The "good sale", which is known as a lot of competition, is difficult to solve the "product control problem"

Produced ｜ Pai Finance

Text ｜ Maria Editor ｜ Paid Son

Recently, the "good sale" of the special brand leading enterprise was exposed to 7,000 yuan for sales of chocolates. Although the amount is not high, the fine also sounded the alarm bell to the "good sale" that is expanding at a high speed and the entire temporary food industry.

Good sale is a "imported snack supermarket", which is known as a lot of competition, 4 yuan a bottle of Paris water, 6.5 yuan for Starbucks coffee, 59 yuan Bordeaux wine ... With a high cost -effective advantage, it has attracted many young consumer.

With the concept of sale on the current period, good sale has been favored by capital. In less than three years of financing, the final transformation is finally transformed into a comprehensive discount store with one of the selling points as one of the selling points. At present, the current online stores have more than 400 offline stores. The radiation range has extended from Shanghai to Beijing and Shenzhen. Wait for more than ten first and second -tier cities,

Under the high -speed expansion, how to strengthen the management of franchisees and prevent sales of over -sales foods again, becoming the primary problem in front of "good sale".

1. Good sales difficult product control issues

The so -called temporary food usually refers to foods that are still in the shelf life but have entered the critical period. Specific to different categories of critical periods, usually the original shelf life is 1 or more than 1 year, such as canned food, candy and biscuits. The critical period is usually "45 days before maturity". For example, yogurt, snacks, etc., the critical period is "5 days before expiration."

According to industry sources, it is difficult to enter the warehouse by the general e -commerce warehouse shelf life of more than 1/3. Therefore, the shelf life is usually within 1-6 months. If it is less than one month, pay attention to the quality and safety of food.

It is difficult for product control to be guaranteed, and it is a major risk of food food.

According to the Shanghai Market Supervision and Administration Bureau, recently, Chongming First Branch of Shanghai Xinguo Technology Co., Ltd. was fined 7,000 yuan by the Shanghai Chongming District Market Supervision and Administration Bureau for food that exceeded the shelf life.

The punishment was shown that on May 6, the Municipal Supervision Bureau received a complaint of the citizens that the "Swiss Lotus Gold Classic Hazeling Chocolate 14 -grain gift box (chocolate force was recruited" "Products)" Expired. Law enforcement officers found that there were 4 boxes of chocolate in the warehouse of the parties, and their outer packaging was marked with "shelf life to 20220430". Mixed food sold.

Tianyancha shows that Shanghai Xinguo Technology Co., Ltd. Chongming First Branch was established on November 20, 2020. The person in charge is Gu Xiaogen, and Shanghai Xinguo Technology Co., Ltd. is the company's head office. It is worth mentioning that in the past two years, the company has also been punished by administrative penalties for medical devices that did not meet the requirements of cosmetics labels.

Shanghai Xinguo Technology Co., Ltd., the main company involved, was established in 2014. It has a snack special brand "good sale". The company's major shareholders have both actual controllers for Gu Xiaojian. The shareholding ratio is 33.25%.

Founded in February 2020, Hao special sale is a "push purchase" that specializes in operating the wholesale and retail of the temporary food. The push is pushed to the B -end, and the laboratory is used to the timely food suppliers and small distributors.

At the beginning of its establishment, the good sale did not immediately target the commercial track to the temporary food industry. At first, it went to the purpose of clearing the warehouse.

Gu Xiaojian had previously done online and wholesale business. Under the epidemic, the company once layoffs to only 12 people. He and Fan Zhifeng, the founder of the prosperous bazaar who also experienced the layoffs, joined forces to sell well. Clear positions.

Before the clear warehouse, the good special sale was a preview in the private domain group, and the long line of more than 200 people was arranged outside the store the next day. 4 yuan in Paris water, more than 10 blue pot cookies, 2 yuan Yiyun ... Many consumers are crazy.

Another co -founder Fan Zhifeng still remembers the scene at the time. "It was still very popular for selling 100,000 yuan the next day, because the epidemic could not find a person. Basically, the family mobilized. Come here to collect the waste carton, we can sell 500 yuan a day in our light waste carton. "

The popularity of good sale has continued for more than 10 days. Before, everyone did not expect that this could be a business model. As a result, the two teams disbanded in this plan unexpectedly survived.

According to the "2021-2022 China Food Industry Development and Case Research Report" released by Ai Media Consultation, in 2021, the development of the food industry will accelerate, and the market size will reach 31.8 billion yuan. It reached 40.1 billion yuan.

In fact, the Internet giants also followed the business. Earlier, Hema Xiansheng has opened a fresh Ole store in Shanghai and other places. Most of the goods in the store are fresh and ease of consumables or futures. Open 100 additional stores annually.

However, with the expansion of the industry, there are also food safety issues such as mixed fish and dragons and modification of production date. There are many issues such as discounts and adjustment of food, and the risks of purchase channels are also high. Hao special was sold for this time.

Knowing that the previous anonymous user who claimed to be a special salesperson broke the news that there was a big problem with good special sales control. Some guests have eaten their heads in spicy beef, the supply is uncontrollable, what kind of goods are on, and some guests like snacks that they like to eat do not know when they will go again. Some well -known foods are under the banner of the time of time, but in fact, the quality period is still early. The price of some products has been changing, and the price tag is too late to change. The guests find that the price is expensive and only apologize.

Another clerk who claims to be a good sale also said under the relevant post that the good -sale product control is not professional and not even.

2. Foods with considerable profits are difficult to scale

The low price and profit of the temporary food have become the consensus of the industry. Generally speaking, the pricing of the time -to -date product will be priced at two or three discounts at the normal price according to the date and channel price.

Some supply chain said that the price of commodities from the source wholesale is very cheap, and the retail price of 18 yuan, the purchase price is only 1 yuan, the gross profit is high.

There are also some daily chemical products that are priced at more than 100 yuan. Once the label is labeled, the price will immediately dive, and it will become a sought -after goods for channel vendors.

This makes the profitable store's profits. Data show that the comprehensive gross profit margin of the discount store can reach 50 %. Entrepreneurs in a discount store have revealed to the media that a small shop with less than 20 square meters has a single day of a single day, a gross profit margin of about 70%, and a net profit margin of 40%.

However, high -gross -profit food also has a certain unstable. The biggest pain point in front of the discount store is the source of the source.

You know, the big head of the supply of dating foods is generally not a first -line mature brand. Only a large brand product line with poor sales and a second- and third -tier small brands will produce a large number of duration of food. These unable to sell for -session food were eventually packaged by manufacturers and dealers to sell special products such as good sale.

The tail goods in the hands of dealers are usually the largest supply of the duration of food. Take wowhaha as an example. In good sale, Wahaha, which sells for about 10 yuan, only sells 2 yuan. It is understood that Wahaha has more than 10,000 dealers across the country, and most of the dealers have tail goods. Therefore, similar specialized food supermarkets have become the best channel for processing tail goods.

In addition, many of the supply of food foods are imported foods. Imported food from abroad not only has a long order cycle, but also takes several months from ordering, payment to production, shipping, and sales. This cycle has increased. This cycle has increased. Inventory pressure of imported food.

Domestic brands often have some overcapacity caused by the misjudgment of the market, and the slow sales of goods. These are the causes of formal products to appear in the food market. In order to stop shipping, the price of some temporary foods will even be lower than the factory price.

The supply of the duration of food also comes from the large -scale commercials, e -commerce and other channels that have been removed from the shelves.

The supply of the supply of food naturally comes with uncertainty. I never know what the next batch of people will be. What can only come to sell. The supply channels are unstable. The same products are difficult to form a stable supply.

Furthermore, the duration of the head brands has gradually been inadequate.

On the one hand, the management of head brands is more detailed, and there are not many sources of sources of flowing into the present industry. In addition, product inflows will affect the normal price of the product, so the head brands have more stringent control of channels.

Generally speaking, for good sale, only the time to sell the age -to -date products is destined to go long -term. Therefore, after the use of the market products as a gimmick to open the market, the good sale has turned its attention to the "non -temporary food" that has a considerable profit.

Chinese food industry analyst Zhu Danpeng has analyzed to the media that today's temporary food is more of a drainage tool, and the higher -gross -profit second- and third -tier products are the main projects of collecting stores.

Throughout the food industry, the proportion of the end of the period is only 5%-10%. As a downstream platform, it is destined to be only the sales channel of the upstream brand. The sales volume determines the right to speak. After all, the end of the period is to be attached to the brand's survival, and it is relatively passive.

Some consumers respond that most of the products in the good sale store are unknown products, and there will be some normal date products outside the temporary products.

From the perspective of the industry, the "non -temporary product" of good sale is the big head of contribution. Among them, there are still some long -term shelf life, but products that are unprecedented because they are not welcomed by consumers, and some manufacturers actively launched the promotional category for the return of funds.

In fact, among these strange brands, many of them are well -sold and sold. According to Tianyancha, from the end of 2017 to the end of 2021, Shanghai Xinguo Supply Chain Co., Ltd. applied for 29-"chivalrous" trademarks for convenience foods and 30-food. Sub -funded subsidiary of Xinguo Technology Co., Ltd..

The temporary label of the discount store is just a drainage method. The core is to make a profit from high -profile products such as beauty and own brands. Therefore, the proportion of sequential products will become less and less.

3. Can you make money if you join a good sale?

Under the capital blessing, the "good sale" intends to achieve rapid expansion through the franchise model, and more and more entrants have discovered that joining good sale is not so profitable.

The official website of the good sale shows that the good sale supports distribution, franchise, and partnership model.

Jingpai Finance saw its official franchise information and found that good sale in Wuhu, Nanjing, Yangzhou, Zhenjiang, Ma'anshan, Hefei, Suzhou, Nantong and other cities still opened the franchise model. -45 years old, with a capital of 600,000 flow assets+2 million fixed asset certificates. On the Internet, there are many posts that are high in the threshold for joining.

According to the Financial Network Economic Report, the previously sold special franchise fee was as high as 880,000 yuan. Earlier, some netizens broke the news that joining a good sale for 2 months, one penny was not available. At the beginning Fund disk named for joining.

Recently, Hao specially sold the "partnership system" in Shanghai and Beijing.

According to the previous information of the Beijing Commercial Daily, Hao special sales partners will invest hundreds of thousands of earlier in the early stage, including 340,000 yuan of goods margin to the headquarters and pay a training fee of 19,800 yuan.

Good sale partners must be full -time, and two people need to participate together. After becoming a partner, the permissions include a store with an area of ​​100-150 square meters and a daily average sales of about 10,000 yuan, and obtained 12%of the sales of the store. However, at the same time, the labor and hydropower costs of the store are needed. The rest of the purchase, rent, and logistics are the headquarters.

Before opening the store, the partners need to conduct a one -and -a -half -month -old opening training training, and the training fee will not be refunded; the security deposit can be refunded within three months, and after three months, it must be "managed for one year" to retire.

One of the clauses is that the partners do not have the right to interfere with the number of stores in the area, so there may be many stores within 3 kilometers.

According to the person in charge of China Merchants, "At present, the monthly revenue of good specialty stores is between 600,000 and 700,000 yuan, and the worst store also has 300,000 yuan in income."

Based on the income of the worst single store, it becomes a partner at least 36,000 yuan in income every month; calculated at the highest single store income, and the partner is divided into 84,000 yuan per month.

However, it also includes artificial and hydropower costs in the division. According to the direct hires of BOSS, the salary of the clerk sold in the recruitment is 6-9k. According to the configuration of 2 store staff in a store, the monthly alone requires 12K-18K. , Remove labor costs, coupled with hydropower expenditure, the monthly division is more than 70,000 yuan, at least only more than 10,000 yuan, and the common division of the two partners, it is simply working in disguise.

This is still the same as the profit in the official mouth, and the actual situation is even more optimistic. Some media said that Hao special sale was closed in the store in a park in Wuhan last year. It was closed in just over 2 months; according to the public comment, Shenzhen Hao Special Sales Tongtai Times Square has been suspended.

Earlier, according to the Financial Network Production Economic Report, this good monthly sales of this good monthly sale near the Caofan Station of the Beijing Metro Line 6, according to the 12%dividend ratio, the partner is only 26,400, deducting manpower, and deducting manpower. The cost of hydropower is only 10,000 yuan. This is not the interest loss of the training fee and margin cash flow that the partner needs to pay.

Many of the franchisees who came to the wind, the franchisees of the barrel, the power of Fei Jiu Niu and the Tiger, eventually only earned more sipping for good sale. Taking this as a closed loop, attracting a steady stream of partners to enter the venue.

Just as industry insiders analyze that it is the fastest sickle to join enterprises. The data shows that the current number of offline stores has exceeded 400 offline stores, and the radiation range has extended from Shanghai to more than ten first- and second -tier cities including Beijing and Shenzhen.

Less than 3 years of establishment, Good Sale has won 5 rounds of financing. The data shows that relying on rapid expansion, the current number of offline stores has exceeded 400, and the radiation range has extended from Shanghai to more than ten first -tier and second -tier cities including Beijing and Shenzhen. Essence According to its official website, the number of stores plans to expand the number of stores in the next three years to 5,000.

Some people in the industry believe that the good sale is now in the stage of large -scale expansion in order to prepare for the future listing.

However, under the high -speed expansion, the management and control of franchisees is also gradually stabing. It is not uncommon for similar sales of food -expired foods. This is the biggest problem in front of good sales.

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