(Exclusive news from FMCG) After RT-Mart integrated Auchan, the stores have been remodeled, and all aspects including shelf merchandise, lighting display and personnel responsibilities have been given A new definition; and Ali’s acquisition of RT-Mart has also made RT-Mart’s integration with new retail fruitful.
Shanghai Yangpu store is the most typical store, with a large store scale. It is also a key pilot store for the integration of RT-Mart and Ali’s new retail. Hema Ridaixian, Taobao’s favorite , Tmall Xiafan, Tmall Smart Maternity Zone, Taoxianda, etc. have been fully integrated. RT-Mart will copy the transformation experience and achievements of the two stores in Yangpu Daning to other RT-Mart stores and other Auchan stores in the future.
《Quick DissipationProducts" made a special trip to RT-Mart (Shanghai Yangpu Store) to explore the store.
Fresh and ready-made products, from shelf to table
RT-Mart focused on transformation Fresh food area and current product area. According to FMCG, RT-Mart and Hema Rixian have cooperated deeply. The fresh food area has changed the status quo that other stores only have fresh water, and a seafood area has been added, and Hema’s own brand “Daily Fresh” was also introduced.RT-Mart and Hema will share the supply chain and commodities. The daily fresh products are in different colors according to the packaging of the vegetables from Monday to Sunday, and the products must be sold out on the same day. Ridaixian has extremely high requirements for daily order quantity. RT-Mart and Ali have cooperated to open up the data of the two, making RT-Mart more accurate in forecasting order quantities.
The new retail renovation of RT-Mart’s store also draws on Hema’s suspension chain system. At present, the Yangpu store has a distributed suspension chain system, which is mainly distributed in the fresh food area.The suspension chain system mainly carries online orders. Online orders go from the shelf to the back warehouse through the hanging chain. Shopping bags of different colors represent different temperatures, green represents low temperature, and gray represents normal temperature.
According to one person from RT-Mart Seafood District The person in charge introduced that the suspension chain system is mainly used to improve labor efficiency. He told FMCG that the suspension chain system is currently used in stores in Shanghai and will be copied to stores nationwide when the model matures in the future.
In terms of online drainage, RT-Mart has RT-Mart Youxian and Taoxianda as carriers. In fact, RT-Mart and RT-Mart YouxianThe main service is similar. They are mainly delivered within 3 kilometers around one hour, and some fresh products can be delivered as soon as half an hour. On the other hand, RT-Mart's online order logistics distribution orders are delivered by Hema riders.
Tmall Smart Maternal and Child Zone
According to "FMCG", there are more than 1,200 SKUs in this area, mainly for leisure snacks, home Fast-moving consumer goods such as home cleaning, storage of daily use, washing and beauty care, and maternal and child care are also equipped with Tmall cloud shelves in the store. Consumers can move left and right through the cloud shelf to screen brands, click on the product to view the detailed picture and evaluation. Enter the purchase After the page, consumers can complete the scan code purchase through Taobao or Tmall. In addition, the Tmall Smart Maternal and Child Zone also links with RT-Mart Youxian App. After registering the app, users can get additional discounts.
Taobao Xinxuan·Life Home
FMCG learned that RT-Mart (Shanghai Yangpu Store) is the second store in the country for Taobao’s favorite, and Taobao’s favorite is Ali A brand new lifestyle brand launched by Baba. Since its launch a year ago, it has developed 600+ SPUs and has been visited by nearly 100 million users, of which 2/3 are women, and half of them are married, mainly in first- and second-tier cities.
Taobao Xinxuan·Life Home opened its second store in QunguoRT-Mart (Shanghai Yangpu store) is different from Alibaba's shopping mall pro-Chengli store in Hangzhou, Taobao’s second store is a "shop-in-shop" model. There are more than 800 SKUs, and it is positioned as a multi-format combination of home furnishings + lifestyle department stores + travel boutiques. The categories involve home textiles, personal textile products, leisure department stores, etc. RT-Mart has cooperated closely with Taobao Xinxuan on specific design, product selection and supply.
From Ali’s strategic investment in Sun Art Retail to RT-Mart’s takeover of Auchan, RT-Mart has undergone tremendous changes in the past year. FMCG will continue to focus on the integration of traditional retail and new retail. The integration of business formats between the two, and will bring you a deeper report on the FMCG industry (Z)