Break the traditional supermarket

This is a story about rebuilding Carrefour. Carrefour, which invested in Suning Family 1 year, is about to celebrate its anniversary: Suning supply chain, Suning membership system, Suning logistics ... more and more Suning business units are being integrated into Carrefour.

In the game of supermarkets in the digital age, the inner genes and personality of Suning Carrefour are constantly evolving, and the young swordsman is growing, showing the wisdom and courage of China people. The charm of the story lies in that in China, you will meet a Suning Carrefour who is younger than French Carrefour and is starting a second business-completely changed from the inside out and full of vitality from the inside out.

Just like the oriental world written by Kyle Poirot, people are full of expectations and face a long road of exploration.

Redefining hypermarket

Every weekend, I buy daily necessities at Carrefour without queuing, and I help myself from shopping to paying the bill; Then, watch a movie at Suning Studios next to Carrefour. Like shopping, choose Suning Yundian and fashion beauty cosmetics, and spend a leisurely weekend afternoon while waiting for your children's excellent courses to leave school. ...

Fortunately, these little things in life have their own characteristics in Carrefour every weekend and even every day. At the end of April 2020, the first super format of Suning Carrefour, "Carrefour Select", officially landed in Chongqing, bringing a different lifestyle to the mountain city.

This is Suning's first new store in Carrefour in the past six months and the first supermarket in Suning.cn Square. Carrefour chose Chongqing store to introduce the combination of supermarket and life service, and introduce local special catering, fashion and beauty, life support and other services. One-stop shopping, entertainment and life experience can meet the all-round consumption needs of community customers.

Suning's transformation into Carrefour has always been a bit mysterious. This is due to the renovation project of Carrefour stores, which is based on the differentiated transformation of the store's business circle, customer source and flow, store rental location, rental area and other factors, and finally subverts the stereotype of traditional hypermarkets and forms a thousand stores.

When a number of Carrefour offline stores appeared one after another, the visible change was the in-depth rectification and upgrading of Carrefour stores. On the one hand, the subversive display mode breaks the traditional category placement rules and creates an experiential consumption scene; On the other hand, it is necessary to innovate the concept store model with many categories and similar brands, such as Suning Appliance Store, Clothes Shop, Red Kids and Tesco. ...

Taking the newly opened Carrefour Xu Jing store as an example, the main direction of its transformation is to optimize the traditional large shelves and clumsy stacking: patchwork kitchen utensils with log-colored display tables make the display effect in the family kitchen within reach; The library area has been transformed into a library, where friends and children who love reading can sit quietly ... In Carrefour Gubei Store, three stores, namely Shanghai Farm, Tesco Shi and Yigousi, have been introduced to form a shop-in-shop in a hypermarket, and a brand-new tasting workshop has been transformed, where customers choose their favorite seafood and give it to the staff for on-site cooking and on-site enjoyment.

In China, "changing face" is a stunt of Sichuan opera; In the era of digital economy, traditional hypermarkets also need to be "reinvented" to create real-time storefront portraits to continuously meet the needs and expectations of consumers. After boneless reconstruction, Carrefour is presenting "thousands of stores and thousands of faces" and redefining hypermarkets.

Recently, Tian Rui, CEO of Carrefour China District, revealed in an interview with the media that Carrefour has formulated a business plan of "1+2+ 1", namely, a community life center, a standard supermarket, a selected store and a fresh community store, among which the fresh community store is a new business developed by Carrefour, and Carrefour plans to open 15 stores in the China market this year.

Re-create digital Carrefour

In the Spring Festival of 2020, Lucy, who lives in Beiyangjing Road, Shanghai, was pleasantly surprised to find that Carrefour could not only place an order at any time and deliver it home free of charge, but also earn points among Suning members. She immediately became a loyal user of Carrefour. Previously, due to the limitations of shopping distance, commodity weight and shopping time, Lucy often regretted buying less or forgetting to buy a certain commodity, and on-site service solved these troubles.

All this is attributed to the digital transformation of Suning Carrefour. Before joining the Suning family, Carrefour China adopted the most traditional membership card management system, which is the usual mode of traditional supermarkets, but it has obvious disadvantages in the digital economy era.

When the retail industry accelerates digital transformation, 5G, artificial intelligence and big data are both opportunities and challenges. Fortunately, behind Carrefour is Suning with scientific and technological genes. The first thing of digital transformation is to complete the digital transformation of SKU, open up the commodity system of Carrefour, Suning Store and Suning Supermarket, realize the integration of goods and technologies between Carrefour China offline store and its online purchase applet, and Suning.cn APP and Suning Store APP, thus creating a new far field and becoming a brand-new important growth pole of Carrefour China online and offline.

At present, Carrefour provides 3 km 1 hour in 52 cities across the country, and has also opened up a new model of 1 store covering the whole city in pilot cities. Naturally, Carrefour's original in-store users in China have been transformed into omni-channel users, and its original business has been rapidly upgraded due to the extension of out-of-store sales. This can be seen from a set of data: 18 in the evening of August, Carrefour released the August 18 report: from July 3 1 day to August18, the number of on-site service orders rose sharply, up 280% from the previous month, and the unit price of online customers was/kloc-0.

Perhaps it can be seen as Suning's arrangement and combination of Carrefour resources in order to find the most suitable positioning for the digital economy. In Suning's super IP, Carrefour digitalization is not only Carrefour's second venture, but also Suning's innovative model in smart retail.

Supply chain open sample

Jay Aubrey Parker and others pointed out in the book "Platform Revolution: Business Model Changing the World" that the primary goal of the platform is to match users and create value for all participants.

If Suning is determined to become a super platform, it is imperative to help all participants who grow up on it. As a "retail kingdom", Suning's gameplay is more three-dimensional. In May this year, the supply chain of Suning Carrefour was fully connected to Suning Store, and the connection between Carrefour and Suning Store was completed through the integration of stores and warehouses. The integration of FMCG supply chain has achieved initial results, which makes Carrefour China's supply chain and commodity capacity play a better synergistic effect in the far field.

At present, Carrefour has more than 60 thousand SKUs, and its supply chain will be connected to Suning Store, which will increase the number of goods in Suning Store by more than 30 thousand. Thanks to the opening of Carrefour's supply chain, the daily sales of single stores in pilot stores such as Nanjing and Shanghai increased by more than 30%, while the overall gross profit margin of small stores increased by 5%-6%. For consumers, Carrefour can better meet the diversified consumption needs of consumers by opening its supply chain system and reducing middlemen.

As the B side of the coin, Suning uses Carrefour to quickly obtain high-quality offline scene resources, and further combines Carrefour's mature and professional purchasing ability with Suning's existing FMCG products to consolidate its dominant position in the FMCG supply chain. On August 18, Suning.cn released the 8 18 Fast Move 1 hour report. Fast-moving orders increased by 5 1 1% in 20 minutes, and the overall order volume of Suning Supermarket increased by 187.8% year-on-year.

The opening of Suning's supply chain is a sample, and its initial outline also opens a new channel for Suning Carrefour's profit model. As of the first half of this year, Carrefour China has achieved operating profit. From the time line, Carrefour is completing the boneless reconstruction, and showing these changes one by one, accelerating the development of Suning FMCG products and rewriting the new retail pattern in China.

At present, the digital road of Shang Chao in China has moved towards the middle game. Suning Carrefour is destined to have more battles to fight. Fortunately, it is not a person, and there are strong Suning ecological and supply chain advantages behind it. Young swordsmen are bound to experience the tempering of innovation and restraint in the process of growing up, but only by cutting through the thorns in the stormy waves can they become real warriors.