A brief analysis of PuPu Fresh's marketing strategy

I was walking on the road and came towards me a group of electric bikes. Their well-trained riding postures and their green and handsome figures, this scene is unforgettable in my mind.

From that day on, I felt a little excited when I saw the green vest. I was completely conquered by this enthusiasm for field sales. Usually when I see them, I will shout in advance from one meter away, "Thank you, brother, I have registered."

At this time, some lively people will come forward and add a sentence, asking if there are any other mobile phone numbers and asking family members to come together. Dead.

01. AISMA that makes me crazy

AIDMA is one of the most mature theoretical models in the field of consumer behavior. It was proposed by American advertising expert ES Lewis in 1898. AISAS is a new consumer behavior analysis model summarized by Dentsu in response to changes in Internet behavior. See the figure for analysis.

For me as a consumer, it is AISMA under the traditional AIDMA + Internet AISAS model, which is attention-interest-search-memory-purchase. I can work backwards to see how this brand took root in my heart step by step.

1. First, attract attention

Visually, judging from the uniforms and delivery boxes, the highly saturated green is a ray of light. In addition, in the community where I live, PuPu’s sales staff are all boys around 20 years old, tall, sunny and friendly.

Judging from the recruitment standards, low education level and high salary may be the reason for the generally young workforce. Based on casual observation over a period of time, the risk of field marketing being disliked is low. Although as soon as you go downstairs, different guys will ask you if you have registered every day, and although you are annoyed by them, you can't say that they are disgusted. This verifies the secular truth that "you are close to someone when you meet them" and "appearance is justice".

Many TVC advertisements focus on the power of "repetition", and the repetition of "Pu Pu" not only shouts, but also moistens things silently. The green is a visual hammer that hits my mind heavily. I saw it as soon as I went downstairs, and I thought, "This feels so refreshing."

2. Interrest

It is said that "a good girl is afraid of a clingy man", and this series will leave a deep impression on you unconsciously, and you will want to see what it is all about. What lingers in your ears most is the magic of the young man’s words “delivered to your home in 30 minutes”. Many other community grocery shopping platforms deliver goods every other day or half a day. This speed is truly astonishing.

At present, the online fresh food community here is mainly composed of Hema Market, Duoduo Maicai, Jingxi Pinpin, Meituan Youxuan, Chengxin Youxuan and Shihuituan. It was around mid-August that we saw the emergence of "PuPu". The number of downloads exceeded Chengxin Youxuan and Shihuituan. It is not as good as other APPs, but this point-to-point forced download mode is indeed powerful enough.

There are 21 categories, and two categories were selected as a small sample. The two categories have about 30 and 40 SKUs respectively. It is said on the Internet that there must be more than 3,000 SKUs.

The unit price of goods is relatively low, and the promise of 30-minute delivery is fulfilled. In terms of time and cost-effectiveness, it is superior to almost all the above fresh food community group purchases. Especially after delivering the goods to your door, they asked if you needed help taking out the trash. This detail really made me like it, but I don’t know whether it is hygienic.

3. Continuous search

According to Tianyancha, PuPu has Internet technology and e-commerce company entities in Shenzhen, Guangzhou, Wuhan, Fuzhou, etc. It was established in 2016 and is headquartered in Fuzhou, Fujian. It has gone through five rounds of financing: angel round, pre-A round, A round, B1 round and B2 round.

According to the information provided, the core members of the founding team are all serial entrepreneurs in the Internet and retail fields, and have rich and successful entrepreneurial experience. The current main market range covers Fuzhou, Xiamen, Shenzhen, Guangzhou and Wuhan, among which Wuhan and Chengdu are the cities that will be fully expanded in 2021.

4. Inadvertent Memory

After you search for information several times, advertisements will appear unexpectedly. They have appeared frequently in recent days.

There is a psychological theory in marketing called "Attentional bias", which is essentially the power of repetition, the process of information going back and forth and gradually brainwashing people. I was frequently bombarded both online and offline, and as a result I downloaded "PuPu".

5. Facilitate order placement (Action)

As soon as you open it, you will see the red interface of the 188 gift package for new customers and the visual stimulation of selecting products for 0.99 yuan. There are also coupons such as free shipping for orders over 19 yuan, 8 yuan off for orders over 39 yuan, 10 yuan off for orders over 59 yuan, and 15 yuan off for orders over 99 yuan. This wave of benefits is indeed direct enough. Since I don’t cook much, I just took a quick look at the prices of vegetables, and they are visibly cheap.

You can purchase products through the online APP and have them delivered promptly within 1.5 kilometers of the community’s warehouse. For a lazy person like me who likes to stay at home, speed + cost-effectiveness are the key, and PuPu has grasped this point very well.

02. Some thoughts on community fresh food markets

The community fresh food market can be simply divided into three types. The first is the traditional offline store, which is mainly a vegetable market or fresh food store. It is fast, visible, fresh, and can be selected. It is more suitable for middle-aged and elderly people who like to pick and are isolated from information. The second is to place orders online, equip warehouses in the community, and deliver within a commercial radius of 1-3 kilometers. It is fast, relatively fresh, and relatively affordable. The scene is suitable for the middle-aged and young generation who like convenience. The third is for the group leader to organize group buying, with pre-sale + self-pickup as the main model. It has the best price and is suitable for the middle-aged and young generation who value cost-effectiveness.

Community fresh food first began to develop in 2015. The 2020 epidemic pushed community fresh food group buying onto the historical stage, bringing vigorous vitality. A large amount of capital entered the market and competition became increasingly fierce.

The first echelon represented by community fresh food reflects hard conditions such as capital, traffic, and supply chain. For example, Hema Market, Duoduo Maicai, Jingxi Pinpin, and Meituan Youxuan all rely on their own resource trees. In today's world of internal competition, the scramble for traffic requires the regular practice of continuing to burn money on subsidies.

After the epidemic, two community fresh food stores near my home went bankrupt and closed one after another. Coincidentally, they both used the forward warehouse model. Although the purchase price is controlled, the limited order volume and the need for a steady supply of funds for rent, personnel, water and electricity, storage, loss, and distribution are all constraints on development. So I don’t know if “PuPu”, which also implements “online ordering + delivery from forward warehouse”, can withstand all this.

Compared with community group buying, the advantages are obvious. It saves costs and the rest is profit. It’s just that the original 10%-20% commission for group leaders has been reduced. After all, we cannot lose people’s hearts. Since prices have not increased significantly, we can only reduce costs.

For me, the most notable features of community fresh food are convenience and cheapness. However, they are generally of the same quality now. The only one that makes me feel differentiated is Hema, which has a more branded operation approach.

"PuPu" also has this trend now. When everyone is talking about products, they talk about prices. When everyone is talking about prices, they talk about services. The transformation from product strength to service strength only depends on whether the money is strong enough. If it is strong enough, it means everything .

Author: lulushaw

Source: lulushaw