Since its establishment in 2016, Alibaba's Hema has developed hundreds of offline stores. In the past six years, Hema has grown from a new species of "four dissimilars" to an industry benchmark for new retail. The term "box room" even became a popular word in the real estate industry for a time.
How did Hema, which is regarded as a new retail model, grow up to this day? This article takes the perspective of Hema Xiansheng to give you an in-depth understanding of the company and the operation logic of the fresh food e-commerce industry.
This article will analyze the following aspects:
User value analysis
business value analysis
Product iteration analysis
Product Structure Analysis
1. Industry analysis
Fresh product e-commerce, referred to as fresh e-commerce, refers to the use of e-commerce means to directly sell fresh products on the Internet. Common fresh products include fruits and vegetables, meat, poultry and eggs, aquatic products, etc.
In 2021, fresh food e-commerce platforms will go public in the United States one after another. Under the heat of the fresh food e-commerce industry, new players continue to enter, and giants such as Ali, Meituan, Didi, Pinduoduo, and JD.com have ended up participating in the battle.
So, why is the fresh food battlefield in country email list full swing? Since the fresh food e-commerce industry is an industry that is deeply affected by macro factors, we next use the PEST model to explore the reasons.
1. The level of policy factors
In the past two years, my country has issued a series of policies and plans that are conducive to the development of the fresh food e-commerce industry. These policies provide a series of standardized and standardized measures on issues such as agricultural product circulation, cold chain construction, fresh food distribution, and food safety, which promote the healthy development of the industry.
In March 2020, the National Development and Reform Commission issued the "Notice on Launching the Construction of the First Batch of National Backbone Cold Chain Logistics Bases". chain facility equipment.
In September 2020, the State Council issued the "Opinions on Leading the Development of New Types of Consumption with New Business Models", affirming the important role of new retail integrating online and offline in the epidemic, and proposing to further cultivate and strengthen fresh home delivery and live broadcast. E-commerce, supermarket retail and other new consumption forms and new models.
In March 2021, the "National Food Safety Standard Food Cold Chain Logistics Hygiene Specification" jointly drafted by the National Food Safety Risk Assessment Center, the China Federation of Industry and Commerce Cold Chain Committee and other units will be officially implemented. The first mandatory national standard. This policy is conducive to promoting a more healthy and standardized development of the cold chain logistics industry.