Experience sharing of a fresh electricity trader loser

Excellent vegetable network founder Ding Jingtao

Maybe I was the first one to start a business failure and stand up and share experience. I have two purposes, one is for the new entrants to the industry to provide some of the lessons of failure, the other is to be able to hear the views of the industry, so that excellent vegetable network can be Phoenix Nirvana.

Since Sina Science and technology report excellent vegetable net 1.5 million sell news, have seen dozens of of the industry, outside the senior people, benefited a lot, including "The Valley" let me a refreshing ecological agriculture, "eco-man" futures agriculture concept, "green vegetable garden" electric business preferred base of the idea, There are other industries and fresh electricity companies to carry out the concept of resource integration. In fact, up to this moment, I have a fresh electricity business concept of the future, and again borrow the power of Sina Science and technology, attracting more jade, the purpose is to make the agricultural electrical business really succeed.

My opinions on the electric dealers and the fresh electricity dealers (bricks are coming)

Only bullish platform electric quotient, Jingdong, Amazon and other Shang treasure (cat) way to close, the reason is manifold, 1, Taobao millions of businessmen are free Taobao propagandist, in the major forums, offline, micro-bo publicity. 2, heard the owner of Taobao died, did not hear of the Jing Dong and other employees died, perhaps is the essential difference between entrepreneurship and working. Therefore, the future business model is more inclined to the platform based on a number of enterprise models, rather than the big enterprise model.

The vertical distributor of standardized products either dies or goes to the big platforms. Very simple reason, if the price war between the platforms to choose a classification, such as cosmetics, through cosmetics price reduction, the platform Electric Chamber of Commerce to increase customer and other goods sales, and the vertical electric dealer, price reduction on behalf of the loss, three months of the cost of the war will be worn down.

Through the above analysis, we come to see fresh electricity business, a single electric business I do not optimistic, regardless of the original, Dolly, and so hit the money more, will eventually be eliminated or transformation, excellent vegetable network is the same. The fruit electric Quotient (belongs to the high standard product of the freshness), the life is quite good now, but the future will also choose the platform or be eliminated. Existing platforms, including Taobao, Beijing and east are not suitable for fresh, because they are global electric business, there is no "localized gene", and fresh very suitable for local management.

The development process of excellent vegetable network

Feeding mode like sending milk

Excellent vegetable network model is I think for 2 years to do, the core idea is to solve the fresh logistics problem, through "like sending the milk" to make the Low-cost fresh logistics possible, like ternary milk, the goods will be sent to the community, and then through the electric tricycle to thousands of households, and through the intake box, to achieve the distribution of no surface , not only reduce costs, and "food and other people" model can let customers have a better experience; Through regional operation, deep excavation, increase order density, reduce logistics cost, through order agriculture, reduce vegetable loss, and reduce inventory area demand; Through the advanced backstage ERP system, speed up the processing of the workshop. Take food box can also play an uninterrupted advertising effect, reduce customer development difficulty, and increase customer stickiness. A zone is done well and quickly copied. All of this, in the eyes of my it people is very beautiful, but the complexity of the problem, so that this venture into a disaster.

Organic Start

Excellent vegetable network just started to do is in the high-end, mainly organic and green, and with Beijing well-known enterprises in cooperation, in the Century City quickly do 100 single, and realize the profit, so get 2 million angel investment, angel investment into, let us feel that the model is completely no problem, began to blindly expand, at this time, the problem arises, We found that the supplier to us is not all organic vegetables, shoddy serious, so decisively stopped cooperation. In addition to find an organic base to find that the problem is more complex than we think, often out of stock, the category too little, customer satisfaction declined.

Regular dishes are unstable.

Later we thought, organic difficult to do, do ordinary vegetables, began to purchase new, new-made vegetables accounted for 90% of Beijing vegetables, all kinds of quality dishes have (no organic, if there is organic, excellent vegetable network mode is successful), we generally buy high-quality, but, because our main procurement time is the early morning 3-5, Most of the time, it is not possible to buy the dishes that meet our purchasing standard. Therefore, the customer received the vegetables when good bad, experience a great discount, although a short period of time we did 500 single, ultimately can not stop the loss of customers.

Failure analysis of excellent vegetable network

1, there is no stable supply. Single farm can not meet the demand of electricity dealers, new procurement can not guarantee quality, a number of farm supply, procurement of small, high logistics costs.

2, can not provide a better shopping experience than the market. Go to the market to buy food, you can choose their favorite food, such as Apple, the same red Fuji, taste very much. Buy on the net, send home the apple may be thousand aids taste.

3. There are too many links. Purchase, warehousing, assembly, logistics, it, customer development, etc.

4. The problem of lorry entering the city (very unfriendly to the start-up enterprise). This is the last straw crushing excellent vegetable net, there is no city card, originally is 认罚, September began, not only fine, but also deduct points, we have to narrow the operating area. In addition, the community distribution of the best tools-electric tricycles, is illegal, fortunately, the law enforcement is very loose.

5, information asymmetry, bad currency expulsion of good currency. For example, the cucumber, the customer thinks good cucumber and excellent vegetable network thinks the good cucumber has the huge difference, the customer thinks: 1, the color is light and bright, 2, straight 3, the top flower with Thorn. This is a bad currency, but the customer's mind is difficult to change Ah, need an authoritative information symmetry.

Future idea of excellent vegetable network

Localized fresh platform is the future of the inevitable, but also the direction of the transformation of excellent vegetable network, through the Platform for specialized division of labor, the base just to grow vegetables, electrical business development users and service users, the platform is responsible for IT solutions, logistics outsourcing to professional fresh logistics enterprises. Only specialization division of labor can truly make each link efficiency to achieve the highest. This platform has been thinking for a long time, I hope you can realize the dream together.

I'm optimistic about the future of fresh electricity dealers.

1. Convenient. This is not much to say;

2. Small loss. Order agriculture, there are few overnight dishes, there is no artificial loss;

3, can imagine the space is big. Supermarkets, after all, are limited by region and area.

However, at present, fresh electricity dealers still need to solve the following problems before there will be a future

1. Standardization. For example, can do better than their own choice of food customer experience, that is, through the Internet to buy, is their favorite food. Also called an apple, the taste is too bad. This is achieved through standardized production and standardized tagging, and a long way to go

2, security. Customers believe that seeing as a reality, offline sales, there is a marketing process, and the line is difficult to achieve, often customers are fooled, but also feel that they have a rich experience in buying vegetables. The introduction of experts, the realization of information symmetry, will be a good solution.

3, fresh logistics. Localized fresh logistics is the key to the success of the platform, 1, government investment, like the construction of high-speed rail, this should be more valuable than high-speed rail; 2, Enterprise Consortium to do, need it in tandem. At present, I think or cooperation, excellent vegetable network has tried a lot of ways, including with the delivery of milk cooperation, with the entity shop cooperation, with the city 100 cooperation, self-employment and so on.

Advice to new recruits:

1, honest, if rely on cheating to make money, do not do agriculture, "the House of Evil, will be more than a disaster", is a matter of the repercussions of children.

2. Prepare for protracted war

3, small scope of the pilot, and then expand the scale

4, learn from other people's experience, rather than groping

(Ding Jingtao)