Online And Offline Business Entities

Every year, there has been a new way of shopping for all people in 2009. In the face of the hot online carnival, of course, the entity supermarket will not be willing to be a spectator. The online and offline linkage is also quite a bright spot.

What is the record of each family?

RT Mart

During the "double 11" period, RT mart's 1-hour online business performance broke the record again, and the sales volume increased by 64% year-on-year.

The sales volume of "Xiayan" products increased by 250% compared with the same period of last year. RT mart's self-developed brand "RT Mart workshop" series of cooked food has continuously innovated new tastes. 39 types of ready to eat products on the shelves this year have been highly praised, with a 128% month on month increase in performance during the double-11 period. Among them, Qiankun roast chicken, Orleans roast chicken and roast chicken series are very popular with consumers, and the sales volume has increased by 227% month on month. Baking products egg tarts are popular, with 1.12 million sold during the double 11 period.

During the double 11 period, RT mart's offline stores across the country launched a "double 1.1 billion yuan big reward" activity. Customers who come to the store can get a red envelope coupon worth 215 yuan by scanning the code. At the same time, RT Mart online platform synchronous force. RT mart's Youxian app and RT mart's mobile phone Taobao "taoxianda" and "hungry app" platforms provide super commodity subsidies + 50% discount for 100 items + 1 free for every purchase. On weekends and double 11 days, there are more discount coupons on the whole venue. Customers who are 3-5km away from RT Mart stores can enjoy one hour online delivery service.

Yonghui supermarket

With the promotion of digital transformation and brand rejuvenation strategy, the highlights of this year's double 11 of Yonghui supermarket focus on online and offline Omni channel linkage, new marketing methods of interactive games, and the youth power of new brand formats. According to the online battle report released by Yonghui supermarket, from November 6 to November 11, the online order volume of Yonghui supermarket exceeded 4 million, and Gmv exceeded 300 million, an increase of 1.5 times compared with last year.

Since the beginning of this year, Yonghui supermarket has continuously enriched new online and offline marketing methods, improved the whole scene shopping experience, made consumers enjoy fun and shopping, and benefited at the same time, highlighting the new momentum of digital transformation. During the double 11, Yonghui supermarket played social marketing and launched a number of creative interactive activities. According to Yonghui's Double Tenth front-line battle report, in the two interactive games of "reviewing your purchase bill in 2020" and "getting cash every day", the total number of participants reached 650000, and the number of interactions exceeded 5 million.

It is worth mentioning that in order to tap the young consumer groups and open up the incremental market, Yonghui supermarket is upgrading and reconstructing liquor, mother and baby, pets, small household appliances, stationery, private brand, fresh brand and other categories, reshaping the brand concept, commodity structure and retail experience, and establishing a new brand ecology of Yonghui.

Driven by this strategy, milk powder, as a key commodity of "youyuebaobei", was listed as one of the 11.11 black horse products, with a year-on-year increase of 370%. At the same time, with 30% of the total number of mothers and infants, the online category has the largest proportion.

Suning Carrefour

On the evening of November 11, Suning Carrefour's double 11 war report was officially released. According to the data, Carrefour stores served more than 10 million users at 20:00 on November 1-11, and the number of online home service orders increased by 420% year-on-year. During the period of double 11, Carrefour achieved the timely rate of 99% in one hour. This year Carrefour Harbin bungalow shop's fastest delivery order took only 9 minutes.

According to the data, the top three items of Carrefour's home service mobile phone orders are mainly for daily use, including Yili Jindian pure milk gift box 250ml * 12, Sophie super sleeping 420 soft cotton delicate night use 4 pieces, Melia large roll strong and tough fresh-keeping bag.

Zhang Qizhe, China's COO of Carrefour, said that this year's "double 11" Carrefour has fully integrated the scene expansion, supply chain integration, digital empowerment, member connection, o2o operation and other aspects by integrating into Suning's whole scene, Omni channel and whole industry system, and subsidized users through discount, explosive payment and payment reduction at the user end, so as to realize efficient transformation of traffic.

In fact, compared with last year, Carrefour is more fully prepared after one year of upgrading and transformation. This year's sales promotion is not limited to single soldier's 11. But through the advantages of Suning's full scene retail, online and offline interconnection is realized. At the same time, it has also undertaken the "performance" of Suning's retail capacity output, creating a "one hour scene life circle" of Suning.

wumart

This year's double 11, more than 100 cities, 10000 stores linkage, multi-point dmall to store home, all channel Ding Daoliang 8.77 million, 112% of the same period last year, brought 1.03 million new users to the partner supermarket, and Gmv of 70 live broadcast sessions increased 7 times. Among them, Beijing Wumart's home order volume increased by 94% month on month, Tianjin Wumart's home order volume increased 257% month on month, East China Wumart's home order volume increased 181% month on month, and Metro's all channel order volume increased 38 times.

In addition to the traditional online and offline ways, Wumart has also added a new way of live sales this year. At 4:00 p.m. on November 10, Wumart launched the first live broadcast of double 11, offering fresh food, meat, wine and daily necessities. According to the next day's delivery, most of the products can be delivered at the same time.

In recent years, Wumart has accelerated the digital transformation and started a comprehensive digital transformation. Taking shopping malls and shopping malls as important nodes, on the basis of digitalization, it realizes the integration of online and offline flow, online and offline integration of goods, and the integration of home and store service. Wumart expands its scale and embraces digitalization in an all-round way. This year's double 11, Wumart is using the new form of live broadcast to drive the growth of online traffic.

The off-line consumer experience of traditional supermarket is far more than product display and display, but also has a variety of settings to connect and communicate with consumers, such as shopping guide and tasting. Nowadays, the graphic display of online shopping has been unable to meet the needs of consumers. Wumart + multi-point online and offline integration is to carry forward the advantages of the two and integrate the migration.

Wal-Mart

This year, Wal Mart launched two waves of main sales promotion. From the perspective of Omni channel consumption data, there are several major consumption trends

Wal Mart's Omni channel disinfectant increased by 32% year-on-year, the sales of mask products increased by more than three times, the sales of wipes increased by nearly 15% year-on-year, and hand sanitizer and other related products increased significantly. In addition, antibacterial quilt, cotton tow and other goods are favored by consumers, so Wal Mart also increased the proportion of antibacterial related products, sales increased nearly 130% year-on-year.

Down jacket, sweater, shirt and other clothing growth bright. The sales of lipstick, hand cream and skin care products increased by 45%, 21% and 11%, respectively. In addition, Wal Mart is promoting "hot pot Festival" theme activities through all channels, and has launched a number of new high-quality seafood products suitable for hot pot, which have been sold well.

The sales of Wal Mart's main private brands, Huiyi, marketside and George, all increased significantly during the double 11 period.

CR Vanguard

This year's double 11, 1107 stores of China Resources Wanjia joined tmall's double 11 through hungry, providing users with "10 billion subsidy" and other consumer rights. On November 7, the order volume of China Resources Vanguard reached 2526% year-on-year, with many stores setting record orders.

It is understood that the order growth of China Resources Vanguard's Jiefang Road store in Ankang City, Shaanxi Province on the same day ranked first in China's stores, nearly 100 times higher than the same period last year.

During this year's epidemic, consumer demand for supermarket retail home service has increased significantly, and China Resources Vanguard has also accelerated the layout of its home platform. In addition to starvation, China Resources Wanjia also has access to meituan, Jingdong home and other platforms. It is reported that on the day when the peak order record was set, about half of the orders of China Resources Vanguard came from hunger.

According to the data, on November 7, the number of super orders of merchants increased 11 times compared with that of the same period last year. The number of super orders of more than 100 large chain stores broke through the historical peak, and the overall order volume growth of China Resources Wanjia ranked first among the super brands of large chain stores in China. In July this year, after the launch of the "10 billion subsidy", China Resources Vanguard has also become the first batch of cooperative businesses in the retail industry of supermarket, and the number of home orders has maintained a stable and rapid growth.

Step by step

This year's double step sales volume was 35% higher than that of the previous year, and the sales volume reached a record high of 10%.

On November 7, 8 and 11, Wang Tian, chairman of Bubugao group, Chen Zhiqiang, Secretary of the Party committee and President of Bubugao group, and Wang Xiangjie, senior vice president of the group and general manager of supermarket format, also acted as anchor in person. The live broadcast matrix of "senior management + staff + talent" created a new height of direct broadcast online sales of 330 million yuan, which leaped out of the transformation of traditional retail industry into new retail Marketing model is a historic step. Among them, the sales volume of Wang Xiangjie's single live broadcast reached 126 million yuan, and the number of real-time online viewers on that day reached 260000 person times, and the number of praise was more than 21.6 million.

Through the marketing mode of online live broadcasting with goods, Bubugao has changed the traditional sales mode, reduced the intermediate links of market sales, and quickly opened up the supply and demand chain, promoted the integrated development of live e-commerce, professional wholesale market and traditional business enterprises, actively developed the new mode of "online drainage + physical consumption", and opened up a new development for the future development of retail industry Ideas.

Jingdong Qixian supermarket

During the "double 11" period, orders of Jingdong seven fresh supermarkets doubled.

Specifically, the order volume of hot pot food materials increased by 117% year-on-year, the turnover of meat slices in hot pot Festival rose 17 times, the sales volume of fresh yellow river mouth hairy crab increased 680%, 1.1 million pieces of sea white shrimp were sold, the sales volume of Gaoshan fresh two weeks increased by 49%, the turnover of fresh two weeks in producing areas increased by 66%, and the cumulative turnover of fruits increased by 13 times The cumulative turnover of wine, non-staple food and food increased by 11 times, 13 times and 15 times respectively.

Seven fresh 11.11 "healthy fresh" series promoted "mountain fresh" and "origin fresh" products. Sichuan Daliang Mountain apple, Yunnan Ailao Mountain rock sugar orange and other products give consumers more choices. At the same time, we will comprehensively upgrade the online "assured purchase" characteristic service, including compensation for bad fruit, frozen package, fresh-keeping, late compensation, damage compensation and price protection, so as to make consumers feel at ease in consumption.

During the period of November 11, Qixian cooperated with Liwan University for the aged to carry out the activity of "11.11 Liwan senior university teaching the elderly to play online shopping festival". Through the simple teaching of online classroom, it explained how to use Qixian app for shopping for the elderly, and introduced Qixian's high cost-effective products, seven fresh price commodities, "feel free to buy" service and 11.11 love season activities, so as to help the elderly buy more conveniently High cost-effective fresh products, from the actual point of view, to help the local elderly solve the problem of fresh purchase.