Why is capital in love with a fresh electric dealer this difficult bone-gnawing

(from the media public number: Laohushuokeji or old nonsense technology)

The last bastion of the electrical business Subdivision--The fresh electricity trader is ushering in the new "Capital seeking bureau" stage, the new round capital feast is slowly opening.

August 1, Cofco Group, I bought a network announced that a B round of financing 100 million U.S. dollars, IDG Capital, a round of the Fund to win the competition (a round of 37 million U.S. dollars), creating a domestic food and electronic business, including fresh electricity in the field of financing the largest. This is the largest investment of IDG capital in the electric business industry in the past years.

Coincidentally, at the end of July, the vertical fresh electricity producers had also claimed that a financing in January this year has been completed, this April funds in place.

It has been reported that the Shanghai-based easy fruit has been acquired by Ali. It is rumored that China Resources is also in contact with store 1th to bring it under its command. In addition, in May this year, the U.S. electric business giant Amazon 20 million U.S. dollar stake in Shanghai local vertical fresh electric dealer delicious 77.

All indications are that fresh electricity business This is the most difficult to chew the bones of the company seems to be ushered in the dawn after the inflection point, in the excellent vegetable nets, butler dishes, and so became martyrs, the remaining number of players have established industry barriers, the capital side also began to accelerate the shot, investment heat has hit.

1, the trillion market to be excavated capital sought after

In fact, in the field of fresh electricity business in addition to Ali, Jingdong platform-level players, shun Fung optimization, I bought nets, shop 1th and so on almost all of the vertical electric dealers in the continuous loss phase.

Why is it still attracting capital in the ongoing losses?

In the view of Citis, chief partner of the fund, I bought a network of fresh electricity dealers and traditional economic forms. "It started when the investment is relatively large, the establishment of a large market will have a high-speed growth, and do is to eat things, in the initial stage than the General Electric business spent more energy, more investment." ”

According to Gaoning, chairman of Cofco Group, the investor occupies add's holding ratio in the B-round investment, according to the 100 million dollar financing quota, the current valuation of my net has reached 51 billion dollars.

"Fresh electricity business is a trillion-scale potential market of large cakes, but also a few of the domestic electrical business field, the general direction is absolutely right, but more difficult to chew." But as long as the direction is right, not afraid of the road far. Zhaoping so stressed.

Shong, a partner of IDG Capital, believes that the UK's Ocado is now 8 times times bigger than I bought, but China has a large space for development and should be 8 times times Ocado. And I bought the net first exerting force, along with in the capital, the supply chain and the logistics cold chain and the user scale establishment, after the industry barrier formation.

It is worth mentioning that, compared with Europe and the United States, China's urban population density is very high, this feature will also give fresh electricity dealers to increase the space for imagination.

In reality, the electrical business in the beginning of most of the loss, even if today's electric power trader Ali has not made money for many years, has been listed in Jingdong still do not make money, but its size has supported more than 30 billion U.S. dollars in market capitalisation.

Why did the capital side choose to sell in the near future? Generally speaking, investors always smell the direction of the industry in advance, and the users ' shopping habits of fresh electricity dealers have passed the most difficult time after two years ' cultivation.

I bought the net CEO Zhaoping revealed that this year's listing of the Beijing-east, with the benchmark of the stimulus, and the current investors have a lot of money to spare, and the fresh electricity industry after a wave last year, the optional investment object also chat can count.

2, Giants game small players difficult to survive

Today, because of commercial development and the user's electrical business habits, Jiangsu, Zhejiang and Shanghai in east China users of fresh electricity to accept the highest degree.

With sufficient funds, the second half of this year, I bought the net will strengthen the layout of the coastal city, the original cold chain mainly distribution range in the north of the 8 major cities, such as Guangzhou, this year will expand to 50.

In addition, I bought the net will further exert its overseas direct mining and the right to speak the domestic origin, and finally in the supply chain control, to build a complete ecological system.

At the same time, the original life, Shun Fung optimization is also in the human, warehousing, distribution scope of the expansion of the pace.

In the future, what is the main competition for fresh electricity dealers?

Zhaoping said: "On the surface seems to be selling different categories of things, but behind the scenes from the upstream supply, product quality control, buy hand selection to logistics, marketing, operations, management, etc., the whole chain is very complex." User groups chasing both product quality and price sensitivity, the goods need to constantly change to meet their taste, when a variety of introduction, to want to know who to sell, where to sell. This need in the procurement of the eye bead, to find the real needs of consumers, and can be sold in a limited time, the procurement time, procurement, product preservation and other quality control needs to achieve a very high standard. ”

Once these unseen soft power builds up, the user repurchase rate rises, the scale increases, the cost is diluted, the profit comes along with it. Moreover, fresh electricity manufacturers repeat purchase rate is much higher than other categories, user habits are cultivated, will usher in a new broad world.

But while the light is ahead, the capital side does rekindle its enthusiasm for fresh electricity producers, but it is still in the dark phase of the dawn, and risks remain in the short term.

In the interview, almost all of the fresh electricity business people said that the whole industry is still in the exploratory stage, the real break is still early.

Fresh goods difficult to save, transport loss rate of 20%, the high cost of logistics, so that net profit margins are greatly reduced. If the customer unit price is below 200 yuan, after deducting the product cost, the logistics cost and the circulation loss, basically does not have the profit. Although the passing price and user habits can usher in the scale effect, but the specific can survive to that moment is still unknown, which let each family in the future development of the road full of variables.

As one investor said: Under the capital, market, system and other factors, the fresh electricity dealers are increasingly focused on the hands of large players, the market for small players more and less opportunities, they or choose to be mergers and acquisitions to find a backer, or eventually marginalized, reduced to another fall of the model.

In a sense, with the concentration of market size, strong stronger, weak weaker the Matthew effect will become increasingly apparent, the new born fresh electricity business website is difficult to have the day, for some localized players, and big player PK time window is decreasing, they are difficult again like these enterprises can get a large number of users opportunities.

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