Aunt Qian's Beijing business is "left behind", and she wants to adjust and deploy to deepen the mature market?

Aunt Qian entered Beijing at the end of 2020, just one year ago, and its development has attracted much attention.

Songguo Finance learned that according to the interface news news, according to media reports, a number of stores in the Beijing area of Aunt Qian have been closed. Its franchise business in the Beijing area has also been suspended.

Interface News confirmed from the relevant person in charge of Aunt Qian that all of Aunt Qian's stores in Beijing, including direct stores and franchise stores, have been closed. After joint discussion and evaluation with the franchisees, it was decided to suspend the business of the local store first. In the face of the current market environment and current situation, we will focus on deepening the mature market at this stage. The above-mentioned person in charge said.

Founded in 2012, Aunt Qian, who started in South China, quickly opened up the situation with the sales strategy of "not selling overnight meat" and "starting to discount at 7 o'clock every night, reducing it every half hour, and delivering it for free after 11:30 p.m." As of mid-July 2021, the number of its stores nationwide exceeded 2,000.

In the view of lai yang, a business expert, the model of "not selling overnight meat" of Aunt Qian is more suitable for coastal areas such as Guangzhou, and the consumption concept and lifestyle of different places are different, so the market expansion of enterprises should be adapted to local conditions.

However, as an enterprise that started in South China, the setbacks encountered in the process of expanding the national market will become valuable experience for future expansion. At this stage, we will first focus on deepening mature markets and creating a successful portrait to explore the future successful development model.

As consumers pay more and more attention to convenience, quality and taste, pre-made dishes have broad prospects and will become a new growth point, and at present, a considerable number of enterprises have cooperated with catering enterprises to carry out this service, and have also accumulated corresponding experience and production and processing capabilities. For Aunt Qian, if you can't form a unique value, it is not easy to form commercial barriers.