Shop Must Not Belittle The "Hunger Strategy" Of Sugar Chestnuts.

There is a small dry fruit shop at the crossroads of Beijing at the gate of Tian'anmen. It is very famous in the capital. Every time it takes at least half an hour to buy the roasted seeds, it breaks the innate idea that "small shops can only be used to feed their families". Less than 40 square meters of storefront, they can sell more than 2000 kg of sugar and fried chestnuts a day during festivals.

Chestnuts, melon seeds and other dried fruits can sell $5 million a year. Where is the secret of store management?

The boss, manager and customers summed up some business experiences.

In the fall of 1993, the 29 year old Chen Hong and his wife came to Beijing to open a fruit stand in Beijing.

Not long after, he found that the chestnut was much more profitable than the fruit sold, so he decided to change.

From the beginning of Chen Hong village to Hebei and other chestnut producing areas, we explored the secret recipe of Chinese chestnut.

Over time, he became an expert in chestnut.

The secret of the two ingredient is Chen Hong's village. The chestnut in his shop is all authentic Huairou chestnut.

When buying chestnuts, they should be separated from the chestnuts of different sizes according to the five layers of sieves arranged in sequence from the top to the bottom of the screening machine.

The most commonly selected is the medium size, the most Fuller (80 grams of chestnuts weighing 500 grams of export international standards).

According to Ms. Liu, manager of this dry fruit shop, their sugar fried chestnuts and other families also have a difference: sugar and sand are exclusive.

The sugar they used was sent from a special sugar mill, made from plants such as corn. The syrup was reddish brown and very sticky.

Sand is also special, with uniform texture and no sundries. Although the cost is high, it ensures high quality.

The secret of the three is the use of the "hunger strategy" in the market.

He believes that Chen Hong village's shop is famous because it needs queuing to buy it.

In addition, when queuing, customers can see from the glass window employees pick up the bad chestnuts from the sack in the production room. This is a quality control process that you can see with your own eyes.

It must be impressive.

A pot of fried chestnuts is about 20 jin, not large scale production to ensure supply, a typical market hunger strategy.

If the supply is insufficient and the demand is strong, we have to queue up, and the more queues we get, the more we feel the value.

Queuing to buy chestnuts is boring. Customers can see that the dried fruit shop also sells fried melon seeds. This can be easily bought, so many people queuing up to buy melon seeds.

Melon seed has become a derivative service, and its sales volume is no less than that of chestnuts.

After a half day queue, it was easy to make a turn. The customers felt that they spent time in the long queue and bought less. So they bought 2 Jin and bought 4 jin.

The more the front team buys, the longer the rear team will be.

Xi Yonggang, senior investment manager of venture Cci Capital Ltd, the necessities of life are people's everlasting needs. In the future, business opportunities and prospects for consumption upgrading and service innovation will be very broad.

This dry fruit shop has grasped this development opportunity very well, and has managed in the management and the marketing aspect: the management pays attention to the raw material choice, guarantees the taste and the quality, manifests own characteristic; and adopts the appropriate "hunger and thirst marketing".

But if we want to keep the evergreen industry, we need to have some strategic thinking. We must keep pace with the development of society and people's tastes.