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食品连锁加盟的价值点和盈利模式你知道?

来源:http://www.sdmaji.com/ 日期:2018-11-12 发布人:admin
价值点,食品连锁生存基础
Value chain, food chain survival foundation
每一种事物要在社会中生存,都需要一个能够生存的理由,也就是一个独特的价值点。只有具备了这个价值点,满足了消费者的某种需求,才能从产业中脱颖而出,才能在发展中立于不败之地。所以作为食品连锁,首先要考虑的是自己的价值。
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.
从消费者来说,他们为什么放弃商品丰富,购物环境轻松的商超等大众终端,来连锁买食品?食品连锁能提供他们怎样特殊的价值?
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?
从渠道来说,连锁相对于便利店超市等终端,其有什么优势?其这种优势是否足够保有和传统渠道抗衡的能力?
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?
另外,从产品来说,食品连锁提供的产品特殊性在哪里?这种特殊性能提供怎样优异的购买体验?
In addition, from products, what is the specialty of food chains? How does this special performance provide an excellent buying experience?
只有充分考虑了各层次的优劣势后,食品连锁的生存价值才会明晰地凸现出来。如相对于超市,连锁渠道提供的可能是高档次高价值的稀缺产品,更方便购买,更人性化消费;如对于消费者,连锁渠道可能更专业,提供的服务更周全,去专卖店让人更放心;如在产品上,连锁可能提供的都是品牌,等。无论是满足消费者的哪种需求都有机会,但都需要有自己核心的价值优势,需要有不可替代的长板。
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.
有了这个价值点,食品连锁的行为都要围着价值点展开,拓展这种价值体系,使之形成一种强大的竞争力吸引力对抗传统渠道。
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.
反之,如果没有提炼明晰这种价值点,食品连锁的经营就没有方向感。如某企业开展鱼连锁,结果为了不赔钱,就把蔬菜、猪肉都放进了连锁中,后搞的不伦不类,消费者买账才怪。
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.
因此,尽管不同的商品有不同的价值点,但食品连锁必须有价值点并根据价值点配置竞争体系,形成与其他渠道的区隔,食品连锁才能存在,才找到了基础。
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.
山东酸辣粉加盟
同类形态,同类产品,竞争的根源是核心价值。但在目前市场中,以面包房为例,有自己独特价值的连锁店屈指可数,大部分就是在卖产品,同样的产品、同样的装修风格,同样的服务,期望通过店面的地理位置来实现销售,这种情况也许能让企业有一定的销售额,但想做长久,则必须要在品牌的核心价值上和消费者引起共振,只有让消费者明晰购买理由,对价值认同才能长久。
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.
盈利模式,食品连锁发展根本理由
Profit mode, the fundamental reason for food chain development
如果说价值点是基础,那么盈利模式便是发展的根本理由。因为食品连锁作为一种商业形态,注定无法摆脱商业的根本属性:盈利,因此,盈利模式的有无好坏直接决定连锁能否生存下去及未来。
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.
食品连锁的盈利模式必须考虑三个层面,、产品盈利层面,第二渠道盈利层面,第三,消费者盈利层面。
The profit model of food chain must consider three levels: first, product profit level, second channel profit level and third, consumer profit level.
从产品盈利层面,必须考虑产品形态和产品线问题。如连锁中经营的是初产品还是加工产品?
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?
如果是初产品,附加价值如何加大?利润怎样拓展?另外作为连锁商业形态,不管是初产品还是加工产品,产品线是否足够长?产品组合能否达到进可攻退可守?
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?
能否实现利润和销量的有效平衡?只有综合考虑并解决了上述问题,产品盈利模式的规划才基本完成。
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.
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