Beijing Business Daily News (Reporter Zhang Tianyuan) On October 14th, Miniso and Meituan announced a deep strategic cooperation, with instant retail business as the focus of cooperation. Miniso will launch more than 800 "24-hour super stores" in the form of lightning warehouses on Meituan within the year, serving consumers' immediate needs of "online ordering, fastest delivery in 30 minutes". At the same time, both parties will also explore cooperation in the in store business. Meituan will provide multiple digital marketing support to Miniso based on user in store consumption scenarios.
According to Chen Zhenjie, the head of instant retail at Miniso, the 24-hour super store in the form of a lightning warehouse is specifically designed to meet the online consumption needs of instant retail users. It is established and operated on the Meituan platform, and forms differentiation and effective complementarity with conventional offline stores in terms of product types, coverage, operating hours, and service experience. Since the opening of our first store in January this year, we have opened about 500 24-hour super stores with a cumulative performance of over 100 million yuan, "said Chen Zhenjie. After nearly half a year of" trial run period, "this lightning warehouse new business model has shown a very positive growth and profit trend. Therefore, Miniso has decided to accelerate its exploration of this business model.
Miniso attaches great importance to 'opening warehouses' and has clear goals and plans, "said Chen Zhenjie. By implementing differentiated strategies in site selection, pallets, and other aspects, 24H super stores and conventional offline stores have formed a harmonious complementarity, which can actively promote sales performance. 24-hour super stores are mainly located in first tier and super first tier cities, as well as popular travel cities with high demand for online consumption. They are mainly located in densely populated areas such as communities and residential areas to supplement the coverage of conventional offline shopping mall stores; In terms of operating hours, we aim to provide 24/7 service; On the shelves, in addition to regular fast-moving consumer goods, based on the product analysis provided by Meituan Flash Shopping, we have designed and developed a supply of goods that better meet the needs of instant retail consumers, such as travel supplies, gift items, cleaning supplies, digital accessories, beauty and personal care, pet supplies and other specialty products, rather than simply copying the existing shelves in offline stores.
In the future, the product differentiation rate between 24-hour super stores and regular offline stores is expected to reach 70%. We will continue to deepen our cooperation with Meituan and accelerate the process of 'opening warehouses' with the growth of instant retail users, "said Chen Zhenjie.