Electric business giant again exert fresh industry is called to do is to find death not to die

In the only goods will tail goods selling mode by the industry respected, at the moment the big electric business giants began to get together to do fresh.

"Daily economic news" reporter learned that a few days ago, a number of shops to rearrange the fresh category, the cat also officially announced the Test aquatic fresh cold chain logistics, this month, Jingdong, Cofco I buy nets will also be on line fresh channel. From selling books, selling 3 C, selling clothes, to selling department stores, selling big appliances, selling furniture, the impact of the traditional retail business has arrived at the last bastion-sell fresh.

In the industry's view, high gross profit margins, a larger market space and a good policy to promote the electricity dealers have to exert fresh power. However, the industry also has the saying: do not do raw and so on death, made fresh to find death. In the distribution of the short board, plus the competition of physical farmers and other, fresh electricity or imagination space than the actual positive.

Most of the first Test water losers

Before or are flocking to sweep the brand tail goods, at present, fresh channel has become a hot pursuit of the object.

Recently, Wal-Mart's network of 1th stores in Shanghai announced, following the beginning of April this year to enter the fresh category online "Orchard 1th", 1th shop Self-vegetables have been officially online, the current sales coverage in addition to the entire Shanghai area outside Chongming Island.

July 2, the cat also officially announced the Test aquatic fresh cold chain logistics, the first phase will be "fresh fruit" to provide supporting cold chain services, distribution coverage from Shanghai to the north of the canton and Shenzhen-Hangzhou, Chongqing and other 26 popular cities to buy.

At the beginning of June, Amazon China launched the seafood channel "Fresh Wharf", it is understood that in July, Jingdong, Cofco I bought a network, etc. will also be on the line fresh channel.

From a competitive point of view, the various categories of electric dealers have been gradually saturated the situation, but the fresh field sitting in a huge demand market, excluding the various costs of physical stores, the electric business platform has higher profit margins.　　In the industry's view, fresh online sales model is still in the exploratory stage, who can first step can stand in the industry's highs. In fact, as early as 5 years ago, fresh net shopping had already started.

But it is regrettable that the first batch of water test is almost all due to supply chain, logistics, management and other causes of premature death.

However, this situation does not prevent the capital layout of the "fresh electricity business" pace, in the recent past, wing FAI's Fresh web site "Half the sky" has been repeatedly pointed out that less than two months of operation is offline, it is also planned in August again online.

Changhao, an Internet analyst, pointed out in its micro-Bozhong that the fresh market is huge, but the net turnover is very small and the imagination space is huge. In addition, the gross margin is high, and the user stickiness is high, repeat purchase rate is high.

The 2013 central document first mentioned the development of family farms, to encourage farmers to rely on large electric sales platform or to build their own sales network to direct their own products, this policy has clearly become a strong "push hand" of the electricity business.

All along, raw and fresh is regarded as a traditional retailer to deal with the impact of online shopping "magic weapon" one. Obviously, at present this piece seems to have been breached, the electric business has entered this so-called blue ocean divide the cake, snatch the share, the entity stores on-line sale, the platform flow, the logistics distribution and so on does not prevail.

Industry chain is longer or soft rib

Based on a variety of positive factors, into the fresh market for electricity dealers attractive, but there are people in the industry to describe the electric business platform: not to do fresh and so die, do a fresh death. Du Yan, a researcher at CIC's retail industry, looks at the fact that domestic electricity dealers are a bit too impatient.

It is understood that, although the electric business has been hot for a long time, but in the fresh field of the high degree of difficulty, businessmen are unusually cautious. Even as the originator of global electricity business, Amazon, with strong data analysis, supply chain support and cloud computing support, after more than 10 years of creation, began to try local fresh distribution, and then spent 6 years to break the local detention. In contrast, the domestic platform for the electricity business to enter the fresh electricity business seems too optimistic.

"A fresh electricity dealer is not as simple as you think. "Cofco I bought the net before the public pointed out that in the cold chain logistics construction and the management of fresh electricity dealers, the whole platform of electrical business will not.

Fresh products from the field to the table of the industrial chain is longer, time span is large, it is difficult to ensure its freshness, and fresh products by the environment, temperature factors, the storage, transport requirements are very high.

DU Yan Macro said that fresh distribution must rely on cold chain logistics, but the general unit price of fresh products, low profit, cold chain logistics cost is higher than the general logistics and distribution costs, making business e-commerce fresh plate difficult, imperfect logistics, high cost is a common problem.

The enterprise itself difficult to start, had to turn to the third party enterprise to seek the cold chain support. However, many third party cold chain distribution enterprises in the domestic due to lack of bargaining power, profit space is limited, more in the loss of state. Cold chain curtilage Market has great potential, however, who for the high cost of cold chain home with the bill, how to find a better model to ensure fresh "last kilometer", are urgent to solve the problem.

In order to balance losses and costs, fresh electricity dealers only rely on high unit price, high margin products to operate. Cofco I bought Nets, shop 1th and other electric companies have introduced high prices imported products, in order to higher margin to support the high cost of supply. However, in the opinion of analysts, as the current domestic online consumption of fresh low level, fresh electricity business has not been a big development.

Beijing Hui Yi retailer Management consulting company chief consultant Liu pointed out that the fresh electricity business competition is very large, in addition to physical stores, the convenience of the farmers ' market is closer to the community, but also become the enemy of the fresh electricity business. In fact, there are fewer demand groups that really need to buy fresh categories on the online platform. "The chances of a great effort to succeed are very low. ”

As there are still short boards in many aspects, there is a point of view, fresh electricity business Imagine more space than the current real good.

DU Yan Macro finally pointed out that, at present, the supermarket is still fresh main distribution channels, which has a high loss of their own, difficult to preserve the characteristics of a close relationship. "With the development of electronic commerce, fresh electricity dealers will gradually develop, but in the logistics infrastructure is not perfect, logistics costs are high, vigorously develop the fresh electricity dealers must be hindered." ”