Fresh e-commerce has been repeatedly laid off.

Fresh e-commerce has been repeatedly laid off.

Fresh e-commerce companies have laid off employees, and 20 12 is the first year of fresh e-commerce. However, the fresh platform spawned by the epidemic began to decline on 202 1, either laying off employees or stopping operation. Fresh e-commerce has been repeatedly laid off.

Fresh e-commerce has been repeatedly laid off 1 Recently, bad news has frequently come from the fresh e-commerce track.

65438+ 10/2, according to the report of Fenghuang. com, on the eve of listing in Hong Kong, the Meicai.com headquarters was moved and 40% of its employees were laid off. One of the employees said that Meicai.com was laying off staff.

Coincidentally, another fresh e-commerce company, Ding Dong, has also experienced a massive layoffs. According to Sina Technology, some employees said that compared with the peak period, the company lost tens of thousands of people. Dante Dong responded that the news was untrue, without factual basis and rigorous data sources, and individual job changes in the company were normal organizational resource adjustments.

However, looking at the fresh e-commerce in the past year, "burning money", "financing" and even "closing down" have become unavoidable labels. With the daily listing of U.S. stocks, the net loss in the first three quarters of 200210.70 billion, and the net loss of Ding Dong's grocery shopping in the same period also reached 5.333 billion yuan. The listed Qiancang duo suffered heavy losses, while the remaining waist-tailed players, such as Guo Yi Fresh Food, Tongcheng Life Insurance and Radish, declared bankruptcy and withdrew from the competition.

Some analysts believe that the main difficulty facing the fresh e-commerce market lies in the difficulty of profitability. On the one hand, the increase of customer unit price has reached the bottleneck, on the other hand, the existing supply chain model has also encountered difficulties in further reducing costs. For now, the fresh e-commerce track has not yet run out of the real winner.

American food, Ding-dong bought food and was trapped in layoffs.

In the fresh e-commerce industry, which began to encounter cold in the second half of last year, news of layoffs came from time to time. This time, it is American food and food.

According to reports, some suspected American food employees. Com broke the news on social platforms. After 50% layoffs last time, the Beijing headquarters of American cuisine laid off another 40%. In addition, the Meicai.com headquarters, which was originally located in Yintai Shopping Mall in Wangfujing, Beijing, has now moved to the vicinity of Beijing Railway Station.

A retired employee in Meicai.com said that Meicai.com has been laying off employees, and some business directors and product directors have been laid off some time ago.

At the beginning of September last year, the interface reported American food. Com layoffs, shrinking business scope, Chengdu R&D Center was abolished as a whole. The technical departments such as product R&D, business departments such as procurement and sales, and financial departments of Beijing headquarters all laid off 50% or more employees.

The personnel involved include not only new employees, but also middle and senior leaders at the secondary level and above. "Some departments only keep one leader."

At the same time, an internal email showed that, corresponding to layoffs, Meicai.com's business contracted simultaneously, some cities closed their services and large areas merged.

At that time, Meicai.com responded that the company will carry out normal organizational adjustment and optimization in the past, present and future, and constantly improve organizational efficiency and professional ability, while all business cities of American cuisine are operating normally.

Meicai.com didn't respond to the recent rumors of layoffs, but news shows that the company is preparing to go public.

65438+1October 12, according to media reports, Meicai.com has decided to apply for listing on HKEx, and the delivery form is expected to be made public in the first half of 2022. It is reported that Meicai.com has appointed CICC, Citigroup and Nomura to take charge of listing, and it is estimated that it will raise 300-500 million US dollars (about 2.34-3.9 billion Hong Kong dollars).

According to the survey of Tianyan, Meicai.com has had eight rounds of financing since 20 14, and the accumulated financing amount has exceeded 125 billion USD. The latest one was the E round of 20 18 and above, with an amount of US$ 600 million and a corresponding valuation of about US$ 7 billion. Investors are Tiger Global Fund and Gaoyou Capital.

Since then, Meicai.com has not announced public financing. In the middle and late period of 20 19, some media reported that Meicai.com's new round of financing failed and its capital chain was tight, but it was denied by its founder and CEO Liu Chuanjun.

There has been no public financing for more than three years, and the transformation of Meicai.com is not optimistic. From the perspective of business model, American cuisine that emphasizes assets and self-management can't compete with Internet giants such as Meituan and Pinduoduo at the C end, while players such as Meituan Kuailv and Haidilao Shu Hai are constantly joining at the B end. It is predicted in the industry that Meicai.com will attack the capital market in a big way to seek blood supply after several senior executives leave their jobs and the C-end business fails to be promoted through JD.COM.

Ding Dong, which has been listed, has not escaped the fate of layoffs or "organizational adjustment".

On June 29th, 20021year, Ding Dong bought vegetables and landed on NYSE after the raised funds decreased by more than 70%. On the second day of listing, the stock price once rushed to $46, but now it has been "halved" compared with the issue price of $23.5. Before the US stock market closed at 65,438+10/3, Ding Dong's share price of groceries closed at 1 1.32 USD, with a market value of 2.672 billion USD.

Behind the sharp drop in market value, Ding Dong's grocery shopping has been in a state of huge losses. According to the financial report disclosed in 1 1 last June, the company's revenue in the third quarter of 200210.90 billion yuan, up11%year-on-year; However, the net loss was as high as 2.065438 billion yuan, compared with 829 million yuan in the same period last year.

In the long run, the accumulated loss of buying vegetables for three years has exceeded10 billion. In 20 19, its net loss was 187 billion yuan, while in 2020, its net loss was 3 180 billion yuan; In 20021three quarters, the net losses were 654.38+0.38 billion yuan, 654.38+0.94 billion yuan and 20/kloc-0.0 billion yuan respectively.

After the financial report, in February, 2002165438, news of layoffs came out when Ding Dong was shopping. Some employees said that the proportion of layoffs in core departments such as procurement, algorithms and technology ranged from 20% to 50%. At that time, the company responded that individual changes were small-scale normal organizational resource adjustments.

However, there have been more and more news about the company's layoffs recently. According to Sina Technology, an employee who was certified as Ding Dong to buy vegetables revealed on social media that Ding Dong has started to lay off employees, with 50% purchasing, 30% algorithm, 30% operation and 10%-20% recruitment. Among the targets of layoffs, probationary employees have become the hardest hit areas. "The probation period is 6 months, and layoffs will begin in the last month. I also want to try not to give compensation. "

Under the layoffs of several positions, some internal employees said that the company had lost tens of thousands of people, and in addition, employees in the former warehouse service station were forced to take unpaid leave.

In this regard, on June 5438+1October 65438+March 3, Ding Dong responded that individual job changes were the normal adjustment of the company's organizational resources, and the business is running normally at present. At the same time, there is no compulsory unpaid leave for employees in front-line positions, and reasonable adjustments will be made according to the work situation on the spot, especially the wishes and work intensity of employees.

However, some commentators said that after denying layoffs, Ding Dong still faced the core torture of buying food. How long will it take?

A new round of shuffling kicked off

Compared with layoffs and business contraction, those fresh e-commerce companies that have already left the market have a more tragic ending.

20211kloc-0/On October 20th, Delobo App announced that it would suspend its service. According to the announcement, due to the failure of Anhui Caicai E-Commerce Co., Ltd. to introduce restructuring investors, Caicai Company will immediately stop its business, Delobo App will stop providing services to consumers, offline stores will stop their business and will be closed in the near future.

"Our expectations and demand for growth are too high, underestimating the speed of burning money, leading to excessive consumption. This is where we used it wrong. " Li Yang, the founder of Radish, reflected that the company fell on the issue of financing.

It is understood that from 65438+20201October 23, the big radish entered the bankruptcy reorganization procedure. After nearly 2 1 month's struggle, the company stopped all procurement, sales, payment, revenue and other businesses, trying to introduce new investors, but finally came to a standstill.

As early as July 2002 1 year, Tongcheng life insurance, once valued at $ kloc-0/billion, had to declare bankruptcy, "because of poor management, despite a lot of efforts."

In addition, Orange Heart preferred to shrink in a large area, the tenth club fell into a crisis of layoffs and bankruptcy, and its B2B food distribution platform "Youcai" stopped operating for five months. Among the remaining players, there are fresh brands owned by Internet giants such as Ali, Pinduoduo and Meituan, and there are also survivors such as Ding Dong Shopping Network and Daily Fresh.

However, the survivors also had a hard time, and a new shuffle began.

At the end of last year, Boxma Xiansheng, a subsidiary of Alibaba, offered a "bargain" in Shanghai, Ding Dong's grocery shopping base, which was interpreted by the industry as "declaring war on Ding Dong's grocery shopping". It is reported that the price reduction of box horse covers 59 fresh box horse stores in Shanghai and 2 1 mini box horse stores and users in its surrounding areas, and the activity will last until the end of the year.

The screenshot of the outgoing circle of friends shows that Liang Changlin, founder and CEO of Ding Dong Shopping, shouted from a distance that he was actively fighting. "The biggest dream of the second child is to fight with the boss."

Box Ma Xiansheng responded that the price reduction of "nail cutting" is not "cutting bite", but giving back to consumers and resolutely reducing prices. Hou Yi, president of Box Horse Business Group, also said in the WeChat circle of friends that since its establishment, Box Horse has never conducted a price war and has always pursued a value war. In the face of fierce competition in the fresh food industry, box horses also have the ability to fight price wars.

According to industry insiders, under the unspoken rule of "the leftover is king" in the era of consumer Internet, fresh e-commerce can't escape the fate of price war and burning money for traffic before finding a more suitable gameplay, which is also one of the factors that the whole industry has repeatedly lost money.

Cheng Qi, an analyst at Toubao Research Institute, believes that after this price war, fresh e-commerce players will reflect on whether the existing supply chain model is feasible and whether the existing business strategy violates the original intention of fresh e-commerce. The direct result is that a number of enterprises have fallen, and the development focus of the industry has returned to the essence of better serving consumers and meeting their needs.

However, what is embarrassing is that after the financing market is cold, for some players, burning money for the market for a long time may be unsustainable. Statistics show that most industry participants have limited "hematopoietic" ability. According to the statistics of China E-commerce Research Center, there are more than 4,000 fresh e-commerce entrants in China, of which only 4% have flat revenue, 88% are in a loss state, and only 1% are ultimately profitable.

Take Ding Dong in the first echelon as an example. In the Q3 financial report of 20021,the company's book capital accumulated to 68 17 billion yuan, and the cash and cash left after excluding short-term investments was only 3.098 billion yuan, but the corresponding accounts payable in current liabilities was 2.797 billion yuan, short-term loans were 27 18 billion yuan, and wages and benefits payable were 208 million yuan.

This also means that after paying employees' wages and suppliers' money, Ding Dong does not have much spare capacity to subsidize the price war.

Try actively and get closer to profit.

"It is not difficult for fresh e-commerce to burn money on a large scale, but it doesn't make any sense. In the knockout rounds from 100 billion to100 billion, those players whose business cannot achieve profit growth will become more and more difficult to operate. " In April, 2020, an internal letter from Xú Zhēng, the founder of Daily Youxian, pointed to the pain point of the industry.

Nevertheless, after several rounds of fierce fighting in the early stage, existing players have accumulated a certain amount in logistics and supply chain infrastructure construction, brand building and customer acquisition, but no enterprise has yet entered a stable profit period.

There are many reasons, such as high natural loss rate of fresh products, non-standardization, low gross profit of vegetables, and the need for terminal redistribution, which naturally increases the cost; In addition, factors such as consumer price sensitivity and bottleneck of customer unit price increase determine that fresh e-commerce is a very difficult business to make money.

Ding Dong's grocery financial report shows that the gross profit margin of 202 1Q3 company is 18.2%, while the comprehensive expense ratio is 50.9% in the same period, corresponding to the performance cost of GMV 0.33 yuan. Therefore, in the third quarterly report, Ding Dong put forward a strategic shift of "giving priority to efficiency and giving consideration to scale" and abandoned the previous expansion goal.

Judging from the current situation, every family is trying to improve the gross profit margin or reduce the performance cost.

One is to bypass middlemen and increase the proportion of direct mining. According to statistics, the proportion of fresh direct mining is above 90%. Or directly build your own place of origin and "grow vegetables in the fields" yourself. Ding Dong invested more than 654.38 billion yuan to build a self-operated vegetable field in the suburbs of Shanghai.

The second is to expand the categories of goods and increase the unit price of customers. For example, by expanding the sales of ready-made dishes, new tea drinks, healthy snacks and other fast-moving products with higher added value.

The third is to reduce the performance cost under the tropic of cancer. On the first working day in 2022, Hou Yi, CEO of Box Horse, issued an internal mail saying that Box Horse Fresh Food has been upgraded from "online development as the mainstay, supplemented by offline development" to a two-wheel strategy of "online and offline development".

According to industry analysis, the significance of this move is that letting consumers spend money in stores can not only achieve a better processing service experience, but also save the delivery cost of online orders.

But the effect of these attempts seems to be difficult to assert at present. The important thing is not to fall down before making a profit.

Fresh e-commerce companies have laid off employees. There are four things in life, and "food" is undoubtedly the most important. At the moment when "what to eat today" has gradually become a philosophical issue, many young people are troubled by problems such as "difficult to buy food" and "expensive to buy food".

20 12 is the first year of fresh e-commerce. 20 14, the rise of community group buying, 20 17, has undergone great changes. Later, with the help of the east wind of the Internet, fresh e-commerce became the "darling" sought after by capital, especially after the giants began to fight with community freshness.

The epidemic has ushered in the second spring for domestic fresh e-commerce, and the entry of capital has promoted this track to usher in an unprecedented development opportunity. What's worse, it has gone to the secondary market and reached its peak.

However, in 20021year, the fresh platform spawned by the epidemic began to decline, either laying off employees or stopping operations.

At the beginning of the new year in 2022, the once prosperous community group buying players once again ushered in a declining day!

Not long ago, delicious food. Com, which once competed with Tiantian Youxian and Ding Dong for the news of "the first share of fresh e-commerce", was once again exposed to the news of layoffs and the relocation of its headquarters.

Fresh e-commerce capital ebbs, and how can American dishes that have not been financed for three years be "beautiful"?

Does the wave of layoffs impact the fresh e-commerce industry?

Recently, bad news has frequently come from the fresh e-commerce track.

65438+ 10 13, Ding Dong bought vegetables and boarded the "big layoffs" hot search. However, for this layoff, Ding Dong's grocery stores and their employees have their own opinions.

According to China Times, a number of netizens who have been certified as Ding Dong's grocery shopping employees revealed on social platforms that Ding Dong's grocery shopping has started to lay off employees, and the departments of procurement, algorithm, operation and recruitment will lay off 20% to 50%.

Ding Dong responded that the news was untrue, without factual basis and strict data sources, and individual job changes of the company were normal organizational resource adjustments.

Coincidentally, just the day before, another fresh e-commerce company laid off employees on a large scale, and even the headquarters moved!

On June 5438+10/2, news of layoffs came from Meicai.com, a fresh e-commerce platform.

Recently, a suspected Meicai.com employee said on the social platform that after 50% layoffs last time, American Food's Beijing headquarters has laid off 40% employees, according to Phoenix.com technology.

In addition, the Meicai.com headquarters, which was originally located in Yintai Shopping Mall in Wangfujing, Beijing, has now moved to the vicinity of Beijing Railway Station.

Another Meicai.com employee who has left the company said that Meicai.com has been laying off employees, and some business directors and product directors have been laid off some time ago: "The director-level employees are fine, and some basic business personnel have been forced to cancel their contracts and talk about it on the same day."

Good food. Com has not yet responded to the above situation.

Compared with daily fresh shopping, Meicai.com's popularity is not high, but good things don't go out, and bad things spread thousands of miles. After the last thunderstorm in September, Meicai.com has become a celebrity in the field of fresh food.

Last September, Meicai.com's Beijing headquarters laid off 50% of its staff, and services in some cities were closed.

According to the previous report of the interface, an internal email showed that the technical departments such as product research and development, business departments such as procurement and sales, and financial departments of Beijing headquarters are all facing more than 50% layoffs.

In addition, Chengdu R&D American Food Center will be abolished as a whole, services in some cities will be closed, and large regions will be merged.

Throughout the fresh e-commerce in the past year, "burning money", "financing" and even "closing down" have become unavoidable labels.

U.S. stocks are listed every day, and the net loss in the first three quarters of 200210.70 billion, and the net loss of Ding Dong's grocery shopping in the same period also reached 5.333 billion yuan. The two leading bosses who have been listed have suffered big losses, and the rest have no giant support. After the waist and tail players had no blood, they declared bankruptcy and withdrew from the competition.

You know, the fresh track is a long track. In this long battle, all players have to cross the retail death valley.

On this road, everyone needs long-term competition, and whoever can stay until the end is the so-called "the last one is king"!

No longer obsessed with the "bleeding" of seeking large-scale expansion, financing listing has become an important means for fresh e-commerce players to "stop bleeding", because financing can't keep up with the speed of burning money will only be a dead end.

Before the news of layoffs broke out, rumors of Meicai.com's listing continued.

65438+ 10/2, some media reported that Meicai.com plans to submit an application for listing in Hong Kong in the first half of this year, and has selected investment banks to prepare listing details;

It is reported that Meicai.com has appointed CICC, Citigroup and Nomura to take charge of listing, and it is estimated that it will raise 300-500 million US dollars (about 2.34-3.9 billion Hong Kong dollars).

In fact, the IPO "wind" from Meicai.com has been going on for some time.

As early as the second half of 20 19, there were rumors that Meicai.com's new round of financing failed, which led to a tight capital chain, but this news was later denied by Liu Chuanjun, CEO of Meicai.com. ..

In July 2020, RoyceWong, the former CFO of Fosun Group, joined Meicai.com as CFO, which was regarded as a prelude to the listing of Meicai.com ... However, Meicai.com later denied the news, saying that RoyceWong's participation had nothing to do with the listing. However, only half a year after RoyceWong joined Meicai. Com, the news of leaving the company came out.

Last May, it was reported that Meicai.com would go to the United States for IPO again, and planned to raise $500 million. According to people familiar with the matter, Meicai.com is working with financial advisers on a potential IPO.

Meicai.com declined to comment, but it was clear that Meicai.com was in a hurry!

Because, in the past three years, this B2B fresh e-commerce platform has experienced many pains, such as the resignation of several senior executives, the failure of 2C business to promote itself through JD.COM, multiple rounds of mass layoffs and several transformations.

According to public information, American food. Com was established on 20 14, as a service platform of fresh food supply chain, providing catering procurement services for nearly100000 vegetable shops and restaurants nationwide, and providing distribution services for individual household users the year before last.

Since its establishment, Meicai.com has always been a "star enterprise" in the eyes of capital.

In just four years, eight rounds of financing have been completed, with a total financing of nearly 10 billion. Investors include well-known investment institutions such as Shunwei Capital, Zhenge Fund and Gaoyao Capital.

Its latest financing took place on June 20 18 and 10. At that time, Meicai.com was invested by Tiger Global and Gao Yan Capital, with a valuation of over $7 billion.

However, since then, there has been no new public financing for American cuisine. Now, it is from the IPO plan of Mei Cai. Is com related to the recent tight capital chain?

Early, delicious food. Com quickly opened the door to selling vegetables online with capital, trying to seize the "first fresh goods" but the result was not ideal.

In the Internet 3.0 era, young people no longer enter the vegetable market, and the position of the traditional catering supply chain is in jeopardy. The eyes of capital gradually turned to Meicai.com and other emerging catering supply chain service providers.

The new catering supply chain industry is in the ascendant, and it has rapidly changed from an uninhabited place to a blue ocean.

In 2020, as many as 14 platforms in the domestic fresh e-commerce field have obtained financing, with the total financing exceeding13.65 billion yuan.

If nothing happens, the fresh e-commerce market of 202 1 will continue to be chased by capital in 2020. However, the fresh e-commerce track was shuffled and eliminated, and the problem of burning money was not solved.

The root cause is to seize the market, and all fresh e-commerce platforms have started the most rude and effective "price war" means;

As long as the price is cheap enough, consumers are not afraid not to buy it. This is the marketing logic and financing means under the prevailing community group buying platform model.

Also, the main difficulty faced by the fresh e-commerce market is the difficulty in making profits. On the one hand, the increase of customer unit price has reached the bottleneck, on the other hand, the existing supply chain model has also encountered difficulties in further reducing costs.

For now, the fresh e-commerce track has not yet run out of the real winner.

Entrepreneurship has always been a narrow escape, especially the fresh track, almost ten deaths and no life!

At present, there are more than 4,000 fresh e-commerce companies in China, only about 100 break even, with losses accounting for 95%, of which 7% are huge losses, and the final profit is only 1%.

If it is not an outbreak, fresh e-commerce may die faster and more.

Since the second half of 20021,layoffs, city closures and payment arrears have become the key words of community group buying for old players.

With the successive collapse of the platform, the pit of community group buying has finally become completely prominent.

Because the quality of goods on group buying platforms in major communities is too poor, especially some vegetables and fruits, users have no loyalty and are seriously lost. Low-priced and promotional traffic is difficult to turn into sticky users, which has become a potential chronic disease for many community group buying players.

As Hou Yi, vice president of Ali and founder of Box Horse Fresh Life, said, "In terms of value itself, community group buying does not advocate value, but is promoted by a lot of marketing research. This business model cannot create real business value. It is really good as a marketing tool, but it does not create value. "

The illness is getting worse and worse, which is of little value. It's only a matter of time before you fail. From this perspective, the reshuffle of community group buying has the first one, and there will be the next one soon.

Fresh e-commerce has been repeatedly laid off. 3 Fresh e-commerce rivers and lakes have changed.

Under the influence of the epidemic in 2020, fresh e-commerce companies, such as Youxian and Ding Dong, have never concealed their ambitions for a larger retail market, and many large Internet companies are determined to re-focus on the food shopping track. Fresh e-commerce has undoubtedly become one of the most crowded tracks.

E-commerce database shows that from June 1 to February 1 in 2020, there were 13 investment and financing events in domestic fresh e-commerce, and the total financing exceeded136.3 billion yuan, which is enough to prove that this market was once extremely prosperous.

At the same time, however, the expanding losses of fresh e-commerce, the falling stock price, and the news of layoffs and closures have questioned the feasibility of its model, and the hot money of capital has also become an accelerator of "death".

As early as before the outbreak of COVID-19, the fresh e-commerce industry suffered large-scale losses. According to the data at that time, among more than 4,000 fresh e-commerce entrants in 438+06 in 2065, only 4% were flat, 88% suffered losses, and the remaining 7% suffered huge losses. In the end, only 1% achieved profitability.

However, under the COVID-19 epidemic, home isolation made "online shopping" prosperous. But in less than two years, a large number of platforms are accelerating their departure.

Tongcheng Life Insurance declared bankruptcy, the reorganization of silly radish failed, the squirrel capital chain broke, Baoneng Fresh closed several city stores, and Store No.10 fell into the crisis of layoffs and bankruptcy. In recent days, there have been rumors of layoffs in the "top flow" of fresh e-commerce track to buy food and beautiful food. ...

From scenery to retirement, how long can the remaining fresh e-commerce last?

Debate about layoffs

Recently, ding-dong shopping and delicious food have exposed rumors of layoffs.

According to media reports, recently, a netizen certified as a Ding Dong shopping employee said that Ding Dong Shopping is laying off employees on a large scale, specifically in various business sectors: purchasing 50%, algorithm 30%, operation 30%, recruitment 10%-20%. Some internal employees also said that the number of employees (including delivery staff) at the peak period was as high as more than 60,000. At present, there are only about 60 thousand people left, which is tens of thousands less.

In this regard, Ding Dong responded that the news was untrue, without factual basis and rigorous data sources, and the change of individual positions in the company was a normal adjustment of organizational resources. In response to the rumors that the company laid off tens of thousands of people, Ding Dong officials also rumored that "this is malicious speculation, and there have never been so many employees in Ding Dong."

In addition to rumors of layoffs, the falling share price of Ding Dong grocery also gave the outside world a signal that fresh e-commerce is going downhill and the future is full of unknowns.

Ding Dong Shopping, founded on 20 17, expanded rapidly in 2020, and its revenue and GMV exceeded that of Tiantian Youxian. In 2020, its GMV of1300 million is 1.7 times that of the daily fresh. After the listing of 2021June, the grocery shopping in Ding Dong continued to expand all the way. By the end of the third quarter of 20021,Ding Dong's pre-warehouse 1375 was nearly twice that of 7 1 1 in the same period last year.

However, it is followed by the doubling of performance fees and the continuous expansion of losses. Although Ding Dong successfully went public in the United States in 20021,from 20 19 to 200213, Ding Dong's accumulated losses in buying vegetables exceeded 106 billion yuan.

The lack of a beautiful report card directly led to the "plunge" of Ding Dong's share price of buying vegetables. The stock price dropped from $30.04 to $8.58 now, and there was almost no rebound during the period.

Just like Ding Dong's shopping situation, there is no food. Com, which belongs to the "top flow" of the track, is also at home and abroad, and the pressure is not small.

In June, 65438+ 10 this year, some media reported that Meicai.com laid off 40% employees on the eve of listing in Hong Kong, and one of its employees said that Meicai.com had been laying off employees. In addition, the Meicai.com headquarters, which was originally located in Yintai Shopping Mall in Wangfujing, Beijing, has now moved to the vicinity of Beijing Railway Station. At the beginning of September last year, Meicai.com was exposed to layoffs and shrinking business scope.

It is undeniable that the fresh e-commerce market is undergoing a new round of reshuffle. The problems it faces, such as difficult profit, low customer unit price and high performance cost, gradually make the capital market lose patience, and the era of burning money for traffic is unsustainable.

It is difficult to revive the market.

In fact, since last year, Ding Dong has been actively adjusting its strategic priorities. Ding Dong actively adjusted its strategic focus from scale priority to efficiency priority, further revealing its shift of focus under the pressure of profit.

However, from the current point of view, it is difficult for fresh e-commerce to really "go ashore".

On June 9th last year, fresh e-commerce companies "Ding Dong Shopping" and "Daily Fresh" both submitted IPO prospectuses to the US Securities and Exchange Commission (SEC). At that time, You Xian and Ding Dong were at a loss every day.

According to the prospectus, the net loss of Ding Dong in 20 19 and 2020 is 18734 million yuan and 365438+769 million yuan respectively. Daily Youxian is in 20 18-2020, and the daily net loss of Youxian is as high as 2.21600 million, 2.777 billion and159 billion respectively.

At that time, the market speculated that with the eyes of Shengxing Youxuan, Meituan You Xuan and Orange Heart Youxuan, as well as more shopping around the fresh track and being good at using low-cost subsidies, traditional fresh e-commerce users were facing a large number of diversion situations. At the same time, the natural mode of fresh e-commerce is relatively heavy, and the rising cost and expansion brought by supply chain, cold chain warehouse and terminal are all important factors for fresh e-commerce to urgently seek listing.

However, landing in the capital market has not changed the situation that fresh e-commerce is deeply in losses, and the collective loss of fresh e-commerce is still an unchangeable fact. The success of listing did not bring long-term joy to this market. "Daily Fresh" IPO broke on the first day, and its market value evaporated 1/4.

Chen Hudong, a special researcher at the E-commerce Research Center of the NetEconomy & Society, believes that the essence is that fresh food is a money-burning industry, which requires high timeliness of fresh food, matching of back-end supply chain and regionality. Therefore, although the overall competition in the industry is fierce, there is basically no efficient profit model, and there are many problems to be solved.

At the same time, fresh e-commerce pays a high performance cost, but the user experience is very limited.

Fresh e-commerce is still a "high-incidence place" for user complaints.

In 20021year, among the complaints received by "Diannvbao", according to the number of complaints from high to low, the ranking of the complained fresh e-commerce platforms was Ding Dong Shopping, Guo Yi Fresh, Everyday Fresh, Original Life, SF Express, Box Horse Fresh, JD.COM Home, Meicai.com, Flowerplus Flower, Affordable Group, Yonghui Supermarket and RT Mart Youjia.

Among them, refund, product quality, delivery, overlord clause, after-sales service, false promotion, order problem, customer service problem, online fraud, online sales of fakes and other issues are the main complaints of 202 1 fresh e-commerce.

Under the premise of ensuring the safety of the capital chain, fresh e-commerce urgently needs to find products with better experience, better supply chain, lighter model and more efficient organizational structure. Say goodbye to the era of burning money for quantity. The second half of fresh e-commerce will be a close combat of strength and detail. If you slack off for a while, you may be eliminated.