028 New Retail: Who is Killing the Traditional Vegetable Market?

How long has it been since you went to the vegetable market?

How long has it been since you stepped on a vegetable leaf?

How long has it been since you smelled the unique flavor of the vegetable market?

How long has it been since I heard the loud cries and the haggling of aunts?

The vegetable market is the soul and epitome of a city, but they are gradually decreasing at the speed visible to the naked eye! )

In Beijing, Dongdan Vegetable Market, Xidan Vegetable Market, Chongwenmen Vegetable Market and Chaonei Vegetable Market, once known as the four major vegetable markets in Beijing, have closed down or moved.

In Shanghai, from 2065438 to March 2007, Tangjiawan Food Market, a century-old food market, officially bid farewell to the citizens.

2065438+At the end of June 2008, Yangjiaqiao Vegetable Market bid farewell to the historical stage;

At the end of February, 2065438+09, Putuo Gaoling Road Food Market was closed, and at the end of March, Yongchang Xinhu Food Market in Putuo District was closed;

In Wuhan, Hubei Province, the Huangpu vegetable market, which has experienced 62 years of wind and rain and the cheapest vegetable price, was closed in April 20 14!

Then who is killing the vegetable market?

0 1. Shopping malls and supermarkets are blocking the vegetable market!

Take Wuhan as an example. Four state-owned listed companies in Wu Hanyou are Ewushang, Zhong Bai Group, Wuhan Shangzhong and Hanshang Group. In addition to local supermarkets in Wuhan, large supermarkets such as Wal-Mart, RT Mart, Carrefour and Metro have also entered Wuhan.

By 20 18, Wu Shang has 10 shopping centers and 76 supermarkets.

The number of chain stores in Zhong Bai Group has reached 1 1,255, of which 79 are Zhong Bai Warehouse 1 1 (including 78 in Wuhan, 7 1 1 in Hubei except Wuhan, and 30 in Chongqing). Other formats include Zhong Bai convenience store and "Zhong Bai Rosen convenience store" in cooperation with Rosen.

Up to now, China Merchants has 23 investment parity stores, Wal-Mart has 17 stores in Wu Hanyou, and Carrefour has 7 stores in Wu Hanyou.

Judging from the big shopping environment, the overall environment in Shang Chao is orderly, clean and tidy, the staff regularly cleans the ground, and the goods are neatly arranged, giving people a comfortable shopping experience.

From the commodity itself, the vegetables in the supermarket are all fresh, and most of them are processed online. Every area is sorted by staff, and fresh vegetables overnight will be handled in time. Meat is also packaged as a separate ingredient in the freezer, which is in sharp contrast to the meat hanging on bamboo poles in the vegetable market.

Compared with the vegetable market, there are all kinds of daily necessities, pots, pans and fresh vegetables in large supermarkets, which largely replace the vegetable market, but the price of dishes will be slightly higher than that of the vegetable market.

02. The Internet is robbing the vegetable market!

At present, Internet shopping applets (or apps) such as Meijia Shopping, Ding Dong Shopping, Meituan Shopping, Squirrel Shopping and Koala Shopping are relatively mature. The reporter interviewed several young people who often buy food online at random. They said that although shopping can't be seen and chosen by hand, online shopping is more convenient and faster.

In addition to the above-mentioned families under the banner of "buying food", other community group buying platforms, such as Shengxing Youxuan, Food Enjoyment Club and Tenth Club, are also one of the important players in the fresh online retail market. They either have their own convenience stores, or cooperate with community convenience stores and rookie stations, or take community residents as the head and pick-up point to be as close as possible to consumers.

Daily Fresh Food, Meituan Shopping, Ding Dong Shopping, JD.COM and other platforms. COM's home delivery is delivered directly to the door, pursuing the ultimate efficiency, and capturing a large number of time-sensitive users: daily fresh food, consumers can choose their own parcel delivery time; Meituan buys food and delivers it in 0 yuan, free of charge, and it can be delivered in 30 minutes at the earliest. The distribution scope is within 2 kilometers around the service site; Ding Dong buys food in 29 minutes, from 0 yuan, 0 delivery fee; JD.COM arrived home at 1 hour.

When consumers can buy all the ingredients they need without going out, they don't need to bargain, they don't need to take them home by themselves, or they need to take them home from a distant vegetable market to the community, and they need to place orders at any time, so the vegetable market becomes difficult to remember.

03. Community fresh food is intercepting the vegetable market!

Compared with the vegetable market, community fresh food stores are more convenient. They are closer to home, complete in variety, and generally open at 10 in the evening. Usually, their business hours are staggered from the food market. They don't pay attention to the morning market, but focus on solving the demand after 6 pm.

The vegetable market opens at six or seven in the morning, and the food in the morning is the freshest. By 6 o'clock in the evening, fresh vegetables were gone, and young customers with high purchasing power but limited time were basically missed. So their main target customers can only be the elderly and housewives who have enough shopping time.

However, after talking with the heads of several community fresh food stores, the reporter found that many middle-aged and elderly people also began to tend to community fresh food stores.

Tianxianpei, founded on 20 15, is a local community fresh brand in Wuhan with more than 40 stores. On July 20 13, Yipin Xian team started business in Hefei, Anhui. At present, there are more than 40 direct stores in Wu Hanyou. These players are working together to change the consumption habits of residents and shorten what Zeng Qiang called "a certain time".

Benxian was founded in July, 2065438+2007, and currently there are about 400 stores in China, including about 130 in Wu Hanyou. Zeng Qiang, deputy general manager of Xianxian, told reporters that the price of dishes in community fresh food stores is lower than that in the vegetable market. Originally, the average daily order number of a fresh single store was about 1.5 million, and the customer unit price was about 1.5 yuan. More than 80% of the people who come to the store to buy are middle-aged and elderly people.

Zeng Qiang believes that community fresh food stores and vegetable markets are complementary and competitive, but the competition is higher than complementarity. Community fresh food stores will occupy the share of the vegetable market to a certain extent, but it will take some time for users to completely change their consumption habits, and compared with the vegetable market, community fresh food stores can not fully meet the needs of users for one-stop shopping.

Weibin Fresh Supermarket, established in July 20 12, has 26 stores and is one of the most familiar fresh brands in Wuhan. A person in charge of Weibin Fresh told the reporter that its users are mainly middle-aged and elderly people, and there are fewer young people. However, the person in charge believes that at present, fresh chain stores have little impact on the vegetable market.

In addition, Ali's box horse fresh, Meituan's elephant fresh, Yonghui's super species, and fresh stores such as Qian Aunt and Dai Radish are also constantly diverting the share of the vegetable market.

04. Takeaway is equally divided in the layout vegetable market!

On June 5th, 20 19, the report "Annual Inventory of China Local Life Service Market in 20 18" released by Analysys shows that the transaction scale of catering take-away market in 20 18 reached 445.03 billion yuan, up18 year-on-year.

The Research Report on the Development of Internet Takeaway Service Market (20 19Q 1) released by DCCI shows that from 20 15 to 20 18, the number of Internet take-away users increased by 290 million, reaching 360 million, and the utilization rate of Internet take-away service reached 49.0%.

As the two big takeaway giants in the market, up to now, the market share of Meituan Takeaway, Hungry and Hungry Star Selection is 64. 1%, 25% and 8.7% respectively. Take-away brothers in blue or yellow clothes can be seen everywhere on the street, riding electric cars and carrying multiple lunch boxes between hotels and office buildings.

The Research Report on the Development of Internet Takeaway Service Market (20 19Q 1) shows that the post-90s users spend more frequently, and 34.6% of them use Internet Takeaway Service five times or more per week on average. From the category of online take-out service, 50.2% of online take-out users have ordered fresh fruit.

05. The vegetable market is killing the vegetable market itself!

When it comes to the vegetable market, most people's first impressions are dirty, messy and poor, the smell of all kinds of fresh food, aquatic products and meat mixed together, and the aisle full of broken leaves that is always wet. ...

The problems existing in the vegetable market are:

0 1. The commodity price is opaque; It happens from time to time that the vegetable boss "quotes the price of vegetables by people".

02. Two pounds are missing; All kinds of "urban legends" about food stall scales that flood the market are staged every day.

03. The operator is old and has a low level of education, and he has returned to Buddhism; The stall owners are mostly middle-aged women, with fewer men, old and young! When there are no guests, most of their stall owners interact closely with their mobile phones, and their business is very Buddhist.

People who wander around the market are not necessarily accurate customers. A grocery aunt told reporters that she usually buys fresh food from friends nearby (no more than 800 meters apart) and only comes to the vegetable market when she needs a lot of things. Another grandfather pushing a stroller said that it's okay to take his granddaughter at home now, and going out to the vegetable market is also a way to kill time.

Teacher Chen's Note: The market does not believe in tears. Business, if you don't work hard, someone will help you! The annihilation of the vegetable market is not because consumers don't need to buy food, but because they can't stand the dirty, chaotic and poor vegetable market and vote for community fresh food stores and internet food stores with their feet!

No break, no stand, the spring of new retail is coming!