Mixue Bingcheng
Pinduoduo in the milk tea industry
The catering industry was in depression during the epidemic, but Mixue Bingcheng suddenly announced last month that all its stores would waive the franchise fee for one year, with the total reduction approaching 200 million. At the same time, the price of raw materials is reduced by half, which greatly reduces the operating costs of franchisees. The more than 20,000 stores in Mixue Bingcheng are basically franchise stores. It reduces the franchise fee and the raw material fee. So how does it make money?
Mixue Bingcheng is not as fresh and artistic as Heytea , nor does it have the cultural heritage of tea and . Why is Mixue Bingcheng so vulgar and still attracting attention? His business model is very useful for reference.
Create hot products and attract massive traffic
Mixue Bingcheng adopts a low-price strategy. Ice cream costs four yuan, lemonade costs five yuan, and milk tea costs six yuan. Everyone can afford it. Netizens jokingly call it: the leader in the milk tea industry. Pinduoduo. As a result, it attracted a large number of new customers and quickly occupied the third- and fourth-tier city markets.
And Mixue Bingcheng almost never misses any opportunity to market itself. Starbucks store was exposed and did not allow police to enter the store to rest. Mixue Bingcheng immediately pulled up a banner "Welcome police officers on duty to enter the store to rest." A few days ago Zhengzhou continues to be shrouded in a high temperature of 40°C. Mixue Bingcheng naughtily changed its logo Snow King to black. Weibo likes to mention hot search: "Mixue Bingcheng has gone black"!
Lei Jun once said that the company must keep its low profile in the initial stage. The gross profit goes up the volume, and it can even be sold at cost price. , so traffic is the basis for monetization. Turn your product into a hit, etc. Once you have traffic, there are countless ways to increase profits.
Low threshold, rapid fission
Mixue Bingcheng has taken the initiative to reduce the franchise fee from the beginning. It is 10,000 yuan per year in provincial capital cities, 9,000 yuan per year in prefecture-level cities, and even lower in county-level cities, only 7,000 yuan per year, plus Decoration costs, raw material costs, equipment costs, etc. You can open a store with almost 250,000 yuan. There is basically no franchise in the milk tea industry with a lower threshold than Mixue Bingcheng. Therefore, she quickly attracted a large number of franchisees and spread all over the country in just a few years.
Pay close attention to the supply chain and seek progress while maintaining stability.
Mixue Bingcheng stipulates that all ingredients used daily by franchise stores must be purchased from the headquarters. For a store that is operating normally, the monthly raw material fee for is about RMB 30,000 to RMB 50,000. However, with Mixue Bingcheng’s nearly 15,000 stores, this income is quite terrifying.
At the same time, Mixue Bingcheng can also rely on its large procurement scale to lower prices with suppliers, reduce upstream procurement costs and increase profits. What’s even more amazing is that Mixue Bingcheng also built its own factory and supply chain. Last year, it established Snow King Agricultural Company. Nearly 60% of the raw material products in the store can be developed and produced by the company itself, further achieving freedom of raw materials and lower costs. This time, Mixue Bingcheng waives the franchise fee and lowers the raw material fee because the company's supply chain construction continues to improve, even if the price is reduced. You also have the confidence to make money.
Those who are near are happy, and those who are far away are happy.
In fact, this wave of price reductions can stabilize the massive volume, allowing franchisees to smoothly survive some impacts during the epidemic period. Allowing them to make money even in difficult market conditions. Let’s put it this way, many chain brands are now closing their stores amid the epidemic, but Mixue Bingcheng’s Wandian base is still stable. To put it simply, the gameplay of Mixue Bingcheng is to make the front end visible The money is divided, the product money is given to consumers, and the franchise money is given to franchisees. At the same time, it attracts massive traffic and allows a large number of people to come in and work together. After consumers and franchisees work together to make the cake bigger, the company can go to the back end to make money from invisible supply chain empowerment.
If a company wants to make money, it first depends on the business thinking of the boss. Reflect on whether your model has kept up with the times, whether it has activated employees, and whether it can attract more customers than its peers. Your level of cognition determines the level of enterprise development, so you must open your mind and constantly improve yourself to make money of the times.
