Can Lu Zhengyao copy the next "Rui Xing" game successfully?

After losing the coffee market, the 52-year-old Lu Zhengyao still feels that his knife is not old.

On May 12, the news of "Luckin Coffee founder Lu Zhengyao re-starting a business" almost became the focus of attention of the whole network, while media sources pointed out that Lu Zhengyao's re-entrepreneurial style will replicate what he did on Shenzhou chauffeured car and Luckin Coffee.

According to public information, Lu Zhengyao was born in Pingnan County, Ningde City, Fujian Province in July 1969. 2007 was the highlight of his life, which ushered in the beginning of his business empire.

According to Weibo's "Boss Network" video, Lu Zhengyao's first listed company, China car Rental, has tripled the size of its fleet in less than a year, ranking second in the country. In 2010, after Lu Zhengyao got registered with Lenovo in 1.2 billion, he started a crazy money-burning model. The company invested 600 million yuan to buy 6000 new cars, and the vehicle size soared from 800 to 50, 000. And cut the price by 30% and 50%. In 2013, after acquiring and integrating the operations of international car rental giant Hertz in China, Shenzhou Rental car, which failed many times, firmly ranked first in the market, and finally successfully listed in Hong Kong in 2014. its share price soared from IPO's 8.50 Hong Kong dollars (7.8 yuan) to 10.96 Hong Kong dollars (10 yuan) on the first day, an increase of nearly 29%. After listing, Lu Zhengyao did not stop for a moment. Instead, it began its own cash harvest with all parties' capital.

In 2015, China entered the special market and upgraded to China excellent car one year later. Two months after its establishment, China excellent car became the largest shareholder and major customer of China car rental. According to the company's 2015 financial report, China excellent car paid more than 1.4 billion yuan to Shenzhou car rental fee. In addition, during the period from July 2015 to February 2016, Shenzhou Youche completed three rounds of financing, and Lu Zhengyao's family, Liu Erhai's newly established pleasure Capital and Li Hui's newly established Dawei Capital entered one after another; in 2018, Shenzhou Youche also acquired Bowo Automobile.

The lucky myth described by Lu Zhengyao began with the rapid expansion at low prices, from frantically burning money subsidies to attracting users to opening 2000 stores in just over a year, just like the myth of car rental in China at that time. It is also based on low prices, and whether it is the establishment of China car rental or the establishment of Luckin Coffee, the speed of expansion is amazing.

Now, after a storm of financial fraud and infighting among senior executives, Lu Zhengyao has resumed his business and tried to build a new noodle restaurant business through Lucky myth.

In early April this year, Lu Zhengyao began to prepare for the business of the start-up catering brand "Xiaomian Diary". According to the Tianyanchu platform, "Xiaomian Diary" is still in the preparatory stage and has not registered detailed registration information. In addition, the source pointed out that the trademark of "Xiaomian Diary" had been registered in January 2019 and had recently been bought, but the identity of the buyer was unknown.

Up to now, the information of only one store can be found on Meituan Dianping, which is located on the ground floor of Donghuang Building in Wangjing, Beijing. This area belongs to the concentrated area of Internet companies, such as bilibili, Meituan, pine cone travel and other Internet enterprises. however, at present, the storefront is still in the renovation stage, and the platform is also marked: merchants are not yet open, and the information may be wrong. Sources predict that the store of Lu Zhengyao's first noodle shop is likely to be here.

In terms of personnel, Lu Zhengyao's new project already has a number of old Shenzhou departments (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 the same time, Lu Zhengyao also invited Ruixing in-service and ex-employees who were previously in charge of store location selection to join and conduct training.

In terms of the scale of the store, each store in Lu Zhengyao's "Xiaomian Diary" will cover an area of more than 100 square meters, and plans to open 500 stores first.

In terms of play, sources said that Lu Zhengyao was going to copy what he had done in Chellona chauffeured cars and Luckin Coffee, rapidly expanding the number of stores, and Xiaomian Diary would open stores across the country.

In addition, a reporter of the Beijing News obtained a written document from a source on May 12, which shows that a company called tongue Tip Technology (Beijing) Co., Ltd. may be related to Lu Zhengyao's start-up project, the Beijing News reported.

According to related reports, Lu Zhengyao intends to replicate the lucky model and roll out the noodle shop in an all-round way. at present, it will open 500 noodles first, but the "Noodle Diary" may absorb other snack brands in the future to become a food city, and eventually turn the project into an online APP.

So far, Lu Zhengyao has not made a response on the final business model and storefront form of Xiaomian Diary, and whether Lu Zhengyao's start-up project is related to a company called tongue Tip Technology (Beijing) Co., Ltd.

So can Lu Zhengyao, whose reputation has been damaged, continue to run wild? Can Lu Zhengyao succeed in selling noodles with lucky model?

* Image source: Internet