the first part of this article is to analyze the whole fresh food industry chain.
The above picture shows Yiou. com combing the supply chain of the whole industry as a reference.
It is mainly divided into six roles:
1. Producer: Fresh refers to the primary products that are sold without cooking, making and other deep processing processes, and only need to be kept fresh and simply put on the shelves, as well as goods such as bread and cooked food that are processed on the spot. It mainly includes fruits and vegetables, aquatic products, meat and eggs, milk and dairy products, cooked food baking and other products. Producers refer to the forefront of the supply chain such as orchards, vegetable gardens, cattle and pig farms. That is to say, the most elementary producers, whose original products and commodity packages are relatively simple, are similar to farmers who grow vegetables or fishermen who fish, etc., and they provide relatively early and original products.
2. Product manufacturers: For example, Jiawo Xinrongmao is committed to integrating the world's high-quality fruit resources, introducing the world's leading variety resources and planting techniques, and providing the best products and services, so that consumers can enjoy fresh fruits, improve the public's healthy living quality, and promote the sustainable development of fruit industry in China. This is an integration process;
similar to Yili's processing of milk, it is packaged into more standard products;
The meat products are processed by Shuanghui and packaged into ham sausages which are easier to transport and store;
this will carry out scale integration or deep processing on the basis of producers.
3. wholesaler: as a sales channel and intermediary, it collects the finished products of producers or product manufacturers, and then wholesales them to the following fresh merchants, without further processing the products, but only plays the role of distribution.
4. Fresh merchants: At present, the main directions of entrepreneurship and investment, including supermarkets, offline chain stores, retail merchants and fresh e-commerce, are biased towards marketing and operation, and focus on the role of "brain".
A: large supermarkets: Wal-Mart, Carrefour, CR Vanguard (Ewan), RT Mart (flying cow net), Yonghui Supermarket, Wumart, etc.
B: offline merchants: chain brands and retail merchants such as Baiguoyuan, Su Guo Group, Good Fruit and Vegetable, Duomei Fruit and Xianfeng Fruit;
C: fresh e-commerce: it can be classified into integrated platform type, B2C/F2C type, C2B/C2F type, O2O type and B2B type.
① comprehensive platform type: it has flow advantage and brand guarantee, but the platform itself does not directly participate in the procurement and distribution of fresh products. Representatives of such platforms include Tmall Miao Xiansheng, JD.COM Xiansheng, No.1 Store, Su Xiansheng, Amazon, etc.
②B2C/F2C type: users place orders online, and the goods are delivered from the merchant warehouse, and the goods are delivered through self-built or third-party logistics, which is the largest in the field of fresh e-commerce at present and has unique advantages in data management and operation. Representative enterprises include COFCO Womaiwang, Yiguo Fresh, Tiantian Orchard, Original Life, Daily Fresh, SF Express, EMS Jisu Fresh, Suning Su Xiansheng, Tuotuo Industrial Society, Liangshi Net, U shopkeeper, Guangming Vegetable Manager, Guangming Urban Garden, Zinong Spring, Fanxin, Liangxian Net, Fresh Life, Laisanjin, Peasant Brothers, Fresh Direct, Fresh Vegetables.
③C2B/C2F model: With the help of the Internet, the user's demand for fresh products is customized to meet the individual needs of consumers. At the same time, the goods stored in the warehouse are guaranteed to be less and the decay rate is relatively low. C2B is mostly combined with O2O. On behalf of enterprises, there are fresh food, excellent food, good goods, 5 stores, food baskets, one place blindly and so on;
④O2O type: customers place orders online, service providers integrate the supply chain after receiving the orders, and deliver the goods to customers through various terminals (express parcels, self-filing cabinets, convenience stores or supermarkets). Representative enterprises include Aixian Bee, Yimixian, Xuxian, CeCeLife, Miao Life, JD.COM Daojia, Dmall, Le Life, Le Chun, Fruit No.1, Qingnian Caijun (liquidated), my kitchen, fresh wharf, Binguo Fruit, jing elder brother, Wanweilin, Renren Food Market, Yijia Food Club, HeyJuice, Kuaijian, Youguocang and me.
⑤B2B type: the target customers are catering businesses, hotels and other enterprises. Representative enterprises include Meicai. com, Songxiaocai, Youcai when hungry, Youpeiliangpin, Diandian, Yurun Fruit and Vegetable Network, Chain Vegetable, Chain Farmer, Small Peasant Girl, One-acre Field, Seafood Fresh, Global Excellent Frozen Products, Huacai Fishing Net, Frozen Products Finding Network, Shengyinghui, Flower Market, Jinxiu Fresh Food, Liangtian, Vegetable Delivery Brother, Xianyi.com, Vegetable.
5. warehousing and logistics: the perishable nature of fresh products requires cold chain logistics to ensure product quality. Although China's cold chain logistics started late, it developed rapidly. Early B2C fresh e-commerce advocates self-built logistics, which has its own supporting warehouses and self-contained standards. It has a good experience and is easy to control. The disadvantage is that the establishment cost is too high, while small and medium-sized enterprises often have no ability to build their own logistics and choose third-party logistics.
A: the platform is self-operated: rookie, JD.COM, Amazon, Suning, etc.
B: enterprises are self-employed: Anxianda, Weite, Xiansuda, Shunfeng, EMS, Shuanghui, Daily Fresh, etc.
C: third-party logistics: SF Express, Intercooling Logistics, Swire Cold Chain, Jiuju, Black Dog, Biyi, Express Line, Yuantong, etc.
6. Consumers: including individuals, companies, families, etc.
For many things, in fact, regression does not have so many concepts and is not so complicated, so we need to make a brief subdivision here, which will make it easier to understand.
for 4ps, products, prices, channels and promotions are actually a kind of buying and selling relationship. Let's draw a simple picture as a reference.
There are some analysis and thoughts on the combination of fresh food industry:
1. Module matching
A module products+prices are biased towards ① producers+② manufacturers
B module channel matching is biased towards ③ wholesalers+④ fresh food merchants+⑤ warehousing and logistics
Buyers are matched with ⑤ consumers
C module promotion: persuasion is the partial part of this whole link, mainly by ②.
2. The six roles of fresh food industry are not completely separated.
For example, JD.COM is both a fresh food merchant and a warehouse logistics, which is a systematic project, in which fresh food merchants and manufacturers play a very important coordinating and leading role, and have the functions of brains, and the two roles are often the most competitive;
3. As a food industry, product quality is the key and foundation.
Fresh food industry is different from ordinary fast-moving consumer goods, and there may not be such a big difference in quality. Food quality and quality are the foundation of everything. This quality includes the product itself, as well as the service and experience of the channel. It is a comprehensive score. For example, the speed of logistics is also a very important factor, and promotion is based on this. Is how to attract more users to buy, so as a merchant, we must first find ways to build our own products and services to ensure that we can provide useful and competitive services. With this foundation, packaging and publicity will be much easier, and the repeat purchase rate will be guaranteed. It is better to be stable before the product quality and supply chain are perfected, or the huge passenger flow may lead to disaster. This has not happened before.
4. Fresh merchants are not just online competition, but overall competition
Because online merchants are better at marketing, they may mistakenly think that online is the main competitor, but in fact, supermarkets and fruit shops may be online, so we should consider it from the essence of "eating", rather than saying that online merchants are my competitors. If that happens, it will only catch the surface.
5. Fresh food industry is a high-risk blue ocean
Fresh food is an industry that is just needed and frequently purchased, but it is also an industry with high logistics cost, but not high customer unit price, and high requirements on transportation time and quality, so opportunities and risks coexist. At present, there are not many profitable companies, and now it is at an embarrassing level.
write so much for this one first, and then write the next one.