"Park Park supermarket things cheap and fresh, some vegetables less than a dollar, work in the APP order, after work can be delivered, saving the time to go to the supermarket, very convenient. Moreover, the courier brother can also help bring garbage for free, it's really great!" A single woman working in a technology company in Fuzhou told Longshang.com & supermarket weekly reporter.
Commodities and services are the essence of retail, "help with garbage" can be said to be another elevation of the service level. An industry expert said, in front of consumers do not operate too cumbersome fancy marketing, but also take into account the privacy of consumer information, and then the main fresh, instant fresh goods, this is actually Park supermarket from the consumer level, the most "simple" business philosophy.
"Popular products, good for summer", "Tight texture, endless memories", "Raw fruit needs to be left until soft", "Small size, big energy, good apples for kids", "Small size, big energy, good apples for kids", "Small size, big energy, good apples for kids". Big energy more suitable for children's good apple"...... grounded, simple goods small brief feel Park Park the whole page are more vivid, dynamic up.
The increase in the number of entrants means that the "battle" is becoming more intense, to win the favor of consumers should start from the details of polishing. A courier brother who can help take the trash by hand, or a tight, interesting shopping bags and other similar service details may make the enterprise in the minds of consumers a lot of points. After all, to say that the current front warehouse model, that is, anytime you order, instant delivery of home services, the difference is really not much.
Selected in the neighborhood of Park Park supermarket front warehouse, covering groups mainly 1.5 kilometers around the community residents. Consumers from the Park Park APP or small program to enter, from 1 yuan delivery, full 19 yuan free 3 yuan delivery fee, generally within 30 minutes can be delivered. Park Park supermarket page 3600 SKUs or so, nearly 20 major categories, respectively: fruits and vegetables, meat, poultry and eggs, seafood and aquatic products, grain and oil seasoning, cooked food and marinade, pastry ice, milk and bread, wine and drink, leisure snacks, daily cleaning, care and beauty, imported goods, flowers and gifts, local specialties, mother and baby, and pets.
Daily Yushang, which is also a front warehouse model, has nearly 20 main categories, just like Park Park. But the reporter found that the division of the Park supermarket will be more refined, each category also covers several individual products. For example, the fruit category is also divided into imported fruits, tropical fruits, apples and pears, grapes, grapes, oranges, citrus, pomelo, kiwi fruit, blueberries, watermelon and honeydew melon, peaches, apricots and plums, fruit cut fruit plate, fruit gift box. Following that, under the sub-category of kiwi fruit, it is also then divided into Chilean Gold Kiwi Fruit, Carnation Green Kiwi Fruit, Carnation Gold Kiwi Fruit King, Chilean Green Kiwi Fruit, and Carnation Gold Kiwi Fruit Gift Box.
This series of operations on the fruit page is like a full self-checkout in order to choose, the path is very clear, clear, and effectively shorten the consumer's selection time, enhance the shopping experience. At the same time, Park's delivery time, starting delivery fee is shorter and lower than the daily fresh, Park half an hour to reach, the daily fresh one hour to reach, although the difference is only half an hour, but this is the flag of the convenient life of the fresh electricity supplier, the subtle differences will also bring the comfort and satisfaction of the consumer is not the same.
The main base in Fuzhou, Park Park supermarket to face the strongest rival is Yonghui life, in 2016 Park Park supermarket in Fuzhou opened the front warehouse, in 2018 Yonghui will also begin to layout the satellite warehouse business, the launch of the Yonghui life, pointing directly at Park Park. "More categories, fast delivery, things are fresher, at the beginning there are a lot of concessions, now less, but it is normal, packaging is also very good, vegetables and fruits are usually packed in a special box, the goods are not easy to damage. Yonghui before I also have been using, but after using a few times, or think Park Park is better, cheap choice and more." Fuzhou, a Ms. Yang sex said.
In addition, many people will ignore the small ticket information, Park Park has also noticed, just marked out the user's purchase list, and customer information such as phone number is not shown, more user thinking.
What are the current problems with the front warehouse model of the class Park Park supermarket? Less capital investment in the late development of the front warehouse is considerable?
A engaged in the super report more than 10 years of senior media people said, the front warehouse is not a kind of innovation, just a combination of warehouses and personnel, he "sells" the essence of the thing or did not change. The underlying operating system is still super that set, but added big data, so that people and things can maximize the efficiency of cooperation. "In fact, the front warehouse is like a 'small freezer', most of the goods inside him are to be preserved, frozen, and most of the supermarket vegetables, fruits at room temperature shelves can be, so the whole down, the front warehouse of the cold chain costs are higher than the general super stores. "
At the same time, he believes that the front warehouse model is not as flexible as supermarkets and food markets. For example, at night around 6:00 pm, the convenience of the supermarket many commodities will be greatly reduced, 5 dollars can buy a handful of cucumbers, and other times of the day, too, any commodity needs to be discounted promotions, full of full of full of delivery, can be operated at any time.
On the front warehouse operation after less investment, he said there will be two possibilities: one is the scale has, even if less capital transfusion, but also be able to thin out the cost, profits will rise, but run to this step is difficult, because the alternative to buy food and sell fruit is too strong as well as too much competition in the market; the second is to invest in less, the model has not been run through, and is still a negative flow of funds, then inevitably fail.
Park Park supermarket to position themselves as a technology company, which is also the first station of his foreign port in the city of Shenzhen wrapped in a strong Internet gene is one of the main reasons. In the view of Hong Tao, a professor at the Beijing Technology and Business University, the core of the home service is the back-end operation system, including the coordination of the purchase and sale of goods, orders and delivery.
Hong Tao said, offline order offline to the home of the front warehouse mode of operation of the idea and the store is actually similar. "Supermarket stores are based on the nearby business district to configure the goods, more students, stationery categories to be more, the elderly more, bulk weighing goods to be more. That change into the warehouse is the same, Park supermarket coverage is 1.5 kilometers, then it is necessary to adjust the commodity structure at any time according to the preferences of the consumer population within 1.5 kilometers, that is, 'a thousand warehouses, a thousand faces'."