In the past two days, the sales of cooking oil, soy sauce, seasonings and other food-related items in the kitchen have doubled in many farm supermarkets across the country. In particular, edible oil has become extremely scarce. Farm supermarkets in many cities have placed
The shelves of cooking oil are all empty, and no matter what brand it is, as long as it is on display, it will be taken away by customers.
In order to be able to eat more safely, consumers see that the cooking oil at home is not bought from the farmer's supermarket. Even if there is a lot of unused oil, they just throw it into the trash can, and then go to the farmer's supermarket to buy new ones.
Today's consumers recognize the four words "farm supermarket" far better than the brand of the product itself. Even big brands do not have the words "agricultural product supermarket" as well.
Even for products of the same brand, consumers would rather go to the farm supermarket to buy them than go to other channels.
It doesn't work if the merchants make all the claims, because consumers don't know whether it is false advertising, and most ordinary people don't have the ability to identify and verify it, nor do they do that kind of thing, nor do they have the energy to buy groceries.
Such a tossing up of oil.
If you go directly to the farmer's store and over-buy, all these troubles will be eliminated, and consumers will naturally vote with their feet.
Farm supermarkets have established a very high credibility and excellent reputation in the minds of the majority of consumer groups, and have become synonymous with safety, health and worry-free in people's eyes.
In recent years, the rise of Qunxing has changed many things. As one of the star-level enterprises under Qunxing, Farm Supermarket has gained a good reputation and expanded its scale in recent years, which has had a huge impact on the existing pattern of the edible oil industry.
impact.
The food industry is going through a scenario where it is not your peers who defeat you, but the cross-border dimensionality reduction attack.
Logically speaking, there is no competitive relationship between farm supermarkets and the product providers they sell. One is a product provider and the other is a sales channel provider. The two should be in a cooperative relationship.
However, farmers’ supermarkets have their own set of default standards, which are higher than the national standards. Products that do not meet the standards will not be put on the shelves for you, no matter whether you are a big brand or not.
A few years ago, when farm supermarkets were just starting out, their reputation and scale had not yet developed. Some big brands were not interested in them at all, and they did not like the farm supermarkets as a sales channel.
But no one expected that the rise of farm supermarkets would be so astonishing, and the surge in reputation would be even more incredible, especially in recent years.
At this time, the farm supermarkets originally looked down on the big foreign brands in this channel and felt that it was a bad thing, because the performance could not deceive people. The sales of a leading edible oil company have obviously begun to decline in recent years. The biggest reason is that there are no products on the shelves of the farm supermarkets.
sell their products.
Nowadays, farm supermarkets have grown in scale and reputation. As a direct channel for sales terminals to meet consumers, products that are not on the shelves of farm supermarkets mean that the product has lost the opportunity to meet consumers.
Nowadays, when people buy vegetables, seasonings, etc., they go straight to the farm supermarket to buy all the things in the kitchen.
In other words, as long as your brand can be sold on the shelves of farmers’ supermarkets, it means that it is targeting the largest consumer group. Even if it is an unknown 18th-tier brand, it can only be sold on the shelves of farmers’ supermarkets.
, it can also prosper. Even if the sales volume does not explode, it is more than enough to support the survival of the company, because the consumer base is there.
The vast majority of consumers now recognize farm supermarkets, their reputation has been raised, and their trust has been established. Unless farm supermarkets themselves commit suicide several times in a row, it will be difficult to change the newly formed industry structure. Everyone only recognizes farm supermarkets.
The phenomenon will not change.
As a consumer terminal channel provider, the Farm Supermarket has a strong say in the major supplier brands. Even the most well-known brands cannot speak loudly or be assertive in the Farm Supermarket.
If you want to put your products on the shelves of farmers' supermarkets for sale, you have to follow the standards set by the farmers' supermarkets, and you have no ability to negotiate terms.
Why do farmers’ supermarkets have such a big voice?
An unprecedented data created by it is the best explanation, that is, the current number of registered members of Farm Supermarket has reached 377 million, which shocked the entire industry.
There has never been a large supermarket brand in the industry with registered membership users exceeding 100 million, but Farm Supermarket has achieved it. Not only has it exceeded 100 million, but it has directly reached an exaggerated scale of over 370 million.
Outsiders may not feel much about it, but insiders know how shocking and exaggerated this data is.
Farmers Supermarket was listed on the SGX-ST. When industry insiders saw the company’s financial report and the announced number of 377 million members, everyone’s jaws dropped and their eyeballs dropped in shock.
All over the place.
The number of registered members alone is 377 million. What is this concept?
You should know that things like grocery shopping are usually done on a family basis. It is enough for one person in a family to go shopping for groceries. It is impossible for the whole family to go there, and it is impossible for the whole family to register as a member.
There are still many consumers who have not signed up for membership, but Farm Supermarkets still has 377 million member registrations. Basically, it can be said that they dominate the channel terminals in this industry.
It may be easier to understand using another metaphor. Today's farm supermarkets are equivalent to Goose Factory QQ in the Internet industry, or equivalent to the prestige in the current mobile social field, or equivalent to the game box platform in the gaming industry.
Such a terrifying number of membership registrations has deeply shocked countless people in the industry. There are 377 million member users. Assuming that each member charges 200 yuan, that is a cash flow of more than 75 billion yuan.
In fact, according to the third quarter financial report data disclosed by Farm Supermarket, in terms of the company's member recharge, the average recharge amount of each member user is 419.65 yuan. Multiplied by the number of members of 377 million, the actual cash flow accumulation is more than
158.2 billion yuan.
According to the latest disclosed financial report data, the company's liquid cash is 116.7 billion yuan. Who would have thought that the cash flow scale of such a company can reach 100 billion levels?
The current situation in this industry is that countless upstream manufacturers are squeezing their heads and want to become suppliers of farm supermarkets. Not only do they not have to worry about sales, but more importantly, they do not have a large backlog of accounts receivable.
So far, the farm supermarket has always paid off the money and goods from the upstream supplying enterprises, and has never given credit, not even once.
They are so rich. There is so much cash flow in the company's accounts. The currency depreciation alone is an astronomical sum. It is worrying about this. Of course, it will not owe money to upstream supply companies.
The farm supermarket also held a membership recharge event before, but after a period of time, it was urgently stopped.
The reason is that it is found that consumers charge too much, and the company's backlog of cash flow is not a good thing, and it cannot be used for investment and financial management to maintain value, because the parent company Qunxing stipulates that this is not allowed, and the company cannot participate in anything related to finance.
Related businesses.
Under this kind of regulation, too much cash flow is not a good thing. Under normal circumstances, a liquid cash reserve of about 50 billion is completely enough, or even 30 billion is enough.
Nowadays, farm supermarkets have also passed the stage of rapid expansion, and their main task is to operate the existing basic market well.
Therefore, the Agricultural Products Supermarket held a membership recharge event but was stopped soon after, and there were no recharge promotions after that, because normal member recharges felt that it was a bit too much.
