The world's online business Wang Zhuolin
In order to come out on top in this double 11 promotion, offline merchants have also fought!
The first batch of fresh fruit charter flights were shipped back to China from Chile, and were first launched on the Ele.me platform at 00:00 on November 11; the first batch of "Mei Wu Worry-free" goods in the medical beauty industry were launched during the double 11 period; 1.3 million merchants provided 50% off goods on the Ele.me platform, from 0 yuan of wheat spicy chicken wings, to 39.9 yuan of Sultan King durian pizza, and then to the whole grapefruit of 0.99 yuan...
Tmall double 11 is also a carnival of offline businesses, from the entry of four years ago to today's full investment, the heat of double 11 is infecting the offline year after year, more and more local businesses increase their investment in double 11, harvesting new growth opportunities.
It is worth noting that in the newly released list of local life brands, "fruit and fruit cutting" has become a bright category, ranking in the top three, namely Baiguoyuan and Fruit Cut NOW! 3. Fresh and abundant fruits.
In recent years, consumers have begun to be happy to try "fruit cutting", in business banquets, fitness parties, supper snacks and other life and work scenarios, fruit cutting has become a standard of exquisite life.
Relevant reports show that in the next 5 years, the market size of the fresh fruit industry is expected to reach 3 trillion yuan, and the proportion of fruit cutting will also increase. Some people in the industry even believe that the fruit cut is very similar to the fruit tea drinking trend that emerged in previous years, and behind its popularity is the continuous convergence of consumer concepts to healthy nutrition.
However, in the process of the fruit cutting industry from 0 to 1, there have also been wild growths. The innate "non-standard" gene exposes the fruit cutting industry to common diseases such as irregular processing processes, fruit selection, inconsistent packaging specifications, and opaque origin information.
In response to these pain points, Ele.me launched the "Sunshine Fruit Cutting" project last year, and the co-brands formulated detailed rules to standardize the operation of merchants and standardize the fruit cutting single products. In one year, the cooperative merchants exceeded 10,000, and the fruit cutting business also ushered in the outbreak on double 11. Ele.me revealed that in the past year, the platform fruit cutting orders increased by more than 100% year-on-year.
Xianfeng Fruit has been a veteran of participating in Double 11 for many years. According to reports, this year's 2,000 stores across the country have made full preparations in terms of personnel, stockpiling and planning, and the investment can be called the highest in the past year.
Moreover, Xianfeng Fruit also took out a fruit cutting single item "hand".
According to past experience, cherry seeds have to wait until after double 11. This time, Xianfeng Fruit enabled charter flights, airlifted more than 7,000 boxes of cherries from Chile, and launched on the shop at 00:00 on November 11, and was first launched on the Ele.me platform, and consumers could taste 200g of cherries in advance at a price of 39.9 yuan after the coupon.
Liu Hui, head of new retail operations of Xianfeng Fruit, revealed that this double 11, the company's "small goal" is to complete 700,000 transactions at the chain store end, which is equivalent to 3-4 times the usual.
Another major fresh head brand, Baiguoyuan, has further expanded its marketing channels. Dapeng, head of online operation of Baiguoyuan, introduced that they have increased their preparations this year in Tmall, Hungry, Word of Mouth and other channels.
As early as October 25, Baiguoyuan cooperated with the Sydney Life Festival to recommend the avocado imported from Chile to consumers through live broadcasting. In the official flagship store of Tmall, it launched a recharge shopping discount activity; on platforms such as Ele.me and Word-of-Mouth, it sent out benefits in the form of full coupons.
Different from previous years, selling fruit cutting has become the highlight of this year's double 11 fruit merchant competition. Varieties from single spelling, double spelling to multi-spelling, specifications from 200g, 500g to 800g range, derived from juice, fruit milk, fruit fishing, fruit tea, etc., and even "fruit cut blind box" "Wumei tomato" and other creative products.
The overall market size and revenue of fruit cutters this year have doubled compared to last year. Before Double 11, they also increased the number of positions such as store supervision, marketing promotion, and media operations, and the personnel were more than 3 times larger in order to maintain high mobility.
Ele.me data shows that in the past year, the platform fruit cutting orders increased by more than 100% year-on-year.
From selling whole fruit to selling fruit cutting, behind the fruit shop is a blue ocean of new consumption.
"Fruit cutter" has been in the fruit cutting business for three years. Founder Cao Xiaodan said that the choice of this segmentation track was inspired by young consumers.
He found that young people have a fast pace of life, prefer to wash and cut fruits, can eat a variety of types to meet nutritional needs, small portions are eaten at one time, and ensure freshness. Therefore, at the beginning of its establishment, the cutter developed a 250g double-piece fruit cut for one-person food, "which sold particularly well, and this specification is the first in the industry."
But soon, the pain period of the fruit cutting industry came.
The fruit cutting industry is derived from the traditional fruit industry, and it also exposes the chronic disease of low standardization such as "low fruit quality and less than two pounds of goods", which affects the consumer experience.
In this regard, Ele.me launched the "Sunshine Fruit Cutting" project in November last year, uniting well-known fruit chain brands such as Baiguoyuan, Xianfeng Fruit, And Fruit Cutters, as well as small and medium-sized fruit merchants that operate independently, to formulate specific and clear guidelines for business operation specifications and commodity standardization. At the same time, Ele.me also provides business and training support for merchants.
On the merchant side, the project has made specifications for "store service process specifications", "store preparation standards", "qualifications and after-sales", etc., requiring employees to hold health certificates, wear gloves and masks during operation, and labels should be flat and square. On the commodity side, more consideration is given, and specific specifications are made in terms of specifications, prices, varieties, places of origin, processing processes, etc. For example, when processing watermelon fruit cutting, it is required that the peeled flesh must not leave white and green parts, cut the squares with a length and width of about 2 cm, and the weight of the packaging box must be removed when weighing, and the outer packaging should be marked with the name, variety, origin and other information.
In order to further solve the problem of food safety trust, Ele.me also launched the "Sunshine Fruit Cut" channel, consumers can view the "Yangguan Fruit Cut" cooperative merchants around them to place orders to buy, and enjoy the service of "fresh fruit cut, bad fruit compensation".
Although Ele.me "Sunshine Fruit Cutting" has raised the threshold for online fruit sales, it has been verified by the market to be effective.
The data shows that in the Ele.me platform, fruit cutting orders increased by more than 100% year-on-year, and led to a rapid increase in overall fruit orders. At present, more than 10,000 merchants have joined the project, covering more than 90% of the fruit chain merchants on the market.
The stimulation of standardized operations is accelerating the release of the consumption dividend of the fruit cutting market.
The first batch of Baiguoyuan to join, this year's online fruit cutting sales accounted for 35%, an increase of 15% over before joining. This year's online fruit cutting sales of Xianfeng Fruit reached 45%-50%, up 20% from before joining. Liu Hui said, "Guo Che is very suitable for the takeaway scene, so the proportion and sales volume on the takeaway side will become higher and higher, and the future investment will also be focused." ”
Standardization also allows Goche players to start seizing new opportunities in the 2.0 era.
Some have launched special "fruit cutting brands". For example, Guoduomei, a subsidiary of Baiguoyuan, has launched a "Hip Hop Fruit Cut" that caters to young people, equipped with special operation personnel to tailor and develop new products, and there are currently 10 new stores.
Some aim at community stores. For example, the fruit cutter shows consumers the whole process of fruit cutting in the form of "bright kitchen bright stove", and drives sales with word of mouth.
Deep cultivation of the supply chain is the consensus of fruit brands. Yu Huiyong, chairman of Baiguoyuan, once said that Baiguoyuan has established in-depth cooperation with more than 200 fruit bases around the world, and more than 90% of the fruits have achieved direct procurement and direct supply from the source.
Ele.me said that in the future, it will integrate platform resources and help merchants create "Sunshine Fruit Cut" benchmark stores and broaden the fruit cut market through traffic tilt, marketing subsidies and other means.
Industry insiders believe that in the long run, local platforms such as Ele.me work together with high-quality businesses in the industry to create standards, in addition to the head players benefiting, the future mid-waist and long-tail players can also seize a place in this trillion-scale competition.
Edited by Li Danchao
Attached: Double 11 local life brand ranking