This is the ginseng inside new spending the 556th period article
Egg egg says:
Since the egg solution does poineering work since beginning to do deepness to evaluate, tiring-room received the demand of countless readers. Everybody's problem is multifarious, all trades and professions has. What we should evaluate that today is bake industry, this also is the keyword with tiring-room reply highest frequency.
This, egg solution does poineering work the survey group that expedite stays at a selected grass-roots unit to help improve its work and gain first hand experience for guiding overall work 12 brands are close 30 doors inn, redemptive the biscuit cake that entire company does not take one week, visited digital industry senior practitioner and investor. Answered finally that adage: 360, have feline dirt all right all right, and bake industry is depth of water is like the sea more. All phenomena that you see, 10 thousand when think in your heart why, rear you cannot see, the ground floor that wants to be less than is logistic.
New spending introduction
Be as follows next problem, egg solution does poineering work will give you the answer:
1, what is recipe of gain of only store of former wheat hill? Make money why to to continue set up shop is fight in some places one by one retail channel?
2, what is the real reason that biscuit neologism pulls out greatly?
3, why does good profit come, can flavour much beauty, 21cake sacrifice only does dimensions hold to self-supporting?
4, why egg solution does poineering work think cake city copartner makes happiness can die at any time on the west dish, final will be 3 be defeated even the 4 ending that be defeated?
5, happy on the west is cake true can online on does the circumstance of business loss fall to open store of 1000 straight battalion quickly?
6, what is the inspiration that Bao master gives industry of 234 lines city practitioner? Join in net red brand, does unsuccessful probability have how old?
7, does industry of block up bake appear in China what is the gene code of national brand? Can broken interpret?
Content may want to use you 30 minutes below, but after 30 minutes, you will be friend circle most the divine class person that knows bake industry.
01
The real reason that biscuit neologism pulls out greatly
Biscuit neologism (English name BreadTalk) food group held water in Singapore 2000, open cake of high-quality goods biscuit in order to invest to interlink inn to give priority to. Appeared on the market in the stock exchange of Singapore 2003, it is exclusive at that time a company that appears on the market in order to manage biscuit.
In December 2003, biscuit neologism enters Chinese market, depend on the fixed position of high-quality goods biscuit, and very fresh still at that time visible hind the sale shift such as hutch is welcomed quickly by the market, fastigium in the whole nation 50 many cities own store of 400 much doors.
But rise from 2012, biscuit neologism is exposed to the sun to give issues of all sorts of food sanitation safety, for instance, coliform organisms of biscuit of Shanghai hot pine exceeds mark, Kunming to join in inn is used expire former complementary makings, join in without stannum inn mice appears in cake to coil classy. Safe incident frequency sends food sanitation, cause public praise suffer a disastrous decline. Door inn gross also was decreased many times 400 from fastigium 2017 reach many 300, shop of city of many 23 lines is shut, at present Beijing returns remnant 20 inn.
Food safety problem is the inducement that biscuit neologism pulls out greatly, is that backside true what is the reason?
Pass this one bar, you can understand:
1, whether does biscuit neologism only store make money? Bring about biscuit neologism to join in what the reason of business out of control is?
2, does good profit come, why is flavour much beauty opened join in?
3, why does China return the bake brand with national neither one temporarily? Can be the problem solved?
One, on-the-spot seek by inquiry
Storefront of seek by inquiry: Biscuit neologism (inn of Mall of Sha of Jin Yuanxin swallow)
Time of seek by inquiry: Weekday afternoon at 4 o'clock
Position of seek by inquiry: An entrance handles market of shopping centers of century Jin Yuan
1, environment
The area is made an appointment with 100 smooth rice, cent share, one part is area receiving silver, there is a cold cabinet that displays cake on the side, another part is area of choose and buy, include foretaste and special offer to hit change a table, show toast to display ark, there is frame to be being blocked between production, cannot see the process that make completely.
2, product
The birthday cake that counter right cold ark puts, price all is controlled in 200 yuan; Section cake, price all is controlled in 25 yuan; What left cold ark puts is yoghurt of young yellow person and bottled fruit drink, price all is controlled in 12 yuan; In area of choose and buy in displaying ark, putting have 20 about a variety of biscuit, price all is controlled in 15 yuan, partial product the 2nd half price.
3, employee and service
Egg solution does poineering work go afternoon on the weekend, see at that time be versed in in counterjumper in all 11 people, receive silver to punish 2 people, 2 people toast, 5 people machine biscuit, 1 person serves in foretaste area, still 1 boutique grows in the state inside perambulatory examination inn.
2, whether does biscuit neologism only store make money?
Basis introduction, this inn has 100 to make the same score, chummage everyday 3000, can use at ordinary times taste foretaste and sales promotion activity newly to attract passenger flow. Have 300 people left and right sides everyday, because around the university is in trade group again, person discharge will be so better on the weekend, have 300-500 person everyday probably. Additional, this inn each give 2-3 money to be tasted newly to two months of meetings, fruit juice is appoint a factory to make by headquarters.
According to guest unit price 30 yuan calculate, the day of this inn all the running water below the line is in 7500-12500 or so yuan, add sell calorie outside mixing, sell, running water of this inn month is about 344 thousand.
Because have cake and drink, we according to gross profit 70% will calculate, subtractive chummage 90 thousand, artificial 90 thousand (calculate by 15 people, actually this inn returns much name sweated trainee) , loss depreciation according to 10% - 15% computation, inn of this biscuit neologism attributes small gain position.
3, biscuit neologism pulls out greatly
According to the egg solution does poineering work to be visited with all possible means and network data shows, biscuit neologism takes straight battalion pattern in city of a gleam of, 23 lines city uses urban representative pattern.
Brand accredit is main unit with ground level city, all door inn inside region of this urban district, all need by be invested to manage by concessionary him person, be had no right by concessionary person accredit other joins in, it is namely inside the area limits that joins in business joins in, each inn needs him investment to manage, cannot give other people investment manage with accredit. And become agent of class of a city to need to have 10 million ~ 1200 the capital actual strength of 10 thousand. According to relevant data statistic, biscuit neologism joins in in Chinese market the scale of inn exceeded 75% even.
Of biscuit neologism join in in business, guangdong area is industry adopts doable pretty good, have relevant media coverage, 2017 biscuit neologism bedding face accumulates evacuate 23 lines city when, guangdong market still is in enlarge inn. Be in among them in August 2017 the first ten days of a month, guangdong biscuit neologism inn of the 29th door begins the 71st the home, wide Buddha do business.
But other area special not ideal. For example: 2012, sample of 3 door inn biscuit are given by check coliform group unqualified; 2013, biscuit neologism Kunming some inn is fed by place distrain of medical inspect bureau expires 62 bags raw material; 2014, biscuit neologism Hangzhou some inn is exposed to the sun to purchase expire entrance raw material; 2014 CCTV inn of 15 exposure Hangzhou uses 3 · expire import provision raw material; In August 2015, employee be exposinged to the sun is in inn of city of coast of biscuit neologism Shenzhen deepfry is sweet when the circle, the oil in boiler is not changed all the time; Changsha inn was complained in March 2016 sale is mildewy the negative news such as sandwich, the brand image that lets biscuit neologism is damaged badly.
Below the case that in food safety frequency sends, neologism of nearly two years of biscuit already from evacuate of city of many 23 lines: 2017 the beginning of the year, inn of biscuit neologism Nanchang is shut entirely; 2016 in year, the inn of biscuit neologism door of Henan Zhengzhou also proclaims stop to do business. Besides, still Wuhan, Chongqing waits for evacuate of neologism of biscuit of market of city of many 23 lines, on the official website of biscuit neologism, the urban branch amount that waits inside already all showed Fuzhou, Chongqing, Dalian, Qingdao, Wuhan, Changchun for 0.
Besides because of food safety the problem is exited, the bake inn that biscuit neologism bedding face accumulates put up the shutters to still have a reason is this type is in the gain ability of 234 lines city is limited. 85 ° C is sinking the case that the market ever also put in put up the shutters, in Feburary 2015, 85 ° C exits Zi rich market, in July 2016, the door inn of Zhengzhou also is shut entirely. According to official response, zhengzhou door inn closes because content shedding cost is too high,stopping is, so put up the shutters stops caustic.
4, the gene code with fast and outspread industry of block up bake
Why to have problem of safety of food of biscuit neologism occurrence so much only? Will simply tell, because he is used, is to join in interlink mode.
That involves food security likewise, it is to join in as much chain, why didn't the industry such as drink of the convenience inn that before egg solution does poineering work, deepness analyses, tea, coffee explode often however a wholesome and safe problem?
Because since bake industry since appearing, the following characteristics wrote down in gene code: Technology is sophisticated, burden complementary makings category is various, the time that make is long, store time is short, it is easy to carry bad, artificial recipe working procedure is changeful, great majority is not professional personage to eat not to come out raw material is good with bad.
We take the real case of biscuit neologism to explain.
Biscuit neologism headquarters is in Shanghai, raw material carries each cities from Shanghai factory for the most part, each district sets central shop, central factory may be opened by him headquarters, also be likely join in with larger area business is opened jointly. Central factory must have food to produce licence, here, staff member and machine together, according to the recipe of headquarters and working procedure, flour treatment becomes refrigerant dough or cake embryo child, because biscuit is put in agitate, foundation to wake hair, break up, among wake hair, shape, wake finally the working procedure such as hair, roast, refrigeration, time is the shortest also need the left and right sides 1 day.
Next central factory basis the sale status of each inn, embryo of will refrigerant dough, cake child the kind that carries with cold chain sends each doors inn. The baker of each door inn, the appearance that differs refrigerant dough according to product manual make it again, some join complementary makings even in this link, currant is for instance other perhaps stuffing makings, bake next make an oven, division of final biscuit treatment is even crowded on butter puts special ornamental; Cake needs back up Hua Shigen to occupy flower of product manual back up to make, this ability is final finished product.
So in this whole process, biscuit neologism joins in chamber of commerce purchases the raw material of the majority from Shanghai headquarters, headquarters also can come through the data of each inn analyse and monitoring joins in business whether secretly from exterior the raw material that purchase. For instance, some joins in business receives silver-colored system to show obviously sold 10 biscuit, entered the refrigerant dough that makes 9 bread from headquarters only however, before this fish will have immediately can the superintend and director of headquarters guides, that is investigated.
But, to joining in inn, to reduce carriage cost, headquarters can purchase a few complementary makings that do not have gain space power transfer to a lower level to give join in business, the oil that for instance biscuit of currant, chocolate beans, blast encircles. Come so, join in business nature is what petty gain buys what, can use two decline need not bout. And, average consumer also eats not to come out this among them slight difference.
Want to know, these joining in business, early days had been thrown on ten million, the ability of only store gain of 234 lines city very finite, answer this not within the foreseeable future, can save a dot to visit a site, as to the brand, the nature that also is not oneself won't be cherished.
But will tell to bake industry, the brand is most most most... the mainest asset, not one of, and the public praise of the brand comes from at character, the quality that says here points to mouthfeel not just, more important is safe.
This also is why good profit comes and flavour much beauty did so much year, still hold to the main reason of straight battalion. Because be in this industry, the brand was done not have, the accredit of consumer was done not have, the accredit of consumer was done not have, did not have with respect to what.
Who can take a risk to eat an insecure cake? Do not eat also won't hungry thing.
5, come with good profit, flavour much beauty, yuan ancestor the predicament of the traditional bake brand that is a delegate
Inn of door of seek by inquiry: Good profit comes (inn of Mall of Sha of Jin Yuanxin swallow)
Position of seek by inquiry: An entrance manages Jin Yuan shopping center
Time of seek by inquiry: Weekday afternoon at 3 o'clock
1, environment
Shop is made an appointment with 100 much smoother, decorate the zephyr style that uses white blue to give priority to, there is cake area, rose cake area inside inn, show ark of toast area and a fruit juice, yoghurt, an ice cream ark, still have cabinet of box of a lot of gift, most the artistic adornment that has biscuit make it more very much was displayed on the top, there is a cake to make a knead dough wrap bake to make inside inn. Have desk of 4 white roundlet, 10 positions.
2, product
The product inside inn is very rich, besides star product " half ripe Zhi person " , hokkaido cake, still chocolate of Danish ormosia biscuit, dandelion waits for all sorts of showing to bake make a desert now, still have box of ceremony of cake of fruit juice, yoghurt, rose, sesame seed candy of make friends of crisp ceremony box, ox. Cake price all is in 300 the left and right sides, average per capita of other biscuit desert is in 50 the left and right sides, the sort of more than flavour beauty and biscuit neologism is much, the price is high.
3, employee and service
See during inn have 21 people, two are made in all 14 people, bar place has 5 people, be in charge of closing silver and bale, still 2 schoolboys are carrying foretaste dish, invite client foretaste to be tasted newly, it is shirt of unified dress baby blue, the elder sister of young lady of young little elder brother of cream-colored trousers, colour cost is very high, what does meeting smile inquiry need. Weekday goes to egg solution does poineering work afternoon, there are 21 people to be in inside inn at that time inn choose and buy, about 10 people are queueing up.
According to understanding of trade public figure, come like good profit such inn basically water of one antenna indelicacy is in 25 thousand the left and right sides, add mix on the line handle card, lunar running water is in about 905 thousand. Good profit will basically visit community shop, chummage cost will be relatively a few lower, 110 thousand / the month is controlled (beforehand appraise) , artificial 230 thousand / the month is controlled (good profit comes employee Yan Zhi is extremely tall, the service is wonderful, beforehand estimate is average standard of industry of salary prep above, calculate on two to pour a number to should exceed 25 people) . According to gross profit 70% will calculate, deduct loss and depreciation 10%-15% , the ability of only store gain that good profit comes to is more considerable.
Inn of door of seek by inquiry: Flavour is much more beautiful (inn of door of wisdom of inn of sunny door Hua Pu)
Position of seek by inquiry: China general edifice
Time of seek by inquiry: Weekday afternoon at 6 o'clock
Inn of door of wisdom of flavour much beauty (inn of 24 hours of unmanned self-help) fractionation of inn of will former door is two area, it is daytime door inn and inn of door of 24 hours of self-help respectively, and undertook intelligence is changed transform. Shop has 100 to make the same score the left and right sides, 3 4 clerks, member that make, the guest in inn counts 17.
Among them, daytime door inn is opening the door come in a half ripe Zhi person the product that has packaged displays ark, another is to show toast ark, gift box and small chocolate biscuit of outfit, chocolate bar is in shopwindow, one side relying on a wall has the cold cabinet of fruit juice of a beverage, yoghurt, still have cold cabinet of cake of a natural cream, stage of settle accounts of two intelligence self-help, article tray is put above, the machine identifies place automatically to buy article and price, click begin close an account, show directly pay code, sweep below can settle accounts, have on the side the bag that pack and the box that pack, coach and also employee is helped by bale.
Enter from inn of door of 24 hours of unmanned self-help, it is unmanned ark mixes intelligence on the right side of the doorway book sheet to carry ark oneself, intelligence unmanned biscuit and beverage sale ark, sale ark and pay treasure to bind calm, prep above of sesame seed credence 500 can sweep a code to open the door, stick after every commodity have " photograph like the head " , after inductive commodity leaves, close will deduct a money automatically. Left machine of coffee of a self-help. A table inside inn two chairs. In the meantime, lane of biscuit of much more beautiful unmanned wisdom realizes flavour to nod sheet beforehand in public praise APP, no matter whether is daytime door inn doing business, can sweep a code to carry ark engaging the load oneself through intelligence to inn at any time.
About the gain circumstance of this door inn, egg solution poineering editorial office is hit with all possible means explore and seek advice, still cannot whether can accurate cipher out realize only store gain. Because this inn is lane of biscuit of first unmanned wisdom of countrywide, decorate equipment investment is more special. If be calculated apart, daytime door inn should be gain, but 24 hours of inn whether gain replies very hard. Solution once was torn open to pass in detail when intelligent advantage inn is being analysed before egg solution does poineering work why unmanned retailing shop does not make money, because of nobody although the retailing shop saved a part artificial, but can the mark of sale small gross profit is tasted, cannot the blame mark of sale high gross profit is tasted. The friend that have fun at can search that article to be read in detail.
So here, this shop of flavour much beauty whether gain, egg solution does poineering work not to make final conclusion.
And tell to Yuan Zulai, we sign up for data with money more a few clearer.
Carbonado in what hand in place to hang out one's shingle as the first foster kind of business, yuan Zujian is held " straight battalion is given priority to, join in for complementary " administrative pattern. The company is adopted " central factory + retail " mode of entire chain operation. End by 2018, the company shares 631 doors inn, increase 40 completely. Predict company door inn will exceed 650 2019, increase 30 or so completely. And basis 2016 yuan ancestor the manual of raise capital by floating shares that Inc. of Yuan Zumeng fruit of parent company Shanghai issues shows, shanghai yuan ancestor store of had straight battalion door 509 in, have store of door of 159 straight battalion since practice still unfulfilment gain, the proportion that holds sum total of inn of straight battalion door is 31.24% (square of short duration did not announce this part Yuan Zuguan newest data, what reason cites is the data that disclosed 2016) .
So place in good profit to come, what is before He Yuanzu of flavour much beauty?
The first, competition turns white-hot, the brand of more innovation rolls out share of market of innovation taste race to control ceaselessly, the inn of drink of tea of new fighting spirit such as the tea that is fond of snow of tea, Nai begins to send force to bake, meaning a bake is made in inn of will pure bake + tea drink, can eat and drink enjoy the compound experience space that take a picture, can satisfy customer not only so the demand of all sorts of setting, still can increase to feel to the self-identity of the brand.
The 2nd, come from on-line competition, besides loaf is bought in traditional cake inn, business exceeds medium of communication of convenience inn and line electrify business, small business to also can be bought now, and very convenient. Plus the brand on these lines many dozens of edge ball, use sheet to taste explode the mode of paragraph low strong sale will use up user demand, the frequency that reduced an user to be consumed to inn directly second.
The 3rd, this also is traditional bake brand is painful, cannot make it the nationwide chain brand on a real significance. Good profit comes is straight battalion has a few interior to join in entirely, city of line of just a little is to stand for war, at present the whole nation has many 1000 store, basically be in China north, southwest, northeast area. Flavour much beauty is straight battalion entirely, at present the whole nation has 369 store, main Beijing opens door store most, shanghai, Baotou also has store with 3 rivers, basically open in China north area.
Craft was written down in the gene code of bake industry complex, burden complementary makings category is various, the time that make is long, store time is short, it is easy to carry bad, the characteristic with artificial recipe changeful working procedure. So, use area to join in when biscuit neologism make when undertaking countrywide dilate, paid what cost of tremendous early days throws to join in business is necessarily on the stock that does not need headquarters to offer money shoddy jerry. This also is why good profit comes, flavour much beauty is not used join in the reason of mode dilate. And bake industry, undertaking straight battalion interlink is to money can go not just, the construction of central factory, of personnel groom, of character accuse, the brand is beautiful praise spend establish, the education that consumes a habit especially is a lengthy process. So, concentration spends the brand of Chinese bake industry to only 10% is control. because such, bake industry also left more opportunities minorrer regional brand and the person that do poineering work.
02
Happy on the west die surely on cake line?
Shed the promotion of ability as the content below the line, a kind of brand still exists in bake industry, do not open hypostatic store, open a few central plants in a city however, the means that honors the agreement through the content below the line trading to flow on pure line will sell cake. Well-known trademark has Le Cake of heart of 21cake, Nuo and happiness on the west cake. They do not open the door inn, chummage cost is low, there also is an advantage on price.
Pass this one bar, you can understand:
1, 21cake did 15 years, why does electric business pattern still cover range without enlarge brand?
2, it is to play a line to go up likewise, happy on the west cake why is change red so fast? There is how old risk inside?
3, why to say happiness on the west is cake final and likely be to join in of investor of consumer ＋ of square ＋ of business ＋ brand 4 lose an aspect?
4, other the what edge ball that young player hits on pure line? What is the risk that face?
One, on-the-spot seek by inquiry and next monomer check
Inn of door of seek by inquiry: Happy on the west cake (Xizhimen inn)
Position of seek by inquiry: Beijing is handed in big east road 66
Time of seek by inquiry: Zhou Yi in the morning at 10 o'clock
At present cake is in happiness on the west the cake that Beijing has 6 factories to supply whole Beijing.
This works that the egg sees poineering seek by inquiry or search is in Xizhimen near triumphant heart Mall, it is the ground floor of an office building, meal house is all round, factory position is very bad to search, hide in office building among, see less than having at all outside any brand information. Besides outside sell and express member, nobody goes toward this place.
The factory took two appearance, beforehand appraise is in 200 smooth rice above. Have area of a small office into inn hind, two goods shelves, putting above 10 come a cake that has baled, still have two ice cabinet. Through transparent glass can see a workshop one fraction, the process that make is completely sightless. Office division is not quite neat, have a lot of sundry put in inside. This factory comes off work time early, produced no longer at 6 o'clock in the evening.
Issue monomer check: Xizhimen inn (hungry platform)
East city inn (terrace sells outside beautiful group)
Leave only time: Saturday afternoon at 2 o'clock
Egg solution did poineering work to nod two identical cake in different inn, awn sweet afternoon tea, because the coupon is different, one spent 83 yuan, one spends 87 yuan. Deserve to send OK and exact time, in a hour.
Egg solution does poineering work through hunger the businessman phone connection of platform is revised deserve to send time, but among them the phone of a businessman is hit be illogical. The telephone call that makes another businessman just revises a success. hungry this one sheet, when service of the member that deserve to send, had compared conventional time full late 50 minutes. The member that deserve to send tells us, factory shipment is too late, 6:40 ability go out, egg solution does poineering work make an appointment service time is late 6:00-7:00.
Match the member that send and did not publicize like advertisement in that way, raise the issue that overtime compensate pays, when we raise question, he expresses to want to obtain the overtime refund that platform provides, need makes 400 customer service. Egg solution does poineering work dial customer service telephone, there is overtime refund in speech clew relevant choice. After we choose casually, wait for the putting through only music that come, had tried to leave the alternative such as inquiry of odd, order, unmanned receive listen. The member that deserve to send tells us, customer service came off work at 8 o'clock. Connect customer service the following day, refund expresses after customer service affirms. But I call to beautiful round customer service again later, the ability after customer service and businessman are communicated gives me refund.
Additional, the conduct propaganda on cake net uses happiness on the west cold chain of illicit home car deserves to send, but through the inquiry, what original Beijing area uses is electric car, what had frozen together is put in box of the back after electric car board come heat preservation, in the case can install 45 cake.
After the egg solved poineering editorial office to try these two cake that are the same as taste, taste is general and agree not completely.
2, happy on the west cake why red so fast?
Cake established happiness 2008 on the west, what do at first is inn of the cake below the line, but consecutive later loss, o2O of the transition end 2013. After transition, cake obtains happiness continuously on the west much pen financing. Among them, 2017, happy on the west cake early or late 3 months obtain interval 96 million, 300 million financing, obtained 400 million B in June 2018 annulus financing, accumulative total is made an appointment with 800 million.
The data shows, happy on the west cake already many 200 city of layout whole nation, center of 400 many production. Guan Xuan shows, happy on the west battalion received cake 2017 650 million, day order is adjacent 2018 40 thousand, calculate battalion of next the coming year to close should exceed 1 billion.
So happy is cake on the west how accomplish?
The first, use tripartite resource to achieve small capital fund.
From plant construction, the majority is used join in means, build central plant around the city + satellitic plant, among them Shenzhen is straight battalion. These central factories have a plenty of partnership to build, some is built oneself by the company, satellitic plant by urban copartner contributive construction, be in charge of making cake. After the user is odd below small letter store or tripartite platform, the system can allocate recent factory to make, deserve to send in user hand next. Raw material by happiness cake is united on the west purchase, carry central plant, the cake embryo that needs the following day is produced the first day, mix again other complementary makings sends toward satellitic plant to undertake laying in together.
According to this piece the picture shows, cake is in happiness on the west Beijing and copartner are collective and contributive open a firm, head office holds the share of 31% only, headquarters is contributive less. Headquarters is right join in of business accuse force to be not worth of course. In 23 lines city, use the method that only store joins in, by him person that join in 100% contributive.
Additional, because the egg solves poineering foretaste happiness on the west in the colleague of cake, one person appears unwell symptom, so our specially seeks testimony with all possible means happy the food of each factories produces cake on the west licence and food business certificate. The result is, the factory of cake has happiness only on the west a factory has headquarters food produces licence, other satellite plant produces licence without food.
Explain poineering investigation understanding according to the egg, the edge ball that brand of the cake on most line hits, have business certificate only. This kind of certificate means you to be able to make cake in inn and cake is sold in inn, but cannot deserve to give other store or outside sell, but sell outside majority at present be to be era is bought by the explanation. But to central factory, it is to must want to food produces licence, the central factory of 21cake has food to produce licence.
The 2nd, huge ad has on sale, star acting character, will attract an user with low.
The common promotion method inside the industry is the ground pushs a group to sweep a building to office building, will attract an user with free foretaste, basically be aimed at enterprise user. But cake is in happiness on the west in the subway of many cities, elevator, had put in advertisement. Still invited Hao Ran of He Gui, Liu, Wu Jing to become spokesman. There is a company to will be hit everywhere in advertisement fold sales promotion to regard as sell a site.
The 3rd, small business and the sheet that spell round mode to make star acting speech are tasted explode paragraph.
Small business uses 2 class cent to sell, the user produces cent to sell poster through public date, after others sweeps a code, can become get offline, get offline the line goes up to achieve sale after buying the commission of 5% ; Get offline to develop again get offline, have the middleman's fee of 3% . In the flexible language that sends signal of public of this locality cate, caption is written apparently go up how to much decrease completely, in elevator advertisement, colonel 9 9 groups this message is exceedingly clear.
It is familiar flavour, familiar recipe? Small business sells a face velar train of thought.
3, happy the copartner on cake line is destined on the west is cannon fodder
Above all we answer the first question, happy does the copartner of cake make money on the west?
The egg dismisses poineering count on April 20 the order of area of this day of Beijing, the 22 products altogether with the main statistic in small letter store sells a 271 sheet, sale is made an appointment with 37 thousand, a month is 1.11 million. Beautiful group adds hunger the month sells order sum total is 3754 sheet, every weak unit price that press a guest is calculated 115 yuan, platform month sells sale outside 430 thousand. Public data shows, happy the order of about 10% comes from cake on the west Beijing east and clean out treasure. (above data is calculating dozen fold a coupon not to calculate 9.9 fall with the price premise of 19.9 beforehand appraise)
Put together is economical come down, sale of month of cake Beijing area makes an appointment with happiness on the west 1.71 million (6 factories) .
Next, we calculate cost:
Raw material cost: The personage inside course of study discloses, famous chain brand is using best raw material circumstance to fall, for example the pure natural weak cream of New Zealand, usually the gross profit of cake leads meeting prep above 70% . And egg solution does poineering work had sought advice from happiness on the west the customer service of cake, customer service states cake animal butter mixes happiness on the west establish fat butter is useful. That is to say, although cake publicizes happiness on the west,those who use is 100% fresh weak butter, but saying is pure natural, also saying is animal butter certainly. So, happy on the west the cake cost of material of cake should be lower, calling the prerequisite that fold, egg solution poineering estimation should be in in the gross profit after subtractive raw material 75% the left and right sides, distributing the money that sends the member that one sheet gives express is 10-15 yuan, so happy cake subtracts on the west raw material, deserve to send cost, pack the gross profit that reachs complementary makings to should be controlled in 65 ％ , only month gross profit 1.11 million. (beforehand appraise)
Happy on the west customer service of number of public of cake small letter speaks
Chummage cost: Every factory is pressed 200 smooth rice calculates, the position is in mostly relatively the business end the office building that slant, press 10 yuan / smooth / the day calculates chummage, chummage of 6 factories only month 360 thousand.
Personnel cost: Check social security ginseng to protect a number to know Beijing area stuff through weather eye about 45 people, average his cost calculates 7K, labour cost arranges only month 315 thousand. (the observation that does poineering work according to egg solution and computative, personnel amount should be more than 45 people)
Headquarters deducts a point: Cake headquarters poundage is government-owned announce happiness on the west join in business running water 6% , namely 100 thousand the left and right sides. If be cake of star special funds or admire of children IP(tearful team, piggy is strange wait) cake, additional even according to collection of every months of sale 5% - the deduct a percentage from a sum of money of 6% .
One-time investment and equipment depreciation: Happy on the west cake official announce, city of wide deep a gleam of joins in the investment dimensions of business rises for 3.5 million yuan on north, 2, the investment dimensions of 3 lines city rises for 1.5 million yuan respectively, 800 thousand yuan rise. According to the egg solution does poineering work to join in to chain the understanding of the domain, join in business starts fund truly the amount of ambitious Yu Guanxuan. After communicating with the personage inside the industry, the starting fund with 6 real factories of Beijing should 5 million - 6 million above, press amortize of 3 years of depreciation, every months at least 140 thousand.
So, calculating sales promotion to hit fold and below the circumstance that stars the paragraph returns a dot, happy on the west cake Beijing is average every factory realizes small gain at most. But the fact is, happy on the west cake is major the money with good sales volume is money of star acting character or sales promotion is hit lose a money, and price is met occasionally under cost price. Newspaper of new capital of no less than ever had reported, happy on the west many 200 factory of cake whole nation 80% be in deficit, that Beijing joins in the probability of trade deficit is very big, it is severe loss even.
So, we answer the 2nd question next, happy does cake headquarters make money on the west?
Egg solution does poineering work not to want to calculate this Zhang really, because will tell from the angle of account, cake headquarters may sell happiness cake on the west do not make money, but the money of financing still should have balance. The first, forehead of cake total financing exceeds happiness on the west 800 million, investment does a factory to star sales promotion hits the money that loses much to also have please join in business is assumed, what headquarters assumes basically is research and development, sale, IT, article control the system, fund that supplies chain. It is very mature that small order of electric business system has assist small letter, alleged cold chain is carried also is to comparative ground connection is angry. It is do an activity 9.9, a 19.9 cake sucks vermicelli made from bean starch, show from media data, this also is to join in business proper motion is assumed, headquarters did not undertake allowance.
Since,do not pass, happy on the west the president assistant Wu Xianyong of cake once had said to media: "I think to join in business those charge are reasonable. Headquarters does not close join in cost, this has been very good policy. Headquarters also is deficient money. Headquarters also is deficient money..
Then we think happy cake headquarters also does not make money on the west.
Since, happy cake headquarters does not make money on the west, happy cake joins in business does not make money on the west, the consumer egg of cake solves happiness on the west do poineering work downfallen also delicious healthy cake. What is the meaning that this enterprise exists?
4, type of pure line upper mould cannot make bake brand fast and outspread
Bake basically has two kinds of products, cake and biscuit. Current, what pure on-line company sells mostly is cake, sell biscuit only, because place of preamble of no less than says, the biscuit of prep above of wool interest rate of cake 15% the left and right sides.
See bread first, to Chinese market, biscuit is low frequency really low answer a category that buys small customer unit price.
Cite a case, sweet sending biscuit is a brand that makes the bread on pure line, basically sell soft Europe the package, 30-40 of product guest unit price yuan. The company holds water at was in Beijing 2015, basically win a customer through enterprise foretaste, order of the day below Ceng Chuang spends the record of 10 thousand, but the company closed down 2018, the reason is the ground is pushed and content spreads cost too tall. According to media coverage, sweet send odd-numbered days ground to push cost to be in 10 thousand yuan of above, every sheet that avoid mail matchs 5 yuan or so to send cost, use temporarily to realize service half hours " shine send " cost exceeds 12 yuan. And the company did 3 years to had done not have the market, did because of what should handle card.
Cake has a little some different, although low frequency is low answer buy, but high gross profit of tall stranger unit price. The minimum price such as heart of 21cake, Nuo is in 200 the left and right sides, gross profit is very high also, exceed 70% , can spread out smooth cost, do pure line to go up or feasible.
But why was 21cake done cannot still grow quickly for years so?
So far, went 15 years, 21cake enclothed north to go up only at present wide wait for 8 cities greatly, 4 factories are produced, after cake leaves factory, deserve to send terminal centrally first, send in user hand by the member that deserve to send again. 21cake connects lake of state division station to do poineering work to own a central plant field in Beijing, whole town deserves 6 times to send a station, 200 match the member that send.
Mode of so straight battalion, freeboard cost is devoted, essential cannot fast dimensions is changed.
And cake uses happiness on the west use join in the capital low cost of business goes realizing dimensions to change, whether be changed with respect to can true scope? Apparent cannot, reason or bake industry from the code that since appearing, is engraved on gene. Cent respect goes understanding:
It is, bake industry production is made honor the agreement of the process complexity, bring about central factory to start cost exorbitant, deserve to send cost exorbitant, and cold chain is carried can enclothe 3-5 only the limits of the hour. And the consumptive habit of Chinese consumer and ability do not have so big appetite really, go digesting so much so expensive cake. Normally average consumer is in only birthday when eat, the company also is being celebrated only and special situation is custom-built.
2 be, bake industry production is made honor the agreement of the process complexity, bring about the mode that join in almost 100% companion drop as character and wholesome and safe problem. Brand biscuit neologism is interlinked to be able to appear below the line repeatedly such problem, should not say a consumer loses sight of the happiness between the operation completely more on the west cake. Last year in November, happy on the west him person join in of cake explodes piece, "Napoleon crisp skin " raw material expires 9 many months; The company is used move a plant to mix fat butter to replace 100% fresh weak butter; Happy on the west cake is new be being done now is refrigerant raw material is made at all. Cake is in happiness on the west in Guan Xuan " fresh do now " also be pointed to to play paronomasia.
In negative news ceaseless circumstance falls, happy on the west cake announced the inn below the line in December 2018, focusing is in biscuit + on drink, character of a person of extraordinary powers wants him inside 5 years straight battalion opens a 1000 doors store. Come so, cake will change happiness thoroughly on the west original strategy, the money that be in harmony comes to also meets more putting online on next chain door inn. The future of copartner of the city on original line, be afraid be like individual happiness really cake joins in him business says on the west in that way, reduce the cannon fodder of capital.
As to happiness cake line falls on the west whether had done, egg solution does not do poineering work to leave final conclusion, because Beijing does not have inn, do not have explore inn. We know only, the good benefit with door maximum inn will do ten years also just many 1300 inn, flavour is much more beautiful ten years also just many 300 inn, and happy on the west cake does the shop below the line the earliest namely, and failed.
Although cake is high gross profit of tall stranger unit price, but however low frequency is low answer buy, and Chinese market size is finite. Resemble 21cake so such brand, online went up hard to manage 15 years to still cannot realize the whole nation to enclothe, also begin to move toward a line to fall at present. And happy on the west the use copartner system with clever cake realizes fast dilate, with star Dai Yan and small trade group buy mode to realize sheet to taste erupt, but the attribute of cake does not prop up it long-term so play, lifecycle is very finite. Plus join in mode, headquarters is superintended strictly very hard, character and frequency of wholesome and safe problem are sent. Cause happiness so cake joins in on the west brand of business, headquarters and consumer the 3 cases that lose, the person that sends those representing capital to whether become the 4th to be defeated still remains time test and verify.
03
Soft Europe includes the secret of backside of transition of hill of originator former wheat
Former wheat hill held water 2013, since since a the first home store opening in ZhongGuanCun, lie with the identity with red net all the time the where the wind and the waves are highest of bake course of study, become great master eagerly me-too object, for instance: True Mai Liang is tasted, 0 roll biscuit.
Will tell from item characteristics, soft Europe bag is European what the staple food pilot bread that takes euqally when the steamed bread and Japanese have euqally when mug-up is sweet biscuit is united in wedlock together, outside hard inside soft and have rich stuffing stuff. Will simply tell, in mainland leap up red soft Europe wraps both neither to resemble European coarse food grain, but also not be consumption those who upgrade is small I hope truly.
Be in Europe, europe bag is put in market to sell like steamed stuffed bun
As explode red category, egg solution does poineering work this seek by inquiry the tea that includes snow of Yuan Maishan grave, Nai, happy event tea, Le Le tea advocate the head brand that makes soft Europe package, also seek by inquiry the 85 ° C that soft Europe wraps a product to come from Taiwan.
Pass this one bar, you can understand:
1, why is the biscuit of Yuan Maishan grave done so big?
2, why Yuan Maishan grave makes money and 85 ° C however put up the shutters?
3, only store makes money, why doesn't former wheat hill continue set up shop however is fight in some places one by one retail channel?
4, whether does drink of tea of ＋ of soft Europe bag make the 3rd space make money really?
One, on-the-spot seek by inquiry
Inn of door of seek by inquiry: Former wheat hill (new abstruse shopping centers inn, maple inn of blue international shopping centers, ZhongGuanCun inn)
Time of seek by inquiry: Weekday afternoon at 3 o'clock - at 6 o'clock, Zhou Yi afternoon at 6 o'clock
1, optional location
Mainstream business encircles core position (1) or near office building, as we have learned, investment of every inn early days wants city of a gleam of of former wheat hill 2 million above, inn of community of general chain brand is thrown in 1 million the left and right sides.
2, integral environment
Two inn are in inside bazaar, 100 the left and right sides that make the same score rice, shopping area 40-50 makes the same score rice, biscuit ambry is put in in the middle of, counter 10 the left and right sides that make the same score rice, tea drink is made also herein. Biscuit is baked make an area have a transparent glass, passerby can see the process that make. New abstruse inn has 4 places; ZhongGuanCun inn has 3 pieces of tables; Maple blue inn does not have a seat.
3, category
With soft Europe the bag is given priority to, monovalent 12-38 yuan, much concentration is in 20 yuan, have 40 probably many breed, biscuit deal is very great, have 350g allegedly, one at least enough two people eat. Can book cake, 198 with 298 yuan two kinds, by Yuan Maishan the another project Mcake of grave author is offerred, did not reveal inside graph book inn only. Drink includes coffee, fruit juice, yoghurt to wait, monovalent 18-25 yuan, but in inn half hours did not see somebody is bought.
4, consume a group
The men and women is compared probably 4:6, the youth is in the majority. New abstruse to inn half hours, have 50 much people probably into inn, maple blue also be half hours of 40 much people almost.
5, counterjumper division of labor and service
New abstruse in inn 8 counterjumper, 2 people receive silver, 1 person cuts biscuit, 2 people toast, 3 people are in charge of safeguarding kinds or types of goods. Maple blue in inn 6 people.
2, how many money can only store of former wheat hill earn?
The Beijing of former wheat hill that the egg sees poineering seek by inquiry or search is new abstruse inn, through buying odd numbers and other and auxiliary information to be judged integratedly, sheet of this inn odd-numbered days measures about 450 sheet. Comment on the guest unit price that go up with the masses 40 yuan of computation (unit price of each brand guest all uses a line to go up public data, the likelihood is put in little scope error) , running water of next month of this inn line is made an appointment with 540 thousand. Indication month carry out sells 988 sheet outside beautiful group, hungry 1188 sheet, running water of the month on the line is made an appointment with 87 thousand. Plus still have order cake through public date, sell a member card not statistic arrives (public date has a member to hit fold, former wheat hill also has become a company group, be in group li of aglow bag) , this part is rough calculation 15% , this inn is so actual lunar running water beforehand appraise is in 738 thousand the left and right sides.
On cost, trade law shows, the wool interest rate of biscuit is in probably 60% the left and right sides, eliminate chummage about 90 thousand (according to network news beforehand) , labour cost about one hundred and three thousand five hundred (check indication ginseng to keep a number according to weather eye 15 people, average company uses labor cost 6900 yuan / person, occupy than about 14.4% , but average level is the industry 20% the left and right sides, this data may be put in certain error) ; Buckle a dot to calculate 10%-15% plus platform of machine depreciation loss (former wheat hill decorates investment bigger) , reach the net of this inn is in finally 13.86-17.55 10 thousand, net profit leads 18.8%-23.8% .
Inn of Xidan Jun Tai, integrated each square element judgement, odd-numbered days can sell 900 sheet the left and right sides, calculate come down running water of line next month is made an appointment with 1.08 million. Month of carry out sells 1571 sheet outside beautiful group, hungry 1875 sheet, running water of the month on the line is made an appointment with 138 thousand, increase order of order of member card, public. Actual beforehand appraise should be in 1.5 million the left and right sides, this inn 300 smooth rice, room lease 250 thousand / month (shop of business of Xidan trade group makes an appointment with 60 yuan / smooth / day, the personage inside course of study divulges chummage of former wheat hill is made an appointment with 250 thousand, the brand has bargain capacity) , the cost that use worker worker 255 thousand (weather eye checks indication ginseng to keep a number 37 people) , amortize of eliminate loss depreciation 10% , the net of this inn should be in 245 thousand, net profit margin makes an appointment with 16.3 ％ .
Besides explore inn, egg solution does poineering work the only store that a few inside course of study personages that interview all express former wheat hill should be gain.
How does that former wheat hill achieve only store gain?
3, the secret of gain of only store of former wheat hill
How does former wheat hill achieve only store gain in the answer before this problem, we should answer to let holder above all one face is muddled force however cannot the problem of get to the bottom of sth: Why its biscuit must do so so so... the old.
The soft Europe package of former wheat hill is very big
The biscuit of former wheat hill has how old, see the person that pass knows, won't be less than the face of girl of face of a flat bread basically, guan Xuan holds to 350g all the time. Author of former wheat hill often also is asked about by media why must do so big, know everybody does not eat obviously, is this not wasteful? Guan Xuan's answer is " we are advocated share " .
We are not refuted at will, let us view the relevant data of the 85 ° C that selling biscuit likewise first.
Inn of door of seek by inquiry: 85 ° C (inn of inn of shopping centers of ethical garden Chinese quarter, small battalion road)
Time of seek by inquiry: Weekday afternoon at 4 o'clock, waited for many time late at 8 o'clock paragraph
1, integral environment
Shopping division of Chinese quarter store 60 the left and right sides that make the same score rice, the hutch after be being added 100 the left and right sides that make the same score rice. There are 3 pieces of tables inside inn, can sit down ten people. Be located in first floor big profit to send supermarket entry, person flow is larger, but the fascia outside the door is not conspicuous, notice very hard. Meeting that day member day, member full-court 8.8 fold, announce of sales promotion activity keeps be being broadcasted circularly, the feeling entered Mcdonald's.
2, category
Bake + drink. Day type biscuit, biscuit, sandwich, cake, soft Europe bag, monovalent 8-25 yuan, basically center in 13-15 yuan, what the deal that soft Europe includes compares former wheat hill is small, 170-360 of birthday cake unit price yuan differ, had begun to sell end midday zhongzi in inn. Drink is given priority to with coffee and tea with milk, price 11-18 yuan.
The soft Europe of 85 ° C is wrapped
3, consume a crowd
Age of crowd of the consumption that enter store slants apparently big, middleaged person is in the majority, the men and women compares 5:5Leave. Much at 4 o'clock afternoon, half hours have 26 people settle accounts, guest unit price is controlled in 30 yuan, 5 sheet sell outside, of the drink that buy tea have an in part.
4, counterjumper division of labor and service
10 counterjumper, two male 8 female, unite gray coverall. The client takes the door in, counterjumper can say to welcome aboard and come over actively to market a product, member card still can be marketted when settle accounts.
2003, 85 ° C founds in Taiwan, in Taiwan it is opposite of mark is astral Buck, the name of 85 ° C comes from think at them " coffee is drunk in 85 ° C rise had better drink " . Once was in for a time Taiwan, 85 ° C with " low is high quality " the concept is hit pressing astral Buck.
Entered the mainland 2007, change join in for straight battalion, fixed position from coffee instead biscuit, inside the inn that so the egg sees poineering seek by inquiry or search, it is biscuit occupies larger area, and drink is only small stage.
The inn of road of Beijing small battalion that the egg sees poineering seek by inquiry or search, judge this inn odd-numbered days integratedly to sell 350 sheet. Comment on the guest unit price that go up with the masses 20 yuan will calculate, running water of next month of this inn line is made an appointment with 210 thousand. Indication month carry out sells 977 sheet outside beautiful group, hungry 805 sheet, 25 yuan send since, without decrease completely, running water of the month on the line 45 thousand. Add up lunar running water 255 thousand. Still have actually order cake through public date, sell a member card not statistic arrives, press 15% plan, so effective month running water we according to 300 thousand will calculate.
It is according to wool interest rate 60% , eliminate month hire 30 thousand the left and right sides (beforehand appraise, 10 yuan / smooth / day, 100 smooth) , labour cost fifty-five thousand two hundred (8 counterjumper, the enterprise uses person of labor cost 6900/ ) , loss decorates equipment depreciation according to 10 ％ - 15% will calculate, this inn profit is in almost 4.98-6.48 ten thousand, net profit leads 16.6%-21.6% . (final data may be put in certain error)
Serve as only store so, does everybody see are former wheat hill and 85 ° C the biggest was distinguished?
Sheet tastes the price to go up, 12-38 of unit price of former wheat hill yuan, main concentration is in 20 multivariate; Monovalent 8-25 of 85 ° C yuan, basically center in 13-15 yuan, the price differs ten.
On guest unit price, 40 ＋ can be accomplished below the case that grave is selling Yuan Maishan not to drink beverage, 85 ° C adds drink to also can be accomplished only 20+ , the price differs 20 yuan or so.
So calculate, qiu Fei of former wheat hill wants a biscuit to accomplish 350g, 7 double reason is apparent -- raise guest unit price.
Will tell from industry regulation, the gross profit of biscuit is in probably 50% , 60% , the gross profit of cake is in 70% the left and right sides. So if light sells biscuit, and it is to sell much like 85 ° C, flavour beauty, good Lilaina to plant the bun that one person feeds, guest unit price is maintained at all do not have large store.
So former wheat hill found a new way to perhaps say is new fixed position, increase the deal of own biscuit, although the Chinese won't take bread euqally when steamed bread or rice, also must with " big " and " deal is dye-in-the-wood " will raise sheet to taste the price and guest unit price, heighten level ground effect thereby.
That is next, want us only a looby of biscuit make it can you make money?
Not be, because former wheat hill is in,only store still has begun transition below the circumstance of gain.
4, does former wheat hill make money why to to continue set up shop?
In light of the data that interprets poineering explore inn from the egg, the circumstance with the lunar best running water of inn of Jun Tai of former wheat hill should be in 1.5 million the left and right sides, but had circulated on the network 2016 interview of author of hill of a former wheat, call former wheat hill running water of month of Jun Tai inn 3 million, it is best achievement.
This shows even if former wheat hill, the gain ability of only store also is in glide.
The reason has two sides: Because rely on a network to bring igneous product,be, be aimed at the youth of have a taste of what is just in season, follow suit consumption is more, it is inevitable that time grew consumer to return to reason; 2 it is competition is entered turn white-hot, the tea of Nai snow, happy event tea, happy happy tea and the net red category that emerge in endlessly and brand billabong user.
But, ability of only store gain glides, it is former wheat hill does not continue only the origin of develop inn, not be all. It chooses to do a brand to offer money for retail channel, still have two main reasons.
The first, the consumptive habit of Chinese consumer and capacity are at present insufficient, can not prop up like former wheat hill extensive cloth nods bakery of such tall stranger unit price, most person is have a taste of what is just in season is not eat when the meal really. If become,the desert after the meal, afternoon tea perhaps takes the place of eat, apparent too big.
The 2nd, monovalent bakery finds this kind of tall stranger to nod a special difficulty suitably. Former wheat hill ever shed 3 lis of collect of quantity center Beijing to had opened a store in super person, but now already put up the shutters, also concern the situation of inn in Chongqing and other places. Unit price of this kind of tall stranger contains the category of net red attribute, of need is person discharge not just, need guest unit price and chummage to show more reasonable occupy than. Additional, in light of the comment quantity that comments on from the masses, the inn with former wheat different hill differs very big also, much store has many 3000 comment, but most inn has 449 only. The sale thin volume of inn of door of seek by inquiry differs very big also, new abstruse inn afternoon at 3 o'clock already more than 300 sheet, maple blue inn afternoon at 7 o'clock just more than 250 sheet.
And, city of Chinese a gleam of, new a gleam of also with respect to that ten, proper place very finite. Plus the tea of snow resembling Nai, happy event tea such brand is in bazaar takes away good place wildly, it is good that former wheat hill thinks of to take the position gets take a chance really occasionally. Arrive when now, former wheat hill also has 18 store only in Beijing.
Resemble former wheat hill such advocate the category that makes soft Europe package, if be gone to again,sink to 234 lines city, make money impossibly. Those still cannot accept good profit completely to come, the consumer of neologism of flavour much beauty, biscuit, whose meeting flower is big a few go buying a mouthfeel to do not have so exquisite be the biscuit of so-called health only?
Below this kind of circumstance, qiu Bi of former wheat hill needs transition, before two roads: It is, change industry condition increases consumptive setting to continue set up shop, resemble Buck of C of the tea of Nai snow, 85 ° , star for instance, perhaps develop again taste cake newly to make original old market; 2 be, the advantage that produces oneself to go up in the brand of healthy biscuit and product enters a new market, convenience inn or sell greatly.
5, why to choose " drink of tea of ＋ of soft Europe bag " make the 3rd vacuum, and the retail channel with new option?
In light of the explore inn circumstance that from the egg solution does poineering work, former wheat hill also sells coffee and tea, but the person that buys coffee and tea actually is not worth those who buy loaf very one of. Sell outside beautiful group on, cannot see drink even. They are fair recently date was done about drink voting, the result is a little awkward.
Former wheat hill did first phase to poll
90% users choose to go cafe drinks coffee
Same time paragraph, the tea of Nai snow is in weekday is much at 5 o'clock afternoon, stream of people measures fastigium, egg solution does poineering work seeing basically is the person that buys tea with milk, the person that buys soft Europe package is not much, tangent plane bag also need not queue up. Happy happy tea is about the same, the person that is fond of tea to buy soft Europe to wrap is fewer. Have 85 ° C only, we see the person that buys drink takes an in part. This likelihood and its coffee + the brand fixed position of bake, brand is managed old, and of counterjumper promote relative.
Say so, each brand has his gene, change the acknowledge with first to the brand customer very hard. Additional, about " drink of tea of ＋ of soft Europe bag " make the 3rd space make money really? Not be actually, egg solution does poineering work to once tore open solution to pass the gain case of tea drink and coffee chain store in detail, the friend that have fun at can be examined.
Be in so the limitation of brand gene, and although change industry condition to increase consumptive setting also below the circumstance that may not makes money, former wheat hill chose to be new retail channel -- mix for convenience inn sell greatly for goods.
Current, domestic well-done is one's pupils or disciples, Mankedu, Bin Bao, all be to appear on the market company, bin Bao bought Mankedu 2018. But their innovation ability is limited, consumer also is supermarket brand to the inherent acknowledge of these brands. Additional, from the point of the development trend of prospective industry, convenience inn, business exceeds sale predominate. More mature concentration spends Japanese bake industry tall, CR5 (before the market is ranked 5 have rate) occupy than 88% , china is only 10.4% . Be in Japan, the biscuit of 55% carries convenience inn sale, 30% exceed through business, only 15% pass bakery.
According to media coverage, former wheat hill made the same score cereal to build the 50 mus plant central in Beijing. Additional, so far, former wheat hill has been entered be stationed in family and box Ma Xiansheng. But, in inn of family glow public government office, egg solution does poineering work a cupboard that also serves as a table that sees former wheat hill, the biscuit here is a lot of smaller, every have 80g only. Actual observation, bought person is not much, much at 6 o'clock afternoon, nobody are bought inside half hours.
The biscuit of former wheat hill in family advantage inn
Former wheat hill uses him old set up shop accumulates the brand image that rise, develop one person to feed bun to enter advantage inn and sell greatly, it is a choice that complies with industry trend. But whether is this choice met figure and product sales volume produce original to Yuan Maishan grave storefront negative effect, and whether can show itself in the channel supplier with intense competition, still remain the test and verify of time.
Only store of hill of former wheat of brand of ministry of Baotou of mainland soft Europe can realize gain, the exceeds great weight namely biscuit that basically leans in order to heighten guest unit price and level ground effect; But regard an industry as surveyor's pole, it also has appeared the evidence that ability of only store gain glides, and begin transition offer money for retail channel. Because the consumptive habit of majority China consumer and consumptive ability do not support soft Europe to include the tall stranger unit price of this category and extensive cloth feature,this basically is. And in new retail channel whether start a new scope of operation, still remain time test and verify. Egg solution does poineering work special remind, soft Europe bakery joins in need discreet, if be done not have in the home,mine had better not join in. Soft Europe is wrapped advocate dozen fresh bake now, its craft that make is not you go headquarters grooms 9 months go to school must meet, the cook that win a prize learned all one's life. Those allege central factory unites those who deserve to send, need to make an on-the-spot investigation carefully more, because at present cold chain system of China supports only,deserve to send 3-5 hour less than area, cross a province very hard.
04
Whether can the person that careless root does poineering work imitate Bao master
Bao master, held water 2004, after passing adjustment of ten years, chose escape flavour much beauty, good profit to wait for the circuitry of high-quality goods biscuit, fixed position is changed in snacks of cake of traditional Chinese style and retail change.
Before the TV station reported Bao master worker 2013, it a small shellfish of dried meat floss that push is already very popular, often queue up. Till 2014, when a quick action company that calls Beijing Yi Shang meal management limited company begins to undertake with same name business joins in enrolling, bao master just is pushed on where the wind and the waves are highest. As a result of, the technology of small shellfish of the dried meat floss that make is not bad, can duplicate the gender is taller, for a short while countrywide each district appeared master of many 1000 Bao.
And actually, bao master makes straight run only, never open join in, end April 2019, bao master adds up to in the whole nation open door store 38 inn, among them Beijing 16.
One, real spy inn
Position of seek by inquiry: Bao master (ZhongGuanCun inn)
Time of seek by inquiry: Weekday afternoon at 2 o'clock
Position of seek by inquiry: Bao master (inn of 5 road junction)
Time of seek by inquiry: Weekday afternoon at 3 o'clock
1, environment
There are 3 to display ark inside inn, shop area is in basically 80 smooth left and right sides, have inside inn brush Ou Heqing of small shellfish area, salad area, agitate to wash an area, the process that make can see when queueing up.
2, product
Display ark to share dried meat floss of sea liver mosses the pineapple that dried fish floss of Xiaobei, cod, box installs is crisp with yoke crisp wait for 12 kinds of different products.
3, optional location
It is street edge inn, it is near trade group and subway mouth, person discharge compares concentrated place. Not hall feed, queue up, buy, bale take away, only one receives silver-colored window, create the appearance that queue up easily so.
4, employee and service
There are 10 or so stuffs inside inn, general 5 people are in the treatment that make, hind hutch 3 people, receive silver 2 people. After the client is nodded, besides individual sell beyond, press jin say to weigh. Every box that pack collects fees alone 1 yuan.
2, whether does Bao master make money?
1, running water
According to the egg solution does poineering work in inn 15 minutes, see ZhongGuanCun inn has 16 people to be judged in the circumstance that queue up, this inn should be to queue up for a long time, one day probably 500 sheet are controlled (beforehand appraise) , the basis is additionally hungry data of lunar carry out shows, month of carry out sells 1046 sheet outside ZhongGuanCun. Unit price of Bao master guest is 32 yuan, running water of this inn month is in 483 thousand the left and right sides.
2, cost
Chummage cost: The position of two Bao master is in the inn side the street that core business encircles, area 80 smooth left and right sides, show according to network data, the chummage of this one belt is so big be in almost 120 thousand / lunar left and right sides. Every inn 10 people, the cost that use worker worker is 60 thousand / month. By gross profit 75% , loss 10%-15% will calculate, this inn is gain.
So, no matter be the ZhongGuanCun inn of Bao master or inn of 5 road junction, deduct equipment to decorate depreciation, remain make money, and net profit is higher.
So since make money, and what Bao master uses is familial type management, why can you take the money of capital?
Have a reason only, of the brand that began 2014 contend for master letting Bao to realize, no matter oneself are the camp that does not have core on product or mode, below the circumstance that company of a quick action does not have in what can of 90% duplicate oneself, and rate of set up shop is rapidder than oneself. The most crucial, the brand that this kind of practice that enrols a company quickly can allow Bao master worker necessarily is beautiful praise degree drop, we had said before, the brand says ability to enterprise of a bake is most most most... the mainest core asset. So, bao master must take money, with oneself can the rapiddest rate goes susceptive set up shop, go combing oneself brand, go engaging in a lawsuit with copyist.
Since enrol a company quickly,can imitate so, whether can the person that do poineering work as common careless root study the pattern of Bao master, found oneself dicker? Egg solution does poineering work found a such store.
3, if inn of wife of husband and wife is imitated, whether make money?
Brand: Dan Aini bake
The position: Suzhou street is auspicious masses cate city
Time: Zhou Yi in the morning at 10 o'clock
1, environment
Visit the shop side the market with the not big face that be like the door, but the position is very good, there are community and school all round, zhongGuanCun poineering ave, belong to stream of people concentrated ground.
2, product
The category with Bao master is very similar, have yoke thin pancake of cake of crisp, jujube, sesame seed, grandma is sweet carry child 20 kinds of products such as Fu of bubble of rose of crisp, butter, also have small shellfish of dried meat floss. Guest unit price is controlled in 15 yuan.
3, service and artificial
Cure is become in boss home, seasoned, there are 4 stuffs in inn. Raw material of what is he look for manufacturer to order.
4, whether to make money
As we have learned, this inn has 90 to make the same score the left and right sides, chummage cost 30 thousand / month; Personnel cost 18 thousand / month; By gross profit 75%-80% , loss 10% will calculate; Lunar running water is in this inn turnover 130 thousand the left and right sides. Whole calculates come down, this inn is gain.
Special remind, this inn has opened business do business more than 3 years, in the egg solution does poineering work after visitting entered new outfit to repair the following day upgrade level.
Fixed position of mode of the inn side the street of Bao master is Chinese pastry snacks change and retail change, achieved effect of high level ground, can achieve the gain with only taller store; Additional, the fist product that Bao master has him and hold to straight battalion not to join in, brand image keeps good; But the problem that it faces is, camp of small core competition can duplicate the gender is too strong, so quick action company can be imitated very quickly. Additional, like Beijing such city does not allow to tear open wall burrow, so optional location also can be a problem. But the person that do poineering work to broad careless root, be told especially in the person do poineering work of 2345 lines city, it is a very good study object probably. Nevertheless, egg solution does poineering work or friendship reminds, you had better have certain bake experience.
Write finally
Do poineering work have a risk, poineering success is small probability incident. To those doing not have bake experience wants to join in a brand especially the person do poineering work of net red brand, egg solution does poineering work special remind: The common characteristic of net red brand is sheet is tasted explode paragraph, bake is not exceptional also. Their great majority has his moment overnight, another night closes down, main reason depends on all sheet tasting the net red brand that erupt, put in the heel of Achilles of product lifecycle cutty, short arrive to have half an year only even a few months. For instance thorough thinks of a grandfather, we look at it to queue up every day, we look at it to close down again. Wait for you to be handed in join in cost, look for good shop to prepare to open business, the lifecycle of this product has ended, and the go at with already mad consumer another fresh taste.
-- -- E N D -- --
Join
La Yi is met
Click lower part to read full text
" newest brand is joined to serve inside understanding new spending "
Picture of the part in the article comes from * network, the person that all copyright all put in original work 's charge is all, invade cutout
