Ambitious？ Concern? Fresh electricity Dealer's cup of cold water before the table

Recently, fresh electricity dealers gradually increased the number of participants, shop No. 1th is officially on the line, Amazon China launched seafood channel "Fresh Wharf", Jingdong, Cofco I buy nets will also be on the line fresh channel. Despite optimism about the prospects for development, it is better to be calm in the face of this swarm of enthusiasm.

The background of a fresh electric dealer's fire

The debut of fresh electricity dealers has its historical inevitability. People's consumption patterns are changing, and the standard of living and quality of life are improving. Our mouths are not just the mother of the food basket to buy the dishes, but take the organic route of high-end class, when the online shopping has been commonplace, the formation of the habit of the network to buy the army, they are more willing to put vegetables into the virtual shopping cart, rather than the real basket. Again, high-end areas, there is enough profit space, to say that the replacement line is not possible, but occupy the line under the majority of the share is very promising.

Predictably, with city prices and rents rising several times, Wal-Mart and Carrefour will face even greater pressure to pull out of the city's prime locations, reduce the number of stores to the order-style business model, and minimize wastage, which is the convenience and attractiveness of the online fresh sales platform.

From the perspective of the electric quotient, clothing, 3C and other categories have been gradually saturated the situation, the growth rate drops, the fresh field sits in the huge demand market, and has the higher profit margin than the ordinary price supermarket product, but its on-line sales model still is in the exploration and the development initial stage, who can first step then can stand in the industry's commanding heights. But the aspiring electric dealers and Ultra are really ready to swim to the blue sea?

No ready-made mode to learn

As far as the present situation is involved, companies that dabble in fresh electricity dealers are mostly burning money. At the end of last year, Yong-hui in Fuzhou flagship fresh net of the home hundred blessing suddenly "evaporation", the Earth Amoy investment tens of thousands of yuan, also announced the completion of the official micro-blog, the first batch of companies involved in the fresh distribution business of the excellent vegetable network is seeking to transfer.

Imitation of Chinese entrepreneurs, this time also failed to copy foreign success model, many foreign fresh electricity dealers although experienced more than 10 years of development, but they still only in a few cities to carry out business. But even giants like Amazon have been extremely cautious in their fresh-field forays, extending their operations to two cities: Seattle and Los Angeles after 5 years of trial operations.

Therefore, the domestic fresh electricity dealers are also in the exploration stage, groping for their own development path: Jingdong, Taobao, shop 1th, such as large-scale network shopping platform is to find new interests growth point, shun Fung optimization hope to rely on strong warehousing, distribution background, involved in the field of electrical business, Tuo tuo workers, pick fresh nets only to do fresh vertical electric business. Each home has different marketing strategy and growth model, no success template can be replicated, can only stones, business difficult to imagine.

Difficulties

The competitors of fresh electricity dealers, in addition to other electronic business platforms, compete with local markets, community shops and supermarkets, and the first is a huge challenge. Secondly, the food safety problem is the lifeblood of the fresh electricity business, on the one hand, it is necessary to have enough ecological farm resources to ensure the quality of goods, on the other hand, there is a strong enough supply chain, and the high cost of cold chain is enough to keep many entrepreneurs outside the door.

As we all know, fresh electricity business of the cold chain is at least one times the average product, so the fresh electricity business to be bigger, it needs to reach a certain user scale, however, the fresh electricity business is actually difficult to achieve large-scale, which in itself is a paradox. Because of the high demand for materials, distribution costs, positioning in the high-end population of fresh distribution mode will generally have a regional limit, it is difficult to replicate in a large scale nationwide.

From the background, the fresh electricity business does have a good development prospects, but at present, the development of fresh electricity dealers by the region, the audience, product category and supply chain restrictions, just "online selling vegetables" is difficult to develop. Only to find ways to improve the value-added of fresh products, the popularization of healthy living concept, the formation of brands, can talk about survival, growth. (Sci-fi galaxy/text)

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