Mode 1: integrated e-commerce platform

When it comes to e-commerce, we have to mention the e-commerce giants such as Ali and Jingdong. Today, the domestic Tmall, Jingdong, Suning.com, No.1 store, Amazon and other integrated e-commerce platforms have begun to get involved in fresh food e-commerce. Then compared to other fresh food e-commerce, the integrated e-commerce platform has several obvious advantages.

First, the biggest advantage of the integrated e-commerce platform is the advantage of the entrance, especially Tmall, Taobao, occupies more than 80% of the market share of the whole of China, this powerful traffic advantage is other fresh food e-commerce platform is difficult to reach in the short term.

Secondly, the integrated e-commerce platform has long cultivated users' good shopping habits, which is a natural advantage. Many users to Tmall, Taobao, Suning Tesco and other platforms to shop at the same time see the fresh food e-commerce products will accordingly go to choose to buy.

Third, for online shopping users, trust is a very critical factor. Many people choose to buy online are more willing to choose Tmall, Jingdong and other platforms with sufficient integrity to buy, while many fresh food e-commerce just started but it is difficult to do this at the beginning.

Fourth, for fresh food e-commerce such as online shopping platform, perfect payment system is also quite necessary. At this point, I'm afraid that for other fresh food e-commerce platforms, it is very difficult to like Taobao, Tmall, and then create a strong Alipay out.

Fifth, Tmall, Jingdong and other integrated e-commerce platforms have a strong brand advantage, with many loyal users, which is also other fresh food e-commerce does not have.

Since the integrated e-commerce platform has so many advantages, does it mean that they are flawless in the field of fresh food e-commerce? Of course not.

First, they face the problem of inconsistent commodity standards. For the integrated e-commerce platform, they mainly do is the platform, most of the fresh food e-commerce is through the platform merchants to sell. But different merchants they sell fresh products in terms of quality, price and other aspects of the lack of a unified standard, which for consumers need a lot of comparison in order to choose a more inexpensive fresh products.

Secondly, because the integrated e-commerce platform is a platform model, the quality of the fresh products sold by merchants cannot be controlled. But fresh products are different from other products, once there is a food safety problem that the whole platform is a devastating disaster.

Third, for the integrated e-commerce platform, the loss of goods is a very common and serious problem. Many merchants do not specify when mailing goods or choose some of the courier service is not very good, the loss of goods can not be avoided.

Fourth, many merchants choose the delivery logistics in the delivery time is not guaranteed, which is also a very serious problem for the preservation of fresh products.

Fifth, the same is still the problem of logistics, due to fresh products for logistics requirements are relatively high, so it is naturally expensive delivery unit price. Originally there is no price advantage of fresh food e-commerce also need customers to pay expensive logistics costs, which is naturally difficult for customers to accept.

Mode 2: logistics e-commerce

Speaking of fresh food e-commerce model, relying on the courier started SF Preferred is a model we have to mention. Agriculture is the only e-commerce industry that is not fully e-commerce, SF CEO Wang Wei chose to cross the border from the courier to fresh food e-commerce is also ambitious. In his view, SF Express chose to do fresh food e-commerce has the advantages that any other platform does not have.

Advantage one: SF has the largest express army in China, and SF's express service is also the most recognized by users among all the express companies in China. Fresh food e-commerce is a very good requirement for express delivery in the field, and this is exactly where the advantages of SF.

Advantage two: fresh food e-commerce for warehousing requirements are also very high, SF Logistics has a large number of warehousing centers throughout the country, and this is also SF compared to other platforms is not a small advantage.

Advantage three: SF Express can be well combined with SF Hey Shop, now SF has more than 500 SF Hey Shop in 70 cities across the country, which is also an obvious advantage for SF Preferred to do community O2O.

Of course, Shunfeng to build a new fresh food e-commerce platform also faces a lot of challenges.

Challenge 1: Shunfeng preferred in the early stage of the promotion costs will be very high, which is why the current Shunfeng preferred although the highest market share in the fresh food e-commerce but still can not be profitable.

Challenge two: Shunfeng You choose to do fresh food e-commerce self-support, in the supply chain management challenges are very high. How to ensure that the platform can supply fresh, good fresh products in real time need to reach a close cooperation with many farms, fruit and vegetable wholesale markets across the country.

Model 3: food suppliers

Chinese food company I buy network and bright dish butler is the traditional food company into fresh food e-commerce two typical representatives, of course, I buy network is COFCO single-handedly built, while the dish butler is the bright food group later acquired. Food companies directly do fresh food e-commerce, naturally, also has no small advantage.

First of all, I buy network and dish butler in the food supply chain is other fresh food platform is difficult to PK. Many fresh food e-commerce companies will be difficult to run down, a large part of the reason is that the food supply chain above the problem.

Secondly, COFCO and Bright Food Group are also quite strong in food storage, which is also difficult for many fresh food e-commerce platforms to reach.

Third, COFCO and Bright's food is easy to gain users' trust in terms of safety. Food safety for a fresh food e-commerce platform is the first step for users to buy.

Lastly, COFCO and Bright have a clear price advantage in fresh food, and the price of many food products is in their hands, so they will have an advantage in a price war.

At the same time, for me to buy the network and dish butler, logistics is also a major difficulty they face. Logistics can not keep up, it means that fresh products to the hands of the user is difficult to continue to maintain the freshness, while the rate of loss will also be higher.

In addition, compared to Taobao, Jingdong and other e-commerce platforms, I buy network, vegetable butler in the preliminary operation requires more human and financial resources.

Model 4: vertical e-commerce

Putian.com, Youcai.com, BenLife.com and other vertical fresh food e-commerce can be said to be the initiator of fresh food e-commerce. It is because of their rise that other e-commerce platforms are beginning to awaken.

Because of the vertical e-commerce focus, more attention to niche areas than others, so it is also more understanding of the user than other platforms. However, due to the many disadvantages of vertical e-commerce, Liu Kuang believes that vertical fresh food e-commerce is very difficult to be big and strong.

Disadvantage one: for vertical e-commerce, they do not have the pre-accumulation of suppliers in the food, which leads to them in the supply chain is very easy to have problems. Especially some just started vertical e-commerce, due to the strength of the weaker, and no food suppliers are willing to cooperate with them.

Disadvantage 2: Fresh food e-commerce is very demanding for logistics and distribution. If you use logistics outsourcing, the possibility of loss of goods will be higher. And if you use staff distribution, this requires a lot of manpower, and to some extent limits the company's expansion rate.

Disadvantage 3: Due to the lack of brand awareness, it is very difficult and costly to gain the trust of users in the early stages and to purchase fresh products directly on the platform.

Disadvantage four: food cold storage is also a major disadvantage of vertical e-commerce. The large-scale cold storage needs to invest a lot of money, which is naturally difficult for vertical e-commerce companies that do not have a lot of strength.

Model 5: farm direct sales

Farm direct sales model on behalf of the Dolly Farm, Tuotuo Commune, relying on their own farms to build fresh food e-commerce, they also have a lot to offer.

The first advantage is also the biggest advantage, because it is their own farms, so they have absolute confidence in the issue of food safety, and ecological fruits and vegetables are also the consumer's favorite and most willing to buy.

The second advantage is their advantage in the supply chain, because it is self-produced and self-marketed, so they do not have to worry about the supply of products will suddenly have problems.

The third advantage is in proximity. Since they are all freshly picked fruits and vegetables, the proximity of the distribution can ensure the freshness of the fruits and vegetables for the farm direct sales.

Since proximity is an advantage, long-distance distribution naturally becomes a disadvantage of the farm direct marketing model. Because for the farm direct marketing platform, due to the distance of the farm is relatively remote, courier pickup and delivery are a more troublesome and time-consuming process.

Moreover, the farm direct marketing platform is self-produced, in the breadth of the product naturally can not meet the diversified needs of users.

In addition, farm direct marketing platforms also need to take certain risks. Self-produced fruits and vegetables may be due to the season, rain, technology and other reasons will lead to a poor harvest, which will affect their own supply to a certain extent.

Model 6: offline supermarkets

From the successive closure of fresh food platforms such as CR Vanguard, Yonghui Supermarket to Metro, it can be seen that offline supermarkets involved in fresh food e-commerce is not an easy task.

While the proximity distribution of goods, cold storage, supply chain management and other aspects have more obvious advantages, but due to the building of fresh food e-commerce platform after the income is not enough, which led to the offline supermarkets involved in fresh food e-commerce have closed down.

On the one hand, they have an unnecessary distribution of labor costs (originally customers are directly to the supermarket shopping, but now they need to give them delivery, if it is a long distance, but also more of a courier costs, and the need for people to pack and ship); on the other hand, they need to pay for this more online operating costs, this is not the strengths of the offline supermarkets, do not understand the Internet they The natural need to pay more for this.

Mode 7: Community O2O

In fact, when it comes to community fresh O2O, whether it is Taobao, Jingdong, or SF Preferred, vertical e-commerce, etc. are involved, they are trying to use this as a breakthrough in fresh food e-commerce. However, the most representative or to count the micro business, through the use of WeChat public number, a large number of entrepreneurs do community fresh delivery.

First, community O2O delivery is very convenient, and can ensure the freshness of the food, reduce the rate of loss.

Second, in the payment link, community O2O is also able to pay offline through cash on delivery, which is more secure for consumers.

Third, for many users who buy fresh food e-commerce, they are concerned about a speed, because the family is out of food need to buy food, but do not want to go to the market, and this time just through the WeChat public number or cell phone app can be directly purchased. The community O2O model can ensure a short delivery time.

Fourth, community O2O merchants just deliver to the nearby neighborhoods, do not need a lot of cold storage, they only need to purchase a small amount of fresh vegetables on the line, but also to ensure that the fruits and vegetables are sold in a timely manner, which reduces waste and saves costs.

Of course, for the community fresh micro-business, they also need to promote some hard work in the early stage. Especially in the scale of expansion, need more cost, at the same time the expansion speed will be quite slow.

As we all know, mobile Taobao, mobile Tmall also has the characteristics of positioning, and this solves the dilemma of Taobao to do fresh O2O, Taobao push Taodao point to point to successfully kill the catering O2O is a good example. Compared to micro business, Taobao, Tmall in fresh food e-commerce commodity standardization is easier to achieve. In addition, Ali's Rookie Bird Logistics is escorting the remote distribution of fresh food e-commerce.

Overall, in these seven modes, Liu Kuang believes that the last fresh food e-commerce will form a Taobao-based, micro-merchants as a complementary pattern. Vertical fresh food e-commerce, Shunfeng Youxuan, I buy network, dish butler, etc. ultimately in the scale is difficult to compare with Taobao, and offline supermarkets, farms direct marketing, etc. may finally run to Taobao to open a store, and with the help of WeChat public number for its promotion, service.