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- Chief Business Intelligence
- Chief Business Intelligence
Introduction: Sam's version of "Switzerland Roll", plus a flower will sell me 25 yuan? Coffee shops are now dismantled and sold with Sam's version of "cakes"? The taste can't be said to be very similar, it's just exactly the same.
You scoff at pre-made dishes, but you eat pre-made cakes and baked goods very deliciously?
One dares to sell, selling at a high price ranging from 20 yuan to 40 yuan, and the other dares to buy, and whoever buys is to pay the "IQ tax" properly.
In fact, these Switzerland rolls, lime cheese, bagels, Basques, etc., have no technical content at all, but they are eaten by the "pseudo-middle class" with an inexplicable sense of superiority.
However, in Sam's Supermarket, this is one of the "poor ghost packages", a box of 16 tablets is 59.8 yuan, and there are 12 tablets for 68 yuan, depending on the price of the taste, sometimes the price is reduced, in short, it is only 4-6 yuan per piece.
In some Internet celebrity coffee shops in first-tier cities, a delicate plate was put on it, and it dared to sell for 38 yuan a piece, which turned into almost 10 times the price of Sam's, and became an unaffordable look, and it was also properly "harvested" the middle class outside?
There are even some handicraft shops selling semi-finished products, waiting for the "leeks" to come on the road!
Sam's Switzerland roll is actually not made by Sam himself, but provided by the supplier Enxi Village, which is not only Sam's customer, it also has customers such as Naixue, China Resources Vanguard, Hema and RT-Mart.
The foreign giant "swallowed" Sam's supplier and acquired Enxi Village
On September 20, according to the information on the official website of Mondelēz International, the parent company of Oreo, Mondelēz International bought most of the shares of Enxi Village, and the equity was also changed, but the transaction amount was not disclosed.
On October 12, according to the website of the Shanghai Municipal Administration for Market Regulation, Mondelēz International will hold a greater 72.3546% stake in Enxi Village, this time acquiring 67.8174% of the shares.
In fact, as early as 2021, Mondelēz International gave Enxi Village a large amount of money, amounting to 105 million yuan, which was of course used for investment purposes, helping Enxi Village to reach the B round of financing.
With Mondelēz International's investment, Wu Yiqi Fund, Maixing Investment, Jiayu Fund and Shenxia Financial have entered the market one after another.
Therefore, today's situation seems to be expected.
According to the data published by Tianyancha, there are as many as 24 investors in Enxi Village (Shanghai) Industrial Co., Ltd., and the actual controller is Xu Linfeng, with a shareholding ratio of 51.227%.
Among them, Mondelēz International holds 4.5372% of the shares, and the top three shareholders cannot be squeezed in, so they can only rank fourth.
However, after the completion of this transaction, Mondelēz International will change from the fourth shareholder to the "first big brother" of the board of directors, which is very in line with the right to speak for the world's top 500 companies.
After the success of this transaction, Mondelēz International has completely confirmed the position of the "big boss" of Enxi Village.
Some investors can "cash out" and leave the market, and some executives can still work if they want to continue working, at least with a buffer period of at least 3 years.
Back in January 2022, Mondelēz International acquired Chipita Global SA, also a manufacturer of frozen baked goods, albeit for the Central and Eastern European markets.
In April, Mondelēz International acquired Give&Go, a North American manufacturer of frozen baked goods. Now it's Eunxi Village!
Not all Sam's products are imported in original packaging
There are not many things that Sam's originally imports, many food supply chains are actually domestic factories, and there are many "Sam's flats" on various e-commerce platforms, and Sam's goods are overflowing, in fact, it is not without reason.
Like Sam's Internet celebrity drinks, small lime juice and orange juice, are from Shenzhen Jinbao Food.
Sam's popular roast chicken and Orleans roast wings are actually Tyson Foods from Nantong, Jiangsu, and this factory also supplies McDonald's.
Even Sam's own brands, such as Arctic sweet shrimp and egg yolk crisp, are the source of food, and soda crackers and praline cheese are Hemingway Foods and New Star Foods from Fujian.
In order to buy these products, you have to pay an annual fee of 260 yuan or 680 yuan, isn't it an "IQ tax"?
However, there is one thing to say, Sam's procurement audit standards are very strict in the industry! Many suppliers use the supply to Sam as an endorsement, and the road behind is much easier, but like preservatives and food additives, can Sam buy them to eliminate them? No way.
The predecessor of Enxi Village was an OEM for China Resources Vanguard in the early years, so Sam's is not the starting point here, that is to say, it is not that except for Sam's, other supermarkets cannot buy it and cannot eat it.
Even Starbucks can't "escape", pastry products are more expensive, but the middle class is still willing to empty their wallets to pay the "IQ tax", and there are fixed suppliers behind it, but Starbucks is not seen at all, so that consumers can pay clearly.
This is very similar to Aunt Han who brews Nescafe on the streets of Nanjing, the main one is rushed in front of you, so that you can see clearly, and drink it clearly and it's over.
Pre-made breads and pastries are put on the table and become the "sweet and sweet" of capital
Enxicun has factories in Shanghai, Shenzhen and Dongguan, formerly known as the foundry of China Resources Vanguard, and Enxicun (Shanghai) Industrial Co., Ltd. was founded in 2013.
Eun Hee Village is a food factory, and it often makes bread and pastries such as mille-feuille cakes, cake rolls, mousse cheesecakes, puffs, snow skin Daifuku, and cookies.
Unexpectedly, these can be done in advance, the best is called mid-to-high-end frozen baked goods, and the worst is "pre-made bread" and "pre-made pastries", which put this on the table.
But it wasn't until 2015 that Xu Linfeng got Sam's big customer, and in 2017, Enxi Village (Shenzhen) Food Co., Ltd. was established in Shenzhen, and a factory was also opened in Shenzhen.
In 2019, Enxicun (Shanghai) Food Co., Ltd. was established in Shanghai, and in 2021, a new factory was built in Shanghai, and a new factory was also built in Dongguan.
Since then, durian mille-feuille / Switzerland roll / cheesecake and so on have become Sam's Internet celebrity products, and suddenly their fame has increased greatly, although many physical supermarkets are not taking the goods of Enxi Village, but these have no technical content, and there are many food factories that can be made on the market!
It is also to catch up with Sam's crazy pace in recent years, coupled with the Internet celebrity Switzerland roll was suddenly picked up, this wave of rich traffic, Sam took it, and Enxi Village also took it.
But if you eat too much cake and there is no innovation, consumers' mouths will have a greasy day.
In a certain book, there are also many netizens who complain about how Sam's Switzerland roll has changed?
The cream has become very greasy and much sweeter, not as delicious as before, and has become sweet.
Sam Switzerland roll, Internet celebrity "follow the trend tax", not delicious at all! There are even people who have diarrhea after eating.
Then there are many Internet celebrity beverage shops, cafes, etc., which choose this kind of "pre-made" cake on the bad street, which is highly profitable and convenient, and consumers follow suit, focusing on a money-saving, trouble-saving, labor-saving but profitable.
As a result, this wave of "Sam's goods" Internet celebrity pastries are rampant, but the reputation is declining.
Since I went to the coffee shop and ordered a tiramisu, I didn't believe in any hand-baking anymore after watching the clerk take a cake in the freezer and thaw it in the incubator, and then serve it to me 10 minutes later for 35 yuan.
Mondelēz smashed the real money, Enxi Village at least has to show some sincerity, right?
So, there's Oreo Ice Cheesecake? 1 box of 150 grams, 2 boxes sell for 83 yuan!
But this price is a bit expensive, you can buy a small birthday cake, not to mention that this is just a snack?
With an annual income of nearly 2 billion yuan, other foreign giants began to invest in domestic brands
According to FBIF food and beverage innovation public data, in 2022, the revenue scale of Enxi Village will be close to 2 billion yuan!
After all, the "big customer" behind it is Sam, and it can be regarded as "drinking soup and eating meat", and the customers are not only Sam.
Since the beginning of this year, not only Enxi Village, but also many foreign giants have seen the investment value of our domestic brands.
In March this year, tissue giant Vinda International was acquired by Asia-Pacific Resources Group, a subsidiary of Singapore's Golden Eagle Group, for a huge investment of about 26.128 billion Hong Kong dollars (about 24.048 billion yuan).
The current tissue industry is also very involuted! If you can find a good buyer, it is also a way to solve the problem.
The acquisition of Vinda International represents a premium of approximately 22.12% for APRI. According to this calculation, Li Chaowang, the founder of Vinda International, can probably cash out as much as HK $6 billion.
In August this year, L Catterton invested in Weiyi Soybean Milk, the parent company of L Catterton is LVMH, and the owner is Arnault, the world's richest man.
Weiyi soybean milk is very common on the hot pot table in the Sichuan-Chongqing region and is known as the "hot pot companion".
The key is that the entire supply chain of soybean milk is "single-handed" by Sichuan Lanjian Beverage Group.
Whatever the industry, especially the retail industry, is starting to roll up the supply chain.
The front of physical retail is "rolling" low prices, and behind the "volume" is the supply chain
Sam's is a retail mall, in fact, to put it bluntly, he is a "conglomerator", the previous department store has just changed its name, there is no difference, but Sam is very good, from "intermediary" to "landlord".
Not only Sam's, but also well-known physical supermarkets in the industry, such as ALDI, Fat Donglai, and Ito-Yokado, have gained a firm foothold in the supply chain.
In the case of Ito-Yokado, it has the same parent company, Seven & i Holdings, as 7-Eleven, and the parent company provides the brothers with a complete supply chain, which used to be the parent company of 7-Eleven, but now it has changed.
Whether you are at a 7-Eleven convenience store or Ito-Yokado, many bento boxes and delicatessen are basically prepared in advance, but some have a short shelf life? This is a test of the supply chain's capabilities.
If you want to put it on the shelf faster and better, your own brand is especially important.
It is also a foundry, and customers with their own brands are better controlled, and with other buyers, the well water does not violate the river water, and the price can be lowered if there are many orders.
Why are they all the same product at different prices?
In August last year, Hema and Sam's "moving mountain price" was inseparable, and no one knew whether the price of the goods they took was the same? If one is a little more expensive, it will naturally have to be taken off the shelves in a short time.
ALDI, which is known as the "originator of hard discounts", who dares to compare prices with it in the industry?
This retailer from Germany is determined to pull its own brand to 90% or even more, and the price of its own brand is also as low as the floor price, less than 10 yuan, like what facial cleanser, rice wine and other products, densely packed with more!
People are in Shanghai, relying on 50 small stores in 2023, with an annual income of 1 billion yuan, so I asked my peers? As of August this year, there are 53 stores.
Wal-Mart once fled the Germany retail market in ashes, "the strong dragon is difficult to suppress the snake", Wal-Mart saw ALDI, and they were willing to bow down.
Therefore, Fat Donglai learned that ALDI is one of Fat Donglai's "masters", and Fat Donglai's own brands are mostly cooked food, juice, beer, and oatmeal.
Even if it is to help peers explode, such as BBK Supermarket, Yonghui Supermarket, etc., Fat Donglai is also willing to come up with its own supply chain menu and let its peers put Fat Donglai's own brand products on the shelves.
Nowadays, the physical supermarket is very volatile, the surface is the price, and the back is the supply chain.
What do you think about this?
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