Comments: Fresh electricity business is difficult where to start from three aspects

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

June 2013, Cofco I bought two long micro-bo, unified to "you weak burst" as the title, blunt attack and questioned the Jingdong Mall as a representative of the various platforms in the fresh field to achieve success. In fact, the domestic fresh electricity dealers are not just starting, just because of the scale of the problem, has not entered the topic center of the electricity business.

Let us first review several milestones in the development of domestic fresh electricity dealers. May 31, 2012, Shun Fung Fast transport its electric business food mall "Shun Fung Optimization" officially announced on the line, located in the high-end food products. In the June, Amazon China's food classification, a new breed of seafood, and the provider is a budding seafood electric business "Fresh Wharf"-a traditional seafood distribution in the field has 20 years experience in seafood supply company. June 13, Taobao Eco-agriculture channel online. The channel mainly to organic agricultural products trading mainly, including vegetables and fruits, poultry eggs and cereals and oils non-staple food, providing sourcing is mainly more than 1000 of the nature of the regular farm. July 15 night, Jingdong Mall Liu in its microblog provoked a "tomato door" of the "Beijing-East Love Story" conjecture, July 18, Jingdong Mall official announced that Jingdong Mall officially launched a fresh food channel, which contains vegetables, fruits and fresh meat and other categories, and tomatoes have become the flagship product.

Today, I bought nets, the wind optimization, original life, Tuo Tuo commune, Zhengda World, Shanghai, the fruit has a certain strength, in its regional scope has a loyal membership group and buy big customers. But why did the fresh electricity business in recent years in the development of E-commerce has not been rapid formation of scale? This question deserves our discussion and research.

In fact, it involves fresh electricity business, the difficulty of its operation may be beyond the imagination of many people: first, the competitors of fresh electricity dealers are not other electric business platform, but with the localization of the local market, community stores and supermarkets to compete. Second, the fresh electricity business should be responsible for food safety issues, to carry out their own industrial chain management. Because of the need for quality goods, there must be sufficient ecological farm resources to ensure the quality of goods. and energy production can ensure the quality of the ecological farms are few, so even if the control, can not avoid the situation of suppliers shoddy. In addition, the fresh electricity business needs lean management ability. As we all know, the cost of the cold chain is at least one times that of the ordinary products, each fresh product behind the requirements of a higher professional ability, fresh electricity business to be bigger, you need to reach a certain size of the user, and users need is cheap, convenient, safe, stable, rich fresh products supply. Must have the profit, must carry on the lean management, one point to pull the profit.

This is not the most difficult, the most difficult is the fresh electricity business to be able to achieve high turnover. The turnover rate is down there will be a lot of inventory, and fresh inventory can only be thrown away. Therefore, high turnover needs the operation team has a very strong electrical business marketing capabilities, multi-channel shipping capacity, rapid clearance capacity. This is almost impossible for the heavy inventory operation model represented by Jingdong.

What about the fresh electricity dealer? The personal point of view can be started from three aspects:

Control scale, concentrate on category, make profit

Fresh electricity dealers can not scale, a large scale will have the risk of quality problems, and quality problems for fresh electricity business is fatal. Fresh electricity business to focus on their good category, do the fruit to do seafood, seafood to do meat, meat to do the red wine, because the operating conditions are completely different, can only die more miserable. The purpose of control scale and concentration category is to make profit, so the fresh electricity dealer is not like Jingdong, when, Fank such capital game, it is destined to be a small and beautiful project, and can not be the capital darling.

Community development, Regional growth

As mentioned above, the competitor of the fresh electricity quotient is not the other electric business platform, but the local market, the community store and the supermarket, so it is the focus of the operation to gather the resources and do well the marketing and service of the community. How to make the ordinary residents of the community feel convenient, let the residents with high income feel value, how to strengthen and highlight the differentiated items, is the key to win the competition.

o2o+ Mobile Internet

O2O How to do many people have not thought clearly, but how to do the line under the integrated operation is indeed a fresh electricity business most grounded gas. Line up and down the next line of goods delivery, online ordering line up, and then combined with mobile internet lbs model for Community marketing and community group buying, whether we can open up the alternative mode of operation of the birth of fresh electricity dealers?

A lot of people in the industry see fresh electricity as the next blue ocean, because consumer demand is there. With the improvement of the living standard of the consumers, this kind of demand will rise in a geometric multiple. 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. In the domestic market, the aspiring electric dealers are really ready to swim to the blue sea?

Author Brief introduction: Reed min, Fortune Chinese network columnist. Nickname "Pangu", the Internet well-known analysis and review experts, the Shanghai Information Youth Talent Association, is currently the Revey E-commerce Co., Ltd. Ningbo sent executive president.