7FRESH is going through a round of changes.
On May 30, Jingdong's gourmet fresh food supermarket "seven fresh" opened in Beijing Fangshan District Capital Outlets. This is the first store after upgrading and remodeling on the basis of the original 7FRESH supermarket, and is also the first fire since Wang Jing took over the helm of Jingdong Fresh in April this year. After the business upgrade, the seven fresh supermarket will be one of the Jingdong 7FRESH business, and Jingdong Fresh and other innovative business in parallel.
Jingdong's first 7Fresh Supermarket is located in a suburban shopping center, covering an area of 3,381m² (negative layer) and covering nearly 100 communities within 3km. This is not a big difference with the previous 7FRESH location (mainly choose shopping centers, with an area ranging from 2,000 to 4,000 square meters). Under the new format, Seven Fresh sells close to 6,000 individual products, of which fresh food accounts for 70%, focusing more on fresh food categories.
Whether it is "Jingdong Overseas Direct Picking" or goods supplied by Jingdong Mall, the seven fresh supermarkets have continued the higher proportion of 7FRESH. Compared with the old form, the biggest difference between the seven fresh supermarkets is to upgrade the single fresh supermarket to a full set of food solutions, focusing on tapping into the immediate needs of consumers for finished and semi-finished products.
According to the person in charge of Seven Fresh Supermarket, the upgraded catering area occupies the entire area of 25%~30% in the supermarket. Consumers who buy fresh food in the supermarket can take it directly to the fresh food processing room for free processing, and the finished product can be made in about half an hour. Seven fresh supermarket aims to use more high-frequency catering consumption to drive the consumption of vegetables, meat, aquatic products and other food.
In addition, the food and beverage area is also set aside for breakfast, Japanese food, barbecue, baking and other different food areas, stationed in the Yuanji dumplings, small cans of tea, there are meat, lobster, tendon cow as a sinew, Taiyang Shijia, hard wheat grilled and other brand-name merchants. According to Wang Jing, the food and beverage area is different from traditional stalls, adopting the cooperation model of single product management, no rent, from promotion to the introduction of new products to pricing, are managed by the seven fresh supermarkets and brands together.
It is worth noting that during the period when Wang Xiaosong was at the helm, 7FRESH had declared that it would open 50 stores in 2018 and 1,000 offline stores in five years. But judging from 7FRESH's performance over the past year, this goal seems to be difficult to reach - only 16 have been opened so far.
For the continuation of the goal, Wang Jing said, 5 years to open a thousand stores can still exist, just open a different way, not necessarily 7FRESH own open, but also can be in the form of cooperation to promote. 7FRESH has reached some of the industry's enterprises to open a store, supply chain, technology and other aspects of the cooperation intention, the omni-channel business is still the most important strategy for the future of the Jingdong Retail Group.
For the next store plan, Wang Jing revealed that 7FRESH store in the past is more dispersed, the future will be more concentrated in the Beijing-Tianjin-Hebei region, and will be in the Wangjing, East Fourth Ring Road, Haidian and other downtown areas in succession to open the store; the Yangtze River Delta region will be a new format and method of launching; the other regions to maintain the expansion of the solid.
7FRESH's innovative businesses can be categorized into three types: 7Fresh Supermarket, 7Fresh Life and 7Fan'er (which means "eating"). Seven Fresh Life is closer to the "neighborhood", covering an area of about 200~300m², mainly providing brunch and various convenience products; Seven Fan'er is distributed around office buildings, covering an area of about 600~1000m², mainly meeting the needs of white-collar workers for food and beverage, fruits, and daily consumption, with the specific stores to be launched in the fourth quarter of this year. Two more new formats will be disclosed in the coming month.
Wang Jing said, for 7FRESH, seven fresh is the "vanguard", although the current stage of the volume is small, the future will bring high growth for 7FRESH. For the future of 7FRESH, Wang Jing hopes to strengthen its global direct sourcing capabilities, optimize a supply chain platform, so that the ping efficiency to reach 3 times the traditional industry, online sales accounted for 40% ~ 50%.
