Fresh + electrical Business is a hot topic

Fresh + electricity business, is a hot topic in the 2013, but the lively surface, but finished enterprises for profit. Chengdu Heavenly Friend Director Tingchenling has pointed out: the transportation loss is big, the distribution request is high, the logistics cost is high and the standardization degree is low is this profession widespread several big problems.

In such an environment, if you want to go farther, a firm foothold, you have to endure loneliness, the establishment of the five-year kitchen easy era is representative.

"I'm actually a vegetable trader," Shen Junwei, the CEO of Culinary Times, defines his career, "but I'm going to make the food trader a noble profession."

In order to open up the distance with the traditional vegetable traffickers, the kitchen easy time has limited to oneself the breakdown consumer group: In the kitchen in the era of shopping users must be members, and become a member of the necessary conditions within the community; second, the kitchen easy times through the community to build a kitchen easy to station way to carry out fixed-point regular meals a day distribution.

Fresh electricity providers provide the complementary ecology of life, not the mainstream. and kitchen easy times to build E-commerce model is through the realization of the consumer's meals a day of distribution to profit, depends on the consumer and business between the "friendship."

"To do a day of regular meals at fixed time distribution, we must build a mutual trust between enterprises and consumers." It takes quite a long time. "Shen Junwei said.

The pioneer of the farmers ' market

Fresh is a very wide range of industries, practitioners need to be proficient in agriculture, fisheries, animal husbandry and other related knowledge, and food processing, nutrition, preservation methods, storage space, warehouse temperature, etc. also have a certain understanding. From the understanding of consumer demand to the design of the entire business model, agriculture, animal husbandry, fishing and other fields of knowledge throughout the fresh industry has always been.

And at present, in the face of high consumer demand, fresh electricity business has not appeared very good model, finished enterprises are still groping in the forward.

For example, Shun Fung optimization with the advantage of Shun Fung Group's logistics advantages into the fresh field, and I bought a network, shop No. 1th also in the integrated food electrical business on the basis of vigorously expand fresh businesses. In addition, Tuo Tuo works through the production base for the introduction of organic products, and Shevchenko through the precise target group positioning to sell food variants-semi-finished.

In Shen Junwei's view, there is no good model, which means a great opportunity. To this end, the kitchen easy times in the previous five years, through the establishment of a base station, trying to create a set of O2O mode.

Shen Junwei was born in Ningbo, Zhejiang Cixi, grew up in the seaside he seems to be born to fresh has a persistent preference. When he was a teenager, he bought the fishermen's products in batches and then sold them at a higher price, earning a profit.

From the young age of trafficking in fish and shrimp, to the youth to set up factories, Shen Junwei in the traditional industry, the cause of business operation.

People to food for the day, fresh is just needed, in the face of urban consumers for the pursuit of High-quality, Shen Junwei found that the entire market there are different quality, weak service consciousness, processing management extensive and many other problems.

Shen Junwei want to solve these problems. 5 years ago, he came to Shanghai from Ningbo to start a fresh business. At first, it is to sell fresh products by way of chain supermarkets. Although the business is good, but the face of high rent costs, limited space, the increasing demand of consumers, high labor costs and consumption habits brought about by the high loss, Shen Junwei always feel that this is not the mode they want.

So, he turned off the store only one months supermarket, after thinking, decided to use the line up and down single, offline distribution, community station model.

"I don't think we are real fresh electricity dealers," Shen Junwei, in how to define the culinary age, "We're just applying the current E-commerce technology to the fresh industry." ”

In Shen Junwei's view, the kitchen easy times with the real fresh electricity quotient has the obvious difference. Fresh electricity business can choose a wide range, including time and geographical two aspects, for example, the whole of Shanghai can be orders, businesses have the right to decide the delivery time, you can choose the day or the next day to distribution.

The consumer groups in the kitchen are based only on community members. Second, kitchen easy times through the community to build kitchen easy to station way to achieve fixed-point regular meals a day distribution.

Kitchen Easy Time Each link is in a state of balance, Shen Junwei think this and oneself do not understand "electric quotient" has a great relationship. For example, companies starting from the Internet are often very familiar with the IT industry, although the structure of the site function, the spread of the advantages, but it is faced with a lack of understanding of the commodity in-depth, inadequate implementation of the problem.

"There are many people who will do it, but there are not many people who will ask for it." I do not know it, but based on the traditional industry for many years of experience, I can mention the demand, let the traditional industry combined with e-commerce, to do a good job fresh O2O. ”

Community Building station to break the last kilometer

Fresh is just needed, to meet consumer demand, the first thing to do is convenient, fast. Fixed point, timing is Shen Junwei think that do fresh O2O must first consider the problem.

Kitchen easy to use the community to build kitchen easy station way to solve the last kilometer problem.

Shen Junwei played an analogy: the company's headquarters is equivalent to the bus Terminus, processing center processing, by the bus to every community, to each site stop, put down the goods, continue to drive down a station. The bus stops at a fixed time every day, and it doesn't matter what time the consumer comes to pick up the goods. Because of the kitchen in the era of mass delivery of the way, greatly reducing the logistics costs.

Shen Junwei has made predictions, if every piece of goods are sent to consumers, as the size of the expansion, the need for personnel, vehicles and so is not controllable, will fall into a dead cycle. When the cost of more and more high, the enterprise will one day not to continue.

And a kitchen easy station area of about 20 square meters, display in the window 108 kinds of conventional goods, equipped with a cold storage system, the price is electronic tag form, by the system's background unified control. Consumers before 12 o'clock noon before the order, the background system to collect orders, and reached the central kitchen processing, and then transported by the cold chain to all the kitchen easy station, consumers can be 17 o'clock to 20 on the same day by the membership card number to pick up the goods. Each kitchen is equipped with an ipad-à-la-carte device, members directly in the ipad input card number and password, in the window can be ordered through the electronic ordering system, do not need to enter the station.

According to the difference of the income level and the consumption habit of the community residents, the product is subdivided in the time of the kitchen, which provides the semi-finished and processed vegetables for the young white-collar workers and the dual-working families, while the elderly groups with abundant time for buying vegetables provide the advantage and more popular products in the price.

and kitchen Easy site is also a learning site: In the site, the community residents up to 1000 households, occupancy rate of more than 70%, the community from the recent market walk more than 10 minutes of the middle-grade community is Shen Junwei to consider the focus of the region. This built kitchen easy station radiation around one to two communities, service radius of 800 meters to 1 km, to a certain extent, replaced the function of the vegetable market.

Traditional cognition, the elderly groups belong to price-sensitive consumer groups, the new things to accept relatively slow, and Shen Junwei but in the long-term operation found that the elderly is precisely the main buying vegetables. Because the market is difficult to stop, sanitary conditions, large supermarkets too far away from home and high price factors, most children do not have time or very little to buy food, and the elderly have ample time, buy vegetables sometimes become a fun and amateur pastime. Children for safety and other factors, but also more willing to accept open the door of the shop, for parents to handle membership cards, regular recharge, to solve their needs to buy food.

At present, a kitchen easy station already can feed itself completely, but want to let the whole enterprise realize profit, the quantity of kitchen easy station still needs to reach a certain scale. Shen Junwei said that at present, the kitchen in the era has established 7 kitchen Easy Station, covering 30 communities in Shanghai. Given the new problems that are emerging in the process of exploring this model, such as the cold storage system, the ipad ordering system needs to continue to improve, he will temporarily slow down the construction station, is expected to be the beginning of this year will be 30 sites built.

Product control, non-standard products change standard

Another important issue in fresh sales is how to ensure product quality. Kitchen easy times through with the brand and direct production cooperation to ensure the supply of fresh products, large-scale procurement after the implementation of unified management.

Shen Junwei will be fresh products are divided into standard and non-standard goods two categories, each kind of food control methods are different. The standard is relatively easy to operate, and to want to do fresh, in Shen Junwei view, it is necessary through cleaning, packaging and other processes, to achieve the transformation of non-standard products to the standard.

Vegetables and fruits after selection, packaged into a standardized weight sold to consumers, relatively easy to operate, but in the face of fish and shrimp and other live products, standardization is very difficult.

Fresh fish, shrimp, crabs, meat, and so on, the supply of their own limited, from the supplier to get the live fish, and consumers need is to kill good fish, after cleaning, internal organs, such as cleaning up a series of processes, the weight of natural decline, the question will follow. And the kitchen Easy station is built in the consumer door, once there is a dispute, it is easy to lead to customer churn, coupled with the kitchen in the era of community based membership mechanism, also means that the number of new customers limited. This has become a big problem for the kitchen easy station.

At present, the kitchen easy times of fresh products loss of about 1%. Consumer line up and down, the net weight is how much will be informed by the website in advance, let everybody know this rule. After the order is sent to the kitchen easy station, when consumers to take their own decisions.

In addition, the "fresh" fresh products of different standards, but also create a trust difficult to easily establish a major factor.

Take vegetables as an example, Shen Junwei said, there is currently no specific, recognized standards. From the foreign cabbage, after three days to reach the hands of consumers, although the appearance did not appear big changes, but the inner part of the nutrients have been lost.

But how to define the "fresh", what is the standard, most consumers do not have a specific concept; how many days eggs can be sold, vegetables in what circumstances can not be sold, in the absence of a unified standard, the implementation of each business standards are not the same.

In response to this problem, the kitchen easy era to establish a strict compensation mechanism, things can not be returned, but according to twice times the price to compensate.

As we all know, fresh is a high loss of the industry, some even loss of up to 10%, for this, the kitchen is also the era of the establishment of their "digestive system."

Kitchen easy times have their own restaurants, when not enough consumption, food channels can help digestion, reduce wastage. Its catering business is mainly responsible for corporate fast food, group meal, because of this part of the number of groups, the demand for large, the consumption of food will naturally be very large, and the requirements of the category of meals is relatively simple, processing, the degree of refinement is not so high, to digest the members did not use the ingredients.

Shen Junwei has been very indifferent, he said before paying tuition in the state, need to grope, need experience, wait until tuition is finished, will enter the stage of large-scale investment. The pattern has not yet completely stereotyped, wait until the real mature day, is the enterprise starts to make money time.

At present, the kitchen easy Times has been founded 5 years, but still did not form a large-scale, or in the continuous investment, now the funds are supported by the accumulation of Shen Junwei before. "Have you ever thought that if one day, this model is not successful, put in so much, how to live in the future?" "Facing the reporter's question, Shen Junwei calmly a smile:" Before every day thought this question, thought more also is not the question. ”

Fresh localized characteristics are very obvious, the industry must be built around the city of the ecological circle, the model can be replicated, but will not be fully replicated. The future may be more powerful, more brands have advantages, the team more level of enterprises into this field, but this industry must be a long time to explore, to accumulate.