Under the wall of dangerous walls, daily fresh changes "yesterday Youxian"

Daily Fresh is the originator of fresh e -commerce for 30 minutes, but it offses the earliest service that he created. Behind is the long -lasting loss of daily freshness, and the risk of delisting will be faced with a profit.

Author: Ren Xiaoning

Figure: Oriental IC

Guide

One || The daily crisis of excellent freshness has been exposed since March of this year. In March, some suppliers broke the news that they were in arrears daily, and until July, the arrears continued. Until now, Daily Youxian has not announced the fourth quarter of the 2021 financial report.

极 || This time it is closed speed, the daily fresh statement is that, under the goal of achieving profitability, the company has adjusted the front warehouse business. Bao Yuezhong, chairman of the Bums Enterprise Management Consulting Co., Ltd., believes that the daily market decline is very serious.

Under the hot search on July 28, the daily freshness that was closed for 30 minutes was experiencing a group ridicule of a netizen.

"That's yesterday, you can't call it every day." "I did not uninstall your only reason that you can send it immediately, don't figure out your position." , "The precursor of closure", "I might as well buy food and buy it, it is all the next day, and the price is much cheaper."

In the recent period, most news that can cause attention daily is bad news: facing the risk of delisting, withdrawing 9 cities in 3 days, arrears of suppliers in arrears. The latest news on July 28 is that the daily fresh closure is fast, and it becomes the next day. On the afternoon of the day, there were rumors of the company's bankruptcy and closure. Daily diving in front of Youxianmei stocks, the stock price once fell more than 40%. Daily Youxian responded to this that some employees resigned due to business adjustments. The next day, Smart Vegetable Field, Retail Cloud and other businesses were not affected.

Daily Fresh is the originator of fresh e -commerce for 30 minutes, but it offses the earliest service that he created. Behind is the long -lasting loss of daily freshness, and the risk of delisting will be faced with a profit.

In the fresh e -commerce industry, losses are not new, and daily fresh competitors Ding Dong also have a serious loss. However, at present, Ding Dong can still be delivered on the same day. Why is it the first day to retreat?

Under the wall

On July 28, the reporter opened the daily freshness. The conspicuous position of the first column of the homepage was the service change notice, showing that the delivery time was delivered as soon as the next day. Select a fruit that shows that the order may be delayed, and it is expected to be delivered from 1-4 days.

The reporter found an order in 2021 in historical orders. At that time, there were 3.99 yuan doll vegetables, Pleurotus eryngii of 2.85 yuan, and 3.5 yuan tomato and other cheap vegetables. Now there are no their figures in the daily fresh vegetables. It is now replaced by a large amount of vegetables with an average price of more than 20 yuan, or processing foods with higher prices. Today's daily fresh fresh platform looks more like a fresh platform. It is no longer a lack of green onion in memory when cooking, and you can place orders at any time.

The daily crisis is continuously exposed since March of this year. In March, some suppliers broke the news that they were in arrears daily, and until July, the arrears continued. On July 8th, some suppliers complained in the Black Cat that the daily commissioned by Youxian commissioned its customized products, and the payment agreed on the monthly end, but it has been half a year in the past, and it owes 870,000 yuan without payment. On June 28, a person in Kunming Wanzhang E -commerce Co., Ltd. complained that it was supplied to daily freshness in October 2020. The product is egg yolk crispy and durian cakes. Due to frequent changes in people from your company, the purchase of finance has been replaced by people. It was not completed for nearly a year. On September 3, 2021, the invoice had been issued and sent to the amount of 56,000 yuan per day. However, as of the date of the complaint, the payment had not been settled normally.

Until now, Daily Youxian has not announced the fourth quarter of the 2021 financial report. The third quarterly report in 2021 shows that the net ownership of the daily unpaid suppliers of the freshly paid was 1.652 billion yuan, an increase of 34%of 1.088 billion yuan from the end of the third quarter of 2020. These account payables include three categories of supply of goods, outsourcing distribution companies' freight and marketing service providers.

In May, Daily Youxian also encountered a crisis in the capital market. On May 19th, Daily Youxian received a warning letter from Nasdaq's "not meet the requirements of continuing listing" because he did not submit the 2021 annual report in time. On June 2nd, Daily Youxian received the Nasdaq's "delisting" notice.

On May 24th, Daily Youxian issued an announcement on its official website stating that the warning notice of delisting will not affect the company's business operation and ADS listing or trading in Nasdaq. Published financial reports within 60 working days. As of July 28, Daily Fresh has not released financial reports.

Zhuang Shuai, the founder of Bailian Consulting Zhuang Shuai, is not optimistic about the daily Youxian Capital market. "Capital is looking at the future, and it is difficult for companies without future companies to rise." He told reporters that in the current daily selection of Youxian choice, he chooses to be big. Under the premise of retreat, the final result is likely to either delist or be acquired. The worst result is closure. "The probability of ending is like this."

Mo Yanqing, director of the Internet Retail Department and senior analyst of the Internet Electronic Commerce Research Center of the Internet Scriptures, also believes that the competition of fresh e -commerce tracks is becoming increasingly fierce. In addition, we must also face the entry of e -commerce giants JD.com, Ali, Pinduoduo, Meituan, etc., which is not small. It is difficult to break through every day. At the end of June this year, the daily freshness was revealed that 9 cities have been closed within 3 days, including Suzhou, Nanjing, Hangzhou, Qingdao, Shenzhen, Guangzhou, Jinan, Shijiazhuang, and Taiyuan. The daily freshness business has covered about 20 cities, and the highest peak has about 5,000 front warehouses. At present, there are only four cities: Beijing, Shanghai, Tianjin and Langfang.

A Taiyuan user told reporters that she bought a few times a few times a day, but found that the vegetable supermarket at the door was cheaper. Later, she never used it, and she did not feel the impact of the daily Taiyuan Guancang business of Youxian Taiyuan. Essence

In June, due to the arrears of the arrears of suppliers, the daily Youxian was listed as the executed person by the People's Court of Chaoyang District of Beijing, and the implementation of the target was 5.3295 million yuan. In the eyes of the eyes, there were 195 announcements for the opening of the prosecution every day, of which more than 10 trading contract disputes were.

Why is it fresh daily

After Daily Fresh frequency problems, the industry began to question the front position mode. The front warehouse model was created by Daily Youxian in 2015, and then studied and imitated by Ding Dong buying vegetables, Meituan, and Park Park Supermarket.

The front warehouse model is to store the goods in a warehouse within 3 kilometers of consumers, solve the problem of the "last mile" distribution of fresh freshness, and send food to the door within 30 minutes, and get a group of users' favor. However, this model has invested a large investment. Northeast Securities has released research reports. The performance cost of the front warehouse model is as high as 10-13 yuan/single, which is about three times the traditional centers e-commerce company and two times the platform e-commerce company. About 6 times the community group purchase.

Other platforms in the fresh e -commerce industry have also questioned the front warehouse. Ding Dong's founder and CEO Liang Changlin previously said at the financial report that he did not think that the front position model was the optimal solution or ultimate model of fresh e -commerce. Hou Yi, the founder and CEO of Hema Xiansheng, also said that he did not think that the front warehouse could make himself profitable. This model of burning money to change traffic would never make money unless it could grow another new model.

What is sighing is that on July 28 this year, the daily freshly abandoned the front positions, but instead of its competitors who insisted on instant delivery.

The reporter opened a fresh app for Meituan to buy food, Ding Dong buy food, Hema, hungry, and other fresh fresh apps on July 28. The order was displayed for half an hour and 2 hours slowly.

Zhuang Shuai, the founder of Bailian Consulting, told reporters that in fact, the problem is more about the daily freshness. ","

Zhuang Shuai himself was a daily loyal user. After the daily freshly launched in 2015, he used to use it. Until 2020, he invested in the embrace of Meituan's food. The reason is very simple. The Meituan buying food is cheaper, more categories, and reduced freight.

Compared with the daily excellent freshness, Meituan, which officially exerts the food business in 2020, has a large -scale effect advantage. Meituan has more than 5 million takeaway brothers, which can allow the buying business to realize almost 0 cost distribution. Meituan also has nearly 700 million users accumulated by takeaway business. The cost of acquisition is much lower than the daily freshness. Zhuang Shuai told reporters that Meituan's buying vegetables has been profitable in Beijing, with a scale of billions of yuan, which has long exceeded daily freshness.

If only Meituan enters the fresh market, the daily freshness cannot compete for a strong platform, and it is also original. But looking back in 2022, compared to the former direct competitors Ding Dong bought vegetables, the daily freshness also fell behind.

The financial report of Q3 in 2021 shows that Ding Dong's income of buying vegetables is 6.2 billion yuan, and the daily freshness is 2.12 billion yuan. In the third quarter of Ding Dong, GMV was 7.02 billion yuan, and the daily fresh GMV was 2.573 billion yuan. After that, the daily freshness did not announce the financial report data. According to NetEase Big Data data, as of December 2021, the daily fresh active users were 5.717 million, only 40 % of Ding Dong's food. However, Ding Dong's buying vegetables is also a big loss. In the past three years, Ding Dong's cumulative loss of 11.5 billion yuan.

Ding Dong's buying vegetables was only active in Shanghai and the surrounding area. Later, he could surpass daily freshness. Zhuang Shuai believed that the most critical reason was that Ding Dong bought vegetables without spending money. The total financing of the two companies before listing was not much different, both around 11 billion yuan. From the current market structure, Ding Dong bought food and burned a certain market share. Every day, Youxian has made a big hand and unmanned container. He sets up a front position in low -line cities. Basically, there is only one shifting left. He also has a large -scale cooking market for transformation, which does not contribute to the order volume.

This time, the speed of turning off the speed is that the company has adjusted the front warehouse business under the large goal of achieving profitability. Bao Yuezhong, chairman of the Bums Enterprise Management Consulting Co., Ltd., believes that the daily market decline in the well -known market decline is very serious. The main reason for shutting down the speed in Beijing and some regions is that one is no business and the second is to control costs.

The financial report data shows that the daily excellent fresh three years and 3 years lost nearly 10 billion yuan.From 2018 to 2020, the daily fresh net losses were 2.2316 billion yuan, 2.909.4 billion yuan, and 1.649 billion yuan, respectively.The net loss is expected to exceed 3.7 billion yuan in 2021.At the same time as the losses expand, the stock price shrinks.For more than a year, the stock price has fallen from $ 11 to $ 0.23/share, and the market value has shrunk from $ 2.59 billion to 55.44 million US dollars on July 28.

At present, fresh e -commerce players in the front warehouse also have Meituan to buy vegetables, Ding Dong buying vegetables and Park Pu supermarkets. Zhuang Shuai believes that the front warehouse model can meet the user's real -time consumption needs in the fresh category.The daily failure does not mean the failure of the front warehouse mode.In the future, the front warehouse will coexist with community group purchase models, home platform models, offline supermarkets and other formats to serve consumers differentiated needs.

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