pain point 1: the pain point of the mode-the swing confusion of the business model

For a long time, fresh e-commerce, like e-commerce in other industries, has been divided into platform and self-operation. Those with rich resources choose both self-operation and platform, and the platform is the most important, while those with moderate resources often waver between platform and self-operation. However, both being a platform and being self-employed are facing challenges in resources and capabilities.

Being a platform means undertaking the related functions such as platform drainage, merchant recruitment, activity organization and platform management, and inviting well-known fresh e-commerce brands and offline specialty fresh brands has become the top priority; Self-management means strengthening the supply of fresh products, building private brands, maintaining customer relations and other key links, and 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 comprehensively consolidate the enterprise's own resources, but also to systematically sort out the enterprise's development strategy.

Breakthrough direction:

1. Carefully evaluate your own business advantages and disadvantages, choose a business model that suits you, and at the same time, even if you choose a self-operated model, you should strengthen cooperation with other business merchants, and everyone will find firewood.

2. Be a member community in the early stage, strengthen the stickiness of members through food interaction, cooking guidance, etc., and deeply 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 meet them, try to choose the self-operated mode, and 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

From the data, it can be seen that at present, fresh e-commerce consumers are mostly concentrated in the developed eastern coastal areas, and most of them are women aged 22-35, with rich online shopping experience and 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 one time. According to Analysys, due to the high cost of logistics and distribution, most platforms need to consume 99 yuan to avoid the distribution fee. This threshold directly leads to the high customer unit price of fresh e-commerce, and also brings the helplessness of unstable purchase frequency.

As a result, e-commerce giants are very competitive in the expansion of fresh online shopping, 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 in the direction of kitchen food platform, change the method of single selling ingredients, provide more kitchen food packages and provide semi-finished products of combined dishes;

2. Provide a "customized package" according to the user's eating scene, the number of people to eat, the consumption amount, etc., and reduce the supply of standard dishes due to customer customization;

3. sell the "member pre-sale card", let customers choose according to the ordering period and approximate dishes in advance, receive the ordering fee in advance, and circle the customer's sales.

pain point 3: visual pain point-the visual feeling is similar and weak

There is no denying that there is a gap between the value transmission of online pictures and the offline physical presentation. Fresh food is one of the few "picture-obsessed" industries after "show pictures" industries such as cosmetics and clothing. Consumers' attention and fresh e-commerce brands' attention make its 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. Sealed packaging, layer-by-layer node transportation and moisture loss of raw materials all make the physical objects lose, and the on-site quality and freshness of the physical objects are naturally greatly reduced. The gap between the physical objects and the pictures gives users a strong visual pain.

in addition, the instruction of food consumption is often out of line with the 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 has added food scenes and cooking introductions in addition to selling products, aiming to provide consumers with services integrating food purchase, food guidance and cooking services. In fact, due to their limited quality, professional ability and cooking time, users may not be able to fully understand the cooking and eating instructions, and the guiding methods and actual operations have become "two skins", which is still far from the "high-value user experience".

Breakthrough direction:

1. When you say one thing, you will behave as you like in kind, and sincerely convey the value of dishes. I believe consumers can judge;

2. plan the sales of fresh products with recipes, and provide high-quality recipes, cooking instructions, etc. first, and then provide high-quality food sales, etc., so that it is natural to use recipes to drive food sales.

pain point 4: distribution pain point-the tough "last mile"

cold chain logistics is an eternal pain. Fresh products need to be transported by cold chain from the warehouse to the user's home. 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 cost of fresh products refrigeration.

according to Analysys, besides cold chain logistics, there is also the bottleneck of "the last mile". The so-called "last mile" refers to the process from the regional cold storage point to the user's home, which requires zonal temperature control of products. The packaging requirements and temperature control requirements of daily necessities, frozen products and frozen products are different, which is a big 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 refrigerated warehouses and feeder cold chain logistics facilities;

2. Cooperate with cold chain logistics enterprises, and both parties will jointly set up a regional fresh e-commerce company, and jointly operate it by means of joint-stock cooperation and joint venture;

3. Establish an internal logistics incubator, with the company's capital contribution holding and outstanding employees' individual capital contribution, and * * * jointly invest in the operation of 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 pain point-consumers' offline experience is weak

Fresh e-commerce is facing the competition from offline physical stores, such as low price, convenient purchase, tactile storefront and visible products, which constitute the all-round experience of users, and also have a strong impact on fresh e-commerce. There is a certain competitive relationship between online and offline, which is too substitutable.

However, the offline experience of fresh e-commerce is relatively weak and the user participation is low. Analysys believes that at present, fresh e-commerce focuses better resources on creating a good online purchase and browsing experience, and pays little attention to offline experience stores. The ability of online and offline joint marketing has not yet formed, and its offline experience is relatively weak, and user participation is lower.

Breakthrough direction:

1. Strengthen users' online browsing and ordering experience, optimize the UI experience of the page, provide detailed answers to the picking season, product features 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 the physical store to buy, or pick up the goods online, or feel the brand and product features in the brand experience store, and strengthen communication and interaction with users.

pain point 6: supply pain point-the difficulty of background resource integration

first, the support of supply chain system needs to be integrated. Fruits and vegetables are often seasonal, with limited resources and limited output. Fresh e-commerce needs excellent supply chain system support to ensure the supply of goods, product quality and continuous supply. Fresh e-commerce needs more cooperative producing areas, cooperative farmers, etc., and how to ensure continuous cooperation and cooperative products is the key concern of fresh e-commerce, and supply chain integration will take time.

Secondly, it is difficult to integrate cooking guidance and consumption guidance for users. At present, fresh e-commerce companies, such as Delicious Seven Seven, JD.COM Fresh, etc., are strengthening services such as cooking guidance and food guidance, aiming at enhancing consumers' stickiness through more comprehensive services such as food consumption and cooking guidance, so that users can continue to patronize. This kind of integration needs to collect cooking content, coordinate cooking guidance, compile service guidance, etc., which requires high talent allocation and team arrangement of fresh e-commerce, and it is also difficult to integrate.

Breakthrough direction:

1. Strengthen the production control of production bases and core farmers, and carry out joint ventures, cooperative expansion, and research and development with them to make the production supply chain more stable;

2. Carry out standardization, standardization and specialization in the production of fresh products, so as to make the production procedures more reasonable, and have their own standards on how to grow, collect and detect dishes, so as to make the supply increasingly standardized and specialized.

pain point 7: development pain point-small regional operation is obviously difficult to expand

Analysys believes that regional fresh e-commerce is still playing the leading role. Fresh e-commerce is still concentrated in developed cities such as Shanghai, Guangzhou and Beijing, and its consumption base of fresh online shopping is large, and consumers' acceptance of fresh online shopping is relatively high, and the consumption habit of buying fresh ingredients online is increasingly formed.

the regional operation characteristics of fresh e-commerce companies are obvious, focusing on the fresh consumption of regional consumers and focusing on the heavy operation of fresh regionalization. It is more difficult to expand across regions. 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 the cross-regional cold chain logistics is mature, the "last mile" is initially solved, the supply of fresh products can be sustained and stable, and the fresh related services are recognized. I believe that the cross-regional expansion of fresh e-commerce will be popular and the success rate will be higher.

Breakthrough direction:

1. Join hands with capital to acquire local fresh e-commerce brands that have done well by means of acquisition, merger and joint venture, and build a national "flagship of fresh capital";

2. increase the sales proportion of standardized dishes and normal temperature dishes, reduce the dependence on cold chain logistics, and help cross-regional expansion;

3. Strengthen brand community stickiness, actively develop kitchen food members, carry out food discussion, cooking interaction and service guidance, etc., promote the construction of food community, promote online sales promotion and help offline cross-regional expansion with "high-density members".

our FEC furun e-commerce company currently has a set of better planning+technology implementation solutions in the fresh food sector, which can be specifically searched by FEC furun e-commerce.