The "Catfish effect" of the imported spring goods in Shop No. 1th

Buy the New Year-this is a Chinese Spring Festival custom in a major event, recently, whether the traditional shopping malls, supermarkets, or new electric business sites, are in the main push the "annual". According to the 1th store released "2013 ' Online shopping festival ' list" data, into the new year, import food in the proportion of users in the transaction from 13% to 24%, "foreign goods" has become the New Year's Day Spring Festival market favorite. Interestingly, recently the Netherlands has also adopted a policy of restricting the sale of powdered milk because of the enthusiasm of Chinese netizens. This information releases a strong signal that imported goods, especially imported food, will become the next hot spot for the competition of electric dealers.

January 16, 1th stores announced that its first batch of imported food will be sold in shop 1th, become the first company with imported goods directly qualified electric business enterprises. In addition to this first batch of imported milk, imported cookies, and so on, the next 1th stores will continue to achieve the beverage, wine, dried fruit preserves and other categories of direct mining. Looking at the current electric business fast elimination field, shop 1th This approach is unprecedented, the impact on the entire industry is worth continuing to observe.

Although shop 1th is only a successor in the first camp of the current electric dealer, but its "from behind" the strong impressive, in addition to the 1th shop itself often stressed and proud of the supply chain management, the latest trend of the grasp of the pursuit of innovation is a key factor in the success of shop 1th.

The 1th shop with the force of imported food market, can be described as stepping on the point, why?

Three factors stimulate import food demand

Imports of food in the domestic continuous heat, to be due to several aspects:

First of all, people's income promotion, for imported food consumption provides a basic prerequisite. The increase in income makes people have higher demands on the quality of life, and the level of living consumption is constantly rising. This point needless to say, look at the Chinese tourism consumption expenditure can be glimpse.

Second, the import of milk consumption in domestic imports of food consumption accounted for a considerable proportion. Although the importation of milk into the Chinese market is not long, but by virtue of 1th stores and other channels of imported milk business, showing a ferocious after the chase speed. Imported milk from the role of "extra" began to enter the eyes of more people, market share maintained a growing trend, while the domestic milk drink security issues change the national milk consumption habits is also imported food become a hot selling important factor.

Finally, the advent of the Internet for imported food consumption provides a realistic possibility, embodied in the convenience and benefits of two levels. The advent of e-commerce, so that people do not stay at home, you can understand, compare, buy goods around the world, but also with a lower price than traditional channels to buy, greatly reducing the threshold for people to buy imported goods. To store 1th as an example, by improving operational efficiency, its imports of food compared to the line can have 3%-5% price advantage, such as 1L installed Oldenburger milk 1th stores only 13.9 yuan, the price will be lower, to bring more benefits to consumers.

This point, it is the number 1th Shop Direct mining model of the key competitiveness, it is to consolidate the 1th store in the field of food and electronic business advantage position has a pivotal role. On the contrary, for other electrical business, in this piece of the need for more distinctive measures to impress consumers.

The direct mining model consolidates the whole year strategy of No. 1th store

It is not surprising that the first imported commodity, "Flower Drop", No. 1th Shop, is not an accident in China. Domestic electric business more standardized IT products started, shop 1th is the beginning of the main gnawing fast extinction industry this piece of stubborn, so fast consumer electronics, shop 1th brand awareness and appeal are stronger, this brand and consumption habits are very powerful.

In fact, store 1th for imported food is also early layout, gradually cultivate the habit of consumers. Imported milk, in particular, has become the special category of food imported from shop No. 1th, it has imports from 18 countries, nearly 60 brands of imported milk, the last year, the import of milk sales growth rate of more than 10 times times, from the monthly sales of 3 containers to the current sales of 3.5 containers, and the monthly average of 30% of the rate of continuous growth. This sales performance is comparable to any traditional retailer.

After the establishment of the dual advantages of brand recognition and consumption habits, shop 1th launched the model of imported food direct production in 2013, which is of great significance to the category expansion of shop 1th.

Direct-harvest food products directly to consumers most concerned about the two core elements: price and freshness. Direct mining through bulk procurement, unified shipping, centralized trunk logistics, has a better cost advantage, so as to be able to more affordable sales to netizens; At the same time, as the direct mining reduces the circulation of middlemen, goods directly into the warehouse of Shop No. 1th, reducing the goods from production to the hands of consumers time, Can bring more fresh food to the consumer.

Imports of direct-mining products are 1th stores this year category expansion of the strategic focus, through this way, shop 1th will provide more categories for domestic consumers, a wider range of countries and regions of the choice of imports, to promote its SKU, consumer satisfaction and sales performance and other aspects of further improvement.

No. 1th Store first exerting the "Catfish effect"

Catfish effect is to take a means or measures to stimulate the active participation of some enterprises in the market to actively participate in competition, thereby activating the market in the same industry enterprises. In the domestic electric dealers have taken the comprehensive platform of the road, horse Fast elimination category situation, the establishment of direct mining model, in further consolidating the food field of No. 1th store first advantage, but also to the food and electricity business competition to a new level. This is just entered the field of fast-extinction of the electricity quotient, is not a good news, if you want to challenge the status of Shop 1th, only follow the direct mining model, but this is not easy, the global direct production of the supply chain has higher requirements.

Store 1th is able to import food directly, thanks to its in-depth strategic cooperation with 1 Wal-Mart, through the advantages of sharing resources, 1th stores can share Wal-Mart's global sourcing platform resources. As for the current domestic electric business field, international procurement is basically short board, how to make up for the disadvantage of the platform is a new aspect of the competition of imported food dealers in the 2013.

At the same time, shop 1th, the world's direct mining products, to the whole food industry has formed new challenges and opportunities, whether imported food retailers or domestic food manufacturers and channels, need to achieve better quality, price, in order to gain a foothold in the fierce competition, this is the "catfish effect" of Shop No. 1th. Both for the food industry, or for the electrical industry, this is a promotion of development concepts and levels of opportunity. As consumers, can get more affordable goods, better service, nature is also happy to see it.