A Shares New Retail "Epidemic Evolution Theory": Department Stores Open "Live Goods With" Electricity Providers "Contactless" Distribution Into A Standard.

Under the epidemic situation, closed management has become the standard of many districts. How can customers buy their favorite products at home? In the shop, how to save the loss? To achieve sales under the premise of safety and control is a common problem facing the retail industry.

In this context, the concept of "non-contact" has been popular in retailing industry. Wuhan Fire God Mountain hospital "nobody supermarket" boarded hot search, Rui Xing coffee launched "no coffee machine", the United States, hungry to promote "contactless distribution"...... In the A share market, many retail companies have also launched "contactless services", and the relevant companies have been sought after by the market.

Take the new retail sector as an example. After a sharp fall in February 3rd, plate index slowly rebounded, and in February 11th, it has returned to the level before the Spring Festival. In terms of stocks, Hualian has exceeded two board, and Yonghui supermarket's share price has been rising continuously for six months. Logistics sector, STO, Yuantong express, debbond shares returned to pre holiday levels, and the share price of SF holdings rose 13% after the festival.

The industry generally believes that the new retail format, the supermarket sector has become an important supply channel during the epidemic period, the home business will make up for the loss of passenger flow; comprehensive format plate operating performance in the short term pressure; the electricity supplier plate to build a full channel retail system is conducive to hedging the impact of the epidemic. On the whole, this epidemic or the transformation of the retail business mode will become a new trend of online sales, especially fresh supermarket online sales in the future.

"Live with goods" to make up for passenger flow

The impact of the epidemic on retail sales in real time has become the consensus of the industry. Among them, the most demanding industries such as Shang Chao and the more mature e-commerce industry on the Internet are "dangerous and organic", and the department stores have been severely suppressed due to the closure or shortening of business hours due to the epidemic, and the hard cost of rents, etc., are considered to be the biggest segments in the short term.

Under such circumstances, how should department stores respond?

In this regard, the local government in the introduction of various policies to reduce the rent of enterprises, such as Wanda Group for square merchants to reduce rent and property costs exceed 4 billion yuan. But how can "department store" be "open source" at the same time of "throttling"?

A friend in Hunan, a local department store company, provides a practical sample.

During the Spring Festival holiday, although the major shopping centers closed shop mode, but Apollo Commercial Plaza SUKI integration shop guide Xiaxi but not idle. "Because the mall is not open, it's boring for everyone to stay at home, so many customers will come to our studio and see what they like directly." Xiao Xi said, "the first two days of a live broadcast, 40 minutes poured into more than 2000 customers."

In the afternoon of February 11th, in twenty-first Century, the economic news reporter opened the WeChat applet "friend buy", and all kinds of products such as beauty, makeup, skin care, home use, clothing shoes and so on were broadcast live. Friends of the relevant person in charge told reporters that since February 10th, friends of the department store has returned to work, the live broadcast is still in progress.

The statistics from friends group show that the number of visitors and the increase in the number of transactions between friends and brands of different brands are basically the same as the time nodes of the outbreak, and the obvious rising trend appears before and after January 30th. Online sales increased by 150% over the Spring Festival.

Hu Zijing, chairman of the friends group, said: "we are in a huge business crisis. We must use new business models to achieve sales. We should make full use of our customers' resources and brand merchandise resources by making use of our friend's purchase procedures, so that we can enter the customer's home through small programs, and truly realize that" no one in the shop is doing business. "

As a matter of fact, since August 2019, the "WeChat app" has been fully used by all the offline stores and electronic business platforms under the friends of the company, including the live hall, the super value group and the online shopping mall.

Coincidentally, Zhejiang's golden ham is also being tested with live water. Relevant person in charge told reporters that the proportion of online sales in 2018 was about 30%, accounting for more than 45% in 2019. Since the outbreak of the outbreak, the company's online sales continued to grow, and orders increased year on year. In February 5th, the company and Li Jiaqi once again broadcast live promotion of golden spicy sausages, and achieved better results on the basis of last activity.

"During the Spring Festival, the company has accumulated more orders and is in urgent need of delivery. Since part of its resumption in February 10th, the company has made great efforts to prevent and control the epidemic. On the one hand, it has made great efforts to organize production, packaging, packaging and delivery, and strive to deliver the product to the user in the fastest time. During the Spring Festival, in addition to serious epidemic areas, we shipped normal SF. The gold medal ham said.

Many retailers believe that the epidemic will become a "catalyst" for the evolution of retail sales, just as the SARS in 2003 has spawned a number of online retail outlets such as Taobao and Jingdong. With the emergence, development and maturity of online live broadcast and community sales mode, the online or offline synchronized sales mode will become a sales tool for the physical retail industry in the future.

Electricity supplier "no contact" service standard

If we regard department stores and business super sales as front-end, then the safety problems brought by contacts will still be a topic that can not be avoided.

In February 7th, Ms. Wang of Shanghai received a dispatch message from SF EXPRESS. The notes showed: "the whole nation is fighting against the epidemic situation, and the SF provides non-contact dispatch service. You can arrange with the younger brother to send the express to the designated location."

Ms. Wang told reporters, "recently, the district has been closed management, express or put in the doorway notice, or directly into the courier cabinet. In fact, before that, we received a tacit understanding with the little brother, and the courier was directly placed at the door to avoid contact.

Yonghui supermarket's "home service" has also been launched on the national store emergency line "contactless distribution", and for the first time in the "Yonghui life" APP stands out the special period distribution instructions, recommends that users choose "contactless distribution service".

The distribution instructions of a Fuzhou Yonghui living home showed that for the orders delivered to hospitals, the handover of goods was carried out outside the hospital; the order of ordinary residential areas, the delivery staff placed the goods at the doorway and were collected by the users themselves.

Data show that, during the Spring Festival, Yonghui supermarket launched the "home service" in February 1st, the first breakthrough in the country's 200 thousand orders, sales exceeded 20 million yuan.

Jia Jia Yue is a local supermarket chain in Shandong. As early as the beginning of February, it launched the contactless distribution in Ji'nan. Jia Jia Yue's supermarket and Jingdong come to the home, the US group, the hungry and so on. The electricity distribution enterprises establish business cooperation. The daily necessities purchased online can be conveniently delivered in the urban area, and up to 6000 orders per day.

The original online sales advantage of the electronic business platform, showing the channel advantage in the epidemic.

In twenty-first Century, the economic news reporter learned from suning.com that during the outbreak, the company realized the demand for fresh food by Carrefour and Suning vegetable farm and Suning small store. In addition, Suning logistics system was used to meet the residents' demand for delivery of goods to the home, and the losses suffered in the rest of the epidemic.

Suning relevant responsible person briefed reporters that Suning vegetable farm's "store mode" quickly highlighted during the epidemic. "On the basis of thousands of sunning stores in the country, the mode of users' stores can reduce unnecessary contacts between consumers and service staff on the one hand, and facilitate the management of compressed supply and logistics costs, and further stabilize the fresh prices."

Taking -3 February 1st as an example, the demand for fresh consumption of community users increased significantly. Compared with the same period in December, the sum of orders for Suning vegetable farms increased by over 650%. Large quantities of dishes such as Chinese cabbage and potatoes reappeared vigorously, reappearing the consumption trend of winter storage. In Shanghai, the sum of orders for Suning vegetable market increased 8 times from January 23rd to February 3rd.

In the distribution process, since January 26th, Suning logistics has been pilot "contactless distribution" service in many cities across the country, reducing the "face to face" contact with users.

"At present, most cities in the country are operating normally except for the north of the lake, and traffic control will have some time effect in some areas." Suning logistics related responsible person said, "after the epidemic, the express logistics market in 2020 will steadily move forward, especially in the immediate development of the community, there will be good prospects."

A retail analyst believes that fresh electricity providers did not meet the industry's expectations. Most consumers who had experienced online shopping had not yet developed the habit of buying fresh ingredients online. But under the influence of the epidemic, people's habit of buying fresh ingredients online will be cultivated. "Logistics and adequate supply of goods become the primary consideration rather than price for users to choose platforms. If platforms can improve logistics efficiency and ensure supply chain, fully explore the appointment system can seize the opportunity of business models."