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"i just want to open a supermarket opposite sam's store and opposite costco." "pang donglai is the one we learn from... this belongs to us chinese, and we chinese have the final say." faced with there were overwhelming questions in the live broadcast room, and simba expressed his ambition to get involved in the supermarket field.

just a while ago, because of the "mrs. crab" incident, the internet celebrity simba directly attacked brother yang, which made a big fuss. recently, simba has made new moves. he said in the live broadcast room,it will give up live broadcasting and focus on developing offline supermarket business. it may also focus on expanding overseas and exploring the international market.

he said that although supermarkets are not developing as fast as the internet, they are taking root step by step and moving forward. currently, ten warehouses have been deployed in the country, enabling next-day delivery. in the later period, the number of warehouses will grow to 30 or even 50, and even supermarkets will be warehouses. he added,regardless of whether the place is rich or poor, supermarkets are needed. if this is realized, an immortal enterprise will be created.。

in fact, for simba, giving up live broadcasting was not sudden. his live broadcast room has been blocked many times due to the bird's nest incident and other incidents. as the supervision of the platform is increasingly tightened, something will happen sooner or later if this continues. as the saying goes, "if you often walk by the river, your shoes will not get wet." and he himself has repeatedly expressed his fatigue with live streaming and will "retire" put it on the agenda.

the decision to open a supermarket itself is very topical, but for people familiar with the retail industry, they all feel that simba thinks too simply, because this is not only a transition from online to offline, but also for the entire business model adjustments. in particular, recent years can be said to be the darkest moment for offline supermarkets. according to monitoring data from the china national commercial information center, from january to may 2024, the retail sales of 50 key large-scale retail companies in the country dropped by 3.8% cumulatively. according to public market information, in the first half of 2024, 26 of the 37 listed retail companies saw revenue declines and 22 profits decline.

does simba want to take advantage of the opportunity to buy the bottom line and go to the supermarket?

head anchors have transformed one after another

in fact, simba’s transformation also reflects, to a certain extent, the trend changes that the entire live streaming industry is experiencing. in the past year, leading anchor groups have generally retreated behind the scenes. well-known anchors such as li jiaqi, xiao yang, simba, dong yuhui, and luo yonghao have invariably reduced their individual appearance rates, and some have given control of the live broadcast room to their apprentices or teams. members, some directly suspended live broadcast activities.

as the live broadcast delivery industry matures and competition intensifies, the traffic and sales growth of leading anchors are facing bottlenecks. according to star chart data monitoring, the gmv of the entire network during the 618 promotion in 2024 reached 742.8 billion yuan, a decrease of 7% from 798.7 billion yuan in 2023. this is also the first gmv decline since the launch of 618. judging from simba’s data, the total sales of the first live broadcast of 618 were 1.427 billion yuan, less than half of last year’s double eleven premiere.

in addition, in order to avoid the dominance of one anchor, live broadcast platforms have become a general consensus on decentralization and de-heading, and the situation of world domination may no longer exist. instead, there is the rise of diversified development trends such as small and medium-sized anchors, waist anchors, vertical anchors and brand self-broadcasting. therefore, exploring new channels and scenarios has become a top priority.

at the same time, consumers’ requirements for live broadcast e-commerce are also constantly increasing, and they pay more attention to product quality and service experience. in this rapidly changing field of live streaming, more and more top anchors are beginning to explore new development directions. among them, shifting their business focus to physical operations has become a new trend for them to expand their business fields.

some leading anchors use their popularity and fan base to open offline physical stores to provide product display, sales and after-sales services. for example, li jiaqi used the "naiva family" ip to cooperate with bear claw coffee and opened a joint coffee shop; crazy little yang opened the first "xiao yang zhenxuan" supermarket in anhui to sell self-operated products, etc.

in addition to opening physical stores, some leading anchors also realize online and offline integration by laying out offline retail supply chains. they cooperate with brand merchants to provide one-stop services such as product procurement, warehousing, and logistics to improve supply chain efficiency.

simba opening a supermarket is nothing new

in fact, as early as 2022, simba began the layout of offline supermarkets, spending 2 billion yuan to build a "xinxuan supermarket" (x-market) in baiyun district, guangzhou. it can be seen from the live broadcast at that time that the store is divided into daily chemical area, snack area, fresh food area, food area, clothing area, seafood area, fruit and vegetable area and other areas. the products sold basically cover most of the offline supermarkets. category.

but at that time, simba threatened to become a national chain in the future. however, this offline supermarket adopts an invitation system, and only those who spend 10,000 yuan in the live broadcast room can enter the store. at the same time, offline stores are opened for online sales. simba has moved 200 offline products for online sales, hoping to allow everyone to experience the offline supermarket atmosphere without leaving home.

he promised to provide suppliers with favorable checkout conditions to ensure the quality and preferential prices of supermarket products. at the same time, he emphasized that the difference between xinxuan supermarket and foreign supermarkets is that it pays more attention to product quality and is committed to eliminating intermediate links and passing on benefits to employees and consumers.

you know, at that time, many consumers were shocked when they heard about the "10,000 yuan threshold" of simba supermarket. after all, the annual fees at sam’s and costco are only a few hundred dollars. however, now that simba wants to set up a membership-based supermarket to "compete" with sam's, it is not surprising to set a "threshold". however, there is a difference between the two. the annual fees of sam's and costco are equivalent to prepayments based on trust, not the actual purchase amount. from this point of view, the threshold for sam's and costco is much lower.

but for live streaming influencers, the biggest test is often trust. because live streaming influencers create personal ip, while sam's and costco rely on the entire team's supply chain procurement capabilities and store operation capabilities to gain the trust of users.

can it break out of the shangchao red sea?

therefore, many netizens have reservations about simba's change. they said: "online live streaming and operating a supermarket offline are completely different things. whether simba can successfully control this change is still unknown." some people even raised doubts: "if the enthusiasm of fans wanes one day, this supermarket will can it still be maintained? ”

indeed, the biggest advantage of head anchors opening stores is that they can use the fan effect to convert live broadcast room traffic into offline customer traffic. in addition, offline stores can provide consumers with a good offline experience to increase purchase rates and repurchase rates, bringing them continued growth.

at the same time, simba has been deeply involved in the field of live streaming for many years. with its supply chain resource advantages and innovative c2m model, it has established close cooperative relationships with major brands to effectively control costs while ensuring product quality. these advantages provide simba with a rich variety of goods, stable supply and competitive prices for its transformation and opening of supermarkets.

however, the biggest difference between supermarkets and live streaming is that it operates based on the physical entity of a store. it requires site selection, store staff, and professional operational capabilities. these accumulations cannot be achieved in a day.

as far as site selection is concerned, retail companies need a professional development team with excellent development and negotiation capabilities, and preferably have good commercial real estate resources to reduce store property costs.

in addition, having stores means that this is an operation-heavy industry. for example, rt-mart (sun art retail), which has recently been involved in acquisition rumors, has a store operations manual (sop manual) as thick as a large encyclopedia. during rt-mart's glory days, some peers purchased it at high prices, but could only obtain part of the entire sop manual.

in terms of manual management, simba said that it will learn from pangdonglai’s service model and strive to improve the quality of employee services and consumer services. however, although pang dong lai's service model is regarded as a model by the outside world, it took more than 20 years and the founder's unswerving words and deeds to become what it is today.

in addition, simba's audience, although broad, is mainly targeted at the general mass market. this market positioning is significantly different from brands such as fat donglai and sam's that focus on the mid-to-high-end market, so there may be a certain deviation in attracting target consumers. although simba has a huge fan base, these fans may not be able to effectively gather enough customer flow to support the daily operations of the supermarket.

faced with such an industry background, although simba is full of ambitions, it may be difficult for him to swim against the tide and stand out in the wave of bankruptcies of physical stores and supermarkets. after all, wanting to open a supermarket and being able to open a good supermarket cannot simply be equated. whether this "internet celebrity brother" can carve out a bloody path in the offline supermarket battlefield, i am afraid only time will tell the answer.

finally, if simba insists on opening a supermarket, perhaps he should carefully consider the famous saying in the retail industry: retail is detail. the so-called devil is in the details. whether the retail supermarket will become the "devil" of simba commercial building remains to be tested by time. (this article was first published on titanium media app, author | zhao chenhan, editor | fang yu