There's a new chain fresh food store: Aunt Qian.

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 3,111 stores and 5 rounds of financing, with a valuation of nearly 11 billion.

after many experiences, I highly recommend the owners of beverage shops to study this brand-many of their models and playing methods are very suitable for tea shops to learn from. Let's compare and see.

Author | Zheng Yu

It's called Aunt Qian, for the purpose of accurate customer base

Which groups usually buy food most frequently? An aunt with plenty of time.

This brand is called "Aunt Qian", and it is located at the gate 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 they know often shout, "I went to Aunt Qian's house", showing a passion for familiarity.

There is also a slogan next to the name: "Don't sell overnight meat", which makes Chinese people like 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 choose names and find sub-categories, and even have a name 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, Zhang Junya's younger sister and Jiang Xiaobai's idea of naming.

Don't be gaudy at the door, be concise and have effective information.

Aunt Qian's door design is very simple. A background dominated by red tones, a white font, and a slogan. There are no other fancy, redundant and complicated primary colors.

It seems that easy-to-use logic can be used in any industry.

no matter whether it is catering or fresh, there is a general principle for brands displayed to the outside world to be sorted in order of importance in the door design: color symbols, words and categories, brand LOGO.

the function of color is to attract attention from a distance, and then make it clear what brand it is and what category it sells. The amount of information is enough.

Some elements can be omitted, but most of them are redundant and have no focus.

I also noticed that Aunt Qian's red door is not bright red, but dark red. The new store looks old and the old one doesn't look old.

community stores are usually opened for several years, which is a familiar consumption habit for nearby residents. The newly opened new store is not easy to try, and it is easier to integrate quickly if it is neither new nor old.

Find the right drainage money, so that customers can "buy more if they are not careful"

If they buy something from Aunt Qian, they will buy more if they are not careful.

Many products have been weighed and clearly priced. When you pick up a dish, you can clearly write down how much it costs. The key is that the weight is not big, so there is no pressure to buy it. It is easy to buy it all the time in buy buy.

fruits, in particular, are placed at the entrance of the store, each serving is not much, and the price is not expensive. When you come, you will always bring a few copies.

It is understood that in Aunt Qian's sales structure, pork accounts for 41% of the total sales, vegetables account for 31%, fish accounts for 11% to 15%, and fruit accounts for less than 11%.

It can be seen that fruit is not the main source of Qian Aunt's profit. The fruits in Aunt Qian's shop, like the ice cream in the tea shop, are all low-cost and high-frequency drainage products.

discounts are started after 7 pm, and the inventory is cleared every day

Aunt Qian has a very different feature: starting at 7 pm every day, all the products are given a 11% discount, and then they are reduced by 1% every half hour. Until 11: 31, all the unsold products are given away for free.

This ensures the implementation of the slogan "Do not sell overnight products" played by the store, ensures that the inventory will be emptied on the same day, and reduces losses.

in fact, few products will wait until 11: 31 before they are sold out. Often at 9 o'clock in the evening, Aunt Qian's community fans will send photos to show the empty shelves that have been sold out.

this kind of discount is similar to the idea of specifying half price for drinks and permanent claim for a drink in rainy days in Modern China Tea Shop. It can not only become a spread talk, but also show the sincerity of the brand, which can actually improve efficiency.

It is understood that Aunt Qian's consumers are mainly three groups of people who buy fresh products in the morning. In the afternoon, it is a consumer group after work; In the evening, it was the community aunt who came to pick up the bargain. 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 the products that were not sold out that day and not selling them the next day. Maybe we can learn from Aunt Qian's ideas, bake products and products that use fresh fruits, make certain concessions, reduce waste and form brand discounts.

Fresh food shops not only sell fresh food, but also drink shops don't just sell drinks.

Aunt Qian is actually a pure brand selling vegetables on the Internet, not only offline stores, but also online shopping malls.

customers can purchase various necessities such as rice flour, grain and oil, paper towels, etc. through their online shopping mall orders. However, the area of its offline stores is not large, and the area of its main stores is 61 to 81 square meters.

This is a relatively low-threshold and fast-replicating model for Aunt Qian, who is mainly engaged in the franchise model. In the second half of 2121, Aunt Qian opened 1,111 stores.

but it also solves the problem of selling more products in a small area-fresh food shops can only sell fresh food, and tea shops can only sell milk tea?

When Xicha launched the Snow Mountain Homesickness Longan product in the Spring Festival, it made a new idea: buy tea and give fruit, and if you consume 2 or more cups of Snow Mountain Homesickness Longan products in a single order, you will get 1 fresh longan fruits.

besides selling fruit tea, it also sells corresponding fresh fruits, which is an expandable selling idea. When the fruit brand in Changsha sells strawberry drinks, it sells strawberry boxes and sells fresh strawberries directly to customers through packaging.

this method has been extremely used by catering brands. Taier pickled fish sells rice specially 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 has also launched 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.

If you want to open a new area, the supply chain should come first.

Aunt Qian's key support is the supply chain.

Unlike the previous fresh food shops looking for wholesale markets at the first level, Aunt Qian chose to open warehouses at the place of origin, and the products were transported from the warehouse at the place of origin to the distribution center first, and the distribution center did not prepare inventory, mainly for transit distribution and processing.

In addition, before entering a new city, Aunt Qian first 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, and then started to join and copy in batches after the store model was mature.

and aunt Qian has many stores. It is understood that there are 1,111 stores in Guangzhou and Shenzhen alone, and the minimum distance between the stores is only 251 meters. As a result, the supply chain is deeply centralized and integrated.

The cross-regional opening of tea brands is gradually advancing. I am concerned that some brands are changing their strategies, shutting down or slowing down the pace of opening stores in remote or non-core areas, and more and more practices are selected 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 business, but the rules of business are the same as what needs to be paid.

No matter which track you take, the road of gaining insight into consumers' psychology, polishing the business model and refining the output operation is interlinked and endless.