The "improved version" of Hema Neighborhood is quietly launched

Future consumption found that Hema Neighborhood’s stores in the Beijing area began to support home delivery business. When confirming the order, the user can choose a specific time period for delivery to the home the next day. Free shipping for a single order over 39 yuan, otherwise a delivery fee of 3 yuan is required.

  It is understood that the home delivery service was officially launched on March 3, and has been fully rolled out in more than 1,500 self-pickup stores in 7 cities across the country. And last month, Hema Neighborhood has been low-key piloting the service in cities such as Shanghai.

  When Hema Neighborhood was just launched in May 2021, Hou Yi once said that he regards it as the most important strategy for the next decade, focusing on three long-term indicators of growth, repurchase and retention, and will not pursue profitability in 2022.

  However, at the end of last year, Ali implemented diversified governance in an all-round way, and each department needed to operate independently and be responsible for its own profits and losses. Hema also changed its strategic goal from single-store profitability to comprehensive profitability. Hema Neighborhood has obviously accelerated the pace of optimization mode.

  "Micro-optimization" of the consumer experience

  The delivery business of Hema Neighborhood is not the real-time delivery of Dingdong grocery shopping and daily excellent freshness, but on the basis of placing orders on the same day and delivering the next day, the link from the end store to the consumer, from the consumer Pick-up at the store has become door-to-door delivery.

  Specifically, on the "Confirm Order" page, consumers can choose the "home delivery" service, and the time when they can make an appointment for home delivery is one of the three time periods of 11-13, 13-15, and 15-17 of the next day. Inside. According to 36氪-future consumption, the current distribution service is undertaken by the clerk of the Hema Neighborhood Store.

  Therefore, it can be speculated that although the door-to-door service is increased through this method of centralized distribution by store staff, the cost of a single store in the Hema Neighborhood will not be greatly affected.

  The home delivery service of Hema Neighborhood can only be regarded as a micro-innovation in consumer experience. It increases the convenience for consumers who are far away from home and Hema Neighborhood, and more than one kilometer. The original Hema Neighborhood Customer acquisition methods, consumption scenarios, and contract performance models have not changed.

  It can be seen that the main role of Hema Neighborhood’s delivery service is to increase the repurchase rate of existing customer groups.

  The indicator of repurchase rate is particularly important for Hema neighborhoods. The reason is that Hema Neighborhood itself operates on the premise of compressing profits and improving cost performance. The gross profit of a single order and a single product is lower than that of Hema Fresh Store.

  However, the fixed costs of a single store in the Hema neighborhood, such as rent, manpower, utilities, etc., are very certain, cannot be adjusted down, and will increase over time. If you want to achieve profitability, the first step is to form a stable network with its coverage area. Centralized buying.

  Repurchase and stable order volume

  Previously, Hema Neighborhood mainly used two methods to increase the number of orders, namely, unique products and store drainage. Today, Hema Neighborhood has been optimized in terms of user experience.

  In terms of commodities, the first category of Hema Neighborhood is still fresh food with the highest frequency in household consumption. In addition to vegetables and fruits, live aquatic products and seafood are one of the important propaganda points of Hema Neighborhoods. In each self-pickup shop, there are freshwater tanks and seawater tanks to store live aquatic products such as oysters, fish, shrimp and crabs.

  In addition, self-operated products under Hema's own brand are sold at lower prices in Hema neighborhoods. Taking Hema's own brand of raw milk and banana milk as an example, the price of Hema Fresh is 19.9 yuan, while the price of Hema's neighborhood self-pickup is only 14.9 yuan.

  The reason why Hema Neighborhood can lower the price even further is precisely because this business format itself has made a compromise between cost performance and convenience. By placing the order first and delivering the next day, Hema Neighborhood can reduce the reported loss rate of fresh food to almost 0, which is why some people often classify it as a community group purchase queue in the early days. The community group purchase model is the reverse of this. Typical of push performance.

  In terms of stores, Hema has more deeply realized in the exploration in the past few years that the drainage function of offline brick-and-mortar doors is very important. During the initial pilot process of Hema Neighborhood, some sites with general traffic flow were opened as a test. However, in the near future, these Hema neighborhood locations that are not at the entrance of the community/school entrance/must pass through the intersection have all been closed, or the location of the store has been changed.

  Of course, after the brand appeal of Hema’s neighborhood and the recognition of distribution services are higher, these dark warehouses may be able to pass through, but at the moment, Hema’s development path is more returning to the essence of retail. If you start a business, you must make a profit, instead of trying to make a profit after burning money and making scale like the "Internet model".

  This is also reflected in the development strategy of Hema Xiansheng Store. Factors such as location selection in the layout of the physical store have been greatly improved in the process of opening the store. "Complete offline retail store" is the first identity of Hema Xiansheng, covering The warehousing function of the delivery radius has been relegated to second.

  Hou Yi previously stated clearly that it will take three years to adjust Hema Xiansheng to expand the offline share from the current 30% to 50%.

  Fine operation, target profit

  Hema Neighborhood is positioned as "inclusive" in Hema's entire retail system.

  On the one hand, it is reflected in the selection of products. Compared with Hema Xiansheng, some products in Hema Neighborhood are more accessible to the people, and the prices of the same products are lower; on the other hand, it is reflected in the location selection. Hema Neighborhood is comparable to convenience stores. , in an ideal state, each store only needs to cover 3,000 target residents, and about three communities can cover the cost.

  After nearly a year of development, Hema Neighborhood has now entered 7 cities and has opened more than 1,500 directly-operated stores. This speed can be regarded as a rapid expansion in a store of similar size.

  If the high investment of the previous rapid expansion is a bit typical "Hema style", then after Hema needs to operate independently and be responsible for its own profits and losses, Hema neighborhoods also strategically tighten their wallets.

  According to reports, Hema Neighborhood has optimized costs from various aspects. By the end of 2021, Guangzhou, Shenzhen, and Suzhou will be closed. In terms of store operations, the rules will be further refined, so that the goods that consumers have not picked up over time can be paid in full. Refunds, and now this overly "flattering" consumer service has been cancelled.

  In addition, according to reports, the person in charge of Hema Neighborhood has also been changed from Gong Ye to Hu Dalei. Hu Dalei joined Tongcheng Life at the end of 2020 and joined Ali at the end of 2021 after Tongcheng Life went bankrupt in July 2021.

  It is foreseeable that Hema Neighborhood may temporarily slow down the pace of expansion while exploring the store model in the future. It may be the top priority of Hema Neighborhood to continuously optimize the existing store models in first- and second-tier cities, and achieve single-store profitability and single-city profitability as soon as possible this year.

  Previously, in an interview in July 2021, Hou Yi mentioned that the expected comprehensive profit cycle of Hema Neighborhood is three months to six months, that is, from October 2021 to January 2022, but from the current situation, probably There is still some way to go.

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