Lu Zhengyao China car Rental and Luckin Coffee Development History Lu Zhengyao is going to open 500 noodle restaurants

The phrase "Lu Zhengyao started his business is really crazy" has been verified again, this time, Lu Zhengyao decided to open 500 noodle restaurants to start a new business!

After it was revealed that more than 100 million shares of Lu Zhengyao had been frozen on Weibo on March 22, Lu Zhengyao seemed to have been forgotten for a while, but Lu Zhengyao quietly did something unexpected: he was going to open a noodle shop. and it's all over the country.

According to various media reports, Lu Zhengyao is preparing a catering brand named "Xiaomian Diary", a project that has been launched around Ching Ming Festival this year.

The source pointed out that the trademark of "Xiaomian Diary" was registered in January 2019 and was recently bought. A trademark industry practitioner also said: "after the general trademark is bought, it will be changed in 2-3 months."

In response to the news, a person familiar with the matter revealed that Lu Zhengyao's re-opening of 500 noodle restaurants will replicate the previous practice on Chellona chauffeured cars and Luckin Coffee. The current plan is to open stores across the country and to open up to 500 stores.

It is worth noting that in this store opening "Xiaomian Diary" project, the preparatory staff are the old China Department (China excellent car, China car Rental) and Luckin Coffee's original team, including Luckin Coffee's former CEO Qian Zhiya, Ruixing Vice President Li Jun, Ruixing Vice President Zhou Bin and other core personnel.

At this point, we have to recall the "internal struggle to seize power" staged by Luckin Coffee. On the evening of January 6 this year, a number of senior executives jointly removed the current chairman, Guo Jinyi, in a joint letter, several executives accused Guo Jinyi of being suspected of corruption, abuse of power to root out dissidents, and incompetence, and most importantly, in the joint letter signed A number of signatories are Lu Zhengyao's old Department of China, including seven former CEOs of China, including Zhou Bin, Li Jun, Wu Tao, Li Hong, Lin Ming, Ye Dehao and Wang Wei. Li Jun confirmed the authenticity of the request letter on moments and made further comments, while Yang Fei, Ruixing Vice President Wu Gang and Ruixing Vice President Cao Wenbao, who built Ruixing's marketing system, did not sign it. The latter are all professional managers who joined Luckin Coffee after its establishment.

At the same time, there was a rumor on the Internet that "Luckin Coffee executives collectively removed Ruixing's current chairman Guo Jinyi" because Lu Zhengyao was planning a "comeback" plan. Here, the "comeback" plan means that Lu Zhengyao has dealt a heavy blow to a new project in the shared space. At that time, a source said: there was a social network chat conversation that Lu Zhengyao intended to poach Luckin Coffee's technical team to participate in its new project. And called on the old department to join the shared space with a "bright prospect". At that time, Lu Zhengyao learned from Lu Zhengyao that he was leading the old department to do a project related to shared space. Lu Zhengyao said in the report that this is a project with a market capitalization of 100 billion US dollars. It is eight times the market capitalization of $12 billion at the peak of Ruixing's share price.

Now it seems that Lu Zhengyao has successfully poached the former core backbone staff of Luckin Coffee, and only a few months later, Lu Zhengyao changed to a new "noodle restaurant" field.

This "Xiaomian Diary" store opening plan is not much different from Lu Zhengyao's previous practice. In terms of store area, unlike most small noodle restaurants on the market, each shop in Lu Zhengyao's "Xiaomian Diary" will have an area of more than da 100sqm.

At present, searching for relevant information about "Xiaomian Diary" with Meitu takeout software shows that there is only a piece of information located on the ground floor of Donghuang Building in Wangjing, Beijing. After opening it, it shows that the merchants are not yet open for business, and the information may be wrong.

Sources predict that the store of Lu Zhengyao's first noodle shop is likely to be here.

So far, Lu Zhengyao has not further disclosed the final business model and storefront form of "Xiaomian Diary".

What is certain is that the opening mode of "small Noodle Diary" will replicate the way of Shenzhou chauffeured car and Luckin Coffee.

Luckin Coffee was founded in October 2017, then opened the first door in Galaxy soho and officially opened in January 2018. As of October of the same year, Luckin Coffee had more than 1000 stores in China. In May 2018, Luckin Coffee completed the layout of 525 stores and announced their official opening. Luckin Coffee announced the birth of the 2000th store in December 2018. By December 2019, the number of Luckin Coffee stores in China reached 4910. Become the largest coffee chain brand in China. When China car Rental was founded, only six months later, Lu Zhengyao expanded China car rental to 20 cities, according to relevant statistics, China car rental reached 26000 at the end of 2011. From the data point of view, whether it is the establishment of China car rental or the establishment of Luckin Coffee, the speed of expansion is amazing.

At present, Lu Zhengyao is inviting Lucky employees who were previously responsible for the location of the store to join and conduct training. The opening strategy is to open 500 noodle restaurants across the country, but some people familiar with the matter said: the noodle shop is only the beginning of Lu Zhengyao. Lu Zhengyao hopes to absorb other snack brands in the future to become a food city and eventually become an online APP. Of course, now this is just speculation.

The problem Lu Zhengyao is facing now is: if Lu Zhengyao plans to carry out 500 "small noodle diaries" with an area of more than 100 square meters, and has to reproduce Luckin Coffee's way, then the biggest problem to be faced in the follow-up is the fund. after the lucky scandal, Lu Zhengyao was issued two fines totaling 300000 yuan, while his personal reputation was also affected. So will there be any capital willing to risk investing in Lu Zhengyao's "small noodle diary"?

* Image source: Internet