It's too ruthless, the former supermarket overlord Yonghui Supermarket lost 4 billion a year, and the market value of 84 billion is fleeting!
What Zhang Xuansong, chairman of Yonghui, never expected was that Jiang Jianfei, who was kicked out by himself because of his disagreement, started to do fresh food by himself, and the key was to do it well! More than 1,500 stores have been opened, with annual sales of up to 26 billion, which is Yipin Fresh! It's really 30 years in Hedong and 30 years in Hexi, so why can Yipin fresh grow against the trend? It's very simple, Jiang Jianfei only used these two tricks, took off directly, and you can understand it after reading it.
The first step is drainage - precise positioning.
Unlike Pinduoduo and Sam's low-cost explosive product drainage model, Yipin Fresh adopts precise positioning and drainage. First of all, Yipin Fresh opened the store directly at the entrance of the large community.
Aiming at young people's pain points: not knowing what to buy and where to put it.
Solution: Yipin Fresh simply came to an exclusive partition, according to the hot pot, barbecue, breakfast, dinner to make the distinction of ingredients, what you want to eat directly to the exclusive partition to buy, no need to look everywhere in the supermarket, convenient and fast. For example, snacks and ice cream in the casual scene, semi-finished dishes in the fast food scene, and so on.
As a result, young people who didn't like to visit the market are happy to come to the supermarket to buy goods.
For the pain points of housewives: pay more attention to food health and have higher requirements for the freshness of dishes.
Solution: Yipin Fresh will directly package and sell vegetables and pots to you, such as live shrimp and fish will be caught and processed.
Aiming at the pain points of the elderly: good quality and low price.
Solution: The elderly prefer to go to the supermarket and often shop around. As a result, Yipin Fresh will reduce the unit price of products with large sales in the store, and in addition, it will also provide special explanations to the elderly.
Through this series of operations, Yipin Fresh relies on these highly targeted services, and Yipin Fresh has successfully captured various types of consumers and solved the traffic problem.
The second move, expansion - employee creation.
Crazy opening more than 1,500 stores must not rely on their own investment, in case the stall is spread out, there is no risk to return. As a result, Jiang Jianfei innovated the second partnership model. Jiang Jianfei found the employees in his store and said that the company wanted to expand, and the old employees could subscribe for shares as shareholders. This is something new, so how do you fund it? For example, if a new store needs to be opened with an investment of 1 million, the headquarters will contribute 300,000 yuan, the store manager will contribute 100,000 yuan, and other employees will contribute a total of 600,000 yuan. So how do you divide the money? This is simple, directly according to the proportion of investment.
As soon as the news came out, the employees in the store rushed to invest in the shares. Because everyone sees the popularity of the business in the store, you can just sit back and wait for the dividends. On the one hand, the employees are strongly related to the income of the store, which greatly reduces the management difficulty of the headquarters, and on the other hand, it greatly reduces the financial pressure of the headquarters to open the store, and the efficiency of store fission is higher.
On the other hand, many traditional business owners are typical rich "poor people"! drives a luxury car and lives in a luxury house, but he can't take out hundreds of thousands of cash in his pocket. Why? Because his money is all placed in physical assets, it is difficult to realize, which is also the most dangerous, but whenever there is a small problem, it will affect the whole body, and in the end he will cry his father and mother.