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Don't sell overnight money Boyle meat _ 【 marketing strategy analysis Hshelf shelf 】

by:Hshelf     2020-07-06
Nowadays, fresh 'fresh' the word has been from all walks of life as a priority of capturing consumers, and moreover to ahead to capture consumer mind, willing to play all kinds of eye-catching slogan, if don't sell overnight 'meat' community convenience store fresh money Boyle ( Hereinafter referred to as the money aunt) 。 With the 2017 jingdong 'exclusive' in the second round of funding, valuation of 6 billions of money aunt began to be focused on from the outside. In July this year, the complete C round of financing, and shall be capital, ficus altissima capital participation, Rev. Bearing capital behind the LP mainly jingdong) 。 Can say in the capital, money aunt to 'supply chain and franchise chain enterprise' model rapid shop, open markets. But behind this quickly open the market, the but again what unknown secret hidden? A, brutal marketing said electricity after the rise, the real economy has come to the point where there is no way to retreat, when some people feel alone freezing cold winter, there are always some stores sprung up, for example, money Boyle. Fresh in the master of the community, money aunt took extremely brutal marketing strategy: don't sell meat overnight, and during business hours are from 9 to 24 PM, every day 19 start 9 discount, every half an hour and then a low ten percent, until the free delivery! The slogan 'don't sell overnight meat' straight chuo girl's heart, as lethal as male square dance dance! Have to say that money's operator must be a good master of psychological. And area is broad, rich compared to the vegetable market category, small shop was insufficient money aunt brought from the womb of the disease, but the money aunt changed decayed for magical, on the premise of limited supply, let consumers actually feel a clearance sale before the panic, greatly stimulate the purchase desire of consumers. This strategy also has given rise to elderly men rob food team, about 8 o 'clock every night, a lot of elderly men and women lined up to pay become aunt one big landscape of the money, some people still stick to twelve o 'clock in the morning, it also creates an interesting phenomenon: money Boyle is not to sell the meat overnight, but consumers started overnight meat every day. Against this brutal marketing, with the aid of rob food group of elderly men, money aunt soon put brand reputation. Second, behind the cruel is a serious one, money aunt shop image never pursue good-looking, but must be visible. Blood red signs printed on money aunt three words, the LOGO must be large; 'Don't sell overnight meat' like a seal on the sign, must be grandiose, so simple and crude sense of color, memorable visual effect to the viewer. Second, the less money aunt shop goods category, conducive to management. Money Boyle varieties is given priority to with meat dishes, fruits, ingredients, etc are not to be, category is limited but the basic meet the daily needs, easy to form a fixed consumer groups. Imagine, every day in the shop of bass, 8 fold the grabbed, really blossomed elderly men also may not be happy? Thirdly, compared to the market, money's price is a little expensive, but the location closer to home, shopping environment is much more clean than vegetable market, such a thought, the price is acceptable. Finally, zero inventory to capture market share and money aunt can be said to be the best to control the loss of fresh store. After running for a period of time, money's basic finalize the design category, shipments are more stable, the goods stores tend to be more reasonable, every day, to say the best money Boyle is to control the loss of fresh store. Three Boyle, money is how to make money? Money aunt mode, nature is a B2B supply chain enterprises, earning is becoming number + middle distribution difference. Such as it is taken from the wholesale market for Chinese cabbage 7 hair, can add 6% to the shop, shop rent, labor it is over, nothing unless stores is proprietary, it is a model of a one-way ticket. Also said, 'money Boyle' do is fresh platform, butt joint of meat, food suppliers, its mass, low price sales distributors, connect one inn, for their output goods resources, brand management, operations, technology support, etc. If segment, 'Boyle' internal consists of two major parts, the front-end and back-end. Front end and taobao, rich Boyle's own operations, data, investment promotion, marketing team; Backend is like taobao customer service small 2, give priority to with commodity procurement, supply chain support. Money's profit points mainly on the front end, including jiamingfei, brand licensing fee, such as fixed income, and stores the profit sharing of profits and napa stores. That is to say, even if the 'old money' large-scale expansion, also with its franchisees, won't appear heavy assets in. And in the joining trader, money's strategy is to: franchisees can own pricing, to make a difference, without its franchisees to replenish onr's stock, is much more relaxed than business market of husband and wife. Money aunt better retail stores, the monthly sales at around 250000, remove labor and all kinds of cost, can be more than 10000 net per month. Investment is not big, is not so hard cooking market, a month to make some small, it is also money Boyle stores in the community do popular over the years.
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