Fruit O2O: "Quantity" is kingly, with the amount you have everything

Looking back on the 2014-year pioneering circle, O2O must be one of the biggest hot directions, door-to-door massage, nail, car wash, laundry and so on the Internet tentacles deep into a traditional big industry, make the wind, the capital side also predicted the future of the Giants must be born in the O2O industry! So the same hot fresh fruit industry, how to catch the O2O this express? As an Internet practitioner who has been in the fruit business for nearly 5 years, from the second half of 2014 I was thinking how to practice O2O, through combing the fruit industry chain and finishing experience, found a clearer way to the fruit industry O2O, for those who are interested in entrepreneurship in the fruit industry, the small partners to comment on and Pat Bricks.

"Quantity" is kingly, with the quantity you have everything

Fruit is different from other commodities, it is very difficult to standardize and quality control, especially in China, whether from our infrastructure construction or circulation links, it is difficult to ensure stable quality, such as Yunnan fruit sweetness and so on more aspects are very good, we have tried to bring a grape over there to Beijing, but eventually through the logistics 3 Day transport over the grapes to this side is already mud, on the other hand, the fruit is very difficult to save, a few days do not ship even a day directly into the waste loss, so this product will be relatively tired, but also need a lot of time accumulation.

Also want to get good goods, you have to look for the fruit industry chain in the upstream of the large wholesalers, but they are pursuing what? is a fast turnover rate, so if you don't have a certain amount of purchase, each time only need dozens of Jin, then you temporarily cannot carry on the trade, even if you persuaded them to give you the supply, you also can not get the best quality fruit, the best fruit all is "the quantity" the biggest purchaser to take away, Beijing has more than 20 line chain's fruit merchant, Because of the large amount of their daily purchases, they have the highest priority to choose the fruit of the right, those in and out of the wholesale market of fruit trucks, will be the first to pick them out, then the same also have a large number of procurement demand for the supermarket to pick, and finally left to others to buy, you feel.

Wholesaler's business model is based on "quantity", such as specialized in some kind of tropical fruit of the upstream wholesaler brand, you know how much water a year? Nearly 4 billion, can you imagine? And a lot of invisible billionaires do this by making profits by size and quick turnaround, and of course you don't see them because they don't go directly into the retail market.

If you have a "quantity", what does that mean? You become the meat of the merchant's eyes, because he can make it through your quick turnover, reduce wastage, improve overall operational efficiency and profitability, so you have the bargaining power, with the ability to pick up goods, and even have the ability to control suppliers, so that upstream purchase you will be comfortable, to focus on the service users to do things. So "Quantity" is the foundation of the fruit industry, stable and rapid growth of the "quantity" of demand to ensure that you in the industry's right to speak.

The thought of exploding money, the ultimate single product

Not deep into the fruit industry people experience must not be deeply, this industry has a lot of pits, you need to be in the industry for some time to understand, such as the preservation of each fruit requirements are not the same, brand quality is very confusing, packaging weight and so on, there is not a lot of time to accumulate and suffer from the loss of deception, It is difficult to pick the best cost-effective fruit, and because each kind of fruit preservation and display way, distribution packaging and so on all have pay attention to, if not careful study, rashly pursue all-inclusive category management, bring will be the effect of disaster.

"Extreme Fast" is also applicable to the fruit industry, the use of burst thinking operation of fruit, by reducing the SKU to improve the overall turnover rate, reduce losses, and can be the explosion of the ultimate product, this is a good direction, many of the start-up brand has also chosen this direction into the fruit industry, such as the brand to make car, One months can also do millions of water, I believe that 2015 will see more such a brand was born.

With the continuous infiltration of mobile internet and the change of users ' consuming habits, traditional fruit retail stores will be constantly suppressed by these brands, in addition, because the physical store pursuit of the whole fruit category, the loss is relatively large, in order to enhance the sales scale, only by reducing the price, by attracting the pursuit of small people to buy, surface prosperity, But in fact, no real user precipitation, thirst just. At the same time the increasingly low cost of starting a business will be greatly reduced to enter the threshold of the fruit industry, physical fruit retail stores really not much time.

Specific people, Master the future

O2O is accompanied by the rise of mobile internet, 80, as the main consumer of the Internet model, this crowd is the most natural first batch of seed customers, they dare to try new things, but also the use of the network more familiar with nature. The current fresh market hit how hot, are smashing money to cultivate the use of consumer habits, but from the current data, the domestic number of large consumer shopping mall fruit consumption line is still far from the lower than the line, and complaints high, the overall operating cost is very high, One reason is that the target user is not clearly caused by a wide net, low yield.

From the commercial model of raw business, the future basic development space is small, the overall operating cost is too high, from the trend of the central to see, it is difficult to become the mainstream model of the future; the future will certainly be more vertical to do the fruit of the brand divided up the overall market share, with 80, the new fruit into the future of the main The growth point will certainly migrate to the O2O convenient and the social relations utilization, therefore how raises this crowd's online consumption habit, is the fruit O2O the other core, who can grasp these users the high frequency use scene entrance, is the competition focal point.

Real O2O, stop telling stories

Recently saw a news, a fruit brand got tens of millions of of the financing, claiming that by O2O the heavy mode of the fruit retail store to complete the layout, I think they saw the potential value of O2O, but the direction is completely wrong, completely did not understand the core of O2O, although the current fruit retail outlets Choose a good location, good user experience, There are good returns, which are said to be based on this money, but it's a superficial boom, and I'm sure that this type of offline fruit store will be on the decline for the next 3 years.

Any pattern of change would be an innovation beyond the existing model, instead of merging, O2O and retail are two concepts, totally two business models, offline Retail is the traditional business model, pay attention to the purchase of shop customers, the use of ping effect, selling store premium, will involve store display, loss control, Product updates, such as a series of complex things, can focus on the offline retail to do a good job has been very difficult, on the above want to graft O2O to carry out changes, the basic can only be a story, it is difficult to fall, and this will become a stumbling block in O2O, so that you can not quickly and O2O pay attention to improve the overall operational efficiency, sell fast and convenient, is a focus on improving operational efficiency of the business model, the need for rapid, service the ultimate, two models completely different focus, can not do the fish and bear the same, can only take care of one, otherwise can be regarded as no matter what, that is not the ultimate.

Conclusion

So the o2o of the real fruit industry, must be through technical means, focusing on services 80, the group of people, through the construction of the online platform to help the offline business to improve the overall efficiency, and itself to achieve a stable and rapid growth of fruit procurement, can really bring convenient and efficient consumer value, And in a short period of time can quickly expand, to obtain large enough user attention, this is the real success of the O2O model. Integration of the offline business is not necessarily a fruit shop, the current fruit shop information level is not enough, quality control is always difficult, integration is not easy, so we need to start from the user point of view, to think about your business model in the real value point where, to integrate where.

I think 2015 will be the first year of fruit industry O2O, a lot of fruit brands from the previous PC electric power accumulated experience will continue to flourish through the rise of the O2O, who can finally win, on who really understand the meaning of O2O, and pay practice.