Xu recently expressed a bullish view of O2O, and she believes that fresh areas can also be a giant

Xu, the founder and famous investor of today's capital, recently expressed a bullish view of O2O, and she believes that fresh areas can also be a giant. The first two years of fresh electricity and fresh o2o are mainly small and medium-sized players, this year to Jingdong, Shun Fung, shop 1th, music as a representative of the big companies began exerting force, the market into the outbreak period. There are signs that unprecedented changes are taking place in the field of fresh life!

How to evaluate the strengths and prospects of each of the different raw electric Power players in the O2O, and how to view the future of the fresh industry in the background of the big heat? billion European network summed up the following four key points for everyone to understand.

Kill middlemen, fresh electricity dealers prefer direct supply of origin

As a new channel and a new way to be different from the line, the electric business It naturally breaks information asymmetry and geographical limitations; Over the course of the past more than 10 years, many commercial forms of commodity categories have been changed by the electrical business, typically such as books, a large proportion of its sales to the line, while the offline bookstore on a massive scale of failure, Publishing house through the network platform and users directly docking. According to Jingdong CEO Liu: "To mediate is the trend, the future does not need distributors."

In general, light products with high standards are more likely to be electrically-commercial, and in the past more than 10 years there has been little progress in the electric-business channel, such as raw, non-standard, special products. Under the line of the complex fresh mobile network, by a layer of distributors responsible for each, to consumers in the hands of the price is already higher than the original price many times. Because of the existence of such a large price difference, fresh has always been the electric dealers want to pry the market, although there are many difficulties, but gradually kill the middleman is the trend.

In the United States, a number of fresh electricity manufacturers in the production of direct mode of origin, farmers to produce fresh raw directly to the consumer table. In China, the model of building a farm and network platform has been practiced by companies like this. Whether it is the original life, or shun Fung preferred is also the origin of direct supply, and the direct docking, such as Jingdong and Yangchenghu, the more complex live fresh direct docking consumers. Mastering the upstream of the product is critical, and those who have the ability to do so will have more reason to live.

Fresh electric Business competition cold chain warehousing logistics capability

It is certainly not easy to kill middlemen, users of fresh and timely demand determines that they will be in order to facilitate the price compromise; Unlike the general merchandise, the fresh electricity quotient is quite complex, the cold chain warehousing logistics ability is very important.

In evaluating the strength of the major players, the cold chain warehousing logistics capability is one of the most important indicators. Obviously, those who do purely product selection, lack of logistics ability of the fresh electric Chamber of Commerce slowly lose its core competitiveness. Before the wind of the original life, because the CHU Orange marketing is widely known, its core is the choice of goods and marketing capabilities, but the main logistics rely on a third party; such as Jingdong, Shun Fung such a logistics ability of the giant began to do fresh, the advantages of life is gradually disintegrated.

Of course, there is logistics and no cold chain capacity, fresh electricity dealers will still be difficult. He Shumfong compared to the current four-pass on the fresh electricity quotient of the imagination space will be smaller. In each electric business platform, has the cold chain logistics ability player obviously more has the future. Compared with the logistics enterprises, the electric business platform has a large number of users, if at the same time can solve the cold chain logistics problems, can be easier than the logistics companies to pry market.

Tailor network cloth point, fresh and suitable for community O2O

Fresh This category has the particularity, cannot like the ordinary commodity to be able to place the sale for a long time, moreover, the fresh inhabitant life is very close, is more suitable for the community O2O pattern. Including the former Beijing-East integrated convenience store resources, shun Fung Large do shun Fung Hey, are in the nearest to the residents of the convenience store cloth point, for them to do fresh O2O paved line channel.

In the comparison of fresh community O2O ability, the number of community distribution is an important index. The cloth point generally takes two kinds of ways: one is the self network, the second is the integration third party network; billion European net found typical outlets including convenience stores, commissary, laundry, community mailroom, Express station. Generally speaking, the net of direct battalion is more efficient, convenience store has time safeguard more.

Convenience stores combine fresh to do O2O is a good combination, just do convenience store stock, margin is too low, the benefit is difficult to allocate. The convenience store itself does not sell fresh, through and the fresh electricity business cooperation, the convenience store as the pre-sale and the goods distribution point, obtains the user to trust, can act as the increment to the convenience store to create the revenue, the corresponding benefit distribution is also easier.

Fresh need strong brand endorsement

To do fresh electricity business, whether it is the main foreign imports, or direct domestic origin, need the platform itself has a strong brand endorsement capabilities. First, ordinary users in the absence of fresh damage to the conditions, it is difficult to distinguish other characteristics of products, such as whether the product is foreign imports, whether authentic; Secondly, in many cases, although the fresh electricity manufacturers solve the "fresh" problem, but in the price does not give users the feeling of benefits. This requires the platform itself to have credibility, its brand has a premium capacity. Of course, even if there is a brand endorsement force, so that fresh from the procurement of storage to the final distribution are transparent also very necessary; This is the reason why many platforms often do related marketing activities.

If the synthesis of four dimensions to judge, in the fresh electricity quotient players inside, billion European network believes that there is hope to make the platform is the Beijing-east and Fung-Shun, their own control of the product of fresh electricity can be a large number of small and beautiful survival. Of course, similar to Amazon, shop 1th, such as overseas experience and resources of companies, they will also be active in the field of fresh electricity business participants. In the future, under the impetus of all parties, the prospect of fresh electricity dealers will undoubtedly be optimistic.

Wen/Huang