Recently, affordable goods and services represented by 2 yuan bakeries and 10 yuan fast food restaurants have gradually become popular. These affordable small stores fill the gap in the market and respond to the needs of mass consumption, but how to ensure good quality while being cheap is a test of the ability of merchants. How long the low-price parity strategy of small stores can be maintained remains to be tested by the market.
The small cheap shop "suddenly" became popular.
Recently, 2 yuan bakeries have appeared in many cities across the country, and a number of stores specializing in selling low-priced bread have suddenly become popular.
This price is in stark contrast to the chain brand bread that often costs more than ten yuan to dozens of yuan a piece, and I also hope that I can open a 2 yuan bakery downstairs as soon as possible. Beijing citizen Xiao He said.
These 2 yuan bakeries are generally distributed in vegetable markets, communities, and schools, and the stores are not large, but they are favored by many consumers. Some shopkeepers said that they can sell 600 loaves of bread a day, and the profit margin is about 60% after removing the costs of raw materials, labor, rent, and utilities.
In addition to bakeries, some affordable canteens, barber shops, and mass-selling snack shops are also emerging. With the help of social networking and advertising, some shops are doing brisk business.
In Hefei, Anhui Province, a small roadside canteen that used to provide meals to workers at nearby construction sites has attracted many citizens to come to eat because of the variety of meals and the good taste. "10 yuan a meal, more than 30 dishes to choose from, as well as roast duck, winter melon pork rib soup, tenderloin, egg dumplings and other 'hard dishes', real benefits!."Citizens who came to dine said.
Low-cost barbershops are also trending in some cities. Zhao Sheng, who lives in Beijing's Haidian District, has never been to another barber shop for a haircut after discovering a 10 yuan barber shop near the community last year. "I have a flat hair, I don't have to wash and blow it, and getting a haircut is very simple, and there is no need to spend dozens or hundreds of yuan. If you go to those well-decorated barber shops, you have to face the barber's soft and hard sales card, and the 10 yuan barber shop will not. Zhao Sheng told reporters.
The track of affordable consumption is gradually heating up.
The popularity of affordable stores has provided a vivid footnote for the gradual popularity of affordable consumption. In recent years, from retail to catering, the affordable consumption track has increasingly attracted market attention and favor. Especially in the sinking market, the supply-side parity goods and services continue to exert force, effectively leveraging the market, and the "new business formats" of counties and towns represented by affordable coffee and affordable home furnishings have emerged in an endless stream.
In the county seat, there are more people drinking coffee and milk tea. Consumers are not only young people, but also some middle-aged and elderly groups are also trying. Tang Wei, who opened a coffee shop in Yulin, Shaanxi Province, said that since 2023, the coffee consumption market has grown rapidly, especially in the vast sinking market, and parity is a key to opening this market. "We try to set the price within 10 yuan, which is close to the people and reasonable, so as to attract more customers. Tang Wei said.
In recent years, affordable home furnishings have also been promoted. Fan Tao, who is engaged in the home furnishing industry in Tongzhou District, Beijing, said: "In the past, many home furnishing brands took the high-quality and first-class route, positioning themselves as urban middle-class and above groups. But now it is found that recent college graduates and ordinary consumers also have strong consumer demand, and household products within 1,000 yuan are gradually popular. ”
Businesses can not only focus on the mid-to-high-end market, but only meet the needs of mass consumers to find business opportunities. Market analyst Wang Heng said that in recent years, the momentum of domestic consumption upgrading has been strong, but the "upgrade" of some businesses has gone off track, focusing only on external packaging, new concepts and ignoring the goods and services themselves. ** up, but sales may not be boosted, and the parity market has become a blank.
According to Chen Zhongyun, a professor at China University of Political Science and Law, some affordable small shops are favored by consumers, reflecting consumers' desire to consume and return to the essential attributes of goods and services. "Consumers buy popsicles to cool off, and go to restaurants to eat for taste and hygiene. The affordable store directly hits the core of consumers' concerns and does not work the packaging, so it has won favor. ”
It remains to be seen how far affordable consumption can go.
According to the analysis of the Ele.me Merchant Intelligence Station, the 2 yuan bakery has effectively filled the gap in the parity market, but its large single product route and low customer unit price determine that it can only survive by increasing the repurchase rate.
The operator of a mass-selling snack store in Chaoyang District, Beijing, told reporters that because the unit price of customers is relatively low, the future competition will most likely revolve around the occupation of advantageous points. "Whoever can take the lead in occupying the core advantage of the market, who can establish a stronger first-chain system, who can improve the repurchase rate of consumers, and who can occupy more market share. ”
In addition, it is not easy for merchants to maintain low price parity. The owner of a cheap fast food restaurant told reporters: "On the premise of ensuring 'fast' and 'good', it can also be enough to 'save', which tests the comprehensive ability of the business." Moreover, the market is always in flux, and many factors can affect **. ”
For consumers, there is also a question mark over their long-term acceptance of affordable goods and services. Dan, a citizen of Beijing, told reporters that if the goods are too low, people will worry about the quality of the goods. "Low prices can attract consumers, but you can't completely ignore the quality for the sake of low prices, especially food and catering, ensuring quality is directly related to the health of consumers, and the market supervision department must do a good job of supervision. ”
Wang Heng believes that it is more difficult for a cheap store to become popular than to become popular. "Many consumers are just starting to want to be fresh, but if the quality of goods is seriously reduced, the level of service is reduced, and more and more stores are opened, the competition is fierce but the market is not expanding accordingly, it may not be so popular. To do this, businesses must have a countermeasure. ”
Worker**).