(Reporter Liu Yanzheng) "Our price reduction materials accounted for more than 50%. The relevant person in charge of Mi xue ice city said, "This price cut is to help stores improve their operational capabilities and profitability, and better respond to the impact of the new crown epidemic on the real industry." Michelle Ice City has always been the most solid backing for franchisees and stores. ”
The proportion of reduced-price materials exceeds 50%, and the franchise fee is reduced by nearly 200 million
According to the relevant person in charge of Michelle Ice City, the materials of this price reduction include a variety of materials such as ingredients, packaging materials, consumables, etc., accounting for 50% of the materials in the store. During the epidemic period, Michelle Ice City has paid attention to the fact that stores in many parts of the country have been affected by the epidemic in many places and multiple points, and there have been suspensions of dine-in, no contact point meal pickup, and a relative decrease in the flow of offline stores, especially many stores in medium- and high-risk areas have closed due to closure.
As a new tea brand that started in Henan, the founder's entrepreneurial experience of grassroots origin and stall starting makes Mi Xue Bingcheng deeply aware of the hardships and difficulties of store operation in special periods. Over the past 25 years, thanks to the continuous improvement of supply chain construction and continuous lean improvement, Mi xue ice city has realized that due to the epidemic affecting the price of raw materials, logistics and other prices to varying degrees, it can also do its best to reduce the price of materials, and decided to give all the profit space brought by the price reduction to franchisees.
"We are always concerned about the operation of franchisees across the country, and while continuously optimizing the quality of raw materials, we try our best to reduce the cost of raw materials." Through continuous efforts, there has been a series of reduction and price reduction policies, which really help franchisees across the country and advance and retreat with everyone. The relevant person in charge of Michelle Ice City said,
It is reported that in March this year, Michelle Ice City issued an internal support policy of "reducing the franchise fee", which will reduce the franchise fee for one year for all franchisees in the operating state of the store before December 31, 2021, with a total reduction of nearly 200 million yuan.
The epidemic has repeatedly become a common dilemma facing the catering industry at this stage. According to the "2022 New Catering Industry Research Report", the number of catering enterprises deregistered or revoked in the mainland will reach 840,000 in 2021, an increase of 6.74% year-on-year. In response to the impact of the epidemic, national ministries and local governments have successively introduced bailout policies to help difficult industries recover and tide over difficulties. Under the guidance and support of national policies, all industries and enterprises have also actively bailed out.
It is understood that in addition to the reduction of franchise fees and the reduction of material prices to benefit franchisees, There are more support "tips" for Michelle Ice City.
Formulate four major measures to exert efforts on the "second channel"
It is reported that on April 8, the Hangzhou Gaosha Commercial Street Store of Mixue Ice City became the first store in China with a monthly takeaway order volume of more than 10,000 in 2022.
Under the influence of the epidemic, making efforts to make efforts to online platforms and do a good job in the "second channel" is an important way for many merchants to take the initiative to change and innovate profit models.
"Strictly doing a good job in store standards and services is the premise of improving takeaway orders, on this basis, we have achieved a response rate of 96% in the case of the average response rate of customer evaluation on the takeaway platform of 30% in the same industry." At the same time, extend the business hours from 10:00 a.m. to 1:00 a.m., adjust the menu that is more suitable for takeaway sales, set the sale time of goods in advance, open the reservation list setting, etc. to ensure that the takeaway platform does not close the store during the peak period, so with the joint efforts of everyone, in the case of an average of 2800 takeaways per month in Hangzhou, we have achieved the result of more than 10,000 takeaways in the store. The staff of the Gaosha commercial street store in Mi xue ice city summed up their experience in this way.
In order to help stores in areas affected by the epidemic to better increase turnover through the takeaway + Mini Program platform, as early as March 2020, Michelle Ice City formulated four major measures to help stores carry out takeaway business: one is to launch four major commitment posters for epidemic prevention and control on the takeaway platform; the second is to protect the takeaway platform closure of stores that have been suspended due to the epidemic, so that their takeaway platform scores after resuming business are not affected by the closure; the third is to set up stores that follow the epidemic prevention policy and are still operating normally in the area where the epidemic occurs." "Safety Card", including the takeaway platform "Anxin Card Store" label and the cash register "Anxin Card" that can directly display the names of tea drinkers, packers, cashiers and the temperature of the cashier on the receipt; the fourth is to conduct special online training for relevant regional stores, including key matters to pay attention to in carrying out takeaway business, how to better manage stores under the epidemic situation, etc.
In addition, according to the person in charge of online takeaway of Mi Xue Bingcheng, they are communicating with the takeaway platform to support all Mi Xue Bing Cheng stores in the city after the epidemic business rate has gradually recovered.
Thousands of miles of transfer, overnight delivery, open up the last 800 meters on the delivery road
At present, the epidemic situation is complex, and many places in China have been affected by the epidemic. Under the premise of abiding by the epidemic prevention policy, market managers and supervisors in various parts of The Ice City have tried their best to ensure the normal supply of store materials.
"In accordance with our local epidemic prevention policy, our stores in the region are still operating normally. However, the warehouse responsible for supplying the area has been closed due to local epidemic prevention and control requirements, and store owners have recently been very worried about the situation of out-of-stock and have come to ask me what to do. A marketing manager in Michelle Ice City said, "In order to ensure the normal operation of the store, we decided to transfer goods across regions after many discussions." ”
Warehouses with sufficient supply, easy coordination and in line with epidemic prevention requirements have become the first choice for cross-regional transfer of goods in Mi xue ice city, in addition to the nearby sub-warehouse transfer from all parts of the qualified honey snow ice city, some areas choose to transfer goods from the warehouse in WenXian County, Henan, which is thousands of miles away.
"Wenxian warehouse is the largest warehouse available for each warehouse in our country, and it is also convenient for coordination." The relevant person in charge of Mi Xue Ice City said. However, the long inter-provincial transportation itinerary, unfamiliar routes, possible changes in epidemic policies along the way, and possible congestion of truck logistics on the road are all problems that must be solved by thousands of miles of goods transfer.
"After we determined that after transferring goods from Wenxian warehouse, the first thing we did was to organize and learn the epidemic prevention and control policies of various places along the way, and at the same time report to the community where the goods were received, and handle relevant certificates under the guidance of the community." We also arranged special personnel to communicate with logistics drivers at any time, follow up in real time to solve problems that may occur on the road, and guide the driver's mood. The person in charge introduced. Within a distance of more than 1,000 kilometers, logistics drivers strictly abide by the epidemic prevention policies of various places, do not get off the bus non-essentially, do nucleic acid testing in time, ensure that the nucleic acid certificate is valid within 24 hours, and finally, these cross-regional materials are distributed to the relevant areas within 48 hours.
"In order to ensure the supply of goods, we also opened up the last 800 meters of the distribution road through manual overnight handling." The relevant person in charge of Michelle Ice City said. "We actively cooperate and strictly abide by the epidemic prevention requirements of the area, the last 800 meters of the area where foreign trucks cannot enter and local trucks are inconvenient to go out, we communicate with the epidemic prevention staff to get permission, and then carry the whole truck to the area overnight through manual handling, and then distribute it by local trucks."
Since the outbreak of the epidemic in 2020, Michelle Ice City has formulated special reduction and reduction policies for stores in Hubei Province and Wuhan, and carried out internal support policies nationwide; during the "720" exceptionally heavy rainstorm disaster in Zhengzhou, Henan Province in 2021, Michelle Ice City has also timely subsidized and helped franchisees and employees in the affected areas; in 2022, it has successively issued policies such as franchise fee reductions and flagship store discounts.
"Michelle Ice City has always been in and out with all stores, and we will continue to enhance our service awareness, innovate service methods, improve service levels, and strive to serve every franchisee." The relevant person in charge of Michelle Ice City said in an interview, "No matter when Honey Snow Ice City, it will do the most solid backing for joining partners. ”