Instant retail buys and sells joyfully

The so-called instant retail refers to consumers placing orders on online trading platforms, offline physical retailers receiving orders and providing door-to-door delivery services for goods and services through third-party or self-owned logistics distribution capacity, and the delivery time is generally controlled within
30 to 60 minutes.
Nowadays, real-time retail is favored by consumers, supermarkets and platforms, and is becoming a new outlet
for retail model innovation.

Good prospects for rapid development

In a supermarket of more than 160 square meters on Jinfu Road in Shijingshan District, Beijing, the clerk handed the packaged goods to the courier while saying: "Our store has been open for instant retail for one month, and I didn't have any hope for this sales method, but I just thought that one more sales channel was not a bad thing, but I didn't expect to receive more than 40 orders of business
in the first month.
" ”

A small department store owner in Tongzhou District, Beijing, used an 80-square-meter store to use the real-time retail model to significantly break through
monthly sales during the epidemic.

Due to the broad development prospects, many large supermarkets and e-commerce platforms have caught the real-time retail express
.
It is understood that Wal-Mart, Carrefour, China Resources and other large national supermarkets, as well as regional chain supermarkets such as Wumart, Wushang, and Zhongbai, have laid out real-time retail business
.
It is also understood that Jingdong Dajia (Dada), Meituan, and Ele.
me, as third-party real-time retail service providers, have also launched "hourly" services across the country, and even short video platforms have also carried out real-time retail business
.

While the rise of online shopping has hit physical stores, instant retail has turned physical stores into "amphibian" stores
that take all online and offline.
The "Research White Paper on the Open Platform Model of Instant Retail" released by the China Chain Store and Franchise Association predicts that by 2025, the market size of the domestic instant retail open platform model will reach 1.
2 trillion yuan, with a compound annual growth rate of more than
50%.

The goods are abundant and convenient

Compared with traditional e-commerce retail, instant retail compresses the express delivery time from 4-5 days to a maximum of 1 hour, and supermarkets have a rich range of goods, and "fast and complete" has become the fundamental reason why
consumers choose instant retail.

The reason why real-time retail can be achieved is that the goods are shipped in physical stores, and the physical stores are close to consumers, and the merchants can fulfill the delivery
in time after consumers choose to buy.
Secondly, in recent years, the development of urban rapid logistics network and information technology has become increasingly mature, providing good distribution and technical support
for real-time retail.

Consumers don't just love just-in-time retail for fast
delivery.
Ms.
Liu, a consumer in Haidian District, Beijing, said: "Nowadays, supermarkets, pharmacies, and dessert shops are all online, and consumers can directly enter any physical store on the platform to buy goods, and the distance between the store and consumers and the delivery time
are also intimately marked online.
Another advantage is that the number of purchases is not limited, such as buying tofu on traditional e-commerce platforms, at least two boxes at a time to be delivered, and some even start at
4 boxes.
If you buy it from a physical store, you can buy not only a box of tofu, but also freshly ground tofu
in bulk by weight.
”

At the same time, the rise of real-time retail has made physical stores take the initiative to increase the variety of goods and provide consumers with richer products
.
The person in charge of the supermarket on Jinfu Road said that after the opening of instant retail, supermarkets dared to enter some relatively niche goods, such as radios for the elderly, international travel adapters, etc.
, and in the past, these goods were placed on the shelves and not many people still occupied a place
.

Another advantage of real-time retail is that the return and exchange time cost is lower, because the store is closer, and if consumers want to return or exchange goods, even if they run it themselves, it will not take too long
.

Young people drive new models

Zhang Yi, CEO and Chief Analyst of iMedia Consulting, pointed out: "Real-time retail is the 'median' between supermarkets and e-commerce, and is the third format
that has emerged after these two formats.
Young people who like to try new things have become the main group
of people using this new format.
”

Data show that at present, the scale of real-time retail users in China is growing rapidly, of which young people account for a relatively large proportion, and their timeliness requirements for commodity delivery are higher than other age groups
.
iResearch data shows that among the user groups of real-time retail, the post-85s and post-90s groups account for more than 64.
6%.

According to research released by Accenture, more than 50% of post-95 consumers expect to receive goods
on the same day or even half a day of shopping.

Industry insiders believe that young people's consumption patterns are easy to infect each other among family members, and the convenience of instant retail will soon attract more age groups
.
Li Changming, general manager of JD.
com, said that although instant retail is close to takeaway in form and experience, its business essence is still retail, and it must return to efficiency and experience to meet the core demands of consumers "more, faster, better and saving", so as to attract more consumers
.

Li Mingtao, chief expert of e-commerce at the China International Electronic Commerce Center of the Ministry of Commerce, believes that with the rapid improvement of the new business model infrastructure and urban distribution service network in modern society, real-time retail characterized by hourly and minute delivery has become a new outlet
for retail model innovation.

China Food News (October 21, 2022 Version 07)

(Editor: Gao Na)