Fresh Entrepreneur Readme: Fresh in the three or four-line city the final destination is the electrical business

Spread a word on the Internet that do not do raw and so die, make fresh find death. In the face of nearly a trillion in the fresh market, even if it is to find death, the big guys are also a honeycomb on the day cat, Jing Dong opened a fresh channel, vertical has shun Fung optimization, originally life, and recently even music also launched a happy life. Large and small in the country's fresh electricity business less than thousands of, my neighbor Cloud E-commerce is one of them, a three-wire small city of fresh electricity dealers. Here are some summaries of months of experience. 1. Fresh to do local fresh electricity business or from the local to do better, personal feeling to do the national scope of the difficulty is quite large. The main difficulty or logistics, now even the fastest shun Fung and Jingdong, may be in Shanghai and Beijing, such as the big cities can do the same day, but if like my third-tier small city (Handan) the fastest also to the next. Fresh like fruit is OK, the demand is weaker, may wait for a day, but the majority of vegetables in the day to eat, even the fastest logistics can not do. Even if done, that cost is quite large, the cost will inevitably lead to price increases, the three or four-line city residents are most sensitive to the price. You will say, Jing dong days cat deep pockets, Ma Yunguang rookie logistics on hundreds of billions of investment, the big guys can in each of these cities have built logistics warehousing center. First, like Handan City, hundreds of cities across the country, in every such a city to build logistics center cost can be imagined. Second, even if such a logistics center has been built, Handan demand is limited, such as bamboo, may be handan needs only 100 cases, it is impossible to 100 cases from the origin of direct distribution. If a car is accumulated with other fruits, the cost of transportation will be reduced, but a larger logistics center must be built. So the original choice of local fresh electricity business, an afterlife is suitable for local, and the big guys have yet to take care of small cities. 2. Fresh in the three or four-line city of the final destination is not O2O but a lot of people say that the final destination is O2O, in big cities such as Beijing may have a reason, I have studied Beijing to do Fruit turner, large passenger flow, short cycle, is suitable for easy to save fresh. I think there are three reasons for the large passenger flow, the first one is that Beijing has a permanent population of over 20 million and Handan only 2 million. Second, the city residents of Beijing higher, care about the quality of shopping environment. Third, small vendors, in the big city for a long time, may not understand the situation of small cities, the appearance of the city is very poor, small vendors like the university campus posted on the day rent ads, the land is clean up, small city people care about prices, shopping environment or even health is the second. Fewer people, forcing the grid low, small vendors caused by the physical store into the shop rate is low, small traffic. The location of the offline physical store was awkward. Housing prices in small cities are not as low as income levels, with house prices averaging 6,000 per 3,000. High prices caused a high store rents, coupled with property costs, water and electricity, seventy or eighty flat stores a year to 100,000 or so, may be busy for a year is just enough to pay rent. In the physical store fresh damage rate is very high, there are about One-third. The gross margin of fruit is indeed very high, the price of 1.8 grapes can buy 3.3, but bucklePart of the profit is very low except for damage and reduction. I thought about the damage before I made the fruit store, but I didn't think the damage rate was so high. Before want to understand so big a handan incredibly can not find out five fruit shop, now I probably understand, in Handan city is really can't keep a storefront. Now the fruits of Handan to reach the hands of consumers, through the origin-large wholesalers (Beijing new hair or Zhengzhou)-small Wholesalers (Handan)-Retail. Level two wholesalers have self-built cold storage (size or large or small), retail generally do not have a decent refrigeration equipment. Analysis of the whole industry chain, medium and large wholesalers can not be omitted, a variety of fruits need to be concentrated in a central and then distribution to the surrounding areas of the center, is unlikely to direct from the origin to the destination, such as the above mentioned Handan bamboo, the demand is limited, separate from the origin of the cost of Small wholesalers If omitted, by the retail directly to find large wholesalers purchase, but offline retail coverage of small, retail sales of small, and there is no special refrigeration equipment, is not easy to achieve. If the retail to the online, coverage increased (if the marketing does a good job can cover the whole city), since the construction of the cold storage increased store time, since the cost of building a cold storage is far lower than the cost of renting a store. This would reduce the cost of small wholesalers and retail and two for one and reliance on online sales. A fruit For example is more suitable for local electrical business. But in smaller cities, too, such as the residents are more conservative and unfamiliar with new things, it is still time to accept this new shopping and lifestyle, such as the trust problem to be solved by online shopping, marketing and publicity issues. Do it and learn.