Fresh e-commerce has always been the same as e-commerce in other industries, one platform and one self-operated. Those with rich resources choose to pay equal attention to self-management and platform, and platform is the most important, while those with moderate resources tend to swing between platform and self-management. However, whether you are a platform or a self-employed, you are faced with challenges in resources and capabilities.
Being a platform means undertaking platform drainage, merchant recruitment, event organization, platform management and other related functions, and inviting well-known fresh e-commerce brands and offline specialty fresh brands to become the top priority; Self-management means strengthening the supply of fresh products, building its own brand, maintaining customer relations and other key links, having continuous user experience management and shining e-commerce brand building. Yi Guan believes that the requirements for being a platform e-commerce will be higher, and the requirements for its brand investment promotion ability, offline promotion ability and platform drainage ability will be higher.
What kind of business model to choose is not only to consolidate the enterprise's own resources in an all-round way, but also to systematically sort out the enterprise development strategy.
Breakthrough direction:
1. Carefully evaluate your business advantages and disadvantages, and choose a business model that suits you. At the same time, even if you choose the self-operated mode, you should strengthen cooperation with other businesses, and everyone has a high flame;
2. Be a member community in the early stage, and strengthen the stickiness of members through food interaction and cooking guidance. And consider which mode to choose according to the product demand type and dining type of members. When the products are relatively concentrated and you can satisfy them, try to choose the self-operated mode. When the categories are diverse and beyond your ability, you can choose the platform business mode.
Pain point 2: sales pain point-high customer unit price and unstable purchase frequency.
As can be seen from the data, at present, fresh e-commerce consumers are mostly concentrated in the developed eastern coastal areas, and most of them are women aged 22-35. They are experienced in online shopping and pay high attention to fresh products, and most of the categories they buy are fruits and clean vegetables. In order to ensure freshness, the average consumer buys three days' consumption at a time. Analysys said that due to the high cost of logistics and distribution, most platforms need to consume 99 yuan to avoid distribution fees. This threshold directly leads to the high unit price of fresh e-commerce customers, and also brings helplessness of unstable purchase frequency.
As a result, the competition among e-commerce giants in the expansion of fresh online shopping is fierce, and the purchase of fresh products often occurs together with other products, which is one of the reasons why Tmall and JD.COM have higher fresh purchase rates.
Breakthrough direction:
1. Develop towards the kitchen food platform, change the way of selling single ingredients, provide more kitchen food packages, and provide semi-finished products of combined dishes;
2. Provide a "customized package" according to the user's dining scene, the number of diners, the amount of meals, etc. And reduce the supply of standard dishes because of customer customization;
3. Sell the "Member Pre-sale Card", let customers choose according to the ordering cycle and approximate dishes in advance, charge the meal fee in advance, and circle the sales of customers.
Pain point 3: visual pain point-visual feeling is similar and weak.
There is no denying that there is a gap between the value transmission of online pictures and the physical presentation offline. Fresh food is one of the few "puzzle" industries after the "show" industries such as cosmetics and clothing. The attention of consumers and the attention of fresh e-commerce brands make their pictures of high quality and attractive. The pictures of fresh e-commerce are often high-definition, showing a high sense of nature and freshness, but the products received by actual users are not. The sealed packaging of raw materials, layer-by-layer node transportation and water loss all make the physical objects lose, and the on-site quality and freshness of the physical objects are naturally greatly reduced. The gap between objects and pictures gives users strong visual pain.
In addition, food consumption guidance is often out of touch with actual operation. Yi Guan believes that the general fresh e-commerce can be divided into three stages: talking about products, talking about demand and complaining about feelings. Nowadays, fresh e-commerce not only sells products, but also adds food scenes and cooking introductions, aiming to provide consumers with services integrating food selection, food guidance and cooking services. In fact, due to the limitation of their own quality, professional ability and cooking time, users may not fully understand the cooking and eating instructions, and the guiding methods and actual operations have become "two skins", which is far from the "high-value user experience".
Breakthrough direction:
1. There is a saying that consumers can judge how to convey the value of dishes in a cordial and sincere way.
2. Use recipes to coordinate the sales of fresh products. First, provide high-quality recipes and cooking instructions. And then provide high-quality food sales, which naturally uses recipes to drive food sales.
Pain point 4: distribution pain point-the difficult "last mile"
Cold chain logistics is always painful. Fresh products need to be transported from the warehouse to the user's home through the cold chain. At present, the cold chain transportation cost is high, the storage cost is high, and the construction of regional distribution cold storage points is difficult, which also leads to the high refrigeration cost of fresh products.
Analysys believes that in addition to cold chain logistics, there is also a "last mile" bottleneck. The so-called "last mile" refers to the process from the regional cold storage point to the user's home, and it is necessary to control the temperature of the product in different regions. The packaging requirements and temperature control requirements of daily necessities, frozen products and frozen products are different, which is a great challenge for fresh e-commerce.
Breakthrough direction:
1. Introduce capital, cooperate with domestic and foreign logistics capital, and jointly invest in the construction of regional cold storage and feeder cold chain logistics facilities;
2. Cooperate with cold chain logistics enterprises, and the two sides will jointly set up a regional fresh e-commerce company to operate together in the form of joint-stock cooperation and joint venture;
3. Establish an internal logistics incubator, which is funded by the company and controlled by outstanding employees, and jointly invest and operate a regional cold storage center, which not only realizes employees' self-employment, but also promotes the development of the company's cold chain logistics.
Pain point 5: Experience the pain point-the consumer's offline experience is weak.
Fresh e-commerce faces the competition from offline stores in terms of low price, convenient purchase, tangible storefront and visible products, which constitutes the all-round experience of users and also has a strong impact on fresh e-commerce. There is a certain competitive relationship between online and offline, which is too substitutable.
The offline experience of fresh e-commerce is relatively weak, and user participation is low. Analysys believes that at present, fresh e-commerce focuses better resources on creating a good online shopping and browsing experience, and pays less attention to offline experience stores. The ability of online and offline joint marketing has not yet been formed, and its offline experience is relatively weak and user participation is low.
Breakthrough direction:
1. Improve the user's online browsing and ordering experience, optimize the UI experience of the page, provide detailed answers to questions such as the picking season, product characteristics and delivery timeliness of consumer consultation, and provide a smooth experience such as one-click ordering;
2. Actively promote online to offline, so that consumers can place orders online, at the same time, they can also go to physical stores to buy, or pick up the goods offline, or feel the brand and product features in brand experience stores, and strengthen communication and interaction with users.
Pain point 6: supply pain point-the difficulty of background resource integration
First, supply chain system support needs to be integrated. Fruits and vegetables are often seasonal, with limited resources and limited output. Fresh e-commerce needs the support of excellent supply chain system to ensure the supply of goods, product quality and continuous supply. Fresh e-commerce needs more cooperative producing areas and cooperative farmers. And how to ensure continuous cooperation and cooperative products is the focus of fresh e-commerce, and supply chain integration also takes time.
Secondly, it is difficult to integrate cooking guidance and consumption guidance for users. At present, fresh e-commerce, such as Delicious Seven Seven, JD.COM Fresh, etc., are strengthening cooking guidance, food guidance and other services, aiming at enhancing consumer stickiness through more comprehensive food consumption, cooking guidance and other services, so that users can continue to patronize. This integration needs to collect cooking content, coordinate cooking guidance, and write service guidance. It has high requirements for the talent allocation and team arrangement of fresh e-commerce and is difficult to integrate.
Breakthrough direction:
1. Strengthen the production control of production bases and core farmers, and carry out joint ventures, cooperative expansion and joint research and development with them to make the production supply chain more stable;
2. Standardize, standardize and specialize the production of fresh products, so that the production procedures are more reasonable. How to plant, collect and test dishes has its own standards, so that the supply is increasingly standardized and specialized.
Pain point 7: development pain point-it is obviously difficult to expand the operation of small areas.
Analysys thinks that he is still a regional fresh e-commerce player. Fresh e-commerce is still concentrated in developed cities such as Shanghai, Guangzhou, Beijing, etc., and its consumption base of fresh online shopping is large, and consumers' acceptance of fresh online shopping is high, and the consumption habit of buying fresh ingredients online is increasingly formed.
The regional operation characteristics of fresh e-commerce are obvious, with the fresh consumption of regional consumers as the main factor and the heavy operation of fresh regionalization as the main factor. Cross-regional expansion is more difficult. There is an "optimal distribution radius" in the logistics distribution of fresh e-commerce, which is difficult to distribute across regions, and the fresh consumption varies greatly among regions, so it will take time for fresh e-commerce to expand across regions; When cross-regional cold chain logistics is mature, the "last mile" has been initially solved, the supply of fresh products can be sustained and stable, and fresh-related services are recognized. I believe that the cross-regional expansion of fresh e-commerce will be welcomed and the success rate will be higher.
Breakthrough direction:
1. Join hands with capital to acquire well-done local fresh e-commerce brands by means of acquisition, merger and joint venture, and build the national "flagship of fresh capital";
2. Increase the sales ratio of standardized dishes and normal-temperature dishes, reduce the dependence on cold chain logistics, and contribute to cross-regional expansion;
3. Strengthen the stickiness of brand community, actively develop kitchen food members, carry out food discussion, cooking interaction and service guidance, promote the construction of food community, promote online sales with "high-density members" and help offline cross-regional expansion.
At present, our FEC Furun e-commerce company has a set of better planning+technical implementation scheme in fresh food, and we can specifically search for FEC Furun e-commerce consultation.