["Today's holiday, I'll buy some snacks and drinks at the supermarket and let's eat at home", I said to my little niece. 】
["No, auntie, recently opened an Internet celebrity discount snack shop near our house, and the Yuanqi Forest only costs one yuan, and you can't get out at all", the little niece's proposal. 】
["Ah, it's so cheap, is it genuine?", I always have a skeptical attitude towards this kind of overly cheap goods. 】
In fact, when visiting shopping malls, it is not difficult to find that in addition to old-fashioned supermarkets such as Hema, Ginza, and Yonghui, there are also many new faces, called discount stores.
They look alike on the outside, with a large bright store, an open-plan shopping experience, a wide variety of goods, and a cute little basket at the door, making you feel like you're in a snack paradise when you enter.
The discount stores focus on a small profit but quick turnover, with "low price" to attract consumers, known as "the price is screaming", "super money-saving, great shopping", for a time, the major discount stores have sprung up in the major shopping malls and stores along the street.
For example, "Hi Special Purchase", "Snacks are Busy", "Good Sale", etc., from regional operation to national flowering, major brands and Internet celebrity fan stores have begun to settle in, opening up a new track of retail discounts.
Many consumers said that a cup of milk tea can buy a box of drinks, 100 yuan can buy a full basket, Yuanqi Forest only costs one yuan, not that supermarkets can't afford it, but discount stores are more cost-effective.
The picture comes from: 21st Century Business Herald
Even many traditional supermarkets and department stores have seen new business opportunities and have begun to join this track one after another.
In the past, there was an oversupply, which led to a large amount of inventory and tail stock, and for many expiring, seasonal and obsolete goods, it can be said that they can be sold again in discount stores.
For example, Jiajiayue has opened a good goods discount store "Hao Huixing", Yonghui Supermarket will also add genuine discount stores to stores across the country, selling goods at a 3% discount, and Hema has opened an outlet store focusing on discounted fresh goods and frozen products.
The picture comes from: 21st Century Business Herald
However, as the 21st Century Business Herald said, half of these discount stores are seawater, half are flames, large-scale collective price reduction promotions, grabbing traffic at low prices, and serious "involution" have made the first batch of Internet celebrity brands unable to bear it.
For example, the business status of "Hongu Snack Innovation and Research Society" was shown to be untrustworthy, and "BoomBoomMart" filed for bankruptcy, and "Biyide" announced the suspension of business in December this year, and stores nationwide were closed overnight.
Discount MAMA has also shrunk the number of stores due to poor management, and as of November, there is only one left in the country.
The picture comes from 21st Century Business Herald
Some netizens said that now the streets and alleys are all joining Internet celebrity snack shops, and they are all relatively large stores, and the rent of such stores is relatively expensive, but looking at the number of customers, can you make money?
Some netizens also said that in a small town here, there are 5~6 "Zhao Yiming snack shops", and the scale of the stores is not small, and I don't know how they make money.
Regarding whether such snack shops make money or not, some netizens in the comment area said that many such snack discount stores are actually a game of capital, the purpose of which is to finance and go public, just like Baiguoyuan and shared bicycles, the model is the same.
Some people also said that these stores belong to franchise chain stores, and through the introduction of traffic at ultra-low prices, more people are encouraged to join the ranks of discount stores, and the franchise headquarters earns a lot of money by earning franchise fees, which is actually "cutting leeks".
In the end, various stores competed to roll in, and discount stores were "killed" by ultra-low prices, and they could only watch them go out of business one by one.
However, some netizens disagreed, saying that they had opened a "snack is very busy" next to them, because it was the only one, and there were many young people working in the surrounding factories, and the business was not bad, and sometimes they had to queue up to pay.
Moreover, young people's "sober in the world" shopping concept, "you can buy expensive, don't buy expensive", also makes this low price, discount, big sale and other models deeply loved by them.
Just as the price of down jackets rose sharply before the post-00s, the post-00s directly changed their thinking and changed to buying military coats.
Commentator Liu Xuefeng said: "I wanted to cut leeks, but I ended up cutting my feet, and the leeks of the post-00s generation are not easy to cut."
And the military coat and the flower padded jacket have successfully become the "consumption replacement" of down jackets, so there is the sentence "It's not that down jackets can't afford to buy, but military coats are more cost-effective".
Image from: @评论员刘雪峰
Image source: @评论员刘雪峰
The reverse consumption of young people has made good quality and low price their first pursuit, but this is not simply to buy cheap goods, but to sell good goods cheaply at reasonable profits.
Nowadays, the retail market is gradually saturated, competition is intensifying, and most of the Internet celebrity stores are opened by individuals or brands with a large number of Internet celebrities on social media.
The discount retail industry has its inevitability, and how to stand out from the competition and better form a good circulation model with consumers is the way to long-term sustainable development.