Recently, community group buying has become a hot topic. The reason is that Internet giants have got involved in the most basic food basket of people's livelihood, burning money through old tricks, subsidizing, monopolizing and harvesting.

Why are Internet giants keen on community group buying?

Community group buying is one of the scenarios closest to consumers. It has a long chain and a wide range of models. It can reach the most urgently needed grocery shopping business. In the Internet competition where traffic is becoming increasingly scarce and e-commerce dividends have basically disappeared, It is said that the huge traffic and data of community group buying is a battleground for Internet giants.

The right time, the right location, and the right people are the three major elements of business war.

Those who win the hearts and minds of the people win the world. Whoever can solve the most basic problems of people's livelihood and meet people's most basic living needs will have a chance!

Where is the area closest to consumers in the catering industry?

There are canteens, offices, and schools, companies have employee canteens, and shopping malls have food courts...

With the improvement of living standards, the number of people living in the community has also increased. Frequency, changes in consumer groups, community canteens have good development prospects!

The elderly need it, children need it, and young people who are too lazy to cook by themselves need it even more.

Community canteens, like community group buying, are the most basic of the catering industry and closest to consumers. to meet the food consumption scenarios of community residents.

At present, some areas have established community canteens for the elderly with government subsidies, but most of them close after a short period of time. To achieve long-term healthy operation of community canteens, the market-oriented approach is the general trend. Through professional operation , can realize profits and form a self-hematopoietic mechanism.

Community canteens carry people’s livelihood and life, and have huge potential for future development. You can eat downstairs, and the elderly and children can eat at home. Three meals a day are not the same, safety and hygiene are guaranteed, and the price is affordable. , and can also be customized by a private kitchen, just like your own small kitchen.

So, what is the difference between the operation model of community canteens and other small restaurants, supermarkets and convenience stores?

In 2016, I registered a community canteen convenience store brand in Shanghai, "Diandian" Fresh Life. After 4 years of research and investigation, today, I will share the community canteen model with everyone who is interested. Follow private chats.

1. The difference between community canteens and unit canteens, restaurants, supermarkets, and convenience stores

They are also called canteens, but community canteens are different from unit and government canteens. Unit and government canteens Most of them are non-profit models, generally targeting internal services. Community canteens have no restrictions on customer groups and are purely commercial profit-making units. Compared with small restaurants and supermarkets, they have completely different service scenarios and operational logic. They have both catering functions and elements of supermarkets and convenience stores. The main focus is cost-effectiveness. From the location selection point of view, if it is located in or around the community, the rent is much cheaper than in the commercial area, and the customer base is relatively fixed, with repeat customers. From the positioning point of view, the products are in demand, the taste is homely, and the environment and services focus more on being friendly and natural.

2. A stone from another mountain can be used to attack a jade

The competition in the catering industry is becoming increasingly fierce. It is difficult to win based solely on food taste, service, and price. The only way to win is to change your thinking. Only innovative models can create opportunities.

It is often outsiders who break industry barriers. Competition between the catering industry has made catering owners very anxious. But now, with the cross-border robberies by outsiders such as 7-11, FamilyMart, and Nestlé, let Catering people have even more headaches.

For the catering industry, finding a new approach may be a new opportunity.

We all know that there is one of the most successful convenience stores in the world called (7-ELEVEn) 7-11.

7--11 There are more than 70,000 stores in the world. Basically, there are no direct stores, no factories, and no distribution centers. There are 8,000 employees, and the per capita profit in 2016 was 1.16 million yuan. , on par with Alibaba (Alibaba’s RMB 1.17 million in the same year).

The essence of business: No matter how the market changes, the only thing that remains unchanged is the continuous insight into customer needs.

Starting in the 1970s, it developed ready-to-eat foods and opened 24 hours a day.

7-11 regards convenience as the first need that customers need to meet, and all adjustments are based on customer needs. Walk. It gave insight into the improvement of Japanese national living standards and structural changes at that time: the aging population, single-person and two-person households, the small population, and the reduced need for cooking.

In the past, people cooked their meals at home or ate out in restaurants. Along with the equality between men and women, women are also starting to work and have no time to cook. So in addition to cooking at home and eating in restaurants, there is an intermediate state where you don’t want to cook at home and eat in restaurants. The demand for buying semi-finished products or finished products to eat at home has increased significantly. In order to meet the new demand, 7-Eleven began selling ready-to-eat meals that can be heated in a microwave and can be eaten in the store or taken home.

And launched 24-hour operation. It greatly facilitates the needs of citizens.

The 1980s: Introducing basic services for the convenience of the people

In the 1980s, some new needs arose, such as paying taxes and fees, taking driver's license exams, various registrations, etc.

7-11 can provide these public services. 7-11 has become a public service company in Japan.

The 2000s: Seizing 1,000 meters of the community

In the 2000s, the aging of Japan began to appear. These elderly people caught up with Japan's rapid economic development when they were young, and they have a lot of wealth in their hands.

In order to meet their needs and make shopping convenient for the elderly at close range, 7-11 intercepts this traffic by opening a large number of community stores. In densely populated areas and prime locations, 7-11 stores monopolize the entire community.

Through multi-point layout, 7-11 allows customers to enter the store conveniently for consumption, and meets customer needs with just-needed products. Through these measures, 7-Eleven has become the closest place to consumers in Japan and Taiwan.

3. Resource integration

1. Policy and property support, using the concept of serving the community, for example, providing certain services to the elderly in the community, obtaining policy support, and reducing the cost through policy concessions expenses, reduce the investment burden through community property alliances, and strive for social power share cooperation, etc.

2. Recruit retired or idle people in the community to complete production, processing, distribution and other services that can store products, which not only reduces costs, but also gives full play to the characteristics of the community, makes good use of the social economy, and expands the social circle .

3. Integrate nearby specialty restaurants to provide high-end customers in the community with private kitchen customization services, technology transfer and other services.

4. Lock in suppliers of specialty raw materials and reduce purchase prices while ensuring quality.

4. Business model

2. Sustainable small profits and steady flow of water. Community small canteens basically serve fixed customers and rely on repeat customers. They cannot make quick money or make big money. Only by making customers feel convenient, affordable and valuable can we achieve sustainability.

3. Focusing on the home kitchen, we provide a full range of raw materials from fresh food to oil, salt, sauce, vinegar, rice, noodles, milk tea and other raw materials, and provide the most basic dumplings, wontons, noodles, porridge, and home-cooked dishes through private customization , group meal customization, door-to-door meal delivery to increase profits.

4. The dishes do not need to be too sophisticated, fresh and safe, and suitable for local consumption levels are the most important. The decoration does not need to be luxurious, simple, warm and down-to-earth, the service does not need to be pretentious, cordial and enthusiastic is the best.

5. Segment demand, increase the volume of rigidly needed products, increase stickiness due to individual needs, increase profits by segmenting tastes, and meet different customer needs.

6. Integrate resources, introduce education, health, housekeeping, specialties and other resources, and cooperate deeply with third-party brands.

Community canteens are a new thing, and the development process must be adapted to local conditions, steadily promoted, professionally analyzed, clearly positioned, and consulted with professionals in catering, supermarkets, etc., regarding investment costs, operating expenses, and income. Only by making a comprehensive assessment of the source can we be truly prepared.