"Love to cook" thoughtful

"Love to cook" can help you set up a weekly recipe, and the food ingredients in the recipe in proportion to the delivery door, you only need to be responsible for home cooking after work the last ring.

Busy to have no time to eat anything, but want to eat healthy workers, is not very much hope that someone can help you book a weekly recipe, and the ingredients in the recipe door-to-door, you only need to be responsible for home cooking after work the last ring on it? Foreign HelloFresh has already made a weekly subscription to the fresh electricity business, and "love to cook" wants to let domestic white-collar workers can enjoy the same service.

You'll see the weekly recipe recommendation on the home page of "Love Cooking", for example, this week is the second week of November, love to cook the recommended recipe is "braised prawns", "Beijing-flavored Sheep scorpion", "agaric Yam" three main courses, as well as crucian carp soup, lid rice, after the meal fruit recipes. Click into a specific course of the page, you will see this dish needs to make the ingredients, proportion, cooking steps, if the user purchase, love to cook will be the food ingredients in accordance with the proportion of the food, and then door-to-door.

At present, the scope of love to cook covers only in Beijing, before 12 o'clock noon orders can be served in the afternoon, and if it is after noon 12 o'clock after the order, you need to wait until the next day delivery.

You may be curious, the raw materials in accordance with the proportion of such irregular, such as ginger as long as 10g, coriander need 50g, and even soy sauce cooking wine black pepper all have to distribution, "love cooking" behind the cost is not very high? Fact。 Li Ting, founder of Love Cooking, told me that the fresh electricity business website "Fresh Direct" is also he has been in the project, like "Fresh direct" this direct on-line selling vegetables mode, the face of sorting, distribution problems than "love to cook" such semi-finished products are more complex--because the category of vegetables there are more than 100 kinds, And each user will buy a combination of very random, distribution difficult to imagine. But "love to cook" because the limit of the weekly recipe, only need 30 dishes of the category, and then catch the seasoning, in fact, much simpler than the original.

So fresh direct is how to solve the vegetables sorting, distribution problems? Li Ting said, the first is to set the rules, according to the user's buying habits, choose the most appropriate way to pack vegetables, such as beans a half catty or a bag of a catty? What is the user's favorite component? After setting the component rules, the vegetables can be pulled from the source to the storage center in Beijing every day, and then the vegetables will be divided into one part and put on the shelves. Have orders come in, on the line of work, from the shelves to remove the user needs of vegetables, such a process after the completion of a complete order. Li Ting said that at present, fresh direct to the rear of the warehouse operation model, has been able to do 200 orders within an hour to complete the distribution. Therefore, the morning after the purchase, distribution of the link, the noon goods can be sent out, the afternoon served in Beijing all the coverage of the community, so that the inventory can be compressed almost zero, rapid flow of food, to solve the problem of preservation.

At present, the love of cooking is a fresh direct exploration of the model, but because the love of cooking involves less raw, the need for storage and automation of hardware resources will be much less than the fresh direct. Li Ting said that he did the fresh direct is the basic model of fresh electricity, that is, selling vegetables on the internet, for the most public demand. But he wants to love cooking is a lighter model, not too heavy offline resources, easy to replicate in other cities and scale. Its target population will be distinguished from the original, for the middle and high-end crowd, such a week a family as long as there is an order, about sixty or seventy of the customer unit price is enough to obtain profits (gross profit margin of more than 50%, and vegetable gross margin in 35%-40%), and the future can add more value-added services, personalized services, such as ordering meals, Or the chef's door-to-door service, is no longer limited to the scope of the imagination of the fresh electricity business.

We have also reported that the "love to cook" similar semi-finished raw electricity manufacturers, such as the Shanghai Card Fresh, the Food Network, there are three dishes a soup, but these sites are different from "love to cook" This weekly recipe for the first mode. and Li Ting said he was not optimistic about the way to cut and distribute vegetables, because once the vegetables have been cut with the processing link, fresh-keeping time will be compressed extremely low, which means that the fresh electricity dealer's logistics delivery speed to do and take-away logistics as high frequency, which is undoubtedly harmful to the cost. How is the pattern of easy copying differentiated? Li Ting or value more soft service details, such as food packaging, delivery speed can build brand, improve user viscosity link.

Li Ting, founder of "Love Cooking", has been involved in fresh electricity dealers since 2011, the alternative of "love cooking" can be seen as a shift to the "fresh direct" of the offline resources (two projects run in parallel), trying to expand the user base and the radiation city in a lighter mode, and is seeking financing.