Answering questions: Re-discussing whether the fresh electricity quotient is a false proposition

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People either never dream or dream funny, and people have to learn to be sober: either never awake or wake up interesting. --Nietzsche

The last time the sale of fish paste received a piece of praise, and about the fresh electricity business is not a false proposition this post and won a spit slot. Wake up in the morning, view the road of the great God's spit trough and message, can not help but still melancholy, bubble on a cup of coffee, can only lament the rare, regardless of praise or spit groove, able to read a few people.

People, can not only listen to their own advantage, or praise the voice, so easy to let people lose themselves. Last post a lot of people's Sham let me somewhat flattered, most grateful is through the tiger sniff many do fresh friends, share some of the experience and difficulties. And the reason why want to send a "fresh electricity business is not pseudo proposition" this post, is to tell you, especially want to engage in this industry it entrepreneurs, this problem and risk, in you are not sure you are not Chen, please do not easily touch this proposition. Be careful, think twice before you do.

Of course, those who treat money like dirt, money, people, and the relationship between the wealth and coal bosses can basically ignore me.

Oneself is a cock silk, so write of thing, also just give cock silk to see, enter not high handsome rich of discernment.

Do not reply to all of you, here I do a focus on the reply, I hope to let the original did not read understand, the original read more than a few exchanges. (My post is generally the same, not for anyone, incredibly there is a friend said I targeted him, I was on the spot in the chaos of the Wind.) )

1. The reason to tease those it men is to discover that quite a number of it men have a habit of doing things, what is popular on the fantasy to do what, today's mobile phone fire to feel that the mobile internet is a blue sea, tomorrow, plants and zombies swept the world, feel the hands of a promising, the day after tomorrow on several fresh web site data drooling, Start to assert that a few years later that would be a dance industry.

They don't have to think about it, they're doing electronic service, not real business at all. The so-called bubble, this is the way.

Maybe you buy a cell phone for millet Apple, you just know how much the phone price, do not need to know how you assemble. But do you think that if you never go to the street to buy vegetables, did not sell vegetables in the market, and even you have not seen the dock, the farm has not been around, you and others pull the light of fresh electricity business is how beautiful. Isn't that really nonsense?

Please the IT male do not Baidu, answer me, today's cabbage how much money a catty?

Look, you're all shy, aren't you?

2. "You wait, I'll show you." "Now does not mean that a few years later, the previous mobile phone Balabala ..." "The author in Despair ..." "I do not think others do not, to be more open-minded to learn from others ..." "A fresh electricity dealer is not a viable option. This article is the product of a student. ”

......

I smiled when I saw it. I would like to ask you, a few posts down, when did I say that fresh is not to be sold on the internet?

I have never despaired of this industry, nor have I expected too much of this industry. After a few years in the seafood industry, I realized that the cold chain logistics cost, supply chain instability, price fluctuations, the lack of experience for the electronic as a cut into the mouth of the farmers, fish, fruit traders are a very high threshold.

Confused is affirmative, wrestling is also predictable, is because this piece of fat fat enough, who want to eat, so those martyrs are resolutely walk, the head is not back.

The traditional farm ratio, which is made of fresh electrons, is clearly unconvincing at the moment. Now most of the so-called fresh electricity dealers can take a bite from the meat, but no one has the ability to swallow a mouthful.

As I said in my last post, I can only do it in a small area, but still not big. Unlike traditional industrial products, fresh due to the preservation and transport of the particularity, you each step forward means that the foot of a more risk.

At the beginning of the year, I planned to expand my sku, but found that each one of the products, my corresponding risk of one more point. The questions inside are willing to share with you:

A. According to my thinking, the electronic as a cut-mouth seafood products, must avoid the local farmers ' market, the need for differentiation, and product differentiation is thought to be remote origin, must be long-distance transport (why to be differentiated, see my first post), and long-distance transportation directly means that you can not control the quality of the source, Who can ensure that fresh from 3000 kilometers away from the place to your cold storage this midway will certainly not go wrong, intact, quality as ever? (In fact, problems often occur, less goods, thawing, necrosis, decay, etc.)

B. Because my company is a foreign trade company, so the entire cabinet before the purchase, and I now want to add more than 10 categories, directly means 2 consequences: either a stockpile of more than 10 containers, or a container to fight more than 10 kinds of goods. The former, obviously for my risk-resistant small companies is a disaster, the latter, it is impossible to have suppliers and you do business, (generally seafood shipments are at least according to the container collection, the vast majority of the whole ship acquisition.) If you want to try the market in small quantities, then you can only take the goods from the wholesaler, which means your price must be high.

C. Based on past experience, a new category you need to promote a cycle, generally in 2-4 months, and the market is often unpredictable. Before you hoard goods for promotion, can you guarantee that long time preservation will not affect your quality? This is difficult, last year a batch of goods, 15 tons of crabs, because the market is too high, resulting in too long accumulation of time, quality of about six months after the beginning of decline, and finally only a slightly higher cost price to sell, and not much profit.

D. With my supply channel relationship, maybe I can also receive some small quantities of goods in the country, but, in fact, you will find that you from the domestic north to the south of the cold chain still haunted me, a 10-ton refrigerated car, it from Heilongjiang to Hainan Price is based on kilometer, you shipped 3, 4 tons and shipped 10 tons is a price, Shipping less freight high not cost-effective, more purchase, but also increase the risk. How to balance? Maybe a friend who has done logistics can say carpool, that also have to have a car to spell it, most of the time you have to wait, and customers are not willing to wait.

.......

So I said, for fresh, each additional category of SKU, is to give themselves a more mine.

This is just a few examples of my own, I believe that growers, farmers have more problems.

3. "You did not see XX, did not see XX Farm, did not see XXXX, people have done very well." "What pseudo-fake, has someone to make money to prove it." ”

These message friends, I want to tell you two words:

A. No company is willing to disclose its financial accounts, turnover, gross profit, and pure profits, which are totally three different concepts. Turnover only means how many people buy you. But the profit, only the boss own heart clearest. Procurement costs, losses, warehousing costs, labor, logistics, supply chain, this also does not include online site maintenance costs, team maintenance, drainage, offline entity store rent (to know that the general raw real store area will be 200-300 square).

How much profit, hehe, ask the boss himself.

B. My so-called "Big Brother" refers to the real can be fresh this dish to achieve the ultimate, such as Hm,zara as the overwhelming scene, at least you have to and Li Ning, the United States, Senma on par?

Do you think this industry now has such a business? With its particularity, do you think it is possible?

We give 2 electronic platform industry compared to the boss of the big X to do example: Jing Dong's Fresh channel is still a third party generation operation, no self. Taobao eco-Agriculture, you can click From House to house, to see how much next month's sales.

The simplest of a logistics problem, put aside the quality does not say. You have the opportunity to ask the Express company, Shun Fung, yuantong those companies, which express Company will deliver fresh delivery business? You send me a catty of pork from Beijing to Zhejiang to try? I'm telling you, even the airline has a requirement for fresh delivery (no water, no ice). Not to mention the sudden problems peculiar to fresh, the best example, the portable computer will be contagious? Does cell phone have organic blast? Can clothes have H7N9? You this month from Anhui Express a chicken to Shanghai to try? Even if the courier company willing to send, I am afraid the Shanghai police can find you tea. It's not easy for you to do a good job of logistics in a city area (especially in summer), and only people with a lot of crap will dream about the whole country. Why don't you try the subway first? How long does it take to get from Shanghai Xinzhuang to Pudong airport?

Therefore, because of so many particularity, this industry, the regional boss is possible, we all have the opportunity, but the national boss is impossible, at least at present do not see, logistics and warehousing do not.

4. Next, in the course of these years, there are some problems in the conclusion and solution. Of course, this is on behalf of my personal views, if you think it is a piece of crap, you can also laugh.

A. At present, start-ups are more suitable for beginners from a single product cut, a single product far more than blind choice of many products better to do more, and the probability of success is much higher. (This includes warehousing, stocking, logistics, market price fluctuations, professionalism, etc.) the disadvantage is that a single category, when you dig the market to the extreme is the day you do the end. So my personal view, to start doing several products, and then slowly adding SKU is the safest way, in the service and product control, you have to learn Japanese, my own details can be done, the customer is male or female, about a few years old, who lives, when the single, like what kind of products, there is no repurchase intention, Every customer will be recorded in the book, early will be very tired, to the later is very relaxed.

B. The high end is far better than the low-end. This is particularly economically developed, consumption capacity, food concept ahead of Jiangsu, Zhejiang and Shanghai. High-end products, a small number of customers, logistics easy distribution, high margin. But for storage and loss must be controlled. As for door-to-door to send a pound of green vegetables such thing or forget, in the logistics can not reach the newspaper and green vegetable freight equivalent, this is purely thankless behavior, looked like the plate is very big, in fact, can not make a few cents. (I actually on Taobao fresh channel to see the farm selling rice, one months on the poor sell a bag, the best one also one months to sell 273 kg. I think it is pure nothing to find out, who buy a pound of rice every day? and you buy 50 kg of rice logistics costs can catch up with your cost.

C. Platform class is inferior to membership system, membership system is inferior to club. Open platform If you can't do the same thing as me, I advise you not to do it. For all the big farms and fresh producers, they have a lot of choice, and they can spend some money on their own platforms. You in the professional, channels are not as good as they do, on the platform to introduce their products, less sales, others will say you cheat, sales large, can be completely on their own. You are in the resource and information asymmetry under the circumstances of the game, he won the win, you can not lose to see your own ability.

Membership is obviously more viscous, but at the same time there is a problem, the development of the market is very difficult, how you let customers in the early period to your site to charge money This is a difficult problem, especially in China, the lack of integrity of the country. Of course, there are a few sites that do a good job, but please think about it carefully with your toes, and get to know their industry background, and their backs. A simple example, you do not open the market in the early days, you can rely on government procurement to support themselves?

The club is the best model I can think of at the moment, in which there is not only viscosity, but also loyalty and interactivity. And the form of the club may not have to entity, I am doing QQ group, some food websites, yy on some of the food channels, BBS Food Forum, food plate, are the best carrier. On this point, I actually think that some excellent food websites in China are more likely to succeed.

D. About cold chain logistics. Why does everyone dig their brains out there to think what community logistics, what professional logistics. In the absence of a third party suitable logistics before coming out, supermarkets and convenience stores is actually a good choice, it is obvious that they have more than the line, and there are short-term storage conditions, more in line with your goods clean and tidy temperament. Online orders, in the nearest convenience store to pick up goods, to the Convenience Store Commission, is one of the most cost-effective way, that as you can talk to them, is your own ability. (On this point, I tried, the effect is good, is very difficult to talk about, the convenience store implementation is the first level report, perhaps they boss does not bird you, and the supermarket itself has fresh this piece, if your product does not conflict, may talk about, the conflict basic will be free to talk about. )

E. Two legs walk, not one foot jump. Fresh is different from mobile clothes, if you only operate online, this road basically you have to fall n times, and offline cloth point, online, not only can solve the problem of product storage, but also can solve the logistics problem, the most critical is, can complement each other, online can promote, the line can experience, perfect coexistence. Online shopping is not so complicated, the essence of it, on four words, cultivate habits. Early to line up the line, save enough trust and habits, later on the line to provide convenient services to increase value-added. This, I will try this year, or have a bit of my own experience.

F. If you have money to burn, you have to do the whole process yourself. I understand that some of you are rich second-generation, some are official second generation, some titles are PhDs, some background is official. But business is not a game, you have to do it in person, to buy, to carry, and even their own to go to a guest service, to do selling vegetables aunt, only so that you come to the conclusion will be the most grounded gas, and not with their own fantasies there directing others.

G. Theoretically the more customers you should be happier, but it's not really the case, the more customers the more difficult to control, the more difficult to service, and your storage and inventory is more difficult to control. I've always insisted that it's better to do 100 customers who often buy your products than to make 10,000 customers who occasionally buy one.

5. Too many idiots choose to do electronics reason is electronic marketing save money, perhaps clothing mobile phone this industrial product is, in Hangzhou Four Seasons Green next to rent a house, open a Taobao C store, down goods can make money. But is it possible to be fresh? Your team building, drainage, warehousing, server erection, art ...

Years later, want to do a platform, the results asked the industry's friends, do the platform must have a team, about these friends engaged in it should be more than I know, as if there is no outsourcing platform to do a very successful precedent, and as for the cost, I counted, poured a mouth cold, I can open 3 entity stores.

Think with the big toe, online selling fresh and offline to do fresh and easy degree and cost it. As far as I know, most of the companies that sell fresh on the internet, in fact, their business is not bad, various channels, various backgrounds, various supplies. Even if they do not sell on the internet, they are starving themselves, and what you see is always the virtual side of the Web.

In doing this, I carried the box myself, I sold the fish, their own car from the northeast ran to Zhejiang, I personally ran the customs clearance, their own delivery of goods, make their own passenger clothing. I am not short of money, at that time to hire a few people to deliver, I was still able to afford, but I think, you have to do something, you have to do it yourself, you will not hire people backseat, will not be fooled.

What I said may not be correct, but do you think that this process, an IT person can be clearer than I know the problems and complexities?

The simplest example of logistics:

Last year, I had three weeks, you are in the micro-Bo play games, I seven O ' clock in the morning to door-to-door delivery, until five o'clock in the evening, lunch sometimes have no time to eat, every night to get home just want to sleep, tired of half to death, but it is very large, found there are too many problems:

For example, online and you have a good time, you send the past, he must be at home? If nothing happens, what will you do? Clothes can be thrown to the community guard for signature, fresh without refrigerators, you wait for smelly bar. If you don't lose the doorman, will you bring it back and send it back when he gets home?

For example, the bag, the box is broken, how to do? Mobile phone box is broken, mobile phone can still be used, and you put the fish bag broken, the box of vegetables broken, how do you convince your customers that or clean food?

For example, even if someone is at home, must be the next single himself? Does his own assessment of the product be the same as his family's receipt of the product?

And for example, will he weigh the weight? If it does, how do you explain it?

Don't always think of retreat, and so on, and so on, you have to know that you are in the hands of something that may stink at any time!!

I'm even thinking, if I'm opening up a new market now, if I'm not familiar with the city's path, how can I reach the shortest possible way to connect each customer's location? If there are several jumping tickets in the middle of the designed route, how do I get there?

You distribute a few customers easy, dozens of, hundreds of is also easy, after all, is a case, maybe only 1%, but if one day, you have to distribute 100,000, 200,000 customers in the time? 100 customers will directly affect the quality of your other 100,000 customers.

This is not alarmist, you imagine, you are pulling a car with a fresh summer sun running back and forth in the streets, a will east of the he said to 3 points to get home, a will west of the he said to you in advance half an hour to send, clothes mobile phone is fine, but the question is your fresh can so toss how long?

If you simply pull a car to distribute cabbage, that's okay. But if you have meat and fish and vegetables in your car, and if you don't have a professional refrigerated car delivery, oh my God, I can't imagine the smell of salmon bass greens mixed with pork and beef when you open the door.

You know, I have a few times to send the goods, directly to lose the clothes, because it can not wash off the fishy smell.

Well, I think maybe those it bosses would blame the distribution workers for not being able to deal with the problem, and maybe that's their summary. It's time for them to send their own deliveries.

6. The industry may later be a lot of value-added industries, I am very optimistic about the price system, food traceability, professional cold chain logistics, professional customer service team These untapped fresh value-added services. Food traceability system, which can directly solve the industry's most difficult "food crisis" problem.

Fresh, not necessarily to squeeze the head to sell vegetables, sell fish, buy meat, do the platform, if there are good technology, can be in a narrow segment of the industry to live a greater profit.

I don't know if anyone is doing it right now, but I'm really optimistic.

7. Finally, I would like to spit out the network of those so-called marketing gurus, strategic gurus, marketing companies. You are a scourge, stand to speak not waist ache, oneself have not done this profession, also do not have this industry any background circumstance, random give others similar "How is good marketing" "How can expand Capital" "How to reach the commanding heights of strategy" and so on said is equal to not say words.

You say to them: we discuss the way to do it. Their big hand waved: this problem from the macroscopic, the industry has been balabala ....

You talk to them about the problem of mass harvesting on the macro level, they put their hands together: I assert that in the next few years Balabala ....

Finally, you ask them a more realistic question: this delivery when the rush hour traffic jams? They will look at you with the eyes of resentment: this problem, sooner or later will be resolved ....

There are a lot of such theorists on the web, and it's time to let them experience the process and see what they can say.

If it is male to do fresh that is scholar Languo, then those strategic master, those marketing master is simply the incarnation of God, disastrous. When you burn the money that day their hands a booth, sorry, you did not do in place. (In fact, the same as lawyers in this industry, do a good job is their guidance, do not do well and they are also basically irrelevant, take your consulting fees). But also really want to thank you, let me such a grassroots have a foothold opportunity.

OK, here, the end of the whole, my entire four posts did not target anyone, remember, do not take the seat. Because the body in this industry, how many can see clearly some things, as for mobile phone, communication, micro-letter, hand swim These I am completely unfamiliar, do not dare to add comments.

Just have nothing to do, write their own about the current situation of the industry and some problems of the superficial view, using the word relatively cautious, general will use perhaps, maybe, as if. So do not dare to assert how, also can not foresee how, so can only analyze the reality, I do not want to be a master.

As for the development of fresh electronic, there is no right or wrong in the world, and there is no absolute thing. Each person from a different angle to see such things, the conclusion is naturally different. But there's one thing I'm sure of, and I really want to see all the people in the groove, and ask them, how many of you have made fresh and sold fresh?

The above only represents personal opinion, welcome to spit Groove.

I personally feel that the operation of specialization, no one is versatile, as I replied in a post: "Perhaps the future will appear the farm fishermen professional responsible for the source, Taobao Beijing east to establish a professional platform and customer service, Shun Fung concentrate on doing its cold chain logistics and distribution, the line matching the entity shop."

I look forward to such an industrial chain.

51 Approaching, I wish you a Happy holiday, goodbye.

This article is left alone waiting to be published

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