What is the current situation of fresh e commerce in China?

Vegetables, meat, poultry, aquatic products, fruits, dairy products, cooked foods, dry goods. Among them, cooked food mainly refers to bread, cakes and other products that are initially processed and have certain requirements for preservation; Dry goods are primary products with less or no water removed, such as mung beans, shiitake mushrooms, medicinal herbs, tea, etc. The fresh food industry chain can be divided into three parts as a whole:

Upstream fresh products, intermediate distribution chains, and end consumers. Compared with the foreign fresh industry, each part of the domestic fresh food industry chain has its own characteristics: the degree of standardization of fresh products is low.

Compared with foreign countries, the degree of standardization of domestic fresh products is generally low, because there is a lack of reasonable planning from the source of planting (breeding). For example, in China, the seeds required for fruit planting are different at the beginning, and it is naturally difficult to standardize the fruits that grow in this way; In the fruit growth cycle, factors such as sunlight, temperature, disease and pest control will affect the final quality, and domestic production practitioners do not have a set of standard and reasonable planning in this regard. Therefore, the fruits grown on the same fruit tree in China may vary greatly in size, appearance, taste, etc.

The low degree of production centralization, the low degree of upstream production concentration, and the lack of large-scale production are another major characteristics of upstream fresh products. China's fresh products are mainly produced by individuals or families, and the proportion of large-scale farms, farms and other professional production institutions is very low. As a result, the domestic fresh products are high at the source, and most of them need dealers to purchase centrally to expand the volume.

Fresh products are more seasonal and regional, and fresh products in the traditional environment have obvious seasonality, consumers can only buy fresh products in the current season, and those out-of-season fresh products are difficult to taste. Moreover, because it is not easy to store and transport, the regional characteristics of fresh products are also very significant. It is difficult to sell fresh products in different regions and even different countries on a large scale across regions, which also leads to significant differences in the same type of fresh products in different regions.

The penetration rate of fresh e-commerce is less than 30%, but there is considerable room for growth. Fresh e-commerce has not yet entered the stage of large-scale popularization, and only users who have purchased fresh food online account for it. However, nearly half of the users expressed interest in trying it in the future, and this part of the users is potential users of fresh e-commerce.

Less than one-third of users are not interested at all. It can be said that there is still a lot of room for growth in the scale of users and market scale of fresh e-commerce. Imported fruits are the most popular among users, and among various fresh categories, imported fruits are the most favored by fresh e-commerce users, and users give priority to buying imported fruits, followed by seafood and aquatic products, domestic affordable fruits and dairy products.

The lowest willingness to buy is vegetables. From the survey, it can be seen that the demand of fresh e-commerce users is concentrated in the two categories of fruits and seafood, 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.

Fresh e-commerce is to move fruits from offline to online, but the purchase channel has changed, and the product has not changed. China's fruits are basically fresh, and the processing ratio is very low, and it is only processed into canned food; The more developed the country, the greater the proportion of deep processing, and the fruit can not only be processed into canned food, but also fermented into fruit wine and fruit vinegar, which is deep processing. The proportion of Chinese people drinking fruit wine is less than one-sixth of the world average, and this sixth is basically wine.

I'm afraid that not many people in my country have drunk fruit wine other than wine, by the way, Ningxia's wolfberry wine has developed well. No matter how good the development of fresh e-commerce is, there are still a large number of news reports every year that the fruit in a certain place cannot be sold and rots in the field, and the fruit farmers have suffered heavy losses, and the fresh e-commerce has only increased a sales channel, and the product has not changed, no matter where to buy, it will be bad if you don't eat it for 3 days. Therefore, the future development must be the deep processing of fruits and the elongation of the industrial chain, which is the fundamental way to solve the problem of fresh food and improve the economy.

The number of potential users of fresh e-commerce is large

With the deepening development of e-commerce in China, the popularity of fresh e-commerce has been increasing, and the popularity of fresh e-commerce has gradually increased. However, nearly half of the users said that although they have not bought fresh e-commerce products, they are interested in trying them in the future, and these users are potential users of fresh e-commerce. About 20% of users are not interested at all.

It can be seen that with the transformation of people's consumption patterns, there is still a lot of room for growth in the scale of users and market scale of fresh e-commerce.

The scale of monthly active users of fresh e-commerce fluctuates in 2022

According to QuestMobile statistics, from January to July 2022, "online search and reservation + in-store" and "buy and get away" have become the main ways of local consumption for urban users, and various related industries fluctuate with the changes in the urban social environment to meet the consumption needs of urban people in different states. Among them, the scale of monthly active users of fresh e-commerce remained at about 100 million.

Note: As of March 2022, QuestMobile only released data for the first half of the year, so the data in the table is as of July 2022.

Fresh e-commerce is mainly concentrated in the first-line 25-35 year old user group

According to QuestMobile statistics, as of July 2022, the age group of the main active users of fresh e-commerce is 25-35 years old, accounting for the proportion. From the perspective of city level, it is mainly concentrated in first-tier and new first-tier cities, and the total proportion of the two is reached. From the perspective of online consumption power, most consumers are mainly 1000-1999 yuan, accounting for more than 40%.

Poor market penetration.

Although fresh e-commerce has done well in the fulfillment end of first- and second-tier cities, the current mainstream channel for consumers to buy fresh food is still the farmers' market, and it is obviously difficult for fresh e-commerce to penetrate into the down-line market.

The advantages of fresh e-commerce online mainly lie in the convenience and labor-saving, and the number of SKUs. The disadvantages of fresh e-commerce have certain manifestations, such as:

Door-to-door delivery requires users to wait, and the user's fault tolerance rate for the maturity of fresh products is naturally low, resulting in problems that cannot be ignored in the experience of fresh e-commerce.

To put it simply, after consumers place an order for a certain fruit, even if it is delivered to their door within half an hour, it often happens that the fruit is ripe and not yet ripe, resulting in inedibility.

To solve consumers' requirements for vegetable freshness, it is necessary to operate the entire chain and each link extremely efficiently, which is a systematic project.

In fact, most of the expensive fresh food is consumed in the transportation cost, and the planting and breeding people in the origin area are really cheap and sell very low.

However, I believe that the future development is a collaborative ecosystem, and each can do its own professional things in order to achieve the ultimate in the industry.

This question: I can only answer it with the situation of the "fresh" market in Shanghai.

After several years of market practice, there are "few" left of more than 3,000 agricultural e-commerce. There are a few buried bridges that are still "burning money" and maintaining operations in a bleak manner.

The super-bosses and gods of various brands are bringing e-commerce and running into fresh food. In essence, it is just competing for the market share of "10% blank" left by various brand supermarkets.

The truth is that there are more than 18,000 large-scale supermarkets and convenience stores of various brands in Shanghai's fresh market. Fresh food accounts for 12% of the market as a "drainage and sucking" commodity. More than 1,000 standardized vegetable farms in Shanghai:

It accounts for 70% of the market. Other bazaars. Distribution centers, individual stores, and vendors account for 18% of the market

Under the impact of e-commerce, traditional large-scale supermarkets of various brands have "dived high" and "tested" convenience stores, leaving a gap of "10%" of the market share. In the practice of Shanghai's fresh market, the situation of fresh e-commerce has confirmed that e-commerce is not "omnipotent".

What is the way out for fresh e-commerce? Agricultural products, fruits and vegetables and non-staple food market, this pool of water is very deep. Fresh e-commerce. It is necessary to jump out of the "misunderstanding" of the concept of "batch zero price difference" and the "blind spot" of operation.

Using the Internet of Things technology, information technology, restructuring and designing a "new business model" one-to-one transaction structure. Fresh e-commerce, focusing on "business", (that is, a new type of "agricultural product wholesaler"), this problem is not solved well, and fresh agricultural product e-commerce can not operate at all.

The above is a personal opinion only. It is not aimed at any person and enterprise.

Fit. Clear shouting hand.

It's not just suitable, it's a hot-selling category in e-commerce. Fresh food is easy to consume and has a large demand, and there are seasonal fresh products in the monthly explosions.

According to the data of Dataeye-EDX, the second-class answer e-commerce has been in the list of hot-selling categories in the past two monthsFresh categoryRanked intop3, the sales volume in the past 60 days has exceeded 670w+.

Within two months, the number of products on sale in the fresh category did not even rank in the top 7, which means that compared with other categories, the competition for fresh products is not so fierce while the demand for fresh products is large.

The demand for fresh products in the e-commerce market is there, and it is not small. It is certainly suitable to do e-commerce in the fresh category as a whole, but when it comes to specific products, more factors may have to be considered.

Is it in season? What is the speed of logistics? Questions such as whether the product is fresh or not will affect the consumer's willingness to buy.

You can refer to the data of similar products and use the existing data for market analysis. Understand the sales of competing products, and then further analyze whether your products have competitive advantages.