Source:Hunan Minsheng Net
During the prevention and control of the new crown pneumonia epidemic, Liu Wei, a girl living alone,”unlocked” her cooking skills. She began to enjoy the fun of cooking with the pot, and finally no longer had to think about”noon” What is the takeaway? This century is a problem.
Choosing to cook means buying a variety of fresh raw materials on a regular basis. In the past year, Liu Wei did not go to the community vegetable shop in front of her house much, not to mention the farther vegetable market.”Order online for delivery or join the group leader group to kill, the process of buying food becomes convenient, fast and cheap.” Liu Wei said.
On the one hand, capital giants swarmed into the market, and the price war was in full swing; on the other hand, the mainstream media naming and beating, some suppliers clearly resisted. Affected by the epidemic, the Internet’s transformation and”encroachment” of the vegetable market has quietly accelerated. The strategy of”community operation + low-price temptation” has benefited consumers and has also caused a large number of small vegetable vendors to encounter a business crisis.
It is foreseeable that community vegetable shops will inevitably be impacted in the short term, but with the intervention of state control measures, community group buyingCompetition becomes clearer and the fresh food market completes self-innovation. The coexistence of multiple service modes will lead the industry to return to balance.
The community vegetable shop standing at the crossroads
For Wu Fengzhi, the hardest season of the year is winter. Every day at 3 o’clock in the morning, she has to bid farewell to the warm bed and get up to work for the day’s operation of the small vegetable shop. She has long been accustomed to such a schedule, but in 2020, she feels that she has gradually lost her previous motivation.
This year, Wu Fengzhi had a hard time. Under the impact of the epidemic, her shop did not really resume work until April, and during the limited operating time, she also encountered the challenge of buying fresh produce.
Wu Fengzhi’s vegetable shop is located in Furong Road Dongtundu Street in Changsha City, which is densely populated with houses and floating population There is no need to worry about the lack of a market. But carefully she found that the frequency of many old customers’ visits has changed from once every two days to three days or even once a week. Through the conversation, Wu Fengzhi learned that they are all starting to buy food on the online group-buying platform.
The reason why this new way of shopping can divert customers from vegetable shops is that the biggest competitiveness lies in price.”For example, cucumbers, this is not a seasonal vegetable in winter, even if the purchase price is more than 2 yuan a catty. But the price of cucumbers on the group buying platform is our purchase price, and the price will be even lower after discounts.” Zhi said frankly, the customers are of course the most cost-effective choice, and only the elderly who are not very good at using smartphones still insist on her store.
After the New Year’s Day and before the Spring Festival, when consumers were hoarding vegetables and preparing for family reunion, Wu Fengzhi was not optimistic. She counted the total income in 2020. Even if the next month is the same as the previous year’s data, the annual revenue will be only a little more than half of the previous year. What’s more, the epidemic prevention and control work in many places has been upgraded one after another. It is still unknown whether the supply of vegetables and daily operations will be affected during the Chinese New Year at home or at home.
“The epidemic has caused an impact on all walks of life. Personally, I have been prepared for a shrinking income. I am just worried that even if the epidemic passes, it will be more difficult to manage the vegetable shop. What kind of work can I do at my age?” Wu Fengzhi said.
Some people are tired of coping, and some take the initiative to change. Liu Menghui, also an operator of a community vegetable shop, told reporters that in order to cope with the low-price competition strategy of community group buying, she started at the end of October last year and discounted the designated products in the store at around 7 pm every day, attracting many who just got off work. Young people patronize. However, she also admitted that compared with peers, the customer flow in the store is still relatively good, but”(discount promotion) such an approach is not a long-term solution.”
Community vegetable shops are not only selling vegetables or becoming a trend
French historianFernand Bro Dyer said:There is no city without a market. In the process of human development, the market has played a crucial role. However, as an operator, Luo Qingsong really feels the change in people’s lifestyle.”Now you really don’t see anyone in the vegetable market. It’s hard to come by a customer, everyone is watching.”
In the past 8 years, the number of farmers’ markets in Zhengzhou city has been reduced by half; 2005 Between 2015 and 2015, more than 60 vegetable markets in Beijing’s third ring road closed… News of the closure of vegetable markets in other provinces is also common. According to statistics from Euromonitor International, a global consumer market research organization, the proportion of the traditional farmer’s market has dropped from 61%in 2015 to 44%in 2018, while supermarkets and fresh food e-commerce market shares have increased slightly.
In the interview, the reporter found that the community vegetable shops are mostly run by husband and wife or family, and the store business is related to the livelihood of the whole family. Despite the pressures of traditional supermarkets, Internet e-commerce and community group buying, 90%of the operators surveyed said that they have no intention of closing their doors for the time being, and many people are also thinking about how to create greater profit margins. At present, it seems that the development of value-added services and the joint operation of a variety of side businesses is a trend generally recognized by them.
“The cold dishes in our house are sold out today, and I will save them for you tomorrow.” Every afternoon at 5 o’clock in the afternoon is the time when Xiao Yi’s shop has the most customers. Most of these customers did not buy vegetables, but came for the sauerkraut made by his wife Zeng Ling. Xiao Yi and his wife originally sold vegetables at the farmers’ market. In 2020, Zeng Ling gave birth to a second child, and the couple decided to rent a storefront to open a shop. The rent for the facade is twice that of the outdoor booth, but it is difficult to increase the monthly income by the same multiple. In order to increase income, the couple can only find another way.
Zeng Ling grew up in the countryside. Seeing that the leaves left over in the shop are a bit wasteful, she decided to learn the craft of sauerkraut from her mother.”Compared with opening a shop, transporting goods, and unloading the goods early, making sauerkraut is a simple task.” With the help of WeChat Moments promotion and a free ride by express delivery, Zeng Ling’s sauerkraut is often in short supply. Xiao Yi revealed that the income from selling sauerkraut has now reached half of the monthly store income.
The change in thinking of diversified operations is recovering the previously lost customers for traditional vegetable shops.”Although online shopping is convenient and fast, there are always some services that are more reliable than physical stores.” Ms. Gao said, although online group buying is fierce, but similar to small things like sewing and repairing, the Internet is temporarily useless.
Traditional vegetable business model is in urgent need of innovation
In December last year, when the community group buying war intensified, the Nanjing Municipal Market Supervision and Administration took the lead in publishing the”E-commerce”Community Group Buying of Vegetables” The Notice of Compliance Operations requires the “group leader” (person in charge) of community group purchases to register with the corresponding market entities, and platform operators shall not implement low-price dumping at a price lower than the cost, crowding out competitors to monopolize the market and disrupting normal operations order.
At the same time, the”People’s Daily” criticized the Internet giants for”don’t just worry about a few bundles of cabbage, the sea of scientific and technological innovation is even more exciting”, and certainly includes the community group buying leader. New occupations play a positive role in creating new professional positions and cultivating new individual economies. Analysts pointed out that behind the seemingly contradictory public opinion statements are actually the orderly management and control of the relevant departments for”accelerating reforms on the consumer side and accelerating the formation of internal circulation.”
“Even if the Internet giants do not intervene, the traditional model of”small, scattered, and chaotic” in the domestic fresh food market has reached a turning point.” Chu Xuejian, vice president of the Shanghai Logistics Association, said that at present, most of the country’s Farmer’s markets have problems such as a poor shopping environment and high stall fees pushing up the cost of fresh produce, making it increasingly difficult to meet consumer demand. The loss of customer sources has become an inevitable phenomenon. Even if there is no community group buying, there will be other opportunities to trigger changes.
Chu Xuejian said that for a long time, the domestic fresh market has been a traditional stall model, that is, transported from farmland through wholesalers to urban farmer’s markets and community vegetable shops.”We have statistics that the fresh loss rate of this stall mode is about 50%. The extensive mode and huge loss have become more and more unsuitable for the development of society, and it has reached the edge of change.”
An ideal state in the future is that the farmer’s market will be upgraded and the community fresh food supermarket and the Internet fresh food platform will coexist to meet various needs. He Yu, an associate researcher at the Institute of Social Policy of the Jiangsu Academy of Social Sciences, believes that the unique scenes and spaces of the physical vegetable market can bring more breath of life:consumers can choose fresh fruits and vegetables, communicate with enthusiastic vendors, and communicate with nearby neighborhoods. Talk and even enjoy the pleasure of bargaining.
“Community group buying is where people help you choose dishes. It’s definitely not as good as you choose yourself. The vegetable market is the place where I can feel the smell of fireworks the most, and I can’t live without it.” During the interview , Said a young man who is shopping for food.