The Netherlands has introduced tulips from the Western Asia Peninsula.

Since then, the "Tulip Bubble" has been likened to frenzied speculation, and such a situation is everywhere.

At present, the hottest non-agricultural raw species in the vertical electric business, however, under the craze, Tuo tuo workers remain calm, "scale for us is not the most important" Tuo Tuo, CEO of Dufei has been to send a representative of the Commercial Road reporter stressed.

"I believe that in the whole industry or to follow the benign development, if you do not have a reasonable profit model, there is no sustainable way to gain profits, what will be a few years later?" Would you like to pack it to Jingdong? No, this time has passed. We often say a word "do yourself, do not follow suit, imitate, to make money." ”

Electric business insiders should understand, sound, pragmatic is the characteristics of Dufei, in July 2012, before joining Tuo Tuo industry, he in the Red Child Mall as general manager, and then forward is in the HC network engaged in research and analysis work, has accumulated more than 10 years of experience in electric business.

Looking around, whether it is the cat, Jing Dong, only goods will even Tuo Tuo industry colleagues Shun Fung optimization, the original life they "stand in the Tuyere" who does not go to do the scale? Why does the Tuo Tuo society do the opposite, this is not to "reverse the sky"?

Operation Status of Tuo Tuo industrial Society

Compared with other peers, Tuo Tuo industry has been very low-key. From the public news, Tuo Tuo is the nine Cities group (Nasdaq listed companies) to focus on organic, safe food online supermarket.

According to Dufei introduced, Tuo Tuo industrial and social positioning more in favor of agricultural electricity quotient, with some of the other manufacturers to do the production of fresh electricity has a big difference, the main thing to do is to poultry eggs and milk and vegetables, in the mode of sticking from the farm to the cold chain distribution, in the middle of the consumer, enterprise-class business-to-business, including mobile and other means to obtain users.

It is provided by a unified farm and joint farms, in addition to the Beijing Pinggu self-employed farm, in the country there are 8 United farms. After a series of adjustment and deletion, Tuo tuo industry has more than 2,600 SKU, day orders in 2800-3000, last year turnover of 77 million, compared to 2012 23.5 million year-on-year growth reached 227%, the realization of a meager profit of about more than 4.6 million.

Due to its limited logistics investment, the current main energy is still in the Beijing market, Beijing six ring can achieve the next day up. The region's market share accounted for 80% of total sales. The East China market is the second "main battlefield" of Tuo Tuo Industrial society.

Heavy Data Light sensibility

In the traditional industry a very common phenomenon is that the business operators in the process of decision-making, often by virtue of their experience over the years to make decisions. As the helm of Tuo Tuo, Dufei's decision is based on data, from him to the whole team to use a set of it methods, data control methods, meticulous control of the way the risk down.

Through a set of close data analysis and calculation tools to achieve scientific decision-making. At the same time they formed a new farm-planting program. Dufei said that "Tuo Tuo works in the production plan with the sales team to set up, from last November to set the whole, and then 3-6 months adjustment." The production plan subdivided into each day to produce how much, we can control, for example last year tomato history sale How much, we this year in the historical data based on the growth amplitude estimates to the total demand, then increases 15%-20% to the sales team pressure. "These data are mainly from background consumer historical data and current daily sales data."

Not only that, they also change their existing planting plans according to market conditions. Dufei to send an example "if we find that the production of tomatoes is more than sales, at this time we can not open the blanket of greenhouse, can not see the sun, tomatoes can be mature 3-4 days late." This time the marketing rhythm is speeding up, must sell quickly. "And so on a series of changes in the growing process of temperature, humidity to reduce loss.

Elaborate operation to build its own ecological breeding system

After the previous data work made progress, the daily operation process in the weekly, monthly, quarterly and the corresponding analysis of the form to judge the work progress and completion. Analysis will be mainly for the discussion of commodities, as well as profit, loss and so on, so that these elements to move up, control the rhythm of marketing, to determine whether to heavy, is not to change channels.

In marketing promotion, Tuo Tuo industry is not big area, but according to its own characteristics and market affordability, online to do accurate delivery, offline marketing through the farm member activities and community activities, such as in the farm organization activities, members can participate in the weekend, similar to farm music, let them experience and feel organic Community activities for enterprise users, to their employees to do nutrition training courses.

Such a set of operating systems, cost control is the most effective, user conversion, retention and repurchase rate is quite impressive. Revealed from Dufei, Tuo Tuo more than 500,000 registered members (non-enterprise users) shave that part of the gift member repurchase rate also has 65%, which retained the member shopping frequency about 2.5 times/month.

The most important and challenging aspect of the cost-cutting of fresh electricity providers is to reduce wastage. According to Dufei, "the loss is mainly from planting loss, storage loss, processing loss, distribution loss and unsalable loss of five aspects." And a need to breathe free vegetables and fruits, the market cycle is seven days, leafy vegetables three days. ”

Therefore, in order to reduce the loss, Tuo Tuo industry to the retail inventory assessment directly into the fresh electricity business inventory management, when this product is leaf vegetables, the market is 3 days, after 1.5 days immediately after processing, immediately began to change prices, began to pack, this is their inventory management to shorten the important means. Second, the introduction of goods to assess the loss rate. In fact, many enterprises do not pay attention to this problem, it is wrong to pick things up in the storeroom and start yelling.

There are also ways to conserve resources and reduce wastage. Tuo tuo workers in Hebei Cao Stele a joint farm, is doing "three-dimensional project" attempt, in the water system reform, fish ponds can be raised, crabs, ducks on the surface. There is also a "three-dimensional recycling economy" of the project, in its relatively high wastage, they directly to the waste to make feed, feed chickens, pigs and other animals. Residue poured into the fermentation tank used to do biogas, used up can also feed earthworms, when leaf fat.

So through a number of cycles, one is to do the production side with the sales end of the connection, but the overall management of the warehouse. However, the production of organic products in this ecosystem is limited, which mainly provides VIP customers and their employees ' benefits, and is not marketable.

Refusing to tempt "we are not selling goods, is credibility"

When Dufei joined the Tuo Tuo, he instilled an idea that "you are selling your products as a credit." We are not selling goods, is selling trust, so that users of your entire trust and viscosity greatly improved. "Mainly reflected in two aspects."

One, not the pursuit of scale, category subtraction

This year, after the year, Tuo Tuo the order volume of the industry has exploded, but because its cold supply transformation has not been completed, warehousing, refrigeration, distribution capacity is very limited, let Dufei feel fear, not to control the pace of growth. He realized that the category decided to adapt to the large-scale way, fresh in the industry should be profitable, and the biggest advantage is that the viscosity is very high, can establish a trust relationship. Therefore, in addition to marketing to match the pace of growth, in Dufei joined Tuo Tuo in a series of category adjustment, the original 5000SKU reduced to now more than 2000.

But it does not mean that the Tuo works in the category strategy will be subtraction to the end, Dufei said that "Tuo Tuo works in the non-cold chain of the category in the logistics can not keep up when to do subtraction, the link to improve the future will be considered in the organic, safe and table-related categories to do addition." ”

Second, to high-quality users, do not blindly promote

In addition to the independent consumer platform, Tuo Tuo workers also settled in the cat, Jingdong these third-party platforms, and become the platform of fresh category of the leader, often will be invited to participate in promotional activities, the effect is very good. However, after several times, Tuo tuo industry has voluntarily stopped, and repeatedly rejected the third party platform promotion invitation.

Dufei explains, "I think it's not good enough for our clients, figure cheap purpose is obvious, I want to be the customer repurchase and transformation, because this industry is the most outstanding quality customers, but the most lack of high-quality goods, you have finished the quality of goods, quality customers need when you do not, this is unreasonable. On the other hand, this line must be what you have the ability to eat how much food you have. ”

Tuo Tuo workers in the middle class above the consumer groups, du not humorous to say "we will never do cock silk users, cock silk is" big treasure every day see ", we are to sell to those who daily big health care, daily big health is tyrants. "Middle-class" in his mind is not just income, more is a kind of life with high quality requirements attitude.

Finally, when we talked about the whole fresh industry, when the reporter asked, "in the context of mobile Internet, O2O trend, what is the most suitable mode for the fresh electricity supplier?" At the same time Tuo Tuo work Club How to deal with? "Dufei said he would not be keen on this trend, it is difficult to say which mode is the most suitable, but it can be sure that everyone is not wrong, because from the point of view, no one wants to do their own death, Tuo Tuo in the industry, will recognize their position, firm their own direction, in the mobile era bold attempt.