Against the Internet, is there still a play in fresh e commerce?

Classification of fresh e-commerce platforms

Fresh e-commerce platforms can be divided into comprehensive e-commerce platforms, vertical e-commerce platforms, logistics enterprises and offline supermarkets and farms based on resources and operation models.

With the continuous enrichment of China's fresh e-commerce types, the existing competition echelon has gradually improved. Judging from the existing competitive echelon layout of China's fresh e-commerce industry, the first echelon enterprises include Hema Fresh Dust Gaoregret, Jingdong Fresh, Dingdong Food, etc., which have a long development time and a relatively complete layout. The second-echelon enterprises mainly include various supermarket e-commerce platforms, such as Yonghui Supermarket, RT-Mart, Wal-Mart, etc.

The specific construction of the competition echelon is as follows:

Comprehensive e-commerce is the most popular type of platform

Among the various fresh categories, fruits are the most popular among fresh e-commerce users, with 70% of users giving priority to buying fruits on fresh e-commerce platforms, followed by dairy products, seafood and aquatic products and vegetable products. The lowest willingness to buy is cooked food.

From the survey, it can be seen that the demand of fresh e-commerce users is concentrated in fruits, dairy products and seafood products, especially fruits. From the perspective of the operation of fresh e-commerce, some e-commerce companies such as Tmall and JD.com do place fruits (especially imported fruits) on the first screen of the fresh channel as the first category, or put some imported fruits and seafood as recommended products on the first screen. In addition, fruits are also the first choice for those who do single-product fresh e-commerce entrepreneurs, such as Tiantian Orchard, Xu Xian, etc.

Note: This survey is multiple-choice, so the sum of the options is greater than 100%.

users prefer to use comprehensive fresh food e-commerce platforms to buy fresh products, such as Tmall Fresh, JD Fresh, Amazon Fresh Restaurant, etc. User habits and category richness are the main factors for users to choose comprehensive platforms. In addition, the platform's reputation guarantee and payment system can also help to earn user trust and improve the convenience of the online shopping process, which is a positive factor.

Judging from the distribution of the scale of users on China's major e-commerce platforms, users still prefer to use platform apps to place orders and purchases. Among them, the proportion of people who bought Dingdong and Meituan through the app reached and respectively.

Because fresh e-commerce cannot obtain high profits in the process of operation. So in this case, it is difficult for many fresh e-commerce companies to survive.

Many consumers prefer to purchase related products through e-commerce. So, in this situation, more and more e-commerce companies are starting to sell a variety of different products. And any kind of product can get good sales on the relevant platform.

But in this case, some fresh e-commerce companies still withdrew from the myopia track.

A number of fresh e-commerce companies have launched competition tracks.

According to relevant news reports, the daily Youxian platform, which has raised tens of billions of yuan, has collapsed. Moreover, after the collapse of the platform, many fresh e-commerce companies have also withdrawn from the competitive track. As a result, many netizens feel that fresh e-commerce needs to be under a lot of pressure in the process of operation.

Moreover, not every fresh e-commerce company can have a relatively smooth operation in the operation process.

The reason why it is difficult for fresh e-commerce to survive.

Secondly, we all know that fresh food e-commerce can help us save time buying groceries through the app, and in the process of doing business, we need to meet the various needs of customers. So, in this case, it takes a long time. And you can't get a higher profit in the whole process.

In this case, more and more fresh e-commerce companies are beginning to find it difficult to survive.

Many people are tired of the process of running a fresh e-commerce business.

Personally, I would like to say that many people will get bored in the process of operating a fresh e-commerce company after becoming a fresh e-commerce company. And I also believe that in the process of fresh e-commerce, every step needs to be done. Therefore, most people will withdraw from the fresh e-commerce industry for various reasons after choosing to become a fresh e-commerce company.

So overall, the number of fresh e-commerce has plummeted.

The people of the drama will change, each with its own ingenious differences, and will look at the doorway, not the excitement. The business model is never separated from buying or selling, and the value of commodities is always reflected in the first. Century-old stores, century-old brands, relying on their online business hooligan promotion, rogue marketing can be done?

What is the good operation or replication of the model of exhausting oneself, killing one's peers, destroying three thousand enemies, and losing eight hundred to oneself? That platform dares to say spot cash, and does not delay or owe the payment of the ** businessman? That platform dares to say that it doesn't sell defective and shoddy goods?

It is proposed that the best merchants from all walks of life do not owe money to the platform, and see how they play? The wisdom of the people is gradually opening, and the national policy has been adjusted, so what else do they use to fool downstream customers? The road is simple, the real water has no fragrance, everything changes without leaving its origin, there is no reasonable and suitable profit, no matter how you do it, it is in vain.

Many fresh e-commerce companies have withdrawn from the competition track, fresh profits are relatively low, all depends on sales, if you place an order online, there will be an extra delivery fee, if the sales volume is not reached, it is not profitable.

Because the competitive pressure in this industry is very high, and fresh e-commerce needs to ensure the quality of goods, it needs to take a lot of risks.

Everyone should buy fresh food through e-commerce channels more or less, under the slogan of affordable and convenient, but in fact, the quality of fresh food, especially freshness, cannot be guaranteed at all, and it is not surprising that it is eliminated.

The Internet has brought down brick-and-mortar stores, and online businesses are slowly dying.

Fresh food is not easy to do, there is a lot of money burned in the early stage, there are a lot of subsidies to users, and there are many loss-making enterprises, many of which are constantly subsidizing users, so the fresh e-commerce discount is still quite large, but it takes a process to gradually change user consumption habits. The real profit is still to make money in the long run, so it is difficult to say whether it is successful or not, whether it is JD.com, Tmall, or our table, these big platforms are constantly doing activities to attract users. In general, if the fresh food has good quality and is convenient for users to buy, the future prospects are still good.

Here's why fresh e-commerce is so hard to do:

1. The cost of fresh e-commerce is too high;

2. The product is not conducive to storage and transportation;

3. The freshness of the product is not good and other reasons.

In 2016, fresh e-commerce is still difficult, but fresh e-commerce will still move forward.

Fresh e-commerce is difficult to do, but that doesn't mean it can't be done, and it doesn't mean that no one does it. Countless ancients have been photographed dead on the beach, but this can't stop the latecomers from rushing in. One obvious trend is the Internetization of fresh food sales.

Tianxian vegetables not only gave up O2O, but also returned to the consumption scene of the lower-level and more grassroots vegetable market, and its "anti-Internet" choice is incompatible with the reality of "Internet +". According to the practice of peers, to burn money, we must first make things bigger, and continue our lives through financing, not to make money, but to occupy a place. However, after continuous trial and error in the previous years, Lu Jifu did not agree with this approach, and he defined his "road to restoration" as a "roundabout strategy", not a complete abandonment and denial of fresh O2O.

As we all know, the cost of online promotion and customer acquisition of fresh O2O is getting higher and higher, while the cost of offline physical customer acquisition is low, because the vegetable market is the most primitive and active traffic entrance. Lu Jifu believes that when a Guangzhou area can cover 300 fresh vegetable market stores, it is not too late to talk about O2O. In other words, it is the offline stores that are dense enough for fresh O2O to become a reality.

Because fresh food is a quality-sensitive product, when the distance is close enough to be delivered on foot, it can not only ensure the freshness of the product, but also reduce the distribution cost, so as to solve the long-term loss and distribution of fresh e-commerce.

However, is this very traditional roundabout strategy of fresh vegetables the right posture for fresh merchants to wait for the arrival of fresh e-commerce spring? However, in the case of the high fever of the industry and the Internet as the best choice, this kind of cold thinking and exploration against the trend is valuable in itself. Especially the vertical fresh e-commerce based on vegetable categories, because the consumer group is very traditional, it is almost impossible to change its consumption habits.

No matter how long and cold the winter is, I believe that spring will come eventually. It's just that those who can wait until the spring flowers bloom must be a minority of the few.