Founder of "Young Vegetable King": Fresh O2O

Donews October 28 News (reporter Zhang) vegetable sales have always been a line under the traditional business, relying on the surrounding supermarket of residential area, the market to meet user purchase needs. In this perennial, almost saturated market, Nimmu's team to the line as the main channel, found a new development ideas, "young vegetable June" so born.

Youth cuisine June's idea is: online on the establishment of the platform, to provide purchase and payment functions, online underground station to establish physical stores. Users online after ordering, in the vicinity of the subway store, in order to save the logistics of distribution costs and product circulation loss.

Hungry out of the venture through

The opportunity to create a young vegetable goes back to 2013, when the other founder of Chen is still working in an IT company, and every day when he squeezes the Huilongguan subway station with heavy steps, he will be attracted by the Hawking sound of street hawkers and the scent of the kind. But think of the parents "don't eat things" reminder and have to give up, only hungry belly home. So, Chen Heart then initiation in the subway mouth to start a semi-finished vegetables entity store idea.

In September, with his wife shopping Nimmu received Chen an e-mail, Chen said that they want to open a semi-finished vegetables shop, to solve the dinner problem of the office workers. The same message Chen also sent to another founder, Huang.

After receiving the message, Nimmu and Huang both expressed great interest. From the actual situation of life, Nimmu and Huang also deeply troubled by the problem of dinner, on the one hand, the food safety of street stalls worry, on the other hand because the work is busy, the pace of life fast, cooking dinner is too waste of time. At the same time, they realize that their problems are not cases, but a lot of white-collar a common problem in Beijing. As a result, three of people quickly reached a consensus, quit their jobs and set up a "youth dish June."

The price store for youth cuisine is located next to the subway Huilongguan station, which is also because Chen lives nearby and has a good understanding of the local situation. Huilongguan station is crowded, residents of the structure of the 25-Year-old to 35-year-old North Drift is also more, and this crowd is just the youth dish June http://www.aliyun.com/zixun/aggregation/8437.html "> target groups." In addition, a large number of it practitioners have been assembled in Huilongguan, who are more receptive to the vegetables model of semi-finished products.

semi-finished vegetables O2O, to solve the difficult dinner

In the full understanding of the rapid pace of life, a huge population of the status quo, the youth dish June gave the semi-finished vegetables in the solution. Nimmu said, from the surface to see the young food June sell is the dish, but the essence of selling is the user to buy food, cleaning time.

On services, youth dishes will be washed, cut, and equipped with the appropriate seasoning dishes, the user only need to add "young food June" micro-letter account, input the name of the food, and then in accordance with the micro-letter account return to the cooking method directly to the pot. With the youth vegetable June façade shop staff words is "customer only need to add ordinary daily seasoning can". In time, most of the home-cooked food can be completed within 5 minutes, 10 minutes or so two to three dishes can be out of the pot.

The user buys the young vegetable gentleman's product to have two kinds of ways: first, buys directly in the subway façade shop; second, the previous day in the youth vegetable June website or the micro-credit public account list and payment, then in the subway site to mention. In addition to the subway site, youth cuisine June Community Shop is also gradually laid out.

Nimmu said that the current situation, the line of sales more than online. But the community shop does not do direct sales, only to provide their own, so with the increase in community stores, orders will gradually move towards the line. Nimmu that, for young dishes June is more satisfied with the state is, online and offline order volume ratio in 7:3.

Young Vegetable King's order is now in a slow-growing state, but two times the single rate is quite high, can reach 80%.

Insisting on mentioning, breaking the magic curse of fresh electric power business

After the completion of the electric business platform, the youth dishes June first to face is the fresh electricity business of the two major pain points: Cold chain logistics is not developed and cost control, these two points has become a constraint on the two major magic curse of fresh electricity.

In the cost control aspect, the young vegetable gentleman passes the line to list the way, the next day by means of the way achieves "the zero inventory", successfully avoids the cost risk. In order to purchase, clean up and match the ingredients, the other benefit of the model is to ensure that the green vegetables are fresh enough for the users to buy.

In addition, for the logistics, the youth cuisine June gives the solution is to insist on doing, never do home matching. In the future, after extensive opening of community stores, it will only provide trunk logistics, and the advantage of trunk logistics is that the logistics cost is relatively low, and the cost is also more controllable.

Previously, in Shenzhen, there is a similar semi-finished products vegetables Enterprise "small peasant Girl", but later because of business model, positioning and other issues have to give up, and in the service on the line six months later had to choose to suspend the business. After a lesson, many people questioned whether the demand for semi-finished vegetables is a demand? Does this model work? Nimmu that the requirements of semi-finished vegetables must be a rigid demand.

Nimmu said that the service of semi-finished vegetables is really a social need, but when the need to meet this needs to pay a lot of extra costs, this demand will be compressed. For example, the small peasant women, the site is to do Office distribution, in the user will be brought home in the process of being squeezed, the weather caused the deterioration of food and other problems. and the youth dish June to do is as far as possible from the scene to use the scene as near as possible. Specifically, the distance between the food and the kitchen is shortened by the way in which the site is opened by the subway station and the community store near the user's residence.

In summary, the youth cuisine through the business model of innovation, the traditional electrical business in the door-to-door transformation of the subway, the community to mention, successfully solved the traditional fresh electricity supplier distribution and cost control of the two great spells. Finish）