Qudian has repeatedly defeated, Luo Min repeatedly defeated

Luo Min, a enthusiast of the wind, began to chase the wind again.

On July 17th, Luo Min, the founders and CEO of the fun shop, the star Fu Shier, and Jia Nailiang made a broadcast and the goods in the Douyin live room. According to the cicada mother, this live broadcast, the number of viewers exceeded 95 million, and the cumulative sales of a single game reached 250 million yuan. On July 18th, at the "Fun Store Pre -production" brand strategy press conference, Luo Min announced its entry prefabricated dishes and stated that it would support 100,000 users to start offline stores in the next three years.

The live broadcast room and prefabricated dishes are the industry that is still at the moment. From 2017, it led the listing of fun stores. The market value has ranging from more than $ 10 billion to 300 million US dollars today. Because the stock price is less than $ 1 for a long time. The refund letter. Luo Min, who has experienced ups and downs, claims to be his second entrepreneurial business.

However, the fact that the story of the transformation of fun stores is mostly ended in failure. Campus loans, luxury e -commerce, high -end housekeeping, bus cars, etc. This time Luo Minhao's prefabricated dishes, the industry is mixed. Some people think that as entrepreneurs as entrepreneurs Luo Minxian rarely goes deeply in an industry. The success of New Oriental allows him to quickly become here. Even if he is gangster by Dong Yuhui, he will still talk indifferently.

However, can Luo Min's transformation this time save a crumbling shop?

01

Why is the transformation project repeatedly defeated and defeated

According to the financial report, the total revenue of Qudian in the first quarter was 201.8 million yuan, a year -on -year decrease of 60.9%; the net loss belonging to the shareholders of Qudian was 142.8 million yuan, a year -on -year decrease of more than 120%. Fun shops, which have been widely questioned, did have done a series of efforts to transform after listing, but no project can survive for two years:

At the end of 2017, Dabai Automobile was launched, which focused on renting. In September 2018, Dabai Automobile was exposed to close the store on a large scale, locating 179 stores nationwide to 48. In May 2019, Qudian Group announced in the financial report that Dabai Automobile would suspend sales of new cars, marking that it was officially shut down. The industry believes that Dabai Automobile's rental business is seriously lacking in market awareness, and excessive expansion has led to a broken capital chain.

Three years later, in March 2020, Qudian launched a cross -border luxury e -commerce platform for Wanli. At the beginning of the launch of Wanli, many stars invited many stars to platform, and also used tens of billions of subsidies to enter the luxury e -commerce market. In June 2020, Qudian invested 100 million US dollars to invest in Temple, becoming the largest shareholder of the latter, and the two parties will carry out comprehensive strategic cooperation in the global luxury e -commerce field. Siku soon suffered difficulties in arrears of the supply of goods and repeatedly complained by users. In addition, due to the lack of cross -border luxury e -commerce experience, the major problem of luxury fakes still occurred in Wanli. In April 2021, Wanli Pharma publicly inventory clearance and the project entered the end of the closing stage.

However, Luo Min seems to have not yet summarized the failure of failure, and the new project has begun again. Ten months after the establishment of the Wanli Mekomo project, Luo Min founded the children's education brand -Wanli Mu young children. This children's education project used to be the hope of Qundian. As a result, it brought a huge financial burden. In the first quarter of operation, the revenue of the quarter -quarter financial report fell by 46%, and the revenue in the next quarter decreased by 59.1%year -on -year.

▲ Picture: Luo Min bid farewell to children on social platforms

As a result, in March 2022, Luo Min released farewell to the circle of friends in the circle of friends.

Testing is not only here, and fun shops have also hatched the "only spectrum" and "fun learning" projects. "Spectrum Family" focuses on the "Almighty Housekeeper" business. "Fun Learning" is an extension of the previous project, focusing on the quality education of children 0 to 9 years old. Of course, there is no trace now.

It can be seen that Qudian has eager to transform. The real reason is that the main financial lending business is too negative. Later, the state increased its supervision of consumer finance, and the normal revenue of Fun Store was greatly reduced, and it urgently needed a successful transformation to get rid of the predicament.

However, as the industry said, "the transformation items launched after the listing of fun stores are almost speculative and enthusiastic", and "come quickly and walk." From the perspective of many Internet practitioners, the loss of the transformation of fun stores is closely related to Luo Min's lack of clear strategic planning and not perception of themselves. "Luo Min's thinking has always been cutting the idea of ​​cutting leeks. He has never done any real career. For him, there is only one logic: not enough leek, the sickle is not fast enough." Media people. The writer Lian Qingchuan claimed on the social platform.

What did Luo Min think this time joined the prefabricated vegetable track at a high -profile dishes?

02

Prefabrication

True Dongfeng is still a fake wind mouth

According to the "Douyin Food and Beverage Industry Report" released in June, compared with the same period of 2021, the sales volume of prefabricated darkens from January to April 2022 increased by 1503%, and the prefabricated dishes gradually became hot.

Why can the prefabricated dish fire fire? The author believes that the impact of the epidemic on offline catering shops. Prefabricated dishes have good convenience, and quickly eat food to attract the favor of young consumers. Perhaps Luo Min also fancy this wind, and he entered this again. On July 17, Luo Min's Douyin account lived for a total of 19 hours, breaking the record of Douyin live broadcast.

▲ Tu: Luo Min and Jia Nailiang are working hard to promote

The cost of this live broadcast also includes: 1,500 iPhone is used to draw a lottery, which costs 10 million; at least 1,000 carnival on the day of the live broadcast, the cost of 3 million; Jia Nailiang's appearance fee is one million; 0.01 yuan prefabricated dishes behind the prefabricated dishes. Cargo supplement, 1 million copies, value of over 5 million.

Analysts of the live broadcast industry roughly calculated that on July 17th, Luo Min's live broadcast activities spent more than 100 million, and several hot searches were smashed. The next day, the stock price of Qudian soared 40.3 %. By the time of the trading on July 19, the total market value of the Moian store rose from US $ 300 million to $ 422 million, equivalent to nearly 1 billion yuan. ▲ Picture: Fumian stock price

It seems that it is worth it to spend a billion yuan in exchange for 1 billion yuan, but the industry also has different views.

Internet researcher Feng Tao told the zero -state LT (ID: liingtai_lt) that the issue of the campus usury on the campus has not been resolved, and the response given has not allowed the market to be convinced, which has caused the main business to continue to shrink. How much pressure can the prefabricated dishes be put on the interesting store, from the past experience, it is not optimistic. "

After the New York Stock Exchange's delisting warning, Qudian did not make any response. When talking about prefabricated dishes, Luo Min claimed that it would be expected to provide consumers with convenient and delicious foods around the world. Life has brought some small and beautiful changes.

But at present, this seems to be just talking.

As we all know, the main problem in the prefabricated vegetable industry is that the industry is highly decentralized. The overall scale of domestic prefabricated dishes related companies is not large, and the entire process of the industry has not yet formed the department. Due to the structural problems such as domestic cold chain transportation and regional diet habits, the market lacks benchmarking enterprises.

There is also a problem with prefabricated dishes. A dining practitioner told Zero LT (ID: lingtai_lt). Instead of the cooking package, the gap between the taste and the chef by the customer is still large. "

The catering person added that the business model of prefabricated vegetables was done as early as 2015. Many startups were doing it in 2015. It also gave birth to brands such as my kitchen and youth cuisine. Later, they did not develop for various reasons.

For consumers, it is important to make prefabricated dishes, but catering people think that the core of prefabricated dishes is still product planning. The product planning determines what special products are on, selling at the right time, and getting the opportunity to get explosive products. For example, if prefabricated dishes are launched in midsummer, it is obviously difficult to succeed. Prefabricated dishes are not only making catering products, but also more importantly to understand consumers in order to go longer.

On this basis, Qudian's prefabricated dishes have a long way to go, clear product planning, and efficient operations can make prefabricated dishes better.

03

Little -relationship with the main business

How to compete

Since 2022, the prefabricated dishes have become the field of hot targets in the investment community, including some local governments, retail companies, and innovative enterprises have transformed around prefabricated dishes. The main business of Qudian is to do installment malls. The layout of prefabricated dishes does not seem to be related to the staging main business.

Luo Min claimed that the book's book had a book of 12 billion yuan, and the budget for prefabricated dishes would not be capped. In the future, he hopes to open 200,000 offline chain stores and become a prefabricated leader. In this way, prefabricated dishes have nothing to do with the original main business of Qubian, but the financial foundation that has been laid before can help the development of the prefabricated vegetable business.

Ai Media Consultation data shows that more than 10,000 prefabricated companies in 2021 are registered. The rapid development of the market has brought a lot of challenges to a prefabricated vegetable company, and it is even more of fun shops.

So in order to achieve the industry's head, the following five capabilities are particularly critical:

The first point: Do not talk about good product capabilities, do not talk about good products, this is the core;

The second point: there must be channel capabilities, good products need to be sold to consumers through appropriate channels;

Third point: brand ability, improve your brand power, and do well in marketing;

Fourth point: supply chain capacity, with sufficient scale of supply chain, has the ability to negotiate and control cost control;

Fifth point: organizational ability to develop every area of ​​the country, each branch organizes well, and unity and cooperation head office can be better.

Small and beautiful consumer goods companies cannot do the head. There are so many fun shops. Only by the best cost and the channel network is fully covered, can we take the initiative in fierce competition.

During the Double Eleven last year, the sales of prefabricated dishes of Tmall and JD.com were more than 50%. Therefore, the channels of the C -side victory in the end should still be the Internet platform.

At present, the domestic pre -production market is still in the early stage of development and the industry competition is scattered. There are many challenges in the future market competition pattern. Which company can stand out and still have variables.

Consumers' dietary habits, health concepts, hidden food safety hazards, and industry supervision will not disappear with the growth of prefabricated dishes in the future. This is also a challenge facing fun stores.

There is still a long time to run for the prefabricated vegetable track, and fun shops also need to welcome various challenges in the future. When doing the transformation project, prefabricated dishes may be a good way, and holding 12 billion cash fun stores, can the investment in prefabricated dishes stick to Luo Min's turn? I can only look forward to it.

Author ｜ Liang Xiao

Edit ｜ Hu Zhanjia

Operation ｜ Chen Jiahui

Produced ｜ Zero -state LT (ID: lingtai_lt)

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