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Fan Wenyi:

Project introduction:

Establish community fruit shops: Establish fruit shops in the community of 3,000 households (3 persons per household).

market analysis

There is a big fruit market in China. Compared with the per capita annual fruit consumption of 85kg abroad, the domestic per capita consumption is only half of it. According to the survey of most families, 80% of families of three spend more on fruits every month than 80 yuan. 10% of the household consumption of fruit is between 50 and 80 yuan. Only 10% of households consume fruits below 50 yuan.

With the improvement of residents' income level, the consumption demand for fruits is increasing. At present, the average annual fruit consumption in China is about 45kg, which is not far from the hygienic standard (70kg), and the gap is even greater than the average annual fruit consumption level in developed countries (80kg). If the future population growth factor is taken into account, according to the hygienic standard, the national fruit consumption will reach115.5 million t, which is 70% higher than the national total fruit output in XX.

Reason for choice

1. Industry demand: China lacks large fruit sellers.

2. The needs of entrepreneurs: the entry threshold is low, and you can operate with less investment.

3. Policy support: March 22, XX (Beijing Municipal Bureau of Commerce, Beijing Municipal Development and Reform Commission): 79 commercial projects were encouraged and supported, including supermarkets, convenience stores, community breakfast shops, food stores and daily necessities stores. Restricted commercial projects include: large and medium-sized retail commercial facilities with a business area of more than 5,000 square meters outside commercial centers above the regional level and planned characteristic commercial streets (districts); Within the second ring road of the city, large department stores and large comprehensive supermarkets with new business area of 10000 square meters are restricted; Within the third ring road of the urban area, it is restricted to increase the large-scale warehouse-type shopping malls, large-scale professional supermarkets and various large-scale wholesale markets with business area of 10000 square meters or more; In the city center, municipal business center, regional business center, in haidian estate of zhongguancun science park and business center, it is restricted to build all kinds of first-class bazaars and wholesale markets.

4. Brand-new sales opportunities: only fruit chain stores are still blank. Chain stores in other industries are in a state of meager profit competition.

5. Novel sales method: open and optional.

6. Various services: provide automatic juicing service. Provide combined packaging boxes to introduce various fruits in the store and the characteristics suitable for eating people, so as to guide healthy consumption.

7. Fruit purchase and consumers' psychology: time is busy and there is no extra time to buy fruit. Supermarkets and wholesale markets don't buy much fruit, because they mainly buy other products.

8. Huge market: The state plans to make the per capita consumption of fruits reach 40 kilograms in XX years. 48 kilograms in 2020. 53 kilograms in 2030. In other words, in 2030, the consumption of fruits will increase by 25 million kilograms. The market is huge. It is 40% of the current market.

Featured services:

1. Fruit industry is the most developed industry. And there are no big sales giants in this industry. There is a lot of market space. And chain operation is also the biggest hot spot. It is also the first choice for most investors to start a business. In the south, fruit chain stores are small in scale, but they are all regional enterprises. The scale is not very large, but their annual sales volume is already very large. The annual sales of a single store reached 6.5438+0 million, and it began to make a profit. On the basis of the successful experience of southern fruit chain stores, some services are added to make fruit chain stores more humanized and become the largest fruit retail, wholesale and chain enterprises in China.

The existence of fruit chain stores first facilitates consumers to consume fruits. Because the location of fruit shops is generally in the community (radiation range: 3000 households). Before that, people usually bought fruits in supermarkets, farmers' markets and other places (tourists and street fruit stalls). The sales channels and situations of German fresh fruits in XX are as follows: 25,5% are through the consumer market, 37,6% are from chain stores, 1 1, 1% are fruit and vegetable stores, and 8,2% are weekend markets. Therefore, chain stores are an important way to sell fruits in the future.

According to the analysis of the place of purchase, supermarkets and farmers' markets are not just at the entrance of the community, which is not convenient for residents to buy. Residents who go to these places mainly buy other daily necessities or vegetables instead of fruits. Fruit is characterized by its large weight and volume. For consumers who don't have a car, they can only buy a small amount of single variety of fruit after buying other goods in supermarkets and farmers' markets. Opening a fruit chain store in the community can make it more convenient for consumers to buy and increase the consumption of fruit.

2. Give customers a brand-new, assured, quality-guaranteed and cheap place for consumption.

More customers choose to go to the supermarket to buy fruit. In addition to seeing the fruit discounted when buying other goods, the biggest reason left is that the fruit in the supermarket can reassure consumers in terms of product appearance, product quality and weight. Moreover, the open self-selection method can give customers more choices. For our fruit chain stores, adopting unified decoration, unified store layout, unified procurement and unified distribution, all products are sold after cleaning, waxing, grading and packaging, which can completely give customers more psychological satisfaction.

3. Unique guiding consumption

Nowadays, when buying fruit, customers choose fruit consumption entirely according to their own tastes and preferences, ignoring the characteristics of the fruit itself and the people suitable for eating. Through the investigation of many consumers, it is found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating, and what fruits patients with liver disease and stomach disease should eat and what fruits are not suitable for eating. This shows that everyone is blindly consuming fruit. Without any common sense of fruit consumption, it will lead to the misunderstanding of sending bananas to diabetic patients with kindness. As a fruit retailer, our responsibility is to teach everyone how to consume and eat fruit reasonably. In this regard, I will put up posters in every store to introduce the characteristics of each fruit, the people suitable for eating, and the identification method of good or bad grades to guide everyone to consume healthily.

4. Provide various services for different consumer groups.

Fruit consumers are generally divided into two types: self-use type and gift-giving type. According to the psychology and packaging needs of the giver, we will specially design some packaging combinations with different capacities (3G, 5G) that can be folded or combined, and provide them to consumers for free. In other words, customers can buy fruits in any combination. After purchase, if you need a packaging box, you can get it in the store by paying a certain packaging fee (which can be divided into birthday, visiting patients, visiting relatives, etc.). ) and get a greeting card. In this way, consumers can not only understand consumption, but also avoid buying expensive fruit gifts from tourists or other businesses to ensure quality.

5. Dig deep into the characteristics of fruits and other needs of consumers.

With the increase of people's income, more consumers began to drink fresh fruit juice. In view of the aesthetic needs of consumers, every fruit chain store will have a free juicer for customers to use. After buying fruit, customers can use the water source to clean the fruit for free, and use the juicer to squeeze the fruit into juice. If customers bring their own containers, the company will not charge any fees. If customers want to bring fruit juice to their home, company or road, the company will provide a set of containers (including plastic cups, straws, honey, sugar, etc.). , and help customers package) it is convenient for customers to take freshly squeezed juice anytime and anywhere. In terms of hygiene, every time the customer uses the juicer, the staff will sterilize the machine and then put it in the disinfection cabinet to ensure hygiene.