During the epidemic at the beginning of the year, the demand for dining out returned to dining at home, and consumer demand for fresh food and food products shifted to the retail side, and the community's closed epidemic prevention led to a surge in the demand for fresh food to the home. in the first half of 2020, the transaction volume of fresh food e-commerce reached 182.12 billion yuan, an increase of 137.6% year-on-year. The monthly active users of fresh food e-commerce exceeded 71 million, a year-on-year increase of 75.4%. Fresh to home customer unit price, customer unit volume rapid growth, gross profit margins, lower customer acquisition costs, and the overall retention rate of new users is as high as 83%. The views of various organizations are that the epidemic has accelerated the process of increasing the online penetration rate of the fresh food category.

With the recovery of consumer confidence in the post-epidemic era, the "eat" mode may be shifted from the family to the catering, in the long-term consumer upgrading of the service demand, to the home business in the national region gradually emerged, is expected to realize the hundreds of billions of dollars of the new market.

Under the epidemic, retailers are accelerating the integration of online and offline, even though the current epidemic is well controlled, but consumers online consumption habits have been developed, last month's data show that the cumulative online retail sales of goods and services increased by 9.5% year-on-year. With the arrival of the traditional peak sales season and the National Day Golden Week, consumer data is also expected to continue to be good in the coming month, professional organizations said. Must-have consumption toughness, the overall competitiveness of the industry's leading companies to enhance, continue to optimistic about the fresh to the home plate.

01 Meituan: before the end of the year to help 1,000 food market takeaway

released in late August of the second quarter of the Meituan 2020 financial results show that, as of June 30, the Meituan flash shopping under the emerging brand of fresh food-based "dish Daquan", has helped more than 300 traditional food markets. has helped more than 300 traditional vegetable markets realize online sales and digital operation.

"By the end of 2020, Dish Daquan is expected to move more than 1,000 traditional food markets to the takeaway platform." The person in charge of Vegetable Daquan recently revealed that this move is hoped to allow busy young people in the city to enjoy a fresh, convenient "30-minute food to home" life.

02 Suning Carrefour: further upgrading of the home business

Suning, which holds 600 million online traffic, has made the transformation of Carrefour's dual-line integration the top priority, and the epidemic at the beginning of the year has undoubtedly become the catalyst for the evolution of the home business. At the beginning of this year, Carrefour access to Suning Eshop's anytime channel, online Carrefour's new version of the small program. At present, in 52 cities across the country, Carrefour provides 3 kilometers 1 hour reach, but also in the pilot city to open up the next day reach (1 store over the city) new mode.

With this, Carrefour China's original in-store users are transformed into omni-channel users, and due to the extension of off-store sales, the original business can be rapidly improved. Carrefour 818 war report shows that from July 31 to August 18, the order volume of home service climbed sharply, an increase of 280% from the previous year, the online order unit price of 124 yuan, the order fulfillment rate is maintained at more than 98%, and the performance is outstanding.

03 Daily Premium: the largest financing in the fresh-to-home industry

In July, Daily Premium has received a new round of financing of $495 million, and this round of financing is the largest financing in the fresh-to-home industry to date.

Daily Fresh is a fresh food delivery platform covering 11 categories of fruits, vegetables, meat, eggs, and dairy products***, and provides users with a 2-hour home delivery cold chain delivery service. According to public data, the Daily Yufeng speedy up to more than 3,000 items, fresh goods average turnover days 1.5 days, daily sold out rate of 5% before 5:00, loss rate control at 1%, and in mature areas to achieve an annual ping efficiency of nearly 100,000 yuan.

04 BoxMark: the world's first online and offline integrated member store in Shanghai

In September, BoxMark announced that the first X member store, which is the world's first online and offline fully integrated member store, will be officially opened on October 1st. The first store is located in Pudong, Shanghai, occupies an area of 18,000 square meters, the store uses warehousing shelves, online trial operation will be opened tomorrow.

Online delivery covers more than 20 kilometers around the store. After Boxmart Fresh Life, Boxmart mini, Boxmart pony, X member store has become another innovative business incubated by Boxmart in Shanghai.

The home delivery business refers to placing an order and paying online through online shopping, shipping from stores or front warehouses, and having the goods delivered to the home instantly by the delivery personnel. The business categories are mainly high-frequency consumer goods, such as fresh food, food, and general merchandise, and it focuses on serving consumers within three kilometers, with a delivery time of less than two hours under normal circumstances. The essence of the supermarket to home business is the combination of online and offline, is the product of consumer upgrading.

For consumers, it follows the trend of upgrading consumer demand in the new era. On the one hand, browsing the goods online to place an order saves the queuing time for shopping and payment, and liberates the single person to buy the limitations to meet today's "lazy" people's consumption habits, especially the price and time sensitivity of the young consumers in the first and second tier cities is relatively low, and the abundance of goods to the home is high and the delivery experience is good; the strong convenience enhances the user stickiness, and in the addition of a one-stop full-category instant shopping, the user is able to purchase the products in the market. With one-stop instant delivery of all kinds of shopping, consumers' shopping satisfaction and repurchase rate have increased.

For e-commerce, the home delivery model can solve the problem of high loss and high fulfillment cost under the pure e-commerce model of fresh produce, bringing a more efficient shopping experience and cost of goods circulation, and effectively expanding the business scope of e-commerce. Fresh food belongs to non-standard products, distribution needs foam boxes, ice bags and other packaging, and different categories need to be packaged differently, the transportation process will often bring bumps, extrusion, natural decay and other losses. Therefore, the fresh food quality and user service experience of the home business has been improved, and the home business is an upgraded mode of e-commerce, upgrading from the pure e-commerce delivery mode of next-day delivery to a faster 2-hour delivery service to the home.

For the super, to the home platform in the flow, technology, logistics and other aspects of the empowerment of the entity super or self-built online business, can effectively break the bottleneck of the store ping effect growth, to meet the demand for consumer portability. On the one hand, the home platform can weaken the geographic location barriers of traditional super, broaden the online traffic, accelerate the concentration of the industry; on the other hand, big data analysis, optimize the commodity structure, precision marketing, improve operational efficiency.

During the epidemic at the beginning of the year, behind the blowout growth in demand for online fresh food trading, in addition to the further upgrading of young people's consumption, the massive growth of middle-aged and elderly customers has also become the key. Children, friends and relatives at home, volunteers and other proactive training, quickly let the middle-aged and elderly customers to become a "grab food" people, and in the eyes of the middle-aged and elderly groups, goods fresh, affordable, easy to buy become the key to continue online consumption.

China's fresh food e-commerce industry has experienced many years of rapid development, originally has entered the development of the platform period, 2019 also suffered fresh food e-commerce development "winter", but the beginning of 2020, by the impact of the epidemic, online grocery shopping to stimulate the development of fresh food e-commerce, the residents of the consumption habits are gradually developed at this stage, the fresh food market. A new round of melee has begun.

After the epidemic at the beginning of the year, China's fresh food e-commerce has passed the budding period, growth period, and is now facing a bottleneck. With the continued popularity of the front warehouse model, as well as the combination of online and offline new retail model, community group, and other new modes of entry, a new round of fresh market melee has begun.

With the development of modern logistics industry, the transaction of products further breaks through the regional limitations, people's daily life for fresh products demand is further stimulated, so the flexible and convenient fresh food e-commerce channels get the opportunity to develop.

The in-depth exploration and application of new business models, such as unmanned home delivery and last-mile delivery by robots/drones, will also become a new business scenario in the future. At present, China's domestic fresh food e-commerce has been developed to a mature stage, and people's habit of buying food online is gradually developing, and the change of the offline logistics and distribution model has a business foundation. Epidemic triggered by non-human contact demand, such as the epidemic during the Meituan timely nationwide launch of the "no contact delivery service", will also accelerate the development of unmanned home distribution.