China Economic Weekly-Economic News (Reporter Sun Bing) On August 16, the fruit retail giant Baiguoyuan held a press conference in Beijing to celebrate the “First Anniversary of New Retail†and released a transcript of the new retail year: 2017 In July, online single-month sales exceeded 120 million yuan, online daily sales peaked at 6 million yuan, online members exceeded 5 million, online monthly compound growth rate remained above 25%, and scaled up. profit.
Bai Guoyuan, deputy general manager and new retail manager, one meter fresh founder Jiao Yue
While many people are still researching new retail items, Baiguoyuan has completed its first anniversary of new retail and has achieved amazing results. At the end of last year, the offline giant Baiguoyuan acquired a fresh rice O2O enterprise, which was further integrated online and offline, and the new retail strategy was also upgraded.
Undoubtedly, this transcript of Baiguoyuan has injected a "stimulant" into the current dull fresh e-commerce industry. In addition to the recent easy fruit and fresh harvest of Ali's investment of 300 million US dollars, the entire fresh e-commerce industry has been good for nearly half a year.
For the understanding of new retail, benevolent sees benevolence, wise sees wisdom. Some people think that the offline store, through the online sale of things to the home, this is new retail. Others believe that the new retail is data retail, unbounded retail. Alibaba, the new retailer's proponent, defines the new retail as a “data-driven, pan-retail-style approach centered on the consumer experience.†Its core value is to maximize the efficiency of the retail business in the whole society.
In the view of Baiguoyuan, whether it is new retail or old retail, the essence is retail, and the core is to solve "what is sold, who sells it, how to sell it." Regardless of the retail format and the ever-changing concept, it is basically the same. How to create more valuable products to better meet customer needs is constant, and the ever-changing is the way and means to meet customer needs.
Integration: forming a closed loop from the bottom to the line
Baiguoyuan is the first enterprise in China to propose online and offline integration. As early as 2014, within the Baiguoyuan, it has been clear that offline stores are online services, and the location of the store should be combined with the future development of online business.
Today, with more than 2,500 stores as its base, Baiguoyuan not only builds into the nation's largest fresh-selling network, but also solves the distribution problem of the last mile of fresh produce. Now, on average, 4-5 stores are opened every day. The Baiguoyuan can be said to be both in the store and in the warehouse.
Offline to provide customers with "expected, smelling, asking, cutting" experiential consumption, online through the self-operated App + third-party o2o platform for the surrounding 3 km customers to provide take-away service. In addition to home and to the store, Baiguoyuan is still exploring B2C, constantly satisfying customers' diversified consumption scenes.
Relying on its unique offline advantage, in addition to 59 minutes delivery, Baiguoyuan also provides online customers with fruit cleaning, peeling, cutting, and even the service according to the actual weighing difference refund, etc. Customers can enjoy the same offline consumption experience.
It is worth mentioning that Baiguoyuan also provides online instant refund service for offline customers. After the customer purchases fruit in the store, the order will be automatically synchronized to the self-operated app. The customer can perform the refund operation online, and the refund rate is from 5%-100% range, and completely customer-independent operation. While choosing such a bold and trusting customer, Baiguoyuan also enhances customer loyalty and stickiness.
Compared to other pure Internet companies, Baiguoyuan's online daily sales peak does not seem to be pretty, assuming that daily sales are peaking, sales in a single month can exceed 180 million, and the data with 120 million seems to be The difference is not big. However, it is obvious that on the one hand, this is the embodiment of the continuous and stable business capability of the Baiguoyuan online. On the other hand, as Baiguoyuan said, “We don’t want to burn money, we just want to be steady.â€
“It’s not so much the offline counterattack line. It’s better to say that Baiguoyuan successfully completed its offline-to-line layout by acquiring one meter. Under the new retail ecology of Baiguoyuan, its business flow, information flow and logistics have been formed. The complete closed loop. The complete integration of online and offline, the two complement each other, which is now the so-called new retail." Industry insiders said.
Industrial interconnection makes the new retail road go further
Earlier, it was reported that in the fruit retail industry, Ali and JD.com occupied half of the online market, and the leading position of the Baiguoyuan line began to appear. This also shows that there are few companies that can compete with the Orchard under the Internet. In 2015, the sales of Baiguoyuan reached 3 billion yuan. In 2016, the sales of Baiguoyuan was about 6 billion yuan, far exceeding the sum of the 2nd to 5th fruit chain sales. Online, Baiguoyuan is in an absolute leading position in the fruit retail chain.
But the Baiguoyuan is obviously not satisfied with this. From this conference, we can see that the Baiguoyuan is trying to find the other half of the line. However, with the competition of fresh e-commerce from 1.0 to 2.0, and now to the upgrade of 3.0, the competitive environment of the entire fruit retail industry has undergone fundamental changes, from a single competition to industrialization and systemization. . For the Orchard, the biggest challenge today is not from the external market competition, but from the upstream supply chain, and even the entire industry chain.
Baiguoyuan has been working on the layout of the industrial chain very early. 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. Upstream, Baiguoyuan has laid out nearly 230 fruit growing bases and has its own planting techniques and fertilizer production.
Different from other types of e-commerce, quite a lot of fresh e-commerce players who have gone to the end have proved that the problem of fresh e-commerce is on the "fresh", not the "e-commerce". Fresh food industry is a very special industry, especially the standardization, quality and branding of fresh upstream is far from consumer expectations, and this needs to be solved through industrialization and systemization.
In terms of industrialization and systematization, Baiguoyuan proposed to build 7 platforms with the industry Internet as the core, namely standardized planting platform, financial platform, trading platform, supply chain platform, marketing service platform, sales platform and BI data analysis platform. Through the establishment of industrial standards, the construction of the fruit industry ecosystem based on “hundred orchard model + finance†will be combined with information technology to drive data operations, develop targeted marketing strategies, and feed data back into production links to form industries. A quick connection to the point.
In the standardization of planting, Baiguoyuan has taken a practical step, and combined with Huiyun Information invested by Xu Xiaoping to establish a joint venture company “Zhiguo Technology†to establish a standardized production of “climate, soil, agriculture, and physiologyâ€. And predictive models to achieve accurate prediction and management of fruit yield and quality in the planting base. In the financial supply chain, Baiguoyuan is based on the strategy of agricultural industry chain, and is committed to solving the restrictions imposed by farmers in planting, sales and promotion. It uses supply chain finance to solve the funds needed in all links of the industry chain, avoiding the emergence of a proud enterprise. The situation of loss and loss. Based on big data driven and customer-based precision marketing, Baiguoyuan marketing service platform will help the fruit farmers to produce a good price while cracking the traditional fruit industry retail pain points.
It is foreseeable that while the seven platforms will increase the production capacity and expand the supply of high-quality fruits, they will also accelerate the operation efficiency of the entire industry chain and reduce the cost of enterprises, thus forming a virtuous cycle of the entire industry chain ecology; and this will also be 100 The new retail of the orchard creates greater possibilities.
According to Mr. Jiao Yue, deputy general manager and new retail manager of Baiguoyuan, Baiguoyuan is currently building a membership system 3.0, which will differentiate the existing 22 million members and provide better quality and more consumers. Precise service.
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