Every day orchard to push the first fruit insurance in China

Absrtact: A few days ago, the largest domestic fruit electric business every day Orchard news, the company is brewing to launch the first domestic fruit insurance. It is reported that the insurance is close to the form of cash subsidy: any access to the insurance users in any channel to buy fruit, regardless of quality, service and

A few days ago, the largest domestic fruit electric business every day Orchard news, the company is brewing to launch the first "fruit insurance."

It is reported that the insurance is close to the "cash subsidy" form: where the user obtains the insurance in any channel to buy fruit, regardless of the quality, service or price of any problems, as long as the orchard advocated every day, can obtain the equivalent of cash compensation, each single maximum amount of compensation can reach 1000 yuan.

August 27, Daily Orchard co-founder Chi announced the launch of the project at the Daily Orchard internal staff exchange. According to Chi introduced, "fruit insurance" is in fact every day orchard "48-hour free return" User protection policy expanded version. The aim is to make every day the Orchard users can rest assured that the consumption of fruits, enjoy "Every day orchard treatment", but also every day orchard try to establish industry standards, and constantly improve the value of the "new attempt."

According to the introduction, the insurance will be in the near future pilot operation, to meet the requirements of the user "free gift."

"Deliberate" long "fruit Insurance"

In fact, the idea of brewing an insurance policy related to the consumer's consumption of fruit is a long-standing one within the orchard every day.

According to Chi, 2009 years every day when the orchard was founded, on the fruit market chaos and disorder have a profound understanding. "Very few consumers are fruit experts, so in the traditional channel to buy, consumers in fact in a weak position," Chi said, for example, in fruit shoddy, false origin information, Shoho, price fraud, users often can only "eat stuffy loss."

In the past 5 years, every day orchard focus on the import of fruit, in the source control, supply chain management, self-built logistics and Consumer Protection have established a mature standard and operating system. The annual sales of orchards in 2013 were close to 300 million yuan, and not only had a smooth access to B-round financing, but also maintained an annual growth rate of more than 100%.

As the leader of the fruit electric business industry, every day orchard now has a large consumer group of fruit. Every day, orchard. A recent internal user research data shows: more than 2/3 of its users are first-line urban young female white-collar workers; At present stage, this user group in fruit consumption aspect, mostly also maintains the net purchase and the traditional channel buys the custom, the user to the traditional channel in the quality, the information and the price and so on pain point question response is particularly strong.

"Knowing the needs of users is our basic lesson, and as a new power provider, it is important to provide the user value beyond expectations," Chi said.

Pipe up the fruit industry?

In addition to providing more than expected user value, the introduction of fruit insurance behind, is every day orchards try to establish industry standards, accelerate the expansion of the "ambition."

In the past two years, fresh health has been one of the hottest areas of electrical business, such as music, Shun Fung, Cofco and other capital has entered. A group of players crazy to burn money influx, a group of players on the verge of bankruptcy is one of the characteristics of the industry now. Every day, not only the Orchard revenue scale ranked first in the industry, but also very few do not lose the fresh electricity quotient, the industry is regarded as the most likely to carry out industry integration players.

According to every day orchard introduction, in the past few years, every day orchard Walk is a "light expansion, solid practice" development path. For example, in accordance with United States and European standards, the development of a fully traceable, a regulated supply chain system; Since the building of the cold storage also from the initial 600 square meters to the current tens of thousands of square meters, in the peak of this year, day processing more than 20,000 single; they and warehousing, distribution, packaging, testing, transportation, and so together constitute a daily orchard back-end cold chain.

"In the absence of real-world operations, the expansion may be a soporific, but now it is time for us to export our standards," Chi said. Worried about "fruit risk" burning money, Chi said that the internal after the full argument found that the measure is fully within the range of every day orchard, and they pay more attention to the user and the market for every day to the orchard standards of recognition and acceptance, "to the user to the industry pipe up."

"Fruit Insurance" in the form of the user's subsidy to output standards, not only in the user's cognitive level to establish a strong identity, but also have the opportunity to grasp the industry's definition of power, the impact of industry competition far-reaching, "the electric Business Observer evaluation said."