Electric business big crocodile to "fresh" cold chain logistics or bottleneck

Chu Orange, Liu Dao, pan Apple ... These ordinary fruit because of the endorsement of celebrities suddenly become tall up; but the industry believes that cold chain logistics may be a bottleneck.

Yangcheng Evening News reporter Linxi Intern Zhao Pine forest

"The elder brother drinks is not the coffee, is lonely", "the elder sister product is not the red wine, is the sentiment". Today, such marketing packaging abound, even ordinary fruit because of the endorsement of celebrities, suddenly become tall up: Chu Orange, Liu Dao and pan Apple is one of the best.

In recent years, with the frequent occurrence of food safety incidents, fresh electricity dealers have been regarded as the internet era, another area with great development space. Data show that 2013 China's fresh electricity trading volume reached 13 billion yuan, an increase of 221%, is expected in the next 3 years, the size of the trading of fresh electricity traders have 7 times times the growth space.

Sour Sweet mouth Sichuan Pujiang kiwi fruit, crisp and refreshing Xinjiang Korla fragrant pear, pellet full of Chilean car ... Each fresh product behind, it seems that there is a beautiful story, luring consumers to click on a single button.

Creative: The new mode of "Liu Tao" marketing

This year's national day just ended, China's it godfather Liu as a guest "logical thinking", through the voice of 60 seconds to the people from all walks of life to levy its brand of kiwifruit marketing program. This is known as Liu's only endorsement of agricultural products, at the end of last year with the Kingkian planted clouds of rock candy orange packaging for the "Chu Orange Peach" set of external sales.

In the recording, Liu also special name Hope Pocket Pass white raven, carving ye beef brisket carving ye, Constellation Comics fellow uncle, pocket shopping Wang and Wang answer. Several marketing tiger soon come up with their own plans

The one hand to build the essence of oil carving ye said, if it is their own, the most important thing is to "Willow Peach" Additional individual name: "Chuan Zhi Tao." He believes that the entrepreneurial spirit of "pay fire" is the "Chuan Zhi peach" emotional positioning, the source of the text; the White Crow focuses on socializing, and he suggests that the taste of "willow Peach" can be transformed into a passing game through community relations: A real-time list is presented based on the delivery process, presenting the best and most popular people.

Mr Liu was startled by the total receipt of more than 3,000 proposals after the spread of hero posts. Industry insiders generally believe that the marketing plan solicitation, itself is a successful marketing, but also an internet marketing thinking collision.

The Baidu index showed that even after catching the big ship with the orange at the end of last year, the "222.55,5.52,2.54%" search index was only 361, and this number soared to 1743 after the "logical thinking" was promoted.

At present, the fresh electricity dealer tells the story to be the glib tongue: Le sees under its music life main pushes the hairy crab, playing "crab from the lake" name, with the six big lake fat crab to come, shun Fung preferred to provoke the capital of Litchi War, to "four flower Mei Male" welcome comrades, Jia-wo agriculture will be "first experience" and Chile blueberry link together, Drop the selling point on the sour and sweet taste.

The most typical through the story of a gun and red agricultural products are not "Chu Orange"--2012, a website planning "Chu Orange", will have the "Smoke King" Kingkian back into people's vision. It was reported that at that time the main communication crowd is to understand and respect Kingkian entrepreneurs. They are not bad money, but also because the "orange" story without hesitation to spend.

Mystery: Why do electric dealers love telling stories?

So the question is, why should the fresh electricity dealers get together to tell stories?

China Electronic Commerce Association Logistics Alliance expert Huanggang that the electrical products must have brand connotation. The enterprise uses the form of the story to set up a situation, lets the consumer enter, lets the consumer feel the brand transmission information and the emotion. Good stories are not just packaging, they can also give products beyond their own connotation. Almost all classic brands have their own stories, including Disney, Coca-Cola (41.03,0.17,0.42%), IBM (162.08,-0.10,-0.06%) and so on.

Story marketing is so important that Starbucks, which never makes brand advertising, 75.81,0.97,1.30% this month. 39 Cameramen and 10 photographers filmed in 59 Starbucks stores in one day, with 220 hours of material condensed into 8 stories. The ad wants to convey the message that Starbucks is more than just a coffee shop, but a public place for communication.

This story as the product's biggest selling point strategy is also common in Taobao shop: Huang Taigi, carving ye brisket, three squirrels ... These success stories make many people exclaim: "The Internet is the savior of the traditional industry." "Sheng Agriculture vice president of the former said, le as hope to use" internet thinking "to transform the traditional agricultural mode of transmission, the story is undoubtedly the best entry point.

Although there is no clear definition of "internet thinking", the industry's recognition of fast and accurate positioning is one of its characteristics. Take "Chu Orange" for example, although the Orange is not a rare item, but "Smoke king" Kingkian ups and downs of life, is undoubtedly a legendary inspirational story, the electric business is precisely hit the target customer's "pain point" for the original ordinary Orange added "positive energy."

Status quo: Capital Predators enter fresh industry

If we say that 2012 is the first year of fresh electricity manufacturers, 2013 is an outbreak of years, then, 2014, perhaps the entire industry will face a big shuffle. Unlike the small and medium-sized companies that preceded it, the competition for hundreds of billions and even trillions of cakes was almost always a big business or capital party. This May, Amazon (287.06,-26.12,-8.34%) thrown into China ten first pen investment 20 million U.S. dollars, a stake in the vertical fresh electric dealer delicious 77; I bought the net in Beijing announced the completion of financing, the amount of $100 million; Alibaba (95.76,1.31,1.39%) Group of 10 billion yuan to kill into the rural market, after the listing of Jingdong (24.02,-0.64,-2.60%) also began to have China's largest marine pasture Zhangzidao Island cooperation to build O2O fresh platform. This industry suddenly became the capital big crocodile in the game which plays, moreover the pattern more plays more.

Recently, there are news, in the first double after the listing of 11, Alibaba decided to push its fresh platform "meow fresh", "Willow Peach" is one of the starting products. However, everyone knows, "double 11" electric Business festival, the biggest challenge is logistics. If the same as ordinary logistics, it is no longer fresh raw fresh not hit their own brand? Liu was asked by the media critically: "With your surname to name Liu Dao, if not sell well?" "I didn't think much of it, and I apologized to the society if I didn't do it properly," Liu said. But we must be very careful and do our best to do it well. ”

But celebrity endorsement is not a panacea. Although "Chu Orange" First World War fame, but because Kingkian rich and unique life experience is not replicable, want to imitate "Chu Orange" route to create other products, there is a certain degree of difficulty. Some analysts also believe that the strong media gene is a double-edged sword, the media can easily be converted into electric marketing experts, but to become a warehousing expert, logistics experts, but still need to work.

However, Shun Fung Optimization President Tri Xiaoxi stressed that the current health of fresh electricity business is still in the development stage, "not yet fish", I hope that everyone together to build this fish pond, cultivate the habit of consumers, "eventually the most difficult to chew the electrical field of the hard nut digestion."

Problem: Cold chain logistics, the most difficult one ring

In fact, in the competition with the capital predators, it is really not enough to rely on storytelling products alone. For the fresh electricity business, the current industry is far from mature. According to the recent Sohu (44.02,0.51,1.17%) NET to buy fresh health survey data show that nearly 3,000 people who participated in the voting, only 723 have had the experience of online shopping, the proportion of less than One-fourth. And this bottleneck mainly in the cold chain logistics. The industry is circulating, fresh electricity dealers have a commanding heights: "To the world, first get logistics." Unlike other commodities, whether it is raw meat eggs or fruits and vegetables, fresh food has a more stringent storage environment, short shelf life, difficult to distribution characteristics. As a result, fresh food has always been regarded as the "hardest to do well" in the electric business.

Some industry sources said that the fresh electricity business logistics in addition to equipped with adequate capacity, warehousing and distribution workers, but also rely on developed and smooth road. At present, the farthest hundreds of kilometers (origin) and the last 10 km (by the city congestion impact), are fresh produce distribution lethal kill sword. In the eyes of consumers, the high cost of logistics will let the "story" of fresh, more than conventional raw fresh prices, and this part of the cost must be transferred to themselves.

Some commentators have pointed out that, despite rapid development, rural logistics is still the biggest bottleneck. Planting farms dispersed, high logistics costs, low input-output ratio, many logistics outlets to the township will be difficult to build. In addition, due to the imperfect cold chain logistics, the circulation loss rate of fresh agricultural products is as high as 25% to 30%. "How to put the freshest, highest quality products, according to the expectations of consumers, the expected time to deliver to them, is a huge challenge." ”

Some industry insiders say at present, these "stories" to the packaging of fresh products in the price comparison offline market has no advantage, so in quality and service to reflect its value, if only to rely on celebrity hype, but did not do a good user experience, consumers will not pay for celebrity fruit again.

In addition, in the solution of the bottleneck of cold chain logistics, the "story" should be considered "put down the figure" to reduce the price, not only caused by the network hot, but also "grounding gas", so that more offline consumers to eat real "fresh" products.