The emergence of new business opportunities for excavation of retail is raised

In the past two years, the food industry has rejuvenated and has become one of the popular offline retail formats. The supermarkets and stores with the theme of "During the During Period Commodity and Discounted Sale" have quietly emerged, and the special sales of the date have also accelerated the expansion of chain and branding. The Hema Fresh Ole Store opened its first store in Shenzhen not long ago, which is the 20th store in the country. The reason why it is called "Ole Store" is to use Outlets to sell tail goods. All the goods come from the tail goods of the nearby Hema Fresh Store. The Hema Fresh Ole Store can be said to be a new variant of the current supermarket. Although the days of offline traditional supermarkets in recent years are generally not good, and the business of the current supermarket is good. The good sale that was established in 2020 has now opened nearly 500 stores. It is the head company of the current supermarket. Hi Special Purchase, which was established last year, has also owned more than 200 stores.

Selling point is prominently out of the circle

A box of 500 grams of red -faced strawberry is priced at 39.9 yuan in Hema Xiansheng on the day of listing. If it is not sold on the same day, it will enter Ole Store at a price of 26.5 yuan, which is equivalent to 65 % off, and the price will move over time over time. Continuously down. During the discount period, Hema Ole adopted the "selected product with a 30 % discount, discounts at 8 o'clock in the evening, and discount from time to time", which not only attracted the uncle and aunt, but also let young people after get off work come to 8 o'clock in the evening to scan the collective sweep collectively in the evening. The goods are exhausted all the consumer groups.

The core selling point of the current supermarket is a big discount. Here is 1 yuan and 1 bottle of vitality forest bubble water, 2 yuan and 1 box of crusts, 7 yuan and 1 Zhong Xuegao ... Buy a large bag of snacks, It ’s just tens of dollars. Such fragrant prices do n’t worry about no customers. The goods sold in the discount stores in the discount stores of Beijing Hao Special Sale and Hi Special Purchase are basically 10 % to 50 % of the general prices of the market. The food on the shelves is generally 2-3 months old, and some are even more than half a year. "The low -cost strategy hit the price -sensitive consumers, and the repurchase rate generally exceeds 50 %." Said merchants at a future -dated food supermarket.

The product is the product that is "endangered and the shelf life is still in the shelf life." From the perspective of industry insiders, the duration of food is a phenomenon that has long existed. One of the main sources of goods is the tail goods of non -best -selling brands from foreign trade, and the other part is the inventory of existing consumer brands and retail channels.

Rich categories and cheap prices, so that discount retail stores have quickly come out, the format continues to expand, and has entered a variety of scenarios such as communities, shopping centers, office buildings, and street shops. Supermarkets that specialize in the discounts of duration of food are all over the county markets to the county market.

The heat of discounts has continued to rise, helping to promote the accelerated development of the food industry. Ai Media Consultation data shows that the scale of the food market in 2021 has reached 31.8 billion yuan, and the market size will reach 40.1 billion yuan in 2025. The industry generally believes that the end -of -date food and tail tracks are typical 100 billion yuan tracks, and the brandization and chain process of this track have just started.

Continuous operations are facing problems

The rise of the current supermarket is to turn the problem of temporary foods facing traditional supermarkets into a huge business opportunity. However, the real operation of the current supermarket is facing the two major problems of supply and profits.

The first is the issue of supply. The big name is not worried about selling it. Once the end of the position is cleared, it will attract a large number of buyers to fight. Such a supply is very unstable, and the time of the time of the supermarket can only be "what is left to sell" and "how much is left", or even out of stock to sell.

The supply of food for the meeting is mainly from three categories: one is downstream retailers, including commercial supermarkets, convenience stores, e -commerce and other inventory; second, upstream food companies and dealers; third, imported food dealers. Generally, the main source of the current supermarket is the first category, that is, the inventory that downstream retailers have not sold. In fact, this kind of temporary food is the smallest, the distribution is the most scattered, and the supply is the most unstable. It can only be used as the supply of some individual discount stores, which cannot meet the needs of this chain of 500 stores.

The source of the good sale at the beginning was an imported food dealer. Imported goods will take a few months after long -distance transportation and customs clearance procedures, which often takes a few months, which is easy to produce temporary products. More importantly, compared with domestic brands, imported foods generally do not have strict price standards. If they are slow after entering the customs, importers want to clear their positions at a low price and will not be restricted by foreign brands and are more free in retail pricing.

The main food warehouse in China is mainly distributed in Hong Kong cities, such as Shanghai, Tianjin and Qingdao. Good sale starts from Shanghai. Hao specially sold Shanghai Xinguo Technology was established in 2014, and the founding team comes from Alibaba. The business they launched at the time was called "Pushing Purchase", mainly for the wholesale and retail business of imported goods with more than half of the shelf life. Pushing and buying a long -term supply agreement with major importers in Shanghai, while matching net red experts and micro -business, providing them with distribution tools and sources.

With the continuous expansion of scale, push purchases expanded the scope of supply to the second category, that is, upstream food companies, all of which are abroad. They signed an exclusive inventory distribution cooperation agreement with more than 500 brands such as Procter & Gamble, Lianlihua, Nestlé, and COFCO, and became a large country in the country. Prior to the official launch of the special sale in 2020, the push and purchase had accumulated long -term stable supply channels, mainly because imported food dealers and upstream food companies. This is a good sale that can open nearly 500 stores in two years.

The second is the issue of profit margin. It sells so cheaply, one fold and twists, three yuan and five yuan, coupled with rent, labor, and operating costs, many temporary supermarkets are actually losing money. Selling so cheaply, can you make money for special sale? The data shows that the comprehensive gross profit margin sold for good sale is as high as 50%. Industry insiders revealed that from the source wholesale, the commodities were really cheap, generally 1-2 % or even lower. The retail price of 18 yuan, the purchase price only costs 1 yuan. If it is sold at 3 yuan, the gross profit margin is 66%. It sounds good for business, but the time of delivery will become an expired product as soon as possible. The sales period is short and the loss is large. Moreover, most of the stores are more than 100 square meters, and some can reach 200-300 square meters. There are not so many big tail goods to fill the shelves. It is not a big -name tail product that really gives good sale to the big -selling profit, but the small brands and own brands on the shelves. Although these brands have not heard of it much, consumers see the Yiyun mineral water in the store 2 yuan a bottle, a can of 3 yuan of Nestle coffee. It is normal to buy a few bags.

At present, Hao Specials has registered its own brands such as "Xia Fun", and there are more than a dozen SKUs such as pot, chicken feet, and frozen durian. Hi special purchase also registered a number of own brands, which are target brands. For example, the target of "Strong Xiaolu" is the Internet celebrity brand "Wang Xiaolou".

The core competitiveness of the chain supermarket includes: First, directly connect with the upstream channel capabilities. By obtaining ultra -low -price large -scale large -scale goods, the consumer minds that seize the "big -name discount" consumer, and endorse the store drainage and endorsement. Second, more accurate supply chain management capabilities than traditional supermarkets can ensure the high turnover rate of time of delivery and become a agile "temporary catcher". Third, the ability to select precision selection and create its own brand for small brands is the source of high profit margins.

The format is further diversified

In 2021, many brands in the food industry have received financing, including good sale, prosperous markets, small elephant life, and hi special purchases, and they have received financing. At the same time, the duration of food tracks also became crowded. Data from Sky Eye Inspection shows that last year in my country, 125 newly -to -date food companies were added.

In addition to these new brands, large retailers have also grabbed beach discount stores. Traditional supermarkets such as Hema, Yonghui Supermarket, and Suning have all entered the game. Among them, Suning plans to open 100 discount stores this year, mainly selling online celebrity purchasing, discount products, and import leisure.

On online channels, e -commerce platforms such as Pinduoduo, Tmall, Taobao, and Taobao have also appeared in many discount stores in the end of 2020. On the Jingdong platform, some merchants sell the discounts of imported biscuit products as low as 1-2 discounts, and the monthly sales volume of the Pinduoduo Platform's spicy bars will reach more than 100,000 pieces. It can be said that under the common role of multiple factors, the format of the discount stores is gradually mature. (Edit Li Chuang)

Source: China Food News

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