The development of cold chain is the key to the restriction of logistics and distribution

Silicon Valley Network News "Fruit King" is settled in Jingdong Mall fresh channel of one of the merchants, it and Hainan Litchi Farm, Yantai Cherry Orchard and other farms to reach a virtual fruit supermarket. But it is different from the offline fruit supermarket, is not responsible for the purchase, but to take the way of pre-sale, when the fruit ripe, farmers concentrated delivery. "Fruit King" played the role of middleman.


　　


"Fruit King" is a fresh electricity business under the tide, entrepreneurs involved in a miniature.


　　


since 2012, the producers of fresh electricity traders have been jumping into people's eyes:


　　


May 31, 2012, shun Fung Fast transport of its electric business food mall "Shun Fung Optimization" line, the main fruit and other fresh category; June 2012, Taobao online eco-agriculture channel; in July, Jingdong Mall launched fresh channels, buy hand-made fresh electricity business "Original Life Network" on-line. In March this year, shop 1th launched fresh category, the May day of the cat pre-sale channel under the "Most fresh" plate, pre-sale fresh products. Earlier, Cofco I bought the net has been on the line fresh products.


　　


in foreign countries, fresh electricity dealers also get more and more attention. Founded in 2002, the freshdirect,2006 year began to profit, with a revenue of $400 million in 2012, and AmazonFresh, a company focused on fresh-delivery services in the Amazon, began extending its distribution service area from Seattle to Los Angeles this year, and plans to go before 2014 Extended the service to 40 locations in the United States. Amazon CEO Bezos recently said that the Amazon has made progress in solving the economic problems of the AmazonFresh service.


　　


in the relatively full competition of books, 3C home appliances, clothing, cosmetics field, fresh is the traditional retail has not been conquered by the last bastion of power. This is the most difficult piece of business to locate a one-stop shopping platform.


　　

Why have
set foot in the fresh electricity business?


　　


Food for the people of the day, fresh electricity manufacturers have a larger market size and imagination space. Relevant data show that 2011 Cosmetics network retail penetration rate reached the 16.3%,3c category of goods reached 15.6%, clothing reached 14.3%. In contrast, the total value of agricultural products in China in the 2010 is 2.24 trillion, the network turnover is still less than 1%, still a blue sea.


　　


Fresh is a one-stop electronic business platform of the necessary options. In the traditional day hundred business super, the raw Fresh category SKU accounted for about 25%. "Lack of fresh raw this category, can not be called a complete supermarket." Supermarkets should be driven by fresh and popular. "said one of the fresh electricity business people.


　　


Fresh electricity quotient has high gross profit. According to fresh industry sources, the average gross margin of fresh electricity dealers in the level of about 40%, of which more than 50% of seafood Maori, ordinary fruit about 20%, frozen meat 20%-30%.


　　


In addition, fresh electricity business users of high viscosity, repeat the purchase rate is high. A fresh industry personage discloses, basically each family one weeks will have three times the order, compared with the general website, the fresh website user is much higher.


　　


in the policy, this year's central document emphasizes the need to vigorously cultivate modern circulation mode and new circulation patterns, the development of agricultural products online trading, chain distribution and farmers shop. This is a positive for the participants in the fresh electricity business.


　　

Different mode
of
fresh electricity quotient

　　


as fresh electricity dealers more Kung fu online, the domestic fresh electricity dealers in exploring different models:


　　


For example, the Tuo Tuo commune builds its own organic farm and sells it through the electric business platform. In addition to selling its own aquaculture products, Tuo Tuo also sells imported products or other farm products.


　　


the wind is mainly imported products, fresh distribution is currently only covering Beijing. The original Life network is to buy hand system, based on local, by buying hands to dig delicious fresh food.


　　


The farm is a representative of a fresh electricity dealer. Dolly Farm in the country has 20,000 acres of land, more than 10 organic agricultural production base, product sales to family members and corporate members, through the monthly card, quarterly card, year card sales, product types according to the season and transformation.


　　


and No. 1th Shop self-employed fresh electricity business, Jingdong Mall involved in fresh market adopt open Platform mode, invite merchants settled in. But because the peasant household does not have the management main body, the network facility is underdeveloped, the most settled merchant is not the peasant household, but the intermediary trader or the carrier.


　　


"Jingdong Mall, such as electric platform first step to the intermediary traders or operators to open, in the long run, the next step may be open to some farmers, farmers, cooperatives, farms. Now the opening is limited. "said Simba, an analyst at the Agricultural electricity business.


　　


Four challenges


　　


"Fresh electricity business is a high threshold of the industry, not rich can play." "said the founder of a fresh electricity business.


　　


Fresh electricity dealers face many challenges:


　　


first is the problem of the product itself. Fresh products are non-standard category. "Buy mobile phones, as long as the choice of brand, clothing as long as the choice of men, women, size." But there is no standard, apple in the same tree, looks and taste are different. "How to introduce products is a problem," said Simba, an agricultural electricity analyst.


　　


Food Safety is the core of users ' attention. Organic food, green food, pollution-free foods need relevant departments to detect, only to be allowed to paste the corresponding labels for circulation. But for small and medium-sized farmers, the cost of the relevant certification is higher. In the absence of certification, although publicity is green pollution-free vegetables, but users are difficult to identify. Therefore, Shun Fung, Tuo Tuo commune and other major choice of imports and organic food.


　　


Second, the logistics distribution is the biggest restriction of the fresh electricity supplier. Cold chain is the basic requirement of fresh electricity supplier. China's cold chain logistics system, the main line has a certain basis, but with the city and the last kilometer of the cold chain distribution is still groping stage. Provide the whole cold chain delivery of the courier company has Japan's Black Cat House urgent, only limited to Shanghai, Shun Fung in Beijing has built a cold chain warehouse.


　　


"Fresh need the whole cold chain, only the main line cold chain is far from enough." "said the founder of a fresh electricity dealer.


　　


"China currently lacks the last kilometer of the cold chain of automotive technology standards, means that there are no models, many are through other models, pass is also a problem." "Express Logistics Consulting Network chief consultant Xu said.


　　


for the Express company, because the fresh electricity market is not mature, the user group size is not enough to create a whole cold chain logistics system cost is higher.


　　


because the infrastructure is not perfect, some third-party express companies take storage before the cold chain, out of the library after the general distribution, or out of the library after adding dry ice or ice. In addition, some electric companies also take the form of self-construction of cold chain logistics. such as Tuo Tuo work Club, the original Life network to buy their own refrigerated vehicles. Originally life Network said that the second half of 2013, will be in the country to set up a number of cities warehouses, to provide full localization of the whole cold chain services. Jingdong Mall said that the end of this year will be in Beijing area layout cold chain.


　　


Three is the problem of inventory management. A quick consumer goods electric dealer Responsible person discloses: "For the General Fast Sale category, the consumption forecast accurate rate achieves 70% already good, because the shelf life is longer, the stock fluctuation does not bring the very big loss." But fresh shelf life only a few days, if the loss of high, it is certainly a loss. ”


　　


he believes that the important mode of pre-sale or fresh electricity business. At present, the day cat has not yet on the line fresh channel, but the day cat pre-sale channel under the "seasonal most fresh" plate, the use of pre-sale sales of fresh.


　　


Four is the degree of consumer acceptance. Users are accustomed to go to the market or supermarket to buy fresh, for the online purchase of fresh in the trial stage, consumption habits to be cultivated, so the size of the user group is still small.


　　


localization a fake concept?


　　


at present, Shun Fung optimization of the whole process of cold chain distribution coverage of Beijing and Tianjin City six; originally living based on local, at present, for the Beijing users, 1th shop self-employed fresh current coverage in Shanghai, local distribution, the whole cold chain, the second step is planned in Beijing, Guangzhou, Shenzhen Online fresh category.


　　


No. 1th Shop vice President Guo Dongdong said, because fresh is a logistics, storage conditions are very stringent requirements of the category, fresh "last kilometer" is not suitable for trans-city distribution. "We will also follow the principle of ' local distribution ' when we expand the area of the fresh category in the next 1th stores." ”


　　


Ding Jingtao founder of the same people believe that, unlike other categories, fresh category is difficult to do nationwide. "A pair of shoes from Beijing to Shanghai is no problem, but a dish from Beijing to Shanghai can not eat." He believes that fresh hair to the field of high losses, heavy weight, customer unit price is not high, eventually will move to localization operations.


　　


Jingdong Mall related officials said, fresh is based on localized services, Beijing East business is to improve the speed of investment, so that different businesses in various regions at the same time stationed in Beijing.


　　

But
, an agricultural electricity analyst, says that localization is a sham in the long run. "Why do we think that fresh electricity providers are localized and other products are not localized?" Because fresh to the timeliness of very high requirements, Hainan papaya shipped to Shanghai, can you guarantee fresh? Now do not, because the cold chain of ancillary facilities are not complete, no one company can be the next day to the Hainan papaya sent to consumers hand. Even if shipped over, the cost is quite high. ”


　　


"But in the long run, if the basis of the cold chain supporting relatively perfect, the country can reach within 24 hours, then regionalization is false concept." Regionalization is a temporary condition for fresh electricity dealers. In the next 10 years or 20, fresh electricity will be available to the whole country, and fresh fruit will be transported the following day. "said Simba.


　　


original title fresh electric business Shocks the last bastion of traditional retailing: Logistics distribution as a constraint