2 Luo min in Qu store , Prefabrication “ leek ”？

source ： New entropy （ID:baoliaohui） author ： Bletilla edit ： See you on the moon

Luo min, the founder of qudian, is sitting at the table , Show a bag with “QUDIAN”（ Interesting shop ） Pre made pickled fish with logo . In the live broadcast for several consecutive days , Luo Min has tasted fried meat live 、 Boiled meat slices and steamed meat with flour , Praised by fans as the most delicious food CEO.

meanwhile , Luo min also shouted wildly in the live studio that Baoma would join , It is said that baomoms only need to open a prefabricated vegetable store hundreds of meters away from the community , Only need to sell every day 50 Dish , You can easily earn thousands of dollars a month .

stay 7 month 17 Live on Sunday , Luo min used Internet thinking to the extreme , The ability to use money redefines the ecological playing method of Tiktok live studio —— The total number of viewers reached 9587 ten thousand , The cumulative sales exceed 2.5 One hundred million yuan , One day's rise is near 400 ten thousand . Luo min took care of Tiktok 、 The opening and streaming advertising of Weibo , And invite star Jia Nailiang 、 Fu Seoul is directing the live broadcast , Also handy for 500 Fans sent iPhone13.

Hot out of the circle , Luo min's choice is to strike while the iron is hot .7 month 18 Xiamen Tianyuan Hotel on the afternoon of the th , Qudian held a grand pre cooked food brand strategy Conference , Luo min announced the prefabricated dishes slogan—— Cooking for family .

The most fantastic scene , There is nothing better than Luo min's short video about the purpose of entering prefabricated vegetables ：“ I have long been financially free , Why do you still do （ Prefabricated dishes ）？ Because the social value is particularly great , It can help you save time to spend with your family , This is the greatest good .”

Four years ago , No one believes that this enterprise, which started with campus consumer loans, owns “ social value ”. At that time, Luo min was troubled by the overwhelming negative reports , In the eyes of users , What qudian is best at is to find a group of university student union chairmen , Ask them to find someone to distribute leaflets , Extension “ You can buy it without cutting your kidney iPhone” Installment consumption loan .

But in 7 month 17 Japanese “ And the money ” After the live broadcast , Luo min with a new identity has been popular out of the circle . With Tiktok account “@ Owner of the fun shop ” The number of fans is soaring , And the declining share price of qudian . As of the afternoon of Beijing time 17 when , The price of qudian U.S. stocks has soared before the market 83.19%, It means , Only a live broadcast of Tiktok brought nearly 2.5 The market value of billion yuan increased .

without doubt , This is a “ Luo min sprinkles money ” Another victory for .

Wool party blood earned , Fun store is not at a loss

Also known as “ Lao Luo ”, Compared with Luo Yonghao , Luo min's road to bring goods is even more bumpy .

Grey dolphin data show ,2022 year 5 month 29 Japan , Luo min started the first live broadcast of Tiktok , The total time is 4 minutes and 36 seconds , Only 69 people .6 month 9 Japan , For the first time, Luo min brought the new prefabricated dishes of Qu store to the shelves of the live broadcasting room , Sales only 5900 element , The best-selling champion is qudian's Prefabricated stir fried beef ,49.9 Yuan a , sold 21 Share .

And all subsequent flows of Luomin , It's almost all money .

Turnaround in 6 month 30 Japan , Luo min plays “0.01 Rice grabs sauerkraut fish ” The slogan of the , This made the audience in the live broadcast room soar to 808 ten thousand , All day sales 247 Ten thousand yuan . And the day before ,“ Lao Luo ” The audience of the live broadcast is less than 5 ten thousand people , Sales are less than 8 ten thousand .

Compared with other prefabricated dishes in qudian , Consumers prefer traditional sauerkraut fish , Because its price is the lowest ,460g Just... Per serving 19.9 element , In the whole matrix of prefabricated food products in qudian , The traditional pickled cabbage fish plays a drainage role in the battle .

It is noteworthy that Luo min is 7 month 17 Japan “ Food Festival ” Drainage investment before . In this classic battle , Luo min invested almost all available marketing resources to form a combined offensive —— Five days in advance ,“@ Owner of the fun shop ” With continuous 80 A short video leads to the live broadcast crazily ;“ A gift from owner Luo of the interesting store iPhone” On the hot microblog search list . The whole live broadcast is on the Internet , The marketing cost of qudian is as high as 100 million yuan .

In the Tiktok anchor group , The crazy playing method of qudian once caused great controversy , Some bloggers sigh , Qudian is destroying the live broadcast e-commerce ecosystem , Let the anchor bring goods “ No way out ”.

But from the perspective of qudian ,“717 Food Festival ” It is undoubtedly a good move . Since its launch , Qudian has tried countless new outlets , But only prefabricated dishes have made some achievements .

2017 At the beginning of listing in , Qudian once existed as an important drainage scene of sesame credit , But after the regulatory side tightened the consumer loan policy , The fun shop was kicked away by ant Jinfu as a night pot . from 2018 year 8 Month begins , Alipay closed the entrance of the store , This makes the fun store lose the traffic entrance on which it depends .

in the meantime , Luo min had to regain her entrepreneurial spirit . Before starting a business , Luo min once listened to entrepreneurship lectures at Peking University for a long time , And ask entrepreneurial stars on stage ：“ Why do you want to start a business ？ Do you want to wait for the time to start a business ？” The answer is no , Just do it .

Lost in fun store “ Oxygen delivery pipe ” In the time of , The belief left by Peking University time to Luo min played a decisive role .

In auto finance , Qudian has built its own question answering live channel “ Millions of people ”, It is expected to spend billions of yuan to reward users ; In the field of luxury E-commerce , Luo min claims to provide 10 billion subsidies , And invite Zhao Wei 、 Huang Xiaoming 、 Lei Jia Yin 、 Zheng Kai 、 Jia Nailiang's five stars take turns to bring goods in Tiktok ; In the high-end housekeeping business , Luo min's strategy is “ Invite new users , Carry a three-day luxury bag for free ”.

The result is , All attempts of qudian failed , At the same time, it is accompanied by a rapid decline in revenue , only 2020 First quarter of 2009 , Qu store will see its revenue cut by half , The share price has also risen from its peak 35.45 Dollars come 1 Near the delisting warning line around USD .

This further inspired Luo min's belief in Jedi survival . In the speech at the conference of prefabricated dishes in qudian , Luo min described qudian's Prefabricated dishes as the result of qudian's careful preparation —— A team of hundreds of people ,200 Many days of deep research on products , With the head agricultural enterprise rudelis 、 Longda 、 Guolian fisheries 、 Hengxing aquatic products and other enterprises cooperate .

This seems to confirm the reaction of the capital market —— As early as this year 4 month 14 Japan , Qudian announced its entry into the prefabricated vegetable market in the form of public documents , existing 8 10000 independent users placed orders , But the capital market has never made a clear response , Until Luo min broke the circle with radical marketing violence , The valuation logic of qudian has changed .

Prefabricated dishes join , Is it IQ tax ？

Luo min's popularity , He is being tied up with another entrepreneur, Lu Zhengyao, who is good at chasing the wind .

The latter's Prefabricated Vegetable Company “ Tongue tip technology ” On 2020 year 8 Month set up , Among them, the home business brand is named as tongue hero . Because we abandon Ruixing's direct marketing strategy and adopt joining , The opening efficiency of the tongue hero is far higher than that of Ruixing model .

According to the rotation CEO Li Yingbo revealed , By the end of this year 1 end of the month , The number of intention contracts of the tongue hero to join the store has reached 2500 to 3000 home . In the year to 4 month , The intended contracted stores have reached 6000 home .

obviously , Luo min hopes that qudian can reproduce this model . At the press conference , Said Luo min ：“ In the future, 100000 users will be supported to start businesses and open offline stores , Create a better life with my users and fans .”

However, we recognize Luo min's entrepreneurial experience and his prefabricated vegetable products , For fans who want to become a franchisee of Qu store , The risk of blindly joining prefabricated food stores is not small .

Take the first flavor of prefabricated dishes as an example ,2021 Annual report , The company has 1319 Franchise stores , Throughout the year 7.54 Billion in revenue , Franchise stores have contributed 3.46 One hundred million yuan , The average annual revenue of each franchise store 26.23 Ten thousand yuan .

The average gross profit margin of franchise stores is 26.01%, fell 3.94%. It means , The annual gross profit of each store is only 6820 element . If the net profit level is calculated , You need to exclude the store rent 、 Labor cost and other expenses , This means that the profit probability of a single store is lower .

This is still under the background of calculating the overall level of franchise stores . According to Wei Zhixiang's reply to investors , The profitability and cycle of franchisees' stores are affected by the geographical location of the stores 、 Product structure 、 Personnel marketing ability and other aspects . If you throw away the position dominant “ Super stores ” effect , The profitability of general stores will only be worse .

What's more? , The franchise store of prefabricated vegetables has to pay the initial fee , Take taste and fragrance as an example , Franchise stores should pay the brand 1 10000 yuan opening support fee , This undoubtedly lengthens the return cycle of franchise stores .

in fact , The essence of franchise mode is risk outsourcing , Franchised brands and franchisees have the ability to resist risks 、 Operational capability 、 Market cognition and many other levels of inequality . And the risk characteristics of joining in prefabricated dishes are particularly significant , Before the concept of prefabricated dishes became a tuyere , Related categories have always had TO B attribute , That is, suppliers provide semi-finished products to catering stores , Through instant 、 It's hot 、 That is, it is processed and sold by cooking .

and C The rise of end-to-end prefabricated vegetables is highly related to the COVID-19 , Quite a number of young people are not good at cooking independently , Under the epidemic situation, we must hoard food materials , That is, cooking prefabricated dishes will replace some convenience foods 、 Self heating food has become the choice of young people . Besides , During the Spring Festival and other scenes , Prefabricated dishes are also better for young people to cook .

It means ,To C The prefabricated vegetables of are facing high uncertainty in the repurchase rate of consumers , Once young people demonstrate their cooking skills and the need to hoard food changes , Prefabricated dishes are bound to be more time-saving takeout , Or the cheaper fresh food .

The industry generally adopts the franchise mode rather than the direct operation mode C The end business also reflects this . For fun stores ,B Big customers are the real harbor for prefabricated dishes , and C The end market is still immature . This scene 717 live broadcast , Luo min completed a grand consumer education with a broken circle live broadcast , But want the business model to be sustainable in the long run , There are more ways to go in qudian .