Fresh electricity merchant cold chain barrier to break through

Absrtact: BEIJING-East Fresh channel, Shun Fung optimization and cat meow fresh life from the name of the obvious that it relies on the east, Shun Fung Fast transport group, the Cat and produced. For shop No. 1th, Public information shows that 2010 years Ping An group of 80 million yuan to buy 1th stores 80% of the shares;

BEIJING-East Fresh channel, Shun Fung optimization and cat Meow fresh born from the name of the obvious that they rely on Jingdong, shun Fung Fast transport group, the day Cat and produced.

For shop No. 1th, Public information shows that 2010 years Ping An group of 80 million yuan to buy 1th stores 80% of the shares; in May 2011, Wal-Mart shares 1th stores, accounting for 17.7%, August 2012, the Ministry of Commerce approved Wal-Mart to 1th store's holding increased to 51.3%. At the same time, in fact, the traditional retail industry giants and Wal-Mart China Sam member stores such as the distribution of electric dealers.

The vertical field of fresh electricity----a round of 5 million-dollar investment in Fangwei investment, the fast-growing consumer goods market in the Greater China region, The fund, which claims to provide development funds for growth companies with a capital requirement of 5 million to 30 million dollars in the consumer sector in the Greater China region, has actually invested in another fresh electricity dealer.

March 2014 information shows that the fresh electric business every day orchard announced the completion of Yu Ying Investment led a new round of tens of millions of U.S. dollars in financing, while the Haina Asia Venture capital Fund also participated in the round of financing.

There are two listed companies in the distribution of fresh electricity, and the parent company of the fresh electricity business Tuo Tuo is the nine city group of the Nasdaq-listed enterprises in the United States in December 2004. And according to the Valley network is the Shenzhen Agricultural Products Co., Ltd. 's professional agricultural products shopping site.

According to the annual report of agricultural products 2013, Shenzhen City Network E-commerce Co., Ltd. 2013 operating income of 26.29 million yuan, 2013 operating profit-580,000 yuan, 2013 degree net profit-540,000 yuan, 2012 net profit is-1.94 million yuan. According to the figures, the 2013 losses of the Valley net declined. The data do not show the profitability of fresh products.

Fresh electricity dealers urgently need to break through the cold chain barrier

According to the analysis of the competitiveness of the operator, relatively vertical type of fresh electricity manufacturers, integrated category of consumers of fresh electricity manufacturers larger, but the user stickiness also depends on the quality of service and delivery speed of the electric business enterprises, platform-like fresh electric power companies in the platform has more obvious advantages, large consumer platform users more viscous, Business coverage area is broader, but to some extent restricted to its own cold chain logistics distribution system, distribution scope and efficiency to be improved.

The ability of food online shopping is gradually showing, the "2013 Food net Purchase white paper" published by the Yi-Zhi library shows that in 2013, users bought fresh food on the internet accounted for 6.73%. Food Network shopping has gradually become an indispensable part of people's daily life, all kinds of products in the online purchase rate also has a significant increase in the gradual trend of diversification, the growth of fresh food to reach 108.91% fastest.

The above-mentioned white Paper analyses that the main reasons for the sustained and rapid growth of the fresh food market are: first, the rapid economic growth so that people's disposable income increased, network shopping gradually become popular; the second is the rapid development of the cold chain logistics, making the quality of fresh goods quickly improve, but also enhance the consumer network to buy fresh food confidence, This has expanded the market to a huge space.

However, there are still some problems in front of the fresh electricity dealers, for example, cold chain logistics, because fresh food for food freshness and the high speed requirements, the most commonly used way is the cold chain logistics, and cold chain logistics construction of the investment is far greater than the general ambient temperature logistics system.

Shun Fung Optimization Executive President Tri Xiaoxi in the easy to view the General Assembly mentioned, fresh food electric dealer has a great temptation, online market potential is huge, customer stickiness strong, repeat the purchase rate is high. But there is a lot of confusion, the hardest thing is logistics. Shortening the time of logistics is also caused by fresh food reported a very large factor.

Cofco I bought the net CEO Zhaoping said, "for fresh electricity business, warehousing logistics and distribution is a very important link, than at room temperature to more resource-intensive." ”

Yang to 21st century network said that the cold chain in the fresh electricity dealer's investment ratio is very high, now most of the fresh electricity manufacturers in the "Burning Money" stage, many of the health of fresh electricity dealers need to experience such a development process, although the margin is very high, but distribution and marketing pressure is very high. ”

For each fresh electric dealer cold chain distribution gap, Yang that, "I buy nets in these areas have a certain advantage, most enterprises will be the final distribution selection outsourcing, the direct impact of outsourcing can not control the quality of fresh, only the link with cold chain to reduce wear and tear." ”

The importance of the degree of the cold chain has emerged, from the point of view of the electric business platform, the next step this will be the important direction of the layout.

Zhaoping to 21st century network, because China's cold chain is now very underdeveloped in the development of the initial stage, so I bought the network will be in the cold chain car and equipment have a relatively large investment. "Because the cold chain distribution range will be smaller, so we will be in north China, east China, South China, build more cold chain warehousing distribution Center, this is our next investment focus." ”

Zhaoping mentioned that the 50 cities where fresh distribution is now concentrated mainly in Beijing, Tianjin, Zhejiang, Shanghai, Pearl River Delta and neighboring provinces.

Back in July 2013, when I bought the net tens of millions of dollar fund, Zhaoping to the cooperation of the two sides expressed "will be in the next few years to aim at the national market, vigorously develop local channels, upgrade the whole cold chain system, expand the global direct production, direct delivery of origin, to achieve a new upgrade" idea.

Cofco to me to buy a network of the period is "to build China's first brand of food electricity dealers." "And fresh cold chain, will be the first advantage."

Tri Xiaoxi said publicly, "cold chain curtilage, we expect to have a growth rate of 80% to 120% per annum by 2015, this market including Shun Fung also does not have a particularly complete solution, but we set up a food supply chain specializing in this program." ”

And in the future, Yang that, the net buys the enterprise to experience so many years, the short term realizes the small profit, the key is looks the future, this also is the investor value. Fresh electricity business may be the same as the traditional industry, the industry gradually standardized, the category gradually standardized, may experience a short-term business model transformation or transformation failure.

"Now it is strategic loss, not value short-term profit, is to spell the future," said a 21st century network of electric business practitioners. ”