The new pattern of fresh electricity dealers in the 2014 is likely to detonate soon.

December 2013 quietly, the blink of an eye years left the last one months. This year for fresh electricity business is a from Robin to standardization, branding, platform, the story of the transformation of the year. I remember on May 11, the 11th session of Beijing Logistics manager activities organized by China Supply Chain Alliance, "Fresh Electricity business Logistics special", brought together all the domestic fresh electricity business senior, Alibaba, Shun Fung optimization, Jing Dong, tuo tuo work club, excellent vegetable net, originally living, Chongqing Agricultural Products Group and other major fresh electricity business executives gathered in Beijing first body, open depth to discuss their own operating mode, explore the future development of ideas, analysis of industry opportunities and challenges. All parties think this is the last blue sea of China's electricity dealers, but how to make money and how to scale has become a topic of concern.

Today, just as we reviewed and summed up the 2013 years of the fresh electricity business pattern, December 1 Shun Fung Optimized announced the largest expansion since the line, room temperature category to expand to the whole country, the general shun Fung fast to reach the place will be a shun Fung optimal range of services, so Shun Fung optimization also officially become a national food electricity dealers. This means that, even if Jingdong, No. 1th stores are unable to distribute the four or five-line city, Shun Fung optimization with the help of shun Fung fast transport of strong mesh point penetration can be seamless coverage.

This action inadvertently hinted: 2014 fresh electricity Dealer's new pattern is likely to detonate soon!

I. Policy and investment opportunities of Chinese agricultural and fresh electricity dealers in the 2013

Policies and opportunities: In the 2013, the state has very important policy support for agriculture, from central 1th in the beginning of the year, to the 18 session of the plenary in November, all policies are beneficial to the development of agriculture. For plenary business opportunities, Liu High-profile big make announced the Internet agriculture, the agricultural products like Millet mobile phone sales. Investing in the entire agricultural chain is not just Mr Liu, Ma Yun this year from Business-to-business, Taobao, cat, Poly cost-effective, payment, logistics are all over the infiltration of agriculture; Zhang 6 billion to build rural electric business logistics market; Liu is in the agricultural product five major exploration, is pushing the agricultural electricity docking mode; Wei's shun Fung optimization starts from May 2012, To today has a full force, covering all levels of the city.

Second, inventory 2013 China's agricultural products, fresh electricity commercial state

1, the platform of the business model:

Typical two platform representatives are Alibaba, shun Fung optimization.

Alibaba is a multi-dimensional platform model, Taobao, cat, poly-cost, such as multi-dimensional spread. This year there is an innovation, is the pre-sale model, pre-sale of the United States car, rapid cold chain air transport, route allocation, the end of the home with a whole service. The platform front-end has matured, back-end logistics can be said to be the rookie of the future cold chain logistics platform, is currently being built. Alibaba's agricultural category is expected to reach hundreds of billions of markets in 2014.

Shun Fung preferred to build the platform model is: High value-added category for the core +C2B direct platform model.

Shun Fung optimization of the development process has been on behalf of Shun Fung Group President Wei Attitude, in May 2012 just Hatch has been very low-key, biting cold chain this hard nut is indeed not easy, but has important strategic value. So shun Fung optimization at first is an independent mode of operation (including logistics, at the beginning of the time have not been placed in shun Fong large network). Shun Fung preferred platform category positioning in high value-added products, the high customer unit price reduces the unit order the logistics cost loss risk, then cooperate with the seasonal direct supply pattern, the Litchi, the hairy crab and so on the seasonal product pre-sale direct supply, gradually formed one relies on the fast logistics service as the carrier the direct supply supply chain service platform which the fresh electricity supplies. Just 1.5 of the time has become the benchmark of China's cold chain, this year, the two 11 period shun Fung preferred sales growth of 2,672%, order volume increased by 1727%.

This series of expansion really let the Chinese fresh electricity dealers take notice.

BEIJING-East platform model: trading docking "ABC" mode (Abc:agriculturalto Business to Customer)

From the latest Beijing-East agricultural products to promote the information to see, the current promotion of the Beijing-east of fresh, agricultural electricity business platform is only online trading docking, mainly based on its open platform. Jingdong hopes to purchase, warehousing, distribution, marketing and after-sale integration as a whole, and then add quality certification, finance and data, but at present it seems to be a long way to go. To put fresh into the big Jing Dong distribution system, may be the cold chain logistics of the gene is still lacking. The high cost of cold chain, professional distribution team, is still hanging in the east of Beijing's "Sword of Damocles."

Looking from the future trend, Jingdong must take this area, cargo is China's largest market, 1.4 billion people, more than 400 million online shoppers, if the BoE successfully won the fresh, agricultural products, it will be an important strategy for its IPO, expect its "ABC model" to be successful.

2, base + traditional b2c+ story Marketing way:

This is the current part of the small and medium-sized fresh electricity business play, the front-end integration of agricultural base, the middle to build their own platform for business, marketing to take story marketing, currently see can. But from the scale, it is difficult to big, the quantity does not come, the front end of the base control is very passive, simple procurement mode is difficult to penetrate the control of the entire supply chain, the most small and beautiful.

3, localization +O2O mode:

Chongqing Agricultural Products Group Green and fresh, kitchen easy times for the representative of the fresh electricity business, they are essentially doing is the localization model, which is also a combination of agricultural products category characteristics. The early stage is the integration of business-to-business and Business-to-consumer, currently playing O2O mode with localization requirements. In fact, O2O mode has been in some large stores and chain supermarkets to promote, whether it is a foreign Wal-Mart, or domestic Wal-Mart Sam Shop, big run hair, are testing water in succession.

Wal-Mart in May this year has been in the SAM member shop pilot, customers in the SAM net orders, Wal-Mart will be directly from the nearest store refrigerated refrigerator shipments, cold chain logistics delivery, fresh chilled frozen food "day two send", online with the real store, discount promotions sync.

Third, 2014 the development trend of the fresh electricity business Platform

What is the future of fresh electricity dealers to play? This topic has been the focus of industry attention and research. The following dimensions are resolved:

1. Marketing Mode

The traditional method of drainage is not suitable for the fresh electric business. The new marketing model is gradually starting to overturn:

1 story-type marketing, fresh, agricultural products, the front-end marketing must have stories, customers eat not only products, but also a commodity connotation.

2 cargo fans, Huang Taigi, millet mode, relying on the fan economy to create fresh, agricultural marketing.

3 Experience-type marketing, the localization of agricultural products to combine the agricultural leisure experience, to do experiential marketing.

2, Supply chain integration mode:

The emergence of platform economy, supply chain integration there are significant business opportunities, Ali's model is bound to go is the integration of Shun Fung preferred mode to go is certainly self-built; Beijing East now still can not see, may be left, may be right, regardless of which kind, Jing East now all should speed up, because the first two have already walked in front.

Trend：

1 2014 Alibaba's rookie cold chain platform will rise, and this year has begun to layout.

2) 2014 Shun Fung Optimization will definitely exert force, 2013 7 upgrades, and Shun Fung Large network has been spread out, although at present is the normal temperature commodity, once refrigerated, frozen grafting flowering, will be unstoppable.

The supply chain platform for the socialization of the cold chain of fresh electric power suppliers in China is now being consolidated, so whoever moves first is the winner.

3 the promotion of O2O mode, the integration of new cold chain logistics platform, such as Wal-Mart and investment in the United States, such cooperation, has begun to spread.

Four, small fresh electricity dealer still have the opportunity?

Many people are worried because the traditional operator of the vertical electricity business in 2013 has been left little, next year, small and medium-sized fresh electricity dealers face shuffle. In fact, this problem cannot be avoided.

The future is the platform economy era, a single consumer play if the upstream did not penetrate to the base, the middle of no control logistics, the end did not seize the user group, just rely on a website to sell goods, sooner or later will do die.

On the basis of a large platform economy, individual fresh electricity dealers do a good job in subdividing the field, do fine do specialize may have a gleam of survival space. But it is a bold prediction that there will be many small and medium sized fresh electric chambers to die next year, and the cause of death is only external pressure and internal business strategy.

V. Operating mode of foreign fresh electricity dealers

1, the local harvest O2O agricultural product electric business model

Local harvest combines agricultural product search with Google Maps technology to form an agricultural search +google Maps + online purchase model. The site shows a map of the United States, green Mark is the farm location, red is the farmers market or shops, blue, said by the nearby farm supply of restaurants, purple is the grocery store, customer input postcode, the website will be prompted near the farm, the market and other information, customers can achieve O2O shopping through the platform

2, the United States Farmigo Agricultural products Platform Operation mode

Farmigo is currently building the largest online trading platform for agricultural products in the United States:

1 Farmigo itself does not sell agricultural products, only to do platform;

2 Sell fresh ingredients as the core;

3) 48-hour door-to-door, community-supported agriculture (CSA), mainly regional supply;

4 price advantage than the supermarket cheap 20–30% ...

Comment: In China maybe the future in China Cat + Community convenience store can be achieved.

3, American organic commodity supermarket Whole Foods O2O operation mode

Whole Foods Harsh, the largest natural food retailer in the United States, and a retailer who dares to challenge Wal-Mart, his forte is to turn selling food into a lifestyle ...

Currently launched O2O operation mode: Customers use the app to select delicious recipes, then generate shopping lists, through the mobile phone search recently Whole Foods supermarket shopping, customers to establish their own food files, to encourage SNS sharing drive marketing.

Comment on: This kind of way is the model of the O2O experience of Internet mode, it is worth Chinese reference.

Summary：

2014 fresh electricity business will usher in transformation and change, have a platform to the world, fans have the world, supply chain is the world-the basis of the new burst point in these three aspects. mode, C2B pre-sale +O2O service, agile supply chain service is the core. Cargo is a big market, the opportunity is very big, worth paying attention to!

The Author: Huanggang (micro-blog @ Huanggang-Logistics and supply chain), China Supply Chain Alliance, China Logistics and Procurement Federation of Logistics Information Experts, China Electronic Commerce Association Logistics Alliance Expert Committee director (Expert Group leader), Hansen century supply chain general manager, MBA guest professor. Welcome to the logistics industry's largest micro-letter platform "Logistics": Wuliuzhiwen