Someone went bankrupt in 9 days, someone lost a house! It's time to wake up to the dream of selling meat overnight and becoming popular

Tech 2023-06-22 21:17:30 Source: Network

Wen | Bai Ke Guan ShuEditor | Bai Ke Guan ShuHave you ever seen or experienced the rush to buy at the vegetable market?But you must have never seen a restaurant brand called "Qiandama",Every day, there is a continuous stream of people queuing at the entrance from morning to night, and the employees who check out are even counting money until their hands become sore.After the business boom,"Qiandama" immediately struck while the iron was hot and opened 1000 stores in half a year

Wen | Bai Ke Guan Shu

Editor | Bai Ke Guan Shu

Have you ever seen or experienced the rush to buy at the vegetable market?

But you must have never seen a restaurant brand called "Qiandama",Every day, there is a continuous stream of people queuing at the entrance from morning to night, and the employees who check out are even counting money until their hands become sore.

After the business boom,"Qiandama" immediately struck while the iron was hot and opened 1000 stores in half a year.

However, not long after,The franchisees behind Qiandama began to complain.

Some people even want to open a store,Losing a house and a few shops, they quickly closed after only nine days of work.

Qiandama has opened 3000 stores nationwide,But there are 500 franchisees seeking transfer!

Crazy opening of stores nationwide, with customers flocking in,But why is Qiandama's shop difficult to maintain?

What are the contradictions between Qiandama and her numerous suppliers?

Shine up the golden signboard with the phrase 'no selling overnight meat'

It can be seen from an e-commerce platform that Qiandama Fresh Food Supermarket,Mainly selling fresh meat and agricultural by-products, such as vegetables.

Do not sell overnight meat.

For meat, freshness is crucial, and in this regard,Qiandama guarantees that fresh meat will be sold out on the same day and will not stay overnight, so that customers can feel relieved when buying and eating.

In fact, the core concept of "not selling overnight meat" was created by QiandamaFeng JiProposed.

In 2012,Feng JiThere are also several similar meat shops in this market.

The shop owner has been running a meat business for a long time, but the business has not been very hot. Only during holidays can they sell some good prices.

Feng Ji

After work, he carefully considered the scene of customers coming to buy meat, and many customers asked directly as soon as they entered the store:Do you have freshly slaughtered pork

Feng JiBecause the meat returned from purchase cannot be sold out within one day and can only be kept for the next day or longer before being sold.

And in summer, hot weather can cause meat to shrink and become less fresh after a period of time.

Feng Ji

So the next day, he hung a red sign outside the butcher's shop, with several prominent characters written on itDo not sell overnight meat.

As expected,These words have opened up a new meat selling mode.

Feng JiOnly enough for daily sales, if there is any remaining meat, it will be sold at a low price.

Because the strategy of not selling overnight meat captures consumers' psychology,Feng Ji

Feng Ji

Feng JiBut it harms the interests of others.

The good times don't last long because 'no overnight meat',Feng JiFeng Ji

However,Feng JiSince this place cannot accommodate him, he will go to another place to reopen his shop.

As long as he insists on not selling meat overnight,It can be welcomed everywhere.

Feng JiHe has arrived in Shenzhen.

As for why Shenzhen?Feng Ji

Feng JiFeng Ji

Feng Ji

Under a coincidental opportunity, he and the people around him jointly made a decision: to open his own chain of fresh food supermarkets, named"Qiandama".

After the opening of the first store, "Qiandama" has about 500 customers every day,Customers generally appreciated Qiandama's food, and Qiandama's reputation soon spread.

Later, Qiandama opened the franchise to the public.

Starting from Shenzhen, going to Dongguan, and then to other cities in Guangdong Province,In less than two years, Qiandama has opened nearly 1500 franchise stores.

Most of these stores are located in community locations, making them the most convenient fresh food retail stores for the general public.

The most important thing is that the five words "do not sell overnight meat" are written at the entrance of each store.

"Do not sell overnight meat" has thus become the symbol of Qiandama, attracting people to buy.

Capital entry and expansion of operations

Many large commercial groups have capital control, and Qiandama is no exception.

When Qiandama has more and more franchise stores,Soon, capital took a fancy to Qiandama.

Feng Ji

From 2015 to 2019, Qiandama conducted five rounds of financing,These capital injections made Qiandama start a crazy alliance.

It is not difficult to see the development speed of Qiandama through the joining of stores.

Relevant data shows that the number of Qiandama's physical stores has exceeded 3000, and the number of newly added franchise stores per month has exceeded 100.

However, this is just a small beginning of the development of Qiandama's fresh food chain,Its franchise journey has just begun.

According to media reports, Aunt Qiandama divides the Chinese market by provinces and plans to have stores under the brand of Aunt Qian in every region in a relatively short period of time. The ultimate goal isSell vegetables from all over the world to various provinces in China.

By studying Qiandama's business model, we can find that the reason why Qiandama was favored and attracted many franchisees in such a short period of time,Its unique market concept is particularly important.

Among them,"Do not sell overnight meat" is Qiandama's core competitiveness.

To this end, Qiandama adopted a stepwise strategy of publicity and price reduction:Every night after 7 pm, there is a 10% discount, and the price is reduced every 30 minutes. Free delivery is available after 11 minutes.

Because of this, in the current economic downturn, Qiandama can go against the trend and attract a large number of customers.

People rushed to come, and the price of Qiandama's fresh food also rose.

Many times,Even before the discount, the product was snapped up at a price exceeding 50% off,People are no longer worried about the issue of overnight products.

It's very simple,Meat that cannot be sold on the same day is always swept away during the discount time every night.

The number of Qiandama's franchise stores is increasing,This is thanks to the participation of countless families and investors,Only then did Qiandama achieve her current scale.

However, up to now, behind the booming development of Qiandama, many franchisees have complained constantly,And they all expressed their regret for joining Qian Dama.

Because joining Qiandama not only didn't make money, but also broke up in the end.

So, what hidden secrets are behind it?

Rationality is very satisfying, reality is very skinny

As we mentioned earlier, the growth rate of Qiandama's franchisees is very fast.

However, after joining Qiandama,Many franchise store owners feel speechless, as they not only fail to make profits when opening their stores, but also suffer huge losses.

Some shopkeepers said that in order to join Qiandama, they cashed out a house property in their home.

But the reality is,Not only did they not make a profit every month, but they also lost tens of thousands of yuan,Forced to defend the rights of Aunt Qian.

Some franchisees also express that, not to mention making money,In one year, the loss amount has exceeded 56 million yuan.

According to interviews with business observers, the most outrageous scenario is that,A franchise store that has been open for less than nine days cannot continue to support its operations and has had to close.

On all platforms, we can see the discussion about the loss of Qiandama's shop;On the rental website, the number of transfer information related to Qiandama's franchise store is even more amazing.

According to Sanmao. com,About 500 Qiandama franchisees across the country are seeking transfer.

Considering that Qiandama owns more than 3000 stores and 500 store owners transfer,This is in sharp contrast to the "3% -5%" failure rate of store opening promoted by Qiandama.

These tragic data revealed that the truth of Qiandama's "joining myth" was gradually revealed.

Why on earth do franchisees always fail to make money? After analysis by experts, the following three points were pointed out:

Qiandama is committed to creating a unique "brand image" in all aspects, from discount promotion to store decoration.

The appearance of Qiandama's shop is highly recognizable, and the interior decoration also presents a consistent style.

However, creating a 'brand image' requires a certain cost.

In Qiandama's shop,90% are franchise stores, and only 10% are direct stores.

This means that,Most franchise stores need to bear their own store expenses.

In order to maintain a unified decoration style,The shopkeeper needs to pay Aunt Qian considerable expenses for decoration and equipment.

According to reports,The decoration cost of a 50 square meter store can reach up to 250000 yuan (5000 yuan/square meter),Far exceeding the market average decoration price (1500 yuan/square meter).

Therefore, some people doubt whether Qiandama's decoration price is reasonable.

In addition to decoration expenses, recruiting shop assistants is also an important expense.

A Qiandama store needs at least 6 employees (store manager, clerk, assistant, divider, etc.), and the expenses of these personnel are borne by the store owner.

Based on the calculation of various expenses, we joined a Qiandama store,At least four to five million yuan needs to be invested by the store owner.

Once the store owner is unfamiliar with the business or chooses an inappropriate location, it is easy to face the risk of losses.

With Qiandama's nationwide expansion, the problems caused by her "brand image" become more obvious.

After all, selling vegetables is a capital intensive business that requires financial support in various aspects such as transportation, preservation, and processing.

Qiandama's success in Guangdong is inseparable from her established supply chain system,A huge amount of funds have been invested in the construction of exclusive urban warehouses, which process food ingredients in a centralized manner before distributing them to stores.

Once the supply chain is established, Qiandama will drive down the price through rapid store opening and scale advantage.

In addition, Qiandama can sell out every day, and the more stores there are, the more purchases there will be, so she has more confidence to lower prices.

This business model has made Qiandama expand rapidly in Guangdong,As long as the location is not too poor and with the advantage of low price,It's not difficult for business to be booming.

However, when Qiandama entered the new city, her advantages were greatly reduced.

Taking the distribution center as an example, according to industry insiders,The cost of a distribution center is approximately 20 million yuan, which does not include the cost of collaborating with vegetable suppliers and brands.

Therefore, in some emerging cities, due to the small number of stores,Qiandama is difficult to lower the price, and her purchase cost is even higher than the price in the vegetable market.

Paradoxically,In order to maintain the brand image of "low price", Qiandama not only asked the franchisees to increase the order quantity, but also forced them to provide subsidies.

If combined with evening discounts and promotions, the profit loss of the store will further expand.

In order to pursue the ultimate low price, Qiandama has made a lot of money. Only franchisees suffer.

Finally, Qiandama faces challenges from online competitors.

The reason why Qiandama can expand her shop rapidly,The main reason for the lack of funds is its "unified" business model.

Whether in Chongqing or Guangdong, Qiandama sells almost the same goods.

In order to save costs, Qiandama adopted the strategy of "keeping improving",Earn more profits with fewer product categories.

However,When Qiandama entered the online market,It seems out of place.

For example, Qiandama's store in Beijing,There are only 100 types of products available online,There are only three flash sale items, far inferior to competitors such as Meituan Selection and Duoduo Buying Vegetables.

And daily necessities such as tissues and mops are almost non-existent.

According to a survey conducted by the Guangdong Consumer Committee,Qiandama's online mall ranked third from the bottom,The main reason is the lack of product types and insufficient platform functionality.

For young people who are unwilling to go shopping,Besides being cheap, convenience is also crucial.

However,Because it is not 'convenient'.

epilogue

In the crazy process of brand expansion, many brands may be temporarily overwhelmed by success due to lack of experience and other reasons,Blindly entering the market without seriously considering various objective factors, ultimately leading to a dismal exit.

Even some shopkeepers, in order to recover costs, have resorted to opportunistic methods, replacing high-quality products with low-quality products and using overnight meat as fresh meat, causing damage to consumers' reputation.

These cases occur frequently in industries such as milk tea and catering.

In fact, being cheap is a necessary factor to win, but it is not the fundamental factor.

Only by providing comprehensive services and cost-effective products can we support the foundation of community group buying,Whether it's the scale of a brand or the operation of a store, it's the same.

Before shaping the brand image, providing high-quality service is the most important.

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