From the perspective of capital, look at who is behind Heytea?

IDG Capital, Tencent, Sequoia Capital, Hillhouse Capital......

Valuation 16 billion!

Prepare for the IPO pace.

Shen Feng sighed, there is still a long way to go for true fruit tea, and there is Heytea Naxue in front of this track, not to mention the giant Starbucks.

Do you still remember the cat's paw cup that was fried to four figures as soon as it was launched?

In many cases, the peripheral products launched by others do not even have to be borrowed through co-branding, and they themselves have their own traffic and countless fans.

The biggest gap between the two is obviously not in marketing skills. What Starbucks and other freshly made beverages are temporarily unattainable is actually a hard enough brand mentality and extremely high coverage.

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

More than 4,000 in China,

Hey Tea is now only 600, Nai Xue barely broke 300, and the true taste is less than 200......

Just ask who else?

Guocha has always been based on shopping malls in the core areas of the city, lacking the bargaining power of Starbucks, and the high rent and direct sales model have kept operating costs high.

Although the road to financing is quite smooth, it is not realistic to rely on the crazy expansion of direct sales alone, and Luckin next door will find out!

After finishing talking about fruit tea, Shen Feng took out a research report and handed it to Ke'er and said, "Look at this." ”

"What is this?" Kerr took it and sneered, "Pork again?"

Shen Feng glared and scolded: "I'll talk about it after reading it!"

Ke'er stuck out her tongue, quickly browsed carefully, and was shocked when she saw half of it: "A meat seller is actually valued at tens of billions?"

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

Keer looked at this project called Aunt Qian, and in just one year, the number of stores exceeded 1,000, with a valuation of 1 billion and a valuation of 10 billion.

Shen Feng saw the girl's serious appearance, and secretly laughed, there has never been a shortage of innovation in the fresh track, and the front-end warehouse model represented by Dingdong Grocery and Daily Youxian has risen rapidly......

New offline business formats represented by Hema Fresh, Super Species, and 7-Fresh have emerged......

and many complementary forms such as community group buying.

The reason for the difficulty lies in the high loss in the process of transportation and storage, the large investment in the cold chain, and the unstable quality. The above giants seem to have run through the model, but do they really improve the efficiency of fresh trading?

Is it really profitable?

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

Aunt Qian's model is very novel, the store is opened in the community, mainly franchised stores, the store type is multi-density, and the shortest interval is only 250 meters.

There are few SKUs, mainly meat, supplemented by vegetables, fruits, and aquatic products, and the number of SKUs is only 400.

Emphasizing that overnight meat is not sold, and through discounts, the store has zero inventory on the same day.

Direct supply from the production area, build a warehouse in the production area, build a distribution center in the core city, and the products are transported to the distribution center and then to the store through the production area.

To sum up, the characteristics of this model are: community store + less SKU + zero inventory + direct supply from the origin.

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

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

"The gross profit is actually 25%!"

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

"I'll settle an account for you. Shen Feng said: "The customer unit, the gross profit margin of the store, since the price of the store purchase includes the headquarters commission of 6% to 8%, the actual gross profit margin of Aunt Qian's single store is %. ”

"The gross profit margin of Yonghui Fresh is only 15%, and Aunt Qian is twice as high, which alone shows that the headquarters and stores can basically make a profit. ”

Keer is solemn, once a project can make a profit at this scale, let alone make a profit, even if it breaks even......

"Let's make another comparison: Yonghui, which is recognized as the best fresh food management in the industry, has a loss of about 4%, Hema has a loss of 10%, and the loss of traditional supermarket fresh products is as high as ......%"

"Look at how much Aunt Qian can do?"

Shen Feng said step by step: "Originally, it was just a pork specialty store in the Dongguan farmers' market, but the two founders, Feng Jisheng and Feng Weihua, soon discovered that even if you don't sell overnight meat, there will still be no business when the store is opened in the vegetable market." ”

So I moved out of the farmer's market, opened the first community store in a residential area near the port of Hong Kong Island in 13 years, and then began to counterattack. ”

Shen Feng said with a cup of tea: "Although the fresh food industry is besieged by the vegetable market in the front and attacked by large supermarkets in the back, the market competition is fierce. But there is always a lack of a clean, hygienic, high-quality and affordable purchase channel at the doorstep, right?"

Ke'er couldn't help but nodded, now food safety is the top priority for every family, and it is better to spend more money than to eat a bite of assured meat.

"This is the performance of the honeycomb tactics of community fresh food, which quickly increases market share and establishes competitive barriers in a short period of time. ”

Shen Feng analyzed: "90% are franchised stores, and 10% are directly operated stores. ”

"The requirements for the area of the store are not high, and it can be done under 40 square meters, which is equivalent to the area of a community mom-and-pop shop, and the main area is square meters. ”

"Put a fresh-keeping cabinet on one side, vegetables and fruits on the other, and a container in the middle to put good-looking, high-frequency fruits. However, the maximum area is limited, and the maximum area is not more than 100 square meters. ”

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

"In the early days, by adjusting the price to attract customers, the daily customer flow can be achieved by people, when it can stabilize at 350 people, and the customer order is 25 yuan, the store can make a profit. ”

Keer listened and calculated the accounts, this project is concentrated in Guangzhou, where he likes pork, often uses pork to make soup, and pays attention to the freshness of the ingredients, there is such a popular saying:

Cantonese people buy vegetables and buy a meal, and northerners buy vegetables and buy a ton.

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

Aunt Qian's main cognition is to buy meat, and by the way, buy some food, which is another blank spot in the market.

Community positioning, intensive store opening, stable customer flow, and then cognitive segmentation of not selling overnight meat......

That's amazing!

"The discount starts at 7 o'clock every night, the first 9% discount, the discount is reduced every half hour, the later the time, the greater the discount, and so on until 11:30, all the unsold goods in the whole site will be delivered for free. ”

Shen Feng said: "Consumers will come early in the morning to buy fresher products, and in the afternoon, there will be some off-duty consumer groups. In the evening, the community aunt came to pick up the bargain. ”

"The main target customer group is still urban white-collar workers, and this customer group has several characteristics: time is scarce, and convenience is more important. Pay more attention to the stability of product quality, and it is easy to repurchase once a purchase habit is formed. ”

"Compared to their parents, most of them lack life experience, can't pick vegetables, and lack the bargaining power with small traders and vendors. ”

"It's the easiest way to mark the price!"