Fresh products, high quality vegetable network to the outside world announced the transfer

Absrtact: At the beginning of January 2013, the fresh products of high quality vegetable network to the outside announced the transfer, its founder Ding Jingtao said: Because of financing difficulties, intends to 1.5 million yuan to the price of the excellent Dish Network transfer out. Founded in 2010, excellent vegetable network is China's first batch of trial fresh products B2

At the beginning of January 2013, the fresh products of the public excellent vegetable network announced the transfer of the outside world, its founder Ding Jingtao said: "Because of financing difficulties, the intention is to 1.5 million yuan to the price of the excellent vegetable network transfer out." ”

Founded in 2010, the excellent vegetable network is the first batch of China to try to produce a fresh product of the electronic business model. Shortly after its inception, he gained 2 million yuan of angel investment, and then announced profits.

However, the last day, excellent vegetable nets This has been the industry's bullish segment of the field of electrical business model in the next less than three years, but experienced from the glorious to the withering process. What's the reason? Recently, the founder of the Ding Jingtao to the "China Business newspaper," the reporter candidly told the excellent vegetable network from Sheng to decline experience and lessons, but also revealed the fresh electricity business encountered by the supply chain problems.

Send fresh milk like a milkman

Excellent vegetable network distribution mode by Ding Jingtao called "like sending fresh milk."

August 2010, Ding Jingtao founded excellent vegetable network, and to Beijing Century City community as a pilot, explore this through E-commerce to sell fresh products business model.

Every 4 o'clock in the afternoon, the residents who live in the Century City district of West four Ring Road, Beijing, will receive the previous day the vegetables, fruits and other fresh produce which the vegetable net orders. As Beijing consumers are accustomed to ordering the ternary milk, excellent vegetable network distribution staff will be packaged fresh goods into the customer's door dedicated small box. Excellent vegetable network distribution mode by Ding Jingtao called "like sending fresh milk."

"It seemed that our model was successful. Excellent vegetable network founded three months to achieve profitability. Ding Jingtao revealed that at that time only Century City district, excellent vegetable net can realize 100 single transactions per day, the average price per transaction is 60~70 yuan.

It is understood that excellent vegetable network in the consumer group is broadly divided into two categories. One is 35~45岁, the family has children's office workers, such people accounted for more than half of the excellent vegetable network customers, the other is 55 years old and older people, they accounted for about 30% of the proportion. "Do not think that the elderly are not mainstream users, they have just started to order food by telephone, our customer service staff after the telephone introduction, try a few times, they will be able to make a single online." "Ding Jingtao said.

Excellent vegetable network and an organic vegetable manufacturer in Beijing signed a contract, the vegetable business for the excellent vegetable network to provide organic food.

Every morning, fresh suppliers will be the day fresh goods sent to the excellent Vegetable network processing workshop, after a simple sorting, processing and packaging, excellent vegetable network van goods transport to the Community designated unloading place. At this time, the small tricycle responsible for the distribution of the community has been on standby, the truck on its own unit of responsibility to order the goods sorted to the car, and door-to-door for distribution. As a general van three points to reach the front of the community, so the small tricycle use one hours, that is, before five o'clock in the afternoon, they can be sent to the consumer door vegetables.

In order to reduce the distribution cost, enhance the "last kilometer" distribution flexibility, excellent vegetable network with some express tricycles and community residents of personal tricycles to cooperate. "We take a 2+3% model to give a commission to a third-party delivery person." In other words, as long as he is responsible for the delivery of a single commodity, he will first receive two yuan in the basic costs, in addition, he can also receive a 3% percentage of the price of goods. To the amount of 100 yuan order as an example, as long as he completed distribution, you can get 2+100x3% distribution costs, a total of 5 yuan. Ding Jingtao told reporters.

Supply Chain Short Board appearance

Electric Business enterprise Fresh Start sales small, it is difficult to achieve direct docking with the origin, which can not be controlled at the source of product quality and price.

In the Century City after the success of the attempt, excellent vegetable network has been an angel funds 2 million yuan investment, and began from Century City to Beijing, the expansion of other residential areas. "Excellent vegetable network can basically cover all the communities within the second ring of Beijing and some of the districts near the Tai Jiao Pavilion in the East four ring." With the expansion of the distribution area, the order of the excellent vegetable network has grown from 100 to 500 single per day. ”

However, Ding Jingtao also found that the close cooperation of vegetable suppliers has been to provide fake organic vegetables. "We had advocated high quality organic vegetables to provide consumers with high-end services, but later we found that consumers can not provide genuine organic products, so we change the business strategy to change organic vegetables to ordinary vegetables." ”

This change has a direct impact on the excellent vegetable net customer unit price and gross profit margin. Excellent vegetable net customer unit price from before the 60~70 yuan down to 30 yuan, customer unit price decline and then directly affect the gross margin. "We can guarantee break-even even if we have a 100% increase per kilogram of vegetables, 200 per day." "Ding Jingtao said.

After the termination of the contract with the former vegetable supplier, excellent vegetable network from Beijing new hair wholesale market of fruits and vegetables procurement of goods. "Vegetables and other goods are not the same place, it is seasonal obvious, and vulnerable to weather, climate and other factors, the shortage of the situation often occurs." Ding Jingtao told reporters, "You can't imagine how hard it is for us to buy new and affordable vegetables." Sometimes we get to the new place three o'clock in the morning, when all the good vegetables have been robbed. ”

Unlike the standard industrial products, agricultural products, because of the origin and timing of planting, even the same product, its taste is very different. For example, one of the excellent vegetable network to pick up a batch of very delicious apples, consumers will feel the good dish after the apple, but the next batch of Apple purchase is not the same origin of the previous batch of apples. Although looks the size, the color is similar, but the taste difference is really disparity. Such examples often occur, making excellent vegetable network lost a lot of customers.

The standardization of agricultural products is a difficult problem to be faced by both the electric trader and the traditional business channel. The solution for some large commercial enterprises is to contract with the farmers of the producing areas directly.

"This reflects the business operators operating fresh supply chain short boards." As a result of the electric business enterprise Fresh Start sales small, it is difficult to achieve direct docking with the origin, which can not control the quality of the product at the source and price. In addition, the biggest difference between the electric business channel and the traditional channel is that the electric business channel cannot be chosen by the consumers for the kind. Therefore, when you buy a product that is not satisfied, the user will lose it immediately. "Zhejiang Xing-he electronic Commerce Co., Ltd. COO Party tribute."

Excellent vegetable network in May 2011 to buy a cold storage, and fresh storage in the cold. Because the cold storage temperature is not well controlled, some vegetables in the cold storage has been quietly "frozen to death." Although the surface looks fresh and green on the outside, vegetable cells have lost their activity. After a few hours, the frozen leaves gradually rotted away. "Sometimes, when we look at good vegetables, we wait until the user's hands become rotten dishes." "Ding Jingtao said.

In fact, different vegetables for the preservation of the temperature requirements are different, because the lack of professional personnel to operate, "Frozen vegetables" event makes the excellent vegetable network in half a month, order volume from 500 single quickly down to 200 single, but also make excellent vegetable net into the margin of loss.