2. product description:

box horse is a supermarket, a restaurant and a vegetable market. Consumers can go to the store to buy, or they can place an order in Box Horse App. One of the biggest characteristics of box horse is fast delivery: within 3 kilometers near the store, it will be delivered to your door in 3 minutes. Box Horse Fresh Life is a new retail format that Alibaba completely reconstructs the offline supermarket.

3. Product positioning:

As Hou Yi said, Boxma Xiansheng is a four-unlike model, which is not only an offline supermarket and restaurant, but also an online e-commerce and takeaway. Combine offline product quality experience with online convenience.

Age dimension: mainly concentrated between the ages of 2 and 49. Most of these people belong to internet users around the family and have high demand. This group is the first requirement for the freshness and quality of goods, but they are not sensitive to the price when they look at the service.

Box Horse will mainly serve three types of people in the future.

a. home users who spend most of the evening at home.

This group of people have a rigid demand for buying food and cooking, especially for fresh products. Free delivery 3 kilometers away from home and delivery in 3 minutes will not only bring convenience, but also ensure the freshness and quality of fresh food.

B. launch targeted convenience stores or light meals based on office scenes.

It provides convenience for office workers. By the way, they buy things in the process of eating, which can enhance the offline experience, drain offline and supplement online.

C. users who will go to the supermarket to take their children out for a walk on weekends.

This group of people will pay more attention to the offline experience. Traditional supermarkets have narrow aisles and crowded people. This supermarket has a spacious passage, which is convenient for the whole family to walk with, and there are supporting restaurants to take a nap. Visiting the supermarket for the whole family is like visiting a shopping mall, which is convenient and comfortable.

(2) User needs:

Basic needs: to meet the shopping needs of food;

expected demand: convenience demand for saving time and cost and high demand for commodity quality and service;

Excited demand: eat whenever you want, do whatever you want, play while eating, and share experiences.

5. Market analysis:

(1) Industry analysis

Macro development environment:

This shows that the e-commerce in China has a good development momentum, growing year by year. Per capita disposable income increased to promote consumption upgrading. The long-term pain points of fresh e-commerce in storage, logistics and distribution have become the category with the highest willingness to upgrade consumption and one of the categories with the greatest market potential.

(2) Analysis of competing products in the market:

Baiguoyuan, Boxma Fresh, Yiguo Fresh, Daily Fresh, etc. have all received huge financing, and the fresh-keeping field has become the new favorite of market competition, and the industry has also entered the adjustment stage, strengthening investment in cold chain logistics and fresh-keeping supply chain, and constantly upgrading and optimizing the consumption experience.

according to the Baidu index in the last month, the growth rate of Box Horse Fresh Life, the mainstream fresh e-commerce company in the market, is at the top of the list, whether overall or mobile, year-on-year or quarter-on-quarter, and occupies the highest list of media indexes. It can be seen that the fresh life of box horse has achieved explosive growth.

second, product analysis:

1. product structure diagram:

offline experience store: composed of three spatial functional areas.

online APP function structure chart:

2.app core function flow chart

3. function experience analysis:

(1) online and offline are combined to complement each other to meet consumers' different scene needs and upgrade the consumption experience;

(2) Guide customers to settle accounts online, which is convenient and quick, saves manpower, and can master big data, analyze users' purchasing behavior online, facilitate supply chain management and make more accurate marketing;

(3) The dining area can be drained off-line to enhance the consumer's experience. Fresh on-site production can verify the quality on the spot, which deepens the trust of customers. The details of the scenes such as the sink and dining table greatly upgrade the comfortable experience

(4) The design is humanized: the shelves are moderately high, which is convenient for people to get goods at hand, and the channels between the shelves are wider than those in traditional supermarkets, which is convenient for families to travel.

(5) Free delivery within 3 minutes within 3 kilometers, with high delivery efficiency and guaranteed fresh taste and quality;

(6) The store is located in a small shopping mall, and there are many communities around 3 kilometers, thus ensuring an effective customer base.

(7) the app interface is simple and easy to operate.

(9) The design style of the store is modern, fashionable and neat, which is different from the noisy, crowded and messy of the traditional supermarket and conforms to the aesthetic and experience sense of modern young people.

3. Shortcomings and improvements:

1. Only Alipay can be used for settlement, and the form of settlement payment is single, which will cause inconvenience to some customers;

2. The types of offline goods are limited, mainly to guide users to buy online, ignoring middle-aged and elderly non-Internet users, who are the main force of family daily purchase.

3. The seafood processing zone is limited in space, complicated in process, consuming a lot of time, and the service experience is extremely poor when the passenger flow changes.

4. The logistics and distribution capacity needs to be strengthened. Some customers report that there will be overtime, and try their best to ensure the delivery within 3 minutes;

5. strengthen the management ability of the back-end supply chain to ensure the quality of goods and the price advantage below the market.

6. The complementary integration of online and offline, fast logistics and distribution, good quality and service, and competitive price are the core competitiveness. The setting of the dining area is to enhance the service experience and stimulate consumption. I hope that the box horse will not give up the basics and become a real four unlike.