The data evaluation report of fresh electricity quotient: Four key factors of survival and development

First, the incident background fresh as the common People's daily consumption of an important component, in our country has nearly trillion market scale. However, compared with raw fresh in the traditional retail supermarket 20% of the sales ratio, agricultural and sideline products in the network market penetration rate is only 1%. Since 2012, due to its high market potential, high user stickiness, high gross profit margin and a high degree of government support, welcome a large number of electric business giants such as Beijing-East, Cat, Amazon China, such as flocking into the new field of fresh electricity business. At the same time, the distribution problem, the management of the difficulty and the habit of Internet users have become the urgent problems that the fresh electric dealers need to solve. 2012 was hailed as China's fresh electricity Dealer of the year, a large number of electric dealers have joined the fresh field, the main large-scale electrical companies to join the process is as follows: May 31, 2012, shun Fung fast operation of its electric business Shun Fung optimization line, including 9 major categories of products, which mainly in high-end products, China E-commerce Research Center data display, The current fresh category of sales has accounted for the preferred sales of 30% to 40% proportion. At the beginning of June 2012, the seafood net of the United Fresh Wharf of Amazon China entered fresh business. July 2012, Beijing and east officially launched fresh food channels, and then joined hands with the Suzhou Yangchenghu Hairy Crabs Association formally signed, once again into the association's sole certification of the electric dealer only sales platform, the cooperation business also from more than 30 to expand to more than 60. April 7, 2013, online supermarket store 1th announced the entry of fresh category, its "1th Orchard" officially on the line, the number 1th shop has become the first to self-model test aquatic fresh field of business giant. July 2, 2013, the cat also officially announced the Test aquatic fresh cold chain logistics, the first phase will be "fresh fruit" to provide supporting cold chain services, distribution coverage from Shanghai to the north to the canton and Shenzhen-Hangzhou and Chongqing, such as 26 of popular shopping cities. Second, data-evaluation for and large electrical companies have joined the fresh field, China E-commerce Research Center (100EC. CN) for the Beijing-east, Amazon China, the downwind preferred, a shop, day Cat Mall and Cofco I bought a few typical E-commerce Web site to test and production of electronic commerce industry Research topic "Electric business giants for fresh" blue sea "" trap "or" money "scene? 》。 In this respect, China Electronic Commerce Research Center (100EC. CN) analyst Mo Dai Green thinks, the current fresh electricity business road is still long and bumpy, the radiation area limit, the cold chain system is imperfect, the product kind of limitation all will become restricts the development of the fresh electricity business. Moreover, the imperfect industrial system and the transition of a large number of electric dealers have led to the reduction of the additional profit space of the fresh electricity dealers, which is not conducive to the overall development of the industrial prophase. Third, analysis and comment on the fresh market has become the territory of the electric business competition, and will become the burning point of "war". Taking a look at the development of the electric business, the China Electronic Commerce Research Center believes that the development of the fresh electricity business has the following four key points: Key point one: the establishment of a supply chain, is a fresh electricity supplier of fresh products, the main characteristics of a fresh word, from the current mainstream of fresh electricity business logistics delivery time, fresh products distribution to the local areaThe shortest time of the domain needs half a day, and to the nearby provinces and cities need days time, so its "fresh" degree of reduction also led to the weakening of its fundamental competitiveness. With China's current two or three-line city logistics status and the vast region, just hope that the limited speed of logistics can not fundamentally solve the problem of distribution. 2010, excellent vegetable network once brilliant. Its distribution mode is called "Send fresh as milk". However, the low connection between sales and Origin makes the quality and price of their products can not be tightly controlled, which leads to the edge of the network into a loss. Fresh is based on localized services, therefore, the effective establishment of local suppliers of various products and cooperation, the establishment of a perfect supply chain to meet the demand for fresh online consumer groups in the heavy. Key point two: the development of cold chain, is the direction of the fresh electricity manufacturers at present, most of our live products logistics is mainly in the normal temperature logistics or natural logistics, not forming a coherent forming of the cold chain logistics. Non-refrigerated bulk fresh goods logistics in the transport, distribution and retail handling of multiple loading and unloading increased the opportunity to two times, reducing the freshness of products, reduce product quality. And in this is not perfect fresh logistics distribution system, the cold chain naturally became a fresh electricity business military battleground. However, the development of the self-cooling chain in improving product quality controllable, the company's large-scale development and provide stable service also means a huge investment. Additional logistics vehicles, human resources, cold storage construction of the huge cost makes the fresh electricity dealers in the early period of low profit or even loss of the state. At present, fresh development, mainly to logistics outsourcing to professional Third-party logistics enterprises, at the same time in the main market appropriate development of their own cold chain system as a supplement. Not only reduce the fresh electricity in the early period of large investment, reduce costs to achieve profitability, and can be in the later production of fresh electricity market competition ready. Key point three: specialized operation, is the support of fresh electric power network now has become a cover of vegetables and fruits, egg meat poultry, seafood aquatic integrated electric business. At the end of 2012 month sales have reached tens of millions. This performance benefits from 8 years of experience in the field of fresh sales to create a professional service team level far higher than those in the fresh electricity business "halfway" small and medium web platform. Fresh products on-line operation needs more professional team to plan, online sales for such as raw products such as fresh shelf life, the most important thing is to ensure that from the product shipments to the hands of consumers need time. Therefore, relying on professional service team and a strong sales platform to create fresh food electric business model is fresh online sales to sustainable development is an important support. Key point four: Price and characteristics, is the power of fresh electricity business at present, fresh net buyers face a longer distribution time and relative quality concerns. Therefore, the high price attraction becomes the key factor to maintain and enhance consumers ' enthusiasm for fresh net buying. For example, Jing Dong, I bought a network and other fresh electricity dealers on the Internet a large number of price promotions, relative to the market lower prices to attract customers. and Shun Fung optimization and shop number 1th is based on organic food mainly aimed at the high-end market, although also intoLine price activities But its prices are still higher than the market price. For example, in store 1th, some of its organic vegetables are priced at 130%-150% of market farms. But the market for rare fruits and vegetables in their web site sales become a preference for young online shoppers. As the saying goes, "cheap", low price and characteristics of the product is always the consumer's constant pursuit of products. As a result, lower prices and differentiated products have become the choice for more consumer groups today. At the same time, the different emphasis between the electric dealers also forms the "dislocation competition" with other merchants, thereby avoiding the vicious price war in the industry, thus leading the whole industry to stabilize sustainable development. (Wen/China e-Commerce Research Center analyst Mo Dai Green China E-commerce Research Center Network Retail Department Internship assistant, Liverpool University Cao Dingxian)