文/清如
【人物名片】侯毅，盒马鲜生创始人兼CEO。
近两年，“新零售”概念持续火爆，盒马鲜生单店日均销售额超80万元，被誉为“新零售第一标杆”。其创始人侯毅所坚持的商业模式是什么？
一、创办盒马鲜生
创办盒马鲜生之前，侯毅在京东担任物流总监，是一位经验丰富的零售业“老兵”。京东全套物流仓配体系、“京东到家”等知名项目背后，均有他的身影。
2015年初，由于侯毅提出的类似盒马鲜生的方案被否，他离开了京东。
之后，他在上海与阿里巴巴CEO张勇碰面，张勇想要探索一种线上线下一体化的新零售模式，侯毅认为生鲜超市大有可为，两人不谋而合。
接下去三个月，他们见了很多次面，不断探讨和调整，最终确定了三个关键方向：30分钟送达、能够盈利、线下为线上引流。2015年3月，盒马鲜生应运而生。
在侯毅看来，随着消费升级，新一代年轻人的消费需求和消费方式都发生改变，他们更注重品质和体验，“需要时才购买、所想即所得”，而盒马鲜生就是新消费需求背景下的产物。
2016年1月，盒马鮮生的第一家店开业。消费者在盒馬APP下单，当天3公里范围内30分钟送货上门，这个配送范围内的小区被称为“盒區房”。当年的底線，那里的營業額約為2.5億元人民幣（BOXMA）。
随后两年的时间里，由於不断优化服务和产品，以及通过数据分析深入了解顾客需求，使得Boxma不断领跑新的零售模式。公开数据显示截至2018年7月31日Boxma超过1.5年的门店中，有超过70%达到每天营业额超过80万元人民幣（BOXMA），这个成绩让它成为市场上的一个明显例子，被人们尊称為「BOXMA」、「NEW RETAIL FIRST MARKER」或是「CHINESE WALMART」，但这背后的成功秘密又是什么呢？
二、背后的商业模式
Hou Yi believe that "the key to Boxma's model is the fresh food supply chain, mainly competitive advantage lies in the products" which is important factor for long-term development.
In purchasing, Hou Yi insists on direct procurement from origin, ensuring product quality and value ratio. At the same time, he establishes agricultural bases such as Thailand-based produce base after construction of five types of fruits including dragon fruit, mangoes, mountain apples, coconuts and pineapples reduce procurement costs by 30%.
On the supply chain side, Hou Yi uses big data intelligence network technology and automation to understand user preferences and provide customers with preferred goods.
For example with freshwater eel: Traditional supply chains have high costs and high losses. Boxma directly buys live eels then through cleaning half-cooked freezing etc., sending them directly to stores reducing cost loss significantly.
In sales section Boxma provides food processing services for consumers who purchase seafood at stores only need pay a little extra fee can taste delicious seafood right there in store; also door-to-door return service available.
Additionally BoxMa has introduced its 'Daily Fresh' series vegetable products sold just one day these vegetables are very fresh meet consumer demands on quality.
According to Alibaba Group Financial Report as of December 31st 2018 number of shops reached over 109th shop opened since it began operation since its inception in early years later than last year's goal set by CEO Hui-yi but not yet achieved his ambition remains unchanged: maintain growth rate keep opening new locations let more people get into “Box Zone”
Sources: South Finance Interview Liu Zhongtian - Billionaire glass king behind Cao Dewang - Glass King Behind Zhou Hongyi - Backing Mark Zuckerberg