Forty -month -old, not calling for calls, maybe the prefabricated dealer may be "leek"?

How long can the prefabricated wind make?

Text ｜ Xi Rui

Source ｜ Tech Planet (ID: Tech618)

Cover Source ｜ Vision China

Wang Bo should be the earliest people who joined Lu Zhengyao's prefabricated dish project "Tongue Hero".

In March of this year, Wang Bo landed in Chengdu's own prefabricated store. At that time, the tongue hero was pushed to the market for less than two months. From paying the intention to the location, the decoration to the training, Wang Bo only spent more than a month before and after.

The 63 -square -meter store opened at the gate of the community, facing the two communities. This is the type type with the most investment and the largest return. According to the estimation of the official PPT of the tongue, Wang Bo can make a profit of 750,000 yuan a year and earn at least 60,000 yuan per month.

Unlike Lu Zhengyao's previous direct -operating mode of Ruixing Coffee, the hero of the tongue uses the form of regional agents and dealers to join. The dealer who wants to become a tongue must contact the regional agent. In addition to paying margin, sales support fees, and logistics and storage costs, dealers also need to pay the regional agency of 10,000 to 30,000 franchise fees.

Wang Bo spent 230,000 from paying various fees to purchase equipment, goods to prepaid rent. He thought he was going to catch up with the prefabricated dishes and made a lot of money, but four months later, Wang Bo's store has been losing money. "Even if you play at home every day, you can't spend more than 200,000." Wang Bo said with a mocking.

He didn't understand, where is the problem? Isn't the track or a team of tongue technology? Or is it wrong for store operation?

There are many heroes who have the same confused tongue as Wang Bo. They are located in various cities across the country, Tianjin, Fuzhou, Suzhou, Beijing, Chengdu, Shanghai, Shenzhen ...

A few months have passed, and some of them choose to close the shop, and some are still waiting for the transfer.

But it really needs patience to wait for the profit. Young people do not actually like prefabricated dishes as much as they think. There is still a distance from the C -end pre -production market. Some dealers have even begun to doubt, is it a pseudo -demand for prefabricated dishes?

"Four months will not earn calls"

The "Ruixing Founding Team personally fucks", and this sentence was placed on the homepage of the PPT of the tongue hero partner plan PPT.

In the "Ruixing Founding Team", Wang Bo did not hesitate to take out 230,000 stores. He didn't know the prefabricated dishes. In his eyes, the project itself was not important. The important thing was to follow who followed.

But all this is more like Wang Bo's fantasy, and soon fell back to reality. Looking at the electricity bill of thousands of yuan per month, Wang Bo no longer think of the wind, but how to make a profit. For four months, he could not even earn calls.

Prefabricated dishes do not need back kitchen, but it takes 24 hours to freeze. The two display cabinets of Wang Bo store, the two refrigerated cabinets are running 24 hours, and the electricity bill is basically about 1,500 yuan per month.

Wang Bo calculated a account to the TECH planet. The salary of the two employees of the store was at least 10,000 yuan, the electricity bill was 1,500 yuan, the rent was at least 8,000 yuan, and the loss was 800 yuan. The basic operating costs of each month stores are around 20,000 yuan. The daily turnover is between 300-1500 yuan, with a daily turnover of 800 yuan, and the gross profit margin is calculated by 50%. The gross profit of each month is 12,000 yuan. But this is not enough to cover operating costs. The store opened from 8 am to 8 pm every day, and lost 8,000 yuan.

This is still ideal. "Basically, the daily turnover is 200-300 yuan, and less than ten orders are sold." Wang Bo exposed to the TECH planet. Promotional activities, the marketing amount will go up, but the gross profit margin can only be 20%. "

From opening a store to now, Wang Bo's store has been losing money. And he told the TECH planet that it was not only him, but most stores in the country were not ideal. "The rent and labor cost of second -tier cities are lower, and the operating costs of first -tier cities will only be higher."

"Most of our dealers are losing, and each city has it." Wang Xing, who opened a store in Fuzhou, told Tech Planet. Wang Xing himself is also losing money, but this is all during his expectations. "I can earn at least earn rent, and I just lose labor costs every month."

In the eyes of Wang Xing, the prospect of prefabricated dishes is better than other projects. Even if it is not very optimistic now, he believes that as long as the headquarters exerts its strength and the scale is bigger, they can naturally be divided into cakes.

However, the dealer Li Jian had not waited for that day, and he left early in Shenzhen in less than three months.

Although there is a turnover of 2000-3,000 yuan a day, Li Jian still cannot cover operating costs. He calculated that it is possible to achieve profitability only by reaching a turnover of at least 5,000 yuan a day. And now the store passenger flow is not as high as the semi -price promotion at the beginning of the opening. "Offline needs to be promoted by the headquarters. We operate the leaflets by ourselves, and there is no effect on the construction of the community." Li Jianlang laughed.

Although Li Jian is optimistic about the track of prefabricated dishes, in order to stop the loss in time, Li Jian can only give up more than 200,000 investment in the early stage and choose to close the shop. "It is really difficult in the early stage, the gross profit is really too low, about 20%-30%," Li Jian told Tech the planet.

The speed of the shop has not reached expectations, and the tongue hero adjustment strategy

The tongue heroes have regional agents in each city, and they undertake the task of expanding stores. In order to better investment promotion and familiar with the store opening process, the regional agents of the hero of the tongue basically need to invest in a store themselves. The mode of light assets gives the tongue hero a more bold presets to the speed of extension.

In fact, according to the TECH planet, in the regional agent of the hero of the tongue, some of the previous franchisees of Ruixing Coffee. Most of them have good benefits when joining Ruixing Coffee. Those who have tasted a sweet head once can believe that the good luck will come again on themselves.

Chen Rong, a hero of the tongue, was a franchisee of Ruixing Coffee before. Ruixing Coffee's store allows her to pay 40,000 to 50,000 yuan per month, and the three hero pre-production stores she invested in her own investment have also opened.

They used their successful cases to convince more people to join the tongue heroes.

According to "Future Consumption", Li Yingbo, CEO of tongue technology rotating, revealed that as of the end of January this year, less than a month of launch, the franchisees signed in the country have reached 2,500. Starting in March, these signing stores will be launched one after another. According to "Eleven Finance", as of April 1, there were already more than 6,000 potential franchisees who paid 10,000 yuan franchise.

Fast -opening stores, inviting spokespersons, users 50 % off subsidies, and the tongue heroes who go on the template look like a road that will not make mistakes.

However, the actual landing situation of the hero of the tongue seemed to have a large gap between the actual landing situation of the tongue.

According to incomplete statistics, on the WeChat mini -programs of the tongue hero, as of July 31, the number of tongue heroes opened the number of stores from the store. This also includes regional agents and stores invested by the tongue technology employees. Therefore, the actual number of stores of tongue technology should be around 500.

At present, the tongue hero store expands first -tier and new first -tier cities such as Beijing, Shanghai, Xi'an, Chengdu, Shenzhen. The number of stores in these cities is between 15-30. The number of stores in many second- and third-tier cities is basically between 1-2.

More than 500 stores in half a year, this expansion speed has actually exceeded many startups, but this data is far lower than the expectations of the tongue hero itself.

The acting agent of the tongue -tip heroes told the TECH planet that the company's epidemic was greatly affected in the first half of this year, so the current goal is not to expand the store, to help stores survive and profit. "We used to have KPI before. How many stores were opened in the responsible area every month, but now the headquarters is to sink to make products first. The pace of the shop can slow down, without tough indicators. "

The internal staff of the tongue hero revealed to the TECH planet that the heroine of the tongue also paid attention to the situation where some stores had difficulty in profitability and would launch corresponding measures. "The headquarters will invite dealers' representatives to offline in August, and follow them the entire strategy with them the entire strategy Synchronize, including what kind of play in August and how to pull this business, there are systematic arrangements. "

At the consumer end, the hero of the tongue did not set off too high enthusiasm. On a group of social platforms, the brand awareness of the heroes of the tongue is not high. On Douyin, the account of the tongue is less than 40,000 fans. On Sunday afternoon, the number of viewers in the live broadcast room of the tongue was only a dozen.

From the rapid expansion to the profit, the tongue heroes who have been launched for half a year have slowed their footsteps.

According to the TECH Planet, the tip technology company has also changed greatly in the near future. Some resigns told the TECH planet that the employees of the tongue technology at the Xiamen headquarters have recently lost a lot, and some management has also left the tongue technology.

There are also internal employees of the tongue tip of the hero that the TECH planet is that the flow of Xiamen personnel is due to the relocation of the city. "The tip of the tongue is three headquarters of Beijing, Xiamen, and Tianjin. The headquarters building of Tianjin was renovated for a while. The headquarters asked Xiamen employees to work in Tianjin to work, so some employees left."

In fact, after Ruixing Coffee, Lu Zhengyao's new entrepreneurial project shifted from "fun small noodles" to prefabricated dishes, and tongue technology did not take much time. In August 2021, the tongue technology launched the pasta project "Fun Xiaowan". In November, after the operation was not expected to be renamed, the tongue tip technology immediately adjusted the direction and shifted from Chongqing's small noodles to the prefabricated vegetable track.

It is not difficult to see from the strategy adjustment of the tongue heroes that the tongue hero may be pushed to the market before the mature store model may not be polished.

How long can the prefabrication of the prefabricated dish?

The "barbaric" of the founder of the founder of the shop, the "barbaric" entered, made the prefabricated market more lively than in previous years.

On July 17, Luo Min's 16 -hour live broadcast allowed 95 million people to understand the prefabricated dishes and sold 9.56 million single products. Simple and rude money -burning marketing subsidies make prefabricated dishes more directly appear in consumer vision.

During the live broadcast, Luo Min called on Bao moms to join the fun shop prefabricated dishes, and said that as long as a prefabricated store store was opened near the community hundreds of meters, only 50 dishes are sold every day, and they can easily earn thousands of thousands of thousands per month. Income. On the second day after the live broadcast, Luo Min said at the prefabricated dishes in the fun shop, "It is necessary to support 100,000 users to start offline stores." In Luo Min's plan, the free -joining physical stores will reach 10,000 this year, reaching 50,000 next year, and 200,000 in 2024.

High -profile publicity, low -cost promotion, rapid expansion, and the way of entry of fun shops and tongue heroes.

Luo Min is actually the highest -profile one. Frozen -headed enterprise Long Da cuisine has been fully opened offline terminal stores this year; "Pre -production first shares" has opened the franchise channel last year. At present, there are thousands of franchise stores; Xibei Noodle Village, Underwater Underwater Village, Underwater Bottom Lao and other catering companies also launched prefabricated dishes two years ago. In the past one or two years, the capital hot money has already flooded to the prefabricated dishes. In 2021, there were many prefabricated dishes brands such as Wangjiadu Food, Zhenwei Xiaomei Garden, Xunwei Lion, and three meals. IDG Capital, Meituan Dragon Ball, Baidu Venture Capital and other capitals are bet on the prefabricated vegetable track.

The supply side, the capital side, and the channel side have turned the signs to the C -end, and they can't wait to stuff the prefabricated vegetables into the refrigerator of each family. The lively is their own, and consumers seem to have a natural rejection of prefabricated dishes.

"I was mentally prepared before entering the venue. I knew that prefabricated dishes might not accept the people." Wang Bo told Tech Planet, but what he didn't expect was that "ordinary people were not acceptable at all."

The residents of the two communities are at least 5,000, and the usual flow is not small. However, there were only a dozen people who entered the store a day when Wangbo stores, most of them, most of them were trying to try to make it at the wool. "Gongbao Chicken can sell dozens of orders a day when the special price is 9.9," Wang Bo told Tech Planet.

"People on Shenzhen are a bit rejected by frozen products and feel that they are not new." Li Jian told Tech the planet. "The living habits of the Cantonese must buy the freshest and best meat.

Wang Xing also said that the quality of the heroes of the tongue is still available. The repurchase rate of young people willing to try can be 40%-50%, but it is difficult to continue to pull new customers, otherwise it can not be maintained by veterans. "This market still needs time to be educated. I think the product itself is fine."

In fact, most of the pre -production brands in my country are dominated by B -end. Guohai Securities Research Report shows that in 2021, the C -end market of the prefabricated vegetables accounted for only 20%, and the B -end market accounted for 80%.

The market is not as good as those who are entering the game, how to educate the market, how to reconcile the taste, and how to ensure quality. These are questions that the market needs to answer. Profit is still behind these issues.

But this truth, dealers really realized after entering the venue. They have been clamored, either with a loss of more than 100,000 withdrawal or the day when consumers accept it.

Wang Bo chose to support it.

In order to compress the cost, he has fired a employee to see the store himself. "This month can save five or six thousand yuan."

Several tongue hero store owners are using their true gold and silver gambling to gamble in the future of prefabricated dishes. Despite losses every month, they believe this is only a matter of time. "It is the off -season, it may be better by November, I am still watching," Wang Xing still has expectations for prefabricated dishes.

They are already in the bureau, and there is no other way except for firm optimism.

Luo Min is regarded as a disruption by the outside world. From the live broadcast of hundreds of millions of yuan, to the cooperative star Jia Nailiang apologized and the cooperation of the contract with Qudian and clarifying the relationship, Luo Min's word of mouth has dropped rapidly. Luo Min, who started on campus loans, made people question the true intention of their prefabricated dishes to "cut leeks for franchisees." From partners and franchisees to consumers, Luo Min seems to be the object of "everyone shouts".

But he may not expect that those bosses were beckoned to him.

"Although it is right, only more people come in to educate the market faster." The regional agent of the hero of the tongue told the TECH planet. "Everyone will make the market bigger, and there will be a dividend period in the future."

"People in the bureau" do not care about the intention of the entry. What they need is that more people blew gorgeous foam together, making this outlet longer. As long as someone picks up, they may get away.

The operating situation of the tongue hero may show that the C -end pre -production market is still very early. Their may end to become the first "cannon fodder" in this game.

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