Create a "catering + fresh + bookstore" integration model supermarket, drink coffee and buy vegetables

On the 9th, Alibaba's 24-hour unmanned supermarket opened with no cashiers, intelligent machines automatically identify deductions, and customers can take them away. It is said that in the next few years, Ali will cooperate with Wa Group to open 100000 unmanned supermarkets across the country. Subsequently, JD.com also announced that he would enter the field of unmanned supermarkets. With the help of the cool techs Initiative, new business type retail is developing rapidly. How should the traditional supermarket deal with it?

"machines are cold, people are warm, and all services with temperature are irreplaceable." Chen Bing, general manager of Suguo supermarket, said that in order to meet the challenge, more than 100 supermarkets of Suguo have to carry out "fresh food and beverage" reform. "fresh ingredients such as salmon, beef and lobster purchased by customers in the mall can be processed on the spot, dined in a special dining area or taken home outside the package."

Such changes have become more and more popular this year. At the end of last month, Bailian Group's first RISO store opened in Shanghai, where the owner adopted the "catering + fresh + bookstore" integration model: the first floor is basically full of fresh food, which can be processed by the chef on the spot or semi-processed to take away; the second floor is a combination of catering and bookstores. Yonghui's super species "Box Horse Xiansheng" has also launched a fresh catering model, while Da Yun Fat's new retail store "Flying Niu Youxiang" will also open this month.

In these stores, consumers buy vegetables while drinking coffee and eat their meals while listening to music. Why do traditional supermarkets start such a "mash-up"? The list of "the basic situation of the industry and the top 100 chains in 2016" released by the China chain Management Association showed that the sales volume of the top 100 chains last year was 2.1 trillion yuan, an increase of 3.5 percent over the same period last year, the lowest since statistics were available. Traditional retail is at a low ebb, and new stores with the concept of "new retail" begin to emerge, because such a mix-up brings them the flow of people that the retail industry attaches most importance to.

Traditional retailers with physical advantages have begun to try new business type, hoping to drive the vitality of the enterprise. In the Suguo "fresh Food and Beverage" pilot store, "the area of the processing zone and catering area is about 500m2, including on-site production of Japanese and Korean fried rice, seafood BBQ, fruit and vegetable salad, fried food, etc., to meet the immediate consumption and immediate consumption needs of some consumers." Chen Bing said, "Su Guo plans to take 70% of Prida through three years." At present, there are more than 100 direct mining bases for Suguonong docking. " During the year, Su Guo will also open a brand-new community store in Nanjing-fresh and enhanced community supermarket, with a planned area of 1000 square meters, more than 50% of which are fresh goods. After the successful pilot of the first store, Suguo's community supermarkets and life supermarkets will be transformed into fresh and enhanced supermarkets one after another.

In RISO stores, catering and fresh account for 75%, with breakfast, lunch, afternoon tea and late-night canteen. The store also offers an one-person meal for independent white-collar workers, "such as a banquet". "even if you are alone, you should reward yourself with a feast-like ceremony, regardless of success or defeat." Bailian omni-channel COO Zhang Shenyu said. In the view of Zhou Yong, director of the Retail Research Center of Lianshang Network, "Box Ma Xiansheng" is a subversive "four not like"-- you say he is a shop businessman, he is very much like e-commerce; you say he is an e-commerce business, but in fact he is a store businessman; you say he is a supermarket, he cooks food and beverage; you say he is a catering, he is really not a catering business.

In the final analysis, the reform of fresh food in supermarkets is to meet the needs of consumers. Consumer Li Mingxia said that the family did not hire part-time workers and got up at least half an hour early every morning to wash and pick the vegetables one by one in the evening. "if you can solve the dinner problem in the supermarket on your doorstep, it will be too convenient." In Nanjing, "Cloud Chef one Station", which aims at the dinner needs of citizens, has quietly opened more than 100 experience stores. "the experience store adopts a membership system. Residents can go directly to the store to buy food, or they can place an order on Wechat, and the staff will deliver the vegetables to the residents' homes or designated stores." Introduced by the person in charge of Yonghong Group.

According to the report on the Development of China's Retail Industry released by the Ministry of Commerce on July 3, the use of information technology such as the Internet, big data and cloud computing has become more common this year, with profound changes in consumer demand, giving birth to a new supply model for the retail industry. Industry insiders said that the organic combination of retail and catering is a useful attempt for the retail industry to explore new retail, which is also a new trend of retail development. In addition to the organic combination of retail and catering, it can also be integrated with other formats. To cope with the challenge of machines, traditional supermarkets must become more "warm" and increase the introduction of functional community services, such as dry cleaning services, drugstores, maintenance, training, pet stores, domestic services, and so on, so as to integrate hypermarkets into the family life of community consumers, so as to enhance customer stickiness.