China Food

On time food store, it’s scale

 

快速扩张提前跑出规模效应,对临期食品店尤为重要。

 

In the CCTV news show, the industry continues to pay attention to the temporary food shop, this business form, recently officially from the crowd carnival, to the public view.

 
There are a lot of data about the market scale of on-time goods. According to CCTV news, the market scale of on-time food will be more than 10 billion in 2020. According to the data of AI media consulting, in 2020, the total output value of China’s snack industry will exceed 3 trillion yuan, and with 3% inventory dumping, the scale of the on-time food industry will also exceed 100 billion yuan.

 
Due to the large proportion of joint purchase and impulse consumption in the purchase scene, offline stores that can be visited are the most ideal sales scene for on-time food.

Starting from 2019, temporary food discount stores have become the “wealth code” of some franchisees. The profit margin of temporary food discount stores can reach 30-50% when they purchase at a discount of 1-3% and then sell at a discount of 2-5%. Although the price of goods in the store is low, the profit is not low.

 
As the market scale and store value are gradually excavated, capital began to pay attention to this more traditional offline business. Within two months, three brands of off-line temporary food stores successively obtained financing; At present, the number one player has a good sale, and he will get capital injection in 2019, so he has a certain scale advantage ahead of time.

 
The off-line store brands of on-time food also need the help of capital. Supply chain and site selection are the only two barriers to competition of on-time food stores. This means that rapid expansion can bring out scale effect ahead of time, which is much more important to on-time food stores than convenience stores and retailers.

The value of offline stores

The combination of off-line business and off-line business is due to the accidental outbreak of black swan and the inevitable development of Chinese consumer brands.

The first is accidental factors. Last year’s sluggish physical retail industry led to excessive inventory backlog of offline supermarkets and brands, resulting in stronger demand for dumping goods on time.

 
The second is the outbreak of new products caused by the “inner roll” of consumer brands. In recent years, consumer brands are developing faster and faster. New products limited by seasons and festivals have become an important means for brands to stimulate users’ eyeballs. At the same time, various novel and niche tastes have become a way for brands to obtain traffic on social media.

Convenience stores and other channels favored by young people have become the first choice for brands to test new products. However, the mainstream chain convenience stores have to replace more than 20% of the products every week, and the products whose sales are not up to expectations will be returned to the suppliers. The brands continue to study new products for shelf testing, which leads to the backlog of a large number of immature products in the hands of suppliers.

 
It can be predicted that under the macro influence of economy and society, the competition between consumer brands will continue to intensify in the next decade. With more and more new products in the mainstream channels of society, the supply of discount stores will be more and more, and the consumers who are used to consuming in discount stores will continue to increase.

 
Before the emergence of online discount stores, there were three kinds of sales channels for on-line goods: online stores, supermarket special areas, husband and wife stores. However, none of the three channels can really solve the pain point of the supplier’s overstocked goods dumping, and they do not match the demand of consumers for goods on time.

 
The first is online shop. Taobao pinduoduo, an online channel commonly used by consumers for on-time food purchase, has a search purchase mechanism, that is, first there is a relatively clear purchase demand, such as wanting to eat a certain brand of biscuits, and then search the search box for XX biscuits and on-time keywords to obtain the purchase link.

But this means that in the e-commerce channel, the popular products of well-known brands still have a large number of searches, and the small number of imported brands and new domestic brands that really have the demand for dumping are mostly reduced to the gifts of mainstream commodities.

 
On the one hand, the supermarket special area is affected by the shelf area, resulting in the category richness and discount strength are not large enough; On the other hand, in order to avoid the high loss rate of goods on time, when large supermarkets purchase goods, they will explicitly prohibit the purchase of goods beyond half of the shelf life, or even one third of the goods can not enter the market.

The couple’s and wife’s shops, not to mention, sell most of the goods on time at the regular price, so sometimes they buy expired food in the street stores. The source of these goods is the on-time food warehouse.

 
Offline discount stores solve the above problems to a certain extent. Take haotexiao as an example. Haotexiao’s stores are more than 100 square meters in size. Nearly eight of the food categories have become imported goods and domestic small brands, among which there are many online red goods such as Xiaolongkan and daidaiichi. In the supply side, it happens that the docking is the brand with dumping pain point.

 
More importantly, in offline discount stores, consumers are in a state of impulsive consumption, and most of the goods are derived from joint purchase.

When entering the store, most consumers do not have a clear shopping goal, and they are willing to try new and unseen niche brands. After all, there is no decision-making cost for a few yuan price. This makes it easy for consumers to accept the unsalable goods that might have been produced in supermarkets due to poor taste or lack of well positioned shelves.

 
Therefore, the value of off-line discount stores of on-time goods can not be replaced by any other channels.

 
Many people in the industry have compared these offline discount brands with Aldi, a German supermarket, but they are fundamentally different.

The essence of Aldi is similar to Costco and Wal Mart, both of which reduce the retail price by optimizing the vertical supply chain to the greatest extent and streamlining the staff. At present, the discount store brand in China is still in the dividend period of information asymmetry. At present, the essence is simple wholesale business.

Competition intensifies

At present, the first echelon of off-line temporary food discount stores is a good special sale of more than 150 stores nationwide, and four rounds of financing have been completed; The second echelon is boom boom mart, Xiaoxiang life and shihuibang, all of which have completed a round of financing; The rest are regional stores like haoxingfu, Deyi, dongluoxisuo, and temporary catchers.

 
On the one hand, the entry of capital shows that the market is optimistic about the temporary food competition, on the other hand, it also means that the offline competition of temporary discount stores will intensify.

 
This year, there is an action to change the trusteeship franchise mode, which was originally operated by the headquarters and the franchisees only need to pay, into the mode of reducing the franchise fee and the franchisees themselves being responsible for the daily operation.

According to a franchisee, in 2020, the franchise fee of haoteseller will be more than 800000 yuan. As long as the fee is paid, all subsequent site selection, decoration, distribution, recruitment, training and operation will be undertaken by the headquarters. The franchisee is only responsible for taking money after making profits. However, after 2021, the new mode will be 360000 franchise fee. The headquarters will be responsible for site selection and decoration, as well as subsequent pick-up and supply, and the franchisees will be responsible for daily operation.

 
On the one hand, it is a way of transferring business risks to franchisees. On the other hand, transferring the operation work to franchisees and lowering the threshold of franchise can accelerate the brand expansion.

According to the business plan of haoteseller, which is circulated on the Internet, haoteseller plans to open 800 stores in 2021 and make 500 stores profitable. This means that this year, at least another 650 stores will open for the good sale. Compared with convenience stores and community fresh food stores, this speed is even faster in the physical retail industry.

 
For consumers, the advantage of off-line stores of on-time goods is the low price. The price that breaks through the imagination is the biggest and almost the only driving force for consumers to enter the store. In other words, discount stores don’t grasp a certain category of consumer’s mind as much as convenience stores and self owned brands of box horse. The core competitiveness of discount stores is to have a variety of stable sources of goods and the lowest possible price.

 
And such a high-quality source of goods, more inclined to cooperate with a large number of brands. An imported food supplier from Japan and South Korea told krypton 36 – future consumption that the imported goods in his own channel are generally purchased by chain customers in a whole box before they arrive at the warehouse. What is left to small stores, namely Taobao stores, are the goods left by chain customers after clearing the warehouse, and the price and arrival time are extremely uncertain.

 
This means that the key to the development of chain brands in the future is whether the offline discount stores with high-quality supply as the only core can achieve scale effect ahead of time.

 
At the same time, offline discount stores also need to maintain a good dynamic sales. Take Sanlitun good special store as an example, the goods on the shelves are usually no more than one week, and hot goods need three days, or even less time to replenish many times. Occupying high-quality points in advance is also the reason why the current offline discount stores need to expand rapidly.

Different from other supermarkets or convenience stores, the category and amount of goods in on-time discount stores are more uncertain, so that the mode of reverse ordering popular categories according to the needs of consumers in other stores to maintain a high turnover rate is basically not applicable in on-time discount stores.

In other words, in the short term, China’s on-time discount stores will not enter into a more refined level of competition, and the high turnover rate of goods still comes from the high passenger flow.

 
Different brands have different definitions of high-quality spots. Good sale takes the Industrial Park as the key location target; The prosperous market continued to aim at shopping centers and commercial streets; But Xiaoxiang life and shihuibang focuses on opening community stores. But no matter what kind of business, we need to run out of scale as soon as possible when the market is not saturated.

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Read the original

On time food store, it’s scale

对消费者来说,临期商品线下店的优势为价格低,击穿想象空间的价格是消费者进店的最大动力,几乎也是唯一动力。换句话说,折扣店没有便利店鲜食、盒马自营品牌那样强力抓住消费者心智的某一品类,折扣店的核心竞争力,就是多样稳定的货源,以及尽可能低的价格。

 

而这样优质的货源,更多倾向于与提货量大的品牌合作。一位日韩进口食品供货商对36氪-未来消费表示,自己渠道的进口临期商品,一般还没到仓,就被连锁大客户整箱收购,留给小店即淘宝店的均为连锁客户清仓剩下的商品,价格与到货时间都极其不确定。

 

这意味着,以优质货源为唯一核心的线下折扣店,是否能提前跑出规模效应,是未来连锁品牌发展的关键。

 

同时,线下临期折扣店还需要保持良好的动销。以三里屯好特卖门店为例,在货架上的商品上架日期通常不超过一星期,热门商品则需要3天,甚至更短时间多次补货。提前占领优质点位,也是当前的线下折扣店需要快速扩张的原因。

与其他商超或便利店不同,临期折扣店的商品品类与数额都不确定性都更大,以至于其他店铺那种根据消费者需求反向订制热门品类,从而保持高周转率的模式,在临期店里基本不适用。

或者说,在短期内,我国的临期商品折扣店不会进入到精细化程度更高的竞争层面,商品的高周转率仍来源于高客流量。

 

不同品牌,对优质点位的定义不同。好特卖以产业园区作为重点选址目标;繁荣集市则持续瞄准购物中心、商业街;而小象生活与食惠邦则专注开社区店。但无论是哪种业态,都需要在市场仍未饱和的当下,尽快跑出规模。

作者:赵小米;来源:未来消费APP(ID:lslb168),转载已获得授权。
加入社群:Cherry(微信:15240428449);
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