Home-to-store retail to enjoy the epidemic dividend Community group buying "the overall situation has been decided" - "2022 FMCG Zero Supply Satisfaction Survey Report" was released

Reporter Li Jieming

Recently, Shanghai Oriental Century Consumer Goods Development Promotion Center released the "2022 FMCG Zero Supply Satisfaction Survey Report"

2022 FMCG Matchmaking Forum and 2022 (Autumn) Gold Marketing Awards Ceremony

Home-to-store retail and member stores ranked "first and runner-up" in 2022 for zero supply satisfaction

The zero-supply comprehensive satisfaction index is the supplier's comprehensive evaluation of the retailer in terms of expenses, credit, process management, marketing and other aspects, of which credit accounts for 30%, process management and marketing account for 25%, and expenses account for 20%.

Dr.

Chain stores, chain supermarkets, boutique supermarkets, chain mother and baby, chain snack shops, chain fresh stores, etc.

The "2022 FMCG Zero Supply Satisfaction Survey Report" was released at the scene

Home to store retail with 4.

Source: FMCG Zero Satisfaction Survey Report

(Note: 1.

Chain stores: RT-Mart firmly ranked first Century Lianhua jumped to second place Suning Carrefour regression significantly

Source: FMCG Zero Satisfaction Survey Report

RT-Mart, as a leading chain store in China, continues to rank first with 3.

Century Lianhua has risen from 7th place last year to 2nd place this year, and its performance is particularly eye-catching

Carrefour dropped one place this year to 7th place, with a zero satisfaction score slipping to 3.

Member stores: Sam leads, METRO transforms significantly, and the opening customer's own brand becomes the trump card

Source: FMCG Zero Satisfaction Survey Report

In recent years, the popularity of member stores in China is closely related

Walmart's Sam's Club is the No.

METRO ranks second in the Club with a score of 4.

Costco opened customers ranked third with a score of 4.

Supermarket chain: Agriculture, industry and commerce enjoy the dividend of guaranteeing supply, and Yonghui closes more than 300 stores in three years

Source: FMCG Zero Satisfaction Survey Report

In recent years, the chain supermarket format has faced a decline in store traffic and same-store revenue, and the growth of revenue and profits has been under pressure

Yonghui Supermarket ranked 4th with 3.

The supply and marketing market is still ranked at the bottom, and it has recently been deeply involved in the administrative punishment of information disclosure violations and violations, which has also been criticized by investors

Chain convenience: Lawson ranked first, and the convenience bee ranking dropped more

Source: FMCG Zero Satisfaction Survey Report

Looking at the consumer market in the past few years, the overall convenience store industry is on the rise in both market size and density
.
This year, Lawson topped the Chain Convenience Composite Satisfaction Index with a zero satisfaction score of 4.
25 points
.
In July 2022, the China Chain Store & Franchise Association (CCFA) released the 2021 China Convenience Store TOP100 list, and Lawson ranked first
among foreign convenience stores.
In July 2021, Lawson China executives made it clear that the number of Rosen China stores will reach 10,000 by 2025
.

The family remains in second place this year; 7-11 ranked third with a score of 4.
20, 7-11 recently carried out personnel organizational adjustments, China for the first time promoted a financial background Chinese Yan Qian as the supreme commander, the impact of high-level personnel adjustment on China's business is self-evident
.
The survey found that the communication efficiency of 7-11 was worried
by some suppliers.
Haode convenience store ranked fourth with a satisfaction score of 4.
18 points, and Haode, as a convenience store under the Nongchao Group, recently opened a "future store" that transformed into new retail and began to pilot smart retail
.
In addition, measures such as Haode's convenient "Thousand Stores and Thousand Faces" and "Breakfast Project" have also provided a reference
for the breakthrough of local convenience stores.

The most downside was the convenience bee, which dropped from 5th to 13th last
year.
Since the beginning of this year, there have been nearly 700 stores temporarily closed and completely closed by the convenience bee, and according to the calculation of the 2800 stores of the convenience bee last year, the closure of stores accounts for about 1/4
.
The bottom of the ranking includes Tesco Express, Liqun, NetEase Yanxuan and Suning Xiaodian
.
Suning Xiaodian ranked last
.
Suning Tesco, the parent company of Suning Xiaodian, ranked first in the loss of A shares, and Suning Xiaodian could not escape the doom
of loss and store closure.

Home-to-store retail: Hema 3+1 model molding Dingdong grocery loss narrows daily fresh "falls"

Source: FMCG Zero Satisfaction Survey Report

With the instability and uncertainty of offline entities facing traffic, as well as the "fragmented purchase"
of consumers today.
More and more offline entities are pouring into the online, and at the same time, it is also driving online business to feed back offline entities
.
Home-to-store retail remains the most optimistic format for suppliers, ranking first
among 14 retail formats with a score of 4.
03.

Hema ranked first
in the home-to-store format with a score of 4.
38.
At the beginning of this year, Hema CEO Hou Yi issued an internal letter that clearly proposed to upgrade the goal from the current single-store profitability to a comprehensive profit
.
The simplified Hema "3+1" model corresponds to it: Hema Fresh and Hema X member stores "go up", Hema neighborhood and fresh Oleai "go down", and the Hema format is basically formed
.
Hou Yi also made it clear that it will take three years to adjust the Hema store, which will expand the offline proportion from the current 30% to 50%, which shows that Hema also pays more attention to offline layout and home-to-store business
.
Recently, Hema announced that it has completed a new round of organizational structure upgrades
.

Dingdong Grocery Buying ranked second in the home-to-store format with a score of 4.
33
.
On August 11, Dingdong Maicai announced its second-quarter financial report, with revenue increasing by 42.
8% from 4.
646 billion yuan in the same period last year to 6.
6344 billion yuan, and the net loss ratio has also narrowed continuously, from 37.
2%, 31.
9%, 18.
9% and 7.
8% in the previous four quarters to 0.
3%
in the current quarter.
In the first and second quarters of this year, the epidemic in Shanghai caused a large increase in the number of orders for Dingdong to buy vegetables, which objectively improved the performance
of Dingdong to buy vegetables.
Constantly narrowing losses
.
RT-Mart Taoxianda ranked 3rd with 4.
29 points, and Taoxianda, which undertook the order delivery business of Taocai, benefited from the growth of Taoxianda during the epidemic, and Taoxianda's business also had significant growth
.
JD Dajia ranked fourth with a score of 4.
24, JD Dajia deeply linked various physical retail formats, a huge user base, and a perfect digital performance infrastructure, so that JD Dajia has deep growth potential
.
The newly listed Park Park supermarket ranked 7th with a score of 4.
15
.
Pupu Supermarket, which has crossed the threshold of 1 million orders per day, currently has more than 350 stores and is expected to open 400 by the end of this year, with new stores mainly distributed in Chengdu and Wuhan
.
It is expected that the GMV will exceed 20 billion yuan
this year.

At the bottom of the list is the daily excellent fresh of "Thunderstorm"
.
On July 28, Daily Fresh officially announced that it will close the instant delivery business
with more than 95% of its revenue.
On August 1, the daily announcement of Youxian admitted that the funds were broken and could not operate
normally.
The "first share of fresh e-commerce" ended in a
hurry.
It is reported that Daily Excellent Fresh currently owes more than 2 billion yuan
in arrears to suppliers.

Boutique supermarkets: China Resources Ole'+blt exceeded 100, and Greenland G-super shrank significantly

Source: FMCG Zero Satisfaction Survey Report

The domestic boutique supermarket market size will reach 130.
8 billion yuan in 2022, and the strong demand of the middle class and the new rich group is a long-term driving factor
for the continuous development of the boutique supermarket industry.
CR Vanguard's Ole's boutique supermarket still ranks first with a score of 3.
72, and the total number of blt boutique supermarkets under its third-ranked sub-brand has exceeded 100
.
As a boutique supermarket brand with considerable scale and strength in China, Ole's plan will continue to expand at a double-digit new store expansion rate in the next 5 years
.

City'super ranked second with 3.
69 points, and City'super, which maintains high-end products and brand positioning, is also maintaining a steady speed of
store opening.
The Greenland G-super dropped to 6th place
this year.
At present, G-super only has 20 offline stores still in business, and this contraction rate is really far from the goal of opening + acquiring 200 by the end of 2022 proposed 8 years ago
.

Retail e-commerce: "incremental competition" turned to "stock competition", and Douyin surpassed Pinduoduo

Source: FMCG Zero Satisfaction Survey Report

At present, the growth rate of online retail has slowed down
significantly.
After experiencing the traffic dividend, retail e-commerce has shifted from "incremental competition" to "stock competition", and retail e-commerce has also entered the era of global marketing, paying more attention to consumer experience
.
JD.
com ranked first
in the retail e-commerce format with a score of 4.
25.
Jingdong in 2022 is also moving forward in change, and at the beginning of the year, Xu Lei succeeded Liu Qiangdong as the new CEO, officially opening the Jingdong
era of Xu Lei.
At the same time, the separation of JD.
com's retail V business group and the establishment of the same city business means that the strategic position of the same city business within the group has been improved, and it is not difficult to see JD.
com's determination to
open up the second curve.

Tmall followed JD.
com with a score of 4.
22, and on May 20, at the annual Tmall Super Brand Private Meeting, Dai Shan, president of Alibaba's domestic digital business sector, proposed to move from trading to consumption and firmly invested
in the content track when introducing the future strategy and changes of Taobao Tmall.
Douyin surpassed Pinduoduo to rank third
.
At this year's Douyin E-commerce Ecological Conference, Wei Wenwen, president of Douyin E-commerce, announced that she will upgrade interest e-commerce to global interest e-commerce
.
Specifically, in addition to short videos and live broadcasts, Douyin will also focus on shopping malls and searches, and shopping malls and searches have become the next growth point
for Douyin e-commerce to place high hopes.
The supplier also told FMCG that it was more optimistic about the Douyin mall
.
However, Kuaishou is also currently opening the test of the "mall" section, and it is self-evident
that Douyin and Kuaishou are moving closer to Taobao Jingdong.

Pinduoduo ranked fourth with a score of 3.
91, and Pinduoduo's revenue in the second quarter was 31.
4 billion yuan, an increase of 36%
over the same period last year.
Pinduoduo concluded in the financial report: "In Q2, because the competition is still fierce, we have made good use of user engagement to maintain a competitive advantage, but we are not sure whether this situation will continue
.
Suning Tesco, which has recently fallen into the rumor of "bankruptcy liquidation", ranked last, and Suning Tesco's revenue in the first half of the year was 37.
209 billion yuan, down 60.
25%
year-on-year.

Chain mother and baby: the survival of the fittest accelerates, and the baby-loving room and the child king both have the power line

Source: FMCG Zero Satisfaction Survey Report

In 2022, the survival of the fittest in the mother and baby industry will accelerate, the mother and baby chain stores will face the dual problems of revenue and profit, and the baby-friendly room and the child king of the head will also work together to empty
the line.
Baby-friendly Room 2022 is still at the top of the list
.
In the first half of the year, the baby-friendly room achieved operating income of 1.
869 billion yuan, an increase of 63.
69% year-on-year, of which e-commerce achieved operating income of 387 million yuan, a substantial increase of 384.
26%
year-on-year.
In the first half of 2022, the Shanghai store of the baby-friendly room was affected by the epidemic control and was still the first batch of Shanghai epidemic prevention and control living materials guarantee and supply enterprises in the face of the severe challenges of express delivery suspension, store closure and
personnel unable to arrive at work.

Kid King ranked second with a score of 3.
78, and on August 24, Kid King released its first semi-annual report
after listing.
During the reporting period, it achieved revenue of 4.
374 billion yuan and net profit of 66.
9433 million yuan, down 58.
09% year-on-year, of which online orders and revenue accounted for nearly 50%.

It is worth mentioning that in the face of many unfavorable factors such as the epidemic, the net profit of the child king in the second quarter was 98.
8903 million yuan, turning a loss into a profit
in a single quarter.

Live e-commerce: Taobao official announcement into "new content" Douyin is facing a reshuffle

Source: FMCG Zero Satisfaction Survey Report

This year, the 618 head anchor receded, and the brand self-broadcast became a new force
.
At the same time, the live broadcasting platform is also trying to explore ways to help businesses achieve long-term operation and precipitate brand equity
.
From the perspective of industry ecology, e-commerce live broadcasting is still growing at a high speed and is ushering in a new normal
.

Taobao live broadcast is still in the first place, after the merger of Taobao Tmall at the beginning of this year, the core strategy of "from transaction to consumption" was proposed, Taobao live broadcast as a content gripper was entrusted with a heavy responsibility, and Taobao live broadcasting, which lost Wei Ya, Sydney and other super head anchors, was eager to seek "fresh blood"
.
On September 1, the Taobao Live Broadcasting Festival was held in Hangzhou, and the Taobao Live 2.
0 "New Content Era" strategy was officially released
.
Serving 1 billion consumers of Taobao is the fulcrum of Taobao Live 2.
0
.

Douyin live broadcast ranked second with 3.
97 points, Douyin mall and search traffic is the traffic that Douyin focuses on operating in the second half of the year, accounts with high-quality content, and the live broadcast room has become the key support object of
Douyin live broadcasting.
Whether it is a brand merchant or a small team, they are facing a process of
reshuffling in Douyin Live Broadcasting.
Kuaishou Live is in third place
.
At the end of 2021, Kuaishou e-commerce will position itself as a "new market e-commerce", and Kuaishou proposes to support more than 500 fast brand benchmarks with more than 23 billion traffic in 2022
.

Community group buying: The overall situation of "3+1" has been determined, and reducing costs and increasing efficiency has become a top priority

Source: FMCG Zero Satisfaction Survey Report

In recent years, the orange heart preferred, ten hui group has been exposed to shut down, Jingxi spelling "quietly" removed from the shelves, so far, the "old three groups" only "single seedling" prosperity and optimization, has also been revealed that recently quietly shut down many provincial sites
.
Community group buying seems to have the big picture set
.
However, since late April, Meituan Preferred has been exposed to evacuate Beijing and many areas in the northwest, and Duoduo Shopping has also been exposed to "shutting down and turning" a number of inefficient sites
.
Reducing costs and increasing efficiency is a top priority for community group buying
.

Recently, the senior management of Meituan Preferred has just completed a round of changes, and the former Ali senior P personnel are responsible for the Meituan Preferred Operation Department
.
Meituan's net loss in 2021 was 23.
538 billion yuan, of which more than 38 billion losses came from new businesses, while Shan Meituan's preferred loss exceeded 20 billion yuan
.
After entering 2022, the momentum of continuous loss of new business of Meituan has not stopped, only in the first quarter of the loss of 9 billion, considering that the first quarter is usually more than the expenditure period, so the development continues, the loss of Meituan's new business this year may exceed 2021
.
Behind the first place in the community group buying track, the price is very heavy
.
Taocai, which ranked second with 3.
56 points, is a community e-commerce platform integrated and upgraded by "Hema Market" and "Taobao Buy Vegetables", which opens up the supply chains of Hema Mall, RT-Mart, Retail Connect, 1688 and Taote and Ali Digital Agriculture at the production end, and connects Taobao and Taoite at the sales end
.

Xingsheng Preferred is the only community group buying platform that does not have an Internet enterprise as a support, and it is also the most "traditional" community group buying enterprise
.
Recently, Xingsheng Preferred has quietly shut down all stations in 5 provinces from north to south, with a wide
range of impacts.
Judging from the current situation, "abandoning the national strategy and returning to the region as king" has become the most pragmatic business idea
of Xingsheng Preferred.

Social community e-commerce: fast group growth Tencent and Ali department have appeared

Source: FMCG Zero Satisfaction Survey Report

At the beginning of the year, the epidemic rebounded on a large scale, supermarkets closed, express logistics shutdown, and people's basic living needs faced great challenges
.
At this critical moment, the "head of the group" spontaneously organized to contact suppliers, collect orders, and distribute materials, and once again introduced the long-sealed "social community group buying" into the public's vision
.

In March and April this year, the daily active users of Kuaituan increased by more than 400%.

More than 60% of the 800,000 regimental leaders in Shanghai use the Fast Tuantuan
.
The annual sales of some of the head leaders of the fast group have exceeded 100 million yuan, and their volume is comparable to that of many community group buying platforms
.
Meat dough ranked third in 2022, and its founder, Ms.
Meat Meat, told FMCG that Meat Group has created a full-service system to increase customer unit price and conversion rate
through marketing scenario-based strategies.

Tencent and Ali have also launched group buying tools Goose Enjoy Group and Daily Group to share a piece of the pie
.
However, with the improvement of the epidemic situation, various e-commerce platforms have resumed supply, and community group buying is slowly "deheating"
.

Chain snack shops: Laiyifen direct sales stores have strong momentum, and three squirrels "strong men break their wrists" to change

Source: FMCG Zero Satisfaction Survey Report

The snack industry has gradually entered the era of capitalization, and snack chain stores have also begun to enter the fast lane, and the pressure of industry competition has intensified
.
Laiyifen ranks first
in the chain snack industry in 2022.
In the first half of this year, Yifen's revenue and profit have doubled
.
From the perspective of revenue structure, of which the direct store business income is 1.
4 billion yuan, the driving force is still strong, Laiyifen currently has a total of 3583 stores in the country, and 2170 directly operated stores
.

In the first half of 2022, the revenue of the three squirrels fell by 22% year-on-year, which was the only negative growth
in the same period in the past 5 years.
There is pressure from the industry, but more is the three squirrels actively seeking change
.
In the first half of 2022, Three Squirrels closed 238 feeding and alliance stores
.
Behind the broken wrist of the brave man can see the determination
of the three squirrels to change.
In addition, like the wife and the snack are very busy, they have also achieved good development
.

Chain fresh shops: Qingmei fresh home sticks to the base camp Aunt Qian ushered in the tenth anniversary

Source: FMCG Zero Satisfaction Survey Report

Fresh goods are in high frequency and are a natural huge flow entrance
.
In recent years, there have been many new models of community fresh food, such as community group buying, community e-commerce, pre-warehouse, community fresh stores, etc.
, combined with different ways of playing online and offline, home to
store.

Qingmei Xianjia with soy products as the main business still occupies the first position, Qingmei Xianjia firmly holds the Shanghai base camp with more than 700 chain stores, as a group with revenue of more than 3 billion yuan, its sales through Qingmei Xianjia account for 70% of its total revenue, Qingmei Xianjia plans to exceed 1,000 stores by the end of 2022
.

As the largest Qian aunt in the current fresh food field, she ranked second with a score of 3.
40
.
As of June 2022, Aunt Qian has laid out nearly 3,300 stores
in more than 30 cities across the country.
On June 16th, Aunt Qian held the "Ten Years and About Fresh" 10th Anniversary Cloud Celebration Carnival online, and in the future, the "Nissin Model" will still be the key to
Aunt Qian.

Starting in Hefei, Yipin Fresh ranked third with 3.
36 points, and since 2018, it has successively obtained financing from Today Capital, Zhong Ding Capital, Tencent Investment, Meituan Dragon Ball, etc.
, and will focus on expanding Shanghai and other places
.

Chain discount stores: Good sale with soft discount into the first prosperity bazaar to bankruptcy

Source: FMCG Zero Satisfaction Survey Report

In the past two years, temporary discount stores are becoming a hot outlet
in the retail industry.
In 2021, a number of temporary discount stores such as Good Sale, Little Elephant Life, and Hi Sale won large-scale financing
.
With 480 directly operated stores, the good sale ranked No.
1 this time, and the good sale quickly expanded its territory with soft discounts and strong price competitiveness
.
Among the suppliers who cooperate with Good Sale, the proportion of brand owners has increased from 10% in 2021 to 40% this year, and Good Sale has established cooperation with suppliers in the form of buyouts, so big data of buyers and back-end has become the core driving force
of product selection.
Mr.
Gu Xiaojian, the founder of Good Sale, told Shanghai Oriental Century Consumer Goods Development Promotion Center that it is also exploring joint ways to establish cooperation with more high-quality brand owners to further enhance the commodity power
of Good Sale.

As a representative of the hard discount, Biyide ranked second
with a score of 3.
58.
BI Yide has established a network
of more than 160 self-operated community stores covering Shanghai and Jiangsu.
In April 2021, BID launched an online platform to provide home delivery services
.

In the last place is the Prosperity Market, which began in February this year, the parent company of the Prosperity Market, Shanghai Boo Meow Technology Co.
, Ltd.
, added several new warning messages, and the legal representative Fan Zhifeng was restricted from consumption
.
At present, most of the judicial disputes disclosed by Prosperity Market are "sales contract disputes", and the company owes payment
to many suppliers.

Responsible editor: Zhao Yu Review: Peng Zonglu