Business plan of fruit shop

Model essay on business plan of fruit shop

Fruit is becoming more and more popular with everyone. Not only delicious, but also healthy. The fruit market is gradually expanding. Fruit shop, the cost is not high, many people choose to open fruit shop. The following is a sample of the fruit shop business plan I compiled, welcome to refer to it!

The business plan of the fruit shop 1 1. Significance of project basis and purpose

Supermarket, the abbreviation of supermarket, belongs to a sales model characterized by self-service and centralized one-time payment in retail industry. The emergence of supermarkets has been widely recognized by the society for its comprehensive advantages and rationality, and has become a popular business format in the world, which is called a revolutionary change in retail industry.

The development of any industry can not be separated from its correct positioning-that is, properly determining its position in the hearts of consumers, in the market and in the industry space.

Community convenience store is a retail format that has developed rapidly in recent years. It is opened in the community in the form of chain stores, with small business area, few kinds of goods and relatively small scale. It belongs to a small and simple store, but convenience stores have their own characteristics:

First, the business hours are long (many convenience stores use 24-hour full-time form) to fill the vacancy of short business hours in supermarkets and general stores;

Second, the goods supplied are commonly used, highly turnover and easy to consume, which are not only aimed at the daily small consumption of the most consumer groups, but also the key to the convenience store to purchase goods in large quantities and reduce costs;

The third is to meet the consumer demand of nearby shopping, low-cost shopping and honest shopping. Community convenience stores will be a new retail format after large department stores, which is the trend of retail development.

Speaking of the forms of community convenience stores, there are two kinds: one is department stores; The second is the convenience store for classified goods. 7- 1 1, many happy events, etc. Operated by Taiwan-funded domestic department stores; Joint venture Lianhua Express is available, unified and convenient. Jinan is dominated by brands such as Uni-President Ginza. However, there is no substantial development in the form of classified commodity convenience stores in Jinan. At present, there are only tobacco and alcohol supermarkets, flower shops, food stores, cake shops and other forms. They are stores that sell a single type of goods, and they are also the main forms of convenience stores that classify goods.

This report will focus on the fruit convenience stores in classified commodity convenience stores, trying to analyze and tap the market and master the feasible scheme of opening fruit supermarket chains in Jinan.

Second, the research content and implementation plan

1, research content

1 —— 1 retail market trends

The development of retail industry is as follows: (Taking Jinan as an example)

① Traditional market (early format)

② Department stores (retail format in 1970s and 1980s)

③ Warehouse supermarket (retail format in 1990s)

④ Small community department stores (retail format in 1990s)

⑤ Large department stores (new retail format)

⑥ Community convenience store (the latest retail format)

1-2 Research on Current Fruit Consumption Behavior

Fruit, a mass consumer product, has gradually become a necessity and an important part of mass consumption. At present, the fruit consumption mode of mass consumption groups consists of the following two ways:

(1) Market fruit stand

⑵ Large supermarket

For ordinary consumer groups, the main way of fruit consumption is market fruit stalls. They often choose seasonal fruits as their main consumption targets, and buy relatively few middle and high-grade fruits such as non-seasonal fruits and imported fruits. They will also buy fruits in the process of centralized purchasing in large department stores. Most of these consumers are middle-aged and elderly consumers, who have plenty of time and can patiently choose the quality of fruits and weigh the prices in order to get the maximum benefits. Their consumption characteristics are: convenience, low price and strong comparison.

For the middle and high-end consumer groups, the main ways of fruit consumption come from large department stores and community convenience stores. This part of the population is mainly young and middle-aged. They are busy with work and communication every day, and the purchase of daily consumer goods is generally completed in a large department store on weekends or holidays. And this part of consumers pay more attention to the quality and variety of fruits. They tend to show preference and prejudice for fresh and novel fruit varieties.

The following table is used for classification.

Consumer groups constitute consumer places, consumer tendencies and consumer psychology;

70% to 30% middle-aged and elderly people in the general consumer groups in fruit stalls are cheap, convenient, affordable and practical;

40% to 60% quality, fashionable varieties, high quality and integrity of young people in the supermarket high consumption groups;

Through the above comparison table, we can find that the consumption psychology of the two consumer groups is slightly different, but they all put forward requirements for fruit sellers. In order to satisfy the consumption psychology of these two kinds of consumer groups and meet the market demand, it is necessary to have a convenient, low-cost and fashionable retail form that provides high-quality goods. This is the sales form of "fruit chain supermarket" to be studied in this report, and it is also the basic positioning of "fruit chain supermarket".

Conclusion: The market orientation of fruit supermarket chain is low price, convenience, fashion, honesty and high quality.

1-3 competitor analysis

We have made the market positioning of fruit supermarket chains, and we must have a more comprehensive understanding of our competitors.

As mentioned above, at present, consumers' fruit consumption mainly comes from market fruit stalls and large department stores. The following will be compared and analyzed from the aspects of purchase, sales mode, price and storage.

Have goods on hand

Market fruit stalls: the purchase method is mainly fruit wholesale market, and the single purchase quantity is very small, mainly based on daily sales, with fewer varieties.

Large-scale supermarkets: most of the purchases are made by local fruit distribution companies, and the single purchase volume is large. Based on the daily sales of all chain stores, unified procurement, unified after-sales service and diverse varieties are adopted.

Although the purchase channels are different, they all add 2 to 3 links of profits. The purchase price from the place of origin to the local area is mainly deducted by the fruit seller or fruit distribution company except the necessary expenses such as transportation.

Sales model

Market fruit stalls: fruit stalls are mainly sold by various manpower or motor vehicles, which is relatively mobile. Generally, it is sold in the main sections of residential areas, mainly in fixed-point sales and mobile sales.

Large supermarkets: The sales methods of supermarkets are flexible and diverse. In large stores, people pay attention to the appearance and variety of goods. They divide the store into several areas, display fruits with different prices and grades, and set up discount areas or special price areas. Clear price tag and daily special price are also important factors to attract consumers. Unified weighing, unified settlement, unified image and honest service are all important marketing strategies of supermarkets.

The sales model of large department stores is exactly the type we learn from. The sales methods of fruit supermarkets also need a unified image, unified layout, unified weighing and settlement, and honest service, and put forward the policy of "returning, replacing and sending", which is beyond the reach of supermarkets. Make full use of holidays or public holidays to implement sales strategies, sell high-quality fruits to customers at the cheapest price, give full play to the purpose of serving community residents, and strive to be the best fruit procurement representative in the community.

price

Market fruit stand: because it is a small business, the price has not changed much. During the day, except for the leftover fruit at night, the price has not changed much.

Large supermarkets: the price changes flexibly, which may change many times in the course of a day's sales, or indirectly through buying gifts, time-slot promotions and so on.

Similarly, the determination of sales price varies according to the daily purchase price of fruit. The difference is that the price exchange strategy of fruit stalls is relatively simple, and generally only the price is reduced at night to avoid the backlog. The price change strategy of supermarkets is more flexible. In addition to the price changes at night, there will be many price change strategies to maximize the sale of goods and increase sales and gross profit.

shop

Market fruit stalls: the storage method of fruit stalls is very simple, generally stored in dry and ventilated places. Because of the small amount of goods purchased at one time, warehousing is not a very important link.

Large-scale supermarkets: Due to the large daily turnover and large purchases, supermarkets must do a good job of warehousing. The storage method is to put the fruit in a special cold storage and keep it at a proper temperature to keep it fresh.

The investment in cold storage (or fresh-keeping equipment) in supermarkets is considerable. The fresh-keeping temperature of fruits is generally between 0 and 4 degrees Celsius, which can not only prolong the fresh-keeping period of fruits, but also maximize the turnover of commodities.

To sum up, in terms of purchase, sales mode, price and storage, we can easily see that:

Market fruit stalls large supermarkets directly purchase goods in the wholesale market, which are distributed by fruit distribution companies, with a small number, many varieties and many varieties;

Sales methods are close to residential areas, with diverse sales methods, clearly marked prices, strong liquidity and flexible sales prices, and prices can be changed at any time.

There are basically no storage methods and professional storage devices;

It can be seen that the only advantage of market fruit stalls is to sell at the entrance and exit sections of residential areas, which brings convenience to consumers and thus becomes an enduring form of sales. Supermarkets account for almost all other advantages, such as the flexibility of sales methods, the transparency of sales prices, the application of storage equipment and so on-supermarkets, the unique charm of this emerging retail format.

Business plan of fruit shop 2. Introduction to the project:

Establish community fruit shops: Establish fruit shops in the community of 3,000 households (3 persons per household).

Second, the market analysis:

There is a big fruit market in China. Compared with the per capita annual fruit consumption of 85kg abroad, the domestic per capita consumption is only half of it. According to the survey of most families, 80% of families of three spend more on fruits every month than 80 yuan. 10% of the household consumption of fruit is between 50 and 80 yuan. Only 10% of households consume fruits below 50 yuan.

With the improvement of residents' income level, the demand for fruit consumption is increasing. At present, the average annual fruit consumption in China is about 45kg, which is not far from the hygienic standard (70kg), and the gap is even greater than the average annual fruit consumption level in developed countries (80kg). If the future population growth factor is taken into account, according to the health standard, the national fruit consumption will reach115.5 million t.

Third, the problem judgment:

(1) How to reduce costs:

(a) procurement costs

(2) Operating costs

(2) How to attract consumers' attention? At the beginning of opening, we can distribute opening leaflets and some preferential posters to residents of the community through neighborhood committees and property companies. And you can initiate activities such as buying a certain amount of fruit and sending it to the juicer. This, in turn, can drive residents to change from eating fruit to drinking fruit and increase the consumption of fruit.

(3) How to let consumers choose the goods we provide:

1, good image;

2. Good shopping environment;

3. Competitive price;

4. Multiple promotion activities;

5. Various convenience service measures.

Fourth, the competition analysis:

1. the change of consumers' concept: can consumers accept this way of buying fresh fruit? Some areas in the south are accustomed to this way of buying fruit and regard it as the main place to buy fruit. As other traditional places to buy fruits have formed a habit in consumers' minds, it is necessary to change consumers' shopping concept in a short time and let them accept this commercial form.

2. Large supermarket chains: The long-term operation of fruit in large supermarket chains shows that fruit consumption has occupied a certain proportion in people's daily consumption, and it also shows that the market is vast, and these businesses are also very optimistic about this market. The advantages of large supermarket chains are large purchase volume, low purchase cost, large passenger flow, good shopping environment and good quality and quantity of products.

3. Farmers' market: It usually appears in the open air. Because the booth rent is cheap, its price may have some advantages. But there is no shopping environment, no products and services, customers have no choice, and the quality and quantity are not very reliable.

4. Tourist vendors: characterized by strong mobility, they can push fruit carts downstairs in the community. Because there is no rental cost, its price may be lower. Its disadvantage is that tourists and small-selling fruits are often short of two pounds and shoddy.

5. Existing fruit chain stores in South China: Because our goal is to be the largest fruit wholesale and retail enterprise in China, the South is also our important market. Although there are some fruit chain stores in the south, and the scale is not large, I think this is a good opportunity for us. We can buy directly, not only from various channels, but also from existing fruit planting bases and logistics and professionals.

6. Southern scattered fruit shops: As the southern fruit consumption market is mature and there are many scattered fruit shops, our best way is to let them join us. As long as the other party pays a certain franchise fee, we can use our trademark to carry out unified in-store decoration. We provide products with competitive prices and deliver them to your door for free.

Verb (abbreviation of verb) core competitiveness:

The development of our fruit chain stores, combined with the purchasing advantages and logistics advantages of juice enterprises, will definitely lower the purchasing cost. Moreover, we are recruiting some laid-off workers and striving for some policy support, because we have opened a shop in the community. Moreover, our shopping environment, credibility and price can compete with large supermarkets. Moreover, we will provide juicing service, fruit promotion, gift packaging and other services that I believe large supermarkets do not have.

The business plan of the fruit shop Three business plans are about opening a fruit shop in the university. Its main business is selling daily fruits, and the target group is college students. First of all, our store adopts the mode of joint venture with classmates to build its own popularity and brand on campus. When conditions are ripe, a larger chain operation will be carried out within the university town.

I. Market analysis

1, feasibility analysis

Fruit, a popular consumer product, has gradually become a necessity and an important part of people's daily consumption. With the continuous development of the school, the scale of our students is increasing, and the number of students in the East Campus is around 15000. The huge number of students will inevitably bring huge demand for fruit. According to my investigation, many students have the habit of eating fruit often at home, and they also have a great desire in this respect at school, but there are few fruit shops around the school, so it is inconvenient to buy them outside.

2. Competition analysis

At present, there are four fruit merchants in our campus, which are located in the downstairs of each dormitory building. These fruit shops mainly take advantage of the geographical advantages close to students' dormitories, and because they are in a relatively monopoly position in the school, the price is more expensive than ordinary products, but the sales volume is still good.

The businesses in the east gate of the school mainly sell in the form of stalls, about seven or eight, and these businesses also have strong geographical advantages. The first is the snack street mixed in the east gate of the school. Students often buy some fruits when they go out to eat. Moreover, the fruits of these merchants are cheaper, more varieties and better quality than those of schools.

The two types of businesses listed above are large-scale, with fixed passenger flow, good foundation and strong competitiveness.

Second, SWOT analysis of students opening fruit shops in University of Finance and Economics

superiority

Since entrepreneurs themselves are college students, it is the most important advantage to clearly understand the demand psychology of college students and easily find their psychological appeal points. First of all, like other businesses that open fruit shops on campus, our fruit shops are close to the dormitory and easy to buy. Furthermore, in terms of business channels, we should develop new purchase methods, open WeChat platform to place orders, and provide home delivery services, which are not available in other campus fruit shops. In addition, we also have the support of school policies to start a business. The School of Finance has established a business incubation base for college students, and we can rent the school's shops at a lower price, thus gaining a cost advantage. Finally, as students of our school, our social circle can also bring us good benefits and influence, and promote our fruit shop in the circle of classmates, which gives us an incomparable passenger flow advantage over other fruit shops on campus.

Disadvantaged weakness

First of all, lack of entrepreneurial experience is our biggest shortcoming. We need to open up new purchase channels, coordinate all aspects, promote products and attract customers, which is a great challenge for us college students with less social experience. Moreover, venture capital is also a very important link. As for us, although we can apply for venture capital from the school, the available capital flow can hardly meet the early development speed of fruit shops. Finally, there are already four fruit shops in the school, and our early development speed may be limited, which poses a challenge to our financial situation and poses a greater threat to our market share.

Opportunity opportunity

In the service orientation of campus fruit shops, there are mainly two parts, one is the traditional storefront fruit sales service, and the other is the online fruit sales service promoted by WeChat and Weibo, while the latter is still blank in our fruit sales market, which gives us a great chance to try.

threaten

The competition is fierce. If the profit is good, it is easy to be imitated. Moreover, the campus fruit shop is a small-scale individual venture. Due to the limitation of financial conditions, it is impossible to occupy all markets in a short time, so it is likely to be swallowed up by followers or imitators in the later stage, which is the biggest and most serious threat.

Third, marketing strategy.

Product pricing: As mentioned above, our fruit shop may have a better cost advantage, so in the early stage of sales, we will try our best to adopt the strategy of small profits but quick turnover in line with market pricing, so as to attract customers and occupy the market as soon as possible, so that the capital problem in the early stage will not be too tight.

Sales channel: the combination of fixed store sales and network marketing. The core of their similarity is the quality of fruit and service. In the process of sales, we will pay more attention to the way of network marketing, which is low in cost, conforms to the living habits of college students and has great room for development. And as mentioned earlier, the sales of WeChat platform is a strong competitive point for us. This way of "WeChat ordering-door delivery-cash on delivery" will strongly support the sales of our fruit shop.

Promotion strategy: As a small-scale individual entrepreneur, he will definitely not do some large-scale commercial advertising activities, so network promotion and general advertising leaflets have become the main force of our store promotion. Specifically, online promotion can be carried out in school stickers, forums and various schools, advertising leaflets can be distributed on campus, and billboards can be made in school bulletin boards and other places.

Another extremely important promotion is the concept promotion of fruit shops. The idea of our campus fruit shop is to advocate quality first, including fruit quality and service quality. We should inform consumers of this concept, one is to publicize our foothold, and the other is to establish brand awareness for consumers.

The business plan of the campus fruit shop is only a plan that we can foresee. In the real business process, we should have strong executive power to realize it, improvise, constantly update our concepts and improve the scheduled steps.

Fruit shop business plan 4 I. Introduction to the project:

Establishment of Community Fruit Supermarket: Establish a fruit supermarket (3 people per household) in a community of 3,000 households.

Second, the market analysis

There is a big fruit market in China. Compared with the per capita annual fruit consumption of 85kg abroad, the domestic per capita consumption is only half of it. According to the survey of most families, 80% of families of three spend more on fruits every month than 80 yuan. 10% of the household consumption of fruit is between 50 and 80 yuan. Only 10% of households consume fruits below 50 yuan.

With the improvement of residents' income level, the consumption demand for fruits is increasing. At present, the average annual fruit consumption in China is about 45kg, which is not far from the hygienic standard (70kg), and the gap is even greater than the average annual fruit consumption level in developed countries (80kg). If the future population growth factor is taken into account, the national fruit consumption will reach115.5 million t according to the health standards, which is 70% higher than the national fruit output in 2002.

Third, the reasons for choosing

1, industry demand: China lacks large fruit sellers.

2, the needs of entrepreneurs: low entry threshold, small investment can be operated.

3. Policy support: March 22, 2004 (Beijing Municipal Bureau of Commerce, Beijing Municipal Development and Reform Commission): 79 commercial projects were encouraged and supported, including supermarkets, convenience stores, community breakfast shops, food stores and daily necessities stores. Restricted commercial projects include: large and medium-sized retail commercial facilities with a business area of more than 5,000 square meters outside commercial centers above the regional level and planned characteristic commercial streets (districts); Within the second ring road of the city, large department stores and large comprehensive supermarkets with new business area of 10000 square meters are restricted; Within the third ring road of the urban area, it is restricted to increase the large-scale warehouse-type shopping malls, large-scale professional supermarkets and various large-scale wholesale markets with business area of 10000 square meters or more; In the city center, municipal business center, regional business center, in haidian estate of zhongguancun science park and business center, it is restricted to build all kinds of first-class bazaars and wholesale markets.

4. Brand-new sales opportunities: only fruit chain stores are still blank. Chain stores in other industries are in a state of meager profit competition.

5. Novel sales method: open and optional.

6. Various services: provide automatic juicing service. Provide combined packaging boxes to introduce various fruits in the store and the characteristics suitable for eating people, so as to guide healthy consumption.

7. Fruit purchase and consumers' psychology: time is busy and there is no extra time to buy fruit. Supermarkets and wholesale markets don't buy much fruit, because they mainly buy other products.

8. Huge market: The state plans to make the per capita consumption of fruit reach 40 kg in 20 10. 48 kilograms in 2020. 53 kilograms in 2030. In other words, by 2030, the consumption of fruits will increase by 25 million kilograms. The market is huge. It is 40% of the current market.

Fourth, special services:

1. Give customers a brand-new, assured, quality-guaranteed, cheap and assured consumption place.

More customers choose to go to the supermarket to buy fruit. In addition to seeing the fruit discounted when buying other goods, the biggest reason left is that the fruit in the supermarket can reassure consumers in terms of product appearance, product quality and weight. Moreover, the open self-selection method can give customers more choices. For our fruit supermarket, adopting unified decoration, unified store layout, unified procurement and unified distribution, all products are sold after cleaning, waxing, grading and packaging, which can completely satisfy customers psychologically.

2. Unique consumer guide

Nowadays, when buying fruit, customers choose fruit consumption entirely according to their own tastes and preferences, ignoring the characteristics of the fruit itself and the people suitable for eating. Through the investigation of many consumers, it is found that almost no one can tell the characteristics of pineapple and the people who are suitable for eating, and what fruits patients with liver disease and stomach disease should eat and what fruits are not suitable for eating. This shows that everyone is blindly consuming fruit. Without any common sense of fruit consumption, it will lead to the misunderstanding of sending bananas to diabetic patients with kindness. As a fruit retailer, our responsibility is to teach everyone how to consume and eat fruit reasonably. In this regard, I will put up posters in the store to introduce the characteristics of each fruit, the people suitable for eating, and the identification method of good or bad grades to guide everyone to consume healthily.

3. Provide various services for different consumer groups.

Fruit consumers are generally divided into two types: self-use type and gift-giving type. According to the psychology and packaging needs of the giver, we will specially design some packaging combinations with different capacities (3G, 5G) that can be folded or combined, and provide them to consumers for free. In other words, customers can buy fruits in any combination. After purchase, if you need a packaging box, you can get it in the store by paying a certain packaging fee (which can be divided into birthday, visiting patients, visiting relatives, etc.). ), you can also get a greeting card. In this way, consumers can not only understand consumption, but also avoid buying expensive fruit gifts from tourists or other businesses to ensure quality.

4. Dig deep into the characteristics of fruits and other needs of consumers.

With the increase of people's income, more consumers began to drink fresh fruit juice. In view of the aesthetic needs of consumers, every fruit chain store will have a free juicer for customers to use. After buying fruit, customers can use the water source to clean the fruit for free, and use the juicer to squeeze the fruit into juice. If customers bring their own containers, we won't charge any fees. If customers want to bring fruit juice to their homes, companies or roads, we will provide a set of containers (including plastic cups, straws, honey, sugar, etc.). , and help customers package) it is convenient for customers to take freshly squeezed juice anytime and anywhere. In terms of hygiene, every time a customer uses a juicer, we will sterilize the machine and put it in a disinfection cabinet to ensure hygiene.

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