Ten years of sword: How to make fresh DTC?——The interview with Wu Jianwei, general manager of the Life Network Logistics Center

The branches of the Internet extend to the field of fresh food and make results: According to the "2022 China Fresh E -commerce Industry Insight Report" released by the MOB Research Institute not long ago, from 2014 to 2021, the size of the fresh e -commerce market has never been insufficient The 50 billion yuan jumped to more than 400 billion yuan, and the space was huge. However, due to the high operating costs of the fresh e -commerce industry, the profit model is not clear enough, etc., the company's loss has become the norm.

Originally, life has achieved profitability for four consecutive years. The DTC model of "Origin-Central Warehouse-Consumer" has also passed the strict test of the market. In the face of increasingly high pursuit of time -effectiveness and experience, and the increasingly stricter cold chain logistics standards during the "Fourteenth Five -Year Plan" period, how does life build and improve the supply chain? On the occasion of its tenth anniversary, the reporter of the newspaper interviewed Wu Jianwei, the general manager of the origin of the Life Network Logistics Center.

Wu Jianwei, the general manager of the Life Network Logistics Center

Logistics construction: from exploring to "grid"

Modern Logistics Daily: Hello, Mr. Wu, the efficiency and convenience of logistics is of great significance for fresh e -commerce. What is the construction ideas and current status of your company's logistics system?

Wu Jianwei: The construction of the logistics system that originally lived has gone through three stages.

The first stage is the exploration stage began in 2011. At that time, the system of life was not established. Considering that the fresh performance was not mature at that time, we began to make our own warehouse system. After life was launched in 2012, we made a cold chain warehousing, and the self -built warehouse system in the urban circle was also established.

The second stage is a relatively professional stage. The representative is the construction of a professional cold chain system for the C, B -end, and multi -business scenarios in some core economic circles; the core competitiveness of core competitiveness is slowly formed in the construction, digital management, and performance guarantee of the cold chain. Essence

At present, we are in the "grid" stage. After cooperating with SF strategic, we formed a national layout of the core economic circle and supplemented by an important consumer market, and realized the network coverage of fresh distribution in the country.

After the entire layout is completed, it can basically ensure that customers across the country can have the same fresh consumption experience on our platform, which is our construction idea.

Modern Logistics News: Originally, the living network used DTC mode. What do you think of this mode for the advantages and challenges of the fresh field?

Wu Jianwei: In the DTC model, consumers and the place of origin are directly connected, and we play more about a platform or medium. Through the two ends of the supply and demand of smart links, the seamless storage and transportation of direct supply to the place of origin can allow more from production Fang's high -quality and personalized products directly reach customers.

For the place of origin, this model is also very advantageous: First, we can master consumers' preference data through the original life platform, so as to achieve a variety of customization of consumers directly connecting the place of production and help the production side enhance the product power; secondly, because we are due to us The platform has gathered a lot of user bases that love high -quality and high -quality prices, and the manufacturers can rest assured that they are boldly invested without worrying about the market insufficient; in addition, the platform's traffic resources and brand exposure resources can help the product expand their influence and open channels.

At the same time, the fresh DTC model is also closely linked to the branding of fresh fresh products, which is determined by the characteristics of fresh products. As we all know, the seasonal of fresh products, high timeliness requirements, high supply chain, low standardization, low investment, and slow returns, these have become the branding blocking of fresh products. Applying the DTC mode to the fresh field, helping fresh products to improve quality and build brands with higher efficiency.

Modern Logistics Daily: DTC models have higher requirements for supply chain construction. How did life be connected to the origin? How to connect to the center of the origin? What are the advantages of the central warehouse to consumers, especially the end delivery. What are the advantages of the entire supply chain?

Wu Jianwei: In terms of the supply chain, we order to the place of origin, or we provide standard output, and the place of production is produced, cultivated and exported according to the standards provided by us.

In terms of logistics docking, we provide more resources in origin. We provide support from management, technology, and talent training to help the origin of origin to improve the "first kilometer" cold chain logistics management capabilities.

In the place of origin to the central warehouse, we provide two solutions: one is that we have cooperated in depth with SF to realize the direct origin to the central warehouse through the national network of SF Cold. The suppliers and supply chain companies of some brands help the origin to gradually establish our own cold chain transportation system. We provide technical support to ensure the smooth and efficient logistics from the origin to the central warehouse.

In the end distribution link, SF's distribution system will also be used, which will also adopt other third -party logistics distribution systems. At the same time, some cities will be applied to vehicle distribution and scattered logistics. In terms of distribution, there are some advantages in life: First, there is its own R & D management system, which has scientific planning for the entire routing information, logistics diversion, what kind of product selection and what kind of distribution methods. At the same time Realize tracking to ensure the good experience of customers. The second is that its own team has logistics genes and has built a fresh distribution system. Therefore, communication and coordination with logistics companies have more experience and facilitate better management. In addition, we have established a wide range of partner networks that can be delivered in a timely manner in a special period.

Strict standards keep fresh throughout the process

Modern Logistics News: I think there are many cross -border fresh fresh products on the Internet, including Internet celebrity products. It is learned that the loss of fresh fresh transportation in my country is relatively high, and different products have different requirements for temperature control. How to reduce losses and complete the problem of fresh storage and transportation of fresh storage and transportation? Wu Jianwei: First talk about the differences between imported products and national products. The imported products from before entering the customs, the cold chain standards performed relatively high, and the entire process is relatively complete. What we focus on participating in the warehouse is in the warehouse. Among them, there are very strict acceptance standards for the entry into the warehouse. Not only do the qualifications and current temperatures of the product, but also the temperature curve changes and monitoring of the entire transportation on the entire transportation will be inspected.

For national products, the entire process of controlling goods from the place of production from the place of origin to the transportation of the warehouse with the help of the cold chain logistics system we built. Before entering the warehouse, the test is performed according to the standard. After entering the warehouse, we will also store 8 temperature zones according to the characteristics of the product. Among them, the temperature control system and the technical background are interconnected to achieve real -time temperature control.

It is worth mentioning that there will be strict operation management in the links of easy wet temperature, and different products have different packaging standards; different environmental temperatures, the use of packaging materials and refrigerant will be adjusted. We are currently improving packaging standards and gradually realize the recommended packaging standards for digital systems to ensure the best thermal insulation effect of different products at different environments and temperatures and sufficient cold -chain battery life.

Modern Logistics News: How to guarantee the preservation of preservation during transportation? How is the choice and management of refrigerated cars?

Wu Jianwei: After cooperating with SF's strategic cooperation, the part of the group's cold chain transportation is transferred by its own vehicles to SF or other third -party cold chain companies, thereby achieving cost optimization. We supervise the carriage environment and temperature detection and other links when receiving the goods to ensure the quality of service.

Modern Logistics News: Digital warehouses and smart warehouses play an important role in improving the quality of fresh logistics. What is the current application of automation and informatization in the life warehouse?

Wu Jianwei: In terms of temperature control environment monitoring, we have achieved complete monitoring of temperature control environment and energy consumption.

In the production link, our technology can achieve optimization storage of goods; in the logistics link, the internal system can also realize the optimal configuration of logistics resources -that is, according to the current traffic control, epidemic and abnormal weather requirements, etc., the system automatically automatically, and the system automatically automatically. Correspondingly optimized and adjusted; as far as the entire storage and logistics management system is concerned, our technical level is relatively high in the industry; in terms of equipment automation, because our non -standard products account for a high proportion, there is no compatibility with compatibility at present. A variety of non -standard products are automated equipment to solve the problem of production efficiency, so our semi -automated equipment is relatively large, and labor cost investment is relatively high.

Technology first competes against the future

Modern Logistics News: During the "Fourteenth Five -Year Plan" period, the state should be introduced in the fields of refrigeration methods, refrigerants, insulation materials, refrigerated cars, and insulation boxes in cold storage, and eliminating products that do not meet environmental requirements. For enterprises, the cost of renewal may be increased in the logistics link. As the person in charge of your company's logistics, what do you think of this requirement? Is the company making corresponding preparations?

Wu Jianwei: The concept of environmental protection and conservation has been written in corporate genes from the beginning of its life, and it is also the direction of life. The increase in the cost of environmental materials will indeed have a great impact on us, but it is not absolutely positive with the results. Of course, we currently choose environmentally friendly materials in packaging, filling, and plastic bags.

Not only that, the exchanges of the bag material industry were organized every year, and the manufacturing, scientific research institutions, e -commerce, and logistics companies gathered together to discuss the use of new materials and new technologies, and constantly find more environmentally friendly and more economical alternatives. In addition, life will also form a linkage with manufacturing enterprises and college laboratories to actively promote R & D and innovation to help more and better use environmental protection materials to apply to the field of packaging and commodity freshness.

Originally, life also actively participated in the environmental protection pilot work organized by the government. At present, there are already pilot projects in Shanghai and Beijing, waiting for the government to accept.

The above practice has brought us a lot of valuable experience, and also helped us find a good partner to jointly promote the innovation and use of environmental protection materials to a new level.

Modern Logistics News: Which customer base is mainly facing? For consumers' requirements for the increasingly higher and higher and higher requirements of consumers, are they originally living in logistics and supply chain creation. Is it easy to disclose?

Wu Jianwei: Our main customer group is a group that pursues quality of life, loves food, and consumers in first -tier cities and heads and second -tier cities.

In order to improve the delivery efficiency and improve the purchasing experience, we continuously strengthen the grid layout, and in the economic circle, increase the number of warehousing area and the number of peaceful warehouses; outside the economic circle, some cities' auxiliary cabin and function warehouses have been added to make the network coverage wider , Make the performance and delivery more flexible, shorten the delivery time. We also integrate the resources of the group's online and offline business departments to coordinate the supply chain to comprehensively help the improvement of users' consumption experience.

Modern Logistics News: Last year, the total demand for food cold chain logistics in my country reached more than 300 million tons, and the standards of cold chain logistics also exceeded 35 items. The total demand is large, but the requirements are getting higher and higher. What do you think of the development trend of domestic cold chain logistics?

Wu Jianwei: The overall development of my country's cold chain logistics is good. Although some cold chain companies have been impacted due to the impact of the epidemic in the past two years, this is just a small shock in the long run. In addition, since the epidemic, consumers have paid more attention to health, and have put forward more and higher requirements for food safety and related fields. In my opinion, the development of the entire cold chain logistics will really take the fast track under the needs of the epidemic.

Modern Logistics News: As the person in charge of the logistics company, what suggestions and expectations do you have for the industry?

Wu Jianwei: Cold chain logistics is different from the development of traditional logistics. It must be advanced. Only by using technology to solve the problems of the entire routing and resource optimization, can the cold chain industry develop faster.

I look forward to a greater breakthrough in cold chain technology, helping companies save more costs and improve efficiency, which is a huge help for fresh enterprises; secondly In the future, I hope that the transportation of fast and network transportation in the future -such as high -speed rail to improve the time limit for distribution, and I also hope that food freshness technology can be used in the future to improve the timeliness of transportation and cover wider categories.

Modern Logistics News: At present, some well -known e -commerce business in some fresh fields shrink or even thunder. The future of fresh track may face a more severe test. What do you think of the development of fresh companies?

Wu Jianwei: Food fresh is a timeliness product. The external environment is very important.

At present, the larger challenges faced by life are the external environment variables, such as the Shanghai epidemic, extreme high -temperature weather in some regions, and the international situation that cause energy tension, which has a prominent impact on the supply and transportation of food freshness.

Food fresh is the basic needs of the people, and changes in the environment are often when customers are urgently needed. If fresh enterprises do not make a plan in advance in logistics, food and other aspects, they will face great operating challenges in a special period. This requires enterprises to study the optimal solution from the perspective of lean management, and also requires the help of all parties of the society.

Text /Modern Logistics News reporter Cao Chaoxia Wang Wei

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