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No one is spared, which is perhaps the best annotation to the recent situation of fresh retail.
In April, Meituan Xiaoxiang Fresh suddenly announced the closure of all five stores in Wuxi and Changzhou, Jiangsu Province, leaving only two stores in Beijing. With a sigh, this fresh new army, which has only been playing for half a year, is almost crippled.
At the end of 20 17, Meituan established a large retail business group, led by Wang Huiwen, the second person. Fresh retail has officially become the strategic business of Meituan. When the elephant fresh was born, it was regarded as the new force of the US Mission against Ali in the retail battlefield, and now it has collapsed.
Coincidentally.
In March, SF also closed stores in Shanghai, Wuhan, Qingdao and Chengdu. It is said that shops in other cities are clearing their stocks.
SF was also born with a golden key, bearing the retail dream of SF. E-commerce platform 20 12 was launched, and offline stores 20 14 were distributed nationwide. It is planned to reach 4,500 offline stores in 20 18, and establish tens of thousands of offline stores in 2 ~ 3 years.
However, SF preferred to change coaches seven times in the past six years, and the offline business has been losing money. According to the financial report of Tai Ding New Materials 20 17, which was listed on the backdoor of SF, the loss of SF's commercial sector soared from 654.38+26 million yuan in 20 13 to 6140,000 yuan in 20 14, mainly because SF prefers to open stores intensively.
Even the most beautiful box horse is far from "success".
At a recent meeting of Alibaba, Box Horse won a "rotten tomato award", which stands for "criticism" and "customer service is not in place". According to media reports, in front of more than 500 people, Zhang Yong insisted that Hou Yi take the stage to receive the prize, and Hou Yi also commented that "Box Horse only got 70 points at most".
In April this year, Box Pony, headed by RT Mart, closed its first store in China and announced that it would slow down its opening. In addition, the former partner Sanjiang Shopping decided to "break up" with Box Horse due to performance losses.
However, in such a bleak situation, a fruit supermarket had to announce its entry into the fresh-keeping field.
Who gave it courage?
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This "fearless" warrior is a hundred orchards.
On April 16, Yu Huiyong, founder and chairman of Baiguoyuan, announced that Baiguoyuan would set up an independent fresh brand "Baiguoxinxiang" to upgrade from fruit to fruit, vegetable, egg and milk.
In 2002, Yu Huiyong opened the first Baiguoyuan in Shenzhen, specializing in fruits. In the past two years, Baiguoyuan has expanded to more than 70 stores by joining, but it has been at a loss.
At that time, no one was optimistic about fruit chain retail. Chain stores often require highly standardized products, and it is difficult to ensure the quality standardization of fruits due to multiple factors such as variety, climate, planting, picking and transportation.
In order to ensure that all stores provide stable and high-quality fruits, Yu Huiyong decided to work hard on the supply side.
In 2005, Baiguoyuan established a fruit supply chain management company, which is not only responsible for the unified procurement of fruits, but also directly involved in the production of fruits.
Although these projects have large investment and slow results, they have laid a solid foundation for the Baiguoyuan. It is reported that Baiguoyuan has laid out nearly 230 fruit planting bases in China and built 17 primary processing and distribution centers.
"Fresh food is a big undertaking, which needs the support of a big system, either with huge funds or enough time." Yu Huiyong believes that Baiguoyuan has paid enough "time" for this.
After seven years of losses, Baiguoyuan finally achieved initial profit. Since then, the development of Baiguoyuan has been in full swing.
20 15 acquired Guoduomei, the largest fruit chain retail enterprise in Beijing, holding two cards: high-end boutique fruit and mass consumption fruit; In 20 16, with the new retail east wind, it acquired the fruit e-commerce Yimixian, thus completing the comprehensive layout of online and offline.
After that, Baiguoyuan merged with regional fruit chain brands such as Nanjing Fresh Age and Changsha Green Leaf Fruit, and now it has become the largest fruit franchise chain brand in China.
After 18 years of accumulation, Baiguoyuan covers more than 70 cities in China, with more than 3,700 stores and 23 storage centers. In 20 18, the online sales of Baiguoyuan exceeded 2 billion yuan, and the total sales exceeded 10 billion yuan.
Facing the surging fresh retail market, Yu Huiyong is full of confidence.
In an interview with 36Kr, he said that the foundation of the food industry is planting, and the most difficult thing to grow is fruit. "Roots, leaves, flowers and fruits are all the most advanced, so it is a blow to reduce the dimension and achieve fresh fruit."
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As a new player, it will take some time to observe whether Baiguoyuan can bring new changes to fresh retail.
Fruit is said to be the most difficult single product in the world, but Baiguoyuan not only chewed this hard bone down, but also did it well, and the successful experience behind it is worth learning.
Retail is an ancient industry. From roadside stalls to stores to supermarkets, from offline to online to new retail, the retail model has been changing.
Some people say that this is inseparable from the promotion of new technologies. For example, the development of Internet technology has enabled fresh e-commerce to flourish; With the development of artificial intelligence technology, unmanned retail has entered public life, further changing the pattern of people and goods yards.
However, the essence of retailing is not technology but service experience. Only by better meeting the needs of consumers can we become stronger and stronger for a long time.
At that time, more than 4,000 fresh e-commerce companies swarmed in, all of them had technology, but only those who really survived and made profits had good service 1%.
In the same way, Baiguoyuan can go today because of the constant service quality for many years.
Not only does it invest tens of millions of yuan every year to ensure the quality of fruits such as supply chain and orchard planting, but it is also the first in the industry to launch the service promise of "no return if it is not delicious", that is, no receipt, no physical object and no reason to trust the return service.
"We fruit people often say that we can manage everything if we can manage the fruit well. I hope that through the efforts of our 100 orchard, we can really make delicious and fresh. "
Yu Huiyong said, "In order to achieve this goal, I am willing to die for another 20 years."
References:
"Hundred Orchards vs Big Fresh" 36Kr
The new consumption of weeds in From Fruit to Fresh Fruit, Bai Yu Huiyong: I would like to die for another 20 years after returning to zero.
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The pictures are all from the Internet.
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