案例库 · 产品与设计 · 产品决策 · 2016–2021
这条还没译成中文，下面是英文原文。
Alibaba's Freshippo made each supermarket a 30-minute mini fulfillment hub
Freshippo built stores as fulfillment centers, so the same stock answers shop floor and app orders within 30 minutes in a 3-km radius.
Freshippo (Hema), Alibaba Group
那一手
Most grocers that went online bolted e-commerce onto stores that were never designed for it, so picking competed with shoppers and delivery crawled. Freshippo started from the other direction and built the store to be a fulfilment node from day one.
Each Freshippo store holds one stock that serves both the physically shopped supermarket and mobile-app orders. Online orders are picked from the same shelves and moved on overhead conveyor tracks to a dispatch area, then couriers deliver within roughly 30 minutes to a 3-km radius. The first store opened in 2016 and there were about 250 locations by the end of 2020.
The design inherits Alibaba's supply chain and adds a robot-staffed in-store restaurant, so the same product can be bought raw or cooked. Because the store is the warehouse, there is no separate delivery facility to pay for, and the fastest products are exactly the ones already closest to the customer.
为什么管用
- One inventory serves online and in-store, so no extra capital
- Stores are placed near demand, making the last mile short
- Overhead conveyors cut walking and picking time
- The store, restaurant and app share the same demand signal
可以搬走什么
Instead of adding a new warehouse for online, make the store's stock answer every order; the physical store becomes the cheapest last-mile asset you already own.
后来呢
Freshippo grew to hundreds of stores and later added a membership-only format to take on Costco and Sam's Club in Shanghai. It showed Chinese grocery rivals the cost of a store built for online, pushing 'New Retail' onto the industry agenda, even as the format remained expensive to roll out.
资料来源
- What US Grocers Could Learn From Alibaba's Connected Supermarket Experience
- Alibaba Group Annual Report (Form 20-F)
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