Ortele has obtained three rounds of financing nine months after its establishment, and hard discount stores have found new ways to grow?

In recent years , Discount stores with their simplicity 、 Light scale 、 The low price has attracted the attention of capital .

In recent days, , Ortele completed the project led by the Innovation workshop , Nearly 100 million yuan invested by unbounded capital A Round of funding , This is the third round of financing completed more than half a year after the establishment of otel .

When Volkswagen talks about the concept of discount stores , Always with “ Temporary food ” hook , However, the hard discount of Autolite has taken another low-cost road , By compressing costs 、SKU Price reduction through optimization and other methods .

The hard discount model is no stranger , The benchmark is the originator of global hard discount ALDI. But it is worth mentioning that , For the domestic market , Hard discounts are relatively small , Many foreign hard discount brands sell well all over the world , But it is cold in China .

2003 year , Spanish hard discount brand dia has entered China , Soon, due to poor management, the store was closed and contracted .2019 year ,ALDI Open the first hard discount store in Shanghai , Two years later, it disappeared from public praise .

Facing the defeat of foreign players , For the new domestic brand aotele , Is it a development opportunity or a lightning warning ？ Can the hard discount model become a good business in the retail industry ？

Ortele gets on the Digital Express

Most discount stores at this stage , It is not only the low price obtained by suppliers through centralized procurement , The more important premise is the reduction of operating costs , Therefore, the discount stores need to follow the principle of simplifying everything . And rely on digitalization , Through the improvement of management efficiency , It can be said to be an effective way to adapt to the market environment at present .

Founded on 2021 year 5 Otle of the month , Four months after the establishment , And multipoint Dmall The signing ceremony of strategic cooperation was officially held and the two sides reached cooperation , Take advantage of digitalization .

Compared with hi tegou 、 Good special sales and other soft discount brands rely on “ Temporary food ” Low prices attract consumers , Ortele controls costs through digitalization , Let the discount store get rid of “ Temporary food ” The label of .

Rely on strategic partners for more Dmal, By customizing digital solutions , Including supplier collaboration 、 Warehousing logistics 、 And multi department collaboration , Reduce digital research and labor costs .

For example, in the use of intelligent hardware , The adoption of self-service cashier equipment saves a lot of labor costs , This makes the responsibility of autoler employees change from preparing change 、 Check the cash register and other steps , Simplify to replenishment and customer service , And this also makes ortele keep the price down .

In addition to the digital blessing , Ortele has also made other efforts to reduce costs .

On one side is the differentiation in site selection . And hi tegou 、 Good specials are concentrated in first tier cities , Ortele takes Chengdu as the base point , Take the second and third cities as the site selection target , Gradually nationalization . The result is , The operating cost of otel can be controlled within% of the sales 8%, And the sales volume of the first tier cities in Shanghai 20% By contrast , The price adjustment range is more controllable .

On the other side is SKU A selection of , It also adds a layer of guarantee for cost reduction .SKU Control in 1000 within , And drink with wine 、 Personal care 、 Leisure snacks 、 Other standard products , go “ Explosion logic of extreme single product operation ”.

Based on price advantage , Ortele has also received feedback from the market . According to public data , Ortele is currently 30 The average monthly sales volume of each store is nearly 200 Ten thousand yuan , At the forefront of the industry . With the rapid development of the company ,2022 In the second half of the year, Autolite raised its revenue target to 22 One hundred million yuan .

In today's increasingly competitive discount stores , Ortele built the fast lane with its own strength , But in terms of industry , More and more discount store brands are favored by capital , It adds many variables to the market .

The ecology of discount stores is changing

The trend of discount stores is booming , The main reason is that it was stimulated by the economic downturn , Almost all discount supermarkets started after the outbreak . And the domestic discount stores are also gradually moving towards differentiation , Temporary food store 、 Wholesale warehouse 、 Imported food discount stores and other business forms . According to AI media consulting , The total output value of China's snack industry exceeds 3 Trillion yuan . according to 1% To calculate the inventory precipitation , The scale of the temporary food industry has also exceeded 300 One hundred million yuan ,

In this way, the temporary commodities have been quietly supported 900 Billion market , Some insiders said , Compared with traditional supermarkets 20% Gross profit of about , Temporary food supermarket can make a gross profit 50% above .

2020 end of the year , JD.COM 、 Many temporary food discount stores have successively appeared on e-commerce platforms such as tmall .“ Youpin Shihui ”、“ Hi, Tesco ”、“ Good sale ” The off-line temporary food stores have also formed a chain scale .

Except for temporary discount stores , New changes have taken place in the format of discount stores .

2021 year 5 month 1 Japan , Haiding joins hands with Huibang , Open the “ Hard discount ” The information transformation and upgrading of chain supermarkets , Use digital intelligence to promote the innovative development of shebang .

Only the hard discount commodity stores sold by capital last year , There is 2021 year 3 Tianjin brand that received tens of millions of yuan in June “ Shihuibang ”;2021 year 5 Chengdu brand with two rounds of monthly financing “ Ortele ”; Develop in East China ,2021 year 9 The German brand biyide, which has received hundreds of millions of yuan of financing in June, has entered China ; And both are Chengdu brands , Just received millions of dollars in financing “ Three provincial warehouses ”.

so to speak , The scene of the current track , Although it's not hot , But it can also gradually show signs of starting power . Brands have entered the market one after another , The market also seems to have more waves . Look at the whole market , Low prices are not just for consumers , More importantly, they rely on their own core business forms to compete in the same place , As a new type of hard discount, aotele can make use of its own price advantage to become a breakthrough point of the track ？

Whether digitalization can become the breakthrough point of otel ？

Although there are various types of discount stores , But hard discounters , There's no real " hard " landing .

There are two prerequisites for the hard discount store model ： One is to streamline services , By optimizing redundant service-oriented actions , Reduce more employment costs , To reduce costs and increase efficiency ; The second is large-scale procurement , This also requires hard discounters SKU Less .

With ALDI For example , In thousands of square meters of stores ,SKU Less than 2000, One of the items SKU Only 1~2 Kind of . Compared with domestic hard discount stores, there are obviously more hard discount stores in Europe and America , For example, the outlets of Autolite brand 300 Square meters ,SKU stay 2000 about . With so many categories , Such large-scale procurement , Hard discount stores are hard to get lower prices .

This is because , There are essential differences between the local hard discount and the European and American hard discount in the procurement mode . With ALDI Take the operation form as an example , Its main source of goods consists of a large-scale price reduction of selected commodities , The other part is to customize self owned brands with second and third tier generation factories , Such as ALDI Don't sell other brands of cola , But sell ALDI Self operated cola , The price is also much cheaper .

At home , The way for discount stores to obtain low prices still remains at the level of bulk purchase from distributors , The supply chain gap is not much . And most hard discounters , The same is true , The brand has not been customized .

It can also be seen that , Most local hard discount stores in China , And soft discount stores such as temporary food , There is no difference in essence .

Because of the suppliers and brands , There is a strong demand for de stocking , It makes the spring breeze of new consumption blow to the track of discount stores .

And for discount stores , It is very passive to negotiate with suppliers , As the upstream suppliers gradually resume the supply of supermarkets , It is bound to affect the price reduction link of scale procurement , It is difficult for discount supermarkets to obtain monopoly prices for all goods , Can't shout “ The minimum ” Price , Then the long-term brand chain effect cannot be formed .

There are three main sources of profit for hard discount stores , The price difference of commodity sales 、 Collect mobilization fee from the supplier 、 Passenger flow realized . But for emerging brands , May suffer from insufficient funds , Even if the product is of high quality, it is difficult to enter the hard discount sales channel .

The innovation of new channels is more rapid , Although the old offline channels are slightly slow , But it also began to change .

Altle takes digitalization as its core competitiveness , It is also mainly to achieve the acme from streamlining services , And rely on more Dmal Digital services provided , Improve the ability to expand stores at a lower cost , With refinement SKU, Large base batch purchase , In order to get lower commodity prices .

This avoids losing suppliers upstream , Losing consumers downstream . But maybe this is not the optimal solution , Expanding stores requires more than just cost , And more operational capabilities , This also requires further innovation and exploration at the level of distributor batch procurement .

Facing the channel dilemma , In the future, discount stores need to further innovate in channels , The digital mode of otel may just be the beginning of leading many discount stores to seek breakthroughs , The answer is strong technical barriers .

source ： Pinecone Finance