Fruit dealers target internet business new blue Sea

Chang ' an looking back embroidered piles, the peak of thousands of doors open. A ride of the mortal concubine smile, no one knows is litchi. ”

Du Mu's poem, has achieved the people to the royal life Romantic imagination, but "from the country famous origin fruit tree branches to the dining table" This concept also in the modern reality, under the fresh electricity Merchant's union, was beaten to create a mature commodity concept. In the 2014, a trend that cannot be neglected in the field of electric business is the rapid rise of the fruit electric quotient.

Qixia Apple (108,1.02,0.95%) Laiyang pear, Zengcheng litchi Zhanhua Crispy, top of the "best origin" of the name, high-end fruit is through a new channel to the first-tier city table, the achievement of a new and fashionable consumer market.

Large electric business platform for the fresh type of electricity business opened a special and independent column, the cat on-line "Meow fresh", fruit is one of the major categories, independent fruit electric quotient scale is also rapidly expanding-"every day Orchard", the original life has begun to profit.

In spite of the beginning, the unknown field of fruit dealers is rapidly expanding with the participation of more and more entrepreneurs. However, as a field in the excavation, how the fruit electric business, and face what "growing Pains"?

Nanfang Daily reporter Chen Joran

A big wave of fruit dealers hit

The fruit-and-fruit-dealers, which began operating in 2014, are typical of the newly rising fruit-electric dealers.

Founder Chen Yongjun and his team have all been "internet people" and decided to transform into a fruit dealer, he said, completely to see the timing.

Transformation to do fruit before the Chen Yongjun focus on the enterprise consulting services, long time to observe the E-commerce industry, the 2014 industry transformation let him realize that the fruit is a very suitable for now put to do the electricity Business Project. On the one hand, more and more people pursue the quality of life, the pursuit of high-end, fresh, quality food, on the other hand, the development of logistics technology has supported this trend. In the current electric business field, home appliances, clothing field has been fiercely competitive, looking at the previous period of time rage "Chu Orange", "Willow Peach", Chen Yongjun Lock the fruit of the electric quotient in this direction.

As a fruit dealer, Chen Yongjun decided to start with the big Cherry and the Qixia Apple from the hometown of Yantai, Shandong province. In fact, the market now most of the fruit electric business, is also doing these several categories, Chen Yongjun judge, Yantai Cherry is the most suitable to do the starting point of the product, since 2009, as one of the fresh goods sold online, has a relatively mature market. In addition, he also focused on Yantai-rich in the Qixia Apple and winter JuJube-in addition to Apple and winter jujube in the preservation and storage of labor-saving, in Shandong Local, but also more convenient.

Without his expectation, the potential market for fresh fruit business soon took the road. Compared with traditional fruit sales, the Internet has introduced new concepts to fruit sales, all of which are embodied in the nascent fruit dealers-the emphasis on brand building, the transparency and convenience of product information, and the immediacy of product transport, and so on.

In traditional fruit sales channels, consumer habits to promote the way may be the fruit of the photos, placed on the booth invitation to try to eat samples, on the internet, the fruit becomes a more perfect packaging of goods-"fruit to Fruit fun" Company's official website home page visible is the exquisite packaging commercial version of the Fruit gift box, Thoughtful ad copy and a variety of gift designs.

Like most fruit dealers now, Chen Yongjun's "fruit and fruit" is the origin of the seasonal fruit, now, they only concentrate on three products-Xinjiang jujube, qixia apple and Laiyang pear. However, in addition to the category, to really practice the whole process, Chen Yongjun to worry about a lot of uncertainties: as a product of instant consumption, consumers will be to the extent of a two-month advance online subscription of new consumption habits? And the fruit from the selection of standards, picking and delivery time to grasp the actual operation may encounter various problems, how to solve?

Chen Yongjun told reporters that although all the current in the field of fresh electricity, fruit dealers will emphasize the concept of origin, seasonal, but the specific operational aspects still have a lot of problems. How to identify quality, how to ensure not to be injured in the delivery process? Apple still say, but like Litchi, mango these difficult to keep fresh and easy to hurt fruit, it is inevitable to spend more time on the packaging of special care.

However, the requirements for transport conditions and speed also forced the fresh electricity dealers to spend a large cost. Chen Yongjun told reporters, logistics now accounted for the entire cost of 15%-20%, although Shun Fung to the bulk of the electricity dealer's price will be cheaper than the bulk of 1/3, but this is still quite high cost, and the future only likely to rise, the likelihood of decline is not big.

According to Chen Yongjun revealed that the electric field of fruit sales market is now mainly in the first-tier city of individual customers, fruit to the fruit of the 70%-80% sales from the north to the canton, "The future fruit will also further expand the fruit category, Litchi, Kiwi are good to expand the object." "Chen Yongjun said.

"Growing Pains" have many

Also jumped into the blue sea, there are many former observers in the field of electrical business, million engine consulting CEO Ruzenwang was also in 2014 New in the field of fresh electricity, his "fresh electricity dealers" from the beginning of the operation in July, is still in the "cradle period", however, with the field of electrical business for many years observation, Ruzenwang has been keenly aware of the hopes and limitations of this field.

"This industry is not so easy to mistake, although rapid growth, but in fact there are difficulties, such as industry standardization-fruit and fruit taste is not the same, it is difficult to make a unified evaluation criteria, but, overall, the whole industry is still in the fast growth." "Ruzenwang said.

Ruzenwang told reporters, now fruit electric business to do the largest, most successful or Taobao some of the origin of entrepreneurs, logistics advantages to the operation brought a lot of help. Many fruit dealers are growing in size, but they are a small part of the industry.

Most of the fruit manufacturers face some problems, such as transportation-for the difficult to keep fresh fruit, cold chain cost is too high, very easy to damage the situation, and cherries, litchi these need to air the fruit, the cost is not low. In addition, for fruit traceability, upstream market quality control, need to be further strengthened.

"We have not started the pre-sale, many farmers have limited delivery capacity, at a fixed point of demand for their large number of shipments, which will bring about the test of quality control." "Ruzenwang said. He told reporters that now the company has not yet begun to profit, but also loss for some time. "This industry is not easy to do, to cooperate with all parties, to spend a long time to establish a cooperative system, and then the sales can be done."

There is no doubt that the 2014 fresh electricity producers are developing rapidly. Agency research data show that 2013 fresh food Net purchase volume reached 5.7 billion yuan, the year-on-year growth rate of 40.7%, the agency estimated that the next 5 years of fresh electricity business growth of more than 100%, the market size of about 100 billion, accounting for fresh total sales ratio reached 15%.

In addition, the fruit-like fresh electricity dealers also have a huge market and customer base, profit space, the future development is worth looking forward to. China Mainland's one or two-line city, with a densely populated population, some cities such as Shanghai have a highly developed chain of convenience stores, and can drastically reduce costs through centralized distribution, such as direct deliveries to convenience stores, community stores or community properties, And the last kilometer or 100 meters by the consumer to mention, and so on.

The agency said that at present the fruit electricity quotient, and even the whole fresh electricity business Area development short-term bottleneck all lies in the cold chain logistics distribution and the consumption habit. However, the agency believes that the logistics distribution restrictions are only short-term factors, in the future policy support and market demand, the dual promotion of agricultural/fresh cold chain logistics industry development will enter the fast lane, the next 3-5 years will no longer be the main problem. And consumption habits with the current fresh net purchase of the main crowd-young white-collar workers, the next 5-10 years to become a family of fruits and vegetables poultry purchase of the main force, with the Internet, the Internet to buy fruit may be passed down as a habit, affecting more consumers.