Every day Orchard Founder's anxiety: 5 years of survival experience

2014, every day orchard set the revenue target is more than 700 million yuan, which last year's revenue of 240 million yuan per day orchard, is obviously a big challenge. In the interview with "the first financial daily", Wang Wei and Chi as the core of the founding team frankly stressed Alexander ", but still optimistic about the future." In their view, the current operating capacity of the orchard is able to prop up the future growth. Shanghai Warehouse January revenue breakthrough of 50 million yuan, a peak of more than 10,000 orders, this year more than 700 million yuan is possible. "Every day Orchard President Wang Wei said." After 5 years of life-like experience, starting in the electric business every day orchard is ushered in, such as Lenovo, Shun Fung and other larger players, how to be in a gang of the left and right side of the attack to go farther has become the source of the pressure of Wang Wei. 5 years to understand the industrial chain from downtown Shanghai drove nearly 30 minutes, even asked a few passers-by, the reporter finally found every day orchard is located in Kangqiao Cold chain warehouse. Originally the area is only 600 square meters, is now a cold storage of one-second. Wang Wei stood in front of a cold storage room with a reporter than painting. Similar to such a cold storage has 9, different cold storage place different kinds of imported fruits, and warehousing, distribution, packaging, testing, transportation, the administration together constitute a daily orchard back-end logistics system. In addition to the cold chain warehouse in Shanghai, Beijing's cold chain warehouse also landed last November, and now every day the orchard has been negotiating a new cold chain warehouse location. Last December, in the absence of any promotion and advertising, Beijing's one-month turnover exceeded 15 million yuan, Beijing warehouse was built for 1 months, the discovery is not enough. "said Wang Wei. Cold chain Warehouse constantly expand the result is every day the orchard became the industry's heavy "company, the company vice President Chi Blunt, the industry in the cold chain warehouse construction so put in, there is no second home." And this is based on every day orchard to the industry pain point of cognition, this industry pain point, is always quality, around the quality construction process is the key. Wang Wei said that although the construction of cold chain warehouse occupies the cash flow, but it is to be vigorously put into the link, because before reaching the consumer, improper storage will cause unnecessary loss of fruit. In addition to the cold chain and logistics system construction, every day the orchard also has a ten-person procurement team, responsible for flying overseas to track the production process of fruit farms, and the local weather, production, quality to make feasibility analysis. Chi said that in order to make a further selection of fruit quality, on the other hand, can also enable buyers and sellers in accordance with the actual domestic demand to coordinate the production of fruits, strengthen the interaction between the two ends of the supply and demand. At present, every day orchard 90% of the main sales category is imported fruit. Chi stressed that this interactive model for every day orchard unique, in the current financial strength does not have to buy orchards everywhere, this is a more flexible, can ensure the quality of fruit practices. Spend 5 years to achieve front-end and back-end of the docking, Chi really relieved, and car after the success of the pre-sale events, Chi told reporters, he dare to say, the whole industry chain, every day the orchard has basically got to understand. Founder Anxiety We've nowThere is no existential feeling, but anxiety still. "said Wang Wei. Today, the whole business environment of Orchard is different from the past. One can foresee the fact that with the increase in the market acceptance of fruits and fresh areas, every day the orchard will face more such as Lenovo such halfway "heavyweight opponents, and in the whole business environment fish", the Big Brother "Alliance Boy" ecology gradually became, every day orchard to continue to go on, It is inevitable to improve the ability to mediate with heavyweight opponents. Billion European network analyst Huang clearly expressed on the daily Orchard model of sustainability and competitiveness concerns, he is more optimistic about Lenovo, fruit behind the set of agricultural system, not what companies can do, the future can go long go far or those who can integrate the entire industry chain of participants, Lenovo has this strength. Huang told reporters. Wang Wei admits that Huang's analysis represents some people's views, in fact, Wang Wei himself on this also has a sober understanding, on the one hand, these heavyweight opponents are holding a strong capital, the whole industry development rhythm is bound to be disturbed; On the other hand, on the single operation link, the advantage is obvious, And this is the current daily Orchard has the initiative of the part. In the discussion of the disadvantage of every day orchard, Wang Wei will every day orchard cut open and the link of the strong to compare, than delivery, fast but Xun, than the delivery of the situation, the service system and logistics coverage, compared to Shun Fung, and in the loss rate of goods, the line has not been the advantage of the line. "And it gives ample room for the rise of the orchard every day." Every day the orchard must think about how to supply, transportation, quality control and other aspects to keep up with the demand. "Wang Wei bluntly, 2013, Australia's high sweetness navel orange total production on 4~5 a cabinet, all exclusive supply to every day orchard." 2014, every day the orchard plans to sell 20 cabinets, but indeed in short supply. This is our pain. "said Wang Wei. It took us 5 years to build up the whole process, which is internal, but there are a lot of Wei Gong to do, such as marketing. "Chi said that the development to the present, through the whole process of standard exploration and cold chain, logistics and other related systems, every day the orchard has been the industry to continue the fatal obstacles to eliminate, and in marketing, every day the orchard has not had a larger exerting force." This is what we need to reflect on, for every day orchards, marketing in addition to promoting sales growth, the most important thing is to help us strengthen contact with consumers. "Chi said. Next, every day orchard will further increase the investment in marketing. Wang Wei also said that every day the next development direction of the orchard has been determined, the general direction or adhere to the fruit category further deep digging, the introduction of more categories, and in support of the general direction of the internal operating system, every day the orchard will be the existing process of transformation. Specifically related to precision order forecasting system, standardized category management, picking and packaging aspects of the SOP, vehicle loading efficiency, rapid delivery of the SOP, the product inventory turnover speed. "said Wang Wei. Specifically, the process of changeThe creation is not simply the so-called electricity business Operation standardization, or a set of ERP software to solve the problem. The idea of the orchard every day is to go far in the industry, the reference should not be some electric dealers, but some traditional industries. We may learn from the automotive industry, pharmaceutical industry and other industry experience, so every day the standardization of the orchard Process reengineering will follow three steps: First agriculture after the industry, the last is the standardization of the electricity business. "And the capital is still favored every day orchard, in late February, every day the orchard just completed the B round of financing." Wang Wei declined to disclose the name and amount of the investor, but rather mysteriously smiled at the journalist.