Analysis of Hema Fresh Products

1. Product Overview

2. Product Introduction:

Hema is a supermarket, a restaurant, and a vegetable market. Consumers can purchase in stores or place orders on the Hema App. One of the biggest features of Hema is its fast delivery: within 3 kilometers of the store, it can be delivered to your door in 30 minutes. Hema Xiansheng is Alibaba’s new retail format that has completely reconstructed offline supermarkets.

3. Product positioning:

As Hou Yi said, Hema Xiansheng has four different models, which are both offline supermarkets and restaurants, as well as online e-commerce and takeout. Combine offline product quality experience with online convenience.

Age dimension: Mainly concentrated between the ages of 20 and 49. Most of these people are Internet users around the family and have high demand. This group has the first requirement for the freshness and quality of goods. They value service and are not very sensitive to price.

Hema will mainly serve three types of people in the future.

a. Home users who stay at home most of the time at night.

This group of people has a rigid demand for food shopping and cooking, especially for fresh products. Free delivery is 3 kilometers away from home and can be delivered in 30 minutes, which not only brings convenience but also ensures fresh food. freshness and quality;

b. Launch targeted convenience stores or light meals based on office scenarios.

It provides convenience for office workers. They can buy things while eating and buy in fragments. It can also enhance the offline experience, attract offline traffic and supplement online.

c. Users who go to the supermarket and take their children out for a walk on weekends.

This group of people will pay more attention to the offline experience. Traditional supermarkets have narrow aisles and noisy and crowded crowds. The aisles of this supermarket are spacious, making it convenient for a family to travel together, and there are supporting restaurants where you can take a break. Visiting the supermarket as a family is like visiting a shopping mall, which is convenient and comfortable.

(2) User needs:

Basic needs: to meet shopping needs for food;

Expected needs: convenience needs to save time and cost and quality of goods and high requirements for service;

Exciting needs: Eat whatever you want, cook whatever you want, play while eating, and share experiences.

5. Market Analysis:

(1) Industry analysis

Macro development environment:

It can be seen that China’s e-commerce has a good development momentum and is growing year by year. Residents’ disposable income has increased, promoting consumption upgrades. Fresh food e-commerce has long had pain points in storage, logistics and distribution, and has become the category with the highest willingness to upgrade consumption and one of the categories with the greatest market potential.

(2) Market competitive product analysis:

Baiguoyuan, Hema Fresh, Yiguo Fresh, Daily Premium, etc. have all received huge amounts of financing, and the fresh food field has become a market competition is a new favorite, and the industry has also entered a stage of adjustment, strengthening investment in cold chain logistics and fresh food supply chains, and constantly upgrading and optimizing the consumer experience.

Judging from the Baidu Index in the past month, Hema Fresh, one of the mainstream fresh food e-commerce companies in the market, ranks first in terms of overall and mobile growth, year-on-year and month-on-month, and occupies the top spot in the media index. Top list. It can be seen that Hema Xiansheng has achieved explosive growth.

2. Product analysis:

1. Product structure diagram:

Offline experience store: composed of three major spatial functional areas.

Online APP functional structure chart:

2. App core function flow chart

3. Functional experience analysis:

(1 ) Online and offline combinations complement each other to meet consumers’ needs in different scenarios and upgrade consumption experience;

(2) Guide customers to settle online, which is convenient and fast, saves manpower, and can master big data, online Analyze user purchasing behavior online to facilitate supply chain management and more precise marketing;

(3) The catering area can attract traffic offline to upgrade the consumer experience.

Fresh food is made on site, and the quality can be verified on the spot, which deepens customers' trust in it. The details of the sink and dining table greatly upgrade the comfortable experience

(4) Humanized design: shelves The height is moderate, making it easy for people to get the goods easily. The aisles between the shelves are wider than traditional supermarkets, making it convenient for families to travel.

(5) Free delivery within 3 kilometers within 30 minutes, high delivery efficiency, and guaranteed fresh taste and quality;

(6) The store is located in a small shopping mall There are many residential areas within 3 kilometers around, which ensures an effective customer base.

(7) The app interface is simple and easy to operate.

(9) The store design style is modern, fashionable and clean, different from the noisy, crowded and dirty traditional supermarkets, and is in line with the aesthetics and experience of modern young people.

3. Shortcomings and improvement points:

1. Only Alipay can be used for settlement, and the checkout payment form is single, which will cause inconvenience to some customers;

2. The types of offline products are limited, and the main purpose is to guide users to purchase online, ignoring middle-aged and elderly non-Internet users, and this group of people is precisely the main force in purchasing daily household necessities.

3. The seafood processing area has limited space, complicated processes, and takes a lot of time. When the passenger flow increases, the service experience is extremely poor.

4. Logistics and distribution capabilities need to be strengthened. Some customers have reported that there will be timeouts, so try to ensure the 30-minute delivery commitment;

5. Strengthen the back-end supply chain Management capabilities to ensure product quality and price advantages below the market.

6. The complementary integration of online and offline, fast logistics and distribution, good quality and service, and competitive prices are the core competitiveness. The scene setting of the dining area is to improve the service. Experience and stimulate consumption. I hope that Hema will not abandon the basics and become a true four-dimensional figure.