How did the fresh electricity dealers break up in the Litchi season?

Another year, but not many people noticed that the major electric platform is around the online sales of Litchi, logistics, such as the launch of a new round of competition, fresh fruits and vegetables are becoming a new focus of domestic fresh electricity dealers competition.

This May, Shun Fung Group's Shun Fung optimization, nine city group Tuo Tuo workers and Taobao and other waves of fresh electricity business enterprises have launched a "taste of Litchi", "Send Litchi" and other marketing activities, so that the competition of fresh electricity manufacturers again heating up.

Meanwhile, the US electric giant Amazon has thrown out its first investment in mainland China for 10 years--20 million dollars for a delicious 77 of Shanghai's local vertical fresh electric dealers; Cofco I bought the network also opened a new warehouse, strengthen fresh overseas direct mining, to explore the difference route; After the listing of the Jingdong also began to work with Zhangzidao Island to further exert fresh power.

All kinds of indications, the domestic fresh electricity business industry in the past year's excellent vegetable network, days with fresh, Yong-hui supermarkets, David's election and many other martyrs after the resurgence began.

Fresh electricity business is a trillion-scale potential market of the big cake, but also the domestic electric business sector is one of the few "virgin land", a number of electric business platform, logistics enterprises, retail enterprises and agricultural enterprises are naturally coveted. But after a new round of enclosure, marketing war, the industry as a whole is still mired in losses, become the Electrical business Subdivision area has not been conquered the last bastion.

In Shun Fung preferred President Tri Xiaoxi view, fresh electricity market cut too early will become cannon fodder, into too late only drink soup. "2012 Test water, 2013 expansion, right now, the market heating, user acceptance rise, homogenization makes competition intensified, the industry players to the hard skills, the front and back of the comprehensive strength stage." ”

In the future, how does the fresh electricity supplier break the bureau?

Four difficult problems to keep away from the public dishes

Domestic fresh electricity manufacturers are mainly divided into platform classes and proprietary consumer classes. Platform categories, including Taobao, Jingdong, No. 1th Shop, Suning easy to buy and other fresh-cut channels, more level is the card-type cut, the self-employed categories including Shun Fung optimization, the original life, I bought Nets, Tuo Tuo commune, Delicious 77, Fu Tian, vegetable housekeeper and so on. Among them, the downwind optimization is "express gene", the original Life is "media marketing gene", "I bought the net" is the procurement of genes, the first three industries.

According to industry sources, the average profit of fresh electricity dealers reached 30%-40%, far higher than other categories, of which seafood and frozen meat is the highest, fruit second. Domestic fresh electricity business mainstream players of the category focused on the high-end, not easy to buy fresh, such as fresh and organic fresh overseas, to avoid competition with the farmers market and the public food products. Because, offline community mass food consumption rate can be consumed by the day of the purchase of the crowd, and the large-scale health of fresh electricity dealers can not do.

Due to the high degree of agricultural modernization and intensification in developed countries, combined with good food safety reputation, the comprehensive platform of each large fresh electric power provider will first consider introducing foreign agricultural products to increase the stickiness of the users.

In the current of the electricity business almost shocks all commodity areas today, why fresh this subdivision of the field like a stone uphold standing? Tri Xiaoxi and many fresh electricity business practitioners told Tencent Science and technology, restricting the development of domestic fresh electricity business mainly has the following four aspects:

First, because it is difficult to save, transport wear large (loss rate of up to 20%), the operation of fresh electricity business is much more difficult than 3 C, clothing or cosmetics category, and the timely receipt of high demand, difficult to support returns, after all, returns will multiply the loss of goods, some of the short shelf life of goods

Second, the user needs less distribution, customer unit price is low. Fresh electricity business practitioners have counted a sum, the customer unit price if less than 200 yuan, excluding product costs, logistics costs and circulation losses, basically no profit. Although, the end of fresh products can improve the customer unit price, but the audience is very small, customer price is too high will impact the purchase of consumers enthusiasm.

Thirdly, the cost of logistics is high. Fresh electricity manufacturers must have a high quality cold chain logistics system in order to ensure the quality of goods and timely delivery. But the cold chain logistics greatly increased operating costs, and the domestic third party cold chain logistics is underdeveloped, since the construction of cold chain investment, long return cycle, small and medium enterprises are difficult to bear. As a result of the narrow coverage of the cold chain across the region also led to a lot of fresh electricity dealers can only be in the north and so on the first-line city distribution.

Four, the fresh electricity supplier has the special restriction of the product supply chain.

Subject to seasonal effects, non-standard and high-end raw and fresh out of stock occurs, it is difficult to form the scale of circulation. Because of the origin, planting time is different, even if the same product, taste also exist differences, users can not buy satisfactory goods to blame on the electric business platform, the impact of repeated purchase rate, users easily lost.

In addition, due to the lack of integrity, it is difficult to prevent upstream suppliers to provide counterfeit products. Although the origin of the direct mining can resolve this problem, but limited to the size of the growing category, can not be extended to all fresh goods.

Cold chain logistics to win the key shun Fung and Jing Dong or become the ultimate winner

Food for the people of the day, fresh electricity manufacturers have a larger market size and imagination space. Although difficult to do, but has become a battleground.

Beijing Partner CEO Wang Wenfeng that the origin of direct supply to become the core of differentiated competition, cold chain logistics will become the future of fresh electricity Shang runner profit to win the key.

To achieve profitability, nothing more than increase sales of open source and reduce the cost of throttling.

The cost of electric business mainly includes five pieces: Labor cost, house rent, marketing expense, technical cost and logistics cost. Staff wages can not be reduced, office land rent can not be reduced, the market costs have a direct impact on the flow and sales, technical costs can not be province. Final logistics becomes the only variable and optimized cost. When the user size and a purchase amount reached a certain inflection point, the fresh electricity supplier to upstream suppliers of the bargaining power is stronger, the logistics cost decreases.

Since the domestic fresh electricity manufacturers to build cold chain logistics needs strong financial pressure and experience. This makes the supply of fresh electricity to the logistics throttling reduced to only the Giants continue to go on. At present, the strength of the domestic only have Shun Fung optimization, I buy nets, Jingdong and Taobao. Small and medium-sized fresh electricity dealers can only take the "ordinary Logistics + fast line" way, because the fast line is mainly for the tob level of the cold chain, how to reach the user's hands the last kilometer to become a potential challenge.

This means that in the future, in the game of fresh electricity dealers, the first in the logistics cold chain layout of Shun Fung optimization and Jingdong has a potential advantage. After all, Shun Fung optimization backed by the rapid transport of strong network penetration, Jingdong Logistics system has been maturing, can quickly implement the upgrading of the chain on the supply of fresh electricity indispensable cold chain.

It is understood that in the logistics of this link, shun Fung optimal temperature logistics system has been blanket the whole country, this year, its cold chain coverage of the city will be from the current 11 major cities to expand to 30-40 cities.

However, I bought Network marketing director Charcoal said: "The main cause of the fresh electricity business is not a single due to cold chain costs, the need to resolve the customer unit price, gross profit margin and order fulfillment costs of the three comprehensive bottlenecks." In the specific operation, through the category selection and structural adjustment to improve the customer unit price and gross profit margin, by improving operational efficiency to reduce loss and distribution costs can promote profitability. Commodity selection, classification storage, sales, distribution, after-sale, the overall operational capacity of multiple chains will determine who will win in the future. ”

How to break the new Bureau localization in the pursuit of small and beautiful

Some analysts pointed out that the fresh electricity dealers in the market strategy in the introduction and promotion period, short-term hope that the profit is unrealistic. Moreover, the strategic value of fresh electricity suppliers cannot be judged by simple profit.

"Fresh food electrical business is a very big business, but also a very difficult business." Its core is upstream infiltration to the base, the middle control logistics, the end to seize the user group, ultimately reduce the loss rate, improve the distribution experience, control logistics costs. "Shun Fung Optimization President Tri Xiaoxi said so stressed."

It is worth mentioning that, although the former fallen martyrs and financial resources of the comprehensive platform, but some entrepreneurs are still breaking in.

Originally living an internal staff that the new into the small vertical operators can not unlimited expansion of the category, Day Cat Supermarket, Jingdong may be able to play, but entrepreneurs need to base on small groups, the pursuit of small and beautiful localization. Because the more SKU, the transformation of the Web page, inventory management, distribution, turnover, the greater the hidden trouble, a small link error, will lead to halberd.

The industry proposed that the new entry can also be aimed at the need for cold chain of goods, consider the use of the city's existing distribution resources, such as newspapers, fresh milk distribution system, to ease the logistics costs.

"The initial phase must be combined with local physical stores to make quality and credibility to survive." The front-end integration of agricultural base, the middle to build their own platform for business, marketing to take story marketing, based on local, even if the later will be squeezed by a large platform, there will be a territory of their own. The above people said, in the manpower, need to understand the electrical business and understand the traditional logistics, supply chain of the resultant force, can accomplish.

What if the big integrated platform squeezes the new people?

This may be a false proposition, at least in the present. Tri Xiaoxi said: "The whole plate of fresh electricity dealer is very large, the current total is small, base is too low, still not fish, we are groping." Only people together to create a fresh electricity business pond to establish, cultivate the habit of consumers, to raise fish, and eventually the electrical business field hardest to chew the hard nut digestion. ”