The distance between fresh and electric quotient

Electrical Business Category expansion has been carried out, following the 1th store on the line fresh products, Cofco I buy nets, Beijing-east, Shun Fung optimization and other electric business enterprises have online or hype their own fresh channel, a snatch of fresh market campaign officially launched.

E-commerce operation needs information flow, capital flow and logistics three support, on the line of fresh products for the current electric business enterprises in the information flow, capital flow has not much impact, but added a small number of SKUs, and fresh product characteristics, that is, strict preservation conditions, high hygiene requirements, The high timeliness requires that logistics is the key to restrict its development. The traditional electrical business operation of products on the temperature, fresh-keeping time requirements are not high (except for some food), conventional logistics means to meet its circulation needs, enterprises do not need to add specific equipment to maintain product temperature, etc. Just store the food in a thermostatic warehouse (temperature can be maintained at 18-21 degrees Celsius); Fresh product storage, especially meat products need 0 or lower temperature storage, and fresh-keeping time is often relatively short, green leafy vegetables product freshness time even shorter, day-to-day management is also more cumbersome, At present, the constant temperature warehouse built by the electric business enterprise can not meet the storage demand of this kind of product, it is necessary to increase the refrigeration, insurance equipment, and set up the relatively independent warehouse, the product is handled by the professional, and the sanitary condition is strictly controlled, so it seems It is necessary to establish a new storage system to meet the basic requirements of fresh products storage.

After the solution of the product storage conditions, the most critical issue is distribution, that is, the distribution process of storage and coverage of the determination; At present, the main distribution tool of the electric dealer and third party Express is "three wheels plus two legs", namely electric tricycle, Ordinary electric tricycle can carry 80-100 single goods (excluding everyone electrical products), such goods generally do not require a specific insulation, packaging, and fresh products need cold chain transport, can use cold chain transport of vehicles are generally small and medium-sized installed refrigeration equipment trucks, For the self-built logistics of the electric business enterprises, transport equipment must be purchased, his cost is naturally higher; from the current several online fresh products of the electric business enterprises, the distribution is very small, in Beijing, as an example, I bought a network of fresh channel SKU number of 1096, its distribution of the main area is within five rings of Beijing, and a section of the area outside the five rings, a shop fresh products SKU number of 5,502 (part of the goods), are 1th Mall products, some businesses use the Federal Express cold chain transport, the distribution of the scope is smaller than other commodities; from the transport costs, fresh product transport, Packaging cost is at least 1.5 times times higher than conventional goods; Fresh products are still in the market development stage, the consumer's acceptance of the product is lower than other commodities, which amplifies the actual distribution of the product range, that is, the lack of centralized distribution of orders, distribution costs will be higher;

From the product point of view, the main operation of the electrical business of fresh products are biased to high prices, to meat products, for example, select pork in my buy net price of 26 yuan per kilogram, than similar products under the line of the market price is about 1 time times higher, this is the average consumer unacceptable price; so from a deep perspective, fresh products belonging to the niche market, Although it is the necessities of life, but can not achieve the same as other similar products on the line market penetration rate, the on-line fresh products its service value, and market value has surpassed the product itself, its future major market will still be offline.