Fresh electricity Business Core competencies: Who is in the solid investment, who is in the risk of "naked swimming"?

Absrtact: Enters 2014, the Fresh Electricity business website continues to grow fast, the fast shuffle, from the extensive development period's fight capital, the struggle investment, the fresh electricity merchant also began to enter the fine operation the stage, each family's intense competition from the fund, the resources end gradually to the back end operation can

Into the 2014, the Fresh Electricity business website continued rapid growth, rapid shuffle, from the extensive development period of the fight capital, investment, fresh electricity business also began to enter the stage of fine operation, the fierce competition from the funds, resources at one end gradually turned to the back-end operational capacity and level of the contest, And cold chain technology is undoubtedly such a site's core competencies and competitiveness, in this market who is doing a solid investment, who is in the risk of "naked swimming"?

The significance of cold chain ability to fresh electric business

Cold chain distribution has been the international logistics industry known as the field of "Everest", as fresh food, meat products, fruits and other commodities from the preservation to transport to the temperature, humidity are extremely stringent requirements, conventional warehousing logistics can not support fresh goods, which also let it become the last piece of electrical business has not been "chewed down" the hard nut.

Fresh electricity suppliers to ensure that their purchases of goods delivered to the user's hands is still new, must be in the cold storage, refrigerated vehicles, insulation boxes and so on to make tens of millions of yuan, or even billions of dollars of huge investment, and set up a set of different from the other category of electrical manufacturers of precision order forecasting, standardized category management, rapid distribution, rapid inventory turnover mechanism. China e-Commerce Research Center in the data report also mentioned that the domestic health of fresh electricity dealers have difficulties include: high cost, product quality is difficult to control, industry standard-setting difficulties.

To this end, the fresh electricity business leader on the one hand in the cold chain and logistics, to create a complete chain from the origin to the hands of the user, on the other hand, also committed to building an integrated solution to build a set of industry standards, covering the front-end procurement, quality testing, storage preservation, the whole cold chain

Industry experts believe that the key to fresh electricity business is the cold chain capacity, in view of the complex and dispersed characteristics of the local market in China, direct lead to fresh cold chain logistics cost than ordinary goods 1-2 times higher, in order to effectively control the cost can only choose to send a large scale of cost, or avoid the most cost-saving links, This is also the main reason why the existing fresh electricity business platform adopts different mode to operate.

Second, from the bottom of the fresh electricity business, who in the solid do cold chain?

In addition to shun Fung optimization, the original life of this kind of raw goods as cut into the mouth of the vertical electric, including the cat, Beijing-east and other large integrated electric platform has also been involved in the fresh electricity market.

From the operating status of the major platforms, the cold chain model of fresh goods is divided into "a section of the whole cold chain" and "Two-segment" type half-range cold chain. Shun Fung optimization is entirely dependent on the full speed to complete the cold chain, Shanghai's fresh electricity manufacturers rely on black Cats to complete the whole local cold chain. Other fresh electricity manufacturers use a self-built cold chain and third party room temperature distribution mode, cat, Jingdong and other platforms are mostly selected with a professional cold chain logistics companies such as fast line cooperation, but the household distribution part of the normal temperature logistics distribution, with the help of two-part half-way cold chain to achieve the preservation of fresh goods and transport.

1. The difference between "section-type" whole cold chain and "two-stage" half-range cold chain

"One-way" whole cold chain has two ways to achieve, namely, "Shun Fung" mode and "Black Cat" mode:

"Shun Fung" mode: for the storage of fresh, wrapped outside the temperature control measures, with the help of temperature control boxes, ice packs, insulation bags and other temperature control equipment to achieve the whole cold chain. For the origin of direct supply of fresh, such as litchi, such as the use of c2b pre-sale of fresh, take not warehousing, direct delivery in the origin of the package to add temperature control materials such as ice packs. Shun Fung preferred production of direct supply of raw will use Shun Fong special "fresh speed" service, shun Fung fast to achieve long-distance whole cold chain of the condition is, in the interior for "fresh speed" express open green channel.

"Black Cat" mode: Localized cold chain distribution, from the warehouse to the sorting base, the final distribution to the hands of consumers, the entire use of mobile refrigerators, equipped with the corresponding transport vehicles, with refrigeration plug-in devices, within 6 hours to achieve temperature control, this way more stable, but the cost is higher. In order to thin out the cost, usually 30% of refrigerated products and 70% of the general cargo mixed transport mode.

Compared to whole-type cold chain, "two-segment" Half-way cold chain of the use of more common, mainly relying on the city-wide trunk cold chain transport, to the city cold storage as a node, with the "last kilometer" of the landing with complete home matching, generally also divided into fresh storage and not warehousing two kinds of operating methods.

For the need to store goods such as cherries, such as fruit, jingdong such platforms will be first picked in the Cherry origin, transported to the "fast line" of the warehouse, and then use the cooperation of the courier company to carry out the last kilometer of distribution.

For the storage of fresh, Jingdong merchants generally use Express company direct delivery, that is, the use of Express Company's common standard faster, this process does not cover the cold chain.

Like to do business super cold chain to start the "fast line", mainly relying on the urban inter-arterial cold chain transport. In Beijing and other cities, the same city customers will be delivered to (or from) fast line, by the fast line to provide a professional cold storage, sorting packaging, and then according to the order requirements, transport to Beijing's Landing distribution network, and then by the landing with the company to complete the last kilometer. In the landing with cannot cover Miyun, Huairou and other remote areas, by the express line of their own distribution. Provincial customers from the main line of the cold chain transport enterprises to complete the transport between cities, arrived at the local and then completed by the above method.

2. The advantages and prospects of the whole cold chain logistics

"A section of the whole cold chain" and "two-stage" half of the cold chain have advantages, but in the long run the whole cold chain is the trend of the field of fresh electricity business.

The advantage of the whole cold chain is mainly embodied in the freshness of fresh goods and the speed of logistics distribution. "Two section of cold Chain home with" the biggest advantage is to be able to quickly copy.

However, from the "two-part-style cold chain home with" generally used by the landing with the angle of view, landing with a lack of funds, can not replace the professional cold chain equipment. Fresh goods are highly non-standard, quality dynamic change, product diversity and so on, the order volume did not form the scale of the time cost control is difficult. The transportation of a commodity several logistics carriers, this on the upstream and downstream of the information docking and the carrier between the information docking has put forward strict requirements for service quality, delivery effect buried hidden dangers.

"A section of" The whole cold chain has three main aspects of the competitive advantage: one is faster delivery, the second is more flexible distribution mode, the third is more easily to the supply chain upstream and downstream extension.

First of all, from the case of Shun Fung optimization, for the production of direct products, as a result of not warehousing, direct use shun Fung air transport, faster; As from the place of origin to add temperature control equipment, the commodity more fresh, in addition to a wider distribution range, with speed to reduce transport losses, to achieve distribution

Second, the use of store distribution mode more flexible. The Black cat has its own store and has a refrigerated storage store in all its stores, which can be stored as required when the customer is not able to distribute at home. Shun Fung optimization is the use of Shun Fung stores, at present, Shun Fong in the distribution of the optimal temperature of the goods package, can be placed in the store by the staff in the household distribution or users themselves, the future will also be equipped with refrigerated cabinets to achieve fresh storage.

Finally, based on the cold chain team, with the establishment of various urban warehouses, it is easier to introduce integrated food supply chain solutions, can provide food industry customers with more than temperature storage, cold chain trunk transport, cold chain home, food sales, IT support, customer service, such as one-stop services.

Third, fresh is the last piece of electricity dealer "Big cake"

From the data point of view, fresh is the big electric business industry's last big cake. Wanguo Securities report released data show that 2013 fresh electricity trading scale of 13 billion, an increase of 221%, cold chain home with a scale of 3.9 billion yuan, is expected to be the next three years of fresh electricity trading scale 7 times times the space, driving cold chain home with the market 6 times times growth space. In 2014-2016, the estimated growth of fresh electricity dealers was 100%, 100% and 75% respectively, corresponding to 2014-2016 sales of 26 billion, 52.1 billion and 91.1 billion.

At present, the cold chain cost accounted for 25%-40% sales, with the future expansion and maturity of the cold chain, this will gradually decline, we expect 2014-2016 cold chain distribution costs accounted for 30%, 25% and 25% respectively, resulting in 2014-2016 year income scale 7.8 billion, 13 billion and 22.8 billion respectively.

It can be clearly seen that in the fierce competition between fresh electricity dealers, the logistics, the cold chain will really win the market and users.