"Yonghui Micro Shop" Logistics Fastest "Two Hours".

Recently, at the sixteenth China chain industry conference held in Fuzhou, Li Jianbo, President of Yonghui supermarket, said that he hoped that through the continuous exploration in the next 2~3 years, on the one hand, he would strengthen the advantages of the offline industry, and on the other hand, he would provide consumers with more online shopping choices and be retailers that consumers like.

In fact, as early as January 15th this year, Yonghui supermarket began to do micro shop, which is a mobile Internet O2O business platform operated in APP form. It has the function of online ordering, payment and delivery of goods under the entity store line.

It is reported that Yonghui will increase investment in the field of electric business in the future, and will spread all the micro stores to all the stores in the country.

Li Jianbo also pointed out that "Yonghui will continue to integrate complementary resources of online and offline resources to form an effective integration of" big data "and" big logistics "so as to promote the integration of commodity circulation across the country.

Test water "palm shopping"

All along, Yonghui is paying attention to, exploring and practicing the application of new technology in the retail field. With China's entry into the 4G era, Yonghui urgently hopes to seize the new changes and opportunities brought by the mobile Internet.

And based on the mobile client's shopping software, more and more retailers are starting to chase the target. "Yonghui micro shop" came into being.

In the "Yonghui micro shop", we can timely deliver the latest profits, service information and selected merchandise display.

In addition to the four core functions of electronic membership, DM and key commodity display, support for Alipay and UnionPay payment and electronic coupons, it also has the function of quick payment for mobile phones.

Queuing up is the most unpleasant experience for customers in the physical store, and customers can be Guang Yonghui at home any time through the micro store client. They can also keep abreast of the dynamics of Yonghui supermarket.

In order to achieve "fast", Yonghui also realized the mobile payment on line and offline. When shopping at Yonghui store, customers can take the "quick payment" channel and pay online with mobile phones.

A fast payment channel is set up in the store. After the scanning of the consumer's purchased products, an electronic ticket can be formed. After the payment on the bank card of Alipay and mobile phone is paid, a verification code will be generated. The consumer can take the fast payment channel with the number and do not need to wait in line again.

"At present, 13 stores in Fuzhou, Quanzhou, Xiamen and Zhangzhou have opened micro stores nationwide, and 1 in Beijing and Chongqing outside Fujian province are running."

Yonghui supermarket information center director, micro Shop Leader Wu Guangwang revealed.

At present, Yonghui mainly uses internal staff as a key test object to attract members of consumers who hold integral cards.

Yonghui supermarket has hundreds of thousands of consumers patronizing every day in Fuzhou, so Yonghui set up an open WiFi in stores, so that consumers can try to shop on the micro shop online.

In terms of marketing, micro stores have launched promotional activities such as electronic vouchers, online shopping free single raffle, exclusive shop and exclusive promotional items to registered members, through public media such as official website, supermarket videos, and micro-blog and WeChat social interaction to enhance public awareness and utilization rate.

Yonghui has developed over 480 chain supermarkets and seven logistics bases throughout the country, which has laid a solid foundation for the promotion of micro stores.

Of course, "

"It is a newly emerging product. It lacks of heat in terms of service function and background management capability. It has been constantly upgrading and upgrading. It has gradually summed up the pilot experience of microstores, and steadily and steadily expanding the scope of operation of micro stores will be a matter for long time to consider.

After the launch of the micro shop, Yonghui will launch a shopping platform for WeChat and computer terminals by the end of this year. It is hoped that the sales of e-commerce channels will reach 5% in the next three years.

In Yonghui's layout strategy, we hope that after the completion of the customer service platform and the big business platform, we will really usher in the outbreak point.

Online and offline commodity segmentation

Reporters in the "Yonghui micro shop" found that its goods compared with the physical store has obvious price advantage.

In this regard, Wu Guangwang said that the strategy adopted by some of the micro stores is cheaper than online, while many products in the micro shop are carefully selected and not sold in Yonghui supermarket.

At present, "Yonghui micro shop" accounts for about 30% of fresh sales, and others include food and daily necessities.

By contrast, Yonghui store sells fresh food at 40%.

And in the "Yonghui micro shop" push the goods, consumers have the highest enthusiasm.

Since its launch, "Yonghui micro shop" is also considered to be Yonghui's online and offline integration strategy.

Just being a traditional retail enterprise of O2O, it often falls into two kinds of thinking traps, or too heavy online, making the offline resources wasted, resulting in "offline offline fight".

Or it is still dominated by offline, making the Internet system difficult to integrate into the company system.

And how to let the shop avoid the sale under the shunting line is the burden that Yonghui must shake off.

In this regard, Yonghui micro shop also has the way to deal with it.

Because online, many goods can not be displayed on the supermarket area. If all products are laid on line, the loss will be very large, but not conducive to sales. However, the display and sale of these products in Yonghui micro shop will not only reduce inventory, but also reduce wastage. Naturally, it will be cheaper than offline, and ultimately consumers will benefit from it.

In fact, whether it is traditional retail or e-commerce platform, the core of consumer concerns is commodities.

Judging from the current sales of micro stores, fruits (such as cherries, apples, etc.) and drinks (such as Moutai, wine, etc.) are most popular among consumers.

On the choice of commodity category, Yonghui also painstakingly chooses fine products such as local specialties and people's livelihood products.

It can be seen that the new experience of "handheld shopping" for consumers is simpler, faster and more convenient. Yonghui hopes to supplement the products of the shop as a supplement to the offline category and time and space, and provide consumers with more choices at different levels.

However, the so-called O2O (thematic reading), online screening, online payment, offline enjoyment of services, easier said than done, most retail companies do not contribute to actual sales.

According to Yonghui's responsible person, the daily effective passenger flow of Yonghui's stores has reached 1 million 642 thousand and 700 passengers in the first half of the year, an increase of 10.81% over the same period.

It is reported that currently registered users in Yonghui micro shop in Fuzhou are 150 thousand, the conversion rate of customers who use PDA and APP shopping is 26.4%, and online plus PDA orders average about 2000 single daily, the amount is about 150 thousand yuan.

Of course, "Rome was not built in a day", even Suning, who identified O2O as a retail future, also delivered a report card losing 750 million yuan in the first half of 2014.

At the same time, Yonghui 2014 semi annual report shows that total business income of 17 billion 703 million yuan, net profit of 453 million yuan, respectively, an increase of 22.83% and 16.37% respectively over the same period.

In the next few years, the development of all channels integration and promotion will be the long-term strategic goal of Yonghui supermarket.

Compared with other retail giants, Yonghui supermarket has been favored by its customers for so many years, but its member management has not been deeply cultivated. Even Li Jianbo also said at the chain meeting that "Yonghui supermarket's member management is still relatively rough."

Because of this, the important task of Yonghui micro shop is to improve its membership management system.

In its strategic layout, "Yonghui micro shop", while attracting young consumers in the Internet age for the company, can also retain customers through its membership system and enhance its stickiness.

In order to increase contact with customers, Yonghui integrates member management, marketing advertising and integral rebates into micro stores.

Next, Yonghui will adjust the commodity structure according to the change of terminal demand.

The behavior of users from online to offline can be reliably recorded and measured, and ultimately form a database based on a large number of consumer behavior databases. Further, the data structure can be adjusted and the impact of prediction on users can be adjusted by mining and analyzing these data.

For example, if Yonghui store has to do marketing activities, it can be reminded and attracted the attention of nearby consumers through "Yonghui micro shop".

When customers arrive at Yonghui store, they will know the arrival of customers first and push them to the discount sale information of customers, and when a Yonghui micro shop user enters Yonghui store, they will enjoy their push services.

In the next two or three years, insight into consumer behavior, buying motivation and trend is the core of Yonghui's system.

Yonghui will continue to invest more than 100 million yuan in the supply chain and consumer insights.

The so-called consumer insight is the three major platforms that Yonghui is doing. The first is the big data platform, such as pregnant women and children at home, will import Yonghui database, Yonghui can understand the shopping needs of families, and the second is to build a customer service platform to meet the requirements of customers such as the elderly, children and so on. Third, it is a big business platform.

In the future, customers can visit Yonghui through micro stores and e-commerce platforms.

For different customers, Yonghui can provide personalized service.

It is reported that in December, the new version of the interactive function between the micro shop and customers will be launched. At that time, it will shake the line, offer concessions and other functions, and will further enhance the management of Yonghui's members.

In fact, it is not easy to understand ourselves better than customers. In the future, if we can make accurate personalized recommendation and marketing with big data, then the value of Yonghui supermarket will be more prominent.

The fastest "two hours".

about

To carry out O2O pformation is a difficult task. Even the traditional department store giant, Wanda, who has lost much money, is struggling. The goods sold to the store are moved to online sales. Besides having a large number of suppliers' resources, new problems such as online technology, operational difficulties and losses will be solved. All of these will pose severe challenges to Yonghui, a aspiring company.

The most difficult piece of "bone" is the last mile distribution.

At present, in the distribution, Yonghui supermarket in various areas of physical stores, logistics centers can provide strong support for the promotion of O2O.

In the past few years, Yonghui has invested 120 million yuan in supply chain and logistics.

At present, Yonghui is trying to take the store as its center and in accordance with the principle of nearby choice, to work with the third parties to solve the problem of "last mile", provide door-to-door service to online customers, and provide optional services such as half day and quick delivery within the range of distribution, such as "half day" from 5 a.m. to 8 o'clock at night, with 5 pre selected delivery sessions, 2 hours per session, and "quick arrival" service within 2 hours after placing orders.

In fact, Yonghui supermarket put forward "Yonghui" at the beginning of its founding, which is based on the community and convenient for consumers to shop at home, and has opened fresh supermarkets in many urban and rural communities.

In the next three years, Yonghui will continue to expand the national market, improve the market penetration of all core strategic regions, and create several billion billion regions.

In terms of distribution, Yonghui supermarket can provide strong support for O2O promotion in physical stores and logistics centers in various regions.

In August this year, Yonghui supermarket and the British owned Yihe group's subsidiary milk Co., Ltd. (hereinafter referred to as "milk company") officially.