Freshhema——Fresh distribution retail supermarkets launched an offensive in the Chinese market.

 

Boston lobster, Russian king crab, British bread crab… dozens of fresh seafood ingredients, free delivery within 3 km after placing an order with your mobile phone, 30 minutes delivery. In 2018, fresh supermarkets in the new retail format will compete fiercely in many cities in China.

Take Chengdu as an example. On May 7, a reporter learned from the relevant person in charge of the Alibaba Group in Chengdu that, after the first Freshhema opened in Chengdu in January, 10 stores will be opened in Chengdu this year.

Within 3 years, Freshhema will open 50 stores in Chengdu and 2,000 stores in Shanghai, Beijing, Hangzhou, Shenzhen, Suzhou, Ningbo and Guiyang.

Take Chengdu’s first store as an example. There are 250 employees in the store, and about 100 of them are riders who are responsible for free delivery. Freshhema’s logistics costs are not small, so how can Freshhema make money?

Regarding this issue, Hou Yi, the vice president of the Alibaba Group and the founder of Freshhema, said that Freshhemahad already started to make profits in the country. Entering a new market requires strategic investment.For example, the first store achieved profitability in one and a half years, and the second store achieved profitability in half a year. Although the online sales of the first store in Chengdu currently account for only 30% of the total, the future target is 90%. The better the sales, the more the cost can be shared.

    The secret of site selection is online big data analysis. For example, the first store in Chengdu opened in the Red Card area, instead of the Chunxi business circle in the traditional sense, because Alibaba’s data indicated that the number of online shoppers in the Red Card area is large and the customer price is also high.The rest of the stores that will be opened this year will also be processed through the APP payment system to collect data from offline stores and online sales. Relying on Alibaba’s accumulation in big data, through deep mining of consumer data, the data will continue to precipitate, and then analyze the cross-network between data and data to understand the specific demands of consumers, using front-end sales data to influence the back-end Supply chain production can effectively control costs after forming a closed loop.

A propos de Qianqian WANG

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