高价面馆不香了？和府捞面的降价自救与多元化探索

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在中国餐饮业的浪潮中，和府捞面无疑是极具话题性的品牌之一。

高端定位、高客单价、书房式用餐环境以及选址中高端商场，让这家始于2013年的面馆品牌迅速崛起，吸引了众多投资者的目光。

2021年，和府捞面来了发展的高光时刻。当年，和府捞面在E轮融资中斩获8亿元，创下国内连锁餐饮领域的融资纪录，估值攀升至70亿元。

从2012年成立至今。数年间，和府捞面完成了六轮融资，投资方阵容豪华，包括腾讯、华映资本在内的多家知名机构纷纷入局。

然而，餐饮市场瞬息万变。2022年，面食赛道形势急转直下，融资热潮骤然降温，多家拉面品牌开始收缩门店。

作为行业翘楚，和府捞面首当其冲面临严峻挑战。财务亏损、裁员欠款、高管离职等负面消息接踵而至。

高价路走到头？

在很长时间里，和府捞面始终将目光锁定在城市中产阶级这一消费群体上。通过一系列精心设计的市场策略，努力构建起一个有别于传统中式面馆的独特形象。

精挑细选的门店位置、雅致的室内装潢，配合40元至50元的价格区间，都将自身与传统的家庭作坊式面馆区分开来。

据窄门餐眼提供的数据显示，截至今年6月，和府捞面已在全国范围内开设了581家门店。其中，一线城市门店占比高达42.5%，新一线城市约占30.1%，仅上海一地就占据114家，清晰地勾勒出早年间和府捞面聚焦高消费力市场的战略布局。

然而，高端定位和快速扩张并未给和府捞面带来预期中的丰厚回报。

根据其投资方绝味食品披露的财务数据，2020年至2022年，和府捞面连续三年处于亏损状态。具体来看，这三年的净亏损分别为2.06亿元、2.11亿元和2.99亿元，累计亏损超过7亿元。这一持续亏损的状况直到2023年年中才出现转机，公司一则内部信首次透露扭亏为盈的消息。

高客单价并没有给和府捞面赢得预期的市场。相反，面对持续的经营压力以及理性消费的趋势，降价成了最实际有效的自救路径。

不过，让人始料不及的是，和府捞面的降价之路走得比许多人预想的更快、更激进一些。

2023年12月，和府捞面创始人李学林在品牌2024年战略会上披露了几条重要信息，其中最引人注目的是提升性价比的举措。

李学林对外表示，和府捞面主流产品价格已经调整了好几轮，\"整体调低了20%到30%\"。据他介绍，目前以会员价看，公司20元到30元价格带的产品占比为50%。

仅仅半年之后，2024年6月21日，和府捞面再次举起\"价格屠刀\"。

公司公众号以\"降价约32%\"几个醒目的大字，宣布新一轮降价行动。其中，草本酸辣肥牛面、草本番茄肥牛面等主打产品的售价均降到了30元以下，降幅高达32%。

这一价位已与许多中端面馆相当，标志着和府捞面正试图摆脱高端定位，转而瞄准更广阔的大众市场。

与产品降价同步的是，和府捞面在经营模式上也做出了重大调整。4月，和府捞面正式开启联盟模式，加盟门槛费69.8万元，包含设计、装修、标配设备等费用。

据相关媒体报道，与之前的加盟模式相比，开店费用直降30万元。2022年，公司曾短暂开放加盟并招募全国合伙人，但几个月后就草草收场，重新回归全直营模式。

这次重启加盟，无疑暴露出其在资金压力下不得不做出的妥协。不过，尽管和府捞面已经降低了加盟门槛，但其入局费用仍然高于行业平均水平。

据加盟星数据统计，餐饮面馆行业90%以上的加盟费用在50万元以下。

跨界押注能否奏效？

面对增长瓶颈，和府捞面也在试图开辟\"第二增长曲线\"。

2020年11月，恰逢其完成4.5亿元D轮融资后的一个月，和府捞面首先瞄准了火锅市场，在上海和北京推出\"和府火锅和她的面\"门店。

紧接着在2021年4月，公司又推出\"和府小面小酒\"子品牌，试图覆盖一人食、下午茶和社交小聚等多元化用餐场景。

随后，\"财神小排档\"（后改名\"财神面\"）、\"Pick me 咖啡&热食\"便利店、\"阿兰家牛肉拉面\"等副品牌接连推出。

值得一提的是，除了主营的面食业务，和府捞面近期还推出了不到20元的馄饨系列和不到30元的砂锅饭，试图通过价格差异化来吸引更多消费群体。

此外，公司还以\"和府拌饭大师\"的品牌进军\"拌饭\"赛道，在北京、上海、深圳等一线城市悄然铺开多家外卖店。

然而，尽管和府捞面略显仓促的进行了多元化探索，在短时间内孵化了多个子品牌，但这些尝试似乎都未能成为真正的增长引擎。

再回归到企业面条本身业务而言，和府捞面的核心产品却遭遇了信任危机。

今年初，有媒体报道称，和府捞面的产品实为预制菜，面条由工厂批量生产，浇头也是预制的，只需简单加热，汤料则是用料理包兑水而成。这一爆料无疑动摇了品牌\"高端定位\"的根基，引发了消费者对其品牌价值的质疑。

诚然，将中央厨房加工的净菜、半成品及成品与预制菜直接划等号并不完全客观。然而，考虑到和府捞面一直以来的高价定位，消费者对\"高价吃料理包\"的反感情绪也不无道理。

归根结底，消费者最关心的始终是“值不值”的问题。如果产品能与其价格相匹配，市场自然会为品牌留出生存空间。

在瞬息万变的餐饮市场中，如何在扩张中保持品牌定位的一致性，平衡多元化与专业化，仍是和府捞面亟需解决的难题。

当热钱退潮后

今年初，有关和府捞面计划赴香港IPO、拟募资1亿至2亿美元的消息一度引发市场热议。

尽管公司随后发布声明否认这一消息，但久久未获融资的和府捞面的资金需求的确不容忽视。

在公司2024年战略会上，创始人李学林提出了\"找朋友、向下沉、出海去、深布局\"的战略方向，并计划了未来10年内开设20000家店的宏伟目标。

2016年，李学林曾表示公司将于2017年进军香港市场。然而，直到2024年，和府捞面才姗姗来迟，在铜锣湾开出首家香港门店。

七年时光，足以改变市场格局。当和府捞面终于在香港落地时，消费投资环境也早已今非昔比。

这不再是2019年那个允许瑞幸咖啡、完美日记等品牌依靠烧钱快速崛起的时代。热钱退潮后，企业的内在价值和持续盈利能力再次成为市场关注的焦点。

对和府捞面而言，当务之急或许不是如何快速扩张，而是如何在这场漫长的竞争中生存下来。

正如李学林在面对媒体采访时所言：\"今年我和其他餐饮品牌创始人聊天，大家说得最多的，就是身体一定要搞好呀。马拉松跑一半，身体先扛不住，那怎么能跑进主会场呢？\"

本文来自微信公众号“投资者网”，作者：王健凡，36氪经授权发布。

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