Fresh electricity dealers explode into new blue sea

Newspaper reporter Chen Menglu

The rise of the Internet, is subversive to rewrite the pattern of many industries, initially not optimistic about the fresh electricity business 2013 quietly heating up, the wind, is known as the last piece of "Blue sea" business is becoming a new round of competition hot spot.

Wal-Mart (78.01, 0.14, 0.18%) announced a high-profile, Sam's online store to further expand the Shanghai station and Shenzhen Station fresh direct delivery service area, while the cat, a store, Amazon (399.2, 3.72,-0.92%), Jingdong, Cofco I bought a network or even express giants shun Fung and so on in the fresh distribution has increased the intensity, triggering the fierce competition between the fresh electricity companies.

However, fresh as food has been in a relatively special identity, coupled with its own characteristics, resulting in the cost of fresh electricity to become the most difficult place. Therefore, fresh electricity business enterprises need to improve the user experience, the formation of brand effect, can be divided into this big cake.

Fresh electricity dealers explode into new blue sea

The rise of the fresh electricity business is really "a night spring Breeze", in a short period of two or three years, from the initial vertical electric test water, to now fresh in the major electric platform everywhere--Taobao, Beijing-east, Cofco, Shop No. 1th, Shun Fung, Amazon China and many other enterprises have dabbled in the electric business, the market hot behind, is a booming consumption demand blowout type outbreak.

Data show that 2012-2025, China's cold chain food demand will grow from 200 million tons to 450 million tons, the annual composite growth rate of 18.8%. Industry insiders said that the next 3-5 years, fresh food is likely to be the next hot commodity category.

In China, with the entry of many home appliances business platform, the process of the large-scale expansion of fresh electricity business accelerated, after several years of development, fresh products from the cluster into a profit category.

E-commerce insiders believe that fresh products online sales of explosive growth, indicating that China's big and small electric dealers once again reached a consensus. They believe that the fresh market is expected to become the next "Blue Sea" E-commerce. Easy to think of the data, in the initial stage of the Chinese raw milk business market turnover of 2010 only 420 million yuan, but in 2012 has been blowout to 40 500 million yuan, and 2013 is expected to reach 5.7 billion yuan, the second quarter of the transaction size has reached 2.4 billion yuan. And the domestic market, 2012 into the circulation of agricultural and sideline products value of 2.45 trillion yuan, but through e-commerce circulation of agricultural products accounted for only about 1%. It can be foreseen that this will be another big cake to be developed in the electric business industry.

"The most important reason for the electric business to covet fresh birth is profit." Song, a senior analyst at the Analysys think-tank, points out that the profits from some of the more competitive categories are very substantial. Senior electrical business expert Ruzenwang revealed that for the electric business, the average fresh profit of 40%, of which seafood and frozen meat the highest, fruit second, even after deducting 20% of the loss rate, is still far higher than other vertical categories. Therefore, with the rapid development of the internet age, the market of the electric business has developed rapidly.

Fresh electricity Market multifaceted

In the 2013, fresh electricity manufacturers are quietly heating up. With the cat, Jingdong, a store, such as the entry of large platforms, known as the last piece of "Blue sea," The fresh business is becoming a new round of competition between the electric platform. Wal-Mart recently announced a high-profile, Sam's online store to further expand the Shanghai station and Shenzhen Station fresh direct delivery service area. Reporter found that, in fact, the days of cats, a shop, Amazon, Jingdong, Cofco I buy a network or even express giants shun Fung and so on in the fresh distribution has increased the intensity.

Recently, Shun Fung high profile announced from the beginning of this month will be normal temperature food distribution to cover the country. As of now, Shun Fung has expanded the fresh distribution to 11 cities. The industry believes that this means that shun Fung in the fresh electricity business This is known as the Last "blue sea" in the field of the first exerting power. It is understood that shun Fung preferred in 2012 on the line.

December 1 This year, Shun Fung optimization of the normal temperature of the distribution of goods to the city to expand to the whole country, all shun Fung-fast to reach the place will become a shun Fung preferred service range. Shun Fung preferred the relevant responsible person said that the next year fresh delivery scope will be further expanded.

The traditional electric dealers, including the days of Cats, Jingdong, No. 1th shop, including some of the first-line electric dealers have also been involved in the fresh market. It is reported that Jingdong Mall, the current cooperation of fresh sellers have more than 300, products covered by vegetables, fruits, seafood, semi-finished products, frozen products, eggs, fresh meat, processed meat and other eight categories.

Some people in the industry said that the first-tier cities such as North and Shenzhen have advantages, demand, people are willing to try to buy online, in the coastal second-tier cities, the economy is large, can also feed a group of "small and beautiful" local electricity dealers, but in the mainland two or three-tier cities and further down the place, vertical electric operators have little living space.

Therefore, the vertical electrical business in the scale can not be too high, to improve customer unit prices, training customers more realistic loyalty. And the comprehensive electric business, the current PK already very intense, the future competition will be very test overall strength.

It is not difficult to see that fresh business is blue sea, but to really benefit in it, in addition to the enterprise itself to achieve product standardization and security, for the electric business enterprises, has a socialized cold chain logistics system is the cornerstone of the development of fresh electricity business.

Creating brand effects needs to enhance customer experience

Are fresh electricity dealers really able to make money? In this respect, the industry pointed out that the fresh electricity dealers are not so easy to do, the first batch of water test has almost died. On the one hand, fresh products due to the characteristics of their non-standard products, many consumers are more willing to see the kind of purchase, and online is difficult to provide this kind of experience.

At the same time, fresh products from the field to the table of the industrial chain is longer, time span is large, it is difficult to ensure its freshness. And, fresh products are affected by environmental, temperature factors, the storage, transport requirements are very high, and logistics is imperfect, high cost is the most difficult for the electrical business to get involved in fresh.

First of all, the customer's shopping experience is very important to the fresh electricity quotient, once the customer has established a good shopping experience, this will usher in a sustained consumption, and fresh food as an integral part of the food chain, a great impact on consumers and their surrounding groups, to achieve "word of mouth" effect.

Therefore, if the consumer is not satisfied with the purchase process, it will also cause other consumers to reject the electric dealer's products. Therefore, the fresh electricity business should pay more attention to consumer's shopping experience, form the brand effect.

Second, for the future prospects of the fresh electricity business, the industry said that the current uncertainty in the entire industry, but O2O mode of the general trend of electricity, very conducive to activating the fresh electricity business, according to the Development and Reform Commission 2010 years of planning, clearly requires the focus of support for agricultural products refrigeration and Cold-chain logistics construction In the next 10 years, China's refrigerated vehicles, cold storage, railway refrigerated container transport will continue to increase the annual volume, so the cold chain problem may not be a big problem.

Under the trend of pluralistic development of national economy and society, agricultural products, fresh electric shock is a big trend, with the growth of consumer groups and the sound and developed logistics distribution system, fresh electricity dealers will eventually break the profit dilemma.