Fresh war is still fierce, product logistics multidimensional degree of competition for positions

In the past year, physical retailing, electric dealers have been fresh as the core areas of development, the recent home is more frequent movements. Upstream: Wal-Mart set up a central distribution center; a store on the line "specialty China", through the origin of direct sales model to create a unique supply chain, Yong-Hui introduced Milk international, intent to strengthen procurement channels. Midstream: Huarun million launched a "fresh partner" system, optimize the internal management. Downstream, Carrefour, Metro Open convenience stores, shun Fung fast delivery "Hey Guest", community "street fighting" in full swing.

"For the entity Ultra, this is its counter electric dealer's ' Last Fortress ', the logistics and the packing is its natural superiority." For the latter, they have more experience in the promotion of high value-added products. Zhuzheng, the chief editor of the network, told reporters that this fresh channel war is good for both sides. "The product coincidence degree is low, the future will let the market more specialized, the brand." ”

Products: high-end fruit v s mass fresh

"Shun Fung Platform is currently the main high-end, mainly selected with channels of scarcity of products, such as imported fruit accounted for the overall SK U more than 40%, frozen and fruit accounted for more than 40% of sales." "Shun Fung Optimization Vice President Chen told reporters that the current fresh electricity business has just arisen, consumer awareness is not enough, high-end food has enough gross margin coverage of logistics costs, is a better entry point."

According to its introduction, Shun Fung preferred to use a lower price to seize the market share, but still has more than 10% gross profit margin. By contrast, the supermarket's fresh department gross profit margin is hovering around 10%. Zhuzheng, chief editor of the network, added: "The fruit is relatively standardized, the loss is low, it is more suitable for the electric business state." ”

Coincidentally, a shop, the original life and so into the fresh field, the same is the main fruit category. This year, the first store set up a separate fresh business unit, and May set up the specialty of China is its key strategic projects. "Specialty China has a total of 3,000 SK U, fresh fruit accounted for about 10%, but sales accounted for more than 50%." "Once in good and many of the service of a special specialty China operations director Tauis told reporters," different from the ultra sales of daily and popular, the electricity business to consider is to rely on promotional activities, the main push sales of the largest products. ”

Tauis told reporters that a shop to take orders for agricultural pre-sale mode, in addition to avoid the loss of logistics costs, the other is to ensure the freshness of the fruit. "For example, the traditional channel to pick Xinjiang grapes are 9 ripe when picking, we are 7.5 ripe to pick, plus transport time, to ensure that the hands of consumers are still fresh." ”

Compared to the use of standardized fruit as a cut, non-standard vegetable meat is the core competitiveness of supermarkets. Wal-Mart, Changdachang supermarkets, the largest product sales are from leafy vegetables, such as meat and other popular consumer goods. "We now sell 50% of the total supermarket sales, 60% from raw meat and only 10% of the fruit." Chang Chang Supermarket general manager Shang Fei said: "At present in the import of fruits and other high Maori products may have profit margins, but the popular, Low-value products are not possible to enter the electric business." ”

Zhang Qinglin, Human resources director of the Southern District of China Resources, added: "The popularity of products requires timeliness and interactivity, trust is very important." Supermarket shopping is a ' way of life ', the electrical business can not replace this level. ”

Logistics: The last kilometer v S Central distribution Center

Comparatively speaking, the logistics cost is the biggest pain point of each fresh electricity supplier at present. According to Tauis introduced, a store fresh business to open Mall joint venture, the proportion of the self-employed is very low. "Self-logistics costs more than 35 yuan per single, it is difficult to cover." "And for Specialty China, a shop is mainly responsible for marketing promotion, monitoring background data, and specific logistics, after the sale by the local partners responsible." "But in the North Canton three a number of key areas, we also work with the third party to establish a cold chain team." If the order size is greater than 10,000 yuan, the self-built logistics may be reduced to 10 pieces/pieces, which is cheaper than the third party logistics 15 pieces/pieces. ”

Shun Fung, backed by Shun Fong, has 80% sales from the proprietary B 2C project, but the last kilometer is equally difficult. "Cold chain is one of our core competitiveness, we are currently in 55 cities to achieve fresh distribution, mainly the Local has shun Fong cold storage and Cold-chain team, this part of the early investment is tens other, the threshold is very high." "Chen Xuru is said, and in the distribution road, in addition to north widely to cold storage car distribution, other cities are taking a simple foam dry ice model." Last year reporters interviewed Tuo Tuo, general manager of Dufei, at that time, Tuo tuo workers a total of 4000 square meters of 4 cold storage and 15 distribution stations, the total cost of logistics into tens of millions, accounting for more than 50% of the total cost, and its development for more than 5 years, the current distribution range is only within six rings in Beijing.

"Electric dealers must rebuild the logistics center, but every single store in supermarkets is a distribution point, as long as the control of the relationship between sales and inventory, there is no need to stack too much cost in the logistics." Dingli, a retail expert, told reporters that he was not optimistic about the supply chain investment in fresh fields, which is the core of Ultra.

Shang Fly also told reporters, Changdachang mainly from four of the base distribution, two times a day long-distance distribution, and each store will become the peripheral characteristics of agricultural distribution center, on the way products have come out, to avoid the empty empty high cost. "At the same time, compared to the electric dealer dozens of kg of shipments, we load 5 tons per car, the size of the transport can not be compared." According to its introduction, Changdachang fresh logistics cost accounted for about 5% of the sales price.

Wal-Mart also set up fresh distribution centers, but the aim is to streamline suppliers and reduce distribution and wholesale links. Wal-Mart southern China Media manager Zhang Weilin revealed that Wal-Mart currently has 10 fresh distribution centers, the 11th will also be put into use at the end of this year, thus achieving national coverage. Wal-Mart senior vice President Bo Rui has said to the media, a central investment in more than 10 million U.S. dollars, but through the fresh distribution center, Wal-Mart has reduced the majority of the intermediate link loss and management costs. Over the past year, the total category of Wal-Mart suppliers and pork suppliers were 8,000 and 80 respectively, representing 1/3 of last year's figures.

Not just a suction weapon.

Whether it is the electric business or the supermarket, fresh the greatest value has been the means of suction. "Fresh accounted for less than 1% of the total electricity sales, but each household appliance manufacturers involved, because it brought customers stickiness value is far higher than the product itself." Tauis told reporters that a store of specialty museum partners to select Strict, first of all, the local government authorized only dealers, followed by a sign every year, and has a rating requirements, two months ago, 5 Pavilion because of low ratings and closed. According to its introduction, specialty China does not sell K PI assessment, fresh products only from the sales charge 2% service charge and 150 yuan monthly fee, far from leveling costs.

"For supermarkets, fresh sales accounted for 40%, but profit accounted for more than 10%." But in the current market increasingly depressed situation, continue to try to expand the traditional sales of electric clothing, it is better to find ways to improve the fresh gross profit margin. "The same is the case.

Shang told reporters that fresh flexibility is the most efficient place for supermarkets. "For example, Zhanjiang Shop may be mostly seafood, Baiyun shop outside workers, may taste spicy, and the price of the store around the wholesale market on par." "Although some of them are selling at a loss, such as the necessities of eggs, Changdachang still maintains a 10% fresh gross margin through flexible management," he said. "Although gross margin is not comparable to other categories, fresh is the most stable cash flow in supermarkets." ”

China resources million home also see this. "Fresh is the first line of staff to control the largest category, such as processing links, production planning links can affect the gross profit margin, while pricing and promotional sales have a significant impact." Zhang Qinglin, director of human Resources Southern District, China Resources, told reporters different from the fresh field of pricing power and promotional activities are arranged or prepared by the headquarters, the fresh field of front-line staff with pricing decisions, in the range of quotations set by the headquarters through the product level, the day period and the surrounding competitors and other factors pricing and promotion.

In July this year, China resources million introduced a "fresh partner" mechanism, the store fresh excess profits from the fresh staff share, many employees so nearly more than half a year salary, higher enthusiasm also brings obvious benefits change. "We expect this performance mechanism to reflect the growth of gross profit margins, which has grown 1% since the first quarter of the operation." "Zhang Qinglin that the future of fresh not only supermarket suction sharp weapon, but also a profit tool."