Hot fire opened up dismal and ended the sixth breakfast in Zhengzhou how to get out of the cycle

“There are more than 10 miles away from the apartment and there is a block on the road. There is usually no time for breakfast at home. Thanks to a dining car with a government breakfast project nearby, it is possible to buy two steamed buns and a cup of rice pudding every day. Before, the breakfast car was gone.” Li Wenyao, who lives in Shijiazhuang, Dongming Road, Jinshui District, Zhengzhou City, complained that he had to go back to the situation where he had either skipped breakfast or went to the street to solve the breakfast problem.

Li Wenyao's dissatisfaction is only a microcosm of the status quo of Zhengzhou's breakfast project. Zhengzhou Minsheng Breakfast Engineering Co., Ltd. once participated in the fifth breakfast project in Zhengzhou. Xu Erkui, the company’s official, stated that since 2009, the company has suffered losses every month after participating in the breakfast project. “The other three companies that participated in the breakfast project It's not much better."

On the one hand, the public is hoping for a good breakfast, while the rest of the breakfast business operators are disheartened. Zhengzhou, which has been highly hoped for by the public, assured that the breakfast project has suffered five “frustrations” for 15 years. In recent days, Zhengzhou City has once again started the construction of a breakfast demonstration store and plans to build more than 20 high-standard breakfast demonstration stores in the five districts of the city by the end of October this year.

Why has the 5th breakfast project that has been booming ended dismal? Is the 6th breakfast project that has started now going out of the past?

Every morning, you wrestle with your breakfast

“Every day I wrestle with my breakfast and I have to eat or not to eat.” At 7:00 am on May 16, Li Wenyao said, “Every day, the work is under great stress. I would like to sleep in the morning and I don’t have time and energy. Make breakfast at home."

"After the breakfast car was withdrawn, I had to make it to the roadside every day." Li Wenyao sighed at the roadside stall.

The reporter followed Li Wenyao and paid a visit to his breakfast stall. Although old plastic bags, toilet paper and other garbage are scattered everywhere, the breakfast shops on both sides of the road and some mobile breakfast stalls are still crowded with customers.

The reporter walked into a shop at random and saw only the Hu Hutang soup and the big barrel of rice porridge with open mouth placed at the entrance of the shop. The waiter was frying the fritters in the frying pan while he was collecting money. Used utensils are simply washed with water and continue to be reused.

“If you don’t know well, you can only keep your eyes closed. The shops are almost like this, and some of the flowing pancake stalls are even worse.” Li Wenyao told reporters that there was an egg pancake stall near their unit, and there was a break on the road. The coffee table, a tricycle loaded with coal fire and pot stove, wind blows, dust everywhere. "Although the McDonald's and KFC have bought a little more clean breakfast, but the price is too high, how can we eat it every day?"

At 7:30 a.m. on May 16, the reporters randomly surveyed 15 office workers at the bus station in the morning peak hours of work. Ten respondents stated that they had the habit of eating breakfast, except that 2 were eating at home and parents did. Outside the breakfast, the remaining 8 people mainly went to the breakfast stalls near the community or the street mobile breakfast stalls. Another 5 respondents said that they basically did not eat breakfast. One interviewee said: “Actually, we have three requirements for breakfast, which are cheap, affordable, warm and hygienic. Don’t look at these items. The first two are almost all roadside stalls. How is it clean, so we would rather hungry and wait until noon."

Why the fifth breakfast project is bleak

Based on the public's strong demand for rest assured breakfast, the Zhengzhou municipal government began to support some enterprises as early as 1997 to carry out the "rest assured breakfast project." In the following 15 years, Zhengzhou City supported this project five times. In particular, after Zhengzhou City was selected as one of the 17 central cities nationwide to carry out the construction of a staple food processing and distribution center, in June 2009, the city launched its fifth breakfast project with unprecedented determination and dedication.

At that time, the city proposed: To cultivate and support 10 large-scale breakfast operation leading enterprises that implement centralized production, unified distribution, and chain operations within 3 years. The company's main food processing and distribution center has an area of ​​5,000 square meters, 140 outlets, and breakfast. 80% of the supply, experience to receive qualified to give 500,000 yuan reward; allow breakfast business leading enterprises regularly scheduled to occupy road business, its sales stores, kiosks, cars can be set across regions; focus on cultivating 3 to 5 breakfast business leading enterprises, to promote The breakfast industry has evolved toward the scale of operations and standardized operations.

Against this background, many companies rushed around the Zhengzhou breakfast market. After bidding, four breakfast brands, Minsheng, Minle, Hasan and Shangdu, took the lead in implementing the assured breakfast project. The person in charge of Zhengzhou Minsheng Breakfast Engineering Co., Ltd. once stated that it has invested more than 20 million yuan to build the center kitchen and vowed to "occupy the Zhengzhou breakfast market within two years and launch 700 to 1,000 breakfast service outlets within three years."

However, to this day, the four branded breakfast companies in this breakfast project are operating bleakly. According to the reporter's understanding, at present, the ambitious Minsheng Breakfast Co., Ltd. only had more than 60 dining cars in operation. Of the remaining three breakfast-engineering companies, there were more than 100 diners and only a little more than 40. The reporter walked through the streets of Zhengzhou and found it difficult to find a "breakfast project" outlet.

"Analyze the reasons, first of all, the government support is not in place, and the number of good outlets granted to us is too small." In this regard, Xu Erkui, director of Zhengzhou Minsheng Breakfast Engineering Co., Ltd., said that the overall level of consumption of breakfast for Zhengzhou people is not high, but the operators make breakfast. The cost is not low, so the breakfast industry must form an outlet scale. Profits from better-selling outlets must be able to fill the losses of poorly-performing outlets before companies can realize profitability. “But the reality is that some good locations, first, the government did not approve, and second, many well-established outlets are forced to cancel because they are required to pay a variety of fees because they involve property companies or companies, market entrances, etc. Many of our outlets are far from the bus stops, crossroads, etc., which consume more people. As a result, it is difficult for people to buy breakfast, and our dining car was forced to evacuate due to losses.”

“Long-term management is also an important factor hindering the development of the breakfast project.” Xu Erkui told reporters that the relevant management department promised that the breakfast car can be open until 9:00am, and it can also be changed within a short distance around the outlets. “Our unified image, honest business, does not affect the traffic and appearance of the city, but some places let us close the market less than 8 o'clock, better let go until 8:30. The breakfast project is led by the Bureau of Commerce, but breakfast When the car arrives on the street, uniformed urban management and municipal administration are required, non-uniformed offices are also in charge of management, and regardless of whether it is sold out or sold out, the dining car must be taken away if it is not obedient. By now, we have 10 diners. It was buckled."

“Another regular breakfast is often under the influence of unlicensed small business hawkers.” Xu Erkui said that because breakfast engineering companies pay more attention to quality, raw materials such as flour, cooking oil, and meat use branded goods, plus the entire process of disinfection and distribution, the cost is far. More expensive than stand vendors. "The price is not low, the variety is not much, it is not done now, there is no place to sit, so our breakfast car is not a street vendor."

"Since we have continued to lose money, we have already changed the three bosses. The fifth breakfast project we did was basically a complete failure." An owner of a breakfast project contractor who did not wish to be named reluctantly said, "This continues. At the end of the year, the factory will close down."

Is it too impractical for the breakfast demonstration store to be too standard?

In the context of the bleak operation of the fifth breakfast project, Zhengzhou City started the sixth breakfast project, which is even more of a concern. On May 9th, the General Office of the Zhengzhou Municipal Government issued the “Notice on Doing a Pilot Project for the Construction of Breakfast Demonstration Stores”, and plans to build 20 breakfast demonstration stores in five districts of the city this year.

The notice requires that the breakfast demonstration shop should have a fixed place of business. It should be provided by on-site processing or unified delivery. The single store business area (including the kitchen restaurant) is 80-120 square meters. There are more than 30 seats in the restaurant. More than 40 varieties. Production, operation and related links are in line with the "Breakfast Standards for Breakfast" and national health, quality, environmental protection, and urban management standards and requirements. The demonstration store will mainly be operating breakfast, supplemented by lunch, dinner and other foods, and will be open throughout the day. The breakfast demonstration store is dominated by breakfast leading enterprises and has complete documents. The price should be lower than the market price of similar products, and it must have the ability to open more than 10 breakfast chain stores. At the same time, the demonstration shop should also set up convenient public service facilities, including public telephones, wireless networks, public toilets, facilities for the disabled, etc., and the breakfast demonstration shop should ensure that it operates for more than three years.

According to the arrangement, the pilot construction of the main breakfast demonstration shop will be implemented by the district governments. The time is from June to September this year. In October, the Municipal Bureau of Commerce, the Finance Bureau, and the Food and Drug Administration organized a pilot demonstration of the construction of a breakfast demonstration store to honor the subsidies. After the application and approval of the establishment of the breakfast demonstration shop, each city that has been completed and has passed the city-level inspection and acceptance shall be subsidized according to 50% of the actual amount of investment in the municipal finance, and the amount shall not exceed 200,000 yuan.

Public telephones, wireless networks, public toilets - For such a high standard breakfast shop request, the owner of a breakfast shop, Mr. Zhang, said: "In the morning we all rush to work and go to school. Who has the energy to have a wireless network in the breakfast shop? What's the use of mobile phones and public phones? How many toilets have toilets? Such a high standard is too unrealistic."

Mr Lee, who opened the hotel, said: “If there is a large profit margin, will smart business people let it go? Breakfast profits are too thin. How can a big boss with more than 10 breakfast chain shops start to see this small business? Too high will block businessmen who want to make breakfast."

A person in charge of a breakfast engineering company said that the government’s excessive demand for breakfast demonstration stores will inevitably increase the investment of the operators and raise the price of breakfast. As a result, many consumers will be pushed to the stalls with lower prices. “Let everyone spend two to five yuan and eat a safe breakfast in a clean and healthy environment is an urgent and realistic issue.”

In response, Zhang Ming, a professor of the Political Department and a tutor of a doctoral student at the Renmin University of China, said that breakfast should be led by the market. The government should not promote it through engineering-style sports, and there is no need to use money to subsidize some large companies. Instead, it should regulate the industry. Enhance health and quality supervision, safeguard food safety, and purify the business environment.

In recent days, the reporter has repeatedly contacted the Zhengzhou Municipal Bureau of Commerce. The relevant staff of the bureau said that the sixth breakfast project had just started. It was inconvenient to say more and refused the interview request of the reporter.

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