New Retail: US Group Stay Radish VS Ding Dong Buy Vegetables, Daily Superior Fresh Vegetables To Shop Or Home?

Media news: in July 10th, following Beijing and Shanghai, Wuhan became the third city to buy food in the US group. Unlike the immediate delivery service launched in Beijing and Shanghai, the US group buys vegetables in Wuhan using the service mode of "placing orders today and picking up the next day". Users can make reservations in advance from 6:30 to 22 in the evening, and subscribe to them by mobile phone APP on the next day, from 8 o'clock to 20 o'clock the next day.

The US group buys vegetables to show that this model is "aiming at the more planned consumption demand of the family households in the community". Media found that the US group buying vegetables in Beijing and Shanghai's sites continued the "30 minutes' delivery service" at the same time, but also offered to shop to mention their business.

The arrival mode of the US group has aroused heated debate in the industry, and there are also some of the critics. In fact, whether in the market or at home, in the hot "buy food" market, gamers are trying to find a new solution to buy vegetables based on scenes and category differentiation. However, whether the emergence of a model has a future depends on whether the mode has solved the pain point in the industry.

　　 Is there any demand for store mode?

Ai Rui released the 2019 Research Report on China's fresh electricity supplier industry, which shows that Chinese consumers' habits of online shopping and fresh consumption have been formed. The proportion of fresh online shopping users who purchase more than 1 times a week is 63.8%. From the perspective of category, 72% of the frequency of online shopping vegetables is 1 times a week, much higher than the total purchase frequency.

At the same time, with the development of economy and the change of times, the consumption groups of our country are changing gradually. At the present stage, 80 and 90 have become the mainstay of consumption, and their consumption habits have also changed. At the same time, distance and planning are also important factors affecting emerging consumers.

　　 The way to change consumption is:

When shopping for mobile phones is not yet on a large scale, it is rare to see young people in the vegetable market in the second tier cities. The vegetable market is still dominated by the elderly.

The reason is very simple. "Young people have their own jobs. They are busy every day. Where do they have time to buy vegetables in the vegetable market? And buying vegetables is hard work. " In fact, there will be vegetable markets around most of the communities, but there are few households who are really away from the market. Most people still need to take a few more steps to get there. But in the cognition of young people, "take a few steps more" is basically equal to "inconvenient".

Miss Shen, who was born in 92, was an ordinary employee of Internet Co. She asked why she seldom went to the market to buy vegetables. She said, "it's too much trouble. The vegetable market is not too far away from home, but it's not so close. It's hard to work everyday. After going off work, I have to go to the vegetable market to buy vegetables. I'd rather not cook.

At present, the mainstream thinking of young people is to give priority to convenience, and to save time is to save money. The mode of "pre warehouse + store" solves the problem that young people are unwilling to "walk a few steps" to a certain extent. When young white-collar workers return home from work, they can conveniently take away the food they need.

The planned demand changes the way of consumption: busy work, making the plan ahead of time. Nine nights in six, plus "normal" overtime, this is the current situation of most young urban white-collar workers. In the interview, the media found that because of busy work, "whether to cook at home" often needs to be decided ahead of time, taking into account "whether there is time" or "what to cook". And this makes the preparation before cooking -- "buying vegetables" behavior is also planned.

To shop mode usually adopts the appointment system, such as the US group buying vegetables, "today's order, the next day pick up" mode. For young consumers, this mode allows them to prepare for their work ahead of time, without worrying about the problems that I want to buy tomorrow, but because they are too late to work, and the food is not fresh or can not be bought.

When the US group bought food just to land in Wuhan, Chen Lu, a post-90s white collar living in Hanyang Fairview Changjiang District, once said in an interview with the media that if he could book dishes in advance by APP, he would be able to get it directly in the district. "It's a waste of time to buy vegetables every day. It's fresh, cheap and convenient to use your mobile phone to buy vegetables.

　　 Consumers need diversity options:

It is obvious that the home mode seems more "lazy mode", but it is worth noting that the last mile's performance delivery cost is also a hidden danger, and the distribution cost becomes one of the extra store operating costs.

It is understood that most of the use of "home mode" mobile phone shopping APP is currently 0 distribution fees, but recall the history of mobile takeaway APP "development history" is not difficult to find, in order to fast track, the takeaway platform has also had a 0 distribution fee stage. But with the development of the industry and the maturity of the market, the high distribution cost will eventually be transferred to consumers through the collection of "distribution fees".

Therefore, for consumers, the existence of the "pre warehouse + store" mode gives them more choices and can make choices according to their actual needs in different scenarios. Similarly, the "pre warehouse + store" mode can also effectively reduce the high distribution cost for the online gamers.

　　 There are essential differences between "store" and "store".

In fact, the pure "shop in" mode has long existed in the community's fresh business, and the community fresh stores have "rob the site" on this battlefield, such as the community fresh supermarket represented by the Yi Pin fresh and Yonghui Mini shop, and the mass line.

Under such circumstances, why are there any new ideas of "going to the store"? Careful observation reveals that there are essential differences between "shop" and "store".

The location of community supermarket is popular, the price of products is "civilian", the SKU carrying capacity of goods is large, the optimization of fine operation, loss control and store commodity combination is the core element of the profit model. The boutique products are mainly boutique and fresh. In the context of smaller stores, through the selection of goods and the provision of quality differentiated products, the terminal Maori space can be raised as much as possible.

The difference between the "new arrival" mode of the new players such as the US group buying vegetables is different from that of the purchase mechanism: the site does not play the role of "selling". In contrast, the booking purchase mechanism can achieve the purchase mode of first set and post purchase, reducing the transportation and storage time of goods, and ensuring the freshness of commodities. At the same time, it also reduces the consumption of fresh products.

In addition, the core of this "go to shop" mode is still the "front warehouse", which means that the rent pressure is relatively small, and there is no need to worry too much about the high decoration, management and personnel costs.

However, everything has two sides, and the "pre warehouse" mode also has its shortcomings, such as limited storage area, relatively limited varieties, and higher requirements for the company's ability to choose products; moreover, the opening of the front warehouse means that it can not enjoy its external functions as a store -- the experience of fresh commodities and the quality of fresh goods sold by stores.

　　 Retail needs diversity. Existence is reasonable.

Obviously, the store buying mode of pre warehouse purchase reduces the cost of distribution to merchants, satisfies the convenience and planned demand for consumers, and provides various choices. Therefore, his appearance and existence are reasonable.

There is a passage in the book "AI will not do anything": "in the natural world, individuals have their own genetic diversity, which is the key to evolution. That is to say, when everyone makes the same choice, they lose their diversity in general, and evolution stops. "

The media thinks that the biological world, the retail industry and all walks of life are the same. Diversification is the foundation of evolution. In fact, at present, fresh retail, including the "basket business", is still in a period of rapid change. Whether it is "home" or "store" mode, it is essentially a product of market consumption demand. While meeting the immediate needs of consumers, it should also give consumers more choices.