The rapid rise of fresh electricity dealers to bring about the resurrection?

The controversy over last year's "pseudo proposition" is not only not a blow to the development of the fresh industry, but it has greatly promoted the rapid rise of the fresh-living industry.

The past year is the prime of the fresh electricity business, in addition to consumers to the raw electricity consumption will be increased, the capital market has also begun to add to its favor, in May Delicious 77 to obtain Amazon 20 million U.S. dollars investment, I bought a net to announce the B round of financing 100 million dollars, meanwhile, Life has also claimed to have completed a loan in January this year. It seems that a new round of fresh electricity dealers is on the verge of elimination.

At present, there are some common understandings among the industry on fresh electricity dealers, first, the cold chain is the lifeblood; second, the logistics loss is larger; third, the quality control is more difficult; four, the high customer price can survive; These problems encountered in the business process, the basic is the fresh electricity business consensus, but, but also because of these consensus so that some people on the fresh electricity manufacturers have a bit of misunderstanding.

Myth One: Giant's game small players difficult to survive

Recently, there is the argument that the fresh electricity business is a giant's game, well, this is true, in my opinion, any project with market prospects is a giant's game, but small players may not be difficult to survive.

Where there is a future where there is a giant figure, this is the market law, but does not represent the Giants into the small players are difficult to survive. Most of the time the giant's plunge is actually done by investing in small players, in my opinion, the fresh electricity market small players still have great room for development, otherwise there will not be delicious 77, the original life, Tuo Tuo commune, easy fruit, putian and so many of the existence of fresh vertical electric quotient.

At present, Ali, Jingdong, I bought Nets, No. 1th shop, Shun Fung optimization, etc. will be zoned to participate in the health of the market giants, and delicious 77, the original life, Tuo Tuo commune, Easy fruit, Putian, etc. will be zoned into the small players camp. In fact, at present the real fresh electricity business do good is that these are considered small players of the enterprise, and the Giants are more in the use of resources and influence to pry into the pursuit of public opinion.

Some people think that the seven points of the appeal summary will haunt the development of small players, only those who have the power to burn money to tide over the difficulties. In fact, the Giants have a big view of the pattern, small players have small players play.

Giants generally want to grab the national market, not afraid to burn money, as long as the industry leader on the line, in this thinking, the Giants need to establish a nationwide cold chain system, as much as the rich SKU, a large number of marketing costs, continuous promotional activities, by burning money in exchange for the size of the Giants are usually playing. There is internal information on the disclosure, I bought the net will be spent to improve the national 60 City cold chain logistics construction, nationwide to carry out a large number of advertising and promotion.

And the small players are generally more focused, concentrated a little exerting force, some focus on the category, some areas, such as Tuo Tuo commune flagship organic, and delicious 77 focus on the Shanghai area mainly to the surrounding radiation, to small and fine play will be the customer's satisfaction in the development of the first place, so in Shanghai region has been a lot of user support. Of course, the focus point is not absolute, will be adjusted as the growth process.

One of the biggest benefits of concentration is that you can save as much as possible, I buy 100 million of dollars of financing is certainly faster than the delicious 77 financing 20 million dollars to consume much quicker. After all, I bought the net to do the national market, all over the world to burn money, and delicious 77 of the current focus is likely to be seen as the giants of my network days tight, and delicious 77 can be very nourishing, will be more attention and focus on improving quality and customer satisfaction, There is nothing surprising about the overwhelming dominance of Shanghai and the surrounding area.

Misunderstanding two: The fresh electricity market problem too many difficult to promote

Now want to enter the fresh electricity market, the threshold must have been very high, not to burn money psychologically prepared to carefully consider. However, open a shop in Taobao to sell frozen steak, chicken row products of the shop is also regarded as fresh electricity business, or can do, general foam box + Ice bag insulation, in a day or two fast distribution within the range is not a problem, but to do their own cold chain, do supply chain difficulty can be big.

In addition, although the health of fresh electricity dealers are faced with more problems, but people are alive, there will always be solutions, the current said these problems is only the industry common problems, does not mean that every family will be troubled by these problems.

The high cost of cold chain construction is a recognized core issue in the market of fresh electricity manufacturers. Half-range cold chain although cost saving but many problems, the whole cold chain is the health of fresh electricity business. However, quality improvement and cost control is not the Arabian Nights, to change the angle of thinking, not to engage in the national cold chain construction, focus on one or several cities can be fully invested in small quality. Similar to the difficulties encountered, solve the difficulties of many examples, industry development is based on the problem, only the effective solution to the problem of the enterprise to survive.

In fact, it is not the market itself that bothers some of the fresh electric business enterprise, but the enterprise itself lacks the ability to solve the problem. and accurate, accurate positioning, and pragmatic, even small players can get the favor of investors, the country is not particularly famous for delicious 77 can get cautious Amazon investment is very good to explain the problem.

In addition, the burning of money is no longer a factor that plagues the development of fresh electricity dealers, now that the capital market is starting to heat up the fresh electricity market, the delicious 77 is Amazon's first investment in China in 10, this round of financing, Amazon pledged not to interfere with its operations, and the United States Amazon fresh technology into China for technical assistance, To help the delicious 77 to achieve more stringent management and commodity standards, it also seems to explain Amazon's domestic fresh electricity market development expectations, which further stimulated the interest of investment banks.

Misunderstanding three: High customer unit price can maintain fresh electricity business base

This misunderstanding is a fresh electricity business in the process of transportation is more interesting contradictions, both want to maintain a high customer unit profit, but also want to enhance the user size, this may be the raw electricity business false proposition.

The higher the customer unit price, the smaller the user size, this is the market law, in addition, the High customer unit price will also affect the repurchase rate (the most significant of the electricity quotient repurchase rate will be based on the basis of the low price), the user size is small, low repurchase rate is no distribution density can say. Now the situation is, under the high operating cost pressure, the fresh electric power companies only choose high-end products to maintain development, so, there are few fresh electricity dealers in the main low-cost strategy, but the future may be very different.

Speaking here, it seems that some people have found that the fresh electricity business is also traceable, in the city's high-end residential development of fresh electricity business is a good choice, where consumers have a strong consumer capacity, online purchase recognition is high, very suitable for the development of fresh electricity business.

That said, although the high-end community can guarantee the high guest price, but consumers, after all, is a small number, and can not guarantee a stable rate of repurchase, high-end community is only the beginning of the initial stage of the main area, fresh electricity business is to face the entire national consumers, so the high customer unit price mode is not a long-term fresh electricity business strategy.

At present, fresh electricity business cold chain construction hard, in a long time to embark on the road of price. Cold chain is the basis of price, cold chain distribution unimpeded, to ensure product quality, and then spell low price will win more consumers. Compared to the wild of fresh electric dealers in Shanghai region, the price can be found, delicious 77 has been the first to try Low-cost strategy to win more Shanghai consumers, which is related to the current focus on the Shanghai market, you can concentrate more resources, and the same period of life, Tuo Tuo commune, Shun Fung optimization, I bought nets and so on to concentrate on the nationwide cold chain "arms race".

Fresh electricity companies have just ushered in the opportunity to explode, the whole market is still in the early stage of exploration, but in the capital market into this area, will accelerate the process of industry development. This market will have giants, there will also be small players, there are difficulties, but more opportunities, fresh electricity business is also the electricity quotient, price, spell service, spell logistics is necessary. Undoubtedly, the first to establish industry quality standards, improve the logistics system, so that consumers can afford to eat well, even small players, can seize the opportunity to go very far.

Wen/Wang Liyang

Focus on micro-credit: Technology does not vomit (Tucaokeji)