SHANGHAI,October 18,2024-On October 14,Mingchuang and Meituan announced an in-depth strategic cooperation,focusing on the real-time retail business to accelerate the layout of lightning warehouses.Mingchuang will launch more than 800"24H super stores"in the form of lightning warehouses in Meituan this year,serving the immediate needs of consumers who"place orders online and deliver them in 30 minutes at the fastest."
Wang Puzhong,CEO of Meituan Core Local Business,and Ye Guofu,Chairperson and CEO of MINISO Group,witnessed the signing on the spot.Xiao Kun,Vice President of Meituan and Head of Flash Sales Division,Chen Yifang,Head of Meituan Entertainment and Beauty Business Department,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 in-depth partner of Mingchuang Youpin.The two sides are highly matched in style and genetics.Mingchuang Youpin also hopes to become a benchmark partner of Meituan."Ye Guofu said that Mingchuang Youpin continues to be optimistic about the development prospects of instant retail and lightning warehouse formats,and hopes that this cooperation will become a new starting point,making the 24H super store,an instant retail lightning warehouse format,the second growth curve of Mingchuang Youpin's domestic market.
Wang Puzhong said that Mingchuang Youpin has strong supply chain capabilities and commodity power,and actively embraces instant retail.Meituan will play the synergy effect of home and store to fully support Mingchuang Youpin's exploration of new business formats.At present,the layout of lightning warehouse has become the mainstream trend and must-follow direction of the evolution of the instant retail industry.I believe that the two sides will join hands this time to become a benchmark cooperation in the industry.
Deep strategic cooperation to jointly open a new chapter in instant retail
Since it settled in Meituan in 2018,the number of new brand customers of Mingchuang Youpin has increased by more than 70%every year in the past five years.The in-depth strategic cooperation between Mingchuang Youpin and Meituan marks the further upgrading and deepening of the cooperation between the two parties in the field of instant retail.Mingchuang Youpin has strong Product Research&Development and supply chain capabilities,which will help Meituan's lightning warehouse business achieve efficient growth.At the same time,Meituan,as a leader and influencer in the instant retail industry,has deep industry accumulation and massive user scale,which can provide strong support for the development of the new model of lightning warehouse of Mingchuang 24H super store.
Xiao Kun introduced that in order to explore the new business model of Lightning Warehouse of Mingchuang Youpin,the two sides have carried out in-depth collaboration in site selection,pallet,operation and organization.
For example,in terms of location selection,Meituan provides customized warehouse network planning and accurate location selection for Mingchuang Youpin through powerful ecological panoramic data and geographical feature data.With Meituan's rich data support,Mingchuang Youpin's efficient national offline operation team can quickly identify areas with high consumer demand and quickly land stores to maximize market coverage.In terms of pallet creation,Meituan starts from the supply chain with the advantages of Mingchuang Youpin,combines user requests and big data to provide customized pallet strategies,and helps Mingchuang Youpin to develop new categories and development barriers.
It is reported that in addition to the instant retail business,the two parties will also explore cooperation in the store-to-store business.Based on the user-to-store consumption scenario,Meituan will provide a number of digital marketing support to Mingchuang Youpin.
All-weather super service,24H super store to build brand incremental engine
According to Chen Zhenjie,head of instant retail at Mingchuang Youpin:"Since the opening of the first store in January this year,we have opened about 500 24H super stores,with a cumulative performance of over 100 million yuan."Chen Zhenjie said that after nearly half a year of"trial running period",this new format of instant retail has shown a very positive growth and profitability trend.Therefore,Mingchuang Youpin has decided to accelerate the exploration of this format,and will launch more than 800 24H super stores this year.
It is reported that Mingchuang Youpin 24H Super Store is specifically designed to meet the online consumption needs of instant retail users,differentiating and effectively complementing conventional offline stores in terms of product types,coverage,operating hours,and service experience,in order to meet the immediate needs of more consumers.
Mingchuang Youpin 24H Super Store provides customers with a top-level service experience of"all-weather super service at any time",providing consumers with a strong sense of security and certainty.The store type preferentially covers 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 residences to supplement the coverage of regular offline shopping malls;in terms of operating hours,it realizes 24-hour all-weather service;in terms of pallet configuration,combined with consumers'consumption trend of instant retail"on-demand purchase",Mingchuang Youpin has constructed a matrix of differentiated products such as travel,cleaning general merchandise,digital accessories,gifts,beauty personal care,and pets,rather than simply copying the existing pallets in offline stores.In the future,the product difference rate between 24H super stores and regular offline stores is expected to reach 70%.
Xiao Kun said:"The 24H super store built through refinement and differentiation is a lightning warehouse format that represents the current trend of instant retail evolution."
Since the global brand strategy upgrade was proposed in 2023,Miniso has focused on the five"super"strategies of super sign,super category,super IP,super store and super user,and has continuously moved towards a global super brand.The all-weather"super service"provided by Miniso's 24H super store this time not only brings consumers a happy and reliable shopping experience,but also provides strong support for the brand strategy upgrade,and promotes the development strategy of Miniso's"super brand"to be more comprehensive.
For a long time,Mingchuang Youpin has been deeply involved in the retail track and actively leads the progress and transformation of China's retail industry.This time,the cooperation with Meituan to deepen the instant retail lightning warehouse reflects the enthusiasm and forward-looking of Mingchuang Youpin to optimize the channel layout and explore new retail directions.In the future,Mingchuang Youpin will continue to up the ante and create new value and future of China's retail through self-innovation and strategic coordination.
