Discount collection stores are the most popular offline format in 2021, and store openings are extremely fast. In the past year, hundreds of new stores have opened in cities ranging from first- and second-tier to fourth- and fifth-tier cities. , has also been recognized by investment institutions, and hundreds of millions of capital have been invested in this industry.
Just standing in a discount store with a scale of 100 stores, while busy staking the field, he did not forget to iteratively upgrade.
Moose’s new consumption observation found that a new species of discount membership store has recently appeared in China. The store retains the charging model and warehouse structure of the member store, but it is larger than the discount store and has more complete products. Currently, in the discount membership store track, Hi Tego and Little Elephant Life have hatched two sub-brands, Weightless Treasure and Hui Mai Meow. However, these two types of stores have their own characteristics. It can be seen that the discount collection store has begun to show different development paths after more than a year of running.
On December 31, 2021, a supermarket with a very Z-era atmosphere opened on the basement floor of the second phase of Chongwenmen New World Department Store in Beijing. This trendy store called “Weightless Treasure” is the first subsidiary of Hi Tego’s parent company. Second brand. As the head brand of discount collection stores, Hi Tego has almost occupied major shopping centers in Beijing, but it is the first time that “Weightless Treasure” has appeared in the public eye.
“Weightless Treasure is positioned as a warehousing member store, and the plan is to open one or two in every large city.” According to the person in charge of Hi Tego, Hi Tego’s stores are mostly concentrated in about two or three hundred square meters, but the area of Weightless Treasure is More than 2000 square meters.
There are nearly 6,000 SKUs in the weightless treasure store. Thousands of new discounted products have been added to the traditional categories of snacks and daily chemicals in the discount store, and several new categories have also been added, such as popular fruits, Internet celebrity daily necessities, imported fresh products, etc. . “Weightless Treasure’s products are more rigidly needed, closer to people’s livelihood, and can better meet the needs of customers for one-stop shopping.”
Three months ago, directly opposite Jiangsu Zhenjiang South Railway Station, a discount member store, Hui Mai Miao, also appeared. This is a new business format hatched by Xiaoxiang Life specifically for the sinking market. Xiaoxiang Life CEO Su Haihui introduced to Moose New Consumer that different cities have different types of stores. For example, Nanjing has a population of more than 6 million and has a high population density. Small stores with more than 90 square meters will be more convenient. When the market opened a store, it was found that the warehouse store was more efficient.
Hui Mai Miao stores have set up more than 1,100 SKUs. Different stores have different areas according to the location and property, and they are concentrated in more than 800-1,000 square meters. At present, it has opened stores in Zhenjiang, Wuxi, Changzhou and other places.
Warehouse membership stores are also a popular form of offline retail in 2021. Member stores have extremely high requirements on the commodity strength and operational capabilities of traders. In 2021, more than 10 new stores will be opened in China, in addition to Sam, Metro, and Carrefour, The entry of new players such as fudi is also the year that the membership format has opened the most stores in China in the past 25 years. Although it is not comparable to the discount collection store opening hundreds of new stores a year, it is a fact for all to see that the membership store that has been silent for a long time has been activated.
Moose’s new consumption found that although they are all opening large stores, they are both warehousing member stores. Hi Tego and Xiaoxiang Life have different development plans for sub-brands. From the perspective of development path, the target location of Weightless Treasure is located in first- and second-tier cities. , while Hui Mai Miao is targeting non-prosperous areas of the sinking market, hoping to bring its own traffic to reduce rental costs.
From the point of view of commodities, compared with Hi Tego, which mainly focuses on snacks, beverages, and daily chemical drinks, the life in Weightless Treasure is more intense. The store not only introduces fresh and frozen food, but also daily necessities such as slippers, socks and towels. According to reports, a new consumer hot halogen brand will be introduced later. On the opening day, the store also attracted many middle-aged and elderly people from the surrounding communities, which not only increased the consumer group width of the discount collection store, but also increased the unit price of customers. The price of weightless treasures is between 60-100 yuan. And Hi Special Purchase is about 40 to 50 yuan.
Hui Mai Miao has increased the proportion of daily chemicals in the store, while adding a larger proportion of fruits and baking. Su Haihui, for example, said that the store has introduced popular Sam products such as Swiss rolls, but added more eggs to the raw materials. and cream, and at the same time, the specification has been adjusted from the original box of 16 to a box of 2. “We encourage consumers to buy the whole piece, but they can also buy a single bottle and a single can.” At the same time, Hui Mai Miao has also made a series of own brand products to promote. According to Su Haihui, the sales of Huimaimiao’s first store were “very nice, with 1.4-1.5 million a month.”
Compared with the traditional membership store format, Weightless Treasure is more like a discounted version of a hypermarket. The above-mentioned person in charge said that Weightless Treasure is not a warehouse membership store in the traditional sense, but a collection store dedicated to building China’s Don Quixote, providing a large number of SKUs, and an outlet in the food and daily chemical industry.
Don Quixote is the representative of discount retail in Japan, and it is also the goal of the development of domestic discount collection stores. In 2020, Don Quixote ranks among the TPO4 of Japanese retail companies with 800 stores and a revenue of 1,681.9 billion yen (about 100 billion yuan). The characteristics of Don Quixote’s business model are that it is fully direct-operated, large stores with an area of more than 3,000 square meters, intensive display of tens of thousands of SKUs, and mixed sales of 30% low-priced goods + 70% regular-price discounts.
Su Haihui analyzed the new consumption of Moose, “Among Don Quixote’s annual sales of more than 100 billion yuan, end products accounted for 30%, that is, the annual end products sales were 30 billion yuan. The total social retail sales in Japan is only 9%. Trillion, while China is 39 trillion. If it is calculated at 30%, China’s final sales should be 120 billion, but now the total sales of the entire discount retail industry add up to less than 5 billion, and it is estimated that it will not reach 1 billion a year. .”
2021 is a year when domestic discount collection stores are booming. Just taking the Beijing market as an example, at least one new store opens every day. Hi Tego only opened its first store in Wangjing Soho in March this year. In the following seven months, more than 100 new stores have been opened; The special sale started in Shanghai, and opened its first store in Beijing in November 2020, and has more than 100 stores so far.
Behind this crazy store opening is a huge influx of capital.
In March of this year, iDiscount (formerly known as Shihuibang) completed an angel round of financing of tens of millions of yuan, led by Yiyi Capital and followed by Zhongding Capital; at the same time, BBM of Prosperity Market has also completed a Pre-A round of tens of millions of yuan Financing, exclusively invested by Challenger Capital. In April, Xiaoxiang Life, a discount supermarket with Nanjing as its home base, completed an angel round of financing of tens of millions of yuan, led by Joy Capital and followed by Angel Bay Ventures.
In June, Hi Tego, which had just been established for two months, completed equity financing. Investors include Xianfeng K2VC, StarVC, angel investor Wang Gang, and Gaorong Capital. In August, HaoDiDai completed its B round of financing, led by Wuyuan Capital, followed by Jiayuan Capital and Yunjiu Capital. Since the angel round of financing in 2019, Haodai has received five rounds of financing.
This is only publicly disclosed financing information. According to Moose New Consumer, there are still some financings that have not been disclosed, and some capital is already waiting and watching, waiting for opportunities.
According to the law of offline retail development, scale is king. After obtaining financing, rapid expansion and occupying more markets are the unified actions of all brands. Up to now, there is no national discount retail chain brand in China. Su Haihui believes that the retail industry is unlikely to be dominated by one, and the phenomenon of regional brands occupying the mountain will continue for some time.