How to redesign the business model for Qiegao so that the Qiegao uncle can sell 1,000 pieces of Qiegao every day?

Qiegao has long been a "one-size-fits-all assassin" with frequent fraudulent sales. So is it possible to find a business model suitable for Qiegao that can ensure normal growth in Qiegao sales?

Recently, a Beijing chegao uncle has become popular. In the video, the uncle cuts a chegao into one third with one knife, which is very willful.

The practice of cheating on the sale of chegao has been around for a long time. If you are asked to pay 20 yuan, you will be told 80 yuan.

The author once saw with his own eyes a man selling chegao holding onto a foreigner in front of the National Library.

So today we will think about this question:

01

Why can’t Qiegao be sold as well as other snacks? — I cut it with a knife, and I cut as much as the buyer wants. The buyer will come back for more after he/she finishes eating. I do long-term business with integrity, and then I can grow bigger and bigger.

There are four reasons:

1. Qiegao has inherent information asymmetry

You don't know the density, nor the angle of my knife, so it is very easy to operate.

You never know how much this piece of money is worth.

2. The frequency of cutting cake is too low

Therefore, the sales coverage must be very wide, and each seller does not sell in a fixed place, but needs to go from street to street.

This point can be extended to places like train stations and tourist attractions. Although goods are not sold on the go, the low-frequency relationship between sellers and buyers remains unchanged, that is, a person will only pass by or meet once, so it is extremely low frequency.

3. Because there is no fixed market and consumers, sellers are in a prisoner's dilemma

It would be a shame not to lie. Anyway, I will leave after I sell out and go somewhere else.

Over time, people everywhere have been deceived.

4. The purchasing process is irreversible to a certain extent

I've cut it all, how can you not buy it?

Snack shops and even all retail businesses that meet these four points have a certain element of fraud.

Antiques that have just been unearthed, wild turtles caught in the river, donkey rolls, seafood that was thrown to death in Hainan, chickens, ducks, and turtles that will not survive for more than a few days after being dyed, and a little girl selling roses...

02

Now that we have found the cause, is there any way to modify the Qiegao mode to make it less scary and allow everyone to eat Qiegao easily?

As a business genius, the answer is of course yes.

First, I think Qiegao is still a category with basic demand - Qiegao is quite delicious, and you will still crave for it even if you haven't eaten it for a long time. The texture and taste are quite different from other categories.

Second, the problem of low frequency of cutting cakes can be solved through e-commerce and offline WeChat groups, radiating to more people. Once this problem is solved, the basis of the negative-sum game will be broken - the long-term ROI brought by the fixed customer base exceeds the short-term ROI of individual customers.

Third, with fixed channels and connections, Qiegao can be paired with more rigid demand categories to enrich the product line and increase profits. Qiegao has similar attributes to Chinese pastries and roasted nuts. I call it a "lonely mouth category" so it can be sold together.

Fourth, Qiegao can be done as a to b product line to supplement small restaurants or mature Chinese bakeries (the latter is slightly more difficult).

Fifth, cakes can be segmented through product micro-innovation to change the original impression, such as soft cakes, cloud cakes, healthy cakes, low-fat and filling cakes. There are too many of them, and they are within the scope of traditional market segmentation.

03

The most amazing thing about the business model is that through reconstruction, a category can become healthier.

Because the original problem with a category is that the efficiency of supply and demand is very low and the market is malfunctioning. Through some model design, this problem can be solved and the Ren and Du meridians of value transfer can be reopened.

Of course, now that the old man is famous, he has directly and forcefully solved the channel and connection problems. Although it seemed like a joke in the past, he has absolutely no motivation to cheat again now.

Of course, I can also put a shell on this set of solutions and create a brand, such as Qiegao Xu, and enter the snack and dry goods market with Qiegao's various innovative product combinations + various pastry and dry goods product lines, benchmarking Xue Ji Fried Nuts, and then open franchises in each city. I will be responsible for the brand and supply chain, and directly cut 1 billion from him. Recently, a business selling whole roasted lamb in the same city has been successfully launched.

Although there are negative aspects to the Qiegao category, it has both popularity and consumer habits. Think about it, which city doesn’t have Qiegao? I am just using its micro-innovation to create a concept, so that capital can pass the buck…

Hey, it turns out that the real culprit was me.

Author: Xu Dada WeChat public account: Xu Dada