How to lead a fresh electric power supplier to the future

In the 2013, the popularity of fresh electricity dealers, several industry leaders to accelerate the conquest has a billion-scale national market pace. Behind the first round of expansion, we calmly analyze the nature of the industry behind its market, it is not difficult to see the hidden dangers.

The brace of fresh electricity dealers

Lengthen the time axis, to see the development of fresh electricity business in the context. From the network shopping, but because of fresh food in warehousing and logistics constraints, the market in 2005-2008 years began to appear the first wave of fresh electricity dealers. such as established in 2005, Easy Fruit NET, founded in 2008, Lecang, Tuo Tuo commune. This is the industry's first few, initially are small market, but with the frequent food safety accidents, expanding the consumer through the network to buy high-quality, safe food materials demand. As a result, 2009-2012 have a large number of fresh electricity manufacturers, organic food dealers appeared, ushered in the first wave of the development of fresh electricity business boom. But too many participants created a bubble in the market; at the same time, we have also stayed at the stage of copying the ordinary mode of electrical business, and did not anticipate the particularity of the fresh electricity dealers, and the false behavior of some electric dealers caused consumers to question the whole industry, and the market demand shrank. So the first wave of ebb was followed.

The sign of the ebb Tide one is Beijing "excellent vegetable net" seeks the transfer, one is Shanghai "Day fresh Match" is resold. This is the two electric dealers that make organic and green vegetables, all happened in early 2013.

The first wave of ebb also paved the ground for the second wave of the boom. 2012 just set up a fresh electricity business "originally living", at the end of 2012 by virtue of "Chu Orange Beijing" event marketing a gun. Then the original life in the spring of 2013, "Beijing Litchi War", detonated the media hot spot again. The whole fresh industry with this wave of media boom, after the first wave of trough, began a new round of development. Different from the first wave of the boom, the second wave of development has obvious characteristics of capital plus resource integration.

　　2013 , resource consolidation, capital expansion

In the second wave of upsurge, shun Fung optimization, a fresh, original life, Tuo Tuo commune, delicious 77, rural easy to buy, vegetables, such as butler behind all have a strong financial support, and all have different industry resources. Shun Fung optimization of the parent company is Shun Fung Express, in the warehousing logistics has a unique advantage, this is conducive to the solution of the high demand for fresh products in this respect; the first fresh by virtue of a shop in the procurement experience, quickly in the origin of the enclosure; originally living by the southern Department of Media founder, in the media to promote the advantages of resources, At the same time good at capturing hot spots, impress consumers, delicious 77 under the Chia Tai Group, online under the Zhengda entity stores, rural easy to buy is the founder of China Mobile, the main market is also the network Arup high value of communication users. The integration of resources and the expansion of capital have made the second wave of fresh electricity manufacturers have a larger volume than the first wave.

　　Hidden

The integration of resources and the investment of more funds, bring more volume, but also solve some of the problems of the first wave, but only to solve the initial exposure of the industry part of the problem, the whole industry is still in the initial stage of competition in the capital. This stage of the big enterprise seems very big, fall down also very soon, only the industry into the management of competition, can truly out of the strength of the firm, otherwise, PPG and the case of the guests will be repeated in this industry.

We may as well Taobao this platform to see the next few cases. Early this year, the death of pigs into the Huangpu River, Taobao see this opportunity to launch "Suichang Mountain scattered pig" pre-sale, poly cost-effective to the resources, the local government endorsement, pre-sale without the use of capital, activities are booming, but then in the quality control and delivery of the not well, The store that runs this activity from the first 4.8 score to 4.4, and then the shop can not find. There is the May "four big fruit" of the poly-cost pre-sale, the best results are a newly opened "China Landmark Pavilion" eco-agriculture shop, cherry pre-sale sold more than 20,000 boxes, but customers received a large number of complaints after the arrival, the shop score also from 5.0 to 4.1-4.4, now shops have been abandoned.

The expansion of several fresh electricity dealers also have in Taobao and cat opened shop, but its sales are not ideal. And in the regional expansion, the author has tested and inquired several, its reaction speed is very slow, customer service of products and services to understand very lack.

　　Opportunities and challenges

The development of fresh electricity dealers depends on the external environment and internal development, on the one hand more consumers begin to accept the purchase of food through the Internet, on the other hand, more quality suppliers. At present, the external environment gradually mature, the market also began to take shape, but can seize this opportunity, lies in the industry enterprises can solve from the internal four-level challenge. (as shown below)

Generally speaking, in the early stage of the development of an industry, mainly from the first two levels of challenges, in the first wave of fresh electricity dealers are mainly encountered in the previous two levels of challenges, the first two levels of the challenge is more easily rely on more capital and resources to solve. But when more big capital competitors join, some of the bulk of the fresh electricity companies appear, this time the operation and management of enterprises will face enormous challenges.

The operating system and process of the fresh electricity supplier cannot simply reproduce the ordinary electric dealer, because the product category of the fresh electricity dealer is very complex, and the attribute between each category is very different, at the same time each single product needs multi-dimensional information (such as: An apple, in the procurement, inventory, editing, marketing, customer service and so on need different classification information). The same challenge also comes from the management of employees, and the use of traditional electrical business KPIs and BSc Management is likely to destroy a business.

Now several fresh electricity dealers, who can deal with the third level of challenge, who will be in the second wave of the boom win. As for the fourth level challenge, that will be the second round of winners how to continue to do well, in terms of current industry trends, this level of competition will probably take another 3-5 years.