During the epidemic at the beginning of the year, the demand for eating out returned to eating at home, and the demand for fresh food and food shifted to the retail end. The closed epidemic prevention in the community made the demand for fresh food surge. In the first half of 2121, the transaction volume of fresh e-commerce reached 182.12 billion yuan, a year-on-year increase of 137.6%. The monthly users of fresh e-commerce exceeded 71 million, a year-on-year increase of 75.4%. The unit price and the number of fresh home customers increased rapidly, the gross profit margin increased, the customer acquisition cost decreased, and the overall retention rate of new users was as high as 83%. All institutions believe that the epidemic situation has accelerated the process of increasing the online permeability of fresh products.
With the recovery of consumer confidence in the post-epidemic era, the way of "eating" may shift from family to catering. With the long-term consumption upgrading, the demand for services has increased, and the home-to-home business has gradually emerged in the whole country, which is expected to achieve a new market of 111 billion.
Under the epidemic situation, retail enterprises are accelerating the integration of online and offline. Even though the epidemic situation is well controlled at present, consumers have developed online consumption habits. Last month's data showed that the retail sales of online goods and services increased by 9.5% year-on-year. Professional organizations said that with the arrival of the traditional sales season and the National Day Golden Week, it is expected that the consumption data will continue to be good in the next month. The required consumption is full of resilience, the overall competitiveness of leading enterprises in the industry is enhanced, and we continue to be optimistic about the fresh food sector.
11 Meituan: Help 1111 vegetable markets to take out food before the end of the year
Meituan's financial report for the second quarter of 2121 released at the end of August shows that as of June 31th, Meituan's flash purchase of its emerging brand "Cuisine Daquan", which mainly focuses on fresh food, has helped more than 311 traditional vegetable markets realize online sales and digital operation.
"By the end of 2121, Caidaquan is expected to move more than 1,111 traditional vegetable markets to take-away platforms." The person in charge of the food encyclopedia recently revealed that the move is to let busy young people in the city enjoy a fresh and convenient "31-minute food home" life.
12 Suning Carrefour: the home business has been further upgraded
Suning, which holds 611 million online traffic, takes Carrefour's two-line integration transformation as the top priority, and the epidemic at the beginning of the year has undoubtedly become a catalyst for the evolution of home business. At the beginning of this year, Carrefour accessed the anytime channel in Suning.cn and launched a new version of Carrefour's applet. At present, in 52 cities across the country, Carrefour provides 3 kilometers and 1 hours of service, and also opens up a new model of next-day service (1 stores covering the whole city) in pilot cities.
In this way, the original in-store users of Carrefour China have been transformed into omni-channel users, and the original business has been rapidly upgraded due to the extension of out-of-store sales. Carrefour 818 Battle Report shows that from July 31th to August 8th, the number of home service orders rose sharply, with a quarter-on-quarter increase of 281%. The unit price of online customers was 1.24 yuan, and the order fulfillment rate remained above 98%, with excellent performance.
13 Daily Fresh Food: Obtaining the largest financing for the fresh food industry
In July, Daily Fresh Food has obtained a new round of financing of 495 million US dollars, which is the largest financing for the fresh food industry so far.
Daily Fresh is a fresh delivery platform, covering 11 categories of fruits, vegetables, meat and eggs and dairy products, and providing users with 2-hour door-to-door cold chain delivery service. According to public data, there are more than 3,111 excellent and fresh products every day, the average turnover days of fresh products are 1.5 days, the sales rate is 5% before 5 o'clock every day, the loss rate is controlled at 1%, and the annual efficiency of nearly 1 million yuan has been realized in mature areas.
14 Box Horse: The world's first online and offline integrated member store settled in Shanghai
In September, Box Horse announced that the world's first online and offline fully integrated X member store will officially open on October 1. The first store is located in Pudong, Shanghai, covering an area of 8,111 square meters. The store uses warehouse shelves and the online trial operation will start tomorrow.
online distribution covers more than 21km around the store. After Box Horse Fresh Life, Box Horse mini and Box Pony, X Member Store has become another innovative format of Box Horse hatched in Shanghai.
Home-to-home business refers to online purchase, order placing and online payment. Goods are delivered from stores or pre-warehouses, and the goods are delivered to homes immediately by delivery personnel. The business categories are mainly high-frequency consumer goods such as fresh food, food and daily necessities, focusing on serving consumers within three kilometers around. Generally, the delivery time is less than 2 hours. The essence of supermarket home business is the combination of online and offline, which is the product of consumption upgrading.
for consumers, it conforms to the general trend of upgrading and changing consumer demand in the new era. On the one hand, browsing goods online to place an order saves the time of queuing for purchase and payment, and liberates the restriction of single-person purchase, which satisfies the consumption habits of today's "lazy" people, especially in first-and second-tier cities, where young consumers are less sensitive to price and time, and have high commodity richness and good delivery experience; The strong convenience enhances the user's stickiness, and with the one-stop instant delivery of all categories of shopping, the consumer's shopping satisfaction and repurchase rate are improved.
for e-commerce, the home-to-home mode can solve the problems of high loss and high performance cost under the fresh pure e-commerce mode, which brings higher shopping experience and commodity circulation cost efficiency and effectively expands the business scope of e-commerce. Fresh food is a non-standard product, and the distribution needs packaging materials such as foam boxes and ice packs, and different categories need to be packaged differently. The transportation process often brings losses such as bumping, squeezing and natural decay. Therefore, the fresh quality and user service experience have been improved by the home service. Home service is the upgrade mode of e-commerce, from the delivery mode of pure e-commerce every other day to the faster delivery service of 2 hours.
for shangchao, the home platform empowers the entity shangchao or self-built online business in all aspects such as traffic, technology and logistics, which can effectively break the bottleneck of store efficiency growth and meet the portability needs of consumers. On the one hand, the home platform can weaken the geographical barriers of traditional supermarkets, broaden online passenger flow and accelerate the improvement of industry concentration; On the other hand, big data analysis, optimizing commodity structure, precise marketing and improving operational efficiency.
during the epidemic at the beginning of the year, behind the explosive growth of online fresh food trading demand, in addition to the further upgrading of young people's consumption, the massive growth of middle-aged and elderly customers has also become the key. The active training given by children, relatives, friends and volunteers who stay at home has quickly made middle-aged and elderly customers become "food snatchers". In the eyes of middle-aged and elderly people, fresh goods, affordable prices and convenient purchase have become the key to continuing online consumption.
China's fresh e-commerce industry has experienced rapid development for many years, and it has entered a platform period of development. In 2119, it also suffered from the "cold winter" of the development of fresh e-commerce. However, in early 2121, affected by the epidemic, online shopping stimulated the development of fresh e-commerce, and residents' consumption habits gradually developed. At this stage, a new round of melee in the fresh market has begun.
After the epidemic at the beginning of the year, the fresh e-commerce in China has passed the germination period and the growth period, and now it is facing the bottleneck period. With the continuous popularity of the pre-warehouse model, as well as the entry of new online and offline retail models, community groups and other new models, a new round of melee in the fresh market has begun.
with the development of modern logistics industry, the trading of products has further broken through the regional restrictions, and the demand for fresh products in people's daily life has been further stimulated, so flexible and convenient fresh e-commerce channels have been given opportunities for development.
The in-depth exploration and application of new business models, such as unmanned home delivery, where robots/drones deliver the last mile, will also become a new business scene in the future. At present, the domestic fresh e-commerce in China has developed to a mature stage, people's online shopping habits are gradually developed, and the transformation of offline logistics distribution mode has a business foundation. The non-human contact demand caused by the epidemic, such as the "Contactless Delivery Service" launched by Meituan nationwide in time during the epidemic, will also accelerate the development of unmanned home delivery.