The second generation of the rich family was in the middle of the road, and then used online marketing to sell barbecues to earn millions.

Li Wei is perhaps one of the most story-based barbecue shopkeepers on the beach. He came from a wealthy family and went bankrupt and dropped out of school. He earned his living expenses by smashing boxes and posing at barbecue stalls, and he also joined the Internet to start a business. In the remote area of ​​Xiangyin Road in Yangpu District, a restaurant with a facade of less than 20 square meters, after 80 years, Li Wei relied on WeChat, Weibo, Taobao and other O2O marketing methods. Last year, the barbecue sold 2.8 million yuan, earning 50% gross profit.

Amazing barbecue restaurant performance is amazing

According to the Evening News, Li Wei’s shop is called the original barbecue. It is an insignificant small facade at Xiangyin Road and Jungong Road in Yangpu District.

There is no bustling traffic, and it is 600 meters away from the nearest residential area. This kind of site is obviously not based on common sense. The reporter went to the Xiangyin Road MRT station for 15 minutes to find it. The scene in front of him was a bit stunned: there was no cooking fumes and scent, there was no gas stove, and there were no half guests in the store.

The waiter took the reporter out of the store and went around a small two-story office building. He saw Li Wei, who was in front of the computer.

Perhaps it was the face of the reporter’s face. The young boss quickly explained: “Our main store is actually online. The offline store is just an O2O pick-up point. At most, it provides some trials for customers. He does not accept the restaurant." He said that the real storefront of the original barbecue is a large online shop on Taobao. The reputation has reached double crown, representing more than 40,000 transactions and praise.

There are several employees around Li Wei, some are processing orders, some are writing a copy, and some are filling out logistics documents. These young faces have online customer service numbers such as "Yan Mei Mei", "Steak Brother", "Tian Luo Brother", "Purple Potato Sister", and the shift provides shopping guide and after-sales service for the foodies from all over the country.

How did the annual sales of 2.8 million yuan be achieved? Li Wei boldly moved everything that the barbecue shop could sell to the Internet. From seafood, meat, aquatic products, vegetables and other more than 100 varieties of semi-finished ingredients, to ovens, barbecue forks, charcoal, disposable tableware, and even barbecue attractions tickets can be "shoot", to solve the one-stop service of outdoor barbecue.

The reporter saw on the homepage of the original barbecue shop, Li Wei revealed a savvy e-commerce thinking. The first is the food hygiene issue that people are most concerned about. They feel that some roadside barbecue stalls have pigments, additives, and fake lambs. They have clearly checked the quality inspection reports and import declarations of each batch of ingredients. on.

Depending on the season, the products sold in the barbecue shop are also different. "For example, the carbon crystal used in summer is different from the winter. Usually, the burning point in summer is relatively low. The charcoal sold must not be so spontaneously self-igniting. It is suitable for spring tour in April and May, and some customers with larger orders will receive a tent." He says.

Li Wei also boldly cross-border distribution, and he is very skilled in the "mix and match". Through the consumer psychology, he tentatively sold the mask in the barbecue shop, the main concept of "post-barbecue care", the results were swept away. He also dared to sell toys. The selling point of the promotion was to "let the children play while" to prevent them from being injured in the process of adult barbecue, and also sold out quickly.

“Smart businessmen not only meet the needs, but also create demand.” He proudly told reporters that the location of the barbecue shop is not bad at all. “There are several universities nearby, next to the Gongqing Forest Park, and also to the Central to Chongming. The only way to go through the land. It seems to be deserted, in fact, there are many people coming to pick up the goods."

In the middle of the family, open shop to sell barbecue

Li Yan’s crazy business philosophy is inseparable from his tortuous history of entrepreneurship.

It is not too much to say that he was "born in the giants". Li Yijia originally opened a high-end hotel, which is quite famous in his hometown of Yancheng. He has participated in 3 college entrance examinations, and he has received a living allowance of at least 5,000 yuan per month. He is the second generation of the rich on campus.

But in 2003, due to business failure, Li Wei’s family went bankrupt. His father tried to carry out crab farming in Yangzhou in the past, but in the case of SARS and large water, the farm was also yellow. After losing the source of the economy, Li Wei had done a series of hard work such as moving boxes, and eventually fell out of school, and the family was also fragmented.

After returning to Yancheng, Li Wei went to a barbecue booth owner to work as a freelancer to accumulate experience. Then he set up a booth next to the university. I didn't expect the business to be very good. After solving the livelihood problem, he decisively took the college entrance examination again and was admitted to the Shanghai Publishing and Printing College.

During his studies, Li Wei’s father also moved his hometown barbecue booth to Shanghai. In the years of college, Li Wei tried Internet entrepreneurship, but withdrew from the team due to team problems. After graduating, he dared to take risks and simply slap his head and move the barbecue booth to the Internet. At the same time, he relied on offline stores to form the joint effect of O2O. So in November 2008, the "original barbecue" was established. Although the first Taobao order came after suffering for three months, he finally took a deep breath.

Selling barbecues on the Internet is a crazy challenge. Warehousing and logistics are all problems. Li Wei built a total of three cold storages. The largest one has a temperature of more than 70 square meters, just next to the store. In order to ensure that the ingredients are not degraded when handed over to the buyer, he expresses Jiangsu and Zhejiang only with SF, and prepares a foam box and bio-solid ice to keep fresh for 24 hours.

Li Wei said that once the outdoor temperature is higher than 28 °C, the foreign distribution will stop, and Shanghai locals will only send black cats to the home. "Like the big list sent to Zhujiajiao and the Oriental Green Boat, we have delivered the car, and the ice has not been released when the user gets the hand."

The distribution costs of SF and Black Cat are very high. The skewers are often small businesses, so they don’t lose money. Li Wei quickly raised his brain. "Now 90% of the orders are distributed by us, and there are more than 70 employees in the light logistics. It is no surprise that this is a part-time job for college graduates." He said that there are five universities including Shanghai Institute of Technology and Aquaculture near the barbecue restaurant. He recruited the delivery staff with a part-time salary of 9-15 yuan per hour, and used the MRT bus system for distribution. In fact, the cost is very low.

"The advantage of this is that although I only have one store, I can promise that all the intersections in Shanghai will be delivered on time." Li Wei said that barbecues are often planned, and users will book at least one day in advance, and they are more willing to directly Pick up at the barbecue location. “Our orders do not require them to fill in the specific house number address, whichever intersection, the MRT station, and the sign building can be traded.”

In Li Wei’s online store, even the “grill chef” can buy it. “The rent of 100 yuan per hour, professional staff come to the door to help customers roast, the oven can also be rented.” He said.