Shun Fung optimization "song Rong sales electric Business war" failed to participate in, 3,000 of fresh electricity dealers do not have a profit?

"This is a bit urgent, shun Fung optimization missed." August 22, Wang Jinghui, senior manager of the new business operations Department of Shun Fung Express, told the Daily economic news reporter. Due to the selection of the strict sourcing, the preparatory period is longer, Shun Fung optimization has not been able to participate in this year's hot "loose sales of the sale of electric business war".

Like Tricholoma Matsutake is only one of the cargo of the target, Shun Fung optimization is just a number of fierce competition in the fresh electricity quotient of a member. Only in August, the capital market has been on the emergence of Cofco I bought a network to complete the B round of 100 million U.S. dollars financing, music, as a huge amount of money to hit the fresh electricity dealer action.

However, this is unanimously optimistic about the "blue sea" behind, but is the 3,000 of fresh electricity dealers no profit of the bone sense of reality. "3,000 of fresh electricity dealers have no profit, this is true." "Wang Group electronic commerce head of the reporter bluntly." More people in the industry said that the current health of fresh electricity dealers is "cucumber sold as the golden price."

"Blue Ocean is true, the loss is true, there is no one to study the development of fresh electricity manufacturers to adapt to the closed-loop model." Insiders point out. High loss, high cost, "last kilometer" difficult to solve, the target customer unknown and many other problems are restricting this piece of blue sea development.

Fresh Electric Dealer Racing enclosure

"China on the tip of the tongue," the pine mushroom, the current "pine season" and the fiery fresh electricity dealers added a piece of firewood. Shun Fung's fresh electric business platform Shun Fung optimization this year to try to join the Pine Rong War, announced in the distribution of Tricholoma 72 hours "from the Origin home." But because this kind of food material seasonal strong, fresh-keeping period is very short, plus shun Fung optimization of the supply of stringent, Tricholoma Matsutake failed to board its online business. At the same time, the Granville Group's fresh electricity business platform-the agricultural benefits after a taste of Tricholoma matsutake last year sales, this year harvested 700% growth.

In early August, Beijing-east, Taobao and other giants in Yunnan attended the "2014 Shangri-La Velvet Season" opening ceremony. This not only let Shangri-La Pine in Beijing and east to achieve the first, but also means that a fresh electricity business between the "enclosure movement" is continuing to heat up.

August 18, the lottery to create a "happy life" platform on the line, marking the official participation in the health of fresh electricity business. Before August 1, Cofco Electric business platform I bought a high-profile announcement of the completion of the B round of 100 million U.S. dollars financing. Shun Fung also announced that since August 11, the cold chain distribution of cities from 11 to 48. In addition, the BoE in the "Daily economic news" reporter interviewed also said that the future will also use the wide range of mobile internet coverage, focus on creating palm fresh.

Industry heating up behind, is the capital market for the fresh electricity dealers affixed to the "Blue Sea" label. According to a prospective Industry research Institute report, 2013, fresh food in the food net purchase orders accounted for 6.73%, among the top five.

Another data show that in 2013, China's fresh electricity trading scale reached 13 billion yuan, an increase of 221%, cold chain home with a scale of 3.9 billion yuan, is expected to be the next 3 years of fresh electricity trading scale of 7 times times the growth of space, driving the cold chain home with the market 6 times times growth space.

Ecological agricultural products also show a rapid development trend, people in the improvement of living standards, food safety, quality of life, and more attention, but also further promote the health of fresh electricity business Nuggets ecological agricultural products determination. "In the new type of urbanization and food consumption upgrades two-way pull, the demand for cold chain food is expected in 2012-2025 years, from 200 million tons to 450 million tons, the annual composite growth rate of 18.8%." "Songjie, a researcher at the CIC's agriculture, forestry and animal husbandry fishery, told reporters.

A long time engaged in the cold chain logistics industry personage said, a large number of capital value of fresh electricity business blank, so crazy influx to seize the market.

High cost and low profit of fresh electricity supplier

From 2012, the so-called "year of fresh electric power" to the current heat, fresh electricity business has entered the 2.0 era, "a significant feature is The courier company, logistics companies, with the advantages of agricultural products to join the enterprises." "The above industry personage pointed out," each borrows the strength advantage, the integration resources. ”

After several years of market baptism, China's fresh electricity manufacturers are roughly divided into platform-type fresh electric and vertical fresh electricity manufacturers. The former includes the cat, shop 1th, Jing Dong, the latter includes the original Life network, shun Fung optimization and so on.

However, Lichangming, a member of the China Retail Research Center for Fresh Retailing, recently said in a media interview that 99% of the fresh electricity dealers were losing money.

"3,000 of fresh electricity dealers have no profit, this is true." A number of practitioners, including Wang Shijun, the head of electronic commerce at the Granville Group, confirmed the daily economic news. More insiders are blunt, the current fresh electricity business is "cucumber sold for the golden price."

"Fresh electricity manufacturers have three characteristics: high loss, efficient delivery, product standards are difficult to unify." "Wang all think," many enterprises in the exploration up and down, because no one can be developed to adapt to the development of fresh electricity business closed-loop mode. "According to the reporter understand, fresh produce involves many links, including circulation, products, quality, user experience and many other links, any link problems will have adverse effects."

"Fresh agricultural products cold chain storage and logistics cost is very high." "The above cold chain logistics insiders calculate a sum," build a small fresh storage, unit price of 900 yuan per square meter (refrigeration equipment, insulation), since the construction of 2000 square meters of cold storage, 2000 yuan per square meter (civil, steel, refrigeration equipment, insulation, etc.), cold storage equipment maintenance costs, in accordance with 200 square meters , the maintenance fee of 15,000 yuan a year. ”

Such sky-high prices, so that fresh electricity dealers "prohibitive", the vast majority of relying on Third-party logistics to achieve cross-regional distribution. "Beijing East Fresh is currently the third party platform model, that is, consumers in the Beijing-East orders, merchants arrange shipments, distribution." "In an interview with reporters, Jingdong said," Beijing East Fresh distribution is mainly third-party distribution, Shun Fung mainly, the local cold chain as a supplement. ”

Even the strong Shun Fung, at present, only in the north, on, wide and other front-line cities to achieve the whole cold chain logistics. "Vegetables, seafood, meat must be done throughout the cold chain." Some fruits can be used at ambient temperature logistics. "Shun Fung Express new business Operations senior manager Wang Jinghui told reporters." He revealed that Shun Fung will invest about 30 million yuan in Chengdu to build cold chain warehouse, is expected to be completed in November this year investment. "This cold silo is completed, the Chengdu area will also realize the whole cold chain." ”

However, the whole cold chain of the expensive price, also let the merchant can not afford. "3 kg in the city with the cost of the head weighing 20 yuan kg." said the industry insiders. Prior to the media reported that the cost of cold chain logistics accounted for 40% of the cost of fresh electricity dealers. Wang Jinghui also bluntly, the Cross-regional third party whole cold chain only can do, "but the price for the electrical business is still difficult to accept." ”

The high cost and low profit of the fresh electricity dealers are determined by the nature of the fresh and high loss, which cannot be controlled now. The average loss rate of fresh raw is above 10%. "The CIC analyst said. "Traditional e-commerce can rent a large warehouse, not move for a year or two." "Wang all made a comparison," raw fresh three days is not moving is loss. This is faster than fast sales of products. ”

In addition, even if the whole process of cold chain logistics, warehousing, fresh loss is still huge. "Take warehousing as an example, the warehouse refrigeration and cold air cooling and cooling two ways, filling beverages, dried meat, etc. can enter the wind cold, fresh green food into the wind cooling loss of more than 15%. "The industry told reporters," cold exhaust is more power consumption, but also a loss. ”

"Last mile" is hard to solve.

Even if the expensive cold chain logistics transportation is solved, "the last kilometer" still makes the fresh electric business have a headache. "In fact, the dry line, point to point of refrigerated transport, we can start to do, social logistics can do." Wang Jinghui told the Daily Economic news reporter, "the only thing that can't be done is terminal delivery, which is the last kilometer." "" Long-distance transport can find large logistics companies to cooperate, but the last kilometer to rely on their own solution. "Wang said.

However, the cost of the self-built distribution is too high, a number of cases have been proved that the self-built distribution of fresh electricity is a great disadvantage. "In a limited amount of circumstances, the electrical business can withstand, once the volume is large, will be put into the staff, the cost rise, eventually passed on to consumers, lose competitiveness." Wang Jinghui explains.

Another problem is that fresh electricity suppliers have a very concentrated order distribution. "If there were 2000 orders a day, everyone would wait for the rice to cook for lunch or dinner." "This requires 1000 orders to be delivered before 10 in the morning and 1000 orders before 4 o'clock in the afternoon," Wang Shijun. How do you build a team of 1000 people? For most of the producers of fresh electricity, this is not a problem that can be solved by smashing tens of millions of dollars.

In addition, the target customer has not really appeared, but also the fresh electricity business anytime can not solve the problem. "Now most of the cooking at home is still 50, forums," one industry personage pointed out, "the health of fresh electricity business is badly beaten, in fact, is in contention for this market, but the consumer age is not yet." After 75 to become the home cooking main body, will usher in the real fresh electricity business era.

In the view of many practitioners, to do a good job of fresh electricity, we must implement O2O (line + offline) mode. "Occupy a large number of supermarkets, food stores, as raw products under the line of fresh storage." In addition, the network to community, intensive, through the way to consumers, encourage consumers to come from the pick-up point, reduce the end-to-end distribution costs. One industry insider said.

The BoE also mentioned similar views. "Fresh loss is an essential problem, the current loss control can not be controlled, so need to rely on offline resources, reduce wastage, improve inventory turnover." ”

This "online + offline" model, also by some fresh electricity dealers known as "KFC mode": Online orders, store distribution. According to Wang Shijun, the agricultural benefits in Chengdu has 4 stores, all the agricultural products first distribution to the General warehouse, and then to the store, the store in the performance of the display at the same time also used for storage, which greatly reduced the operating costs.

However, a lot of offline layout also means another expensive cost. The general consensus in the industry is that the raw electricity dealers extremely burn money, to achieve a profit of at least 3-5 years of precipitation, the situation will continue for a long time.