"Since this year, players in the circle have learned to keep a low profile. Li Nanjun sighed: "If you look at the fresh track, Daily Youxian was announced to have completed a new round of financing, with a valuation of more than $3 billion, but there was no official voice. ”

Dingdong was announced to be funded, and even the official gave a negative answer. ”

"The convenience bee in the convenience store industry recently suddenly announced in vague terms that it has raised a total of 1.5 billion US dollars, but the specific financing, the official did not give a definite answer. ”

"The new tea drink track, Nai Xue's tea, and the latest financing news of Hey Tea are not the first time to be issued by official channels......"

"Do you know why?" Shen Feng smiled and said, "Unicorns have to be sneaky to grow up!"

Li Nanjun secretly admired that he was worthy of being the boss, and he had mastered the core technology from the first day of his business.

The most important task of all projects is to improve operational efficiency and achieve overall profitability as soon as possible, and the financing itself is not worth writing about.

What does that sentence say:

What is lacking is what you like to show off!

But any company that announces financing in a high-profile manner is either a start-up company, or the capital chain is a little tight, and it needs to release financing news to the outside world and the team, right?

This is the most delicate moment for consumer unicorns that have gone through multiple rounds of financing and are already at high valuations. Keeping a low profile, focusing on the core, and avoiding too many words have become the consensus of many unicorn companies.

"In the next few years, the purchasing power of consumers will begin to return to the basic needs of people's livelihood, and the consumption track will soon become fragrant. ”

Shen Feng analyzed: "The more major changes in the social consumption trend, the easier it is to appear new opportunities. The layman looks lively, and only the insider has no time to chatter crookedly, busy picking up all kinds of bargains. ”

In addition to fresh food, community group buying, luxury e-commerce......

These are the best grips for sinking!

"That's why you let Kerr lay out women's consumption. Li Nanjun exclaimed: "Last month, the sales of Zhenwei have been squeezed into the top five, especially the co-branded interaction with hipsters, and the brand recognition is becoming clearer and clearer." ”

Shen Feng waved his hand, don't want this kind of sycophant.

Lao Song and Keer are the earliest founding heroes, and they have a good relationship, with hundreds of brands in the hands of hipsters, and it is not a casual matter for the left hand to touch the right hand.

In general, fresh food and new lifestyles are the two main lines of investment in the consumer sector in the past six months, and even many lucky people have landed safely and made a lot of money.

In the field of instant delivery, Dada Group has completed its IPO in the United States against the trend; in the field of fresh food, Baiguoyuan and Xianfeng Fruit are competing for the first share of fruit; and Pop Mart has submitted a prospectus to cut leeks in Hong Kong stocks......

No matter how bad the market is, there will always be people crying and some people laughing, especially in the next few years, the savage growth has passed, all the dividends are over, and the fight is hard power.

How to dig deep into the market segment is the key.

"Hey, if Luckin hadn't died by himself, maybe it would be a classic case of the Internet subverting tradition. ”

Li Nanjun said regretfully: "The standard fast fish eats the slow fish." ”

Shen Feng scoffed, unprofitable trading is a hooligan!

The reason why the Luckin fraud has shocked the entire consumer retail track is far greater than that of other industries, because the coffee chain is essentially a retail industry.

It is precisely because of the experience of Luckin that the return to the basics has become the choice of entrepreneurs and users alike, and the industry has begun to seriously reflect on the absolute worship of speed and scale.

To this day, some people still think that Luckin Coffee is a pity, to put it bluntly, they do not see a company in order to win in the market competition, for the so-called model innovation and go against the industry's essence of misdirection, which is extremely confusing.

That's why many unicorns have recently lowered their profile, reduced their exposure, and focused more on growing their businesses, hoping to seize the opportunities brought about by changing consumption habits.

From this point of view, we should consolidate the commodity power and supply chain and form a real user barrier......

Luckily died unjustly!

Thinking of this, Shen Feng said solemnly: "There are two essential mistakes: the first is to overemphasize speed and ignore the single-store model that the retail industry attaches great importance to, resulting in the entire business model ultimately being unable to justify itself and eventually having to be faked. ”

"Therefore, counterfeiting is not only a matter of integrity and character, but also a matter of mode. To use a popular analogy, other retailers are planting trees, while Luckin is putting up bonsai. ”

"Second, attracting users to consume through a large number of subsidies does not really grasp the users in essence. In other words, high subsidies are typical traffic play, which brings the transaction itself, rather than the recognition and loyalty of users. ”

"To put it bluntly, it is to take advantage of the weakness of human nature to start a business, rather than to meet the fundamental needs of people!"

Li Nanjun took a deep breath, he has been playing investment for so many years and has seen countless projects, but in fact, it is very simple to do big business.

You have to deliver a good product first, and then the consumer pays a certain gross margin, then you can make a profit accordingly.

Then, through management output and capacity growth, slowly precipitate, realize capacity growth, and gradually chain, so that service outlets can be slowly rolled out in a larger market.

In the past ten years, because of the emergence of the Internet of technology, it seems that Houlang can overtake through breakthrough technological progress?

However, in the field of consumption, the growth of each segment generally has its own laws, which requires sufficient time and scale of precipitation, and it is not easy for latecomers to talk about subversion.

With the development of new retail, can Alibaba's Hema really subvert established retailers like Yonghui or Walmart?

In other words, the competition in the new consumption track needs more card slots. As long as a company is on the right path and maintains a growth rate not lower than that of the industry, latecomers can only be blocked on the track and follow the run, waiting for the waves to make mistakes.

"The winner doesn't have to take it all!"

Shen Feng said seriously: "The reason why Internet products rely on subsidies to obtain traffic is important because once the number of users forms an overwhelming advantage, it will eventually form a winner-takes-all monopoly situation, thus squeezing out other market competitors." ”

"But I'm sorry, this set of logic is not suitable for the big consumer retail track. ”

"You see people lining up in Haidilao every day, it doesn't prevent some people from liking Banu hot pot, right?"

"It's great that Convenience Bee has opened 500 stores in the capital in three years, but are 7-Eleven, FamilyMart, Lawson and good neighbors alive and well?"

"This is the biggest difference between the consumer retail industry and game social: not only to make a deal, but also to really penetrate into the consumer's life, truly meet its needs 100%, and form a monopoly on the mind rather than the market size. ”

"A dick and a goddess chat on the Internet, vanity may be satisfied. But breakfast at a convenience store must be eaten to the stomach and feel delicious in order for the consumer demand to be satisfied. ”

"Chai, rice, oil, salt, sauce, vinegar, tea, ......"

"Every single one is big business!"