Order vegetable Net: A fresh electricity dealer's model use mouse + cement to sell vegetables

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"Guide" Recently, the field of fresh electricity is aihongbianye, before a pioneering company excellent vegetable network of the mistakes, after the Yong-Hui supermarket under the death of half the sky. However, the temptation to have a huge market space to make waves and waves of entrepreneurs, and the Food Network is one of them, the start-up company tried to use the "Mouse + cement" O2O mode into the fresh market, it can be?

Order Vegetable Network, is a fresh electricity dealer in Suzhou, founded by Heilongjiang people Zhu Xiaoyi. Zhu, 1998 graduated from the Northeast Agricultural University of Economic management, in the hardware company in the United States Stanley years after work, in 2004 began his first pioneering journey, he founded a wholesale hardware, spare parts trading company, has been operating so far. However, the self-proclaimed more interested in the Internet and the new things are not satisfied with the identity of "traders", in 2010 he entered his coveted electric business field, founded an online mall to walk.

In Zhu Xiaoyi's description, the Stroll mall is a O2O mall in collaboration with a large local supermarket in Suzhou, walking Tun is responsible for the supermarket more than 2000 kinds of products online sales, and Zhu once also developed SNS game for the mall with traffic, but the development of the stroll is not successful, 2011 years it encountered some "episode."

"The friends I've been working with don't want to do it, he thinks it's too hard." The partner has moved our website originality to the past, has developed a similar website, this product is too easy to imitate. ”

"You can't go with supermarket to do homogeneous products, because it can affect people's online business, you must do something different." Afterwards, Zhu Xiaoyi concluded that in the spring of 2012 he began to consider the issue of transformation. And June that year, born out of a stroll in the electric Business Order Vegetable Network (www.dingcai.com), then the birth, the choice of the cooperation side is a convenience supermarket, the choice of the field is fresh products.

Mouse + Cement

In the field of fresh electricity business, logistics and distribution is a thorny issue, such as a fresh electricity business has been the self anatomy said, "A number of farm supplies, small purchases, high logistics costs." "And after the city's distribution costs will be higher, Zhu Xiaoyi analysis said, 30 orders, if the previous cost accounting, an order logistics distribution costs in twenty or thirty dollars." and the Food Network to the cost of 1.5 yuan per single, his killer is: convenience store distribution.

According to the Zhu Xiaoyi design, when a consumer buys a box of dishes on the internet, the order will be entered into the System Center, the corresponding vegetables from the only third party vegetable base (unprocessed dishes) into the nearby processing plants, after processing into semi-finished products began the distribution trip. However, with many fresh electricity merchants direct door-to-door logistics is different, the choice is to send vegetables to the consumers live near the convenience store, then let consumers themselves.

"I spend 200 yuan a day to rent a refrigerated car can be sent to 30 cooperative convenience store, if 3000 single, then I a car a day to 200 yuan logistics fee, each single only a few cents of logistics costs, orders more, distribution the more advantages." ”

and convenience stores not only reduce the Zhu Xiaoyi logistics and distribution costs, but also reduce the cost of warehousing, because he only to the supermarket to pay a few cents per carton of commission. Do not underestimate this hair, because for a convenience store, every day there are 10 boxes of vegetables, it has income a few dollars, one months on hundred dollars, and it paid a few hours of freezer space.

Buy vegetables on the internet

The current customer base is mainly office workers. As a customer, you can make your own order by paying for your purchase online and finding dishes with your name in the freezer of your convenience store after work. In the vivid description of Zhu, the BMC is a special magic, it is similar to a POS card machine, it is precisely based on the POS card machine modified, each cost thousands of dollars, from the Food Network free to convenience stores. With this machine, consumers can simply swipe a sensor card, or enter their username and password to complete the order, and this convenience also allows many convenience stores to cooperate.

In addition, the ordering network also provides another convenience: the sale is mostly semi-finished fresh dishes. For example, it will sell a box of pork, chili peppers and scallion garlic, rather than selling pork or chili peppers. And this in the convenience of consumers, but also for their own profits building blocks: a box of 150g pork +200g pepper price at 9 yuan, the profit can be taken for granted.

Challenges

"Now order less than 100 daily orders, PV is about 2000 pages per day." In Zhu Xiaoyi's introduction, less than six months of operation of the order network is more like a small and beautiful experimental plots, and only more than 10 of the small entrepreneurial team currently do not plan to engage in large-scale promotional activities, now the promotion of the Food Network is to send leaflets and elevator advertising and so on.

But Zhu Xiaoyi's "ambition" is not small, he wanted to enter Beijing and Shanghai and other big cities, there are many people want to find his cooperation. But this ambition is clearly facing challenges, and the first challenge is how to train consumers, "the people who buy food do not surf the internet, the Internet people do not buy food", this is undoubtedly a thorny issue. and Zhu Xiaoyi to the answer is that Taobao and Beijing-east and other giants will also spend energy to cultivate consumers, "let me to cultivate consumers, this input cost and my current ability and volume does not match." ”

And another challenge is how to avoid being replicated, in terms of technology and business models, the Food Network does not have a high threshold, now many fresh electricity Shangdou began to try this "mouse + cement" mode. But Zhu Xiaoyi himself does not agree with this question, in his view, including the agricultural resources, the electrical business experience, as well as the control of the goods to help themselves to establish a variety of barriers. "There are more wolves to develop this vast grassland, I this a wolf development grassland may not live." "Before the end of the interview, Zhu said such a very mean words, but whether the Food Network from the wolves in the fight to survive, we will wait and see."

Reviews：

@ Shangxiang: Generally think that do fresh electricity business to have a strong raw and fresh traditional resources can do, this electric and convenience store cooperation ideas worth learning.

@JonLink: Client innovation, imitation jingdong box. But not practical, ideal. Go to the food, wash the vegetables. This end, not introduced. May not have the strength. Understand food, understand consumers buy food psychology, is important. Community stores, is the business model at all. Dishes, just an appearance, morning and evening back to the community shop. Like app back to Apple hardware. There's no need to discuss.

@ Lose weight fatter and fatter brother Puma: it can not meet the Chinese "pick" of the plot ~ This mode means that you buy food can no longer pick, find the food is not good, for fresh fruits and vegetables this instant consumption of things, whether it is a refund is already late ~