Electric dealers to win the fruit War this summer: ultra-low prices at the expense of trading

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At a loss, ultra-low price impact offline stores and supermarkets

It times Zhang

Recently, the fruit electric dealers began to reduce prices, the most obvious sign is that, whether it is with the offline supermarket, or fruit stores than, the average price of fruit electric dealer is about 40%. Fruit electric dealers used to go "boutique route", now go "low-cost route."

Down on the line.

"Golden fruit 35.8 yuan 10, import red 13.2 Yuan 1 kg, car 77 Yuan 2 Jin ..." Many old users have recently received the "delicious 77" promotional messages. The price is so low that it surprises people. Reporter Login "delicious 77" site, found that in addition to a few main push products, the entire field of the majority of imported fruits are also significantly decreased, such pricing even with offline supermarkets and fruit stores than, also has a strong advantage.

According to the "It Times" reporter on the mainstream line under the fruit Store price survey shows that online prices are generally cheaper than offline 20%~60%.

One of the U.S. imports of car, online price is 38 yuan/kg, while the offline supermarket to sell to 49 yuan/kg, offline than the line of 10 Yuan high. And New Zealand Jia Pei Golden in a large fruit store in Pudong, the smallest varieties sold to 7.8 yuan/grain, in the "delicious 77", is a 35 yuan 10 discount price, the line price to be higher than one times.

has been at a premium level of avocado and blueberry, online sales also appear a rare low price, the avocado online price is 9.4 yuan/A, and the line is at least 15 yuan/A, online Blueberry 12 boxes packaged out price of 99 yuan, single box price of less than 10 yuan, and the price of the line is in 10~15 yuan.

In addition to these obvious differences in products, such as Vietnam Dragon fruit, imported red grapefruit and so on to join the line on the price of the camp, visible, this line on the low price of sales promotion war.

Hot-selling category price "card"

"The current low price is due to the need to expand the market." "Several electric dealers have given a unanimous reply to reporters, as to how long such a low price will be maintained," said one person from the "delicious 77" marketing department, according to the purchase price adjustment, do not rule out the possibility of floating prices.

According to industry sources, at present, the fruit of the electricity business, but also into the price of war, "and the East and Suning and other price wars, delicious 77, every day, orchard, shun Fung optimization, etc. will be in the quarter of the hot fruit prices real-time horizontal parity, once the competitor price adjustment, they will issue a response strategy. "It's a good time to get into the harvest season of summer fruits and have plenty of ammunition," he said.

The price is close to loss

For the price difference under line, a fruit electric business platform is responsible for the explanation, "we are directly from the source of the purchase, and Australia, New Zealand and other places of origin have agreed to cooperate, so compared to supermarkets from the market purchase price is low, plus a variety of extra charges in the city, so the price will certainly be high." ”

According to another person from the electricity business procurement platform, the line is able to do such a low price, do not rule out the continued pressure to reduce supplier price cooperation mode. "The sales volume of the electric dealer is bigger than the line channel, can force the channel to let off, price." "According to a supplier of Shanghai Nanhui Peach, who has cooperated with fruit dealers, they have supplied supermarkets before, but they are unable to meet the demand of the electric dealers," It is not enough, and eventually led to supply limbo, so that they could not continue to cooperate. ”

"According to the current pricing, a lot of almost is close to losing money to sell." "The reporter learned from a guangzhou fruit wholesale professional, even in Guangzhou, such as the gathering of 80% of the fruit import and export trade market, to the United States import car, for example, two wholesalers of the cost of 450 yuan 10 kg, this and online sales of 89 Yuan 2 kg price is very close," Unless he can guarantee a 0 loss in the course of transportation, he is close to losing money. ”

Journalist Notes

The wishful thinking behind the price cuts

Not long ago there was a famous fresh electricity business platform fell, is said to be defeated in logistics and operations, but its failure did not scare those who are eager to outsiders. Taobao, Beijing East, Suning easy to buy, Shun Fung ... We can see that more electric dealers are expanding their territory in the fresh field, what attracts the shrewd businessmen?

From the reporter's investigation can be seen, many fresh electricity business products prices even below the offline market 50%. However, it was not long ago that the price of fresh electricity dealers has been recognized as a fact, also did not see them who said they are losing money, the answer to the question is clear, this is a profit treasure land.

A businessman has said that it is not a profound business: If the fruit Shop offers a low promotional price, at least 70% of the customers attracted to the store will "conveniently" buy some extra merchandise. The same applies to the current fresh electricity providers, on the market there is hardly a fresh electric dealer only sell fruit, even like every day orchard, there will be a combination of "high-end" gift box products to subdivide products, and delicious 77 is not lack of green organic vegetables, poultry meat fresh and other high-end fresh products. If you apply the above business, you will find that even if 10% of the passengers attracted by the Low-cost fruit will "conveniently" patronize the high-end shelves next door, profitability is no longer a problem. More importantly, the summer as a fruit consumption season, the original is a good time to cultivate users, an investment, long-term benefits, such a rare opportunity, how can the appliance manufacturers miss?