"Tom qab ua haujlwm dhau sijhawm lig hmo ntuj, kuv ib txwm noj lub lauj kaub kub uas ua kom sov tau lossis ua ib pob ntawm cov noodles snail kom txaus siab rau kuv qhov kev tshaib plab." Ms. Meng los ntawm tsev neeg Beipiao tau hais rau tus neeg sau xov xwm ntawm "China Business Daily". Nws yooj yim, qab thiab pheej yig vim nws nyiam qhov yooj yim. yog vim li cas rau kev noj mov.
Tib lub sijhawm ntawd, tus neeg sau xov xwm pom tias txoj kev yooj yim thiab cov khoom noj ceev tau nyiam cov peev txheej. Tsis ntev los no, lub hnab ntim khoom noj ceev "lub hnab ua noj" thiab lub npe khoom noj ceev yooj yim "Bagou" tau ua tiav cov kev pab nyiaj txiag tshiab. Raws li cov ntaub ntawv tsis tiav los ntawm tus neeg sau xov xwm, txij li xyoo tas los, tag nrho cov nyiaj txiag ntawm txoj kev yooj yim thiab cov khoom noj ceev tau tshaj 1 billion yuan.
Cov neeg raug xam phaj coob tus ntseeg tias kev loj hlob sai ntawm kev yooj yim thiab cov khoom noj ceev ceev muaj feem cuam tshuam nrog kev nyob hauv tsev, kev lag luam tub nkeeg, thiab kev hloov kho thev naus laus zis. Kev loj hlob me me tau dhau los ua qhov tsis zam.
Tus kws tshuaj xyuas kev lag luam zaub mov hauv Suav teb Zhu Danpeng ntseeg tias kev lag luam zaub mov yooj yim thiab zaub mov ceev tseem muaj chaw ntau rau kev txhim kho yav tom ntej. Nws hais ntxiv tias, "Raws li cov txiaj ntsig ntawm cov neeg tshiab txuas ntxiv mus, zaub mov yooj yim yuav muaj lub sijhawm loj hlob sai rau 5 txog 6 xyoos."
Kub Khiav
"Yav dhau los, cov noodles sai thiab cov noodles sai tau los rau hauv siab thaum hais txog kev yooj yim thiab cov khoom noj ceev. Tom qab ntawd, thaum cov noodles snail tau nrov thoob plaws hauv Is Taws Nem, lawv feem ntau raug yuav. Nws yuav yog vim muaj kev tshawb nrhiav ntau zaus. Lub platform e-commerce pom zoo ntau cov khoom noj sai raws li tus kheej nyiam. Kuv nyuam qhuav paub tias muaj ntau lub npe tshiab thiab ntau pawg, "Ms. Meng hais rau cov neeg sau xov xwm.
Raws li Ms. Meng tau hais, nyob rau xyoo tas los no, thaj chaw ntawm kev yooj yim thiab cov khoom noj ceev tau txuas ntxiv nthuav dav, thiab ntau tus neeg ua si koom nrog. Raws li cov ntaub ntawv ntawm Tianyancha, muaj ntau dua 100,000 lub tuam txhab ua haujlwm hauv "khoom noj yooj yim". Tsis tas li ntawd, los ntawm qhov kev xav ntawm kev noj, qhov kev loj hlob ntawm kev muag khoom ntawm kev yooj yim thiab cov khoom noj ceev kuj pom tseeb. Raws li cov ntaub ntawv los ntawm Xingtu, thaum lub sijhawm "6.18" kev txhawb nqa uas nyuam qhuav xaus, kev muag khoom ntawm kev yooj yim thiab cov khoom noj ceev online tau nce 27.5% txhua xyoo.
Kev loj hlob sai ntawm kev yooj yim thiab cov khoom noj ceev ceev yog tsav los ntawm ntau yam. Xu Xiongjun, tus tsim ntawm Jiude Positioning Consulting Company, ntseeg tias "nyob rau hauv kev cuam tshuam ntawm cov nyiaj faib xws li kev lag luam nyob hauv tsev, kev lag luam tub nkeeg thiab kev lag luam ib leeg, kev yooj yim thiab cov khoom noj ceev ceev tau nce sai sai hauv xyoo tas los no. Tib lub sijhawm, lub tuam txhab nws tus kheej txuas ntxiv qhia cov khoom yooj yim thiab pheej yig, uas ua rau kev lag luam yooj yim thiab cov khoom noj ceev ceev qhia txog kev sib tw."
Liu Xingjian, tus khub tsim tsa ntawm Daily Capital, tau hais tias kev lag luam vam meej yog vim muaj kev hloov pauv ntawm kev thov thiab kev muab khoom. Nws hais tias, "Kev siv khoom tau hloov pauv nyob rau xyoo tas los no. Kev thov ntawm cov neeg siv khoom ntau yam tau ua rau muaj ntau yam khoom tshiab. Tsis tas li ntawd, nws kuj muaj feem cuam tshuam nrog kev txhim kho kev lag luam thiab kev txhim kho thev naus laus zis."
Tom qab qhov kev thov ntawm cov neeg siv khoom uas nce zuj zus, txoj kev yooj yim thiab cov khoom noj ceev tau loj hlob mus rau hauv txoj kev theem 100-billion. Daim ntawv qhia txog kev nkag siab txog kev lag luam yooj yim thiab cov khoom noj ceev xyoo 2021 uas CBNData tau tshaj tawm tau taw qhia tias kev lag luam hauv tebchaws yuav tshaj 250 billion yuan.
Hauv qhov xwm txheej no, ob xyoos dhau los no, muaj xov xwm tsis tu ncua txog kev pab nyiaj txiag ntawm txoj kev yooj yim rau cov khoom noj ceev ceev. Piv txwv li, Bagou nyuam qhuav ua tiav qhov kev pab nyiaj txiag Pre-A ntawm kaum lab yuan, thiab Cooking Bags kuj ua tiav qhov kev pab nyiaj txiag Pre-A ntawm yuav luag 10 lab yuan. Tsis tas li ntawd, Akuan Foods tab tom nrhiav kev mus rau pej xeem tom qab ua tiav ntau qhov kev pab nyiaj txiag. Nws tau ua tiav 5 qhov kev pab nyiaj txiag hauv peb xyoos txij li HiPot, suav nrog Hillhouse Capital thiab lwm lub koom haum peev txheej nto moo.
Liu Xingjian tau taw qhia tias "cov hom lag luam tshiab thiab tshiab uas tau txais nyiaj txiag muaj qee qhov zoo ntawm cov khoom xa tuaj, thev naus laus zis, thiab kev nkag siab rau cov neeg siv. Piv txwv li, kev koom ua ke ntawm cov khoom xa tuaj, kev ua kom zoo dua cov nqi, thiab kev txhim kho cov neeg siv khoom noj khoom haus los ntawm kev tshawb fawb txog thev naus laus zis, thiab lwm yam, nws tseem ceeb heev rau kev nkag siab txog cov kev xav tau ntawm cov neeg siv khoom. Lub hauv paus ntsiab lus ntawm cov khoom yog kev ua kom zoo dua cov khoom kom yooj yim, qab, thiab siv nyiaj tau zoo, thiab cov khoom no ua tau zoo hauv kev muag khoom thiab kev yuav khoom rov qab."
Kev Ua Lag Luam Kev Ua Si
Tus neeg sau xov xwm tau tshawb nrhiav ntau lub platform e-commerce thiab pom tias tam sim no muaj ntau yam khoom noj yooj yim thiab ceev ceev, suav nrog lub lauj kaub kub uas ua kom sov tau, pasta, porridge sai, skewers, pizza, thiab lwm yam, thiab cov pawg no qhia txog kev sib txawv thiab kev faib ua pawg. Tsis tas li ntawd, cov saj ntawm cov khoom kuj tseem raug faib ua pawg ntxiv, xws li Liuzhou snail noodles, Guilin rice noodles, Nanchang mixed noodles, thiab Changsha lard mixed noodles uas lub tuam txhab tsim tawm raws li cov yam ntxwv hauv zos.
Ntxiv rau, kev lag luam kuj tau nthuav dav thiab faib cov xwm txheej kev noj zaub mov yooj yim thiab ceev ceev, uas tam sim no suav nrog cov xwm txheej kev noj zaub mov xws li zaub mov ib tus neeg, zaub mov hauv tsev neeg, kev lag luam khoom noj txom ncauj hmo ntuj tshiab, cov xwm txheej sab nraum zoov, thiab kev sib koom chav pw.
Hauv qhov no, Liu Xingjian tau hais tias thaum kev lag luam txhim kho mus rau ib theem twg, nws yog ib txoj cai uas yuav tsum hloov ntawm kev txhim kho dav dav mus rau kev ua haujlwm zoo. Cov hom lag luam tshiab yuav tsum nrhiav kev sib txawv ntawm cov teb sib cais.
"Kev faib ua pawg tam sim no thiab kev rov ua dua ntawm kev lag luam yog qhov tshwm sim ntawm kev txhim kho ntawm sab neeg siv khoom yuam kom muaj kev tsim kho tshiab thiab kev txhim kho ntawm sab kev lag luam. Yav tom ntej, txoj kev faib ua pawg ntawm tag nrho cov khoom noj yooj yim hauv Suav teb yuav nkag mus rau hauv qhov xwm txheej sib tw thoob plaws thiab ntau qhov ntev, thiab lub zog ntawm cov khoom yuav dhau los ua qhov tseem ceeb rau cov tuam txhab los tsim lawv tus kheej kev lag luam. Tus yuam sij rau qhov teeb meem." Zhu Danpeng hais.
Xibfwb Sun Baoguo, ib tug kws tshawb fawb ntawm Suav Academy of Engineering, tau taw qhia tias lub ntsiab lus tseem ceeb ntawm kev txhim kho yav tom ntej ntawm cov khoom noj yooj yim thiab txawm tias cov khoom noj Suav yog plaub lo lus, uas yog "qab thiab noj qab haus huv". Kev txhim kho ntawm kev lag luam khoom noj yuav tsum yog qab thiab kev noj qab haus huv.
Qhov tseeb, kev noj qab haus huv ntawm cov khoom noj yooj yim thiab ceev ceev yog ib qho ntawm cov kev taw qhia ntawm kev txhim kho thiab kev hloov pauv hauv xyoo tas los no, thiab ntau lub tuam txhab tab tom hloov mus rau cov khoom noj qab haus huv los ntawm kev siv thev naus laus zis. Piv txwv li, piv txwv li, cov khoom noj sai sai. Kev noj qab haus huv ntawm hom kev lag luam no feem ntau yog pom tseeb hauv kev txo cov roj thiab kev nce qib ntawm cov khoom noj khoom haus. Raws li kev qhia tawm ntawm Jinmailang, nws ua tau raws li cov kev xav tau ntawm cov neeg siv khoom rau "txo cov roj, ntsev thiab qab zib" los ntawm kev siv tshuab ua noj 0-kib thiab FD freeze-drying technology. Ntxiv nrog rau cov khoom noj sai sai, ntau cov khoom tshiab thiab cov hom lag luam uas tsom mus rau kev noj qab haus huv tau tshwm sim hauv kev lag luam yooj yim thiab cov khoom noj ceev ceev, xws li cov kua zaub qaib qub uas tsom mus rau kev noj qab haus huv, cov khoom noj txias konjac uas muaj roj tsawg, cov khoom noj seaweed, thiab lwm yam; cov hom lag luam tshiab uas tsom mus rau kev noj qab haus huv thiab cov calories tsawg xws li Super Zero, Orange Run, thiab lwm yam.
Cov khoom tshiab txhais tau tias kev nce nqi. Tus neeg saib xyuas lub Hoobkas ua zaub mov hauv Henan tau hais rau cov neeg sau xov xwm tias, "Txhawm rau tsim cov khoom noj qab haus huv tshiab, peb lub Hoobkas tau tsim ib lub chaw soj nstuam sab hauv rau cov khoom tsim tus kheej thiab kev sim khoom tiav, thiab lwm yam, tab sis qhov no kuj ua rau Tus nqi tau nce." Cai Hongliang, tus tsim thiab tus thawj coj ntawm lub hom Zihai lauj kaub, ib zaug tau hais rau cov xov xwm tias, "Kev siv cov thev naus laus zis khov-qhuav tau ua rau cov nqi cuam tshuam nce plaub npaug." Liu Xingjian tau taw qhia tias, "Hauv lub sijhawm uas cia siab rau qhov kev ntaus loj kom yeej lub ntiaj teb Yav dhau los, cov lag luam yuav tsum tau ua cov kab khoom txuas ntxiv, txo cov nqi, thiab ua tau raws li qhov xav tau ntawm cov neeg siv khoom, uas kuj sim cov peev xwm ntawm cov khoom lag luam."
Nws tsim nyog sau tseg tias ntau lub tuam txhab tau pib txhim kho lawv cov saw hlau. Raws li cov ntaub ntawv pej xeem, Akuan Foods muaj tsib lub hauv paus tsim khoom thiab muab cov kev pabcuam OEM rau ntau lub npe nrov. Zihi Pot tau nqis peev rau ntau dua kaum ob lub Hoobkas sab saud, lub hom phiaj yog koom nrog tob rau hauv cov tais diav thiab lwm yam khoom xyaw thiab tswj kev ua tau zoo ntawm tus nqi.
Fang Ajian, tus tsim thiab CEO ntawm Bagou, tau hais tias txawm hais tias qhov sib txawv ntawm kev ua zaub mov noj tau tsav kev ua kom zoo tshaj plaws ntawm cov khoom noj yooj yim thiab cov khoom noj ceev ceev, rau qee cov khoom, cov khoom noj ceev ceev tsis muaj kev daws teeb meem npaj txhij txog kev kho kom zoo dua qub; ntxiv rau, muaj cov chaw tsim khoom sab saud. Qhov teeb meem kev vam khom mus sij hawm ntev thiab tsis muaj kev txhawb siab los rov ua dua cov txheej txheem tsim khoom txhais tau tias kev txhim kho cov khoom noj khoom haus yuav tsum tau ua tiav los ntawm sab kev thov. Nws hais tias, "Bagou tam sim no tswj cov kev sib txuas tseem ceeb ntawm kev tsim khoom thiab txo cov nqi tsim khoom los ntawm kev taug qab tus nqi thiab kev hloov pauv ntawm cov khoom noj khoom haus tob. Los ntawm ib xyoos kev siv zog, tag nrho cov nqi cog lus ntawm tag nrho cov khoom tau raug txo los ntawm 45%.
Kev sib tw ntawm cov hom lag luam qub thiab tshiab tab tom nrawm dua
Tus neeg sau xov xwm tau pom tias cov neeg ua si tam sim no hauv kev lag luam yooj yim thiab cov khoom noj ceev ceev feem ntau yog muab faib ua cov hom tshiab xws li Lamenshuo, Kongke, thiab Bagou, thiab cov hom ib txwm muaj xws li Master Kong thiab Uni-President. Cov tuam txhab sib txawv muaj qhov tseem ceeb ntawm kev txhim kho sib txawv. Tam sim no, kev lag luam tau nkag mus rau theem kev txhim kho ntawm kev sib tw noj qab haus huv ntawm cov hom tshiab thiab cov qub. Cov hom ib txwm ua raws li qhov sib txawv los ntawm kev tsim cov khoom tshiab, thaum cov hom tshiab ua haujlwm hnyav rau cov pawg tshiab thiab kev lag luam cov ntsiab lus kom taug txoj kev sib txawv.
Zhu Danpeng ntseeg tias cov chaw tsim khoom ib txwm muaj cov nyhuv ntawm hom, qhov cuam tshuam ntawm qhov loj me, thiab cov kab ntau lawm, thiab nws tsis nyuaj rau kev tsim kho tshiab, txhim kho, thiab rov ua dua. Rau cov hom tshiab, nws tseem tsim nyog los ua kom tiav cov khoom xa tuaj, kev ruaj khov zoo, kev tsim kho tshiab, kev txhim kho cov txheej txheem kev pabcuam, kev txhim kho cov neeg siv khoom, thiab lwm yam.
Los ntawm kev ua ntawm cov lag luam ib txwm muaj, cov lag luam xws li Master Kong thiab Uni-President tab tom taug kev mus rau qhov kawg siab. Thaum pib ntawm lub xyoo no, Jinmailang tau tsim lub npe nrov Ramen Fan; yav dhau los, Master Kong tau tsim cov npe nrov xws li "Suda Noodle House"; Uni-President tau tsim ntau lub npe nrov xws li "Man-Han Dinner" thiab "Kaixiaozao", thiab tau qhib lub khw muag khoom flagship cais.
Los ntawm kev xav txog cov tswv yim tshiab ntawm hom lag luam, Akuan Foods thiab Kongke tab tom taug txoj kev sib txawv. Piv txwv li, Akuan Foods tau txais cov yam ntxwv hauv cheeb tsam thiab tau tsim yuav luag 100 yam khoom xws li Sichuan Noodles Series thiab Chongqing Small Noodles Series; Kongke thiab Ramen tau hais tias yuav nkag mus rau hauv kev lag luam hauv dej hiav txwv xiav, thawj lub hom phiaj tsom mus rau pasta, thiab qhov kawg tsom mus rau Japanese ramen. Hauv cov channel, qee lub hom lag luam tshiab tau pib ntawm txoj kev sib koom ua ke hauv online thiab offline. Raws li daim ntawv qhia ntawm Akuan Foods, txij xyoo 2019 txog 2021, nws cov nyiaj tau los ntawm kev muag khoom hauv online yuav yog 308 lab yuan, 661 lab yuan thiab 743 lab yuan feem, nce ntxiv txhua xyoo; tus lej ntawm cov neeg muag khoom offline nce ntxiv, feem 677, 810, 906 tsev. Tsis tas li ntawd, raws li Fang Ajian, Bagou qhov kev muag khoom online thiab offline yog 3:7, thiab nws yuav txuas ntxiv siv cov channel offline ua nws txoj haujlwm muag khoom tseem ceeb yav tom ntej.
"Niaj hnub no, kev lag luam yooj yim thiab cov khoom noj ceev ceev tseem raug faib ua pawg, thiab cov hom tshiab kuj tab tom loj hlob ntawm no. Cov xwm txheej kev siv khoom, kev sib txawv ntawm cov pab pawg neeg siv khoom, thiab kev sib cais ntawm cov channel tseem coj cov cib fim rau cov hom tshiab kom sawv tawm." Liu Xingjian hais.
Xu Xiongjun hais rau cov neeg sau xov xwm tias, "Txawm hais tias nws yog ib lub npe tshiab lossis ib lub npe ib txwm muaj, lub hauv paus tseem ceeb yog ua haujlwm zoo hauv kev teeb tsa qhov chaw thiab kev tsim kho tshiab, thiab los pab cov tub ntxhais hluas nyiam kev siv khoom. Tsis tas li ntawd, cov npe zoo thiab cov lus hais tsis tuaj yeem tsis quav ntsej."
Lub sijhawm tshaj tawm: Lub Kaum Ob Hlis-15-2022