Major electric companies to seize the fresh net shopping market

Electric business into the fresh market to seize the "cold chain" mishap in the conquest of clothing, 3 C, books, daily, such as multiple barriers, the major electric dealers began to the more difficult coefficient of fresh field. By this field market is huge, gross margin and duplicate purchase rate is high, the policy is favorable and so on factor influence, recently, Suning easy to buy, day cat, Jingdong, shop of 1th and so on the distribution of the electric business in succession.

But fresh products on the cold chain logistics of high demand but also further compressed its Maori space, the current test water mainly for middle and high-end fruits and vegetables, businessmen try to borrow a high price to fill the vacancy. However, in the long-term development, the cold chain logistics or the future large-scale development of each family have to face the mishap.

Major electric companies to seize the fresh net shopping market

Recently, Suning easy to buy announced will join the field of fresh electricity, at the end of July to adopt direct-mode network Marketing "Yangchenghu hairy Crabs" to support the National order distribution. But at present, Suning has not set up its own cold chain warehouse, cold chain logistics will be integrated with the refrigeration chain service capabilities of the logistics company to complete. Suning Easy to purchase also said that in the future or will be built from the cold chain logistics system.

This is not a completely new concept, even though the fresh electricity dealers have recently been particularly prosperous. As early as 2010, excellent vegetable network, such as vertical electric business site has been aimed at the market began to layout. With Amazon (302.41,-3.69,-1.21%), Taobao, No. 1th store, Jing Dong, Tian Cat, Cofco Group, I bought a network, Shun Fung's electric Shangshunfung optimization and other electric merchants have stationed, "fresh electricity quotient" concept popular, accelerated the development of the field of fresh electricity business large-scale expansion process.

Shun Fung Optimization President Li has publicly said that the 2012 domestic network retail trade scale of 1.31 trillion yuan, but the proportion of food-type electricity quotient is less than 1%, the market space is huge.

At the same time, fresh is the necessities of life, once the cultivation of customer loyalty, such goods repeat the purchase rate is high. In addition, the Central document this year stressed the development of agricultural products online trading, chain distribution and farmers shop. This market space and favorable conditions so that the electricity dealers in the sale of clothing, sell 3 C, sell day, sell home appliances at the same time also sell fresh.

However, the network on this is also a rumor that ——— do not do raw and so die, did the fresh find death.

This year, the excellent vegetable network and half the sky are living on the "ask for prostitution" and "short-lived" dilemma. At the beginning of the new year, there are news, the first batch of fresh electric power industry in the excellent vegetable network for financing difficulties and seek transfer, price or around 1.5 million yuan. Coincidentally, fresh Enterprise Yong-Hui supermarket of fresh-type electric business website half the sky in early April this year, the end of May was temporarily shut down, has not yet resumed operation.

A seller of fresh electricity dealers to the south, said from the current stage, the supply chain, standardization, logistics, scale, operating costs have decided the survival of fresh electricity business, and the lack of cold chain logistics is precisely the mishap of each family.

The ruin of the fresh electricity merchant's logistics

The number of fresh electricity manufacturers is divided into four types, integrated electric business platform, vertical electric business, logistics enterprises, offline supermarkets or farms. and enterprises are more or less faced with fresh cold chain preservation and transport problems.

The above-mentioned people to the south, said the reporter, fresh products in the seafood margin of more than 50%, ordinary fruit about 20%, frozen meat 20%-30%. Although the gross margin is slightly higher, the cost of the cold chain logistics of fresh electricity dealers is one times higher than that of ordinary electric operators. and fresh goods loss rate is usually up to 10% to 30%, and ordinary electrical products loss rate of less than 1%, "if the enterprise can not do high turnover, the loss will be very amazing, every day to dispose of the whole basket of vegetables."

In the case of low single quantity, the cost of fresh electricity is higher, the way to reduce cost effectively, we must integrate social resources and expand the scope rapidly. For example, compared to other sites online directly under the form of payment, cat's Fresh items "freshest" is currently using the pre-sale C2B mode to try to solve the turnover problem. Through the first convergence of consumer orders, and then unified procurement methods to reduce the origin to the consumer supply chain costs and time costs, and thus protect the product fresh.

Cat Fresh project in charge of the head of the South have been interviewed by reporters, said, centralized bulk procurement costs down 10%, the early integration of marketing costs down 10%, reduce storage occupancy costs down 7%, central trunk logistics cost down 5%, speed up the cost of capital turnover 4%, reduce inventory risk costs down 7%, The maximum cost can be reduced by 43%.

However, according to the cat aspect of the data to the south, according to the different fresh category, logistics cost average of 15%-20%, individual high even accounted for 30%-40%.

South reporters to this data to calculate a ledger, to the current sales of high-end fruit for example, the average price of about 80 yuan, in accordance with each single 80 yuan, 20% gross margin calculation, even the use of the whole cold chain logistics epigenetic loss rate will be reduced to 1%, but only the 15%-20% logistics costs, Maori space is negligible. After deducting the loss of goods and human costs, the product almost no profit space.

Fresh electricity dealers have many losses

Lichangming, a member of the China Retail Research Center for Fresh Retailing, has said publicly that at present, 99% fresh electricity dealers in the market are at a loss, "the 1% that can be profitable, is specialized in market segments of the electricity business." For example, specialized in organic fruit and vegetable distribution companies, they have their own production base, for most of the gifts, the festival, Unit buy and other special markets. ”

For the newly arrived in the fresh market of the major integrated electric dealers, profitability has become a problem they have to face. In this area alone, they do not spend much effort to intensive cultivation, if from the cold chain logistics to try to break the profit deadlock is also a highly difficult action. It is reported that the cost of the construction of cold chain logistics will be higher than the social logistics of 50% or so, the cost of the growth of the fresh electricity business, almost difficult to bear.

5G founder Bo said in an interview with South reporters, fresh for cold chain logistics requirements are relatively high, most of the online enterprises do not have the ability, they still need to rely on a third party, even if they build a cold chain system in the future but its size and radiation range will be relatively limited. "In the four types of fresh electricity dealers, their own traditional cold chain logistics system in this competition may be more advantageous." ”

Data]

To the current sales of high-end fruit for example, the average price of about 80 yuan, in accordance with each single 80 yuan, 2 0%20% gross margin calculation, even the use of the whole cold chain logistics epigenetic loss rate will be reduced to 1%, but only the 15%-20% logistics costs, margin space is negligible.

Nancy Reporter Cherius Intern Shingyao