On the morning of December 11, "post-90s" Wang Xuan (pseudonym) stepped on the snow to open the door lock of his 2 yuan bakery according to the usual store opening time. Although the cold wave has hit recently, she can't relax at all. Wang Xuan said: "The 2 yuan bakery focuses on the repurchase rate, and there are fixed expenses every day, and the store still has to be open rain or shine." ”
From the unattainable hope of young people for "bread assassins" some time ago, to the "2 yuan bread craze" all over the country, a number of specialty stores specializing in selling 2-3 yuan low-priced bread "** bread market" have quietly become popular. Posts claiming that "investing tens of thousands of yuan can earn more than 100,000 yuan a month" flooded major social platforms. Many netizens said, "2 yuan a piece of bread, what kind of bicycle do you want!.""Some people in the industry are worried that the 2 yuan bakery does fill the gap in the low-price baking market, but with the influx of capital, will it become a "gust of wind"?
Freshly baked and sold bread for 2 yuan.
Sells 800 freshly baked breads a day
Stock up on bread in advance and eat it early. On the afternoon of the 10th, Ms. Wang, a citizen, came to a 2 yuan bakery located around a shopping mall in Tianqiao District, and she bought 2 yuan of black sesame walnut bread, 2$5 durian cheese bread and black rice cheese bread. "Their bread is soft, sweet and delicious, and in terms of cost performance, it is no worse than those dozens of pieces of bread. ”
The owner, Wang Xuan, wears a pair of black-framed glasses, dressed fashionably, with a bit of youth. "Today's bread is almost sold out, leaving only chocolate, durian cheese and black rice cheese. She smiled and said, "We have a lot of other flavors in the store, you can try them next time." ”
Wang Xuan said that he was starting a business for the first time. "I started work at 7 a.m. and the first pot of bread came out at about 10 a.m. The bakery will take some group orders, and it is not a problem to sell 800 a day. Wang Xuan said that the store lease fee is about 40,000 yuan a year, the electricity fee is 1,000 yuan a month, the employee salary is 3,000 yuan a month, and there are some other expenses such as water and property fees.
When the reporter asked about the monthly profit, she said: "It is impossible to make a lot of money, but it is easy to earn 20,000 yuan a month." While selling bread, Wang Xuan mentioned that the store also recruits students, with a tuition fee of more than 4,000 yuan, "mainly Xi learning how to make bread, updating new products, and drainage on online platforms such as Xiaohongshu and Douyin, etc., which can generally be learned in two or three days." She said that the location of the store is not the most important thing, the key is the new product update and product taste, "in the future, we will deepen the field of baking." ”
1,500 pieces of dough kneaded out of the "hard-earned money".
On the afternoon of the 10th, the reporter found a 2 yuan bakery in Huaiyin District through navigation. Many consumers are buying original flavors, date paste, black sesame, desiccated coconut, meat floss, bean paste, cranberry and other flavors of stuffed bread, the price is concentrated in 2 yuan - 3 yuan, and the store has played healthy, zero additive, freshly baked and sold signboards. Such a price point is in stark contrast to the surrounding chain brand bakeries that often cost tens of yuan a piece.
"Is the 2 yuan bakery really as small in investment and high in profit as said on the Internet?”
2 yuan bread is very popular with consumers, and many customers praise its taste.
In the face of reporters' questions, the person in charge of the store said that opening a 2 yuan bakery is "hard money". When I first opened the store, my wife didn't know much about technology, and she used to make 1,500 pieces of dough a day by herself, "so tired that she didn't want to move at night." ”
The reporter contacted the blogger who is also committed to the operation of the 2 yuan bakery, he said: "The daily sales of five or six thousand yuan or tens of thousands of yuan" and "easy over 10,000 yuan" are mostly in the marketing strategy of the 2 yuan bakery, and the actual operation situation, "the daily sales of some stores exceed 2,000 yuan is already very good."
Again, the blogger emphasized, "The $2 bakery is making hard-earned money. Earn more and earn less, depending on your effort index for the day. "Consumers are more tolerant and "cost-effective".
What do consumers say about $2 Bakery?
On the afternoon of the 10th, Ms. Zhang, a citizen, bought two breads at the 2 yuan bakery downstairs in the community, "One of them is very delicious and fresh." Another black rice one, the filling inside is a little dry. ”
On the same day, the reporter randomly interviewed nearly 20 citizens. Some consumers who have bought 2 yuan bread said that "the main price is cost-effective", "a pinch and a seal, soft and glutinous, and the appearance is also good";Citizens who know about 2 yuan bakeries but have never bought such products think, "I will try it, and the 20 yuan a piece of fine bread and the 2 yuan a piece of freshly baked bread are more inclined to be cheap and fresh." Citizens who have never heard of 2 yuan bread said, "It's so cheap, is the material good?"”
The reporter found that some consumers scored 90 points for 2 yuan bread, and some consumers thought that the taste of 2 yuan bread was relatively light. However, consumers are always more tolerant of cost-effective products. And the bland taste seems to be psychologically in line with their emphasis on "low sugar and low fat" selling point, "although this may not be the case", said one elderly consumer.
The merchant said: "The biggest difficulty in running this 2 yuan bakery is how to continue to cultivate consumer stickiness"One-stop" into the industry.
Will it be the same as the previous Internet celebrity fried meat, after the explosion, it will be the 'fate' of closing the store?During the interview, one of the consumers asked this question.
What is the public's opinion on the franchise and operation of the 2 yuan bakery?
The reporter connected with the brand of a 2 yuan bakery to join **. The staff informed that the 2 yuan bakery is a new thing, and the current Internet celebrity 2 yuan bakery on the market mainly has two major profit models: investment promotion and teaching fees. 2 yuan bakery is generally located in the vegetable market, community, school periphery, the store area is recommended to be 7-15 square meters, the headquarters can provide store site selection, decoration design, technical teaching, opening preparation, operation guidance, logistics and distribution, advertising and other services, and through takeaway, take-out, plus live broadcast with the form of goods, "to provide the whole network and the whole area of the new ** marketing empowerment".
During the reporter's visit, many 2 yuan bakery merchants and bakery practitioners introduced that some franchise brands have appeared intensively since late October, and franchisees can obtain technical training, brand marketing, menu updates, etc., as a novice, they can enter the industry through this "one-stop" service.
However, a bakery staff who did not want to be named held a different view: the technical threshold of the 2 yuan bakery is low, and there is no need to invest tens of thousands of yuan to join the brand, "Even if you pay a franchise fee of tens of thousands of yuan, the headquarters only gives a recipe and uses their brand, and the follow-up product updates are only fillings." Up to now, there is no store promotion, and the brand influence is average. Is it a "gust of wind"?
I can go out and open a store in a few days after studying Xi, and I always feel like I am cutting the franchisee's 'leek'. A practitioner who has been committed to the baking industry for many years said that in terms of the current baking market, 2 yuan bread fills the gap in the low-cost baking market, "However, with such a low customer unit price, these stores can only maintain the survival of the store by increasing the repurchase rate." In addition, recruiting trainees can further reduce salary costs. ”
The catering market in the post-epidemic era provides an opportunity for 2 yuan bakeries to 'enter the market'. Product analyst Zhang Dongming believes that from the perspective of the development path of 2 yuan bread, even if it is just a "gust of wind", after a period of time, the store will be replaced with other signs, but this way of thinking may bring inspiration to Chinese catering entrepreneurs.
(Jinan** financial media reporter: Sun Huijuan).