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Introduction

Fresh supermarkets have new entrants every day, but Box Horse and Yonghui are not immune to it, and "cannon fodder" is common.

source | winshang. com (ID: winshang)

Author | Zhang Pengfei

On May 7th, winshang. com learned exclusively that Elephant Fresh, located on B1 floor of a shopping mall in Jing 'an District, Shanghai, which is in the "about to open" enclosure, will be replaced by other brands, which also means that Elephant Fresh's first store in Shanghai, which has been planned for half a year, will be put on hold. According to the project party, the location will still be presented as a supermarket format in the future.

1

The first store in Shanghai was evacuated before it was unveiled.

Elephant Fresh is the next online and offline integrated fresh supermarket integrating fresh food, catering, e-commerce and instant delivery in Meituan Banner. It is also an upgraded version of "Palm Fish Fresh". The store adopts the whole process of cold chain delivery and self-operated direct harvesting of key fresh ingredients, with more than 5 stores covering live fresh food, meat, vegetables and instant delivery. Relying on the strong delivery ability of Meituan Takeaway, Elephant Fresh provides the fastest 3-minute instant delivery service for users within three kilometers around the store.

This model coincides with the adjustment of this shopping mall in Jing 'an District. Yingshang. com has learned that the B1 floor of the project was originally a part of the food street that mainly focused on various small meals, and it is planned to introduce a popular fresh supermarket with "fresh food+restaurant food" to attract more passengers. However, there are already two Boxma Xiansheng (Daning Music Plaza Store and Soule City Store) around the project, so we want to open the market with "Elephant Fresh" and make use of its concept of the first store in Shanghai to create momentum.

in October, 218, the "about to open" enclosure of Elephant Fresh Food was completed, and the store was planned to be over 1,5 square meters. But until now, the specific opening time of the store has not yet been settled.

"Due to the strategic adjustment within Elephant Fresh Food, the' Elephant Fresh Food' under renovation will no longer be opened, and the new" owner "of the enclosure position will still be presented as a supermarket, although it is still uncertain." The person who broke the news told Yingshang.com.

The plan to open 7 stores in 22

The whole country will be ruined or no new stores will be opened

The first store of Elephant Fresh in Shanghai died. Looking at the whole country, the newcomer to the "fresh supermarket" is black and blue.

One year ago (May 25th, 218), the newly upgraded fresh supermarket Xiaoxiang Fresh, a subsidiary of Meituan, officially opened in Beijing Fangzhuang Times life Plaza, which is the second offline experience store hatched by Meituan after one year of creating "Palm Fish Fresh" (the first store of Palm Fish Fresh opened in Beijing Botai on July 19th, 217). At this point, "Elephant Fresh" has become the unified brand name of the offline experience store of Meituan, and the name of "Palm Fish Fresh" will no longer be used in the future.

The upgraded "Elephant Fresh" also introduces new catering elements such as its own brand "Elephant Chef" and gourmet class, which is similar to the combination of online App+ delivery and offline "central kitchen+physical restaurant" mode proposed by Box Horse Fresh.

its plan to open a store is even worse than that of Boxma Xiansheng: it plans to open 2 stores in 218 and 5 stores in 219, mainly in cities such as Beishangguangshen and Shenzhen with a per capita GDP of not less than 5,. The blueprint for the expansion of elephant fresh is launched.

On July 26th, 218, Elephant Fresh came to Wuxi, and Maoye Yibai Store and Guangyi Store opened at the same time. Compared with Beijing Fangzhuang Store, Wuxi Shuangdian has significantly expanded in area. The business area of Maoye Yibai Store is over 3,m2, and the area of Guangyi Store is 4,5m2, which is more than twice that of Beijing Fangzhuang Store. The ratio of commodity area and catering area is about 2:1, and the proportion of fresh goods is over 6%.

On October 18th, 218, Elephant Fresh opened three new stores in Changzhou! They are Lemmon Metropolitan Store, Lujin Festival Walk Store and Changzhou K12 Store. Among them, Lemmon Metropolitan Store has a total area of more than 5, square meters, which is the largest store of Elephant Fresh, and the other two stores have an area of more than 2, square meters.

according to the plan, a large number of stores will open in the remaining three months of 218. But until the end of 218, there is no new action for elephant fresh.

The silent waiting was broken in April 219, but the baby elephant left fresh. From April 17th to 18th, five stores in Wuxi and Changzhou were closed. According to the announcement, the closing of the store is a business adjustment.

In this regard, some insiders pointed out that the coverage radius of Elephant is relatively large. After the coverage radius is large, the cost will be relatively high, and higher requirements will be put forward for capital, logistics, supply chain, warehousing and SKU. However, this large-scale store model with relatively loose density and large service radius is not feasible in the city.

Up to now, there are only two stores in Beijing that are open normally, all of which are about 2, square meters. Another insider revealed to Yingshang. com that not only the first store in Shanghai was closed, but all the unopened elephant fresh food stores in the country will no longer open. At this point, its previous plan to open 7 stores in two years has become unattainable.

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