At present, fresh food is used as a breakthrough point to integrate the store with the mobile phone, and new stores characterized by the form of “goods + services†are emerging in the streets of some cities. Alibaba, Tencent, the United States Mission, Jingdong ... Internet companies play an important role in this wave of fresh industry boom. Analysts believe that from the first appearance of the “new retail†concept more than a year ago, major brands have tested water, and “new retail†is moving into the public life from the cloud.
Where do you want to eat seafood in Beijing? Outside the restaurant, many Beijing consumers find new options. Obviously it is a fresh shop, but both can shop and enjoy the delicious food after cooking; it can be delivered on-site and can be delivered within 30 minutes; the purchase operation depends on the realization of the App... Recently, the reporter came to Shilibao in Beijing. Boxma freshman shop to find out.
I saw the store's business area of ​​more than 10,000 square meters, in addition to the traditional commodity retail area, there is also a food processing and restaurant areas. Russian king crab, Boston lobster, fresh sea white shrimp... These unusual live seafood attracted many consumers and the flow of people in the store gradually gathered.
Purchase, weigh, checkout through App Scan, on-site processing by the on-site chef, and enjoy delicious food in the dining area. Of course, you can also take away your products. However, the shoppers still have a lot of on-site experience. At lunchtime, the dining area is fully occupied. The reporter saw that many consumers were mobilized by the whole family and the table was dominated by seafood "Carnival."
Wang Zhe, who works in a nearby institution, has made a special trip three times. The first time in summer or just in the summer is just the season for seafood. “The staff in the restaurant is full and there is a long queue.†She said, but she can choose it and she can do it according to her own taste. , With the purchase of food, scan code payment, all this is "very fresh."
In fact, there are quite a few consumers like Wang Zhe who are interested in this. From January 2016, Boxma Fresh opened more than a dozen stores in Beijing and Shanghai. Not only did Alibaba invest in this box of fresh apples, but the US group launched a new format for online and offline integration of “fish and fresh fishâ€; Yonghui Supermarket launched “super speciesâ€; Jingdong’s 7Fresh is preparing for... Internet companies set off a wave Entering the boom in the fresh food industry, “new retail†is entering the streets of the city.
Gradual convergence between online and offlineNot long ago, Tencent announced that it plans to increase its capital in Wing Fai Supermarket's subsidiary Yonghui Yunchuang in order to obtain 15% equity in Yonghui Yunchuang; Alibaba invests in box horse freshman and Sanjiang Shopping and cooperates with Bealead Group; Jingdongze Collaborate with Wal-Mart to open up back-end resources and supply chain... Several major e-commerce companies have laid out retail services for offline entities at the same time.
Some of these new forms of business are called "new retail," and others are called "intelligent retail." Although they are called differently, they all translate into real new experiences on the consumer side. “The experience brought by Boxma's fresh life is very rich. It can both dazzle, eat, and play. It is like a complex of fresh food markets, supermarkets and restaurants. It extends the service chain and every point We have done very fine and basically what you can think of is anything.†Wang Zhe told this reporter that the diversification of such functions, the richness of experience, and the quickness, convenience, and transparency of the service are the “new retail†pairs. Consumer appeal.
Although the understanding of “new retail†is different, the integration of online and offline communication has almost become a consensus. More traditional retail is also looking for a "new retail" transformation. “The future of retail is a combination of online and offline,†said Greg Penner, chairman of Wal-Mart’s board of directors. “We need to integrate physical stores with mobile applications. Through the use of mobile devices and voice control, customers can stay in stores and online. A variety of channels to buy goods, you can also use augmented reality (AR) and virtual reality (VR) technology to shopping.
Collective transitions provide new pathsHowever, online e-commerce in China seems to be developing rapidly. What is the current collective transformation? There is a group of data from the National Bureau of Statistics: In 2014, 2015, and 2016, the national online retail sales were 2.8 trillion yuan respectively. Yuan, 3.88 trillion yuan and 5.16 trillion yuan, an increase of 49.7%, 33.3%, and 26.2% year-on-year respectively, and the growth rate has gradually slowed down.
Judging from the latest figures, from January to November 2017, the total retail sales of social consumer goods was 33.15 trillion yuan; the national online retail sales were 643 million yuan. Online sales accounted for no more than 20% of total retail sales.
Ding Haozhou, an analyst in the retail industry, believes that the online traffic bonus is decreasing. Tencent, Ali and Jingdong have a large number of online members, so penetration into the offline will be a relatively low-cost development channel for e-commerce companies in the future. The cost of developing a new source online is at least 100 yuan or more and 200 yuan, and loyalty is very low, but 100 yuan can get a loyal guest from the offline, so offline scene is very important.
Hou Yi, founder of Boxmasheng, for example, said that the viscosity and online conversion rate of box horse users are staggering. The proportion of online orders accounts for more than 50%, and the mature stores that have been in business for more than half a year can reach 70%. The conversion rate of online users is up to 35%. Although testing the water soon, "new retail" has already taken a step.
Today, when asked about the experiences and feelings of the “new retailâ€, the most common answer the reporter has heard is that “'new retail' means to make the service and experience truly meticulous, thoughtful and optimal.â€
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