In the fresh electricity supplier set experience, sales, pre positions, services and so on.
- 2018-04-19 13:58
- Fresh electricity supplier pre warehouse retail supply chain distribution cold chain warehousing
It is a common saying in the fresh retail trade that "people who have fresh food get the world". Because fresh is the most complex part of the supply chain, it is also one of the highest purchase rates. In the past two years, the vertical fresh electricity supplier industry, which tries to seize the fresh territory, has been accelerating the reshuffle.
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In addition, in addition to the platform effect of the electric business giant, we have to mention the old pain points of poor online consumption experience such as "price fuzzy", "unidentified origin", "slow distribution" and so on.
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In 2017, the new species of "new species" represented by Ali's box, fresh horse, Jingdong's 7Fresh and Suning Su Ning of Suning were in the main cities of the country. "3. 15", "daily economic news" reporter visited the above major fresh business super, the reporter found that fresh has become one of the consumer's highest consumption upgrading of one of the categories. At the same time, the upgrading of consumption has a higher demand for fresh e-commerce logistics distribution network, and fresh supply chain is still the biggest threshold for deciding success or failure.
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Analysis believes that in 2018, there will be a battle under the fresh electricity line.
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Fresh is a fresh need and a pain point
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As a typical "template" of the entity retail format with the Internet gene, in 2016, Ali launched a fresh model of fresh supermarket - the box horse fresh, it is the vegetable market, but also the restaurant. Users can choose to shop offline, or choose to place orders within 3 kilometers of the store, enjoying 30 minutes of service.
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The standard box horse Xiansheng, in January this year, the Jingdong announced its first integration of online and offline supermarkets 7Fresh official business. Earlier, in April last year, Suning's first "SU FRESH Su Sheng Sheng" supermarket landed in Xuzhou.
In order to better understand the consumer experience, recently, the reporter visited the Beijing ten Li Bao's box horse fresh line member store, and the first 7fresh fresh supermarket of the Jingdong, Yizhuang Dazu square shop. During the weekend, the two fresh areas attracted a large number of consumers.
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In random interviews, reporters found that consumers are more concerned about the category and brand quality of fresh products, and the variety and freshness are the basic needs. A gentleman who lives several kilometers away told reporters that he came to buy seafood for his children. There are many imported fresh products to choose from.
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For why there is no online order, he said that the main reason was that the distribution exceeded the scope. But at the same time, he also said that if the distribution scope, may also personally (offline) selecion, quality more assured. Another woman with a child also said that only a variety of vegetables and fruits that are difficult to buy will be bought in a box horse, and on weekdays it will come close to the downstairs supermarket, because "some fruits and vegetables in the box horse are a little expensive."
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It is clear that consumers have always been more motivated to see the food that can be seen, and only after the experience of a box horse, some consumers start to buy online.
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Wang Xiaosong, vice president of Jingdong group and President of 7FRESH, thinks that the fresh market is very large, which is just needed and high frequency is a pain point, so the big guys go to this category to get together. But the study found that the consumer demand for timely delivery is strong, so the closer to the customer, the more effective the distribution is, and why many people try to do it with the Internet.
According to the box horse Xiansheng previously published data, some mature stores online orders accounted for more than 70%.
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There must be a war under the 2018 line
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With the upgrading of consumption tide, huge potential China fresh market accelerated release, especially the rapid growth in online channel. According to the data of IT oranges, there were 13 investment events in the fresh retail sector in 2017, with a total financing amount of more than 5 billion yuan. In the era of O2O, which has been fresh 1, the industry has begun to enter the stage of elimination and shuffling in the new retail era.
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In the view of e-commerce analyst Li Chengdong, consumers can not meet the consumer experience in the traditional vertical fresh electricity business, only through the online and offline combination of new scenes to meet, "fresh electricity online pattern has been fixed, the 2018 line must have a war."
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The "Chinese fresh consumption trend report", which was published by BCG consulting and Ali Research Institute, also confirms this point. By 2020, the fresh consumption market in China will still be under line, and the offline channel will occupy the market of 75%~85%.
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The daily economic news reporter found that import, freshness, catering + retail are the common key words of the new species, but at the same time, the consumption upgrade also puts forward higher requirements for the logistics distribution network and the fresh supply chain management.
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The supply chain is still one of the barriers to determine success or failure.
"Now the fresh line of electric business is different from the previous focus on picking up goods and brand publicity, but set experience, sales, pre positions, services and so on." Cao Lei, director of the China Electronic Commerce Research Center, believes that the enterprise's positioning, channel establishment, terminal construction, service process, commodity planning, logistics distribution, production procurement and organizational structure are all at the core of consumer needs and habits, and the offline entity stores are only the beginning.
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based on this, after Suning revealed that Su Sheng supply chain, relying on Yu Suning's own logistics, in distribution, cold chain, warehousing, etc., all have cost advantages. This is in stark contrast with the Xiansheng, box horse super species stores self delivery team.
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"30 minutes of distribution, in addition to the distribution network requirements, the location of offline stores also put forward requirements." Li Chengdong said that such a pre - warehouse model can be a good solution to the distribution of limitations, no matter which one, this year will be a large-scale shop under the line this year, it is bound to compete more fiercely.
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Source: Electronic Business Research Center