Production | Tiger Sniff Business Group
Author ｜ 刘 然
Title map ｜ Visual China
Perhaps soon, Beijing users will have an additional “Ding Dong Shopping” APP on their phones.
According to a recent report from Spirit Beast, Ding Dong has begun to recruit staff in Beijing, including data analyst, category management, warehouse management, and site selection specialist. In response, Ding Ding ’s food founder and CEO Liang Changlin responded to Tiger Sniff’s side: The original plan was to open after the Spring Festival and shelved due to the epidemic. It is reported that there are already a number of warehouses under construction for Dingdong to buy vegetables, and some are still in the process of site selection.
(except platform and business super class) among today’s fresh e-commerce star players. Group shopping and Ding Dong shopping have gathered in Beijing. The industry generally believes that as the epidemic resistance enters the final stage, the move of Ding Dong to buy vegetables to go north is also meaningful.
Being Northbound
Ding Ding, born in Shanghai, bought food. It took less than two years to achieve full coverage in Shanghai. It attracted Xu Zheng, the founder and CEO of Daily Fresh, to sit in Shanghai and fight the command battle in East China.
Ding Dong did not tentatively expand until the middle of last year. In August 2019, Dingdong went to Shenzhen to buy vegetables; during the Spring Festival in 2019, it successively entered Hangzhou, Suzhou, Ningbo, Wuxi and other cities. As of December 2019, Dingdong has 550 front-loading stores across the country, of which 254 are in Shanghai.
A few years ago, on the question of when Ding Dang bought vegetables in Beijing, Liang Changlin used the “seed theory” as a response: “We are staunch seedists, and we don’t specifically limit where they are. The growth of seeds is In this way, the big tree is the big tree, and the flower is the flower, but how many branches will it grow? It may not be something that can be clearly stated today. At a certain moment, we feel that we need to go out to exercise our supply chain capabilities and be able to cross regions We went, without thinking too much about what our opponents did, nor did we want to have any impact. We considered endogenous health.Long, regardless of external forces. “
The results of Dingdong’s food shopping expansion are still vivid. Liang Changlin once publicly disclosed that it took 4 months to quickly spread the 200-300 square meters of front warehouses across Shenzhen, and was once the first single online quantity in Shenzhen. Remarks “> (The daily order quantity is 60,000 to 70,000 orders) . Ding Ding ’s grocery shopping internally summarizes its Shenzhen expansion as: fire and rapid response. The plan was set in early July 2019, and the first warehouses were opened on August 24. cover.
Now that you really want to enter the Beijing market, Dingdong ’s confidence in buying vegetables seems to have jumped out of the news.
But it seems more difficult this time. On the one hand, Beijing is also the main base of daily freshness, which also focuses on the forward position mode, which means that both sides have another main battlefield outside East China; on the other hand, moving to Beijing is not the same In Shanghai, we have the first-mover advantage of cultivating the market from the beginning, and the later Ding Dong shopping will face a more fierce competition. In addition to the daily excellent freshness, there are Hema, Yonghui, more points, The US group buys vegetables, JD.com’s family, and community group purchases all compete on the same stage.
Whether Dingdong’s grocery shopping can maintain the previous momentum, quickly lay out and successfully squeeze into the list of Beijing users’ applications, depends on the subsequent development trend. However, If Ding Dong’s grocery shopping can gain a firm foothold in Beijing in the future, it also means that Ding Dong’s grocery shopping has completed the basic layout of key first-tier cities such as “Northward, Shenzhen and Shenzhen” .
Regarding the expansion plan and the situation of Ding Dong ’s food purchase, Liang Changlin once said: “The starting point is not important, direction and speed are the most important.” Now with the outbreak of fresh home demand during the epidemic period, Ding Dong may have bought vegetables. Ready for a speed competition.
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Fresh fresh e-commerce is one of the few industries that have risen against the trend during the epidemic period. It seems that the plan for Dingdong to buy food north was born earlier than the epidemic, but there is no doubt that this anti-epidemic has become Accelerate the northbound centering pill.
The “2020 China Mobile Internet” War Epidemic “Special Report” released by QuestMobile shows that the overall daily active users of fresh food e-commerce in China are less than 8 on weekdays.