Mei Yi Jia Repeated Trial And Error Convenience Store O2O Explore Thorny Thorns

Mei Yi Jia currently has more than 5600 stores in the country, more than Shanghai agricultural, industrial and commercial convenience group and 7-11 of the total. In 2007, Mei Yi Jia launched the electricity supplier project. From time alone, Mei Yi Jia was a traditional enterprise that explored the Internet transformation earlier. So far, it has tried to integrate the Internet with its own integrated shopping mall, group buying, collecting parcels, mobile payment and so on. Some of them tried to end because of poor results. Some of the effects can still be pushed forward, and some attempts have just begun.

　　 Explore and build yourself Shopping Mall

It can be said that in 2010 or so, there were not many traditional enterprises that built their own electricity suppliers. At that time, Mei Yi Jia had its own online shopping mall, Mei Yi Jia life hall. Managing comprehensive products At the same time, we must focus on the boutique route of specialty products, which has been affirmed by some people in the industry. Just for a long time, the online shopping mall did not grow stronger, but on the contrary, it had little effect and was finally closed in 2012.

　　 Status quo: closure

Conclusion: Department store Whether supermarkets or convenience stores build their own electricity suppliers has always been a problem of entanglement. Mei Yi Jia is only one of the epitome of blindly building the traditional electricity supplier. It does not think clearly why the online shopping mall should be built, what the meaning of the electricity supplier is under the offline entity, the location of the online shopping mall and how to operate it, but only to see that the electricity supplier is eroding the market. In fact, the convenience store has great risks in building its own online shopping mall, because the main food, daily necessities, online shopping centers are often the whole category of integrated e-commerce, facing the competition of the oligopoly of the electricity supplier, the price is difficult to have advantages, and the electricity supplier only has the market structure of the eldest brother without the second class. The outcome of the online shopping mall without differentiation is almost doomed to tragedy.

　　 Explore two, group buying

After the construction of the online shopping mall, Mei Yi Jia also tried to buy a group buying mode. At first, the products involved in the category were also quite extensive. Later, it was reduced to more than one hundred kinds of boutique group buying models. At present, there is still group buying. I did not find relevant information.

Conclusion: convenience store participation in group buying should be said not to be a mainstream practice. It also shows that Mei Yi Jia's hasty and blindly follow the trend, especially at the beginning of many groups of commodities to participate in group buying, followed by its own awareness of the problems and streamlining the group buying products. Group buying mode has brought great influence to merchants while it has been criticized by businessmen. The industry recognised the new role of group buying business, but this kind of pull is more targeted for local life services, and has limited effect on convenience stores.

　　 Explore three, collect parcels

Collecting parcel service is mainly based on the cooperation with the e-commerce website, using 5600 outlets under the line, as the electricity supplier under the packaging line, and the convenience store collects express parcels for consumers. Consumers only need to pick up goods at the convenience store. At the beginning of this year, data showed that Mei Yi Jia received 100 thousand packages per month. In addition, the offline stores display some commodity information and preferential information on the e-commerce website, which will lead consumers from offline stores to online, and this part of the electricity supplier package will probably return to the offline store.

　　 Status quo: slight success

Summary: convenience stores offer express delivery and self service. They have always been considered as one of the directions of extension services for convenience stores. From the number of packages collected by Mei Yi Jia, there are fewer than 20 stores per month. It should be said that there are a certain number, but still less. This is related to the specific circumstances of the convenience store's community. At the same time, user habits need a process. But regardless of the number of packages, the key to a convenience store is to seize the consumers who are brought in by the package and promote their consumption in the shop when they come to the store.

　　 Explore four, provide mobile payment

At the end of 2013, Mei Yi Jia launched the Alipay wallet barcode payment function, becoming the first chain convenience store to provide bar code payment in China. When payment is made, consumers open the Alipay wallet client, open the barcode page, and scan the gun to complete payment. The convenience store access bar code payment function does not require hardware devices (provided that there are scanned guns). It only takes two weeks to make small software changes on the cash register system. One month after the launch of barcode payment, Mei Yi Jia successfully traded more than 10 thousand units on a single day, with an average of less than two stores.

　　 Status quo: slightly effective, the trend is more optimistic.

Summary: mobile payment is the starting point of many traditional retail enterprises' Internet transformation. Although the policy level is not fully released at present, with the maturity of mobile payment technology and the introduction of relevant laws and regulations, the prospect of mobile payment can be expected, and the trend is irresistible. The cost of traditional retail consumption is high, and in the face of the risk of counterfeit money and coins, a large amount of small amount of money needs to be prepared daily. The bar code payment can save the change or credit card signatures, and the efficiency of the cash register can be doubled. In addition, the real-time arrival of funds is faster than the T+1 payment of the UnionPay card payment, which is conducive to raising the efficiency of the collection of funds from stores to headquarters.

At present, the average number of bar code payment is less than two, so it can be seen that the proportion in the transaction is still very small, and the habit of mobile payment is still the focus of the next period. On the one hand, we need to achieve the utmost in the process of bar code payment, so that consumers can experience the convenience brought by the mobile payment mode, and urge consumers to change their original payment habits. On the other hand, we should increase the popularization of bar code payment, which can combine certain commodities to provide consumers with better discount or service to make use of barcode payment, and urge consumers to try.

　　 Explore five, distribution

In fact, distribution service is only at the theoretical level, and Mei Yi Jia has not yet entered the practical stage. The idea is to add the function of finding nearby stores in the public account. Consumers can choose nearby stores on the mobile phone. According to the list of goods, the bill can be paid through mobile payment, and eventually delivered by the store. Distribution is not limited to commodities, but also may be food takeaway.

Going deep into the community, having densely distributed offline stores is certainly the advantage of convenience stores providing distribution services. However, logistics distribution is a heavy work, with great manpower and time cost. In addition, if we want to reach the user experience of highly efficient distribution, there is a high degree of synergy between the mobile terminal system, the supply chain system and the store distribution. If we are catering, we will have more factors to consider.