The reporter interviewed 21 citizens in five farmers' markets on the same question, "If the price of clean vegetables is 11%-21% higher than that of raw vegetables, would you choose clean vegetables?" There were 19 negative answers. At present, the main force to buy food at the farmers' market are retirees, laid-off workers and family nannies. Their first choice is "price", followed by "freshness" and "safety" again.
Only one person in the interviewed group can go to the market to buy food after work every night because her family is a dual employee, and only she chooses "convenience".
founder's dilemma: I was defeated in the price war
"The idea of running a clean vegetable monopoly area is good, but it is difficult to operate. I am the loser in the price war." Dong Bangxiang, the founder of Nanjing Pure Vegetable Monopoly Zone, looked back and was filled with emotion. He successively set up three vegetable counters in Emei Road, Caochangmen and other places in one breath, and closed them in one year. Emei Road Farmers' Market is the first pure vegetable monopoly area in Nanjing, covering an area of 1.71 square meters, which was once the focus of many media. But after only one year and three months of operation, it can't be maintained.
According to Dong Bangxiang, he was mainly engaged in vegetable processing at that time, that is, he bought edamame, lettuce and leek from farmers' markets or wholesale markets, peeled and cleaned them, and then sold them at a price of 31 to 81 cents higher than the purchase price per 511 grams. Because the goods are purchased from the wholesale market, the loss after processing into clean vegetables is large, the cost is too high, the freshness is not enough, and there is no competitive advantage.
experts' pulse: Only when there is a base on a large scale can we open a clean vegetable monopoly area. "From the perspective of development, clean vegetables are vital, and the key is price. To build a price basin, one is scale and the other is base. " Recently, the Nanjing Municipal Bureau of Commerce and Trade invited colleagues from Fuzhou, a model city of agricultural reform in China, to take a pulse in Nanjing. Manager Zhang of Yonghui Company hit the nail on the head.
It is understood that the existing 118 farmers' markets in Fuzhou have been transformed into fresh supermarkets, and each supermarket has a 51% pure vegetable monopoly area. Clean vegetables are only equivalent to the price of raw vegetables in the farmer's market. There are more than 11 brand fresh supermarket companies such as Yonghui, Jiujia and Jiayuan, which are not only large in scale, but also have their own production bases. Among them, Yonghui not only has a breeding and vegetable base of 1 million mu, but also has a food processing center of nearly 11,111 square meters and a logistics distribution center of 51,111 square meters. Only in this way can we ensure that the price of clean vegetables is lower than that of farmers' markets.
Mr. Zhang, who lives in the central gate, bought 4 kilograms of old garlic from the farmer's market at the price of 511 grams of 1.2 yuan. As a result, he found that the wholesale price was only 1.65 yuan in Baiyunting wholesale market. According to insiders, small traders buy vegetables from wholesale markets and put them into farmers' markets for sale, with a minimum price increase of 15%%, some of which are more than twice as high.
The secret of the success of the first fresh supermarket in Nanjing is the chain and base. Because the price of vegetables is 15%-21% lower than that of the farmers' market, it has earned enough popularity. Yao Ningling, the general manager, revealed that they are going to process the raw vegetables they produce into a batch of clean vegetables, and the price is similar to that of the raw vegetables in the farmers' market. The fresh supermarket opens at 6 am and closes at 9 pm, serving the working class and ensuring that they still have vegetables to buy after work at night.
Experts predict that clean vegetables will replace hairy vegetables and become the mainstream of life. Pure vegetable supermarket will also usher in a new round of development opportunities.