The bell of New Year's Day is about to ring, and the pace of the Spring Festival is getting closer and closer. Despite the reincarnation of the years, what remains unchanged is the joy of family reunion and the hope for a better life in the coming year. On the occasion of the Double Festival, Aunt Qian will officially launch the 2024 New Year Festival in the near future, while giving back to new and old customers, and promoting the popularization of table culture.
From the birth of the first small store in Guangdong in April 2012, to more than 3,000 stores across the country, landing in more than 30 cities, serving more than 10 million families and more than 20 million members, Qian Dama has made full use of the geographical advantages of the "last mile" and has rapidly grown into a leading brand of fresh food in the community. Its confidence comes from the original "Nissin" business model and the business philosophy of "not selling overnight meat" for 11 years.
The big waves wash the sand, and the sun is born. In the second half of the competition in the community fresh food track, refined operation and management are particularly important. To this end, Aunt Qian proposed that the strategic focus of the next ten years is "stronger headquarters, better goods, heavier warehouse distribution, and lighter operations". Aunt Qian hopes that through her unremitting efforts, she will help more consumers realize the freedom to buy vegetables at their doorstep, and explore a new model and effective path for the brand development of China's agricultural products, so as to drive the high-quality development of the fresh food industry as a whole.
The fireworks in the world are the most soothing to the hearts of mortals. As the highlight of the Spring Festival table, the Chinese New Year's Eve dinner has long been a ritual engraved in the bones of Chinese. This kind of fireworks and warmth are in the family, in the kitchen, in the vegetable market, and of course, in the consumer's community at the door of Aunt Qian.
The 2024 Aunt Qian New Year Festival will be officially launched in the near future, and the theme of this New Year's Festival is "One Family, One Table, Tie the Fresh New Year's Flavor". The first batch of heart-selected New Year's goods launched classic Cantonese dishes, including Buddha jumping over the wall, abalone fish maw chicken, Tianxia a pot (mountain) pot of vegetables, etc., all kinds of sea and land delicacies, carefully developed by star chefs, full of delicious ingredients and full of New Year's flavor.
For some people who are busy with work and lack cooking opportunities on weekdays, making a delicious and hearty Chinese New Year's Eve meal is really a bit "brain-burning". Starting from solving the pain points of consumers, Aunt Qian launched a variety of dishes that are affordable and have excellent meanings, and at the same time greatly reduce the difficulty of cooking, so that "Xiaobai" can easily become a chef.
In addition to the fresh "beef and mutton" hard dishes that are essential for the family banquet, Aunt Qian has also carefully prepared a variety of practical New Year's goods to choose from, such as nut gift boxes, cookies, Wuchang rice, cherries, strawberries, citrus, etc., bringing a fresh, convenient and optimal one-stop shopping experience to people who just need it.
In fact, Aunt Qian has launched the New Year Festival for many years, aiming to inherit and promote the excellent traditional food culture of the Chinese nation while giving back to new and old customers.
Just this month, Aunt Qian and Xinhuanet officially launched the "One Family, One Table" plan. The program is a public welfare activity jointly initiated by Qian Dama, Xinhuanet, the Institute of Nutrition and Health of the Chinese Center for Disease Control and Prevention, the Child Nutrition and Health Research Center of the China Children's Center and other relevant units. The program aims to achieve harmony and fulfillment in interpersonal and family relationships through the warm sanctuary of the dining table, and to convey the warmth of love. At the same time, we will promote the popularization of table culture and promote the high-quality development of Chinese catering culture.
With the in-depth development of the industry, fresh consumption has shown more obvious diversification and differentiation characteristics.
According to the data, in the next 3-5 years, the proportion of sales of fresh, ready-to-eat, ready-to-heat and ready-to-cook products will further increase from the current 60-65% to 70-80%, becoming the main consideration for consumers to choose shopping destinations and build loyalty.
Obviously, the traditional meat and vegetable market and fresh e-commerce cannot easily get rid of the shackles of industry development due to problems such as homogenization of goods, poor shopping environment, insufficient food freshness, and non-standard management. The community fresh food industry has ushered in the development of the "last mile" geographical advantage.
In April 2012, Aunt Qian was born in a pork stall in the Dongguan Farmers' Market in Guangdong. Since its establishment, Aunt Qian has established "not selling overnight meat" as its business philosophy, created the "Nissin" model, and taken "making every meal fresh" as its corporate mission, which has won the trust and reputation of a large number of consumers.
How to get "fresh" one step?Aunt Qian realizes the quality control and traceability of products in the whole process of "from the source of planting to the table" through a set of combination punching methods.
First of all, the mode of direct procurement from the base is adopted to "lock" the freshness from the source. Signing an agreement with the source supplier effectively reduces the collision and loss of ingredients caused by intermediate links. This move not only ensures that food safety and quality are better guaranteed, but also enhances the bargaining power of the best businessmen, and has become one of the core means for Aunt Qian to create high-quality and differentiated products.
Secondly, with the "zero inventory" and "regular discount" mechanisms as the core, the Nissin model will be strictly implemented. Qian Dama implements a step-by-step "regular discount" clearance mechanism, which greatly improves the repurchase rate and deepens consumers' brand impression of "fresh and not overnight" while benefiting consumersOn the other hand, the Nissin model accelerates the turnover of fresh products, converts cost loss into marginal profits to a certain extent, and creates more profit opportunities for franchisees.
Finally, through digital transformation, improve the management of the first chain. Through the digital efficient turnover and zero inventory operation system, Aunt Qian has built an efficient and linkage chain system. The efficient linkage of orders and warehousing and distribution has made the integration of procurement, supply and marketing a reality and ensured the practice of the "Nissin" model.
As of September 2023, Qian Dama has more than 3,000 stores in more than 30 core cities and potential areas across the country, serving more than 10 million families, operating vegetables, aquatic products, fruits, pork, meat (non-pork), eggs and milk, processed foods, and comprehensive standard products, with more than 500 kinds of high-quality products and more than 20 million registered members.
Feng Weihua, CEO of Qian Dama Group, said that Qian Dama took the two significant characteristics of high frequency and rigid demand in the fresh food industry as the entry point, truly achieved the ultimate in "freshness", and deeply imprinted this cognition in the hearts of consumers through the integration of upstream resources, its own brand building, online value-added services, offline store operations and other channels.
With the evolution of the market structure, the trend of consumption stratification has become more and more obvious, and the competition in the community fresh food track has entered the second half, and brands pay more attention to refined operation and management.
In terms of grasping young people, Aunt Qian gives full play to its advantages of being rooted in the community, directly hits the consumption pain points of young customers, obtains high-quality resources with the least time and the best, accurately targets young consumer groups in the community, and provides them with a fresh shopping experience that is different from traditional vegetable markets or fresh supermarkets.
In order to cater to the characteristics of the majority of young people who love online shopping, Aunt Qian has added *** and timely delivery modules. **Next day delivery, in addition to regular fresh products, there are also scarce fruits, snacks and snacks that are not sold in the store;The timely delivery module can achieve one-hour delivery of goods in the store to meet the immediate needs of users.
In addition, Aunt Qian also takes care of the needs of consumers with different grocery buying habits, and places an order in the "Aunt Qian Selection**" applet not only to pick up at the store, but also to choose door-to-door delivery, so that you can enjoy high-quality fresh products without leaving home. Migrant workers who work overtime and return late, chefs who can't pick and choose vegetables, or mothers who are inconvenient to go out with their babies can easily buy vegetables.
It is worth mentioning that Aunt Qian also took advantage of the industry and channels to build a bridge between the field and the people's table, and at the same time promoted its own development, realized the "out of the mountain and into the bay" of agricultural products, and helped the brand development of domestic agricultural products.
In addition to the layout of the source base and the customization of agricultural products, Aunt Qian also uses consumption assistance to drive the integrated development of "production, supply and marketing" of the entire agricultural products. The specific performance is that Aunt Qian relies on her own sales data to generate more accurate digital orders, promote the formation of a stable relationship between production and marketing, promote the standardization, refinement and branding of agricultural products, and let high-quality agricultural products from all over the country better go out.
In recent years, Aunt Qian has continued to make efforts in the field of consumption assistance, and the "explosive product" Guizhou grain eggs that have been sold since 2018 have exceeded 1800 million yuan, realizing the "small egg" to leverage the big industry.
Today, Aunt Qian's footprints are all over Guizhou, Fujian, Jiangxi, Xinjiang and other regions. In 2022, Aunt Qian's counterpart consumption assistance in South China alone will exceed 1.6 billion yuan, practicing rural revitalization with practical actions.
The strategic focus of Aunt Qian in the next ten years is 'stronger headquarters, better goods, heavier warehousing and distribution, and lighter operations'. Feng Weihua said that Aunt Qian will continue to firmly return to the essence of fresh food in the community, carry out comprehensive upgrades around "people, goods and fields", constantly explore new models and effective paths for the brand development of China's agricultural products, firmly protect the people's tables, and promote the high-quality development of the community fresh food industry.
The big waves wash the sand, and the sun is born. We have reason to believe that no matter how the market changes, Aunt Qian, who grabbed the "fresh" breakthrough, has always had the confidence to laugh proudly.
This article was first published in titanium**app).