staff sorted goods at the " Meituan Maicai " Yixian Road site located in Yangpu District, Shanghai.
3 China Internet Network Information Center The 50th " China Internet Development Statistics Report " released by a few days ago shows that in the first half of 2022, e-commerce platforms increased their investment in improving supply chain, logistics and user experience, and promoted the development of the online consumer market in the direction of localization, and consumer demand with sensitive timeliness and strong localization attributes accelerated to extend online. Experts believe that in the short term, the advantages of end-of-term distribution efficiency of localized business models have been initially reflected; in the long term, localized business models will help open up digital channels in the entire field and improve the supply efficiency of consumer goods by extending upstream and downstream.
Stores are online and operated
"On average, more than 1,000 kilograms a day, more than 30,000 kilograms a month, and conservatively estimated that more than 360,000 kilograms of vegetables are sold in a year." Recently, Chen Chunling, the stall owner of Wanping Vegetable Market in Xuhui, Shanghai, did some calculations, "Now young people like to buy vegetables online, so I put the store online to the ' Ele.me ' platform, and I can make takeaway when I am free."
As a merchant of the " vegetables picking experts" on the "Ele.me" platform, Chen Chunling's store has won a large number of customer fans in four years because of its strict control over the purchase channels and the quality of vegetables. Now the orders of "Ele.me" every day account for 1/3 of the total orders.
The person in charge of the fresh food business of "Ele.me" told reporters that they have launched "vegetable pickers" stores in many places across the country. By establishing a set of ingredients to pick vegetables and store operation standards, stall owners can quickly master online business skills.
It is reported that platforms such as Meituan , JD have also accelerated their development through takeaway fresh food, community group buying and other models, and quickly integrated into the local market.
Since August 2022, "Meituan Maicai" has successively launched "local top-notch goods" brand building plans in Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan and other places, including Beijing Panggezhuang Watermelon, Pinggu Datao , Miyun Reservoir fish, Shanghai Chongming Rice, Guangzhou local specialty Guava , Honghu Lotus Root , etc., more and more "local top-notch goods" are circulating from the fields to consumers faster through instant retail platforms.
The "local top-notch goods" brand building plan to make local good goods sell better while stimulating local consumption and driving local economic growth. Taking Panggezhuang Watermelon as an example, the income of farmers in local cooperatives generally increased by 40% to 50%; Guangzhou Jinquan Agricultural Professional Cooperative, which cooperates with "Meituan Maijia", supplies Nansha guava at up to tens of thousands of kilograms a day, with a high consumer repurchase rate, and the income of farmers in cooperatives generally increased by more than 20%. The same situation is also reflected in the "Pinggu Da Peach" and "Miyun Reservoir Fish". The Pinggu Da Peach partner "Meituan Maicai" alone can help 250 local farmers increase their income by nearly 5 million yuan. After cooperating with "Meituan Maicai" in 2021, the cooperative can sell tens of thousands of Miyun fish every month, directly driving the cooperative's fishing and farmers' income to increase by 30%.
Instant retail is more convenient
Ms. Li, who lives in Chaoyang District, Beijing, said that she often uses JD to buy things. "Since last year, I feel that JD is delivering things faster and faster. For example, fruits, mobile phones, hardware accessories, etc. in supermarkets are arrived in a few minutes, which is very convenient."
In October 2021, the "hour shopping" service jointly created by Dada Group and JD.com was officially released, providing JD users with instant retail services of "online ordering, store delivery, hourly and even minutely delivery" through JD App and mini programs.
"In the process of China's e-commerce development, goods are getting closer and closer to consumers, and the improvement of delivery efficiency is an inevitable trend." JD Group CEO Xu Lei told reporters, "At this stage, inventory is 3 to 5 kilometers near consumers, and delivery only takes 30 minutes to 1 hour. This is what the industry knows about 'instant retail + instant logistics', which is also the goal that JD is currently striving to achieve."
"JD Hourly Shopping" is a microcosm of the rapid development of instant retail business in recent years. Local stores and instant delivery constitute a new "instant retail" business model, connecting the real economy and consumers, and also stimulating new consumer demand.
Industry insiders believe that compared with traditional shopping methods, instant retail solves the shopping pain point of consumers not knowing where to buy offline and online e-commerce is too late to place orders. In addition, compared with traditional e-commerce express delivery, instant retail compresses the express delivery time from 4 to 5 days to 1 hour or even a few minutes, which has become an important reason for consumers to choose instant retail. For example, the topic of "take-out as express delivery" has caused heated discussion and also reversed This reflects the gradual realization of consumption behavior.
This behavior is particularly obvious among young people. The report "Focus on Chinese Post-95 Consumer Group" released by Accenture Consulting Agency recently showed that more than 50% of post-95 consumers hope to receive goods within half a day on the day of shopping, and 7% of consumers hope to receive goods within 2 hours after placing an order.
At the same time, consumers choose instant retail because they have a complete range of categories. Ms. Li, who has been shopping online many times, said: "Supermarkets, pharmacies, and dessert stores are all online. We can directly enter any physical store on the platform to purchase goods. The software also indicates the distance between the store and the consumer and the time required for delivery. "
Mr. Liu, who had just moved, also said that he urgently needed an electric screwdriver when installing furniture, and it was delivered to his door 20 minutes after placing an order on the platform. "If you go out to buy it yourself, you will still look for it everywhere, which is time-consuming and laborious. "
Diandian video is popular
Not only e-commerce, short video platforms are also constantly expanding their local life business, moving from content consumption to offline services.
It is reported that the short video platform Douyin revolves around first- and second-tier and Internet celebrity cities, and has successively launched food store exploration, heart-driving takeout and other businesses, and has provided traffic support to local catering merchants who have settled in, attracting customers through planting grass, and promoting the closed loop of online and offline transactions.
Wang Ding, head of Douyin Life Service Marketing Center, introduced that Douyin Life Service was launched in January 2021, and creators use content to efficiently connect users and goods and services. Taking some Douyin Life Service Creators as an example, "If you use food For the sky and "Directory Food" recommends high-quality food to fans through different styles of store visit videos, while also allowing more good restaurants to be seen; "Murray" transformed from the tourism industry to life services, focusing on Wuxi locally, and gained recognition from local fans; because of its optimistic life service business, "Xiao Mingkuai" transformed from an outdoor anchor in June last year to recommend good stores in Beijing with live broadcasts. Good product has won the love and recognition of fans with its distinctive personal label. The number of fans has doubled in more than a year.
"The decentralized and decentralized local life service market, combined with creators scattered in Douyin, has produced local experts to experience the "Talent Shop" short video and live broadcast mode of local merchants, and has begun to help merchants increase their income. "A relevant person in charge of Douyin told reporters.
""JD Hourly Shopping" is a microcosm of the rapid development of instant retail business in recent years. Local stores and instant delivery constitute a new "instant retail" business model, connecting the real economy and consumers, and also stimulating new consumer demand.
Industry insiders believe that compared with traditional shopping methods, instant retail solves the shopping pain point of consumers not knowing where to buy offline and online e-commerce is too late to place orders. In addition, compared with traditional e-commerce express delivery, instant retail compresses the express delivery time from 4 to 5 days to 1 hour or even a few minutes, which has become an important reason for consumers to choose instant retail. For example, the topic of "take-out as express delivery" has caused heated discussion and also reversed This reflects the gradual realization of consumption behavior.
This behavior is particularly obvious among young people. The report "Focus on Chinese Post-95 Consumer Group" released by Accenture Consulting Agency recently showed that more than 50% of post-95 consumers hope to receive goods within half a day on the day of shopping, and 7% of consumers hope to receive goods within 2 hours after placing an order.
At the same time, consumers choose instant retail because they have a complete range of categories. Ms. Li, who has been shopping online many times, said: "Supermarkets, pharmacies, and dessert stores are all online. We can directly enter any physical store on the platform to purchase goods. The software also indicates the distance between the store and the consumer and the time required for delivery. "
Mr. Liu, who had just moved, also said that he urgently needed an electric screwdriver when installing furniture, and it was delivered to his door 20 minutes after placing an order on the platform. "If you go out to buy it yourself, you will still look for it everywhere, which is time-consuming and laborious. "
Diandian video is popular
Not only e-commerce, short video platforms are also constantly expanding their local life business, moving from content consumption to offline services.
It is reported that the short video platform Douyin revolves around first- and second-tier and Internet celebrity cities, and has successively launched food store exploration, heart-driving takeout and other businesses, and has provided traffic support to local catering merchants who have settled in, attracting customers through planting grass, and promoting the closed loop of online and offline transactions.
Wang Ding, head of Douyin Life Service Marketing Center, introduced that Douyin Life Service was launched in January 2021, and creators use content to efficiently connect users and goods and services. Taking some Douyin Life Service Creators as an example, "If you use food For the sky and "Directory Food" recommends high-quality food to fans through different styles of store visit videos, while also allowing more good restaurants to be seen; "Murray" transformed from the tourism industry to life services, focusing on Wuxi locally, and gained recognition from local fans; because of its optimistic life service business, "Xiao Mingkuai" transformed from an outdoor anchor in June last year to recommend good stores in Beijing with live broadcasts. Good product has won the love and recognition of fans with its distinctive personal label. The number of fans has doubled in more than a year.
"The decentralized and decentralized local life service market, combined with creators scattered in Douyin, has produced local experts to experience the "Talent Shop" short video and live broadcast mode of local merchants, and has begun to help merchants increase their income. "A relevant person in charge of Douyin told reporters.
