There is no fish in the fish-flavored shredded pork, and "Lingqi" is not sold in the temporary food store

　　Sino-Singapore Jingwei, February 10th (Yan Shuxin intern Hu Yi) "A box of Meiji Bear Sandwich Biscuits for 12.9 yuan on the e-commerce platform can be bought here for 4.9 yuan!" Recently, Xiao Hu in Beijing became obsessed with Visit the temporary food discount store.

　　Expired food refers to food that has entered the critical period of product shelf life, usually ranging from 15 days to half a year before the shelf life.

In the past two years, a number of temporary food discount stores have emerged offline, including chain brands such as Haodai, Hi Tego, etc. They have won the hearts of many young consumers with their low-price strategy, and they are also in the capital. Under the blessing of crazy expansion.

　　However, there are also consumers complaining that most of the goods in the good sale are not on the expiry date, but products from some unknown manufacturers.

An industry insider pointed out in an interview that food items that are on an expiry date may only be a drainage tool for "good specials", and that second- and third-tier products with higher gross profit are their main projects.

Plan to open 5,000 stores in three years

　　"The things here are really cheap. It took less than 30 yuan to buy a bunch of snacks, and many of the products are not due, and they are still very close to the production date." After shopping for a good sale, Xiao Hu It was planted, and it was called "magic".

　　According to the official website information, Haodai was founded in February 2020, and is committed to integrating the resources of overproduction, so that consumers can buy the best global brands at the lowest price. Welfare".

At present, Haodai has covered more than ten cities including Shanghai, Beijing and Nanjing, with more than 250 stores, more than 30,000 products under management, and more than 1,000 cooperative brands.

　　Sino-Singapore Jingwei searched on Dianping and found that in Beijing's popular business districts such as Xidan Joy City, Sanlitun, Wangjing, and Shuangjing, you can see good deals.

　　At about 4:30 p.m. on February 7, Sino-Singapore Jingwei saw in a good sale store in Shuangjing R&F Plaza, the promotional slogan "Import good things, 20% off the whole site" is particularly eye-catching. to buy products.

Sino-Singapore Jingwei saw that here, most products are sold at a price lower than the in-store guide price 50%, including Starbucks coffee 6.5 yuan a can, Wujiang mustard 1.7 yuan a pack, Want Want Small Crisp 2.4 yuan a pack, Xiaolongkan convenience Hot pot is 17.4 yuan a box...

　　A good sale store in Shuangjing R&F Plaza.

Photo by Yan Shuxin of Sino-Singapore Jingwei

　　According to the store staff, Haodai has more than 100 stores in Beijing.

However, Sino-Singapore Jingwei searched for "Beijing" on the official WeChat applet of Haodai, only to retrieve 80 stores.

　　Despite the discrepancies in the numbers, there's no denying that Good Deals is expanding at an accelerated rate.

According to public reports, in December 2020, Good Deals opened its first store in Beijing Galaxy SOHO Sunken Plaza.

In this way, even under the influence of the epidemic, Haoda has opened at least 80 stores in Beijing in more than a year.

　　It should be noted that Haodai mentioned on the official website that

The expansion road under the blessing of capital

　　The crazy expansion of Good Deals is inseparable from the support of capital.

　　The Tianyancha APP shows that the company owned by Haodian is Shanghai Xinguo Technology Co., Ltd., which was established in September 2014.

Since September 2019, Haodian has completed 5 rounds of financing, and investors include Yunjiu Capital, Jinshajiang Venture Capital, Wuyuan Capital, Jiayuan Capital, etc.

Among them, on June 1, 2020, and September 30, 2020, Haodai has completed the A round and A+ round financing in just 4 months.

　　Good deal financing process.

Source: Screenshot of Tianyancha APP

　　Sino-Singapore Jingwei noticed that at present, Shanghai Xinguo Technology Co., Ltd. has invested in a total of 17 companies, 16 of which were established after November 2020, and 5 subsidiaries contain "Haodian" or "Haote" in their names. wheat".

　　According to the report of the Toubao Research Institute, a market research organization, the domestic food industry is currently in an early stage of entrepreneurial outbreak. At the end of 2020, new players will enter the market one after another, and staking the field with the help of capital.

Brands that are currently highly discussed include the online platform Haojiuji and fire sales, offline stores Haobao and Prosperity Bazaar, etc.

In the post-epidemic era, upstream merchants have accumulated inventory and sought temporary ways to clear their warehouses, and the temporary food industry has also entered a period of entrepreneurial outbreaks.

　　China-Singapore Jingwei combing found that most of the well-known chain brands in the industry such as Xiaoxiang Life and Hi Tego were established around the end of 2020 and early 2021.

The Tianyancha APP shows that Xiaoxiang Life was established in October 2020, and received tens of millions of yuan in angel round financing from Joy Capital and Angel Bay Ventures in April 2021; Hi Tego was established in January 2021, and currently Two rounds of Pre-A financing have been completed. Investors include Gaorong Capital, Blueprint Ventures, and angel investor Wang Gang.

　　Not only that, but Internet giants are also eyeing this business.

According to media reports, in January 2022, Suning's first discount supermarket will be officially opened in Ma'anshan, and it will launch discounted products.

Suning said that in 2022, Suning will use Ma'anshan as the main battlefield to simultaneously develop the Jiangsu, Zhejiang and Shanghai markets, and plans to open 100 stores in 2022.

　　Earlier, Hema Xiansheng also opened fresh outlet stores in Shanghai and other places. Most of the products in the store are fresh consumables or expiring foods such as vegetables, fruits, milk, cakes and flowers.

In 2015 and 2018, Ali invested twice in the good food period.

　　A report released by iiMedia Research, a third-party research agency, shows that from the perspective of supply, the total output value of China's snack industry in 2020 will exceed 3 trillion yuan. Even if it is calculated based on 1% of the inventory, the market size of the food industry will break through. 30 billion yuan, and the food market has huge potential.

Expired food or just a drainage tool

　　The high profit of imminent food may be an important reason for attracting many players to enter the game.

A report on investment promotion of temporary chain brands shows that compared with traditional channels, its comprehensive gross profit is within 20%, and the temporary discount can reach 50%.

　　Jiang Han, a senior researcher at Pangu Think Tank, told Sino-Singapore Jingwei that the interim period also solved the dilemma of increasing customer acquisition costs.

"Actually, it is the business of Outlets. As long as the price is low enough, there is enough supply, and the shelves are designed in a fine, tidy and organized manner, they can attract consumers."

　　In Jiang Han's view,

　　It should be noted that during the visit, Sino-Singapore Jingwei found that, taking Haoshuai as an example, the products sold in its store are not limited to casual snacks, but also include other products such as alcohol, skin care products, and daily necessities.

Here, consumers can buy popular brands such as Starbucks, Daily Heiqiao, Yuanqi Forest, and Zhou Hei Ya, but more choices may be in the same category, some second- and third-tier brands or unknown brands.

　　Some consumers also feel the same way,

Beijing Consumer Zhu said.

　　Sino-Singapore Jingwei randomly purchased 12 types of casual snacks in two good sale stores, and found that these products are still some time away from the expiration date according to the standards for the definition of expiring food mentioned in the report of the Toubao Research Institute.

　　And the staff of a store in Haodao also said that the products sold in the store are not expiring, and said that the store will remove expiring products in time.

　　Criteria for the definition of expiring food.

Source: Screenshot of the report of the Head Leopard Research Institute

　　However, on February 9, Sino-Singapore Jingwei called Haodai's official customer service and relevant investment promotion personnel respectively, and the other party said that Haodai is a store that sells food products.

"For many merchants, food for the period is more of a drainage tool, while second- and third-tier products with higher gross profit are their main projects, earning not only the promotion fee of the manufacturer, but also the selling price and purchase price of the merchant. The profit brought by the price difference between the two, coupled with the income brought by the imminent products, can be described as 'three birds with one stone'."

Zhu Danpeng, an analyst of China's food industry, also said in an interview with Sino-Singapore Jingwei.

　　Can't buy real expiring food at the expiring food discount store?

Is expiring food really just a drainage tool?

On February 8, Sino-Singapore Jingwei called the official customer service of Haodao in response to these problems, and its staff said that there would be a special person to contact and reply later, but as of press time, Sino-Singapore Jingwei had not received its reply; on February 9, Sino-Singapore Jingwei New Jingwei called Haoshuai again, and a staff member said that he would not accept media interviews.

(Sino-Singapore Jingwei APP)

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