Why can't you defeat the hawker every day?

Commercial rivers and lakes are full of wind and pseudo air outlets. If you really choose the right outlet, you can instantly board the sky. If you choose the pseudo -air outlet, you may fly very high temporarily, but it will be miserable when it falls.

The shared bicycle is an example. Little yellow car was once the hottest unicorn company in China. Now the boss no longer shows up. My 199 yuan deposit has not returned.

In recent years, fresh fresh e -commerce is an area where all capital has high hopes. Queen Xu Xin said that fresh freshness is the last fortress of e -commerce.

Xu Xin's point of view represents the point of view of the capital side. Therefore, all Internet giants still want to grab the last vouchers in the e -commerce field regardless of whether mainstream media have.

Daily Youxian is a company that enters this field earlier and was established in 2014. At the beginning, the daily fresh ideas were quite clear. It mainly provided users with the fruits of bargaining. With the rise of the media at that time, the daily fresh order volume followed.

At the end of 2014, the Daily Fresh received a $ 5 million angel investment. Due to the basis of expanding the full -category of fresh freshness, Tencent began investing in 2015.

From the E financing to July 2020, Tencent has almost all participated, and the investment amount may exceed 2 billion yuan.

In December 2020, Qingdao Guoxin led the daily Fresh F financing. The investment amount of this round was 2 billion yuan, and the company's valuation reached 3 billion US dollars.

Just half a year later, Daily Fresh successfully listed on Nasdaq, raising $ 300 million, and a market value of up to 2.59 billion US dollars.

From the turn to the IPO to go public, a total of 1.59 billion U.S. dollars plus 2.43 billion yuan (excluding strategic financing that CICC Capital did not disclose). Based on the current exchange rate, at least 13.15 billion yuan was raised.

After the continuous increase of capital, the selection mode and the expansion of the extra order have become a top priority. In terms of the selection of the pattern, the daily freshness selected the front warehouse mode, the main timely efficiency, the fastest 30 minutes arrived.

When it comes to daily freshness, you have to mention Ding Ding to buy food. This company has been established a few months earlier than Daily Fresh, and its headquarters was selected in Shanghai. Ding Dong also adopted the front warehouse model. In the end, the two companies became the most direct competitors in the field of fresh e -commerce. In order to be awarded the daily freshness, the company's slogan arrived as soon as 29 minutes. No need to doubt that this slogan is for the sake of the connotation daily.

Where is the biggest problem with the front mode? It is the construction of the front warehouse. Because if you want to achieve timeliness, you must plan the front warehouse in the city, so that within 3 kilometers of each community, there must be a front position. Assuming that a front warehouse can serve 100,000 residents' services nearby, a city of 5 million people only needs to build 50 front warehouses.

According to media reports, every day Youxian has built 1500 front warehouses in cities such as Beijing, Tianjin, Shijiazhuang and other cities. The company's CFO Wang County said in 2020 that the company's annual construction and research and development costs exceeded $ 800 million. This is also the biggest problem encountered in the front warehouse.

The daily behavior of Youxian reminds me of JD, because Liu Qiangdong also wanted to raise funds to build a large warehouse in the country to facilitate the timeliness of consumers.

Why is JD.com made, and the daily freshness failed?

There are two main reasons:

First, JD.com does not need to build thousands of warehouses. It only needs to build dozens of large warehouses across the country. And daily Youxian wants to occupy the national market, at least tens of thousands of front warehouses must be built. Although the cost of a single front warehouse is much lower than that of Jingdong's large warehouse, the management cost will be very high, which also causes the daily well -known warehouse operation efficiency as Jingdong;

Second, most of the warehouses of JD.com are easy to store items, and fresh freshness requires high requirements for storage conditions and freshness, which will increase the cost of storage.

Assuming that the daily prefabricated positions are open to join the franchise and the cost is transferred to the franchisee, then the daily freshness may not fail so fast!

In fact, it is not just a daily freshness. Ding Dong also encountered such problems when buying vegetables. The cost cannot be reduced to become the "Sword of Damocles" hanging on his head.

If people want to eat and fresh, they can buy fresh freshness, so they must buy at the price of high market price.

If you want to be cheaper, but you are not too fresh, you can choose a platform for the community group purchase model. The vegetables bought by these platforms are actually similar to the price of vegetable shops, but the quality is full of randomness and it is difficult to buy real. Satisfied dishes.

In summary, the freshness of the freshness of the hawk vendors can not only ensure freshness, but also ensure that the price will not be too high, which is why fresh e -commerce has always been unable to defeat the hawkers.

So the question is, how will the fresh e -commerce platform be defeated?

The answer is to enter the source. Assuming that fresh e -commerce giants can control the land and can control the vegetable wholesale market, hawkers may fall without fighting.

Some people may say: "Fresh is a livelihood project, and capital monopolies are unlikely to happen."

But now we think about it again. Assuming that your design method is bypassing the supervision, and eventually achieves monopoly, it is expected to create a company with a market value of up to $ 1 trillion. Will you try to try it?

Therefore, in my personal opinion, as long as the farmers do not lose their land, it is difficult for capital vendors.Once the farmers' land flows into the hands of capital, then the battle of capital in fresh e -commerce is undoubted!This is the best era and the worst era. With capital thinking and innovation models, the world is your stage!

In the new business world, there are no eliminated industries. Only the eliminated products and outdated business models will focus on product innovation and model innovation in the future.

If a company or a boss, if the shortage of innovation ability is destined to be defeated in advance, please remember that there is no innovation, how can you have imagination!

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