It's pretty miserable! The commercial layout of Ali and Tencent in the field of fresh food

For internet companies, the purpose of playing "new retail" is to integrate offline resources through online advantages, lay out the life circle of ordinary people, occupy the last mile, and make the lives of ordinary people inseparable from these internet companies, especially those areas with high consumption frequency and high customer unit price, such as fresh food.

Now which companies have entered the field of fresh food, there are roughly three companies, namely Ali, Tencent and JD.COM. Compared with other retail fields, fresh food seems to be a high-frequency and high-customer unit price field, but the construction and operation costs are high, not to mention the time and cost required to integrate the ecological chain. Only the cold chain and warehousing and distribution will consume a lot of money, so only these Internet giants can enter this field. Of course, there are traditional enterprises such as Century Hualian Whale Selection, RT Mart Youxian and An Baili RISO.

Ali, who has taken over Yintai, Suning, Sanjiang Shopping, An Baili Group, Lianhua Supermarket, Xinhuadu and Gaoxin Retail, should be the most powerful in the new retail. In addition, it has also created a box horse fresh life, as well as a subdivided box horse food market and a box horse mini. JD.COM followed closely, and introduced 7-Fresh, Palm Fish Fresh, Meituan Elephant Fresh, Su Xiansheng and Earth Port successively, but most of them were laid out locally and little known. Tencent has also begun to invest in fresh areas, such as super species of fresh enterprises.

Superspecies is a fashionable supermarket with many themes. There are service areas such as Life Fruit Workshop, Wheat Workshop, Yongyuehui Workshop, Bolong Workshop, Salmon Workshop, Box Cattle Workshop, Salad Workshop and Flower Workshop. What is unique is that users can buy ingredients in it and let the service staff cook according to their own tastes. On the one hand, it avoids the tedious process of taking them home, on the other hand, it also makes the scene feel stronger. It feels like a popular kitchen. Everyone is here. Coupled with take-away delivery, a mode of fresh supermarket+in-store food+take-away has been formed.

It looks very creative and prosperous, but the reality is that super species is rapidly narrowing its business scope and cutting stores, including box horses, box horses and box elephants.

Why is this happening? After personal analysis, it is believed that the mode of fresh supermarket+in-store food+take-away advocated by super species and box horse fresh students may be somewhat novel. If the cost performance of ingredients cannot be guaranteed (there are not enough stores to negotiate with suppliers and control the supply chain). In addition, due to the variety of ingredients, the experience is not standardized (I believe that the food in the restaurant is more lively than the taste). There is also the problem of floor efficiency. For example, dining in the lobby may consume floor efficiency, that is, the space and service capacity occupied by serving diners may reduce the sales efficiency of ingredients. There is also the crazy low-cost expansion mode of internet companies, which may lead to the infrastructure and service quality of retail industry not keeping pace with the rapid development, resulting in poor sense of acquisition of ordinary people.