Fresh electricity business suddenly become "blue sea", the enterprises join Yong-Hui supermarket also want to layout

Fresh electricity business suddenly become "blue sea", provoked many enterprises to join, even to fresh operation is known as the Yong-Hui supermarket (601933.SH) is no exception.

Recently, Yong-Hui supermarket in its official website launched Gourmet Fresh Food Museum, "half the Sky" (www.yhbbt.com), the layout of fresh electricity dealers. But then, Yong-Hui supermarket in the official website down the "Half of the sky" layout, the name also by "Yong-hui supermarket of fresh-type electric Dealer website" changed to "half the sky member distribution site." ”

Yong-Hui supermarket vice president Honghai to the "investor" reporter said that some of the media has mistakenly read wing FAI half the Sky website, half the sky site is for members to do distribution services, not an electrical business model.

However, many people in the industry optimistic about Yong-Hui supermarket into the field of fresh electricity, because of its traditional supermarkets in the fresh field has accumulated a lot of technology and experience.

Online under single line pay

"From our understanding, this is not the real electricity quotient." Because half the sky and the Sky cat and Jingdong still have a certain difference, they are online to pay the way online, and we are only a show online, pay or through offline. Honghai told reporters.

According to half the Sky Web site, the Yong-Hui supermarket currently available in the Fresh goods package plan, only fine meal (a), select meal (b), vegetarian regimen (a), vegetarian regimen (b) 4 packages, the unit price from the lowest 338 yuan to the maximum of 1188 yuan, the distribution time is fixed for every Tuesday and Friday.

Honghai told reporters, not all consumers can order, only wing FAI supermarket members can get distribution.

Why is the site called Half the sky? Honghai revealed that, from the vegetable growers, now mostly left-behind women, and the purchase of fresh goods in the group of women in the majority. "The production side is the female, the purchaser is also the female, therefore has been able to accept this, compares the grounding gas the name." "Honghai said.

Electric Business observer Ruzenwang to the "investor" reporter said, in fact, many companies want to do fresh electricity business, after all, tens of millions of dollars a year in the market size, and fresh gross margin is very high. At present, I buy nets, shun Fung optimization, the original life, Fu Tian Network, Tuo tuo workers, excellent vegetable network, Dolly Farm, Zhengda World, easy fruit nets, according to the Valley network have begun to enter the field of fresh electricity.

"But fresh management, seemingly simple, in fact, more complex, whether it is warehousing or distribution is very difficult, such as poor storage of vegetables, it will rot away." "Ruzenwang said.

Ruzenwang more optimistic about Yong-Hui supermarket This fresh electricity business model. "Because Yong-Hui supermarket is a package, not a standard electric dealer, can only be regarded as a member of a service, online just propaganda path." It uses the store radiation range to distribute, reduces the cost, shortens the distribution cycle. Ruzenwang said that he has always suggested that the traditional enterprises with high penetration rate can make full use of the offline resources to develop the electric business, Yong-Hui supermarket practices, in fact, there are many enterprises in China can learn from.

Double restriction of category and distribution time

Retail training experts, general manager of Shanghai Shangyi Enterprise Management Consulting Co., Ltd. Hu Chun, said the investor newspaper Yong-Hui supermarket to do fresh electricity business has three advantages: one is the brand advantage, in many cities have stores, the second is the procurement advantage, many other raw electricity manufacturers do not have direct production, resulting in fresh goods cost-effective; Third, technical advantages, fresh technology content is very high, after picking, processing, transportation, storage and packaging these require a high technical content.

In the supermarket management, fresh is recognized as the most difficult to operate the category. On the one hand, fresh goods consumption demand is large, can attract more passenger flow, but on the other hand, fresh goods loss is extremely high. Many supermarkets ' fresh business is often a loss-making yell. According to statistics, domestic supermarkets fresh operating average gross profit margin is only about 7%.

"In these respects, wing FAI has accumulated more than more than 10 years of technical experience, now the industry has always been considered to be the most extreme." Now it is logical to graft this advantage onto the web. "Hu Chunchay said.

2012 Annual report shows, Yong-hui supermarket fresh and processing business income of 10.96 billion yuan, an increase of 40%, accounting for the total operating income of 46%, gross margin reached 12.95%. It can be seen that Yong-hui supermarkets in the fresh management of the strong position.

But under the line has the advantage, the line may not have the superiority. Yong-Hui supermarket fresh electricity business has been running for 3 months, asked the current biggest difficulties, Honghai blunt, because the species is not rich enough, consumers can not choose any variety. In addition, there are restrictions on the delivery time, because consumers can not enjoy the immediate delivery service after ordering, only in a fixed time distribution.

In addition, Yong-Hui supermarket "half the sky" package sales model has already been tried. Dolly Farm and an acre of farmland are the explorers of this model. For example, the main home is the family and enterprises and institutions of welfare procurement. It is reported that the multi-Li Farm has about 10,000 home with members, the annual sales have broken billion.

Although Yong-hui supermarkets in traditional stores fresh operating experience and technology than other competitors rich, but Yong-fai in the electric business exploration has just begun. Honghai also admitted that Yong-hui supermarkets are still groping, at present only in the Yong-Hui supermarket headquarters in Fuzhou to carry out the test.

Hu Chunchay suggested that Yong-Hui supermarket, can first from the fruit-like goods breakthrough. Because of the large amount of fruit, through some special packaging can be extended to save time.