Fresh e -commerce "Nine Dead Life" ...

How to break the "losses" "curse" of fresh e -commerce companies

Source ｜ Workers' Daily

Author ｜ Yang Ranran

Edit ｜ Zhang Runqi

The rumors of "Fresh E -commerce No. 1" are caught off guard. On July 28, several news pushed the daily freshness to the cusp of the wind -first, the main business "30 minutes of fast -speed business shutdown", followed by "layoff 500 people", "unsuccessful financing of financing", "the company's in -situ dissolution", " Essence The former "fresh fresh share", after burning tens of billions of yuan in financing, fell into a situation of chicken feathers.

Daily Freshly fell out of line, and also buys the alarm clocks for Ding Dong to buy vegetables and Meituan's food, and new retail businesses such as Hema Xiansheng and Yonghui Fresh.

The daily fate is just a microcosm in the brutal fresh fresh e -commerce market. From the stars that used to be infinite and tens of billions of dollars, to now the industry has not been able to get rid of the profitability of profit. How does the road of fresh e -commerce go?

The status quo of "Nine Dead Life"

On July 29, the reporter experienced on the daily excellent fresh platform that the orders in Beijing, Shanghai, Wuhan and other places could not be placed on the grounds that "there is no goods in the area". The day before, the service change notice was issued on its app home page. The notice shows that the daily fresh delivery time has changed from the original 30 minutes to the fastest day.

As a fresh fresh e -commerce giant, Ding Dong's situation of buying vegetables is not optimistic. Since May of this year, Ding Dong has launched the "withdrawal of the city" model. According to relevant media reports, it has successively released the "Stop Service Announcement" in more than ten cities including Tianjin, Tangshan, Langfang, Xuancheng, Luzhou, Zhongshan, Zhuhai, Qingyuan, and Jiangmen.

Except for the industry's "double male" trapped abroad, the "dull radish" announced the suspension of business, "Meisai.com" has been exposed to layoffs and business contraction, and the shutdown of Hema neighborhood has also been reported. In fact, the rivers and lakes of fresh e -commerce have been competing fiercely. It can be described as "nine dead lifetime". The fresh e -commerce companies surviving are almost left.

Trapped the front warehouse

Why don't most fresh e -commerce companies make money? This is about to return to the business model of fresh e -commerce.

Taking daily fresh and Ding Dong buying vegetables as an example, both adopt the "front warehouse" model of heavy assets. What is the front position? Fresh e -commerce companies are equipped with a small storage center where they are closer to consumers. The advantage of this model lies in the rapid delivery of goods, but behind it is a high performance cost, coupled with the provision of cold chain logistics and the promotion of new users' preferential policies, resulting in the current situation of high costs.

Relevant industry reports show that the average gross profit of the fresh fresh industry is 15%, which is far lower than the high gross profit industries such as cosmetics. The relatively low profits and high logistics costs have made fresh e -commerce companies have no advantage in terms of price, which also makes it difficult to break through the narrow problem of customer base. Some more sensitive consumers for prices will not use fresh e -commerce to buy fresh e -commerce for a long time. There are "ceiling" in the extension of consumer groups.

According to the statistics of the China Electronic Commerce Research Center, there are more than 4,000 participants in the domestic fresh e -commerce field, of which only 4%of their revenue is flat, 88%falls into losses, and only 1%will achieve profitability. The problem of "boss difficulties" such as thin profits, expensive logistics, and narrow customer base has never been resolved, which restricts the development of fresh e -commerce.

How to go in the future?

In 2005, China's first fresh e -commerce platform "Yiguo.com" was established. In the following years, the fresh e -commerce platforms, which are mainly green and safe foods, such as "He Lekang" and "Langong Industry", have appeared one after another. Since 2013, big capital and Internet giants have begun to invest in fresh e -commerce tracks, and the industry has ushered in an outbreak. 2013年到2017年，生鲜电商行业迎来了发展的“黄金五年”，如天猫生鲜、京东到家、盒马鲜生、每日优鲜、百果园、天天果园、本来生活、多点, COFCO I Buy.com, Yonghui Optimum, Runfa Preferential Tale Platform and other head platforms have been established one after another.

In 2018 and 2019, the cold winter of capital came, and the fresh e -commerce companies had difficulty financing. The industry ushered in unprecedented large shuffle. The epidemic in 2020 allowed the fresh e -commerce industry to usher in the rapid development opportunities. The business of the head raw e -commerce platform has achieved significant growth. Preferred. In 2021, the growth rate of the fresh e -commerce industry began to slow down. The new round of industry reshuffle was even more fierce. The layoffs, shrinking fronts, and removal of the city were difficult to maintain. Behind the listing, the truth of the "blood loss" of fresh e -commerce companies was revealed. According to incomplete statistics from Tianyancha, as of now, the total financing of fresh e -commerce companies is about 5 billion yuan, a decrease of 50%from the same period of 2021.

From the rise to the outbreak to today's dilemma, the logistics and supply chain issues faced by fresh e -commerce companies have always existed. Some industry experts believe that from the perspective of the current industry development trend, the competitiveness of the platform -type fresh e -commerce model has begun to appear with JD.com, Meituan, and hungry. Large -scale exposure, the current front position model is not the best model choice for fresh e -commerce development.

Chen Hudong, a special researcher at the E -Commerce Research Center of the Internet Scripture, believes that the dilemma of fresh e -commerce is a large extent a pain point of the pain point of the cold chain market in my country -infrastructure, cold chain equipment, cold chain supply chain, etc. There are great pain points to be resolved.Therefore, the breakthrough of fresh e -commerce requires the marketization process of the entire industry.As the capital attitude becomes conservative, the fresh e -commerce industry will enter a more difficult stage in 2022.How does fresh e -commerce break the "spell" of "losses"?Let people wait and see.contact number:

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