Abstract: Fresh e-commerce refers to a shopping platform that directly sells fresh products on the Internet by means of e-commerce, which can be generally divided into four business models: comprehensive electricity, vertical e-commerce, offline supermarket and new retail. If you want to do a good job in fresh e-commerce, you must first standardize and refine your products, and then establish a professional cold chain transportation team to solve the problem of distribution and transportation. Next, let's take a look with Xiaobian. What are the business models of fresh e-commerce?

1. Integrated e-commerce < P > The purpose of this kind of e-commerce is to do all categories, which inevitably involves fresh food. The purpose of engaging in fresh food is more to increase consumption stickiness, because fresh food is difficult to make a profit in the short term. Its mode is mainly to attract fresh food manufacturers to settle in their own platforms, and the settled manufacturers are responsible for cold chain distribution and only responsible for supervision. Fresh food distribution belongs to the category of strategic losses for them.

Integrated e-commerce has a strong supply chain, abundant capital and huge flow. They can build a supply chain system in a heavily vertical mode. It can not only help suppliers sell their products quickly, but also help suppliers sell their products at high prices, which can meet the needs of most customers.

2. Vertical E-commerce

Vertical E-commerce refers to a business model specializing in online food retailing, which generally focuses on fresh products and builds its own cold chain distribution system. This kind of fresh e-commerce focuses on the quality of life and ensures the quality and high-end of fresh food. However, due to various considerations such as cost, it only operates in one or several cities and has obvious regional characteristics.

3. Offline supermarkets

Offline supermarkets refer to the development of online fresh-keeping services based on their own system advantages. For such enterprises, the Internet is just a publicity route. It uses the radiation range of stores for distribution, which reduces the cost and shortens the distribution cycle, but most of the business is still offline. The advantages of these fresh e-commerce platforms are convenience and low price. As many supermarkets are built in residential areas, it is convenient for consumers to shop. At the same time, the flow of such fresh e-commerce is also very large.

4. New Retail

The new retail leads the online digital operation and the new experience of offline stores, focusing on the business model of "catering+retail +N", which is the most important thing in the reform of the business model of fresh e-commerce. When online and offline omni-channels are integrated, physical retail has a strong offline experience, which is characterized by online drainage and regional consumption coverage, while online emphasizes the conversion of user traffic into consumption. If we use the three-level economies of scale theory, most of the mainstream offline emerging formats mainly focus on the "3 km concept" and carry out high-density layout in the target core cities.

How to do fresh e-commerce

1. First, standardize and refine the products. At present, fresh e-commerce sells not only products but also services. For e-commerce companies, the introduction of standardized and refined products has differentiated their products, which is different from most traditional farmers' markets and websites and forms their own competitive advantages.

2. Secondly, establish a professional cold chain transportation team. The biggest challenge in developing fresh e-commerce is transportation. Fresh products are characterized by great loss and difficult storage. How to deliver the products to customers with the fastest speed, quality and quantity, and improve customer satisfaction has always been the focus of the majority of fresh e-commerce enterprises. If fresh e-commerce wants to go longer and further, it must have a strategic vision and save costs to the maximum extent. In the trend of Internet economy, we should use centralized purchasing and distribution platform to achieve win-win cooperation.

3. Finally, the core of the survival of fresh e-commerce is to do the goods themselves well. It takes a lot of effort to complete fresh goods from source procurement to storage, packaging, transportation, and even packaging materials. Especially for early entrepreneurs or vertical small enterprises, it is necessary to refine operations and explore a sustainable profit model for long-term development.