Pozo 98%!The "Fresh Fresh E -commerce First Share" evacuated Beijing and Shanghai, and it was another capital defeat.

Daily fresh, standing on the edge of the "cliff".

The "Fresh E -commerce First Stock" is retreating. The core advantage of the past "30 minutes of delivery" has been closed throughout the line. The more urgent issue is that the daily fresh funding issues have frequently become the focus of public opinion because of arrears of goods and shortage of goods.

As the "first share of fresh e -commerce", the daily freshness, under the impact of the negative factors of continuous losses, burning money, and tight capital chain, the stock price has fallen all the way, and now stands on the cliff of the delisting. As of the latest closing of U.S. stocks, the daily stock price has fallen to US $ 0.236/share, compared with the cumulative issue price of 98%, the total market value is only 55.45 million US dollars.

The daily fresh retreat sounded a wake -up clock to the fresh e -commerce track again. Fresh e -commerce has always been a place for capital, but it is also the "nightmare" of countless capital.

Daily "Great Retreat"

"Fresh and fresh to 30 minutes of delivery", daily freshness is abandoning this slogan.

On July 28, Kan saw the Financial landing every day Youxian APP found that a "service change notice" was released on the top of the homepage, which shows that "delivery time: as soon as the next day of delivery; distribution scope: all nationwide delivery. "

Earlier, the core selling point of the daily freshness was: the fastest 30 minutes of delivery. After the notice was released, some media reports said that many employees have revealed that the notice has been received last night that the stores across the country have been closed, the system level update has been completed, and the fast -moving business has been officially shut down.

This latest action quickly fermented on platforms such as Weibo, Oriental Fortune Network, and some people commented: "Daily freshness is yellow", "The last big Beijing cannot be delivered in time" ......

In this regard, Daily Youxian responded on the morning of the 28th that under the goal of achieving profitability, the company adjusted the front position business, and the next day and other businesses were not affected.

It is worth mentioning that in the classification page of the Daily Fresh APP, fresh products such as fruits, vegetables, seafood and other fresh products were moved behind, while products such as grain and oil flavors, drinks and beverages were prefixed.

You know, fruits have always been the most advantageous category daily. Nowadays, there are only 6 categories of their APPs, almost all of them are the most common apples, grapes, watermelon, honeydles, etc.

In fact, the daily fresh retreat began at the end of June of this year. In just 3 days, the daily fresh -off business has been closed in the 9 cities. Langfang 4 cities.

Today, Beijing, Shanghai, and Tianjin have also closed for 30 minutes, which means that the core business of the daily freshness is "the entire army is covered."

At the same time, a large number of fresh employees daily are also in a state of stopping or waiting for layoffs. On the pulse platform, some employees said that it is estimated that more than 80%of employees with more than 80%of the daily freshness will be on their jobs; the layoffs in the second half of the year have begun, and some employees have signed an agreement to wait for the job and only pay the basic salary.

In addition, the data of Tianyancha showed that on July 19, the industrial and commercial changes occurred in Beijing Daily Youxian E -commerce Co., Ltd., and the co -founder and president Zeng Bin stepped down as the legal representative, chairman, and manager.

"Can't burn" every day

The more urgent issue is that the daily fresh funding problem, due to the arrears of suppliers and shortcomings, has forced multiple products to be removed.

As we all know, fresh fresh e -commerce has always been a very money -burning business, especially the daily prefabricated front position model.

Take the head brand -Ding Dong as an example. The first quarter report disclosed in 2022 shows that the net loss in the first quarter reached 477 million yuan. From 2019 to 2021 As high as 11.48 billion yuan.

The daily freshness standing on the edge of the cliff, burning money is also very fierce.

Because the daily Fresh in the United States has not disclosed the financial report for a long time, its latest financial data stays in the third quarterly report of 2021. In the third quarter of 2018-2021, the total daily fresh net loss reached 9.81 billion yuan.

It is not difficult to find from the daily fresh financial report that its largest expenditure item is performance costs. Taking the third quarter of 2021 as an example, the daily operating expenditure of the seasonal freshness of the season was 1.231 billion yuan, of which the performance cost was 638 million yuan, accounting for about 30%of the total revenue.

It should be pointed out that the performance cost refers to the full process cost of the entire process from the user's order to the delivery of the goods to the after -sales service.

The crazy money burning model is naturally inseparable from capital. With the first "front position model", it has attracted a lot of capital to pour in daily freshness.

According to data from Tianyancha, it was founded in 2014 until the listing of 2021, and 10 rounds of financing was made every day. The total financing amount exceeded 11 billion yuan. Capital giants.

On June 25, 2021, the daily landed on Nasdaq, becoming the "first share of fresh e -commerce", once a sensation in the capital market. Its issuance price is set to $ 13/share, the IPO fundraising amount is US $ 300 million, and the market value at the beginning of listing is US $ 3.2 billion (about RMB 21.6 billion).

However, after the listing, the daily stock price of Youxian fell all the way. Under the impact of the negative factors of continuous losses, burning money, and tight capital chains, the daily market value of Youxian has evaporated all the way, and it has now stood on the edge of the delisting cliff. As of the latest closing of U.S. stocks, the daily stock price has fallen to US $ 0.236/share, compared with the cumulative issue price of 98%, the total market value is only 55.45 million US dollars. On July 14, the Daily Fresh announced that it reached an equity strategic investment cooperation agreement with Shanxi Donghui Group. According to the agreement, Shanxi Donghui Group or its designated affiliated parties will subscribe for about 29.851 million ordinary shares B ordinary shares daily, with a value -off contract of 200 million yuan.

The daily freshness seems to usher in the "White Knight", but the cost may be the cost of lowering the cost, rapid contraction, and abandoning the core competitiveness of the past -30 minutes of speed, turning to a more conservative next day.

Capital nightmare

The daily fresh retreat sounded a wake -up clock to the fresh e -commerce track again.

Fresh e -commerce has always been a place for capital: China consumes 650 million tons of fresh every year, but the online proportion has always been very low. It can almost ignore it. It was once considered to be the last big cake of the Internet.

But it is also the "nightmare" of countless capital: Although it has burned tens of billions of funds, it still failed to attack the fortress of fresh e -commerce.

According to data from the China Electronic Commerce Research Center, there are more than 4,000 entrants in the field of fresh e -commerce in China, of which only 4%of their revenue is flat, 88%falls into losses, and only 1%will achieve profitability.

The current fresh fresh e -commerce is still being replicated by copying takeaway war and taxi war: the scale is achieved first, and then the profit is achieved, so it burn money to make scale. This is obviously inadequate and insufficient for the current daily freshness.

However, after the scale was up, it was found that it was impossible to achieve profitability at all. Because the cost of fresh e -commerce is very high. The loss rate of fresh circulation in China reached 25%-30%, higher than 20%higher than the United States and Japan. This leads to the high cost of warehousing and fresh -keeping, and it is difficult to shrink.

Taking Ding Dong's buying vegetables as an example, the average unit price is 57 yuan, calculated at a gross profit margin of 20%, and each single gross profit is only 11.4 yuan.

Among them, each single storage cost is 3.5 yuan and the delivery cost of 6.41 yuan, coupled with rent, hydropower, and loss, the performance cost of each order reaches 11.16 yuan. If the sales, management and R & D expenses are shared, Ding Dong buys a loss of 5.7 yuan for each order.

After burning tens of billions, the capital suddenly found that the front position model was completely unplayed. So all capital turned around and turned to community group purchase. Overnight, Pinduoduo bought food, Meituan's Meituan's preferred, Ali's Shihui Tuan, Didi's orange heart preferred ... all emerged, and again launched a war -burning war.

However, after a year of burning, the community group purchase was also defeated. The Shihui regiment completely exited, and Orange Xin was preferred to be shut down on the entire line.

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