From the perspective of capital, let’s see who is behind Heytea?

idg capital, Tencent, Sequoia Capital, Hillhouse Capital...

Valuation 16 billion!

Prepare the rhythm of the ipo.

Chen Feng sighed. The road to Zhenwei Fruit Tea is still a long way. There is Heytea Naixue in front of this track, not to mention the giant Starbucks.

Do you remember the cat claw cup that was fryed to four digits as soon as the shore of Daming Lake was launched?

Many times, the peripheral products launched by others do not even have to rely on the power through joint brands. They have their own traffic and have attracted countless fans.

The biggest gap between the two is obviously not marketing skills. What Starbucks' freshly made drinks are actually hard enough to meet, and their strong enough brand mind and extremely high coverage.

There are more than 30,000 stores around the world. Starbucks currently has more than 4,000 stores in the Chinese market.

More than 4,000 domestic companies,

Heytea is only 600 now, Naixue can barely break 300, and the real taste is less than 200...

Just ask who else?

Guocha has always used shopping centers in the core areas of the city as its main base, and lacks the bargaining power like Starbucks. The high rent and direct sales model have made the operating costs very high.

Although the financing path is quite smooth, it is not realistic to rely on direct sales to expand crazyly. Luckin next door will learn about it!

After talking about Guocha, Chen Feng took out a research report and handed it to Keer and said, "Look at this."

"Is this?" Ke'er took it and chuckled, "It's pork again?"

Chen Feng glared and cursed: "Let's talk about it after reading it!"

Keer stuck out her tongue and quickly browsed carefully. When she saw it, she was shocked and said, "Is a meat seller actually worth tens of billions?"

Chen Feng snorted coldly and said, "Don't look down on those who sell pork!"

Ke'er looked at this project called Qian Laoma. In just one year, the store exceeded 1,000 yuan, and the valuation exceeded 10 billion yuan.

Chen Feng was secretly funny when he saw the girl's serious appearance. The fresh food track has never lacked innovation. The forward warehouse model represented by Dingdong Maicai and MissFresh has risen rapidly...

New offline business formats represented by Hema Fresh, Super Species, and 7-fresh are emerging...

As well as many supplementary forms such as community group buying.

The reason for the difficulty is that the loss during transportation and storage is high, the cold chain investment is large, and the quality is unstable. The above giants seem to have already completed the model, but it really improves the efficiency of fresh food transactions?

Really profitable?

Or is it just a money-burning game based on strong capital?

The Qian Mama model is very novel. The store is open in the community, mainly franchise stores, with multiple store types and high density, with the shortest interval of only 250 meters.

There are few skus, mainly meat, supplemented by vegetables, fruits and aquatic products. There are only 400 skus.

It emphasizes not selling overnight meat, and through discounts, the store can achieve zero inventory on the same day.

Direct supply from the place of origin, warehouses are built at the place of origin, distribution centers are built in core cities, and products are transported to distribution centers through the place of origin and then to stores.

In summary, the characteristics of this model are: few community stores, sku, zero inventory, direct supply from origin.

"The customer order for second- and third-tier cities is 23 yuan, and the customer order for first-tier cities is 28 yuan?"

"The daily turnover is 11,000, but can first-tier cities actually reach 15,000?"

“The gross profit is actually 25%!”

Keer looked at the strings of data and said in surprise: "The supply chain is so powerful?"

"I'll do some calculations for you." Chen Feng said: "The customer order is 23 yuan to 28 yuan, and the store's gross profit margin is 20% to 25%. Since the store purchase price includes the headquarters commission of 6% to 8%, the actual gross profit margin of Qian Dama's single store is 26% to 33%.

"Yonghui Fresh's gross profit margin is only 15%, and Aunt Qian is twice as high. This alone means that the headquarters and stores can basically make profits."

Keer is solemnly, once a project can make a profit at this scale, let alone profit, even if the income and expenditure are balanced...

"To make another comparison: Yonghui, which is recognized as the best fresh food business in the industry, has a loss of about 4%, Hema's loss of 10%, and traditional supermarket fresh food products with losses of up to 20% to 30%..."

"Look at how much Aunt Qian can do?"

Chen Feng said in a straightforward manner: "Originally it was just a pork store in Dongguan Farmers' Market, but the two founders Feng Jisheng and Feng Weihua soon discovered that even if you don't sell overnight meat, the store will still not have business in the vegetable market."

"So I moved out of the farmers' market, and in 2013, the first community store was opened in the residential area near the Hong Kong Island Port, and then I started to make a counterattack."

Chen Feng Pinkou Tea Ceremony: "Although the fresh food industry is besieged in front of the vegetable market and attacked by large supermarkets, the market competition is fierce. However, there is always a clean and hygienic and high-quality and affordable purchasing channel at the doorstep, right?"

Ke'er couldn't help but nodded. Food safety is the top priority of every family now. She would rather spend more money than eat a bite of the meat.

"This is the cellular tactic of community fresh food, which can quickly increase market share and establish competitive barriers in a short period of time."

Chen Feng analyzed: "90% are franchise stores, and 10% are direct stores."

"The requirements for store area are not high. You can also do it below 40 square meters, which is equivalent to the area of ​​a community husband and wife store, with the main area of ​​60 to 80 square meters."

"Put the preservation cabinet on one side, vegetables and fruits on the other side, and there is another container in the middle to put the appropriate high-frequency fruits. However, the maximum area is limited, and the maximum is not more than 100 square meters."

"There are strict restrictions on the number of residents in the community, requiring a minimum of 1,500 residents. A single store is expected to do one-third of the business in the community, that is, 500 households."

"In the early stage, by adjusting prices to attract passenger flow, the daily passenger flow will reach 350 to 450 people. When it can be stabilized at 350 people and the customer order is 25 yuan, the store will be profitable."

Keer listens and settles the accounts. This project is concentrated in Guangzhou. She likes pork and often uses pork to make soup. She also pays attention to fresh ingredients. This is a popular saying:

Guangdong people buy groceries and buy one meals, while northerners buy one ton of groceries and buy one ton.

In terms of categories, although supermarkets, fresh food e-commerce, and community fresh food stores all have several major categories of meat, vegetables, fruits, and seafood. However, the different positioning of each company determines that the different categories are different in the minds of users.

Aunt Qian’s main idea is to buy meat and buy some vegetables at the same time. This is another market blank.

Community positioning, intensive opening of stores, stable customer flow, and cognitive distinction between not selling overnight meat...

Very awesome!

"The discount starts at 7 o'clock every night, and the 10% discount is first, and the 10% discount is reduced every half hour. The later the time, the greater the discount. When 11:30, all unsold products will be delivered for free."

Chen Feng said: "Consumers will come early in the morning to buy fresher products, and in the afternoon there are some consumer groups after get off work. In the evening, the community aunties come to pick up cheap."

"The target main customer group is still a city white-collar worker. This customer group has several characteristics: time is scarce, and it is more important to pay attention to convenience. It is more important to pay attention to the stability of product quality. Once a purchasing habit is formed, it is easy to repurchase."

"Most of them lack life experience, can't pick vegetables, and have the ability to bargain with small vendors."

"The most convenient way to price tags are clear!"
Chapter completed!