三十而拆:汉堡的突围

 

肯德基东家百胜拆分中国业务,“亲生儿子”变成加盟商(难度:1星)...





Before you watch

1

Does Yum Brands' China spin-off plan make sense?

Background

1987年,KFC(肯德基)进入中国(快30岁了)。

截止2015年,肯德基中国大陆有5,000多家门店(麦当劳2,200家店,不到KFC的1/2),Pizza Hut 约2,000家门店,小肥羊250家门店,东方既白20家门店。墨西哥风情的Taco Bell 目前在中国没有门店。


资料图片:百胜中国旗下有哪些品牌?

截止2015年,百胜餐饮中国约80%的门店是Company-owned (公司自营)(美国自营门店比例很低,只有10%)





资料图片:百胜中国的门店多少是自营门店?

百胜在中国对特许经营模式(Franchise & License)十分谨慎,对加盟者有着非常严格的考核体系,并且基本采用的是 refranchising模式,即将经营已成熟的自营门店转给特许加盟商,保证其在门店已经成功的基础上再开始运营。



百胜中国
为什么要卖百胜中国?

百胜中国事业部已经连续5个季度拖累了百胜集团的业绩。“百胜中国旗下餐厅很可能坐满了节俭的中国大妈”---亿万富翁投资者丹·洛布



百胜在中国面临的挑战大多是结构性、而非一次性的(食品安全丑闻带来的暂时麻烦)。

1.消费者口味改变(中国居民消费升级 “垃圾食品”被抛弃)

2.竞争日益加剧(消费者的选择范围更多了)

3.人工短缺、劳动力成本上涨

4.门店租金上涨





资料图片:百胜中国业绩好吗?

Same-store sales    分析零售业公司 首要看同店销售增长

Same-store sales are also called "S.S.S.," "comps," "comparable store sales".

同店销售数据转差,主要有2种因素:

1.公司品牌的吸引力下降(中国消费者在饮食上对于健康需求的上升)2.大环境转差,整个连锁餐饮行业都受影响(中国经济下滑)




资料图片:百胜中国同店销售增速与CPI的关系?

百胜中国独立出来之后,能够更快的在中国市场做出反应,或许可以重获新生。百胜通过这一举措将能够更好的针对中国消费者习惯、口味以及配送需求做出调整。“百胜一直非常本地化,但是这将让它再次本地化。”---《华尔街日报》



怎么卖?    “亲儿子”变加盟商,百胜中国将成为百胜餐饮集团在中国大陆的特许加盟商,继续拥有三大品牌的独家特许经营权(百胜中国向集团支付品牌的独家使用费3%)



麦当劳卖不卖?    

KFC的竞争对手麦当劳也开启出售模式,要卖掉它在亚洲2800家店(包括中国内地、香港及南韩三地在内) 麦当劳和百胜都选择了下放特许经营权的方式,降低自营门店比例。



Vocabulary

 To spin off or spin off something such as a company means to create a new company that is separate from the original organization.



He rescued the company and later spun off its textile division into a separate company...



 People sometimes say 'yum' or 'yum yum' to show that they think something tastes or smells very good.



I'll bet they have yummy ice cream...



While you watch

Yum!Brands to spin off China operations



点击下面播放语音版

source:A harder road ahead,The Economist,2015-10-31

After you watch
True orFalse

Fill in the Blanks

1.One of the great success stories of _____ in China has been Yum Brands.

2.It was the first big _____ fast-food firm to enter the country. Its thousands of KFC restaurants became hugely _____ with local families. Even opening a restaurant a day, the firm could not keep _____ with demand. In 2011 Yum's China ____ was providing more than half of its global operating ______. But the days offinger-lickin' good ________ now seem to be over.

3.KFC's sales ______in the most recent quarter was down to aplodding 3%, and on October 20th, shortly after cutting its global profit _______ because of _______in China, Yum said it would spin off the China division into a _____ company next year.

4. In Yum's case, food-safety _____ in 2012 and 2014 left consumers with the ______ that it was not keeping a close enough eye on its ________. In the 2014 case, for example, ________ reporters found that one supplier had sent out-of date _____ to KFC outlets in China.

5.Yum, like foreign _______ groups, hadhither to benefited from Chinese consumers' _______that its quality controls were higher than those of local _____, an advantage it seems to havesquandered.

YUM是百胜集团,不是百盛集团。百盛是商场。。。



百胜集团和百事可乐有什么关系?

1970年代, PepsiCo(百事可乐公司)收购了肯德基、必胜客和塔可钟三大餐饮品牌。1997年,百事可乐分拆旗下连锁餐馆业务,百胜餐饮集团成为独立公司,主要运营肯德基、必胜客和塔可钟三大品牌。

百胜集团有多牛?

全球门店数量最多的餐饮集团,百胜集团门店近4.3万家,覆盖130个国家和地区(截止2015年底)



虽然门店多,但业绩不是老大,2015年百胜餐饮集团收入 131亿美元(麦当劳是它的2倍),净利润 13亿美元(麦当劳是它的3.5倍),总市值约340亿(麦当劳是它的3.5倍)。

中国对百胜餐饮的重要性

中国业务部门是百胜集团的主要收入来源,2015年营业收入52.7亿美元,在全球其他国家赚的钱加起来都没有中国市场赚的多。

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