The core of community fresh market is product.

It costs 1.28 yuan per catty for Chinese cabbage, 4.98 yuan for lettuce, 3.98 yuan for green vegetables, 3.68 yuan for short legged green vegetables, and 4.98 yuan for spinach This is the price of a "Tramy fresh food" community fresh food store in Shanghai on January 3. The store is full of vegetables, rice noodles, poultry, bean products, dairy products, etc. Even if the sales of agricultural products are at a low ebb at noon, there are still five or six consumers in the store, which is not cold.

"After this cold wave, the price of vegetables is relatively stable, especially the price of green leafy vegetables has not increased much." Ms. Chen, who is shopping in the store, told Jiefang Daily; Shangguan news reporter. In her little cart, there were lettuce, green vegetables and spinach, which she had just selected.

Fresh food shops in communities have become an important channel to ensure supply and stabilize prices. Since last year, the number and brands of Shanghai community fresh food stores have increased rapidly. In addition to the brands with internet background such as HEMA and Suning, the enterprises with the prefix "Nong" have also joined in succession: Tramy group, which started from bean products and developed into a leading agricultural enterprise in China, opened 500 fresh food stores in Shanghai last year; Shanghai General Supply and marketing cooperative, which mainly serves agriculture, opened 1 5 community stores "supply and Marketing e"

However, there is a big difference between the "Nong" prefix community fresh food shops and the internet background community fresh food shops, as well as the controversial community group buying: they do not have such exaggerated pricing as "a box of eggs for a penny" and "a cabbage for nine cents", nor do they rely on financing to expand, but they still accumulate a fixed consumer group.

What do they rely on?

What kind of agricultural products do communities need?

It's easy to find the charm of the community fresh food shops with the prefix "Nong".

On the one hand, it's the freshness at home.

The reporter observed that the consumers of Tramy fresh food are mainly middle-aged and elderly people, and the "picky" situation is very common in the purchase process. Aunt Chen said: "I can also buy vegetables online, but the same is green vegetables. There are still differences in different places and varieties. There are only a few photos on the online platform. It's better to get used to them than to choose them on the spot. " On one side, Mr. Zhang thinks that the community fresh food store is an upgraded version of the small vegetable market, "the environment is good, the things sold have brands, so I'm more relieved." They also said that the proximity of the store to the community is also an advantage. "Although the area of this store is smaller than that of the vegetable market, most kinds of small dishes can be bought, so it's very convenient to leave home."

On the other hand, characteristic products and brand products have made a good reputation for the community fresh food stores.

Born out of Shanghai Federation of supply and marketing cooperatives, the e-home supply and marketing company is famous for its time-honored brands such as Shao Wansheng, Sanyang, huanglongtai, Ding Yixing, tulip and Dingfeng, as well as the characteristic agricultural products of the supply and marketing cooperatives in brother provinces and cities. It has become the star products and advantageous products of the store: Shao Wansheng's cooked food and bad taste, Sanyang's Ning style pastry, Ding Yixing's hoof, Dingfeng's Sufu and condiments The time-honored brand's fist products rarely appear in the same store in such a concentrated way, so the supply and marketing e-stores are sought after by the market as soon as they appear.

Among the e-homes on Luoxiu road and Dongchang Road, Shao Wansheng's cooked food is loved by the surrounding residents and office workers. In winter, the sales of cooked food were at a low ebb, but the daily sales of these two stores were more than 3000 yuan. More than one consumer said, "because it's a time-honored cooked food, it's reassuring.".

Some of the fresh goods from the field also let consumers shine. The E-House of supply and marketing in Xinchang Town just opened on December 31 last year, with a turnover of more than 40000 yuan on the first day. Among the best-selling products are potted flowers from Pudong agricultural development group. Ms. Zhang, who chose a pot of Anthurium andraeanum, said that it is not uncommon for fresh supermarket to sell vegetables, but few flowers.

In addition, fresh food shops in the community take the low price sales route. The reporter made a simple comparison: on January 3, in the community fresh supermarket near the reporter's residence, the price of Chinese cabbage was less than 1.3 yuan per catty, green vegetables was about 3.5 yuan, spinach was less than 5 yuan. In the surrounding vegetable farms, the price of Chinese cabbage is about 1.1 yuan per catty, that of green vegetables is 3 yuan to 4 yuan, and that of spinach is 4 yuan to 5.5 yuan. The prices of fresh e-commerce products delivered to the same place are 1-2 yuan per catty of Chinese cabbage, 2-3.6 yuan per catty of green vegetables and 4.8-7 yuan per catty of spinach. It can be seen that although the community fresh food store is a physical store, the vegetable price is basically the same as the market and fresh e-commerce.

The reporter also found that the pricing of community fresh food shops with the prefix of "agriculture" is relatively flexible, which is attractive to price sensitive consumers, and businesses can also reduce losses.

On January 3, in a community fresh food store, the reporter saw meat products with a "85% discount" label and lettuce with a "50% discount". The packaging shows that they are all products launched on January 1 with a shelf life of four days. The shop assistant said that they will discount the agricultural products from time to time according to the inventory situation, which can not only benefit consumers, but also avoid overdue scrap.

Commodity is the core competitiveness

The agricultural products in the fresh food shops in the community can be seen as real, and the pricing is relatively approachable. However, in terms of capital strength, the community fresh food shops with the prefix of "agriculture" are obviously not as good as the Internet enterprises with "money burning promotion". In the face of covetous Internet enterprises, is the community fresh brand with the word "agriculture" competitive?

"From the first industry to the second industry, and then from the second industry to the third industry, agricultural enterprises have advantages that Internet enterprises do not have, because we have products and consumers." Li Li, general manager of modern agriculture of Tramy group, thinks that Tramy's whole industrial chain from producing bean products to forming fresh food reflects the competitiveness of enterprises with the prefix of "agriculture"

After becoming the main brand of soybean products market, Tramy found that among all agricultural products, soybean products still belong to low-frequency consumption. As a result, Tramy began to produce steamed buns, noodles and other flour products that can be used as the main food for breakfast and dinner, and their consumption frequency is higher than that of bean products. Later, he found that the production of steamed stuffed bun needed stuffing, so he entered the field of vegetables and animal husbandry. Distribution of these products requires logistics, and Tramy has established its own logistics system. Now, according to the new consumer demand, the integration of production, processing, distribution resources, the establishment of community fresh network can be described as the trend.

Li Li said: "it's the market and consumers that push our development; it's the market demand first, then the corresponding products and services are provided. But Internet platforms, especially community group buying, first put forward concepts and then "burn money" to cultivate habits, which is totally different from the development mode of agricultural enterprises. " Because of the market demand, Tramy plans to double the number of fresh food stores in the community in 2021, "they are real stores, not the result of financing and" burning money. "

He also felt that "agricultural" prefix enterprises do not fight price war, but they are not afraid of price war. "Agricultural enterprises not only produce products, but also have channels, while Internet enterprises purchase other people's products to fight price war. Who do you think has the advantage? " 

Shanghai Federation of supply and marketing cooperatives has never opened a fresh food store in the community before. However, through one year's exploration, it is also found that commodities are the core competitiveness of fresh food in the community, and "people without me, people with me" can effectively help new brands stand out.

From the product point of view, the supply and marketing e-home has similarities with the general community fresh food stores, which mainly focus on daily necessities such as firewood, rice, oil, salt and fruit, and has the unique characteristics of the supply and marketing cooperatives, which have more choices for each type of agricultural products than the ordinary community fresh food stores, including some products that are not common in the market. Take rice as an example, there are not only local rice in Shanghai, but also northeast rice, and rare highland barley rice in Tibet. The supply and marketing cooperatives in brother provinces and cities also promote local characteristic agricultural products through e-home from time to time, which increases the uniqueness of brand.

Gao Li, manager of the comprehensive management department of Shanghai Supply and Marketing e home, said: "our community fresh food stores follow the" buyer system "route, select agricultural products with characteristics in different regions to form a bright spot; at the same time, according to the consumption characteristics of the communities where the stores are located, adjust the product structure to form competitiveness." For example, in addition to selling fresh flowers, the supply and marketing e-homes in Xinchang Town are adjacent to the scenic spot of Xinchang ancient town, adding a lot of agricultural innovative products, which belong to the category of companion gifts; those stores with business office buildings around them increase the variety of leisure agricultural products, so as to meet the needs of office workers for snacks and afternoon tea snacks.

Article reprinted from: Shangguan news

Author: Ren Dan