Baoneng Fresh Beijing Store Adjustment: Close two stores within one week

There is not much time left in Baoneng fresh food stores in Beijing and even the whole country. How long can Baoneng Fresh Food Store have confidence and patience in this long-term return track?

Author/Shili ID/ Lingshouke

"Finalize the commodity inventory in the morning, shut down all systems for operation and maintenance, take stock of fixed materials through administrative channels, and notify the warehouse to pull back after dismantling. After cleaning the store, it was completely closed. " Yuan Fei (a pseudonym), an insider, told Spirit Beast that two stores of Baoneng Fresh in Beijing had just closed, namely Wujiacun Store in Beijing and Suzhuang West Street Store.

In just a few months, Baoneng Fresh, which has been greatly expanded, suddenly braked, and Beijing stores entered the adjustment process.

Another insider revealed to Lingwu that last week (March 12), Zhang Laijing, vice chairman of Baoneng Group, found that there were many problems in the procurement and operation of Baoneng Fresh Food in Beijing, and the deadline was March 3 1 day.

At the same time, the insider said that the vice chairman issued an order, and the performance in March was 5 times higher than that in 10/0. "If the performance is not up to standard, there is the possibility of closing the city." It also analyzed that.

It's just a pity that at present, Baoneng Fresh has not done a good job of "selling vegetables".

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"The vice chairman came to Beijing this time and found that there are many problems in the procurement and operation of the Beijing section, focusing on goods, freshness, types of dishes and prices." The above-mentioned insiders of Baoneng Fresh said.

Since the beginning of this year, the "rectification" of Baoneng Fresh has not stopped. "The president of Baoneng Fresh has changed, and the head of personnel has also changed. Because of the system and salary, more and more people have left Baoneng Fresh. " Yuan Fei said that the sudden personnel adjustment at the upper level led to the "hard landing" of this personnel change.

From the beginning of the year, it was reported that Baoneng laid off employees on a large scale and stopped issuing year-end bonuses.

On February 23rd, it was reported on the Internet that Baoneng had laid off employees on a large scale, stopped issuing year-end bonuses and stopped paying social security. The layoffs are led by Baoneng Group, and the proportion of layoffs is 20% to 30%. The order of layoffs is headquarters first, then branches: S and A first, then B and C.

On February 24th, Baoneng Group responded that "the relevant network information is untrue".

Baoneng Group said, "Baoneng Group did have a certain proportion of layoffs before and after the Spring Festival, and Baoneng Logistics did adjust. However, there were no large-scale layoffs in all major business segments of Baoneng Group, including Baoneng Logistics, and the year-end award did not happen. "

Baoneng Group said that optimizing and upgrading the organizational structure is a routine measure of the management of Baoneng Group, aiming at better focusing on business development and building long-term competitiveness.

On February 5th, Spirit Beast published the article "The Mystery of Baoneng Fresh Food: Layoff, Management Disorder, Selling Temporary Products", which stated that the layoff was due to serious losses in the retail business. In order to make the books look good, the number of people was reduced and the expenses were correspondingly reduced. Another reason is that there was a large-scale recruitment at the headquarters before, but the speed of opening stores did not keep up, so layoffs began.

Shenzhen Baoneng Investment Group Co., Ltd. said that there were no large-scale layoffs and no good books. The layoffs are due to poor store management and belong to normal business adjustment. "At present, temporary goods have special sales and processing methods. The operation of most store managers is proactive and can be handled in a way that is beneficial to business. "

Yuan Fei told the spirit beast, "After the article was published, it didn't play any role. After the end of the year, Baoneng Fresh Beijing has suspended the payment of social security to formal employees. "

Yuan Fei said that the employees of Baoneng Fresh Beijing only paid work-related injury and unemployment insurance, and the medical insurance card could not be used normally. The relevant departments of Baoneng Fresh Beijing responded that the social security has not been paid in full, and the medical invoices and details can be kept. It is expected to be issued next month, and then the company will reimburse it manually.

As of press time, Yuan Fei said that Baoneng Fresh Beijing Company has completed the payment of social security and provident fund.

Some insiders also revealed that the company has problems such as "deducting" employees' wages and delaying performance distribution.

Looking back on last year, Baoneng Fresh wanted to quickly realize the scale effect in the initial stage of expansion, reduce the time cost of opening a store, and form a scale in a short time.

However, the treasure of high-speed running is fresh, and the rhythm can't keep up with it, which leads to many problems. At the same time, the operating conditions of some stores of Baoneng Fresh Food are not ideal, and there are cases where rent and other payments are not paid in time.

Yuan Fei revealed to Spirit Beast that some rents of Beijing stores have been in arrears for 45 days, and even the head office has been looking for the person in charge of online store development to bargain with the landlord, and the rent will be delayed again.

At the same time, Baoneng Fresh also emphasizes that stores must have the ability of self-hematopoietic. Obviously, Baoneng Fresh also realized the importance of profit.

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On the one hand, the self-hematopoietic ability proposed by Baoneng Fresh is to increase revenue, on the other hand, it is to reduce costs and increase efficiency.

Reduce operating costs by reducing store staff.

First of all, it puts forward the optimization of store personnel, that is, three people in one store. Yuan Fei said that for community stores, three people are far from enough, unlike convenience stores. In addition to warehousing, goods should be placed in time. Fresh products are expensive and need manual maintenance.

A set of sales data provided by Yuan Fei to Lingwu shows that the daily sales of Baoneng Fresh Beijing stores are all around three figures, and the unit price of most customers is only above 10 yuan, and some stores can reach above 20 yuan.

"In order to rush the performance, Baoneng Logistics Group directly assigns sales tasks to all employees and requires all employees to market." Yuan Fei said.

The general manager sells 600 yuan, the manager sells 500 yuan, the supervisor sells 300 yuan, and the Commissioner 200 yuan accumulates. Finally, every employee is required to buy 200 yuan's meat products in the store, on the one hand, to digest the inventory, on the other hand, to improve the store performance.

The purpose is to reduce the operating cost of a single store to the extreme, and the areas affiliated to the main city of Baoneng Fresh Food begin to merge, such as warehouse configuration and personnel structure in similar cities, which can also reduce the costs of procurement, distribution and areas, but it also brings a lot of work inconvenience.

While reducing expenses, Baoneng Fresh also proposed a new store business model.

According to informed sources, Baoneng Fresh began to promote high-margin ingredients and clean vegetables to obtain gross profit, so as to reconstruct the profit model of the whole store and issue gross profit targets to all regions.

For sudden changes, some analysts believe that Baoneng Fresh Food has always had problems from the early days. Now it is difficult for executives to suddenly bear the pressure of sales and gross profit, but it is something they have to do.

Judging from the sales data disclosed by Baoneng Fresh, there are not many stores that can protect the capital.

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"The store in Beijing will be closed soon. After closing the store, it closed in less than a week. " Meanwhile, Yuan Fei revealed that there will be no more stores in Beijing. The recent focus is on closing stores and business adjustment. If the single-store profit model doesn't work, how many stores will be lost

Previously, Baoneng Fresh responded to the closing of the store, saying that very few stores in the company were shut down, which was a normal business performance assessment result in business operations, not a "large-scale withdrawal of stores". After fully evaluating the operation status of existing stores and the development potential of business circle, Baoneng Fresh has adjusted individual stores whose operation and profit performance are not up to standard.

Yuan Fei told Spirit Beast that after the company's top management gave orders, the top management all came to the front line, some went to new places to purchase together, and some grasped the operation. At the same time, Yuan Fei predicted that the company's next layoffs may be more intense. After all, the company's top management has issued a profit requirement.

But can Bao make a profit through such adjustment? I'm afraid it's not difficult.

Two years ago, Baoneng entered the fresh market. By the end of 10 in 2020, Baoneng Fresh has opened central warehouses in 100 cities across the country, with nearly 2,000 home community stores. In the new year, Baoneng Fresh announced the opening of at least 5,000 community fresh food stores within one year.

In the category structure construction, Baoneng Fresh Food meets the consumer's last mile consumption demand, expands fresh food, cuts down department stores, keeps a small amount of groceries, and carries out product mix and category structure around consumers' three meals a day.

But for barbarians, this commodity structure may be difficult to make money. Baoneng Fresh achieves the goal of overall profit by pursuing scale effect, compressing marginal cost and blindly seizing market share.

Next, Baoneng's fresh play is likely to reduce the proportion of fresh food categories, focus on high-standard and high-margin food categories, and support the store's continued profitability and expansion.