By Zhang Lingyun

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No one was spared, perhaps the best illustration of the recent situation of fresh food retail.

In April, Meituan Little Elephant Fresh suddenly announced the closure of all five stores in Wuxi and Changzhou, Jiangsu Province, with only two stores left in Beijing across the country. In a sigh of relief, this new fresh food army that has been on the scene for only half a year is nearly folded.

At the end of 2017, the United States Mission set up a large retail business group, led by the number two figure Wang Huiwen, fresh food retail formally become the United States Mission strategic business, small elephant fresh born will be regarded as the United States Mission in the retail battlefield against Ali's new power, but now it is a midway collapse.

No coincidence.

In March, Shunfeng Youxuan also closed its stores in Shanghai, Wuhan, Qingdao and Chengdu, and is said to be in the process of clearing out its stores in the remaining cities.

SF Preferred is also born with a golden key, carrying SF's retail dream. 2012 online e-commerce platform, 2014 began the national layout of offline stores, had planned to reach 4,500 offline stores in 2018, and establish tens of thousands of offline stores in 2 to 3 years.

However, Shunfeng Youxuan has changed hands 7 times in 6 years, and its offline business has been losing money. According to the 2017 financial report of Dintai New Material, which is listed on the shell of Shunfeng, it can be seen that the loss of Shunfeng's commercial sector soared from 126 million yuan in 2013 to 614 million yuan in 2014, mainly because of Shunfeng Preferred's intensive store opening.

Even the seemingly most glamorous box horse is far from "successful".

Recently, at a meeting of Alibaba, the box horse received a "rotten tomato award" on behalf of "criticism" and "customer service is not in place". According to media reports, in front of more than 500 people, Zhang Yong insisted on Hou Yi on stage to receive the award, Hou Yi also self-assessment "box at best only 70 points".

In April of this year, the RT-Mart-led box pony closed its first store in the country, and announced that it would slow down the progress of store opening. In addition, the former partner three rivers shopping due to performance losses, decided to "break up" with the box horse.

However, in the midst of this bleakness, a fruit supermarket actually announced its entry into the fresh food sector.

Who gave it the courage?

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This "not afraid to die" warrior is the hundred fruit garden.

On April 16, Yu Huiyong, founder and chairman of the Board of Directors of the Park fruit garden, announced that the Park fruit garden will set up an independent fresh brand "Park fruit heart to enjoy", from the fruit to the fruits, vegetables, eggs and milk and other fresh categories to upgrade.

In 2002, Yu Huiyong opened the first hundred fruit garden in Shenzhen, specializing in fruit. In two years, the Park fruit garden through the franchise expansion to more than 70 stores, but has been in a state of loss.

At that time, no one was optimistic about fruit retail chains. Chain often requires a high degree of standardization of goods, and fruit varieties, climate, planting, picking, transportation and other factors, it is difficult to ensure quality standardization.

In order to ensure that all stores provide stable and high-quality fruit, Yu Huiyong decided to force the supply side.

In 2005, Hundred Fruit Garden set up a fruit supply chain management company, not only responsible for the unified procurement of fruit, but also directly involved in the production of fruit.

Although these efforts are invested in large, slow results, but laid a solid foundation for the Hundred Fruit Garden. It is reported that Hundred Fruit Garden has laid out nearly 230 fruit planting bases and built 17 primary processing and distribution centers across the country.

"Fresh food is a big business, requires the support of a large system, either a huge amount of capital, or invest enough time." Yu Huiyong believes that the Park fruit garden to pay enough "time".

Hard to survive 7 years of losses, the Park finally realized initial profitability. Since then, the development of the hundred fruit garden is like a crack.

In 2015, the strong merger and acquisition of Beijing's largest fruit retail chain enterprises fruit DuoDao, holding the high-end boutique fruit and mass consumption of fruit two cards; 2016 and take advantage of the new retail wind, the acquisition of fruit e-commerce Yimixian, thus completing the online and offline comprehensive layout.

After that, Hundred Fruit Garden merged with Nanjing Fresh Times, Changsha Green Leaf Fruit and other regional fruit chain brands, and now has become China's largest fruit franchise chain brand.

After 18 years of accumulation, Baiguoyuan covers more than 70 cities across the country, with more than 3700+ stores and 23 storage centers.In 2018, Baiguoyuan's online sales exceeded 2 billion yuan, and its total sales are more than 10 billion yuan.

In the face of the surging fresh food retail market, Yu Huiyong is full of confidence.

He said in an interview with 36 Krypton, the roots of the food industry is planting, planting the most difficult is the fruit, "roots, stems, leaves, flowers and fruits, fruit in the highest order, so from the fruit to do fresh is a downward strike".

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As a new player, whether the hundred fruit garden can bring new changes to fresh food retail, need to wait and see for a period of time.

Fruit is said to be the world's most difficult to do the single product, but the Park fruit garden not only will be this piece of hard bone gnawed down, and do not do well, behind the success of the experience is worth learning.

Retail is an old business. From roadside stalls to stores to supermarkets, from offline to online to new retail, the retail model has been changing.

Some people say that this cannot be separated from the promotion of new technologies. For example, the development of Internet technology, making fresh food e-commerce boom; the development of artificial intelligence technology, making unmanned retail into the public's life, and further change the pattern of human cargo field.

However, the essence of retail is not technology, but service experience. Only by better meeting the needs of consumers can we be stronger and longer.

Back then, more than 4,000 fresh food e-commerce companies flocked to the game, they all have the technology, but the only ones who really survive and achieve profitability are those who have good service 1%.

Similarly, the hundred fruit garden can go today, relying on years of unchanging service quality.

Not only do we invest tens of millions of dollars annually in the supply chain, orchard planting and other fruit quality assurance, but also the first in the industry to launch the "three no return" service commitment, that is, no good can be no small ticket, no physical, no reason to trust the return service.

"We fruit people often say, can run a good fruit can run everything. I hope that through the efforts of our Hundred Fruit Garden, we can really do a good job of food, good fresh food."

Yu Huiyong said, "In order to achieve this goal, I am willing to die for another twenty years."

Reference:

"Hundred Orchards to fight the big fresh" 36 Krypton.

"From fruit into the big fresh food, Baiguo Yuan Yu Huiyong: re-zero, willing to die another 20 years" Weeds New Consumer

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