Analysis on the real dilemma and outlet of fresh electric power supplier

Preface: A article that has not been written: Fresh electricity business, recently a friend asked me, what is a fresh electricity dealer? It is simple to say: The simple understanding is to put the things in the market to buy online, nothing more.

The fresh electricity dealer was really detonated in 2013, the root of the detonation is very simple the support of the national policy to the agricultural electric power provider, let the fresh field that has been unknown to become the new battlefield that the electricity merchant competes for. 2012 Jingdong Mall a tomato shot and red, I bought a network of food, No. 1th Shop to join the fresh field, a fresh field to the front. Fresh in the field of 10 more well-known fresh electricity business: I bought a network, Shun Fung optimization, the original life, Fu Tian Network, Tuo tuo workers, excellent vegetable network, Dolly Farm, Zhengda World, easy fruit nets, according to the Valley network, still in contention for the market.

More and more people are concerned about the fresh electricity quotient, and there are many successful cases of fresh electricity dealers, but the health of fresh electricity business is still in existence, many people are saying that fresh electricity quotient: expensive in the fresh, the view is very correct, fresh electricity dealer's selling point is fresh, so that you do not go out to be able to enjoy the benefits of fresh electricity in the home, and the network shopping model also lets the purchaser obtain the guarantee, has the refund return the safeguard, the consumer can put down the heart to receive the fresh electricity merchant, will not worry the fresh question, but also is the fresh electricity dealer to be concerned about a point. The market for the fresh electricity business is now a sad, the previous period of excellent vegetable network for the sale, although the final solution, still survive, but in the next few years is how, the health of fresh electricity dealers will face the situation of collective failure, but also a lot of fresh electricity operators. Today, the author Huang to analyze the four difficulties of fresh electric power and four ways to learn from:

Four major dilemmas:

(1) Fresh behind the hidden speed

It has already been mentioned that fresh electricity Shanggui in a fresh, but still buried a point, is the speed. Online shopping We all know that it is generally three days or so time to receive the goods, and for fresh, three days received goods, it is not, fresh electricity business need is the day of the order, the day of the goods to the service, which is also the beginning of the Beijing-East launched a fresh electricity business publicity stunt. The contradiction between fresh electricity quotient and speed becomes the biggest dilemma of fresh electric power trader, both the speed and fresh, the fresh electricity business is limited to the localization electric quotient. However, the localization of vertical electric dealers will certainly be in the future by the comprehensive electric power of the pressure, this is also a lot of fresh electricity dealers are distressed place, the future will be a lament. How to do a good job of speed matching is the key to survival.

(2) Product cost

Most of the fresh electricity business website does not have a stable source of supply. Single farm can not meet the demand of electricity dealers; a number of farm supply, procurement of small, high logistics costs, one; the second is a small product type, relying on a single channel is unable to meet the requirements of users, resulting in a small amount of each order, but the high cost of distribution, the overall health of fresh electricity business will decline.

(3) Profit model

The profit model of the fresh electricity dealer is the mode of the electric business website, can not find a core profit model, being imitated is normal, so the fresh electricity business to find their own profit model in the entire field to roll, to walk very well, regardless of the current fresh areas of the future, now do a good job of their own website is the fundamental, Better to fight. Now the business of doing electricity business, is to see how the future began to go crazy into the field of electricity, even their own product characteristics are appropriate, choose how the platform, how the pricing, manpower, profit and so did not consider clearly a head of the entry, finally scarred out, began to complain about E-commerce.

(4) User habits and trust

The change in user habits of fresh electricity dealers is more difficult than other fresh buyers are required to cook to eat, the need is fast and fresh, and user habits are under the purchase of fresh, online purchase of the crowd will be a lot less, resulting in a fresh electricity business list scattered more, resulting in distribution difficulties. Another Chinese food safety problem is not reassuring. The electrical business itself is a lot of dishonest problems, involving food is more serious, even if the protection of the electrical business still make many people do not trust, clothing and other commodities out of the problem can be solved, and the food problem is a big problem, once there are problems to remedy all not, Especially for the fresh electricity business, and more so, packaging food products are certified, and fresh products are from the fresh electricity business enterprises, warehousing, distribution, transportation and so on are problems, trust again decline.

The plight of the four major fresh electricity dealers is a lot of people are currently talking about, some are ignored by some people, only pay attention to the big problem, and for small to ignore, in fact, for the electrical business is the impact of each problem. Here are some of the ways to share your personal thoughts with the fresh electricity dealers:

(1) Regional cooperation (local union)

Because many of the fresh electricity manufacturers are doing localization of the electric business model, this mode of joint refers to the local area of contact, such as Guangzhou's fresh electricity business with the Shenzhen Fresh Electricity Business website, the product is not divided into regions, and distribution of the form of regionalization. This form of union can save the time and cost of logistics transportation to the greatest extent, the cost of fresh electricity can be reduced, and the user's waiting time can be reduced, but there will be another problem: the service is consistent, So it is necessary to combine the electric business enterprise can both sides to negotiate or agreement on the terms of service so that each consumer can know the details. Regional cooperation is a means for fresh electricity dealers to get rid of regional restrictions, as to whether the means are really suitable for this need the market to test.

(2) Docking of local farms

Most of the models of fresh electricity dealers are the combination of farm and electric business enterprise, fresh electricity business enterprises to find a farm resources can be good to the product side, but this model let the product become a single, and the view here is that the health of fresh electricity dealers may not promote the product, but the farm, to promote the nearby farm, Let the local people through the network can buy products, such as the form of one, and the electric business enterprises to do is to let the farm landed electricity quotient; the second is through the combination of farms, electric business enterprises can have a steady stream of product channels, do not worry about the product resources will break.

(3) The potential of the integrated electric business Platform

Fresh electricity dealer flow and user not many, can be landed on a large network of integrated E-commerce sites: Taobao, Jingdong, when the transfer of the flow of traffic, through the integrated electric business site to brand their own brands, their own electric business site can be very good development, when when the settled Taobao is such a plan, The decline of web site traffic leads directly to the decline of sales, which is why so many products choose an integrated platform, because they occupy 80% of the net purchase flow, do a good job in the product rankings and attract and transform can, and the cost is relatively low and reduce personnel costs.

(4) O2O mode of deformation

Recently heard a website said that the restaurant is to do the health of fresh electric O2O the best industry, in fact, the supply of restaurants is also decided by the channel, the restaurant can use the O2O but can not use the raw electricity, fresh electricity business for restaurants is too expensive, they will not sell a raw material for the money, and ignore the finished product consumption, Making restaurant products is the big profit for them, and selling the raw materials can make a few bucks, so they won't try.

And the author Huang believe that the fresh electricity business O2O in fact, in addition to farm cooperation, but also with the market to cooperate O2O attempt, the local markets in the online sales, and fresh electricity business site will their products for display, once the goods, can be in time to the market for distribution, There are still three problems with this form of distribution: Fresh electricity business website can not guarantee the food market fresh; The second is the process of cooperation with the supermarket, whether there will be a unilateral throw away the fresh electricity business, and their own to do O2O also need to consider; and third, what the market for this degree of intentionality, Because this form of cooperation will waste them a lot of time, they or choose to be directly back to pawn shop without contact, which requires the efforts of the fresh electricity business website.