Suning Vegetable Market Covers More Than 200 Stores In The Second Tier Cities.

August 15th news, during the 818 period, Suning vegetable farm newly launched 5 Suning stores, covering more than 200 stores, and completed the whole layout of Nanjing community stores.

According to media reports, Suning vegetable farm was launched on the App platform of Suning small store in late April, mainly offering vegetables, fresh meat, soy products, live fish (now killing) and other commodities, and providing Sunday's fresh supply chain to consumers for the day's booking.

Since the beginning of July, Suning vegetable farm has gradually accelerated the speed of its stores after more than 2 months of testing. At present, nearly 200 SKU have been planned for vegetables, meat, poultry, eggs, fruits, aquatic products and seafood. It is estimated that Suning vegetable market will begin to plan for the first tier cities in September. Before entering the first tier cities, Suning vegetable farms will expand the fresh SKU to nearly 300, and add new categories such as dried categories, flowers and fast food to match consumer demand of the first tier cities.

It is reported that the operation principle of Suning vegetable farm is picking and delivering goods from its surrounding areas, and after transporting to the processing center, after sorting and packaging, the cold chain is transported to the shops, and the dishes are displayed on the refrigerator shelves in sequence. The next day is the booking sale mode that the stores offer from themselves, so as to ensure that the origin of the dishes is directly sent to the shops and satisfy the consumers' daily fresh quality. Consumer demand.

The media believes that Suning vegetable market will become a "standard" service for in-depth community scene, with high quality fresh dishes driving the dual flow of catering and shopping. At the same time, in order to guarantee the freshness and quality of the products to a large extent, Suning also increased the intensity of the layout of cold chain logistics.

In August 5th, Yao Kai, executive director of Suning logistics, revealed that "by 2022, we will deliver 1 million square meters of cold chain storage." According to Yao Kai, the cold chain warehouses currently under construction and preparation are located in about 20 cities in Beijing, Shanghai, Guangzhou, Shenzhen, Dalian, Wuhan, Nanjing, Shenyang, Xiamen, Zhengzhou and Zhengzhou, mostly for central cities and provincial capitals.

It seems that "have a ready mind", but can not ignore that on the fresh track, it has long been "overcrowding", especially as a second tier city as the main supplier of fresh electric business. In January of this year, the US group launched a test of buying vegetables business in Shanghai. At the end of March, it announced the launch of the Beijing market test, and officially entered Wuhan in July, the first batch to open 10 sites.

Since the beginning of 2015, the "box horse" has started to cram in a second tier city. "According to the media statistics, it has reached 79 stores in the north and Guangzhou, and there are more than 160 stores in the country.

The super species, located in 2017, is located in the more than 10 core cities of Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. It has opened more than 80 stores and basically covered the new middle class consumers and families.

The main reason for fresh retailers to get together with a second tier city is that users are here. According to the consumption insight report of China's fresh electricity supplier industry in 2018, young users with high education level are the main users of online shopping. The fresh online shoppers concentrated in the age group from 26 to 35 years old, accounting for 66.4% of their undergraduate education, and 43.6% of the users whose personal income was above 8000 yuan. Fresh online shoppers are also mainly users of second tier cities.

But by comparing the demographic structure and consumption characteristics of China and Japan, Professor Chen Liping of the first economic and trade university put forward a "startling" view: fresh demand in China's first tier cities has been shrinking, and it is expected to reach inflection point in 2025. In addition, the "2019 line fresh consumption development trend report" released by Ali local life service company joint financial business data center shows that the growth rate of fresh orders in the three or four line cities is 1.4 times higher than that in the first tier cities.

From this, we can draw a conclusion that fresh retailers are jumping into the fresh red sea of the second tier cities, but we must not neglect that the fresh growth rate of the three or four line and other low line cities is also developing rapidly. At the same time, the new emerging formats of low level cities have not yet been widely distributed. The main competitors are traditional vegetable markets and supermarkets, so fresh opportunities in the low level cities are more attractive.