Michelle Bingcheng is the largest ** in the world, do you think they are in the milk tea business? In fact, this company's business model has been ahead of its competitors, attracting the attention of 99% of companies. Speaking of which, you may not believe it, the founder of Mixue Bingcheng, at the beginning, was a 200 yuan brand, and now, two yuan of ice cream, four yuan of milk tea, and six yuan of lemon juice have reached 20 billion, and more than 20,000 stores have been opened in China! Why does Mixue Bingcheng have such strength? The reason is simple, it is to take advantage of the most popular S2B2C model of the next decade. Now, let me tell you what the city is really like.
First of all, what we have to do is to attract a lot of traffic in the way of explosive models. In the past two years, the milk tea market has entered a white-hot stage, Heytea and Nai Xue occupy the high-end market, the mid-end market is a little bit and tea Baidao, and the small shop within ten yuan, only Mi Xue. He quickly conquered this small city with 2 yuan of ice cream, 4 yuan of lemonade, and 6 yuan of milk tea. Other brands are in.
First, second, and third-tier cities are already the limit, but Mixue Bingcheng covers all the first-tier and townships, think about so many towns and villages in China, how huge the development potential of Mixue Bingcheng is.
The second step is to use smaller resources to achieve rapid development. At present, the number of stores has more than 22,000, of which 47 are directly operated, and the rest are franchised. Why are there so many franchise stores? First, the threshold for entering the market is smaller, and second, the profitability is strong. First of all, the franchise fee of Mixue Bingcheng is very low, each province, city and county has the lowest franchise fee, and the franchise fee for each province and city is 11,000 years. Compared to other franchise brands, its ** is close to the lowest. Secondly, Mixue Bingcheng has handed over most of its profits to franchise stores, which is why Mixue Bingcheng has been able to grow rapidly in such a short period of time.
The third industrial chain is the industrial chain that makes money from behind. Mixue Bingcheng has taken out most of the profits in the early stage, how can it be profitable? The solution to this problem is in the back-end production chain. The first is the profitability of the first chain, just the ingredients, raw materials and packaging materials are enough to support the operation of more than 20,000 chain stores. Not to mention anything else, Mixue Bingcheng alone sold more than 8,000 tons of tea and more than 50,000 tons of fruit last year. Three billion wheat straws, one bottle earned 300 million. Not only that, Mixue Bingcheng has also established its own logistics center, which is able to develop and manufacture nearly 60% of the goods by itself, thus greatly reducing the cost of logistics.
According to the data, at least 40% of Mixue Bingcheng's revenue comes from "logistics", and "logistics" is "logistics". Mixue Bingcheng has also set up a school to enable franchisees to better manage and recover costs, and to provide professional education to franchisees, including career planning, operation management, event planning, food safety, corporate culture, etc. At present, nearly 50,000 people sign up every month, and everyone has to pay a certain fee, which is also a lot of money. Therefore, have you noticed that the practice of Mixue Bingcheng is to divide a part of the profits in the early stage first, and then let more people join, so that the bigger the cake, the more profitable it will be. This is called "S2B2C".
S is Michelle Bingcheng, B is the franchisee, and C is the customer. This model is not only suitable for the milk tea industry, but also for various industries. For example, the CEO of a beauty salon originally planned to invest five million and then open a beauty salon by himself, and then compete with other peers, but this approach is very conservative and will inevitably be dragged down by high rent, labor and high costs in the end. Then we use the way of S2B2C to build them into a power platform for the beauty industry, so that they can do well in China, including designing explosive products, providing traffic, and providing goods, so that competitors can make more money, and he himself can become a unicorn in the future by earning fees such as empowerment fees, service fees and ** chains.