I. The significance of the basis and purpose of the project
Supermarkets - short for supermarket (supermarket), belonging to the retail industry, a kind of self-service and centralized one-time payment for the implementation of the characteristics of the sales method. The emergence of the supermarket, with its comprehensive advantages and rationality to obtain the general recognition of society, has become a popular global business format, known as a revolutionary change in the retail industry.
The development of any industry cannot be separated from its own correct positioning - that is, the proper determination of its position in the minds of consumers, in the market, and in the industrial space.
The community convenience store is a retail format that has developed rapidly in recent years. It is opened in the form of chain stores in the community, its business area is not large, not many types of goods, relatively small scale, belongs to the category of small simple stores, but the convenience store has its own characteristics:
First, the long operating hours (many convenience stores are used in the form of 24-hour full-time), to fill the vacancy of the supermarkets and general stores with shorter operating hours;
The second is the supply of goods are commonly used, High turnover rate, easy to consume, which is oriented to the broadest consumer groups daily small consumption, but also a convenience store large quantities of goods, the key to reduce costs;
Third, to meet the consumer demand for shopping near the shopping, low-priced shopping, honest shopping. Community convenience stores will be that large department store supermarkets, another emerging retail format, is the trend of retail development.
When it comes to the form of community convenience stores, it is divided into two types: one is a department store convenience store; the second is a categorized commodity convenience store. Domestic department store convenience stores to the Taiwan-funded operation of the 7-11, such as Xisiduo; joint venture of the Lianhua Express, can be, unified convenience, etc., mainly. Jinan city to unified Ginza and other brands. The form of categorized goods convenience store in Jinan City has not been substantially developed, currently only exists in the form of tobacco and alcohol supermarkets, flower stores, food stores, cake stores and so on. They are stores that sell a single type of goods and are the primary form of the categorized goods convenience store.
This report will focus on the classification of goods convenience stores in the fruit convenience stores as the main object of study, trying to analyze and explore the market, to grasp the feasibility of opening a chain of fruit supermarkets in Jinan City.
Two, the content of the study and the implementation of the program
1, the content of the study
1-1 retail market trends
The development of the retail industry is as follows: (Jinan City, as an example)
① traditional bazaar (the early industry)
② department stores (the seventies, eighties) (retail format)
③ Warehouse supermarket (retail format in the nineties)
④ Small community department store supermarket (retail format in the nineties)
⑤ Large department store supermarket (new type of retail format)
⑥ Community convenience store (the newest retail format nowadays)
1-2 Study on the Current Consumption Behavior of Fruits
Fruits, a popular consumer product, have been gradually transformed to a lifestyle product. This kind of mass consumer product has gradually transformed into a necessity of life and is an important part of mass consumption. At present, the fruit consumption pathway of the mass consumption group is composed of the following two ways:
(1) market fruit stalls (2) large supermarkets
For the general consumption group, the main fruit consumption pathway is the market fruit stalls, and they tend to choose seasonal fruits as the main consumption object, and the purchase of non-seasonal fruits, imported fruits and other mid- to high-grade fruits is relatively small, and they also go to the They will also go to large department stores and supermarkets in the process of centralized purchasing to buy fruit. This kind of consumer group is mostly middle-aged and elderly consumers, they have enough time, can be very patient to select the quality of fruit, weigh the price in the hope of getting the greatest benefit. Their consumption is characterized by: demand for convenience, demand for low prices, comparison shopping strong.
For the middle and high-end consumer groups, fruit consumption is the main way from the large department stores and community convenience stores. This part of the crowd is mainly young and middle-aged. They are busy at work and socializing every day, the daily procurement of consumer goods is usually on weekends or holidays, in large department stores and supermarkets for one-stop shopping. These consumers are more interested in the quality and variety of fruits. They tend to show a preference and bias for fresh, novelty fruit varieties.
Below is a table for classification
Consumer Groups Group Composition Consumption Place Percentage Consumption Tendency Consumption Psychology
Fruit Stalls General Consumer Groups Middle-aged and Elderly 70% 30% Low Price, Convenience Affordable and Practical
Supermarkets Middle- and High-Consumer Groups Young and middle-aged 40% 60% Quality and Variety Fashionable, High Quality and Honest
Through the above comparison table, we can find that the two consumer groups are more interested in fresh and novelty fruits. Through the above comparison table, we can find that the consumption psychology of the two consumer groups is slightly different, but both put forward requirements for fruit sellers. In order to meet the consumption psychology of these two groups of consumers, but also in order to respond to market demand, there is a need for convenience, low price and fashion, providing high-quality goods in the retail format, which is the report to study the "fruit supermarket chain" sales format, but also the "fruit supermarket chain" of the basic positioning.
Conclusion: the market positioning of the fruit supermarket chain is - low price, convenience, fashion, honesty, high quality
1-3 Competitor Analysis
We have made the market positioning of the fruit supermarket chain, then we need to have a more comprehensive understanding of competitors.
As mentioned earlier, the current consumer fruit consumption mainly comes from the market fruit stalls and large department stores and supermarkets. The following will be from the purchase, sales methods, selling prices, storage and other aspects of comparative analysis.
Purchase
Market fruit stalls: the purchase of fruit wholesale market for the purchase of channels, a single purchase is very small, to the daily sales volume as the basis for purchases, less varieties.
Hypermarkets: the way to purchase the city fruit distribution company for the purchase channel, a single purchase of a larger amount, based on the daily sales of all chain stores, to take a unified approach to purchase, unified after-sales service, a variety of varieties.
The purchase channel is not the same, but are added to the profit of 2 to 3 links. Purchase price from the origin to the local in addition to transportation and other necessary costs, the main thing is to be fruit vendors or fruit distribution companies deducted profits.
Sales
Fruit stalls in the market: fruit stalls are mainly a variety of manpower or motor vehicles as a sales tool, mobility is relatively strong, generally in the residential areas in and out of the main road sales, fixed-point sales and mobile sales is the main sales method.
Supermarkets: Supermarkets can be said to be flexible and diverse sales methods, in large stores, pay attention to the appearance of the goods and a rich variety of collocation. They are divided into a number of areas, the different prices of different grades of fruits displayed separately, and the establishment of a discount area or special area, the price tag and daily time specials and other ways to attract consumers is also an important factor. Unified weighing, unified settlement, unified image, honest service, etc. are important marketing strategies for supermarkets.
Large department store supermarket sales approach is exactly the type of reference and learning. Fruit supermarket sales methods also need to unify the image, unified layout, unified weighing and settlement, to achieve good faith service, and to put forward the "package return, package replacement, package delivery" of the three packages of policy, can supermarkets can not, and supermarkets are not as good. The use of various holidays or public holidays for the implementation of sales strategy, the quality of the fruit to the cheapest price to sell to customers, give full play to the purpose of serving the community residents, and strive to do the community's best fruit purchasing representative.
Prices
Fruit market stalls: because it is a small business, so the price of the change is not big, a day, in addition to the evening of the remaining fruit need to be sold at a reduced price, the other time the price of the change is not big.
Hypermarket: the price change is flexible, in the process of selling in a day, may carry out a number of price changes, and the use of purchase and giveaways, time promotions, and other ways to indirectly change the price.
The same is that the determination of the price is based on the difference in the daily price of fruit and change. The difference is that the fruit stall price change strategy is relatively single, generally only in the evening time to reduce the price of clearing, to avoid the backlog. The supermarket price change strategy is more flexible, in addition to the evening price change out of the clear, there will be a lot of price change strategy, the purpose is to maximize the sale of goods, improve sales and gross profit.
Storage
Market fruit stalls: fruit stalls storage methods are very simple, generally stored in a dry and ventilated place, because each time the amount of goods is small, so the storage work is not a very important part.
Large supermarkets: due to the daily turnover of large, more goods, supermarkets must do a good job of storage. The storage is done by putting the fruits in specific cold storage to maintain proper temperature for freshness.
Supermarket cold storage (or preservation equipment) investment is relatively substantial, the fruit preservation temperature is generally between 0-4 degrees Celsius, not only to extend the freshness of the fruit, but also a greater turnover of goods.
In summary, in the purchase, sales methods, selling prices, storage and so on several links, it is not difficult to see:
Fruit market fruit stalls Supermarkets
Purchase Directly in the wholesale market, by the fruit distribution company deliveries,
The amount of small, small varieties of large quantities of large varieties of varieties
Sales methods Close to the residential area, a variety of sales methods. Price is clearly marked,
Mobility of the district classification display, flexible promotional methods
Prices Single price change can be changed at any time
Storage Basically, there is no storage method has a professional storage equipment
As we can see, the only advantage of the market fruit stalls is that the sale of residential areas in the access road to the convenience of the consumer, and thus become an enduring form of sales. enduring form of sales. And supermarkets account for almost all the other advantages, the flexibility of sales methods, selling price transparency, the application of storage equipment and so on are - supermarkets, the unique charm of this emerging retail format.
Fruit store business project plan example (2)A program outline
This business plan is about opening a fruit store in the university. Its main business is the sale of daily fresh fruit, fruit store program. Its main business is the sale of daily fresh fruit, the target market is in-school college students, the target market is in-school college students, to get the difference in price as its main source of profit. The store firstly adopts the business mode of joint venture of classmates. Profit source. The first step is to take the joint venture of the classmates.
But with their own brand trademarks, value concepts. It is a brand name that has its own trademark, value concept. In the capital and other conditions are ripe will form a company and the implementation of chain management mode. The company will form a company and implement the chain operation mode after the maturity. The overall strategic goal is: based on the school, establish a brand, step by step, the strategic goal is: "based on the school, establish a brand, step by step, expand the reputation, towards success" expand the reputation, towards success.
Second, the market analysis
1, feasibility analysis
Fruit, this kind of mass consumer goods has gradually transformed into a necessity of life, fruit, this kind of mass consumer goods has gradually transformed into a necessity of life, is an important part of mass consumption. An important part of mass consumption. With the continuous development of our school, so that our school enrollment has also become a certain size, it is said that the development, so that our school enrollment has also become a certain size, about 6,000 people. Such a large campus is bound to bring huge fruit multiple people. Probably there are many people demand, demand, after my investigation many students at home have often eat fruit Xi they are in school is also very much in this area of desire, only, inertia, they are in school is also very much in this area of desire, only, to go out to buy, think it is too much trouble. The first time I've seen this, I've seen it in my life.
Besides, now people are also paying more attention to the health of the body, often also buy some fruit to supplement the nutrition often also buy some fruit to supplement the nutrition, especially the health of the body often also buy some fruit to supplement the nutrition especially the girls some people can put it as a meal. Fruit store, is a girl some people can take it as a meal. Fruit store, into the doorstep of a very small investment can be opened, so theoretically speaking, low, very small investment can be opened, so theoretically speaking, the basic conditions for the opening of the fruit store has been available.
2, product analysis
Fruit, this kind of mass consumer goods has been gradually transformed into a necessity of life, fruit, this kind of mass consumer goods has been gradually transformed into a necessity of life, is an important part of mass consumption. It is an important part of mass consumption.
3, competitive analysis
At present, the school fruit market is basically blank, at present, the school fruit market is basically blank, although there is a small store has some fruit to sell but not scale, there is no desire for development, a small store has some fruit to sell but not scale, there is no desire for development, there is no competitiveness. The company's business is not competitive at all.
4, macro-environmental analysis
The opening of the fruit store on campus will greatly facilitate the purchase of fruit for students and some busy teachers fruit consumption. Also according to the survey, in the food consumption structure, with the slow decline in the proportion of consumption of staple foods and the proportion of consumption of non-staple foods is also gradually rising. This trend can be proved by the change of the proportion of fruits in the whole urban and rural bazaar trade and the change of the proportion of fruit consumption expenditure in the food consumption of the residents. Fruit, this kind of mass consumer goods has gradually transformed into a necessity of life and is an important part of mass consumption. Macro-environment is favorable to the opening of fruit stores on campus.
Three, fruit store SWOT analysis analysis
Strengths
Because the entrepreneur himself is a college student, so close to the university, because the entrepreneur himself is a college student, so close to the university, a clear understanding of the needs of college students psychological, Chu's understanding of the needs of college students psychological, easy to Find the psychological demand point of college students. This is the most important advantage; rationale demand point. This is the most important advantage; close to the dormitory, buy convenient and fast close to the dormitory to buy convenient and fast demand for a huge market has the school's store preferential, there are school store preferential, so the cost also has a certain advantage can provide home delivery service has the school and the support of students high quality customer service has the self-specialty of the fruit business philosophy.
Advantage
The store features
Fruit flowers, is currently the most creative kind of fruit gifts. Is the integration of floral design inspiration, with fresh fruit as the original material, with a variety of thematic forms of the base for the orderly insertion of the system, shaping a pleasing variety of thematic flower shape "fruit flowers". In addition to the surprising appearance of the fruit flowers, good fruit flowers are used in the world's best place of origin of the top fresh fruit, leaving people with the most unforgettable experience of fresh fruit, and any of the fruit flowers can be matched with chocolate, chocolate flavor and the perfect combination of fresh fruit will give people a new feeling. Fresh and delicious, healthy and fashionable, it is the perfect choice to reflect your taste or convey your feelings to each other.
Weaknesses
Insufficient social experience in college student entrepreneurship; Insufficient social experience in college student entrepreneurship entrepreneurial capital shortage; lack of entrepreneurial capital shortage of development speed is slow, the market is easy to be seized; development speed is slow, the market is easy to be seized there are already two fruit stores on campus.
OpportunitiesOpportunITies
The campus specializing in selling fruit stores have not yet been involved in the business, the campus specializing in selling fruit stores have not yet been involved in the business, is still a blank market, which is the largest and most favorable opportunity; a blank market, which is the largest and most favorable opportunity; due to the opening of a fruit store cost is small, hardware requirements are low, due to the opening of a fruit store costs small
Threats
Competition is fierce, if the profit situation is good, it will be easy to be imitated, competition is fierce, if the profit situation is good, it will be easy to be imitated, and this fruit store is a small-scale personal entrepreneurship, and this fruit store is a small-scale personal entrepreneurship, subject to the constraints of the financial conditions, can not occupy all the market in a short period of time, the constraints, can not be occupied within a short period of time. Occupy all the market, so it is likely to be late followers or imitators to devour most of the market, late followers or imitators to devour most of the market, which is the biggest and most serious threat.
3, countermeasures analysis,
Considering the threat of easy to be imitated, considering the threat of easy to be imitated, I will go to find some investors or partners to cooperate, business or partners to cooperate, so that the capital is more abundant for the development of small stores with characteristics to provide a basis for the development of small stores with characteristics to provide a basis for the development of small stores with characteristics, and we will also introduce some new technologies to do the fruits to make their own characteristics, and some of them will make their own characteristics, and some of them will make their own characteristics, and some of them will make their own characteristics. The new technology of making fruits, make your own specialties, your own style.
Four, marketing strategy
Target market: target market: college students, teachers, around the hotel; price: to take penetration pricing strategy to attract customers with low prices, quickly account for the price of the collar market; product positioning: product positioning: popular, economical, convenient service.
Sales: the promotion of fruit: with the health day, and some schools will cooperate with the sales association together with the joint, to carry out some of the school's health publicity and counseling. Promote the knowledge of fruit on health. Often advertisements: advertisements: the beginning of the establishment of integrated marketing communication concepts, brand concepts. Through the brand communication, let the brand has a kind of college students recognized, the pursuit of the spirit. Free-spirited, personality, health and self-confidence is a fruit store to promote a spirit to put forward a slogan: put forward a slogan: 100% health, life is wonderful.
Design a logo: orchard
Shape a brand: Shape a brand: "Orchard 168" to form a spirit: Form a spirit: We pursue free-spirited, personality unrestrained, we are healthy and sunny, happy and unrestrained; we fly, fly, fly free, we pursue a free We are pursuing a life of freedom, liberty and health.
Project Introduction
The establishment of the community fruit store: the residents of the community reached 3,000 families (3 people per family calculation) the establishment of the fruit store in the neighborhood.
Market Analysis
China's fruit market is huge, compared with foreign per capita annual consumption of 85 kilograms of fruit, the domestic per capita consumption is just half of its. Through the investigation of most families, 80% of the 3-member family monthly consumption of fruit amounted to more than 80 yuan. 10% of the family consumption of fruit between 50-80 yuan. Only 10% of families consume fruit for less than 50 yuan.
China's current average annual per capita consumption of fruit is about 45kg, with the health standard requirements (70kg) there is still a small gap, and developed countries, the average annual per capita consumption of fruit (80kg) compared to the level of the gap is even greater. If you take into account the future population growth factors, according to health standards, the national fruit consumption will reach 115.5 million tons.
Reasons for choosing
The industry's needs: China's lack of fruit sales;
Entrepreneurs' needs: low entry barrier, a very small investment can be operated;
Novel sales methods: open self-selection
Diversified service programs: provide automatic juicing services. Provide a combination of packaging boxes, and in the store to introduce the characteristics of various fruits and suitable for consumption of the population, to guide the health of consumption
Fruit purchasing situation and consumer psychology: busy time, no extra time to buy fruit. Supermarkets and wholesale markets are mainly to buy other products, so do not buy a lot of fruit
Huge market: the national plan to make per capita consumption of fruit to 48 kilograms in 20xx, 53 kilograms in 20xx. That is to say to 20xx years, fruit to have 25 million kilograms of consumption growth. The market is huge. Is now 40% of the market
Special services
1, the fruit industry is the largest industry development. And there are no big sales giants in the industry. The market space is very large. And the chain is also the biggest hotspot.
It is also the most preferred way of entrepreneurship for investors. In the South, fruit chain stores to a small scale, but are regional enterprises, the scale is not very large, but its annual sales have been very large. The annual sales of a single store to reach 1 million, and to start making a profit. In the South has achieved success in the fruit chain stores on the basis of the experience, and then add some services to make the fruit chain stores more humane, and make the fruit chain stores to become the largest fruit retail, wholesale, chain enterprises.
The existence of fruit chain stores is first convenient for consumers to consume fruit. Because the location of the fruit store is generally in the community (radiation: residential households in 3000). Before this, people buy fruit places are generally: supermarkets, farmers markets, other (peddlers and street fruit stalls). And Germany's fresh fruit in 20xx sales channels and the situation is as follows: 25,5% is through the consumer market, 37,6% is by chain stores, 11,1% is fruit and vegetable stores, 8,2% is the weekend market and so on. So, chain stores are an important way to sell fruit in the future.
Analyze the purchase location, supermarkets, farmers markets are not just in front of the community, not very convenient for residents to buy. And go to the above places residents, the main purchase of products are not fruit, but other daily necessities or vegetables. Fruits are characterized by heavy weight and large size. For consumers who do not have a car, after going to the supermarket, farmers' market to buy other goods, can only buy a small amount and a single variety of fruit. Fruit chain stores in the community, can make consumers buy more convenient, increase the consumption of fruit.
2, to give customers a new, assured, quality assurance and cheap assured consumption location
More customers choose to go to the supermarket to buy fruit, in addition to the purchase of other commodities to see the fruit sales, incidental purchase, the remaining biggest reason is that the supermarket's fruits from the appearance of the product, product quality, the portion of the fruit can be very reassuring to consumers. And open self-selection allows customers to have more room for choice. For our fruit chain stores, the use of unified decoration, unified store layout, unified procurement, unified distribution, and all products are cleaned, waxed, graded, packaged for sale, can give customers the above psychological satisfaction.
3, a unique guide to consumption
Now the customer to buy fruit, completely by virtue of their own tastes and preferences to choose the fruit consumption, while ignoring the characteristics of the fruit itself and suitable for consumption of the crowd. Through the investigation of many consumers, found that almost no one can say the characteristics of pineapple and suitable for consumption of the crowd, and liver disease, stomach disease patients should eat what fruit, not suitable for eating what fruit. This shows that everyone is blindly consuming fruits. There is no fruit consumption common sense will also make a misunderstanding of sending bananas to diabetic patients with good intentions to do the wrong thing. As a fruit retailer, it is our responsibility to teach people how to consume fruit wisely. In this regard, I will be posted in each store each fruit characteristics of the poster and suitable for consumption of the crowd, and good and bad grades of the identification method, to guide people to healthy consumption.
4, provide a variety of services to target different consumer groups
Fruit consumers are generally divided into their own consumption and gift 2 kinds. For the psychological and packaging needs of the gift crowd, we will specialize in the design of some folding or combination of different capacity (3G, 5G) and other packaging combinations, paid to provide consumers. In other words, customers can combine and purchase fruits at will. After the purchase, if you need a box, you only need to pay a certain packaging fee, you can get the store's box (can be divided into several kinds of birthday, visiting the sick, visiting relatives, etc.), and you can get a greeting card. In this way, not only do consumers understand the consumption, eliminating the need to buy expensive gift packages of fruits in the traveler or other merchants, but also to ensure the quality.
5, digging deeper into the characteristics of the fruit and other consumer needs
As people's income increases, more consumers began to drink fresh juice. In response to the needs of consumers, each fruit chain store will have a free juicer for customers to use. After purchasing fruits, customers can self-serve free water to wash the fruits and use the juicer for free to squeeze the fruits into juice. If customers bring their own containers, the company will not charge any fees. If the customer wants to bring the juice to his home, company or drink on the road, the company will provide a set of containers (including solstice cups, straws, honey, sugar, etc., and help the customer to encapsulate) for a fee, so that it is easy for the customer to bring the freshly squeezed juice to any place to drink. In terms of hygiene, every time a customer finishes using a juicer, the staff will sanitize the machine and put it in a sterilizer to ensure hygiene.
Competitors
1 Change in consumer attitudes: whether consumers can receive this fresh way of purchasing fruits, due to other traditional places to buy fruits in the minds of consumers have formed a habit, so it is necessary to change the consumer's concept of shopping in a short period of time, so that it accepts the form of this business.
2 large supermarket chains: large supermarket chains began operating fruit has been a long time, which shows that fruit consumption in the people's daily consumption has accounted for a certain percentage, but also explains the broad market, these businesses are also very optimistic about this market. Large supermarket chains have the advantage of larger purchasing volume, lower procurement costs, higher customer traffic, shopping environment is better, product quality and portion are guaranteed.
Our advantage: the development of our fruit chain stores, combined with the procurement advantages of the juice business and logistics advantages, in the procurement cost will be lower than it. And our due to open the store in the community, in the recruitment of some laid-off workers, for point policy support. And our shopping environment, credibility and price can compete with large supermarkets. And we will provide juicing services, fruit promotion and introduction, gift boxes and other services are believed to be large supermarkets do not have.
There are also some medium-sized chain stores and cooperation, such as good supermarkets, we can negotiate with its fruit program contracted in its supermarkets to open a store in the store, pay its contracted rent and sales profit share. The other side to save the purchase cost, and business risk, but the same profit can be guaranteed, we have increased sales and show the window.
3 farmers market: generally in the form of open air. Because the stall rent is cheap, so its price may be a little advantage. But its shopping environment, product services are not, customers have little choice, and in the quality and portion are not very solid.
Our advantage: generally people go to the farmers' market are to buy some daily food and vegetables, so after buying a lot of other products, generally will not be in the purchase of a lot of fruits, because buying things too much and too heavy will be inconvenient for their actions. Our fruit stores are usually located in the neighborhood, which makes it convenient for residents to buy fruits. I believe that no one is willing to walk 20 minutes to buy a watermelon in the hold home, we buy this kind of fruit is more willing to buy in the home more into the location.
4 peddlers: characterized by strong mobility, can push the fruit truck to the community downstairs, because there is no rental cost, so its price may be lower. The disadvantage is that the fruits sold by the peddlers are often short of catty, and the phenomenon of substituting the best for the best.
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