Supermarkets offline by what to attract traffic: interpretation of the Hubei Yasi supermarkets to see and think about

Nowadays, both traditional supermarkets and new retail supermarkets are encountering the same big problem, that is, the decline in the number of customers in the supermarket's offline stores. For new retailers who mainly sell online, there is no customer flow offline even if the proportion of online sales continues to rise is not a profitable model, but for the vast majority of sales rely on the offline store supermarkets, that's a life-threatening ah!

Yas Group's supermarket operation, feel Yas seems to have found a supermarket offline how to attract traffic path and way, summarize a few points for your reference.

01

Yas offline attract flow of three treasures

Processed semi-finished products, processed finished products (ready-to-eat), food and beverage

Yas fresh food business is from the past pure ingredients business to the downstream of the whole The development of the depth of the product category, specifically in the processing of semi-finished products, processing of finished products (ready-to-eat), catering inside and outside the supermarket, which means that the supermarket's fresh food business has been developed from the sale of retail to the manufacturing field of production and processing, manufacturing and processing profits will become another important source of profit for the supermarket.

Behind the three meals a day is a huge amount of domestic labor, for Chinese families, the elderly due to old age slowly can not cook, middle-aged people due to the huge pressure of life and work is lazy to cook, and young people want to cook and do not know, how to cook this chore of socialization, to solve the pain points of consumers.

Yasi believes that the direction of the solution to this pain point is three:

1, will consumers buy vegetables after picking, washing and cutting these processes by the supermarket to solve the main solution to the 80, 90, 00 after the "knife work is too poor" technical difficulties, the supermarket will be processed into semi-finished products, the consumer to take home on the pan frying completed. can be fried into the pan to complete;

2, directly processed ingredients into ready-to-eat food (such as steamed buns, bread baked snacks, cooked stir-fried vegetables, etc.), consumers can take home to eat, this food in the Japanese supermarket has maintained a sustained growth of more than 20 years, also known as "in food";

3, in the supermarket In the opening of the restaurant, can be centralized independent restaurant can also be divided into the processing of ready-to-eat finished product departments supporting the table, such as the baking department of the coffee cafe, such as the baozi store's soya bean paste wonton table, and so on.

These three directions undoubtedly solve the difficult point of consumers in the meal, while doing the supermarket fresh procurement in the integrated use of ingredients to maximize.

But the supermarket to the development of these three directions is the biggest difficulty is cooked food, steamed buns and bread and other ready-to-eat food and catering products to do "good"! Fast food and other processing semi-finished products to deal with clean, and continue to introduce new products to provide customers with safe, nutritious food service.

02

Yasi supermarkets customer attraction

The analysis of the three treasures

1, geographically, Yasi's many supermarkets have opened in the prefecture-level city under the counties county, an average of 1 million people per county. On average, the population of each county is about 1 million, the county urban population between 10-15 million, a 5000-6000 square meters of supermarkets can usually achieve sales in about 500,000, festivals, especially in the Spring Festival New Year's Day can reach sales of about 4 million, it should be said that the performance is very impressive.

2, Yas in the county to open the supermarket is generally opened in the shopping center, for two reasons, first, the county's commercial center due to the impossibility of more than one, because the county's commercial center does not have the suburbanization of the conditions of the site; second, the current supermarket traffic in the decline in the need for shopping centers to help supermarkets to attract traffic, from this point of view, in the shopping center in the opening of the supermarket is the main supermarkets in the future.

3, Yasi's supermarkets have been in the fresh food category structure and business content to make adjustments in line with consumer trends as follows:

1) fine meat, aquatic products, vegetables and fruits department, the number of homemade processed semi-finished products reached 626 items, accounting for 19% of fresh food sales;

2) pasta, baking and deli department processed finished products (ready-to-eat) 420, accounting for 36% of fresh food sales (of which 36%). 36% of fresh food sales (including 93 finished products delivered by suppliers, accounting for 5% of fresh food sales, 327 finished products homemade, accounting for 21% of fresh food sales, and 10% of fresh food sales by associate counters);

3) Catering self-supporting department maintains more than 80 dishes/day all year round, **** there are 3,500 tables, the turnover rate has reached an average of 7 times/day, and the catering The average daily customer flow brought by the department for the supermarket is more than 25,000 people, and the gross profit rate has reached 50 %.

Merchants introduced branded catering seats are 5,600, the turnover rate is 4 times / day, every day an average of supermarkets, including shopping centers in the tenants to bring 22,000 customers.

Catering self-management and investment two departments to bring an average of 1500 people per day for each store.

The proportion of processed semi-finished products and finished products in supermarkets has increased to stabilize the basic plate of supermarket traffic, while catering has become an important increment in supermarket traffic.

One of the most basic prerequisites for the stabilization of supermarket traffic and the ability to continue to improve is that things should be delicious! Yasi "pay and taste" for many years to make a good taste, which the sweet and sour and hard work only they know in their hearts, so this work to do a good job, not fast!

Fresh categories and business structure of the adjustment, for Yas brought offline traffic, for Yas fresh business has brought sustainable development of the gross margin, but the quality is the premise, which is the core.

Supermarket goods cost-effective is always a goal to be pursued, a rough look at the price of fresh goods Yas supermarket, the feeling is not low, and will even want to be in a county that is not rich consumers will accept such prices?

But do not doubt the consumer's judgment, they will always be shrewd, Yas fresh goods three classified commodity prices due to good ingredients, processed goods safety, quality and taste, compared to the quality of goods, Yas locked commodity prices have a high cost-effective, the problem is in our own misjudgment of the consumer to change is our own!

4, gross margin improvement supports the sustainable development of Yas supermarket. Vegetables, fruits, meat and fish processed semi-finished products gross margin reached 30%, pastry baking and cooked food homemade processed finished products gross margin reached 40%, fresh in addition to the loss of the overall gross margin reached 23%, which is a good level of performance in the industry.

03

Face value of the economy

Yas Supermarket's four practices

Yas Supermarket made a deep imprint on the founder Du Xiaoyi, because he graduated from the Hubei Academy of Fine Arts, his paintings have won national awards. He has won national awards for his paintings. Painters are the most concerned about face value, so he tried his best to create the face value of Yas Supermarket.

1, lighting. The lighting of Yaz supermarket is somewhat special and alternative, there are no aisles and other lights in the supermarket, all the lights only shine on the top of the goods, so the lighting effect is to let the consumers focus on the value of the goods, and the performance of the goods has been strengthened to reflect;

2, the beauty of the display. Yas Supermarket's merchandise display is unique, the highlight is the display of goods color matching, styling and relevance, Yas Supermarket stockists have an appreciation of aesthetics and expressive, these are directly related to the chairman of the board of directors Du Xiaoyi is a painter's aesthetics;

3, the performance of the processing. Yas supermarket engaged in semi-finished product processing, finished product processing and food and beverage production of more than 1,500 employees, Yas supermarket is the implementation of an artistic "performance" project, which is to require that the 1,500 employees engaged in their own processing matters to have the artistic sense of beauty of the performance, this "performance

4, the sale of flowers. Yas will take the flowers as a new project to improve the value of the supermarket, and put the flower business in the day hundred departments rather than the fresh department. Its meaning is far-reaching, Du Xiaoyi also believes that supermarkets sell flowers or not is actually the attitude of the good life, supermarkets sell flowers is to promote and guide the new consumption.

Everyone is emphasizing the enhancement of consumer experience in the shopping scene, but I call for more emphasis on the consumer experience in the consumer scene. In the past, consumers buy flowers to send people, in order to please people, and now buy flowers to please themselves, the home has flowers this scene, we can experience and imagine, the enhancement of consumer experience essentially requires supermarkets to provide the "right" goods.

Thinking about the Yasi phenomenon:

1, Yasi supermarket semi-finished products, finished products and food and beverage products are a large proportion of the site of homemade processing. This is actually a super short supply chain, in shielding online consumption, creating a life scene where customers must go to offline stores to consume, this scene gives rise to two thoughts, first, whether the homemade-based super short supply chain is replicable; second, shielding the line is Yas's dominance, but should the supermarket adhere to the online and offline omni-channel operation?

2, Yas supermarket model is a typical handmade retail, this model is still so charming, indicating that there are still many paths of development of the retail industry, the inheritance of tradition can also live a wonderful life.

3. Does the development of manufacturing retail need to be based on artisanal retail? Now everyone is developing the manufacturing retail industry, but perhaps if there is no good foundation for the artisanal retail industry, the development of the manufacturing retail industry is also a lack of data and experience, especially in the ready-to-eat finished products and food and beverage products of the selection of ingredients, seasoning to take the pinch, the taste and flavor of the process of adjusting.