Qian Dama responded that all stores in Beijing were closed
Qian Dama responded that all stores in Beijing were closed. The Qian Dama brand was founded in 2112. On October 8, beijing business today reporter learned from a Qian Dama franchisee that all stores in Beijing had been closed. Aunt Qian responded that all stores in Beijing were closed. Aunt Qian responded that all stores in Beijing were closed 1
Recently, the news that the community fresh brand Aunt Qian closed stores in Beijing rushed to the headlines. On October 9th, a reporter from Securities Daily visited Aunt Qian's shop on the spot to find out the current situation of Aunt Qian in Beijing.
Beijing market "failed" because of acclimatization
By visiting many stores such as Qian Dama's Third Ring New Town and Guang 'an Kangxin Jiayuan, the reporter saw that some of them had changed their doorways, while others were renting out when they went to the store. Although the door has been changed, the price tag and the basket in the store remind consumers that it used to be aunt Qian.
Qian Dama's Third Ring New Town has been renamed Snail Fresh Door, and the words Qian Dama remain. Shooting Wang Jun
Qian Dama's Guang 'an Kangxin Jiayuan Store has gone to the store to shoot Liu Zhao
Qian Dama is a community fresh chain enterprise developed from South China, and entered the Beijing market for the first time in February 2121. However, only one year later, the reason behind it is thought-provoking.
On October 9th, WeChat official account, the official of Qian Aunt's fresh food, issued a statement saying that the adjustment during the company's development is a normal business operation. The company underestimated the difficulty of Beijing market, and even underestimated the operating pressure brought by the high housing rent in Beijing market. The store's daily passenger flow has not reached the expected level, and more investment is needed if the Beijing market continues to develop. After the comprehensive evaluation of the company, we plan to invest more resources in the relatively stable and mature market. At the same time, it will also increase research and development and investment in prefabricated dishes in these mature markets.
The person in charge of Qian Aunt's related business told the Securities Daily reporter that at present, Qian Aunt has more than 3,511 stores in more than 31 cities across the country, serving over 11 million families and over 17 million quality members.
The reporter found that there were many fresh shops of the same type around the original Qian Dama store, and some of them even operated for ten years. Chain community fresh e-commerce failed to impress the hearts of old residents.
During the visit, the reporter interviewed several residents living near the original Qian Dama store at random. Their answers also verified the reporter's observation. Some residents told reporters that they regretted Qian Aunt's withdrawal from Beijing, but also said that the price of Qian Aunt's goods was not competitive with the surrounding stores, and they were more willing to shop in familiar stores.
In addition, Qian Aunt's "no overnight meat" model is more suitable for coastal areas such as Guangzhou, where consumption concepts and lifestyles are different, and Qian Aunt's market expansion has not been adapted to local conditions. Some residents told reporters that they didn't care much about whether the meat was overnight. After all, it was very cold in winter in the north, the goods were storable, and the storage conditions were convenient in summer, so it wouldn't go bad easily.
The reporter learned from the apps such as Meituan and Public Comment that some young consumers have many complaints about Aunt Qian's business model. Some office workers said, "Aunt Qian has a limited stock, which leads to few remaining categories when she goes to the store after work at night, and sometimes she has to queue up with her aunt to grab discounted dishes, which has a general experience."
The reporter also learned from the clerk who worked in Qian Aunt before that due to the lack of stores in Beijing, there has always been a problem in the supply of goods, and the scale is not going up, which directly affects the cost. Shop rents and labor costs in Beijing are high, which Qian Aunt did not expect when she entered the Beijing market.
regarding how to deal with the unused amount recharged in the consumer's card, the reporter called Aunt Qian on this matter. Aunt Qian said that consumers who have recharged their membership cards can communicate about the refund through the company's official customer service.
this winter of fresh e-commerce is too difficult
this winter is a bit difficult for fresh e-commerce.
according to the incomplete statistics of tianyan, there are nearly 2,611 fresh e-commerce brands engaged in "fresh e-commerce, community fresh, community group purchase" and other related businesses. In addition, according to iResearch data, the scale of China's fresh e-commerce market is expected to exceed 1 trillion yuan in 2123, and the penetration rate will be close to 21%. However, this vast blue ocean has repeatedly heard the news of corporate layoffs.
Recently, there have been rumors that "Ding Dong's grocery shopping has started a big layoff", "The highest layoff in the core department is 51%", "Purchasing is 51%, Algorithm is 31%, Operation is 31%, Recruitment is 11%-21%", and "Forcibly giving employees in the front warehouse service station a break" and so on.
The reporter of Securities Daily verified the above news with Ding Dong's food purchase, and the relevant person in charge said that the news was untrue and it was a malicious guess without factual basis and strict data sources. The company reserves the right to investigate all false rumors. "Individual job changes are the normal organizational resource adjustment of the company, and the recruitment needs of some positions are also released normally. At present, the business is operating normally. At the same time, there is no situation of forcing employees to take unpaid breaks in front-line positions. Usually, they will make reasonable adjustments according to the work situation of the site, especially the wishes and work intensity of employees. "
Ding Dong has a hard time buying vegetables, and is still losing money. Since 2118, the company has lost RMB 11.726 billion, and the loss range is still expanding. In the third quarter of 2121, Ding Dong suffered a net loss of 2 billion yuan, an increase of 1.42% compared with the same period in 2121. At the same time, although the company's revenue is growing substantially, the growth rate of 111% still lags behind the growth of losses.
Coincidentally, Mei Cai, the head enterprise of the industry, was also accused of mass layoffs. On a social platform, a user who is suspected to be a retired employee of Meicai said that Meicai is laying off employees on a large scale. Last time, the proportion of layoffs reached 51%, and this time, the Beijing headquarters of American cuisine has abolished 41% of its employees.
Securities Daily has verified the above matters with American cuisine, but it has not received a reply as of the time of publication.
In addition, employees who have left the company revealed that some basic business personnel of the company basically "talk on the same day and leave on the same day".
According to public information, in just four years, Meicai has completed eight rounds of financing, and the accumulated financing amount is nearly 11 billion. The investors include well-known investment institutions such as Shunwei Capital, Zhenge Fund and Gaoyou Capital. Its latest financing took place in October 2118, when Meicai.com was invested by Tiger Global and Gaoying Capital for 611 million US dollars, with a valuation of over 7 billion US dollars. However, since then, there have been no new public financing issues in American cuisine.
As early as September, 2121, the news of 51% layoffs was reported in the Beijing headquarters of American cuisine. Meicai. com plans to submit an application for listing in Hong Kong in the first half of 2122, and the company has hired relevant institutions to take charge of listing, and plans to raise 311-511 million US dollars.
if the news of layoffs in American cuisine is true, it will undoubtedly add insult to injury to the next development of American cuisine. Aunt Qian responded that all the stores in Beijing were closed 2
On October 8th, beijing business today reporter learned from a franchisee of Aunt Qian that all the stores in Beijing had been closed.
Subsequently, the reporter called Qian Aunt's Beijing Huishengyuan Store as a consumer, and the person in charge of the store said that the store had been renamed "Snail Fresh" and no longer operated under the brand name of Qian Aunt. At the same time, the person in charge also revealed that due to poor management, Aunt Qian's stores in Beijing have indeed all been shut down. The reporter called Qian Dama's Beijing Qianhe Jiayuan Store and found that the phone had stopped.
At the same time, Tianyancha App also shows that Beijing Qiandama Fresh Food Chain Co., Ltd. has been listed in the list of business anomalies because it is impossible to get in touch through the registered residence or business premises.
On the morning of 19, Aunt Qian issued an official statement, confirming the news that all stores in Beijing were closed. Aunt Qian said: "We underestimated the difficulty of the Beijing market, and even underestimated the operating pressure brought by the high housing rent in the Beijing market ..... We plan to invest more resources in the relatively stable and mature market".
tianyancha shows that Beijing qiandama fresh food chain co., ltd was established in July 2121, and its legal representative is feng weihua, which is wholly owned by Guangzhou qiandama fresh food chain co., ltd.
according to public information, Qian Dama's brand was founded in 2112, which pioneered the business philosophy of "no overnight meat" and adopted the franchise+direct marketing mode in its operation. Product management, covering vegetables, fruits, meat and other eight fresh categories, over 511 products.
In February, 2119, after completing the D round of financing, Aunt Qian accelerated the expansion to the whole country. By October, 2121, Aunt Qian had set up more than 31 cities in China, with the total number of stores exceeding 3,711.
The locations of Qian Aunt's stores in Beijing are mainly located in Chaoyang, Tongzhou, Daxing and Yanjiao. For the Beijing market, Qian Aunt was once full of confidence. In August last year, Qian Aunt's insiders revealed that from 2121, it is planned to deploy 511 physical stores in Beijing. At present, 23 stores have been opened and 32 contracts have been signed (including the number of stores already opened), of which 91% will be franchised stores and the rest will be direct stores.
Some voices believe that Aunt Qian failed in the Beijing market, mainly because the speed of opening stores was too slow, the number of stores opened within one year was too small, and the cost of rent and manpower remained high, and she also faced fierce competition from the same industry.
According to Sky Eye Survey, there are currently more than 7.49 million enterprises in China whose names or business scope include "fresh food, fruits, vegetables, fruits and vegetables, fresh food group purchase" and whose status is in business, surviving, moving in and moving out. Among them, about 75% registered capital is less than 1 million yuan, and about 22% was established within one year.
aunt Qian's iconic clearance time every day starts with a 11% discount, and then another 11% discount every half hour until 23: 31 for free delivery.
The reporter saw in the public comments that some consumers complained that Aunt Qian had all kinds of discounts and promotions at night, and the store was crowded with aunts and grandmothers waiting to check out during the discount period. Although there was a notice in the store prohibiting this behavior, there was nothing the clerk could do. Basically, the shelves were empty at about 8: 31 in the evening, and the rest were dishes of average quality.
For office workers, this sales model often leads to a shortage of categories in the store when they get off work at night, and sometimes they have to queue up with their grandparents to grab discounted dishes, which is hard to say that they have a good experience.
And this problem exists not only in Beijing, but also in other cities such as Shanghai. Previously, CCTV Finance reported that many franchisees in Shanghai Qian Dama lost money and turned to stores. Franchisees thought that the mode of giving the whole audience a 11% discount or even a free delivery after 7: 11 every night attracted passengers and earned enough popularity, but it also caused the stores to fall into a vicious circle. The more they sold, the more they lost, and some franchisees lost 411,111 a year. In this regard, Aunt Qian issued a statement to respond that there is usually a "climbing period" in the first 3-6 months of opening a new store. For stores that have passed the "climbing period", the profit rate in South China is over 91%, and that in other regions is over 81%.
After the epidemic, the community consumption scene that is closer to consumers and has a higher repurchase rate has become the goal of retail enterprise layout. Although all parties are eyeing the cake of the community, how to do a good job of community fresh chain is still a problem that the retail industry, including fresh retail enterprises, has been thinking about and paying attention to.
according to the research and statistics of e-commerce center, in the fresh e-commerce industry, only 1% of enterprises are profitable, 88% are losing money, and 7% are making huge losses.
Financial commentator Wang Chikun pointed out that as a sub-industry, the fresh retail market cycle is roughly in the second stage of growth. During the period, the scale of industry supply expanded rapidly, industry investment increased rapidly, and industry consumption increased rapidly. At the same time, industry gross profit was high and industry net profit was low.
According to Wen Zhihong, the consulting partner of Hejun and the head of chain operation, Aunt Qian used to focus on the southern market. Whether this model and gameplay can be recognized in the Beijing market needs to be tested. "This includes the structure of commodities and supply chain capabilities, because there are still differences between the north and south markets after all, and the differences are still relatively large. At the same time, whether the back-end supply chain capability can keep up with its expansion speed is also a challenge that Aunt Qian needs to face. " Aunt Qian responded that all the stores in Beijing were closed. 3
After entering the Beijing market for one year, Aunt Qian failed.
Recently, Aunt Qian closed many stores in Beijing. According to the interface news report, the relevant person in charge of Aunt Qian said that all the stores of Aunt Qian in Beijing will be closed.
In this regard, Aunt Qian responded to 36Kr-Future Consumption that the current development of the Beijing market failed to meet expectations. After discussing and evaluating with the franchisee, we decided to suspend the business of the Beijing store first. At this stage, we will first focus on deepening mature markets.
slogan, which focuses on "no overnight meat", started its business in Qian Dama in the Pearl River Delta region with its self-bred black pork as the driving category, and now has nearly 2,111 stores in Guangdong, Shenzhen and other places.
From 2115 to 2119, Aunt Qian was favored by the capital, and * * * completed five rounds of financing, with a total amount exceeding RMB 1 billion. As one of the few entity fresh retail enterprises with venture capital, the end point of Qian Aunt is obviously going public.
In order to improve the listing valuation, since she entered Shanghai in April 2119, Aunt Qian has started the nationwide expansion, and quickly entered Changsha, Suzhou, Wuhan, Chongqing and other places, and ran at the speed of opening an average of 111 stores in the first month of entering the city.
The Beijing market that retreated this time was officially entered by Aunt Qian at the end of 2121. By the end of 2121, Aunt Qian had more than 4,111 stores nationwide and expanded to more than 31 cities.
According to investors close to Qian Aunt, 36Kr-Future Consumption revealed that Qian Aunt originally planned to go public in 2121. But now, in the past two years, it is difficult for Qian Aunt to start the listing process; A few months ago, Aunt Qian was named by CCTV News because of the huge losses of franchisees in some regions, which made the company even more distant from listing.
Paying more attention to the back-end than the front-end, Aunt Qian's nationwide replication of this model in the Pearl River Delta region is itself a high-risk gamble for high returns. Looking at it now, Aunt Qian has temporarily failed.
Pattern replication, acclimatization
According to Qian Dama's response to 36Kr-Future Consumption, there is a big difference in consumer behavior between the north and the south, and the days in the north are short and the nights are long. Consumers are used to buying a large number of fresh vegetables at one time, while Qian Dama's Nissin model needs enough passengers every day to ensure the normal operation of the store.
Not only is it not acclimatized in the north, but in fact, since the thunder storm of franchisees in September last year, Aunt Qian began to shrink and lay off employees, shut down areas with poor business, or merged with other regions. The "money aunt model" has been difficult to get out of Guangzhou since then. <