Zhang Kangyang, son of Zhang Jindong, chairman of Suning Holding Group

Internet thinking blessed Carrefour to make efforts to reach home

In June last year, Suning International, a subsidiary of Suning.cn, won 81% equity of Carrefour China for 4.8 billion yuan. After the completion of the transaction, Suning.cn became the largest shareholder of Carrefour in China, while the shareholding ratio of French Carrefour Group decreased to 21%. Up to now, Suning Carrefour has distributed 211 hypermarkets, 11 selected supermarkets and 21 easy convenience stores in 52 cities, and has become a multi-format, multi-channel and multi-scene retailer with offline hypermarkets, convenience stores, selected stores and other models, as well as online "1-hour home" business.

"The Double Eleven in 2119 was a close contact between Carrefour and Suning Group. Carrefour's sales, which joined Suning's Double Eleven camp for the first time, increased by 113% year-on-year. 51% of the stores in the country broke through the single-day historical sales record, and home orders increased by 311%. " A person familiar with the matter told Nandu reporter that the epidemic struck in 2121, and in the face of unprecedented challenges in the market, Carrefour's home business grew against the trend.

Southern Reporter learned that in February 2121, the "Carrefour" applet was officially launched, and the company's sales channels also expanded from the original physical stores and online shopping malls to physical stores, applets, Meituan, Hungry and Suning.cn APP, thus reaching consumers in a diversified and multi-touch way.

"In just six months, the applet has accumulated 11.148 million users (nationwide), and each store has established online community sales by special personnel according to the surrounding communities. There are 943 groups in South China, and there are millions of highly sticky users in the community. The user growth rate of small programs has also reached 33%, which is growing at a rapid speed. " According to the above-mentioned insiders, taking the South China market as an example, the online sales amount in August reached more than 26 million yuan, an increase of 12% from the previous month.

It is reported that the "Carrefour applet" accounts for more than 31% of the home sales of Suning Carrefour in South China, and has become an important part of Carrefour's online sales. In addition, Suning's push customers have also connected to Carrefour's offline stores, opening up new marketing channels. At present, the proportion of online channels for Carrefour's push sales in South China has reached 26%, and it is still gradually rising. "In just half a year, the number of communities in South China of Suning Carrefour has grown to nearly 1.2 million, with remarkable results."

in order to ensure the quality of goods in online channels and the timeliness of delivery, Carrefour has also built stores to pick up warehouses quickly. Through the scientific planning of layout, line moving and management, quick warehouse picking greatly improves the picking speed and facilitates the staff to manage the goods. At present, Quick Pick-up Warehouse has covered all Carrefour stores. In the future, Shenzhen Xinzhou Store will build a front warehouse of nearly 1,111 square meters to distribute online goods orders throughout Shenzhen.

51% discount on the promotion of 11 billion subsidies to refresh the record of physical supermarkets

Nandu reporter was informed that the Double Eleven is approaching in 2121. When the online e-commerce giant is in full swing to prepare for the war, Carrefour suddenly started the omni-channel 11 billion subsidy war ahead of schedule from now until September 27.

Southern Reporter learned from inside Carrefour that the low prices of various categories launched by Carrefour this time are quite explosive, such as Chinese cabbage as low as 1.9 yuan /511g, Arowana olive edible blended oil at a discount of 59.9 yuan/barrel for 4 liters, Donggu delicious super soy sauce at a discount of 51 yuan/bottle for 3.9 yuan, and Yili Jindian pure milk as low as 46.5 yuan/box.

in addition to explosions, imported food, imported soft drinks and beer, imported dairy products, imported frozen food, bedding and student stationery are all reduced to 51%, while insecticidal products are all reduced to 61%, and skin care products, beef, mutton and poultry are all reduced to 75%. In addition, the whole audience will return to 81 yuan coupons when the consumption of fresh goods is over 161 yuan, and enjoy online coupons with 99 yuan minus 21 yuan coupons.

because of the low discount, it is unprecedented in the physical retail industry, which has also aroused widespread concern in the industry. "Physical supermarkets are mainly consumer goods, and the profit margin is limited. The net profit margin of many enterprises is below 5%, so even if supermarket enterprises discount, the discount is not big, basically above 21%. The 51% discount can be said to have refreshed the history of the industry, which is lower than the price of e-commerce. " A supermarket company who asked not to be named said that they are also paying close attention to Carrefour's promotion and studying how to tap bargaining space in the supply chain in the form of subsidies.