Value chain, food chain survival foundation
To survive in society, every thing needs a reason to survive, that is, a unique point of value. Only by having this value point and satisfying certain needs of consumers, can we stand out from the industry and remain invincible in development. So as a food chain, the first thing to consider is its own value.
From the consumer's point of view, why do they give up the mass terminal such as the commodity-rich supermarket with a relaxed shopping environment to buy food chain? How can food chains provide them with special value?
From the channel, what advantages does the chain have than the convenience store supermarkets and other terminals? Is this advantage enough to maintain the ability to compete with traditional channels?
In addition, from products, what is the specialty of food chains? How does this special performance provide an excellent buying experience?
Only when the advantages and disadvantages of all levels are fully considered, the survival value of food chain will be clearly highlighted. For example, compared with supermarkets, chain channels may provide scarce products of high-grade and high-value, which are more convenient to purchase and more humane to consume; for consumers, chain channels may be more professional, provide more comprehensive services, go to monopoly stores to make people more reassured; for example, in products, chain may provide brand, and so on. No matter what kind of needs of consumers are met, there are opportunities, but they need to have their own core value advantages and irreplaceable long board.
With this value point, food chain behavior should be developed around the value point, expand the value system, so as to form a strong competitive attraction against traditional channels.
On the other hand, if the value point is not refined, there will be no sense of direction in the operation of food chains. If an enterprise carries out fish chains, the result is that in order not to lose money, vegetables and pork are put into the chains. Finally, the chains are all different, so it is strange for consumers to buy them.
Therefore, although different commodities have different value points, food chain must have value points and allocate competition system according to value points to form a division with other channels, so that food chain can exist and find the foundation.
The core of competition is the core value of similar products and similar products. But in the current market, take bakery as an example, there are only a few chain stores with their own unique value. Most of them are selling products, the same products, the same decoration style, the same services, and expect to achieve sales through the geographical location of the stores. This situation may enable enterprises to have certain sales, but want to do so. For a long time, it is necessary to resonate with consumers on the core value of the brand. Only when consumers have a clear reason to buy, can they identify with the value for a long time.
Profit mode, the fundamental reason for food chain development
If the value point is the foundation, then the profit model is the fundamental reason for development. As a business form, food chain is doomed to be unable to get rid of the fundamental attribute of business: profit. Therefore, whether the profit model is good or bad directly determines whether the chain can survive and the future.
The profit model of food chain must consider three levels: first, product profit level, second channel profit level and third, consumer profit level.
From the perspective of product profitability, product form and product line must be considered. For example, is it a primary product or a processed product in a chain?
If it is the initial product, how will the added value increase? How to expand profits? In addition, as a chain business form, whether the product is processed or processed, is the product line long enough? Can product mix advance, attack, retreat and defend?
Can we achieve an effective balance between profits and sales? Only by considering and solving the above problems can the planning of the profit model be basically completed.