Wuhan tobacco and liquor store transfer

Box horse NB means neighbor business. Box Horse defines it as "people's livelihood project", that is, through the box horse neighborhood, it meets the one-stop consumption demand of more consumers for three meals a day. Box Horse has never stopped trying new formats, but there is no doubt that Box Horse Neighborhood is the project with the shortest establishment time and the fastest development speed among the new formats it has tried. In March of 20021year, the internal code name "NB Project" was started. In more than three months, since the opening of the first store in China on April 28th, the number of stores in Hema Neighborhood has exceeded 400, and the first batch has entered Shanghai, Beijing, Guangzhou, Wuhan, Xi 'an and other cities 10.

Hierarchical exploration of the overall format of box horse

Since the birth of Box Horse, Box Horse has successively launched nine formats, including Box Horse Station, Box Horse mini, Box Horse Market, Box Horse F2, Box Horse X Member Store. Some are still expanding, some have been terminated, and new ones are still being explored.

For different regions and different customer groups, it is necessary to explore more formats and serve the needs of more consumption scenarios. So far, Box Horse has covered almost all forms of community commerce. In the box horse system, the layout of "box horse market"-"box horse fresh life"-"box horse neighborhood" completely covers several different life circles in the outer suburbs, commercial areas and community stores.

The hierarchical structure of the overall format is the most obvious feature of box horse at present.

Graded store size. At present, in addition to standard stores, there are different sizes of box horses, such as box horse F2, box horse market, box horse mini, box horse post station, box horse neighborhood delivery point and so on.

It can be seen that Box Horse has set up different stores for different regions and environments, which makes the "Box Horse Network" more detailed and spread more widely. For example, opening standard stores in the core business district, opening mini and small stations of box horses in the suburbs, and opening self-help points in the neighborhoods around the community are gradually improving the overall network of box horses.

Stratification of commodities. Because fresh food is a market that contains many categories, different consumers have different standards for fresh food. You can see high-end ingredients of several hundred yuan in Box Horse, and you can also see onions, ginger and garlic with daily discounts. Box horse is using different levels of ingredients to meet different levels of consumers.

The user's hierarchy. In the end, the size of the store and different levels of goods are actually reflected in the consumer level. Consumers with different needs and spending power constitute the diversity of the consumer market, and Box Horse is also layering consumers through its own scale and commodities, making the users of Box Horse more diverse and extensive.

The stratification of stores, goods and consumers has also completed the stratification of Box Horse itself, making the operation of Box Horse on the platform and consumer groups more detailed and targeted. At the same time, the layered box horse can also gain more comprehensive brand influence, including all high-end and low-end images, and consolidate its own advantages.

Box horses have grown to tens of thousands of square meters of member stores, and at the same time, they have been quickly inserted into the end supply of dozens of square meters in the community. The reasons behind it are: on the one hand, the brand of Box Horse can't penetrate the sinking market and can't reduce operating costs through scale effect; On the other hand, the high cost is spread evenly on the goods, and the fresh products of box horses are generally high, which makes it difficult to cater to the public's consumption preferences.

Box horse neighborhood can make up for the purchase gap at the end of non-core blocks and communities that are difficult to be covered by fresh food stores. Store layout is preferred in the outer ring area of first-and second-tier cities. In these areas, it is naturally difficult to cover Boxma Xiansheng stores, and the surrounding families purchase and supply, and the general supporting services are not complete enough.

Forced to go online in response to community group buying competition?

The focus of fresh e-commerce is "freshness", and the ultimate goal of consumer experience is to evaluate the freshness of goods, which is also a test of the platform supply chain capability.

Every new business innovation after the birth of Box Horse has a very typical feature of supply chain capacity overflow, and it is precisely in this way that Box Horse Neighborhood can be quickly spread.

The mature supply chain, logistics system and front-end process based on Box Horse are also the innate advantages of Box Horse Neighborhood.

We can find out the location of the block where Box Horse is located from three angles.

People. Box horse neighborhood focuses on mass consumption, with serving ordinary people for three meals a day as the main goal. Therefore, customer orientation is not as high-end as Boxma Xiansheng. However, according to the unified requirements of Box Horse for quality and service, Box Horse Neighborhood will not pursue "low quality and low price" like some community group buying platforms. Boxma Neighborhood will be mainly distributed in first-and second-tier cities, focusing on users who have higher requirements for service and commodity quality and are relatively insensitive to price.

Commodities. Box Horse Neighborhood provides more than 20,000 kinds of daily high-consumption goods, including fresh, cold, frozen, normal temperature and standard products. These goods all come from the supply chain system of box horses, and some of them overlap with the fresh food of box horses. Different from Boxma Xiansheng, Boxma Xiansheng's best-selling products, such as seafood, imported goods and some high-end brands, will not be the main products of Boxma Xiansheng because they are positioned in people's livelihood consumption.

Field. The box horse neighborhood chose the self-operated store model. According to informed sources, the area of the neighborhood of Box Horse is about 100 square meter, which is equivalent to the area of a convenience store. There are iron shelves for displaying normal-temperature commodities, freezers for storing low-temperature commodities and fresh temporary ponds. Due to the "pre-sale+self-delivery" mode, the stay time of goods in the store generally does not exceed 24 hours. Consumers can place orders through mobile phones and pick up the goods after 8 am the next day. This makes the turnover rate of goods near Box Horse very high, with small area but strong storage capacity.

The pre-sale mode is relatively stable for the supply chain, and there is no loss uncertainty caused by the order uncertainty of the pre-warehouse mode, which is also conducive to ensuring the quality of goods.

However, the disadvantage of self-promotion mode is that it sacrifices immediacy, which also requires more design in attracting consumers.

For the self-operated box horse neighborhood, with the increase of integral encryption and investment, how to share the cost of maintenance, operation and property will also be the next problem. After all, many players have tried the pre-sale and self-promotion models before, but most of them collapsed on the eve of exhausting the profit model.

Hema neighborhood Ding Wei ziti branch

From the point of view of site selection and logistics, Box Horse Neighborhood is more like Meiyijia, a convenience store that can be seen everywhere on the roadside. The coverage has been reduced to 3,000 households nearby, and it may expand rapidly with the joining mode in the future and sink into county-level towns. From the perspective of logistics, supply chain and commodity R&D system, it is still based on the continuation and improvement of Jingdong logistics system; Online orders, the next day from the operation mode, you can also see the shadow of the front warehouse and community group buying.

So what is the model of Box Horse Neighborhood?

It's not a community group purchase or a convenience store. It's a self-service shop, and the front warehouse of the distribution link was cut off.

0 1 Cut off the front warehouse of the distribution link.

Box Horse Neighborhood hopes to solve the problem of short distribution efficiency through self-lifting mode.

The self-raising mode of the box horse neighborhood has to remind people of the same "pre-sale+self-raising" mode. Fresh players face such ills as thin profits, high consumption and expensive logistics. Before leaving the radish, they chose to burn money to expand rapidly, but failed to get through. Because of fresh consumption, both the supplier and the user have no loyalty. As soon as the subsidy stopped, the order volume dropped sharply, and the performance cost caused by insufficient order volume rose sharply.

If Box Horse neighbors want to take the "burning money" way of community group buying, the money to be burned is definitely more than that of Ali as a whole.

The box horse neighborhood self-lifting model can greatly improve the density problem that the box horse fresh food store model can't solve. Hou Yi mentioned in public more than once the heavy investment of Boxma Xiansheng Store, and the investment cost of a single store was tens of millions of yuan. The cost of a front warehouse is several hundred thousand yuan. Take the pre-warehouse in Ding Dong for example, its area is about 300 square meters, and its larger area may just offset the "premium" paid by the neighborhood of Box Horse.

As the fastest expanding member of all formats of Box Horse, Box Horse Neighborhood has proved the feasibility of rapid replication and has stronger commodity power. But like all offline retail stores, it also needs to follow the "many, many, many" rules.

The South Road Store of Box Horse Neighborhood Town, Baoshan District, Shanghai, is one step away from the outer ring of Shanghai. This self-promotion point is located in the "big countryside" in the mouth of Shanghai aborigines, just outside the wall of a relocation community and farmers' self-built houses, on a broken road, and it is adjacent to Yangzhou Qianjiao, Tobacco Hotel and Auto Repair Shop. But it has no better choice for the time being: there are no shops for rent and transfer on the crowded main roads, and a large number of shops have been built with blue enclosures because of violations.

A more effective way to promote innovation is to "go out"-clerks work in two shifts, with the morning shift from 7 am to 4 pm and the middle shift from 165438+ 0 pm to 8 pm. In the overlapping time, the clerk will go out to push the floor with leaflets, box horse fans and non-woven shopping bags. Stimulated by coupons and discounted eggs, many residents launched a few downloads of Box Horse app, and some even deliberately went to outlets to open an Alipay account.

However, payment obstacles and lots are only considered temporary or regional difficulties. Hou Yi said that the repurchase rate of box horse in two stores in Chongming's neighborhood is even higher than that of fresh box horse. "Maybe the business in the suburbs is underdeveloped."

But the essence of this model is community retailing, which takes a long time to consolidate the model, system and user experience. It is also difficult to expand rapidly across regions, which requires the construction of background processing capacity.

Not yet independent

Judging from the entrance, the box horse block is not independent. Community users in self-service shops can quickly find the entrance of Box Horse NB on the homepage after clicking into Box Horse APP.

In terms of traffic, the current order source of Box Horse Neighborhood mainly relies on Box Horse App. Judging from the current situation of opening a store, the box horse neighborhood is located according to the self-selected standard, and the requirements for the store location are not high, and the house number is not conspicuous. This means that the pull-up function of the box horse neighborhood store itself is limited, and the store still relies on the traffic on the App in a short time. The average monthly life span of Box Horse APP has remained at15 million+in recent quarters. This is a large flow port.

From the point of view of goods and supply chain, the competition for fresh food in first-and second-tier cities is fierce, but at present, Box Horse Neighborhood can only expand in first-and second-tier cities with existing Box Horse Stores. Behind the neighborhood of Box Horse is the advantage of supply chain established by Box Horse in recent years, and it is impossible to sink to the third-and fourth-tier cities or county and town markets alone in the next few years.

It can be seen that the box horse neighborhood can't walk independently at this stage, and it can only be used as a supplement to the format of the area where the box horse store is located. Its current sustainability and reproducibility is a preliminary penetration in the overall layout of the box horse.

But in any case, Box Horse Neighborhood is an attempt to do household consumption business in first-and second-tier cities in the same performance order as community group buying. No matter whether it can run through in the end, it is an exploration of centralized procurement of household consumption.

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However, when Boxma Xiansheng enters the community fresh track at this time, it can only play a supplementary role in the integrated mode of warehouse and store. During the epidemic, with the large-scale subsidies from Meituan and Pinduoduo, the trajectory of community group buying gradually became clear. The first-and second-tier cities and the sinking market in the third and fourth lines are hunted by giants at the same time, leaving a limited market for fresh horses.

At present, the target market of Box Horse Neighborhood is first-and second-tier cities, and whether it will sink in the future depends on the development of business and the ability of supply chain.

As Hou Yi once said, "What you see today is definitely not the final model of the future (community group buying). Many people occupy a certain transaction form of community group buying, but in fact these are not worth mentioning. "