Fresh home matching is difficult because of two reasons

A fresh home match to be successful, three major problems must be solved.

First, the product problem. If the product is no different from the market or the supermarket, it is bound to be uncompetitive, so most of the residential enterprises have chosen organic or organic products to operate. But in fact, in China's current environment, the farm can not be able to plant an organic first, its credibility itself is missing, must rely on strict product testing standards to screen. Either there is no, or the quality control is difficult (testing level and mechanism worrying. ）

Second, logistics problems. Fresh product logistics problems are particularly difficult, such as hairy crabs can be supported to express companies, but like vegetables such as products, almost all companies are their own delivery. A car, two people, in the huge city to send vegetables, one day can send out more than 10 single, the cost of pressure is enormous;

Third, marketing issues. In the absence of trust in China, organic like a soaked cotton-padded jacket, do not wear very cold, wear more cold; you and the consumer say organic, consumer first reaction is instinctively suspect.

Ordinary enterprises, can solve a problem is good, and a fresh home with enterprises, to face these three problems at the same time, and because the industrial chain of division of labor is missing (immature), there is no possibility of outsourcing, so the operation efficiency is extremely low. It seems that the gross margin of the product is high enough, but the operation to the end or loss.

Traditional large logistics fresh, dependent from farmers to stall the entire industrial chain division of labor, in order to achieve the entire industrial chain efficiency and the profit of each node. In this kind of operation difficulty before, again big Enterprise is also versus!

To solve these problems, let's go back to the source and see the pattern!

I've asked a lot of investors, fresh home matching is attractive, they think can see its realization and urban high-end family kitchen consumption stickiness. In other words, the enterprise through such products such as vegetables supply, forming a long-term membership services, to occupy the family's future food consumption, very attractive.

Here are a few false propositions, worthy of reflection!

Produce stickiness, is not must use the product such as vegetable?

Must the market be in a big city?

Does the object have to be a high consumption family?

Does the product have to be your own?

To make this model, must be a small incision, that is, brand agriculture micro-letter has been discussed with the "Do agriculture to do subtraction."

First, do the industrial chain of transverse and longitudinal section. Industry chain Division of Labor is missing, the main reason is that everyone to the whole industry chain operation.

Cross section, such as logistics. Fresh home with the logistics is expensive, mainly in the last one kilometer, a corporate member distribution in all corners of the city, delivered to not necessarily have someone. If there is a special enterprise to do the last kilometer of distribution, the enterprises in the same community in the last kilometer distribution integration, the cost can be reduced to very low. Or do not need to send their own, but can go to integrate some of the community around the service points, to cooperate to join, provided to the user from the mention.

Longitudinal section. From the product category, do not do the whole product class purpose operation, do not try to meet all the needs of users, but for the user's most painful point, and a strong single product into the market. I know you would ask, if you can't meet all the needs of the users, at least the majority of the kitchen needs, stickiness and service from what? So you chose to make vegetables, right?

I admit that vegetables are a very user-sticky choice, but it's a whole category, not a product. Once you've chosen a vegetable, it means you have to supply at least 20 or more products (because you are a vegetable), that is, if you plant them, you have to produce them at the same time, if you buy them, you have to deal with many farms.

Another way of thinking, other products, there is no stickiness? For example, eggs. For a family with children, can not find good eggs, as a child's daily nutritional supplement, this is the family's real rigid demand, that is, pain points. And such products, like milk, are very sticky.

Second, the subtraction of regional markets

is a first-tier city the best choice? The Lord does not think so!

The Lord has visited several three or four-line cities, in fact, from the needs of the population, consumers of healthy food is not necessarily lower than a second-tier cities, and the three or four-line city living atmosphere is more strong, consumers pay more strongly.

From the marketing level, the key to obtain consumer trust is that producers and consumers meet, it is best to be familiar with. The three or four-line city is not like a big city, it is not a pure stranger society, it is more like a mixture of traditional acquaintances society and the social integration of strangers, the circle is relatively small, that is more likely to produce word-of-mouth effect.

And the general three or four-line city, the region is not large, basic electric cars can be delivered throughout the city (and not traffic jams), can greatly reduce logistics costs.

So what I want to say is that the second subtraction is not greedy for big markets. If the company's influence is in the three or four-line city, then you may be more difficult than in the big city to do the project, if the enterprise in the one or two-line city, it is also recommended that you start from the city's local market, the truth is the same.

Third, subtraction of the target population

Fresh home with the model, can not find the wrong consumer object, otherwise it will be a lot of waste in marketing costs.

Once a company in white-collar office building to do the promotion, the results are very poor. Because those who wear suits and starched, although rich, but people do not need, because they are young, do not realize that their health needs to eat organic ingredients.

Making use of existing needs is much less costly than training demand.

These days in reading Toto's "a carrot of the revolution", during the time to protect the Earth began to sell organic vegetables difficulties. Finally, a group of children with health-sensitive housewives, become their first attention to the consumer groups. Although these people are not big and rich, but the demand for organic products is much higher than the average person, just need a lot!

The Lord of the Church called these people--high quality people. The demand of the high quality crowd is ready-made, but the demand of the so-called higher consumption people is need to cultivate.

The cost of changing a habit is high, you know!