Modern life pays attention to health, and scientific diet is undoubtedly the easiest way to maintain and promote health. Differences in diet structure lead to many diseases, such as hypertension, heart disease and diabetes. More and more people want to know how to eat reasonably, but in the domestic market, this urgent demand of consumers can not be well met, and in this respect, China is almost a vacancy. We lvx Nutrition Consulting provide all-round nutrition consultation for consumers with professional technical leaders, and provide tailor-made healthy eating suggestions for every customer.
2.2 Green × Kang nutrition catering production
Nowadays, food is the most important thing for the people, and nutritional catering is gradually accepted and recognized by the general public. More and more people are looking forward to a healthy diet, but due to various practical restrictions, they can't make it themselves. At this time, our Green × Kang Nutrition Diet provides customers with professional nutrition packages, which can fully meet the nutritional intake of every customer and meet the needs of the body for one day.
2.3 product intellectual property rights
At present, our company has the trademark registration right of lvx Kang products. All our nutrition catering schemes have applied for national patents, which ensures that our model will not be simply copied.
2.4 product professionalism
Our nutrition consultation is based on the professional habits, physical health indicators and usual eating habits of everyone who comes to consult, and we train them with professional knowledge to ensure that every customer who comes to consult can get tailor-made dietary advice.
2.5 product target market
At present, our target market is mainly in three aspects: urban white-collar workers, school students and the elderly.
2.6 product production process
Our company has reached an agreement with companies specializing in the production of vegetables, rice and meat products, and they will provide all kinds of raw materials we need. At the same time, we will also inspect the goods they provide to ensure that the goods they provide meet the relevant quality requirements. On the basis of raw materials, we make dishes according to the menu matched by professional nutritionists and our chefs trained in scientific processes. Through scientific control, we can ensure that every stage of production can meet the scientific requirements, and at the same time, on the premise of not destroying the nutritional value of raw materials, we can match the nutritional package that meets the needs of human body.
2.7 product comparison
Compared with traditional Chinese food, our nutritional catering pays more attention to the fair and scientific collocation of nutrition, which is based on the most advanced scientific theory. Traditional Chinese food is all about finding color, fragrance and taste, and there is not much in-depth understanding of nutrition. Of course, Chinese food also has the saying of food tonic, but the saying of Chinese food tonic is based on traditional experience, and there is no profound scientific discussion, so it is inevitable that there are various shortcomings. Our nutritious diet has no regrets in this respect. We are all reasonably matched according to the most prestigious scientific viewpoint, which is a fantasy match that meets the needs of the human body.
Compared with popular western food such as KFC and McDonald's, our nutritional catering has incomparable advantages. In KFC and McDonald's, I think the nutrition of their food basically can't meet the basic needs of a normal person in a day, let alone stay healthy.
2.8 Product advantages
The advantages of our products are mainly reflected in the market, price and specialty.
Market: At present, the domestic market, nutrition catering industry has just emerged. In this industry, our customers are Jinan citizens who already have nutritional catering needs, but we have no strong competitors in this market. It can be said that as long as we do it, we can become the leader in the industry. In such a vast blue ocean, the development opportunities of our company are unknown.
Price: Our target customers are ordinary citizens, so our price is that the price will definitely satisfy the consumers.
Specialty: We will hire a professional dietitian to stay in the company and provide suggestions for each set of nutritional meals. At the same time, we will also adhere to the long-term cooperation with China Food Industry Association, China Nutrition Association, china health care association and other associations to ensure the leading position of our products in the profession.
2.9 product vision
Because our product market is still relatively new in the domestic market, as long as we grasp this development opportunity, we can fully tap the broad potential of this market and occupy a place in the future nutritional catering market. Our company's business is divided into two main parts: nutrition consultation and nutrition catering. In the future development, we may also offer family training courses in nutrition catering and nutritionist training.
3. Competition analysis of nutrition catering industry
In this proposal, Porter's five-force model tool is used to analyze the competition in the nutritional catering industry from five aspects: potential entrants, buyers, suppliers, substitute products and existing competitors.
3. 1 five-force competition model
3. 1 1 potential entrants
Potential new entrants are the main force of industry competition. Most of these new entrants have new production capacity and some necessary resources, waiting to establish a favorable market position. The entry threshold is the main factor for the resolution to enter smoothly:
● Industrial Policy In March 2009, the Ministry of Commerce published the Technical Requirements for Nutritional Catering in Catering Industry, which gave birth to the first nutritional standard in Chinese history. Food is a commodity that bears an important responsibility for human health. Nutrition is the essential feature of food, safety is the fundamental condition of food, and food+nutrition+safety = health. The traditional mode of opening a shop can no longer meet the needs of modern management.
● Technical Barriers The nutrition catering industry is not a simple catering industry, but a nutrition caterer who needs to master the necessary dietary nutrition knowledge and catering technology. The technical entry threshold is relatively high, which is specified in the Technical Requirements for Nutritional Catering in Catering Industry (SB/T 10474-2008).
● The response of existing enterprises to new entrants. As a new industry, the nutrition and catering industry can make a lot of profits, but the existing enterprises are unwilling to share a share with other entrants, and they will adopt the strategy of suppressing and resisting entrants.
Therefore, combined with the above analysis, this planning book believes that there are policy support and incentives to enter the nutritional catering industry, but the technical barriers are high and will be suppressed by the original enterprises. Generally speaking, the entry threshold is high.
3. 12 buyer
Buyers are a competitive force that cannot be ignored. Buyers often put competitive pressure on enterprises by demanding lower prices and higher product quality.
Nutrition catering industry is a new industry, which is different from the general catering industry because it has the advantages of nutrition, safety and health. However, there are fewer enterprises in the industry, and buyers have fewer choices and lower bargaining power.
● Buyers of nutritional catering are mainly individuals or families, with a large number. A single buyer's purchase volume is limited, which cannot have a grand impact on sales volume, making its bargaining power low.
● Nutritional catering is to prepare different nutritious meals according to different people, which has no scale characteristics, and it is completely infeasible to purchase products from multiple manufacturers at the same time.
● There are few enterprises in the nutrition catering industry in the region, but with the improvement of people's safety and health concepts and the change of consumption concepts, the demand for nutrition catering is large, forming a typical seller's market, and the price dominance is in the hands of sellers.
To sum up, buyers have low bargaining power in front of nutritional catering enterprises.
3. 13 suppliers
Nutritional catering enterprises mainly use their own nutritional diet blending technology to provide customers with reasonable meals, but the original materials are not much different from the needs of the general catering industry. There are many suppliers of raw materials in the market, so their suppliers have low bargaining power.
3. 14 substitute products
Compared with the general catering package, nutritious catering has the advantages of health, safety and nutrition, and is suitable for different characteristics of different groups of people.
There are relatively few alternative products, but for all kinds of alternative health care products, our nutritious diet has lower price, better quality and less competitive pressure for alternative products.
3. 15 Existing competitors in the industry
At present, in the nutrition catering industry, our competitors are mainly composed of two parts: some local enterprises, such as Qingdao Jianliyuan Nutrition Catering Management Co., Ltd. and Guiyang Community Canteen Nutrition Catering Chain Service Co., Ltd. Their competitive advantage is that they can quickly promote in their familiar markets, be familiar with local eating habits, and quickly occupy market segments. The disadvantage is that the target market they serve is relatively narrow and there is no brand. There are also some competitors, most of whom publish recipes and other software about nutritious catering online. Their main goal is to promote sales. The upper hand is that they can promote their own brands quickly and the online promotion cost is low. The disadvantages are that these software vendors provide less services, fewer business projects, unstable customers in the target market and slow withdrawal of funds; Moreover, there are many similar softwares, and the product differences are very small.