After the cake body is smeared with delicate animal cream, the fresh red strawberries that have been washed and removed are carefully placed on the cake body by the workers, and a full 25 pieces are placed, and this popular strawberry box cake has been formed. At the Bubu Food Factory in Lishui, Nanjing, workers are orderly producing strawberry box cakes that are being delivered to Hema stores. At its peak, five or six thousand boxes of cakes were given away in a day.
On the first day of the new year, the "old Internet celebrity" of this Hema made a unified price reduction in Beijing, Nanjing, and Changsha that piloted discounts, from 79 yuan to 59 yuan. When it was first listed in November, due to the high cost price of strawberries, the listing ** was 88 yuan. After a week of price reduction, sales in the three cities more than doubled, and factories around the country became busier.
The cost mystery of price reduction without quality reduction
Since October last year, Hema has launched the transformation of discounts, with the goal of making products more competitive. The strawberry box cake that will explode in 2021 is a microcosm of Hema beating down ** through chain tuning.
The core of strawberry box cake is that strawberries should be delicious and fresh. Cao Wenxue, the person in charge of the Hema baking cake category, said that the fresh fruit and strawberry content of a cake reaches 300-400g, which is not only the key to the success or failure of the taste, but also the focus of "picking".
In mid-2023, the Hema baking department and the fruit procurement department will join forces to "find strawberries" for the cake to meet the raw material needs of 9 factories across the country to produce this super single product.
More than 350 stores across the country have fresh strawberries for sale, if the strawberries needed for baking are packaged together to negotiate, our cost will be more advantageous, the first chain is also more stable, only the strawberry part can save 3 yuan. Cao Wenxue said.
Since its launch in 2021, strawberry box cake has become a Hema Internet celebrity item.
Bubu Foods, a company that has been producing bakery products for Hema since 2019, has transformed from a small factory into a leading factory in East China. For the transformation and discounting of Freshippo, the founder Tai Yizhou is also very optimistic and supportive.
Hema didn't point at me and asked me to do a self-cutting price reduction, but to dismantle the link with me and help me reduce costs together. Tai Yizhou took strawberries and flour as examples, and the first-class chain advantages that Hema has accumulated over the years can go to the source to purchase high-quality and more competitive raw materials, and then use them for his production. As a manager of the enterprise, he can focus on management and production, "The quality control team has grown from two or three people at the earliest to dozens of people now, and there is no fear of the surprise flight inspection of the Hema quality control team at any time." ”
Over the years, Tai Yizhou's factory production line has become more and more concentrated, and the raw materials in the warehouse have dropped from more than 2,700 to more than 300, which has become more and more focused on the product categories of Hema **, which has reduced the comprehensive cost of the factory, but greatly improved the efficiency. Since 2019, Bubu Food's company performance has increased by more than 10 times.
Continue to "roll" commodity power
Move the mountain price", beat a piece of durian cake to 399 yuan, let the outside world pay attention to the strong rise of supermarket channels represented by Hema and Sam in the bakery category. Turning over new products, high-quality materials, and more advantages than chain bakeries, these characteristics have made Hema and Sam capture a large number of users.
Backed by a strong ** chain system, Hema even hit the ** of toast to 6$9 per pack – made with chilled fresh milk. Hema has invested in the construction of its own 6,000-square-meter baking factory in Kunshan, Jiangsu Province, which is the key to the ultimate cost performance.
In addition to the bakery category that has been highly accepted by the Chinese people, Hema is also constantly laying out new tracks and developing new categories "from scratch".
In October last year, Hema reached a strategic cooperation with Hai'an City, planning to invest more than 2 billion yuan to build the largest frozen food intelligent production base in East China, including the frozen pasta intelligent factory project. In February this year, the "Integrated Frozen Food Engineering Research Institute" cooperated by Hema and Baizhentang in Wenzhou was officially unveiled.
Behind this series of actions, it is to accelerate the research and development of new frozen staple food series and continue to increase the field of frozen staple food. Frozen instant noodles that do not need to add water and have a clean ingredient list, and frozen egg fried rice that is ready to be heated and has a high degree of taste reduction have all been well received by users on the business platform.
In the context of discounting, Hema has the attitude and determination of "grasping with both hands, both hands should be hard" for good products and good products. Actively build its own ** chain, and also strengthen cooperation with key ** businessmen. In the first week of the new year, Hema reached strategic cooperation with Mars, Pepsi and Wang Xiaolu in Shanghai, and carried out in-depth cooperation and reached close cooperation on new cooperation mechanisms, product R&D and innovation in the context of discounts.