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> Netease’s selection of water under the online test has finally made substantial progress.
Netease’s selection of water under the online test has finally made substantial progress.
Convenience stores are the fastest growing physical retail channel in recent years. Convenient location, good environment and rich value-added services make the convenience store meet the new needs of consumers.
Founded in 2015, Anda is a convenience store brand in Inner Mongolia. As of May 2018, it opened more than 120 stores in full direct sales. According to the third-eye retail data, the store area is mostly around 100 square meters, and the single-store daily sales are about 6,000 yuan, which is higher than the industry average. At the same time, Anda has plans to expand to the country.
However, compared to the head brands of the whole family, Rosen, Meiyijia, etc., Anda is still a regional brand. The number of Rosen national stores exceeded 1,000 in March last year, while 7-11 has more than 2,300 stores in China, and these national convenience store brands cover cities with higher economic development.
This time, in cooperation with Anda, it may be seen that compared with the extensive coverage of the store, strict selection pays more attention to the tonality of the partners. Compared with traditional convenience stores, Anda has many innovations in the selection of products and community services. In addition to the introduction of community salons, wealth management and other life services, it also introduces net red brands such as Orange and Lai, making its temperament different from competitors. Since 2016, Anda has won the Convenience Store Conference’s new award and innovation award for two consecutive years.
The first choice is to put the shelves in a convenience store. This kind of cautiousness may be related to the unsuccessful selection of the online retail format before the test.
In terms of brand building and user experience, we have carefully selected channels that are differentiated according to the category, more experienced household products and real estate developers, hotel cooperation to build the scene, and expand the long tail customer group. In the establishment of online sales channels, priority is given to the rapid and infiltrating of the emergency department stores through convenience stores.
It is impossible to avoid the strict competition of direct competition on the product and choose to compete in the channel. This method is undoubtedly safe. However, Netease strictly selects Ding Boss to say, "Rebuild a NetEase in three to five years," and the high-intensity offline battle will come sooner or later.
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