Hema Fresh is "upper" by seafood in Beijing and cannot shake traditional supermarkets

　　With the rise of new retail formats, traditional supermarkets are increasingly unable to meet the needs of consumers. Following Shanghai and Ningbo, Hema Fresh finally opened its first store in Beijing. Unlike Shanghai stores, Beijing stores follow the customs and other customs. In addition to Alipay payment, cash payment and payment are also enabled; however, Hema Fresh's online and offline connection, 30-minute delivery, seafood + on-site processing and other marketing highlights have not changed. The suspension chain system on the roof of the store makes this supermarket unique. Although many consumers and retail peers went to Hema Fresh to experience "new retail" on the weekend when Hema Fresh appeared in Beijing, industry experts believe that Hema Fresh's layout will not have much impact on traditional supermarkets for the time being.

　　Seafood "upper"

　　On June 9, Hema Fresh's first store in Beijing ushered in trial operation. The store is located in Xincheng Plaza on Chaoyang Road, Chaoyang District. It has a business area of ​​more than 10,000 square meters and a product quantity of more than 8,000. It is a new retail complex integrating "fresh food supermarket + e-commerce + catering + logistics and distribution". Unlike the pre-packaged food or seasonal promotional products that occupy the golden position of the entrance in ordinary supermarkets, Hema Fresh Store has various fresh fresh foods. After customers have selected seafood, they can also choose to process and eat it in the store. This provides convenience for many young people who like to eat fresh seafood but are unwilling to cook. In terms of products, a fresh Russian king crab of 1.4-1.6kg is only 588 yuan, which is about half the price of traditional supermarkets and fresh food e-commerce. The currently popular Zespri New Zealand golden kiwi fruit, with a 4 large-grain pack (single fruit weighs about 130g+) priced at only 27.9 yuan.

　　It is worth noting that some aquatic products are almost sold out in the evening, especially the popular crayfish and crab products during the season. There are many people queuing up on the "Cooking Processing Cashway" and the catering area is close to full. The reporter randomly interviewed and found that most consumers came to shop because of fresh aquatic ingredients in the supermarket, while some consumers took their children to eat directly in the store. In contrast, the snack department store area seems relatively deserted. Although Hema Fresh, which has just started trial business, has a large number of promotions, the number of consumers coming to this area to shop is still relatively small.

　　In addition, in the joint venture area, Hongtu Sanpo Brookstone flagship store is also unveiled at the same time as Hema Fresh. This is the store’s second store in Beijing. The group that pays attention to its follow-up drone, parenting robot, off-road spy cars and 3D interactive experience is highly consistent with Hema Fresh’s customer base.

　　Follow the customs of the countryside

　　Previously, due to construction problems, more than 200 owners of the third phase of Hema Fresh Store jointly appealed to the Heat Group, Gas Group, Chaoyang Construction Committee and other government departments. As the opening of the first store has been delayed, Hema Fresh once laid off its delivery staff, and even Li Jiang, general manager of the Beijing branch, left the job. Not long ago, residents of Phase III of Aizcheng had a dispute with Hema Fresh due to gas pipeline laying problems, and Hema Fresh's first store was opened. Hema Fresh insists on using gas stoves to process seafood on-site, and has indeed become a booster for its high-gross profit product - seafood.

　　Hema Fresh is an Internet fresh food supermarket based on O2O and integrated online and offline. Its electronic payment is indeed very convenient. However, media previously reported that some stores in Hema Fresh do not support cash payments in Shanghai, which is very inconvenient for elderly people. However, Hema Fresh's first store in Beijing has made improvements to this. The store not only supports Apps and other electronic payment forms, but also supports cash payments. Checkout and cash registers are divided into multiple modes, different payment forms correspond to different cash register areas, and there are multiple checkout areas in the supermarket.

　　However, most of the first batch of customers welcomed by Hema Fresh’s opening did not have Hema Fresh’s app installed. Ms. Zhang, who came to shop, told reporters that she downloaded the app with the help of the staff, and the whole process took many steps and took a long time. Although the Hema Fresh store has a WiFi username and password, since the store is on the underground floor and the mobile phone signal is poor, there are certain problems with placing an order using the App. Some elderly customers who do not accept mobile ordering methods and Alipay payments can only choose to pay in cash.

　　It's hard to shake traditional supermarkets

　　Chen Liping, a professor at the School of Economics, Trade and Business Administration, believes that Hema Fresh's first store is located in an area with relatively concentrated residential areas in the eastern region, and most of the "post-80s" in this area are in line with Hema Fresh's positioning of youth; and the catering and supermarket model is mainly aimed at the "post-80s" and "post-90s" who have high requirements for quality of life. Chen Liping said that in the past two years, Japanese meals have had a great impact on China's "post-80s" consumer groups. They are affected by Japanese and Korean consumption concepts and lifestyles, and their demand for seafood has surged, which has also had a great impact on Hema Fresh. Chen Liping believes that the Japanese seafood in Hema Fresh emphasizes the freshness of ingredients, and seafood is relatively easy to deal with, and it is difficult for other types of catering to achieve similar standardization and unification.

　　Chen Liping also said that the department store business is currently relatively cold, and they also want to introduce catering modules. Hema Fresh's method can attract young customers and has formed a certain model. In the future, Hema Fresh will have more potential for development after adapting to the Beijing market more refined. However, at present, Hema Fresh will not have much impact on supermarkets, because ordinary supermarkets mainly focus on ingredients, such as meat and eggs, which are all things needed on the table. Hema Fresh is mainly based on dine-in. It uses aquatic products to drive the sales of ingredients, rather than using department stores to drive the sales of aquatic products.

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