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After 13 years, why can't "Chinese stomach" fatten up the overseas Asian super market?

via:博客园     time:2021/2/25 11:48:12     readed:117


By Li Xuanqi

Source: zinc scale (ID: znkedu)

Shen Xingxing, who went to France to study in 2019, now has a list of online Asian supermarkets. She has been familiar with the advantages and disadvantages of each Asian supermarket, from yougou, Yaqu, micron to daisoy sauce, 37express and chaoku, and often compares them to buy what she needs.

Tiaocheng app, a Chinese community app developed by German students, once disclosed its business data of online Asian super. Within a month from the end of February, the status of order burst occurred frequently. With the upsurge of users' purchasing demand during the epidemic period, the business volume reached five times of the usual level at the highest time. Even if Germany began to relax the restrictions later, the order volume of Asia super on Liaocheng line began to drop, but it also remained at 2-3 times of the usual level.

Liu Ming, who studied in Germany, has already spent thousands of yuan on the online Asian super.


The food Liu Ming bought in soy sauce

If there is no price advantage, there will be enough marketing. Where there are Chinese, there will be advertisements

But the main marketing activities are discount activities launched during various Chinese holidays.


Sharing of soy sauce users on xiaohongshu and promotion of Youxi

We found that most of the online Asian supermarkets have special columns on the official website for discounts, while in various domestic shopping festivals, these online Asian supermarkets almost follow the pace and launch corresponding activities.

An important reason is that the target customers of online Asian super are mainly students and full-time wives. However, the outbreak of the epidemic has brought a great impact on people's lives and traditional business formats. According to online Yachao of Liaocheng app, during the epidemic period, the number of users and orders from big cities increased significantly, and the number of male users also increased.

However, it is obvious that in the face of the rapid growth of users and orders, online Asia super still does not have enough coping capacity.

In addition to the transportation problem, what worries users more is the labeling problem of the production date and shelf life of Asian super products. In fact, as early as early as the beginning of 2020, some users exposed that the production date of English labels and Chinese labels of a large number of products of Dongfang goaisa chain Asian supermarket were not unified, and even the production date crossed into the future.


The shelf life on the label is inconsistent

This has something to do with its development environment. First of all, this kind of online Asian super is limited by national policies, and the coverage of users often changes. Take Da soy sauce as an example. During brexit, the delivery of parcels increased a lot of uncertainty. It can only issue the relevant notice in January 2021. On January 25, 2021, although Da soy sauce opened the Swiss line, the Swiss order parcels are subject to tax, and the taxes and fees need to be paid by themselves. At present, the express delivery to Switzerland can only choose DPD.

On the other hand, unlike domestic e-commerce platforms, which are surging in the capital market, capital does not pay much attention to overseas online Asian super. The lack of capital support of the track, it is difficult to tell a new story, into the next stage of development.

(Shen Xingxing and Liu Ming are pseudonyms)

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