"My daughter's favorite Hema strawberry box is cheaper, and I saved 29 yuan at once! Just after the Spring Festival holiday, Ms. Sun, a citizen, found that many of Hema products ushered in price reductions, and the family's daily expenses saved a lot of money.
On the Hema Member Day, the strawberry box cake can be superimposed on the 88% discount of members on the basis of dropping to 59 yuan.
Since February 18, Hema has piloted new measures in Beijing, Nanjing, and Changsha 3 cities: the commodity ** is generally lowered, and consumers will enjoy good goods and good prices for a long time, and at the same time, the free shipping threshold in the three places has been adjusted to 99 yuan.
Located in the Hema Shilipu store in Chaoyang District, the atmosphere of commodity price reduction is full, and dozens of livelihood products have different price reductions, for example, the original price is 19 per pieceFresh sea bass for 9 yuan is now only 129 yuan; 1 kg of chilled triloess chicken from 429 yuan dropped to 299 yuan, 800 grams of imported raw sirloin steak dropped from 89 yuan to 599 yuan; The reduced prices cover almost all categories such as seafood and aquatic products, meat, poultry and eggs, vegetables and fruits, baking, snack foods, and alcohol.
In the future, less than 99 yuan will be charged for freight, how to buy it is cost-effective? "Some budget-conscious citizens have calculated an account, if consumers pay an additional 6 yuan for shipping when placing an order, save 6 yuan from the goods **, according to the average price reduction of goods of 15%, you need to buy the original price of 40 yuan of goods, according to the discounted price, now only need 34 yuan, the 6 yuan saved just to pay the freight, the more you buy compared to the previous savings. In this way, a wider range of price reductions is a key factor related to consumers' wallets.
In the shopping cart of Mr. Feng, a citizen, he bought 5 items of sea white shrimp, eggs, strawberry box cakes, blueberries, and salmon, which saved nearly 50 yuan compared with before after the price reduction, which is equivalent to a 20% discount on the original price. Judging from the proportion of meat, poultry and eggs, seafood, aquatic products, vegetables and fruits that consumers often buy, the average cost can be saved by 15% to 20% after this price reduction. On the membership day, many products can be discounted by 88%, and the strawberry box cake becomes 5192 yuan.
The sales of Hema Angus 150-day hot pot beef slices increased significantly.
Last year, the discount prices launched by Hema were mainly concentrated in **, and this time the price reduction was realized simultaneously online and offline. At the same time as the price of goods is reduced, the free shipping threshold on the online platform has been increased, and the free shipping threshold in Beijing has been adjusted from 49 yuan to 99 yuan, and 6 yuan will be charged for less than 99 yuan.
The current round of price reductions by Hema is based on the long-term feedback to consumers based on cost optimization.
In the change of price reduction, how to ensure good goods and good prices is the key. Taking Hema as an example, the selling price of the strawberry box cake has dropped from 88 yuan to 59 yuan, which is equivalent to a discount of about 6%. "By grafting the Hema strawberry direct procurement base, bulk direct procurement of animal butter and packaging materials, as well as helping cake factories improve the production process and reduce losses through digital means, we will 'knock down' the strawberry box cake this year" Dong Ziwei of Hema Baking Procurement said that direct procurement, efficient production and chain management are the core elements of price reduction. This set of "price reduction combo" will also be applied to more hot-selling products in the future.
After consumers buy "discounted" goods, they are stacked with 88% off and nearly 20 yuan cheaper.
There is a view in the industry that the Hema pilot initiative still faces huge challenges, but it is an important step in realizing the upward spiral of retail development. In mid-October last year, Hema announced the launch of the "discount" reform of the comprehensive optimization of the first chain, through the investment in the first chain, the construction of the vertical first chain, the application of advanced technology and equipment, etc., to reduce the quality of the goods, and sell good goods cheaply. This move has also brought new thinking to the transformation of the retail industry: in the new consumption environment, the era of "good goods are not expensive" that brings consumers more cost-effective may come.