Author: Fawn | Photo: Moose new consumption
Producer: Moose New Consumption | WeChat ID: tuolu360
As a megacity with more than 21 million people, Beijing has more than 3,200 communities and more than 3,800 villages, and the community business around the people's three meals a day has always been the most dynamic place for Beijing business. After the epidemic, community businesses have higher requirements for convenience and quality, and some community bottom businesses are also quietly upgrading.
Moose New Consumption recently visited a hot halogen community brand store, halogen has horn stores. Founded in 2020, Halogen Hase is positioned to build an indispensable community meal brand for the people, providing table dishes such as hot brine cooked food, freshly steamed hot dishes, fresh and spicy cold dishes, and currently has more than 20 directly operated stores in Beijing.
There are not many brands that provide brine in the Beijing market, the old Beijing familiar Daoxiang Village, the first-hand store that has been rooted in Beijing for a long time, and the Ziyan Baiwei chicken in the dense cloth store in the past two years, there are also some pre-packaged brine brands in the supermarket, such as Tianfu, Dahongmen, etc., but these brands provide cold and fresh products, which is what the industry calls cold brine.
After the pre-processing by the central kitchen, the store carries out secondary processing according to a special process to ensure the unity of taste and texture. According to Han Longfei, the manager of the halogenated horned store, since the store opened at the end of September, more than half of the customers have converted into members, with a single-day maximum sales of up to 10,000 yuan and monthly sales of more than 200,000 yuan.
Flexible small shop, specializing in the community
Halo Youjiaomen is located in Fengtai District, Xima Jinrun Homestead District 2 Bottom Shang, where the community is dense, there are three large communities, West Malaysia Jinrun Homestead, West Malaysia Community and Nanhua Community, there is a primary school and middle school 500 meters away from the store. Among them, the exit of the north 2 gate of Xima Jinrun Homestead is only about 50 meters away from the store.
Han Longfei introduced that halogen has a site selection tends to be around the community with more young and middle-aged people, and the target group is about 35-45 years old, corresponding to the family population, they have a strong need for brine cooked food.
The store is less than 20 square meters, which is a space separated by a large catering store, and some developers have taken the store in mid-September and opened at the end of September. The preparation time for the renovation only takes 15 days, thanks to the standardization of halogen stores, and the equipment of each store is the same, including a brine cooking table, a 4-door refrigerator, a horizontal countertop refrigerator, and a cold food table.
In the halogen store system, more than 10 square meters can open a store. The need for property size is quite flexible, although the area is small, but the ping effect is excellent.
Unlike the red light that was liked by the general delicatessen brine shop in the past, the brine has a dotted warm white light. Han Longfei explained that a lot of meat, illuminated by red lights, looks attractive and looks delicious. However, if the customer takes it home and finds that this is not the case, it will lead to a large psychological gap, and halogen has the hope of showing a more authentic product.
According to reports, there are three periods during the peak business period of halogenated stores, the first period is a small peak, around noon lunch, most of the customers are the staff of the nearby bottom business; the second peak starts from five o'clock in the afternoon, and around five o'clock this wave is prepared by elderly consumers for dinner that day, from six o'clock to eight o'clock This wave, most of the middle-aged people who are off work buy home by the way. More than 60% of sales are contributed by these two peak periods of the evening.
Han Longfei said that the peak of store operation is relatively stable, and the operation is simple, generally two staff are enough to cope with the work of the whole day, the staff rest four days a month, these four days the store is still open, will be selected by a free laborer to complete the work, the free worker will generally be responsible for the adjacent three stores.
The main pig's trotters, single-day sales of the highest break of 10,000 yuan
Some of the signs of the store are, "There are hot brine pig's trotters", and pig trotters are the main products. As can be seen through the menu, there are currently about 20 kinds of products in The Corner Gate, focusing on pork products. Han Longfei said that among these more than 20 kinds of products, only about 7 kinds of perennial stability: pig trotters, elbows, pig ears, pig head meat, fat intestines, pork belly, chicken legs and so on. These seven commodities account for about 70% of sales in Jiaomen, and pig's trotters account for 21% of total sales.
"Pig trotters are divided into special, first-class, and second-level, the main difference is the size, the hair is more hairy and less hairy, there is a difference in whether there is congestion and integrity, and the halogen has adopted special pig trotters." Han Longfei said that around the family table, the brine will launch a steamed vegetable series next, and in the summer, the cold mix will be largely new.
Halogen has a pig's trotter about eight or two, the unit price of 45 yuan or so, the unit price of the Jiaomen store is 40-45 yuan, in the community brine small shop, such a customer unit price is a high level.
In the three months of operation of the store, there were opening promotions in the first month, until the third month of relatively stable operation, at present, more than half of the consumers converted into members, through the stored value card consumption, member consumption has a 90% discount.
From the perspective of consumer groups, middle-aged people have a high acceptance of hot halogen products, consuming three or four times a week, but the consumption education of the elderly needs to go further, and most of them only consume once or twice a week.
"The elderly are accustomed to buying vegetables and making them in their own homes, rather than consuming ready-made products." Han Longfei said that many measures have also been taken to this halogen store, including new product tasting, attracting customers through taste and characteristics, and improving the repurchase rate of customers. "Hot brine can not only be cut fresh but also take out the brine soup. Many times, the delicious brine soup can not only marinate the meat, but also bring home to marinate other dishes, etc., becoming the main dish on the table. ”
According to Han Longfei, among the current more than 20 stores, The Corner Store is considered to be average, and the places where the community is more dense, such as the Ancient City Store, have a daily sales of up to 45,000 yuan.
Han Longfei calculated an account, the rent of the Jiaomen store is 18,000 yuan, the labor is 15,000 yuan, plus water and electricity bills, etc., the average daily sales of seven or eight thousand yuan is a good income for this store of less than 20 square meters, "The store is small, the operation is easy, and the community brine is a business that can be done for a long time, especially the hot brine." ”