Pandas can reach its current scale, and relying so-called product development alone is useless. In the information age, wine is afraid of deep alleys. If you open a store within the control of the gang, who will have nothing to do to challenge violent neighborhoods?

Therefore, site selection is also very important, and this is also one of the important factors that Yang Cheng thinks are feasible for cooperation between the two parties. The site selection of Panda Restaurant happens to be the consumer group needed for fast-selling red wine.

Of course, this also has an evolutionary process and is not achieved overnight. At the beginning, Panda's site selection criteria were mainly on a commercial center with dense crowds, with the goal of establishing category brand awareness as soon as possible.

The first chain of Panda Fast Food is located in a shopping mall in California. In the first phase of the site selection, the store location selection strategies are concentrated in shopping malls, university campuses, theme parks, and airports.

The common point of these location selection is that they have a large flow of people, and as long as they are in it, they can capture stable passenger flow.

Consumers who come to these stores are often not attracted by products or brands, or vice versa, they will not be influenced by products and brands.

The reason for their consumption is very simple: when we want to eat now, you will appear in front of me.

This was particularly important for the new Chinese brand of Panda Fast Food at the beginning. In the early days when the public was not familiar with Chinese food products and did not know the Panda brand, Cheng Zhengchang was very sensitive to the stable flow of people in the shopping mall, completing the task of establishing brand awareness in the early education market and establishing brand awareness.

By successfully entering the student market, capturing the stomachs of passengers from airports became the choice of shopping malls. It was very successful in introducing the concept of Chinese food into the US market, and for the future full expansion and becoming the next solid foundation for mainstream cognitive brands.

When his popularity expanded, Cheng Zhengchang began to turn his attention to street shops and try to develop in multiple directions.

Around 2000, when the company's annual revenue exceeded US$200 million, Cheng Zhengchang had the spare time to run his own street store and truly opened the restaurant to your doorstep.

On the one hand, this is also because the demographic dividend of shopping malls has gradually disappeared, and some traditional department stores have gradually lost their former glory, which has caused a huge impact on catering stores.

It was later proved that Cheng Zhengchang was foresighted. Fortunately, Panda Fast Food has expanded its new path in time, otherwise it might be implicated and dragged down by the shopping mall.

Jamba, a juice brand that also mainly chooses shopping malls, decided to close stores in 22 shopping malls in New York and Chicago in 2015, due to its losses for several consecutive years.

There are several similar restaurant brands that use shopping malls as the main source of customer flow, and they all ended up on the verge of bankruptcy and were even bankrupt. Only Panda persisted and achieved success.

As Panda Fast Food opens new stores from shopping malls to streets, the store area has ranged from 80 square meters to 400 square meters or even larger, and the annual revenue of a single store has gradually increased from just $500,000 to more than $1.5 million.

It can be said that only when Panda Fast Food successfully gained a foothold in the street shop can it obtain a ticket to truly become a catering giant, otherwise it will always be a passerby in the eyes of customers.

After Panda Fast Food completed the layout and construction of the infrastructure, it began a stage of comprehensive expansion.

Before, Panda had already opened its store from the west along the central part, all the way to the eastern coast, and established bases in major states.

In the stage of comprehensive expansion, the main store opening strategy is to quickly penetrate the city where the base is located.

Just like the ancient siege of cities and ponds, it occupied an important city, and then captured its attached county town, expanding its territory to the whole country step by step.

It is said that ten years ago, the opening speed of Panda Fast Food reached a record high, with an average of 3 new stores opening per week.

Burger King, which was also expanding wildly during the same period, only expands at the rate of a new store every week.

With the rapid expansion and intensive opening of panda fast food, their competitors have also changed from other Asian fast food to giants like M and K, which also proves that Panda has successfully entered the first echelon of the fast food field.

Now, it’s time to make another change, which is to add the element of beverages while dining to enrich its product line.

It is not new to the restaurant with red wine, but the problem is how to combine fast food brands and red wine, a beverage that should be slowly savored in an elegant environment.

Of course, this issue requires professionals like family couples to think about, and Yang Cheng is only responsible for providing one direction.

However, he still conscientiously talked about the prospects of the fast-selling red wine industry. Now in the United States, it is a fact that wine sells better than beer. The new generation of consumers seems to prefer wine rather than beer, while the mainstream consumers of Panda are precisely young people.

Yang Cheng suggested that he could make a small bottle of red wine specifically for the combination and sales of fast restaurants. Just like beer, you can drink it at one time without worrying about the problem of being unable to finish it.

Small bottles of red wine can also reduce production costs, and the selling price will also be reduced to a point that most people can afford. This is very attractive. If you drink red wine at a price that is not much more expensive than beer, I believe many people are willing to pay more.

All that should be said is, and the rest is the problem of getting married couples. If you think there is a prospect, you can cooperate. Otherwise, it doesn’t matter. Yang Cheng just gave it a try. After all, his wine group has not been registered yet.

"I just returned from South America and may acquire a number of wineries in Chile next. You also know that as the main producer of New World red wine, Chile has many advantages, both in terms of output and quality, which are enough to ensure the supply of wine." Yang Cheng finally said.

"I'll go back and ask the team to do a feasibility study, and we'll talk about it later?" Cheng Zhengchang said.

Looking at Jiang Peiqi, she seemed to have no objection, and Yang Cheng shrugged, "Of course, I can wait for your good news~"

Yang Sen suddenly asked, "Panda fast food is still in the hands of you couple?"

Cheng Zhengchang was not clear, so he nodded, "Most of the shares are in our hands, and a small part is given to the children. There are two others who encountered resistance when they expanded that year, and they couldn't divide a little bit."

Yang Sen asked again, "No one has forced you to raise funds and go public in recent years?"

Cheng Zhengchang smiled bitterly, "How could it be that there is no? It is not easy for us Chinese in the United States. If we don't do well, we will be bullied. If we do well, we will be bullied. But if we do well, we will not go public even if we beat us to death. They can't do anything to me."

Yang Sen took a sip of wine and said quietly, "I am not as lucky as you, so it's not a solution to hold on to it~"

Jiang Peiqi suddenly spoke, "It's more to do with its size. Judging from the current Panda's assets, it won't reach the height of McDonald's if it's been suffocated. Wall Street also knows that there is no need to force it to do so. Anyway, once we are about to go public, they will have time to come and take a bite."

Yang Sen shook his head, "This cannot be so absolute. The main reason is that Pandas do not reflect their profitability level that makes them crazy. Otherwise, you can't hold on. Wall Street has ten thousand ways to force you to nod. I was forced to open a hole back then. Of course, I also figured it out. Finding two powerful partners can at least avoid a lot of trouble."
Chapter completed!