The way we are used to shopping is actually anti-human. If we find that there is a shortage of soy sauce at home, we should remember it so that we can buy it next time we visit the supermarket. Is it worth remembering so many boring things?

What is the most suitable scene for mobile Internet shopping? It is "fragmented shopping". For example, if you find that the soy sauce in the kitchen is almost gone, you can immediately use your mobile phone to search and order with one click. Don't worry about the distance, don't worry about the postage, order a soy sauce and solve the problem in one minute.

To buy soy sauce in one minute, it is best to search for the soy sauce that customers have bought (or are most likely to buy), which is trustworthy enough to buy directly without looking at details and comments. Supermarket products commonly used by families have a high frequency of repeated purchases, so it is easy to recommend such products accurately.

The traditional way of buying soy sauce is very troublesome. If you go to the supermarket, there will be time and energy costs. If you shop in Taobao JD.COM, you will spend more postage than soy sauce. Before going to the supermarket every time, you must think about the goods you need to buy, otherwise you won't have to walk so far for a bottle of soy sauce. It's also silly to go shopping at 1 store or Tmall online supermarket. You can't get the mail until 100, so you always have to think about buying goods above 100.

Regardless of the distance and postage, buying at any time and solving the problem in one minute is the most perfect final form of mobile e-commerce. Then the question is, how can we avoid postage? "How to achieve' fragmented shopping'? Let's answer these questions.

Conception of debris shopping mode

1 Store 100 yuan, it is impossible to collect 10 yuan, and it is difficult to reduce the freight cost from the warehouse to the customer.

"Fragment shopping" is based on extremely low distribution costs. The basic idea of the fragmented shopping format is: a community convenience store only serves the surrounding 5,000 communities, community residents place orders through mobile phones, and place orders before 19/every day, and supermarket personnel deliver them to the door at 19-2 1.

Seeing this, readers should have some questions, so there are also distribution costs, which may be higher than the gross profit of a bottle of soy sauce. Also, this delivery method is not timely. What if the customer wants to use the goods immediately? The number of goods in community convenience stores is limited, can it meet the needs of consumers?

For consumers, most goods don't need to be delivered immediately, and they can meet the demand on the same day (or the next day). For the goods that customers must deliver immediately, add a button to match immediately after placing an order with one button, and charge 3 yuan freight (or customers go to the store to buy).

Convenience stores have limited capacity and can only display 2000-3000 kinds of goods. Consumers can also order goods that are not available in community convenience stores, and deliver them from the warehouse to the convenience store the next day, and then the store will co-ordinate the delivery to consumers' homes.

The delivery cost from the warehouse to the store is very low, because the convenience store itself needs replenishment every day, and the replenishment of the convenience store is unpacking and distribution. The goods ordered by consumers are delivered to the store by truck, and customer orders are included in the replenishment system of convenience stores, which only consumes a little extra cost.

If the customer orders goods that are not in the store, they will be delivered from the warehouse on the same day and delivered to the customer after 19 the next night. Customers can also pick up the goods at the store after the arrival of the goods the next day (the store is very close, so it is more convenient to pick them up by themselves), and customers can also choose to deliver the goods quickly (pay the delivery fee), and the warehouse can deliver the goods quickly for customers, similar to JD.COM 211. (Delivery through stores, with low delivery cost, is more competitive than JD.COM).

Distribution cost analysis

A convenience store serves the surrounding community of 5000 families. Residents of the community use their mobile phones to order goods in the store. Orders are placed before 19 every day, and the convenience store staff 19-2 1 deliver them to the door. (Goods that are not available in the store will be picked up or delivered to customers the next day. )

This distribution method has low cost, because the distribution distance is short and the distribution efficiency is high in concentrated time. If the delivery is not centralized, but immediately after the customer places an order, it is estimated that each order will take 15 minutes, and the labor cost is 4 yuan. Centralized delivery. It is estimated that the delivery per hour is 10, and the average labor cost per order is 1.5 yuan. Moreover, due to the uneven distribution of orders, the way of immediate delivery is easy to waste human resources. In addition, deliver goods that are not in the store immediately.

1. The distribution cost in 5 yuan is already very low, but if the customer really only buys a bottle of soy sauce, the gross profit is about1yuan, which is lower than the distribution cost in 1.5 yuan. Then why is it feasible?

The purpose of "fragmented shopping" is to bring consumers a completely different shopping experience. They only buy the goods they need, regardless of the distance and postage, and complete the shopping in one minute, so that they can really do whatever they want at any time and place. If you think you need anything, you can place an order immediately. Although the unit price of customers is low, the number of customers will increase.

Zhang believes that a fragmented shopping experience can attract consumers to use APP as the main shopping channel. Once this goal is achieved, customers will place 1-5 orders every day. Although the average price of a customer's order is only 8 yuan (estimated), but each customer places 2.5 orders every day and delivers 2.5 orders at one time, then the actual unit price of the delivery customer is equal to 20 yuan, which can bear the delivery cost of each customer 1.5 yuan.

The true value of debris shopping

"Fragmented shopping" is different from traditional shopping. Really can solve the problem anytime, anywhere, at will, in one minute. She accustoms consumers to using mobile phones to buy daily consumer goods with the highest frequency.

High frequency beats low frequency. If consumers use their mobile phones for "fragmented shopping" several times a day, fragmented shopping will become an entry point, stick to customers, and the previous shopping in large supermarkets and Taobao will also shift, eventually monopolizing 70% of consumers' shopping needs.

Internet is a big era, which has subversive changes to many industries, not upgrading on the original basis, but tearing down and rebuilding. For example, many newspapers and magazines set up their own websites to deal with the impact of the Internet, but in fact, new forms such as Weibo and WeChat are the right way. Taobao JD.COM e-commerce model has been established on the Internet, and the new e-commerce model will be established on the mobile Internet. Different foundations will lead to different business models. Mobile e-commerce is not only the development of APP by Taobao JD.COM or the cooperation with WeChat, but also a subversive change similar to "fragmented shopping".

Some time ago, the concept of "fresh e-commerce" was very popular, but I think it is difficult for the public to completely e-commerce. If the problems of standardization and cold chain distribution are solved, the cost will make the public fresh e-commerce lose its competitiveness.

Buying fresh goods is a pain point for community residents. The food market is far away, the price of fresh food shops in the community is high, and there are few categories. This project can solve this difficulty.

In the store, customers can buy fresh goods, order fresh goods in the store with the APP, and book fresh goods that are not in the store (replenishment, delivery the next day). This way of managing fresh food has the following advantages:

1. Fresh goods are delivered to stores and operated online and offline at the same time. Consumers order fresh goods online, and the store delivers them to consumers' homes as a whole, without cold chain distribution. Even if you refuse, you can return to the store to continue selling, with low distribution cost and low consumption.

2. Buying fresh food is a pain point for community residents. Generally, the food market is far away, and the community fresh food stores have few categories and high prices. Our store can make an appointment or book fresh goods through APP to solve the problem that the categories are not uniform and cannot meet the needs of consumers.

3. Community fresh food stores have high consumption and high prices. In this project, the fresh operation is to attract customers and stick to customers. APP and O2O are profit visions, so the price can be positioned at a lower level. If consumers book fresh goods online and deliver them to stores on demand, it will not only reduce consumption but also set the price lower, and cultivate consumers' habit of using APP.

If this project solves the pain point of fresh shopping, then consumers will rely more on this platform, and it is easier to guide consumers to use APP and stick to consumers.