Crazy temporary products: super low price, big scuffle and new hope

This year, 5 month , A liquor temporary supply chain brand found Shenkai, the founder of the brewing dream of fine brewing beer , Hope to cooperate with them for a long time , Help them clean up their inventory .        

“ We （ Brand side ） Strong willingness to cooperate with temporary brands , Everyone thinks that the most important thing is to turn the goods into money as soon as possible .” Shen Kai yes 「 The forefront of entrepreneurship 」 Express .        

2020 Since then , The temporary industry is full of new vitality , Become one of the popular offline retail formats . Affected by the epidemic , Many manufacturers' products are unsalable , Inventory is overstocked , And the import and export trade cycle lengthened , Instead of destroying expired goods for nothing , It's the best way to take over from the temporary store at a low price .        

therefore , These goods have entered the temporary discount stores ：3.3 Yuan's yo Mei 、4.3 Yuan of cotton candy 、6.9 Yuan's Shower Gel 、5.9 Yuan of juice …… In front of super low prices , The temporary industry is harvesting young people's wallets .        

Some young people say , In this way “ Treasure discount store ” They can always find some surprises ; Some young people also call it a kind of leisure and entertainment consumption behavior ,“ Find happiness in saving money .”        

Driven by this wave of consumption ,2021 In, the food industry accelerated its development . AI media consulting data display , Only the market scale of temporary food reaches 318 One hundred million yuan , The industry is expected to remain stable 6% The growth rate of ,2025 The scale of China's temporary food market will reach 401 One hundred million yuan .        

“ The gross profit margin of temporary food is 70% about , The net profit margin can also reach 40%.” There are practitioners who want to 「 The forefront of entrepreneurship 」 According to . And people , Even if the competitive environment intensifies , But the average profit of the industry is still 20% above .        

however , The temporary industry is a special market —— Limited supply means that upstream resources are extremely important , And the supply chain is very complicated , Some practitioners are even more secretive about the temporary supply chain .        

As the industry enters the deep-water stage , What new stories are happening in this industry ？ Why consumers are interested in low-priced goods “ be fascinated ”？ What is the ultimate pain point of the temporary industry ？        

Interim products “ It's delicious ”          

“ Import good things , full 2 Fold up ”, A good sale in Chaoyang, Beijing , In the most conspicuous position, there is a large and striking yellow discount price tag , It's quite street side “ Brand clearance sale ” Imposing “ Fracture price ”, It has not only earned the attention of consumers , It also aroused their desire to shop . Stroll down , More than half of the space in the store is a snack area , With drinks 、 Commodities such as daily necessities and skin care products . Each item is marked with a yellow discount label , Print a striking discount price ,3.3 Yuan's yo Mei 、4.3 Yuan of cotton candy 、6.9 Yuan's Shower Gel 、5.9 Yuan of juice ……

These products can be sold at a positive price 1 Fold to 5 Sell at a discount , So that consumers can “ Buy buy buy ”, The only secret is that there are more products “ Impending ” Two words .        

“ Since I knew there was a temporary discount store , I feel the door of the new world has opened .” Since last year ,90 After Wang Zi found that there were temporary discount stores around the community , Just in time Time meeting To the inside “ Taobao ”. In her words , It's like a family “ Treasure discount store ”, She can always find some surprises .        

Wang Zi still remembers the scene of shopping in the temporary store for the first time . She was chatting with her overtime boyfriend on wechat , I looked up and found a new temporary store , Just walked in and strolled around , And the cheap price in the store made her remember deeply .        

“ The original price 15.9 A bag of Padan wood and 17.9 Xiaweiguo in Yuan Dynasty , also 1 More than months overdue , The price in the temporary store is only more than two yuan , The original price 10.9 The current price of peanuts is only 0.5 element , The original price 23.9 The current price of canned diced meat is only 4 element , The price is really super cheap , I bought two bags of each .” She said .        

After this , Wang Zi also goes to this store with her boyfriend from time to time .“ It is not necessary to buy , Buy any suitable snacks when you see them , It seems to us like a kind of leisure and entertainment consumption behavior .” She joked , This behavior was also jokingly called “ Find happiness in saving money ”.        

“ Spend less money on the same product , Is it not fragrant ？” Wangzixiang 「 The forefront of entrepreneurship 」 Sigh with emotion .        

95 Later, Xu Na also had long-term experience of purchasing temporary goods .        

She said , From the first contact with temporary food , She fell in love with this “ Buying aggressively without feeling guilty about consumption ” The feeling of , They even often share purchase links or such treasure stores with colleagues and friends . In her opinion , Temporary goods do not mean expired , The price is much cheaper than the regular one , Just don't hoard too much at once , Generally, they will choose temporary products .        

“ I'm buying butter and cheese now. They're all temporary , It is clean and has never deteriorated （ Deterioration can be reversed ） , The taste is normal and the price is only one third to one fifth of the positive price , Why not ？” She said .        

A temporary consumer also shares in the wechat group , I just bought a nut gift box recently , The market retail price is one box 188 element , There are still 3 Months but only 35 Yuan can buy ,“ Less than 2 fold , I just ordered a box of , I plan to use the wall breaking machine to make grain syrup in the morning .”        

In the impression of Fang Xi, a supplier of temporary Commodities ,“ Interim products ” About from 2020 The real fire started in .        

With the good sale 、 Hi, Tesco 、 Elephant life Wait for a group of chain stores to expand rapidly , And under the repeated impact of the epidemic , A temporary discount store that is responsible for the handling of tail goods , More and more popular with consumers .        

data display , Good sale. The number of offline stores currently exceeds 400 home , The radiation range extends from Shanghai to Beijing 、 Shenzhen and other more than ten first and second tier cities . According to its official website , In the next three years, the brand plans to expand the number of stores to 5000 home . By 2021 By the end of year , The total number of special stores exceeds 200 home , The number of stores in Beijing exceeds 100 home .        

At the consumer level , Buy “ Temporary goods ” It seems to make young people “ Some heads ”.        

On twitter ,“ Young people buy temporary food to reduce waste ” The number of readers of the topic has exceeded 1 Billion ; According to Taobao and popular science China 《 Interim consumption knowledge report 》 Statistics , There are nearly 10000 temporary food stores on Taobao , About more than 210 10000 people buy temporary food on Taobao .        

stay The little red book On , There are as many grass planting notes about temporary products as 4W+, A large number of young people praised it as “ Treasure wholesale market ”、“ Wool heaven ”.        

There is data showing , At present, China mainly buys temporary food 21-30 Age group , The proportion of people who buy many times is as high as 64%.        

So , The temporary industry has also begun to be concerned by more and more people , Even the registration of relevant enterprises has begun to rise year by year . Companies check data display , near 5 Over the years , Add temporary food / The relevant enterprises in the interim have changed from 2017 Year of 5 home , Rise to 2021 Year of 115 home .        

Capital also aims at this track . For example, hi tegou bought in 2021 year 1 Strategic financing completed in , Prosper the market in 2021 year 3 Tens of millions of yuan per month Pre-A Round of funding , The baby elephant lives in 2021 year 4 The angel round financing of tens of millions of yuan was completed in June , Good sale in 2021 year 8 Month to complete B Round of funding , Sell off at 2019 Years to complete 3500 Million strategic financing ……        

In front of super low prices , A group of entrepreneurs are preparing to harvest young people's wallets , At the same time, it also makes the temporary industry enter “ The great melee ” The competition stage .        

by “ Hunger and thirst ” The market is murky and rich          

in fact , Entrepreneurs are really turning these temporary commodities into “ The golden goblin ”, Trying to make a fortune quietly .        

not long ago , Fang Xi purchased... From a Korean cosmetics brand 4 Wanhe temporary facial mask . Less than a week , This batch of products alone made Fang Xi a profit 12 ten thousand . And the group buying brand that bought his goods , It's even more useful 3 Days time , It's earned 77 Ten thousand yuan .        

“ This batch of facial mask will expire six months later , We take each box 4 The price of yuan is received from the brand , Each box 7 Sold to group buying brands at a price of RMB , And they said 79 element 3 The price of the box is sold to consumers , It took only three days to sell out .” Fang Xixiang 「 The forefront of entrepreneurship 」 According to , The retail price of this batch of facial mask is 200 A box of more than one , Normal wholesale also needs 60 A box of more than one .        

“ The industry is hungry .” Fang Xi said , Products like this , They can even give customers a single point , If you send a mass quotation, you will be vied for . And such a temporary commodity , There is no need to worry about selling when it is handed over to the channel .        

Fang Xi is 2019 Established temporary supply chain brand in , The company starts from the upstream （ Brand side 、 General agent 、 Advertising agency 、 The hypermarket 、 Big e-commerce platform ） Take delivery of goods 、 Distribution 、 The quality control , Then batch , They run between the market and the brand , Resell the product to the channel —— Including community group buying 、 Offline stores 、 Wechat Business 、 Little Taobao c shop 、 Well quickly And Tiktok's middle waist talent, etc , The profit is mainly the price difference of temporary products , Meager profit but high turnover .        

Before that , Fang Xi has been using the e-commerce platform to start a business , JD.COM 、 Tao Bao He A lot of spelling They all dabble in . More than three years ago , He found that the platform requires suppliers to discount more and more ,“ At that time, I was thinking about , What can be done to meet the platform discount demand , At the same time, it can meet the profit of our suppliers , According to this idea, I want to be a temporary industry .”        

therefore , Fang Xi has established a community in the clearance industry , At present, we mainly do information exchange and sharing , Find the source of goods through these groups . Now , The company already has 100 Multiple SKU, Add... Every day 500 More than 10 inventory brands . The company is in Shanghai 、 Beijing 、 Guangzhou has established 5 A warehouse , The inventory amount is 2000 More than ten thousand yuan .        

According to the 「 The forefront of entrepreneurship 」 understand , Suppliers like Fang Xi , If you want to find the source of goods, you usually need to cooperate with the brand for a long time to help it clear the temporary inventory , There is also a business that does the dissolution of the brand business .        

Business dissolution basically includes 4 In this case ：1. The brand side went bankrupt , When the company is dissolved, the inventory shall be handled ;2. The packaging of a series of products of the brand needs to be changed , Delisting of old products ;3. The collapse of a large agency , The business is dissolved ;4. Overseas products are affected by the epidemic , Late delivery , The validity period is approaching after landing , The whole order shall be cleared .        

In general , The supply discount elasticity of this kind of temporary commodities is very large , Generally in 0.3 fold -2 In between , At the retail end, there will be a smooth increase 30%-50% The price of .        

Therefore , Daily chemical products with original price of several hundred yuan , After putting on the label of temporary food , Price immediately “ Great diving ”, It has become a hot commodity for channel merchants .        

Liu Wei, an entrepreneur who has been doing supply chain business, also said , It is very cheap to wholesale temporary goods from the source ,“ Retail price 18 A piece of chocolate ,1 Yuan can be collected .”        

This makes the profit of temporary discount stores very considerable . There is data showing , The comprehensive gross profit margin of temporary discount stores can reach 50％. Even entrepreneurs of temporary discount stores have disclosed to the media , Less than one family 20 A square meter shop , One day turnover easily breaks ten thousand , Gross profit margin 70% about , The net profit margin can also reach 40%.        

however , With the continuous development of the industry , More and more entrepreneurs are pouring in , The market has completely entered “ Scramble for supply ” In the new scuffle .        

Entrepreneur Zhaoliang is right 「 The forefront of entrepreneurship 」 To be frank , Few people used to make temporary products , There is a good supply of goods , At that time, the purchasers found the brand , We can win the supply at a very low price , But with more and more people doing temporary entrepreneurship , Especially the popularity of offline temporary stores , The supply of goods has been unable to keep up with the increasing demand .        

“ It used to be the source of temporary futures, chasing the temporary warehouse , Now it's the other way around . Suppliers should not only follow the source of goods , The other party often reveals that there is a temporary supply of goods , Will attract a swarm of suppliers .” Zhao Liang said helplessly ,“ And you may not be able to get the goods , It is possible that you are still negotiating with the source party , Someone has already taken all the goods at a higher price than you .”        

Who pays the most , The brand side will sell the goods to whom ,“ The higher the price, the better ” The iron law of is always at work . Regarding this , Fang Xi believes that there is already strong competitive pressure in this industry .        

“ This will test the financial strength of practitioners 、 Channel strength and prediction ability , The era of lying and earning is over . Tell the truth , The gross profit of our company comes down to 20%, Because we do wholesale at the source , So the gross profit will not be too high , Only when the channel merchants make money can they have the motivation to do it all the time .” Fang Xi said .        

however , Even if the competitive environment intensifies , But the average profit of the industry is still 20% above .        

“ The current situation of the temporary industry is that demand exceeds supply . It's different from regular business , The supply of temporary industry belongs to high-quality resources , As long as there is a source of goods, we will not worry about selling them .” Fang Xi sighed , This is the charm of this industry .        

The ultimate pain point of the temporary industry          

in fact ,“ Demand is greater than supply ” It is not only the charm of the temporary industry , It is also the ultimate pain point of the temporary industry .        

The status of shortage of products in due course is irreversible . With the offline chain brands opening new stores madly , It also allows more players to share the originally relatively loose market . More wolves than meat , Entrepreneurs swarmed forward , After the profit is divided up , What follows is that it is more difficult to make money , It also makes many poorly managed stores close down .        

“ I often come to this good special store , In the past two years, due to the epidemic , There aren't many people in the mall , But his family is a thief in business , You have to queue up to check out .” Wang Zi, who lives near the good sale Shuangjing fulicheng store , From the consumer side, it is obvious that people are enthusiastic about temporary stores .        

From the seller's logic , The goods are good in quality, cheap in price and high in profit , The temporary industry must be a good business , But most people ignore the impact of the supply chain .        

“ Some small shops close after a few months , This phenomenon is common .” Fang Xixiang 「 The forefront of entrepreneurship 」 give an example , from 2020 Year begins , There was only one shop in the street at the beginning , It didn't take long to become five 、 Six , And then there are two more 、 Three .        

Fang Xi said , Offline stores run on each other , In addition, the supply of goods is unstable , As a result, such industry news comes from time to time in Shanghai .        

One lives in lianyungang Of consumers also found ,2021 In, several temporary discount stores were opened near his home , But now it's almost impossible .        

“ This industry eats too much upstream resources .” Fang Xi sighed again , Temporary supply and products are extremely unstable            set . Whether it's an offline store , It's a supplier like them , The test is whether they can get a good source of goods with fast turnover for a long time , And this will take a long time to accumulate .        

Fang Xi gave an example , When they want to accept the temporary products of Tsingtao Beer , You need to purchase “ insane ” Make a phone call 、 Find a relationship 、 Find contacts , In order to contact the sales director of Tsingtao Beer . When they find each other and express their intention to cooperate , It may take a month , Even six months to complete Get it done This cooperation .        

“ in the meantime , It is possible that other people are also contacting each other , The other party has reached cooperation with others .” Fang Xi said , like this “ Beat water and float ” The situation is inevitable , The temporary industry cannot have a fixed supply chain ,“ After all , Tsingtao beer is not sold every day .”        

meanwhile , The supply chain of the temporary industry is extremely complex , Liu Wei is even more secretive about this .        

“ Because there are so many receiving sources , Relatively reliable channels mainly come from factories 、 Channels and large wholesalers . But most of them are clearance goods 、 Collusion 、 Smuggled goods or fake goods .” Liu Wei is right 「 The forefront of entrepreneurship 」 According to , And this requires brands to have long-term accumulated experience , Ability to judge and negotiate , To have a relatively stable supply of goods .        

But this is often the hardest , At the same time, it is also the favorite of players in the temporary industry “ The winner ”.        

actually , The temporary discount head brand has a good special sale, but it can not completely achieve absolute quality control . For example, on the public comment , Some consumers said , The facial mask bought at the good sale is a fake product ; Search on the black cat complaint platform “ Good sale ”, There are also consumer complaints , Claim to buy problem food .        

Fang Xi also went to 「 The forefront of entrepreneurship 」 Express , As a consumer , He also saw some unknown brands in some roadside temporary stores ,“ For example, it is marked with imported beer 、 red wine , But I can't find any information on the Internet .”        

It is worth mentioning that , Even if the temporary industry seems to be highly profitable and popular , But this is not a project that can be geometrically magnified .        

“ Tell the truth , This industry is not big . You want to buy 5000 Ten thousand yuan goods , Money alone is useless , Because there are not so many goods .” Fang Xi said frankly , Especially as a temporary commodity chain store , There must be a bottleneck in opening a store . Unlike milk tea shops , As long as the mode is good 、 rich , You can drive indefinitely . But do temporary industry , It is not realistic to open a shop all the time —— Or is it because the long-term shortage of temporary supply is irreversible .        

in fact , With the popularity of big data , Digitalization makes enterprise production more and more accurate , They make fewer and fewer mistakes in estimating production , thus , The possibility of purchasing more or producing more will be less and less .        

“ I personally think , Temporary discount stores cannot always make temporary products , This business model is problematic . Instead, it can be used as a supplementary unit for some business types , Used as gross profit supplement and drainage .” Fang Xi added , It's like the hot food in the family convenience store , May be inconspicuous , But the gross profit is very good .        

It is true , Many foods on sale are not temporary food .        

Wang Zi found , Some of the original prices she bought 13.9 Yuan current price 2.8 Yuan sparkling wine , The shelf life is 18 Months . She has bought 2021 year 7 Produced in , There is still... Before the expiration date 10 Months . generally speaking , Like drinks with a one-year shelf life , During the validity period 3 Only products within months are considered as interim products .        

thus it can be seen , Temporary stores not only sell temporary goods , It also extends the model of buying regular commodities , And this is the store after stabilizing the supply of goods and customers , New hope of making more money .

Overall speaking , It is not easy for the temporary industry to grow , No matter from the source of goods or the mode , There are many difficulties , And in essence , This is a business that needs to race against time . therefore , Practitioners must find their core competitiveness and explore new business models in this new scuffle , Otherwise, in the “ More wolves than meat ” It is very easy to be eliminated in the competition .

* notes ： Except Shen Kai , The characters in this article are all pseudonyms . The picture is from Vision China , be based on RF agreement .

This article is from WeChat official account.  “ The forefront of entrepreneurship ”（ID：chuangyezuiqianxian）, author ： Fu yancui ,36 Krypton authorized release .