core guide:
1. Why did Dingdong choose Chongqing?
2. How is the current competition in Chongqing competition?
3. What is the future development direction of Dingdong?
Recently, Dingdong Shopping announced the opening of the Chongqing market, the first batch of which will be located in the South Bank and Shapingba districts. It is worth mentioning that this is the first stop for Dingdong Maicai after accumulating more than 1 billion in financing in the last two times.
Looking at Tianyancha, it can be seen that Dingdong's subsidiary in Chongqing is Chongqing Chaolizhi E-commerce Co., Ltd., which was established on April 8, 2021, with a registered capital of 1 million yuan, and its legal representative is Yu Le. Its business scope includes food business. ; The second type of value-added telecommunication business ; health food sales; road cargo transportation (excluding dangerous goods); catering services; technology import and export; goods import and export, etc. Since its launch in May 2017, Dingdong Shopping has covered first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, as well as new first-tier cities such as Chengdu , Hangzhou , Suzhou, Nanjing , as well as Dongguan, Foshan , Jiaxing and other important cities, this trip to Chongqing, which is known as a mountain city, can be described as courageous.
01 What is the "charm" of Chongqing?
Chongqing, as the economic center of Southwest China, has a permanent population of 231.2432 million, and is the only city in China with a population of more than 30 million, far exceeding the crowded Tokyo metropolitan area. The city of Chongqing, in addition to its stable population and strong economy, is also very developed in tourism.
The two urban areas to be opened this time are both net red tourist cities, Geleshan National Forest Park in Shapingba District, Millennium Ancient TownCiqikou Ancient Town, Haishi Park, Hufeng Mountain Eco-tourism Area, Chongqing Yangtze River Cableway , Fusion Hot Spring , Three Gorges Square and so on, the number of tourists on holidays exceeds 10 million every year.
According to the latest data from the seventh census, among the 100,000 people in Chongqing, the highest number of people with university education level is Nan'an District, with 32,336 for every 100,000 people. People have a college education. As we all know, the best choice for the people served by Dingdong grocery shopping as a front-end warehouse is the office workers who are highly educated, busy with work, and have no time to go to the vegetable market .
The latest data for the first quarter of 2021 shows that the per capita disposable income of residents in Chongqing is 9,603 yuan, a year-on-year increase of 13.2%. Among them, the per capita disposable income of urban permanent residents reached 12,462 yuan, a year-on-year increase of 11.7%; the per capita disposable income of rural permanent residents reached 5,149 yuan, a year-on-year increase of 16.4%.
The supply of crops in Chongqing is also very strong. The overall progress of spring ploughing and preparation is orderly, the preparation of agricultural materials is sufficient, and the farmers' willingness to plant is enhanced. The ability to ensure the supply of vegetables has been enhanced. The output of vegetables in the first quarter was 6.368 million tons, a year-on-year increase of 3.8%.
According to the information provided by professionals at the end of the local supply chain, Chongqing's special climate has given birth to many high-quality crops, such as Fengjie navel orange, Liangping pomelo, Wanzhou red orange, Bishan grape , Fenshui plum, Anxi grapes, Tongnan yellow peach, Xikou bayberry, Fuling longan, etc.Vegetables include Linjiang cabbage, Wuling Mountain and Qinba Mountain alpine vegetables, Tongnan Fujiang radish, and famous processed peppers, all of which are local specialty crops with huge output and sales, and the local supply chain is guaranteed to a certain extent.
02 How does Ding-dong "play its fists"?
is one of the pillars of the southwest region. Currently, Chongqing has Yonghui, China Resources Vanguard , Carrefour , Walmart Daojia and other supermarket brands, as well as Hema Xiansheng , Yipin Fresh, Xianfeng Fruit, money aunt and other community stores. It is worth mentioning that the old friend Daily Fresh , who is "a perfect match" with Dingdong grocery shopping, has no layout in Chongqing for the time being. This means that Dingdong's action has taken the market share of Chongqing one step ahead of others, which is also in line with the leadership of the founder with military experience, Mr. Liang Changlin, and its internal work style of acting resolutely and resolutely. However,
can only get rid of external competition, and whether the front warehouse Dingdong grocery shopping can gain a firm foothold, the key point is that the internal supply chain of establishes and to deliver services and improve . The 1 billion financing of Dingdong this time must be done in the establishment of the supply chain in Chongqing and the improvement of the supply chain in the southwest region.
In terms of policy, the Chongqing Municipal Taxation Bureau and the Finance Bureau jointly announced in the recently released "Announcement on Issues Concerning the Appraisal and Deduction of the Input Tax of Agricultural Products and Value-Added Tax" that will further standardize and improve the input value-added tax on agricultural products in Chongqing. The pilot policy of tax deduction.
This means that by carrying out a pilot program for the verification and deduction of the input VAT on agricultural products, the tax-related burden of taxpayers can be reduced, and the tax payment materials and billing process can be simplified.Thanks to its superior geographical location and policy support, Chongqing has always been favored by platforms. It is not only the place where foreign big-name brands are stationed, but also a lot of powerful players have been born in the local area, such as Piaozhen Fresh .
Puzhen is a well-known local fresh food chain brand in Chongqing. Founded in 2011, it is a modern and innovative agricultural industrialization agricultural head enterprise integrating the research and development, production, processing, distribution, sales and leisure agriculture investment of organic agricultural products. Puzhen Fresh has more than ten self-operated stores in the community. At the same time, the online sales platform of "Park Zhen Fresh" can also place orders for delivery. It has more than 10,000 members and customers. In fact, Dingdong is a formidable competitor in the way of expanding the Chongqing market.
However, according to Dingdong's internal staff, this year Dingdong's focus will be on semi- finished dishes , semi-finished dishes have high gross profit, and non-standard fresh food tends to be standardized as much as possible. One of the reasons why Dingdong has settled in Chongqing now is that Chongqing has a high degree of online data and acceptance of new things, and the local culture in Chongqing has relatively high requirements for the quality of life, and the demand for some processed semi-finished foods is higher than other regions.
03 How will the front-end warehouse settle in the future?
In September last year, Dingdong Shopping opened in Chengdu. At that time, industry insiders pointed out that Chengdu is the window of the fresh food market in Southwest China. Dingdong can rely on Chengdu's natural advantages to further consolidate the supply chain and improve the front-end construction. Gradually expand the entire Southwest market. After more than half a year of hard work, the news of Kaicheng in Chongqing means that Dingdong will establish a larger supply chain network in the southwest region. Regardless of whether the rumors of an IPO in the United States are true or not, to seize the market, we must maintain the posture of " races against time and ".
However, the pain point of the front warehouse is always that there is no physical store, and the traffic can only rely on publicity and customer repurchase and promotion. However, according to various sources, Dingdong Maicai plans to open 50 offline stores " fresh food kitchen" , and increase investment in R&D and manufacturing of semi-finished dishes. Although the offline store is far from the operation mode of the front warehouse, the road is always figured out. With more and more players joining the fresh food track today, Ding Dong is not only facing the aggressive front warehouse players. There are also community fresh food stores, community group purchases, and traditional vegetable markets that have been gradually transformed.
When everyone is eyeing this trillion-level fresh food market, Dingdong not only has to work hard on the supply chain, continue to expand the first-tier and new first-tier cities, but also find ways to refine operations to improve user stickiness, while offline fresh food Stores are a good solution. According to the data, in 2020, the growth rate of Dingdong grocery shopping users is the highest and fastest. Now that 2021 is about to pass halfway, the scene of the fresh food track is getting better and better.
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