A new chain of fresh food stores opened at my doorstep: Aunt Qian.
The name is very simple, but the gameplay is very advanced.
This brand took 8 years to expand from Shenzhen to the whole country, opened 3,000 stores, received 5 rounds of financing, and was valued at nearly 10 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 them together.
Author | Zheng Yu
The name is Aunt Qian, the purpose is to have a precise customer base
Which groups buy groceries most frequently? Grandpas and aunts who have enough time.
This brand is called "Aunt Qian", and it is located at the entrance of the community, which matches the temperament of selling meat and vegetables.
This name is very popular. People who hear it for the first time have no cognitive threshold. People who know it often shout: "I went to Aunt Qian's house", showing a warm and familiar atmosphere. .
There is also a slogan next to the name: "No overnight meat is sold", making the Chinese people's consumption habit of freshness a selling point, directly blocking the original plan. Customers going to the wet market.
In the past two years, tea brands have racked their brains in choosing names and finding sub-categories, and they even have naming formulas. Always trying to differentiate and break through, but ignoring the most basic demand logic.
Aunt Qian provided an idea: use the target consumer group to name it and find the market from public demand. Similar cases include classmate Xiao Ming, little sister Zhang Junya, and Jiang Xiaobai’s naming ideas.
The door header should not be flashy, but should be concise and have effective information
Aunt Qian’s door header design is very simple. The background is mainly red, with white fonts and a slogan. There are no other bells and whistles or unnecessary complicated primary colors.
It seems that useful logic can be applied to any industry.
Regardless of catering or fresh food, if the brand displayed to the outside is sorted in order of importance in the door design, there is a general principle: Color Symbol Text Category Brand LOGO.
The function of color is to attract attention from a distance. If you clearly state what brand it is and what category it sells, the amount of information is enough.
Some elements can be omitted, but it is best to avoid too many, cumbersome and unfocused elements.
I also noticed that the red door of Aunt Qian is not bright red, but rather dark red. The new store does not look new. The old store doesn't look old either.
Community stores usually open for several years and are a familiar consumption habit for nearby residents. It’s not easy to try out a newly opened store. It’s easier to quickly integrate something that’s neither new nor old.
Find the right diversion model to allow customers to "accidentally buy too much"
When you have enough money to buy something, you will not be able to buy anything. Be careful and you will buy too much.
Many products have been weighed and clearly priced. When you pick up a dish, the price is clearly written. The key is that the portion is not large, and there is no cost when buying it. Under pressure, it’s easy to keep buying and buying.
Especially fruits, they are placed at the entrance of the store. Each portion is not large and the price is not expensive. I always bring a few portions when I come. .
It is understood that in Aunt Qian’s sales structure, pork accounts for 40% of total sales, vegetables account for 30%, and fish accounts for 10% to 15%. Fruit accounts for less than 10%.
It can be seen that fruits are not the main source of profit for Aunt Qian. The fruits in Aunt Qian's store are like the ice cream in tea shops, they are low-priced and high-frequency products.
Discounts start after 7 p.m., and inventory is cleared every day
Aunt Qian has a A very different feature: starting at 7 p.m. every night, all products are discounted by 10%, and then the discount is reduced by 10% every half hour. By 11:30, all unsold products will be given away for free.
This ensures the implementation of the store's slogan "No overnight products sold", ensures that the inventory is cleared on the same day, and reduces losses.
In fact, few products are not sold out until 11:30. Often at around 9 p.m., Aunt Qian’s community fan group will post photos showing empty and sold-out shelves.
This kind of discount is similar to Cha Yan Yue Se’s half-price designated drinks on rainy days and the permanent right to claim for one drink. It can not only become a communicable topic, but also identify the brand. Sincerity can actually improve efficiency.
It is understood that there are three main groups of consumers of Aunt Qian: those who buy fresh products in the morning; those who come after get off work in the afternoon; and those in the community who come to pick up bargains in the evening. The consumer group after 7 o'clock is not the real target to be served.
Many beverage and bakery shops have also been implementing strict food safety standards. For example, all products that are not sold out on the same day are destroyed and will not be sold the next day. Perhaps we can learn from Aunt Qian’s ideas and offer certain discounts on bakery products and products using fresh fruits to reduce waste and form brand discounts.
Fresh food stores not only sell fresh food, but drink shops don’t just sell drinks either
Aunt Qian is actually a pure Internet person Vegetable selling brands not only have offline stores, but also online malls.
Customers can purchase various types of daily necessities such as rice, flour, grains, oils, and paper towels through their online shopping mall. However, the area of ??its offline stores is not large, with the main store covering an area of ??60 to 80 square meters.
For Aunt Qian, who mainly focuses on the franchise model, this is a relatively low-threshold model that can be quickly copied. In the second half of 2020, Aunt Qian will open 1,000 stores.
But it also solves the problem of selling more products in a small area - fresh food stores can only sell fresh food, and tea shops can only sell milk tea?
When HeyTea launched the Snow Mountain Homesickness Longan product during the Spring Festival, it came up with a new idea: buy tea and get free fruit. If you consume 2 cups or more of Snow Mountain Homesickness Longan product in a single order, you will get a free gift. 1 serving of fresh longan fruit.
In addition to selling fruit tea, it also sells corresponding fresh fruits, which is an expandable sales idea. When the Guoyaya brand in Changsha sells strawberry drinks, it sells strawberry boxes and sells fresh strawberries directly to customers in packages.
This method has been used to an extreme by catering brands. In order to highlight the quality of rice, Taier Pickled Fish specializes in selling rice; Laoxiang Chicken’s stores also sell mushrooms and other retail products; Xibei’s online mall sells Xing’an League millet, and also sells Gansu white melons and Inner Mongolia large melon seeds. and other products to strengthen the concept of “good northwest food ingredients”.
Don’t be constrained by the store area as to the sales scope of the beverage store.
If you want to open a new area, the supply chain must come first
Aunt Qian’s key support lies in the supply chain.
Unlike the previous fresh food stores that looked for wholesale markets at one level, Aunt Qian chose to build warehouses at the place of production. The products were shipped from the warehouse at the place of production to the distribution center first, and the distribution center did not Preparation of inventory is mainly used for transit, distribution and processing.
In addition, before entering a new city, Aunt Qian first invested heavily in building a distribution center. After the distribution center was built, she first opened a small number of directly operated stores to test the store type. After the store model matures, start franchising and copy in batches.
Aunt Qian stores are very dense. It is understood that there are 1,000 stores in Guangzhou and Shenzhen alone, and the minimum distance between stores is only 250 meters. The result is deep concentration and integration of the supply chain.
The cross-regional store opening of tea brands is gradually advancing. I have noticed that some brands are changing their strategies and closing or slowing down the pace of opening stores in remote or non-core areas. There is an increasing practice of selecting an area to focus on penetration. The cooperation between stores and supply chain becomes even more important.
Selling fresh food and selling drinks may have different industries and businesses, but the rules of business and the effort required are the same.
No matter which track you are in, the path of gaining insight into consumer psychology, polishing the business model, and refining output operations is the same and never-ending.