The difference between box horse members and x members

If you are in Shanghai this week and open the Box Horse App, you will see the prompt of "grand opening" of the Box Horse X member store.

1 01October1day, the member store of Box Horse X in Pudong, Shanghai will open. This store only sells 1500 different specifications of goods (SKUs), which is much less than that of fresh box horses. 40% of them are self-owned goods. Large-scale packaging requires members to enter the door ... If you have been to Costco or Sam's member store, this box horse X member store looks familiar.

Box horse is not shy, and directly shouts to competitors. Hou Yi, president of Box Horse, said, "We hope that today's confrontation with Costco and Sam can improve our own capabilities quickly and efficiently. Box Horse aims to become a world-class enterprise rooted in Shanghai. " When Costco opened in Shanghai last year, Hou Yi led a research team.

The foreshadowing may have been buried long ago. Two years ago, Box Horse began to test the paid membership system in Shanghai. It has 500,000 paid X members in Shanghai. This shop is for them. Zhao Jiayu, the national general manager of Box Horse Products, said that these members spend an average of nine times a month.

1 comes later than Sam member stores and Costco. How can box horses compete?

Sam and Box Horse had a verbal confrontation about frozen products and fresh food. This time, live fresh has also been singled out as the advantage of Box Horse X member store. You can see a live fish pond in the box horse X member store. In Sam and Costco, consumers can only find frozen aquatic products.

"Consumers in China talk about food market culture," said Zhao Jiayu, general manager of the national centralized marketing of box horse products. Box Horse X member store sells 199 yuan (600-700g) fresh East Star in stock, which is larger than the same price (about 450g) sold by Box Horse Fresh Life Store. It is listed as one of the "must-buy lists" by Box Horse X Member Store. In the interview, Zhao Jiayu has always emphasized the supply chain capability of Box Horse, relying on the agricultural base and the newly built processing and temporary support center this year.

In addition to fresh food, Box Horse claims to know more about the local choice needs of China people and Shanghai consumers. Zhao Jiayu takes hairy crab moon cakes and butterfly cakes as examples. However, Costco and Sam also have localized products, such as Lao Wang's pork belly pot bottom, durian banji and so on.

Zhao Jiayu said that the packaging developed by Box Horse X member stores has not increased as much as that of traditional member stores. Generally, there are small packages in large packages. CBNData consumer station found that the shopping cart of Box Horse was not as big as that of Sam and Haoshi. This may be due to the needs of small families with 1-2 people in first-tier cities.

2. What's the difference between this store and the box horse itself?

In the past, the explosion of box horse cooking was relatively successful, and the "network celebrity" youth group cooperated with Box Horse Workshop and Xicha was an example. It may not be enough for warehouse-style member stores to rely solely on food drainage. When consumers come to a shop of tens of thousands of square meters, they will expect to buy, eat, wear and read everything. Costco luxury goods and big dolls have also created many topics for it.

Box horse should also extend its own brand, from food to non-food such as daily chemical. This store has more than 100 of its own brand products for daily use, including products such as beauty eggs and detergent.