Electric business line under the shop, can be called "new retail"?

Just cut a striking box of fresh horse, after the arrival of Ma Yun, become more fire. As Alibaba gave birth to two years of new retail platform, box Ma fresh students have opened 13 line stores, covering Beijing, Shanghai and Ningbo, its first shop in Shanghai Jinqiao shop has achieved a single store profit.

Electric business line under the shop, can be called "new retail"?

When the fresh electricity business have losses, offline retail net profit fell sharply when the box Ma fresh seems to have become a heterogeneous. At the same time, "box horse effect" continued fermentation, the US group, the original life have also followed suit, and was labeled "on the standard box horse" label. So, is it considered a new retail sample box horse fresh students, in the end can become a fresh electricity business transformation benchmark?

In order to explore this answer, Nanfang Daily reporter two strokes, all the way to Shanghai box horse fresh shop for field experience and visit, all the way in Guangzhou interview with fresh merchants and experts to interpret, trying to explore the "new" fresh retail road.

Experience articles

Reporters on the ground experience box Ma fresh students:

Offline shop can only be settled online payment

Fresh shop staff has become a "picker"

Reporters experience this box horse market members shop is located in Shanghai Zhang Yang Road Bay Plaza, from the main entrance into, is its main box horse fishing city. Seafood area mainly to import seafood, the most prominent position of the two aquaculture counters were marked "King crab" and "Boston lobster", expensive.

Box Ma fishing city next to the seafood processing restaurant, customers can now buy now, processing costs for the price of 30%. Reporters on the scene to see, to select a lot of seafood customers, a customer told reporters here to buy the main seafood here is more and more fresh.

And then go inside, the most conspicuous place where the fruit and vegetable area only for the day of sales of the "day fresh" vegetables, the price of each package as long as one or two yuan, is clearly promotional models.

Reporters are 10:30 to the store, in the fruit and vegetable area, box horse fresh students in the hurry, holding a delivery bag full of running, feeling more than the store staff than customers. The original time is the box out of the most urgent stage of the order, the staff are busy to the customer picking a single pick, each of them holding a POS gun to the goods sweep, sweep the goods into the The other holding the holding bag.

Reporters wandering found that the head always have the sound of gear rotation, looked up, head hanging a row of metal tracks, sometimes there will be dark blue fresh bags from the track over the sky, the future full of feeling.

According to the salesperson, this is the box horse fresh delivery hanger, the user online orders, the backcourt will be the management area of the item information to the POS gun, the staff sweep code picking up, and then packaged goods fresh Bag hanging to the suspension system, the conveyor belt directly to the backcourt.

In the backcourt, will be different picking up the goods into the same order under the package, and then use the algorithm to plan a reasonable distribution path, within 3 km by the delivery staff door-to-door. Reporters compared shop guide map found that the logistics area of the area accounted for almost a quarter of the total area, but this area is not open to the outside world.

Online order delivery is quick and accurate

This box horse fresh shop, only support box horse APP online payment, customers can go to the cashier to find cashier sweep settlement, there is a self-service cash register for self-help settlement.

Reporters in the store only bought a bag of candy, in order to save money on the use of self-help cash register settlement, the results are embarrassing. As the product of the bar code posted the wrong location, the reporter sweep the bar code when the goods will be a few times to successfully sweep the code. When the reporter did not want to cancel the transaction after the operation, but also resort to the security personnel in the distance, have the way to get, and not "self".

After the end of the store experience, the reporter also experienced a box of fresh flowers proud of the distribution service. Reporters live in Pudong Fairview Road, a hotel, 26 night before going to sleep, from the box horse APP up and down a single breakfast, ordered a piece of bread, a group of yogurt and 6 bottles of water, a total of 30.2 yuan, the order shows "free shipping." Reporters found that the distribution of most of the time is free of charge, and the busy hours of the low amount of orders to be charged $ 7.9 freight.

The reporter chose the next morning 8: 00-8: 30 delivery. To 8:01 the next day, express brother arrived at the hotel, the phone told reporters that the elevator to brush room card can not be upstairs. 8:03, the reporter downstairs, courier brother has been waiting in the elevator, breakfast delivery is complete.

Nanfang Daily reporter Peng Ying from Shanghai

Industry articles

"Box horse mode"

Can you save fresh electricity?

Box horse made 30 minutes to send home

Box horse was founded in March 2015, the first store (Shanghai Jinqiao Square shop) opened on January 15, 2016, box horse APP synchronization completed. As of July 17 this year, box horse has opened 13 stores, including Shanghai 10, Beijing 2, Ningbo 1.

Box horse is not a supermarket, not a convenience store, not a restaurant, nor food market, it was called "four like". In accordance with the box horse's own explanation, box horse is "supermarket + food + logistics + APP" composite function.

For fresh electricity business, the customer online orders up and down, by the line under the store is not responsible for the distribution of the practice. Previously, the Guangdong farmland Jia good farm, Yingde supply and marketing cooperatives to send the network, online and offline integration have tried. Known as the new retail benchmark box horse fresh, in the end what is the difference?

"Distribution is one of the core competitiveness of the box horse.We are the biggest difference with the original electricity business, that is, we do the distribution line, so the best efficiency." Box horse founder and CEO Hou Yi said, Online and offline integration operations, line re-experience, online heavy transactions, around the store 3 km range, built 30 minutes served by the cold chain logistics and distribution system. "At present, the main B2C electric business in terms of Beijing, the fastest delivery speed is 3 hours, in terms of daily life is too long.Therefore, the box Ma fresh students made 30 minutes home delivery, anytime, anywhere to meet the needs of consumers." Hou Yi said.

Talking about the box horse and other fresh electricity business differences, Hou Yi explained that the whole format is based on the new retail box, and truly online and offline linkage. Box horse integrated use of large data, mobile Internet, intelligent Internet of things, automation and other advanced technology, to achieve people, goods, field between the three optimal match, from the supply chain, storage to distribution, box horse has its own Complete logistics system, greatly enhance the logistics efficiency.

"On the electricity business, not to open a line shop can be called the new retail." Originally, vice president of life Liu Youcai that the name is not important, the key is the content. "For the new retail, my understanding is that innovation must be achieved in terms of commodity sourcing and development, merchandise combination, shopping experience, service, consumer links and circulation efficiency."

The core point of profitability is to raise costs

At present, China's fresh market size close to 1 trillion yuan, the penetration rate of electricity providers less than 3%, but the annual growth rate of more than 50%, is worthy of the new blue ocean. However, the data show that more than 4,000 fresh business enterprises in the country, 95% loss, 4% flat, while the profitability of only 1%.

Over the past two years, there have been entrepreneurs trying to break into the fresh industry from the perspective of electricity business, but in the short-term rapid expansion after experiencing the growth bottleneck. In this case, the box horse why dare to go against each other? Was labeled "net red supermarket" "new retail benchmark" and other labels box horse, is the money or make money?

July 17, box Ma fresh health announced its first store in Shanghai Jinqiao shop to achieve a single store profit. Huatai Securities Research Report shows that the box horse Shanghai Jinqiao shop in 2016 annual turnover of about 250 million yuan.

"Traditional retail enterprises (business super class) to achieve annual output per square meter of turnover of 15,000 yuan, which is the highest level of retail enterprises to do.However, box Ma fresh students this year has achieved 50,000 yuan, we to the end of the year May be 10 million. "Hou Yi said," box Ma fresh profit the core point is through new technology and retail restructuring, improve efficiency and reduce costs.

Hou Yi also said, "box horse will enter a rapid development period, in the next six months or a year, we will see box horse fresh there are a lot of shop opened. Boxed horse will be steady, the consumer experience to do more solid, we will not Blind expansion, but to a city through.

"Before the state of fresh electricity business is to fight low prices, a financing used to expand the flow and sales, completely ignoring the gross profit, in a round of shuffle was brush off." One in a number of fresh electricity Business as the director of the market, told reporters that box Ma fresh students can be profitable behind, in fact, the era of price consumption to the quality of the consumer era of a transition ... ...

New retail time online and offline integrated operation

Since the first year of fresh electricity in 2012, fresh electricity business industry has experienced a blowout barbaric growth period, followed by ushered in the collapse of the frenzy. The electric business industry, "the last piece of blue ocean", continue to experience the exploration and change, from B2C, B2B to O2O, the birth of each new model, have become the crazy pursuit of electricity business.

Health business is difficult to do business, difficult to survive, has become the consensus of the electricity business community. And the emergence of box horse fresh, it seems that people see a new path of fresh retail.

In June this year, the United States group comments quietly on the palm fish fresh APP, and in Beijing Wangjing Bo Tai International Commercial Plaza opened the first line of shops; in July, had the first line of life stores also opened in Chengdu. US group and the original life, have been labeled "on the standard box horse" label.

In this regard, the electricity industry experts Lu Zhenwang said, whether it is fresh or palm fish fresh, the so-called new retail is in the try stage, between enterprises and enterprises do not have to standard, everyone may be out of different the way. Electric business analyst Li Chengdong is that the box Ma fresh model there are some challenges, put a model into different cities, the user's preferences are different, management, operation, supply chain is a relatively large challenge.

"Whether it is box Ma fresh, palm fish or the original life of Chengdu line shop, go online and offline integration of the development of the road." The electric industry insiders told reporters that in the O2O era, online and offline only docking Linkage, and the new retail era, online and offline is integrated operation.

Connection

Box horse fresh founder and CEO Hou Yi:

The new retail is the largest value of the line flow to the line turn

Box Ma fresh founder and CEO Hou Yi said in an interview, the physical store traffic is huge, and the new retail the greatest value, that is, from the line traffic to online traffic.

"Box horse fresh from the first day began to adhere to the bottom line, must be built through the mobile phone APP consumption model. Its biggest advantage is that I know who you are." Hou Yi said that because of Alipay, Alipay is real-name certification, so Know you are male or female, and shopping habits.

In Hou Yi view, box horse fresh is based on Alibaba's ecological data, according to the consumer behavior signs, to provide more accurate services to enhance the efficiency of the entire retail.

According to Hou Yi said, box horse users sticky and online conversion rate is quite amazing, online orders accounted for more than 50%, more than six months of business mature shop can reach 70%, and online user conversion rate of up to 35% The In Hou Yi's plan, the future of online orders should be offline shop 10 times, that is, online orders accounted for 90%, is expected at the end of this year there will be several stores to achieve this goal.