The death risks faced by fresh O2O

For online to offline, fresh O2O to solve is not only online browsing, ordering, payment and other issues, more important is the offline logistics distribution, that is, the core of O2O: to mediate, this is a fresh O2O need to solve the fundamental problem. But for the blue Ocean Market fresh O2O, there are few outstanding projects emerge, its main problems are diverse, such as logistics distribution, the target group is too small, user habits difficult to cultivate and so on, will make fresh O2O entrepreneurs are facing the risk of death.

1. The last kilometer of logistics distribution

Death Index: ★★★★★

The actual case: excellent vegetable net, Yi million home and so on all disappeared fresh O2O enterprise

The problem of logistics distribution, in all fresh O2O enterprises are a matter of life and death, even this is the entire O2O field are facing difficulties. O2O industry really can from the concept of everyone verbally into the reality of the successful model, the logistics distributor is the first. The best solution at the moment is to constantly expand the storefront or the offline self point, it seems to be able to solve this problem, but in addition to improving the operating costs of fresh O2O enterprises, it is difficult for entrepreneurs to work with the electric business website, traditional enterprises in the competition has advantages, but also slow their growth rate, and will not fundamentally solve the logistics problem.

Excellent vegetable network founder Ding Jingtao previously said that the core of the fresh electricity business is to solve the problem of fresh logistics, hoping to "send food like sending milk" so that low-cost fresh logistics become possible. But happened to be in the logistics and other offline links, because it does not have a community channel, can not solve the problem of high logistics costs, such as excellent vegetable nets, Yi million home and so on in this link to spend too much capital, and eventually to the death, Yi million even only set up a six-year premature.

At present, almost all fresh O2O entrepreneurs still do not solve the logistics distribution and cost of comprehensive problems. Relative to the general merchandise, fresh food for the distribution of high demand, to ensure that food clean and fresh, delivery time, the distribution of fresh-keeping boxes, distribution vehicles are strict requirements. But fresh O2O entrepreneurs, in the face of this inescapable reality, but also in the helpless through their own way to solve the problem.

The youth Dish King chooses the user to mention in the vicinity of the subway station, this half-way distribution is a "curve to save the nation," the way to a certain extent, to solve the high cost of home allocation, but also to enable users to obtain a good distribution method, but compared with the developed distribution of electricity, this is really unsatisfactory. The Onion has the talent to make the home match, each day only is limited in the afternoon 4-6 points distribution, this kind of persistent in the limited residence match, will face the high cost the question, is also the fresh O2O face death most likely one of reasons.

2. Unable to find a large enough target group

Death Index: ★★★☆

Actual case: Small peasant girl

The small peasant girl was online in April 2013, but after 6 months it was declared dead. Although this year, the small farmers in the way the shop to drum another opening, but still can not change the problems encountered before. Small farmers have previously targeted their target population in urban white-collar workers who are busy, want to cook and have no time to buy food. Small farmers for white-collar workers to provide a substitute for the purchase of vegetables and semi-finished dishes to buy services, but in fact, like or say often buy food cooking white-collar users not enough, this is mainly because the city white-collar work is very busy, usually not willing to cook, occasionally weekend cooking, supermarket shopping and others to help them buy vegetables, for its difference is not big. In addition, cooking for white-collar workers, but also face various preparations, as well as after dinner washing dishes, cleaning up and so on, so want to cook no time to buy food white-collar workers do not want to imagine so much.

For many if the fresh O2O entrepreneurs can not find a large enough target group, this is a very real problem, because the entire O2O industry, including fresh, the target population is not as big as the imagination, once the positioning problems, it will face the risk of death. Then when the entrepreneur can't guarantee that the target crowd is big enough, it's time to change the pattern. 2015 "Small peasant Girl" in Shenzhen Nanshan Science and Technology Park is the first fresh station, become the first in the Pearl River Delta region involved in the line under the O2O of fresh electricity, its fresh shop change ideas, the main "wholesale price to buy food", every day to members have 50 percent and free to take the food promotional activities. The idea of the target crowd suddenly pulled large to a large range, so its water can be guaranteed.

3. User habits are difficult to cultivate

Death Index: ★★☆

The actual case: Jinan buys the vegetable net

"Shut down (Jinan buy vegetable net) is also compelled, orders too little, the profit is too low." "This is the founder of Jinan buy vegetable network experience." The site was set up in 2010 more than three years, the Jinan fresh electricity business fully verified that "do not do raw and so dead, do a life to find death," joking. If the problem is due to the failure of Jinan to buy vegetables The biggest problem is because the user habits are not training in place, then the culprit should be the whole fresh electricity market immature.

Not only a few years ago the fresh electricity market, is today the whole fresh O2O field, are in order to cultivate user habits and pay. Users of fresh O2O both love and fear, worry about prices, care about quality, worry about distribution, fear of safety. Therefore, lazy and picky users, on the fresh electricity business site every time the cost of consumption is very high. This problem does not solve in a short time, is every fresh O2O enterprises in order to industry need to do the process. But the demands of many users are not unattainable, for example, let them before work to buy fresh food, after work can be taken, whether it is to go offline store to mention, or distribution to the home or office, then the user's satisfaction will be greatly improved, but also more willing to use such a way to buy fresh food. Once such habits have developed, fresh O2O will gradually form the scale and trend, become a part of user life.

4. Supply chain problems are difficult to guarantee

Death Index: ★★★★

Real case: Shanghai Tian-Xian match

Supply chain is a very important problem for fresh O2O enterprises, which includes source, quality and other contents. In 2012, an electric dealer in Shanghai, which provided fresh vegetables for organic farms, announced the closure. This is a high-end production of fresh produce to the household distribution marketing company, but because of its supply can not guarantee, vegetables often from different places, unable to meet the immediate needs of users, coupled with its own logistics distribution, and the quality of vegetables is difficult to ensure that the problem, there are consumers and even complained that "days of fresh" vegetables is not organic fresh vegetables , but the vegetables of the ordinary farmers ' market, facing many difficulties, leading to closure.

For fresh O2O users, supply chain problems determine inventory loss, good food shelf life long, can greatly reduce inventory backlog time, and also reduce the proportion of users return. In addition, the supply chain problem also determines the consumer's trust, Word-of-mouth and return. Consumers for fresh food is expected to be significantly higher, so many fresh O2O enterprises also played the concept of organic or green, but because the fresh class itself for the supply of non-standard demand, as well as the quality of the harsh, so many fresh electricity suppliers can not fully guarantee the supply. Once the consumer encounters one or two times problem, will lose to the fresh O2O Enterprise's trust, but the media also will join expands the exposure camp, will the fresh O2O enterprise originally not big question turns into the industry disaster.

5. The standardized model cannot be achieved

Death Index: ★★★

Real case: Fuzhou Home hundred blessing

2011, known as the second generation of network Super Representative enterprise-Fuzhou Home hundred Fuk Line flagship store closed. As the implementation of the line under the dual channel sales model of fresh electricity, home hundred blessing the biggest problem is that the standardized model has not been able to solve, resulting in the sale of fresh food prices almost equal to the other places about twice times, resulting in high costs, consumers discouraged. This is one of the big bogey of the electric dealer, so close also is reasonable. Hundred Blessings before the sale of a variety of organic or pollution-free raw food, including Daiyunshan Dehua black chicken, pollution-free vegetables, soil pork and so on. However, the price is too high, such as the Home Hundred blessing Farm Fresh pork price of 21 yuan/500g, and the market on the sale of ordinary pork only need 13.5 yuan/500g. Such a big difference makes consumers unacceptable.

For the fresh electricity business, the standardization model is an invincible guarantee, the standardization of the electrical business contains a lot of content, abundant supply, price transparency, distribution unity, quality assurance, exchange and so simple. But at present, the fresh electricity business is mainly entrepreneurial companies, the face of the user consumption frequency is not high, the price is more sensitive, quality is very demanding, so that both sides will produce a large supply and demand contradictions, so the standardization problem is difficult to achieve in a short time. As a fresh O2O enterprise, you can start from the price, quality and distribution of these several major aspects of the solution, in an immature market, if the consumer's principal contradiction is resolved, its secondary contradictions will not become the main factor in its purchase again, of course, this is to grasp the small helpless solution, In the standardized mode of fresh O2O, every factor needs to be paid attention to.