The reason why the fresh electricity quotient was once sung

[Guide] Logistics Cold chain links complex, construction investment and so on, this became a fresh electricity quotient was once sung one of the main reasons.

After the Chu Orange, Liu Dao, pan Apple at the end of the High-profile debut, these super fruits of the emergence of the original multifaceted of the fresh electricity business field more confusing. Previously because of the capital chain rupture, the field of fresh electricity is aihongbianye. In this context, some later on the category of slimming, to the monthly distribution of the C2B booking brought a temporary dividend, but the face of large-scale and can be replicated challenges, South reporters were informed: whether it is shun Fung optimization, or small entrepreneurs, body in the fresh electric business on thin ice.

Category thin body easy to upgrade

In recent years, fresh electric operators from around the flowering to the martyrs.

Only in Guangzhou, for example, the former booming "good helper", "Yi million" and other fresh electricity companies closed the site, a small number of "Survivor" orders significantly reduced. The electric dealer faces the market, the supply chain, the logistics, the warehousing, the distribution and so on all sorts of problems test, but subdivides into the fresh field, the extreme market subdivision, the cold chain distribution as well as the business model has become in front of the small and medium-sized entrepreneur's road threshold.

First of all, from the market segments, in the market acceptance is not high in the fresh field, how to find the target customers?

A class of people specializing in small groups of fresh electricity dealers live well. In the case of Fu Tian Network, the South reporters learned that Shanghai's foreigners and Chinese-Americans accounted for more than half of the user, this part of the customer stable, high customer price. It is reported that for these fixed population, Fu Tian Network has now covered the time vegetables, fruit, meat, fresh, dairy, bread, cereals and oils more than 2000 SK U. South all reporters to call the field network accidentally found that even the telephone customer service are mainly foreigners.

In addition to these special niche market of the electric dealers, there are targeted at the geographical significance of the "three km" business.

In the beginning founding partner Charlie, the whole fresh electricity market is like a person covered with the main blood vessels and capillaries. Now the electric business big guy layout is the main blood vessel, and the entrepreneur can make a difference in "capillary". In his eyes, "capillary" refers to the Community market within three km, can be a convenient advantage to break through. He explained to the south, "the next development trend of the fresh electricity supplier must be to change from cross-regional to localized." Localized electrical Shangshe in ' convenience ', which just meets fresh product attribute requirements. ”

Find the market, how to provide "convenient" service?

It is one of the effective strategies to slim down SK U. Reduce the category of single goods is to increase the order quantity of single goods, so as to ensure the logistics, distribution and other aspects of the cost reduction, to achieve profitable purposes. According to the Valley Network for example, constantly in the category to do subtraction. According to the Valley network market director Chen to the South all reporters analysis: "When we look at the more popular varieties, try to push a single breed." There are two main advantages, from procurement, we can directly to negotiate with the base to reduce costs. Second, the related logistics costs are also relatively low. ”

Similar to the Valley network, Kaka also in KFC, McDonald's and other brand operations to get inspiration. Kaka in the early days of entrepreneurship, to meet the needs of different people to launch about 180, but now only about 100. To this, the card fresh founder Tangyong explanation is: "With the electric business big guy we cannot pk kind, we on PK convenience." Reduce the product category, you can put financial and human resources into the immediate delivery. "At the same time, strengthen interaction and contact with customers, through the continuous introduction of new products to meet customer needs."

Fresh goods are not standardized goods. In this regard, love cooking founder Li Ting believes that the reduction of the category, while some of the common categories for more refined processing, even the non-standard raw fresh goods more standardized. He cited an example, such as the general celery 70-80 cm long, in the distribution link faced with no small trouble. So love to cook the celery cut into a few paragraphs, become more "standardized." In this way for packaging and distribution links to save a lot of trouble, virtually save a large number of costs.

Cold chain distribution suggests energy saving

Find the target customer group, that how to customers in the distribution process to protect the "fresh"? In fact, the logistics cold chain links complex, construction investment and so on, this became a fresh electricity quotient was once sung decline one of the main reasons.

At present, the most commonly used mode of fresh electricity business is cold chain logistics. In fact, "whole cold chain distribution" involves very trivial links. Shun Fung Optimization CEO Li began to south all reporters, when the merchandise left the reservoir area, sorting and packaging operation venues need to have temperature control conditions, and then loaded into the temperature control box transport, and finally sent the goods into the insulation bag door sent. The whole process of the use of temperature control equipment, including refrigerated boxes, freezers, ice boxes, cold packs, insulation bags and many other small details. In these details, if there is a problem in a link, can directly affect the user experience.

For most grassroots entrepreneurs, if you do not "electric Shangfu second generation" spell Daddy-type steady expansion, that focus to do a good job in the cold chain distribution or a feasible way.

Chen told the south reporters, in the electric business big guys have built cold storage and cold chain links, according to the Valley Net focus is on fresh goods "last 100 meters" of fresh. Chen explained: "Fresh goods of different categories, the required temperature is also different." Take frozen chicken as an example, how much ice to use, ice should probably be placed in the heat preservation of the pot where the details of the food preservation is very important. ”

In fact, there are also few companies, such as the Valley network, that focus on all aspects of cold chain distribution. But most of the fresh electricity dealers are still not satisfied with the current domestic B 2 C third party cold chain distribution. What is the problem?

Charlie to the south of the reporter analysis, the current cold chain logistics technology barriers are not large, but the biggest problem is that these technologies have not found the user pain point. "The technical aspects of the cold chain are now very mature, such as the temperature can be kept within 72 hours," he said. But in the actual operation, found that most of the products only need to maintain 10 hours on it. The technology has caused unnecessary waste, if the material price went up instead of competitiveness. ”

Charlie suggest that these technologies can be invested in energy conservation, energy reuse, and the cost will be reduced, very promising. As for some small packaging technology research and development investment is not necessarily too big. "At present, some of the temperature-controllable small packages can fully cope with the distribution needs of small and medium-sized entrepreneurs serving ' 3 km, 30 minutes '," he said. ”

C2B Reservation Direct for the People

From the commercial model, the former "sacrifice" of the fresh electric power business martyrs, often using the traditional mode of business. This pattern often needs to rely on the capital to drive, the category many, the asset heavy, the low value-added question often causes the capital chain the break. Inspired by group buying mode, C2B (consumer to Enterprise) this relies on the user-driven booking mode almost become the current fresh electricity business class one of the most optimistic business model.

To give a simple example, if the ice city of Harbin Cargo want to eat Litchi, Beijing cargo want to eat the sheep of the Xilin Gol League. Can be based on the users of these requirements through the booking mode to complete, at present, but also make large and small fresh electric business entrepreneurs have tried.

To shun Fung optimization as an example, Li Dong introduced, in this year double one day, only a single product of Australia's cattle round-off sold 11 tons. He thinks the market for these ingredients is very large. Li Dong that C2B will be the main development model of the future fresh electricity dealers.

His reasons are two: on the one hand, the C2B booking model greatly reduces the purchasing cost through the large-scale and direct supply mode. On the other hand, the current market environment, logistics costs are relatively high, by reducing the intermediate link of the gross margin, to subsidize logistics. He said: "The entire electricity industry is moving towards this model." One is to meet the needs of small audiences, the second is to shorten the intermediate link. ”

Charlie that, through this model, can effectively reduce inventory costs, so that prices fall, but still retain profits, so that fresh electricity dealers more civilian. In this regard, China Electronic Commerce Association senior expert Zhong also believes that the booking model through the platform with the base docking, the product direct distribution to the family, is the future trend of development. But is this model suitable for "capillary type" small and medium electric business entrepreneur?

Li Ting that small and medium-sized entrepreneurs need to adopt this entrepreneurial model. He said: "The traditional fresh B 2C is not a pure Internet business, the raw and fresh mode on warehousing facilities, logistics and distribution of dependence is very high, without a strong fresh storage, logistics system, it is impossible to do fresh." We do not have the financial strength of the bosses, but we can know more about vegetables than they do, using C2B model, small investment, asset light, rapid development in the region. ”

Monthly service is difficult to scale

For gross margin, how do these fresh electricity dealers consider?

From the industrial supply chain, entrepreneurs such as Kaka are mainly taking goods from the first-tier markets. In fact, there is no advantage in cost. So Kaka to the dishes for further processing to enhance the value-added products, the dishes will be washed, cut well, according to the recipe users can directly "pot". It is understood that this "little gesture" does meet the needs of some customers, while earning a higher profit.

But including Tangyong himself, this is to earn "hard money". Charlie that, once the scale of these enterprises, there is a certain amount, profits may face a decline. This kind of business is more suitable for diligent people to do, is not likely to scale, "make a hard money and diligent money".

By contrast, the Valley network approach seems to be worth learning. According to the Valley network through the "Monthly service", that is, users can buy a one-time one months or a quarter of the dishes, about 12 a week to provide a category. Chen said: "The cost is reduced." In addition, can also improve the viscosity and cultivate the market. With money to invest in cold chain and other related hardware. ”

In Li Ting view, entrepreneurs can not and shun Fung optimization, such as a slightly larger electricity business PK, but the fresh market properties decided it can not be like digital products, such as the oligopoly of the situation. "User needs are unlikely to meet everyone's needs," he said. Must be a variety of patterns coexist. ”

Charlie also believes that there may not be an oligopoly market in the fresh electricity business sector. He said to the South reporters: "The ideal of fresh electricity should be a wide variety of food, all kinds of ingredients, will be very long tail." The long tail of things will certainly make entrepreneurs live better. Now entrepreneurship, including the electrical business, has passed to do the standardization, now do small and beautiful, meet the target crowd can be. There is no need to satisfy all men and women. The