--- title: "Lao Zhang's Reading Selection 20161010" description: "Selected articles discuss the challenges of convenience store boxed meals in non-first-tier cities like Nanjing, the potential of community supermarkets to convert foot traffic to online orders, and a business idea involving parcel delivery to attract community customers for fresh produce and FMCG sales." author: "张陈勇" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2016-10-10" categories: "Distribution & Channels, Retail Formats" language: "en" canonical: "https://xinjignxiao.com/en/articles/lao-zhang-s-reading-selection-20161010-f6e64180/" markdown: "https://xinjignxiao.com/en/articles/lao-zhang-s-reading-selection-20161010-f6e64180.md" original_source: "https://mp.weixin.qq.com/s/GBEa7BlVhmqL8EphNLyZlQ" translation: "https://xinjignxiao.com/zh/articles/%E8%80%81%E5%BC%A0%E8%AF%BB%E6%96%87%E7%B2%BE%E9%80%8920161010-f6e64180.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/lao-zhang-s-reading-selection-20161010-f6e64180/" citation: "张陈勇. “Lao Zhang's Reading Selection 20161010.” New Distribution, 2016-10-10. https://xinjignxiao.com/en/articles/lao-zhang-s-reading-selection-20161010-f6e64180/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Lao Zhang's Reading Selection 20161010 > Selected articles discuss the challenges of convenience store boxed meals in non-first-tier cities like Nanjing, the potential of community supermarkets to convert foot traffic to online orders, and a business idea involving parcel delivery to attract community customers for fresh produce and FMCG sales. ▲Zhang Chenyong **Today's Reading Selection** **Selection A:** The pace of life in Nanjing is not so fast that office workers need to buy boxed meals from convenience stores downstairs at noon. Residents who live nearby are used to going home for lunch, and dining options near companies are not as crowded as in first-tier cities. Consumers have better food choices—not only in Nanjing, but foreign convenience stores have encountered difficulties in selling boxed meals outside first-tier cities. Although there are no statistics, Lawson clearly feels that boxed meal sales in surrounding cities are worse than in Shanghai. **Selection B:** Community supermarkets are the community format with the widest coverage and highest consumption frequency. Typically, a community supermarket can cover 3,000-5,000 users, and more than 90% of the community population will visit the supermarket at the community entrance. How to convert supermarket foot traffic into online traffic is a key focus. If only an APP quick-delivery service is launched, it is estimated that less than 5% of users will use it, and most users will find it difficult to develop the habit of using APP quick delivery in a short time. This is related to human characteristics and preferences. For example, 8-day online at a university with 20,000 people has 1-2 hundred orders per day, and the penetration rate is also below 5%. **Selection C:** A community with 1,000 households receives about 300 online shopping parcels per day. Cooperate with the outlets of the three major express companies (STO, YTO, ZTO) and Yunda to contract the parcel delivery business for this community. For example, if a contracted STO outlet asks a courier to deliver these parcels at a cost of 1.5 yuan per parcel, then cooperating with us could give us 1.2 yuan per parcel (we pick up the parcels from the outlet). We rent a small storefront (station) in the community. Users can pick up parcels at the store, or we can deliver them to their doors at a unified time. This way, we can reach all online shoppers in the community. Using this contact opportunity, is it feasible to operate fresh fruit and supermarket quick-delivery services? Specific consumption scenarios include: 01. Customers buy fruits, vegetables, and supermarket items when picking up parcels, with prices consistent with the market. 02. Customers use the APP to pre-order fruits and vegetables at 10% below market price, pre-order before purchase, and pick up or have delivery the next day. 03. Customers use the APP to buy FMCG products and get delivery within one hour. Key points of this idea: 01. There is no requirement for the store location; it only serves users with online shopping needs, saving rent. 02. Parcel delivery also brings in some income, so not all costs need to be subsidized. Essentially, it uses parcel delivery to contact users and monetize traffic. Problems with this idea: 01. Can we find express contract outlets to cooperate? 02. If successful, will we be blocked by express companies? 03. Can we monetize the traffic? The monetization revenue may not cover costs. **About Zhang Chenyong:** Retail O2O researcher and practitioner, participated in or led retail O2O projects at Suning.com, Chongqing New Yijia Supermarket, STO E-commerce, and Wanshang Group. Has 5 years of offline supermarket experience and 7 years of online experience. Columnist for multiple websites, author of "Retail O2O: Mindset, Tactics, and Practice," recommended by Huang Mingduan, Wang Tian, and Wan Mingzhi. -END- The best learning platform for FMCG distributors in China Focuses on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly **The most professional and practical knowledge base in the FMCG industry** Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | **001** Excellent Article Selection | **002** Distributor Market Operations | **003** Terminal Visit Management | **004** Sales Supervisor Skills | **005** Sales Improvement Techniques | **006** Channel Expansion | **007** Managing Distributors | **008** Distributor Development | **009** Distributor Internal Operations Management | **010** Team Management | **011** Efficient Distribution Techniques | **012** Sales Manager's Eighteen Skills | **013** KA Operation Methods and Strategies | **014** First Lesson for New Salespeople | **015** Internet, Brands | **016** Distributor B2B Transformation | [Long press QR code to follow] --- ## Citation metadata - Publisher: New Distribution - Author: 张陈勇 - Published: 2016-10-10 - Canonical: https://xinjignxiao.com/en/articles/lao-zhang-s-reading-selection-20161010-f6e64180/ - Original source: https://mp.weixin.qq.com/s/GBEa7BlVhmqL8EphNLyZlQ ## Copyright and AI use This article is sourced from New Distribution. 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