Is the hot facing food track turn off?How far can discount retail go?

In recent years, if you want to ask what areas are the most popular in the retail track, except for the familiar fresh e -commerce companies that you may be familiar with, food may become one of the best. When there was a problem, what happened to the duration of the red fire? Why is the temporary food suddenly unpopular?

First, the hot facing food track goes off?

According to Red Star News, in the referee documents disclosed, Shanghai Tong Meow Technology Co., Ltd., which belongs to the discount brand of the Internet celebrity discount brand, exposed that "the business has stopped, there is no cash flow, and it is ready to apply for bankruptcy." In addition, Tianyancha APP shows that jumping meow technology has fallen into dozens of contributions with suppliers.

Not only the prosperous bazaar, the "Ben Palace Snacks Creative Research Institute" of another period of food discounts also has a similar situation.

Some people in the industry pointed out that the "down" of the prosperous market may mean that the discount retail track is ushered in the industry's large shuffle.

The players left are seeking transformation, such as "going to the time". The Red Star Capital Bureau visited a "good sale" in Chengdu City. The person in charge of the store said that when the opening of the business was more than 50%, it only accounts for 20%-30%. "Now all are all all. I don't sell it much. "

According to interface news reports, in April 2020, Fan Zhifeng, the founder of Prosperous Bazaar and Gu Xiaogen, who specialized in the discount of tail goods at that time, made a settlement of a discount of tail goods in a Jingdong convenience store located in Shanghai Ling SOHO. The price of goods is extremely cheap, and 80,000 yuan was sold on the same day. Since then, Fan Zhifeng has discovered the business opportunities of discounts for discounts.

In September 2020, the prosperous market was established and headquartered in Shanghai. In 2 months, the prosperity market opened 11 stores in Shanghai. Since then, he has settled in Hangzhou, Shijiazhuang and other places, and has opened 20 stores in just one year. It was once called "Chinese version of Don Quixote" (representative of the Japanese discount chain brand).

Similarly, the report from the media connecting Insight in titanium media shows that Han Yu is a frequent visitor to the meeting food store. Every time you pass by, you will go in to buy it. It is 100 yuan to fill a small basket, which is very cost -effective. But recently, Han Yu discovered a obvious change, and there were fewer and fewer types of goods in food stores. "Even if the clerk sells it at the door, there are few people's traffic."

Guan Guan is even more blunt, "The discount store is cheap is cheap, but it is really unpalatable."

The temporary food that young people have loved seemed to be "overnight." As everyone knows, this was a "10 billion market" that they had eaten.

Ai Media Consulting's "2020 China's Food Industry Market Analysis and Consumer Research Report" shows that the total output value of China's snack industry in 2020 exceeded 3 trillion yuan. As long as 1%of the inventory enters the market, it will also have a scale of 30 billion.

And online, the discrete food is still very popular. Last year, the "Report of the Consumption Cold Knowledge Report" released by Taobao Joint Science Popular China stated that 2.1 million people each year on Taobao ’s online food food, and related snack shops reached nearly 10,000.

2. How far can discount retail tracks go?

Seeing a relatively obvious cooling phenomenon in the metropolitan food track, many people will be surprised. It seems that the temporary food has only been on fire for less than two years. What should we think of the changes in the food track?

First of all, is there a process of upstream decision to decide downstream. On the surface, the temporary food seems to be a very good track. It is concentrated by the company that is about to expire, and then sells it to those who are willing to accept the temporary food at a low price. This logic is perfect. For merchants solved the problem of the current inventory, it meets the needs of some young consumers for consumers.

However, the problem is not that simple. The food industry itself is a very complicated industry. In the process of industrial development, the links are complicated. A brand may have many agents. This has led to a problem. Who will collect these temporary foods? How to screen the pricing? After all, how can it be sold? In addition, the supply channels are very unstable, and the supply of each batch of many companies selling for -time foods is very chaotic, and naturally, it has caused more problems with the issue of future food than expected.

On the sales side, the phenomenon of unevenness of bitterness is very significant. Some popular categories often sell out of stock and be snatched, but most of the unpopular categories are not as much as possible, and often they are really put from the period to expire. At this time, it is necessary to test the sales enterprise, whether it is processed after expiry, or trying to "change the face" again, always testing human nature, which will undoubtedly make companies face huge problems.

Secondly, the temporary food becomes the Red Sea from unpopular to fragrant. Originally, the food industry was a relatively unpopular or even door -to -door industry, because most consumers would not buy this kind of temporary product, but since the popularity of the future food, consumers have started to buy group purchases. , Even on Douban and other platforms, there are groups that specialize in buying the experience of buying a period of time, which undoubtedly allows the temporary food to get under the spotlight at once.

As a result, the problem came. Originally a relatively unpopular track, only a few companies operated could undoubtedly ensure that the source of the source was relatively abundant, but once the temporary food became a citron for many companies, a large number of people were competing. Market competitors pour, especially after some giants are influx, market problems will become increasingly acute. In October 2021, Hema Xiansheng opened a fresh Ole shop in Shanghai, most of which are fresh and easy -to -consume foods or future foods. Three months later, Suning's first discount supermarket opened in Maanshan and announced that it would successively enter Jiangsu and Zhejiang. Shanghai, and plans to open 100 stores in 2022. A large number of giants have entered the battlefield of the temporary food, and naturally make a large number of people's supply of food become increasingly tight. It is necessary to know that the temporary food itself is a product that it is not easy to sell in traditional supermarkets. The price itself is its only one. The competitive advantage, when many companies are competing for competition, there will naturally be many problems with the present food. The original market participants themselves have insufficient competitiveness. In addition, the pressure of competition in the Red Sea is huge. break out.

What's more, the supermarket has become a normal supermarket. Most of the temporary supermarkets are selling normal products, and the session becomes a gimmick, which naturally disappoints consumers.

Third, how far can discount retail tracks go? Faced with the discount retail track where the current food is located, many people are asking how far can discount retail go in this case? At present, there may be several trends that will be more clear:

First, for small companies, Internet e -commerce may be the final destination of discount retail. In the face of the current market change, most small and medium -sized enterprises will actually become weaker and weaker, and the cost of offline physical stores will be higher and higher. For these SMEs, e -commerce may be the only solution to the solution Ideas, if you can have a stable supply, make small and beautiful e -commerce may be the best way to reduce costs. Through e -commerce to directly connect to the supply and consumers, thereby reducing simple sales costs. This is undoubtedly the most effective idea for small companies Essence

Second, large enterprises need their own stable supply. For large enterprises, discount e -commerce is actually a supplement to its own upstream business. For example, giant companies such as Hema and Suning have sufficient sources of sources of supply. The system products and products of their own industries will undoubtedly have greater value, which means that the twenty -eight divide of discount retail has actually begun.

Third, the future of discount retail may be destined to be unable to grow. Under the current circumstances, it is very difficult for discount retail to become a simple large industry. The logic of the market is doomed to discount retail will be a vassal track of large industries. Only recognizing reality is the most understandable thing for discount retail.

Therefore, although it is good for food foods, it is not so easy to do this track.

- END -