With the progress of human society, human beings pay more and more attention to their own health problems. Whether it is environmental protection, poverty eradication and disease eradication. All for one purpose, that is, to live healthier and longer for mankind. For thousands of years, human beings have made a lot of efforts to this end.
"Five grains" refers to rice, millet, millet, wheat and beans; "Miscellaneous grains" refers to sorghum, corn, beans, sweet potatoes, taro and so on. As early as in Huangdi Neijing, Su Wen put forward the theory that "poison attacks evil, five grains support, five fruits help, five livestock benefit, and five dishes are stuffing, and the smell is consistent to supplement the essence", which holds that drugs are used to treat diseases and attack evil, and their nature is biased; Whole grains are indispensable for nourishing the body, and meat, fruits and vegetables are necessary supplements.
Chengdu Balanced Nutrition School (hereinafter referred to as "Balanced School") is committed to the cause of nutrition and health in China. Not only cultivate nutritionists, but also actively participate in the nutrition industry to promote the employment and entrepreneurship of nutritionists. At present, the preliminary work of the project is under way to launch its own brand in the national market as soon as possible.
2 products and services provided by the project
2. 1 Green and healthy food sales
Promote coarse grains that are beneficial to human health, so that community residents can buy fresh, safe, cheap and good health food more conveniently, and carry out fine processing and fine breeding of coarse grains according to coarse grains and coarse grains.
2.2 Personalized health consulting services
Each store will be equipped with two nutritionists to provide personalized services for residents in the community. Provide health tracking service for customers who come to shop. Guide customers to eat scientifically; Answer customers' health questions in time.
3 project competitive advantage
3. 1 Advantages of the project itself
At present, there is no similar operation project in the market, and with the support of the "balance" brand, the balance school has graduated more than 4,000 students and formed a very wide network of contacts. Moreover, the sustainable development of balanced nutrition education industry can provide a rich talent pool for the operation of this project.
3.2 Industry Comparative Advantage
China has a famous saying: "Medicine and food are homologous". The word "homology of medicine and food" is based on the thought of "homology of medicine and food", which expresses the traditional basic medical concept of China. As the name implies, this refers to the source of medicine, just like food. China's "dietotherapy" was established in the Warring States Period according to the records in Shan Hai Jing. According to the five flavors of "sour, sweet, bitter, pungent and salty" recorded in Huangdi Neijing, harmonious intake can keep people healthy. The Compendium of Materia Medica of the Ming Dynasty recorded the efficacy of all foods. The 1979 Dietotherapy Guide published in Nanjing recorded the efficacy of 602 kinds of foods.
Facing more and more civilized diseases, China's medical expenses are still high, and people's demand for green and healthy food is gradually increasing. People's requirements for food are not only sensory "color, fragrance and taste", but also pay more attention to food nutrition, balanced nutrition and food safety and hygiene. This is also a manifestation of the philosophy of life that attaches importance to "dietotherapy as a whole" and "homology of medicine and food".
4 Market prospect outlook
4. 1 market forecast
China is known as the "Kingdom of Small Grains in the World". Except for a few varieties with high commercialization rate, most miscellaneous grains products are used by farmers for their own use. Insufficient deep processing and finishing of raw grain, low added value.
Coarse cereals diet is an important part of traditional food in China, and it is also the basis of supporting agriculture in many areas of China. China's 8,000-year history proves that our ancestors accumulated an extremely rich omnivorous culture and related traditional foods with countless lives and wisdom. However, due to the impact of modern western agriculture and western food culture and the change of people's lifestyle, the utilization of traditional grain and miscellaneous grains has been seriously challenged. Many traditional miscellaneous grains foods with nutritional value and good health care function are ignored, or regarded as outdated things, or gradually declined due to backward processing methods, and the sanitary quality, appearance, taste and convenience do not meet the requirements of modern people. Therefore, it is urgent to carry forward the traditional diet culture and promote miscellaneous grains food.
A few years ago, people in the industry predicted that the sales of whole grains would usher in a golden age. Judging from people's demand for miscellaneous grains and the sales of miscellaneous grains in the market, this prediction has been gradually confirmed. In recent years, the market prospects of traditional coarse cereals such as buckwheat, oats, millet, soybean, broad bean, pea and sorghum in China are increasingly promising. The domestic market situation of miscellaneous grains crops is in short supply, and the supply of miscellaneous grains such as buckwheat and peas is in short supply.
Recently, the new dietary guidelines issued by the United States are very close to the "China Residents' Dietary Pagoda" drawn by experts from the Nutrition Society of China, indicating that the dietary structure respected by the West is now moving closer to the traditional dietary structure in China. With the increasing demand for miscellaneous grains in the international market and the popularization of nutrition and health knowledge, people have a new understanding of the function and importance of miscellaneous grains, and the domestic market demand will definitely increase greatly.
4.2 Market Positioning
The target consumers of this project are relatively fixed consumers, such as: ① family members with certain health awareness, especially those who are responsible for cooking at home; ② People with chronic diseases, such as diabetes, hypertension and cardiovascular diseases. Gradually establishing customer files and using professional nutritionists to recommend green and healthy foods that can provide calories and nutrition and can be eaten for a long time have become a powerful health barrier before people go to hospitals and clinics.
Therefore, the first appeal of "grain granary" lies in "eating healthily", and the concept of "intensive cultivation of coarse grains" is used to strengthen the taste, convenience and functionality of coarse grains. The product price is slightly higher than the average market price of similar products. Long-term and stable consumption of residents is the key to the profitability of this project.
5 project development plan
Since June 5438+February, 2005, Balanced School has opened a "Grain Granary" coarse grain store in Shuangnan Community, Chengdu. Since the operation of the store, a lot of preliminary work has been done, and rich experience has been accumulated in the aspects of store location, display, promotion methods, channels, management and operation mode.
5. 1 cooperative development strategy
Balance the influence of the school in the nutrition education industry and the contacts of more than 4,000 graduates of the school, and develop this project with partners with investment intentions.
The balanced school will select experienced investors to jointly develop this project. Balanced faction will invest in shares in the form of "brand+capital" and maintain a controlling position in the project.
5.2 Business operation mode
In the early stage of the project, the products of manufacturers were mainly sold. In the later stage of project development, we will use our brand advantage to establish our own production and supply base, extending from the sales terminal to the upstream industry.
6 Investment income estimation
6. 1 investment estimation
According to preliminary estimation, the initial investment is more than 500,000 yuan.
6.2 Income estimation (omitted)