The media gene is a double-edged sword.

Absrtact: Originally the Life net just ushered in two birthday, this media gene is known for the alternative health of fresh electricity business, whether it is well-known, development speed are commendable. But just before it started a series of events for the two birthday, the company's two big business executives chose to leave.

Originally, the Life network has just ushered in the two birthday, the media gene known as the alternative to the health of fresh electricity business, whether it is well-known, development speed are commendable. But just before it started a series of events for the two birthday, the company's two big business executives chose to leave.

According to Tencent's exclusive knowledge of technology, once served as the director of Life Marketing department, the origin of procurement and distribution Center General manager Hu Haiqing and the former deputy general manager of Life Sheng (nickname: Tang song) Two senior executives have quietly left, the two senior executives directly responsible for and participated in the original Life network of the CHU Orange case.

At present, Hu Haiqing began to create and invest in the field of agricultural products, and Sheng to join the music vision.

As early as this May, there have been a source of information to Tencent Technology, the original life financing difficult, the company's capital chain may face the risk of breakage. But there was also a director of life inside the Tencent Technology said that the original life has just been a round of financing, has been through the crisis, in the short term will not break blood.

In this respect, Tencent technology calls and text messages to the original Life founder Huanhua, the deadline before the other party has not responded.

It is reported that the whole domestic production of fresh electricity business has failed to achieve profitability in the supply chain, logistics, such as cold chain, such as the core competitiveness of fresh electricity business, the original life does not occupy an advantage, and its good marketing and difficult to continue to create a "Chu orange" type of explosive products. In the expensive, high-taxi strategy to burn money, so that the original loss of life can be understood.

With Shun Fung, Cofco, Ali, Jingdong, 1th stores and other capital in this field, the continued exerting force, the future in the fresh market, such as the original life to "skillfully" the player survival will be more difficult.

The media gene is a double-edged sword

July 2012, "The Original Life Net" on-line, the main buy hand system, with the advantage of marketing quickly grabbed the whole of the fresh electricity business blank market. Founder Huanhua is a media elite, after graduating into the southern newspaper, creating the "Southern Metropolis Daily", "Beijing News" and other media marketing miracle.

People who are familiar with Huanhua point out that they have the idealism and rich humanistic feelings of the media, and their teams are more media-born and have a strong "media gene".

It is understood that the original life of the core team, almost exclusively of the Southern Newspaper department, NetEase and other media, or to engage in distribution, or press editors to change careers, they are following Huanhua many years of comrades, colleagues and subordinates. In the original life inside, said responsible for purchasing the area to buy a hand for "reporter", operators are "edit" name, the weekly product will be called "topic meeting."

It is the media gene, make the original life is good at localization of the marketing and brand packaging to build, its classic Chu Orange is an example, the brand awareness of life is also rapidly spread.

But in the eyes of the analyst, the powerful media gene is a double-edged sword, the media can easily change into an electric dealer marketing experts, but to become a warehousing expert, logistics experts, but it takes some effort. This makes life's stamina insufficient.

A former person who has been living told Tencent Science and Technology: "The company's overall team knowledge structure single, more than passion, but the electrical business is not professional, we are not fine electricity business, trial and error costs are too high, the whole into anxiety." And some really understand the real power of the people in the overall scope of the whole is also difficult to play a role, the overall walk is very twisted bar. ”

In the first half of this year, the company's business division was divided into North China, South China, east China, the three regions, the company began a large expansion of the team from the Spring Festival period of 200-300 people to expand to the current 600-700 people. "There are fewer people, the company's management and strategic play has not shown the problem, as the number of increase, the problem is exacerbated." "The above people are so stressed.

People familiar with the matter, said in the last month, "China on the tip of the tongue," during the program, the original life of Chanbao 30 tons of Chinese fish, millions of dollars in sales but generally, the soft power of the selection of the general performance of the original life has a certain restrictive role.

Survival anxiety: It's too early to break the bureau

In addition to team factors, the overall development of fresh electric power industry also let the original life into a profit confusion, survival of short-term anxiety. To a large extent, it benefits from the influence of marketing, in the product experience, selection and supply chain, logistics and other aspects and compared to competitors are not fundamentally different.

However, in the second half of 2013 years, in the overall competition and consumer demand for fresh electricity manufacturers, the competition intensified, we began to compete, supply chain, logistics and cold chain become the core of competition. At this time, shun Fung Optimal logistics, cold chain advantages, I bought a network of supply chain advantages began to reveal, and fresh electricity business burning money rapidly, and the rich and powerful, in comparison to the lesser of life capital strength.

Meanwhile, the day cat, Jingdong, No. 1th shop, such as the emergence of comprehensive electric business platform, they began to cooperate directly with suppliers, vertical fresh market and the rules of the game has been broken, and the original looks like the future of the unlimited fresh electricity business industry into the naked battle stage, with small broad original life began to appear crisis.

According to insiders revealed that the original life of the Maori rate as high as chlorotrifluoroethylene, but because fresh goods difficult to save, transport wear (loss rate of 20%), and fresh requirements to timely receipt of high demand, it is difficult to support returns, so that net profit margins are greatly reduced. At the same time because the user needs less distribution, customer unit price is low, the ability to comprehensive selection requirements. Customer unit price if less than 200 yuan, excluding product cost, logistics cost and circulation loss, basically no profit.

In addition, because of the high cost of logistics costs, which makes the original life on the site and the general market or supermarkets, there is no price advantage. Fresh electricity manufacturers must have a high quality cold chain logistics system in order to ensure the quality of goods and timely delivery. But the cold chain logistics greatly increased operating costs, since the construction of cold chain investment, the return cycle is long, which makes the original type of life unbearable.

In addition, although the original life although the commitment to the whole cold chain distribution, but the actual practice of ordinary transport, the final life is difficult to "fresh", received bad fruit from time to time. In the original Life site is also full of "fresh and to be outdated mixed together to sell" comments. This is undoubtedly a great injury to the user experience, but also reflects the poor operation of the original life.

There are more and more indications that the fresh electricity dealers are no longer the battlefield of the small players who have lived. There are insiders believe that the original life want to change the current situation, the need in the supply chain and the cold chain to achieve a breakthrough, in the upstream infiltration to the base, the middle control logistics, the end to seize the user group, and ultimately reduce the loss rate, improve the distribution experience, Control costs.

And all this needs too much investment, even if really get large sums of money, in Shun Fung, Cofco, Cat, Beijing East, 1th stores and other giants under the siege, the future of life is still difficult to predict.