Recently, the two major duck neck giants Zhou Hei Ya and Juewei Food have released their performance forecasts for the first half of 2022, and the situation is not optimistic.
Zhou Hei Ya announced that the company's net profit in the first half of the year is expected to be 10-20 million yuan, while the net profit in the same period last year was 230 million yuan, a year-on-year decrease of more than 90%. Revenue also dropped by about 20% from 1.453 billion yuan in the same period last year.
Juewei Food’s announcement pointed out that the company’s net profit in the first half of the year is expected to be 90 million yuan to 110 million yuan, a decrease of 78% to 82% compared with the same period last year.
Why did the two major duck neck brands see a sharp decline in net profits? The two companies
gave the same answer: first, due to the epidemic, some factories and stores were closed, which affected the company's revenue; second, the cost of raw materials increased, resulting in reduced profits. The answer given by
company is not the whole answer, because there must be reasons that the company has not mentioned, such as: the increase of competitors, the closure of stores, etc.
Regarding this phenomenon, a popular way to ask now is "Don't young people like to eat duck neck today?"
This kind of question can attract traffic, but it cannot explain the truth of the problem. Because whether young people like to eat duck necks cannot be judged only by the sales volume and net profit performance of these two brands. If the revenue of the entire industry declines, it will mean that today's young people's enthusiasm for duck necks is waning. .
If we only look at the two brands, we can only say that these two brands have major problems in their business ideas. What are the problems?
It is difficult for us to really find out all of them, but we can find the main reason in the comment area, which is that it is too expensive.
Some netizens said that they felt that they only bought a little bit, which cost more than 100 yuan.
Some netizens said, I am very curious, why the price of duck has not increased, but the price of duck neck continues to increase?
Doesn’t the duck neck feel like snack food ? How expensive can it be?
In fact, the sales method of many brands of duck neck stores is to sell by weight. In order to give consumers a very cheap feeling, duck neck stores will not write how much a pound is, but 9.9 yuan/100g. Pricing method. If it is the first time for consumers to buy it, it is easy to mistakenly think it is 9.9 yuan/jin because they do not know the price.
But when you check the price, you will find that what you bought is not a duck neck, but an "assassin". Some time ago, everyone discussed the Ice Cream Assassin, Candy Assassin, and Fruit Assassin, but they seemed to have forgotten about the Duck Neck Assassin.
If you like to eat duck neck, you will find that the prices in many duck neck stores are "assassin prices", because in order to give everyone a sense of cheapness, these stores will use 100g and 250g as the pricing unit. If we want to know how much a pound costs, consumers have to multiply these prices by 2 or 5.
After consumers bought more, they also knew the tricks of the Yabo store. At this time, the Yabo store’s routines were upgraded and they directly took out the price tag of 9.9 yuan/125g. Who can calculate the price of duck in 3 seconds? What is the price of 1 pound of neck?
This is the merchant’s upgrade routine, deliberately confusing consumers into buying duck necks. If you only saw this, would you feel that the owner of the duck neck restaurant is really too smart? I believe the duck neck shop owner is also lamenting that he is too witty.
But the problem is that consumers know whether the duck neck they buy is expensive or not when they check out. For example, consumers usually buy a pound of duck neck for about 15 yuan, but now it costs 20 yuan. Do you think consumers can’t sense such an obvious gap?
I personally think that this pricing method is a form of customer rip-off. This kind of store is more suitable to be opened in a scenic spot, because we don’t expect repeat customers to make purchases.
But assuming we open it next to a shopping mall or a community, this pricing method is actually "suicide" because consumers have their own perception system to judge whether your product is expensive.
After all, there are many stores selling duck necks. Consumers can buy similar amounts of duck necks multiple times in different stores, so they can know which one is more expensive and which one is cheaper?
Some people may ask, is it possible that the store that sells more expensive products is because the products are more delicious? This situation exists for
, but the possibility is relatively small. Because making duck necks is not making chips, many experienced chefs can make duck necks with similar color and taste only after tasting them, making it difficult for consumers to completely distinguish them.
Since the competition threshold for duck neck restaurants is relatively low, you only need to learn the technology for two days and buy two large pots specially used for marinating to open a store. Therefore, the competition in duck neck restaurants is very fierce.
In order to challenge big brands such as Zhou Hei Ya and Juewei Yabo , many emerging brands have also reformed their sales methods, directly abandoning the method of selling by weight and instead selling by quantity. For example: 3 duck necks for 10 yuan, 4 duck racks for 12 yuan. The advantage of
is that consumers can choose different quantities of products according to their budget, without any "pitfalls".
In summary, I personally think that the decline in net profits of Zhou Hei Ya and Juewei Foods is not a factor in judging whether young people like to eat duck necks. It is most likely because there are too many competitors and they adopt products that consumers are more willing to accept. In the end, under the impact of the new model, old brands will also have to put down their airs and adapt to the needs of the market.
This is the best of times and the worst of times. With the integration of capital thinking and innovative models, the whole world is your stage!
In the new business world, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on product innovation and model innovation.
A company or a boss is destined to fail early if it lacks innovation capabilities. Please remember that without innovation, there is no imagination!
