Everyone is no stranger to opening a blind box, but if you open a "leftovers" blind box, you may have some physiological resistance. After all, eating leftovers is not good to listen to, and it is not healthy, but this kind of leftover blind box is being accepted by many people and has become a new consumption point under consumption downgrade. Exciting/low-cost and fun leftover blind boxes are becoming the new favorite of many young people.
This leftover is not the other leftover, and the surprise of the blind box is greater than the surprise
The blind box of leftovers is not the leftover vegetables at home that everyone has the impression of being packaged into blind boxes and sold, but the catering businesses packaging or unsold food into blind boxes and selling them. At present, there are more leftover blind boxes for baked foods, such as bread, and toast is the blind box with the largest number of leftovers. You can buy 40 yuan of bread for 15.9 yuan, 3 boxes of sushi for 39.9 yuan are all-you-can-eat, and the 3% off Internet celebrity drink has attracted many onlookers. Anyway, it doesn't expire, it's okay to eat it, it's still very cheap, under the consumption downgrade, isn't this kind of blind box fragrant?
At present, the main small programs for this kind of leftover blind box include Wise Food Magic Bag, Rice Grain Box, Fun Pouch, etc. After opening their mini program and looking at it carefully for a few hours, most of these platforms have the following features:
The category is too concentrated, and the baking category accounts for the majority
The author opened the magic blind box applet, and the eye-catching position on the homepage is all kinds of baked food, bread and cakes, etc. This is easy to understand, most of the bread baked goods need to be made on the same day to maintain the fresh taste, but the shelf life of this kind of food is only a few days, and if you can't sell it, you can throw it away, and now you can still sell it, and you can discount it for cash, even if you are willing to fold it three or four times.
There is no problem with the quality of these leftover blind boxes, but most of them need to be picked up offline. Because the food is close to the expiration date, most of them cannot be delivered by courier in other places, basically in the same city, and do not provide delivery services, you can pick it up yourself. And most of the merchants stipulate that if they do not take it after the time limit, they will not be refunded.
The author took a look, this kind of platform is similar to many of the previous expiring food, but most of the expiring food platforms are milk and the like, which can be delivered by express delivery, and this kind of leftover blind box platform is more of a service in the same city.
Commonality of expiring food: the supply is unstable, and how much is left to sell
Whether it is expiry or leftovers, they are essentially derivatives of the normal supply chain, and what a bakery cares about must be daily sales, and will never care how much leftovers blind boxes can sell. Most of his profit sources are still selling normal goods, if they are sold out on the same day, there will be no supply of leftovers, which means that the platform has no inventory, which leads to the extremely unstable supply chain of the leftover blind box platform, either the number of copies is pitiful, or there is no stock.
Not only that, there is a lot of instability in food safety, packaging, after-sales and other aspects, or is it that sentence, all the leftovers, what else do you pick?
The publicity stunts are all related to the protection of the planet, and the pattern has opened up
Open any leftover blind box applet, and you will see a promotional image of protecting the earth on the entry page. Even saving 1% of food is a great protection for the earth, and when it comes to this level, the pattern opens up.
When I was in school, I didn't understand that capitalists pour milk, and I always thought that I could sell it at a low price, but when I studied economics, I realized that it was a means to maintain prices and profits. But a waste is a waste, now these expiring leftovers platform has a good outlet, dumped milk on the expiring period to sell, even if it is sold at a 1% discount is better than poured, from this point of view, the expiring leftovers platform still has a certain value.
It's okay to play, but it's not a good business
Some people will ask, isn't this business just in line with the trend of consumption downgrading? It seems that it can be done to protect the planet. Regarding this, Breakfast Jun had to pour a scoop of cold water. It's okay to play this business, but when it's a business, forget it.
In terms of the good food period of the expiring food, it has been done for many years, and has taken several rounds of financing, including Alibaba's investment, which should be done well. But this platform has been tepid, and there is no sign of a big platform. The monthly orders are not as good as the one-day sales of the big platform, which is far lower than the market expectations. There are two reasons for this:
The supply chain is unstable, although the domestic big-name food has more than N advent every year, but I don't know how much, I don't know how much I can give you, it's completely a blind box. This makes it difficult to cultivate consumer loyalty, and the source of big-name suppliers is not very fond of these advent platforms, after all, they all go to buy the expiration date, who will sell it to on the normal date? Not to mention the integration of the supply chain and a combination punch.
The instability of the supply chain is also reflected in the packaging and quality of goods, open these platforms and look at the comments, you will find all kinds of problems, what packaging is damaged, what is dirty. It can't be compared with regular channels at all, it's pure luck. What is there to do in this kind of business.
If there is no Pinduoduo, the price of this commodity is very cost-effective. If there is no Meituan Preferred, the advent period is very cost-effective. But if you compare the advent period with these two platforms, you will find that the normal commodity price is not much different from their expiration date. Take Red Bull 24 cans as an example, the difference is only 1 yuan. Without the advantage of low prices, who would be willing to buy expiring food.
In recent years, there have been a lot of advent games, but it is not the platform that really makes it, but the food wholesaler.
There are no years of doing food business, getting a platform, and eventually working for a wholesaler.