How to retain young people?

Nowadays, fewer and fewer people in offline supermarkets have become less and less. Young people are more pursuing high -efficiency instant retail, online orders, offline delivery, forming a complete link. Traditional business super -connecting online delivery, traditional business super -upgrading is being upgraded, and future business super is being redefined.

After the 90s, the white -collar little rain weekend asked friends to come to the house for dinner at noon. I woke up at 9:30. Considering that I had to change my clothes when I went out to buy food, I was also a waste of time on the circuit. Vegetables, meat, fruits, drinks ... APP shows that the order is delivered to home after about 29 minutes.

In the supermarket, "You have a new takeaway order, please handle it in time." This system that originally appeared in a restaurant prompted sounded synchronously. The sorters put the target product bag, weighing, scanning, and packaging in accordance with the product list, and give it to the distribution brother from the special channel. After half an hour, the ingredients to be used for lunch are on time.

Like the above -mentioned online delivery of traditional businessmen to meet consumers' instant sexual needs, it is the current popular instant retail.

The reason for this is because the traditional business model is in trouble. In recent years, in addition to the popularity of traditional businessmen in individual special periods, fewer and fewer people visiting supermarkets daily. Large -scale supermarkets are generally in the situation of weak growth, severe performance decline, and insufficient stamina. Traditional retail leaders who have developed in China for more than 20 years have collectively trapped offline quadrams.

Behind this, there is an impact of the epidemic, the impact of traditional e -commerce, changes in the consumption habits of young people, and the limitations of the traditional business super. However, consumer habits have been relocated, but instant consumption demand always exists.

Embracing real -time retail, transforming Shang Chao into a store warehouse is becoming the mainstream approach of Shang Chao Breakthrough. Storage member stores and Yuncang are also one of the possible directions. In addition, it is a possible solution to the addition of services and experiences, increase services and experiences, do subtraction, integrate logistics warehouses, and reduce costs.

Future Shang Chao is being redefined.

1. Traditional businessmen who are trapped offline

Traditional supermarkets and convenience stores, because they are closer to consumers, can meet the real -time consumption needs of consumers within a few kilometers, once the main channel for most consumers to purchase fresh daily necessities. However, with the development of e -commerce, the impact of the epidemic, and the solidification of the supermarket model, there are fewer and fewer people visiting supermarkets under various reasons.

Prior to 2021, Xin Xin, an Internet practitioner in Beijing, was a heavy enthusiast in the supermarket. "I basically go to the supermarket every Saturday morning, bring my canvas bags, and purchase for a week." She often bought beef, yogurt, snail lion powder, all kinds of balls, and snacks and drinks.

The process of visiting the supermarket is also very immersed. Xin Xin listened to the song with his headphones and picked things. The supermarket's vegetables and meat were fresh and cheap. "This is an event that I must do every week without spending a lot of money and happiness."

However, there is a problem for her shopping for shopping. There are too many things to buy often. When the epidemic is repeated, going out itself has become a psychological burden. Later, Xin Xin found that there are many channels for buying supermarkets and can deliver the goods to the door. Now, Xin Xin has not been to the supermarket for more than a year.

She thinks that her recent two experiences to go to the supermarket are unhappy. After going to the supermarket near her home twice, she quarreled with the person who cut in line at the checkout. "Now that the Internet is so developed, I actually have to get off offline to receive this anger. I can avoid this through online shopping. "

Moreover, it is difficult for her to make her feel happy now. The display of the supermarket is very old. I can imagine what there is on each shelf. Unlike the online channels, there are many fresh categories that have never been seen to try.

Young people who do not like to go to the supermarket start to slowly go to other alternative channels.

Xiaoyu used to buy various daily chemical products such as paper products, cleaning supplies, etc. in the supermarket. This type of demand was solved through traditional e -commerce. Usually, when it was promoted, the consumables needed for half a year at home. As for vegetables, vegetables. As for vegetables, vegetables. As for vegetables, vegetables. Fruits, most of them are purchased from Meituan, JD.com, Hema Xiansheng, etc.

Although she does not like to visit the supermarket, she still needs yogurt, milk, bread, fruits and other daily real -time consumer products. It is also acceptable. "

According to statistics from Euromonitor, in 2021, the size of the Chinese business super market has exceeded 3 trillion yuan, but the overall market growth is weak. The average annual growth rate (CAGR) from 2018 to 2021 is only 2.6%, of which the market format is the same period of the same period. CAGR is -0.4%.

The performance of the supermarket is not optimistic. On July 20, the "TOP100, China Supermarket in 2021" released by the China Chain Management Association showed that in 2021, including the second and third Yonghui Supermarket and Darunfa, 62 companies had sales of negative growth, negative growth, and negative growth. The number of enterprises has doubled from the previous year.

Decreased customer sources, slow goods transfer, and repeated performance, and the development of the supermarket seems to be insufficient.

Zhuang Shuai, the founder of Bailian Think Tank, explained that the development of supermarkets is limited. The epidemic is a reason, and the other is the reason for the supermarket itself. The supermarket has developed in China for more than 20 years. It is still the original store pattern and display. It does not meet the shopping experience and needs of young people. In addition, the operating system of the supermarket is too old, and the innovation and change are too small. And now there are many new replacement methods, including traditional e -commerce, half an hour's front warehouse format, etc. Wang Guoping, a senior consultant of Lian Shangwang, pointed out that several heads of the supermarket industry have not developed well, and the specific reasons are different.

"Some blindly chasing concepts, such as doing super species, but do not really operate the supply chain system, personnel, services, etc., became popular during the opening stage, and soon entered a state of losses. Shelves, piled up the larger packaging goods, but the core of the warehousing member store is selected products to save time for consumers. Many transformed supermarkets still have a large number of products to choose from; and companies tend to earn it quickly. Money, spending energy in the fields of real estate, consumer loans, and unwillingness to penetrate into the commercial super industry, "he said.

Practitioners were forced to start actively.

2. Instant retail, store and warehouses, Shangchao breakout new path

The solution of Shang Chao's breakthroughs came out of the practitioners.

With the help of instant retail transformation, it seems to be a mainstream answer.

Old -fashioned convenience store Rosen has settled in Meituan and other platforms since 2018. The platform sales have accounted for 10%of Rosen's sales. Moreover, the proportion of online and offline consumers is less than 10%, that is, most of the online orders are incremental. In the past three years, the local convenience store Meiyijia has a growth rate of more than 100%from the real -time retail platform. After the founder of Jiamei Yueyou encountered an offline supermarket bottleneck, more than 20 new convenience stores have been opened on Meituan since 2020. At present, the real -time retail orders have exceeded offline.

Nowadays, the heads of the heads are also offline to home business.

Beginning in May this year, Wal -Mart's Sam member store opened cloud warehouses in Shanghai, Wuxi and other places, and selected products with high repurchase rates, ordering online, "one hour of speed". In 2021, the two Store Stores of Carrefour opened in Shanghai. Yonghui Supermarket has a store in one store, a member of the member storage stores, and cooperation with Meituan Flash Shopping and JD.com.

Zhuang Shuai believes that the biggest value of real -time retail is convenient. Delivery within half an hour to meet the real -time demand. In addition, because of connecting with offline stores, the trust of real -time retail is relatively high, and user returns and exchanges will be more convenient.

In recent years, some new stores have taken into consideration the issue of real -time retail distribution. They are specially made a rider channel. The riders can directly get the goods from the window and ride.

There are also practitioners, creating a new model of warehouse+community.

In mid -2021, Yiming opened a supermarket of about 800 square meters in Chaoyang District, Beijing, with a rent of 4.5 yuan/square meter, plus the shelves, cold cabinets and the first batch of goods, which invested about 940,000 yuan.

The supermarket area is large, the cost is high, there is no price advantage in the product, the more no one buys the vegetable and vegetable products, the slower turnover, the more fresh things, and no one to buy it. Such malignant follow. In the supermarket, it lost more than 700,000 yuan.

After closing the shop, she still has six or seven WeChat groups. As soon as she began to operate the community, a warehouse of about 100 square meters was set up around the community. Essence "The price of our things is 10%-20%cheaper than the surrounding businesses, fresh, and can also deliver the goods. We serve people within the range of five or six hundred meters around. The platform is sent. "Yiming told Shen Ran.

After the success was successful, Yiming began to expand to other parts of Beijing. At present, she has built five warehouses in many districts in Beijing. "We find Baoma or active personnel in the corresponding community to serve as part -time sales. Our employees do it. A warehouse with four sorting and delivery employees, and one or two people do social operations. "According to Yiming, the revenue of the Baiziwan community in Chaoyang District was 170,000 in August, and the net profit was 1 -20,000 yuan.

Today, the business at home has become almost the "second growth curve" of all traditional supermarkets. Introduce real -time retail, upgrade into a store, or make a storage member store, Yuncang, etc., and some "big ships turn around", reduce the size of the store, or use a warehouse+community to play new tricks.

Some people choose to distribute independently, and more Shang Chao choose to settle in platforms such as Meituan to develop instant retail. The Meituan flash purchase from the extension of catering takeaway has fully practiced, and has obtained market verification in terms of technical level and service capabilities of local merchants. The track is transferred to the supermarket industry. Large and medium -sized business super -large, convenient stores, and grocery stores can all benefit from the real -time retail platform.

Data show that from January to July 2022, the brand supermarket convenience stores on the Meituan platform increased by 39%year-on-year, and the number of related merchants increased by 20%year-on-year.

The real -time retail delivered in 30 minutes is a further extension and improvement of traditional retailers in terms of convenience. In this way, users have obtained the need for it efficiently and conveniently. The supermarket not only expands from a fixed point of 500-1000 meters to 3-5 kilometers, but also obtains online incremental customers. It not only expands the tentacles, improves the turnover efficiency and store value, but also more accurately meets consumers' needs for supermarkets. Third, redefine Shang Chao

As a consumer, Xin Xin hopes that the future offline supermarkets are flattened, and the entrance and exports should not be so complicated. "I will compare the price online to the online shopping. The offline is at least not much more expensive than the online. For instant retail, if the delivery fee is reasonable, I can accept it. "

Users accept that practitioners are actively engaged, and the future of the supermarket industry still has a lot of room for.

Wang Guoping pointed out that there are three major directions in Shangchao Breakstration: the first is the route of efficiency. Specifically include the model of real -time retail, store warehouse, and warehousing membership stores. Instant retail has greatly improved in the time of delivery. The practice of type warehousing member stores such as Costco and Sam is selecting products to improve consumers to improve procurement efficiency.

The second largest direction is to increase services and experiences on the basis of the original business. "For example, the early super species, now many transformed net red vegetable markets, supermarkets+food squares, and some supermarkets are combined with some commercial streets and cultural tourism projects to change their purpose of consumption to browse consumption, but at present The problem is cost control. "The other direction is to reduce costs. He mentioned that the cost of Shangchao stores is difficult to drop. Now the highest cost of retail industry in the entire shopping mall is actually on the logistics storage side, the origin, transportation end, and warehouses. Every small detail can be reduced. For example, to build warehouses in specific cities, or to match fruits and vegetables and daily fast -moving products to increase the gross profit margin of the supermarket industry. In the first half of the commercial superior industry, it tells the story of large and complete, self -service -oriented purchases. Now, the user's habits and the industry shifting for the industry has forced the supermarket to start changing.

Judging from the data of the Meituan platform, traditional retailers are overwhelming the recovery of real -time retail opportunities. From the perspective of global comparison, the Chinese retailer super industry, which is based on faster serving local consumers, is also ushered in a rebound.

In the future, as the supermarket is more and more, there will be fewer and fewer customers in a single supermarket. What the practitioners can do is to seize the customer group they want. In the past, the industry was a full -customer group, popular procurement and shops. In the future, it is more suitable for specializing in a direction, deepen, deeper, and grasping people within three kilometers.

Wang Guoping as an example. For example, the supermarket chose to sell ordinary grapes with a purchase price of 3 yuan to 9 yuan, or to sell 20 yuan to 50 yuan, depending on its own customer base. Grasp your own customer group characteristics, which can save consumer time and form stickiness.

In addition, he mentioned that the entire supermarket industry is currently in a relatively primitive management state. In the early supermarkets, there were shops and warehouses, and they were working upstairs. Now many companies have established operation center headquarters. The institutional dividend brought by reform.

The supermarket owner is planning to take a membership system in the future. The user can recharge, and then you can get a certain discount, which can also make users stick to it. "In the next step, I also want to make smart containers, so that everyone can buy and pick up things for 24 hours."

From the perspective of many people in the industry, in the future, large supermarkets will still exist, but the number will decrease, and there will be more and more small and medium -sized supermarkets with complete categories. In addition, it is more suitable for young people to combine instant retail stores and warehouses, and the development space will be greater.

"The retail industry is usually pulled to the ten -year cycle to see what kind of model can survive in the future. Now it is more clear that Meituan flash purchase has a large scale. Under the Matthew effect, it can drive many offline supermarkets and convenience stores to make new changes and improvements. "Zhuang Shuai said.

Wang Guoping judged that at present, the head merchants are going down, and the person who has been lost will be combined with the new model. After a few years, the new supermarket ranking may be seen.

As the scope of instant consumption further expands, the flowers of various formats will become the norm. Supermarkets can be opened in the bustling business district, or on the streets of the community, you can even jump out of the physical store to display the product offline to display the goods, and put the shelves completely "into the consumer's mobile phone."

For the future supermarket, no one has discussed the topic of doing online, using the full channels of the whole scene, and satisfying the needs of consumers from the perspective of selecting products, experience, convenience, etc., is that players have to face The key test.

*At the request of the interviewees, Xin Xin, Xiaoyu, and Yiming were pseudonym in the text.

Author: Tang Yahua, Editor: Mu Feng

Source public account: deep burning (ID: shenrancaijing), focusing on the innovative economy, focusing on deep content.

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