Fresh O2O: It is difficult to meet the needs of users in the retail or offline retailing

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Basic necessities of life. 2013 ago, the Internet for our four basic elements of the most impact is the clothing and food (online shopping and group purchase), the 2014 Spring Festival, the short of free sit, the internet began to penetrate the "line." Recently, with the Asia Cloth Force Forum A real estate Mister's speech, the internet to the real estate industry penetration also surfaced, see domestic housing enterprise eldest brother "whereabouts" know, the internet began to "live".

2014 is destined to be a year of rapid change, the Internet quickly penetrate the traditional industry year.

Then, for the traditional fresh field of retailers and catering chain, to build a website platform to put their own goods online can solve the current customer decline, income decline, operating costs more and more high problem, the answer is no. Because the physical retail catering business is also facing overcapacity, too saturated problems, you build him will also be built.

So where is the outlet for real business?

The only way is to use the Internet technology and the introduction of effective internet thinking, deep into the different levels of customer demand, the establishment of low-cost, intimate, personalized fresh goods, food supply a new model.

First, the current health of fresh retail, catering chain and pure fresh electricity business shortcomings.

The disadvantages of the retail and catering chains of most traditional fresh-living entities are as follows:

1. Most of the physical retail and catering chains that are struggling to operate are focused on the implementation of the store's internal operations and industry practices, with a light or even no emphasis on customer needs and experience. The key performance in the closed operation, will be operating the focus on the operation above, think I just put the shop inside the work well, customers will naturally more and more come in shopping. With the advent of the Internet, this model has gradually felt the pressure. The traditional retailer is what I have what you buy, while the internet thinking retail is what I give you and in the way you want. For the catering chain, business is not good to do eat gifts and other activities, group buying network after the promotion of the expansion of the information surface to a certain extent depends on group buying, and neglected the customer for the dishes, environment, service and other details of the experience and feedback, further, you to the customer in the catering aspect of the special needs to take the initiative to open up? Did you and your customers really discuss what kind of food we should have?

2. With the development of the economy, the cost of manpower, rent, decoration and fixed assets are increasing, which leads to the increase of the cost of the entity retail and catering chain, while the profits of most entities retail and catering shops are declining.

3. Entity fresh retail and catering traditional commodity sales model is advanced goods processing and sales, due to the preservation characteristics of fresh goods, resulting in high wastage.

The disadvantages of pure fresh electricity dealers:

Subject to cold chain logistics and localization requirements. Simply through the site to buy, logistics companies to distribute the electrical business model needs a single product has a very high profit margins for some basic household ingredients, this model can operate a little leeway, so the pure electricity merchant selected fresh category is relatively limited. Because of the geographical relationship, fresh can only achieve localized management, to meet the majority of customer demand, exotic goods can not be a long time to change the local residents buying habits.

At present, the whole product to meet the family daily fresh demand of the pure fresh electricity dealers in the country almost no. Now has fallen a lot of only understand "electricity" do not know fresh "business" of the electric business enterprise, the reason is with the food category and department stores groceries class, fresh with a separate characteristics and professionalism.

Most of the fresh electricity dealers by The courier company to complete the last part of the supply chain, the loss of business and consumers face-to-face communication opportunities.

Second, raw fresh food material management characteristics.

The proportion of commodity localization is higher, the shelf life is short, and the freshness has higher requirement.

Non-standardized, strong professional. Taking the green pepper at the present stage as an example, Changsha depending on the origin of Hainan, Shandong, Guangdong, and each type of origin have different grades, no localized fresh operation experience, you know which type of chili pepper to choose which grade suitable for every household will eat chili fried meat.

Seasonal strong. Same as a green pepper, throughout the year different habitats experienced more than 20 varieties, how to achieve the annual supply of customers.

Consumption of high frequency, a day meals are required for meals. Compared with food and department store groceries, Raw fresh food is needed every day, compared with food department stores, the rate of repurchase is relatively high.

The profit space is big, easy to be affected by the national policy. Fresh due to poor grades, if the appropriate packaging and marketing, profit operation space is very large. To the author 2013 operation of a shop for example, the gross profit margin of vegetables can reach 40 points (Changsha General 30–50%), if reached a certain scale of operation, the state of the fresh circulation industry, a variety of subsidies is also very alarming.

Fresh ingredients a wide range, large space, around the family three meals a day and other food demand can operate unlimited space.

Third, the customer's demand level of fresh products

Cheap and basic raw fresh goods demand. That is, the basic bulk of fresh goods demand, the main mode of supply for the market and some local supermarkets, this part of the commodity demand for more than 70% of the total demand, is the majority of the public demand for fresh raw ingredients choice. The customer age level is mainly 50 years old.

To optimize the quality of the product requirements. This part of the product quality level than in bulk, and to a certain degree of packaging, such as fresh film + fresh tray, horizontal flat plate gift box and so on. Demand for commodity varieties are also more than the basic varieties and high grade. Customers of this kind of demand are generally paid by middle wage earners or owners of their own industries. This demand at present some foreign-owned supermarkets with better operating conditions can be partially satisfied.

Recipes and processing methods required. Most families lack overall planning to buy fresh goods, and most families do not have a one-week menu and recipes for the purchase of food supplies. It is even more impossible to customize recipes from a nutritional and health professional perspective and combine the individual needs of family members. In addition to the purchase of food materials, most families lack of scientific nutrition processing, cooking methods. This demand for the real fresh areas of the blue sea, domestic can meet this different income home personalized customization at the same time can be based on the local four seasons different ingredients to develop personalized recipes and cooking methods of enterprises almost no.

Processing goods at different levels + Convenience + Trust + time saving demand most of the three home often go to the market after work to buy, at this time not only expensive and less variety. With the development of the city on the way to the time cost more and more high, coupled with a day of fatigue, so most of the three family hope to spend less time on dinner, so that the production of fresh raw materials pre-sale and delivery needs. For this demand, many of the city's local fresh electricity dealers have the advantage of ordering, can advance pre-sale, but the disadvantage is the distribution link defects and raw goods are not standardized. Fresh entity Retail Industry O2O to solve this demand in the main business circle has some advantages, but subject to geographical constraints. For the semi processed ingredients, most families have health and health issues of trust, in the provision of such a demand for enterprises do not form a certain brand, how to solve the customer trust problem? The whole processing of food is catering industry, for family meals a day, the total can not go to the hotel to solve the problem of eating everyday? Besides, how much trust do you have in the food that the hotel offers?

Safety, nutrition, health, wellness needs. With the increasing frequency of domestic food safety problems, the demand of customers is more and more strong. The rapid development of the Internet economy provides a prerequisite for the exchange of information, and it is a new subject for the suppliers of raw ingredients to provide fresh goods to meet the needs of the customers, and to use the Internet to enhance their trust in the safety, nutrition, health and wellness of these goods.

Sense of achievement, vanity demand. Now the micro-letter users have reached 600 million, whether you also have their own hands to do a table after a meal to a friend of the impulse to bask in the sun? Do you have a sense of achievement when friends are praised? If one day there is a batch of high-end raw fresh ingredients supplier home, you can see the table at home every day one or two of these ingredients, you secretly have a little vanity in mind? Does driving a BMW feel the same as driving a Santana? Fresh ingredients Suppliers friends, Do you design some marketing ideas for the customer's psychology?

The dietary needs of different scenes. Meals are made at home to meet the basic needs of the human body. For commuters, lunch is a problem. Bring your own meal or mention the night before the good, or early morning to do well, are flawed. In the unit to eat a single taste, eating outside the existence of safety, cost, health problems. Suppliers of raw fresh ingredients, now the cross-border, whether you are selling goods and catering, give full play to the effectiveness of the Internet, use their own commodity advantages, such as the United Catering enterprises set up a "white-collar kitchen", set up a forum to play the imagination of all people, to meet the needs of the Working Group's lunch, and even all the catering At this time, catering enterprises you unknowingly have a group of customers have a group, and they are still helping you constantly design products, consumer products ... Maybe one day, some white-collar lunch may be really half-price or even free.

Leisure, experience needs. The same strawberry in the same field, the flavor that the merchant sends to your home and the taste that you go to the ground to pick is actually same, but why still have so many people still go to pick strawberry? Under the tide of Internet economy, the opportunity that CSA Community support type agriculture comes, but still need to have a platform to organize, this platform is fresh retail, Pure electric business, catering triple O2O mode.