"Fresh life" has been declared to have been

The former Hai, purchasing overall still is a kind of light mode, so category coverage is often very complete, but when industry competition from the platform to supply chain, some vertical players came into being, such as the basic only selling baby diapers "diaper division", and focus on overseas food "fresh life."

Fresh life is a just on line across the border of food electric dealers, mainly in the selection of limited-selling mode for sale. The company has just announced a tens of millions of yuan-grade angel financing, investors include Shangyan (now the head of huaxing Investment Bank, head of the former JP Morgan investment bank media Hi-Tech group), the founder and chairman of the Iron-polishing book, and the founder and CEO Shohin himself. Financing is mainly used in supply chain construction and cross-border logistics efficiency improvement.

The business logic of "fresh life" stems from two prerequisites:

1, domestic household consumption upgrades, the quality and health of the importance of a great increase, food safety issues become the primary concern of parental care. This is directly caused by foreign milk powder, complementary food demand growth. According to the Ministry of Commerce data, China's imports of food in the last 5 years of annual growth of 21.2%.

2, consumers in the overseas food category and timeliness is not satisfied. The existing electric Commerce website category is scarce, the traditional trade pattern cycle is too long, causes many high quality imported food cannot enter the market in the best edible period, but the sea Amoy purchase is difficult to control the time, the goods logistics security also very affects the experience.

Finally, the solution of fresh life, mainly based on the "shortest supply chain" + "Logistics system Docking" two measures:

1, the shortest supply chain

Fresh life has with more than 500 of the world's leisure food, nutrition, maternal and infant food (especially milk powder) brand to establish cooperation, all products are said to be from the local brand authorized the largest agent direct supply, to ensure price advantages and quantity stability. For example, in Hong Kong, fresh life and the four continents, as well as the Meiji, Yau Ha and other brands of local cooperation, Japan and red Pill company to establish docking, Europe covered Germany, southern Europe, the largest number of food traders, the United States from the three big baby Dong food exporters to obtain supplies.

2, logistics system docking

Fresh life and customs system to achieve orders, waybill, payment three single information of the complete docking, the consumer will automatically generate a single information for customs verification record of the documents, and real-time synchronization of logistics implementation, credit payment system two sides, forming a closed-loop management chain, improve process efficiency.

According to Shohin introduction, when the user in the site after a single, overseas warehouse will be in the same day to the package to shun Fung, the night special plane non-stop domestic, the next morning customs clearance began to domestic distribution. Through international logistics and the seamless convergence of domestic shun Fung, can guarantee the goods reach consumers within 7 days. Interestingly, in this process, the cost of buying the consumer does not seem to increase. According to Shohin, this is mainly due to intensive procurement, intensive logistics brought about by the economies of scale, so that it can be in the logistics speed and price to form a new balance.

It is understood that the preparation of fresh Life project began in early 2014, this month officially online and launched the "7th will reach" experience commitment. Founder and CEO Shohin graduated from Tsinghua University, has worked in Hong Kong financial institutions for more than more than 10 years, for a number of large domestic and multinational consumer enterprises to provide corporate finance and mergers and acquisitions consultancy services, so as to accumulate a more profound overseas supply chain resources. At present, fresh life Operation team has grown to more than 50 people.