With the "pure online operation + front warehouse distribution" model, in Fuzhou, yonghui supermarket headquarters, crushed Yonghui, forced back hema, only 6 years after its establishment, from 0 to 15 billion.
In addition to the Meituan Huang and Hungry Mo Blue, it has become a new green force running on the streets of Guangshen - Pupu Supermarket.
The rapid rise of Pu Pu must start from the positioning.
In the digital age, all business is worth redoing, which is also the original intention of Park Po to build an online supermarket. Around the left and right, although Park Pu has been surrounded by fierce enemies in the two years before and after its establishment, Park Pu still found a gap in the comparison.
1, fierce push, three-dimensional traffic source
Founded in 2016, Pupu Supermarket, starting from Fuzhou, has now expanded to Guangzhou-Shenzhen and Wuhan Chengdu, adopting the business model of "pure online + front warehouse", that is, establishing a front warehouse within 3km of the consumer's place of residence, focusing on all category operations, no offline stores, users placing orders on mobile phones, and Park Pu instant delivery within 30 minutes.
Social Media: Information Flow + User Fission
Online, Park Pu appears on social media such as Circle of Friends, Douyin and Weibo, and advertises in the information flow of apps with a large number of users.
For example, Douyin, Park Pu opened in the form of a live-action sitcom that Douyin users liked, highlighting the seasonal fresh products and the "188 yuan newcomer gift package" to attract new points.
Traditional advertising + push
Offline is a dense advertisement: bus stops, subway advertising spaces, arrival reminders, elevator advertisements... Overwhelmed, everywhere.
2. Thousand warehouses and thousands of supply chains, more SKUs
There is an old saying in the retail industry: the starting momentum depends on traffic, and the supply chain lives and dies. The essence of the competition for fresh e-commerce is to deepen the commodity competition under the supply chain, rather than the price war. To put it bluntly, the quality of the goods cannot keep up, and no matter how cheap it is
Behind the park, it is not unrelated to the adoption of digital management of goods.
Let users buy better
In the fresh e-commerce company with a customer acquisition cost of up to 40 yuan, the Pupu supermarket APP has 170 million users, which is a huge private domain traffic pool and a huge data asset, and Pupu can achieve user reach, activation, and analyze the user's consumption behavior preferences.
3. Run through the last kilometer
Pu Pu promises that the user will deliver within 30 minutes, then refine it to the courier to pick, pack, and deliver the goods, and set aside a specific time.
Simple pickers can pick an average of 20 items from the 800 square meter front warehouse in 90 seconds, including different categories and models, while packers can complete complex packing processes in 90 seconds, such as chilled goods and daily necessities packed separately, and ice cream is also included with ice packs.
How is Pupu supermarket different from offline supermarket?
Looking back on its rise, I think Park Is just like the Internet gene it was founded with, with a strong user operation thinking.
Pu Pu first covered the target group through online and offline explosive publicity, three-dimensional; then in supply chain management, using 170 million private domain traffic pool + digitalization to achieve sales of fixed production, single product management and thousands of warehouses, not only to let users buy cost-effective goods, but also to provide multiple categories, so that users can buy all the products needed for life in one stop.
With a user base of 170 million in the future, Park Pu no longer needs to rely on advertising to reach users, and can be extended indefinitely.