0 1 lujin coffee leek harvesting history can be learned from history; Throughout the timeline of Luckin Coffee's fortune, it is not difficult to find the story of Luckin Coffee. The essence is to draw cakes for foreigners, which means "let China, a huge market, develop the good habit of having a cup of coffee every day, and the future is limitless". Then, with the help of the concepts of new retail and internet finance, the credibility of this cake is improved through financial fraud and data fraud. Finally, financial fraud was discovered, and then all parties hammered.
Ruixing's story tells us that it is better to believe in ghosts than to believe in the mouth of the capital market.
After this incident, such a "noodle diary" made by a team with a "black history" wants to land on Nasdaq again, so that foreigners can believe and subsidize us to eat a bowl of noodles every day. I feel basically hopeless.
On the one hand, foreigners don't have any noodles, and they don't eat noodles themselves, so they can't understand this consumption pattern as quickly as coffee; On the other hand, overseas investors are not stupid. After the baptism of our story king, we should also fully realize our ability of storytelling and financial fraud, especially the online business model. By changing a few data in the background, coffee sales can run much faster than scallops in Zhangzidao.
In this environment, we hope that overseas investors will subsidize our people with a bowl of noodles one day, which makes our dream of realizing the freedom of noodles dashed with great probability.
The harvesting method of leek in noodle industry predicts that if the export is not good, we will turn to domestic sales. Before discussing the opening of noodle restaurants, we should have several common understandings, that is:
1. Does the noodle industry make money?
Here, select "20 18 China Noodle Catering Big Data Research Report" and some data screenshots of my WIND database to view the general situation of the catering industry. It is not difficult to draw a conclusion that only making noodles does not make money, and even it is still losing money in the past two years.
Study on the development trend of pastry industry: the catering industry has entered a stage of low-speed growth and fierce competition.
Compared with the changes in the number of restaurants in 20 17 years, the growth trend of catering revenue has slowed down, but it is still developing steadily. On the whole, the catering industry has entered a stage of low growth.
In 20 17, the number of noodle shops in first-tier cities decreased slightly, and the overall proportion decreased by 1.2%. The number of stores in other cities increased significantly, among which the number of stores in fourth-tier cities increased the most, with an overall increase of 2.2%, while the growth rate of stores in second-and third-tier cities was slightly lower than that in fourth-tier cities, resulting in a decline in its overall proportion.
The above data is a little old, because the latest one has not been found, but it is not difficult to see that the competition of catering, especially noodles, is still fierce, which accounts for a high proportion (7-8%) in the sub-categories of the overall catering industry.
In addition, this report does not disclose the profit of the noodle industry. I have a brief look at the listed companies in the catering industry, and take the data of 20 18-202 1. The average gross profit margin of catering and tourism catering industry in A shares is about 18-40%, and the net profit is (-7)- 10%. This average data comes from large enterprises in the industry and should have certain reference value.
Therefore, relying on sales revenue and profits, we can basically give up making noodles and honestly hope to be a listed company. Moreover, due to the impact of the epidemic, at least from the financial indicators, the catering industry has been hit hard and has not yet successfully recovered.
2. Several cutting methods of leek
As I said before, it is basically impossible to make noodles into a listed company honestly. Does that mean that Mr. Lu doesn't make money when he enters the noodle industry? Of course not, ray. Luckily, did you drink it? Luckin coffee is on the market because of its good coffee? This is not true, because people tell stories well, and do well in financial fraud and data fraud.
In the same way, "noodle diary" can make money, and you can still achieve financial freedom by telling stories and selling your feelings to harvest leeks. There are several ways to cut this leek. Next, as a leek, I dare to predict:
There are four ways to write the word leek: one is to cut leek with reference to the joining method of milk tea and hot pot.
Luckin Coffee has a deer tea under itself;
Now Manager Lu has a small diary;
Why can the milk tea and hot pot industry harvest all kinds of leeks by joining, including why stars love to open hot pot restaurants now? The reason is that raw materials are easily available, products can be standardized, and brand endorsement exempts entrepreneurs from promotion fees.
Give an example of joining a hot pot restaurant in Michael Chen.
Option 2: Cut leeks according to the pattern of "Mei Tuan, Hungry"
It's an early Internet game. In the early days, through subsidies+traffic, the monopoly in the segmentation field was realized and the consumption habits of users were cultivated. Then, after excluding competitors, harvest leeks at a reverse price. See how Meituan and Hungry got hammered.
According to news reports
This kind of gameplay is the gameplay of early Internet finance, and the only threshold is the initial subsidy funds; However, I think this is definitely not difficult for Mr. Lu. Whether you pay for it yourself or VC, it should not be a problem.
In the future, a special online noodle APP will be established, so that people who like to eat noodles can get together and get comments on noodles at an early stage, which will be extended to bread, steamed bread and so on. Later, he converted the traffic in the segmentation field (pasta) into his platform by burning money, and then harvested leeks with a wave of price increases.
Finally, back to the question, Chairman Ruixing started a noodle restaurant again, saying that 500 noodle restaurants would be opened first, and then an online food city would be established. Are you optimistic?
I just want to say that all I can do is watch my wallet!
Last words:
I am a chain enterprise consulting service. The company has been focusing on chain enterprise service for 18 years, serving 60,000 chain enterprises and 20+ chain industries, and providing chain enterprises with services at different development stages (top-level design, strategic positioning, business model selection, profit refining of single store, operation standardization, supervision, training system, brand, investment promotion, equity, new retail, investment and financing, and integrated merger and listing).
If you want to be a chain, or are developing chain brands and stores, welcome to communicate!
fool
You have a group of marauders running capital behind you. . . . . Capital is king. . When you were still running a store with only two stores, they had already made hundreds. .
Flow, conversion rate, repurchase.