The tentacles of the electric business sector are reaching fresh areas

The electric industry's tentacles are reaching fresh fields. After the day of the Cat Mall, the downwind optimization, Cofco I bought the net, shop number 1th in the recent sale of fresh products.

Gege, chairman of the online supermarket No. 1th, said in an interview with the Daily economic news reporter, "to be a real online supermarket, if there is no fresh, it is certainly imperfect." Consumers have been accustomed to order in shop No. 1th, but each month or to go to the supermarket one or two times, because the line is lack of fresh products. ”

Compared with the fierce competition in the category of electrical appliances, 3 C, clothing, books and so on, as the daily necessities of life is not only a big demand, but still has a huge potential of the "blue Sea." But the industry analysis, fresh whole cold chain distribution, investment is huge, at present, domestic electric dealers have a lot of fresh, but really do not have much influence.

Therefore, in the first place, shop 1th is considering increasing the stickiness and repurchase rate of consumers.

Borrow Power Wal-Mart channel

Reporter learned that the scale of the online shopping market is constantly refreshing records, but the permeability of agricultural and sideline products compared to clothing, cosmetics, 3C and other industries to be much lower, only about 1%.

In the main food and beverage four years later, shop 1th finally decided to the fresh field of progress.

Guo Dongdong, vice president of Shop 1th, said in an interview with the Daily economic news reporter that since Wal-Mart already has a well-established import product channel, it is ready to start with a relatively standardised fruit after freezing, chilled meat, vegetables and fish. is now in Shanghai outside the ring distribution, next plan in Beijing, Guangzhou, Shenzhen on the line of raw fresh category.

He admits that "fresh and unsafe to survive, transportation is easy to lose, but also involved in food safety, but for many electric dealers, this bone no matter how hard it is to chew down, after all, in the traditional channels, fresh accounted for the total sales of supermarkets nearly 20%." Moreover, fresh health will continue to stimulate the purchase, can also increase consumer stickiness, promote consumer repurchase rate. But in reverse logistics and cold chain investment, the profit will be much worse. ”

Gege to reporters, how to ensure freshness and quality of fresh products, as well as the distribution process to ensure that not be damaged is the biggest challenge. "Our advantage lies in the accurate forecast order quantity, with the supplier's cooperation is also comprehensive, their staff will work in our office area, guaranteed can do the most professional processing, will reduce the damaging rate to the lowest." ”

It is reported that shop No. 1th has planned to increase the warehouse scope, and began in Xiamen, Shenyang, Xi ' an, Jinan and other places site, the future can be in more areas to achieve the day and the next day distribution.

The reporter sees on its website, currently manages the fruit category to have more than 60 kinds, this did not meet the Guo Dongdong request. Since Wal-Mart has a great deal of overlap and duplication in the area of imported fruit and shop number 1th, he expects to sell more products in the future through further cooperation.

This series of actions means that shop 1th is trying to break the bottleneck and find space for its survival, Ruzenwang, a senior electric-business observer. "No. 1th store main food, but these products standardized serious, gross margin is too low." It wants to make a breakthrough in profitability and must take the high-end route. For example, clothing, imported wine, fresh products are high gross profit category, customer unit prices are basically more than 200 yuan, to help achieve its profit goal. ”

Logistics is the bottleneck of development

In the domestic electric business industry, Taobao, the cat first discovered this gold mine, and began to sink to the rural market, push fresh products. Alibaba data shows that 2012, the National farmers in Taobao opened the number of stores has more than 1.3 million.

Last year, Jingdong and Amazon also launched their own open platform, by the presence of fresh-type manufacturers to distribute themselves. The three electrical appliance business giants invariably chose to open to the third party business mode of operation, thus avoiding the huge cost of investment.

The traditional field of Zhengda Group and COFCO Group also launched a fresh type of Electronic business website. Shun Fung rely on a strong logistics chain, but also hit the fresh brand, and the development is very rapid.

March 26, Shun Fung Group's website Shun Fung optimization of new Tianjin, Hangzhou, Suzhou, Nanjing, Wuhan, room temperature type of goods distribution, this action from February 26 opened "on Canton Deep" three room temperature food distribution only January away.

Outside competition and internal construction make store 1th face double test. Analysts believe that the electrical business enterprises want to seize the opportunity in this field, must take the lead in building warehousing, logistics capacity, and to solve the long-standing constraints on the development of agricultural products, transport, fresh food problems.

A person who has been engaged in the industry, said that in a city, no fresh product site can do 5,000 orders a day, assuming that in Shanghai to serve 100,000 families, the minimum need to be equipped with 8,000 delivery staff, 500 insulation car and 20,000 square meters of cold chain distribution center.

Obviously, store 1th need to set up the hardware is still a long journey. Guo Dongdong did not disclose to the reporter the daily order quantity of fresh channel, "5,000 orders are very large quantity, we are far from reaching." ”

Ruzenwang said, shop 1th early Choice Shanghai as a test water is also taking into account the trans-regional operating fresh products very difficult, from procurement to distribution need a strong supply chain management capabilities. Fresh electricity dealers are generally at a loss, the real survival is not much, especially the operation of vegetables and poultry-type website. "No. 1th store in the future whether to continue to expand fresh category, it remains to be seen, it wants to break the original management of standardized products will face great challenges." ”