A dark horse that broke into the community by the intelligent fresh food cabinet in the community

This year has passed halfway, and the market competition on the track to seize the'last mile' of the fresh retail sales market has suddenly become particularly fierce. In order to better seize customers, companies from all walks of life use various methods: remove the more common chain fresh community store strategy, express strategy, front warehouse + rider home strategy, community storage counter strategy, and recent community smart fresh food cabinets rely on' The craze of 'zero contact' has come again, and it has rejoined the incentive market competition to seize the 'last mile' of the fresh retail sales market. The concept of community smart fresh food cabinets is not the first to appear, so nowadays, can the strategy of fresh food + community smart fresh food cabinets be accepted by the consumer market, and even change consumers' habits of buying fresh food? Everyone analyzes its business model, product positioning, entry form and operation method to help everyone further understand the community intelligent fresh food cabinet. 1. Business model: 24 hours a day, 3 steps to realize the purchase of community smart fresh food cabinets is a type of near-field retail, which is a timely supplement to traditional offline retail formats, and is also a customer of unmanned fresh food cabinets in the community. The group clearly points to offline C-end customers. Compared with community fresh food stores and distribution platforms that also face offline C-end customers, the coverage radius of community smart fresh food cabinets is shorter, generally within 100 meters. Generally speaking, a community intelligent fresh-keeping cabinet includes refrigerated and fresh-keeping functional cabinets, freezing functional cabinets and gravity sensing system software. Providing fresh products 24 hours a day and supporting consumers to purchase at any time is its basic'highlight'. Consumers use only 3 steps in the whole process of purchasing goods by using containers: scan the code to open the door, buy at will, and close the door to pay. The operation steps are few and the time is short. Currently, the payment strategies supported by the community smart fresh food cabinets on the market are divided into mobile phone payment and recharge card purchase, in order to reduce the time required for cash usage and common problems such as throughput. Some unmanned vending cabinets also support consumers to book an order in the morning of the day, and use the pick-up code on the mini program to 'pick up' the goods in the cabinet after get off work. 2. Product market positioning: fill the gap in the vegetable market and shorten the time for buying vegetables. Since the 1980s and 1990s, some of the old communities built in China still have the problem of incomplete supporting vegetable markets, as well as community fresh food stores and front warehouses+ Distribution and other modes are the same. The community smart fresh food cabinet is also a timely supplement for the gap in the vegetable market. It is usually set in the community to provide residents with a shorter distance to buy vegetables. It is not only closer than the fresh community store. Distance superiority and faster purchase speed, as well as physical display functions that online food shopping cannot provide. The'pneumonia epidemic' has turned Dajia's caring service into a'sweet rice cake', which also gave the'unmanned goods' stationed in the community a chance to be accepted. In addition, today's young people are facing the problem of late get off work hours and long commuting time. If they go shopping after get off work, regardless of whether the vegetables in the vegetable market are still fresh, whether they can be purchased is also a problem. Community intelligence Fresh food cabinets can provide 24-hour considerate service with “extra-long standby”. Some brands of unmanned cabinets adopt a 24-hour off-shelf system, and all fresh products sold in containers over 24 hours will be off the shelves that night, ensuring that the next day is the first time With the fresh ingredients, salaried workers can buy fresh food even if they work overtime. The location of the community's intelligent fresh food cabinets is also very important. Before selecting the location, you can do extensive market research to grasp the needs of the residents and the range of radiation that the fresh food cabinets can radiate. Many community smart fresh food cabinets sell fewer fresh products, which is one of the reasons why consumers refuse to buy. Operators can also frequently change fresh categories to give consumers more freshness and choices, and when necessary, they can also display them to consumers in the form of a week’s food.