Box of collective 'selling vegetables, such as horses and Meituan behind: new retail iteration to 2. 0? _【 Hshelf shelf 】

On January 15, 2016, the first box Ma Xian gave birth to open in Shanghai jinqiao international commercial plaza. This year, the 'new retail concept began to set foot on the tuyere. Jingdong, suning, Meituan, yong hui and so on, then followed by the entrepreneurs. Three years later, if we look into the 'new retail' again, will find that a few years ago piling giants, pace at the beginning of the year also began to 'turn' collective, selling vegetables become the new 'retail' since the beginning of the year fresh air. Since 2019, a name and a new advance wave upon wave, seems to be a fact. New retail is 'old', retail is completing iteration, a new 'new retail' or the 'new retail 2. 0 ', is likely to take root in 2019, becoming the new terms. Five kinds of force, box of horse to fill five 'pit' new retail areas, box Ma Xian vivid body set up shop early enough, enough. By the end of 2018, box Ma Xian raw stores has reached 122. However, box of horse had ever encountered. Last year, 'learning box horse was taken pit' and other arguments suddenly roared. Industry collective reflection, why besides box horse early star shop, new retail businesses little profit? Whether the box of the horse is just one example, its success whether by chance? Last July, the tiger sniff had post the net income of the collective fall, wing fai, new huadu and other traditional business by box of the horse with a pit? 》。 The author said, in addition to the box of the horse, I haven't seen a new retail said he could run profitable. Box has 13 stores, said his scale profits; After development to more than 40 stores, also didn't hear it shouts 'massive profit'. Why is this so? For the simple reason that box of horse 'shop warehouse a' mode, the high cost of property and storefront renovation costs, squeezed the retail industry standard profits were not high. According to statistics, 125 retail listed companies in 2017, the total net profit margin is only 6. 5%; Specific to the supermarket sector, aggregate net profit margin is only 1 of 15 companies. 76%. Already extremely low operating profits, once the operational efficiency and plateau effect than expected, easy to loss. In this case, the control store size, location of gold, and storefront renovation costs, become the inevitable choice of box of horse. New retail in the protracted war, lightly to improve survival probability. Why is 'shopping' and 'community' at the beginning of 2019, why people 'collective turn', pay close attention to the vegetable market this small business? Box horse shop opened three years later the same day, same is January 15, Meituan buy vegetables first convenient service with the same name mobile phone APP to start the test. On March 26, Meituan buy vegetables 'xi', the suburb, beiyuan two super community stood open. On March 28, box Ma Xin formats 'horse food box', the first store open in Shanghai may flower square. On March 30th, word of mouth hungry yao announced that will take the platform model to buy vegetables expansion to 500 cities across the country. On April 3, suning store announced that it will launch in late April '24 hours straight to the stores from country of origin' suning market function module. At that time, the category do less, focusing on 'shopping' three meals, such as the area is small, the community shops or front leg, has become the common choice for everyone. Why so? The key lies in, 'high frequency' will can defeat the 'low'; Fresh category, 'shopping' is the best chance of become the highest frequency trading star category. If box with catering and 'web celebrity' brought about by the high frequency of popularity, defeated the traditional retail; Then, fresh category in the highest frequency of 'food', is likely to upset again, become the first generation of new retail killer. At the same time, the area lies between previous generation with new retail on behalf of the 'centralized' train of thought, a new generation of new retail want to do, to the contrary, 'decentralization'. Box of hope, ma himself as a destination for customers, let customers 'to' stores; And buy and wants Meituan, let stores 'to' customers, through a community site selection and the fastest 30 minutes to the instant distribution system, let the goods directly to customers door. Another aspect, compared with 'neighborhood market' model, not to give customers shopping store community 'front storehouse' model of the space, can be further compressed corridor area occupied, decorate cost, commodity exhibition space, etc. , improve operational efficiency and cost control ability, can do most of the savings to the customer. Have, according to the analysis of 'Meituan shopping mode is, to take positions in the communities populated place, through high frequency products such as vegetables, fruits, meat, eggs milk entry user habits, and through the rich long tail sku products sold. 'IDG capital director ZhenZhiYong has said the new population and the generalized fresh consumption, let the community retail has a lot of imagination. The new retail. 2. The five characteristics of new retail 1 0. , in the era of 'food' high-frequency consumption attract the passenger flow, so as to solve high-grade pin problem of big fresh products, upgrade efficiency of traditional retail, drive the transformation of traditional retail. The new retail. 2. The era to more high frequency of 'food' for the 'food' strategic value, become the new retail 2. 0 player's guest engine. In everybody's collective steering can guess, 'vegetable basket' do have the chance to hold up the independent market, the main cell phone 'vegetable basket' Meituan to buy food, do have a chance to become the new retail 2. The era of the leading players.