Fresh Internet war started, fresh electricity dealer ready?

This May, Amazon thrown into China ten first pen investment 20 million U.S. dollars, a stake in the vertical fresh electric dealer delicious 77; I bought the net in Beijing announced the completion of financing, the amount of 100 million U.S. dollars, Alibaba Group 10 billion yuan to kill into the rural market , after the listing of the Jingdong also began to have China's largest marine pasture Zhangzidao Island to create O2O fresh platform. The big capital is stirring, the market is nurturing for years, the real war is coming.

This fall, the double 11 shopping frenzy has not really come, but a fresh product related to the cyber war has already begun.

Australia's milk, New Zealand's seafood, Yunnan's vegetables, these past can not be asked for products, now have a courier service door-to-door, but also the choice of merchants far away. But consumers in the eye of the cross-stitch, but also by some immature service headache.

"Life was too irresponsible!" After the complaint is still unable to get a satisfactory response, the family lives in Guangzhou Fanyu District Tong in the circle of friends roared out this sentence.

At the end of October 2014, was originally the life of the network in the community ads attracted, Miss Tong in this fresh electricity business online ordered a batch of imported fresh products, including kiwi, Arctic shellfish, shrimp. She never thought of is, goods to the day, the delivery clerk in the knowledge that she happened to be not at home, directly a whole box of raw products at the door, their own left.

"The other side's reason is ' who lets you not at home ', also said does not guarantee me to return to wild fresh quality how," Miss Tong recalls, "I was very angry at that time, called to question him, he said ' You must complain on the complaint '. "As a network of people, the fresh online shopping experience let Miss Tong's dissatisfaction is palpable."

From the second half of 2013 onwards, fresh into the electric business industry has been the fastest growing star category, but also the major electric power to fight one of the most intense platform. However, in the current environment, online fresh still belongs to the Robin stage, the future market pattern, will have more violent concussion.

High margin eye-catching

Guangzhou CBD Zhujiang New Town, in a middle-class family gathered in the residential district, responsible for fresh product delivery of the delivery staff are busy every day.

Shun Fung optimization, a shop, Meow fresh life, originally living ... The products of several fresh electricity dealers have already penetrated the whole district. A shun Fung's staff of the Times weekly reporter revealed that many households here one weeks will have more than three fresh products ordered, "Time is long, many people are very familiar with the mix, I know when they want to go out, when delivery is better." The staff said.

At present, competing in the field of raw and fresh electricity business can be roughly divided into three categories: to the day cat, shop 1th, Jingdong-oriented electric business platform, Tuo tuo workers, the original life, Shun Fung optimization, such as vertical type of electric business, Wal-Mart, big run hair, Yong-hui supermarket and other traditional retail enterprises.

And the previous product is not the same, fresh products with high user stickiness, repeat the purchase rate of high characteristics, especially attractive is the fresh electricity dealers have higher gross margin. According to fresh industry sources, the average gross margin of fresh electricity dealers in the level of about 40%, of which more than 50% of seafood Maori, ordinary fruit about 20%, frozen meat 20%-30%.

Shen Zhengyuan, a senior researcher at CIC, said in a response to reporters at the time, fresh food dealers are being sought after by consumers, and consumers ' habit of consuming fresh food on the internet has gradually developed. In addition, the profit space of fresh food is bigger, it is an important potential profit point of electricity merchant. and industry development is known as the trend of follow, several giants to attract a group of enterprises to keep up.