Can Xiaoxiang life become the "Yonghui" in the discount industry after the completion of the round a financing of tens of millions of yuan?

In recent years , Discount stores are popular 、 Low investment 、 The advantage of fast turnover attracts capital attention ,2020 The offline temporary discount market that began to rise in , More and more participants with distinctive roles are pouring in .

Epidemic impact , Product backlog , Polarization of macro market consumption , People's expectations of future income are lower , Pursuit “ Delicate Province ” Consumer psychology has brought great opportunities for the development of discount stores . Born in 2020 year 10 Life of little elephant in the moon , Also standing on the cusp of this storm , Established their own differential role positioning .

According to public information , The discount supermarket chain Xiaoxiang life has completed tens of millions of yuan A Round of funding , The investor is Hongli venture capital 、 Qingsong Fund 、 Xi Da capital . This financing is also another financing after the last angel financing , Just one year apart , Get financing again , This is a rare event in the whole discount chain business .

In the ever-changing discount market , Temporary discount supermarket like life , Why can “ Highly favored ”？

Little elephant lives by lihaihui in 2020 year 10 Founded in , The area of the store is 80-100 Square meters , The number of goods in 1000 Within a ,

Cut in from temporary products , By selling as low as the market price 3-5 The best-selling fast-moving consumer goods , Infiltrate the community commercial street shops in Nanjing and surrounding cities .

Different from the good sale 、Boom Boom Mart Discount retail stores such as prosperity market focus on the business centers and parks of first tier cities , Xiaoxiang lives in the second tier and below markets , Entered Nanjing 、 yangzhou 、 Hefei and Huangmei 、 Liyang and other counties , Choose a community store , It is intended to provide categories more suitable for household consumption to improve the linkage rate .

2020 year 10 End of month , Little elephant life has received tens of millions of yuan of angel round financing , The leading investor is pleasure capital , Angel Bay Capital Investment Co., Ltd .

After a year of development , The life provision of the baby elephant includes rest 、 drinks 、 wine 、 Dairy baking 、 Frozen products 、 Fruits 、 Grain, rice and noodles 、 Families including groceries and daily chemicals just need a full range of products , Stores are located in Nanjing 、 liyang 、 Donghai and other county markets in Jiangsu Province , Have 60 Stores around .

In my opinion , In this round of financing Events , The investor has a high probability of taking a fancy to another store form hatched by Xiaoxiang life ----1000 Square meters “ Huimai meow super discount warehouse ”, Will this model be a powerful tool for the elephant to create greater market space ？

Data based + Huimai meow makes two-way efforts

In the early days of the baby elephant 80-100 Square meters “ Discount supermarket ” Density expansion , Not available 1000 individual SKU, More comprehensive “ Select basic household goods ”, Besides the attractive price , In food 、 drinks 、 Daily miscellaneous standard category configuration , The baby elephant's life is especially supplemented with table condiments 、 Grain, rice, noodles, etc “ Pyrotechnic gas ” goods , Determined to create a discount community sample .

In order to better adapt to changes in the market environment , Little elephant life is also making new attempts in the field of discount , On the basis of small stores in the early stage , Introduction 1000 New business of square meter store “ Huimai meow ” Super discount warehouse , According to the head of Xiaoxiang life , While expanding the store of Xiaoxiang's life , Huimai meow will also land in more supermarkets .

Huimai meow adopts “ Wide width 、 Moderate depth ” Our selection strategy , selected SKU It is the core of the selection , The major classes basically complete the coverage , According to the consumption frequency , Select only a limited number of items for each category , To improve turnover efficiency .

It is worth mentioning that , Huimai meow is more open in Zhenjiang 、 Jiangyin and other low-level cities , Goal building “ Sinking market version Costco”, The reason why huimaimiao's big store model is favored by Gao , On the one hand, it is due to strong drainage ability , Larger stores can carry a richer category structure , A more complete range of goods , Thus, the radiation range of the store is wider .

On the other hand , The big store model of huimaimiao is guided by the rich category structure and the extreme low price , There are not many requirements for the address selection of the store , It doesn't matter where you are or how many people are there , It is conducive to the diversity of site selection .

Compared with small stores , The commodities and categories of Huimai warehouse have been significantly expanded , Add fruit 、 snacks 、 Baked goods , The consumption frequency of consumers has increased , The turnover efficiency is also improved .

Based on price advantage and accurate consumption strategy , Little elephant life has received feedback from the market . According to public data , The living revenue and profit of the baby elephant is as high as 50%, Much higher than other discount stores .

When the Huimai warehouse is expanded , The elephant life also adopts a data-based management method . Build a data platform within the company , Design procurement model , According to category structure 、SKU structure 、 The brand level structure forms a purchasing map , A data-based analysis of the purchase , So as to better grasp the supply of goods .

Simply speaking , Little elephant life gets the bill from upstream , Put the goods into the model to match , The model analysis results include the shelf life of the goods 、 How much to purchase 、 Dynamic pin data and other relevant data , The company will refer to the purchasing suggestions to make purchasing choices . a certain extent , Increase the centralized utilization of funds , The analysis accuracy of procurement is strengthened .

In today's competitive discount stores , With its own market positioning and data-based management, little elephant life gets on the fast track , But throughout the discount industry , An endless stream of discount brands , It also adds many variables to the market .

A discount market where a hundred flowers bloom

The rise of discount stores , Largely affected by the economic downturn , Almost all the discount stores have experienced an explosive growth after the outbreak , A study of the national retail industry shows that , Discount stores will be the fastest growing business in the next decade , The compound growth rate reaches 5.6%, Much higher than that of the hypermarket 2.5%, Even higher than convenience stores .

The huge market and profits make many capitals enter the market one after another .

2020 end of the year , Many temporary food discount stores have appeared on e-commerce platforms such as JD tmall , data display , With the key words “ Impending ” Search for , The total number of relevant foods on Taobao platform is 40615 Pieces of , Jingdong is 8786 Pieces of , Suning Tesco 2433 Pieces of .

Good sale in recent years 、 A series of temporary discount stores such as shihuibang have come into front of people , They are choosing a site 、 There are different choices , But the overall business model is similar .

According to relevant data ,2021 year “ Ortele ” Complete two rounds of financing ,“ Biyide “ Last year, it obtained billion yuan of financing ,3 Tianjin brand that received tens of millions of yuan in June “ Shihuibang ” The discount track is hot .

On the one hand, new players are pouring into the track , On the one hand, it is the strong strength of the opponent , Can the baby elephant make use of its own advantages to break through the siege .

Whether the life of a baby elephant can become a discount “ Wing fai ”？

A large number of young people have joined the army of purchasing temporary goods , They no longer regard temporary products as monsters . Elephant life has become a choice for more consumers , In terms of operation mode, it is more like a department store with tail goods , Whether it can become a non fresh “ Wing fai ”？

Search for temporary food on Taobao , In addition to seeing the bottom price , You can also see a lot of new ways of promotion , The main force of these purchases is not limited to the middle-aged and the elderly , A large number of young people are also keen to buy temporary food , They call this consumption attitude “ Delicate Province ”.

According to the report on temporary consumption cold knowledge released by the United Nations science popularization China , The food remains in the shelf life 20%-50% period , Because the discount is low and does not affect the taste , It often ushers in a new round of sales peak , This is called the climax .

so to speak , The temporary discount commodities of little elephant life have captured the demand of young people to pursue cost performance , There is a huge market potential , For example, on the watercress 《 I love to meet you 》 Food group , There is 3 ten thousand 6 Number of members per thousand , A large amount of consumer demand will inevitably stimulate the consumer market , Small elephant life main discount necessities of life will also be given more attention .

The advantage pricing of elephant life is also its own characteristics , It is different from other large-scale supermarkets, such as preferential purchase, which sell what is left , A mode in which prices are mainly influenced by suppliers , Little elephant life aims at cola 、 Cooking oil 、 Milk, etc “ Hard currency ”, Cash purchase is mainly adopted , Own inventory , Make the purchase price lower . in the light of “ Weak brand awareness ”, Mainly through strict selection of homologous factories , Reduce costs in the form of OEM or factory freedom , Various channels make the purchase price low , It's not just about suppliers .

Consumer goods just in need have the characteristics of high frequency , And the price advantage of hard discounts , The life of the baby elephant has gradually established a stickiness with the users . At present, the long-term retention rate of Xiaoxiang life users has reached 80% above , This is a considerable number in discount chain stores .

But temporary goods will also increase the uncertainty of shopping , Temporary commodities are the main drainage tools of discount supermarkets , But not all the goods are on time , among 40% All are tail goods , How to find 40% The tail cargo of the elephant also poses a challenge to the life of the elephant .

at present , This model is still thriving .

Throughout the snack industry , Good sale completed 5 Round of funding , Complete the nationwide expansion , Xiaoxiang life has completed two rounds of financing , establish 8 Months “ Snack magic enamel ” Also recently obtained ten million yuan Angel round financing , Behind the optimistic capital is the huge consumer market .

According to the Kaidu consumer index, a consulting firm 《2022 Omni channel reporting 》 Show ,2022 From the second quarter of , Consumers' single purchase spending has been significantly tightened , Consumer psychology is more cautious , The impact of inflation , More and more consumers are willing to spend in discount stores , Temporary commodities have become a serious problem for them “ Cost performance ” Choice , The baby elephant life provides a full range of choices for daily necessities , The future development prospect is also worth looking forward to , But whether it can become a non fresh “ Wing fai ”, It will take time to verify .

Whether it is market positioning or business model , Elephant life has made different positioning choices in the discount market , In the age of changing discounts , Find market positioning needs , Elephant life may usher in a new round of reshuffle and opportunities . Today, with the constant iteration of the discount market , We don't know who will win in the end , But there is one thing to believe , The favor of capital may be the key point for players to win , Elephant life may have taken the lead .

Source of the article ： Pinecone Finance