1 thought on “From the essence, one of the fresh fresh industry: ecological chain”
Howard
Recently, I am a bit interested in the fresh fresh industry. From the perspective of users to the perspective of the so -called practitioners to investigate and analyze the overall development of the fresh fresh industry, and make some thinking in combination with themselves. Here I want to look at the fresh fresh industry from another perspective, that is, the 4P theory of marketing, because essentially a industry is not complicated. Existence is nothing more than a trading, a kind of exchange, then 4P is also applicable. I don't know much about my own understanding of the fresh fresh industry. It is simply thinking about my own thinking. Share it with everyone, for communication only.
The first part of this article, analyze the overall fresh fresh industry chain.
The picture above shows the supply chain of the 100 million European network. Fresh freshness refers to the collective name of the products of the products that are necessary to keep fresh and simply organize the shelves without cooking and production, and simply sorting the shelves. It mainly includes products such as fruits and vegetables, aquatic products, meat and poultry eggs, milk and dairy products, cooked food baking and other products. The producer refers to the front end of the supply chain such as orchard, vegetable garden, cattle, pig farm and other supply chains. That is, the original producer, the original product, and the product packaging are relatively simple, similar to farmers who grow vegetables or fishermen who are fishing, etc. They provide relatively early and primitive products.
2. Product manufacturers: For example, Jiawo Xinrong is committed to integrating global high -quality fruit resources, introducing the world's leading variety resources and planting technologies, providing optimal products and services, allowing consumers to enjoy Enjoy fresh fruits, improve the quality of health of the public, and promote the sustainable development of the Chinese fruit industry. This is an integrated processing;
is similar to Yili's processing of milk and packaged as a more standard product; n The ham sausage that is easy to transport and preserve;
Themid integration or deep processing treatment will be performed on the basis of producers.
3. Wholesalers: As a sales channel and intermediary, collect the finished products of producers or product manufacturers, and then wholesale to the following fresh merchants. The role.
4. Fresh merchants: The main direction of entrepreneurship and investment, including business Character, offline chain stores, retail merchants and fresh e -commerce companies. Essence
A: Large business super: Wal -Mart, Carrefour, China Resources Wanjia (Ewanjia), Dayunfa (Fei Niu.com), Yonghui Supermarket, Wumi, etc.; n B : Offline merchants: Baiguoyuan, Suzuo Group, Fruit and Vegetables, Fruit and Vegetables, Fruit Duo Mei, Fresh Fruit and other chain brands and retail merchants;
Platform type, B2C/F2C type, C2B/C2F type, O2O type and B2B type.
① Comprehensive platform type: It has traffic advantages and brand guarantees, but the platform itself does not directly participate in the procurement and distribution of fresh products. This type of platform represents Tmall Meow Xiansheng, Jingdong Fresh, No. 1 store, Su Xiansheng, Amazon, etc.;
Or third -party logistics delivery of goods is currently the largest number of fresh e -commerce fields, and has unique advantages in data management operations. On behalf of COFCO, I bought the network, Yiguo Fresh, Tiantian Orchards, Original Life, Daily Outstanding Fresh, SF preferred, EMS Speed Fresh, Suning "Su Xiansheng", Tongluo Industry Society, Liangshi.com, U. The housekeeper, the Guangming urban vegetable garden, the nourishing farmers spring, the rice heart, the two fresh nets, the fresh life, the three pounds, the farm brothers, the fresh straight, the fresh vegetables are coming, the fascinating farm, the fresh life, the taste network, the good , Panda is polite, the villagers are directly supply, the meaty meat, big mouth fish, cosmic fresh fruit, Niu Haha, Huaguo Mountain, Aunian e -commerce, Uncle Cat's sashimi, wild nongyou product R n ③ C2B/C2F type: With the help of the Internet to customize users 'demand for fresh products to meet consumers' personalized needs. At the same time, it is used for sales to ensure that there are fewer goods stored in the warehouse, and the damage rate is relatively low. C2B is mostly combined with O2O. On behalf of the enterprises, there are food and food, enjoy the food steward, the goods, the goods, the five hundred houses, the vegetable mesh, the one place, etc.;
④ O2O: the customer's online order, the service provider receives the order receiving the order After integrating the supply chain, the goods are transferred to the customer through a variety of terminals (courier parcels, self -lifting cabinets, convenience stores or commercial supermarkets). On behalf of the companies, the companies include Fresh Bee, Yixian, Xu Xian, CECELIFE, Wonderful Life, JD.com, Dmall, Life, Lechun, Fruit No. 1, Young Caijun (Llenging), My Kitchen, Fresh Pier, Binguo, Binguo Fruit, Brother Jing, Wanwei Forest, Renren Vegetable Field, Yijia Food Food, Heyjuice, Fast Health, Youguang, I am a farmer, strange orchard, one -grade family; Customers are catering merchants, hotels and other companies.代表企业有美菜网、宋小菜、饿了么“有菜”、优配良品、菜点点、雨润果蔬网、链菜、链农、小农女、一亩田、海上鲜、全球优冻品、 Hua Cai Finding Fish Net, Frozen Products, Shengyinghui, Flower Farm, Flower Fresh Fresh, Liangtian, Get Cai Ge, Xiaoyi.com, Cai Dumei, Frozen Products, Great Harvest, Farm Factory Exchange, Micro -Agricultural Interconnection, Micro -agricultural Interconnection, Micro Farmers Interconnection, Micro Farm Connect Vegetable library, minute ingredients, price price, food chain, fruit network, early easy point, Xiange.com, harvest man, dishes to bear, 俺 田 菜, easy to buy fruit and so on.
5. Warehousing and logistics: The easy -to -rot nature of fresh products requires cold chain logistics to ensure product quality. Although my country's cold chain logistics starts late, it has developed rapidly. Early B2C fresh e -commerce companies advocated self -built logistics, self -built logistics have their own supporting warehouses and their own standards for their own system. It has a good experience and easy control. The disadvantage is that the cost of establishing is too high, and small and medium -sized enterprises are often unable to build logistics. Select third -party logistics.
C: Third -party logistics: SF, Medica Logistics, Taikoo Cold Chain, Jiuwai, Black Dog, Biyi, Express Line, Yuantong, etc. R n 6. Consumers: including individuals, companies, families, etc.
The concepts of returning in fact, in fact, there are not so many concepts, and it is not so complicated, so it is necessary to briefly divide it here, which will be easier to understand.
For 4P, products, prices, channels, and promotions are actually a kind of buying and selling relationship. It simply draws a picture as a reference for understanding.
The analysis and feelings in combination with the fresh fresh industry:
1. Module matching
module [Product price] The corresponding focuses on the importance of more than ① Producer ② Manufacturer
B Module [Channel] The matching of matching is more focused on ③ Wholesaler ④ Fresh Fresh Merchants ⑤ Warehouse and Logistics It is ⑥ Consumer
C module [Promotion: persuasion] is the partial brain part of this entire link, which is mainly completed by ② manufacturer ④ fresh fresh merchants.
2. The six characters in the fresh fresh industry are not completely split
. JD.com is both a freshman and the role of warehousing logistics. This is a systematic project. Among them, fresh businesses and manufacturers play a very important coordination and leading role. They have the functions of the brain. The most intense competition is often these two characters;
3. The fresh fresh industry is used as food as food Industry, product quality is the key and foundation
The freshness industry is different from ordinary fast -moving consumer goods. The quality may not be so different. Food quality and quality are the foundation. It also includes channel services and experiences, which is a comprehensive scoring. For example, the fast and slow logistics is also a very important factor. On this basis, it is the promotion, how to attract more users to buy, so as a merchant as a merchant, it is a merchant. In the end, we must first find a way to build your own product services to ensure that you can provide useful and competitive services. With this foundation, packaging and publicity will be relatively easy. It is better to be stable before the quality and supply chain are not perfect. Otherwise, the huge passenger flow may lead to the disaster. This did not have never appeared.
4. Fresh merchants are not just online competition, but overall competition
Because online merchants are better at marketing, it may be mistaken for online It is the main competitive target, but in fact, the supermarket and fruit shop may be online and offline. They should consider the essence of "eating". Competitors, if that's just grasping the surface, it is easy to run off. Users whether you are online or offline, but where is it better, more convenient, and more affordable.
5. A high -risk blue ocean in the fresh fresh industry
Fresh is an industry that is just needed and purchased frequently, but it is also a high logistics cost, but the customer unit price is not It is very high and has high requirements for transportation time and quality, so it is opportunities and risks to coexist. At present, there are not many profitable companies. Now they are at a relatively embarrassing level.
This is written so much first, and the next article will be written.
Recently, I am a bit interested in the fresh fresh industry. From the perspective of users to the perspective of the so -called practitioners to investigate and analyze the overall development of the fresh fresh industry, and make some thinking in combination with themselves. Here I want to look at the fresh fresh industry from another perspective, that is, the 4P theory of marketing, because essentially a industry is not complicated. Existence is nothing more than a trading, a kind of exchange, then 4P is also applicable. I don't know much about my own understanding of the fresh fresh industry. It is simply thinking about my own thinking. Share it with everyone, for communication only.
The first part of this article, analyze the overall fresh fresh industry chain.
The picture above shows the supply chain of the 100 million European network. Fresh freshness refers to the collective name of the products of the products that are necessary to keep fresh and simply organize the shelves without cooking and production, and simply sorting the shelves. It mainly includes products such as fruits and vegetables, aquatic products, meat and poultry eggs, milk and dairy products, cooked food baking and other products. The producer refers to the front end of the supply chain such as orchard, vegetable garden, cattle, pig farm and other supply chains. That is, the original producer, the original product, and the product packaging are relatively simple, similar to farmers who grow vegetables or fishermen who are fishing, etc. They provide relatively early and primitive products.
2. Product manufacturers: For example, Jiawo Xinrong is committed to integrating global high -quality fruit resources, introducing the world's leading variety resources and planting technologies, providing optimal products and services, allowing consumers to enjoy Enjoy fresh fruits, improve the quality of health of the public, and promote the sustainable development of the Chinese fruit industry. This is an integrated processing;
is similar to Yili's processing of milk and packaged as a more standard product;
n The ham sausage that is easy to transport and preserve;
Themid integration or deep processing treatment will be performed on the basis of producers.
3. Wholesalers: As a sales channel and intermediary, collect the finished products of producers or product manufacturers, and then wholesale to the following fresh merchants. The role.
4. Fresh merchants: The main direction of entrepreneurship and investment, including business Character, offline chain stores, retail merchants and fresh e -commerce companies. Essence
A: Large business super: Wal -Mart, Carrefour, China Resources Wanjia (Ewanjia), Dayunfa (Fei Niu.com), Yonghui Supermarket, Wumi, etc.;
n B : Offline merchants: Baiguoyuan, Suzuo Group, Fruit and Vegetables, Fruit and Vegetables, Fruit Duo Mei, Fresh Fruit and other chain brands and retail merchants;
Platform type, B2C/F2C type, C2B/C2F type, O2O type and B2B type.
① Comprehensive platform type: It has traffic advantages and brand guarantees, but the platform itself does not directly participate in the procurement and distribution of fresh products. This type of platform represents Tmall Meow Xiansheng, Jingdong Fresh, No. 1 store, Su Xiansheng, Amazon, etc.;
Or third -party logistics delivery of goods is currently the largest number of fresh e -commerce fields, and has unique advantages in data management operations. On behalf of COFCO, I bought the network, Yiguo Fresh, Tiantian Orchards, Original Life, Daily Outstanding Fresh, SF preferred, EMS Speed Fresh, Suning "Su Xiansheng", Tongluo Industry Society, Liangshi.com, U. The housekeeper, the Guangming urban vegetable garden, the nourishing farmers spring, the rice heart, the two fresh nets, the fresh life, the three pounds, the farm brothers, the fresh straight, the fresh vegetables are coming, the fascinating farm, the fresh life, the taste network, the good , Panda is polite, the villagers are directly supply, the meaty meat, big mouth fish, cosmic fresh fruit, Niu Haha, Huaguo Mountain, Aunian e -commerce, Uncle Cat's sashimi, wild nongyou product R n
③ C2B/C2F type: With the help of the Internet to customize users 'demand for fresh products to meet consumers' personalized needs. At the same time, it is used for sales to ensure that there are fewer goods stored in the warehouse, and the damage rate is relatively low. C2B is mostly combined with O2O. On behalf of the enterprises, there are food and food, enjoy the food steward, the goods, the goods, the five hundred houses, the vegetable mesh, the one place, etc.;
④ O2O: the customer's online order, the service provider receives the order receiving the order After integrating the supply chain, the goods are transferred to the customer through a variety of terminals (courier parcels, self -lifting cabinets, convenience stores or commercial supermarkets). On behalf of the companies, the companies include Fresh Bee, Yixian, Xu Xian, CECELIFE, Wonderful Life, JD.com, Dmall, Life, Lechun, Fruit No. 1, Young Caijun (Llenging), My Kitchen, Fresh Pier, Binguo, Binguo Fruit, Brother Jing, Wanwei Forest, Renren Vegetable Field, Yijia Food Food, Heyjuice, Fast Health, Youguang, I am a farmer, strange orchard, one -grade family; Customers are catering merchants, hotels and other companies.代表企业有美菜网、宋小菜、饿了么“有菜”、优配良品、菜点点、雨润果蔬网、链菜、链农、小农女、一亩田、海上鲜、全球优冻品、 Hua Cai Finding Fish Net, Frozen Products, Shengyinghui, Flower Farm, Flower Fresh Fresh, Liangtian, Get Cai Ge, Xiaoyi.com, Cai Dumei, Frozen Products, Great Harvest, Farm Factory Exchange, Micro -Agricultural Interconnection, Micro -agricultural Interconnection, Micro Farmers Interconnection, Micro Farm Connect Vegetable library, minute ingredients, price price, food chain, fruit network, early easy point, Xiange.com, harvest man, dishes to bear, 俺 田 菜, easy to buy fruit and so on.
5. Warehousing and logistics: The easy -to -rot nature of fresh products requires cold chain logistics to ensure product quality. Although my country's cold chain logistics starts late, it has developed rapidly. Early B2C fresh e -commerce companies advocated self -built logistics, self -built logistics have their own supporting warehouses and their own standards for their own system. It has a good experience and easy control. The disadvantage is that the cost of establishing is too high, and small and medium -sized enterprises are often unable to build logistics. Select third -party logistics.
A: Platform self -employed: Cainiao, JD.com, Amazon, Suning, etc.;
B: Enterprise self -employed: Anxianda, Weite, Xian Suida, SF, EMS, EMS , Shuanghui, Daily Fresh, etc.;
C: Third -party logistics: SF, Medica Logistics, Taikoo Cold Chain, Jiuwai, Black Dog, Biyi, Express Line, Yuantong, etc. R n
6. Consumers: including individuals, companies, families, etc.
The concepts of returning in fact, in fact, there are not so many concepts, and it is not so complicated, so it is necessary to briefly divide it here, which will be easier to understand.
For 4P, products, prices, channels, and promotions are actually a kind of buying and selling relationship. It simply draws a picture as a reference for understanding.
The analysis and feelings in combination with the fresh fresh industry:
1. Module matching
module [Product price] The corresponding focuses on the importance of more than ① Producer ② Manufacturer
B Module [Channel] The matching of matching is more focused on ③ Wholesaler ④ Fresh Fresh Merchants ⑤ Warehouse and Logistics It is ⑥ Consumer
C module [Promotion: persuasion] is the partial brain part of this entire link, which is mainly completed by ② manufacturer ④ fresh fresh merchants.
2. The six characters in the fresh fresh industry are not completely split
. JD.com is both a freshman and the role of warehousing logistics. This is a systematic project. Among them, fresh businesses and manufacturers play a very important coordination and leading role. They have the functions of the brain. The most intense competition is often these two characters;
3. The fresh fresh industry is used as food as food Industry, product quality is the key and foundation
The freshness industry is different from ordinary fast -moving consumer goods. The quality may not be so different. Food quality and quality are the foundation. It also includes channel services and experiences, which is a comprehensive scoring. For example, the fast and slow logistics is also a very important factor. On this basis, it is the promotion, how to attract more users to buy, so as a merchant as a merchant, it is a merchant. In the end, we must first find a way to build your own product services to ensure that you can provide useful and competitive services. With this foundation, packaging and publicity will be relatively easy. It is better to be stable before the quality and supply chain are not perfect. Otherwise, the huge passenger flow may lead to the disaster. This did not have never appeared.
4. Fresh merchants are not just online competition, but overall competition
Because online merchants are better at marketing, it may be mistaken for online It is the main competitive target, but in fact, the supermarket and fruit shop may be online and offline. They should consider the essence of "eating". Competitors, if that's just grasping the surface, it is easy to run off. Users whether you are online or offline, but where is it better, more convenient, and more affordable.
5. A high -risk blue ocean in the fresh fresh industry
Fresh is an industry that is just needed and purchased frequently, but it is also a high logistics cost, but the customer unit price is not It is very high and has high requirements for transportation time and quality, so it is opportunities and risks to coexist. At present, there are not many profitable companies. Now they are at a relatively embarrassing level.
This is written so much first, and the next article will be written.