A great battle caused by Litchi

For the past two years people have been busy cutting fruit on their phones, and this year they are busy buying fruit on the Internet. Litchi hit the price war, Cherry originated in a firefight, in the electric business platform to buy fruit, consumer map is not only cheap, but also let people are now to send the noble sense. And the electric dealers also took out their own housekeeping skills, hoping to fruit for the mouth for fresh market.

A great battle caused by Litchi

Just as people struggle to eat litchi should not dip soy sauce, in the capital of a competition for Litchi has already begun.

At the beginning of May, Shun Fung optimization, Tuo tuo workers, Cofco I bought the net first on the website released Hainan Litchi, then, the original Life Network, Jingdong, No. 1th stores have also followed up. The increase in the number of war merchants also let the price of the online Litchi sales and the gold price in recent months as "the fall", from the initial 59.8 yuan per kg down to 15.8 yuan per kg.

May 30, Shun Fung preferred the "free delivery of 1.3 tons of litchi" way to hit the cost of the promotion, and then the life of the network in the end of June to Beijing's office of free distribution of 500,000 Litchi coupons.

Du Mu's a "riding the red Mortal concubine smile, no one knows is Litchi to" Tao Litchi Transport and save the inconvenience. According to the industry, a litchi picked from the tree, under normal conditions for two days, the general freshness, so in addition to Guangdong, Hainan and other provinces, in Beijing, the general consumer to see more litchi through the addition of ice or even syrup to keep fresh. The company set a very high operating threshold for the living, but also become the best opportunity for a strong enterprise to cut into the market. According to statistics, as of the end of June, Shun Fung optimization has been the sale of 25 tons of litchi.

More exaggerated than the litchi is that the domestic high-quality cherry and the U.S. imports of the car in more than 10 platform to fight the electric business. Shun Fung Excellent selected staff stationed in the domestic orchard, according to the order to pick; the first batch of the U.S. Northwest Car sales in the United States and even by the U.S. ambassador to China Locke personally and the cat President Zhang Yong handover. Although the cat has been selling fresh food, but such a big move is the first time. As of July 9, after the end of the purchase order, 12 days the cat and the United States Agricultural Trade department to buy more than 50,000 of the booking volume, about 200,000 kg (100 tons). On average, sell more than 8 tons per day, nearly 50 yuan/kg of car, which is not a big store to contend with.

The profits behind the smoke

Compared with the competitive 3C and other fields, fresh food is still in the primary stage of development in the field of electric business. But at present, this "blank" zone has also become from obscurity to the new battlefield of the electric business competition.

Days of cats, Jingdong, 1th stores and other electric merchants to join, let this industry eyes of the blue sea smoke gradually thick. Jingdong Mall For example, it has and "genuine" Yangchenghu hairy crabs, Pinggu peach, Pengcheng food, China and other brands to achieve marriage. At the same time, there is news that the second half of this year, Beijing East will launch fresh products. Talk about cut fresh products, Jingdong and other comprehensive platform is to increase user stickiness, because fresh products are fast consumable, the purchase frequency is higher.

In addition, Cofco I buy nets, shun Fung optimization, the original Life network, Fu Tian Network, Tuo tuo workers, excellent vegetable network, Dolly Farm, Zhengda World, easy fruit nets, according to the Valley network, such as food vertical electric operators are deep in the fresh raw market.

To participate in the day of the cat pre-sale car activities of the agriculture and Trade Department of Shanghai Agricultural Consul, said that the network pre-sale way to make the origin not only on demand, but also on demand distribution, greatly reducing the loss of fresh food. Cat insiders revealed that the next will be with the Cat international, "37 degrees north latitude" action to find the global origin of direct, the freshest fruit, food, and successively with these countries of origin of the government agencies. And through these cooperation, will further develop the cat's fresh cold chain.

In fact, in the tide of electricity merchants, fresh category is the last one of the traditional supermarket to adhere to a category. However, unlike in previous years, fresh products from the cluster has become a profit category. According to the management of the fresh operation of the supermarket, the gross margin of fruits and vegetables is 10%-20%, while the average fruit of fresh electricity quotient is about 20%.

All kinds of electric dealers rushed into the fresh category, a key reason is the profit of fresh products. Compared to the increasingly transparent price, the profit of only about 3% of 3C products, fresh products are high profit category.

Test the level of logistics

Fresh focus is "fresh", is a typical "three high" category-high loss, high dependence on cold chain, highly non-standard, which also put forward a very high demand for distribution. In the electric business to do "Fruit Ninja" at the same time, are all facing the cold chain logistics and storage of two of the biggest problems.

Beijing Commercial News reporter noted that the previous Taobao, Cat on the sale of food to more easily stored goods mainly. Some seasonal hairy crabs, red bayberry, cherry, cold meat and other fruits fresh, in addition to a small number of businesses have cold chain storage for local distribution outside the region, almost all rely on courier company delivery, can not guarantee delivery quality. The problem was highlighted last year when it hit China on the tip of the tongue--at the time, many sellers of Taobao food sales surged, but at the same time there are many consumers reflect, due to the adverse delivery of express delivery has been a lot of food after the bad.

A well-known domestic electric business platform responsible for the market, the threshold is very high, at present, most of the electric dealers are settled in the way business, "he never crossed a step." This has also inhibited many of the higher distribution requirements of the category online development. According to the source, a lot of domestic electric business even red wine can not be a wide range of sales. "30 yuan of ordinary red wine to sell, but more than thousands of yuan of red wine can not be sold, because the wine on the storage temperature, the sun has a high demand, at present many domestic electric dealers do not have, not to mention fresh storage and distribution. ”

Third-party Express is not controllable, but the high cost of warehousing and distribution since the construction of logistics also let a lot of electric business enterprises at a respectful distance. For the electric business enterprise, the fresh business cold logistics chain If the use of outsourcing, it means that the electrical business needs to pay than ordinary goods one times the cost of logistics. And if the use of self-built cold chain logistics, it will require huge financial support. such as Noble Express by virtue of a strong logistics system to build cold chain logistics, to achieve super fast turnover. Alibaba hopes to expand the fresh market through the integration of different cold chain logistics resources under the line. According to Ali Logistics Division general Manager Gongtao introduced, the goal is to the regional cold chain service Products "networking" for all businesses to provide public services. In the Ali logistics platform, this test water cold chain service products are named "E-speed Bao fresh life", the fruit is currently fresh to provide ancillary services.