Community Friendly Products Rushed To Beijing After 2 Billion Fresh Lives

A few days ago, the media learned that the fresh food brand of the community has been low-key in Beijing, and now it has already decorated over 10 shops. The first store has been opened in late June, the address is Chaoyang District Spring Garden District.

The media understands that Beiyuan is adjacent to the "Asian community" Tiantongyuan, which consists of several 3000-4000 relatively new communities, and the commercial opportunities of the community are relatively large.

Looking at the spring garden reflects the opportunity of "community type fresh convenience store" which is relatively new to the community. Even in a more competitive business district, there is a demand for consumption upgrading, so the opportunities of community supermarkets will exist for a long time. An industry analyst said.

No one has calculated how big the market is, but the demand for fresh food in the community has given birth to such a fast and nationalization company. Just a few months ago, Yi products received 2 billion yuan of B financing from Tencent.

According to public information, the products of Yi Pin, established in 2013, are now open in more than 13 cities in Hefei, Chongqing, Chengdu, Guiyang, Xi'an, Nanchang, Changsha, Nanjing, Hangzhou, Wuhan, Wuhan and so on.

　　 Yanjiao as a springboard to enter Beijing?

At the beginning of the year, the goal of 1000 stores was set up in 2019. There are signs that after the capital is extended, the opening speed of Yi Pin fresh shops is accelerating. In the first tier cities, after entering Shanghai, Beijing becomes the second stop.

In fact, the "action" of Yi Pin's "Beijing" has already started. In August last year, it opened the first store in Hebei Yanjiao near Beijing.

Yanjiao belongs to Hebei in administrative divisions, but because of its relatively low housing prices near Beijing, it has become the home of many northern white-collar workers. Therefore, there are lots of emerging communities and well-developed community businesses, so it has also become a springboard for Yi's fresh entry to Beijing. Judging from the latest recruitment information of Yi Pin, there are at least 10 stores in Yanjiao.

The information displayed on the advertisement page of the Beijing public number shows that Yi Pin Beijing is recruiting 30 training cadres, while the rent-seeking utility area of 360-500 square meters is suitable for the shops on the first floor of the supermarket. The media called Mr. Bai on the above promotion staff, and the other said that he was the employee of the Yi Pin fresh Beijing. At present, "Beijing is looking for a large number of community despot suitable for setting up shop".

In August last year, Tang Bin, a fresh partner of Yi Pin, told the media: "the Beijing market has been selected." But as soon as we enter, it will be very fast, and will enter Chengdu and Nanjing market like Yi pin. It is concluded that the march to Beijing may also be a "blitz style".

For the competitive advantage of Yi Pin in Beijing market, Tang Bin said, "Yi pin is still doing high quality and low price." or relying on the cost advantage of the supply chain, just entering the new market, it is simple to do first, and there are resources in quantity. After one stage, we will do the supply chain operation.

　 Dying to run around and make enemies?

What is interesting is that the first stop of the purchase of vegetables from the spring garden store and the front store buying mode is in the same district (Beiyuan). "On the one hand, this shows that the potential of the community is huge, and on the other hand, it shows that the quality of the product is a national champion and is not afraid to compete with its rivals." According to the analysis of the above industry, "opening shop every day" is the current state of friendship products.

In the Beijing market, there are not only the US group buying vegetables, but also the daily superior and fresh base camp.

Apart from Beijing, fierce competition in other key cities is also evident. Yi's products have just signed a number of stores in Shanghai. The first store has opened in Minhang District's Long Ming Road, and new stores will be opened in the coming months. At the same time, it is understood that Qian Ma from Guangdong area also set the goal of opening 100 stores in Shanghai at the end of next year and 1000 next year. In addition, the pre warehouse mode of Ding Dong buying vegetables and daily excellent fresh also deserve attention.

"Rival products" will be similar to the pattern of money aunt, competition may first appear in Shenzhen. In Guangzhou, Qian has already owned 1000 stores, and the products are not easy to enter. In Shenzhen, the power of money mother is not so strong, and the friendship has already opened shop, and there will be a big conflict in the future. The above industry judges.

In the hometown of Hefei, "the fresh legend of the fresh discount shop mode is also an extremely difficult opponent."

Yi products also entered Fuzhou, the headquarters of Yonghui supermarket. It is understood that Yonghui is vigorously developing the positioning of the Yonghui MINI format for community management. It will open to 1000 stores during the year, and it is obvious that it will compete with many "vegetable selling enterprises", including the y.

Xu Xin, the first investor and vice chairman of the company, is also the most frequent investor of Jiang Jian Fei. She has witnessed the rush of Yi products and ran out of the Internet speed of three times the annual income. As she said at the time of financing officer Xuan, "I believe the friendship will come to the north and south of the river."

"There are two results in opening up to the north and the south. First, it is possible to cause all competitors to be vigilant or even to attack at the same time." two, it has regional characteristics, and the market is large enough for the existence of friendly products. The latter is more likely. " People in the industry are so analyzing.

　 Understanding keywords of friendship products

According to public information, there are about 530 standard shops (300-600 square meters shop type) in the fresh products, but there are thousands of stores in the 530 fresh food chains. Many people think that there are no standards for the store.

Jiang Jianfei has said this is not the case. "To do the opening of 1000 stores, we are building blocks in the background. There are altogether 6 major sections, such as fruits and vegetables. Each 6 large block is divided into three modules with 18 blocks. For example, there are three kinds of seafood ABC, C seafood only sells 6 varieties, A seafood will sell to 160 varieties. Every time we enter a community, we will assess the community. What kind of vegetables and fruits are there in this store? For example, the commercial and residential district, we may choose A files to go in.

At the same time, it also points out the important modular thinking in the management of fresh products.

Modularization includes the modularization of the front store and the background supply chain. It can be found in its stores that vegetables, fruits, general merchandise, aquatic products and so on have corresponding leaders, and the region is clear and the division of labor is meticulous. The modularization of the background is mainly reflected in the classification of products, also called vertical supply chain modularization.

In order to make a price competitive "community fresh discount shop", the company adopts the wholesale and retail integrated mode of self purchase, purchases directly from the origin terminal, forecasts the contracted capacity according to the sales, and then classifying the goods in the place of origin, so that some of the commodities are supplied to the fresh stores, and the rest commodities are distributed to the outside channels through their wholesale business sectors.

　　 Another key word to understand the fresh logic of friendship is: partnership.

What the company is doing is to integrate supply chain and intermediation through partnership to achieve cheaper prices. It also establishes a training system through the partnership system at the shop side, decentralizing and releasing the enthusiasm of the store employees, trying to make an analogy of the operation level of the self-employed and individual fresh food stores in the market, so as to better tap the localized demand and go deep into the community.

The feeling of the media on the scene of Yexin fresh Beijing Wang Yuan Garden store is that the promotion after 17 can make people feel the "smoke and gas" in the vegetable market, and the salesmen who are calling for special offers are just like they are stall vendors. The motivation of these vendors may come from the interest binding brought by the partnership system.

Wang Chun Yuan store opens in late June. It is located at the South Gate of Chaoyang District JinFang North Street near the spring gate area. It is adjacent to Shaxian County restaurant, spicy hot shop and yellow stewed chicken rice. It is understood that 4000 households in the spring garden month, the nearest vegetable market in the distance of 20 minutes, to meet the daily needs of community residents of large and medium-sized supermarkets are also far away.

Yi Ping's fresh spring garden store area is about 320 square, belonging to the standard store type of friendship products. It is generally a square structure. There are four cashiers on the right side of the door and two doors, mainly for customers to go out. There are small doors on the left side, which mainly enter the door.

From the right to the left, the store contains three large areas: general merchandise area, 1/3 area, vegetable and fruit seafood area (1/2 area) and fresh meat area (1/6 area). The area of 1/2 in the middle of the past was followed by fruit, snacks, dry goods, vegetables, seafood, cooking oil and so on. It is worth noting that the new Boston lobster is priced at 129 yuan /500g in the seafood area.

The store center set up a weighing platform, an employee is responsible for weighing, the cashier usually set up 3-4 cashiers, according to the store manager, a total of 24 employees around the shop, 24 hours of business, because "aunt uncle get up early in the morning, white collar night come back late."

In the July 16th 15:00-22:00 period, from the perspective of human traffic, there was no obvious passenger flow peak in the store, and there were always 20-40 passengers in the store. According to the store manager, compared to the traditional morning and evening peak in the vegetable market, the average passenger flow in the store is relatively average.

Shop specials can be seen everywhere. Over 17 points, the loudspeaker and shop assistants in the store are calling one after another, and the special goods are placed near the weighing platform, which is called "heavy customers". The media surveyed 10 customers, 8 of them came from Chunchun garden. 6 people did not know whether the price was cheap or not. 7 people took the initiative to say that shopping was due to convenience.