How much do you know about seven sins?

If there is a blue sea in the field of electrical business, it is not a fresh electricity business.

With the blowout development of the fresh industry, many investment institutions will be the focus area of project investment. Not only that, many traditional large companies have also set foot in, such as Shun Fung optimization, Tuo tuo workers, Cofco I buy nets and so on, on the other hand, the Sky Cat, Jingdong, Amazon and other internet giants have started to test water. 、

But in fact, there are few profit-makers in the wind and fresh electricity business, and gradually exposed a lot of consumption and experience pain points. How to quickly hit these pain points, to provide consumers with high value consumer experience, is our focus.

A crime: Pattern pain Point--the dilemma of business model's sway

All along, the health of fresh electricity dealers and other industries, like electricity, there are platforms and self-owned, resource-rich more than the choice of self-owned and platform, platform for the most, and the medium of resources tend to be in the platform and the self wavering between. However, the platform and self-employment are faced with resources and capacity challenges.

Platform means to assume the role of platform drainage, merchant recruitment, activity organization and Platform management. Invite well-known fresh electricity commodity brand and the characteristics of fresh brands, such as the most important, and self-management means to strengthen the supply of fresh products, private brand building, customer relationship maintenance and other key links, and to have a continuous user experience management, Shiny electrical goods and other brand building. In the author's opinion, the platform to do the electricity business requirements will be higher, its brand investment capacity, offline promotion capacity, platform drainage capacity, such as higher requirements.

Choose what kind of business model, not only to the enterprise's own resources for a comprehensive consolidation, but also to the enterprise development strategy for systematic carding.

Breakthrough direction:

1. Carefully evaluate their operating advantages and disadvantages, choose their own business model, at the same time, even the choice of proprietary mode to strengthen cooperation with other business operators, flame;

2. Prior to the first member community, through food interaction, cooking guidance, such as strengthening member stickiness, according to the type of product needs of members, dining type, etc. to deeply consider what mode to choose, the product relatively concentrated, they can meet when the choice of proprietary mode, category diversity, beyond their ability to choose the platform business model.

Two deadly sins: Sales pain Point-high customer price and unstable purchase frequency

From the data can be seen, the current fresh electricity business consumers more concentrated in the eastern coastal developed areas, consumers to 22~35岁 majority of women, online shopping experience, a high degree of concern about fresh products, the purchase of the category more concentrated in fruit, vegetables and so on. To ensure freshness, the average consumer buys 3 days of consumption at a one-time price. Because of the high cost of logistics distribution, most platforms need to consume 99 yuan to be free of distribution fees, this threshold directly lead to the high price of fresh electricity business customers, but also bring the purchase frequency instability.

In this way, the electric business giant in the fresh net purchase development is very competitive, fresh product purchase often and other products to buy together, this is the day cat, Beijing East Fresh purchase rate is higher than one of the reasons.

Breakthrough direction:

1. To the kitchen food platform in the direction of development, change the single sale of food materials, provide more kitchen meal package, the provision of modular food semi-finished products;

2. According to the user's food scene, the number of people, the amount of food, etc. to provide "set the standard package", because of customer customization, reduce the supply of standardized dishes;

3. Sell "Member pre-sale card", in advance to allow customers in accordance with the order period, the general dishes, such as choice, in advance received the subscription fee, Circle customer sales.

Three sins: visual pain Point--visual sensation is similar and weak

There is no denying that there is a gap between the network image value transmission and the offline physical presentation. Fresh is only after cosmetics, clothing and other "show pictures" industry after a handful of "picture fan" industry, the importance of consumers, fresh electricity commodity brand, so that its picture quality, attractive; the pictures of fresh electric dealers tend to be more high-definition, showing a high sense of nature, high freshness, and the actual user received the product is not so, Sealed packaging, layer of node transport and moisture loss of food materials, these make the actual loss of physical, physical quality, fresh and other natural discount, the difference between the kind and picture of the user's visual pain is relatively strong.

In addition, food consumption guidance and practical operations are often disjointed. Under normal circumstances, fresh electricity dealers can be divided into speaking products, speaking of demand and litigation feelings three stages, now the fresh electricity dealers in addition to selling products more food scene, cooking introduction, etc., is designed to provide consumers with a set of food purchase, food guidance, cooking services equal to one service; in fact, users due to their own limited quality, professional ability is limited , cooking time is limited, may not be able to fully understand the guidance of cooking food, guidance methods and practical operation become "two skins", from "High value user experience" There is still a gap.

Breakthrough direction:

1. Wrongs, what kind of performance, in good faith to convey the value of vegetables, I believe consumers can be judged;

2. To the menu to co-ordinate fresh product sales, the first to provide quality recipes, cooking guidance, and then provide quality food sales, such as recipes to promote the sale of vegetables, natural.

Four Deadly sins: distribution pain Point--the "last mile"

Cold chain logistics is forever pain. Fresh products need to from the warehouse to the user's home of the whole cold chain transport, and the current cold chain transport costs high, high storage costs, regional distribution of cold spot construction difficult, which also led to fresh products refrigerated refrigeration cost of high characteristics.

In addition to the cold chain logistics, there are "the last kilometer" at home at the door of the nightmare. The so-called "last kilometer", refers to the process from the regional refrigeration point to the user's home, the requirements of the product zoning temperature control, daily necessities, refrigeration products and frozen products, such as packaging requirements, temperature control requirements are different, this is a small challenge to the fresh electricity business.

Breakthrough direction:

1. The introduction of capital, and domestic and foreign logistics capital Cooperation, the joint investment in the construction of regional refrigeration and frozen warehouses and regional cold chain logistics facilities;

2. With the cold chain logistics enterprise cooperation, the two sides jointly set up a regional fresh electric company, to share cooperation, joint ventures and other means of joint operation;

3. The establishment of internal logistics incubator, by the company Capital Holdings, outstanding employees to participate in individual investment, and jointly invest in regional refrigerated storage center, not only to realize the independent entrepreneurship of employees, but also promote the company's cold chain logistics development.

Five deadly sins: Experiencing pain point--consumer offline experience weak

Fresh electricity manufacturers are facing the line below the real store prices, purchase convenience, store can feel, products and other aspects of the competition, these constitute a full user experience, but also to the production of fresh electricity to create a strong impact, online under the existence of a certain degree of competition, the substitution is too strong.

However, the experience of fresh electric business offline is weaker and the user participation is low. At present, fresh electricity business will be better resources to focus on creating a good online purchase, browsing experience, and so on the online experience shop, such as not high attention, online online joint marketing capacity has not formed, its offline experience is weaker, user participation is lower.

Breakthrough direction:

1. Strengthen the user online browsing the single experience, optimize the page UI experience, for the consumer consultation picking season, product characteristics, distribution and so on detailed solutions to provide a single key to the smooth experience;

2. Actively promote O2O mode, so that consumers in the network at the same time, can also go to the entity shop purchase, or online to pick up their own pick-up, or in the brand experience shop feel brand and product characteristics, strengthen the communication with the user interaction.

Six Deadly sins: supply pain Point--the difficulty of resource integration in the background

First, the supply chain system support needs to be integrated. Fruit, vegetables and so on often seasonal relatively strong, the Origin resources Limited, the production is limited, the fresh electricity business needs the outstanding supply chain system support, guarantees the source supply, guarantees the product quality, guarantees the continuous supply. Fresh electricity business needs more cooperation of origin, cooperative farmers and so on, and how to ensure continuous cooperation and ensure that cooperative products are the focus of fresh electricity manufacturers, supply chain integration will take time.

Second, the user's culinary guidance and consumption guidelines are difficult to integrate. At present, fresh electricity business such as delicious 77, Jing Dong Fresh, etc. are strengthening the cooking guidelines, food guidance and other services, aimed at more comprehensive food consumption, cooking guidance and other services to enhance consumer stickiness, so that users can continue to patronize. And this kind of integration needs to collect the cooking content, the overall cooking instruction, compiles the service instruction and so on, these to the fresh electricity quotient talented person disposition, the team arrangement and so on request is high, the conformity difficulty is also big.

Breakthrough direction:

1. Strengthen production control of production base, core peasant household and so on, and carry out joint ventures, cooperative development, joint research and development activities, make the production supply chain more reliable;

2. The implementation of the production of fresh products standardization, standardization and specialization, so that product production procedures more reasonable, how dishes, how to collect, how to detect and so have their own standards, so that the supply of increasingly standardized, professional.

Seven deadly Sins: Developing pain point--the small area management is obviously difficult to expand

At present, the regional type of fresh electricity business. Fresh electricity business is still concentrated in Shanghai, Guangzhou, Beijing and other developed cities, its fresh net consumption base is large, consumers to fresh online purchase of higher acceptance, the purchase of fresh raw materials on-line consumption habits increasingly formed.

The regional operation characteristics of each fresh electric power supplier are obvious, focusing on the regional consumers ' fresh consumption and the serious operation of fresh-living area. and cross-regional development is much more difficult. The "Optimal distribution radius" exists in the logistics distribution of fresh electric business, cross-regional distribution is difficult, each region fresh consumption difference is big, fresh electricity quotient of the trans-regional expansion still need time; such trans-regional cold chain logistics development mature, "the last kilometer" to be a preliminary solution, fresh product supply can be sustained and stable, fresh and related services are recognized, It is believed that the development of fresh electric power will be more successful than the regional expansion.

Breakthrough direction:

1. and capital, in order to acquire, mergers, joint ventures and other ways to acquire the Local has done better fresh electricity commodity licensing, to create a national "fresh capital flagship";

2. Improve the sales ratio of standardized dishes and vegetable products at ambient temperature, reduce the dependence on the cold chain logistics, and help to expand across the region;

3. Strengthen the brand community stickiness, and actively develop kitchen food members, to conduct food exploration, cooking interaction and service guidelines, and promote the construction of food community, to "high-density members" to promote online sales, power line across the region to expand.