2.1 Green × Health Nutrition Consultation

Modern life pays attention to health, and scientific diet is undoubtedly the easiest way to maintain and promote health. Inconsistency in dietary structure can lead to many diseases, such as high blood pressure, heart disease, diabetes, etc. More and more people want to know how to eat reasonably, but in the domestic market, the urgent needs of consumers cannot be well met. In this regard, there is still almost a vacancy in the country. Our Green×Kang nutrition consulting uses professional technical leadership to provide consumers with comprehensive nutrition consulting and provide each customer with tailor-made healthy eating advice.

2.2 Production of Green × Health nutritious meals

In today’s world where food is the most important thing for the people, nutritious meals have gradually been accepted and recognized by the general public. More and more people are looking forward to healthy meals, but they are unable to make them in person due to various practical restrictions. At this time, our Green × Health Nutritional Meals provide our customers with professional nutritional packages that can fully satisfy every customer's daily needs. Nutrient intake meets the body’s needs throughout the day.

2.3 Product Intellectual Property

Currently, our company has the right to register the product trademark of Luxkang. All of our nutritional meal plans have applied for national patents, ensuring that our model will not be easily copied.

2.4 Product professionalism

Our nutrition consultation is based on nutritionists who have obtained international nutritionist qualifications and provides each person who comes for consultation with them based on their living habits. Physical health indicators and daily eating habits are combined with professional knowledge to train them to ensure that every customer who comes for consultation can receive dietary advice tailored to him.

2.5 Product target market

Currently our target markets are mainly in three aspects: urban white-collar workers, school students, and elderly people.

2.6 Product production process

Our company has reached agreements with companies that specialize in the production of vegetables, rice, and meat products, and they will provide the various raw materials we need. At the same time, we The goods they provide will also be inspected to ensure that the goods they provide meet the relevant quality requirements. Based on the raw materials, we make the dishes according to the menu that has been prepared by professional nutritionists, and our professionally trained chefs go through scientific processes. Through scientific control, we ensure that every stage of production can meet scientific requirements. While not destroying the nutritional value of the selected raw materials, we can match a nutritional package that meets the needs of the human body.

2.7 Product Comparison

Compared with traditional Chinese food, our nutritious catering pays more attention to the reasonable and scientific combination of nutrition. Our food is based on the most advanced scientific theories. Match. Traditional Chinese food pursues color, flavor, and taste without much in-depth understanding of nutrition. Of course, there are also claims about dietary supplements in Chinese food, but the claims about Chinese food supplements are based on traditional experience and do not have in-depth scientific research, so they inevitably have various shortcomings. Our nutritional meals have no regrets in this regard. We all combine them reasonably based on the authoritative and most advanced scientific viewpoints, and they are absolutely ideal combinations that meet the needs of the human body.

Compared with the popular Western food, such as KFC and McDonald's, our nutritious meals have incomparable advantages. I think the nutrition of the food at KFC and McDonald's cannot meet the basic needs of a normal person in a day, let alone maintaining a healthy body.

2.8 Product Advantages

The advantages of our products are mainly reflected in the market, price and professionalism.

Market: In the current domestic market, the nutritional catering industry has just emerged. In this industry, our customer base is the majority of Jinan citizens who already have demand for nutritious meals. However, we do not have strong competitors in this market. It can be said that as long as we do our best, we can become the industry leader. In such a vast blue ocean, the development opportunities for our company are self-evident.

Price: Our target customers are ordinary citizens, so our prices are such that the price must satisfy the majority of consumers.

Professional: We will hire professional nutritionists to be stationed in our company to provide suggestions for each of our nutritional meals. At the same time, we also cooperate with China Food Industry Association, China Nutrition Association, China Health Association, etc. The association insists on long-term cooperation to ensure that our products are professionally leading.

2.9 Product Vision

Because our product market is still relatively new in the domestic market, as long as we seize this development opportunity, we can fully tap the vastness of this market. potential to occupy a place in the future nutritional catering market. Our company's business is divided into two main parts: nutritional consulting and nutritional catering. In the future development, we may also open nutritional catering family training classes, nutritionist training and other businesses.

3 Competitive analysis of the nutritional catering industry

This proposal uses Porter's five forces model tool to analyze the competition of the nutritional catering industry, distinguishing from potential entrants, buyers, suppliers Analyze five aspects: business, substitute products, and existing competitors in the industry.

3.1 Five Forces Competition Model

3.11 Potential Entrants

Potential new entrants to the industry are an important force in industry competition. Most of these new entrants With new production capacity and certain necessary resources, it is expected to establish a favorable market position. Entry barriers are the main factors that determine whether you can enter smoothly:

●Industrial Policy In March 2009, the Ministry of Commerce announced the "Technical Requirements for Nutritional Catering Industry", which gave birth to the first catering industry in China's history. A nutritional standard. Food is a commodity that bears important responsibilities for human health. Nutrition is the essential feature of food, and safety is the fundamental condition of food. Food + nutrition + safety = health. The traditional business and store model can no longer adapt to modern business needs.

●Technical Barriers The nutritional catering industry is not a simple catering industry, but requires nutritional caterers with necessary dietary nutrition knowledge and catering preparation techniques. The technical barriers to entry are high. Regarding this, "Catering Industry Nutrition" Catering Technical Requirements" (SB/T10474-2008) has specific instructions.

●Existing enterprises’ reaction to new entrants. As an emerging industry, the nutritional catering industry can gain relatively large profits, but existing enterprises are unwilling to share a share of the pie with other entrants. They will react to industry entrants. Adopt suppression and boycott strategies.

Therefore, combined with the above analysis, this planning paper believes that there are policy supports and incentives to enter the nutritional catering industry, but the technical barriers are high, and they will be suppressed by the original enterprises. Generally speaking, the barriers to entry are high.

3.12 Buyers

Buyers are a competitive force that cannot be ignored. Buyers often create competitive pressure on enterprises by asking for lower prices and improved product quality.

●The nutritional catering industry is an emerging industry. It is different from the general catering industry with its advantages of nutrition, safety and health. However, there are few existing companies in the industry and buyers have less choice. Negotiation skills are low.

●Buyers of nutritious meals are mainly individuals or families, with a large number. The purchase volume of a single buyer is limited and cannot have a huge impact on sales, making its bargaining power low.

●Nutritional meals are prepared according to different groups of people and do not have standardized characteristics. It is completely unfeasible to purchase products from multiple vendors at the same time.

●There are few existing enterprises in the nutritional catering industry in the region. However, with the improvement of people's safety and health concepts and the change of consumption concepts, the demand for nutritional catering is greater, forming a typical seller's market. Price dominance is in the hands of the seller.

In summary, buyers have low bargaining power in front of nutritional catering companies.

3.13 Suppliers

Nutritional catering companies mainly use their own nutritional meal preparation technology to provide customers with reasonable meals, and the raw materials are not much different from the needs of the general catering industry. There are many raw material suppliers in its market, so the bargaining power of its suppliers is low.

3.14 Replacement products

Compared with ordinary catering industry packages, nutritious meals have the advantages of health, safety, nutrition and are suitable for different characteristics of different groups of people

It can be replaced There are relatively few products, and for various alternative health products, our nutritional meals are cheaper and of better quality, and there is less competitive pressure from alternative products.

3.15 Existing competitors in the industry

At present, in the nutritional catering industry, our company’s competitors mainly consist of two parts: some local companies, such as Qingdao Jianliyuan Nutrition Catering Management Co., Ltd., Guiyang Community Canteen Nutritional Catering Chain Service Co., Ltd., etc. The competitive advantage of these companies is that they can quickly promote in markets they are familiar with, and they are familiar with local eating habits and can quickly occupy market segments. Their disadvantage is The target market they serve is relatively narrow and they have not established a brand. There are also some competitors, most of whom publish software about nutritional meal preparation such as recipes online. Their main goal is promotion. The advantage is that they can quickly promote their brands and the cost of online promotion is low. The disadvantages are that the service scope provided by these software manufacturers is small, the business projects are few, the target market customers are unstable, and the funds are slowly withdrawn; and there are many similar software, and the product differentiation is very small.