At the same time, the new volume means that new consumer groups have also brought new product demand, and businesses have also begun to increase their service latitude around these new needs. Biru Duomei, for young people to subdivide the group, launched a new brand of fruit cut, hip fight fruit cut. On the Meituan flash sale platform, a large number of new products such as flowers and chocolates, doll bouquets, flowers + cosmetics have also appeared.
The development of just-in-time retail has also brought changes to the retail format. It shows a trend from "store" to "warehouse".
Many traditional retailers have evolved in their business formats, such as Yonghui, which has 135 full warehouses covering 15 cities; Sam's front positions have reached 300, with a scale of more than 20 billion. According to public information, Sam's Club has nearly 500 front-end warehouses across the country, with an average order of 1,000 orders, a customer unit price of 230 yuan, and an annual GMV of 40 billion yuan.
In order to solve the problem of "mismatch between supply and demand", Meituan Flash Sale has also launched its own new supply model, Meituan Flash Warehouse. Meituan's lightning warehouse is built by merchants and focuses on the online operation model. Compared with the 1,000 to 2,000 SKUs of traditional convenience stores, the number of SKUs in Meituan's lightning warehouse stores can reach 4,000 to 5,000, which greatly enriches the product supply of the instant retail platform and meets the shopping needs of consumers. At the 2023 Meituan Instant Retail Industry Conference in September, Meituan's vice president and head of the flash sale business department revealed that the number of Meituan flash warehouses has exceeded 5,000, and the average daily orders have exceeded 1.5 million.
According to public data, more than 50% of brands have upgraded their organizations in 2022 and established or upgraded their instant retail departments.
For example, Procter & Gamble, a multinational company, has established a global instant retail division in China, and has an independent department, which can be linked with Meituan flash sales at multiple levels in terms of marketing cooperation. In addition to the first-level cooperation, the two sides have many innovations in the linkage of scenes, such as precision marketing around outdoor scenes, which has made the order growth around Procter & Gamble Hotel reach 56%.
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