The new pattern of fresh fast moving consumer goods is accelerating

As for the relationship with the existing self-service cabinets, Food Fresh pointed out that the offline store business will effectively supplement the existing business model of Food, including the supplement of instant consumption scenarios, as well as the procurement of goods at the end of the supply chain and the cold chain distribution. Consumers can buy online, pick up food from the community cabinet, and also buy directly in the store, and the consumption scenario is more diversified. Interestingly, in some large communities, it is not excluded that self-pickup cabinets and community stores exist at the same time.

In other words, for food and fresh, what model is not important, it is important to understand the community scene. How does this inspire your peers?

Reconstructed community model

If we go back to some basic logic, we will find that there are some common dimensions of retail's understanding of the market in the past. City dimension, first line, second line and third line; There are business circle dimension, core business circle, community business circle; There is also a format dimension, such as what the single-store model of convenience stores should be, what the hypermarket should be, and what the standard supermarket community supermarket is, all have a corresponding logic and knowledge system.

But after the community scene, in fact, whether it is the original retail veterans or cross-border power, in fact, you will find that on the whole, it is still a chaotic war, eight impenetrable across the sea, and a variety of new models and new ideas are also many. So there is a dual-track system, or even a multi-track system. But no one has yet come up with a fully universally convincing model. What's the problem? Tiger Sniff believes that the key is the differentiation of the community, which cannot be matched in the past analysis dimension.

Simply put, in the past, China's retail industry analyzed the market, or the granularity was too large, and the city was the unit. Or it's too small, and it jumps straight to the one-shop model. Of course, it is right to do the retail industry to pay attention to the single store model, and the company that does not pay attention to the single store model is not dead but also on the way to death. But the problem is that today's consumers are consumers who have been educated for nearly ten years by powerful e-commerce platforms and social platforms, while fresh is a brand with low concentration and high non-target categories, only relying on a good location to open a few stores to understand local consumers, the feedback is likely to be one-sided.

Perhaps a better way is to build a new fresh community model, neither based on the city, nor based on a single point (store, pre-warehouse, self-pickup point, self-pickup cabinet, etc.), to build their own data model, but really based on the user dimension of the community, to build a data model. Just like the department store shopping center industry used to study the shopping district.

Truly building a model based on community users means abandoning the "me first" mindset. In the past, for people who opened a store, it was the customer who entered the store, and those who walked outside the door did not count. For online platforms, too, registration counts. But if you really consider the problem based on the community, it is to start from the user's point of view, first look at what needs, and then consider what formats to meet the needs.

In fact, whether it is an online platform or an offline entity network, in essence, it is a network that provides basic life services to the community residents, as for the sky net and the ground net, this form itself may not explain what the problem is, if the net is too large, what network will also have fish. Of course, one approach is to fill the net as much as possible, and the density of the network is to be extreme.

However, the difficulty of the fresh business is that it is a stock business, which has been around since ancient times, at least with the birth of the city, there must be corresponding solutions. Therefore, there is no absolute blank market and new continent, like finding the opportunity to pre-empt the absolute density, it is very difficult. Secondly, due to the continuous hot fresh retail, in addition to the expansion of existing players, there are constantly capital and new players entering strongly. Recently, the cross-border Baoneng fresh plan to open 10,000 stores in the country has also surprised many people. The latest news is that the target of Guangzhou and Shenzhen is 2000, which refers to the base camp of Aunt Qian.

Not to mention whether the goal of 10,000 is realistic, it is conceivable that the property suitable for opening community fresh is likely to usher in a round of rising tide. This does not take into account the main online fresh advance warehouse and the attack of the Internet giants. In a word, the density of the store is important, but the current market has not given any single player a time window to achieve "density", and any community in a second-tier city may be fresh "Three kingdoms". You have me, I have you.