Military strategists will compete for fresh, import into the Spring Festival online shopping hotspots

Absrtact: Just enter 2015, each big electric business platform set off the Spring Festival net buys a craze. Unlike in previous years, this year's online shopping market presents obvious characteristics of fresh, imported food is hot. In 2014 after the blowout situation, as known as the vertical electric business

Just entered the 2015, the major electric business platform set off the Spring Festival shopping spree. Unlike in previous years, this year's online shopping market presents obvious features-fresh, imported food is hot.

In 2014, after the blowout situation, as known as the "vertical electric business in the last blue sea" of the fresh electricity business, will be in 2015 to usher in a real outbreak? In the process, there is still a lot of confusion to be solved ...

Military strategists will compete for fresh, import into the Spring Festival online shopping hotspots

After nearly one or two years of accumulation, fresh market has become a battleground for electric business enterprises. With the 2015 Spring Festival approaching, the domestic major electric dealers will also be fresh food as the main force for the sale of New Year.

Shun Fung preferred Vice President Chen said, the end of each year, the annual goods are the focus of sales, but was subject to the cold chain distribution constraints, fruit, meat and other products have not become the protagonist of the electric business.

From 2014 onwards, the domestic electric business enterprise to fresh market attention and layout almost throughout the year, consumer demand change also let the electric business enterprise see more potential. With the previous year's shopping market to candy, nuts, alcohol, electronic products, mainly different categories, the consumer of frozen food, fruit demand for promotion. Therefore, this year, fresh into the Spring Festival online shopping market important category.

Chen added that with the rise of the concept of sea Amoy, the market potential of imported fresh food has also been highlighted. Recently, Shun Fung optimized the launch of the "World Gourmet Tour-Five Continents Food Festival" activities, mainly from Europe, the Americas, Africa, Asia and Oceania imported fruits and frozen food.

In order to comply with the consumer's "Foreign Spring Festival" differences in demand, shun Fung optimization Also in this year's Spring festival sales process played a "custom card." Chen said: "We hope to enrich Chinese consumers ' Spring Festival table through quality imported food and customized products." ”

In addition, many electric business enterprises have "New Year's Eve does not close" as the highlight of this year's online shopping, Chen revealed that this year, Shun Fung optimization will still be full time distribution, to ensure that consumers can receive goods in a timely manner.

How much confusion is there from 2014 to 2015?

With the help of this year's online shopping market, can fresh electricity dealers take a new step? All along, Chen very much agree that "fresh electricity business is the last of the vertical electric business area of the blue sea" argument. The reason is that this market is "too difficult to chew." Whether it is the cat, Jingdong, Amazon and other giant enterprises, or shun Fung optimization, I bought a network and other traditional corporate background of the vertical electric business, have increased in the fresh areas of the layout. However, there are still many doubts to be solved in the course of the development of fresh electricity dealers.

Doubt 1: Will the center of sales shift to the mobile end?

With the changes in the shopping scene, consumers to mobile phone shopping and the acceptance of mobile payment more and more high, many electric business enterprises are emphasizing the increase in the proportion of mobile end sales. For example, 1th stores recently released data showing that up to the end of 2014, mobile-end orders accounted for more than 40%. So will the sales center shift to the mobile end?

Chen that the mobile end of the trend is unstoppable, shun Fung optimized from last June on the launch of the iOS version of the app, and in the industry rankings to occupy a good position. However, in contrast, the PC side in the picture rendering speed, the purchase experience and the degree of intelligence and other aspects of the advantages are not comparable to the mobile end, especially for the fresh electricity business, need more comprehensive presentation of product information for consumers to understand. Therefore, the electric dealer in the layout of the mobile end of the same time, can not ignore the value of the PC side. Chen predicted that in the next period of time, the more benign state is the mobile end of the sales accounted for 30–40%.

Doubt 2: How big is the Hai?

In the 2014, under the guidance of CAT International and Amazon, the concept of "sea Amoy" was gradually deepened. Similarly, Shun Fung optimization also increased the strength of Hai in 2014. Chen said that at present, shun Fung preferred overseas commodity proportion has 60–70%, 2015 will increase.

However, the source collection, warehousing and distribution are fresh electricity manufacturers in the sea Amoy Road to overcome the problem. In this respect, Chen said, 2015, Shun Fung optimization will be in the increase in the proportion of imported products at the same time, increase the intensity of direct mining, the elimination of middlemen, directly with the producers Butt. Through deep supply chain terminals, not only can control product quality, but also improve the efficiency of warehousing and distribution.

Puzzle 3: How to reduce the difficulty of logistics delivery?

Logistics distribution has always been considered as the great pain point of fresh electric power--the high cost of cold chain transportation, high storage cost and the difficulty in building the regional distribution refrigeration, which leads to the high costs of fresh products.

Chen said that in order to minimize the difficulties in the cold chain distribution, shun Fung optimization in the use of Shun Fung Express logistics advantages, while trying to solve a lot of basic problems.

Because the agricultural products mature time is comparatively concentrated, the preservation difficulty is big, the short time sales pressure also is very big, in order to reduce in the storage and the distribution process the loss rate, shun Fung optimizes in many places to establish different cold storage, expands the distribution area, reduces the delivery time. In addition, Chen also believes that in the future after a period of accumulation, hope that shun Fung optimization can use large data for a certain period of a certain category to make a rough estimate, to achieve warehousing, distribution, transport effective distribution, so that the whole sales, distribution links more efficient.

Doubt 4: Really is no marketing, not electricity business?

Throughout the 2014, the electric business marketing methods are endless, almost every month has been launched by different electric dealers campaign or event marketing activities. Chen that through a variety of "shop celebration", "Carnival" or gimmick marketing means, can achieve the promotion of sales or accumulation of user purposes, in contrast, shun Fung preferred more pragmatic. For example, the 2014 "double 11" period, shun Fung preferred the introduction of a simple direct purchase activities. Chen said that the direct subsidy of marketing costs to consumers, so that consumers in the price, the purchase experience of a better experience, is the most important.

Chen also revealed that the electrical industry should be through product quality and service to win, 2015, Shun Fung preferred in terms of payment, distribution services, personalized gift selection and other aspects of innovation.

Doubt 5: Does the fresh electricity dealer need to sink the channel?

In the past period of time, Taobao, Beijing-east and other electric giants have been exploring the direction of the channel sinking, then, whether the fresh electricity manufacturers need to follow? The answer given by Chen is in the negative. Although the integrated electric dealers began to lock the potential market to the three or four-line city, but for the flagship of High-quality fresh products, shun Fung optimization, the main buyers are still concentrated in more consumption of one or two-line cities.

Chen said that fresh food, especially imported fresh, for example, due to high product quality, customer unit price is relatively high. For the three-tier and the following cities, because of their relatively slow pace of life, consumption less than the one or two-line city, procurement habits more emphasis on the line, the import of fresh food purchasing power is not large. Shun Fung optimize the current fresh goods distribution concentrated in the one or two-line city, frozen food can cover some of the three-tier cities.

What is the outbreak period? The key is market nurture

In the 2014, fresh and Hai are the key words in the field of food vertical electric business, which is also the preferred and intensified operation of Shun Fung. Chen that last year, the development characteristics of Shun Fung optimization and industry trends are very fit. 2015, shun Fung preferred product strategy is still imported food, especially imported fresh food mainly, such as fruit, meat, seafood, etc., and this strategy will not change too much.

Will the fresh electricity dealers enter into a new outbreak in 2015? Chen did not make any judgments. But he believes that if the fresh electricity dealers want to get great development, we need to solve many problems, and the important problem is to cultivate the market.

In Chen's opinion, the consumers of fresh electric power often have high brand loyalty and high repurchase rate, so they should take the lead in cultivating their consumption habits. In particular, imports of fresh food consumers are not particularly sensitive to the price, and the quality of goods has a high demand, so the electrical business enterprises must be in the products and services to acquire a solid internal strength, education consumers, cultivate a stable market.

In addition, warehousing and distribution efficiency, product quality control are fresh electricity manufacturers need to face and solve the problem. Chen that, at present, Shun Fung optimization and domestic similar electric business enterprises are working hard, when the future of fresh electricity market development is large enough, flow enough, these problems may be solved.