Kunpeng Project
Meituan's Instant Retail China Tour came to the Yangtze River Delta Station to study and judge the new trends of the retail industry and obtain the "new resources" of the platform!Finishing丨Boya Choreography丨Dawn.
Produced by |Retail-Finance ID: Retail-Finance
Physical retail is an important part of the real economy, which is of great significance for stabilizing the economy, promoting consumption growth, forming a strong domestic market, and building a new development pattern. In the past decade, the living space of brick-and-mortar retail enterprises has been continuously squeezed by traditional shelf e-commerce and hobby e-commerce, and all kinds of brick-and-mortar stores are struggling to seek breakthroughs.
The owner of a local convenience store chain in Jiaxing told Retail Business Finance that 2022 was their most difficult year, due to special reasons, their stores did not have online **, the stores had almost no customers during that period, and the capital chain was completely broken.
Operators say there are four major benefits to going online as an instant retail platform:
The first is to expand sales channelsInstant retail connects small stores to online platforms, which can reach more consumers, expand sales channels, and increase sales.
The second is to improve brand awarenessThrough online platforms, small stores can expand their brand influence and attract more consumers' attention and purchases.
The third is to reduce operating costsJust-in-time retail platforms can help small stores reduce operating costs, such as reducing labor costs, reducing inventory, etc.
Fourth, improve customer satisfactionThrough the instant retail platform, consumers can purchase goods more conveniently and quickly, improving customer satisfaction.
In addition, according to a report by the Research Institute of the Ministry of Commerce, in recent years, China's instant retail has maintained an average annual growth rate of more than 50%. From take-out ordering to take-out ordering everything, nowadays, instant retail has become a consumption Xi of young people, and more and more entrepreneurs are paying attention to it.
In November, the strawberries were freshly listed, and the manager of the Shanghai Hongqiao store of Guosuda was constantly busy, and the prompt sound of takeaway orders came out of his mobile phone from time to time. The store manager said: "Today's consumers pursue consumption freedom, what they want is to buy and arrive, and strawberries can be eaten as soon as they are listed, and what you see is what you get."
Instant retail, as a more effective supplement to traditional e-commerce channels, is also the reason why Guosuda has entered a new growth channel.
Born in 2021, Guosuda adopts an instant retail business model of online and offline integration, with more than 10 years of experience in Internet e-commerce, with the help of the advantages of the first chain, reducing the transaction and transportation costs of the fruit ** link, but everything is difficult at the beginning, at the beginning of the operation, Guosuda also has problems such as difficulty in building stores, difficulties in high-quality products, and difficulties in multi-channel management, which have been solved after entering the Meituan platform.
When selecting products, Meituan will prompt timely changes in seasons and popular models to help meet the latest needs of consumersWhen settling accounts, Meituan also provides a financial assistant to display clear account information. The online operation process has helped Guosuda gain new growth space. The store manager said.
Today, Guosuda has grown from a direct store to more than 200 franchise stores, with an average daily takeaway order of more than 2,600 orders and a total of 60,000 monthly orders, with stores all over the country.
Like the feeling of the store manager of Guosuda, Mr. Liu, the owner of Liyou Kunyuan Supermarket in Wuzhong District, Suzhou, Jiangsu Province, said: "Nowadays, young people are becoming more and more homely, and there is a hot word on the Internet called i people, and online takeaway orders have become a commonplace lifestyle for everyone. In his shop, the best-selling takeaway item is snacks. He said that at present, users have a large demand for the richness of products, soStores need to keep selling more and more products;Only by maintaining stable delivery can we give users a good shopping experience
According to Meituan data, the number of merchants operating in Shanghai in October 2023 increased by 122% compared with the same period in 2020, and the number of orders increased by 270% compared with the same period in 2020. In the past three years, the development of the instant retail industry has also shown a trend of booming supply and demand, with the number of merchants operating in the Yangtze River Delta region in October 2023 increasing by 106% compared with the same period in 2020, and the order volume increasing by 269% compared with the same period in 2020.
At the same time, Meituan is also actively cultivating online instant retail brands.
Taking Crooked Horse Wine Delivery as an example, through direct cooperation with the brand to strictly control the first-chain and self-built distribution system to distribute goods to the front warehouse, merchants can ensure that merchants can provide users with high-quality wine takeaway services that can be delivered in as fast as 15 minutes.
Since its launch on June 24, 2021, the project has covered more than 20 cities including Guangzhou, Shenzhen, Chengdu, and Chongqing, and has been well received by merchants and users. In December 2023, Crooked Horse Wine will officially enter Jiangsu and ZhejiangAnd in the first half of 2024, Crooked Horse Wine will also officially advance to Shanghai.
In addition, the categories of instant retail sales on Meituan's platform are also constantly enriched, building a life circle for consumers to meet their immediate needs.
Nowadays, when you open the Meituan app in many cities in the Yangtze River Delta, you will find that convenience stores, fruit cuts, seafood, digital appliances, alcoholic beverages, pet supplies and even ice products can be delivered to your home within half an hour through the platform, and there are many well-known brands such as Muji, 711, Xiaomi, and Baiguoyuan.
At the same time, in order to further improve the operational granularity of instant retailers, Meituan Flash Sale has established local city teams in 15 key cities across the country from 2023.
After the establishment of the local city team, it went deep into the first-tier stores, strengthened the linkage with merchants on a one-to-one basis, and launched the "Gold Medal Good Store" project around the core capabilities of instant retail operation such as business model, commodity power and service power, helping more retail stores to quickly realize online digital operation and enjoy the growth dividend brought by instant retail.
The creation of an instant retail life circle coincides with the business district layout strategy currently being promoted in the Yangtze River Delta.
In August 2022, the General Office (Office) of 10 departments including the Ministry of Commerce announced the pilot list of the second batch of cities in the country to facilitate the people's living circle within a quarter of an hour, of which 10 places in the Yangtze River Delta, including Shanghai, Wuxi, Nantong, Hefei, etc., were selected.
In 2023, in order to implement the work deployment of the Shanghai Municipal Party Committee and the Municipal Party Committee on comprehensively promoting the "15-minute community life circle" action, the Shanghai "15-minute community life circle" action joint conference office issued the "2023 Shanghai "15-minute community life circle" action plan", delineating 1,600 "circles" in the city, including 860 in urban areas and 740 in rural areas, comprehensively opening the construction pattern of Shanghai's "15-minute community life circle". The "Party and Mass Service Position System", "Quarter-Hour Convenient Life Circle", "15-minute Community Sports Life Circle" and "15-minute Employment Service Circle" promoted by relevant committees and bureaus are also included, constantly enriching the connotation of "circle".
In this process, instant retail is expected to play the role of an "accelerator" to further stimulate the consumption vitality of different circles.
It is understood that in order to meet the needs of consumers for night shopping, Meituan has also launched a "24-hour convenience store" project, where users can place orders for takeout within 24 hours and arrive at home in half an hour at the earliest, which has now covered more than 1,000 stores.
For entrepreneurs in the retail industry, in the face of such a huge market scale, how to seize the growth opportunity and achieve a breakthrough?
The Yangtze River Delta station of the "Instant Retail China Tour" series of activities to be launched in Shanghai this month has given a realistic and replicable solution.
On December 7, the Yangtze River Delta Station of the "Instant Retail China Tour" guided by the Shanghai Municipal Commission of Commerce, supported by Yangpu District, Shanghai, and hosted by Meituan, will officially land in Shanghai.
Initiated by Meituan Flash Sale, the event will introduce the development of the instant retail industry to enterprises through offline activities, help multi-category retail merchants achieve digital upgrades, promote industry recovery and high-quality development, and stimulate the expansion and upgrading of local consumptionAt the same time, it provides residents with more abundant and personalized goods and 24-hour instant delivery services, creating a convenient life circle in a quarter of an hour.
With the end of the year approaching, Meituan Flash Sale will also launch a series of New Year's Festival activities from the beginning of January to the end of February 2024, running through multiple nodes such as stockpiling New Year's goods before the holiday, giving gifts during the Spring Festival, reworking after the holiday, and the Lantern Festival, bringing users the ultimate experience of buying and getting immediately, rich and diverse.
What are you waiting for if you want to start a business?Come and sign up to participate in the Yangtze River Delta Station of "Instant Retail China Tour" and look for new business opportunities!