800 24-hour super stores will be launched within the year, and Miniso and Meituan have reached a deep strategic cooperation
家有宅男卫
发表于 2024-10-14 18:04:57
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On October 14th, Miniso and Meituan announced a deep strategic cooperation, with a focus on instant retail business and accelerating the layout of lightning warehouses. Miniso will launch over 800 "24-hour super stores" in the form of lightning warehouses on Meituan within this year, serving consumers' immediate needs for "online ordering and fastest delivery in 30 minutes".
Wang Puzhong, the core local business CEO of Meituan, and Ye Guofu, the Chairman and CEO of Miniso Group, witnessed the signing on site. Xiao Kun, Vice President and Head of Flash Purchase Business Unit of Meituan, Chen Yifang, Head of Meituan Leisure and Beauty Business Unit, and Yao Jianzheng, Vice President and General Manager of China Operations of Miniso Group, signed a deep strategic cooperation agreement on behalf of both parties.
Meituan is a very good deep partner of Miniso, and the two sides are highly matched in style and genes. Miniso also hopes to become a benchmark partner for Meituan, "said Ye Guofu. Miniso continues to be optimistic about the development prospects of instant retail and flash warehouse formats, and hopes that this cooperation will become a new starting point, making the 24-hour super store, an instant retail flash warehouse format, the second growth curve of Miniso's domestic market.
Wang Puzhong stated that Miniso has strong supply chain capabilities and product strength, actively embracing instant retail. Meituan will leverage the synergistic effect of door-to-door and in store services to fully support Miniso's exploration of new business models. Currently, the layout of lightning warehouses has become the mainstream trend and inevitable direction of the evolution of the instant retail industry. We believe that this collaboration between the two parties will become a benchmark cooperation in the industry.
Mingchuang Youpin and Meituan have reached a deep strategic cooperation. (Photographer: Wang Xiaoqiang)
Deep strategic cooperation, jointly opening a new chapter in instant retail
Since joining Meituan in 2018, the brand's new customer base for Miniso has increased by over 70% annually over the past five years. The deep strategic cooperation between Miniso and Meituan marks a further upgrade and deepening of their cooperation in the field of instant retail. Miniso has strong product development and supply chain capabilities, which will help Meituan's lightning warehouse business achieve efficient growth. At the same time, as a leader and influencer in the instant retail industry, Meituan has a deep industry accumulation and a massive user base, which can provide strong support for the development of the lightning warehouse new model of the 24-hour super store of Miniso.
Xiao Kun introduced that in order to explore the new business model of Lightning Warehouse for Miniso, both parties have carried out deep collaboration in site selection, inventory management, operation, organization, and other aspects.
For example, in terms of site selection, Meituan provides customized warehouse network planning and precise site selection for Miniso through powerful ecological panoramic data and geographic feature data. With the rich data support of Meituan, Miniso's efficient nationwide offline operation team can quickly identify areas with high consumer demand and quickly establish stores, achieving maximum market coverage. In terms of pallet creation, Meituan takes advantage of Miniso's supply chain advantages, combines user needs and big data to provide customized pallet strategies, and helps Miniso explore new categories and develop barrier products. Miniso relies on its strong supply chain background to introduce and develop products suitable for 24-hour super stores, and both parties create exclusive high-quality pallets for 24-hour super stores.
It is reported that in addition to instant retail business, both parties will also explore cooperation in in store business. Based on the scenario of user in store consumption, Meituan will provide multiple digital marketing support to Miniso.
24/7 super service, 24-hour super store building brand increment engine
Recently, Miniso has become a benchmark brand for "opening warehouses" through deep cooperation with Meituan. Currently, Miniso has become the retail brand with the largest number of direct operated flash warehouses in the instant retail field.
According to Chen Zhenjie, the head of instant retail at Miniso, "Since opening our first store in January this year, we have opened about 500 24-hour super stores with a cumulative performance exceeding 100 million yuan." Chen Zhenjie said that after nearly half a year of "trial run period," this new form of instant retail has shown a very positive growth and profit trend. Therefore, Miniso has decided to accelerate its exploration of this format and will launch more than 800 24-hour super stores this year.
It is reported that Miniso's 24-hour super store is specifically designed to meet the online consumption needs of instant retail users. It differentiates and effectively complements conventional offline stores in terms of product types, coverage, operating hours, service experience, etc., in order to meet the instant needs of more consumers.
Miniso's 24-hour super store provides customers with a top-notch service experience of "24/7 super service at any time", providing consumers with a strong sense of security and certainty. This store model prioritizes coverage in super first tier and first tier cities, as well as popular travel cities with high demand for online consumption. It is 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; In terms of pallet configuration, based on the consumer trend of "on-demand purchase" for instant retail, Miniso has constructed a differentiated product matrix for travel, cleaning department stores, digital accessories, gifts, beauty and personal care, pets, etc., instead of simply copying existing pallets in offline stores. In the future, the product differentiation rate between 24-hour super stores and regular offline stores is expected to reach 70%.
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声明：该文观点仅代表作者本人，本文不代表CandyLake.com立场，且不构成建议，请谨慎对待。
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