There must be a battle between the collection store and the supermarket?

Gathering is human nature, so the gathering of goods is also in the normal state of life, which is also an important reason why the guests in the real supermarket are always in an endless stream, of course, the most important thing is that people's needs are constantly promoting changes in consumption.

Since the emergence of the epidemic, the domestic economic development has been greatly hindered, but the consumer demand of residents can not be cut off, the consumer market will return to an active state, according to market data statistics can be seen, in 2020 gdp for the first time to break through the 100 trillion mark, the continuous rise of the economy represents the continuous improvement of the value of the consumer market, the future can imagine the space is greater.

If you want to select the most important sectors from the consumer market, then department stores must be able to occupy a place, and in the same way, department stores, supermarkets and other sales places have also become the places where capital eyes gather. Like Wanda Mall, Taikoo Li or some high-end consumer malls, they are all important places for consumption, and the profits of small supermarkets and convenience stores on the roadside are also considerable.

Agglomeration of consumption patterns

What is a collection store?

From the perspective of market definition, the collection store is a gathering store of a certain type of goods, such as a beauty collection store, a tide play collection store, a snack collection store or a department store collection store, which are all classified, but in the eyes of consumers, the collection store is more like a more standardized supermarket, but it has a vertical and comprehensive attribute division.

Vertical categories like beauty collection stores, by providing new ports for brand drainage, in the form of large-name samples and free trials, attract more and more women who love to shop into the store, on the one hand, consumers can boldly try and make mistakes, on the other hand, they can deepen consumers' cognition of brand image, so beauty collection stores can also rely on the market's demand for offline trial and error to survive.

On the other hand, the marketing method of a large brand of beauty collection stores can expand the market, and it can also better gather some students and mothers to consume, thus forming a closed loop of traffic in beauty collection stores.

Vertical category also has a snack collection store, through a variety of snacks to stimulate consumer demand for food, resulting in trading behavior, and this kind of storefront is mostly a variety of distinctive or well-known snacks in the market to sell, on the one hand, let consumers stimulate curiosity, on the one hand, let consumers have a guarantee of food quality and safety.

The demand for snack collection stores is easy to tap, because eating is a large proportion of people's life consumption, and sometimes a simple idea can promote a transaction, but the market competition is large, and the risk of survival is relatively greater.

Speaking of comprehensive collection stores, Mingchuang excellent products are one of the leaders, public data show that in 7 years, Mingchuang excellent products in more than 80 countries and regions around the world, opened more than 4200 stores, the large-scale popularization of stores so that the overall increase in passenger flow, the simultaneous improvement of popularity, for the growth of Mingchuang excellent products laid a solid foundation.

Mingchuang Premium believes that its core advantage is "a batch of cool new models every seven days, take the low-cost cutting-edge route, and position the fast fashion leisure department store chain", and this uninterrupted integration with the trend is probably the strategy of Mingchuang Excellent Products in order to synchronize with the aesthetic concept of Generation Z, and it is also synchronized with consumers to support Mingchuang Excellent Products to open so many stores from 2013.

From palatial to light luxury life, people's aesthetics are becoming more and more simple, the most popular places of simplicity are Japan and Northern Europe, and the light luxury style of Northern Europe is more in line with the aesthetics of most Chinese people than the soft japanese wind.

According to the observation report of Chinese pedestrian street business researchers on MINISO Mingchuang excellent products, "as low as ten yuan" and "Japanese original design" have also become important reasons for Mingchuang excellent products to break the circle.

From vertical to comprehensive, the collection store is more like a gathering place after the innovation of the supermarket, and consumers can also experience the fun of consumption in the new consumption environment, in which the gathered goods and gathered consumers are the most core cohesion elements of the collection store.

Diversity of consumer demand

There are many uncertain possible consequences of the diversity of consumer demand, but the final classification is the need for necessity and non-essential demand, in which the demand for entertainment accounts for a large sector, and the demand for necessity has entered a stage of white-hot competition.

The ancients clouded, the people took food as the sky, we know the importance of eating food. In the Internet era, basically online shopping, takeaway has become the norm, so consumers spend most of their time eating takeaway, snacks, but in reality most of the working people's living state is monotonous, commuting, breakfast, dinner, sleep and wash, etc., monotonous lifestyle also intensifies people's demand for life, and in order to achieve the purpose of relaxation, therefore, people began to look for this kind of life from the original buying and cooking fireworks, which is also an important factor for young people to continue to pay attention to farmers' markets, supermarkets and fresh e-commerce.

People love to visit the supermarket depends on the contemporary young people have independent economic conditions to support, many young workers are moonlight people, even advanced consumer groups, so spend money to establish an important program in the lives of young people, even the budget-conscious part of the people are indispensable to the cost of daily life, which is necessary and non-essential consumer demand.

Demand constitutes the scene of the consumer market, so the commodity display space we can see is closely related to people's needs.

In the consumer market, large supermarkets have a common point, complete categories, almost everything that people can use in their daily lives are found in supermarkets, and supermarkets that are not limited to age groups, so that the elderly, children, and children can choose and browse at will in supermarkets, this convenient and selective wide range of conditions also prompts consumers to enter the supermarket to experience the slow pace and comfort of life.

Many people visit the supermarket can target a certain item, but there will always be a lot of unexpected items at checkout, which is the fun of visiting the supermarket. Most young consumers do not necessarily want to go to the supermarket to meet the demand for a certain kind of item, but the process of "shopping" is the needs of most people for life, so the revenue of the supermarket in addition to the clear needs of consumers, there may also be a part from the consumer's "hanging out" of the consumption.

Similarly, the collection store just meets the needs of consumers for hanging out, according to relevant data, the average time of guests staying in the store reaches about 30 minutes, and consumers think that visiting the supermarket can better appreciate the fun of consumption.

In the stage of soaring value of supermarket traffic, the benchmarking outlet of the collection store is aimed at the supermarket model, and wants to divide the consumption traffic of the same attribute of the supermarket from the new scene, QuestMobile data shows that only 2.8% of The Z generation has not made any online consumption, and 65.9% of the Z generation has more than 20% of the online consumption. If you want to get more traffic support offline, it is not only the active consumption from users, but the aggregation attribute of the collection store has become a new gathering place for new consumer groups.

Of course, the diversity of consumption means the fierce competition in the track of collection stores, which often does not come from competitors who are also collection stores, but from supermarkets or specialty stores that sell similar goods, after all, compared with similar collection stores, the competition of the model makes the goods more competitive.

Plasticity of consumption potential

The fierce competition, market size and the objectivity of potential are all announcing the arrival of the collection store.

If we analyze the collection store from the consumption model, then the pace of life and consumption habits will affect each other and even change at this stage, and Generation Z will not fully follow the mode of offline consumption, and can only be used as a supplement to the consumption scene. Therefore, if the collection store wants to expand traffic, it is necessary to lay out online marketing in order to further develop online drainage channels.

In fact, online consumption has become a fixed consumption model, the offline form of the collection store is more of an experience, if the outlet of this model is only temporary, but the fan effect brought by this model will always accompany the collection store, the future development of online and offline will have a lot of room for development, which is why contemporary capital will invest in the collection store an important reason.

So why is consumption in the collection store malleable?

According to ai media network data, in 2020, the size of China's fresh e-commerce market reached a growth of 62.9%, at 263.8 billion yuan, and it is expected to rise to 311.74 billion yuan this year. The doubling and leapfrog growth of fresh e-commerce is eating up the slow pace of life in the era of consumption, and people are gradually attracted by the popular fresh e-commerce, which is a change in people's consumption choices.

Big data shows that the beauty market reached a scale of 477.7 billion in 2019 alone, and 2020 may have exceeded 500 billion market size, and the still growing beauty industry has given the capital market a profitable signal.

A series of consumption signals tell the collection store that the future integrated collection store will have great room for development, when the beauty and fresh collision, when the tide play and digital collision, then the future collection store will be like a large shopping mall to declare war, forming an unavoidable consumer dispute.

Take the current hot convenience stores, Yonghui supermarket, Carrefour, RT-Mart, etc. not only seize the status of large supermarkets around the world, but also like Yonghui mini stores and small run-ins also appear in front of the public, in order to seize the regional retail market, while meeting the "convenience" needs of consumers, Tmall small stores, Jingdong small stores, Suning Tesco stores are seizing the share of the retail consumer market, and the collection store wants to develop and survive in this intricate environment, seize the market, marketing activities are inevitable, Therefore, the collection shop and the supermarket seem to have the feeling that there must be a war.

In general, in the new era of consumption, the collection store has begun to occupy a certain position in the consumer market, and the outlet of the collection store may bring new changes to the retail market in the future.