This paper analyzes the construction and marketing methods of Boxma Xiansheng WeChat official account store.

When the brand was established, Boxma Xiansheng targeted the middle and high-end consumer groups in first-and second-tier cities. Their demand for fresh food and consumption power are relatively high, and their sensitivity to price is relatively low. With such a customer base positioning, the pricing of Boxma Xiansheng is naturally higher than that of traditional retail supermarkets. For new retail enterprises, a really huge market is online. The data shows that 60%~ 80% of Boxma Xiansheng's current revenue comes from online, and the online conversion rate of Boxma Xiansheng reaches 35%, which means that among the 100 customers who browse online app, 35 people will choose to place an order, which is beyond the reach of traditional e-commerce. The essence of this business logic is that when online traffic reaches the limit, the customer acquisition cost of offline traffic is lower than online traffic. Then, what offline stores need to do is to provide a platform to show their products to customers. When customers recognize the quality of offline products, they don't need to come to the site to buy, and they can place an order directly on the online APP. In this way, the offline passenger flow is constantly transferred to the online. Therefore, Boxma Xiansheng must establish a big warehouse and super-efficient cold chain logistics system, and at the same time need a lot of money to operate. Therefore, from the perspective of its platform construction cost and operating cost, the price of fresh box horse can only be in the middle and high end. Channel strategy box Ma Xiansheng's new retail model is different from the traditional retail model, because it subverts the interactive model of people and goods yard in the traditional retail market.