What is the value of a mall that doesn’t make much money to Hema.

Hema stretches its tentacles towards the mall.

On November 30, Hema’s first shopping mall, Hemali Suibao (abbreviated as Hemali), opened in Liantang Road, Luohu District, Shenzhen. Hemali was jointly developed by Hema and Suipao Department Store. The old site of Jufu Store was selected. Suipao will continue to be responsible for store management and staff salary. Hema is responsible for outputting the underlying technology, designing stores, importing traffic and overall Store operations. In terms of brand investment, in addition to retaining a few old Baobao old businesses, the rest were introduced by Hema.

The official cooperation between Hema and Suibao began one year ago. In June 2018, Hema signed a strategic cooperation framework agreement with Suibao Department Store, and renovated and renovated 12 of its old Suibao supermarkets into Hema fresh supermarkets. Through the cooperation with Hema, Suibao Department Store will change the original business model, and the main source of income will be changed from direct sales to lease payments. Three months after the cooperation was reached, Hema began to discuss with Suibao about the opening of Hemari Mall.

From the location, Hemari is a typical community shopping mall. Liantang Road is an ordinary community, and there are no newly opened properties. The average price of residential properties is around 50,000, which is a medium level in Shenzhen city. Obviously, Hemari meets the daily needs of middle-income households in the urban area.

In addition to targeting the target users, Hema also has a lot of small abacuses to choose to open shopping malls in traditional communities. On the one hand, commercial projects near the old community are scarce and the market space is large. According to Lin Wenhuan, senior vice president of Suibao Department Store, the area of ​​Liantang Road is very closed, and there are only two large commercial entities within 5 kilometers. Suibao is one of them; On the other hand, it is more suitable for large-scale experience types. From the perspective of Pingxiao, communities with cheaper rents and stable passenger flow are a good choice. In fact, as a more cost-effective existence, the opening of community-based shopping malls is also becoming a new trend in the department store industry.

Traditional community-based shopping malls have been demanding digital opportunities. Suibao also launched O2O business 3 years ago, but encountered Hema, which has more digital capabilities, Suibao chose to let go online and concentrate resources online. Under the box horse. Lin Baowen, vice president of Shi Bao, revealed the reason: “It is not the reason for money in business, because you can’t afford to wait.”

Hemali is the seventh physical retail format developed by Hema. Previously, it also included food markets, convenience stores, breakfast pick-up points, and front warehouses. These physical stores mostly meet the needs of users in a single scenario. As a shopping mall, Hemali meets the comprehensive needs of the user’s home scene, such as food and beverage, takeaway, parent-child, community service, and daily consumption of apparel.

Life in the shopping mall is not good. As Hou Yi said, shopping centers today The business situation in the industry is quite tragic. One third of the bases are on the verge of bankruptcy, and most of the malls have been severely surplus. For such a bleak industry, how can Hema turn the tide? What is the significance of shopping malls to Hema?

Different shopping malls

Hema has carried out a comprehensive transformation of Suibao, making updates on store settings and matching, category composition and operating model.

The overall business area of ​​Hemali is about 20,000 square meters. It is divided into four major formats: retail, catering, living services, and parent-child. Shopping There are three floors, the lower two floors are more complete, and the third floor is a smaller space for children.

The center of the first floor is the retail format. Based on the positioning of its community shopping center, Hemari does not introduce any luxury brands, which are all affordable brands. Main stores include Uniqlo and Huawei. On the side of the first floor is a dining area, and Hema has created a block-style dining market. The Hema Xiansheng store, which has been introduced by Suibao Department Store, is reserved on the second floor, occupying about two-thirds of the area, and the rest are living services and children’s areas. The entire third floor is actually equivalent to a half floor. The children’s area on the second floor has an entrance to the third floor, and consumers can directly enter the children’s leisure area.

Focus analysis 丨 The shopping mall is down? Hema wants to go up against the current

Box Mali main merchants

Focus analysis 丨 The shopping mall is down? Hema wants to go up against the current

The Hema housekeeper who obviously has the Hema element, and the beaver house, which is close to Tmall, also opened in Hemaali

The bazaar model is Hema’s update of the community mall’s store operation model. The market mode mainly includes cultural markets and sales markets, where sales markets are the needs of businesses. Most merchants not only have some main products, but also have redundant inventory.Like. They hope to have a platform to display and sell these two types of goods, and Hema hopes to attract more high-quality merchants to settle through this special market model.

Jin Yan, the person in charge of the operation of Hemari, said that the leases of shopping malls and shops are generally more than one year, and in order to continue to create a sense of freshness for consumers, shops in the bazaar mode will often change. , The lease period will be much shorter. Generally speaking, the bazaar is one period for two weeks, and the merchants with better data can get two or three periods for one sign.

Focus analysis 丨 The shopping mall is down? Hema wants to go up against the current

Dining area in market mode, similar to snack street

Halimari has also opened a city meeting area with second-class tea merchants. The idea was inspired by the relatively unfamiliar neighbourhoods at the moment. Hemari wanted to provide community residents with an opportunity to return to the alley and alley-like close neighbors.

Parent-child spaces in community shopping centers are all the highlights, and Hemari is no exception. According to Hema’s research, about 40% of families within 3 kilometers of Liantang Road have children, and the proportion of second children is very high. In order to meet the parent-child needs of community users, in addition, the customer unit price of parent-child space is also very advantageous compared to other categories. Hema is also trying to create a new parent-child IP in Hemali and transform the original parent-child category. To this end, Hema introduced the Shanghai Comprehensive Early Education Center Bugs Picture Book Museum to provide leisure places for parent-child users. A place for education and training. Hou Yi also stated that Hema does not rule out investment plans for IPs that have performed well in Hemaline.

Focus analysis 丨 The shopping mall is down? Hema wants to go up against the current

Zhongzhe Picture Book House occupies a very prominent position in the shopping center

thisIn addition, unlike other community-based shopping malls, more than 60 merchants in Hemari have supported online ordering and logistics delivery services. At present, there are nearly 100,000 SKUs in shopping malls, all of which have completed digital construction. Hema uses its own data system to manage goods and inventory, as well as sales and after-sales. The reason why big brands such as Uniqlo agree with such digital rules is mainly due to Ali’s previous digital accumulation-Tmall has been deeply involved in the digital transformation of Uniqlo, and the two parties have already got through the data long ago. Hemari used some Tmall data resources when introducing the brand.

In order to support Hemali’s distribution, Hema is also trying to develop a different logistics service. Previously, Hema was a centralized logistics service, and the store production and picking were completely controllable. For example, the picking must be completed in 10 minutes and delivered in 20 minutes. However, Hemali is a loose shopping center, and new considerations need to be made in logistics planning. Hou Yi also asked four questions about Hemali’s order delivery: “Whether it should be delivered in a centralized or separate way, which ones are required? Instant service, which can do an hour service. “

However, although it has been reinvented, Hemari still continues the traditional shopping center distribution method, one is the rent model, and the other is the deduction point + floor guarantee model.

Towards a super platform

Himali is the seventh new business format developed by Hema. In the past three years, Hema has tried Hema Xiansheng, Hema Vegetable Market, Hema mini and Hema ponies in boutique supermarkets, Hema front station, and Pick ‘n Go breakfast station. In Mali, almost all aspects of local life are covered.

As Hou Yi said, Hema’s purpose is to become a super platform. This kind of statement is not uncommon in the Internet industry. WeChat and Alipay have become super portals, and Meituan, Xiaomi, and even Ruixing are also working in this direction. The so-called super app, that is, the app that users use every day, allows consumers to purchase various goods and services, staying in the platform all the time, and extremely sticky. This is the dream of almost all Internet companies. In a recent interview, Ma Yun revealed that there are 17 million Taobao users every night, and he does n’t buy anything but just walks on Taobao. It can be seen that his expectation for Taobao is not just a shopping app.

But In the field of fresh produce, Hema is the first player to move towards this goal. Due to the restrictions on traffic and funds, the top players, such as daily fresh food and shopping, still stay in the fresh food industry.

Although they all yelled to be a super app, Meituan, Hungry, and Xiaomi all have the same fatal injuries: They have deep operation capabilities for merchants