Food is a class

Absrtact: Sinorama reporter Li Chunhui editor _ Fang Photography _ Deng climbed "Chinese entrepreneur" "A riding the red Mortal Concubine Smiles" The story is in the food safety question worrying China to be revived, the newest scene happened in the U.S. Embassy in Beijing. Every day, the Tuo Tuo works

Article _ Sinorama reporter Li Chunhui editor _ Fang Photography _ Deng climbed

The story of "Chinese entrepreneur", "a Ride of a mortal concubine," is being revived in China, the latest scene in the U.S. Embassy in Beijing.

Every day, the express staff of Tuo Tuo workers will send fresh fruits and vegetables from the farm to the customers ' hands.

July 2, 2013, U.S. ambassador to China Gary Locke will be a box of American northwest car to the cat President Zhang Yong hands. These big cherries have been plucked from trees in the American home for no more than 72 hours, that is, through the whole cold chain of the domestic air. On the website of the day Cat, they sell at 179 Yuan 4 catty price pre-sale, in a few days already have more than 20,000 people to book. This is about 37 cities in the United States big Cherry sales, the cat coordinated the integration of more than 10 logistics company's resources common distribution.

Ali Department began to dabble in fresh food electric business This big show, make the industry for one earthquake. The past 2012 years have been dubbed "fresh electricity Shangyuan", industry is expected to fresh fruits, vegetables, seafood products, as well as a variety of beautifully packaged dry goods (including many and American cherry from overseas) for the content of fresh food, will become the book, 3C electronic products, clothing after the fourth category of online hot products. In 2014, the market size of China's agricultural products dealers is expected to reach 100 billion yuan.

As a result, the boom intensified in 2013. Jing-dong, Cofco "I buy a net", shop 1th, Amazon China and other big electric platform have dabbled in fresh. Originally, the Life network, Tuo tuo workers, Shun Fung's "Shun Fung optimization", "Fu Tian Net" and other vertical type of fresh electric business also recount. Tuo Tuo workers also set up their own product base online.

However, in the United States at the same time, Cherry sold in Beijing in July, the streets are still everywhere is pushing a tricycle selling their own cherry vendors, the price of cherries from 15 yuan to 28 yuan a catty. The native cherry, lying on a flatbed tricycle on the streets of Beijing, is not aware that its American "relatives" are skyrocketing and snapped up by people for "net".

This is the reality, although the fresh market is huge, but the network turnover is very small, the scope of the products can be very limited. Public concern about food safety issues, farmers care about the problem of agricultural products, and not because of the lively and rapid changes in the fresh electricity business, the cat's join is only to speed up the net to buy fresh food into luxury goods. For the platform-type electricity quotient, the fresh electricity dealer is only rich category's move, is the tactic rather than the strategy, therefore pursues the single product high margin to be understandable. In contrast, some of the small scale of the vertical electric network through its own base and other models, began to embark on the right path. This provides a huge space for entrepreneurs and capital to imagine.

Influenced by the melamine incident, Dong Min, one of the founders of the nine Cities Group, founded the Tuo Tuo Industrial Society

Food is a class

A lot of people will be fresh electricity dealers and physical stores, farmers market comparison analysis. As a matter of fact, the product and customer orientation of the fresh electricity supplier are different. Fresh electricity Business Entrepreneurs set an example for themselves not Wal-Mart, but the Whole Foods supermarket (Whole Foods).

Whole Foods (NASDAQ:WFMI) is the largest natural and organic food retail supermarket in the United States. The company's net profit rose to 20% per cent year-on-year, according to the two quarterly earnings of fiscal 2013. This in the net profit only single-digit growth or even decline in the United States retail trade in the single show, showing the deep into the organic food retail model has a strong vitality.

There is no doubt that Whole Foods supermarket is the "nobility" of the food supermarket circle. It offers the perfect growth record of food, with a higher than the average supermarket 40% to 175% of the price. But the healthy, organic-obsessed middle class is happy to pay for them. As the whole eclipse opened to Ken Star in London, British food critic AA Jill said, "Food replaces class." ”

Now the scene is repeating itself as China's middle class emerges. Most interestingly, the CEO of Liang Yaozu is on the road to entrepreneurship because his consumption needs are not met. He has lived in the United States for many years, after returning home, always feel that the food is not healthy enough, he founded Fu Tian Net. This generation has a good economic base, the ability to pursue a higher quality of life, change nature to start from the recipe.

As a vegetarian, full-time housewife Zhu Yu has more time and interest to delve into cooking, but she often frets about buying ingredients. In spite of the neighborhood there are Beijing passenger-lung convenience stores, the United States and cheap supermarkets and shopping malls, the type and quality of the food they sell is not satisfactory.

Until the mother and child Forum friend recommended to her Tuo Tuo work club. Since then, she has tried in Taobao, the original life and other fresh sites to buy. Now she is fixed online two times a month, spending 200-300 yuan each time, mainly to buy vegetables, fruits and meat.

"than the market fresh, rest assured that the service attitude is good also door-to-door, the price is not expensive, the same quality supermarket not to kill you." Zhu Yu on the Internet to buy food has been from the initial hesitation to today's stop.

At Tuo Tuo, there are now 90,000 Zhu Yu consumers of this type. They are 35 years old-45 years old, with upper-middle income. The average consumption of 2.7 times a month, 270 yuan per consumption. Monday and Friday were the peaks of their orders.

and 3C products, books, clothing, the low-cost strategy of the electric business, because of the high cost of cold chain logistics, fresh loss and large, take the high-end routes, high quality and high price is the general choice of fresh electricity manufacturers, with higher unit price, high margin to balance the expensive logistics and procurement costs.

In the past, there was a good vegetable network, to low-cost "selling soil vegetables" strategy to try the electricity business, the result of failure, which made other peers more determined to take the minority route. Tuo Tuo workers, the original life of the customer unit price is about 200 yuan. In the customer base to foreign-oriented Shanghai Fu Tian Network, customer unit price is even as high as 400 yuan, a number of customers annual purchase amount of 100,000 yuan up and down.

"Organic food is neither the consumption of the poor nor the consumption of the rich, but the consumption of the middle class." Dufei, general manager of Tuo Tuo, is convinced of this. Because the poor are too expensive, and the higher class people have special food to choose from. Only the growth of the middle class will continue to stimulate the development of the organic food market. In a recession, the middle class pays more attention to health. Total eclipse rose several times during the recession, and many foreign organic manufacturers have developed it.

In the former "Red Child" online business general manager of the Dufei view, "Red children" and fresh electric dealers are small market, which needs to do meticulous management, find their own market positioning. For Tuo Tuo, the criterion of judging the real user is to see whether he is sensitive to imported meat or seafood.

During the period of the death pig and bird flu in Jiaxing, the sales of Shanghai Fu Tian Net were almost unaffected, all they did was to inform the customers of the origin and date of production of the pork.

The Living

Although customer demand has emerged, but specifically on the internet to sell what, how to sell? These two questions still let each wild the website of the fresh electricity business to ponder.

Since this summer, many Beijing taxi passengers have noticed that taxi magazines have changed. Although the issue number or "Beijing stroll", the content has become "the original Life" other books, illustrated by the site to sell the n varieties of Litchi.

"It's not just brochures, it's our own magazine." "The original Life" Operation Center General manager Daishan introduced, they from "touch the media" hand took over the taxi magazine, now the entire magazine by "originally Life" Team editor wrote, in Beijing tens of thousands of taxis on the launch. "The price really can't tell you, I can only say very little." The magazine is a friend of ours and very supportive. ”

Microblogging marketing, network news, media outlets, TV programs, Beijing newspaper ads, in the outside world, the overwhelming "original life" advertising is absolutely a big marketing. Daishan, however, said the company rarely spends cash to advertise, and is "friend Help". This has nothing to do with the media resources that have been living. "Original Life" one of the founders of Huanhua, called "Old Yu", the former "Southern Metropolis Daily", "The Beijing News" general manager, the successor NetEase sales Vice President, 2011 was invested billion, has established a logistics company "micro-mission" and the operator of the fresh vertical electric Business "original life."

The foundation of these successful marketing is "fresh buying hands" is good at discovering the eyes of the burst point. The trade model of "original life" did not build a farm or a joint farm, but has more than 20 "fresh buy hands", they are busy every day in the country and even around the world to find fresh origin.

A good buyer has a lot of identities. He was both a buyer and an agricultural expert, and at the same time he had to be a marketing expert with a sense of culture and words. "The original Life" of the buyer has a traditional supermarket buyers, but also the media reporter origin, and even have done fashion designer. In the garment industry, buying hands has always been a fast fashion brand killer.

Li Xiaodo was a real estate journalist at the Beijing News before he bought his own life. Let "Original Life" World War famous "Chu Orange" is signed by him. Most of the time, he stayed in the mountainous areas of Yunnan and Sichuan to find local, seasonal features of agricultural products. At present his "topic" is Sichuan 7 August Mango, but just found that good products are not enough, how the quality and quantity of transport to Beijing is the most difficult. "Only to the garden to see the fruit of the process also enjoy a little, the other is the supply chain collation." Li Xiaodo sighs, but every time he finds a new product, he feels it's worth it. According to the "Original Life" rules, he for each of the products he found to write a strong humanistic color "buy hand notes."

The "Original Life" turned out to be a surprise for the industry, but not everyone agrees with the marketing approach that keeps making "gimmicks". Tuo Tuo workers Dufei that, fresh electricity business can not use lively marketing means to drag a lot of people are not their own users, they will squeeze the target customer traffic, disrupt the idea of the operator, and even the company to lead the wrong way.

This kind of understanding is different with each household appliance business product's key difference related. The selling point of "original life" is more concentrated in the fruit field. Because of the strong seasonal fruit, sales hot spots with the climate in turn, there are rules to follow. However, for vegetables and meat and other housewives to cook the necessary materials, such play is certainly not a good way for users to form a long-term stable supply. To this end, has been deep in the Beijing market 5 years of "Tuo Tuo workers" in Beijing Pinggu since the construction of 1000 acres of farms, began to walk line under the combination of the road.