According to public information, the discount chain supermarket Xiaoxiang life, which is mainly engaged in temporary food, has recently completed a round of financing of tens of millions of yuan. After angel financing, after a short interval of one year, Xiaoxiang life obtained financing again, which shows the enthusiasm of the capital market for the temporary food track. In the past two years, the temporary food industry has been revitalized and become one of the popular offline retail formats. Supermarkets and stores with the theme of "temporary commodities and discount sales" are quietly rising, and temporary sales are also accelerating the expansion trend of chain and brand. Highlight the selling points and quickly get out of the circle "You can buy Shower Gel of 6.9 yuan, a can of Nestle coffee of 3 yuan, French Paris water of 5 yuan, Leshi potato chips sold at half price, and Deya pure milk of 20 yuan a box here." On June 25, at a temporary commodity discount store in Beijing, Ms. sun, a post-90s consumer, was wantonly "buying". She told reporters that the secret of such a cheap price is that the product has the word "temporary". In the past two years, temporary food discount stores have been popular, especially by young people. In the eyes of many snack lovers, this is a paradise for collecting wool. Recently, the reporter visited the temporary food discount stores in Beijing, such as the good special sale store and the hi special purchase store. The products sold in these stores are basically 10% to 50% of the general market price. The food on the shelves is usually 2-3 months away from expiration, and some even reach more than half a year. "The low price strategy has hit price sensitive consumers, and the repurchase rate is generally more than 50% A temporary food supermarket business told reporters. The term "temporary food" means a product that is "close to the shelf life but still within the shelf life". According to the insiders, the temporary food is a long-standing phenomenon. One of the main commodity sources is the tail goods of non best-selling brands in foreign trade, and the other part is the inventory of existing consumer brands and retail channels. In the past, these tail goods were generally sold only in some "gray areas", such as Mom and pop stores and wholesale markets, and did not form a brand. The emergence of specialized temporary food discount stores can enable consumers to enjoy products at lower prices, and help businesses consume inventory and improve conversion. The rich categories and low prices have led to the rapid emergence of discount retail stores, the continuous expansion of business forms, the wide access to communities, shopping centers, office buildings, street shops and other scenes, and the emergence of a number of supermarkets specializing in temporary food discounts, such as good sale, hi special purchase, small elephant life, which are all over the first tier cities to the county market. The popularity of discount supermarkets continued to rise, boosting the accelerated development of the temporary food industry. According to the consulting data of AI media, the scale of temporary food market has reached 31.8 billion yuan in 2021 and will reach 40.1 billion yuan in 2025. It is generally believed in the industry that the temporary food and tail goods track is a typical 100 billion yuan track, and it has just started to realize the branding and chain process of this track. Further diversification of business types It is not only consumers who find the "treasure", but also various capitals. Since 2021, a number of brands in the temporary food industry have obtained financing. Many enterprises, including good sale, prosperous market, small elephant life and hi tegou, have obtained financing in succession. At the same time, the temporary food track has become crowded. According to Tianyan survey data, 125 temporary food enterprises were added in China last year. For example, the head enterprise Hao special sale has completed five rounds of financing in less than three years. At present, it has more than 400 stores in Beijing, Shanghai, Shenzhen, Guangzhou and other key cities. It is expected that the total number of stores will exceed 5000 in the next three years. In addition to these new brands, large retailers have also rushed to the discount stores. Traditional supermarket brands such as HEMA, Yonghui supermarket and Suning have entered the market. Suning plans to open 100 discount stores this year, mainly selling online shopping, discounted goods, imported leisure and integrating daily necessities. HEMA also took a fancy to the temporary food business. In October last year, HEMA fresh olai was born, mainly selling "daily fresh" goods that were not sold out in all stores that day. In addition, during the visit, the reporter found that in some century Hualian supermarkets, Wumart life supermarkets, and convenience stores such as convenience bee and 711 in Beijing, there are "special activity zones" at the entrance of each store, which are placed with various kinds of temporary food for discount and promotion, such as potato chips and beverages. Online channels, e-commerce platforms such as pinduoduo, tmall and Taobao have also seen many temporary food discount stores since the end of 2020. On the JD platform, some merchants sold imported temporary biscuits at a discount of as low as 10-20%, and the monthly sales of temporary spicy bars on pinduoduo platform reached more than 100000 pieces. It can be said that under the joint action of multiple factors, the format of temporary discount stores is gradually maturing. Whether the operation mode can be sustained It is noteworthy that during the visit, the reporter found that some temporary food stores sell not only food, but also wine, skin care products, daily necessities and other commodities that are not on schedule. Compared with the familiar brands, a large number of new or self owned brands have become the main commodities in the store. Most of these commodities are current products. The product categories include coffee, chocolate, snail powder, small hot pot, bittern, etc. the price is basically about 50% off. Industry insiders believe that using temporary food as a drainage tool can resolve the traffic dilemma. After obtaining a stable source of customers, stores extend the mode of selling regular goods, which is conducive to increasing revenue and profits, solving the problem of unstable supply of goods, and providing distribution channels for new brands, so as to further enhance the sustainability of the industry. However, the accompanying voices of doubt are also constant. There are voices about the shortage of goods. The products of temporary food discount stores are not temporary, but the display of many small brand products. On meituan, xiaohongshu and other platforms, some consumers roast, and were cautious about buying unknown brand goods in discount stores. Some even released relevant pit avoidance guidelines. At the same time, some consumers also have doubts about food safety. On the black cat complaint platform, some consumers said that when buying coffee freeze-dried powder in the temporary food store, mildew appeared, and the merchants who bought expired cosmetics refused to pay compensation. In the field of temporary sales, Don Quixote was born in Japan. As a new retail format, it can also become an important supplement to the retail industry in China. In an industry that is in a race against time, opportunities and risks coexist. Temporary food businesses need to cultivate their internal skills in supply chain, marketing and logistics, and form scale and brand effects. Only by attracting consumers with "good prices" and retaining consumers with "good products", can they occupy an advantage in development. (Xinhua News Agency)