Swallow Fangshan Supermarket's "One Brother" Dream Entity Dream Circle?

This acquisition is destined to be a capital cooperation between us. The major shareholder of Beijing Huaguan Commercial Technology Development Co., Ltd. (hereinafter referred to as "Huaguan Commercial") was changed to Jiangsu Zhuoyu Information Technology Co., Ltd., and its wholly-owned holding company was a wholly-owned subsidiary of JD.COM Group. In fact, physical supermarkets and internet giants have already gradually moved from opposition to integration. Especially during the epidemic period, online orders in supermarkets surged, making online the second growth curve to drive the sales of traditional supermarkets. This also makes physical supermarket enterprises more determined in the direction of digital transformation. From beginning to end, the retailers of Crown and Gaoxin have been merged by Ali, JD.COM and other e-commerce giants. In the process of channel transformation and digital transformation, where is the survival path of physical supermarkets? How far is the entity dream of e-commerce?

JD.COM curve enters the supermarket under the capital line.

According to Tianyancha App, on March 3, 20265438, the shareholder of Huaguan Commercial Company was changed to Jiangsu Zhuoyu Information Technology Co., Ltd., with a shareholding ratio of 100%. The company is controlled by Suqian JD.COM Jiapin Trading Co., Ltd. 100%, and Suqian JD.COM Jiapin is a wholly-owned subsidiary of JD.COM Group.

At the same time, the new chairman of Huaguan Commercial is Yi Feng, and Yi Feng's other identity is the vice president of JD.COM Group and the president of Dashang Chaoquan Business Group of JD.COM Retail Group. Previously, the original shareholders Beijing Huaguan Trading Co., Ltd. and Beijing Li Huan Consulting Management Partnership (Limited Partnership) withdrew.

It can be seen that JD.COM has been laying out physical supermarkets. From holding hands with Wal-Mart, to the equity investment in Yonghui Supermarket, and then to its own brand Qixian Supermarket in recent years, JD.COM is gradually infiltrating into the offline retail market.

Wen Zhihong, partner of Hejun Consulting and head of chain operation, thinks that JD.COM. It is a win-win result for both parties to own the crown wholly. "The era of rapid growth of the Internet has become a thing of the past. The e-commerce platform has gradually touched the traffic ceiling, and the e-commerce platform also needs to rely on offline entities to achieve secondary growth. For JD.COM, full control can give JD.COM better control of the crown. Crown can also bring a solid regional retail base to JD.COM, which can be used as the basis for further replication and expansion.

It is understood that JD.COM said at the 20021China International Retail Innovation Conference in May this year that he would cooperate deeply with Crown to build an omni-channel retail benchmark, and carry out in-depth cooperation in digital collaboration of supply chain, omni-channel format upgrade and digital management of members to promote the omni-channel retail reform of Crown.

According to the data, Huaguan Commercial Company is a commercial enterprise mainly engaged in chain shopping centers and supermarket chains. At present, more than 70 direct stores have been opened in Fangshan, Chaoyang, Fengtai, Yizhuang and Zhuozhou in Hebei Province, with a business area of over 300,000 square meters. According to the list of "Top 100 Chain Stores in China in 2020" recently released by China Chain Store & Franchise Association, with sales of 5.625 billion yuan, 73 stores ranked 75th among the Top 100 Chain Stores in China in 2020.

Digital matchmaking?

In fact, the relationship between JD.COM and Hua Guan has lasted for many years. From the early development of O2O to the present community group purchase, the two sides have successively established and accumulated a trust relationship. With the increase of exchanges between the two sides and the changes in the current environment, both sides have a deeper demand for their own needs, which in turn has contributed to the willingness of cooperation and integration between the two sides.

It is understood that before JD.COM entered this time, Huaguan Commercial had cooperated with JD.COM twice. In 20 14, JD.COM signed an O2O strategic cooperation intention agreement with Huaguan Commercial, and set up an online shop of "Huaguan Life Online" on the JD.COM platform. Then on 20 15, Huaguan Commercial signed a strategic cooperation agreement with JD.COM to jointly develop the O2O operation in Shang Chao under Huaguan Commercial Line, and settled in JD.COM.

According to Chen Liping, a professor in capital university of economics and business, the future retail can't be a single channel, and omni-channel development is the general trend of the future retail. The presence of JD.COM will also upgrade the supply chain and digitalization of Crown. "Because both online and offline have their own advantages. JD.COM, as an Internet enterprise, has certain advantages in technology, while Crown, as a regional retailer, also has a deep retail base in Fangshan. However, to complete omni-channel construction and digital transformation, neither Internet companies nor physical supermarkets can do it alone.

It is worth noting that Crown has been actively exploring digital transformation. In addition to boarding the shuttle bus of JD.COM O2O and entering platforms such as Fresh Food Arriving Home and JD.COM Arriving Home, Huaguan is also relying on various online tools such as WeChat and applet to explore digital applications. Especially during the epidemic, online orders in supermarkets surged, and online platforms became the second growth curve to stimulate the sales of traditional supermarkets, and the desire for digital transformation of traditional retail industry became more urgent.

Zhang Bing said that the fluctuation of epidemic situation led to the closure of some roads, which affected the stability of commodity supply. Therefore, enterprises need to make full preparations in peacetime to deal with emergencies. This challenges the supply chain response ability of enterprises, which means that enterprises need predictability, and the basis of predictability is the digital operation of origin, inventory, production scheduling and sales, and supermarket retail must change from extensive operation to refined operation.

The ultimate destination of physical supermarket

In Wen Zhihong's view, the digital wave of the current super-industry has arrived. In the future, the business model of Shang Chao industry will no longer just stay in the original offline stores, but move towards omni-channel. "Crown can rebuild the traditional retail industry with the help of JD.COM. The technical capabilities of COM, including commodity management, customer service, store management and store planning, have undergone tremendous changes. "

As we all know, online consumer demand has caused many fresh e-commerce platforms to "return blood". At the same time, the crazy expansion of community group buying has also brought persecution effect to physical supermarkets. At present, in order to meet the market demand for self-transformation, improving digital ability has become a compulsory course for physical supermarkets.

From Duodian, founded by Wumart founder Zhang Wenzhong in 20 15, to Wal-Mart holding hands with JD.COM in 20 16, to Ali's shareholding in Gaoxin Retail in 20 17, and then to Suning and Carrefour ... With the technological output of e-commerce, supermarket retail and Internet gradually moved from opposition to integration, and supermarkets also entered a brand-new Internet era and new retail stage.

The report "Top 100 Chain Stores in China in 2020" shows that the epidemic has promoted consumers' online shopping. Through the online layout in recent years, the top 100 chain stores have carried out door-to-door, live broadcast, group purchase and other businesses, and online sales have become a new kinetic energy for enterprise growth. In 2020, the online sales scale of the top 100 enterprises reached 560 billion yuan, an increase of 12% over the previous year, accounting for 23.3% of the sales scale of the top 100 enterprises.

Wen Zhihong believes that digital transformation is the inevitable direction and trend of the development of physical supermarkets. In the future, the ultimate competition among enterprises will be customer value and higher operational efficiency. Behind customer value and operational efficiency, enterprises have a deeper understanding of consumers, markets and retail nature, as well as a deeper understanding of retail management. In the longer term, the investment in internet technology is only a development process for retail enterprises, and technology is only a means.