Elephant Fresh Shanghai No.1 Store is dead! Is the national store opening plan going to stop?

Inshang

introduce

Fresh supermarkets have new entrants every day, and Box Horse and Yonghui are not spared, so "cannon fodder" is not uncommon.

Source | winshang. com (ID: winshang)

Author | Zhang Pengfei

Wen Shang, May 7th. Com learned exclusively that Elephant Fresh, located on the B 1 floor of a shopping mall in Jing 'an District, Shanghai, which is about to open, will be replaced by other brands, which also means that the first store in Shanghai planned by Elephant Fresh for half a year will be put on hold. According to the introduction of the project party, the lot will still be presented as a supermarket in the future.

0 1

After more than half a year of enclosure, the elephant was fresh, and the first store in Shanghai was evacuated before it appeared.

Elephant Fresh is an online and offline integrated fresh supermarket under Meituan, which integrates fresh food, catering, e-commerce and instant delivery. It is also an upgraded version of "Palm Fish Fresh". The store adopts the whole process of cold chain distribution, and directly collects key fresh ingredients by itself, and cooperates with more than 50 brands to cover fresh, meat, vegetables and eggs. Relying on the strong delivery capacity of Meituan Takeaway, Elephant Fresh provides the fastest 30-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 learned that the B 1 floor of the project was originally in some areas of the food street, mainly focusing on various small restaurants. It is planned to introduce the "fresh+catering" mass fresh supermarket to attract more passengers. However, there are already two boxes of fresh horses around the project (Daning Music Plaza Store and Soule City Store), so I want to open the market with "elephant fresh" and use the concept of its first store in Shanghai to create momentum.

20 18 10 "Laishang" enclosure for fresh elephants has been built, and the storefront planning is 1500 square meters or more. But until now, the specific opening time of the store has not been decided.

"Due to the internal strategic adjustment of Elephant Fresh Food, the' Elephant Fresh Food' under renovation will no longer be open, and the new' owner' of the enclosure will still be presented in the form of a supermarket, although it is still uncertain." The informant told Yingshang.com.

02

The plan to open 70 stores in two years has been ruined nationwide or no new stores have been opened.

Elephant Fresh The first store in Shanghai died like this. Looking at the whole country, the newcomers to the "fresh supermarket" are already black and blue.

1 year ago (May 25th, 20 18), Xiaoxiang Fresh, a newly upgraded fresh supermarket under Meituan, officially opened in Beijing Fangzhuang Times Life Plaza, which is the second offline experience store hatched one year after Meituan created "Zhangyu Fresh" (17 July, Zhangyu Fresh opened its first store in Taibo, Beijing. At this point, "Elephant Fresh" has become the unified brand name of the offline experience store of Meituan, and the name "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 worse than that of Boxma Xiansheng: 20 stores are planned to open in 20 18 and 50 stores are planned to open in 20 19, mainly concentrated in cities with per capita GDP of not less than 50,000, such as Beijing, Guangzhou and Shenzhen. The blueprint for the expansion of elephant fresh food was launched.

On July 26th, 20 18, Elephant Fresh came to Wuxi, and Maoyebai No.1 Store and Guangyi Store opened at the same time. Compared with Beijing Fangzhuang Store, Wuxi Shuangdian has obviously expanded in area. Maoyebai No.1 Store has a business area of over 3,000 m2, and Guangyi Store has an area of 4,500 m2, which is more than twice that of Beijing Fangzhuang Store. The ratio of commodity area to catering area is about 2: 65,438+0, and the proportion of fresh goods exceeds 60%.

20 18 10 18, Elephant Fresh opened three new stores in Changzhou! They are Lemmon Metropolitan Store, Jin Lu Festival Pedestrian Street Store and Changzhou K 12 Store. Among them, Lemmon Metropolitan Store has a total area of more than 5,000 square meters, which is the largest store for fresh elephants, and the other two stores have an area of more than 2,000 square meters.

According to the plan, there will be a large number of stores in elephant fresh food in the remaining three months of 20 18. But until the end of 20 18, there was no new action.

The silent waiting was broken in April of 20 19, but the baby elephant left fresh. From April 17 to April 18, five stores in Wuxi and Changzhou were closed. The announcement said that closing the store was a business adjustment.

In this regard, some insiders pointed out that the coverage radius of elephants 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 cities.

Up to now, there are only two stores operating normally in Beijing, both of which are around 2,000 square meters. Another insider revealed to Ying Shang. Com said that not only the first store in Shanghai was closed, but all the unopened elephant fresh food stores in the country would also be closed. At this point, its plan to open 70 stores in the previous two years has become unattainable.

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