Over the years, the competition in Beijing's front warehouse market has not diminished at all, but it cannot change the industry's doubts about the simple front warehouse model. At the end of last year, Hou Yi publicly stated that preposition is a false proposition for VC.
Ding Dong, who just went to Beijing to buy food, is still in its infancy here. Next, more points will be laid out to increase the density. In fact, the "old players" of Qiancang have entered the second stage of improving the repurchase rate and customer unit price, and the "Qiancang" model is full of doubts.
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Experience Beijing Qiancang
"Now most of the fresh food is bought online. I feel that several platforms are similar. Mainly coupons and activities, I decided to buy which one is cheaper. " Miss Liang, who lives in the neighborhood around the South Fifth Ring Road in Beijing, told the spirit beast.
There are two or three community food markets around the community where Miss Liang lives. On weekdays, she seldom goes to work to buy food, but buys it online and even shops around.
This is not a case. The combination of "buying food" and "pre-warehouse" actually corresponds to a vegetable market close enough to users. As a high-frequency just-needed commodity, fresh food is highly anticipated by many capitals. However, because consumers are sensitive to its price and have no loyalty to the platform, many players are eager for various fresh food modes.
Recently, through the experience of Ding Dong shopping platform, Youxian daily shopping platform and Meituan shopping platform in Beijing, Lingwu found that the three pre-warehouses are highly similar, especially in the product structure, each platform involves vegetables, fruits, meat, poultry, eggs, rice, grain and oil, and there is little difference between them.
However, most of the daily fresh food is frozen products, few chilled products, and some products are out of stock. Ding Dong's grocery shopping involves not only cold meat products, but also fresh aquatic products, providing "processing" services.
▲ The picture on the left shows fresh food every day, and the picture on the right shows buying food.
The same commodity, from brand to specification to packaging, is fresher every day than the food bought by Meituan and Ding Dong.
For example, there are only sweet corn and waxy corn in Ding Dong and Meituan shopping platforms, but there are nearly 10 kinds of corn with different prices from different places every day, which not only enhances the richness of goods, but also gains multi-class consumer groups.
Spirit beast found from the price comparison that there is almost no price difference on ordinary leafy vegetables. 250g common spinach and Ding Dong have the lowest price, which is 1.9 yuan. Daily fresh 1.99 yuan; The price of 300g food purchased by Meituan is 2.3 yuan, and the price converted into 250g is also around 1.9 yuan.
The transparency of vegetable prices is at the core of consumer price sensitivity. It is difficult for players in the front warehouse to make "tricks" on the price, but the average daily price of snacks has certain advantages.
In addition, on the distribution threshold that consumers are most concerned about, Ding Dong and Meituan do not charge any delivery fee, and the daily premium is free in 49 yuan, and the basic delivery fee is 6 yuan.
However, since last September, Ding Dong's grocery shopping has been adjusted in other areas, and the Shanghai delivery fee rule will be adjusted to charge 5 yuan delivery fee when the amount of goods ordered is less than that of 28 yuan.
Subsequently, orders were placed on three platforms, all of which were delivered within the specified time 1 hour, and the food warehouse of Meituan was the closest, which took 15 minutes. A deliveryman who bought food in Ding Dong told Lingwu that Tianxian was next to the warehouse where Ding Dong bought food, but the delivery time was nearly 20 minutes, and Tianxian was the slowest.
In the experience, the dishes on the three platforms are fresh and well packaged.
▲ Meituan buys food.
▲ Buy food in Ding Dong.
However, it is worth mentioning that the shopping service in Ding Dong is superior. Spirit beast found that in the system of Ding Dong shopping platform, refunds due to weight errors often appeared. This operation deserves a wave of praise.