3rd Japanese doing business in Shanghai Eating out

(1) caused a storm in China Saizeriya innovative restaurant

Saizeriya <7581>, China's expansion was shocking.

In December 2003, Shanghai opened the first store Saizeriya. Italy had entered the food chain industry until it opened up a Pizza Hut 廃車 , the chain became popular quickly. Only seven and a half years from the first store opened, 45 stores in Shanghai, Suzhou, Beijing 18 stores, before scaling up to 14 stores in Guangzhou. Significantly larger shops, especially in Shanghai, with an average of 2?'s Speed ​​enough to open a store every three months (number of stores, see the official website).

Even I'm a big fan of Saizeria. Attend as many as three times a week. Doki always packed meals. At its peak, the matrix can take for granted. Young people and businessmen in the store, in addition to families, often seen wearing a Western man who was called and the new year. I love to shop are very young and old.

So why, I wonder we have a tie up so much to succeed in China. Behind them, the industry is that there are two strategies I also said that the idea out of common sense.

(2) a Surprise "price destruction"

The first is that the strategy laid out an amazing low price.

Prior to entering into Shanghai Saizeriya was Pizza Hut chain and speaking Italian. Pizza Hut is a relatively high price at the time, rather than folksy restaurant had an intimate atmosphere of a rather exclusive shops. Had a strategy for high-priced Pizza Hut, in the minds of many people in Shanghai, "Italian food is high," I would not be in the image that had been planted.

In such circumstances, we have entered the Saizeriya.

Saizeriya is cheap anyway.

How much do exactly cheap. Shanghai has become the current price, for example, but Pizza Hut spaghetti meat yuan 28 yuan Saizeriya 09. In addition, a 9-inch pizza Pizza Hut is 49 yuan, but also the cheapest around, Saizeriya is about 19 yuan. I just collapse in prices.

The price collapse of Saizeriya, Italian food has become common. Saizeriya once flowed into the Chinese consumers were feeling far more expensive in Italian.

In other words, "Italian cuisine" tall overturned the common sense that provided in bargain. This is probably one of the factors that were popular Saizeriya.

In fact, the assessment of higher pricing in a tie.

Searchina Institute (searchina Shanghai) in March 2011, the Internet survey carried out for 2,000 residents in Shanghai, the Japanese food service stores 13 companies have been to eat "price" asked to be rated, "Saizeriya" is "reasonable" 79% who responded, the most. Many have followed the "is Hanamaru noodles" and 61.4%, two are opening nearly 20 points indeed. Can be seen that the results were not overwhelmingly supported Saizeriya pricing.

(3) industry overrule common sense "strategy of subtraction"

Generally, but in the highly competitive environment, in order to provide good food than other stores, or food 凝Rashi the hatch, and seek to differentiate their cooking time by applying to overlook. In other words, many "addition" but not to try. In fact, not just Italian restaurants, has so many dining options. This is common knowledge in the industry will.

Saizeriya do the opposite, however. Made of a tie, "the subtraction strategy," and I have seen it.

"Subtraction strategy" is what they want all that scraping the customer strategy. Meat spaghetti tie, for example, that the only times they are simply on the surface of boiled meat sauce. However, prices are surprisingly low.

Of course, indiscriminately "subtraction" alone would have lost the charm as they cook. So this shop, "subtraction" made but, by adding elements and leave the customer wants, "a charming Italian low-cost and simple" I would suspect that will be realized.

Incidentally, the director of Saizeriya, she said many science graduates. From Tokyo University's founder and chairman of the positive Yasuhiko Saizeriya fence.恐縮 with my preconceptions, but also of many of the directors of science graduates, somehow there is a sense of common sense was reversed.

In the future, I might actually give the company dominating the Chinese market momentum override common sense. (Editor: Morikawa, Shinichiro searchina Research Institute)

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