The main business areas of daily fresh food are distributed in first-tier cities, such as Beijing, Shanghai and Guangdong. Yonghui Supermarket's main business areas are distributed in the eastern coastal areas, and there are also business areas in central areas such as Shaanxi. The users of daily fresh food and Yonghui Life are all middle-aged people aged 30-49, and the students aged 20-29 are mainly students, accounting for only 10% of the total consumption. Therefore, the marketing scenes of daily fresh food and Yonghui Life are mainly white-collar online shopping and family purchase.
market positioning
The marketing slogan of daily fresh food is "quality fresh food arrives in 2 hours" to provide customers with fast, convenient and high-quality services. The main customers are mostly white-collar workers. This group pursues health and convenience, caters to customers' needs, and attracts a large number of customers through rich product categories, perfect logistics system, red envelope concessions and other preferential activities.
Yonghui Supermarket is one of the few enterprises in Chinese mainland that introduce fresh agricultural products into modern supermarkets. Its positioning is a fresh and enhanced convenience store, creating a 1 hour living circle through offline stores. This is undoubtedly a choice that can be considered for modern urban residents with a fast pace of life. Besides, Yonghui Life also pays great attention to the shopping environment and the quality of fresh food.
product development
In 20 17, Yonghui Supermarket and Tencent jointly launched a mixed model of "high-end supermarket+fresh food and beverage +O2O", which successfully opened stores in several cities, with the total number of stores nationwide reaching more than 800. Daily Youxian has led the fresh e-commerce industry for four consecutive quarters, and completed various layouts such as fruits, vegetables, snacks, cooked food and drinks. Recently, Daily Youxian has also reached a cooperation with Tengxunda. In the future, Tencent will help Daily Fresh to launch the "Smart Fresh Billion Plan". Daily Youxian will also be repositioned as an "online comprehensive supermarket". At the same time, Daily Youxian will also strengthen the construction of pre-warehouses, and plan to achieve the regional coverage of "100 cities and 100 million households" within three years.
If fresh e-commerce enterprises want to gain a firm foothold and win the first place, they must solve the most essential problems in the fresh industry. Fresh products have a short shelf life, which requires cold chain storage, refrigerated trucks and other protection measures. Doing a good job in cold chain supply is an important channel for enterprises to build brands. However, cold chain supply needs strong financial support, which is also a big worry for enterprises.
It can only be said that in some aspects, who is better than who, in short, each has its own advantages.