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我家便利店谋求的社区全场景“私域流量”生意

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发表于 2019-7-21 09:36:55 | 显示全部楼层 |阅读模式

投稿来源:零售老板内参

核心导读:

1、我家便利店相较传统便利店,有哪些特殊的地方?

2、pre-A轮融资之后,我家便利店为什么首先扩张深圳?

3、便利店如何打造基于社区500米内的私域流量池?

7月17日,《零售老板内参》APP从深圳我家便利店获悉独家消息,我家智能精选便利店宣布已于2017年11月,以及7月初,相继完成天使+pre-A的两轮共计近4000万元融资。

我家便利店创始人及CEO谢群对《零售老板内参》表示,本轮融资资金将主要用于团队组建和技术研发,计划今年9月底在深圳完成200家门店落地。

作为一个基于便利店体系打造500米到家服务的高黏性生活服务平台,我家智能精选便利店采用线下便利店+线上Costco的模式,目前已在深圳落地36家自营门店。


我家智能精选便利店

据谢群介绍,目前我家智能精选便利店标准店型为50-60平米,根据店铺类型不同,SKU数量从800-1200个左右。单店平均日销在5000元左右。毛利率大概在33%,平均客单价14元。

01

智能、精选:我家便利店的两大特征

智能,是我家便利店的一大特征。

作为一家科技型零售企业,我家便利店拥有包括智慧门禁系统、智能收银系统以及数字化运营系统在内的智慧门店解决方案。

通过智慧门店解决方案,我家便利店可实现无人化运营。目前,我家便利店选择了白天有人、夜间无人的方案,通过人工智能技术应用降低了人工收银的频率,也减少了员工对于门店防损的工作性要求。

被释放出来的员工的一部分的工作时效,就可以拿出来做周边500米的线上订单的配送。谢群表示,这也正是我家便利店相对其他便利店玩家最大的差异所在,无需增加人手,就可实现500米范围内线上业务履约零成本。

目前,我家便利店大部分门店都已经开始应用这套系统,甚至有个别门店线上的订单的履约比例已经达到当天营业额的40%。

我家便利店的另一大特征,则是精选。相较普通便利店2000-3000个的sku数量,我家便利店在最初做市场调研的时候就拎出了便利店中高频动销的商品作为自己的品类结构,初期sku数量设定在600个,后期根据用户反馈,增加了应急性刚需品类和生活百货品类。

作为主要热销品类的热食和鲜食,我家便利店与全家、7-11的同步供应商合作,鲜食则采用OEM方式(代工生产)。鲜食sku大约不到30个,涵盖盒饭、饭团和三明治。

在鲜食成为便利店必争之地的当下,我家便利店为何没有着力拓展鲜食品类?

谢群对《零售老板内参》表示,根据市场调研数据,以全家为例,鲜食在单店销量的贡献比例大约在25%,综合统计数据来看,鲜食的销售贡献比例实际并没有预期那样理想。

其中一部分原因是华南地区、尤其是珠三角这种本地小吃高度发达的区域特性,另一方面,则是外卖性需求的热食比冷藏鲜食销售占比更高。

由于鲜食供应链对于全国布局是一个很大的限制,我家便利店则希望通过线上以热食外卖来替换鲜食品类。

轻供应链,是我家便利店的基础逻辑,将重供应链的鲜食部分用热食外卖代替,不仅更加符合国人消费偏好,还能很好的降低经营风险,有利于多区域的跨区同时布局。

在谢群的设想中,我家智能精选便利店的发展应该分为三个阶段。

第一阶段重心,在于规模性的渠道快速扩张和点位抢占,通过采用联营方式,形成一定的体量性门槛;

第二阶段重心,在于线上端打开,基于形成密度的线下点位,通过小程序、APP等渠道打造线上类Costco的会员制体系,实现围绕便利店500m的常住用户类天猫美团消费需求的综合输出;

第三阶段重心,在于整体零售方案的输出。

正处于第一阶段的我家便利店,将借助本轮融资导入的资金和市场资源,通过联营方式快速落地打造规模性和验证模式。

02

在窗口关闭之前,先舍命狂奔

对于谢群和我家便利店而言,接下来的“舍命狂奔”是必要的。在他看来,行业的优先级门槛还是规模性,未来3-5年机会窗口一定会关掉。

谢群认为,再过三年,全国性的各个区域的便利店品牌会在当地进行密度性布局,所以为了降低未来并购性的考虑,我家便利店要加快渠道布局的速度。因此,我家便利店围绕的第一阶段就是如何快速进行全国性复制,但是第一步还是选择在深圳进行多店高密度的布局。

除此之外,快速扩张的另一个考虑是基于竞争优势。谢群对零售老板内参表示,我家便利店之所以要选择联营方式进行快速的、规模性的扩张,其实是因为行业的技术壁垒并不高,所以要尽快加速体量性成长。

他认为,便利店行业有一个非常大的核心痛点就是体量性成长,当前,体量性成长最快的都是那些以纯加盟模式为主的,而类似7-11、全家这些类直营、联营的模式,他们的成长速度其实非常慢。

类直营的便利店连锁品牌的规模性成长速度,是我家便利店的核心优势。

对于便利店行业而言,相较技术门槛,点位竞争才是更实际的问题。随着众多连锁便利店品牌进入扩张期,对于总量有限的优质物业资源的竞争,是否会演变成点位之争?

谢群认为,便利店行业不太可能如其他风口行业那样出现激烈的点位竞争,经营性门槛的存在会环节一部分竞争的激烈程度。但对便利店行业而言,渠道点位一定是核心中的核心。

在他看来,对于权谋求全国性品牌落地的企业来讲,速度是一个非常重要的门槛。所以在整个区域性布局的速度能力上能够实现快速的规模化,同时在优质渠道点位的获取能力上形成竞争力的企业,才有可能在全国布局。因此,点位一定是不可再生的、稀缺的核心资源。

而在渠道点位的基础上,谢群认为更重要的门槛其实是团队的组织能力。点位的核心竞争的核心是规模,而规模性形成的基础上,能够承接规模的组织能力,将会变成第二个核心的门槛。

03

私域流量,会是便利店的新武器吗?

在谢群的设想中,我家智能精选便利店并不仅仅是科技化的智慧便利店,其更大的价值是基于周边500米线上业务的会员转化而来的私域流量池。

在便利店的区位选择上,我家便利店倾向于中高端小区和写字楼商圈,覆盖办公室和家庭的8小时消费场景。在这种区位条件下,更容易获取到有一定消费能力的周边常住用户——这也正是我家便利店的目标人群。

对于我家便利店而言,先线下再线上的打法更容易把这些常住用户转化为线上的低成本流量,通过线上类Costco模式养成会员高粘性

复购后,就可以尝试围绕生活需求开发更多商品和服务。

如何打造线上类Costco模式?还要说回到500米范围线上的零成本履约。据谢群介绍,在这种条件下,再去做隔天达的会员预售,线上就可以实现极致性价比。此外,高频刚需的单品类也作为消费习惯的培养切入,通过这两部分完成就近线上消费的用户习惯养成。

当完成一定体量的会员渗透和转化以后,通过切入多品类,去增加复购率和粘性,逐步去做品类性的延伸,完成私域流量池的原始积累后,我家便利店的最终设想是做本地化生活服务类的第三方切入,打造开源的线上平台。

在谢群看来,便利店行业需要净化。玩家太多,想入局的人也太多,但不代表每个人都能把便利店这件事情思考得足够清楚。对于我家智能精选便利店而言,一切也只是刚刚开始。



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