The electric quotient road of the tip of the tongue

Introduction: "Tip of the tongue" triggers the food electric business's keen sense of smell, the tip of the tongue is a double-edged sword, the food electric business enterprises will inevitably start a war without smoke.

West Pui naked face village boss after reading "On the tip of the tongue of China 1", immediately drove hundreds of kilometers, to find the founder of Yellow steamed, buy the exclusive formula, become Marquis a famous dish. The tip of the tongue is far more than just a documentary, stirring the heart of cargo is food, stirring up the hearts of businessmen is business opportunities. And one of the food electric business enterprises will inevitably be a night of madness, rivalry, and even blade meet.

"Tip 2" of the trailer just out, "I bought the net" has been dedicated to the tip of the tongue of the purchase page, and in its various areas of the station advance shop, such as East China Station: 176 goods, North China Station: 68, and South China: 70. Pre-sale of the "tip of the Tongue 2" goods in the North China Station has 5, are mint, octopus, jumping fish, carp, eel, three stations synchronized 12: including different specifications, sausage, nest honey, Huai Honey, Ganoderma lucidum, Tianma, pickled peppers and swimming crab. Also include Shangri-La Pine, Bamboo Grove Winter 筍, Jinhua ham, but also covers raw vegetables, seasonings in all the "Tip 1" food.

According to my network Personage said, the special purchase page on-line, Sales blowout. The nest honey as an example, in its online shopping project on the line within an hour was robbed Regiment 587.

In the Chinese electric business industry, any participation is the role of the cat. The cat in the agricultural products fresh customization, in addition to these years launched dozens of Chinese local specialties network, but also once engaged in the sale of the import of hairy crabs activities. On the tip of the tongue, the cat also worked with CCTV to build an integrated communication experience platform, synchronized with the first "Tip 2" in each episode of the food ingredients and food recipes.

"Tip of the Tongue" series of documentaries, led to another quarter of the electrical business test, the tip of the tongue is the opportunity, or a dilemma? said the opportunity, the current agricultural products are the smallest in E-commerce industry, about less than 1% of the total social retail sales, the opposite clothing has accounted for the total amount of social retail 17%,3c products accounted for 15%. The market growth space is huge, each appliance merchant sees as the last piece of virgin land in the electric business industry, "the tip of the tongue" is undoubtedly an aphrodisiac of fresh electricity, but it can also be said that the situation, fresh electricity manufacturers of different other electric operators, low standard, storage and distribution requirements, sometimes need to keep the whole cold chain preservation, the loss rate is high, Electric business enterprise often is to send a single loss a single. To survive in this industry, and become king, the need is very strong supply chain capacity, but also have a strong capital strength.

The latest pattern of the food electric business industry

Food electrical Business Industry I looked at the next three major categories, Taobao Day Cat counted a class, is the virtual commercial real estate, let the seller to operate, a shop, Jingdong such as the second category, that is, large consumer platform run food; Three types of each have their own play.

Taobao, a shop, do a comprehensive category more, and back to the COFCO Group I bought a network of concentrated advantage to do food, in the food and supply chain system has advantages; For example, in the "whole industry chain development model" and the global procurement policy, I bought a network since its inception on the continuous vertical deepening of food systems, horizontal expansion of food lines.

With me to buy a net to do food electrical business is relatively close to the Shun Fung optimization, Tuo tuo workers, the original Life network. Tuo Tuo commune and the original Life network is relatively small, shun Fung optimization based on Shun Fung Group, has logistics advantages, but in the size of the network than I buy. Store 1th relies on Wal-Mart group, originally from the food category started, but these two years in the full category, the competitor has become the Jingdong such a full platform of the electric Company. And the cat has been playing virtual real estate, the integration of seller resources.

The competition direction of the food electric dealer

Each food electric company in desperately expands the territory, mainly in two points to break the competition, on the one hand is in the logistics cold chain, on the other hand is in the source.

In the field of logistics cold chain, I bought the net in South China, north China, east China Three places are layout of cold storage, to achieve the whole cold chain, and all fresh food in accordance with the required temperature classification of storage management, in the consumer orders fresh products, in the cold storage of sorting, packaging, and then use refrigerated vehicles to send to distribution points; In the distribution point with refrigerators, freezers preservation; The last kilometer of the distribution of the use of heat preservation box, the smallest degree of food in the delivery process in the loss of nutrients, such as seafood products stored in-18 degrees thermostatic frozen warehouses, organic vegetables, fruits stored in 3-5 degrees thermostat, red wine is stored alone in 22-25 degrees constant temperature, 60%-65% and humidity of the professional wine

And another competitor Shun Fung optimization, relying on Shun Fung Group Distribution logistics advantages, recently, I heard Shun Fung has been optimized to the cold chain division to ensure its competitiveness. This fully proves that in the food electric business industry, small players are difficult to go on, there is no large investment in the cold chain, there is no competitiveness.

Another direction of competition is sourcing, each home is in the direct supply of origin. Shun Fung optimization last year vigorously promote Litchi, day cat also directly through the C2B way to book seafood; I bought the net more exaggerated, the supply chain extended to foreign countries, the global origin of direct purchase, has been purchased, including European olive oil, casual candy, chocolate, wine, as well as fresh products including imported boutique cherry (car), Norwegian chilled salmon, etc. Take the import car for example, different countries supply period, the United States production for April-September, Chile production October-February, New Zealand, Canada, Australia produced January-March. The constant supply of this global sourcing makes cargo happy.

Global sourcing, the test is the electric business platform global supply chain capability. For example, I bought a net with a category called Norwegian chilled salmon, if the Norwegian salmon is flown to China from Norway, it will take only 40-48 to four hours to get to China, "the salmon we airlift to Beijing will be quantitatively segmented by professionals in the cold storage, packaged according to customer's predetermined needs, Then use the refrigerated truck to the distribution point, in the distribution point with refrigerators, freezers to save; the last kilometer of distribution using insulation box, to achieve the whole cold chain, "I bought a network related people so introduced." Such a capability is not a small player can play, so in fact, the field of food and electricity is not the same as the traditional electric dealers, more competitive points in the supply chain, rather than traffic. So can play are giants, but they have found their own dislocation competitive advantage.

Large data to promote the development of food and electronic business

The electric business industry pays more attention to the selection of category through data analysis, especially in the food electricity business. Take me to buy the net for example, in order to ensure that the site shelves of goods is suitable for consumers of goods, I bought the network of technical team will continue to detect these goods shelves for a period of time after the sales dynamics, based on the analysis of consumer data, and constantly on the implementation of the trade mechanism, but always keep a certain amount of merchandise. In addition, I also recently began to work with third-party companies to explore large data, through the collection of large data from the Internet, to capture the Pu Guang sense of consumer taste preferences.

In addition to large data applications in the procurement, I bought the network will also be the sedimentation of member data analysis, technical team based on the general use of RFM (recency, the most recent consumption, frenquency, consumption frequency, monetary, consumption amount) analysis model analysis of members, Analysis of the consumer's recent purchase time, consumption frequency, customer unit price, margin contributions and other data, and even pay attention to collect the weight of goods data, because the food weight will be related to the delivery of freight issues, through repeated combination and superposition analysis, so you can advance the demand for consumers, and then send marketing messages Some members will receive Pfeiffer text messages, some consumers will receive promotional messages for specific products, such as the purchase of milk powder members will receive relevant promotional information.

Today's electric business competition is far from the sale of the price of the competition, the rapid development of technology to promote the development of food and electricity, who can help users to bring a better experience, who is the king.

The biggest competitor of the food electric dealer is the traditional retail trade. The food has the very strong experience characteristic, the pure electricity merchant cannot replace the offline retail completely. But compared with the traditional retail, the advantage of E-commerce is that the supply chain is shorter, most of the suppliers are direct brand manufacturers, and most traditional retail industry has different middlemen as a bridge. The direct cooperation between the electric dealer and the brand maker makes the commodity price more competitive, while the control of the food quality is more direct.

Offline food retailing industry under the impact of electricity will face transformation, in addition to the experience of a strong restaurant is more difficult to replace. Supermarkets will start to face the onslaught of food dealers, as they have in the past 3C stores. With the quickening pace of modern working life, the food retailing industry under the line will have to O2O and service transformation. For example, for the community of food products for semi-finished processing and home matching. In the competition, online and offline to find their own division of labor and positioning, to meet the needs of customers in different scenarios of food demand, to win a total, should be the direction of the future.