Fresh electricity traders break through the cold chain "threshold"

Abstract: A few days ago, the Food Safety Law revised draft submitted to the NPC Standing Committee for consideration. One of the highlights of the revised draft is the addition of a regulatory provision for online food purchases. The tip of the tongue will be further secured. The picture is that consumers are consulting fresh vegetable pesticides under the line

A draft amendment to the Food Safety law was submitted to the NPC Standing Committee for consideration. One of the highlights of the revised draft is the addition of a regulatory provision for online food purchases. The "Tip of the tongue" will be further safeguarded. The picture is that consumers are consulting the problem of pesticide residues in fresh vegetables under the line.

Fresh electricity business is extraordinary, August 24, music is announced to enter agriculture, the establishment of music as the Internet eco-Agriculture (Beijing) Co., Ltd., its food electric business platform "Le Life" has been on-line testing. At the beginning of August, Cofco I bought the net announced that the IDG Capital and race fund 100 million U.S. dollars B-round financing, set a domestic food electricity business Single fund the most. August 11, Shun Fung preferred to say that its cold chain distribution city expanded to 48, fresh delivery into the two or three-line city.

Data show that 2013 fresh electricity trading scale of 13 billion yuan, an increase of 221%, is expected this year will reach 26 billion yuan, growth of 100%. Fresh electricity dealers are called the Last "Blue sea" in the field of electric business. Yang, an analyst at the Market Research institute, said including me to buy nets, 1th stores, including the integrated business of fresh electricity, Taobao, Beijing-east and other electric platform of the fresh channel, as well as the original Life network, easy fruit nets such vertical fresh electricity, have been "into the bureau."

However, the development of the "blue sea" depends on the cold chain of the "big ship" the solidity. Cold chain system has become a fresh electricity business "layout" of the center of gravity, just as the electric business industry has been promoting the transformation of the Logistics express industry, as well as the health of fresh electricity companies in the "pour force" cold chain logistics stride forward. Shun Fung Optimization President Tri Xiaoxi Frankly, "engaged in fresh electricity, the hardest thing is logistics." ”

The big question of "Life-and-death"

For the fresh electricity business, the cold chain transportation even has the meaning of "life and Death".

In the traditional fresh retail market, the transport process of the loss rate of 30%, but for the Word-of-mouth and experience of the world of fresh electricity business, it is almost impossible for customers to bear the loss of the road. Tian Shi, vice president of Business Solutions for the Market Research institute, said, "The 100 cabbage from the farmland to the offline market, you can have 20% of the loss rate, only 80, but the electricity business in fresh transport on the loss rate can be reduced to less than 5%." ”

Want to reduce the loss rate, you have to rely on from the refrigerated car to the cold storage and then to the "last kilometer" insulation box of the whole cold chain, but the resulting high cost also let the fresh electricity dealers "want to say that money is not easy."

Independent Electric business analyst Ruzenwang this year "test water" the fresh electricity business, on Weibo, he regrets that the logistics fee is the most profitable killer, "sold a peach and a grape, also more than 800 single, to shun Fung contributed more than 50,000 yuan cost." "And a Yangchenghu operating a hairy crab Taobao store said that 138 yuan hairy crabs Gift box, the package and ice packs, logistics costs can reach more than 40 yuan." Data show that the cost of cold chain distribution is about 30% to 40% of the customer's unit price.

Why is the cost so high? The most important reason is that the fresh electricity business start-up initial customer order is insufficient, must rely on the third party distribution, but the domestic cold chain distribution industry is not developed. China Logistics and Procurement Federation provided data show that the current China's refrigeration and insulation vehicles about 70,000, while the United States has installing, cold storage total of 26.73 million tons, China's per capita cold storage capacity of less than 20 kg, only one-fifth of the United States.

Therefore, with the expansion of the scale, fresh electricity manufacturers have "launched" from the construction of cold chain logistics. At the B-round financing conference, which I bought in Cofco, the CEO, Zhaoping, said it would focus on refrigerated vehicles and warehousing. "I bought the net will be in North China, east China, south China to build more cold chain warehousing distribution Center." "Shun Fung optimization is based on Shun Fong Logistics network, the use of" all built a section of the whole cold chain, the fresh goods distribution coverage to the three-tier city. Tri Xiaoxi said, "Shun Fung optimization now has Beijing, Jiaxing, Guangzhou 3 warehouses, each warehouse is divided into 5 temperature zones, including room temperature 0-30 degrees Celsius, 0-8 degrees Celsius, cold storage area 8-10 degrees Celsius, frozen area 零下18摄氏度, constant temperature and humidity area of 15-18 degrees Celsius, and equipped with as freezer cabinets, for each of the goods developed a standardized storage mode. ”

In addition to platform-type electric dealers, Taobao fresh sellers are also starting in the logistics "holding a group of cool." Operating Taobao "Xinjiang Pavilion" Xinjiang Datang Silk Road Electronic Commerce Co., Ltd. Deputy general manager Tian Jiangang told reporters, in order to lower the fresh delivery cost, Xinjiang E-commerce Technology Park to the Xinjiang sellers to provide public services, in Shanghai to build 5000 square meters of warehouse, but also with the third party cold chain distribution enterprises to reach an agreement, The production of fresh goods out of Xinjiang to provide "packaging price", "the cost can be reduced by at least one-third." ”

O2o

For the shy small and medium-sized fresh electricity business entrepreneur, another way to solve the cold chain distribution of high costs is to work with the traditional channels, to O2O (from line to line) of the way, "hand on the job to do".

Mirror Electric Corps team leader Zhang won is such a road, relying on mirror previously online layout of the 1600 convenience stores, his team will be a box of duck neck, duck wings and sea melon seeds sold through the mobile phone. "Mode is when the customer orders, the order is sent to the surrounding 5 kilometers of all distribution points of the mobile phone, like a taxi software, hand the fastest distribution point" Rob single "success, convenience stores to earn distribution fees, and due to the small distribution range, the cost can be almost negligible. "With the line, in addition to solve the electrical business logistics cost problem, but also let users experience a higher level." "In our order, 21% to 23% are produced after 11 o'clock night, all distribution points can work until 12 o'clock at night, and some model stores can even take orders at 2 o'clock in the morning." Zhang won to tell the reporter.

Zhengzhou Xin First Trading Co., Ltd. General manager Chenjiangtao is also doing such a thing, his company is selling three whole, missing and other brands of frozen food. "We also combine e-commerce with traditional channels. In Zhengzhou, we have thousands of catering end customers, which share the cost of operating. The use of O2O line up and down single, offline delivery mode, now every day before 2 o'clock in the afternoon orders, we can guarantee delivery on the day. ”

O2O model can even guide the cold chain logistics business to come up with new ideas. Sichuan Chengdu Silver Plow Cold chain Logistics Chairman Xie said that there are several electric business platform and he discussed cooperation, asked him to help carry out urban distribution, and in the previous, his company has never done direct consumer distribution business. "Now the idea is, through data integration and route analysis, and our daily bulk cold chain distribution combined, the goods" on the way "to the city's transshipment point, and then by hand for distribution. ”