1. Mode core positioning
Focus on urban groups represented by He Xin and practice the "noon value". They regard lunch as "energy supply to cure half-day fatigue", which not only pursues freshness of ingredients, but also requires efficient and time-consuming procurement and preparation. To this end, we have created a dual-channel model of "offline forward warehouse + online speed delivery", focusing on "1 hour food solution at noon", so that the target users can "remember to cook, buy it when going downstairs and fry it when going home."
2. In-depth portrait of the target population (anchored to He Xin group)
1. Value core: Reject "to deal with lunch", believing that fresh vegetables are the core of a healthy lunch, but disgusting the inefficiency of "going all over the vegetable market for buying a handful of vegetables", and pursuing the balance between "convenience" and "quality".
2. Typical scenario: when you get off work at 11 o'clock on weekdays, you suddenly want to eat fried vegetables and don't want to order takeout; when you want to make soup on weekends, you find that your family lacks winter melon and are too lazy to go to the supermarket; you are sensitive to the "freshness" of vegetables and can eat the difference between "lettuce that has been put on for two days" and "freshly picked lettuce".
3. Potential demands: In addition to freshness, I hope that the vegetables are pretreated more well (such as removing the roots and removing the old leaves) can be put directly into the pot; the price should not be much more expensive than the vegetable market; occasionally "match suggestions" are needed (such as buying chicken breasts, I want to know what vegetables to stir-fry).
3. Model operation system
(1) Offline: Layout the "Wushi Fresh Vegetable Station" forward warehouse
1. Site selection logic: Priority is given to shops on the ground floor of the office building and the first floor of the apartment building, with an area of 20-30㎡, radiating to the surrounding area of 500 meters, ensuring that users can access within 5 minutes of walking; hanging the light box of "Fresh Vegetables in Wu City·Fresh Picking Direct Access" at the door to strengthen the understanding of the afternoon scene.
2. Product Planning:
- Core categories: According to the "high-frequency lunch dishes", "quick stir-frying area" (green pepper, colored pepper, small rapeseed, water spinach), "soup area" (winter melon, corn, tomato, enoki mushroom), and "cold mixing area" (cucumber, purple cabbage, lettuce). Only 2-3 fresh varieties are selected for each category to avoid difficulty in choosing.
- Pre-treatment service: After all vegetables arrive at the store on the same day, the clerk will complete the "basic treatment" - remove the roots and old leaves of small rapeseed, peel and cut into thick slices of winter melon, cut into sections of corn, put in a transparent fresh-keeping box, labeled "can be directly cooked" and sold at a premium of 10%, satisfying users who have no time to process it.
3. Period operation: From 7:00 to 9:00 every day to receive vegetables, and sorting and pre-processing are completed at 9:11:00 to 13:00 are the core business hours, and two clerks are arranged to provide "match suggestions" (if the user takes the beef and says "fry with onions and adds some green peppers to make the rice"); after 13:00, the remaining vegetables are sold at a 20% discount to avoid overnight.
(2) Online: Make the "Noon Speed" mini program
1. Functional design: The interface is minimalist, with only three core buttons: "Nearby fresh vegetable station", "Today's fresh products", and "One-click order"; when placing an order, you can note "Go more old leaves" and "cut small pieces". The clerk packs it within 10 minutes after receiving the order, and supports "pick up in the store" or "delivery within 30 minutes" (delivery fee is 2 yuan, and there is no delivery fee for over 20 yuan).
2. Timeliness guarantee: Cooperate with 3-5 part-time riders around, and exclusively stationed fresh vegetable stations from 11 to 13 o'clock to ensure that users place orders at 11 o'clock, receive vegetables before 11:30, and make lunch; if order notes are "urgent for lunch", priority delivery will be given.
(III) Supply Chain: Locking in the "short-distance fresh picking" channel
1. Cooperation objects: Only cooperate with local small vegetable gardens within 30 kilometers of the city, do not look for large wholesalers, pick the vegetable garden at 6 o'clock every morning according to the "estimated sales volume" of the previous day, and use a refrigerated truck to directly send the fresh vegetable station to ensure that it does not exceed 4 hours from picking to listing, which is one level higher than the freshness of vegetables in the vegetable market (usually passing through wholesalers and morning markets).
2. Quality control: Each vegetable garden sends a quality inspector to stop, and remove vegetables with insect eyes and damaged when picking; check again when receiving goods at the fresh vegetable station, and return them directly if they find something that is not fresh. The "returned varieties and reasons" are announced on the same day to enhance user trust.
(IV) User stickiness: Make "noon vegetable cubes"
1. Membership system: Spend 9.9 yuan to get a "fresh vegetable card", enjoy a 15% discount for each purchase, and you can receive a "free box of tomatoes" on the 11th of each month; if you spend a cumulative amount of 100 yuan, you will receive a "lunch recipe manual" (including 10 quick-shou vegetable dishes, such as tomato enoki mushroom tofu soup, green pepper shredded pork).
2. Interactive activities: Every Wednesday, we will hold a "lunch tasting" at the fresh vegetable station, and cook a pot of "winter melon, corn, rib soup" and "fried vegetables" to let users taste the taste before buying it; the mini program initiates a collection of "My Lunch Vegetable Photos", and users post pictures to bring the topic of #官网#, and choose 3 people every week to get 20 yuan without a threshold coupon.
IV. Profit and promotion path
1. Profit structure: The main profit is the difference in the purchase and sales of vegetables (gross profit margin 25%-35%), and the second profit is the premium and delivery fee of "pre-processed vegetables". In the later stage, the "lunch matching package" can be added (such as "green pepper + shredded pork + rice" combination, linking the surrounding braised food stores and grain and oil stores) to expand revenue.
2. Cold start method: 3 days before opening, send flyers in surrounding office buildings and apartments, saying "Get off work at 11:10, get fresh dishes at 11:30, and start stir-frying"; spend the first order of 15 yuan and get "customized apron" (print "Eat lunch well, love yourself well"), which binds the emotional value of the lunch.
5. Final blessing
I hope this "wushi fresh vegetable station" can become a "little helper" for He Xin and his friends' lunch life - there is no need to plan in advance, no need to get up early to purchase, when you want to eat fresh vegetables, you can get it downstairs and place an order, so that every lunch can become more delicious and more energy-friendly because of a bite of fresh vegetables. I hope everyone can eat worry-free and fresh every noon. The second half of the day is like freshly picked vegetables, full of vitality!
