The cost per square meter of a 3,000-square-meter store is nearly 10,000 yuan.
This is the new project incubated by the Fuhua Commercial Group that came in halfway - Earth Port, a cross-border integration business format integrating "retail + catering + technology interactive terminal + online App". The high cost of
forces the project leader to pay almost extreme attention to various indicators.
Compared with Hema Fresh, Super Species, etc., Earth Harbor believes that its biggest difference is that all catering stalls are self-operated or self-incubated.
This reminds Mr. Lingshou of a brand that has emerged relying on the Internet - Xiaomi .
All the products in Xiaomi’s Youpin Mall come from Xiaomi or Xiaomi ecological chain companies, which are enterprises or brand clusters that Xiaomi has united through incubation and investment to achieve products or services in terms of appearance, tonality, and cost-effectiveness. Amazing unity.
Both Hema and Xiaomi are actively personifying and contextualizing their brands, completing the process of attracting, retaining, and integrating customers through the creation of IP, and ultimately achieving the integration of consumer minds, scenarios, experiences, and reputation.
At this point, compared to other new retail Internet celebrities, Earth Harbor pays special attention to the creation of its own IP, whether it is products, catering, or even an offline salon event.
一
Earth Harbor is born at the right time.
At present, Earth Harbor has three stores in Qingdao, Beijing, and the fourth store will also be opened in Qingdao Farglory International Shopping Plaza in May. At that time, it was only four months before the opening of the first Earthport store (Beijing Liuliqiao store).
"Earth Harbor was born at the right time." The relevant person in charge of Earth Harbor told "Spirit Beast" that is not to chase a trend, but to spot a trend, the trend of personalization, quality and sceneization of consumer demand. .
Research on world economic history shows that after the completion of the industrialization process in developed countries, their economies gradually shifted to an endogenous growth model dominated by domestic consumption demand, and the economic growth momentum gradually transformed into a consumption-driven model. In the process of industrialization, the consumption rate has a U-shaped trend of first falling and then rising.
Therefore, Earthport predicts that new retail will have a rapid development period of 5 to 8 years in the future. "There is no fixed model yet, everyone is trying." The person in charge of said that he hopes to develop a relatively mature model through the 3 to 4 stores opened in the early stage. Then, we will target first- and second-tier cities and plan to open 30 to 40 stores in 8 to 10 cities across the country this year.
This may also explain why the Earth Port Liuliqiao store opened on January 20 and the Jiuxianqiao store opened on March 31 are two different models:
In terms of positioning, the Liuliqiao store is more like a shopping center store, while Hotel bridge stores focus on community stores; in terms of area, the Liuliqiao store with an area of more than 3,000 square meters is much larger than the Jiuxianqiao store with less than 2,000 square meters;
The products and stall configurations are different, such as the Jiuxianqiao store They pay more attention to breakfast matching, while the Liuliqiao store pays more attention to lunch boxes.
"The Qingdao Farglory store that is about to open is different from the previous three stores." said the person in charge of .
However, when it comes to the procurement of goods and ingredients, Earthport has its own measures - selecting the best products from around the world.
Taking Liuliqiao store as an example, it has selected 5,500 SKUs from 70 countries, including fruits, vegetables, meat and eggs, rice, noodles, grains and oils, condiments, snack foods, beverages, kitchen supplies, daily care products and other products that consumers need daily. , of which imported goods accounted for 60%.
In addition, Linhaigou and online shopping malls can significantly expand SKUs to meet a wider range of consumer needs in limited stores. In the specialty dining area, according to Earth Harbor officials, Earth Harbor's purchasing team selects tens of thousands of high-quality ingredients from 108 countries. The stores include seafood fresh port, steak grilled port, glutinous rice port, and Japanese food port. , original Maiyue Port, Luxunzhen Port, Shanglu Xiangang and other more than ten catering stalls to meet a variety of needs. With the entry of
into online and offline integration, Earthport, a new business format, is no exception.Earthport has also launched a half-hour delivery service within 3 kilometers of its stores, ensuring full temperature delivery standards of -18°C to 60°C, ensuring that the ingredients are fresh when delivered. At the same time, a hanging chain system is also installed in the store to connect the front store and the back warehouse to improve the efficiency of online order distribution.
In addition, Earthport pays more attention to the experience of the store and has added dozens of electronic screens. In addition to calling numbers, menus, and draws, it can also be managed online and offline, and the same song can be played on all electronic screens in the store at the same time. On the screen of promotional products, the user's mobile phone will also receive promotional information pushed by the APP, completing the limited-time snap-up function.
二
From mind-based to scene-based
In addition to products and models, from the perspective of Earthport, their biggest difference is the incubation and creation of various IPs. The IP of
is mainly divided into three categories:
1 and commodity IP, which are mainly concentrated on its own brands to form product differentiation while ensuring product quality and profit margins. Currently, Earthport's own brands are mainly Zhenpuji's brands. Recently, Wuchang Rice in Northeast China has been newly developed. Earthport also stated that its own brands are still in the testing waters and will be strengthened in the areas of fresh fruits and roasted seeds and nuts in the future.
2, catering IP, through self-operation, investment, incubation and other forms, complete the management and control of the supply chain and brand of special catering stalls or innovative equipment, and then extend to the upstream of the supply chain, creating a closed loop of supply chain belonging to the Earth Port , and can also solve the problem of investment or combination of new stores.
Take Little Beer Planet as an example. This self-service beer machine is a very niche entrepreneurial project and plays an important role in supplementing the catering consumption scene in stores. It is a project incubated by Earthport's parent company, so Earthport and it jointly own intellectual property rights.
This means that if the early test in Earth Port is successful, it can be expanded to all stores in Earth Port in the future, and even open to cooperation. In addition, such self-service equipment includes self-service beer machines, Little Beer Planets, red wine Little Red Planets, white wine Little White Planets, claw machines, etc. All can be deduced and copied in this way.
3, scene or space IP, strengthen the focus on people, and more meet the psychological or social needs of consumers. achieves the purpose of attracting and integrating customers through special activities or salons, and truly captures consumers' time, thereby completing self-upgrades in experience, and is a very good entrance for tapping other potential needs of target users.
The most important thing is that in the planning of the Earth Port, the space is multi-dimensional. The space where the baby eats can be turned into a parent-child space and a hot mom space on weekends, and can be turned into a business space and best friend time on weekdays. The only difference is the different scenes and activities, which bring different consumption experiences.
Of course, the overall Japanese-style simple decoration and color tone of Earth Harbor also make space transformation easier. The advantage of
is that it has high consumer stickiness and recognition. It is understood that the current membership repurchase rate and contribution rate are showing high growth. The above-mentioned person in charge of
also emphasized that Earthport has also launched a membership growth plan, which not only increases the price of member products, but also adds more member-exclusive gameplay, especially member-exclusive tags in terms of content, scenes, and activities.
This also leads to another topic, the biggest difference between IP and brands - personification. IP realizes the construction of personality through content, while the brand supports the value proposition through products and services. When a brand begins to create personalized expressions by creating content instead of simply realizing value propositions through products and services, and realizes IP-based operations, it completes the transformation of the brand into IP or even super IP.
Earthport hopes to make a difference in this regard and implement it. On the other hand, this also forces Earth Port to develop upstream in the supply chain, with increased investment and a longer payback period.
Of course, in the competition for new species where everyone is competing for land, Earth Harbor is not short of funds and resources, backed by its parent company Fuhua Commercial. It is understood that Fuhua Commercial Group is the commercial section of Fuhua Holding Group, headquartered in Beijing. The industry involves new commerce, new retail, new catering and new consumption. Erfuhua Commercial has begun to frequently deploy in the retail, consumer, and catering industries in recent years. Its well-known brands include All-Time Convenience Store, Bruno Coffee, Ailu Hot Pot, Zhenzhen Snacks, and One Side as Old, etc.
As for Earthport, if it wants to take the lead in the competition, Spirit Beast Jun believes that it should be strengthened in the following aspects:
1. Product strength, in addition to product differentiation, private brands, etc., freshness of fresh products, semi-finished products Development is the focus of future competition;
2 and the creation of specialty catering. Safety, health and deliciousness are the unchanging rules of catering. How to deeply match the tastes of target consumers is what the Earthport team needs to continue to think about;
3 and the high-quality sustainable development of scene IP. This is the most important and difficult thing. Maintaining consumers’ continuous curiosity and participation in an activity or scene, and extending it to new consumption and scenes, is what the operations team needs to focus on and explore. This is actually the key to Multiple grasps of social interaction, human nature, and psychology. This is precisely what current retail companies are not so good at and have ignored for a long time.
As for whether it can run through the model and expand faster, it depends on the market's feedback to Earth Harbor. However, from the current point of view, it is off to a good start. It currently has more than 10 store property reserves nationwide, and at least 30 to 40 stores will be completed in 2018. (original work of Spirit Beast Media)
