With the opening of the box horse food market yesterday, in March, The Battle of Filling Pits in 2119, which Hou Yi said, officially kicked off. After that, what big moves will Box Horse make, and how will it develop in new retail? Perhaps from Hou Yi's speech, we can get a glimpse of one or two.

Hou Yi said, "Last year, there was an article saying that Hou Yi led everyone into the pit". Nowadays, box horses have become a way of life, which is liked by many consumers, but the life of their peers is hard. Last year, Yonghui's performance was under pressure, and it finally chose to divest the super species from the listing system. Most other new species no longer adhere to the fixed mode of "supermarket+catering" and begin to adjust according to their own advantages and abilities.

on the other hand, under the background of shrinking consumption, how big is the market of boutique supermarkets and raw seafood? We have seen a more grounded business stand out. Tencent has invested in Yipin Fresh, and the legend of fresh food has also been sought after by capital.

Box Horse has a huge investment from Ali, talents and technical support, and Ma Yun's constant endorsement. Hou Yi has been experimenting from scratch to create such a new retail benchmark. Box horse opened its shop quickly, and the model in the central city seems to have been verified. However, it is difficult to get out of Beishangguang, and the overall profitability is also confusing. However, the traditional business has been deeply ploughed into the industry for 21 or 21 years, and it is not a box horse that can fully surpass it in a few years.

under the internal and external causes, the box horse will also change. In February, 2118, Box Horse stated that it would return to "rational expansion" and set up its national logistics supply chain network in Wuhan, in order to stabilize its internal strength. However, the latest adjustment made by Hou Yi for Box Horse recently is to fill the new retail pit and open a shop quickly.

so what are the pits to be filled in the new retail?

| Is packaged food competitive

The sale of fully packaged food is very common in developed countries, but it is not popular in the supermarket industry in China. Except for boutique supermarkets, Box Horse is the first to introduce fully packaged food. At that time, there was a great controversy, and it is still a great controversy today, because once the packaged food is packaged, its cost is greatly increased.

In the core cities, young people who are more time-critical, they want to pack food more cleanly and conveniently, and they are willing to pay extra cost for this package. However, in many communities and suburbs, there are still some restrictions on packaged food.

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So today, we are still thinking about whether it is necessary to use packaged food.

| Is big seafood still sexy?

When Box Horse opened its first store, I said that we were lucky. We found a way to differentiate ourselves from other supermarkets, because no one in supermarkets cooked live seafood by themselves. Just because Box Horse learned from Taiwan Province to introduce aquatic products, we introduced its way to the supermarket. We held on and cooked the big seafood.

In fact, consumers are fond of the new and tired of the old, and they will get tired of eating many things. So today's box horse seafood, although still on sale, is no longer the main commodity. What ordinary people need more is live seafood that they may use every day. For example, the swimming crab some time ago, the crayfish that will be listed soon, or the hairy crabs made some time ago, and so on. In the end, what ordinary people need is these live seafood that have formed long-term consumption habits.

so, if you think that putting a few big seafood can bring the whole market, it's hard. Because the market is changing. Box horses are also advancing with the times. Although big seafood is still on sale today, it is not as popular as it was in the past few years. Today, if you go to a new retail store to sell big seafood, it will basically be valid for one month. After one month, everyone will say that this thing is not delicious.

| is innovation enough?

There are countless people learning the catering of box horses-catering is linked with supermarkets. Catering has become the standard of new retail, and I think everyone must have their own ups and downs.

For box horses, catering is a standard, how can its value be reflected? Is its efficiency the most scientific? We are also rethinking today.

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it's good to cook in the city center, because a large number of people will come to eat at noon, but when you get to the community, you will find that there is little catering business at noon from Monday to Friday. So at this time, what kind of business circle stores should be equipped with catering; In what kind of business district, it has become a problem that must be considered to have low catering.

For Box Horse, refined operation needs to consider these things, otherwise there will be a new retail pit.

| Is Box Horse Fresh Life the Best Business Model?

Fresh food is a highly regionalized product, which is closely related to the consumption habits of local people, and there will be big problems in store types all over the country. Box horse should return to local conditions from "copy is not out of shape", and make store types and commodity structures that meet the income level and consumption habits of local consumers according to different business districts.

Therefore, today's new retail is definitely not a version, and today's fresh box horse is definitely not a commodity structure, but it is necessary to return to the essence of retail according to local conditions. There is a basic theory called positioning theory, which aims at different cities and different business districts, and should be configured in line with the income level and consumption habits of local consumers.

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Hou Yi said in his speech that after working as a box horse for three years, I think the battle of retail pit filling is to return to the essence of retail industry, to positioning theory, to category planning, to price strategy, to precision marketing and so on. These theories, whether they are doing e-commerce, offline or new retail, must go back to the original point.

Box Horse may fill the new retail pit through four new formats.

1. Box Horse Food Market: It was built in a more grounded location such as the community, and some bulk series were introduced, while the catering was cancelled. This is because catering in community stores is actually very inefficient. In addition, it has created a brand-new category, namely fresh production and on-site sales.

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2. Box Horse mini Store, which mainly magnifies live seafood and chilled seafood; At the same time, it introduced the existing products for sale.

3. Box Horse F2, a "convenience store+meal" shop, is around the crowd in the office business circle to solve the problems of breakfast, lunch and afternoon tea.

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4. Box Horse Station, which combines some functions of the front bin with some functions of the box horse to create a new format.

From this speech, we have learned how Box Horse will develop in the new retail in the future, and at the same time we have a clearer understanding of the essence of new retail.

First, the sales efficiency of the new retail

Everyone has used mobile phones to shop, and its shopping convenience is much higher than that of shopping in stores. If you want to find a product, just search it, and its sales efficiency is the highest. Here we think it has several core points.

one is multiple online channels. Carrefour, for example, will be online in all apps, so its inventory can be sold in multiple sales channels.

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second, digital precision marketing

who do you want to sell your goods to? How much is it? What is his acceptance? Correctly dividing the consumer audience is the most critical step in new retail.

Just like a soybean milk product launched by Box Horse, 251ml was originally sold in 2.5 yuan, and later we made 751ml family clothes for 11.8 yuan. This soybean milk has been in short supply since the first day, and it is robbed every day.

We have successfully grasped the psychology of consumer groups, and at the same time, we have given consumers high-quality goods that meet their wishes through digital analysis, which is the reason why users like to spend more and more in Box Horse.

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third, full-time customer connection

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No matter whether it is community purchase, sharing purchase or group purchase, what you need to do is to connect with customers at any time, which will bring earth-shaking changes to retail efficiency, and you can reach all your customers in the first time.

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After being shown to consumers by live video and Tik Tok, and spread by big V and fans, it can split all of China in a day or two and become popular overnight.

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In fact, today, among the post-81s and post-91s groups, it is very fast to spread valuable products that can exceed consumers' expectations through the Internet, and it may only take one or two days for a brand to be born. Using the means of the Internet and using new methods to contact and connect with consumers will have great commercial value.

Today, Boxma Xiansheng can be said to be successful, but how to develop the new retail road in the future and whether the new format is correct still needs to be tested by the market.