Fresh food e-commerce has basically completed the education of middle-aged and elderly people in high-tier cities, and is infiltrating into low-tier cities.
Look at business with perspective. Super views, from the frontier observations of new business practitioners.
Text | Special Observer Duan Mingjie
Edit | Cui Yandong
In 2019, major manufacturers such as Ali, Tencent, JD, Suning, and Meituan have deployed the fresh e-commerce market.
As a market with a transaction scale of hundreds of billions and a compound growth rate of more than 60%, Fresh is known as the last blue ocean of e-commerce, and has always been valued by investment institutions. The industry has raised nearly 100 billion in financing and innovative business models are constantly emerging.
At the beginning of 2020, under the epidemic, fresh food e-commerce transformed into a staged rigid demand platform. The scale of users, frequency of use, and overall sales volume have increased significantly. Among them, the increase in elderly users on the fresh food e-commerce platform has been repeatedly Mention.
In this epidemic, a large part of the incremental users of fresh food e-commerce are the middle-aged and elderly consumer groups that were originally steadily surrounded by offline vegetable farms and supermarkets. Will gradually become an important force for “cooking” fresh e-commerce.
Previous studies have found that fresh food has always been the most important diet for middle-aged and elderly people to pursue a healthy lifestyle;
The annual consumption of fresh food by elderly consumers over 55 years old in Japan reaches 7 trillion yen (about 400 billion yuan), and the annual consumption of fresh food market by the domestic elderly group has reached hundreds of billions;
This article will focus on Under the epidemic, how does fresh food e-commerce reach and affect the middle-aged and elderly consumer groups, what new variables and new opportunities are the middle-aged and fresh food e-commerce ushering in, and how will the market develop and change in the future?
The epidemic promotes fresh e-commerce to reach middle-aged and elderly users faster
The middle-aged and old people used to buy fresh food offline. In the process of going to the supermarket ’s food market, they can socialize, walk around, exercise, and see the actual goods compared to three. They can ensure that the dishes are fresh and cost-effective.
Some elderly users, before the epidemic, will go to the supermarket food market near their home every day. This is a great fun of retirement.
With years of accumulated experience, buying vegetables pays attention to all kinds of details. Check whether the leaves of green leaf vegetables are chopped and pinch the spinach to ensure that it is tender and pinch the eggplant to feel the elasticity to ensure that it has not been soaked by bad businesses.
However, under the epidemic, the elderly could not get out of their homes, so they had to turn to the front line.
Many public data show that under the influence of the epidemic, more and more middle-aged and elderly people are joining the army of online “grabbing vegetables”. There are many reasons for triggering them to actively or passively contact and use fresh e-commerce.
During the epidemic, Tao Xianda launched a “contactless distribution” service in 570 supermarkets in 29 provinces across the country;
Ÿ From January 27th, are you hungry? In the community convenience supermarkets such as “Youjia” and “Today”, the first batch of 100 fresh convenience service stations will be established;
ŸIn February, the Hema Xiansheng APP launched the “Store Self-Pickup” service, and deployed 400 community self-pickup points and 300 community service communities in Guangdong;
Your daily “fresh contact storage point” was launched for two weeks, and applications for more than 18,000 communities were received.
For this reason, fresh e-commerce companies have experienced substantial growth in daily sales, sales, orders, and customer unit prices.
Under the trend of “cloud buying vegetables” among the people, a large number of middle-aged and old people who had low acceptance of the Internet have become “new fans” of fresh e-commerce.
And in special times, all children, relatives and friends who are forced to stay at home can also actively train them, accelerate their growth, and open up new skills for online grocery shopping.
Taking Meicai.com as an example, it was originally a B2B e-commerce restaurant ingredients. Under the epidemic, it changed its direction and opened ingredients to individuals and families. A considerable part of household users are the middle-aged and elderly people.
Under the zero basis of personal and family users, only relying on employees to forward messages in the circle of relatives and friends, the number of registrations in Hangzhou has grown rapidly, from a few hundred to over ten thousand, which took only three days.
3. The rise of live broadcast + social fresh food e-commerce model
Some farmers of agriculture and agriculture can sell the agricultural products of a county in one night. Some county governors broadcast live on the Internet, and even have sold out the oranges of a county in five minutes. The key factors of attracting the middle-aged and old-aged group that the rapid growth of live-streaming apps are the factors of cheap price, live broadcast grounding, and the trust of real pictures. During the epidemic, elderly people often watch live broadcasts of fresh fruits on platforms such as Kuaishou and Pinduoduo.
4. Accelerate online and offline integration
On February 5th, Carrefour “One-hour Delivery” is connected to the “Suning Tesco” app, and users within 3 kilometers of the store can enjoy one-hour fast delivery when placing an order; on February 12, Carrefour online e-commerce A small program that gets more than 500,000 users in just one week.
Offline chain supermarkets are stepping up online and offline integration, which has also created favorable conditions for middle-aged and elderly people to reach fresh e-commerce companies.
Aunt Xu in Beijing usually pays attention to the public accounts of offline supermarket chains and checks the electronic price list so that the three shoppers can buy the most cost-effective products. The offline supermarket chain launched online ordering and other services, and she received the message as soon as possible.
I also learned that Carrefour ’s home-to-home business orders more than tripled during the Spring Festival, and vegetable orders increased by 680% year-on-year, including Chinese cabbage,Potatoes, white radishes and tomatoes are the most ordered.
In fact, the consumption scenarios of fresh e-commerce are constantly enriching, the integration of “supermarket + fresh” is intensifying, the offline and offline boundaries are increasingly blurred, and middle-aged and elderly users are being increasingly innovative models of fresh e-commerce Surrounded by.
In November last year, Auntie Li opened a Meituan grocery store next to the residential area of Wuhan. When she came home from work, she was attracted by the in-store promotions and downloaded the Meituan grocery shopping app under the guidance of the clerk. Customer service WeChat entered the community group purchase WeChat group.
Under the influence of the epidemic, when it is not convenient to go to the supermarket and the vegetable market to buy food, she will go to the Meituan grocery shopping app to place an order. Sometimes the price is cheaper than the supermarket and the quality has always been good.
In the period from New Year ’s Eve to the seventh day of 2020, the number of transactions of fresh fruit and vegetable WeChat applets increased by 149%, and the number of transactions by community e-commerce increased by 322%.
What influx of middle-aged and elderly users will bring to fresh food e-commerce?
Online fresh consumption habits of middle-aged and elderly users are cultivated during the epidemic. Some of them will be transferred from offline to online, or online and offline will occupy different needs of daily life.
This will accelerate the process of innovation and transformation of the fresh food e-commerce industry, further catalyze the integration of the industry, and its penetration rate will be further improved.
With the influx of middle-aged and elderly users, fresh e-commerce in the middle-aged and elderly is undergoing new changes in the short term.
Why is community group buying the best way to reach middle-aged and elderly people? According to our hundreds of middle-aged and elderly