The development of fresh electricity quotient industry integration is a trend

In 2013 of the Internet Industry key words, the fresh electricity quotient is also the most mentioned one, from the birth of the fresh electricity quotient to now swarming to do the fresh electricity business, only spent 6 years of time. What is the development process of the fresh electricity supplier and what is the status of the fresh electricity supplier? I am here to briefly talk about, when it is not too familiar with the fresh electricity business friends to do a popular science bar.

The development course of fresh electricity supplier

1, the first stage, 2005-2012

2005, Easy Fruit Net set up, 2008, there have been focused on organic food and Lecang and tuo tuo workers, these enterprises began to be small market. During this period, the domestic frequency of food safety incidents, resulting in a large number of consumers of high quality, safety and high demand for food materials, which makes many enterprises see this huge market, in 2009-2012, the emergence of a large number of fresh electricity dealers. Too many businesses into the industry, but also led to the emergence of the industry bubble, then the market demand is not so big, and the mode of the fresh electricity business is intact copy of the General Electric business model, and eventually many enterprises closed.

The end of this phase, in the early 2013, Beijing "excellent vegetable network" to seek the transfer and Shanghai "Days with" was resold as a sign, need to explain that both are doing organic and green vegetables electric dealers, to know in the country to find such food before how difficult.

2, Phase II, 2012 to 2013

The turning point of the fresh electricity dealers is also beginning at the end of 2012. At that time just set up a year of fresh electricity business "originally live" with "Chu Orange" event marketing a shot, followed by the spring of 2013 provoked the "capital of the Litchi war", at this time the beginning of fresh electricity business again aroused people's hot debate. During this period, the development of social media and mobile Internet also let the fresh electric dealers have more models of exploration, the second stage is obviously more vitality than the first stage.

3. Phase III, 2013 to present

In the second stage of the start-up of the fresh electricity business, with Shun Fung optimization, a number of fresh, original life, Tuo Tuo commune, Delicious 77, Fu Tian, vegetable housekeeper, etc. for the representative of the merchants have been a strong infusion of capital, and each enterprise has their own industry resources advantages, and then staged a fresh electric business preparation competition. During this period, the various modes of business, such as Consumer-to-consumer, O2O and so on, have been interpreted incisively and vividly, and more and more powerful mobile Internet tools provide more choices for each merchant.

At this stage, the most notable feature is that the fresh electric dealers from the beginning of the small and beautiful into today's all-inclusive, almost all of the raw and fresh category are involved, people's fresh consumption concept is also slowly think of the transformation of electricity, huge business opportunities have to let the Internet giants coveted, at the end of 2013 in early 2014, The cat and Jingdong also joined the camp, as in other industries, as long as there will be a big participation in the integration and mergers and acquisitions of production, fresh electricity will enter the future of resources integration and pattern redeformation stage.

The present situation of fresh electricity dealers

After several stages of development, a business in the industry review of the new or perish, the large market of fresh electricity manufacturers are all can see, practice tells you the industry is now the situation is not as good as imagined.

1, the industry into the era of resource integration.

Several enterprises in the previous article, for example, shun Fung preferred resources are warehousing logistics; a number of fresh in a shop for many years procurement experience, in the upstream of the industry to take advantage of the original life has media resources; Delicious 77 of the club Zhengda Group has a large number of physical stores, Fu Tian has a foreign background, mainly for foreigners in Shanghai; As for the sky cat and the advantages of jingdong, not to say more.

From these enterprises in Beijing can be seen that there is no certain resources for the background is difficult to do fresh electricity business, even the upper reaches of the industrial chain of plantations, industrial parks, but also the advantages of their own product resources, the general small and medium-sized fresh electricity vendors can not survive, only to turn to local health and fresh electricity, this is the future of the development of fresh electricity business theme.

2. Local fresh electricity dealers are active

Similarly, local fresh electricity dealers also have certain resources, generally are local supermarkets, the market from offline to online transformation. These small fresh electric dealers targeted at the crowd is a city or a few urban areas, warehousing and logistics basic need not to consider, operating costs are mainly reflected in distribution and publicity.

The local fresh electricity dealers are relatively easy to realize, even if you can make a phone call to achieve the distribution of goods, the main consideration is to cultivate the consumption habits of local users, has been accustomed to the selection of consumers in supermarkets, it is difficult to accept the internet with a few pictures on the purchase of behavior, the topic goes back to the issue of quality of goods, It can be seen that the fresh electricity business is small or large, the quality of the product is difficult to control.

3, logistics distribution, storage is still a problem

Fresh electricity business want to be bigger, it is necessary to carry out the trans-provincial cold chain distribution, but the current national logistics cold chain can not meet the needs of fresh electricity manufacturers. On the other hand, for ordinary electric dealers, in the absence of logistics team, it must also use the Third-party logistics companies to carry out distribution. To a certain extent, but the rise of fresh electricity to stimulate the development of the cold chain, even if the logistics started the Shun Fung optimization can only be distributed to a limited number of cities, which undoubtedly become a short board of the development of fresh electricity.

On the other hand, in the storage of fresh goods, is also a problem, different products need to insure different conditions, the whole haste must be structured into several areas to store different products. If the storage is improper, will cause these products to deteriorate, this is also common storehouse is difficult to do, and raw products generally will not return, this is a fresh electricity business of an extreme test.

4, the user experience is not satisfactory, quality is still the preferred

Although the fresh electricity trader did click the mouse to buy fresh, most people are not satisfied with the shopping experience. The first is the quality of the products purchased, not even as good as local stores; second, the distribution cycle of some goods is too long, sent to the hands of customers are no longer fresh; there is a point, some netizens want to buy but can not distribution, this way of hanging appetite really can only let popularity "fresh" sigh.

Taobao Suichang for people to relish the cost of the pig, four major fresh fruit, ba-mei Nur Lamb, 11 poly seafood, Chu Orange Liu Dao and other five cases, to prove to people that reliable quality is to do a good job of fresh electricity business, no matter when, no matter where, no matter what mode, quality is kingly.

5, fresh products can not control many factors

When people discuss the fresh electricity business, always mention the potential of the production of electricity dealers, many of the hidden dangers are based on a lot of uncontrollable factors. In the early 2013, the dead pig Huangpu River drifting incident, even if it fulfilled the Taobao "Suichang Mountain Scattered Pig", also still can not live on the risk of fresh electricity business to end, the aquaculture industry will encounter such disasters at any time, then the production of fresh produce will be greatly affected. There are too many uncertainties, such as avian influenza, drought and other disasters may lead to a decline in the production of a product, which will lead to fresh electricity merchants business instability.

6, the industry is facing a new shuffle

In the past 2 years, the expansion of the fresh electricity business development, on the one hand, with the market prospects, on the other hand, with the promotion of local governments, fresh electricity business and rural economy is closely related, husbandry all areas can be linked to it, this is the government's fancy it is one of the reasons. In the absence of precedent, blind promotion also accelerated the development of fresh electric business bubble, the early days of a lot of electric dealers closed down, this point from the development of fresh electricity business in Guangzhou.

With Taobao, Beijing-east and other major platforms to join, in addition to the continued promotion of local governments, in the next few years, fresh electricity manufacturers will certainly take the road of highly integrated resources, more and more fresh electric Chamber of Commerce to join, but also more and more enterprises are integrated, the entire industry eventually shuffle, The ultimate birth will be a platform-oriented and government-led fresh electricity provider.

Why there are so many enterprises to do fresh electricity business

1, relative to home appliances, clothing, cosmetics and so on has been very mature of the electric business industry, for now entrepreneurship, fresh electricity business opportunities more, at the same time, the daily consumption of fresh electricity manufacturers accounted for high, frequency consumption and consumption upgrades and other elements, the market imagination space;

2, at present, the domestic fresh electricity business of the Internet Information level is low, some people in the electric circle more willing to devote to a relatively immature market, will be more comfortable, to rely on their internet, marketing, technology, customer advantage to impress hot money investment, two times entrepreneurship.

3, with the government's promotion, the 2014 Central document stressed the development of agricultural products online trading, chain distribution and farmers shop, the document issued to further promote the many enterprises to fresh market expectations, have joined this blue ocean.

Some views on fresh electricity dealers

1, now people generally discuss the health of fresh electricity manufacturers, including consumer, Consumer-to-consumer and O2O and other forms, the target groups have set up the C-end, the main characteristics of these models is to reduce the threshold of purchase, for end users, are all cereals transactions. This trading group only involves the whole fresh industry in the middle and downstream, that is, fresh sales and fresh purchase, sales of fresh and more living for a fresh middleman. From this perspective, fresh wholesalers, fresh suppliers and small sellers can engage in fresh electricity dealers.

2, fresh most of the trading is still online, to the production of fresh electricity business platform throughput capacity, it is difficult in the fruit and meat produced in the season concentrated digestion. Therefore, in addition to the mode of the operator, the fresh electricity supplier also should consider business-to-business platform, as a bulk transaction, fruit Bulk sales need more business-to-business platform to play the role of middleman, the current site is divided into several categories, one is the nature of the industrial park platform, such as Jinxiang garlic nets, the first is the establishment of industry intermediaries platform, such as fresh nets.

3, the industry believes that production base and eco-park more easily to do fresh electricity, production base with congenital conditions, do not take into account the upstream of the industrial chain, consider more is what kind of channel to sell the problem. The current situation, it is not possible to all fresh products through the network platform to sell. Industrial park all products through the network channel to sell, the industrial park either need to establish their own network marketing platform, or in a number of Third-party platforms open shop.

Limited to space, other aspects of this article is not mentioned, after the author will be divided into thematic narrative.

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