The distribution of fresh electricity supplier is still unable to reach

Spring Festival is coming, but also carry a big bag of small bags to go home? That's out.

The fresh electricity dealer's wind water has greatly facilitated people's life. But at present its distribution mainly concentrates in the first tier city. Those who work in the front-line cities are trying to buy fresh Spring Festival from the Internet to the home of the 234-tier city, but the demand may not be achieved this year – the distribution is not yet available.

The cold chain logistics is the biggest restriction of fresh electricity supplier. Cold chain logistics leader Shun Fung, the current whole cold chain distribution scope also covers only 11 cities. The sinking of cold chain logistics is not easy because of the high cost and the quantity of order is not saturated.

The initial formation of fresh electricity merchants ' user group

2013, the biggest change of fresh electric power is known by everyone, and gradually cultivate user habits.

This spring festival, shopping from the internet is becoming a new way of life, food as the core category of 1th stores data show that shop 1th 2014 year sales rose 151% year-on-year. At the same time, has developed more than a year of fresh electricity dealers, also began to emerge, user habits gradually formed.

This is a market that is growing at 5 times times a year. Shun Fung preferred 2013 sales of 400 million, fresh-type merchandise sales compared with 2012 growth of 536%. BEIJING-East open platform fresh channel to settle in the number of businesses more than 300, sales and year-on-year growth of more than 5 times times. A cold chain logistics company, who declined to be named, said that the 2013 distribution of fresh electricity business orders, is 5 times times 2012.

The consumer acceptance of fresh electricity dealers is a glimpse of the mad "orange". This November, the original life net and "former smoke king" legendary entrepreneur Kingkian signed the network Sales agreement, sales 100 tons "Chu orange". The orange-labeled oranges quickly detonated a fresh electric dealer, which is now sold off.

Fresh electricity Business "Farmers Fresh" founder Wang Wenfeng Summary, the Chinese New Year during the purchase of Fresh Spring Festival has two types of people: the first category is in the North wide work of white-collar, to parents, in-laws, relatives and friends to buy new products, directly sent home, convenient and labor-saving. The second category is the purchase of different commodities, including local specialties, imports of fresh, such as French pig ribs, Uruguayan beef ribs, Ecuadorian white shrimp.

However, fresh electricity manufacturers are mainly concentrated in the first-tier cities and a small number of second-tier cities, restricted by cold chain logistics, most of the area can not be covered.

"I usually buy the vegetables and fruits of tuo tuo, and I can deliver them in the evening," she said. This time I want to buy mutton directly to the home, but not to transport outside Beijing. If you buy it in Beijing for the new Year. "said Echo, working in Beijing.

User Xiao Qian said: "Now buy Spring Festival is not bought from Beijing to take home, are sent home." I would like to buy some fresh from the original life directly to the home, but logistics distribution covers only 22 cities. ”

Sakineh, who works in Beijing, has the same experience. He hopes to choose a fresh electricity dealer to buy "Argentine red shrimp" sent to Harbin, but looked at the Shun Fung optimization, originally living, tuo tuo workers, Jing Dong, shop 1th, such as electric business platform, but some can not be sent to Harbin, some of the holidays do not deliver, some shipping costs, you need to pay more than 30 yuan, and some bad comments, worry about the road broken or not fresh. "In the end there was no purchase. ”

"At present, the development of the cold chain logistics lags behind the development of fresh electricity dealers." "Cofco Group E-commerce director Ying said.

Cold chain logistics is difficult to sink into the two or three-line city

The biggest challenge for fresh electricity suppliers is the cold chain logistics.

Cold chain logistics is divided into many categories, has the whole cold chain, warehousing, logistics, processing, floor-matching. A product sent to the user hands, involves a number of links: the sending of warehousing, sending the processing department, sent to the destination of the trunk logistics, destination pick-up department, the destination landing department.

"Cold chain is by various types of cold chain enterprises in tandem." Any one link break, will cause delivery is not timely. "said the founder of a cold chain logistics company.

At present, Shun Fung built the whole process of cold chain logistics, covering 11 cities nationwide. No. 1th Shop in Beijing and Shanghai self-employed fresh category, with the third party cold chain logistics company. BEIJING-East operating on the open platform of fresh channels, has not yet been fresh, and third-party cold chain logistics companies. Some vertical fresh electricity manufacturers in Beijing, Shanghai, since the construction of cold chain logistics, but in other cities still need to adopt third-party logistics. Days of the cat is to adopt the pre-sale mode.

According to media reports, rookie network has integrated a number of cold chain logistics companies, distribution coverage to 42 cities, including some of the whole line cold chain, others are semi-cold chain.

The Agricultural electricity trader analyst Simba thinks, the fresh electricity dealer will continue the rapid growth in the next five years. The development of the fresh electric power supplier will drive the development of the cold chain logistics. User growth rate and logistics construction is synchronized, the larger the order, the higher the demand for basic services.

2013, in the lead of fresh electricity, some logistics companies have been in the layout of cold warehouses, some cold chain landing with the company is expanding the coverage of the city. A cold chain logistics company, which cooperates with No. 1th store, said it would expand 2-3 first-tier cities in 2014 and expand 2-3 second-tier cities around the first-tier cities.

"With the opening of the Shun Feng cold chain logistics, when the demand for partner orders increased, cold chain logistics layout will also accelerate, the next four wireless cities will also consider sinking." "Shun Fung Optimization CEO Li Dong said that this year's cold chain logistics expansion rate as the development of fresh electricity business depends."

Express Line Chairman Liu Peijun to Tencent Technology, at present, the fast line of cold chain distribution covers 43 cities, but only suitable for the day of the cat pre-sale mode, the pre-sale unified delivery, volume more concentrated, but for the daily purchase with the delivery, small batch high-frequency Word dealer Sales model, has not yet optimized program, It is planned to launch June 2014 with the purchase of logistics products.

There are opportunities and challenges in the cold chain logistics sinking. The opportunity is that, in the four or five-line city, there is more demand for quality food because of the limited number of supermarkets.

The biggest challenge is the high cost, including investment in fixed assets, temperature control equipment costs (refrigerators, freezers, ice boxes, cold packs, etc.), human costs, weather costs, in addition to energy consumption, commodity loss and other supply chain management costs. In addition, the cold chain logistics subsidence depends on the local economic conditions, order size. If the order is too small to support the cold chain distribution, will result in high logistics costs.

How high is the current cost of cold chain logistics? A cold chain logistics company responsible person disclosed that if 1 single 100 yuan, logistics costs to account for 35-40 yuan. "In the future, when more and more users buy fresh food from the Internet, logistics costs may fall." ”

Supply Chain Management challenges

In the books, 3C home appliances, clothing, cosmetics field, fresh is the traditional retail has not been conquered by the last bastion of power. In addition to cold chain distribution constraints, another major reason is the challenge of supply chain management.

Fresh electricity business to the chain of reaction speed requirements, users in the morning orders, hope to send to the evening, the time required high, fresh meat shelf life of 2-3 days, must be sold in a short period.

"Online, fresh sales predictability is not very strong, unlike the online market, the price may be sold." On the line, the price is not necessarily sold. "Ying said.

A quick consumer goods electric dealer Responsible person discloses: "For the General Fast Sale category, the consumption forecast accurate rate achieves 70% already good, because the shelf life is longer, the stock fluctuation does not bring the very big loss." But fresh shelf life only a few days, if hit in the hand, the cost of loss is very high, is definitely a loss of state. ”

On the other hand, if the sales are not estimated, resulting in the sale of goods, waste of sales opportunities. According to media reports, originally Life Network Marketing Center General manager Hu Haiqing Media interview, said, if the original and Kingkian ordered 1000 tons of orange, can supply to the Spring Festival.

In addition to the supply chain response speed and inventory management challenges, domestic fresh commodity standardization of circulation is not high, domestic fresh electricity business is still foreign imports mainly. "Why roamed?" In addition to the relatively safe quality, foreign goods large-scale, intensive, high degree of standardization. "said Simba, an analyst at the Agricultural electricity business.

For example, the domestic fresh electricity business pre-sale American car, only need and the American Cherry Association to discuss cooperation. The Cherry Association in the local influence, the execution ability already very mature. But there is no such third party organization in China, or partial regionalization.

In the front of the supply chain, the domestic fresh electricity dealers in the exploration of self-built organic farms, direct production and other modes of origin. For example, Tuo Tuo commune set up its own organic farm, the more than 10 farms have more than the organic agricultural production base, Shun Fung this year to focus on expanding the origin of direct sales, such as from Inner Mongolia direct mining mutton.

"By shortening the chain through the origin, you can increase the margin space." At the same time, direct mining can be traced to the whole process, food safety is more secure. "Shun Fung Optimization CEO Li Dong said, if the increase in supply chain management capacity, increase the production of direct mining, can achieve more than 30% of the gross margin, basic coverage of logistics costs."