Dingdong grocery shopping is a pre-warehouse fresh e-commerce, the concept of pre-warehouse is to set up a small warehouse as far as possible in the area closest to the customer, can achieve the fastest delivery time, to solve the "last kilometer" problem in fresh e-commerce.
Although the front warehouse is actually the first of the daily excellent fresh, but the 17 years of Dingdong to buy vegetables seems to be a successful rising star.
In terms of recent stock prices, Daily Excellent Fresh fell to $3.61 per share, and the latest market value is less than one-third of Dingdong's grocery shopping.
Since last year, Dingdong buy vegetables has focused on "kuaishou dishes", and has successively launched its own brands such as "boxing shrimp" and "Cai Changqing"; by April this year, the national sales of Dingdong kuaishou dishes exceeded 100 million, of which its own brand "boxing shrimp", more than 2 months after the launch, GMV exceeded 8,000 yuan.
At the same time, Kuaishou cuisine has also brought dingdong an increase in unit price and gross profit margin. Liang Changlin once revealed that the unit price of Kuaishou vegetable customers is 23.6% higher than the average unit price, and the gross profit margin is 10%; at the same time, taking the "boxing shrimp" product as an example, the gross profit margin before the coupon of the product is 33.8%, which is higher than the overall data of the platform.
In fact, semi-finished dishes that can quickly achieve mass production after the formula is determined have a wide market demand among young people, and it is also the expansion of Dingdong in the category, because in essence, semi-finished dishes are standard.
Expanding categories and improving gross margins, Dingdong is making changes on the second curve.
The same is true of Dingdong Xiaoman, this fresh B2B business is currently only launched in the Shanghai area, focusing on meeting the purchase needs of small and medium-sized catering businesses, which not only expands Dingdong's sales channels, but also disguises category expansion.
It is understood that catering merchants who use online platforms to purchase goods are mainly purchasing standard products such as rice and flour grain and oil, because such products have brand guarantees and are more reliable than online procurement of fresh food.
Starting from the needs of merchants, Dingdong Xiaoman does have the meaning of "category expansion".
However, at this stage, Dingdong Xiaoman has no signs of major expansion, and semi-finished dishes are only small categories in the standard; for a long time in the future, in the limited range of "instant home" demand, fresh food will still be the main category of the front warehouse.
The big expansion before Dingdong buying vegetables is not for no reason, the fresh food track is hot after the new crown epidemic, and the immediate consumer demand is ignited. During the Spring Festival in 2020, Dingdong added more than 40,000 new users every day, and the sales of Jingdong's fresh vegetable farm business increased by 333% compared with last year's Spring Festival.
On the other hand, the giants participated in the community group purchase, in the early stage of development for rapid drainage, all of which mainly focused on fresh, meat, poultry, eggs and milk and other categories, and further "fried hot" fresh tracks.
Capital once again set its sights on the fresh field, external competition has gradually intensified after the entry of giants, smelling the changing atmosphere of the market, dingdong to buy vegetables, and then launched a large expansion, constantly competing for market share.
Dingdong buys the latest marketing gameplay
Any new customer who enters the store to buy vegetables can become a green card member of the online mall, and then enjoy membership discounts when placing an online order
Forward the Mini Program to friends around you, and friends can enjoy the commission of goods after purchase.
Members can receive food for free every day, merchants set a minimum consumption amount, and members can receive coupons every week
Red Flame Community Group Purchase System, professional management background, one-stop management of people, goods and money on the platform, view platform operation data, and achieve precision marketing. Choosing to operate the pre-warehouse game of red flame community group buying, there is no need to pay additional warehouse money, exempting the salary of warehouse maintenance personnel, but also improving the distribution efficiency, solving the timeliness problem of community group buying, which can be placed on the same day and delivered on the same day, which will be more popular with consumers.