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Competing for "first share": fresh e-commerce falls into the curse of listing

via:博客园     time:2021/2/27 16:53:19     readed:144


Wen / Meng Huiyuan

Source: zinc scale (ID: znkedu)

For fresh e-commerce with low fault tolerance rate and heavy asset model, although the epidemic situation has given them the opportunity to develop against the trend and the confidence of rapid expansion from the online users, it is worth noting that since the germination and development in 2012, the actual coverage rate of fresh e-commerce is far less than the hot situation they have shown.

The frequent subsidy of community group buying makes online shopping popular with many users, and also gives fresh e-commerce the courage to seek financing and go public. However, if the story of IPO is well told, what capital values is ultimately the development potential and explosive power of the enterprise. How to come up with the hard power matching with the gimmick is the key.

If the subsidy is gone, will users still be there?

Although some users, such as he Yun, have experienced the rapid loss of online shopping due to price factors, thanks to the large-scale change of consumer behavior from offline to online at that time, not only did fresh e-commerce get the opportunity to develop against the trend and the confidence of rapid expansion, but also many Internet giants saw the potential of online fresh racetrack.

In 2020, Internet giants have entered the market one after another and started the online fresh food business: in mid June, Didi launched orange heart optimization online and officially entered the community group buying track; in July, meituan announced the organizational adjustment and set up the optimization division to speed up the expansion of the team within three months; at the end of August, pinduoduo launched Duoduo to buy more vegetables; 11 In November, Alibaba's HEMA launched HEMA optimization online in Wuhan; another community group buying veteran Shihui group also completed a $196 million C3 round of financing at the end of November, with one of the leading investors being Ali; at the end of December, Jingdong invested $700 million in Hunan Xingsheng optimization e-commerce Co., Ltd.


Internet giants enter fresh E-commerce

In order to compete for customers and market, these new competitors and the long-standing fresh food platform have launched a long-lasting subsidy war since the end of the year with the mode of community group buying, which has also brought consumers the opportunity to buy vegetables at low prices or even free of charge.

Old brand fresh e-commerce can't bear the heavy burden of internal and external attacks

Generally speaking, raw materials of non-standard products such as agricultural products, aquatic products and seafood, such as freshness, weight and purchase price, are dynamically changing. Then, from sorting, warehousing, packaging, transportation, and finally to store and delivery, once there is a problem in a certain link, it will lead to a loss. It is necessary to ensure the quality and quantity of fresh e-commerce platform There must be certain requirements for the operation ability of the company.


However, no matter what type of fresh e-commerce, in order to strengthen their own competitive advantage in the subsequent development, they must control their commodity safety and quality more strictly.

Of course, the popularity of fresh e-commerce in 2020 has also attracted the attention of many old fresh e-commerce platforms, such as duodian dmall, Qilin xianpin, Xinfadi Zhangxian, Yipin Shengxian, daily Youxian, dingdong shopping and other platforms.

IPO is just the self hi of fresh platform?

Martin told us that the strength of IPO lies in the fact that the company's own story can match the real data, growth and expected return to investors.

If you look closely at the platforms that are said to be going on the market, such as daily Youxian, dingdong shopping and meicai.com, their operation modes are all forward warehouse modes. That is to say, the goods will be prepared in the community warehouse, and each warehouse will serve within 1-3km of the neighborhood, and the goods will be delivered quickly after consumers place an order. This model has always been questioned by the industry.

Relevant practitioners believe that the construction of front warehouse needs a lot of money. If we want to move the traditional distribution center in the suburbs closer to consumers, the rent will rise sharply. Moreover, it also has some problems, such as category width, unit price, gross profit margin and loss, which are difficult to overcome.

Looking at the actual market size of the whole fresh e-commerce, although the epidemic situation has continuously brought about the dual benefits of online migration of users' consumption behavior, and the community group purchase subsidies to cultivate users' online shopping habits, the coverage rate of fresh e-commerce is far less than the hot situation they present.

According to AI media consulting data, China's fresh e-commerce market will reach 162 billion yuan in 2019. It is estimated that the market scale of fresh e-commerce industry will reach 263.84 billion yuan in 2020. According to relevant data, the total retail sales of consumer goods in China in 2019 will be 41164.9 billion yuan, which shows that the fresh e-commerce market accounts for less than 0.4%. Traditional sales channels such as supermarkets and retail stores are still the mainstream of consumption.

In this case, the reason why the above fresh food e-commerce platforms are eager to seek listing may be more just to raise funds and ensure to maintain business advantages in the highly competitive fresh food distribution market.


Fresh e-commerce circuit is more and more crowded

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