What can the new retail model bring and how to join the new retail?
Six years ago, as a new daddy, Zhao Dan began to have a headache about what to feed the weaned children. In order to find high-quality and safe food, he spent a lot of energy. This "hard search" process made him feel that he should make a difference in this field. At first, Youpin Yuedong made miscellaneous grains, which were suitable for children. Later, the category of dairy products was gradually increased, and then it was fresh.
Zhao Dan doesn't believe in a price war in an industry with high mortality and low profit. He believes that "spending more money and more traffic for publicity may eventually be defeated by others' low prices. "So, Youpin Elantra didn't invest too much in these two aspects, but focused on products.
Zhao Dan (left) and Zhang Lu (right), founders of Youpin Yuedong, are senior football commentators in China and vice-chairmen of Beijing Guoan Club.
"How fast and how many provinces" stands for high quality and safety.
With the upgrading of consumption, people are more and more concerned about eating well after solving the problem of eating well. There can be many prefixes about good. Zhao Dan said that what e-commerce publicizes is generally called "cheap and good goods". When some young consumers say "good", they generally mean "delicious", but what you want to do well is "the highest cost performance under the premise of safety and high quality"
Youpin Yuedong focuses on importing high-quality ingredients, and they choose to do it one by one. For example, there are many imported beef on the market now. The beef with excellent quality is the original beef cut in the original package and made into small packages abroad. "Once our customer comes, he won't leave, because he can't buy the original packaged and cut beef anywhere else, and he can't buy the original Icelandic cod and the fresh cherries we made and fly them to the customer 28 hours a day." By making a single product well, let customers know bit by bit, and gradually expand the customer base with a small amount of accumulation, which is the way adopted by Youpin Yuedong.
Zhao Dan called the rarity of this selection "essence". He said that after people are full, they should consider the problem of refined food, which is a place where they can endorse the brand of Youpin Yuedong. What they have to do now is to make more people realize these beautiful things.
At the top left of the picture background is Zhuoyuan freshly squeezed beverage imported from New Zealand by Youpin Yuedong.
"We can let people from all walks of life find good products here, and we can also provide good products for each solar term to users." In order to ensure the traceability of the whole product process, Youpin Yuedong has developed a traceability system based on the Internet of Things and blockchain technology. The whole supply chain can be monitored in real time by installing chips on the origin of ingredients and containers.
The reason why we choose to start with foreign categories is for safety reasons. Zhao Dan introduced that foreign countries have extremely strict standards for ingredients, and at the same time, they are equally strict in the implementation of standards. At home, it's different. In 20 16, China Agricultural Reclamation Dairy Alliance issued the strictest dairy standard "China Agricultural Reclamation Milk Production and Quality Standard", which was higher than the national standard of the United States. However, the degree of implementation of standards varies from enterprise to enterprise, and there is no relevant law or criterion to supervise it. In addition, imported products also need to go through import quarantine and export quarantine.
+New "Good Goods" Retail and Distribution System
Product selection has always been a core point of Youpin Yuedong. Since its establishment, they have been accumulating product choices in order to bring good products to more home users. This is also a point that distinguishes it from other fresh e-commerce. "What we do is the distribution of goods, not simply the brand that competes with the current Internet companies."
Youpin Yuedong is currently negotiating with many e-commerce companies for mutual supply. From this perspective, he and other fresh e-commerce companies are not competitive, and the other party is part of their distribution system. At present, the premium Elantra has been supplied to JD.COM, with a large-scale platform flagship store (Tmall and 1 store) and many community e-commerce and offline supermarkets.
Zhao Dan believes that it is meaningless to talk about online and offline under the premise of good commodity distribution. Even offline, poor site selection will kill you. Even if you choose a good place, the model you adopt may not be established. "Online traffic is offline, and offline traffic is offline. This is all nonsense. " Therefore, the online and offline distribution system of Youpin Yuedong has been explored through many trial and error, rather than taking it for granted to do the mutual transformation between online and offline.
Offline, according to different user groups (high-end or mass users) and sales models (2B or 2C), the distribution channels of Youpin Yuedong include self-owned e-commerce Youpin group purchase (membership system), enterprise fresh welfare platform, community e-commerce platform, purchasing wholesale platform and food e-commerce for the public.
Regarding the offline distribution channel, Youpin Yuedong opened the first experience store "umami Secret" in Cuiweili high-end supermarket, which combined fresh food with on-site cooking. There are about 100 SKUs in the store, which can achieve a daily flow of about 10000, of which 1/3 comes from cooking. There are still three such small shops in the plan. In addition, Youpin Yuedong is currently preparing three other 600-square-meter offline stores to mark box Ma Xiansheng in the background of Ali.
Zhao Dan (left) and Claude? Former general manager of Davos Forum, expert on global issues, Swiss strategic consulting firm Smadja &; Founder of United company
Zhao Dan said that Youpin Yuedong has nine other stores in operation, seven in communities and enterprises, and some stores have been open for almost two years. This is also one of the differences that Youpin Yuedong is doing. Instead of a fast food retail store located in an office building like 7 1 1, we choose to be a fresh convenience store around the community. "We don't do daily necessities. These can be bought at e-commerce and will be delivered soon. "
For such a community fresh convenience store, although I chose not to do all of them, Youpin Yuedong chose to do boutique SKU. Stores are different, and different categories will be put according to the characteristics of surrounding residents.
"The offline store we do must be equipped with a processing zone. We must maximize the processing zone and let the processing zone truly serve the production of ingredients in the store." Let consumers buy household goods that can be eaten directly after simple processing, which is the goal of Youpin Yuedong. Zhao Dan explained that if you give the user a piece of beef and he hasn't learned how to cook it, it will be in trouble. It is best for offline stores to provide more direct services and then charge processing fees.
Another advantage of community stores is that businesses can gradually establish regional viscosity with customers, which cannot be established online. For example, if you want to buy beef tendon, JD.COM has it, Taobao has it, and it is also available every day. Shop around, you will feel dizzy, and the final result is often that you can place an order at any convenient place. "In this case, there may be a difference of ten or twenty dollars. You will directly choose to place an order at the last place and then run back to the first one. It is still too much trouble. After all, every Internet jump is a burden. "
Offline, if you smell beef tendon or shrimp and enter a store, you may pay immediately. Open a shop around your home to help you prepare ingredients, and you can eat them when you go back to processing. This is the focus of the offline service of Youpin Elantra. Zhao Dan said that this is a new retail that Youpin Yuedong understands and practices.
Up to now, Youpin Elantra has completed two rounds of financing, namely, angel round financing of RMB 6.5438 billion in 2065.438+03, and A round financing of RMB 30 million invested by TCL Venture Capital and Zhongguancun Venture Capital in 2065.438+05.