Production | Tiger Sniff Business Group
Author ｜ 刘 然
Edit ｜ Fang Yu
Just a few days ago, my friends in Beijing often sent out such emotions: “Chinese cabbage costs tens of dollars.” “If you want to buy it, you have to get up early and grab it with your aunt and grandmother.” ” I can order online but it’s too slow. “
Due to security considerations in special periods, people have reduced the frequency of going out, which has led to a stockpile frenzy. At the same time, the online and home model seems to have become the “winners” in the epidemic: there are not a few people who dare not go out and download multiple fresh e-commerce software in one go. It is an opportunity to cultivate the minds of users.
The outside world believes that this outbreak may usher in a fresh-goods-to-home model for another outbreak.
Order breaks out, home feast
When most people realize that they ca n’t go out often, the first reaction is to stock up, so supermarkets have been sold out in many places. People who do n’t cook often also move rice noodles and oil to their homes. The shelves of fresh fruits and vegetables in supermarkets often become empty. Retailers’ sales have more than doubled in the past.
According to its omni-channel data provided by Wal-Mart, only one week before the Spring Festival to the end of January, its vegetable supply has exceeded 10,000 tons, rice noodle oil supply is nearly 30,000 tons, and meat supply exceeds 2,000 tons. Only in the two weeks before and after the Spring Festival, there has been a surge in demand for frozen dumplings, dumplings, and dumplings, which have even increased 1.5 times year-on-year.
While the strength of the retail supply side has been proven, the online fresh-to-home model has also ushered in an explosion.
(cooperate with Meituan, Hungry and other takeaway platforms) A few days ago, Carrefour was launched on Suning Tesco App. At the same time, in response to the possible increase in orders, Suning Group also mobilized more than a thousand people from various industries to pick up and distribute goods to the home business of the store.
A person familiar with the matter pointed out, “Yonghui, Daily Fresh, and Hema’s orders all grew more. From the perspective of the front position, one was the increase in order volume; the other was the overall new user growth There are many elderly people including new customers. Third, the customer unit price has increased a lot. “In the daily feedback, the average customer unit price of current orders can reach 100 yuan.
Behind the shortage of capacity
From the perspective of consumer demand, although merchants have repeatedly emphasized sufficient stocking, the momentum of consumer hoarding has not diminished. During the epidemic, people who ventured out will buy as many ingredients as they need at one time, while those who do n’t go out will rely on online home software to continue their lives.
Tiger collected some user experiences from around. On January 31, a Beijing-based colleague, Tiger Sniff, ordered an order at Jingdong home to buy ingredients, but it was not delivered for four hours, and the order was cancelled. On Hema Xiansheng’s page, a community in the East Third Ring Road area of Beijing also showed that it could not be delivered, and had to go to the store to place an order.