中国按需零售与饿了么的机遇与趋势.pdf

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1、2023-20242023-2024Opportunities and Trends in Opportunities and Trends in Chinas On Demand Retail and Chinas On Demand Retail and Ele.meEle.me0101The growth of Chinas on demand retail e-commerce and The growth of Chinas on demand retail e-commerce and its impact on the fruit industryits impact on th

2、e fruit industry02022023-2024 Cherry Marketing Planning and Review2023-2024 Cherry Marketing Planning and Review0303The growth trend of on demand retail on The growth trend of on demand retail on cherries and its opportunitiescherries and its opportunitiesCONTENTCONTENT1.Chinas on demand retail e-co

3、mmerce platform and its development trends2.The rapid growth of the Ele.me platform in the field of on demand retail3.Real-time retail user portraits1.Ele.mes cherry catagory is growing rapidly2.Review of cooperation between Ele.me and Frutas de Chile 3.User analysis of Ele.me CherryThe growth of Ch

4、inas on demand The growth of Chinas on demand retail e-commerce and its impact on retail e-commerce and its impact on fruitsfruitsChinas on-demand retail e-commerce platform Chinas on-demand retail e-commerce platform and its development trendsand its development trendsInstant retail growth rate Ins

5、tant retail growth rate 50%+50%+leads growthleads growthWhat is just-in-time retail?Instant retail is a retail format that relies on local retail supply to meet local immediate demand through instant online ordering and instant offline fulfillment.In 2023,the online retail sales of physical goods wi

6、ll be 13 trillion,accounting for 28%of the total retail sales.The proportion will continue to increase,and the rate of online consumption the rate of online consumption will further increase.In recent years,on demand retail has maintained an average annual growth rate of more than 50%,and the market

7、 size will reach 767.6 billion yuan in 2023.It is expected that in 2025,the size of the on demand retail market will triple that of 2022.Data source:Institute of International Trade and Economic Cooperation of the Ministry of CommerceOnline retail accounts for Online retail accounts for 27%+and 27%+

8、and continues to risecontinues to riseThe difference between on demand retail and other retail modelsThe difference between on demand retail and other retail models2.0 online e-commerce model2.0 online e-commerce modelplanning requirementsOffline warehouse1-5 daysExpress fulfillmentTraffic drivenTra

9、ffic drivenPenetrate the consumer traffic poolPromote consumption conversion at all levelsTraffic gradually peaked,Continued penetration under pressure1.0 offline retail 1.0 offline retail modelmodelStore drivenStore drivenExpand the number of storesAttract more customers into the storeOffline scala

10、blePremium store locations are limitedreal time demandOffline storesImmediate performanceIn-store consumption3.0 Instant Retail Model3.0 Instant Retail ModelScenario drivenScenario drivenGrasp the consequences of“scene switching”natural consumption demandScene switching gives rise to new scenes,Crea

11、te new business growthUser:immediate needsSupply:Offline stores within Time limit:30 minutes-2 hoursService:Delivered to your homeretailretailmodelmodeldrivedriveelementselementsThe rapid growth of Ele.me platform in the field The rapid growth of Ele.me platform in the field of on demand retailof on

12、 demand retailAnnual active merchants in local life:Annual active merchants in local life:3 3 millionmillionHummingbird delivery stations Hummingbird delivery stations reach reach Covering Covering 2643 cities2643 cities and districtsAre you hungry who keeps moving forward?Are you hungry who keeps m

13、oving forward?Business scaleSCALE There are There are over 370 over 370 million people million people on the platformon the platform Annual active users Ele.me was founded in 2008 and is Chinas leading local lifestyle platform.It is committed to creating a safe and safe and on-time on-time home serv

14、ice and promoting the digitization of the local lifestyle market through technological innovation.2020,Ele.me will embark on a comprehensive upgrade from delivering food delivering food to to delivering everything delivering everything,from a food delivery platform to a life service platform that so

15、lves all immediate needs around users.Consumers can make instant purchases through Ele.me anytime,anywhere.service.Everything is available for takeout and delivered in real Everything is available for takeout and delivered in real timetimeBrand/RetailerInstant retail platformconsumerStore/WarehouseP

16、lace order and payDelivery InformationFulfillment and deliveryUpload product informationlogisticsdeliver goodsPerformance informationorder informationEle.me Fruit has a rich marketing matrixEle.me Fruit has a rich marketing matrixS/A big sale:Seasonal festivals:Valentines DaySection 618Chinese Valen

17、tines DayDouble 11Have a safe ChristmasMothers Day/520Spring is in seasonIce Fruit FestivalAquatic Products Tasting FestivalCherries in seasonNuannuan Hotpot FestivalBig promotion reaches Big promotion reaches new heightsnew heights214,Qixi Festival,Safe Christmas,New Year Festival and other major p

18、romotion nodes,resources are linked to create carnival consumption scenes.Brand marketing Brand marketing empowermentempowermentCustomize activities for merchants and cut into segmented consumption scenarios,such as the durian group infusing large amounts of traffic in a short period of time to crea

19、te brand-specific big promotion activities Category/scenario Category/scenario marketing expansionmarketing expansionLunch and dinner peak,office afternoon tea,late night snack scenes,innovative gameplay,fresh-cut fruits purchased for 1 yuan,etc.attract users to purchaseSeasonal festivals Seasonal f

20、estivals break the circlebreak the circleThe traditional seasonal fruit and vegetable products are exposed and supported by the core marketing position of the APP,which affects users what to eat and how to eat during the season,and helps merchants create small peaks in the category on seasonal days;

21、April May June July August September October November December January February March Brand marketing Brand marketing empowermentempowermentSeasonal festivals Seasonal festivals break the circlebreak the circlematrixmatrixEle.me user portrait:young and energeticEle.me user portrait:young and energet

22、icHigh consumption High consumption powerpowerhigh qualityhigh qualityyoung crowdyoung crowdEle.me usersEle.me usersAmong them,new Among them,new retail usersretail usersCovering core business districts,white-collar users account for 72%Young and with high spending powerUser orders are higher than t

23、akeout ordersAnd much higher than offline storesyoungyounghigh high frequfrequencyencyloyalloyaltyty90%90%of users are born in the 1980s80%80%of users open the app 3.6 times 3.6 times a daya day5 0%5 0%super memberfirst tier citiesGrowth rate 10%Urban user Urban user distributiondistributionNew firs

24、t-tier citiesSecond and third tier citiesGrowth rate 25%+Growth rate 15%+2023-2024 Cherry Marketing Planning 2023-2024 Cherry Marketing Planning and Reviewand ReviewEle.mes cherries are growing rapidlyEle.mes cherries are growing rapidly21st year22nd year23rd yearcherriescherriestotal total consumpt

25、ionconsumptionNumber of Number of stores stores supplied by supplied by dynamic dynamic salessalesCoverableCoverableNumber of Number of citiescities1400 tons1600 tons2500 tonsAdded 200 tonsYear-on-year Year-on-year growth of 18%growth of 18%Added 900 tons60%60%30,000 50,000 75,000 350 cities400 citi

26、es300 citiesProportion of Proportion of transactions transactions in sinking in sinking citiescities13%15%18%Year-on-year Year-on-year growth of 32%growth of 32%Year-on-year growth Year-on-year growth of 88%of 88%Ele.me+Frutas de Chile cooperation activities:Ele.me+Frutas de Chile cooperation activi

27、ties:onlineonlineOnline:Resonance of online marketing resources,brand linkage:venue resources,store resource pictures,etc.Ele.me+Frutas de Chile cooperation activities:brand private domainEle.me+Frutas de Chile cooperation activities:brand private domainBrand private domain:penetration of Weibo publ

28、ic accounts and brand communitiesStore P0S electronic screenWeibo official accountBrand communityBrand communityEle.me+Frutas de Chile cooperation activities:offline Ele.me+Frutas de Chile cooperation activities:offline storesstoresOffline stores:400+offline stores participate in the event,and some

29、core stores conduct offline package storesEle.me+Frutas de Chile cooperation activities:media communicationEle.me+Frutas de Chile cooperation activities:media communicationOn Demand Retail Cherries user analysisOn Demand Retail Cherries user analysisEle.me Cheli user analysis:The consumer group is g

30、radually getting younger,with two-person families and new mother families being the main consumers+1.2pt+1.2pt+3.4pt+3.4ptThe best-selling specifications are below 250g,Specifications above 500g and 2kgOn Demand retail consumption trends On Demand retail consumption trends and opportunities for Cher

31、riesand opportunities for CherriesOn demand retail trends and opportunitiesOn demand retail trends and opportunitiesDiversified scenesDiversified scenesHousehold downsizingHousehold downsizingPursue high qualityPursue high qualityUsers of on demand retail platforms are getting younger and smaller ge

32、tting younger and smaller,with 72.5%aged between 21 and 35 years old.Their demands are mainly for self-pleasure,convenience,and small sizes,and the average family size has exceeded the bottom line of three households.Consumption scenarios have expanded to offices,tourism,universities,offices,tourism

33、,universities,hospitals hospitals and other fields.Purchasing preferences are obviously regionalized.Festival and planned consumption tends to be daily daily.Consumption time has become nighttime.nighttime.Sales volume of washed cherries has increased significantly High-Unit Price SKU such as 3J/4J

34、cherries and Gold cherries have grown significantly.Pay attention to sinking citiesPay attention to sinking citiesIn addition to first-tier cities and new first-tier cities,Cherries The growth rate is also relatively higherUsers pursue convenience,small packaging size,and high quality,and focus on sinking cities.Thanks