core introduction:
1. Why choose Fuzhou as the next stop?
2. What competitors does Fuzhou have?
3. What problems will Hema market face?
Recently, Hema Bazaar, a community group buying platform under Ali , plans to launch Fuzhou. Hema Bazaar adopts the mode of "online ordering + store pickup " , extensively recruits head of the group to stock up, informs consumers to pick up the goods the next day, and the categories include fresh , daily beauty care, etc. Life department store, more complete. At present, Hema Market has covered Wuhan , Chengdu , Xi'an and Changsha and other important cities. Great performance?
01 Why is Fuzhou
From the stationing track of Hema Market, you can also see that Wuhan, Chengdu, Xi'an, and Changsha are all provincial capitals. At this time, it is not surprising to aim at Fuzhou, the provincial capital of Fujian. Data shows that Fuzhou has a large consumer population, with a permanent resident population of 17.8 million, and an urbanization rate as high as 170.5%, with densely populated communities. With a huge population, Fuzhou's economy is also very developed. In 2020, Fuzhou's regional GDP reached 1,002.002 billion yuan, an increase of 5.1% over the previous year. At the same time, consumers have a high degree of acceptance of Internet new retail , so Fuzhou's new retail industry is developed, and excellent local enterprises such as Pupu and Yonghui have also been born, and they have successfully educated the market. At present, all community group purchases in Fuzhou have established central warehouses to reduce storage and transit costs, and have a high degree of transaction.
As the largest city in Fujian, Fuzhou is the political, cultural, and transportation center of Fujian, especially the developed highways and railways, and its strategic significance is self-evident. Winning Fuzhou is not only to win a steady stream of local orders, but also to win the surrounding resources, which can quickly open the door to other cities in Fujian.
As a national brand, the "Hema" signboard is no stranger to Fuzhou people. On May 5 last year, Hema Xiansheng announced that from May 7, Fuzhou Hema Xiansheng Tea Pavilion and Hengli Bona Store will suspend operations. Previously, another Hema Xiansheng Fuxin store was closed at the end of March, which meant that all Hema Xiansheng stores in Fuzhou were closed. In the user letter announcing the closure of the store, Hema said, "We will continue to work hard and see you in the future." About a year later, Hema really re-entered Fuzhou, but this time it was reunited in a community group buying mode.
02 Fuzhou competitor?
Fuzhou has a well-developed retail industry, and there are local snakes such as Pupu and Yonghui, which also attract strong brands such as dingdong shopping and Qian Aunt . Although Pupu was established in 2016, the brand is still very young, but it has an unshakable position in Fuzhou. Among many competitors, Pupu, relying on the "front warehouse + 30-minute fast delivery" model, has an average delivery delivery time of 24 minutes in the first year of its launch, which is nearly half of the delivery time in the industry, and has won praise. At present, Pupu has 80 front warehouses in Fuzhou, each of which can radiate 3 kilometers around. SKU covers fruits and vegetables, meat, eggs, aquatic products, seafood, rice, noodles, grain and oil, daily necessities , etc. Summer is here, Pupu Summer products such as "ice products" and "cool season" are also added, which can be said to be a "small Taobao" of fresh daily necessities.At present, Pupu has also expanded its territory and advanced into Xiamen, Guangzhou, Shenzhen and other places, and has steadily deployed in first-tier cities.
In addition to the first brother Pu Pu in the front warehouse, Yonghui is also quite influential in the local area. On April 29 this year, the 2020 annual report released by Yonghui Supermarket shows that as of December 31, 2020, Yonghui Supermarket has opened 1 store across the country, with an operating area exceeding 17.5 million square meters, and its operating income has also increased. To 93.199 billion . From Fuzhou to 573 cities across the country, Yonghui not only strictly controls the upstream and downstream, but also ranks among the best in the industry in terms of quality control. Facing the impact of e-commerce and community group purchases, Yonghui has also actively carried out digital empowerment, opened online, and strengthened user operations, products and services. Construction on logistics. Data shows that Yonghui’s online SKUs cover 465 fresh food categories, and online sales have achieved a new breakthrough in the scale of 10 billion, reaching 10.45 billion , a year-on-year increase of 198%. Among them, "Yonghui Life" self-operated home business has covered 1 store, achieved sales of 15.91 billion yuan, a year-on-year increase of 147%, and average daily order volume of 1.23 million orders.
On April 14th this year, Dingdong Shopping and Eating Eternal (Fuzhou) E-Commerce Co., Ltd. was established, and Dingdong's determination to enter Fuzhou has already been seen. At present, Dingdong has conducted a total of 10 rounds of financing, of which it completed the D round of financing of 700 million US dollars in April this year, and completed the D+ round of financing of 330 million US dollars in May, which will be used for new regional expansion, supply chain investment and team construction etc.The data shows that Dingdong has more than 25 million users, and daily orders exceed 1.7 million , covering cities including Shanghai , Shenzhen, Hangzhou , Suzhou, Wuxi , Dongguan and other places, Dingdong officially announced its entry recently. Xiamen , the first batch to open nearly 30 front warehouses. From financing to expanding the city, the momentum is like a broken bamboo.
Aunt Qian, as the leader of the community fresh food store, cannot be underestimated. The earliest fortune from Dongguan, Aunt Qian grasped the fresh consumer demand of people in Guangdong, and made a brand reputation. Aunt Qian’s stores are small and low-cost, and can rely on fixed-point discounts to clear the goods every day. The franchise method also allows it to expand rapidly. Currently, it has settled in Shanghai, Wuhan, Chengdu, Chongqing , Tianjin, Zhengzhou and other places, and last year also It has begun to deploy in Fuzhou, and has formed a network in the whole country.
It can be seen that the Hema Market has entered Fuzhou, and the competition may be more intense than before.
03 What are the advantages and difficulties of Hema Market?
Hema withdrew from Fuzhou last year, and will continue this year with community group purchases. Can it gain a firm foothold? Industry insiders said that Hema's products are more inclined to standard products, while community group buying is ultimately based on the wholesale of non-standard products. Generally speaking, community group buying is aimed at the lower market when it is first launched, and firstly attracts price-sensitive consumers. It can be seen from the Hema Bazaar applet that the average unit price of vegetables is not high, and there are many popular prices, but the unit price of meat is high. In addition, in general, the categories are concentrated in basic fresh food, and there are still insufficient SKUs. After all,
is backed by the big system of Ali, and insiders believe that the advantages of Hema Bazaar are also obvious. First of all, Alipay and Taobao under Ali can attract traffic, and the traffic will be relatively focused.In addition, Hema Bazaar was formerly known as Retail Link, which provides ordering, logistics, marketing, and value-added services for retail stores in urban communities. It can be said that Hema Bazaar has inherited the mantle , and already has certain experience, and it can also be used in the supply chain. Ride and ride .
From the perspective of the model, Yonghui is mainly based on physical stores, and the cost of owning heavy assets is inherently high. Pupu is based online, but home delivery is also a high-cost distribution model. Hema Bazaar can be said to be between Yonghui and Pupu. Its "platform pre-sale + store pickup" model not only captures online traffic but also "down-to-earth", with the help of the head of the group to complete the final 100 meters performance. Not only is the store small and low-cost, it is also easy to manage, but it can also give full play to the enthusiasm of the head of the group.
However, it should be noted that Pu Pu and Yonghui already have a large audience in Fuzhou, which overlaps with the target consumer group of Hema Market. With more and more players on the track, Yonghui must make good use of the store. The advantages of interaction between customers and products, and Pupu will continue to refine home services. What answers can Hema Market deliver? Time will continue to test.
