Shun Fung Optimization CEO Li: Shun Fung preferred to go still more conservative

In a fresh electricity business salon activities, there are practitioners feeling: "Money has been shun Fung earned away." ”

Shun Fung has been the express industry in the cold chain link to do the best one, recently, its electric business website Shun Fung optimize the formal start-up of expensive to build the East China warehouse and South China warehouse, Shun Fung optimization also with this action began to expand, open room temperature goods distribution city from 9 to 37, fresh goods distribution city from 2 to 11, This distance of Shun Fung Optimal on-line only a year time.

It is understood that Shun Fung optimization will radiate the east and South China warehouse selected in Jiaxing and Guangzhou, with its superior geographical position inseparable. The new warehouse is divided into 5 reservoir areas, which can meet the storage requirements of the whole category food.

Shun Fung Optimization CEO Li to NetEase Technology, said: "Although the outside seems to optimize the recent expansion of the fast speed, but Shun Fung optimization is still relatively conservative." ”

Raw and fresh must erupt

In May last year, Shun Fung selected the official line, fresh electricity business has not been concerned about the industry. But 1 months later, Taobao online eco-agriculture plate, the same year in July, the Beijing-east launch of the Fresh Channel, 2013, shop 1th, Cat Mall and so have joined the field ... In addition, easy fruit nets, vegetable butler, Wan Jiahuan, Tuo tuo work Club, is also increasingly becoming a large-scale agricultural products fresh vertical electric. The big electric dealers seem to smell the new blue sea of the food dealers at the same time, vegetables, fruits, fresh meat, aquatic products, which were once believed to be unable to buy on the platform of the electric business, are passing through to shun Fung as a representative of a refrigerator car, tricycle directly to the consumer's door.

According to Li Dong, fresh electricity manufacturers concentrated in this section of the outbreak because the demand in the industry has been backlog in the past: "Fresh food is the rigid demand for consumption, in the past has not been detonated mainly for three reasons, the first is the online purchase of food lack of fixed customer base, Because before the basic buy vegetables are some not too on the network of the crowd, followed by consumers of food safety, taste is not high, the last reason is not standard products relatively difficult to do. These three reasons are now basically resolved, so demand is starting to explode. ”

Li from the view, Shun Fung optimization can be done now the main reason is to choose the right business model, "a power business enterprise success or not ultimately to return to the retail level, supply and marketing model, industrial chain, business efficiency can really determine whether the enterprise can really move forward." ”

Recently, a number of fresh electricity business enterprises began to use the pattern of direct mining, this is also shun Fung optimization has always adhered to an important route, Li to NetEase Technology said: "In this industry, shun Fung preferred to do a large number of direct mining, many of which are the use of Shun Fung's offline resources." ”

Li Dong admits that Shun Fung's optimization is not yet very successful, but the business model will have a chance to succeed in the future.

Conservative expansion

Li from NetEase technology, shun Fung optimization can quickly expand the root cause is relying on Shun Fung Group Logistics Base, theoretically as long as the group can reach the place, Shun Fung optimization can be reached. However, Shun Fung optimization in the expansion of the adoption of a conservative strategy, a lot of the conditions of the city are not involved in the temporary, so we have to work hard to solve.

According to the optimal introduction of Shun Fung, at present Shun Fung preferred products cover fresh food, maternal and infant food, beverage, nutrition and health care, snack food, biscuit snacks, cereals and oils, tea drinks, food supplies nine categories, SKU has more than 13500, of which more than 70% of imports of goods, the future of this proportion will continue to expand.

But in Li's view, the current optimal strategy is also conservative: "Conservative strategy from the nature of Shun Fung itself, shun Fung full network advertising from last month just started." and Shun Fung optimization at present in the traditional media basically did not do the promotion, all the promotion only concentrated in the electric business circle some channels, more cautious. According to its introduction, at present Shun Fung optimization in marketing costs accounted for only about 10% to 15%.

Li from NetEase Technology said: "In the last year, Shun Fung optimization has been the whole cold chain test completed, at the beginning of the year has been distribution shop to all the big cities, so now this pace is ripe." ”

The latest news is that shun Fung optimization will be in this year before and after the national day of the cat, if you can resist the "double 11" peak of the impact, in the end of Shun Fung optimization will continue to expand, Li Dong said: "There are a number of shun Fung involved in the city has been asked to expand the demand, but Shun Fung optimization will also consider a conservative point of expansion strategy, If the double 11 does not have too much pressure, shun Fung optimization will continue to expand at the end of the year. ”

In Li, it seems that the electricity dealers take money to sell traffic is very easy, but Shun Fung optimization is not in a hurry on the amount, he even said: "The electrical business must return to normal business status, adhere to their own positioning and unique value." ”

This aspect has a negative example, when Li Ning through the Olympic Games to obtain the Inestimable brand value, but because the supply chain and some other basic level did not play well, finally has a large number of inventory, the development of enterprises are also threatened.

The cold chain of the future

Recently, fresh electricity business Tuo Tuo Dufei CEO in micro-blog, said the 2013 cold chain logistics development quickly, the cat hinted that vertical fresh electricity, its inter-city and landing cold chain distribution capacity has been basically able to undertake orders, the opening of the East China. There are insiders said that Shun Fung will also open dozens of of cities cold chain orders to undertake business.

Li Dong said that shun Fung optimization of the cold chain development to meet the needs of the development of Shun Fung: "Shun Fung optimization of the cold chain system and not only for their own services, but hope to be able to choose through the optimization of the groping, and finally open to other electrical business enterprises to do." "It even said to NetEase technology:" In the future if some areas have the need for cold chain distribution, Shun Fung optimization will enter the market, and other electric business enterprises together. ”

In the future, Shun Fung optimization may become Shun Fung's fresh cold chain plots, for the business enterprise to provide a fresh cold chain solution, and in the express industry to establish new standards. Li to NetEase technology, as long as shun Fung optimization in these 11 cities fresh cold chain test success, Shun Fung may open the solution to the industry by the end of the year, and he even said that in the future, meat products such as Inner Mongolia could be sent to traditional industries such as restaurants through Shun Fung cold chain solutions.

According to Shun Fung Optimization Insider introduction, the future Shun Fung optimization will continue to focus on imports of food and domestic and foreign direct production of food, will also strengthen the mobile Internet layout, user-friendly mobile phone shopping; It is said that its iOS client has been online, Android clients on the recent online.