Fresh electricity quotient: High cost loss meets development bottleneck

Absrtact: When Korla pear is still hanging on the tree, the free-range hens are still strolling in the south of the south, and the lobsters are swimming in the Sea of Boston, and they have been booked by consumers online. As online shopping becomes an indispensable part of more and more people's life, the electrical business

When Korla's fragrant pears are still hanging from the trees, the free-range hens stroll through the south of the south, and the lobsters swim in the sea of Boston, where they have been booked by consumers online. As online shopping has become an indispensable part of more and more people's lives, the electric quotient has extended its tentacles to the raw products field.

Since August, fresh electricity business war heating up: Cofco I bought the net announced the completion of 100 million U.S. dollars in financing; Shun Fung optimized cold chain distribution of cities from 11 to 48; Le Vision Network announced to enter agriculture, its fresh electricity business platform "le Life" on-line test ... Fresh market has become after books, digital, department stores, electric dealers compete for new areas.

are fresh products of high profit? In fact, the profits of the large supermarkets in general fresh products are only 7%-8%, lower than the average profit of supermarkets 10%. Supermarket layout fresh products, mainly to attract passenger flow. Why are enterprises competing for fresh market, what attracts many venture capital organizations strategic investment?

A diversified pattern of fresh electricity dealers

"It feels good to try to buy a fresh product on the internet," he said. "Wuhan Citizens Xin bought two of yellow croaker installed in the Internet, the next day received the goods: inside and out of the two-pack, have added ice and inflatable bag, open when the fish is still very fresh." Xin was satisfied with the online shopping.

China's E-commerce Research Center data show that in 2012 China entered the field of agricultural and sideline products value of 2.45 trillion yuan, but through e-commerce circulation of agricultural products accounted for only about 1%. Many people in the industry believe that the fresh market is the electric business area of the blue sea, the market prospects are considerable. Faced with this huge cake, the various enterprises have laid out.

Taobao Day Cat set up specifically for the selection of fresh agricultural products "Meow fresh" business, mainly engaged in the season of fruit, fresh aquatic products. Jing Dong also opened a fresh channel. This May, Amazon announced its investment in the Shanghai regional Fresh net purchase platform "delicious 77". Fresh market closely related to the downstream express delivery Giants Shun Fung Rapid launch of "Shun Fung optimization." Originally, the life of the net by virtue of "Chu Orange" fired after the first gun, and then push "Liu Dao, pan Apple", fully display its marketing genes. Even do video from the music network are selling crabs online.

2013 was regarded as fresh agricultural products e-commerce outbreak of a year, to Taobao (including the cat) platform for example, fresh-related categories of the 2013 sales growth rate of up to 194.58%. "For a time, the domestic fresh market is the wind." "China E-commerce Research Center analyst Mo Dai Green said, due to the purchase of convenience, wide selection, preferential activities and many other advantages, many consumers choose to buy fresh products. In the 2014, the competition of fresh electricity business platform was increasing.

Big loss and high logistics cost become bottleneck of development

For fresh electricity business, high cost has become a difficult hurdle to cross. Mo Dai Green said, although there are electric dealers to seize the market to do promotions, some fresh product prices are even lower than the physical supermarket, but in fact, fresh product loss rate, in the warehousing and logistics process must be refrigerated storage, high cost.

There are market research shows that the purchase of fresh products have doubts about consumers, 70% of people "worry about the long logistics time is not good, resulting in fresh products deterioration." "Beijing Dongcheng District Citizen Yefan bought a box of Argentine red shrimp on the website of a certain electric dealer," The frozen state shrimp does not look too big problem, but after thawing only then found more than half rotten, still have a fishy smell, can't eat at all. "However, has signed the fresh products, according to the provisions of the electrical business can not be returned, Yefan can only consider themselves unlucky."

Compared to ordinary logistics, cold chain logistics investment is huge, the use of high cost. Rookie network Agriculture Fresh Department senior manager He Jianhui Introduction, take Shanghai as an example, a general logistics order delivery cost of about 6 cents, while the cold chain cost of about 9 cents, the use of 9.6 meters of goods vehicles shipped to Hangzhou, ordinary goods vehicle cost about 1200 yuan, and cold chain car will be more than 1800 yuan. Whole cold chain, basically each link cost probably will be high 1/3-1/2. China's vast territory, cold chain logistics construction at present only in key areas to achieve breakthroughs in the future for quite a long time, which is still restricting the development of fresh electricity business a major bottleneck.