The name is simple, but the gameplay is very advanced.
It took 8 years for this brand to go from Shenzhen to the whole country, with 3,000 stores and 5 rounds of financing, with a valuation of nearly 654.38+0 billion.
After many experiences, I highly recommend beverage shop owners to study this brand-many of their models and gameplay are very suitable for tea shops to learn from. Let's compare and see.
Author | JUNG WOO
It's called Auntie Qian, aiming at accurate customer base.
Which groups usually buy food the most frequently? Aunt with plenty of time.
This brand is called "Auntie Qian", which is at the gate of the community, and it is very suitable for selling meat and vegetables.
The spread of this name is very high. People who listen for the first time have no cognitive threshold. People I know often shout "Go to Aunt Qian's house", showing a sense of intimacy.
There is also a slogan next to the name: "Don't sell overnight meat", which takes China people's fresh consumption habits as a selling point and directly intercepts customers who originally planned to go to the vegetable market.
In the past two years, tea brands have racked their brains to name, find subdivided categories, and even have a naming formula. Always want to break through differentiation, but ignore the most basic demand logic.
Aunt Qian provided an idea: name the target consumer group and find the market from the public demand. Similar cases include Xiao Ming's classmate, his sister and Jiang's idea of naming.
Don't be flashy at the door, be concise and have effective information.
Aunt Qian's door design is very simple. A background dominated by red tones, white fonts and slogans. There are no other fancy, redundant and complicated primary colors.
It seems that good logic can be used in any industry.
Whether it is catering or fresh food, there is a general principle for the brands displayed to the public in door design, if they are sorted in an important order: color symbols, words and categories, brand LOGO.
The function of color is to attract attention from a distance, and then make clear what brand it is and what category it sells. The amount of information is enough.
Some elements can be missing, but the most taboo is that there are too many and too many, and there is no focus.
I also noticed that the red door of Aunt Qian's house is not bright red, but dark red. The new store looks old, but the old one doesn't.
Community stores are usually open for several years, which is a familiar consumption habit of nearby residents. Newly opened new stores are not easy to try, and it is easier to integrate quickly if they are neither new nor old.
Find the right drainage money to make customers "buy more unexpectedly"
If you buy things from Aunt Qian, you will buy more if you are not careful.
Many products have been weighed and clearly marked. When you pick up a dish, you can clearly write down its price. The key is that the weight is not big and there is no pressure to buy it. It's easy to buy all the time in buy buy.
Especially fruits, are placed at the entrance of the shop. Each copy is not much, and the price is not expensive. I always bring a few copies when I come.
It is understood that in Qian Aunt's sales structure, pork accounts for 40% of the total sales, vegetables account for 30%, fish accounts for 10% to 15%, and fruit accounts for less than 10%.
It can be seen that fruit is not the main source of funds for aunt's profit. Like the ice cream in the tea shop, the fruits in Aunt Qian's shop are low-cost and high-frequency drainage products.
Discount will be started after 7 pm, and the goods will be cleared every day.
Aunt Qian has a very different feature: starting at 7: 00 every night, all the goods in the audience will be discounted by 10%, and then the price will be reduced every half hour 1%. By 1 1: 30, all unsold goods will be given away for free.
This ensures the implementation of the slogan "Don't sell overnight products" played by the store, ensures that the inventory is cleared on the same day, and reduces losses.
In fact, very few products were sold out at 1 1: 30. Often at 9 pm, Aunt Qian's community fans will send photos to show the empty shelves that have been sold out.
This discount is similar to the concept of modern China tea shop, which stipulates that drinks are half price, and claims can be made permanently in rainy days. It can not only spread the talk, but also show the sincerity of the brand and really improve the efficiency.
It is understood that Qian Aunt's consumers are mainly three people who buy fresh food in the morning; Afternoon is the consumer group after work; In the evening, it is the aunt of the community who comes to pick up the bargains. The consumer groups after 7 o'clock are not really the objects to be served.
Many beverage and baking shops have been implementing strict food safety standards, such as destroying all products that were not sold out on the same day and not selling them the next day. Maybe we can learn from Aunt Qian's ideas, bake products and products using fresh fruits, make some concessions, reduce waste and form brand discounts.
Fresh food shops not only sell fresh food, but also drink shops not only sell drinks.
Aunt Qian is actually a pure brand selling vegetables online, not only in offline stores, but also in online shopping malls.
Customers can purchase rice noodles, grain and oil, paper towels and other daily necessities through their online shopping mall orders. However, its offline store area is not large, and the main store area is sixty or eighty square meters.
This is a relatively low threshold and fast replication mode for Qian Aunt, who is mainly engaged in the franchise mode. In the second half of 2020, Aunt Qian opened a shop 1000.
But it also solves the problem of selling more products in small areas-fresh food shops can only sell fresh food, and tea shops can only sell milk tea?
When Xicha launched the homesick longan products in the snow-capped mountains during the Spring Festival, it made a new idea: buy tea to give fruit, and consume more than two cups of homesick longan products at a time to get 1 fresh longan fruits.
In addition to selling fruit tea, it also sells corresponding fresh fruits, which is an expandable sales idea. When fruit brands in Changsha sell strawberry drinks, they sell strawberry boxes and sell fresh strawberries directly to customers through packaging.
This method has been extremely used by catering brands. Taier pickled fish specializes in selling rice to highlight the quality of rice; In the store of Laoxiang Chicken, there are also retail products such as mushrooms; Xibei's online shopping mall sells Xing 'an League millet, and also introduces products such as Gansu white melon and Inner Mongolia big melon seeds to strengthen the concept of "good ingredients in the northwest".
Don't be bound by the size of the store.
To open a new area, the supply chain should go first.
Aunt Qian's key support lies in the supply chain.
Unlike previous fresh food stores looking for a first-class wholesale market, Aunt Qian chose to open a warehouse in the place of origin, and the products were first transported from the warehouse of the place of origin to the distribution center, which did not prepare inventory, mainly for transit distribution and processing.
In addition, before entering a new city, Aunt Qian invested heavily in building a distribution center. When the distribution center was built, she first opened a small number of direct stores to test the store type. After the store model matured, she began to join and copy in batches.
Aunt Qian's shops are very dense. It is understood that there are 1 000 stores in Guangzhou and Shenzhen alone, and the minimum distance of the stores is only 250 meters. Therefore, the supply chain is highly centralized and integrated.
The cross-regional opening of tea brands is gradually advancing. I am concerned that some brands are changing their strategies, closing or slowing down the pace of opening stores in remote or non-core areas, and more and more practices choose to focus on one area. The cooperation between stores and supply chains is even more important.
Selling fresh food and drinks may be different in industry and commerce, but business rules are consistent with the need for payment.
No matter which track you take, you can gain insight into consumers' psychology, try your best to polish the business model and refine the output operation. This road is connected and has no end.