At present, both traditional supermarkets and new retail supermarkets have encountered the same big problem, that is, the number of visitors to offline stores in supermarkets has decreased. For the new retail that focuses on online sales, there is no passenger flow offline, even if the proportion of online sales continues to rise, it will not be a profit model, but for the vast majority of supermarkets whose sales depend on offline stores, it will be fatal!

As for the operation mode of the supermarkets under the Yas Group, I feel that Yas seems to have found the path and way of how to drain the supermarket offline, and summarize some points for your reference.

11

Three magic weapons for Yas's offline drainage

Processing semi-finished products, processed finished products (ready-to-eat) and catering products

Yas's fresh-keeping operation is developing from pure food management in the past to full-product management in the downstream, which is embodied in semi-finished products processing, finished products (ready-to-eat) processing and catering inside and outside supermarkets, which means that the fresh-keeping operation of supermarkets has developed from sales in retail to production and processing in the manufacturing field.

Behind three meals a day is a huge amount of housework. For families in China, the elderly are too old to cook, the middle-aged are too lazy to cook because of the great pressure of life and work, and the young people want to cook, but they can't. How to socialize the housework of cooking and solve the pain points of consumers?

Yas thinks that there are three directions to solve this pain point:

1. The process of picking, washing and cutting vegetables after consumers buy them is solved by the supermarket, which mainly solves the technical difficulty of "poor knife work" after 81' s, 91' s and 11' s. The supermarket processes the ingredients into semi-finished products, and the consumers can take them home and fry them in the pot.

2. Directly process the ingredients into ready-to-eat food (such as steamed buns, bread baked snacks, cooked food and stir-fried dishes, etc.), which consumers can take home and eat. This kind of food has maintained a continuous growth in Japanese supermarkets for more than 21 years, also known as "Chinese food";

3. Open a restaurant in the supermarket, which can be a centralized and independent restaurant or a supporting dining table belonging to various processing and ready-to-eat finished products departments, such as the coffee teahouse in the baking department, such as the soybean milk wonton dining table in the steamed bun shop.

these three directions have undoubtedly solved the difficulties for consumers to eat, and at the same time, they have maximized the comprehensive utilization of raw materials purchased from supermarkets.

But the biggest difficulty for supermarkets to develop in these three directions is to make ready-to-eat food and catering products such as cooked food, steamed buns and bread "delicious"! Semi-finished products such as fast food should be handled cleanly, and new products should be constantly introduced to provide customers with safe and nutritious food services.

12

Analysis of three magic weapons of Yas supermarket customer drainage

1. Geographically, many supermarkets in Yas are located in counties and counties under the prefecture-level city of Yichang, with an average population of about 1 million in each county and 1-1.5 million in the urban area of the county. A supermarket with a square meter of 5,111-6,111 can usually achieve sales of about 511,111.

2. The supermarkets opened by Yas in the county town are usually located in shopping centers for two reasons. First, there can't be more than one business center in the county town, because there is no site condition for suburbanization. Secondly, the current decline in supermarket passenger flow requires shopping centers to help supermarkets attract passengers. From this point of view, opening supermarkets in shopping centers is the main site direction of supermarkets in the future;

3. yasi's supermarkets have made the following adjustments in the category structure and business content of fresh food in line with the consumption trend:

1) In the department of refined meat, aquatic products, fruits and vegetables, the number of self-made semi-finished products reached 626, accounting for 19% of fresh sales;

2) 421 finished products (ready-to-eat) processed by pastry, baking and cooked food departments, accounting for 36% of fresh sales (including 93 finished products delivered by suppliers, accounting for 5% of fresh sales, 327 self-made finished products, accounting for 21% of fresh sales, and joint venture counters accounting for 11% of fresh sales);

3) The self-operated catering department keeps more than 81 dishes per day all the year round, with 3,511 seats in * *, with an average turnover rate of 7 times per day. The catering department brings more than 25,111 passengers to the supermarket every day, with a gross profit margin of 51%.

The number of seats in branded restaurants introduced by China Merchants is 5,611, and the turnover rate is 4 times per day, which can bring an average of 22,111 passengers to supermarkets including shopping centers every day.

The catering self-management and investment promotion departments bring about about 1,511 passengers to each store every day on average.

The increase in the proportion of semi-finished products and finished products in supermarkets has stabilized the basic plate of supermarket passenger flow, and catering has become an important increment of supermarket passenger flow.

the most basic premise for the stable and continuous improvement of supermarket passenger flow is that the food should be delicious! It took Yas years to make a good taste, and only they know the ups and downs and hard work. Therefore, this job should be done well and soon!

The adjustment of fresh food category and management structure has brought off-line passenger flow to Yas and sustainable gross profit margin to Yas's fresh food management, but quality is the premise and this is the core.

The high cost performance of supermarket products is always a goal to be pursued. At first glance, the price of fresh products in Yas supermarket is not low, and you may even wonder if consumers will accept such a price in a county that is not rich.

But don't doubt consumers' judgment. They are always smart. Because of the good ingredients, safe processed products and good quality and taste, the price of goods locked by Yas has a high cost performance ratio compared with the quality of goods. The problem lies in our own misjudgment of consumers. It is ourselves that should be changed!

4. The improvement of gross profit margin supports the sustainable development of Yas Supermarket. The gross profit margin of semi-finished products of fruits, vegetables, meat and fish processing reached 31%, the gross profit margin of finished products of pastry baking and cooked food self-made processing reached 41%, and the overall gross profit margin of fresh food was 23%, which is a good performance level in the industry.

13

Four practices of Yasi Supermarket under Yan value economy

Yasi Supermarket has left a deep imprint on Du Xiaoyi, the founder. Because he graduated from Hubei Academy of Fine Arts, his paintings won the national prize, and the painter is the person who pays the most attention to Yan value, so he tried his best to create the Yan value of Yasi Supermarket.

1, lighting. The lighting in Yas supermarket is special and different. There are no aisles and other lights in the supermarket, and all the lights are only on the goods. This lighting effect is to make consumers focus on the value of the goods, and the expressive force of the goods has been enhanced.

2. Mei Chen. The merchandise display in Yas Supermarket is unique, with the outstanding highlights of color matching, modeling and relevance. The tallymen in Yas Supermarket have aesthetic appreciation and expressive force, which are directly related to the aesthetic view of Du Xiaoyi, the chairman of Yas Supermarket, as a painter.

3. Processing performance. Yas Supermarket has more than 1,511 employees engaged in semi-finished products processing, finished products processing and food and beverage production. Yas Supermarket is implementing an artistic "performance" project, which requires these 1,511 employees to have the artistic beauty of performance when they are engaged in their own processing matters. This "performance" project is under way, and Yas gives customers a sense of on-site shopping experience. Yas puts the improvement of Yan value as the first priority, and thinks that Yan value is the first priority to improve the experience.

4. Sell flowers. Yas will take flowers as a new project to improve the value of supermarkets, and put the flower business in the daily department instead of the fresh department. Its meaning is far-reaching. Du Xiaoyi also thinks that whether supermarkets sell flowers or not is actually an attitude towards a better life, and selling flowers in supermarkets is advocating and guiding new consumption.

everyone is emphasizing the enhancement of consumers' experience in shopping scenes, but I call for more emphasis on consumers' experience in consumption scenes. In the past, consumers bought flowers mostly as gifts, but now they buy flowers to please themselves. With flowers at home, everyone can understand and imagine it. The enhancement of consumer experience essentially requires supermarkets to provide "right" goods.

Thinking caused by Yas phenomenon:

1. Most of the semi-finished products, finished products and catering products in Yas supermarket are self-made on site. This is actually an ultra-short supply chain. When shielding online consumption, it creates a life scene in which customers have to go to offline stores for consumption. This scene has caused two thoughts. First, whether the self-made ultra-short supply chain is reproducible; Second, shielding online is Yas's domineering, but should supermarkets adhere to online and offline omni-channel operation?

2. The model of Yas Supermarket is a typical manual retail industry, and this model is still so attractive, which shows that there are still many development paths of retail industry, and it can live brilliantly by inheriting the tradition.

3. Does the development of manufacturing retailing need to be based on manual retailing? Now everyone is developing the manufacturing retail industry, but it may be that without a good foundation of manual retail industry, there is also a lack of data and experience in developing the manufacturing retail industry, especially in the selection of ingredients, the handling of seasonings and the technological adjustment of taste and taste of ready-to-eat finished products and catering products.