Study On The Strategic Development Of Transformation In Zkungfu Group

From the annual data of domestic catering consumption,it increased from 2.64 trillion yuan in 2013 to 3.96 trillion yuan in 2017.There was an overall rapid growth from 2013-2017.After the decline in 2014,the growth rate also slowed down.People say that any downward trend is the opportunity for a turning point change.For the catering industry,there's also no exception.Therefore,after 2014,the catering industry faced major transformation at the time.All catering industries could be said to be at the same starting line.For the transformation and upgrading of the catering industry,it was to change the way how catering industry kept developing;it changed the mode of continuous development;it changed the transformation from the previous extensive type to the subdivided refinement,from the ubiquitous chain mode to the service-oriented product.As of the core store operation mode,the middle-to-high-end consumption model was transformed into a popular model.From the catering income of 3.96 trillion in 2017,it indicated that regardless of the market economy environment,eating was always the main consumption point of mass consumers.From the perspective of users' structure,the mass consumer group accounted for more than 90%.The overall trend of the market environment in the catering industry is still rising,which couples with the emergence of the popular online restaurants in the market that leads to consumers flocking.There is still a lot of room for growth in this market.Whether it is an existing brand or an emerging brand,there will always be challenges.No matter who captures the wave and direction of the industry,it will bring explosive growth in turnover.With the escalation of consumer consumption and the fierce competition of Chinese fast food,ZKungfu Group,as an old traditional catering enterprise,has also made a series of changes.From the catering enterprises of pure offline chain stores to the group development mode of 5+1.Maintain the original genuine ZKungfu chain stores,increase catering venture capital incubation platform,supply chain platform,O2 O e-commerce platform,chain service platform.This series of changes have brought great impetus to the development of ZKungfu Group.Supply chain sharing mode has brought rapid improvement to the performance growth of the whole ZKungfu Group,and also made ZKungfu Group enjoy the dividends brought by the blue sea of supply chain.While the supply chain brings dividends,ZKungfu Group encounters many problems in its continuing exploration and development.The consumption upgrading of real ZKungfu chain stores does not let consumers pay for it.The development of the O2 O e-commerce platform lacks professional teams with Internet thinking.The chain store service has no advantages of the original market planning,and the demand has hardly been reflected.Therefore,when the 5+1 model of ZKungfu Group goes forward in parallel,besides the bottleneck in its development,it also exposes the internal management problems of ZKungfu Group,as well as the long-standing shortcomings of ZKungfu Group.Looking at the macro environment of ZKungfu Group's development,from the point of view of political,economic,cultural and industrial technology development,although the competition is fierce,the whole catering market has huge potential development space.Over the past 20 years,ZKungfu Group has accumulated more than 600 stores in the country,with mature supply chain system,professional off-line store operation team,and good localization development.All of these bring resource advantages for the strategic transformation of ZKungfu Group.After focusing on the analysis and study of the resources and capabilities of ZKungfu Group,and then through SWOT analysis,the advantages,disadvantages,opportunities and threats of the strategic transformation of ZKungfu Group are analyzed,and the strategic mode of development and transformation of ZKungfu Group is summarized.According to the analysis of the strategic mode and the current situation of ZKungfu Group,the strategic planning goal for the transformation and development of ZKungfu Group is to "fission" from a traditional Chinese fast food enterprise without a Chinese fast food industry platform with Internet characteristics.At the same time,around the goal of strategic transformation,put forward the whole implementation mode and the safeguard measures in the process of implementation.This paper analyzes and studies the transformation strategy,pain points and the necessary path of ZKungfu Group.It summarizes the applicability of the transformation method,and provides more effective transformation proposals,which can bring new economic growth to ZKungfu Group and authentic Chinese style.At the same time,it brings a far-reaching significance in the strategic transformation of the food and beverage industry.