectively focusing on consumers cultural cognition. It is conceivable that the brand identity brought by fellow-villager chicken to consumers will continue to ferment from Feixi and Hefei to East China, China and the world, until it becomes "the worlds good chicken soup".

Small big country, is the consumer industry eternal big market. Respecting consumers and bringing warmth and comfort to them is the warmth of business and the temperature of investors.

The enterprises and investors in the capital war situation are rich and surplus in the emotion, feeling and impatient mentality blown by the tuyere. In this environment, they have not had time to get used to observing consumers, keeping a low profile, and watching the tide from the macro standpoint of the rise of consumers and the increasingly clear head effect. The inflated tide will be blown away by a gust of wind.

Mountains and rivers are stirring, drums are not ending, and the sound of war drums that the times are beating for entrepreneurs is vast. 2018 is the 30th year of reform and opening up. Wu Xiaobo once said in his financial program that in this era, those who are free are free, and those who are bound are bound.

We are optimistic about Chinese consumption, respect the rising consumers, and focus on value investment, holding a wolf hair that can write a good story. This cause requires us to plough deep into Chinas vast consumption soil, drink ice for ten years, and not cool blood.