Lack of control of supply chain, fresh electricity business is a castle in the wind

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"Editor's note" This article is adapted from the "China Business Newspaper", the original address, author Zhaoxiangyang.

Lei Feng Net before published an article "Raw and fresh electric business failure lessons to talk about", introduced is the founder of excellent vegetable network Ding Jingtao after the failure to share some lessons. Recently Ding Jingtao received the media interview, Tan Chen Excellent vegetable network in the development of some twists and turns, he believes that the main reason for the difficulty of fresh electricity business is the supply chain problems.

The business model of excellent vegetable network

"Every morning, fresh suppliers will be fresh goods sent to the excellent Vegetable network processing workshop, after a simple sorting, processing and packaging, excellent vegetable network van goods transport to the Community designated unloading place." At this time, the small tricycle responsible for the distribution of the community has been on standby, the truck on its own unit of responsibility to order the goods sorted to the car, and door-to-door for distribution. As a general van three points to reach the front of the community, so the small tricycle use one hours, that is, before five o'clock in the afternoon, they can be sent to the consumer door vegetables. ”

The so-called housewives and old ladies who we normally understand are not used to buying vegetables online, but they are subjective. Excellent vegetable network users are mainly concentrated in these two groups, those who have the right to speak in the kitchen but may not be familiar with the computer operation of the housewives through a number of customer service after the guidance of the basic can easily complete the online orders. Excellent vegetable network in the first 3 months through the above mode of operation, in the pilot community is very popular, won the Profit and angel investment.

At this time, the raw source of the excellent vegetable network is through a contract with an organic vegetable producer to provide the goods to the manufacturer.

Lack of access to stable sources of fresh goods

With the passage of time and the expansion of the business, the problem gradually emerged: with the excellent vegetable network to cooperate with some manufacturers to provide the so-called organic vegetables, in fact, shoddy fake and shoddy products, and because of the small amount of good Food Network procurement, there is no way direct and source of fresh suppliers to reach a cooperation As an IT company, there is not enough control on the physical production chain to begin to show.

"This reflects the business operators operating fresh supply chain short boards." As a result of the electric business enterprise Fresh Start sales small, it is difficult to achieve direct docking with the origin, which can not control the quality of the product at the source and price. ”

The standardization of fresh Raw is already a vexing problem in traditional supermarkets, not to mention electricity dealers. The practice of large enterprises is usually the direct contract with the farmers of the origin, but the dealer is limited by the size of the purchase, and there is no way to obtain the same rights and prices as the big companies.

Give up organic vegetables, turn to the source of rich ordinary vegetables, can imagine a lot of profit space, the original 100 single day to ensure that the balance of payments, now may need 300 single, so excellent vegetable nets bear the turnover pressure more and more. In addition to the quality of ordinary vegetables is not stable, when good and bad, excellent vegetable network returned to the "rely" of the original era, this situation has increased the rate of user churn: Many users in a failed online shopping experience after the abandonment of this way.

One side is the increasing sales pressure, while the loss of users, in this situation, the operation of excellent vegetable network is unsustainable.

PostScript

If the electronic business is to be produced, it should not be dominated by IT companies, but should be led by fresh producers to the line. Fresh Origin--manufacturer-----------------------------------------users Electricity business is only a way, in the traditional goods, especially fresh goods in the circulation of supply chain, sales channels is fundamental, even if the migration to the Internet is no exception. The author sees the phrase "excellent vegetable net fresh source is through with an organic vegetable producer contracts, by the manufacturer to provide goods" when there is doubt: if you want to do good vegetable net, why not that organic vegetable producer to do?