Present situation of traditional supermarkets in counties

The essence of "new" lies in the change of the consumption concept of the new generation of consumers, who pay more attention to the improvement of commodity quality, the personalization of commodity selection and the upgrading of shopping service experience. As early as several decades ago, Wal-Mart established its own distribution network to deliver goods to users' homes and display offline goods online. Online delivery after payment cannot be called "new".

Traditional commodity circulation needs to go through the following steps: manufacturers are responsible for designing and manufacturing commodities, and the supply chain formed by general agents, provincial agents, distributors will sell commodities to shopping malls and shops. Shopping malls can be divided into hypermarkets, supermarkets and chain stores. And the store can be divided into individual sellers such as husband and wife stores, stalls, WeChat business, etc., and finally sold to users.

The essence of the Internet is to speed up the circulation of information, which is mainly reflected in the diversity of commodity display and selection and the convenience of payment and distribution. Nowadays, Shang Chao's simple low-price promotion model can hardly attract the attention of a new generation of consumers. The emergence of retail models such as Box Horse and 7fresh represents users' demand for high-quality goods and services.

The original intention of the platform model is to absorb the traffic around offline supermarkets or small shops and form the redistribution of traffic. The corresponding new strategy is to distribute leaflets around the supermarket to guide the download of APP orders. Newcomers can enjoy generous subsidies for the first order and subsidies for the exchange of installed capacity of newcomers.

Users of traditional supermarkets usually shop around and know which one is cheaper, which one is cheaper and which one is fresher. These users are usually older, have leisure time to choose prices carefully, and are extremely sensitive to prices. These users constitute the target users of the platform, and they are extremely sensitive to platform subsidies.

Subsidies have a siphon effect on flow. Wal-Mart, Yonghui and other traditional retail giants have settled in platforms such as JD.COM and Duodian respectively, and borrowed their own investment from others for trial and error at low cost.

At the same time, I am also developing apps and applets, such as Wal-Mart Applet, Sam App and Yonghui Life. Because the target population is extremely sensitive to subsidies, once the business model of the operating platform controls losses, the giants can quickly reduce external subsidies and subsidize themselves, and the traffic will be quickly transferred to themselves.

(1) Online and offline prices are different.

The premium ability of standard products such as vegetables and fruits is poor, and the cost control of low-margin commodities such as vegetables and fruits is more reliable in the whole process management from production to sales, earning enough intermediate profits and reducing the cost and loss of commodity circulation;

Platform mode only adds a distribution link between merchants and users, and lacks control over commodities. The unit commodity price is completely determined by the merchants, and the merchant deduction points collected by the platform will eventually be transferred to the users, resulting in different online and offline prices.

(2) 2) The number of SKUs is small, and the commodity circulation data is missing.

The platform can only sell best-selling and commonly used goods, and the choice of shelves depends on the merchants. There are too many goods on the shelves, which is not conducive to the performance of the platform. Long-tail products can't be displayed online, and the platform lacks all kinds of product data, which can't meet the individual needs of emerging groups, weakening the advantages of easy display and purchase in the platform model.

(3) The quality of goods cannot be guaranteed.

The user's demand finally returns to the commodity. Because the platform can't control the supply chain, the selection of products can only depend on the merchants, and the picking can only depend on the mood of the picker. The categories of different merchants are basically the same, but the quality is uneven, which leads to the lack of confidence of users in the platform and the reduction of repurchase rate.

The main process of picking up the goods in Shang Chao is that after the merchants receive the order, the specialized shop assistants fill the shopping malls with carts to pick up the goods (slightly better merchants will open up a small space to put high-frequency goods), put them on the shelves after picking up the goods, and the delivery staff will take the goods off the shelves after receiving the order.

However, the layout of supermarkets scattered in different locations is different, and the picking process is very inefficient. When it comes to sales promotion, it's usually a mess, and the selected goods are everywhere. The fundamental reason is that the number of shop assistants and the placement of goods are controlled by merchants.

Efficient performance mode will definitely have an impact on the existing personnel arrangement and commodity display, which requires the high cooperation of merchants. The traditional picking technology is low, the cost of learning and copying is also very low, and it is easy for merchants to steal.

The core of the platform business model is to make money by traffic. Offline pull-down has been subsidized by a large number of highly sensitive users, and a large number of users place orders for the purpose of bonus hunter. When users find that the second discount is insufficient, it is easy to lose it, just like spending a lot of money to buy pure water and inject it into the swimming pool. When users take a bath, they take away more water than they inject.

Users can gradually accept reasonable freight in exchange for more personal time, but the multi-point to multi-point crowdsourcing distribution model can not accurately control the processes of freight, delivery, route planning, personnel service management, etc., resulting in a much higher cost than the self-operated logistics model, resulting in a high distribution cost for users. Once the freight subsidy is reduced, it will also lead to the loss of users.

The merchant's deduction point is the main income source of the platform model, and the deduction point is transferred to the user in the form of goods. Because the platform can't control the supply chain of goods, users need to pay the deduction point at the same time as the freight. When users find that the online and offline prices of goods are different and the quality is good or bad, it is difficult to place a second order, resulting in extremely low repurchase and retention, which is unsustainable for a long time.

Because the standard categories such as vegetables and fruits are almost the same among different businesses, the supply chain management in Shang Chao is much stronger than that of small businesses, and the prices of small businesses are not dominant, so users are bound to prefer large supermarkets with good quality and low price, while the platform will give more exposure and resources in order to retain giants, and small businesses can only survive in the cracks, and the platform has lost the function of traffic redistribution.

Due to the poor quality of users and low retention, the platform is tilted towards big businesses, so it is difficult to expand the traffic pool, and the traffic income from selling advertising space is very small.

The core is to improve the valuation of the parent company.

Valuation depends on the industry and traffic covered by the business model. As a big platform, Meituan Takeaway and Hungry, in order to support the market value of the parent companies Meituan and Ali, and seize the traffic entrance offline, as long as the losses are controlled within the controllable range, more life scenes are covered and more traffic is seized, the rise of the stock price will bring greater benefits and the pressure of continuous operation will be less.

As an independent platform operation mode, it is very unlikely to realize the combination of costs and benefits.

The essence of new retail lies in the promotion of consumption concept. The platform model does not give retail a "new" meaning, and it is impossible to manage the whole process of goods, picking and distribution. The single profit model makes the platform model limited to people everywhere in the new retail track, which is full of difficulties.

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