Today we will take a look at the beverage model in a breakfast shop:
Beverages are pre-made in advance and sold with bread and fried eggs. Nearly 70% of the sales volume a day are concentrated in the breakfast scene.
drink sales are also very high. Good stores can sell more than a thousand cups a day, and the average sunrise cup volume of nearly 2,000 stores is about 200 cups.
What is the model for selling drinks in the breakfast shop? I chatted with Wang Beisong, a senior partner of the brand.
"invisible beverage giant" hidden in the breakfast shop
Opening for 17 hours a day
The brand I want to talk about today is called Yiming Real Milk Bar (hereinafter referred to as " Yiming ") .
Maybe people outside Jiangsu, Zhejiang and Shanghai are a little unfamiliar with this brand, but in fact they have been in the field of live beverages for 20 years and have opened nearly 2,000 stores.
fresh milk bar sells fresh drinks? Wang Beisong restored the sales scene of the store for me:
Every morning, the lights in Yiming's store illuminated. The clerk who was on the morning shift began to prepare. More than 100 cups of drinks made with yogurt and fresh milk were pre-made in advance during this period, pasted with the production time and expiration date, and placed neatly in the refrigerator.
o'clock, the first wave of early white-collar workers and students walked into the store, selected a cup of freshly prepared yogurt that day, and then chose a freshly toasted bread to serve as nutritious breakfast . Another peak sales period of Yiming Store is
Another peak sales period is , a drink mainly based on yogurt + fruit products/cereals, and with baking products, you can buy a set of afternoon tea that can be eaten, drink and drink for about 20 yuan. It is healthy and full, and is deeply loved by white-collar workers.
The last concentrated sales time is from 8:00 to 11:00 pm . At this time, there are usually families who go out for a walk and white-collar workers who finish overtime to go to the store to choose the breakfast for the next day.
Yiming store's 60%~70% performance is concentrated in the "breakfast scene".
This model began in 2002. Yiming, the own ranch and processing factory, wanted to be a brand that focuses on the positioning of "nutritional breakfast". In order to differentiate competition, Yiming did not choose the traditional fresh milk station, nor did he directly go to the bakery + dairy model. Instead, he found a set of "fresh milk + bread + fresh drinks" model.
Although it is sold in the breakfast scene, Yiming's freshly made drinks have a good sales volume. Wang Beisong revealed: "Yim's best store, freshly made drinks have a sunrise cup of over 10,000, and it occupies a very good share in the overall business.
0 years, Yiming relied on the "fresh milk + bread + fresh drinks" model, and opened nearly 2,000 stores in Wenzhou , Hangzhou, Nanjing and other regions, of which 30% of the stores are direct stores, with an average sunrise cup volume of about 200 cups per store. What are the beverage sales models in the breakfast scene worth learning from?
Breakfast shops sell beverages, what is the difference?
Since this year, beverage stores that focus on noon and afternoon sessions have also begun to enter the breakfast market.
Some have added coffee product lines, advanced the business hours to 8 o'clock, and do white-collar business; some use new categories, such as rice drinks, aunt hot drinks, etc., and mainly focus on health and wellness brands.How did Yiming, which focuses on breakfast scenes, make it?
Walk into Yiming's store and you can see neatly placed drinks in the refrigerator at the door. Consumers do not need to look at the menu. There are product names and price tags on the shelves of each drink.
drinks are also very rich, mainly made of low-temperature yogurt and fresh milk, including brand eternal green aloe yogurt, mango yogurt , as well as peach yogurt, strawberry yogurt, etc.; there are also the hottest models of Poplar branch nectar , pearl milk tea , as well as more full taro mai fresh milk, longan red date egg milk , etc., and there is even a healthy probiotic drink.
5 beverage SKUs cover four mainstream demands for consumers, including thirst quenching, craving, fullness, and health.
is different from regular beverage stores. Every drink in Yiming is made in advance. Consumers are in the refrigerator. What they see is what they get, and they buy and leave without waiting. The price of
is also very sincere. Except for some models, most drinks are below 10 yuan. The price of core is concentrated between 7.5 and 9 yuan, which is almost close to the price of Mixue Bingcheng .
Except for a few other products that can be added with sugar, most drinks are made with low-temperature yogurt/fresh milk with fruits, grains, etc. The raw materials are simple and safe, with ice and heatable. Such product combination and price can be imagined.
Wang Beisong told me that although the overall price of Yiming's freshly prepared beverages is low and the gross profit is also lower than 60% of the beverage industry, the net profit is not low.
The reason is that its multi-category coexist mode.
Pre-made
A store only needs 3 people
1 store, the store of Yiming, the SKUs of the three major categories of fresh milk, bread, and fresh drinks, have nearly 150, but the labor cost is not too high.
Wang Beisong shared: "Our general shift is only 3 people enough for one store. One person mainly checks in the bar, and the other two people are responsible for the products and services of the entire store."
The reason why the low demand for manpower comes from two settings:
, peak pre-production mode, validity period ranges from 3 to 12 hours
The biggest peak period in their stores is between 6 to 9 o'clock in breakfast, followed by afternoon tea and evening two small peaks, "So our freshly prepared drinks are basically pre-made before the peak period arrives" .
Because the main ingredients of most beverages are yogurt and fresh milk, the product validity period ranges from 3 hours to 12 hours. The clerk only needs to adjust the placement of the goods in time during the peak period.
. Product minimalist: 25 SKUs only have more than 10 raw materials
The second setting is that the product is minimalist. The main raw materials are low-temperature yogurt and fresh milk, which comes from the 1L package of products sold by Yiming Fresh Milk Bar. The auxiliary materials are mainly jam, frozen fruit, taro, and oats. The 25 SKUs are composed of more than 10 raw materials.
Product SOP is also very simple. Many products do not even need to add syrup. It only takes 3 steps to make it: Pour yogurt, add fruit products, seal it and make a cup. It can be made in as little as ten seconds.
Because the raw materials are simple and fast, freshly prepared drinks will not take up too much space, which will reduce the efficiency. Other breads and pre-packaged fresh milk products also share the operating costs.
The high efficiency and efficiency of Yiming store makes the store's profit space better.
focuses on 40~60 square meters community stores
How much space is there for "post-85 family breakfast"?
After talking about the product, let’s discuss the next Yiming store model.
, mainly 40~60 square meters community stores, providing warm space
Wang Beisong said that in the past 20 years of opening the store, most of Yiming's stores have been opened in the community and the streets, closer to the target group.
In the store space, except for special places such as subway stations that do not have seats, most stores are concentrated between 40 and 60 square meters, and generally have about 10 seats.
Compared with the small store model, stores of 40~60 square meters can better display the brand and provide consumers with a space for rest.
. Focusing on the parent-child group, it is positioned as the "nutritious breakfast for families born in the 1985"
Yiming has been focusing on "nutritious breakfast for families born in the 1985" and strives to expand "healthy relay meal for families born in the 1985" and "fashionable afternoon tea".
So for a long time, in Yiming's store, the parent-child group is the largest customer group, and those young mothers in the surrounding communities who care about health and quality are Yiming's core customer group.
In sales scenarios, they mainly focus on "nutritional breakfast" in three major categories. Consumers can choose 200/400 ml of fresh milk/yogurt, or go directly to the refrigerator to select fresh drinks, and baking products have more than 100 SKUs.
The business model of multiple categories coexisting makes Yiming unable to be classified, not baking, not dairy, nor tea shops, and thus allows it to find a unique ecological niche.
From Yiming's case, we can also find a market opportunity, that is, the beverage demand of the parent-child group after 5 . The new tea drinks that are often around young people, and often ignore the beverage demands of this group. The parent-child group after
5 pays more attention to health, has the ability to identify raw materials, does not pursue internet celebrities to check in, and has a certain consumption capacity. This is a group with demand, economic strength, but not well satisfied .
On December 28, 2020, Yiming was officially listed on Shanghai Stock Exchange . "In the past three years, I have been deeply engaged in Yangtze River Delta , and then began to enter the northern market and eventually became a national brand."
In the attempts of parent-child groups and breakfast scenes, Yiming's case may be worthy of the tea brand's thinking.
