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清醒第一 稳字当头
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兰陵z
2018-12-06
$纳斯达克(.IXIC)$ 这特么也叫大跌?!!盘前都涨回去了…美股这个支撑就这么强的吗??我不太信…开盘后再观察一下吧,小非农的数据也不好,我不信今天能这么强。熊市毕竟还是熊市。$AMD(AMD)$ $Facebook(FB)$ $英伟达(NVDA)$ $阿里巴巴(BABA)$ $特斯拉(TSLA)$ $苹果(AAPL)$ $京东(JD)$
兰陵z
2018-12-11
$纳斯达克(.IXIC)$ 怎么说呢…高开低走市场情绪不是很好,还是偏谨慎,考虑最近华为和苹果事件,虽然大家表面一团和气的要缓和贸易局势,背地里都在搞东搞西,基本面不是很乐观,市场缺乏有效反弹的刺激。美国那边对于经济政策也是有些摇摆不定,美联储白宫感觉都比较难下手。如果今晚一直是这么疲软甚至更加疲软的走势,导致纳指收了阴线,后市谨防新低。如果今晚能抗住,后市反弹还有的看。$阿里巴巴(BABA)$ $AMD(AMD)$ $京东(JD)$ $苹果(AAPL)$ $英伟达(NVDA)$ $特斯拉(TSLA)$ $Facebook(FB)$
兰陵z
2018-11-20
$蔚来汽车(NIO)$ 8.18全抛了,剩下的钱不是我能赚得了的咯~感觉可以到八块二三至九块二三…后面风险太高了…就不要了唉
兰陵z
2018-09-28
$Tilray Inc.(TLRY)$ 这么多人吹涨感觉…不太好…希望能稳过140…
兰陵z
2018-09-15
$趣头条(QTT)$ 今晚要是直接直线收割了…那才是一出精彩的大戏…
兰陵z
2018-12-13
$纳斯达克(.IXIC)$ 现在盘面怎么有种11月29号前后的感觉??难道真的上不去了又要开始跌??各位觉得呢?$特斯拉(TSLA)$ $AMD(AMD)$ $苹果(AAPL)$ $阿里巴巴(BABA)$ $英伟达(NVDA)$ $京东(JD)$ $Facebook(FB)$
兰陵z
2018-10-25
$Twitter(TWTR)$ 推特公布三季报,三季度营收7.58亿美元,三季度经调整EPS0.21美元,高于预期0.14美元。冲鸭!一举收复失地!!
兰陵z
2018-12-10
$阿里巴巴(BABA)$ WTF…看海王错过了开盘,说了150建仓的,希望大佬今晚还能给个机会…不过虽然错过了,但还是要吹一波海王,DC牛逼!$博格华纳(BWA)$
兰陵z
2018-10-02
$Tilray Inc.(TLRY)$ 一觉醒来,挂的单已经成交了…运气也是有点好,还是贪了一点点…幸好幸好,这波先就这样吧,兄弟们保重。
兰陵z
2020-07-23
$拼多多(PDD)$
趋势已经破位走坏了,蹲一个反弹就该撤了。
兰陵z
2019-06-06
$如涵控股(RUHN)$ 大概是最快成仙的中概股吧
兰陵z
2018-11-30
$阿里巴巴(BABA)$ 阿里也该回调了,昨天就有点冲不上去的感觉。盘前出掉了40%的仓位,回到150附近继续杀回去,长期看好。
兰陵z
2018-11-01
$纳斯达克(.IXIC)$ 感觉现在最好按兵不动…等形势明朗了再说
兰陵z
2018-12-12
$阿里巴巴(BABA)$ 强势突破156,后面就是160了
兰陵z
2018-12-11
$阿里巴巴(BABA)$ 150下已建仓,基本面如果没有特别大的利空消息,短期先看到165附近。阿里的趋势目前来看还是挺稳的。
兰陵z
2018-12-11
$阿里巴巴(BABA)$ 先进点儿货,要是能到140以下我就全梭进去。
兰陵z
2018-12-06
$阿里巴巴(BABA)$ 机会来了,留好老本,先打一梭子子弹再说,150附近建仓。$AMD(AMD)$ 也可以关注,恐慌的时候就要有贪婪的勇气。
兰陵z
2018-10-16
$Cronos Group Inc.(CRON)$ 准备13.27止盈了。
兰陵z
2018-11-28
$迪士尼(DIS)$ 迪士尼的市盈率和业绩增速完全不成正比,被低估太多了…建仓长期持有
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p":1606795193,"share":"https://www.laohu8.com/m/news/1190191899?lang=&edition=full","pubTime":"2020-12-01 11:59","market":"sh","language":"zh","title":"兴盛优选,一个阿里美团拼多多都在模仿的独角兽","url":"https://stock-news.laohu8.com/highlight/detail?id=1190191899","media":"深网腾讯新闻 ","summary":"时隔数年,社区团购战火被再次点燃,不同的是,这场战争从创业公司角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、拼多多、滴滴站在了同一赛道。\n1990年,年仅17岁的岳立","content":"<p><b>时隔数年,社区团购战火被再次点燃,不同的是,这场战争从<a href=\"https://laohu8.com/S/V03.SI\">创业公司</a>角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、<a href=\"https://laohu8.com/S/PDD\">拼多多</a>、滴滴站在了同一赛道。</b></p>\n<p>1990年,年仅17岁的岳立华在乡镇开批发部的时候没有想到,30年之后,由小本生意一步步孵化而来的兴盛优选已成为中国社区团购行业的头部梯队成员。</p>\n<p>2020年疫情是社区团购新的催化剂。《深网》了解到,今年2月底,兴盛优选门店的开业率恢复到疫情前状态;一季度交易额同比增长5倍,新增用户同比增长4倍。</p>\n<p>这是一块渗透率仅为5%、尚未被完全开垦的处女地,尤其在那些拥有庞大消费者基数的低线城市和乡镇。艾媒咨询数据显示,2020年社区团购市场规模预计达到720亿元,同比增幅112%;2022年中社区团购规模预计超过1020亿元。</p>\n<p>巨大的市场空间和增长潜力引来巨头关注。时隔数年,社区团购战火被再次点燃,不同的是,这场战争从创业公司角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、拼多多、滴滴站在了同一赛道。</p>\n<p>据《深网》了解,兴盛优选已普遍被新进入者当作考察范本,员工成为被挖角对象;而从业务开展区域来看,其大本营湖南也成为这场新战役的重要战场,滴滴美团等巨头在这里展开新的对决。</p>\n<p>资本像一个巨型沙漏,它可以助推一个行业走上快轨,同时也可以加速淘汰弱者留下赢家。</p>\n<p>实际上,从倒闭潮到抱团合并,社区团购行业在过去短短两年已经经历过一轮洗牌。据不完全统计,过去一年共有超过20家生鲜电商倒闭:去年5月,盒马鲜生关闭了自己的第一家门店;10月底,成立两年的水果会员平台“迷你生鲜”宣布,因经营不善、长期亏损暂停运营;11月底,社区生鲜电商平台“妙生活”宣布门店关闭、破产清算;主要业务为社区团购、自提的呆萝卜也被爆出经营危机,并关闭杭州中心;曾经以水果等品类起家的明星公司淘集集也在年底陷入破产清算阶段。就在近日,中国最早的生鲜电商之一易果生鲜进入破产重组。</p>\n<p>社区团购并不是看起来的那样简单、由物流连接B端到C端的生意,其中还涉及到很多复杂环节,比如库存、损耗、冷链等等。中国电子商务研究中心的一份数据显示,生鲜电商4000多家入局者中,4%持平,88%亏损,且剩下的7%是巨额亏损,最终只有1%实现了盈利。</p>\n<p>这个行业曾经经历开店越多越快,烧钱的速度就越快,亏损就越多的恶性循环。如今,小玩家已经被清洗出局,接下来将是跑出的头部玩家与巨头之间的竞逐。</p>\n<p><b>电商冲击与孵化兴盛优选</b></p>\n<p>今年5月20日,兴盛优选搬进了湖南长沙新的总部大楼里。也是在这里,岳立华用30年时间,把生意从最早的小卖部批发商扩展到后来的连锁超市芙蓉兴盛和社区电商兴盛优选。</p>\n<p>可以说,芙蓉兴盛和兴盛优选的出现分别踩在中国零售行业发展两次重要的转折节点上。</p>\n<p>与我们通常见到的互联网创业者有些许差异,兴盛优选董事长、芙蓉兴盛创始人岳立华算是个典型的传统行业创业者。</p>\n<p>低调且对数字敏感,“将成本上升到战略高度,而并非一个运营数字”,一位与他共事过的人士对《深网》作出如此评价。</p>\n<p>岳立华出生在湖南益阳南县,从小学起就开始帮忙照看家里的小卖部。17岁那年,岳立华以父母的名义贷款,在镇上开了家批发部,做起了上游批发商。</p>\n<p>2001年,岳立华想干的大一点,于是干脆开起了超市。那时中国零售业态还是以小卖部为主,他将兴盛超市定位为社区超市,有直营和特许加盟两种模式,并且只经营小超市。</p>\n<p>中间也走过弯路。“当时,我们店面规模最小的是100多平方米,最大的有800多平方米。但在经营过程中,我深感精力不足,管理很难跟上去,一系列问题接踵而来,如果继续发展下去难掌控。”岳立华后来回忆。</p>\n<p>“我开始反思,论资金、论实力、论管理人员、论经验,我们都没法与<a href=\"https://laohu8.com/S/WMT\">沃尔玛</a>、新一佳等大型超市相比。但我发现,虽然大超市产品齐全,要去一趟却很不方便,而位于社区的便利超市反而成了市民的首选。小规模经营,好控制、好管理,我预计未来必定是两级分化的市场,要么做大,要么做小,既然这样,我不如做小。”随后岳立华关闭了100平米以上的店铺,专注于30-80平米的小店。</p>\n<p>2003年,电商萌芽出现,当当、卓越、阿里、<a href=\"https://laohu8.com/S/JD\">京东</a>成为那时候互联网江湖新秀,近8000万中国网民贡献着炙热的流量。</p>\n<p>2010年前后伴随着移动互联网的兴起以及基础支付、物流、数据等基础设施的完善,电商巨头们一路高歌猛进,新进者也是踌躇满志。</p>\n<p>这时,岳立华的芙蓉优选长成湖南长沙覆盖率最高的便利店品牌之一,红底白字的招牌在大街小巷随处可见。</p>\n<p>作为传统零售从业者,岳立华确确实实感知到互联网大潮对传统零售行业的冲击:一方面,芙蓉兴盛的业务开始受到影响,比如以往的加盟数量都有比较好的增幅,但在电商的裹挟下这种增长竟然发生滞后;另一方面,在收入减少的情况下,便利店老板的加盟意愿在降低。</p>\n<p>岳立华判断,未来将有70%的订单来自于线上,这样就意味着传统社区便利店模式只能拿到30%的业务量。“那时状况非常危险,甚至可能会被蚕食掉”,一位兴盛优选内部人士对《深网》回忆。</p>\n<p>向线上的转型之路便由此展开。</p>\n<p><b>四年四个阶段,跑通“预售+自提”</b></p>\n<p>2013年7月,岳立华开始着手孵化电商平台“兴盛优选”,2014年初,前期团队搭建和准备工作就绪,兴盛优选正式跑起来。</p>\n<p>现在来看,“预售+自提”的模式被验证是可行的,也成为目前多数社区团购入局者的主流模式,“供应商——中心仓——网格站——门店——消费者”的四级链路被复用。</p>\n<p>不过,兴盛优选花了四年时间,经历门店自配送阶段、网仓阶段、配送站阶段,直到2017年6月才最终摸索出“预售+自提”模式。</p>\n<p>据《深网》了解,第一阶段是门店自配送阶段,兴盛优选为门店做APP,消费者网上下单,门店老板送货上门;第二阶段是网仓模式,以生鲜水果产品为主,公司花了2000多万组建了配送团队;第三阶段是配送站模式,但很快就因为没有流量和运营成本高企,模式无法持续放大而失败了。</p>\n<p>2016年是兴盛优选发展中难熬的一年。《深网》从兴盛优选内部人士了解,2016年下半年业务亏损已达数千万,公司主体芙蓉兴盛利润本身就不算高,再加上公司还在准备IPO,系列因素夹杂在一起导致董事会强烈反对继续对兴盛优选投入。于是,300多人的团队不得不解散,最后只剩下创始人周颖洁和刘辉宇以及技术团队。</p>\n<p>即便如此,岳立华、周颖洁、刘辉宇三人仍然坚持“线上+线下”才是未来方向,只不过当时没找到合适的商业模式。</p>\n<p>创立兴盛优选的初衷是为了复兴门店,为了进一步探索未来的商业模式。那段时间,周颖洁和刘辉宇二人花了很多时间去泡门店,去了解便利店老板们的需求。“这些店老板一般都没有长期规划,他们合作的要求只有两个,一是可以很快挣到钱,二是增加客流量,三是不要增加库存、人力、资金的投入。”这位内部人士对《深网》称。</p>\n<p>最后他们提出了“预售+自提”模式,并在2016年8月开始试验效果。预售卖夫妻零售店没有的商品,不会跟他们形成竞争,自提可以很好地帮助门店引流。主打的产品还是生鲜水果,这些是高频刚需品。到了2017年6月,新模式被复制推行到62家门店,订单从每天2000单攀升至20000单。</p>\n<p>不过,兴盛优选不直接开展门店拓展工作,而是由第三方公司首德公司来执行的,负责在全国范围内宣传推广兴盛优选平台,为兴盛优选门店提供培训和店主关系维护服务。据陆玖财经报道,兴盛优选没有收取加盟费,但却采用了积分兑换奖励,以发展店主数量和销售单量作为返利的依据。这点和拼多多早期发展模式有相似之处。</p>\n<p><img src=\"https://static.tigerbbs.com/7958f5b76b8d3658b2725449dc3799ed\" tg-width=\"1080\" tg-height=\"903\"><img src=\"https://static.tigerbbs.com/0dbe11b6ebc203cff63855631a1e8966\" tg-width=\"576\" tg-height=\"179\"></p>\n<p><b>战略方向:复兴门店和赋能上游</b></p>\n<p>在兴盛优选内部,岳立华经常提到“复兴门店”和“赋能上游”,这也被兴盛优选划定为重要战略方向。</p>\n<p>“兴盛优选的定位是预售+自提,跟传统电商有不一样的地方,我们是依托于社区的小店来做生意,所以为什么越来越多的门店来跟随兴盛优选,是因为这个商业模式真正帮助他们赚到了钱。”刘辉宇表示。</p>\n<p>万国城店是兴盛优选的第一家门店。在没有连入兴盛优选的业务以前,这家门店只是一家开在小区楼下的普通门店。刘辉宇称,兴盛优选能为这家店带来每月2万左右的净收入,另外加上预售+自提模式让大量消费者到店提货,从而也提升了店铺本身的销售。兴盛优选的数据显示,一般做兴盛优选的门店,对他线下门店的生意有10%-20%的增量。</p>\n<p>《深网》从长沙一家兴盛优选团长处了解到,此前店里净收入为每月1万左右,做社区团购后收入能达到1万7左右——这个逻辑很好理解,当用户到店自提时,自然而然就提高了他们在店内消费的频率。</p>\n<p>在兴盛优选的业务版图中,乡镇农村是重要组成部分。据《深网》了解到,每开拓一个新市场时,兴盛优选的打法基本都是从省会城市入手,然后开拓周边城市、县城最后渗透至乡镇和农村。</p>\n<p>“做生意跟打仗一样,也得讲究灵活度。在湖南,我是从小城镇起步;而在省外,就须先选择省会城市,扎稳中心市场,再通过省会城市辐射发展到地县级城市。能在省会城市立足了、有影响力了,往下发展就相对容易了。其实这套‘农村-城市-农村’的发展思路,是跟毛主席学的。”岳立华曾这样解释。</p>\n<p>目前兴盛优选已经进入了13个省市、166个地级市,1052个县市级、4904个乡镇和37151个村。一位行业人士对《深网》分析,社区团购的渗透率目前不到5%,就目前来看巨头首先进入的通常是省会城市,其次是地级市,再下沉的县城、农村短期内不好渗透,这是兴盛优选的优势所在。</p>\n<p>目前,兴盛优选建立了自己的一套供应链体系,供应商将商品配送至中心仓,再向下依次配送至从网格站和门店。据《深网》了解,兴盛优选23000名员工中,物流配送就超过21000人。</p>\n<p><b>战事升级,资本卷土重来</b></p>\n<p>兴盛优选的成长过程中,2018年是最难捱的一年。</p>\n<p>彼时社区团购行业大爆发,巅峰时期仅3个月就有超过20亿资金涌入。“虽然成本占比是在下降,但因为规模一直扩大因此也一直亏损,缺钱很痛苦。”兴盛优选内部人士对《深网》称,直到2018年9月拿到今日资本领投的A轮融资才缓解了资金压力,让业务得以继续推行下去。</p>\n<p>时隔两年,资本摩拳擦掌再次入场,社区团购赛道巨头林立,残酷程度或许不亚于当年的团购大战和外卖大战。</p>\n<p>岳立华给团队定下的新目标是“用户体验、舍命狂奔”。他们认为,“消费者不是被谁抢走的,而是看是不是能主动留下。毕竟补贴不会永久持续,也并非所有商品都能搞低价,在此基础上要看商品能否准时、稳定地送达,物流是关键指标。“</p>\n<p>一位接近兴盛优选的内部人士对《深网》称,目前即便是在拼多多、美团、滴滴等巨头入局的当下,兴盛优选依然保持每周至少1万到1万5千家门店上线,日均订单维持在900万到1000万之间,双11订单达到1200万单。这位人士称,预测2020年底门店总量将突破50万家。</p>\n<p>据悉,下一步,兴盛优选将重点布局经济更为发达的长三角地区,而前期在江苏的供应商招募已经启动,预计春节前会陆续启动江苏、安徽和浙江的运营。</p>\n<p>眼下,一场升级战事已经打响。</p>","source":"lsy1594689214820","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>兴盛优选,一个阿里美团拼多多都在模仿的独角兽</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n兴盛优选,一个阿里美团拼多多都在模仿的独角兽\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-12-01 11:59 北京时间 <a href=https://mp.weixin.qq.com/s/HdsJAX7kdMPO0AG0t9TtYQ><strong>深网腾讯新闻 </strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>时隔数年,社区团购战火被再次点燃,不同的是,这场战争从创业公司角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、拼多多、滴滴站在了同一赛道。\n1990年,年仅17岁的岳立华在乡镇开批发部的时候没有想到,30年之后,由小本生意一步步孵化而来的兴盛优选已成为中国社区团购行业的头部梯队成员。\n2020年疫情是社区团购新的催化剂。《深网》了解到,今年2月底,兴盛优选门店的开业...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/HdsJAX7kdMPO0AG0t9TtYQ\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/dabb237f54e91e1896c375326233c4c3","relate_stocks":{"PDD":"拼多多","03690":"美团-W","BABA":"阿里巴巴"},"source_url":"https://mp.weixin.qq.com/s/HdsJAX7kdMPO0AG0t9TtYQ","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1190191899","content_text":"时隔数年,社区团购战火被再次点燃,不同的是,这场战争从创业公司角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、拼多多、滴滴站在了同一赛道。\n1990年,年仅17岁的岳立华在乡镇开批发部的时候没有想到,30年之后,由小本生意一步步孵化而来的兴盛优选已成为中国社区团购行业的头部梯队成员。\n2020年疫情是社区团购新的催化剂。《深网》了解到,今年2月底,兴盛优选门店的开业率恢复到疫情前状态;一季度交易额同比增长5倍,新增用户同比增长4倍。\n这是一块渗透率仅为5%、尚未被完全开垦的处女地,尤其在那些拥有庞大消费者基数的低线城市和乡镇。艾媒咨询数据显示,2020年社区团购市场规模预计达到720亿元,同比增幅112%;2022年中社区团购规模预计超过1020亿元。\n巨大的市场空间和增长潜力引来巨头关注。时隔数年,社区团购战火被再次点燃,不同的是,这场战争从创业公司角逐升级为巨头之间的竞争,在上一轮行业洗牌中跑出的兴盛优选,如今又与阿里、美团、拼多多、滴滴站在了同一赛道。\n据《深网》了解,兴盛优选已普遍被新进入者当作考察范本,员工成为被挖角对象;而从业务开展区域来看,其大本营湖南也成为这场新战役的重要战场,滴滴美团等巨头在这里展开新的对决。\n资本像一个巨型沙漏,它可以助推一个行业走上快轨,同时也可以加速淘汰弱者留下赢家。\n实际上,从倒闭潮到抱团合并,社区团购行业在过去短短两年已经经历过一轮洗牌。据不完全统计,过去一年共有超过20家生鲜电商倒闭:去年5月,盒马鲜生关闭了自己的第一家门店;10月底,成立两年的水果会员平台“迷你生鲜”宣布,因经营不善、长期亏损暂停运营;11月底,社区生鲜电商平台“妙生活”宣布门店关闭、破产清算;主要业务为社区团购、自提的呆萝卜也被爆出经营危机,并关闭杭州中心;曾经以水果等品类起家的明星公司淘集集也在年底陷入破产清算阶段。就在近日,中国最早的生鲜电商之一易果生鲜进入破产重组。\n社区团购并不是看起来的那样简单、由物流连接B端到C端的生意,其中还涉及到很多复杂环节,比如库存、损耗、冷链等等。中国电子商务研究中心的一份数据显示,生鲜电商4000多家入局者中,4%持平,88%亏损,且剩下的7%是巨额亏损,最终只有1%实现了盈利。\n这个行业曾经经历开店越多越快,烧钱的速度就越快,亏损就越多的恶性循环。如今,小玩家已经被清洗出局,接下来将是跑出的头部玩家与巨头之间的竞逐。\n电商冲击与孵化兴盛优选\n今年5月20日,兴盛优选搬进了湖南长沙新的总部大楼里。也是在这里,岳立华用30年时间,把生意从最早的小卖部批发商扩展到后来的连锁超市芙蓉兴盛和社区电商兴盛优选。\n可以说,芙蓉兴盛和兴盛优选的出现分别踩在中国零售行业发展两次重要的转折节点上。\n与我们通常见到的互联网创业者有些许差异,兴盛优选董事长、芙蓉兴盛创始人岳立华算是个典型的传统行业创业者。\n低调且对数字敏感,“将成本上升到战略高度,而并非一个运营数字”,一位与他共事过的人士对《深网》作出如此评价。\n岳立华出生在湖南益阳南县,从小学起就开始帮忙照看家里的小卖部。17岁那年,岳立华以父母的名义贷款,在镇上开了家批发部,做起了上游批发商。\n2001年,岳立华想干的大一点,于是干脆开起了超市。那时中国零售业态还是以小卖部为主,他将兴盛超市定位为社区超市,有直营和特许加盟两种模式,并且只经营小超市。\n中间也走过弯路。“当时,我们店面规模最小的是100多平方米,最大的有800多平方米。但在经营过程中,我深感精力不足,管理很难跟上去,一系列问题接踵而来,如果继续发展下去难掌控。”岳立华后来回忆。\n“我开始反思,论资金、论实力、论管理人员、论经验,我们都没法与沃尔玛、新一佳等大型超市相比。但我发现,虽然大超市产品齐全,要去一趟却很不方便,而位于社区的便利超市反而成了市民的首选。小规模经营,好控制、好管理,我预计未来必定是两级分化的市场,要么做大,要么做小,既然这样,我不如做小。”随后岳立华关闭了100平米以上的店铺,专注于30-80平米的小店。\n2003年,电商萌芽出现,当当、卓越、阿里、京东成为那时候互联网江湖新秀,近8000万中国网民贡献着炙热的流量。\n2010年前后伴随着移动互联网的兴起以及基础支付、物流、数据等基础设施的完善,电商巨头们一路高歌猛进,新进者也是踌躇满志。\n这时,岳立华的芙蓉优选长成湖南长沙覆盖率最高的便利店品牌之一,红底白字的招牌在大街小巷随处可见。\n作为传统零售从业者,岳立华确确实实感知到互联网大潮对传统零售行业的冲击:一方面,芙蓉兴盛的业务开始受到影响,比如以往的加盟数量都有比较好的增幅,但在电商的裹挟下这种增长竟然发生滞后;另一方面,在收入减少的情况下,便利店老板的加盟意愿在降低。\n岳立华判断,未来将有70%的订单来自于线上,这样就意味着传统社区便利店模式只能拿到30%的业务量。“那时状况非常危险,甚至可能会被蚕食掉”,一位兴盛优选内部人士对《深网》回忆。\n向线上的转型之路便由此展开。\n四年四个阶段,跑通“预售+自提”\n2013年7月,岳立华开始着手孵化电商平台“兴盛优选”,2014年初,前期团队搭建和准备工作就绪,兴盛优选正式跑起来。\n现在来看,“预售+自提”的模式被验证是可行的,也成为目前多数社区团购入局者的主流模式,“供应商——中心仓——网格站——门店——消费者”的四级链路被复用。\n不过,兴盛优选花了四年时间,经历门店自配送阶段、网仓阶段、配送站阶段,直到2017年6月才最终摸索出“预售+自提”模式。\n据《深网》了解,第一阶段是门店自配送阶段,兴盛优选为门店做APP,消费者网上下单,门店老板送货上门;第二阶段是网仓模式,以生鲜水果产品为主,公司花了2000多万组建了配送团队;第三阶段是配送站模式,但很快就因为没有流量和运营成本高企,模式无法持续放大而失败了。\n2016年是兴盛优选发展中难熬的一年。《深网》从兴盛优选内部人士了解,2016年下半年业务亏损已达数千万,公司主体芙蓉兴盛利润本身就不算高,再加上公司还在准备IPO,系列因素夹杂在一起导致董事会强烈反对继续对兴盛优选投入。于是,300多人的团队不得不解散,最后只剩下创始人周颖洁和刘辉宇以及技术团队。\n即便如此,岳立华、周颖洁、刘辉宇三人仍然坚持“线上+线下”才是未来方向,只不过当时没找到合适的商业模式。\n创立兴盛优选的初衷是为了复兴门店,为了进一步探索未来的商业模式。那段时间,周颖洁和刘辉宇二人花了很多时间去泡门店,去了解便利店老板们的需求。“这些店老板一般都没有长期规划,他们合作的要求只有两个,一是可以很快挣到钱,二是增加客流量,三是不要增加库存、人力、资金的投入。”这位内部人士对《深网》称。\n最后他们提出了“预售+自提”模式,并在2016年8月开始试验效果。预售卖夫妻零售店没有的商品,不会跟他们形成竞争,自提可以很好地帮助门店引流。主打的产品还是生鲜水果,这些是高频刚需品。到了2017年6月,新模式被复制推行到62家门店,订单从每天2000单攀升至20000单。\n不过,兴盛优选不直接开展门店拓展工作,而是由第三方公司首德公司来执行的,负责在全国范围内宣传推广兴盛优选平台,为兴盛优选门店提供培训和店主关系维护服务。据陆玖财经报道,兴盛优选没有收取加盟费,但却采用了积分兑换奖励,以发展店主数量和销售单量作为返利的依据。这点和拼多多早期发展模式有相似之处。\n\n战略方向:复兴门店和赋能上游\n在兴盛优选内部,岳立华经常提到“复兴门店”和“赋能上游”,这也被兴盛优选划定为重要战略方向。\n“兴盛优选的定位是预售+自提,跟传统电商有不一样的地方,我们是依托于社区的小店来做生意,所以为什么越来越多的门店来跟随兴盛优选,是因为这个商业模式真正帮助他们赚到了钱。”刘辉宇表示。\n万国城店是兴盛优选的第一家门店。在没有连入兴盛优选的业务以前,这家门店只是一家开在小区楼下的普通门店。刘辉宇称,兴盛优选能为这家店带来每月2万左右的净收入,另外加上预售+自提模式让大量消费者到店提货,从而也提升了店铺本身的销售。兴盛优选的数据显示,一般做兴盛优选的门店,对他线下门店的生意有10%-20%的增量。\n《深网》从长沙一家兴盛优选团长处了解到,此前店里净收入为每月1万左右,做社区团购后收入能达到1万7左右——这个逻辑很好理解,当用户到店自提时,自然而然就提高了他们在店内消费的频率。\n在兴盛优选的业务版图中,乡镇农村是重要组成部分。据《深网》了解到,每开拓一个新市场时,兴盛优选的打法基本都是从省会城市入手,然后开拓周边城市、县城最后渗透至乡镇和农村。\n“做生意跟打仗一样,也得讲究灵活度。在湖南,我是从小城镇起步;而在省外,就须先选择省会城市,扎稳中心市场,再通过省会城市辐射发展到地县级城市。能在省会城市立足了、有影响力了,往下发展就相对容易了。其实这套‘农村-城市-农村’的发展思路,是跟毛主席学的。”岳立华曾这样解释。\n目前兴盛优选已经进入了13个省市、166个地级市,1052个县市级、4904个乡镇和37151个村。一位行业人士对《深网》分析,社区团购的渗透率目前不到5%,就目前来看巨头首先进入的通常是省会城市,其次是地级市,再下沉的县城、农村短期内不好渗透,这是兴盛优选的优势所在。\n目前,兴盛优选建立了自己的一套供应链体系,供应商将商品配送至中心仓,再向下依次配送至从网格站和门店。据《深网》了解,兴盛优选23000名员工中,物流配送就超过21000人。\n战事升级,资本卷土重来\n兴盛优选的成长过程中,2018年是最难捱的一年。\n彼时社区团购行业大爆发,巅峰时期仅3个月就有超过20亿资金涌入。“虽然成本占比是在下降,但因为规模一直扩大因此也一直亏损,缺钱很痛苦。”兴盛优选内部人士对《深网》称,直到2018年9月拿到今日资本领投的A轮融资才缓解了资金压力,让业务得以继续推行下去。\n时隔两年,资本摩拳擦掌再次入场,社区团购赛道巨头林立,残酷程度或许不亚于当年的团购大战和外卖大战。\n岳立华给团队定下的新目标是“用户体验、舍命狂奔”。他们认为,“消费者不是被谁抢走的,而是看是不是能主动留下。毕竟补贴不会永久持续,也并非所有商品都能搞低价,在此基础上要看商品能否准时、稳定地送达,物流是关键指标。“\n一位接近兴盛优选的内部人士对《深网》称,目前即便是在拼多多、美团、滴滴等巨头入局的当下,兴盛优选依然保持每周至少1万到1万5千家门店上线,日均订单维持在900万到1000万之间,双11订单达到1200万单。这位人士称,预测2020年底门店总量将突破50万家。\n据悉,下一步,兴盛优选将重点布局经济更为发达的长三角地区,而前期在江苏的供应商招募已经启动,预计春节前会陆续启动江苏、安徽和浙江的运营。\n眼下,一场升级战事已经打响。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1105,"authorTweetTopStatus":1,"verifi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$Facebook(FB)$","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":19,"commentSize":8,"repostSize":0,"link":"https://laohu8.com/post/352049","isVote":1,"tweetType":1,"viewCount":673,"authorTweetTopStatus":1,"verified":2,"comments":[{"author":{"id":"3499170602383816","authorId":"3499170602383816","name":"颖川老哥","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0},"content":"现在美股波动空间很小,技术面上,两条线一画就能看到箱体。多空处于一个微妙的状态,接下来需要一个宏观事件做导火索,供多空选择方向。美国的经济现在摸到阶段天花板,让投资者担忧,但是那帮人金融玩得相当好。除非发生如08年那种动摇根基的危机,否则随时全球剪羊毛补血。所以个人虽然凭直觉看空(理由有点扯淡),方向不明,多看少动,备好充足资金,多给自己充电,以待天时,无论多空,方向明朗时就是大肉!","text":"现在美股波动空间很小,技术面上,两条线一画就能看到箱体。多空处于一个微妙的状态,接下来需要一个宏观事件做导火索,供多空选择方向。美国的经济现在摸到阶段天花板,让投资者担忧,但是那帮人金融玩得相当好。除非发生如08年那种动摇根基的危机,否则随时全球剪羊毛补血。所以个人虽然凭直觉看空(理由有点扯淡),方向不明,多看少动,备好充足资金,多给自己充电,以待天时,无论多空,方向明朗时就是大肉!","html":"现在美股波动空间很小,技术面上,两条线一画就能看到箱体。多空处于一个微妙的状态,接下来需要一个宏观事件做导火索,供多空选择方向。美国的经济现在摸到阶段天花板,让投资者担忧,但是那帮人金融玩得相当好。除非发生如08年那种动摇根基的危机,否则随时全球剪羊毛补血。所以个人虽然凭直觉看空(理由有点扯淡),方向不明,多看少动,备好充足资金,多给自己充电,以待天时,无论多空,方向明朗时就是大肉!"}],"imageCount":0,"langContent":"CN","totalScore":0},{"id":351787,"gmtCreate":1544534085916,"gmtModify":1704783476854,"author":{"id":"3495013635837206","authorId":"3495013635837206","name":"兰陵z","avatar":"https://static.tigerbbs.com/82b48e69da4ddc9ff75e8ae46d616bcf","crmLevel":2,"crmLevelSwitch":0,"followedFlag":false},"themes":[],"htmlText":"$阿里巴巴(BABA)$ 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