Completed Salted Fish's Self-help Strategy

In December, more enterprises feel the destructive power of chuyuanxi. First of all, in the middle of the year, many travel companies started their own errand business, such as didi and Cao Cao, for a variety of reasons, but in fact they all valued the business that can legally obtain both data and user portraits.

however, for the purpose of mythical labeling and social interaction and consolidating the penetration of Kang Kang to the small circle, Chu Yuan has once again launched two functions, one of which is second-hand transaction, the other is to help get the business.

The second-hand transaction in the community has no pressure on the well-off operation area, because there are stores to do the transfer, and even can carry out the contactless transaction, if the users are at ease.

However, this business itself is not big, because it is limited to regions, that is to say, it should first delimit its own boundaries, rather than the nationwide second-hand transactions like Xianyu platform, so it does not involve logistics and express delivery.

At the user level, the participation of pregnant women and parenting families is particularly high. As soon as the function is online, it will be in a hot state.

In the special scenario of "in the community", the initial transaction demand is maternity and children's products, which are usually used only once, and the use time is very short, and the replacement frequency is very high. Especially for children in big cities, it's impossible not to buy gold Gobblers. It's a pity to throw them away if they can't use them. Moreover, it's not easy to hang salted fish, because it's better to trade or give them away face to face.

At the same time, few communities can successfully organize a group of mothers to trade these goods, Kangkang launched a second-hand trade immediately. Of course, it's hot. This is to release the long-term backlog of transaction demand. In the future, it will be a long-term flow. As long as the continuous stickiness of pregnant women and the elderly with children to Kangkang is formed, the goal has actually been achieved.

But the pick-up and delivery business is not so polite. Xiaokang's help is really help. The neighborhood realizes the process of help in the form of "entrust accept entrust complete".

Although it is said that the help and running errands of travel enterprises are not in complete conflict with the help and taking of Xiaokang, because the help and running errands of travel enterprises are similar to the help and taking of flash delivery business, while most of Xiaokang's help and taking are near the residential area, and the two may even have a match. But the person in charge of several platforms didn't look very beautiful when they saw chuyuanxi.

It is said that they are afraid that they will take some big measures to build a well-off society and rub new variables that they can hardly find.

But in fact, how can Chu Yuanxi manage them now? These functions are just launched step by step according to the Milestone Schedule. Well off society has gone out of the way, which is equivalent to making the already vivid urban treasure more dynamic. Therefore, we only need to focus on two things in the follow-up. On the contrary, we don't need to pay special attention to online ecology.

The first thing is to do the function according to the plan, find the new requirements temporarily, and submit the new function R & D plan. In other words, if there is no sudden huge interference from the outside, a well-off society only needs to follow its established plan step by step.

The second is to build up the supply chain and logistics, as well as the official aircraft carrier store. Franchisees only rely on Xiaokang to supply goods in a standardized mode when they open stores. The selection of products must be driven by big data, and franchisees only sell. But it's a multiple-choice question that requires careful calculation, because it's going to eat a lot of cash.

Convenience stores themselves are quite cash hungry, so any option that needs to expand expenses must be cautious.

The so-called multiple-choice question is where to open the franchise, and how much to open the franchise after the target area becomes the operation area. This question seems simple, but it is not. First of all, we should consider whether the local government is occupied by local leaders and whether it is regarded as a key area by other giants?

For example, in Shudu, red flag is a powerful chain of local convenience stores. It is also a very powerful player in Jiangsu and Zhejiang. As for Meiyijia, it goes without saying, but eastern Guangdong Province is a must. Therefore, the second stop of Xiaokang goes straight to eastern Guangdong, completely ignoring the huge volume and density of Meiyijia.

Secondly, economic vitality, population density, consumption strength and user habits are all problems. It's not necessarily good where there is no local snake. If it's good, there should be local snake. That's the paradox.

Then is whether the target area is suitable for M & A, which is the most cash consuming but also the fastest one among all the factors worthy of consideration.

In addition, since it is a franchise, it is necessary to consider the overall willingness of the region to join. Everything is good. After a long period of construction, is it not very unjust that no one applied to join?

Moreover, these factors need to be considered are of great timeliness, and the results of the original study on the well-off society in the world may not be useful after three years. What's more, the original world Chu Yuan Xi didn't wait to join smoothly, so foresight and the like can't be talked about at all. Therefore, the discussion about joining in as early as August has begun to discuss and research in Xiaokang. At present, there is a plan, but whether it is the best is not certain.

Of course, the most important is the use of funds, that is, cost and efficiency.

Convenience store is a good track, but it's not good.

Department stores in large supermarkets have been growing negatively since 2017, while convenience stores have always been positive. Last year, the retail sales of social consumer goods in China maintained a vigorous growth. Offline is still the main component, and convenience stores are the best part of the growth.The key is to get off-line traffic, which makes it possible for the convenience store to invest in the track. Whether the e-commerce giants make their own layout, or the large supermarkets carry out their business with the help of their own supply chain and brand strength, or the entrepreneurs like Xiaokang enter the market to stir up the situation, they will keep fighting in the track. Such acts as Xiaokang face to face provocation against 724 are not isolated. Recently, chuyuanxi heard that 724 has plans to expand its franchise.

In this chaotic war, e-commerce, local life mobile Internet enterprises and even restaurants have begun to compete with each other to close down convenience stores, upgrade efficiency, and improve digital level and supply chain. For example, the principle of replenishment three times a day of the top three island countries has gradually become the logistics standard of new convenience stores, because in the end, this is the key to the long-term profitability of convenience stores.

Therefore, the investment in the early construction is essential, and the aircraft carrier store must also be opened. It should be responsible for solving problems as the base of the franchise area, otherwise it will not be able to move. However, the competitive factors are likely to lead to the fund utilization rate can not meet the expectations, especially to the unfamiliar areas. This is also the fact that many corpses lie down in front of us.

You know, the competition in this industry has always been extremely fierce. In the past 18 or 19 years, star convenience stores have been quitting, such as Neijia, 131 and so on, including the full-time quitting of DIDU in the first half of this year. How high spirited was it when the 100 cities million plan was launched all the time? Entering Jiangcheng, Shudu, Shancheng and other first tier cities, it is claimed that it will invest 10 billion yuan to cover 100 cities in five years and form millions of terminals. However, at the most, there were only 800 stores in China.

At the same time, the convenience store industry is also unique in money burning. When the neighbors were arrogant, they put forward the goal of opening 20000 stores a year. If 2000 stores were actually recognized, what was the concept of 20000 stores? Directly become the concept of industry leader! It's not surprising that they went out of business.

Similarly, 131 plans to open stores in six major cities before 2020. As a result, it will burn down 40 million investors in four months, and it will play GG calmly before 2020.

Another convenience store chain maker with an estimated value of more than 10 billion last year has entered the country. The number of stores in the country is similar to that of the well-off, but the layout is scattered, resulting in losses and layoffs.

What does that mean? Are they too exciting to play? It's too stimulating, at least in the cash flow statement. The convenience store business must have enough cash to be aggressive, which is why chuyuanxi has always attached great importance to financing.

But in fact, this is also about the decline of competitiveness of regional brand convenience stores after they are separated from the local market. All capital expansion convenience stores have to face the same problem, and Xiaokang is no exception.

The top three of the island countries have not rashly entered the second and third tier cities. Obviously, these veteran players know what the expansion of stores needs. Chuyuanxi's interpretation is the construction of supply chain and logistics storage capacity. Otherwise, the founder of 724, Suzuki Minfu, would not call convenience stores "living infrastructure".

Infrastructure, of course, needs the support of a full set of basic service system. 724's recent plan to expand its franchise may also be the reason why it has made sufficient preparations in this regard. Of course, there is another possibility that 724 also has an online expansion plan. Don't forget that people on the other side of the island country have used their base camp as a test field to experience the benefits of a well-off society. Not to mention social networking, at least mobile payment is a delicious cake. People may be in the mood to have a taste.

Therefore, Chu Yuanxi also set a more radical goal, which was a rather tense scene for the well-off society. Increasing the density is to increase the appeal to users. The higher the density of offline retail, the more attractive it is to non users. People have a herd mentality.

But whether the franchisees are willing to join with greater density is a big test. If you change into other convenience stores, you may not have the face to open the franchise and fill the density at the same time. Xiaolan cup has done so, but it's a pity that it's lying down before it's finished.

Fortunately, Xiaokang has a unique system in this period of time, including Kangkang, monster City, city treasure and mobile payment bonus. It can overdraw part of the money to franchisees, and the interest of potential franchisees can be mobilized.

In fact, chuyuanxi has prepared two plans to join in. If there is no giant, Xiaokang will join in step by step, so there is no need to reduce the direct delivery of coupons in advance. At the same time, for franchisees, Xiaokang does not need to give too much dividends to arouse their interest.

But now that the situation is like this, we must take out the skill of "overdraft the future" to carry out plan B. Convenience stores have a long history, slow payment collection and high investment. Their expansion depends on capital supply. It is not easy to do without overdraft in the future. Overdraft in the future is the essence of convenience store business.

In fact, it is a form of overdraft in the future. It forcibly expands the operation area and establishes the confidence and anchor point of offline users of health coin. However, it also injects management problems into Xiaokang, that is, the stability of these fresh entrepreneurs in the future. In the future, after the stores of Xiaokang convenience stores are opened to their respective operation areas, these fresh food pickup points will no longer be heroes, but cumbersome.

Of course, since it is called overdraft in the future, this problem needs to be solved in the future. The secret is that many problems now seem to be problems. When the volume becomes larger in the future, it may not be a problem, but it may become an opportunity.Join is the same, open join ahead of time, a key problem is now well-off shop to join in business after all attractive?

At present, the average daily consumption of Xiaokang stores is close to 20000 yuan, far higher than the average level. Of course, because of the existence of coupons, the profit margin is relatively low, forming a unique financial statement with high passenger flow and low gross profit. From the perspective of making money, even the profit margin of health coin's external cloud computing is higher than that of stores. However, it also shows that health coin is unique. You should know that other cloud services are still losing money up to now, even Alibaba cloud, the top three in the world.

But the large customer flow is a good thing, so the attraction must still exist, so how can it become better and let the franchisees have more motivation to join? Obviously, there is a dividend.

Theoretically speaking, the strategic significance of franchise stores for the well-off society lies in, on the one hand, rapidly expanding enough scale to fight against the all-round war of giants; on the other hand, blocking the way of other competitors by occupying the blank track. For example, blocking the road of 724 is a matter of fluctuation. The second is to help Xiaokang get more offline traffic, become the anchor point of block cloud and social support of Kangkang.

To understand this strategic significance is to understand what Xiaokang can give up. Chu Yuanxi has always been quite clear about what needs to be overdrawn to start a franchise. In a more scientific way, plan a of Xiaokang franchise stores enough potential energy and then releases it into kinetic energy. Plan B does not store enough potential energy but needs so much kinetic energy, What should I do? The game operator's thinking is the simplest, engaging in "activities" to enhance kinetic energy.

Make a simple analysis. First of all, the large passenger flow is the place where the well-off society is significantly better than the industry standard, and it is certainly the most important thing for potential franchisees. The passenger flow is a necessary condition for activities, which is not contradictory.

Secondly, although Xiaokang has started to join, it is not easy to join. The franchise fee of 100000 yuan is not high. In addition to the franchise fee, there are daily items such as store rent, decoration, training period for store managers and staff, salary, water, electricity and gas, and expenses paid to third-party accounting companies. Among them, site selection and land acquisition and decoration provide the necessary help.

The franchise fee must be charged. Many unscrupulous franchisees make money by collecting franchise fees. The supply chain and logistics are close to none. The supply capacity is lower than that of Taobao merchants, and the price is higher. However, this money is not in vain. We need to bear the construction and expenses of regular logistics warehousing, so this money is a must.

Moreover, Xiaokang claims that it doesn't earn the franchise fee, but the reality is that Xiaokang earns the supply chain + logistics of the cities it joins, creates a large number of jobs, and enhances public relations and social influence.

So generally speaking, Xiaokang franchise is a form of low franchise fee and high threshold, but the franchisees have to pay more than that, and they have to have an interview, which is as troublesome as the 724 franchise interview. We can't do it if people are not suitable, if social habits are too heavy, if we don't accept the well-off franchise mode, if we can't learn the huge and complex system of well-off society. For a well-off franchise store, the staff not only need training, but also need to go through internship before they can work. They don't have to pay for the tour, but don't violate the rules.

Among them, the store manager needs to be appointed by Xiaokang, and the assistant is recruited by the franchisee. If the franchisee wants to appoint the store manager or directly act as the store manager himself, he needs to go to the designated store of Xiaokang for three months' assistant internship and pass the assessment.

In fact, for franchise stores, the store manager has a heavy responsibility to manage the daily expenses, the waste of short-term guaranteed food and so on. The fresh-keeping products can not be sold if they are not fresh. Of course, the well-off data-driven makes it easy to do this.

More professional store managers can also temporarily adjust the time and SKU of ordering and replenishment, so as to make full use of the ability of Xiaokang logistics to load goods three times a day and give full play to the flat effect. In addition, there are scheduling and other issues, no internship experience certainly can not do well.

In short, even to bring one than to join the well-off than 724 joining fee is lower, but more troublesome, need to learn a whole system. Joining 724 now also needs to learn some knowledge about mobile Internet, but it doesn't need to learn so much about Xiaokang. It can be said that after joining Xiaokang, it should be very easy to find a corresponding job in other convenience store systems, which is equivalent to the feeling of jumping from high dimension to low dimension.

But this is not enough to constitute an attraction, the real attraction is to join the attractive prospects.

So what can Xiaokang provide for franchise customers? The current state of Direct stores is high passenger flow and low gross profit, and finally barely maintain the profit and loss balance. In the future, when Xiaokang eliminates the poison brought by coupons, the profit margin will increase significantly. In this situation, the franchise customers will not have any interest, and the competitiveness will not be as good as 724, so now we have to raise the profit margin of the franchisees and maintain the most important passenger flow of the franchisees.

This passenger flow is the part that needs to be overdrawn. Overdraft is harmful to the future. Those who have done game operations all know that the curve before and after the recharge activity is a pillar of the sky, and then eunuchs. This kind of line is certainly not beautiful, so what is a more powerful overdraft? It is equivalent to pinduoduo's 10 billion subsidy, overdraft can't stop!

So when does it stop? Either there is a better plan, or the scale expands to a certain extent, so that the loss rate of stopped activities can be tolerated.

Chu Yuan Xi measured it and decided to do activities together with the city treasure and the monster city. Since overdraft is a valuable way to ignite the enthusiasm of users in the new camp.