There is no way out for low-priced meat and vegetable shops to rely on low profits and "hand-to-hand combat" as expected.

Can cheap meat shops attract people as long as they are cheap? Not exactly. Recently, the chain of low-cost stores in Guangzhou has encountered this problem. The store manager has thought of many ways: to promote sales and leave as soon as a group of people come; to sharply reduce the price of a type of rice, but still cannot attract people because of the lack of oil, salt and vinegar; the pork stalls are vacant and the rent is still halved. Some experts said that such homogenized meat shops have expanded massively in recent years, with no characteristics, and poor management is also reasonable. There is no way out for inexpensive meat shops to rely solely on low-profit "hand-to-hand combat".

"this scorecard is three years old! Only 17 points! How is that possible? " Uncle stood in front of the cashier and pointed the card at the cashier's face.

aspiring

The original plan was to build 100 in five years.

Uncle bought a bundle of green vegetables, checked out, and left, leaning on crutches. He is the only customer in the store in the past ten minutes.

Two salesgirls left the cashier and tied up some dried vegetables with a special offer. The central air conditioner in the store was not turned on, more than a dozen rocking fans were whirling, and the yellow special signs of eggs, Jiangxi rice and Ningxia cabbage heart shook with the wind.

Xu Wei (not his real name) stood in front of the vegetable shelf, wearing a green store uniform with hands on his hips. Not long ago, he was transferred to the store as manager, but he did not think he had picked up a mess. "there are a lot of uncontrollable factors."

At the beginning of its opening, the inexpensive meat and vegetable restaurant, which opened in 2010, was popular with citizens for its fresh storefront image, fresh and safe agricultural and sideline products and civilian prices. "at peak, the number of checkouts exceeded 1000 people a day."

This inexpensive meat shop with green as the main color was launched in the city as early as 2010. in April of that year, all parties of the Guangzhou supply and Marketing Cooperative invested 10 million yuan to set up Guangzhou supply and Marketing Cooperative Agricultural products Management Co., Ltd. this inexpensive meat shop is the service carrier of the company. according to the company's website, at the beginning of its establishment, it plans to create 65 stores in various districts of Guangzhou by the end of 2013, of which Haizhu District has the largest number. Up to 29.

At that time, the company planned to build 100 post stations by this year. " Said a person familiar with the matter.

However, in a post station that receives government subsidies, the price of vegetables is 15% lower than the market price, and the price of grain, oil, meat and eggs is 5% lower than the market price, not every store operates smoothly as scheduled. Such as the one where Xu Wei is located.

How important is the location? Faced with this problem, Xu Wei cited the store on Heping West Road in Huangsha as an example.

A post station Heping West Road shop is opposite to the Huangsha Aquatic Market, which is located behind the West City Metropolis Mall, surrounded by the old city of Liwan, where a large number of low-income households live. This store happens to meet the consumption of needy people such as low-income families and the disabled.

"since we opened the shop, the flow of people and turnover has been relatively stable, because the price of agricultural and sideline products is lower than that of the supermarket, nearby residents will patronize here when they buy daily necessities, and the customer base is relatively stable." In early July, Manager Li said, mainly because of the better location, "there is a ParknShop supermarket directly opposite, the price is higher than ours, there are not many supermarkets nearby, and the scale is too small to become a climate, our store is the most cost-effective choice."

Compared with the Heping West Road store, Xu Wei found part of the reason for the poor business of his store. Xu Wei's shop is close to the main road in the city, in a shopping mall, "according to reason, the flow of people will not be small."

A blow and a shout

The turnover dropped from 6000 yuan / day to 2000 yuan / day.

But since last year, new buildings have been built between the shops and the main road, blocking the view of the main road to the shops. Indeed, despite its proximity to the main road, the 7-Eleven convenience store next to the roadside has an advantage in the sale of drinks. "besides, it's a bus stop as soon as it comes out."

The sharp decline in turnover began in March this year.

Before March this year, before 9 a.m. every day, the pork stalls in the store would be sold out by long queues of citizens, along with vegetables, melons and fruits. At that time, a cashier and a staff member who packed and weighed the goods had little rest in the morning.

At the beginning of this year, new competitors arrived. At the end of 2014, an old factory building about 80 meters away from a post station was renovated and a brand-new meat market was built in March this year. In the face of a more fresh and full range of new markets, Xu Wei clearly felt a decline in turnover in March alone.

"the daily meat and vegetables, oil, salt, soy sauce and vinegar are fresh and affordable, and there are a variety of choices in the meat market. Pork is slaughtered and sold now, and the price is not much more expensive than ours, so they naturally take people away."

Xu Wei revealed that at present, the daily flow of people is about 200 people, and the turnover is about 2000 yuan, compared with 6000 yuan before.

In fact, both Manager Li and Xu Wei have just been transferred from another store to their current storefront, which is located in the inner street of a large indemnificatory apartment neighborhood, next to a meat market, but last month, another store had a daily turnover of more than 40, 000 yuan for several consecutive days, stirring up the nerves of Xu Wei and Manager Li.

The daily turnover reaches this amount, which stems from the previous rectification.

An insider told the reporter that the store began to be rectified in June, taking into account the needs of some elderly people to move conveniently, moving the store on the second floor to the first floor, turning the second floor into a warehouse, and increasing the variety of goods. Adjust the shelf placement, "is to make things more reasonable, so that cheaper things are easier to see."

Small vegetables and great knowledge

Two more steps at the door will stand in the way.

"I think it's just the details. For example, if you don't have to take the elevator to the second floor, the elderly are more willing to come. After all, our products come from safe sources and are tested regularly." Xu Wei said that at first glance, stores are lined up one by one, but in fact, many details will affect consumers' shopping experience.

"for example, if there are two steps at the entrance to the supermarket, it will affect business, and if it is flat, it will be better; for example, if the price of large bottles of oil is reduced, the price of rice is also on sale, and consumers will buy both at the same time." Xu Wei has worked in this store for some years and has his own views on the supermarket's business strategy, but the difficulties he faces now seem to be overcome not only by paying attention to details.

In recent days, Xu Wei has thought of some ways: detergent worth more than 11 yuan is now sold for 9.9 yuan; Jiangxi rice is sold for 109 yuan a bag, and now 101 yuan is sold. The struggle with the flow of people is like taking hormones. "one round down, a group of people." But he soon left again.

In Xu Wei's store, according to the configuration, a pork stall was set up. The original monthly rent was 5000 yuan, which was rented by several young men. Until the nearby meat market opened, the business of the pork stall was good. At the same time, it also led to the sale of other goods in the store.

"when I go out to buy food, I like an one-stop shop. After buying pork, I turn around with vegetables, fruits, eggs, oil, salt, soy sauce and vinegar. If I can buy it in one place, I don't want to go any more." Xu Wei said. But after March, as soon as the flow of people decreased and the business of pork stalls declined, several young people quickly left. The pork stall has been empty so far.