How to use o2o mode to do fresh food e-commerce

Traditional retail e-commerce has created a large number of geeks and geeks, and if the O2O model prevails, it is possible to liberate a large number of geeks and geeks. However, the traditional e-commerce model in the emergence of some other elements is likely to push the tide of geeks to another climax, at least from the age structure of a big change. Among these elements, fresh food e-commerce is likely to be the main protagonist in the next few years. China's fresh food e-commerce in early 2013 has been mentioned more, heard a few cases of failure, but later there are more enterprises in the attempt. Therefore, the domestic fresh food e-commerce is still in a blue ocean situation. Europe and the United States fresh food e-commerce has been a lot of successful cases, relative to the domestic mature a lot. The following are more successful foreign fresh food e-commerce cases: 1, FreshDirect: fast logistics to win 2, PeaPod: platform business, the essence of playing the site + logistics 3, RelayFoods: C2B + fast logistics model 4, Ocado: self-built logistics, covering 70% of the UK households 5, AmazonFresh: high-density warehouses to achieve fast logistics services. Several major foreign fresh food e-commerce model, no matter how to play tricks, are inseparable from two words - logistics. Logistics is the lifeline of fresh food, to keep fresh, distribution must not be delayed. Therefore, in fact, logistics in the fresh food e-commerce occupies half of the river. A few previous domestic failure cases in the logistics above planted a heel. Liu Qiangdong burned money to create a life and death like logistics may be in order to avoid Taobao, the formation of a differentiated shopping experience, but to do fresh everything has to be based on logistics, there is no negotiation. At present, which domestic fresh food to do better? I haven't heard of any very successful ones, but the most recent one to go out of business was Yonghui's Half the Sky, and a few others have quietly fallen by the wayside. There are also a number of normal attempts, such as EGo, Dolly Farm, Daily Fresh Fruit, Haikele, and so on. From some of the existing fresh food e-commerce to analyze, the current more promising is the rising star Haikele organic food chain. This based on Shanghai's fresh food e-commerce let people see the light of the future growth, there are mainly the following points worthy of the current fresh reference: 1, product positioning quasi-vegetable market directly to the line is very unrealistic, because a vegetable level is too much in too many mixed, it is difficult to unify the management. So those who started in the online food market have failed. Fresh must find a very narrow product entry point at the beginning, and then slowly fill the product category. Haikele from the beginning on the positioning of high-end organic agricultural products, selling is safe, healthy and high-quality, for the high-end users. 2, logistics is hard enough to fresh logistics is the lifeline, but also many people's headaches. Haikele in this link under the heavy capital, to create the industry's leading "three deliveries a day" efficient logistics, to meet the needs of most users. In this part of the grasp enough or not, is the fresh entrepreneurs should consider the problem. 3, the establishment of their own farms this may not be all fresh food e-commerce companies can do, but to do it will definitely add a lot of points. Haikele has established a large farm to cultivate their own organic products, in the product supply chain can be skipped a lot of intermediate links, for freshness and added a chip. 4, offline physical chain stores Haikele organic food has established more than ten physical chain stores in Shanghai, the combination of online and offline not only can better serve the logistics, but also can enhance the brand image. This is a good infrastructure for future development. From the case of Haikele can be seen, it does fresh food e-commerce, although the word e-commerce, but the essence of the online and offline foundation is to lay a very solid. This foundation is a strong support for freshness, but also the industry is generally optimistic about its prospects. Therefore, fresh to a large extent is hard work, online and offline absolutely can not be disconnected, with the thinking of doing platform to do fresh, the end can be imagined.

Remember to adopt!

The next time to continue cooperation! First, the wrong o2o as a life-saving straw

Distribution and quality control has been the fresh food e-commerce is the biggest headache, in order to highlight the distribution of timeliness, there are voices that through the construction of offline stores, stores as a transit warehouse between the city and the origin can be as high as possible to improve the distribution efficiency and reduce the damage caused by the transportation of goods.

Which, the daily orchard said that at the end of 2015, in Beijing, Shanghai, Chengdu, Guangzhou, Shenzhen five cities to achieve 100 o2o stores, originally convenient is to go to the self-management and franchise two road, love fresh bee is through the alliance community husband and wife small convenience stores, to achieve the timeliness of distribution. This shows the importance of the supply chain.

If you play the Internet, do not pay attention to the supply chain, the last will die a miserable death. Fresh food e-commerce platform entrepreneurs, often from the Internet point of view of fresh food, rather than from the supply chain point of view of fresh food e-commerce operations.

The game of category and unit price:

1, if the category is single, in order to obtain profits, must catch the high unit price of a single product, but so the flow must not come up, the flow can not come up, the purchasing advantage is not there, the unit of the incremental cost of logistics, the incremental cost of operation, the final inevitable word: loss;

2, blind expansion of the product, the rapid expansion of the product, the purpose is to increase the customer's Viscosity, increase repurchase. But the category doubled, the supply chain operational challenges will increase by 10 times, fresh produce e-commerce is a typical non-standard products, each single product supply chain operation is a unique supply chain system, single product doubled, the operational difficulty increased dramatically. In the end, they lose themselves to death, loss of logistics, loss of complaints after order fulfillment, loss of goods loss ....

Two, the wrong self-managed cold chain logistics as the future

One, self-managed cold chain logistics can not guarantee the quality of fresh food

The quality of fresh food basically consists of two dimensions: 1. the surface of the product is not damaged; 2. the quality of the product taste is better than the conventional channels. Self-supporting cold chain does seem to solve the former, but the latter is difficult to change.

The particularity of fresh products in storage is that the storage environment and storage time requirements are extremely high, therefore, the circulation speed is relatively slow e-commerce enterprises will be more fresh products in the "six or seven mature" when picking, and then into the warehouse for preservation, so that can artificially improve the product preservation time, but the taste of the product is to be greatly reduced, which is also the reason why e-commerce products are more often used in the cold chain, and the quality of the product is better. This is also the main reason why e-commerce fresh products are often accused of poor taste.

Secondly, it is difficult to recover the cost of self-owned cold chain logistics

According to third-party data, the cost of cold chain logistics now accounts for as much as 40%-60% of the cost of e-commerce. Fresh food e-commerce enterprises, if they rely too heavily on cold chain logistics to improve the so-called quality, the road to profitability should be covered with a thick shadow.

This is also the main reason why the apparent low-cost Ai Fresh Bee will have a shortage of funds, but Ai Fresh Bee, although in the terminal distribution of the crowdsourcing model, but because it has been emphasizing the "self-owned brand" and "self-owned goods" weight, after the middle of the period to begin to build their own warehouses and cold chain. Frequent self-built warehousing and cold chain system, from the first warehouse directly by the self-managed team distribution has become the norm, which undoubtedly increased the burden of Fresh Bee's transportation.

Three, wrongly understood the essence of o2o as selling goods

If you take o2o as selling goods, it is really losing. In particular, it is a mistake to think that it is wrong to lead online customers to buy goods online, or to lead offline customers to place orders online.

The core of o2o is user experience, which is based on the end user demand for big data precipitation, deepen the experience, increase user viscosity, scenario, socialization of the business operation mode. And this front requires long-term investment, and it is impossible to get short-term benefits.