With $450 million in financing and a valuation of $2 billion 800 million, how does the new Unicorn enterprise use the "one - chain one - side platform" to play the supply chain of agricultural products?
- 2018-01-26 13:43
- Financing supply chain logistics network of Internet e-commerce platform
Review: according to foreign reports, sources said Thursday (January 11th), the largest agricultural products mobile business platform beauty dish network has passed a new round of financing to raise funds to $450 million valuation, the current round of financing for the food network to about $2 billion 800 million, has become a new industry of the unicorn. As a company that has been set up for less than 4 years, how does it achieve its barbarous growth?
According to foreign reports, sources on Thursday (January 11th) revealed that the Chinese start-up company, which helped farmers sell vegetables to restaurants, has raised 450 million dollars through a new round of financing. This round is estimated to be about $2 billion 800 million for the U. S. vegetable net.
It is reported that the current round of financing of the US cuisine network is co led by Tiger Global Management and China Media Capital fund. The original investor yuan yuan (Genesis Capital) also participated in the current round of financing. A closed celebration was held on Thursday by the American vegetable net and the company's investors. Up to now, Liu Chuanjun, the chief executive of the United States, did not comment on the financing.
Since its founding, the American vegetable net is expanding at an amazing speed in the country. Millions of journalists have learned that the net has experienced 5 rounds of financing. Among them, in the D round financing in February 2016, the US vegetable net received $200 million. Since the founding of the company, not to join the latest round of financing, the total financing amount of the US vegetable net has exceeded RMB 3 billion yuan. At present, the United States has covered nearly 50 cities and has 15000 employees.
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In December 13, 2017, "the 2017 China Industrial interconnection and digital economy conference summit", China Industrial Internet Development Alliance released the 2017 China Industry Internet TOP100 list, and the United States cuisine network was successfully seleced in TOP100.
The million Internet reporters learned that in June 6, 2014, Beijing spruce World Information Technology Co., Ltd. was set up by the beautiful vegetable net under the banner of the world Information Technology Co. As the largest mobile platform of agricultural products China, beauty dish network has been committed to changing the backward agricultural market China with avant-garde ideas and advanced technology, as the focus of nearly 10 million restaurants and vegetable shops, to provide a one-stop, full category, worry free food raw materials procurement service, let the world the restaurant is not difficult to do business.
The company's core business is all aspects of the whole fine control of procurement, warehousing, logistics, commodity quality control, customer service, to provide food procurement services for small and medium sized restaurant, and through these needs leveraging existing agricultural products supply chain, warehousing, logistics resources integration, to the production of vegetables, meat, eggs, butt, rice grain drinks, condiments and other producers and agricultural base.
The commercial model of the "two ends of one chain and one platform" of the American vegetable net shortens the circulation of agricultural products, reduces the cost of the supply chain of the merchants and reduces the manpower of the supply chain. The whole process finely controls every detail of the dishes from the field to the table. At the same time, the farmers' income, reducing the risk of pressing goods, reducing the loss of farmers, and promoting the rational distribution of resources.
The supply system of agricultural products: from traditional to modern
(1) the problem of the traditional circulation system of agricultural products
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The traditional pattern of Chinese agriculture, the main distribution of production and consumption of agricultural products are extremely scattered, had already high transaction costs, coupled with the China food consumption pattern compared with the western countries, more diverse and personalized, the ingredients of some of the features and quality requirements are much more complex than Western-style food ingredients, objectively increased SKU, the B2B service market transaction cost is higher Chinese food ingredients.
Because of the inherent problems in the original structure of China's agricultural production and consumption, the wholesale market system has to sacrifice certain efficiency and objectively cause higher cost. These costs include: the origin of quality control loss, loss, trading logistics chain length, the risk of price fluctuations, the specific performance of the product quality uneven, category specification is single, it is difficult to standardize food safety, lack of security, many sorting waste, increase circulation, the higher market price fluctuations and structural surplus caused by poor sales of agricultural products.
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(2) how to reform the traditional circulation system
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Internet information technology can make more precise docking for agricultural production and marketing, timely and accurately reflect the market demand to the production end, and help improve the quality, efficiency and competitiveness of the supply. The agglomeration effect of the Internet platform can also enlarge the scale efficiency of individual farmers and new management bodies, share the cost through a moderate scale, and improve the benefit.
While the origin of grading and packaging, processing warehousing, cold chain logistics facilities construction, can effectively assure the standardization of products, means faster logistics response capability, lower flow loss, more controllable better ensure product quality, enhance the efficiency of circulation system fundamentally.
And the "beautiful food network" is through the construction of "two ends, one chain and one platform", so as to fully open up the "picking up and distribution of agricultural products" and reduce the intermediate links, so as to promote the agricultural supply side reform, so as to standardize the standardization of agricultural products.
The whole process control: from procurement, quality inspection, weighing, packing, distribution to after-sales service, effective whole process quality management is implemented.
Direct production of the source, set up the logistics network system, improve the management level and efficiency of the supply chain
Earlier, Liu Chuanjun, the founder and CEO of American vegetable network, said in an interview with reporters, "when it was in the early stage of business, there were two attempts to make 2B in the market. One is vegetable market, the other is restaurant. Through research and analysis: restaurants mainly produce fresh food products, processed into high value-added products to provide catering services for consumers, the gross profit of late is more than 60%. On the contrary, the food market needs to be presented to consumer customers with high quality, but only a low added value. Therefore, the restaurant believes that the restaurant is more in line with the audience positioning of the United States, through the self built logistics system, the source directly pick up a one-stop docking restaurant. B2B platform for the audience choice must comply with the company's strategy and business, in order to identify the best interests of both sides, such as the main dish "fresh low price", is to meet the demand of the dishes in the restaurant.
The direct production of the source can guarantee the "fresh and low price" of the dishes. The United States cuisine is regarded as the direct access vehicle from the field to the restaurant, because the intermediate link is canceled, which greatly reduces the time when fresh food is sent to the restaurant after picking. This is not only the greatest degree of retention of the food freshness, but also to avoid the multi echelon wholesale price increases, so as to ensure low-cost food.
Liu Chuanjun said, is to ensure the quality of fresh food, has three advantages: one is the short circulation, the quality of the dishes will be lost with time, so the circulation must be short; two is a short operation, if the operation of food touch and less food quality will be better; three is the cold chain logistics. The United States food logistics distribution using self built cold chain system, 8-10 hours to complete from the field to the circulation of the restaurant.
The core business of beauty dish network is to provide more preferential prices, higher quality fresh fresh agricultural products for small and medium-sized restaurant, the source of direct mining, cut the middle business layers is pumped into the cold chain logistics one-stop docking restaurant, than the price of traditional procurement naturally reduce many. This small and small catering company can help them reduce their purchasing cost and operation cost by more than 1/3 of their total cost, thereby improving profit margins.
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At the beginning of the development, in the logistics and distribution link that occupied a great cost, the US cuisine network adopted socialized way to recruit drivers and vehicles, paid for the delivery mileage and customer volume, saved self built logistics cost and won the market opportunity.
In terms of logistics team management, the United States cuisine network adopts militarization management mode, strictly organization working rules, and strict quality management system and incentive system to ensure service quality.
With the development of the company, the dish network did not stop the self built logistics system perspective, especially will speed up the biggest pain point -- cold chain logistics system layout of fresh cold chain industry, investment vehicles, transformation of cold chain storage equipment, cold chain logistics system to accelerate the construction of seamless integration. Although this model is heavy, it has also raised industry barriers and has formed considerable pressure on competitors' entry. At the same time, it will also reduce cost through professional management system and scale cost sharing, and form a certain monopoly advantage.
In the area of information technology, WMS2.0 system and TWS logistics warehousing logistics management system management of beauty dish network independent research and development and promote the use of the whole process of information monitoring and management of warehouse logistics, effectively improve the efficiency of field work, on the one hand to reduce labor costs, on the one hand reduces human error, also precipitated the trading, warehousing and logistics a large amount of data as a platform.
The standard system and brand of self built products provide financial services for suppliers
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Own brand platform can help obtain more stable brand premium, large foreign suppliers of ingredients in its own brand online benefit. It has established the development process of its own brand, and makes detailed development plans for each category, and realizes the refinement of its own brand development from the inside.
In the original wholesale market logistics system, the product has to undergo many times of handling, sorting and packaging, and then packaging process, resulting in huge losses, and also difficult to fit the diverse needs of consumer scenarios. To this end, the U. S. vegetable net introduced the package pre plan, directly according to the requirements of the scene and circulation specifications to customize the original form of origin packaging.
Because our country's agricultural foundation is weak, the development and growth of production and management entities have not yet been completed. Many agricultural suppliers are facing short term fund shortage and lack of collateral, which is difficult to obtain loans. To this end, the US Food Network launched the supply chain finance product "US loan", which provides the working capital loan for the supplier of the US cuisine network, the interest rate is slightly lower than the average interest rate of the supply chain finance in the market.
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The speed and passion of agricultural products is deducted by the practice of precision and poverty alleviation
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The poverty alleviation of American vegetables is the theory and practice system of poverty alleviation established by the American vegetable net. It is through the agricultural products up to industrialization mode, solve the difficult problem of farmers selling vegetables; it created the information platform, to solve the information asymmetry problems between agriculture and commerce; it self storage and logistics system, solve the problem of high loss and low efficiency of the circulation of agricultural products; it through the demand side of the food requirements of the upgrade, the new city retail upgrade, solve order agriculture, quality of agricultural products, food safety problems; its precise actions, to solve the agricultural products supply chain and rural children left-behind children education problems, emotional problems.
In from December 3rd to 5th, the fourth World Conference of the Internet Summit in Wuzhen, the United States Food Network founder, CEO Liu Chuanjun said that the beauty dish network not only the implementation of poverty alleviation plan to help sell food, also plans to sink further supply chain, vigorously expand the source of agricultural layout, in the construction of agricultural products base in rural areas, and gives priority to the poverty-stricken areas. To create a more smooth circulation system for agricultural products for poverty-stricken areas, we should inject this circulation of live water into the poverty-stricken areas, so that the resources of the poor areas can really flow to achieve real poverty alleviation.
At the meeting, Liu Chuanjun said, "circulation is the only way to achieve precision and poverty alleviation." Because of poor infrastructure and information blocking in poor areas, agricultural products are often out, unsold, sold and sold. Therefore, a smooth circulation system of agricultural products, promote agricultural products upward, is one of the key elements of implementation of "off the poor, really out of poverty"."
For the future, Liu Chuanjun said that the United States will continue to walk unswervingly, and continue to provide "fresh low price" of the product service restaurant. At the same time, the continuous accumulation of scale, continuous infiltration, the base of the United States vegetables all over China. There is only one possibility for the change in agriculture, that is, there is a company that can accumulate enough scale of agricultural products and be stable enough.
At present, the United States has been negotiating with the overseas market and will accumulate considerable scale to ensure its competitiveness for several years. It is believed that it can change the backwardness of traditional agriculture and offer a great contribution to the development of agricultural modernization.