Core Guide:
1. What is the layout of Mei+Fresh Life Supermarket?
2. Difficulties and advantages of entering the community?
3. What is the prospect of exploring community stores?
Recently, Gome opened a new "Mei + Fresh" life supermarket in Tongzhou, Beijing, and began to explore the fresh food community store.
After years of accumulation, Gome is not only famous in the electrical industry, but also has a certain right to speak in the fields of e-commerce, logistics, real estate, investment, cultural media, etc., and this time it boldly crossed the industry to inject fresh blood into the community fresh race track. What spark can it bring?
01 Demystifying the beauty + fresh life supermarket
In mid-to-late June of this year, Gome's Mei + fresh life supermarket settled in Tongzhou, Beijing. It is located near the Orchard Station on the Batong Line and is near the subway. The supermarket covers an area of about 500-800 square meters and is officially defined as a community store. As a fresh life supermarket, the store is mainly fresh, and sells mostly . It can be seen that is more inclined to cheap fresh and convenient than the boutique route. It is worth mentioning that, similar to other large-scale fresh produce supermarkets, such as Hema and Qixian, Mei + Fresh Life Supermarket also has a counter for staple food processing. It is believed that the SKU in the store and other value-added services will gradually be filled in the future.
At the same time, Gome, which has the e-commerce gene, began to directly connect online and offline at the beginning of the store opening to seize the flow. Fang Wei, CEO of Gome Retail, previously stated in an interview with the media that Mei+ Fresh Food is dominated by Daodian, Dajia, Daowang and the community. Under the signboard of the US+Fresh Life Supermarket, you can clearly see the words Scan Code Order, and online and offline integration is actively being carried out. Regarding the community, Gome hopes that will maintain private domain traffic through the Mei + Fresh Gathering APP and Mini Programs. However, maintaining community traffic still requires to trust and maintain . Will it be operated like other brands in the future? Route, extensively and deeply cultivate the WeChat operation group, wait and see.
02 Difficulties and advantages of interbank?
In the life of residential communities, daily chemical products for vegetables, fruits, eggs, and eggs are just needed. With a large market, once the community traffic is drawn, the future is not big. No matter how attractive the prospects are, going beyond the comfort zone to explore new businesses can never escape the pain points. Li Botao, vice president of Guangdong Liumu Supermarket, pointed out that for Gome, entering the community fresh food industry has no inherent problems . After all, the community fresh food threshold is low, unlike other industries that have strict requirements on their own conditions. Therefore, the inherent difficulties of community fresh food have become a key concern of Gome, especially in related fields such as supply chain and operation.
is the core of retail supply chain problem . After years of intensive cultivation, Gome has established smart supply chain , using big data, cloud computing, mobile Internet, artificial intelligence and other new technologies , in product procurement, sales, logistics All links such as warehousing, distribution, information service, etc. realize efficient processing and automation. In the fight against the epidemic, Gome was recognized by the Ministry of Industry and Information Technology for its smart supply chain to transport materials and equipment.
The picture shows Gome Logistics
However, the upstream and downstream supply chains of the fresh food industry have changed accordingly. Take Baiguoyuan, a leader in the fruit chain industry as an example, not only has many stores across the country, but also won more than 230 special supply bases , like Hema, owns 500 bases and heavy assets, and covers cold chain logistics across the country. Gome wants to spread the United States + fresh food and replicate the country. In addition to making relevant logistics adjustments, it may also make corresponding plans in terms of suppliers and base construction.
A good card is in hand, and it also depends on the person who uses it. Putting it in the store is the details of operation , including maintaining traffic, selecting product pricing, etc., but Gome itself has been in the retail red sea for many years. It’s easy to drive, and this is alsoIt is one of the advantages of Gome entering the community fresh food store.
In addition, the location of Beijing is also quite knowledgeable. Senior practitioner of the community group buying track, and the Hainan local group buying platform Coconut Optimal Incubator Wei defaults that Beijing, as the leader of the dragon, has excellent talents in all directions, has accumulated relatively strong accumulation in talents and supply chain construction , and specializes in the cultivation and operation of fresh food. The team has greater convenience and advantages.
More importantly, it is quite tolerant for the market of fresh food community stores in Beijing : There are not a few large stores such as Beijing China Resources and Carrefour, but there are not many community stores and convenience stores , and there are also sinking markets. There is a lot of exploitable space, and in practice, the effect of new retail operations in Beijing is gratifying. It is bold to speculate that it will attract more players in the future.
03 Do not ask about the future:
In March of this year, the Beijing Municipal Bureau of Commerce publicly released the "Notice on Application for the Development Project of the Life Service Industry in 2020" to the public. The "Notice" clearly stipulates that if the business license is obtained after January 1, 2019 (inclusive), new chain direct-operated and convenient commercial outlets (facilities) will be established. will provide support for store decoration, hardware equipment purchase, house rent and other expenses. The maximum subsidy amount for a single fresh supermarket does not exceed 1.5 million yuan, and the maximum subsidy amount for a single community vegetable shop does not exceed 700,000 yuan. Beijing has obvious favorable policies for the development of community fresh food.
such strong policy support, coupled with Hema Fresh , JD’s 7fresh Fresh Supermarket, T11, Fruit and Vegetable Good Life Supermarket, Hualian Life Supermarket, Daily Fresh, and Dingdong Buying Vegetables just north of China. The common education of each track on the market is a good starting point for Gome.
Gome has been in the market for many years, and it is not new to explore new businesses across banks. Not only Gome, I believe that any player with forward-looking awareness and capital strength will not let go of a good opportunity to break through new growth points. Among the well-known ones are Ali Hema Fresh, JD Qixian, Meituan Xiaoxiang Fresh , Suning Xiaodian, etc. The number of players in the arena has only increased.
Of course, we must also see that smooth sailing is always unattainable, and moving forward through twists and turns is the normal state of struggle. Take Hema as an example. The Ali team has revised Hema several times. Since the opening of Hema Xiansheng in 2016, Hema Market, Hema F2, Hexiaoma, Hema Vegetable Market, Hema Station, Hema Xiaozhan and Hema have been gradually developed. Different formats such as horse mini adapt to local conditions and adapt to different scenes of people and goods. If Gome also wants to occupy a place in the fresh food industry, will the United States and Fresh Food also experience similar transformation pains? unknown.
But do everything, no fear or regret!
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