The sales of 18.3 billion yuan a year, the "dark horse" from the supermarket from Guangdong, has covered 30 cities across the country

"Aunt Qian" has two slogans that are particularly loud, one is "the vegetable market at the door", and the other is "not selling overnight meat".

There was a TV series "We Ten Years" before, recording that ordinary people have staged their own wonderful in the past ten years, and "Aunt Qian" was born in Guangzhou in 2012. At first it was just a small little small small little small. Small meat shop.

And what does the first sentence "The vegetable market at the door of the house" in its two -sentence slogan indicates? What is the first impression to us? Fresh+price is affordable, just seven words are enough to attract many people's attention.

The second sentence, "Don't sell overnight meat", even talked about the brand concept.

Feng Jisheng "has a good fortune"

Feng Jisheng is a standard "Guang Piao". For a long time, he is just a "pork hawker" that is mixed in the vegetable market.

Even in the days when he was in the market, Feng Jisheng's business was "the wind rose". Although it is just an ordinary "pork stall", Feng Jisheng also has his own ideas.

At first he was like others, simply selling pork simply, and the family's days were quite happy.

Whenever there are not many pork left on the day, Feng Ji will go home to make a variety of dishes that can be used as raw materials to enrich the family's dinner.

However, as time goes by, Feng Jisheng gradually discovered that sometimes there is too much left, and his family can't finish eating at all. It will be sold at a glance. You can see that it is not fresh. Essence

After many years of business, Feng Jisheng has always had his own purchase channels. He knows the quality of his pork most. He watching such high -quality ingredients was wasted, and his heart was dripping.

In the face of this situation, Feng Jisheng made a decision, which was also the embryonicity of his thought of founding "Aunt Qian" later.

At that time, Feng Jisheng's approach seemed to be "stupid" to his peers. He sold fresh pork every day at the market price normally, and it would be discounted every afternoon.

There are even those who can't sell it. Even if Feng Jisheng is delivered for free, he will not keep "overnight".

In this way, although the profits obtained in a short time, Feng Jisheng's turnover was soaring.

After a long time, the person who laughed at him was constantly divided, and then he began to imitate Feng Jisheng's approach. There were even rumors that Feng Jisheng raised the entire Guangdong's "pork" business threshold with his own power.

This is the previous life of "Aunt Qian", but Feng Jisheng, who has a strategic vision, is not satisfied with the small status quo.

From small meat shop to large supermarket

In the gourmet session, there has been a word called "Eat in Guangzhou". Whether it is the food category or the ultimate pursuit of fresh ingredients, Cantonese have absolute saying.

"Aunt Qian" is a fresh -born chain brand born on the streets of Guangzhou. Cantonese who can be discerning can be praised. What is the magic of "Aunt Qian"?

In April 2012, "Aunt Qian" launched the first store, the address was in Chang'an, Dongguan, Guangdong Province, and began to focus on the business philosophy of "not selling overnight meat".

At that time, it was almost a "finding death" act. Almost all the pork stalls in China used a rose red light, which was self -evident.

The weather in Guangdong was getting hotter in April. Is it possible to throw away the remaining pork without selling overnight meat? Furthermore, even if this is a gimmick, do the "hanging sheep's head selling dog meat" behavior, and the experienced Guangzhou "old ladies", can't you eat pork overnight?

Almost all pork hawkers will be twisted into meat or sell them directly at low prices in the face of overnight pork. In the face of such arrogant behaviors of "Aunt Qian", they are looking forward to seeing when he finish.

In fact, the founder of "Aunt Qian" is actually seeing the transformation of the Chinese people's diet, and it is different from our ancestors and father. Modern young people either do not cook. Once you cook, you must pursue the extreme freshness of the ingredients.

Therefore, Aunt Qian, who "does not sell overnight meat," was snapped up as soon as she was listed, and quickly opened her market.

After a short time, in April 2013, "Aunt Qian" began to try the community fresh model, and opened the first standard community store-Futian Port Store.

Don't look at this is just the first step for "Aunt Qian" to try the entire community operation, but it laid the foundation for his business model that he later dominated the country.

"Sudden Progress" of the retailer Super Industry

In terms of business ideas, Feng Jisheng also gradually explored himself. First, he opened 30 direct stores in the Guangdong -Hong Kong -Macao region.

The reason for choosing this area is because Feng Jisheng lived in the surrounding surroundings for a long time, and he knew the dietary habits of the locals more well. One more thing was to use the country to vigorously support the development of the Greater Bay Area.

In just the year of 2014, "Aunt Qian" took root in large and medium -sized communities in Guangshen, and the biggest selling point was based on the income foundation and basis of young people in these two first -tier cities. Powerful purchasing power.

The rapid rise in Guangzhou and Shenzhen gave Feng Jisheng's courage and confidence to continue to expand the business territory. He gradually marched into major major and third -tier cities across the country.

It is still "not selling overnight meat" and "a mechanism for discounts for a limited time", which has attracted the uncle and aunts of one city to crazy and quickly opened the market.

According to statistics from the authoritative department in 2021, "Aunt Qian" rose by 2 rankings from the 1320th to 11th in the overall situation of the overall Chinese supermarket industry as a whole. In the face of the impact of fresh e -commerce in the community, sales last year reached 18.390 billion yuan, an increase of 38.3%year -on -year. It can be said to be invincible.

With the open franchise model, the number of Aunt Qian's store reached 3,460, and 492 were increasing in 2021.

In May 2021, in less than ten years, "Aunt Qian" not only completed the D round of financing. Moreover, there have been nearly 30 cities across the country, with names, and the total number of stores exceeds 3,400, becoming another benchmark for the supermarket retail industry.

In fact, to some extent, the success of "Aunt Money" represents the evolution of the consumer concept of the consumer consumption of the most consumer power in China.

Compared with the model of life that pays attention to saving after 60 and 70, the young 80s, 1990s, and zero pay more attention to the quality of their lives. This is also a manifestation of social progress.

The unique sales model of "Aunt Qian" -the is the freshness of the ingredients and the price of the ingredients. There is no routine in the middle.

He even shows the discount mechanism of all fresh products to consumers. This is one of the reasons for his popularity.

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