Xu Xin, a representative of Capital's founders, said in early 2019: "Whoever gains fresh gains the world. The last fortress of retail is fresh." On the whole, offline retail is the main channel of domestic fresh consumption, accounting for 85.4% in 2020; However, fresh retail has significantly shifted to online, with online channels accounting for 4.6% in 2020, an increase of 10.2 percentage points compared with 2017. With the deepening of the Internet and the wider range of public online consumption, it is expected that the proportion of online sales will increase again to 19.7% in 2021, with a large room for growth in the future. Data Source: China Fresh Retail Industry Development Status Research and Investment Strategy Research Report (2022-2029)
According to the above data and the report, the current fresh new retail development can be divided into three stages: The first stage - traditional retail period (before 2012), which is basically based on offline physical stores, such as some markets, supermarkets, community stores, community farms, etc. This mode is based on the needs of mass consumers, meets the shopping needs of consumers, and gradually expands the business scope of retail stores from point to site. The second stage - fresh retail reform period (2012-2016), dominated by B2C and O2O new models, which broke the traditional retail channel model, attracted a broad audience with more favorable and convenient prices and benefits, so that consumers can easily compare the prices of multiple platforms when selecting the same commodity. Third stage - online combined with fresh new retail (after 2017), the development of online business fresh retail more timeliness and convenience to consumers, can satisfy the consumers think never leave home to pick goods, after place the order within the prescribed effective delivery requirements, in addition to consumers can also online single, choose to have the right to the point, It's also a great way for consumers who want to pick up their orders faster.
In the pandemic era, fresh retail brands are both opportunities and challenges. The epidemic brought opportunities to fresh retail platforms. At the same time, different consumption concepts of the public are constantly updated and iterated. Fresh awareness believes that fresh brand in the face of the post-epidemic era, according to the three stages can have a more flexible development.
First of all, fresh new retail brand upgrade, post-epidemic era fresh retail online and offline mode of dual-wheel drive mode change, some consumption habits are also changing. Therefore, brand needs to be redefined, which is also an important aspect of brand upgrading; Secondly, brand supply service upgrade, fresh retail the most important thing is "fresh", and is the most pay attention to the consumer, how fresh new retail lock "fresh" is operation developing priority, both increase the intensity of transport, or commitment to the fastest time to increase dimensional services such as, are all need to be aware of the brand service; Finally, brand experience upgrade. No matter how fresh retail develops, it needs to ultimately fall on consumer experience. How to link brand differentiation experience to consumer experience is a key issue.
Therefore, the fresh new retail brand core become more conducive to consumer understanding, good consumption experience into brand loyalty, for fresh new retail brand development to lay a solid mass foundation. In short, fresh new retail brands in the post-epidemic era must make rapid response and transformation to cope with the rapid changes in the market!
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