China Food

Fruit fishing, waiting for a “red” opportunity

“ 
can fruit fishing be regarded as a good business?
 ”
Fruit fishing, waiting for a “red explosion” opportunity.
 
Before fruit fishing, “fruit cutting” appeared in fruit stores, supermarkets and street stalls in an inconspicuous way. Its products were not rich. The simple process was “light processing of fruit washing and cutting”. Even sometimes, the raw materials of fruit cutting may be leftover materials that are not sold out or damaged in the store.
 
When fruit cutting changes into fruit fishing, it is no longer the “small transparency” in the corner of the supermarket. Fruit fishing was moved into a simple and bright store. It matched seven or eight kinds of fresh fruits with a variety of yogurt, added various small materials, put on a gorgeous “coat”, and added a lot of added value. A fruit fishing of 20 or 30 yuan is no longer the “shabby” of the streets and alleys.
 
Wang Xiaofeng, who runs a fruit fishing shop, said that fruit fishing originated in the north. Through the cultivation of individual stores and small brands for five or six years, consumers have been “secretly interested” in it. “More and more consumers show interest in fruit fishing. Now many white-collar afternoon tea has changed from milk tea to fruit fishing.”
 
The “looming” business opportunity of fruit fishing was quietly discovered by some people. In 2019, Wang Xiaofeng took advantage of the uneven market and uncertain pattern, and resolutely entered the market. He opened 300 stores a year, with a single store daily turnover of tens of thousands of yuan and an annual revenue of 200 million yuan.
 
With “fruit fishing” as the keyword search, there are as many as 18 brands included in the narrow door dining eye, and less than 200 stores at most. With “fruit cutting” as the keyword search, there are only 2 brands included. At present, there are few players in fruit fishing, and the volume is small. Most of them are dozens of companies. Behind this, there are endless development vitality, and it also means that there may be some time for fruit fishing to really rise.
 
At present, the definition of fruit fishing is still very vague. It does not appear alone as a category. Some categories are classified as fruits and some are classified as desserts.
 
Even the attitude of consumers towards it remains to be discussed. Although some groups, such as young women, show their enthusiasm for consumption, many people remain rational. What makes them hesitate is not only consumption habits, but also prices.
“I only place an order once or twice a month when I want to eat fruit and don’t bother to cut it, or when I have the need to relieve boredom and cool and refreshing. Moreover, a piece of fruit is nearly 30 yuan, which is more expensive than fruit. I can eat fruit or drink fruit tea directly,” Xiao said. The main reason to persuade myself to retreat is that it’s not cost-effective.
Therefore, is fruit fishing a false demand?
How large a market a piece of fruit can support and how many people’s imagination can be satisfied still need time to test. It depends more on how later people layout and play chess on the chessboard.
 
At this stage, fruit fishing is equivalent to the milk tea industry ten years ago
Geng Yu, boss of seasonal fruit town in Shenzhen
 
Geng Zhen noticed that the category of fruit fishing originated from the company’s afternoon tea purchase. “At that time, the company bought all the platter fruits sold in supermarkets. Supermarkets and fruit stores mostly cut off the damaged part of the fruit and sell the rest. It is conceivable that the quality is not very good.”
 
The characteristics of diversification, balanced nutrition and high cost performance make Geng Zhen firm in his determination to anchor the category of fruit fishing. Geng Zhen said that when consumers buy fruit, they usually start from three to five for a single product. If they want to eat several fruits at the same time, they will hoard too much. Fruit fishing and cutting not only meets the requirements of consumers for fruit richness, but also solves the problem of unable to digest excess fruit.
 
“At the price of 20 yuan, you can eat seven or eight kinds of fruits, which not only meets the diversified needs, but also realizes the nutritional balance. Unlike an orange, which can make three cups of fruit tea, one fruit cut needs to consume four or five fresh oranges. Compared with the former, fruit fishing has a more sense of value.”
Geng ran all over the snack and milk tea markets, and stopped at the subway station to test consumers’ response to fruit fishing. He found that there was a gold digging opportunity, so he opened his first store in 2015.
 
The customer unit price of Geng Zhen’s fruit fishing is between 15-30 yuan. At present, there are two stores in Shenzhen. He is not in a hurry to expand stores quickly and seize the market. He still takes Shenzhen as the “main battle area”. One is based on the stable layout, and the other is based on the regional advantages of Shenzhen. Unlike northern cities, Shenzhen has four distinct seasons. “Shenzhen wears short sleeves for 11 months of the year, and the fruit is cool. It has high adaptability to the weather in Shenzhen and long business cycle.”
 
The long business cycle cultivates the high viscosity of consumers. According to Geng Zhen, 365 days a year, some customers place orders a total of 286 times a year and eat fruit almost every day.
 
Consumer demand has been highlighted, but Geng believes that the development of fruit fishing is still in its infancy. “The original fruit fishing is actually fresh cut fruit, which is similar to making vegetables into cold dishes. Later, some businesses matched yogurt and other condiments to achieve the current fruit fishing, which will continue to be optimized.”
 
This has also caused many people to question: is the category of fruit fishing easy to replicate without technical barriers?
 
Geng Zhen feels that there is no safety zone in catering. “Core advantage” is a false proposition. “When a brand competes with you, it will try its best to overcome and break through your advantages. Nothing is safe.”
 
In fact, catering is no longer an era of winning only by products, but a test of comprehensive strength. If we build a brand of fruit from the dimension of city fishing and management, we can only build a brand of fruit from the dimension of city fishing, but if we do not build a brand of fruit from the dimension of city fishing and management. It is the largest division between brand chain stores and individual stores and roadside stalls.
 
Geng Zhen is also honest that there are no real brands in the market at this stage. There are about 100 brands with fruit cutting as the development core, and there are many brands with more than a dozen, 50 or 60 scales.
 
“Compared with other categories, deep ploughing of fruit fishing is more difficult.” The current problem of fruit preservation is that it is difficult for merchants to catch all kinds of fruits.
 
Fruit fishing shops often store 20-30 kinds of fruits, such as raisins and strawberries. At this time, they are bound to face the problems of fruit loss and high cost, which restricts the expansion of fruit fishing. It seems that the reproduction of fruit fishing shop is not difficult, and it is fatal in the supply chain, which is also the “threshold” that the brand can’t bypass.
Before it is difficult to standardize and the supply chain is not perfect, the brand will expand blindly and will not add color to the performance. “The first thing the fruit fishing shop has to overcome is the problem of technical preservation. At present, I haven’t found an enterprise specializing in the supply of fresh fruits.”
 
Geng Zhen prefers to regard the current fruit fishing category as the milk tea industry ten years ago.
 
Ten years ago, there was no strong brand in the milk tea industry. At that time, many people only thought about single stores without the concept of branding and chain. Some people were buried in single store profits and lacked long-term planning.
Until then, some people with funds poured in, and after several rounds of iteration, they carried out innovation in all aspects from product R & D to brand building. During this period, they completed a round of reshuffle, and finally only a few brands were precipitated and expanded, which is the inevitable result of the development of the times. The fruit fishing category has the same development track. At present, the scattered individual stores and stalls are normal ecology, and they undertake the important task of cultivating users’ habits.
 
Geng Zhen said that in the future, fruit fishing will have the opportunity to compete with milk tea and coffee. “This is the trend of the future. How big the market of milk tea is today, and how big the market will be in the future.” The premise is to complete the market cultivation of fruit fishing and improve consumers’ acceptance of it.
“In the past, the Chinese didn’t know what coffee was. When it appeared, it occupied part of the market, and the demand of consumers was unlimited, but it needs to be explored. When there is no choice, they can only passively choose the existing things in the market.”
 
What needs to be clear is that getting involved in the fruit fishing business is not as simple as cutting fruit. The core is to achieve the efficient unity of brand, scale, reputation, supply chain and other aspects.
 
“If you want to do a good job in the fruit fishing business, you should consciously build a brand at the beginning and make it implanted into the minds of consumers, so as to have large-scale and other later words. More importantly, for a single piece of fruit fishing, there is no competitive advantage, making a brand is different, and there is a brand premium in a piece of fruit cutting.”
 
In addition to products, the fruit fishing brand also needs to have the ability of marketing and promotion, which is also a disadvantage of individual stores. Taking oranges as an example, the varieties can be divided into blood oranges, Chu oranges, etc., as well as “Hermes” in the orange industry, but consumers just regard it as an ordinary orange. In fact, there is a story behind each product, and consumers do not know enough about it. At this time, the brand should have the ability to tell stories and convey them to consumers.
 
Finally, the brand should solve the problems of product stability and cost, which involve the supply chain and origin. Self built supply chains and industrial parks are nothing more than to ensure the stability of fruit supply, reduce costs from the source and control quality.
 
Even, it is also related to the profitability of fruit fishing. “The profit of fruit fishing is not low. It is divided into the profit of selling a single piece of fruit fishing and the profitability after realizing the scale effect. The two are different.”
 
Geng Zhen believes that fruit fishing shops that can survive are gradually moving closer to standardization and scale.
 
Create a singing bar + fruit fishing mode,
Business remains bleak
Wang Jingshan, owner of fruit fishing shop
 
With the mentality of “small stalls and low cost”, Wang entered the site and invested less than 200000 yuan to open a fruit fishing shop with an area of more than 20 square meters in a shopping mall in Shijingshan.
 
At present, the popular fruit fishing on the market mostly washes and cuts the fruit and adds yogurt. Therefore, the focus of fruit fishing falls on yogurt. Many stores take a wide variety of yogurt as a competitive advantage. In addition, the differentiation of taste modulation is the initiative of a few businesses.
 
Wang’s yogurt and fruit are purchased by himself. The only difference from other families is to prepare yogurt by himself. He felt that it was too simple to provide a fruit fishing product. In order to make something different and improve competitiveness, he launched the “singing bar + fruit fishing” model. When consumers buy fruit fishing, they can sing K songs for free in the store.
 
According to Wang Jinjin, his family is the only shop in Beijing that integrates singing bar and fruit fishing.
 
But things were not what he expected.
 
Last November. Wang’s shop was officially opened. There are four tables in the shop for Hall food. The products in the shop are not only limited to fruit fishing, but also fruit tea and wine. Fruit fishing is the main consumption, and it creates 90% of the sales.
 
However, the singing bar did not complete its mission of drainage in the store. “At present, business is difficult to do. There are few people in the store because of the epidemic.” Wang said.
 
Young women and men in their teens to thirties are the main consumer groups of Wang. Even if they “approach” them with the lifestyle preferred by young people, the effect is not ideal.
 
Wang Jinjin further explained that there are few consumers who enter the store to eat a fruit fish of about 20 yuan and stay to sing. There are also cases where consumers come to eat a fruit fish for singing or specially. To be exact, the business mode of fruit fishing + singing bar has not been generally tested by consumers.
 
In addition to crowding consumers with singing, Wang Jinjin also tried a variety of drainage methods, such as launching meituan and public comment platforms with the help of new media such as Tiktok and Kwai, but did not arouse much splash.
 
“In the United States, the group has been doing preferential activities such as full reduction, but it can’t survive by relying on the takeout list.” The fruit shop where Wang entered the site has only a dozen takeout orders a day. More than a month after entering the public comment, there are only three orders a week.
 
“My family has a high reputation in meituan. 90% of the fruit fishing products are highly praised, but the single quantity is too small.” The product has been recognized by consumers, but the sales have not improved. In order to survive, Wang Jinjin plans to strengthen the development of hall food. He plans to add three tables in the store to undertake more consumers, and then retain customers through the singing bar to improve re purchase.
 
“The store is opened in the mall and belongs to the core position. The money that should be spent is spent, but it has no effect.” Wang couldn’t figure out why the store was still on the “edge of a cliff” because there was no problem with the location and products.
 
Wang’s shop has been in a state of loss for five consecutive months. The monthly rent of the shop is more than 8000 yuan. Fortunately, he did not hire employees, so the monthly loss has exceeded 10000 yuan. Wang Jinjin said that he attributed it to the damage to the economic environment such as the epidemic.
 
“Stores are opened in shopping malls, which are most seriously affected by the epidemic. There are no stores in good condition in the whole shopping mall. In addition, the economic environment is down, the number of unemployed people is increasing, and people are short of funds, resulting in the contraction of consumption.”
 
The high cost is also a difficult problem for fruit fishing shops. Take Wang’s shop as an example. For a 20 yuan piece of fruit, the cost is 14.5 yuan.
 
In Wang’s view, the winning core of fruit fishing is quality and quantity. All his fruits are purchased and digested on the same day to ensure the freshness of the fruits. Wang entered the site to purchase a wide variety of fruits and pay attention to quality. However, due to the small store and limited purchase volume, he could not get a more favorable price, and the cost soared. You can’t have both fish and bear’s paw. Paying attention to quality is bound to transfer some interests.
 
Despite seemingly numerous difficulties, Wang Jinjin is still optimistic about the development prospect of fruit fishing.
 
According to Wang’s observation, the consumer’s feedback on fruit fishing is positive. “For 20 yuan, you can not only eat seven or eight kinds of fruits, but also yogurt. Consumers like this kind of products very much.” Although fruit fishing is not just needed products, it is profitable as long as we cultivate a stable consumer group.
 
But the reality is that fruit fishing is not popular yet. Wang thought it was only a matter of time. In particular, the haze of the epidemic has not been eliminated and consumption is sluggish. At this time, it is good to earn three or five yuan for a piece of fruit. “I think the gross profit of fruit fishing is not low, but it is not appropriate to set too high a price now. It should be in line with the current consumption power of the public.”
 
Wang Jinjin has been actively trying to find ways to improve the business situation in the store. He contacted schools and companies and intended to reach cooperation with them, become suppliers and broaden sales channels.
 
At present, his biggest wish is to turn the store from loss to win. Wang Jinjin said that he only reserved a one-year training period for the fruit fishing store
 
The daily turnover is more than 10000, and 300 stores are opened a year. The fruit fishing is underestimated
Wang Xiaofeng, head of Zhengzhou Manmi yogurt
 
The fruit fishing brand founded by Wang Xiaofeng has opened more than 300 stores in only one year, with an annual turnover of nearly 200 million yuan.
 
In fact, his opportunity to make fruit fishing stems from the unsalable problem of milk. Since 2008, Wang Xiaofeng has been deeply engaged in the yogurt industry. At first, he raised cows in the north. In order to broaden the sales channels of yogurt, he began to build community stores and invested in the construction of factories in 2016.
 
The real involvement in fruit fishing is in 2019. Wang Xiaofeng found that at that time, many consumers began to understand fruit fishing, but its impression still remained on street snacks, and there was no similar ecological existence in the business district.
 
“Is there a blue ocean market?” Limited by yogurt research and development, fruit preservation, loss reduction and cost control, it is difficult for brands in the fruit fishing category to break out of the siege, while leaving room for practitioners to dream. “Yogurt fermentation has shut out many people. Secondly, operating stores also tests the ability of cost control, which is more related to the gross profit of stores. We have managed hundreds of yogurt stores before and have sufficient experience in long-term investment.”
 
Based on the keen judgment of the market, it happens that Wang Xiaofeng’s factory has more than ten years of yogurt fermentation technology and accumulated business experience in yogurt sales, so it is more convenient to make fruit fishing. “I want to integrate fruit and yogurt to make an innovative fruit fishing product and subvert the external perception of this category.” After 16 months of planning, in July 2020, the first store in Zhengzhou – Manmi yogurt officially opened.
 
There are two kinds of products in the store: Fruit fishing and yogurt drinks. Fruit fishing is the main product, accounting for 70% of the sales. The customer unit price of Wang Xiaofeng’s store is 34-35 yuan. The main consumer group is women, of which women aged 18-30 account for 70%.
 
“It’s not that young people don’t like to eat, but they don’t want to wash. After washing and cutting, they mix with six or seven flavors of yogurt, some of which are low-fat and sugar free, which is in line with the economic characteristics of ‘lazy people’ and the consumption concept of healthy and low-fat.” Wang Xiaofeng said.
 
Young people and middle and high-level consumers have become a stable customer group of Wang Xiaofeng’s family, and they show strong consumption power. “Many young people say that our fruit fishing cup has become a social snack in the office. They often place dozens of cups at one time.”
 
A set of data proves that fruit fishing has gradually entered the consumption list of consumers.
 
When Wang Xiaofeng’s first store settled in Zhengzhou, he had done research on the stores in his area. Data show that at that time, the take out volume of all surrounding stores was only 5000 in a single month, which has soared to 130000 in a year.
 
Taking Manmi yogurt as an example, its single store has more than 10000 takeout orders every month, reaching 20000 at the peak. The small brands around Manmi not only did not suffer from the impact, but also increased orders instead of falling. “Through the mental cultivation of large and small brands, the fruit fishing market has been awakened, and more and more people accept and love it.” Wang Xiaofeng said that it is normal for a long line of famous brands in front of Manmi yogurt, which shows that consumers have strong demand for it.
 
Wang Xiaofeng mentioned that fruit fishing has also made a leap from the original humble roadside snacks to a higher level. “Street shops have also made fruit fishing into an optional mode, and the interior decoration is also upgrading.”
 
Moreover, the “outbreak” factor of fruit fishing category is ready to move. Wang Xiaofeng said that 80% of the stores of Manmi yogurt are profitable, and the gross profit margin of the stores is in the range of 55 ~ 65%, which will fluctuate with the price of fruit. “Some franchisees studied in our store for a month and returned to their hometown in Hebei to open a store. Their business is booming. One of them, Xuchang Changge store, invested more than 400000 yuan and returned to its capital in two and a half months.”.
 
Even, fruit fishing has the potential to replace milk tea and other drinks.
 
According to Wang Xiaofeng, when the market was stable, one-third of its stores had a daily turnover of more than 10000, especially in winter. Years ago, the average daily sales of 200 stores were close to 8000 yuan, which was beyond the reach of many beverage stores, only 2000-3000 yuan.
 
Wang Xiaofeng always felt that the fruit fishing market was broad and the scale was immeasurable.
 
“Fruit is just needed, and yogurt is the food with the fastest sales growth in recent ten years. Fruit fishing is the combination of yogurt and fruit, which is superior to single products in terms of nutrition, taste and so on.
”The growth of consumption volume is also a positive signal released by the market. According to Wang Xiaofeng, the number of takeout orders for fruit fishing in Zhengzhou has increased sixfold in two years. Even if Zhengzhou has “grown” 300 full meter yogurt stores in one year, it has not squeezed other competitors, which is enough to see that the market is far from being satisfied.
 
“In the future, like milk tea, many brands will be derived from different price bands. Once a category becomes powerful, it is bound to play a siphon effect, bring together many excellent players, and then expand the category.”
 
However, it is not easy to fish the fruit well. The existing fruit fishing stores have many limitations, such as lack of long-term output capacity. Some stores follow suit in the early stage, but lack the ability of yogurt innovation, product innovation, market understanding, user demand capture, store operation and management, etc. Some still follow the single store business model, are still in the preliminary stage of washing fruits and adding yogurt, and do not have the product concept.
 
“The future is definitely a brand and chain development path.” Wang Xiaofeng said that the development of fruit fishing is inseparable from keywords such as product, brand, supply chain and marketing.
 
Brand is the best private domain. When more fruit fishers pour into the market, they can remember the brand for the first time and give full play to the brand effect. This is the difference between being a fruit Fisher and a brand,
 
Compared with small chain stores, they lack core competitiveness. Wang Xiaofeng has many years of yogurt technology to build a supply chain blessing, making the cost controllable. Stores now use imported milk powder to restore the fermented taste of milk, which ensures that all stores are highly standardized, simplifies the production process and reduces the difficulty of copying stores, which is an incomparable advantage of small stores.
In addition, Manmi yogurt is also laying out the fruit supply chain. It has rented 2000 square meters of sorting warehouses and built cold storage. It is planned to pave and supply fruits within 300 and 400 km around Zhengzhou. Catering in the new media era also tests the ability of catering people to take advantage of the situation. “New media has made a lot of people. Using new media to obtain traffic can make products better displayed and easier to get customers.”
 
Fruit fishing seems simple and easy to process. In fact, it competes for the comprehensive abilities of brand, supply chain, store experience, fine management, marketing and so on.
 
The development of any category has experienced the process of no one paying attention, being noticed by a small group, market cultivation, momentum and blowout. Some people say that the current fruit fishing is equivalent to the milk tea industry ten years ago, and the road we should take will not fall behind.
 
Who can conclude that an insignificant or small business is not worth doing? Who can be sure if it was a little ant that tripped the elephant
 
*Some of the pictures in this article come from the Internet.
Special thanks to Xiao Xiao, Geng Zhen, Wang Jinjin and Wang Xiaofeng for their support of this article.
作者:崔小南;来源:餐盟研究(ID:canmengyj),转载已获得授权。
转载授权及媒体商务合作:Amy(微信号:13701559246);
加入社群:Cherry(微信号:18261804307)。


相关阅读



食品人都“在看”

Read the original text

Similar Posts

Leave a Reply

Your email address will not be published.