Three major problems of fresh electric power business are difficult to solve and explore

Internet (China e-Commerce Research Center) agriculture is not an industry, and agricultural products are also different from industrial electrical manufacturers. Although the Shanglanhai is praised as the last electric power, it is based on the recognition of the special laws of industry and the blank of practice. Those simple copy of the General Electric business model and Yong do fresh electricity business pioneer Enterprise, eventually inevitable "Vanguard change martyrs", encounter let people sigh sad ending, especially in the early 2013 Beijing "Excellent Vegetable Network" The search for transfer and Shanghai "days of Fresh Match" was resold as a sign. By the end of 2013, an article "China's 3,000 agricultural products electric dealers almost no profit" has sparked a heated discussion of the fresh electricity business, although there is information that is not annihilated, but a profit, but the overall lack of commitment is undeniable.

Three difficult difficulties to solve

In fact, the agricultural producers, especially the fresh electricity dealers, are more beautiful! Few people doubt the good prospects of agricultural electricity producers, but they are not aware of their particular difficulties. There are three major difficulties for fresh electricity producers:

First, the logistics system is not to give force, high cost. It might be cheaper to sell something else on the Internet. But the agricultural products are expensive, because the agricultural products have to eat every day, and difficult to survive, a single purchase amount of small, logistics and distribution cost is very prominent, some fresh electricity business initially naïve to and ordinary vegetables market competition, the result can only be drubbing.

Second, product quality control is very difficult. Agricultural products is not an industrial product, a machine tool, a mold can produce standardized products, but the natural production of animals and plants, it is bound to cause standardization is very difficult, more vulnerable to the natural risks that industry does not have, the continued supply of products is also very problematic. Because of the regional characteristics of agricultural products, the formation of a very rich variety of products and the actual supply of the extremely monotonous contradictions. There are sales in the process of storage preservation, more people headaches, loss rate is very alarming.

Third, the operation mode and positioning is rather difficult. To do organic products, the source control cost is very high; pure business, only logistics costs can be crushed by enterprises, for white-collar rich groups, trust difficult to pass;

At the same time, the emergence of vertical fresh electricity dealers are also somewhat untimely, electric dealers have been through the platform of the era, now the platform has been too many, in those who burned the money of the big electric dealers have entered the fresh field, the small and medium-sized electric power companies can not afford vicious war of competition, only midway exit.

The reality shows that the fresh electricity quotient looks like the beautiful prairie, actually is everywhere is the swamp, extremely easy to fall into, needs to walk carefully.

Three major stages of exploration

Throughout the course of the fresh electricity business, can be divided into three stages of the exploration process, and constantly accumulate fresh electricity business operation experience, for the mature business model to pave the way.

The first stage, with the market PK. Mainly based on the simple electric business thinking, that the new retail form of electricity dealers can set off the sale of vegetables revolution, the end is very simple, a crushing defeat. The surface is the Chinese aunt does not have online to buy the food the custom, the root is on the net sells the vegetable to be not cheap, also is not fresh, also compares the trouble. It is not polite to say that at present, there is no better than "origin-wholesale market-markets," more convenient, more economical, more efficient fresh sales model, the main channel of raw product sales must be the market, after the role of the supermarket may rise, but the electrical business in the short term also difficult to do the lead. This phase began in 2008, roughly 2010 years or so overall failure.

The second stage, small and beautiful. Since with the market can not compete, can only imitate vertical electric quotient, higher value-added private custom route, with characteristics of products, excellent quality, perfect service to achieve a relatively fixed and more large-scale customer base, higher guest unit price and more repeated purchase rate. From this, the organic ecology as the quality label, to the characteristics of vegetables, fruits, meat as the main category of professional health fresh electricity. But the defect lies in: the quality control of the source is not easy; the customer's trust mechanism is not easy to establish, such as the quality Trust crisis that the Tuo Tuo Society encounters this year, and the logistics cost and wastage rate remain high.

The third stage, Discover Newland. Based on the first two stages of exploration, the general understanding has been consistent, that is, agricultural products and industrial goods really different, need to work cost control, quality assurance, do industry chain is inevitable, but also efforts to reduce costs rather than simply exorbitant premiums to achieve profitability. But it is alarming that the emergence of a new swarm of competition, is to try to reduce logistics costs and fresh losses through the community of terminal construction, competing in the Community convenience stores, distribution stations, fresh boxes and other terminals on investment, its investment costs and ultimately cost-effective results need to be observed.

Three major directions appear

There are many people in front of the fall, and later people will understand how to walk. After a series of successive explorations, the agricultural product electric business model gradually from chaos to become clearer, basically explored three major outlets.

First, the brand, the depth of the development of agricultural products, enhance brand value added, avoid low price vicious competition misunderstanding. Brand for agricultural products, still stay in the initial stage of regional brands, such as West Lake Longjing, LuoChuan Apple, Longkou fans, but the real market brand is very few, like "Chu Orange Willow Peach" and so on, there will be a lot of open space.

Second, the community to shorten the logistics chain of agricultural products, reduce logistics costs, improve the degree of preservation and loss rate. is now aware of the last kilometer of importance, but the terminal construction also needs cost and channel integration, as well as management issues, the details need to be improved.

Three is the line under the integration, O2O+B2C, micro-bo, micro-letter marketing as an auxiliary means, the use of large data accurate positioning, significantly reduce marketing costs, and gradually find a profit model. This is a way to do deep, concrete operation technology also need to refine.

In the final analysis, the fresh electricity business is the location and the path question, actually is in order to let the agricultural product on-line or in order to better through the on-line sale agricultural product needs to ponder, finally also must with the traditional path fusion. If ordinary agricultural products can be easily in the community to achieve online transactions and delivery in situ seamless docking, perhaps the big problem of fresh electric power really cracked, and eventually "fly into ordinary people home."