Tianhong Also Launched The "New Species" In The Fashion Learning Box 7FRESH?

In January 30, 2019, Tianhong shopping mall Limited by Share Ltd (hereinafter referred to as "Tianhong") crossed the border for the first time, and opened the Rainbow food exchange restaurant in the Tianhong supermarket on the 2 floor of Tianhong, China World Trade Center, Luohu, Shenzhen, covering an area of about 260 square meters.

The "Rainbow food collection" has opened up the supermarket's raw materials and food processing, and has increased the "black technology" experience of automatic digital cooking. Its operation mode is similar to that of box and 7FRESH.

However, today, the balance between cost and revenue is still a pain point in the supermarket + catering mode.

In the future, will the development of Rainbow food sink be as smooth as box and 7FRESH?

Using their own supermarket supply system

Tianhong supermarket has been insisting on the third party regulation day test, not selling overnight meat dishes, away from pesticide residues.

The ingredients of the Rainbow food collection system include supermarket supply system, such as imported brewing beer series, straight northeast ecological rice, and dough from Australia, which can realize the consumption experience of "supermarket shopping and restaurant cooking".

In terms of dishes, there are about 80 SKU of Rainbow food. The main concept is "60 yuan to eat well, 20 yuan to eat". The price of dishes is medium to below, but there are obvious differences between them.

Tianhong supermarket has an obvious driving effect on the revenue of Rainbow food sinks.

According to the statistics of Tianhong, about 30% of supermarket users will spend two times in restaurants.

The dishes with higher sales volume are three types of Chinese Simplified meal, Italian pizza, and valley beef steak.

In addition, the Rainbow food exchange also advocates the consumption experience as the center and promotes a new multi food experience.

Customers can eat delicious food in rainbow food, and can buy them directly in supermarkets. The food purchased in supermarkets can also get the deep processing of Rainbow food sinks.

Not only that, customers can also experience the experience of intelligent cooking facilities, food teaching and so on.

1. Intelligent cooking

In the Rainbow food collection, customers can not only taste the delicious food, but also experience the automatic cooking of the "cooking robot".

2. Seafood is fried now.

It is reported that the supermarket seafood seafood counters will soon be online, customers can directly purchase food ingredients in supermarkets, and then get the Rainbow food sinks for deep customization processing. The whole operation can be seen.

Meeting customers' needs of diverse consumption scenarios

In this new retail era, many business giants continue to extend to "supermarket + catering". Ali has launched box and horse fresh life, box pony, chopsticks and horse hot food, Yonghui supermarket launched "super species", Jingdong launched 7FRESH......

The emergence of Rainbow food sinks is of greater value to rainbow customers in the way of self branding and strong experience to satisfy customers' diverse consumption scenarios.

This also means that Tianhong supermarket is taking an important step in the direction of "supermarket + catering".

It is understood that Tianhong is a Sino foreign joint venture retail format mainly based on department stores, shopping malls and convenience stores. It owns four retail brands: Tianhong, Jun Shang, Sp@ce and micro oh.

As of December 2018, Tianhong has set up 67 comprehensive stores (including 2 community life centers), 80 supermarkets, 11 shopping centers and 158 convenience stores in 25 cities of 8 provinces, including Beijing, Guangdong, Fujian, Jiangxi, Hunan, Jiangsu, Zhejiang and Sichuan. The total area is about 2 million 860 thousand square meters.

The Southern China market of Rainbow food sink is Tianhong's "stronghold". More than half of the department stores, supermarkets and some 80% convenience stores are located here.

According to the 2018 semi annual report, the Southern China region contributed 60% of the retail main business income.

The mature retail market environment provides more resources support and trial and error space for Rainbow food.

"Supermarket + catering" mode is the general trend.

In China, in recent years, food and beverage has gone beyond clothing stores and collection shops, and has become an oversized customer.

On the one hand, with the continuous emergence of new technologies and new formats, the dining area of supermarkets is increasing.

On the other hand, the Slacker economy and the housing economy provide huge market demand for supermarket catering.

In this regard, the Rainbow food exchange is also a "small and beautiful" practice in the field of Tianhong online.

According to the rainbow, the directional pformation of supermarket catering in 2019 will be launched in a comprehensive way. The annual plan of Rainbow food will be more than 20 Tianhong supermarkets, and the next rainbow store is located at the headquarters of Tianhong headquarters, 3019.

From the previous example of "box supermarket" and "super species" to "Rainbow food exchange", "supermarket + catering" mode is becoming the trend of upgrading and upgrading of traditional supermarket formats, and the development trend of new retail development by enterprise giants.

Compared with traditional retail, this type of "new species" takes users as the core, especially young consumers. It will provide personalized services according to their attributes and needs, consistent with the current consumption upgrading trend, and is committed to enhancing their sense of experience and shopping pleasure.

Although the profit model and chain operation need to be further studied, Ta is better than the previous single retailing format in terms of consumer experience and consumer acceptance.

Conclusion:

In recent years, Hong Kong has made great efforts in adjusting its format, and has been developing many formats.

In the traditional store such as Tianhong supermarket, the supply chain capacity accumulated for many years is more significant than that of the pure Internet venture company in the field of "supermarket + catering".

However, at the same time, while the traditional supermarkets are going to the trough, new retail species like "supermarket + catering" have springing up, and strong competitors are increasing.

How to ensure that we will not be reduced to cannon fodder, and it will take a long time to get a share in this new market.