Pre-position includes

01

Daily Fresh basically ran out of a pre-warehouse template, and new players quickly entered.

In April 2017, Ding Dong bought vegetables was born in Shanghai, the hinterland of the U operator, and also adopted the pre-position mode. Founder Liang Changlin military background, is a continuous entrepreneur, has founded the parent-child website YY network, mother and child community APP mother help, and in the 020 track hot time founded Ding Dong community, but failed.

Dingdong community provides convenient services for the life of community users, including second-hand transactions, living fees, housekeeping, carpooling, community BBS and so on. Liang Changlin saw the high-frequency demand for buying food and cooking from the community service, and led the old employees to transform and do Ding Dong buying food after the closure of Ding Dong community.

Ding Dong buy food early financing is very difficult, pre-position mode of early investment is high, in front of many years of hard work U shopkeeper, as well as rich and bold daily fresh, founder Liang Changlin has seen 150 investment institutions have not got money. However, Han Rui of Gaorong Capital met Liang Changlin by chance, and decided to invest after meeting and chatting, 13 days later, he made a payment.

Gaorong Capital's approach is to look for structural opportunities - new supply, new demand and new people - and then look for projects that fit the bill. Gaorong Capital has been paying attention to the field of fresh food since 2014, investing in a number of O2O platforms, investing while researching, and finally determining the three directions of fresh food track investment: 1, in the first and second tier cities to find the ultimate fast target, with money for time, such as Ding Dong buy food and Pu Pu supermarket; 2, in the sinking city to find the ultimate province of the target, with time for money, such as Pinduoduo; 3, the pursuit of extreme convenience in the scene of what you see is what you get, such as Aunt Money.

Gaorong Capital is also optimistic about the pre-warehouse model, they believe that if the optimal solution to infinite consumer demand is called the "robotic cat model", the closest business model to the "robotic cat model" is the pre-warehouse. In the pre-position mode, Gaorong Capital also invested in Pipu supermarket. Pupu Supermarket was born in 2016, has experienced four financing, but behind the investors are very mysterious, can only know that Gaorong Capital invested 10 million yuan in pre-A round, B round has completed 155 million US dollars.

Han Rui is also optimistic about Ding Dong buy food because of its data performance. Ding Dong shopping online within 18 months, the user retention rate reached more than 40%. Previously, Liang Changlin had founded the mother and infant life service platform, whose users were highly overlapping with the target users of Ding Dong Buy food, and Ding Dong Buy Food was lower than its peers in terms of new cost.

At the same time, the coverage area of Dingdong Buy menu warehouse continues to shrink with the operation time, and the order density continues to increase, which means that user experience optimization and operation optimization are in the same direction. Han Rui judge ding dong buy food more chance to run through the pre-warehouse model. Gaorong Capital has since invested in three more rounds.

Han Rui also pointed out that Ding Dong buy food at that time the re-purchase rate is also higher than peers. Ding Dong buy vegetables weekly repurchase rate has exceeded 50%, according to public data, monthly repurchase rate is not excellent.

In 2019, Liang Changlin disclosed the "smile curve" painted by Ding Dong's repurchase rate data, Ding Dong's repurchase rate stabilized at more than 20% after its launch in May 2017, and when Gaorong Capital invested in May 2018, Ding Dong's monthly repurchase rate was about 23%.

The data of several other layout pre-warehouse is: In April 2018, Chen Zhiyu, vice president of Walmart China, revealed that the pre-warehouse monthly re-purchase rate of Shenzhen Uncle Sam member store exceeded 50%; The monthly repurchase rate of both daily excellent fresh and U shopkeeper has reached 80%.

The growth rate of Ding Dong shopping is very fast. Four months after its launch, the daily orders have exceeded 6,000, and six months later, the daily orders can reach 16,000. In June 2018, the GMV exceeded 36 million, and the number of service stations (pre-warehouse) in Shanghai reached 58. In the pre-position mode that has been recognized by investors, it is the most likely to become the second player.

At that time, Ding Dong buy food financial situation is worrying, Liang Changlin is planning to sell the house to support the development of the company, the founder has the determination to burn the boat, but also increased the determination of investors to Ding dong buy food.

It is worth noting that Gaorong Capital has formed a relatively mature cognition of the pre-position when it entered the market, and several data seized are very key to the pre-position model, which is rare among the many early investors in the pre-position model.