China Food

Lu Zhengyao and Luo min’s Prefabricated dishes have become “abandoned children” after all?



“ 
Luo min stopped shouting and Lu Zhengyao turned his energy to new projects.
 ”
High profile entry, but low-key retreat. Luo min and Lu Zhengyao’s entrepreneurial road of prefabricated dishes has not gone smoothly.
On August 10, the first tongue tip hero store in Beijing has quietly closed its door. At present, this store can not be found on the tongue tip hero applet.
As the headquarters, at present, there are 31 stores in Beijing, of which 7 are closed. A Tianjin Tongjian hero franchisee disclosed to wired insight that his store was closed two months ago.
In just seven months, the hero who claimed to have landed 3000 stores in five months did not achieve his goal, but went to the road of closing down.
Now, Lu Zhengyao’s energy has been transferred to new projects. According to tech planet, Lu Zhengyao is planning to launch a new coffee startup brand, cotticoffee. After Ruixing coffee, Lu Zhengyao returned to his old business, which also means that the hero of the tongue in the restaurant project that did not go well may eventually become an outcast.
Tuyuan Tongjian technology official website
Like Lu Zhengyao, Luo min, the founder of qudian, also holds high and enters the Bureau’s Prefabricated dishes.
In June, Luo min returned to the public’s view with the account of “owner Luo of Qu store”. Standing in front of the camera, Luo min is familiar with various recipes. “CEO of a listed company” creates momentum for the prefabricated dishes of the new project of qudian.
But not long after, due to the negative impression left by the previous entrepreneurial project, Luo min was once again considered to be “cutting leeks”, and became the target of public criticism. Under the whirlpool of public opinion, Luo Min has quietly cleared her Weibo and Tiktok, and changed her Tiktok account to “qudian prefabricated dishes”.
Recently, qudian’s Prefabricated dishes have been off the air for eight days, and fans have dropped a lot. After the rebroadcast, the sound volume is far less than before.
Behind the cold, Lu Zhengyao and Luo min both chose the strategy of low-cost drainage and joining to make money. For example, heroes with sharp tongues have sweet and sour pork tenderloin of 9.9 yuan, and qudian has pickled cabbage fish of 9.9 yuan. In Lu Zhengyao’s vision, the hero with the tip of his tongue will quickly expand his shop like lucky coffee; In Luo min’s plan, the number of free physical stores will reach 10000 this year.
But the reality is that the same thinking of the two makes their brands go downhill, which can not help but make the outside world sigh. More importantly, the loss and difficulty of making money of franchisees have cast doubt on their business models.
Behind this, it also exposes the industry problems of prefabricated dishes themselves. On the one hand, the red sea like prefabricated vegetable market attracts many players, and on the other hand, it is difficult for consumers to insist on paying for prefabricated vegetables, which are falling into ice and fire.
At present, a fugitive killing under the wind is on stage.
Lu Zhengyao is stuck in the tide of closing stores, and Luo min can’t sell prefabricated vegetables
It’s been a long time since Luo min appeared in the live broadcast room of qudian’s Prefabricated dishes.
August 2nd
As a matter of fact, the difficulties of the hero of the tongue in opening up stores have been shown for a long time. According to leopard news, a regional agent of Tongjian hero said that since the end of June this year, Tongjian hero has stopped joining. Tongjian hero decided to make money for the existing 500 stores first, and then consider opening up its franchise.
This project, which Lu Zhengyao had hoped for “another lucky”, not only failed to achieve “lucky speed”, but is also experiencing a trend of closing stores.
Now, Lu Zhengyao’s new project, Cotti coffee, has just started. He will undoubtedly put more resources and energy on the coffee track.
Whether it is Luo min or Lu Zhengyao, the end of their pursuit of fashion seems to show that even if the story of prefabricated dishes is sexy enough, it is still not easy to make money.
Following Lu Zhengyao and Luo min, is it easy to get in but difficult to make money?
Two months ago, the Tongjian hero joined by Wu le in Tianjin was the first to close down. Although Wu Le did not disclose the specific reasons and the amount of loss to wired insight, it was difficult to hide his helplessness.
In less than a year, many franchisees like Wu Le have exited. As a matter of fact, joining a tongue tip hero store requires a lot of money in the early stage.
It can be seen from the official website of Tongjian science and technology that to become a franchisee, you first need a sales support fee of 30000 yuan / outlet, a deposit of 30000 yuan / outlet, a warehousing, logistics and distribution fee of 20000 yuan / outlet / year, and a design fee of 1800 yuan / outlet, which is a full 80000 yuan.
Tongjian hero joining fee, tuyuan Tongjian technology official website
It needs to be understood that the main reason for opening a shop is the cost of rent, decoration, personnel and so on. A franchisee once disclosed to Beijing Business Daily that, in addition to the tens of thousands of yuan paid to regional agents, it takes at least 150000 yuan to open a tongue hero, and 200000 yuan is also common.
If we say that the low-cost marketing at the beginning attracted a wave of customers, but the consumers also left after the discount fell.
Previously, according to the report of leopard transformation, a Chongqing franchisee admitted that the customer repurchase rate of Tongjian hero was not high, “less than 50%”. Tech planet has also reported that franchisees in Fuzhou, Shenzhen and Chengdu have suffered losses to varying degrees. Among them, the franchisees in Chengdu have been losing money for four months in a row, and even the electricity charges can not be earned back.
“Now when business is bad, the daily running water is only about 200 yuan, and there has even been a situation where no single order has been sold all day on Saturday.” According to the Beijing business daily, a tongued hero franchisee who has been open for about three months speaks out. When they first opened, some franchisees had a turnover of as high as NT $6000-7000 a day.
In addition, many prefabricated food franchisees are worried about the passenger flow of their stores. At first, the platform will provide some traffic support for franchisees, and orders will come from the hero app, but now the company’s release has weakened, so franchisees need to find customers themselves.
A franchisee confessed to wired insight, “I have never done catering at all. It was only after joining that I found that
In the capital market, Sequoia, Hillhouse and other head capital have successively injected capital, and prefabricated vegetable concept stocks have soared one after another. According to the 2022 China prefabricated vegetable industry insight report, from 2013 to 2021, there were 71 investment and financing events in the prefabricated vegetable track, with a total disclosed financing amount of more than 1 billion yuan, involving 42 projects.
The huge market has attracted many players, but consumers are not willing to buy it.
The most prominent point is that as an emerging species, prefabricated dishes have not become the same way of eating as in-house food and takeout food. If it’s not the price, consumers are more willing to choose hot fresh ingredients. More importantly, the safety and taste of food also keep consumers calm.
“At that time, I had a month’s worth of prefabricated dishes. It was convenient, but it was really incomparable with restaurants and even takeout.” Wen Xue, who hoarded goods and prepared vegetables this spring festival because of the epidemic, told insight.
Consumers’ willingness to pay is not high, and the exodus of prefabricated dishes has begun.
Looking back on January this year, Lu Zhengyao, with a hero in his tongue, made a high-profile layout of prefabricated dishes, which left the market fresh in its memory. At that time, in an interview with Securities Daily, Li Yingbo, the rotating CEO of Tongjian technology, said that since Tongjian hero began to recruit franchisees in January, it has accepted the signing of 2500 intended franchisees. Now, according to the data of the narrow door restaurant, the number of offline stores of the tongue tip hero is only less than 300.
The same is true of the capital market. In April of this year, affected by the epidemic “hoarding tide”, weizhixiang, Qianwei central kitchen and other prefabricated vegetable enterprises had raised their daily limits, but with the recovery of the general environment, they could not escape the trend of falling stock prices. As of press time, the share price of weizhixiang, the “first stock of prefabricated vegetables”, has dropped from the highest point of 137.88 yuan / share in June last year to 58.84 yuan / share, a difference of nearly three times.
According to Deloitte’s consumer industry insight 2022 prefabricated dishes industry outlook, from 2020 to April 2022, because b-end enterprises were still facing channel pressure, investment and financing events decreased slightly, with a total of 5. At the same time, as the prefabricated vegetable industry is still in its early stage of development, most enterprises facing the C-end are still in Angel round and a-round financing, and the scale effect has not yet formed.
It is undeniable that the rush of capital and players, coupled with the lazy economy and the impact of the epidemic, have turned prefabricated dishes into sexy stories. But as the tide ebbed, the prepared dishes still failed to catch the young man’s stomach.
As a catering industry, taste is the key. Although the industrial content of prefabricated dishes is convenient and fast, the problem of homogenization is inevitable. For example, today’s Prefabricated dishes are mainly pickled fish and sweet and sour tenderloin. It’s not easy to find your own characteristics in the same dishes. In addition, the first meaning of eating is “health”, and there is a long-standing saying about prefabricated dishes.
More importantly, there are many players, and the prefabricated dish market has become a red sea. Entrepreneurial brands such as tongue tip hero and qudian prefabricated dishes have limited competitiveness.
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Lu Zhengyao and Luo min’s Prefabricated dishes have become “abandoned children” after all?
一位加盟商向连线Insight坦言,“我完全没做过餐饮,加盟之后才发现是我低估了餐饮行业的难度,发海报、做社群都试过了,效果还是不好。”

要知道,在入局之初,为了吸引消费者和加盟商,预制菜的价格战、营销战打得如火如荼。

舌尖英雄从出生就含着“金汤匙”,不仅获得了16亿元的融资,还请来明星坐阵,楼宇、电梯间都可以看到舌尖英雄的宣传海报。“App新人首单5折、立享200元新人券”的优惠力度更是吸引着消费者。

罗敏的趣店预制菜也不甘示弱。7月17日,罗敏和演员贾乃亮、傅首尔开启了一场长达19小时的直播,虽然获得2.5亿元的GMV,但一分钱的酸菜鱼、免费送1500部iPhone13,有行业人士预测那场直播投入达到了上亿元,颇具“赔本赚吆喝”的意味。

在此之前,9.9元的啤酒鸭、14.9元的小炒黄牛肉,这些平时动辄几十元的“大菜”,在趣店直播间的价格都变得亲民起来。


也是这样的低价和火热,吸引了众多加盟商入场。比如,舌尖英雄强调加盟商只要少量资金投入就能获得50%的毛利,总部会提供大力度的补贴。

但事实却并非如此。据创业家报道,舌尖英雄某经销商表示,门店的单日营业额平均只有800元左右,按官方宣传所说的50%毛利率来算,每个月的毛利只有1.2万元,远低于店铺的人员、租金等支出。

另一方面,今年七月,罗敏在预制菜招商大会上提到了“加盟”,并表示可以通过贷款服务帮助10万用户开设线下预制菜门店。如今随着罗敏光环褪去,趣店预制菜的加盟模式似乎也没了声音。
事实证明,这种火热没持续多久,当价格战降温,价值不菲的加盟费遇上并不可观的销售额,入场的加盟商很快就陷入“好开店难赚钱”的境地。

风口大逃杀已经开始

去年,伴随着消费升级和疫情下的消费观念转变,预制菜风口正在吹起。

在资本市场,红杉、高瓴等头部资本相继注资、预制菜概念股接连暴涨。《2022年中国预制菜行业洞察报告》显示,2013年至2021年,预制菜赛道共发生71起投融资事件,披露融资总金额超10亿元,涉及项目42个。

巨大的市场吸引了众多玩家涌入,但消费者并不愿意买账。

最突出的一点是,作为新兴物种,预制菜并未成为像堂食、外卖一样的就餐方式。如果不是靠价格,消费者更愿意选择热乎乎的新鲜食材。更重要的是,食品的安全问题、口味也让消费者保持冷静。

“当时吃了小一个月的预制菜,方便是方便,但和饭店,甚至外卖真的没法比。”今年春节因为疫情囤货预制菜的文雪告诉连线Insight。

消费者的买单意愿不高,预制菜的风口大逃杀已经开始。

回想今年1月,陆正耀带着舌尖英雄高调布局预制菜的景象,让市场记忆犹新。彼时,舌尖科技轮值CEO李颖波接受《证券日报》采访时表示,自舌尖英雄1月开始全面招募加盟商以来,已经接受了2500个意向加盟商的签约。如今,据窄门餐眼数据显示,目前舌尖英雄的线下门店数量仅有不到300家。

同样的,资本市场也是如此。今年4月,受疫情“囤货潮”的影响,味知香、千味央厨等预制菜企业曾涨停,但随着大环境恢复,也难逃股价下跌的态势。截止发稿,“预制菜第一股”味知香股价从去年6月最高点137.88元/股,跌倒 58.84元/股,相差近三倍。

根据德勤消费行业洞察《2022预制菜行业展望》显示,2020至2022年4月,因B端企业仍面临渠道压力,投融资事件略有下降,共5起。同时,由于预制菜行业仍处于发展初期,大多数面向C端的企业仍处于天使轮与A轮融资,规模效应尚未形成。

不可否认,资本、玩家的争相涌入,加之懒人经济和疫情的大环境影响,让预制菜变成了性感的故事。但潮水褪去,预制菜却迟迟没有抓住年轻人的胃。

作为餐饮业,口味是关键。预制菜的工业属性虽然方便快捷,但同质化问题在所难免。举例来说,如今的预制菜品牌菜品,多以酸菜鱼、糖醋里脊这类菜品为主,想要在千篇一律的菜品中挖掘自身的特色,并不容易。此外,吃饭的第一要义是“健康”,而预制菜料理包的说法由来已久。

更重要的是,玩家众多,预制菜市场已经红海一片,像舌尖英雄、趣店预制菜这类创业品牌的竞争力有限。

比如,趣店预制菜并没有生产线,采用的是代工模式,仓库也是租赁的,这无疑增加了产品从生产到运输的风险性。换句话说,趣店预制菜做的是个“贴牌生意”,很难有竞争力。

更进一步来说,品牌们还要在上下游供应链、物流、渠道等方面比拼,新型品牌想要在这些方面站稳脚跟,便需要资金的支持。如今加盟模式推不动,投资市场渐渐冷静,资金的获取越来越难。

面对可能被市场淘汰的风险,陆正耀和罗敏还在寻找出路,但如果预制菜项目无法达到预期的收入,最终也只能沦为弃子。

(应受访者要求,吴乐、文雪均为化名。)
作者:王慧莹;来源:连线Insight(ID:lxinsight),转载已获得授权。
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