Enlightenment from the popularity of ＂Uncle Mala Tang＂

    Gansu Tianshui Mala Tang is on fire, and at the same time, there is a local "Mala Tang Uncle" with a vivid expression. From frowning at the beginning to smiling after learning expression management, the rich expression of the uncle of Tianshui "Haiying Mala Tang" shop stems from one sentence: "You can’t finish cooking, you can’t finish cooking at all!"

    The simple phrase "endless cooking" contains the market opportunities and laws of the catering industry. Imagine if there are dozens of "Haiying Mala Tang" stores in Tianshui City, and the operation scale of the stores is several hundred square meters, and the taste of most mala Tang stores can maintain a good standard, then the time for tourists to queue up will be shorter? Will the labor intensity of "Uncle Mala Tang" be lower? Will tourists have more choices to taste Tianshui mala Tang? If so, then "Haiying Mala Tang" is not a simple individual store, but a restaurant chain enterprise; "Tianshui Mala Tang" is not just a hot word on the Internet, but a very valuable catering brand.

    Brand chain operation in catering industry is a common mode. In the field of mala Tang, chain operation is not uncommon. Yang Guofu, Sean, Mi Jie and other mala Tang brands have opened thousands of stores, and there are hundreds at least.

    The popularity of Tianshui Mala Tang has once again opened the air for this popular snack with fireworks. Recently, the new store of "Gansu Mala Tang" opened in many parts of the country, and many catering practitioners went to Tianshui to learn the cooking skills of Mala Tang. Behind chasing the wind to open a shop is investors’ recognition of the initial brand of "Tianshui Mala Tang" and their keen grasp of market opportunities. What Tianshui needs to do is not only to provide a bowl of mala Tang flavor for shop owners, but more importantly, to upgrade and shape the brand, and further export the production raw materials, skilled personnel, production standards and brand culture.

    Thousands of netizens have made a "microscope" analysis of Tianshui Mala Tang, from raw materials such as pepper, hand-rolled powder and pepper to the unique dry-mixed eating method. This bowl of Mala Tang is actually not complicated. There are already many business entities or training schools in Tianshui that are training Mala Tang skills, but it is not easy to really become a brand that can attract public tastes and seize traffic opportunities. Just like fast food such as Lanzhou beef, Lamian Noodles and Shaxian snack, there are tens of thousands of stores all over the country and even around the world, but there are not many influential brand enterprises.

    From the innate factors, beef Lamian Noodles and Shaxian snacks, like Mala Tang, are popular fast food products. Although the consumer groups have a wide coverage, high penetration rate and relatively low cost of opening stores, it also means that the entry threshold is low and the homogenization competition is fierce, so it is difficult to have big enterprises that stand out. However, Mala Tang has its own uniqueness, that is, the raw materials are relatively concentrated and the production skills are relatively simple, which is conducive to the standardization and promotion, and is more suitable for the chain business model.

    Traffic will not care for a city forever, but there is much to do with the brand effect derived from short-term popularity. If several well-known and competitive chain enterprises can be hatched in the parent brand of Tianshui Mala Tang, which will drive the upstream and downstream industries such as local characteristic agriculture and brand services to work together, then this wave of "splashing wealth" may become "lasting wealth".