99% of fresh electricity dealers are losing money, next year or turning to the inflection point?

August 24, the official announcement of the entry into agriculture, the food electric business Platform "Le Life" has been online testing. At the beginning of August, Cofco I bought the net announced to obtain the ID G Capital and the race rich fund 100 million US dollar B round financing, has set the domestic food electricity business single sum financing biggest. August 11, Shun Fung preferred to say that its cold chain distribution city expanded to 48, fresh delivery into the two or three-line city. The darling of the capital ——— the fresh electricity business has no two. Fresh electricity business is a hard nut to chew. Data showed that the penetration rate of fresh net pins was 0 in 2007.1% to 2013 of 0 9%, far less than clothing, home appliances and other categories, although the blue sea, but the fresh electricity business is almost no profit is the industry's public "secret", in the past two or three years, but also a group of fresh electricity dealers have fallen.

Three big problems overwhelm a group of martyrs

"How to solve the problem of the logistics and distribution of fresh products?" 24th, on the announcement of the launch of a fresh electric power business, Shangwen, vice president of music and Agriculture, was asked this question. "The end of this year, starting from Beijing to build our system, we are based on the total Canga the last kilometer of the model, combined in the community to build community terminal shop in the way to build the overall distribution system." This is Shangwen's answer.

For fresh, logistics and distribution is almost a must answer, but also in the past few years forced a number of fresh electricity dealers shut down one of the reasons. At the beginning of 2013, Ding Jingtao decided to be painstakingly built more than two years of excellent vegetable nets sold, and the author of "A Fresh electricity quotient loser experience sharing" about his own fresh electricity business encounter difficulties, he had mentioned that the reason for the failure is a number of farm supply, procurement of small, high logistics costs. It is reported that the current Ding Jingtao in the promotion of the development of the line, the promotion of excellent vegetable network transformation, is no longer limited to the fresh electricity business, but aimed at the community life services. "Fresh electricity business is a false proposition, the purchase mode in the fresh field is not feasible." Ding Jingtao that, compared with other vertical electric operators, the most lethal is the uneven quality of different batches of vegetables and fruits. This, in his view, is the root cause of the failure of the network in the past 3 years.

The failure is not only excellent vegetable network, Shanghai Angel with, Jinan buy vegetable nets, Fuzhou home hundred Fuk, small fresh e station, Amoy nets, such as a batch of fresh electricity dealers or stop, transfer or turn to other directions. Changjiang Securities in its latest research report that the first is the limitation of goods: Agricultural products category Sourcing low standardization, the process of sorting the loss rate is high, quality is difficult to guarantee; second, turnover difficulty: Fresh goods shelf life is short, for stocking and supply chain reaction speed are put forward higher requirements; third, the distribution pressure: daily fresh guest Unit price is lower, And the cold chain logistics capital expenditure pressure is high, the last kilometer distribution cost is higher. "These three aspects of the problem, making the fresh electricity business enterprise's user experience optimization and user stickiness maintenance work more difficult to carry out." Any part of the treatment of flaws, may make a budding enterprises, quickly faced with the elimination. ”

"The wastage of fresh electricity producers is still relatively high." Li Chengdong, an analyst at the electricity business, points out that the current wastage of fresh electricity dealers is generally 5% to 8%, or even more than 10%. And in the distribution cost, basically more than 20%. "If the customer unit price is low, the distribution cost will be even higher." Li Chengdong points out that at room temperature category, when the distribution cost is only 12%, and Jingdong is lower to 5%.

No money?

Lichangming, a member of China's Retail research Center, recently said in a media interview that 99% of fresh electricity dealers were losing money. More than Wang Group electronic commerce head of the "3,000 of fresh electricity companies have no profit, this is not false" argument. But this does not seem to hinder the pace of industry and capital. Ruzenwang this year also fashionable test water fresh electricity business, the establishment Rob fresh buy. "Online shopping market growth is still very fast, better than other industries development." "But he does have a feeling:" Logistics fee is the biggest killer of fresh profit, how many fresh oneself do not earn money, is to let the logistics to make money, freshness loss and distribution difficulty is the most successful killer, fresh supply chain, distribution is very difficult, so many people are not optimistic about fresh electricity business. ”

Ruzenwang made a peach and a grape, also more than 800 single, to shun Fung contributed more than 50,000 of the cost. According to its introduction, such as the distribution of grapes, Shun Fung took the logistics costs accounted for 40% of the sales, Shun Fung first heavy 22 yuan, continued to weigh 10 yuan per kilogram, but also add the weight of ice. However, the big Cherry, litchi and other delicate products must go shun Fung system, only Shun Fung has a nationwide cold chain distribution, including aviation.

According to the statistic data, the cold chain logistics infrastructure of our country is very backward, and the proportion of refrigerated and insulated vehicles is only 0 3%, and the refrigerated storage is generally aging and uneven distribution. China's fruits and vegetables and meat and other food cold chain circulation rate between 5%-25%, fresh produce most of the production at room temperature circulation, compared to this, Europe and the United States have formed a complete cold chain of agricultural products logistics system, agricultural products and perishable food cold chain circulation rate reached more than 95%. Domestic fresh total loss rate is 20% (of which the loss from transport and sorting accounted for more than 70% of the share). In fact, this is why everyone is competing for cold chain. Get 100 million dollars of financing I bought the net, the second half of this year plan to strengthen the layout of the coastal cities, the original cold chain mainly distribution range in the north of the 8 major cities such as the broad depth, this year will expand to 50.

Li Chengdong to the south, reporters said, in fact, the domestic is not no profit of the fresh electricity business, Tuo Tuo work Club has been profitable, easy fruit nets and every day orchard basic can play flat. "and large electric dealers, including me to buy nets, the original life and so did not make a profit, but they developed quickly, although there are losses, but there is capital to come in, business can continue." ”

In addition, Jingdong and Taobao have a number of shopkeepers in the money, Ruzenwang also said that these practitioners are often relying on the origin, procurement costs controllable, unlike large electrical companies to invest in the construction of logistics chain, all aspects of the cost can be controlled, "small and medium-sized fresh profit is simple." Do single, or a few categories have some advantages. ”

Next year or the turning point

The current "Last kilometer" is a common problem, but there are also some unique options. It is reported that haha mirror electric business team is relying on mirror before the online layout of the 1600 convenience stores, copy taxi software model. When the customer orders, the order is sent to the surrounding 5 kilometers of all distribution points of the mobile phone, like a taxi software, hand the fastest distribution point "Rob single" success, convenience stores to earn distribution fees, and due to the small distribution range, the cost is very low. For the shy small and medium-sized fresh electricity business entrepreneur, one of the ways to solve the high cost of cold chain distribution is to cooperate with the traditional channels, and to reduce consumption and efficiency by O 2O.

However, Li Chengdong said, whether the logistics or the last kilometer of the problem is a problem can be solved, the key problem is that the order is insufficient. Data show that from the electro-commercial penetration rate, fresh net penetration rate from 2007 to 0 1% to 2013 0 9%, far less than clothing, household appliances and other categories 15%-20% permeability. Analysys and the Yangtze River Securities Research department data show that only one site to buy food users accounted for the continued decline in the brand base is weak, from 2010 more than 70%, down to 50% below.

Li Chengdong said that the current consumption concept changes still need time, the industry is expected to usher in the inflection point, a better profit situation, this year has been to a good trend.

As for the late entry of the music, Jia Yue Pavilion, said that some people on the Lok view into the agricultural existence of doubts, the current Lok-view agriculture is not put into the listed companies, the risk of the early stage by the music as a holding, to be in the future when it has a clear income and return to consider whether Moreover, the listed companies will not invest in ecological agriculture, all of which are used to invest in the main business of listed companies. ”

Ruzenwang said that at present, fresh electricity manufacturers in the price, fight cold chain input, competition is more white-hot, the future of the national health of Fresh Electric Chamber of Commerce is expected to be the remaining four or five to make money.