The future of retail model contention: Sam VS Hema Fresh

Sam's Club entered the Chinese retail market 22 years ago by adopting a paid membership system, and today, the number of Sam's Club paying members has long exceeded 2 million, and it has also realized member data interchange with Jingdong. The unit price of its members is about 1,000 yuan, and the monthly re-purchase rate of its members has exceeded 50%.

In general, in the user base, because Sam's payment system has a certain threshold, and 22 years of experience has also made Sam form a diversified membership service system, so both the loyalty of users and the consumption power of users are higher than Hema Fresh. However, as a mass retail store with a new retail model as a starting point, He Ma Fresh can further increase the customer price of users by improving service capabilities in the future.

Sam's Club: Online layout is not only fast, but also more comprehensive. Sam's Club store in Jingdong global purchase, Jingdong flagship store to achieve the goal of three times the total sales of e-commerce within a year, and opened a self-operated platform - Sam's Club online mall, the growth rate is also twice the market average. In addition, Sam's Club online store not only opened its own Sam's Club online mall, but also reached a strategic cooperation with Jingdong, JD global purchase, JD flagship store have opened stores, and recently in Shanghai also launched Sam Jingdong home, its online layout can be described as full bloom.

Hema Xiansheng: The online strategic layout is an ecological model, because it is a member of Ali's ecology, it can enjoy Ali's traffic support, there are traffic entrances on Tmall, Ele. me and other Ali platforms, and it can also enjoy Ali's rich e-commerce operation experience to protect its online marketing, so its online sales ratio can reach 60%.

However, its online business is still not strong enough, because there will be business overlap with other members of the Ali Department, so it often encounters the phenomenon of "friendly forces".

Bottom PK: Full coverage vs circular center

Online is an important part of the future of retail, while offline is the main stage of future retail, in this respect, the main difference between Hema Fresh and Sam's Club store is the coverage characteristics of offline stores.

Sam's Club: Sam's Club mainly relies on the coordination and cooperation of "store" + "cloud warehouse" in the offline layout of future retail. Sam's Club currently has 22 stores in China, covering almost 18 major cities. Its stores have a large shopping area, generally around 10,000 square meters, and provide additional services such as large parking lots. In today's "parking is difficult", the shopping experience of members has been significantly improved.

Hema: Compared to Sam, Hema is a little more conservative offline. The shopping space of Hema fresh stores is small, only more than 1,000 square, and the types of goods are relatively simple, mainly fresh, so most customers come for fresh products. In terms of the number of stores, although there are currently 87 stores in the country, it is not small.

Logistics level PK: mature system VS pre-warehouse

The speed and efficiency of logistics can directly affect the user's shopping experience, and the cost of fulfillment directly affects the total turnover. Logistics has also become the focus of Sam's Club and Hema Fresh.

Sam's Club: The delivery speed of goods is very good in the industry peers, basically achieving 1 hour rapid door-to-door delivery within the scope of service, and the average delivery time is only more than 40 minutes.

Therefore, from the perspective of logistics, Sam's advantage is that it has a mature logistics distribution system, coupled with its own commodity characteristics to upgrade the logistics packaging, so it can ensure that the logistics efficiency is always at a high level.

Hema Fresh: The use of store pre-warehouse mode, coupled with self-distribution, so in the coverage of Hema fresh can basically achieve rapid delivery within 1 hour. In addition, because the number of pre-warehouse and the store is 1:1 structure, there is no need to create another pre-warehouse, and its distribution is directly distributed from the pre-warehouse to the incubator of the distributor, saving the cost of high-quality frozen packaging of individually packaged goods.

The "snake and elephant battle" is actually the battle of the future retail model

From the above five aspects of analysis, it can be seen that Sam and Hema fresh in the new retail field of "snake and elephant contention" tit for tat. Back to the ping efficiency, the reason why Sam is much higher than Hema is not difficult to understand, because in the member value (equivalent to customer unit price) and cost control, two key indicators of ping efficiency, Sam is better than Hema a lot.

But in any case, behind Sam and Hema's "snake and elephant battle", in fact, the essence is the competition of two future retail models, and this also releases two signals.