Guangzhou Event Planning Case: How an Ice Cream Chain Expanded to 8,600 Stores in Three Months
Published: 2022-12-13
Guangzhou Event Planning Case: How an Ice Cream Chain Expanded to 8,600 Stores in Three Months
Author: Tuoyuan Xinsi Media
Date: 2019-04-20
Website:
Today we share a case planned by a renowned domestic event planning master, referred to as "aide" below.
Mr. Lin, owner of a traditional Guangzhou event planning company, franchised the American century-old brand "Hadi Dasi" ice cream chain, believing its fame rivaled McDonald's and that franchising would surely be profitable.
So he invested several million yuan and opened 21 standalone stores locally.
What happened?
After opening, he found that heavy asset operations had high costs and made profit difficult.
Mr. Lin sought help from the headquarters in Shanghai, but they said all franchisees replicated the successful US model, and many in China were not profitable; they were helpless.
Mr. Lin was frustrated.
At a forum, he met aide and asked for help. After analysis, aide concluded the brand and product were fine, but the business strategy was flawed, so he devised a new event plan for this Guangzhou event planning company.
As a result, in just three months, without spending a penny, he expanded to 8,600 stores and achieved profitability.
Here's how it was done:
1. Event marketing model planning
2. Financial model event planning
First, event marketing model planning
The original model was renting stores, renovating, and hiring staff, which was costly and hard to profit.
Aide suggested leveraging other channels and adopting a shop-in-shop model.
Step 1: Design an agreement control method to cooperate with other channels
Step 2: Partner with Meiyijia, the largest convenience store chain in Guangdong.
Meiyijia has 7,300 supermarket terminals in Guangdong, mostly community convenience stores with stable sales, suitable for ice cream sales.
Design terminal vending machines to achieve labor-free, automated, batch, and scaled sales.
Then, using the same agreement control method, signed contracts with over 1,000 cinemas and hotels, including Universal Studios and Dadi Cinema.
8,600 terminals were signed within three months.
After signing, Mr. Lin faced a funding issue.
Second, financial model planning
Each of the 8,600 terminals required equipment and inventory, costing about 5,000 yuan each, totaling tens of millions to over a hundred million yuan.
Mr. Lin had already invested several million and was short on funds.
Aide designed a financing solution to solve the funding problem.
Specifically: revenue rights financing
Each terminal startup cost about 5,000 yuan. Package 10 terminals into an investment package of 50,000 yuan each.
Explain to potential investors: invest 50,000, 100,000, 200,000, or 1,000,000 yuan, corresponding to a certain number of terminals.
Use the future revenue of the terminals as a guarantee for private lending, effectively recruiting franchisees who bear no risk.
Investors investing 50,000 yuan can purchase the future revenue rights of terminals like Meiyijia.
After sales, they share revenue with Mr. Lin's company, guaranteeing an annual return of 5% to 10%. Investors can view daily sales reports and financial data.
Through investment seminars, the required funds were raised to launch the system.
Previously, in two years, only 21 stores were opened, exhausting several million in personal wealth and depleting cash flow.
With the new approach, within three months, 8,600 terminals were launched using social capital, without spending a penny of his own.
Case summary:
1. Shop-in-shop model: use others' channels to sell your products.
2. Agreement control: achieve win-win cooperation with channel partners.
3. Revenue rights financing: package financial products to make money with others' money.
Similar cases have been successfully guided by aide dozens of times in the past two years.
I remember three years ago during the May Day holiday, I held a study tour at Zhongnan Caotang and invited Zijie as a guest. Aide flew to Xi'an the next afternoon, took a car to the mountainside of Zhongnan Mountain, and climbed two hours with a suitcase to reach the venue.
That evening, he shared three sentences of immense value, and left at 6 a.m. the next morning.
For diagnosing corporate strategy systems, aide has three core secrets:
1. Event marketing model: core is "selling," making money by selling products.
2. Event business model: core is "giving," making money through resource integration.
3. Financial event model: core is "financing," using others' money to make money.
There are also two important methods: agreement control and revenue rights financing.
He is currently a consultant at Qingdao Xinsilu Brand Marketing Company. The specific methods have been organized into models. Companies in need can contact Tuoyuan Xinsi Company.
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