Analysis of four modes of fresh electricity quotient

Although fresh electricity business is difficult to operate, it is regarded as a blue ocean in the field of domestic electricity business.

Our correspondent Xiaofang

Relay foods, a fresh electricity dealer in the United States, is an excellent choice for people who don't have time to go to the market and want to eat fresh ingredients. They can buy them online the night before and they will be sent to their hands the next day-a business model known as "fresh electricity dealers".

For most people, "fresh electricity quotient" is a strange word. In fact, as early as three years ago this kind of industry has already appeared, but has not gained enough influence. And in the business category, and more easily stored goods, which is also in the current cold chain logistics is not developed, the cost is too high circumstances of the helpless.

Although fresh electricity business is difficult to operate, it is regarded as a blue ocean in the field of domestic electricity business. At present, the main operating mode of domestic fresh electricity dealers can be summed up to the following four kinds:

Comprehensive Electric Dealer: compete for the world by platform

Netizens should still remember last year's "Jingdong Love Story", after proving that the so-called "tomatoes" and "love Story" is only a marketing, Beijing east to enter the fresh field.

2004, Jingdong involved in the field of electronic commerce, from the main home appliances, 3C products gradually developed into a 12 large categories of millions of commodities integrated online mall. To enter the fresh field, Jingdong Mall vice President Zhangshouchuan said, Jingdong Mall on the food channel open very carefully, and fresh food in the gross margin and the user's loyalty to build on a great advantage.

Today, Jingdong registered users have been on the billion, the site daily average of more than 100 million PV, which clearly makes competitors difficult to match.

It is the advantages of a strong platform, Jing Dong Fresh-born channel took the form of business. According to the reporter observation, the number of settled enterprises has been increasing, from the original Beijing, Shanghai, Guangdong, Chengdu to expand to 11 regions. BEIJING-east through the continuous expansion of the region to achieve the need for fresh electricity manufacturers localization services.

But the problem comes with it. In the food safety problem frequently, distrust strong environment, once the food safety problem to the Jingdong brand image of the blow will be fatal, and the way the merchant settled in undoubtedly increased the risk. Jingdong tried to work with some trade associations, such as hairy crabs, such as difficult to distinguish the goods, by the Industry association certification enterprises can be settled in, encountered food safety complaints will be resolved with the industry association.

At this stage, Jing Dong Fresh development focus is to accelerate the rich category, so that more and more people in Beijing and east to achieve a one-stop shopping experience.

Vertical Electric Dealer: selling is lifestyle

What if the media people go to the electric chamber? Must have a very strong human atmosphere. The original Life network is such an "alternative" of the electrical business site.

You may be unfamiliar with the name, but you must have heard the story of Kingkian and "inspirational orange" last year. For most people, eating orange tears is the first time, behind the trader is a more than 10-year media experience of the original network team.

Originally Life Network in July 2012 operation, 4 months after the orange marketing as a media selection to operate, the site's traffic suddenly soared, one months sold 80 tons. According to the operating director of the original Life network Hu Haiqing revealed that they like the media editorial department to carry out business: The weekly product will be called "topic will", each product needs to speak out selling points, everyone wants to do "cover" or "close-up."

The original Life network will be positioned in China's home quality shopping platform, put forward to "make life authentic." The choice of goods is also in line with this positioning-high quality, high-end, refused to do online farmers market.

In order to ensure the quality of sourcing, the team selected a high-quality base, eliminating intermediate links, to achieve the base of direct supply. The supply problem is the key problem that the vertical electric trader must face. Excellent Vegetable network CEO Ding Jingtao Analysis of the reasons for his website failure, said at first to do organic food, but the source is more fake organic. To the ordinary vegetables, to new procurement and less than the standard of vegetables, the user received good time and bad, experience a big discount.

Around the positioning of lifestyle, the original Life network launched a food story to media people's ideas published in the past life of food. At the same time, improve the service system, will be introduced in some areas of the "daily fresh" plan to challenge the new limits of the electricity business. In the hot summer, the original Life network will send one day to two times a day, to minimize food in transit time, to give users a better experience.

Logistics enterprise: Aggravating "Etian"

May 2012 Shun Fung optimization of the official online operation, the Cross-border was a question sound, and even the industry asserts: Shun Fung preferred either die, or be acquired.

In fact, this is not the first time that shun Fung to test hydro-electric. As early as three years ago, Shun Fung e Business circle into operation, main food. Only this attempt was unsuccessful, and the service was subsequently suspended in the mainland and retained only in Hong Kong. Last October, Liu, a 5-month-old president, left the industry worried about the prospect of Shun Fung's preference.

There is no doubt that Shun Fung to do the biggest advantage of the electrical business is its own a strong logistics system. But is there a logistics system can be free to do any category of the electrical business? Obviously Shun Fung's attempt is not rash. Some data show that the current food in the electricity quotient accounted for less than 3%, at the same time, China's cold chain logistics is not developed, the annual damage caused by transportation of fruits, vegetables losses in the amount of more than 100 billion yuan.

Xu, chief analyst at China Logistics Network, said the move was via to build its own cold chain logistics to pave the road. Shun Fung optimization of the current President Li Dong also revealed that Shun Fung involved in the electric business to do fresh food platform, is actually involved in the cold chain logistics preparation.

Shun Fung Optimal starting from Beijing, the end of February this year opened on, wide, deep room temperature distribution, just one months later added Tianjin, Hangzhou, Suzhou, Nanjing, Wuhan Five, the website of fresh food transferred to the navigation bar of the first category. However, at present only in Beijing to provide cold chain distribution, with the future ripe, shun Fung optimization will be in other cities to provide this service.

Obviously, you have to have enough users to do the platform. To shun Fung optimization of the current number of users, simply powerless and Taobao, Beijing-East competition, which is the reason for its uncertain prospects.

Offline Supermarkets: Relying on the advantages of the system

Yong-Hui supermarket is the first mainland China will produce fresh agricultural products to introduce modern supermarket circulation enterprises, the end of 2010 on the Shanghai Stock Exchange listed transactions. Currently in 16 provinces and cities have established more than 300 large and medium-sized supermarkets. Yong-FAI model success is attributed to its business philosophy-"The door of the eternal, fresh, Yong-hui, assured forever." And behind this, is a complete set of national fresh agricultural products procurement and distribution system.

Data show that fresh and processing industry revenue accounted for more than half of the company's main business income. The use of online operating fresh food accumulated experience, this April, wing FAI half the sky began to test hydro-electric operators.

The industry is bullish on the sky because of its rich experience in offline sales, but this is not enough to run a good electric business. The feeling of the website to the reporter is already abandoned for many years, the commodity only has four kinds of packages, the website almost all columns have no content. This passable user experience is bound to greatly affect the site's sales and Word-of-mouth.

In this respect, Yong-Hui supermarket vice President Honghai said that some of the media in fact read the wing FAI half the Sky Web site, half the sky is for members to do distribution services, not the electrical business model. In fact, wing FAI half of the sky's interface style is more like the traditional company's official website, the function is only display goods, do not have online payment functions.

Not all consumers can order on half the Sky website, only the wing FAI supermarket member can obtain the distribution. At present, distribution is limited to Fuzhou. Electric Business Observer Ruzenwang said that the internet is only a propaganda path, it uses the store radiation range for distribution, reduce costs, shorten the distribution cycle.

Wing FAI's advantage is still offline, and the current consumption of fresh food more than 90% or online trading. So the internet is just a tool for Yong-FAI, regardless of the future in the field of electrical business will be how to explore, will also revolve around its already mature procurement, storage, distribution system.