With the continuous development of Chinese fast food, traditional Chinese pasta brands are also undergoing refined brand operation. According to Zhimei's catering design, consumers' demands for catering brands are complicated, and catering enterprises should not only pay attention to the products themselves, but also plan their brands from the needs of the market and end consumption. Hefu noodles have become the unicorn of fast food in China. After several years of development, they stand out from many Chinese fast food brands "porridge noodles" and become national brands. Li Xuelin, the founder of Hefu Noodles, said, "Hefu runs a brand and advocates a lifestyle, not just noodles". Mr. Li said that pasta has a history of thousands of years. As a catering category with a broad consumption base, a phenomenal China brand will inevitably be born. He Fulao Noodles has achieved the brand of "China Theme High-end Pasta" with its cultural strategy.

Founder Li Xuelin was originally engaged in the mobile phone industry in Jiangsu. Why did he choose to make noodles? Li Xuelin has his own opinion. He thinks that the catering market in China is over 4 trillion, of which 800 billion is noodles, and the annual growth rate is double digits. Hefu noodles have become the leader of Chinese fast food. In order to understand the real needs of customers in the catering market, the nature of the industry and the trend of the industry, He Fu team traveled all over Europe, Southeast Asia, the United States, Japan and other developed countries and major cities in China in two years, and spent more than 6,543,800 yuan on consumer communication and market research. In China, sometimes it costs tens of thousands to taste a bowl of noodles, such as flying, staying in a hotel, eating noodles and watching the design! It took more than 10 million to really understand the essential needs of this market and users.

20 12 On August 6th, Jiangsu Hefu Catering Management Co., Ltd. was formally established. 20 13 The first store in Rugao City, Jiangsu Province opened. Founder Li Xuelin defined the brand as not just a noodle brand, but a higher positioning of "spreading culture, spreading food ideas and spreading lifestyle". 20 15 started financing, with a valuation of 1 100 million. 2065 438+06 B round of financing, with a valuation of 440 million. 20 17 C round of financing, with a valuation of 10 billion. In 20 19, he fulao announced the completion of the C+ round of financing again, with the financing amount of 2150,000 yuan, making it the largest financing in the industry in 20 19.

The brand has established itself in Shanghai, Jiangsu, Zhejiang and other eastern provinces, and its expansion in South China is also under way. He Fulao noodles continue to choose offline stores such as high-end shopping centers, food streets with large passenger flow, and supporting businesses in transportation hubs. There are currently more than 200 stores. The category of noodles sinks easily. In the future, noodles from Hefei will not only sink to third-and fourth-tier cities, but also continue to expand its territory and go abroad, aiming to become a world-recognized Chinese fast food brand.

Hefulao has a central factory with an area of15000m2, which can meet and support the nationwide cold chain distribution. Today's Hefu noodles have become the best central kitchen in Nantong and even Jiangsu.

From August, 2065438 to August, 2007, an internal university and a government university were established in Hefei to provide systematic learning resources and faculty resources, transmit corporate culture, and undertake personnel training and research and development of reserve management technology. In He Fulao's noodle shop, customers choose their own meals, and the clerk delivers them according to the positioning system, and promises that the whole process is quite smooth, which is inseparable from the perfect training system.

There is no confusion, and there is no complicated form. A touch of book fragrance in the noisy city, slow down and enjoy the present. Li has always been a person with unique vision and strong mobility, and has extremely high requirements for the quality of products. Li always said with a smile, "I used to eat spoiled ingredients in the store in front of employees." The purpose is to make all people in the government put quality and service first.

In the decoration design of the shop, Miss Li followed the design all the way to the end until the construction, striving for perfection in materials and techniques. When the whole metal plate at the door head was made according to the standard, Mr. Li looked at it and felt that the effect was not ideal. He asked to change it into a red plate. But this big red plate is not common in the market, so he spent a lot of money to customize it in Shanghai, and finally achieved the ideal visual effect.

He Fu Lamian Noodles's brand planning process can be reflected through three stages of brand slogans. Nowadays, the slogan of He Fu-mian has been updated from "Little Shenyang Delicious" and "One Jin of Bones and Three Bowls of Soup" to "Healthy Learning Heart Original Soup".

The new brand advertising language links "learning culture" and "herbal soup base", and sets "body" and "heart" against each other, attracting those who are rushing around the bustling city but can't find a figure who can calm down and eat a bowl of noodles. The most important feature of "the original soup for keeping healthy and nourishing the heart in the study" is the word "nourishing", just like the culture of "cherishing time" and "cherishing the heart" derived from the word "caring for the village in Taoyuan", which is a culture of "cultivating the body" and "cherishing the heart".

Carefully design the brand slogan with marketing ability. It is also the exploration of brand culture. How can brand culture make brands produce good benefits and form a virtuous circle? "The good taste of small Shenyang family" is indeed related to the government, but when the brand side realizes that the background of the love story between Gan Long and the government can't be brand culture, the brand slogan will be adjusted. The second brand slogan upgrade is aimed at products. People's cognition of "three bowls of soup with one catty of bones" is healthy and nutritious. The quantification of the numbers "one" and "three" makes consumers feel the value of bone soup concretely. In the early stage of brand development, it is normal for brand slogans to focus on products.

But when the brand develops to a certain scale, it is not enough to support the brand culture just by embodying the products in the brand. The scene of eating noodles in the "study room" built by Hefu noodles needs a fulcrum to support, otherwise even if customers remember the scene of eating noodles in the study room, they will not understand why they want to eat noodles in such a scene, so that the customer's cognitive chain of Hefu noodles brand culture will be broken, and the new brand slogan "the original soup for nourishing the body and nourishing the heart in the study room" will become a fulcrum to support the study room culture and the medicinal food soup base.

Looking back on the development of the brand, He Fu Lao mian also has his own exploration on the foothold of brand culture. From the story of "Little Shenyang" to the theme of "bone soup" focusing on product characteristics, to the theme of "nurturing" balancing culture and products, we can see the development process of catering brands from small to large, and then to leading the industry. In the early stage of brand development, brands need creative design and brand endorsement to attract new consumers. In the middle stage of development, product quality is the first, and high-quality and stable products form the guarantee for the brand to move forward steadily. In the middle and late stage of brand development, it is no longer enough to focus on the slogan of products, and brand culture has become the source of driving the brand.