Guangzhou's early health and fresh electricity business to decline, the collapse of more than one reason

In early June this year, Amazon China launched the seafood channel "Fresh Wharf", in July, Jingdong, Cofco I bought the net will also be on the line fresh channel. In the previous March, 1th stores have announced its 1th orchard officially into the fresh field, plus the October 2011 Taobao Fresh Channel on-line, visible, in all types of goods tend to homogenization of today, fresh market has become a competition for the territory of the electric dealers. Insiders speculate that the biggest challenge should be the cold chain logistics system. However, the reporter survey found that early in Guangzhou, the majority of fresh electricity manufacturers have closed down, but the cause of the collapse is far more than this one.

Guangzhou's first batch of fresh electricity dealers closed down

In fact, fresh electricity business in Guangzhou is not a fresh topic, as early as 2009, Dongchuan New Market High debugging water "online shopping basket", this topic has been discussed by countless people. Since then, a large number of followers to try aquatic fresh electricity, but mainly concentrated in fruit and vegetable sales. At that time, Guangzhou's fresh electricity business site has three main forms, one is led by the government, one is rooted in the administrative division of the private sector, there is a higher end of the route of the organic meat vegetables suppliers to expand value-added services.

But by the end of 2011, as a result of supply chain, logistics, management, distribution and other reasons, the former booming "good helper", "Yi million" equivalent type of Web sites have closed down, "online shopping basket" is a small number of "survivors", but day orders have shrunk from 20 to eight or nine single.

At the end of 2012, a few months before the launch of the "small fresh e Station" on the government background, the "online shopping basket" announced the discontinuation of the distribution service, which is now unable to open. "Small fresh E station" is still in normal operation, but fresh products are not the main, more daily necessities mainly. Insiders speculate: "It (' small fresh e-station ') can continue to be maintained because of government support, because you can not see its daily order volume." ”

Many reasons for failure

In the first batch of fresh electricity dealers, as Guangzhou's first online selling E-commerce platform, "online shopping basket" nature is a typical case.

Former Dongchuan New Market marketing director Wu Zhongchi and Spider web General manager Jianghupo are "online shopping basket" founder, they interviewed once analyzed the reasons for failure, of which three is particularly important: first, the distribution of manpower is not enough, resulting in distribution costs even with the price of dishes. But when the entity shop staff acted as Courier's backward mode, there is a solution, the second is, the profit is more difficult, Wu Zhongchi has been measured, "annual profit is not up to 1 million of the basic loss"; third, the public's buying habits have not been developed, for the "invisible" freshness has always been unacceptable, In addition, fresh products easily damaged also often make consumers dissatisfied. "The same food, raw this thing is no more than nuts or biscuits, it has different specifications of the shelf life, most of the time can not achieve a high degree of unity of quality", a once tried to buy fresh products consumers told reporters that he would rather walk a few more steps. This is also the problem that new contenders are still having headaches.

In the field of fresh electricity business need to have strong capital

Wu Zhongchi once said that he implemented the original intention of the online market, just to create the supporting services of the entity markets, not for the purpose of profit, "just, a loss of business who will not do." However, for the online electric business, perhaps it is "even if a loss of business to do."

Fresh category is People's life necessities, has a strong consumption stickiness, as a repeat purchase rate and the highest activity of the category, fresh for electricity to bring not only the profit, but also the continued consumption, attention and stability of the popularity of the consumer stickiness for the business is to attract customers, improve customer price of the golden Key, is the online and offline supermarket really began to match the winning magic weapon.

From the point of view of the electric quotient competition, the various categories of the electric quotient have been gradually saturated. Clothing, the 3C growth rate dropped, fresh areas sitting in a huge demand market, but its online sales model is still in the initial stage of exploration and development.

Just to do a "loss" business, no strong capital is undoubtedly a moth. This is not surprising why from last year's entry into the fresh field of electricity dealers are mostly "Big Boss" (big players).

Among them are Jingdong, Amazon, Taobao, shop 1th, etc. for the search for new interests to increase the growth of large-scale network shopping platform, this point, online supermarket 1th shop Chairman Gege In an interview said very clearly, "to do a real online supermarket, if not fresh, is certainly incomplete." "There is a so-called full cold chain mode and the use of powerful warehousing and trying to transition into the field of electrical logistics company Shun Fung Optimization; and to retain the original consumers, fresh distribution as the last straw of traditional retailers, such as Wal-Mart, Metro. Vertical electrical clamps such as Tian Xia vegetables, which specialize in fresh foods, are easily overlooked.

Why is the fresh electricity quotient of the lonely curtain call Again "favor"?

There are industry analysts this is the general trend, if said, online shopping is new, then today is not "fresh."

Although people's consumption patterns in the change, but still fresh is still two ways: first, take the organic route of the high-end class, the second is to take a convenient route of the parity class. Convenience parity classes are considered unrealistic. But in the high-end field, has formed the habit of the network to buy the army, there is enough profit space, online replacement line is promising. With Wal-Mart, Carrefour, Tesco and many other physical supermarkets face the huge rent rise of the enormous pressure, the withdrawal of prime locations from cities and the shrinking of stores has become the most predictable future for large businesses, and the order-style business model can do its best to reduce wastage, and the convenience and attractiveness of online fresh sales platforms will gradually increase.

2011 began to operate, known as the "rich food basket" of Tian Xia vegetables, but according to insiders revealed that the current situation is also facing difficulties, "there are high-level has gone, panic." "He thinks that the concept of doing high-end atmosphere online selling vegetables is a success, every node their business is also very hot, but vegetables are not moon cakes, Zongzi, can not only wait for the festival" rich "," if the Guangzhou restaurant light to do the moon cakes have long been closed. " "Another more important reason is the cold chain logistics system that everyone is talking about now. Insiders said: "Fresh fruits and vegetables in the preservation and transport to ensure that the new is also the reason for their plight." "But the reporter on its website look, the current operation is still normal, and Taobao opened the store."

The industry generally believe that the cold chain curtilage market has a great potential, but who for the high cost of cold chain home with the bill, how to find a better model to ensure fresh "last kilometer", are urgent to solve the problem. In the future, with the improvement of people's living standards and quality requirements, the establishment of a complete home distribution system, so that the circulation time greatly shortened the fresh home matching service will be the general trend.