(Filmed by "Finance world" weekly)
Wen | Yang Qiao of the weekly "Finance and Economics"
Edit the | Yang Jie
The main "do not sell overnight meat" Aunt Qian will not be able to open in Beijing?
Recently, according to media reports, many of Aunt Qian's stores in Beijing have been closed, including her franchise business in the Beijing area. Aunt Qian also told the media that all of Aunt Qian's stores in Beijing, including direct stores and franchise stores, will be closed.
According to the Tianyancha App, Beijing Qian Dama Fresh Food Chain Co., Ltd. was included in the list of abnormal operations by the Beijing Dongcheng District Market Supervision and Administration Bureau as early as December 6, 2021, because it could not be contacted through the registered residence or business premises. Nine of its 12 branches are currently in deregistration.
"Finance and Economics" weekly found that in the Qian Dama user group of Xicheng Homestead in Beijing's Chaoyang District, the staff of Qian Dama did not publish discount information and store conditions of related products in the group since January 5.
On January 6, relevant employees notified all users in the group of the news that "Qian DamaXicheng Home Shop is about to be suspended". Subsequently, the store's employees began to sell the supplies of the previous store at a discount in the group, such as 600 yuan half-price treatment refrigerator, as well as products such as fortune trees and bed frames.
(Screenshot of The User Group of Aunt Qian, provided by relevant users)
Some consumers said, "Since entering the group in March 2021, every day the staff of Aunt Qian has released the news of product discounts and pictures of store emptying at night." But the group has always been around 150 people, and there is no growth. ”
At the end of 2020, Aunt Qian played the banner of "going north". But less than a year after entering Beijing, it left the scene.
"Finance and Economics" Weekly found that the Qian Dama brand belongs to Guangzhou Qian Dama Agricultural Products Co., Ltd., and its 33 branches are in the state of cancellation, and none of them are operating; more than half of the 62 branches of its subsidiary Guangzhou Qian Dama Fresh Food Chain Co., Ltd. have been deregistered.
A former employee of Aunt Qian told the Weekly Magazine of Finance and Economics that "I have long been not optimistic about Aunt Qian going north." He said that the lack of supply chain layout, living habits between the north and south and the difference in consumption capacity, etc., doomed Aunt Qian to not be able to open in the northern market. "What's more, not all of Aunt Qian's stores in Guangzhou make money, and only 20% of the stores are profitable."
Previously, with the strategy of "direct procurement + daily sales + no overnight meat", Aunt Qian opened up a world in the South China market and accumulated more than 1 billion yuan in 6 rounds of financing. However, after the capital entered, Aunt Qian also began to actively expand, trying to break down regional barriers. The above-mentioned employees once told the "Finance world" weekly that due to the needs of the capital side to pursue a greater rate of return, Aunt Qian also needs to go north.
At the end of 2020, Aunt Qian entered the northern market. It has opened direct stores in Tongzhou, Daxing, Chaoyang and other areas of Beijing and Yanjiao, Hebei Province, attracting franchisees to open stores in Beijing. In addition, it has also opened stores in Tianjin, Zhengzhou and other places.
2020 is also the most "crazy" period for Aunt Qian to expand stores in the country. Between July 2020 and February 2021, in a seven-month period, Aunt Qian expanded rapidly at an average rate of 143 stores per month, and the total number of stores climbed to more than 3,000. By October 2021, the number of its stores had reached 3,700.
But the crazy expansion eventually brought about a backlash. Aunt Qian relies on the franchise method to open the national market, first open direct stores in various places, and then attract franchisees to enter the bureau. However, since March 2021, a number of franchisees have complained to the media that they have lost hundreds of thousands of yuan under the franchise system of Aunt Qian; and some franchisees have said that they have accumulated a loss of 1.7 million yuan from opening stores in May 2020 to July 2021. According to the franchisees, Aunt Qian once said to them that "the first 3 months are all wars, and a monthly loss of 30,000 is certain."
The contradiction between franchisees and Aunt Qian is getting bigger and bigger, and under the continuous exposure of the media, it has aroused heated discussion in the market. In 2021, Aunt Qian launched a new franchise store "simple store", the upfront investment cost of a single store is about 150,000 yuan, trying to ease the relationship with franchisees, but many franchisees still decided to quit the franchise.
At the same time, Aunt Qian herself has been fined by the relevant departments many times. In January 2022, Guangzhou Qian Dama E-commerce Co., Ltd. was fined 500,000 yuan for marking a number of false publicity problems such as unfounded line drawing and setting virtual sales. In December 2021, Shanghai Qian Dama Agricultural Products Company was fined 20,000 yuan for operating unqualified food, mainly for "producing and operating pathogenic microorganisms, pesticide residues, veterinary drug residues, biotoxins, heavy metals and other polluting substances, as well as other substances harmful to human health content exceeding the limit of food safety standards, food additives" .
Although Aunt Qian's development has been much unsmooth in the past year, it has not delayed her in catching up with the new outlet.
At the end of 2021, Aunt Qian began to launch a prefabricated dish project at the headquarters in South China, named "Aunt Qian's Chef Dish", which focuses on short-term pre-made dishes and cooperates with its non-inventory "Nissin" model to create a "fresh" concept. Aunt Qian said that she has a supply chain system, a cold chain distribution system, etc., which can meet the short-term demand for the delivery of fresh-made prepared dishes.
To this end, Aunt Qian has cooperated with chain restaurants such as LaoTanzi, Farming Ji, and Guangzhou Restaurant, and launched prefabricated dishes in stores, online mini programs, vegetable bars and other channels. This is also seen by industry insiders as a breakthrough for Aunt Qian to find the "second growth curve".
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