Towards the end of the year, I went on a business trip to Henan, and when I passed by the township of a national-level poverty-stricken county under Luoyang, I saw Mixue Bingcheng.
It's still such a big sign, and it's still such an iconic red and white color scheme, you only need to glance at it casually.
This is the true nature of the "Snow King", which is already a super brand in its own right, but you can still see its efforts.
It stands to reason that it is a very normal thing to see Mixue Bingcheng, after all, there are close to 30,000 stores in the country, and there are 100 stores in each city on average.
The density of Mixue Bingcheng in some cities is very high, a relatively core commercial street, the length is about 200 meters, but there will be 4 stores, who will shake their heads when they see this density, how to make money? The high density of Mixue Bingcheng will not only affect the interests of franchisees, but also cause serious squeeze to other brands in the same industry.
This is actually an inevitable thing for any franchise brand, as long as you want to reach tens of thousands of stores, the density of stores must be getting bigger and bigger, which is also something that franchisees have long known.
At this time, whether it is a franchisee or the brand itself, if you want to continue to expand, but you want to make money with franchisees, you need to open to a place with low density.
For Mixue Bingcheng, the ** opening density is not high?
The answer is townships. Note that it's a township, not a county seat.
Mixue Bingcheng was the first to start in the third and fourth tier cities, and with its super high cost performance, it began to gradually enter the commercial streets of the first and second tier cities. This is a bit of a "countryside surrounding the city".
What does a company do when the countryside surrounds the city? Isn't it developing?
No, you can develop in a deeper area, that is, the township. If any brand fully "occupies" the township, then an omni-channel penetration is basically completed.
Before Mixue Bingcheng, there were only a handful of brands that could really do it, and Nongfu Spring, Master Kong, Wahaha, etc. were the best and completed this feat.
However, these brands are different from Mixue Bingcheng, because other brands are just one of many products in the store, while Mixue Bingcheng is a specialty store, and from this point of view, Mixue Bingcheng seems to have ushered in a new era.
Mixue Bingcheng's rural areas deserve everyone's attention, because it is not selectively opened in the townships of some economically more developed cities, but in the townships and towns of national-level poverty-stricken counties.
It's not that it's poor, it's just one of the ordinary towns in the country, and it's certainly not rich.
The emergence of Mixue Bingcheng heralds the arrival of the genuine era of townships.
In the past, when it came to townships, many people would think of the word cottage. There is a joke on the Internet that goes like this, you have eaten McDonald's and KFC, but have you ever eaten McKenzie and KFC? We have it all in town.
Why is this happening in many townships?
That's because people have discovered the demand for goods from consumers, but they are forced to settle for the next best thing because of their spending power. Of course, consumers want to eat McDonald's, but the unit price is too high, forcing people to choose this lower burger, as for whether it is McDonald's or not, it is not so important, as long as you eat a hamburger.
With the rapid development of China's economy, the rise of people's income level, and the change of consumption concepts, they have also begun to consume. The McDonald's that we were reluctant to eat when we were children may now have become a very normal meal for us, even if it is opened in your hometown one day, you will still consume it instead of choosing the cheaper Mackenzies. In the same way, people will not choose milk tea that is cheaper than Michelle Bingcheng.
So why did Mixue Bingcheng take the lead in occupying the township?
The most important thing is probably the positioning of Mixue Bingcheng, because it is not a forced start at all, but its own cost performance.
If you pay attention to the development history of milk tea brands, you will find that many Internet celebrity brands are short-lived, no matter how popular they were at the beginning, they eventually lost to time. Only Mixue Bingcheng is getting bigger and bigger, and there seems to be no bottleneck.
Why is Honey Snow Ice City? Is it just because it's cheap?
Don't ignore the word "sex" in cost performance. Over the years, there must have been bubble tea shops that are cheaper than Mixue Bingcheng, but why haven't they become bigger and become the new Mixue Bingcheng?
Because Mixue Bingcheng still pays attention to quality and taste. It has pushed better products to the lowest level through its own scale. If you want to achieve this taste, your cost must be higher than it, so the retail price must also be relatively high.
This is also the reason why many Internet celebrity bubble tea shops do not imitate Michelle Bingcheng, they like to emphasize that the ingredients are fresher, so that they can be sold more expensive and more profitable.
However, the brand lacks a sustainable value to customers, which also makes users with spending power have no stickiness and constantly pursue new brands.
The sudden appearance of Mixue Bingcheng in the township sounded the clarion call for brand stores to gather in the township. My personal guess is that the next brand to quickly take over the township could be the Tustin burger, or Luckin Coffee.
The emergence of brand stores in towns and villages also means that the living space of small brands is getting smaller and smaller. Will you stick to small brands, or join them?
This is the best of times, but also the worst of times, with disruptive innovation and new business models integrated, the whole world is your stage!
In the world of new business, there are no eliminated industries, only enterprises that have been subverted, and now all business competition will focus on "subversion and reconstruction".
A company or a boss is doomed to fail early if it lacks the ability to subvert and restructure.
Remember: without innovation, there can be no imagination; Without imagination, how can we be competitive; If you want to break through, you must subvert the original business model and reconstruct a new business model!