Retail Veteran Rainbow'S New Recruit: Store Group

Retail veteran rainbow also joined the competition.

In the small rainbow program, it has quietly entered the "Gang" entrance. After clicking into the page, it will automatically enter the near Rainbow store group.

Rainbow small program group related pages

It is understood that Tianhong's group playing method is divided into several steps: (1) choose commodities to open a group or join the group; (2) invite friends to join the group; (3) people are full of stores to pick up goods.

After the trial, it was discovered that the team did not need a special regiment leader to maintain operation, but was operated by its own store. The two people could be formed into a group.

According to observation, Tianhong Group products cover beauty, fresh, wine, snacks and other categories, each store has 6~8 SKU to choose from, and stores in different regions have different products.

Switching stores can be found that at present, the business has not yet covered all the stores of rainbow.

The official responsible for the rainbow said that the group business began its trial operation in Southern China area in January 24th this year, and the whole project lasted more than a month from functional preparation to online. It has completed some functions such as the front end of the small program, the front end of the management, the mobile terminal of the staff, and so on.

At present, there are 16 stores providing group buying, covering Southern China, Southeast, East China, Beijing and other regions.

The company introduced the main business of the company, which is mainly for the old customers. It is to drain the online customers to the stores, and the customers in the offline stores can also participate in the group.

"Different from the community logic, stores can bring more store consumption to many formats stores."

The above said, in the future, the group business will not only be fully launched in Tianhong supermarket, but also will be promoted in convenience stores and department stores.

Later, she described the positioning of Tianhong Group business in a sentence, that is, providing incremental business for physical stores based on the existing business characteristics.

It has been revealed that since the trial operation, up to 30% of the total number of businesses has been re purchased, and the main products of the year are annual goods, cherries, seafood and so on.

Even in the trial operation stage, Tianhong did not neglect the operation of these users, and promptly introduced them into the operation group of the store users for routine maintenance.

Insiders pointed out that the group market is about to enter a new stage.

"Social group enterprises have developed the habit of consumer buying and buying. The business model based on geographical location seems to have been verified, and the entry of offline retailers is almost inevitable."

Recently, Yonghui supermarket and Suning shop have entered the market together.

A group observer said that the content of the community group was concentrated on fresh products, and the supply chain is the lifeblood of competition.

Therefore, the entry of a solid retail enterprise with a mature supply chain is likely to directly impact the existing market.

"Under the line, the group has geographical characteristics. Some small businesses that are doing well in some local areas have been reaped by their heads."

He predicted that the light mode enterprise will usher in a great deal of pressure in the market competition in the coming period.

Billion power understands that as a group of online retailers, the digital membership operation of rainbow has made some achievements.

At present, WeChat has more than 6 million 500 thousand members, and more than 80% remain.

In the supermarket business, users pay more than 35% of mobile phones, and the number of single stores is over 71%.

And the rainbow arrives at home month to repeat order more than 35%, the ratio of small program entrance opens more than 45%.