The first store of the tongue hero closed the "Lu's play"?

In the venture capital circle, it seems that entrepreneurs will never go bankrupt. For example, Jia Yueting, who is "returning to China next week", such as the 40 billion Yama Newman of the Sun Zhengyi SoftBank Vision Fund, and Lu Zhengyao, who dragged Ruixing Coffee into the financial fake mud. They can always get out of cleverness and come from scratch again. In August 2021, the fight with Rui Xing before was officially ended. Lu Zhengyao couldn't wait to invest in a new project and launch a fast -food chain named "Fun Xiaowan". Essence The operation is less than three months, and the small noodle is renamed "Funba Yu", seeking financing with a valuation of 1 billion yuan.

At the beginning of 2022, Qubu changed again and became a prefabricated brand "tongue hero". According to public reports in March this year, the heroes of the tongue have successively received a total of 1.6 billion financing, and the number of signing contracts for franchisee stores in the country reached 6,000, covering 30%of domestic prefecture -level cities and major large and medium cities. The high -bearing burning money expanded, just like Ruixing of the year. However, according to recent media reports, the first store of the tongue heroes has been closed, and many franchisees have reported that as the promotion of the headquarters has declined, the store has fallen into the dilemma of Moncore and daily losses. The national single -day turnover of less than 100,000 franchisees or bloody information on the official website shows that the investment threshold for investment in the tongue tongue is only 30,000 yuan, the store's gross margin is as high as 50%, and you can also apply for an entrepreneurial loan with an upper limit of 500,000 yuan. Essence

Seemingly seductive, there are many stealth clauses of the tongue heroes. Franchisees need to pay 30,000 yuan in sales support expenses in exchange for 3 years of sales authorization and marketing promotion support for the headquarters. In addition, the store design fee of 1,800 yuan, 30,000 yuan margin, and 20,000 yuan of warehousing, logistics and distribution fees per year starts at least 100,000 yuan in the early stage. According to the franchisee, the store's deposit management fee of 50,000 yuan is 50,000 yuan, and the fee of tens of thousands of yuan should be paid to the regional agency. In addition, the equipment, purchase, rent, and labor in the store will be paid. 10,000 yuan.

If you are promoted according to the hero investment promotion of the tongue, the smallest stall -type store can achieve a profit and loss balance on the average of 10 orders per day. However, the reality is very sensible. A coordinator positioned in Chengdu stated on the social platform that consumers' acceptance of prefabricated dishes is very low. Under strong subsidies, they may buy early adopters, but almost no one repurchases. The store's turnover is good or bad, and sometimes there will be no accounts. The average monthly loss is more than 10,000 yuan, and the stores with higher rent are even more important. The franchisee also revealed that the single -day turnover of the tongue heroes in the country has a total turnover of less than 100,000 yuan. If you calculate the 264 stores based on the narrow door meal, the average daily income per day is only less than 400 yuan.

However, these are not the heroic care of the tongue. Earlier, the company's rotating CEO Li Yingbo said in an interview that as of the end of January 2022, the number of intended signing of the tongue heroes joined the store has reached 2500-3,000. In April, this value rose to 6,000. If the disclosed data is true, each franchisee will pay 10,000 yuan in intention, 20,000 yuan brand management fee and 30,000 yuan deposit when signing a contract. It is worthy of fun. As of mid -July, the tongue hero has only opened more than 400 stores across the country, and it has dropped to less than 300 at the end of August. Today, the first store is closed and the franchisee has lost blood. The extension plan of the remaining thousands of signed stores may be further blocked. Is the price, quality, and experience be a fake demand for the C -end pre -made dishes? According to Ai Media Consultation "Research Report on the Quality Upgrade of the Prefabrication Industry in 2022" (hereinafter referred to as: "Report"), the size of the prefabricated market in 2022 will reach 419.6 billion yuan, a year -on -year increase of 21.3%, over 2021 growth growth rate 1.5 percentage points, the market size is expected to exceed trillion yuan in 2026.

Why can't Lu Zhengyao's tongue heroes not share a cup? The mini -programs of the tongue hero show that the categories provided by the platform include fast cooking, hot vegetables, prefabricated ingredients, frozen pasta, etc. Except for quick cooking, other categories are not much advantages in terms of prices and types compared to the vegetable markets, supermarkets or fresh e -commerce platforms. The main fast-cooking vegetables, if there is no new guest discount, the average price is between 20-30 yuan. Product ingredients are mainly meat, and seasonings such as vegetables with higher loss and green onion ginger and garlic are not included. A dish packaged as "Celery waist fruit shrimp" also requires consumers to bring their own celery.

The production process of fast cooking vegetables is not easy. Kitchen skills such as frying and cooking must be mastered, and the pots and tableware must be cleaned up in the future. In addition, the product ingredient table shows that the additives and salt content of each dish are high. On the black cat complaint platform, the tongue tip of the hero's ingredients is small, and it is often criticized. The various problems of the hero of the tongue are the refraction of the dilemma faced by the C -end pre -production companies. Ai Media Consultation's "Report" revealed that 47.5%of prefabricated vegetables believe that the taste reduction, edible experience and expected value of prefabricated vegetable products have more room for improvement. 54.5%of consumers have encountered product quality problems during the purchase experience, 70%of which are not fresh and 59.1%of the product are foreign objects.

For consumers who can cook, prefabricated dishes are expensive and not fresh and healthy. For consumers who do not cook, the prefabricated dishes are not difficult enough, and the quality of quality is not good. Fast food, takeaway, quick -frozen foods, and convenient foods are available for replacement options. The C -end demand of prefabricated dishes seems to be faked. In the current prefabricated market, midstream manufacturers include professional prefabricated vegetable companies, quick -frozen food companies, upstream raw materials suppliers, catering companies and retail companies. Among the five major types of players, the fast -frozen food companies such as Anjing and Missing and the upstream raw material suppliers such as Zhengda and COFCO deeply cultivate ingredients, factory production and cold chain transportation links for many years, and they are more competitive in controlling costs and quality. Catering companies such as Haidilao, Xibei, and retail companies such as Hema and Ding Dong have mastered brand and downstream channels, and it is also more likely to create explosive models to attract consumers. At the same time, catering and retail companies have also started their own factories and extended upstream. In contrast, the heroes of the tongue choose the OEM production of light asset models, which have limited bargaining capabilities for suppliers. Cold chain transportation relies on SF Express, and consumers rely on consumers to join the store. As the C -end market is not yet mature, the heroes who have not performed in all aspects of the entire industry chain cannot be transformed, and they are competing for B -end business with giants. Seeing the outlet, high financing, burning money expansion, and rapid IPO, Lu Zhengyao successfully promoted Ruixing Coffee into the capital market with the "Lu's play". The reason why Ruiru can cultivate the market is because the coffee itself is addictive and social, and the industry is more standardized. And coffee is imported, and consumers' tastes are more likely to be educated and domesticated. Therefore, it is not a good strategy for a long time to quickly seize the status of the share with low -cost subsidies and increase the price in exchange for profit space.

However, Chinese food is diverse and regional, and consumers' dietary habits and preferences are different. Standardized and industrialized prefabricated dishes are not easy to establish a brand in the hearts of C -end consumers. Consumers do not buy it. The franchisees of the tongue heroes have become a chess piece of Lu Zhengyao's trial and error.

Source: Sina Finance Venture Capital Plus

Edit: Xing Zhibin

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