The first batch of prefabricated dish inn, already started to lose money
2022-08-06 10:55:45【Spiral Lab】
文 | 螺旋实验室,作者丨Kinki,编辑丨坚果
From traffic peak to exit the trill,Boring store amith jj in just more than a month of time.6月15日,“趣店罗老板”For the first time for fun shop prefabrication dishes live bring goods,After its amount of fans from17.9All rose to nearly500万,7月17日,The air more with“A penny of pickled fish”Had the highest over2.5亿元的GMV.
The broadcast will also be fun shop pushed to the peak of the heat network,但就在第二天,Amith jj investment promotion conference mentioned in precast food“加盟”,And said can loan services to help10Users set up offline precast food stores.
When amith jj will be prefabricated dishes from retail to join,Especially after mentioned loan services,Seem to wake up on the Internet about amith jj has engaged in the campus to borrow the memory of,You more questions about boring store is going to sell prefabricated food or want to loan？
在一片质疑声中,Amith jj to empty the trill account,And say a period of time will not live on camera.In the case of a reputation for poor,Fun shop can prepared food stores it is difficult to drive,But first try water precast food offline store dealer,Have quick dry not bottom go to.
The tip of the tongue hero tough business
Earlier than boring store amith jj is Lu Guangyao of prefabricated joining stores food pattern of a,今年1月,The tip of the tongue heroes launched project,Mainly provide prefabricated cooked food ingredients and speed,核心是“低价、快捷、方便”The dining experience,从这点来看,The tip of the tongue hero with rui xing xing is how much I still have a similar.
But with rui xing to early retail is given priority to the development patterns of different,The tip of the tongue hero is mainly to join.舌尖英雄CEOLi Yingbo has said,今年4On the tip of the tongue have been expanded to the national hero78个城市,Intention to sign6000家经销商门店,And plans to be born in the course of the year3000家门店.
不过,There are media in4月报道称,6000Home just claim walk around the index,而且,Affected by the epidemic in the first half of,There are regional agent said“The indicators should be halved,能有2000-3000Home is good.”
And according to the narrow gate meal eye data show,There is not enough offline stores only hero with the tip of the tongue300家,With previously reported the number of targets there is still a large gap between.
Dealers to join intention is not strong,Stores to expand slowly,某种程度来看,Are also associated with the tip of the tongue of the hero here,从消费者的反馈来看,With early rui xing coffee “Low-cost high-quality goods”The stunt to than,The tip of the tongue of the hero product is really no point.
From the point of view of delicious,Most consumers have said the tip of the tongue of the hero product very general,It has to do with the OEM mode is adopted to improve the production,Will be released“假手于人”,The stability is often difficult to control.此外,长达1-3Years of shelf life also by consumers make fun“不新鲜”.
From the point of view of convenient,Consumers think speed cooked food cuisine is not better than her own cooking save trouble,Like a boiled meat,Cooked food is just the tip of the tongue of the hero speed will material cutting and good,Eventually had to release、下锅、焖煮,Is not the same as heating instant or prefabricated food.
从服务质量来看,Due to the current node number is not much,The tip of the tongue of the hero distribution simply can't do propaganda3分钟,而是需要40-60分钟,Many areas even only the da.
价格、品质和服务,The tip of the tongue which heroes as well as advantages don't touch,Combined with the current brand extension slow,The small number of stores background,The tip of the tongue hero although is the first to build a national chain of prefabricated food brand,Don't help others to experience,Nature also can't like rui xing create“神话”.
Franchisees continuing losses
Boring store amith jj has called for the treasure in the live 'joining the precast food shop,Said that as long as a day to sell50份菜,Treasure the mother can easily make big thousands of monthly income,Then joined precast food stores is a good business？The tip of the tongue heroes have been quietly handed over a paper.
据TechStar media reports,一位在今年3Month to join dealers,Still lose money.The dealer to calculate a bill,在开业之前,He spent about23万,包括设备、货品、Rent in advance and1-3Ten thousand yuan league.
According to the tip of the tongue of the hero official forecast,Network dealers can earn each month6万元,But the dealers said,Store the average daily turnover of just800元左右,According to the official propaganda says50%毛利率来算,The gross profit of each month is1.2万元,Is far lower than the shop staff、The rent and so on.
不少经销商表示,The current store after buying rate is lower,只有9.9Yuan product sales is better,Or through the promotion can attract consumer to uproot the wool,To special offer product gross margin is20%左右,With the tip of the tongue hero official said50%毛利率,More than half of the difference is.
通常来说,The gross profit margin on food and beverage industry should be20%-30%之间,But if the tip of the tongue hero word-of-mouth couldn't get on,Consumers don't want to visit,即便是达到了50%Gross profit margin also makes little sense.Under the condition of the base of the turnover is too low,Some stores even more opening day,Please one more staff,Will be more loss one day.
Does it like amith jj said,As long as every day to sell50份菜,Stores can earn several thousand dollars？我们不妨来算一下.According to the tip of the tongue of the hero per capita30Yuan level of consumption to calculate,每天卖出50份菜,A month's worth of revenue will be45000元.
总结2021In most of the precast dishes listed company data,The current precast food product gross margin around20%-30%,大部分都在20%左右,我们按25%来算,Also is a month of gross profit12000元左右,With the hero dealer mentioned data fits in with the tip of the tongue.但问题在于,The dealers take this1.2万元的毛利,在扣除租金、水电、After artificial,Still can't make money.
何况,一天卖出50A prefabricated food really so easy？A reporter trying at different times in BeijingCBDA hero with the tip of the tongue the under the small program to make the order,Again by comparing extrapolate the order number at different times of the bill of lading quantity,The result is the store sales about daily20单左右,This is a line of city commercial center traffic data,而在其他地方,Sales, I'm afraid will also be less.
对经销商而言,Whether in boring store sell50单,Or is a hero to the tip of the tongue to sell20单,Now is not an easy task.
不过,If interesting store had this dish“Join the big game”Go smoothly,The road to its investment or heroic smoothly than the tip of the tongue,两者的根本区别在于,Fun shop mainto c ,And the tip of the tongue hero mainto b,针对cThe investment promotion,Lower threshold and costs are likely to,更重要的是,cEnd consumer sentiment is more likely to be mobilized,While some of these experience is never Lu Guangyao,在此之前,It has been aroundbEnd customer doing education.
不过,Lu Guangyao operating experience in rui xing xing is above the tip of the tongue heroes are not necessarily grafted.事实上,The first to join the tip of the tongue hero dealers,Quite a few franchisees was rui xing coffee,Is willing to continue to follow Lu Guangyao,One reason is because most of them have joined in rui xing won good earnings.
Financial times reported a rui xing dealers profit,As one anhui three line city franchise store,The manager said every gross margins have a cup of coffee6-8元,According to the rui fu20Yuan after discount price to calculate,Gross profit margin to keep in30%以上,After deducting the cost,Constructions of profits to keep in a month4万元以上.
The same is Lu Guangyao project,The tip of the tongue hero even cooking degree is lighter than coffee,Don't need professional baristas are present,You just need to ordinary salesman,Why this project couldn't like rui xing success？
Lu Zhengyao has also tried copy rui fu,Including money subsidies,Provide special dishes;Yiwei lau invited actors speak;In more than one short video platform and offline building elevator advertising,打造影响力;On the old with the new marketing,Extended rui fu “邀请好友获得奖励”The fission of promotion methods, etc,But still little.
首先,The hero with the tip of the tongue failed to hit his mouth.毕竟,Marketing is on the one hand,但对消费者来说,好不好吃,Party is not convenient always is more concerned about their problems,可惜的是,Hero is the tip of the tongue in the price of the product、Quality and service,Don't have its own way.
其次,The capital crazy pile model is history.过去,Rui xing under the support of capital,Has realized the rapid replication and quickly to do big,And continues to replenish funds in listed,Let rui xing brand quickly fired overnight fame.
But in the capital market downturn now,“故事+资本”Routine has been difficult to be market recognition,Lu Zhengyao want hundred copy rui xing mode,No matter in market timing,Or financial strength,Are difficult to realize again.
最后,Prefabricated food does exist differences between coffee track and track.Unlike coffee,The current precast food market acceptance is not high,Market penetration is10%-15%左右,And coffee in a second-tier cities of permeability compared with67%以上.
Low permeability of prefabricated dishes track under the rush of capital,Has attracted a large number of enterprises the influx of,Under the condition of the industry standard has not been perfect,Product quality is uneven,This will also reduce consumer's purchase intention.
虽然,A lot of capital are said to see a bright future for precast food,From the market space,Prefabricated food does have great potential for growth,But need a long time to cultivate,The current precast food industry is far from mature,Consumers are still not clear what they want to type of precast dishes,In what ways to be service.
在这样的背景下,Any enterprise want to whirlwind speed across the country,都是一个很大的挑战.而且,The more early to join enterprise,Then more like market“试验者”,从这个角度来看,The tip of the tongue heroes and fun shop,都还有很长的路要走.
author[Spiral Lab],Please bring the original link to reprint, thank you.
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