How to eat healthier and more nutritious is becoming the anxiety of contemporary young people.
Throughout 2020, "eating" is undoubtedly a key word. The epidemic caused people who were forced to stay at home to swish their weight upwards. Between food and weight, more young people who are not firm have fallen into the gentle countryside of food, and the result is naturally a growing belly.
From full to well eaten, Chinese people’s eating habits have gradually changed greatly with the continuous economic growth. For the Chinese people, how to eat healthier when there was not enough to eat and not have enough to eat, for the Chinese people, this change in eating habits also reflects the changes in the domestic catering industry.
Salad, as a seasoning in Western dishes, has now spread across the sea and has taken root in China, the larger catering market. As a meal that relies on vegetables, fish, meat, and fruits as the main ingredient, it is obviously healthier compared to high-calorie fried chicken.
How does a bowl of salad take root in Changsha, a hot-spicy man? In this era of hot pot skewers and even spicy strips, how much imagination can a light salad have?
I accidentally try to find an opportunity, and the entrepreneurial dream and hobby collide with sparks
The upsurge of the salad industry started as early as 2014, and 2014 can be regarded as the first year of light salads. During this year, the first batch of domestic salad companies emerged, and brands such as Miyou Salad and Kai Salad were born.
In the following two years, from 2015 to 2017, the capital market's attention to the salad light food industry continued to ferment. With the blessing of capital, the fiery mood in the salad light food market has also entered a high temperature state. First, Zhen Fund’s angel round invested in Miyou Salad, and then Sweetheart Rock Salad completed the A round and B round of financing. The fiery state of the industry has also attracted many entrepreneurs.
Shilv Light Food is a light food company that has slowly emerged in such an industry boom. For founder Fan Bingling, this is not his first entrepreneurial attempt.
After graduation, Fan Bingling joined the Broad Group, and then joined Dianping, which was not yet merged. The work experience of Yuanda Group and Dianping has accumulated a wealth of experience for Fan Bingling and gave him the idea of starting a business. Fan Bingling has a wealth of experience and a clear understanding of entrepreneurship from chain stores for mothers and babies to escape rooms and dining.
However, breaking into the salad light food industry was actually an accident.
In the eyes of another founder, Xu Lei, salad was not her "dish" at first. When studying abroad, she often came into contact with salad, a food that is very common abroad. During the study abroad period, in the life of working in restaurants, the staff often served salads in their meals. At first, Xu Lei's heart was full of doubts, "Is this kind of food really delicious?"
For most Chinese people, salads are not suitable for Chinese tastes. From its food composed of fresh lettuce and various vegetables with salad dressing, it is obviously difficult to attract the stomach of Chinese people.
With an attitude of giving it a try, Xu Lei took a bite and found that it was not as unpalatable as she imagined. "It was the first time I found out that the salad is so delicious." It was this attempt that laid the groundwork for the establishment of Green Light Food.
After many entrepreneurial experiences, Fan Bingling wanted to find a way to realize his long-term entrepreneurial dream. Coupled with his previous working experience in the catering industry, it was a hit with partner Xu Lei, and Green Light Food was born.
Under the "weight anxiety" of young people, how to find a breakthrough in the value of suitable green food
"Love of beauty" is the most important topic of young people nowadays. Among them, losing weight is the biggest obstacle that affects them to become more beautiful. Weight loss is a way that violates human's own rationality, and it is often difficult to have the motivation to stick to it.
However, under the urging of the growing fat on the waist, how to lose weight without moving has made contemporary young people who are possessed by lazy cancer constantly looking for new possibilities. Where the eyes are, it is naturally the food that occupies the main source of calories.
The characteristics of salad itself make it have low calories, and it is combined with many vegetables and high-protein meat. It is undoubtedly a good choice as a daily diet food. Not only can you eat delicious food, but also help healthy weight loss, which obviously meets the needs and pain points of many users.
According to the "National Health Insight Report 2020", young people have now become the most anxious group about their physical health. Among them, the post-90s consumer groups have extremely high expectations for their own health, but they are the generation with the lowest scores on their own physical conditions.
Not only that, statistics show that as of 2019, the number of obese people in China has exceeded 250 million. With the rapid expansion of the number of obese people, society's attention to health problems caused by obesity is increasing. The weight health problem is getting more and more attention, and people's demand for weight loss has also increased.
The emergence of suitable green light food is to catch up with this craze.
When it was just established in 2017, there were not a few salad light restaurants in Changsha. There is a saying that explains why when the light salad craze was at its peak, there were not many salad restaurants in Changsha: "Sichuan people are not afraid of spicy food, Hunan people are afraid of not spicy food, and Jiangxi people don’t. Feeling spicy."
For the Hunanese who like spicy food, heavy taste food is the essential core of every meal. Walking in the streets and alleys, there are endless Hunan restaurants and hot pot restaurants. Even street snacks are equally spicy. In such a city that likes to eat spicy food, it is hard to imagine the difficulty of surviving light salads and light meals.
The audience that Salad Light Food is facing is only a niche group, and its development direction is narrow. Therefore, in the initial stage of Green Light Food, it has experienced many problems. Because of his earlier experience in the catering industry, Fan Bingling has a deeper understanding of the catering industry. This valuable experience helped him solve many problems in improving the operation of the salad light restaurant.
The first lies in the creation and integration of the supply chain. At present, Shilv Light Food has a total of 11 parents' Shamen stores, and its fresh raw materials are completely cleaned, sterilized, packaged and distributed in a separate central kitchen. The rationing and supply of raw materials is completely dependent on the central kitchen, which avoids food safety problems caused by improper handling in offline stores.
By cooperating with the central kitchen, it has not only solved the problem of purchasing fresh raw materials, but also opened up the complete chain between the clean preservation of raw materials and the distribution link, reducing cost pressure to a certain extent.
It is also with the help of this mode of supply that Green Light Food guarantees the freshness of the various vegetables needed to make the salad and the delicious taste of the salad. Relying on its own high-quality product quality, Green Light Food has repeatedly occupied a leading position in the light food category of the Changsha Takeaway Platform. Nowadays, Shilv Light Food maintains a good development status and is still at the top of the sales list.
The industry downturn has passed, how can Shilv find the upward curve?
The craze of the entire national salad industry fell into a trough at the beginning of 2018. The entire industry fell into a cooling state. Star companies such as Sweetheart's Rock Salad were shut down, and the capital market's enthusiasm for the salad industry also cooled.
But for Shilv, the beginning of the industry trough is also the beginning of opportunity.
The major reshuffle brought about by the downturn in the industry has redistributed the competitive landscape of the salad light food brand, and the chain salad catering companies with strong capital power behind them have declined. This gives the green light food room to accelerate its development.
At the time when the industry was at its peak, many chain salad restaurants entered Changsha, starting a war to grab customers at low prices. The continuous reduction of customer unit prices to seize market share has had a serious impact on Shilv, which has hindered Shilv's development and expansion to a certain extent.
When the competition was fierce, the customer unit price once dropped from 30 yuan to about 10 yuan. As the craze recedes, the former chain stores have long since disappeared. Although lower customer unit prices can attract more user groups, the decline in prices has brought about the lack of product quality. However, Shilv did the opposite. As the craze continued to cool down, it continued to slowly increase the customer unit price, stabilizing prices while still maintaining high product quality.
Nowadays, the unit price of Shilv has basically stabilized at around RMB 20, and under the current normal situation that the take-out price is generally around RMB 20, this price is not expensive. While being able to ensure a good interest rate ratio while maintaining high product quality, Green Light Food has achieved better control over product pricing and cost control, which is also benefited by Fan Bingling. Rich entrepreneurial experience and in-depth understanding of the catering industry.
Not only that, Shilv Light Food has also explored a unique fan community operation model. By building a WeChat community, a large number of active salad lovers gathered.
The advantage of this model is that the target audience of Salad Light Food is a niche group, so this part of the group has the characteristics of high quality and high stickiness. With the help of the existence of the community, this part of users is gathered together, so as to realize the long-term conversion and stickiness cultivation of this part of users. Through the holding of irregular fan community activities and content interaction within the group, the activity of fans will be enhanced and the continuous spread of the brand will be cultivated.
The mode of community operation has allowed Shilv Light Food to take a different route from other salad light food restaurants. For Greenland, we want to ensure the stickiness and long-term development of users for a long time, and cultivate the habits of users in order to better maintain stable and sustainable development.
The purpose of Shilv is to establish a complete set of healthy diet plans for users to help users achieve long-term body transformation and cultivate a healthy lifestyle. When the user's healthy eating habits are achieved, the stickiness for greenness is also built.
Conclusion
After the barbarous growth of the light salad industry, it has now returned to a rational development path. The characteristics of salad light food make it need to rely on offline stores to start, and rely on the takeaway platform to operate in a larger area.
The problem is that the threshold for salad products is low, and the product is single, which cannot form a deep barrier. At the same time, the main ingredients of salads are all kinds of fresh foods, which puts a higher pressure on fresh-keeping storage for the operators.
The green light food can solve this problem to a certain extent. Whether it is from the central kitchen model to the storage and cleaning and distribution of fresh food, to the community operation model to cultivate users' healthy eating habits and improve stickiness. Shilu has a very clear understanding of the development status of the entire salad light food industry.
As more and more people begin to have a clearer understanding of healthy eating, the salad light food industry will also have a better prospect for future development. According to the China Catering Big Data White Paper released in 2019, in 2018 alone, Meituan's takeaway light food orders exceeded 26.62 million, a year-on-year increase of 157.9%. During the National Day in 2019, the increase in orders for light food Meituan across the country has increased significantly, with a year-on-year increase of 128.8%. The market demand of the entire light food industry is growing rapidly. It is estimated that in 2020, the scale of the domestic light food industry will exceed 100 billion yuan.
Behind the growing consumption of light food salads is that light food products are gradually changing from a niche trend to a direction that the public likes. This lifestyle of healthy eating will continue to improve with the domestic economic level, and further cover more consumer groups.
As a product developed in accordance with the trend of the times, Shilv relies on the cultivation of fans in the community to achieve brand establishment and user cultivation, which will occupy more wins. It is foreseeable that in the future, Shilv will be able to achieve long-term brand operations and embark on the broad road of corporate development.
Author: squirrel fish
Article source: Songguo Finance, please indicate the copyright for reprinting.