Different God of Cooking [Rebirth]

"One Tree" Product Business Expansion Plan"

Expansion of business one - milk tea delivery

In order to meet the market's demand for takeaway business and the current delivery conditions are mature, "One Tree" milk tea shop can launch delivery service.

Delivery price... Delivery range... Market research... Expected income... (omitted)

Expansion business [-] - cup milk tea

"One Tree", as a fresh milk tea, is facing many difficulties.The most important point is that it is difficult for physical milk tea shops to expand, the growth rate of profits has slowed down, and the consumption capacity of third-tier cities is insufficient to further expand business outlets.

And "One Tree" has been cultivating in the milk tea industry for many years, and has an industry-leading brand image. With the brand image of "One Tree", it can enter the cup milk tea industry.

At present, milk tea products in my country's beverage industry are almost in a blank state, and we can take advantage of the first-mover advantage to obtain opportunities.

Market research: After more than a thousand questionnaires, it is preliminarily classified that the price of cup-packed milk tea that sellers can accept is around 5 yuan, and they are willing to try...

Due to the unified production of food processing plants and avoiding the salary cost of service personnel, the cost of cup-packed milk tea can be controlled at... At the same time, the cost of publicity, sales and transportation is estimated as follows...

Technical analysis... product formula... publicity plan... profit forecast... (omitted)

It took a full 10 to [-] minutes for Zhao An to read all the three to forty pages of the planning book in his hand.Zhao An raised the teacup in his hand, took a sip, and actually took the opportunity to look at Lu Jianfeng's expression.

In his late thirties, he looks quite handsome like a Chinese man, a veritable handsome guy. This is also the reason why Lu Jianfeng was recruited as the waiter of "One Tree" in the first place.

Lu Jianfeng was recruited by Zhao An when he first went to school in Beijing, and the sales of the Xishuang branch exceeded expectations in the first month.

Back then, three "One Tree" companies were opened in Beijing at one go, among which was the credit of Lu Jianfeng, and it was for this reason that Lu Jianfeng became the general manager of the capital area.

In the following two years, Lu Jian climbed up step by step by virtue of his working ability.From this point of view, Lu Jianfeng can be regarded as Zhao An's direct line cadre.

At this time, Lu Jianfeng's face was full of confidence. He had prepared this plan for a whole month, and did all the research work by himself.

He was very sure that this was a proposal that would never be rejected by any company.Of course, this is also based on the current strength of the Food Safety Group, which is only suitable for "one tree".

"Jianfeng, this plan is very serious." Zhao An sighed helplessly, then changed the subject and said, "Let's discuss a few issues."

"Ah."

"Have you calculated the delivery cost?"

"The delivery cost is calculated according to the current distribution cost of Gexuan Fresh. The cost of a single delivery is about 3 yuan. We will also adjust the cost according to the distance."

"The reason why Gexuan Fresh can reduce the cost of a single delivery to about 3 yuan is because Gexuan Fresh has a unified warehouse, and they can prepare all orders in advance every day, and then deliver them sequentially according to the route.

But milk tea shops are not good, and the delivery of milk tea pays attention to efficiency.Within half an hour of placing an order, most customers want to drink milk tea, and Gexuan Fresh’s delivery method is not suitable for One Tree. "

Zhao An pointedly pointed out the problems in distribution: "One Tree" must redesign a distribution plan if it wants to launch a distribution service.

However, it is impossible for Lu Jianfeng to give up his plan. All kinds of information collected before were running in his mind, and he immediately said:

"Then the milk tea shop will accept the order and deliver it directly. Now Yikeshu in Beijing has five stores, and the layout is very good, distributed in five different business districts within the second ring road.

You can directly let a tree take orders by itself and then deliver them.Moreover, the milk tea is light in size and does not need a truck for transportation, and both bicycles and motorcycles are fine. "

Hearing Wang Zegang's countermeasure, Zhao An nodded frequently in his heart. This is already a rudimentary takeaway.

Although the food delivery industry is also one of Zhao An's future plans, it is still not enough. The Internet and hardware conditions are not enough to support the large-scale rise of food delivery services.

So Zhao An continued to pick on Lu Jianfeng's loopholes, saying:

"In this way, full-time delivery personnel will be recruited again, and the work of the milk tea shop will also increase, and the delivery cost will definitely increase significantly. Can you still guarantee the current profit margin?"

If the distribution plan is rejected, then the entire plan is meaningless.You don't need to do any calculations to know that there will definitely be a huge decline in profit evaluation.

"I'll think about the delivery plan when I go back."

Lu Jianfeng's tone was unavoidably low, after all, half of the case had been rejected since the planning of the case.

"This direction is not wrong, but a single tree is too weak, and there is no condition to establish a large-scale distribution company at present.

You can try to take the route of elite alliance. You can contact the person in charge of Hongxiu Company Burrito World and Ye's Secret Brine for this matter. The three companies will set up a distribution center together and sell it in a short time.

However, you are all business departments, and the separate delivery service will overlap with the functions of the transportation department.You still need to discuss this matter with the delivery department, and let them form a separate team to cooperate with the instant delivery business of your three stores.

Then you can also consider covering Gexuan Fresh with this kind of instant delivery business. Many customers have complained that Gexuan Fresh has no way to deal with emergencies.

At the same time, you also need to contact Zhou Liwei to build an independent web system, focusing on delivery.Although the business currently focuses on selected fresh products, this distribution system can be independent in the future..."

Zhao An explained to Lu Jianfeng the future development direction of the delivery business in detail. He has no extravagant hope of making money through the delivery service, and he is satisfied now that he can establish the framework of the delivery business.

Zhao An is well aware of how hot the food delivery market will be in the future, but Zhao An is not worried at all about how much impact the food delivery business will have on the future market.

In fact, Huaxia has always had a small-scale food delivery business, but it is often limited to a community or a street.

The real rise of the takeaway business is due to many reasons such as the maturity of the payment business, the improvement of mobile phone functions, the upgrading of GPS positioning, the change of food consumption concepts, the increase of money income and the increasingly busy work.

Only when all these elements are met, the social demand for food delivery will give birth to a unparalleled food delivery market in China.

However, the current Huaxia does not have these conditions at all. If Zhao An is jealous of the dividends in the food delivery market in the future, but all the efforts to build the food delivery business will only end in a tragic failure.

Fortunately, Zhao An was never a person who would get carried away by money. He was well aware of the development laws of the food market and did not take any risks.

As for why Zhao An established a takeaway business again?In fact, it is also related to the concept of food safety - safety is always the first requirement of things.

Zhao An is familiar with how many unimaginable and even bottomless things will appear in the food delivery market in the years when the food delivery company expands in the future.

Just like Zhao An wants to improve the hygiene and safety standards of the industry through the food disclosure system, if he can firmly control the delivery channels in his own hands, at least the food safety group can first conduct a company's monitoring and auditing.

It's not easy for Zhao An to tell Lu Jianfeng directly about these things. He is going to use more actions to prove his ideals and that of the Food Safety Group.

The future of food delivery is still far away, so let’s go back to Lu Jianfeng’s plan, the second plan is also very interesting.

In fact, Zhao An has always had the idea of ​​developing into the food retail field, but he has not found a suitable breakthrough.

Whether it is condiments such as minced chicken chili sauce or Ye's secret brine and sealed packaging, they are all produced by Rongxing Foods. These two series have performed well in recent years.

In particular, the seasoning sauce product line represented by Yip's Secret Brine has been sold overseas, winning a lot of foreign exchange for Hongxiu Foods.

Huaxia's food retail industry is definitely the largest market in the world. As long as one product can make a name and become a well-known enterprise nationwide, it is enough to become a large company with a market value of hundreds of millions.

Zhao An is naturally very excited about this cake, and now Lu Jianfeng's plan is undoubtedly to give pillows to sleepy people.

The bagged milk tea reminded Zhao An of the two companies that were born not long after, one "held in the palm of the hand" and the other "circling the earth seven times", both of which are definitely classic cases in the advertising industry.

It can be said that these two companies with milk tea as their main selling point have achieved a qualitative leap because of these two advertisements.

Zhao An will not give up the "bottled milk tea" market because of the two companies that may appear in the future.The so-called "God does not take, but take the blame."

As for the two advertisements that are still regarded as legends after many years, Zhao An will not copy them.

Although in terms of time, these two advertisements have not yet been born, but in Zhao An's heart they are still the fruits of other people's labor.

In market competition, as long as it is upright, Zhao An has no psychological burden.But for plagiarism, Zhao An's three views do not allow him to do so.

What's more, "One Tree" already has an absolute advantage, that is, the leading position in the market.

Although "One Tree" occupies no more than 5% of the national fresh milk tea market, it is already an exaggeration in a market where entry and exit barriers are basically zero and imitation is extremely easy. The numbers are up.

What's more important is the industry benchmark position of "One Tree" in the milk tea market. The new milk tea products launched by "One Tree" every year are the objects that the entire industry market competes to imitate.

Even those milk tea brands from Hong Kong City and Bay Area have no fighting power in front of "One Tree".Lu Jianfeng, as the first product manager in charge of "One Tree", would feel proud.

There is an obvious advantage in occupying the absolute leading position in the freshly prepared milk tea market: if "One Tree" launches portable milk tea, there is no need to worry about publicity.

In the words of the future, it is "naturally hot", and a large number of customers are willing to try

But this does not mean that the portability of "One Tree" is doomed to be smooth sailing.

Zhao An knew that a coffee shop named "Star Papa" would enter Huaxia more than ten years later, and quickly occupy Huaxia's high-end coffee market with promotional strategies such as petty bourgeoisie, art, and elegance.

However, "Star Papa" also tried to launch various bottled milk teas, but the market response was quite dismal.