Fresh electricity business is a small and beautiful business, should be deep and not wide

Recently, fresh electricity producers have aroused much discussion in the industry, and more and more participants in the market have become more and more. From the big background, the hot and Chinese food safety is related to the great pain point, and industry-driven and capital-driven also play an important role. Although the parties to the development prospects of optimism, but at present, domestic and foreign manufacturers of fresh electricity are mostly small and beautiful cause. Quality Road Consulting that the development of fresh electricity dealers by the region, the audience and product category restrictions, to take the appropriate strategy should be a broad.

The environmental background of a fresh electric dealer's thermal environment
Although many enterprises have been practising the practice of fresh electric power companies a few years ago, but the fresh electricity business caused a lot of public concern is in the end of 2012 was originally planned "Orange to Beijing", early 2013 excellent vegetable network Dr Ding Jingtao published "A raw electricity quotient loser experience sharing" After。 From the background of the big environment, China food Safety This pain point in recent years, with the country in the policy layer in the face of modern agriculture and food safety more and more attention, and people's daily life closely related to fresh in the industrial chain there are many aspects of the promotion; From the perspective of the development of electric business industry, main 3C home appliances, clothing Books and cosmetics and other categories of online shopping has gradually entered the mature stage, the expansion of new categories to become the next step in the development of the electricity business, fresh into the category of high demand, can become the driving power industry further development of a useful attempt; there are many opportunities to transform and upgrade traditional industries with Internet technology. In recent years, various types of capital have entered into the Bureau of Agriculture or fresh electricity, in line with the demand for investment and financing, the exposure of fresh electricity companies in the media has rapidly increased.
Domestic and foreign fresh electricity dealers are mostly small but the United States
product advice on June 6 published a "Foreign noteworthy five major fresh electricity business introduction," a few foreign major fresh electricity dealers did comb. The study found that many of the foreign manufacturers of fresh electricity, although experienced more than 10 years of development, but they still only in a few cities to carry out business. FreshDirect (Fresh Direct), for example, was founded in 2002 and has been operating in New York until 2010, when it began to expand next to New Jersey. The AmazonFresh (Amazon Fresh Service), which is well known to its domestic peers, has served in Seattle since August 2007 and has only recently begun to expand the Los Angeles market. Most of the fresh electricity producers in China are also confined to a city or a small area. Shun Fung Optimization by virtue of its parent company's logistics capacity to expand the pace faster, at present, in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Wuhan, Nanjing, Suzhou and Tianjin opened a fresh service; the other several, such as excellent vegetable network, Tuo tuo industry and other focus on the Beijing market, Fu Tian Network, Kaka, etc. mainly in the Shanghai market, according to the Valley Network, Good Food Network, such as South China as the center. At home and abroad, despite the market prospects, but fresh electricity manufacturers in the scale is relatively difficult to large, more fresh electricity business is smaller companies; adhere to a certain market, fresh electricity business profit prospects, fresh electricity business can be a small and beautiful form widely exist.
Development of fresh electric power business should be deep and should not be wide
the advice of the health and Fresh Electric Commerce Association is the mainstream of small and beautiful, this is not to look at the failure of practitioners of the initiative; Fresh as a non-standard product, and the timeliness of distribution requirements particularly high, which determines that it can not be like other physical goods such as online shopping. Quality Road Consulting that most of the fresh electricity dealers can only do small and beautiful, their development by the following three constraints.
Geographical restrictions: fresh is aFor time-sensitive goods, it is difficult to achieve national sourcing like other physical goods, national sales; even if the major electric power companies can be launched in Beijing, "Lychee war", but this seasonal products can not be normalized, and transport and distribution costs are high, "lychee war" for the wild fresh electric dealers more like a brand publicity. Overall, fresh electric business is suitable for the development of the first-line cities, but the scope of radiation is limited; unlike other physical network shopping, the vast number of three or four lines and rural areas is difficult to become a fresh electricity business target market, the market size and prospects of fresh electricity dealers will be greatly limited.
Crowd restrictions: it is undeniable that fresh raw is high frequency consumer goods, and ordinary people's daily life is closely related, but most fresh customers are difficult to become a fresh electricity business customers. Compared with the European and American countries, China's urban unit area of the population is much higher, the general community near the small supermarkets and market, providing more convenient than the online ordering of the choice. Moreover, Chinese buying vegetables are concentrated in the mother group, they have a lot of time to go to the supermarket and market shopping, and they are not familiar with the network, it is difficult to accept online ordering fresh lifestyle.
Category restrictions: A wide variety of fresh, but really suitable for online sales of products are not many types. There are too few fresh species that are suitable for selling online all the year round ordinary cabbage Apple watermelon and other fresh, they are difficult to have profit space, and the distribution cost is not low, belong to the typical hard not pleasing products, and pork, chicken duck and other meat products, users trust more expensive, large supermarkets will be more secure. At present, a lot of fresh electric dealers flagship imported fruits, such products supply chain maintenance difficult; The main organic concept, users need long-term training to be effective.
based on the above three reasons, the consultant recommended that fresh electricity manufacturers should take the appropriate development strategy should not be broad, in their familiar market deep, to find the target users and actively increase the unit area of potential users, do a good job of product selection and strengthen the supply chain maintenance. Fresh electricity business to fight is the supply chain, have their own farms, the product has the control of the fresh electricity business opportunities will be greater; fresh electricity supplier to the distribution of high demand, in the warehousing logistics has the strength of the enterprise more advantages. Quality Road consultation, for fresh electricity business, is simply "online selling vegetables" difficult to develop, to enhance the value-added of fresh products, the concept of universal healthy living, or to join the elements of gourmet cooking skills, these are the measures should be considered.
Note: A foreign company called Zipongo Web site, that is, the use of the promotion of food products value-added, universal health concept of life, add food cooking skills, inform the surrounding fresh or food materials preferential information, increase user stickiness. See "from Zipongo O2O website How to attract traffic".

[Huang, research director, Internet industry analyst; micro-credit Public number "Universal Society" (Micro-signal: puji-she)]