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1 bottle of VV Soy Milk, 10 pieces of 15 meat muffins, 5 pieces of 17 packs of instant soy milk, 5 RMB 2 catties of instant oats, 19.
8 yuan of 6 boxes of Crown Danish cookies.
.
.
Source: Visual China
After jumping out of the swelling consumerism, the young people of the Z generation have found a new money-saving trick-buying impending food.
You only need to buy at a price ranging from 1 to 50% off the regular price.
The only difference is that the word "immediate" is added.
It is worth noting that these foods that are not on the table and counted down are propping up a new subdivision track.
In 2020, the market size of China's snack food industry will reach 3 trillion yuan.
Even if 1% of inventory precipitation is calculated, temporary food can become a tens of billions market.
Nowadays, temporary food is gradually forming an industrial chain, and some entrepreneurs have already discovered business opportunities in this humble corner.
Some temporary food stores have formed a chain scale, and the chain scale has reached more than a dozen in the country.
In addition, there are even some independent e-commerce platforms that specialize in selling temporary foods immediately and have received multiple rounds of financing.
"The gross profit margin is around 70%, even the net profit margin can reach 40%.
" Some practitioners said.
"The gross profit margin is around 70%, even the net profit margin can reach 40%.
It is inevitable that the industry is still small, and the entire market for temporary food has just started.
Impending Food Captives Generation Z
Impending Food Captives Generation Z
"At a discounted price, you can eat delicious food that is not discounted.
You can buy temporary food! The temporary food is not ashamed!"
In a group established on Douban for only half a year, more than 30,000 people discussed and shared their happiness in buying impending food.
In this group called "I Love Temporary Food", some people asked Beijing, Shanghai, Guangzhou and Shenzhen where there are temporary food stores.
Some people asked which temporary food e-commerce companies had more discounts.
Some people chose to open their own homes because they liked them.
Temporary food store.
.
.
Young people nowadays prefer to plan carefully in life more and more, even more after being harvested by the fund.
Before they go shopping, they will visit Xianyu and 1688.
To take a taxi or order a takeout, they must first find coupons and the price is better than the three.
How popular is the term "period food" among young people? In addition to several special group discussions on Douban, there are also dry goods sharing on Zhihu, and there are a lot of unpacking evaluation and discussion videos on station B.
There is a customary rule in the food industry.
Commodities that have passed the shelf life of 1/3 of the time will not be allowed to enter chain retail stores.
The corresponding online channels also have a shelf life period on the shelf life.
This is also known as the permission of the food circulation industry.
Sale period.
The sale-allowance period ensures that customers can buy fresh products, and it also leads to a large amount of inventory in the supply chain.
These foods that have exceeded the allowable sale period and are within the shelf life are term foods.
In order to alleviate inventory pressure, some merchants will sell them at 20%-50% of the original price, "60 yuan a box of imported wafer biscuits, 20 yuan also buy one get two free", and RT-Mart's ad hoc Oreo, 5 yuan "Money picking up" "Hoshi's moon cake gift box, the original price is a few hundred yuan and now only costs 10 yuan", this is simply a gospel for people who save money.
For young people who are accustomed to online shopping, in addition to offline temporary food stores, major e-commerce platforms and shopping apps that focus on temporary products are also good for them.
The online world of Temporary Food is rich and fashionable: there are national brands such as Laoganma, Mengniu, and Wahaha, as well as Internet celebrity products such as Yuanqi Forest White Peach Sparkling Water, Kvass Beverage, and Plum Noodles.
Cheap, delicious, wide-ranging, keeping up with the trend, and the rapid popularity of impending food has made some people realize the illusion of low-cost and exquisite life.
Stingy, careful calculation, or jumping out of the swelling consumerism, this mentality constitutes the real life of today's young people.
"It feels like the door to a new world is opened.
" A loyal fan of temporary food ding-ding said.
Since the first contact with impending food, she has fallen in love with this kind of large-scale purchase without feeling guilty of consumption, and she will share purchase links with colleagues and friends.
"Primary period does not mean that it is overdue, but the price is much cheaper than the positive period.
As long as you don't stock up too much at one time, I usually choose temporary food.
"
"A pack of snacks, assuming that the shelf life is 12 months, the original price is 10 yuan if the date is very fresh, and the one with 4 months left before the shelf life is only 2 yuan, which one would you buy?" Some media conducted such a small-scale survey , The crowd involves the post 70s ~ 90s.
As a result, more than 90% of the post-90s said: "Only buy the most expensive food, because it feels that the food you eat in your stomach, the fresher the production date, the safer.
" And 95% of the post-90s said: "It depends on the situation, if I have eaten it in the last few days and I will definitely choose the cheapest product, and the taste of the product with a shelf life of 4 months will not make any difference.
"
Nuggets Temporary Food, with annual income exceeding 15 million
Nuggets Temporary Food, with annual income exceeding 15 million
While becoming a new method for young people to "wrinkle wool", temporary food is gradually forming an industrial chain, and a huge market has quietly emerged.
According to the report of iiMedia Consulting, the market size of China's snack food industry will reach 3 trillion yuan in 2020, and the market will be huge.
From the perspective of the supply side, a large number of products will flow into the temporary food industry every year.
Even if calculated at 1% of the inventory precipitation, the temporary food is already a "tens of billions of market", and the market demand and market potential are obvious.
Temporary food sales are not a new thing in themselves.
In the corners of major supermarkets, there have always been counters or shopping carts for impending food, and now, entrepreneurs have found business opportunities in this inconspicuous corner.
In the past year, adventurous food stores have quietly emerged in Beijing, Shanghai and other places, and they have become a tacitly sacred place for young people.
Take a closer look at this kind of supermarkets.
They are generally open around the community.
Although the size of the shops is small, they are full of goods.
Some temporary food stores have formed a chain scale.
For example, "Youpin Shihui", "T3 Imported Food", "Yellow Food Warehouse", and "Good Sale" have reached more than a dozen domestic chains.
In addition, there are even some independent e-commerce platforms that specialize in selling impending food, such as good food period, fire sale and so on.
On Taobao, Tmall, Pinduoduo and other platforms, many temporary food discount stores have emerged one after another.
Take the "naked price pre-sale store" at the forefront of Taobao search results as an example.
In 4 years, the store has upgraded from 2 diamonds to 4 crowns, and the most popular categories have an average monthly sales of more than 10,000.
How big is the demand for impending food?
How big is the demand for impending food?
Xu Peng, the founder of Yishi Warehouse, once said in an interview that since the first store opened in 2016, Yishi Warehouse has 16 stores, and its turnover has increased from about 5 million yuan in 2016 to 2019.
It is estimated that there will be an increase of about 30% in 2020.
Douban netizen Aning opened two temporary food stores in Shanghai.
She told Pencil Road that in her small store of less than 20 square meters, she can squeeze more than 300 kinds of impending products, and her daily turnover can easily exceed 10,000.
"The gross profit margin is around 70%, and the net profit margin can reach 40%.
"
Aning prefers imported temporary food, mainly because imported food usually has a certain brand effect, so the premium is more obvious.
When it is sold as a temporary food, it can obtain a larger profit margin.
It is not uncommon for a single store like Aning to have a single-day turnover of tens of thousands of yuan.
According to a report in E-Commerce Daily, a post-95s generation runs 5 temporary supermarkets with a rough estimate of monthly income of about 1.
5 million and annual income of more than 15 million.
.
"The emergence of impending commodities is summed up as the inefficient supply chain that leads to the inability to quickly match people and goods.
At present, the foundation of the impending food business model in China is mainly consumer demand for low-priced food and merchants’ demand for funds to withdraw.
The two have formed the business model of temporary food under the catalysis of the social environment.
" Li Jing, a retail industry professional, said to Pencil Road that the business model of temporary food itself is not complicated.
Sell the goods before the end, and the difference between the sales amount and the purchase amount is the profit.
In recent years, various temporary food projects have also received capital attention.
The online platform was first seen by capital.
In 2018, the parent company of the e-commerce platform Haoshiji received an exclusive 110 million yuan C round of financing from Alibaba; and the temporary food e-commerce platform fire sale also received a strategic investment of 35 million yuan in March 2019.
There are also opportunities for offline platforms.
On March 17, the discount retail chain brand "Shihuibang", established in 2020, also completed tens of millions of yuan in angel round financing.
The investors are Sole Capital and Zhongding Capital, focusing on community stores and focusing on the sinking market.
Stable supply is the key, race against peers and time
Stable supply is the key, race against peers and time
In 2019, Xia Fei partnered with others to build a vertical e-commerce platform that specializes in selling temporary food.
In terms of pricing models, they are more focused on pricing based on the length of the shelf life, the cheaper it is in the nearer period, and the marked identification.
To his surprise, in 2020, his own platform can actually eat the dividends brought by the epidemic.
In the first half of 2020, many stores could not be opened due to the epidemic, and many foods were unsalable.
There is a backlog of stocks in the upstream of the food industry chain, so for the downstream impending food companies, it will usher in a wave of development opportunities.
"The most precious thing in this industry is the supply of goods, especially the stable supply.
" Xia Fei said.
For small shops, the supply of Linfu Futures is not stable.
Business is good when there are good goods, but when the good goods are not available, the shop is just fine.
Unlike normal suppliers who can help with the supply of goods, due to the unstable supply channels of temporary food, the supply of goods is unstable, and there is no guarantee that hot-selling products will be available at any time.
Therefore, in some offline stores, due to the difficulty of solving the problem of the temporary food supply chain, some supermarkets that specialize in temporary food actually only account for about 20% of the temporary products.
The instability of the supply chain causes the remaining dates, product types, and brand levels to go up and down, and it is difficult to maintain a stable source of customers.
In addition, high-quality goods are often taken away by chain brands with larger purchases.
For small shops in the early days of business, it is difficult to maintain competitiveness and survival is a problem.
"For e-commerce, it is difficult to categorize and uniformly allocate temporary food.
" Xia Fei introduced.
Temporary foods are usually distributed in large supermarkets and food warehouses in various regions.
The labor and logistics costs caused by this will increase the operating pressure of the niche food market.
The industry itself is also a business race against time.
The temporary food business seems to be very profitable, but in fact it is not that easy to do.
Because the selling point is the short shelf life, the selling price is low, but at the same time, its pain point is also the short shelf life.
According to regulations, once a food exceeds the shelf life, it cannot be sold to consumers.
This has also led to the weak anti-risk ability of the food industry in the period, and it is difficult to deal with risks such as the epidemic.
At the same time, if the purchase strategy makes a mistake and the food is not selling well, the business can only bear the loss.
High-profit industries will inevitably require expansion and expansion.
In the past two years, the temporary food market has continued to develop, and more and more people have begun to flood in, the prices of goods have been continuously increased, and the corresponding profits have also been reduced.
"Consignors are more willing to supply to large platforms.
People who eat a lot of goods can find the source even if the price is lower, and we will eat'leftovers' later.
" Aning vomited.
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