In the most developed cities in China, unmanned stores have lost, and established department stores have joined the live broadcast to travel through time and space.
Editor’s note: This article is from the micro-channel public number “IT Times” (ID: vittimes), Author: Sun Pengfei Li Yang.
Drawing: Feng Chengjie
30 seconds quick reading
1. In July 2017, a 15-square-meter glass house appeared in Yangpu District, Shanghai. The shelves in the room are filled with snacks, drinks and other commodities. Users scan the code to enter and also scan the code to pay. This Binguo box, which under the banner of unmanned retail, once made the A-share new retail concept plate popular in the market. This is the beginning of Shanghai’s exploration in the field of new retail.
2. Five years after the birth of the new retail concept, “IT Times” selected 5 typical stores in Shanghai to explore the current development of Shanghai’s new retail.
Although there are only 4 stores left in Bingo Box, Shanghai has now become the new retail capital. This is not only the headquarters of the e-commerce platform Pinduoduo and Hema, but also various unmanned retail, fresh food distribution, and community electronics. New things such as business have also taken root in this city. Offline complexes and large department stores are also moving closer online through live broadcasts and public malls.
01
Daimaru Department Store
Offline department stores introduce live streaming and live streaming to sell goods
The epidemic has closed the door for users to enter offline department stores. In February last year, the overall passenger flow of Daimaru Department Store dropped by more than 70%, and sales volume fell by 80%. It is this epidemic that has promoted the development of Daimaru Department Store from offline to online.
The biggest change in Daimaru Department Store is the introduction of live broadcast. A studio dedicated to the live broadcast team is set up on the first floor of the mall to connect with live broadcast activities. On the Aiwan platform, Daimaru Department Store will hold live events from time to time, and occasionally celebrities will come to the live broadcast room of the endorsement brand.
The most recent live broadcast was on March 13, selling Sisley, Fresh and other branded products. The live broadcast lasted nearly 5 hours and attracted nearly 10,000 people. In the live event, the anchor interspersed in various beauty counters to attract fans to the WeChat group by receiving coupons.
A counter sister said that in addition to the live broadcast of Daimaru Department Store and the brands that have settled in, now Daimaru Department Store also has a live broadcast. They carry tripods, mobile phones, and fill-in lights to the counters.
The live broadcast “Ma Shuai Returns” (hereinafter referred to as Ma Shuai) with nearly 1 million fans on Douyin) Is one of them. He travels between Daimaru Department Store and Yaohan. According to his video, in February he launched a live broadcast called “Bullish” in Daimaru Department Store, with total sales exceeding 30 million.
Picture source: network
Different from other anchors carrying goods, users who buy products in Daimaru Department Store’s live broadcast room and live broadcast live room, in addition to enjoying gifts, users can receive small tickets and enjoy counter points. Genuine products and high cost performance are the highlights of some consumers’ eyes on shopping malls and live broadcast rooms.
02
Hema
From Yangchun and white snow to city fireworks
At the time of Hema’s development, a new term appeared in the real estate industry-“He District House”, referring to a community within 3 kilometers of the store’s distribution. At the beginning of Hema’s establishment, most users went to Hema to buy fresh seafood. At the same time, there were professional chefs processing seafood in the catering counter area of Hema.
But over time, the box horse is also changing. “IT Times” reported that in September 2019, Hema opened its first mini store in Minhang District, focusing on the sinking market.
Image source: IT Times
Different from the previous Hema store, the mini store has an area of less than 1,000 square meters, eliminating the need for hanging chains, LED screens and fresh food processing areas. In terms of category, the mini store has more river fresh than seafood. Hema customer service said that there are currently 6 mini stores in Shanghai, located in Pudong New Area, Baoshan District and other places. At the end of last year, Hema mini also opened its stores into the vegetable market, competing with vegetable vendors for the market.
Lin Chen (pseudonym) is more willing to go to Hema offline stores for consumption. After 8:30 every evening, some vegetables in Hema will be discounted. If you buy it on the mobile phone, the original price is displayed. Offline, he will patiently wait for the staff to put yellow labels on them. Scavenging cooked food, vegetables, and fruits at about half the price has become an indispensable link in Lin Chen’s life.
Be the new zeroThe card is eligible for admission to shopping.
Actually, Sam’s Club entered China more than 10 years earlier than its marketers. As a high-end membership store under Wal-Mart, Sam’s Club has not only opened a flagship store, but also launched Sam Yuncang.
In a Pioneer Park on Jiaoji Road, Putuo District, there is a Sam’s Club Store Yuncang. One afternoon, the reporter saw that there were five or six electric vehicles for delivery brothers parked outside Yuncang, with JD Daojia or Dada logos printed on them, and the brothers were busy moving orders for large and small packages from the third floor.
Image source: IT Times
In fact, the cloud warehouse of Sam’s Club is similar to the front warehouse of fresh food e-commerce, and the cloud warehouse is about a few hundred square meters, less than the size of the first floor of a large supermarket, and there are only more than 10 staff inside. . The person in charge said that the goods sold are at the same price as online and offline, and only online orders are accepted. You can choose to deliver to your home or pick up; if you deliver, the shipping fee is 10 yuan within 99 yuan, and the delivery is free for more than 99 yuan. It is available in Jing’an and Putuo. , Hongkou, Baoshan and Jiading areas can be delivered.
A delivery person said that an average of more than 30 orders are sent a day, and each order within 3 kilometers can earn 8 yuan. After 3 kilometers, a step-by-step billing is adopted, and the price is increased by 1.5 yuan per kilometer. Within a few minutes of communicating with him, the reporter roughly counted that the delivery person had gone up and down four or five times.
Image source: IT Times
Sam’s Club has set up nearly 100 cloud warehouses in 22 cities in China. According to data from JD Daojia, as of December 2020, the average daily delivery order volume of Sam’s cloud warehouses undertaken by Dada is more than At the beginning of the cooperation, the growth rate exceeded 10 times.
It is understood that the location of Sam Yuncang will generally choose areas with high membership concentration and high housing prices to target the core consumer groups. In the choice of commodities, the main daily necessities such as fresh food, maternal and infant categories are the main ones.
For the positioning of Yuncang, Sam believes that YuncangIt is more inclined to be an important supplement to offline stores. Up to now, Sam’s Club has opened 31 stores in China, distributed in more than 20 cities including Beijing, Shanghai, Guangzhou and Shenzhen, Hangzhou and Chengdu.
05
Jane 24
The Chinese version of Amazon Go has “lost on the market”
The first Jan 24 unmanned convenience store in Shanghai landed in the Hongqiao Tianjie commercial area in October 2017. Compared with other unmanned convenience stores, Jan 24, which uses the “technical style”, is more similar to Amazon Go. The link is unattended.
IT Times reported that the store occupies an area of about 100 square meters, with three rows of shelves, most of which are covered by snacks such as chocolate, potato chips, and bread. Among them are Scotch Whisky Chivas and Korean Internet celebrity Samyang. Turkey noodles and other exotic products.
When entering and exiting the store, customers must stay at the designated location for a while, and pass through the gate after face authentication. Therefore, in the store, the consumer’s face and the App have been bound together. After the shopping is over, if the activation is enabled With Alipay or WeChat password-free payment, you only need to “swipe your face” in the designated area, and you can pay directly to go out.
But when the reporter came here, they found that Jane 24 had closed the shop and no one renewed the lease. Nearby businesses said that the store closed after less than half a year of opening, for no other reason. There are already many shopping malls and convenience stores around, and there is no market for unmanned stores.
The rapid demise of Jan 24 shows how explosive and advanced technology is. If there is no suitable application scenario, the chance of landing quickly is slim.
Reporter Observation
At the beginning of the last century, Shanghai Bund played out business legends one after another. Four major department stores (Since Department Store, Yongan Department Store, Xinxin Department Store, and Dah Sing Department Store) gathered on Nanjing Road. They reshaped Nanjing Road and Nanjing. Road has reshaped Shanghai, and Shanghai has reshaped the consumer culture of China. “Go to Shanghai for shopping and buy Shanghai goods” has become the consensus of the Chinese people.
Time has changed. Only Yongan Department Store has inherited the four major department stores. The former rival Daxin Department Store has been renamed “No. 1 Department Store”, and both belong to Shanghai Bailian Group. At the beginning of 2017, Yongan and Daxin made the headlines again, and Bailian Group and Alibaba signed a new retail strategic cooperation agreement.
Ma Yun commented on Shanghai at the signing ceremony, “If there is to be a city that can represent the height of reform, innovation and development, I think it is only Shanghai.” As the most developed city in China, Magic City has naturally become Alibaba. The most promising test ground for the Internet companies represented.
Ali’s Hema Xiansheng, Tencent’s Yonghui Super Species, Bealead’s RISO, Unmanned Shelves, Unmanned Convenience Stores…Physical stores of different formats take turns appearing after being packed with technology, but the building rises and collapses. It’s an instant thing again.
In 2019, the infinite Hema fresh and super species have closed their stores.; In 2020, the sudden new crown epidemic, but the depth of commercial online and offline integration, live broadcast will become a brighter color.
In last year’s “Five-Five Shopping Festival”, New World City jointly issued consumer credits with Pinduoduo, and the mall had more than 100,000 visitors on the day of the first release; Nanjing Road Pedestrian Street joined hands with Douyin and Himalaya to launch “Tittle Purchase” and “Sound Nanjing” Activities such as “Road” led to a 1.8-fold increase in passenger flow from the previous month; Yangpu District joined hands with Bilibili to carry out the “Fun Wujiaochang, Happy Discount Season” campaign, which drove sales in the business district to increase by 52.7% from the previous month. Live streaming leads to a new trend in consumption, with more than 290,000 live broadcasts and a total of 950 million viewers.
The son said in Sichuan: The deceased is like a husband, not giving up day and night. The river of years is like the ebb and flow of the Huangpu River, but the core of retail has always been people, goods, and markets. The so-called “new retail” is not an end, but a means.
Author/IT Times reporter Sun Pengfei Li Yuyang
Editor/Qian Lifu
Typesetting/Feng Chengjie
Photo/Dongfang ic IT Times Network
Source/ “IT Times” public account vittimes