In the past, there were outlets in the retail industry, and now there are temporary foods in the snack industry. On July 22, a reporter from Beijing Business Daily found that the advent food store based on "good special sale" has quickly occupied the golden position of Beijing's core business district and major shopping malls, and has become a red person in the eyes of merchants, and consumers entering the store are endless. Behind this is the hidden capital investment and shopping mall expansion of the business experience, want to become a partner in this industry, may face the risk of consumption heat fleeting, can not make ends meet. A number of experts pointed out that the business model of temporary food is short-term demand, which will quickly appear or disappear with market changes. "In the long run, short-term demand industries are not sustainable, and the market is prone to rapid saturation, leading to fierce competition." Independent economist Wang Chikun said
The main attack on the core business district occupies a favorable position
The unified color and decoration, bright and bright appearance of the "good sale" left a deep impression on consumers, and such a store specializing in temporary food appeared in major business districts in Beijing.
When the Beijing Business Daily reporter visited Sanlitun, Dongzhimen, Wangjing and Shuangjing business circles, he saw that the stores for good sale basically occupied a conspicuous position with a considerable flow of people. Located on the negative floor of Shuangjing R&F Plaza, the good sale is close to the subway entrance and exit; the good sale of Galaxy SOHO is in the middle of the sunken square and faces the street; the prominent position on the first floor of Chongwenmen Soxiu has also introduced a good sale.
In addition to the above-mentioned stores, Dianping shows that many popular shopping malls and core business districts such as Han's Plaza, Sanlitun Soho, Xidan Joy City, Changyang Tianjie, Jinyuan Lufthansa and many other popular shopping malls and core business districts have good sales. As far as the Beijing market is concerned, there are nearly 50 good special sales that have been opened, and the stores of Tiantongyuan and Tiangongyuan are in preparation.
A franchisee who does temporary food told the Beijing Business Daily reporter that the location of such formats generally needs to be in white-collar gathering areas, business circles, and around schools. "Because interim food needs to be consumed quickly, places with large population flows are the best locations." Some shopping mall investment personnel told the Beijing Business Daily reporter that such stores with obvious signboards and uniform colors can quickly attract consumers, and large-scale store expansion layout will also allow consumers to trust chain brands.
Indeed, young consumers are regulars in advent food stores. During the visit of the Beijing Business Daily reporter, most of the good sales and purchase groups in Shuangjing R&F City were young people and some family consumers. Most of the consumers in Galaxy SOHO stores are white-collar customers working in the surrounding areas. During the dinner time on weekdays, it was observed that consumers who walked into the good special sale Double Well store basically did not come out empty-handed, and the unit price of the customer was about 50-100 yuan.
Shuangjing stores even set up a WeChat group, from time to time to release new product previews, the store's sales staff revealed, "some of the goods will be robbed when they have not yet left the warehouse." The monthly revenue flow is nearly 1 million yuan, and the annual turnover can reach 10 million yuan. ”
Low prices are obviously the killer skills of temporary food stores to attract consumers. The temporary goods sold by Hao special sale are mainly snacks, alcohol, cosmetics, and daily necessities, and the price is mostly half of the original price, and the pricing of imported food is even 2 to 30% of the original price. Imported red wine for 120 yuan is only 31.5 yuan; imported oatmeal biscuits for 120 yuan are only 6.8 yuan after discount.
Lin Yifan, vice president of Shanghai Pinchuang Space Industrial Group and visiting professor of Shanghai Fudan University, said, "The intermediate profit of imported food is relatively high, with a certain bargaining price, so stores are more inclined to choose imported goods." When the Beijing Business Daily reporter visited, a clerk said, "The goods sold well are generally 70% imported and 30% domestically produced, and basically do not sell domestic goods." ”
For the source of the goods sold, the operation of the goods, and how to deal with the goods that cannot be sold, the Beijing Business Daily reporter interviewed the general person in charge of the beijing of the good sale, but as of press time, the other party has not given a clear explanation.
Relying on partners to run a staking place may "lose money and make money"
In the seemingly hot food market, many people want to test the waters, but is this really a good business? Beijing Business Daily reporter contacted the headquarters of the good sale as a franchisee, and the company's investment leader told reporters that the current Beijing market is all directly operated stores, only Shanghai has launched a partnership system, and it is uncertain whether other cities will open the partnership system in the future.
To become a partner, paying a high fee is an essential first step. "In the early stage, you need to pay a security deposit of 340,000 yuan to the headquarters, if you do not continue to operate the store in the future, you will refund it according to the integrity of the goods, etc., in addition, if you want to become a partner, you also need to pay a training fee of 19,800 yuan, which is not refundable." The person in charge of good special sales investment gave the above standards.
To become a partner of Haote, you are responsible for the operation management and personnel management of the store, and the rent and supply of the store are responsible for the good sale. In addition, if you want to become a partner, you need two people to participate together.
The person in charge of investment revealed that if you become a partner, you will get 12% of the income of the management store from the good sale every month, and this part of the funds can be freely disposed of, such as paying the property fees of the store, water and electricity bills, and personnel wages. "At present, the monthly revenue of good special stores is between 600,000 and 700,000 yuan, and the worst stores also have an income of 300,000 yuan." The person in charge of investment promotion said.
The Beijing Business Daily reporter saw in a good store in Beijing that a store has about three to four clerks, in addition to partners, at least 2 people need to be hired. If paid according to the average wage of 5,000 yuan per person in the market, the labor cost is at least 10,000 yuan per month. In addition, the property fee of the shopping mall in The core business district of Beijing is at least 100 yuan per square meter per month, and the rent of a 100 square meter shop exceeds 10,000 yuan. Utilities, maintenance costs, etc. are about 5,000 yuan per month.
According to the above standards, a good special store that employs 2 clerks and has a storefront of 100 square meters has a fixed monthly expenditure of about 25,000 yuan. However, if calculated according to the income of the worst store of 300,000 yuan, the partner receives 36,000 yuan per month from the good sale, excluding the fixed expenses, only no more than 11,000 yuan is left, if there is additional expenditure, it means that the net income of the partner at the end of the month may not be significantly different from the income of ordinary store staff, which is equivalent to losing money and making money.
If the store's monthly income can reach 600,000 yuan, the partner can share about 70,000 yuan per month, the same subtraction of the above fixed expenses, can still get more than 40,000 yuan of profits per month, and each partner can have a net income of about 20,000 yuan per month. The premise is that the store turnover is more ideal, otherwise there will be a situation of "making money and drinking".
The long-term is not optimistic The life cycle is too short
"Advent food is a kind of promotional means and marketing gimmicks." Independent economist Wang Chikun pointed out that the lower price of temporary food can attract the attention and consumption of some consumers, while the "temporary period" of temporary food refers to the expiration of food, and businesses use the deadline to create a sense of urgency and anxiety. "Low price + urgency" is easy to attract the attention of consumers, which in turn makes the advent food a marketing hit.
In Wang Chikun's view, the advent food is neither just needed, nor selected, but short-term demand, "demand will quickly appear or disappear at any time with market changes." "In the long run, short-term demand is not sustainable, the market life cycle is very short, and its formation, growth, maturity and recession period are particularly short.
Lin Yifan also emphasized the risks of temporary food, "This type of model is not very large, the magnitude is not very stable, so the development of businesses will be greatly restricted, it is difficult to obtain capital favor." "Most of the advent food stores are more like imported food stores, and most of the food is imported food or well-known brands with high bargaining power, and it is definitely not a particularly circulating commodity."
However, Lin Yifan does not deny the significance of the existence of temporary food for merchants and consumers in the short term. He believes that the advent food not only solves the inventory pressure of the channel provider, but also conforms to the consumption habits of young people on the consumer side. Young people prefer imported food and branded consumption, and tend to eat instantly, so the time requirements are not so strict.
"Advent food is a stock commodity, much like the Ole model of the past." Lin Yifan said
As for opening the store into the shopping mall, Wu Daiqi, CEO of Shenzhen Siqisheng Company, expressed his disapproval. He believes that "advent food" as an independent store into shopping malls or core business districts is not a worthy thing to learn from, and people should not be encouraged to eat advent food regularly. Shopping malls will have such stores, may be based on the user demands that pay attention to cost performance, but a large number of temporary goods are concentrated for sale, if there is a lack of timely supervision, there may be food that does not meet the quality requirements into the market. "For food, although the expiration date is still in the shelf life, its taste and quality are no longer as good as fresh food. Consumers thus reduce the quality of life. Wu Daiqi said.
"If this kind of store rises, it will not promote merchants to improve and enhance themselves." Wu Daiqi explained that for supermarkets or brand owners, they should improve their operational capabilities, that is, optimize production, supply and marketing, so that fresh food can be supplied to consumers as soon as possible and reduce inventory backlogs, which requires brand owners to improve product quality, marketing and operational capabilities. Supermarkets need to improve their category operation capabilities, not through the sale of temporary food stores, in the form of low-cost promotions to consumers.
Beijing Business Daily reporter Liu Zhuolan intern reporter Liu Junqun