Three major strategies for experts on the four hidden worries behind fresh electric power business

June 25 News of the concept of fresh electricity business is gradually familiar with, in addition to Tuo Tuo workers, the original life, Shun Fung optimization, such as fresh electricity business site, Amazon, Jingdong, 1th stores and other electric business enterprises have started to "taste" fresh, want to seize market share in advance.

However, the supply chain, logistics and cost factors such as the impact of the fresh electricity industry in full swing development, but also is facing a severe survival test.

Data show that our annual fresh market has nearly trillion sales scale. In the face of such a huge market prospects, fresh electricity companies to become the electric business enterprises have to grab food is undoubtedly. "Cargo is a huge market, and fresh electricity dealers have a considerable potential," said Huanggang, an expert in logistics and supply chain management.

According to statistics, in the supermarket this traditional channel, fresh product sales accounted for about 20% of the total sales, in contrast with this, the net purchase market of agricultural and sideline products penetration rate is only about 1%. Therefore, compared to 3C home appliances, clothing, books and other categories of fierce competition in the market environment, fresh electricity market has a greater potential.

However, due to the supply chain, logistics and cost factors such as the impact of the fresh electricity industry in full swing development, but also is facing a severe survival test.

Huanggang analysis that the value of fresh because of the "fresh", and from the fresh electricity supplier distribution speed and distribution costs, in the current fresh electricity business, from the next single to receive goods, the shortest need half a day, the longest is more than three days. The purchase of goods "fresh" also can not be found, so at this stage, the logistics speed has become the biggest problem of fresh electricity manufacturers.

And from the current distribution capabilities, fresh electricity manufacturers can withstand the distribution scope is generally only in the city, for orders can not support, can not be a netcom nationwide, its refinement of the positioning of nature can not be set. "Play fresh, agricultural products, the most essential is to play logistics and supply chain," Huanggang said.

Another analysis of the industry said that fresh food distribution is different from clothing, footwear and other commodities, delivery time and delivery conditions are relatively high.

On the one hand, most of the fresh electricity manufacturers do not have their own stable supply, a single farm does not meet the needs of fresh electricity suppliers, so the less the purchase quantity, the higher the cost; On the other hand, due to the special nature of fresh food, the low gross profit margin of fresh food can not meet the distribution input of fresh electricity supplier, Therefore, in a short period of time, the cost of fresh electricity suppliers can not be fundamentally reduced.

In addition, due to the lack of a complete set of agricultural products testing standards in the current market, coupled with public concerns about food safety and other issues, this has caused a certain disturbance to the development of fresh electricity dealers.

In this market environment, how should the fresh electricity supplier break through the development of the Mystery Bureau?

Some people in the industry believe that the fresh electricity manufacturers should vigorously develop their own good at the category, across the category to do the end will only die more miserable. By controlling their own size and category, we can drastically reduce the operating costs and improve the profits of the fresh electric operators.

Secondly, because the competitors of the fresh electricity business are not other electric business platforms, but the local market, community shops, supermarkets, so that the accumulation of resources, do a good job of community marketing and service is the focus of the operation of fresh electricity business.

At the same time, compared with cover-type coverage of product promotion, fresh electricity supplier distribution links should be divided into regional distribution, or in the region for consumers to provide their own point of service. In this way, not only can reduce the cost of the production of fresh electricity suppliers, but also for consumption to bring more convenient and quick shopping experience.

Min, an Internet analyst, said that although most of the fresh electricity Shangdou maintained a combination of farm and electric business development model, but with the farm to achieve cooperation, fresh electricity dealers can also cooperate with the market, as appropriate, the corresponding O2O attempt.

"The future of fresh electricity will be localized O2O services, line up and down a single delivery, line up the order line, and then combined with mobile internet lbs model for Community marketing and community group purchase, fresh electricity will open up an alternative mode of operation." ”