Ecological chain: one of the essential preservation industries

Recently, I was a little interested in the fresh food industry, so I switched from the user's point of view to the so-called practitioner's point of view to investigate and analyze the overall development of the fresh food industry, and combined with my own thinking. Here, I want to look at the fresh food industry from another angle, that is, the 4P theory of marketing, because an industry is not complicated in essence, and existence is nothing more than a sale and an exchange, so 4P is also applicable. I don't know much about the fresh food industry. I just thought about it and shared it with you.

Starting from the first part, this paper analyzes the whole fresh food industry chain.

The picture above shows billion euros. Com combs the supply chain of the whole industry for reference.

Mainly divided into six roles:

1. Producer: Fresh refers to the primary products that are simply put on the shelves without deep processing such as cooking and making, as well as the bread, cooked food and other commodities processed locally. 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 gardens, vegetable gardens, cattle farms and pig farms. In other words, the primary producers, their original products and commodity packaging are relatively simple, similar to farmers who grow vegetables or fishermen who fish. And they all provide earlier and original products.

2. Product manufacturers: For example, Wojia Xinrongmao is committed to integrating the global high-quality fruit resources, introducing the world's leading variety resources and planting technology, providing the best quality products and services, enabling consumers to enjoy fresh fruits, improving the healthy life quality of the public, and promoting the sustainable development of the fruit industry in China. This is an integration process;

Similar to Yili's processing of milk, it is packaged into more standard products;

Shuanghui processes meat products and packages them 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, retailers and fresh e-commerce, are biased towards marketing and operation, focusing on the role of "brain".

A: Large supermarkets: Wal-Mart, Carrefour, CR Vanguard (100 million stores), 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, Mei Duo Fruit and Pioneer Fruit;

C: Fresh e-commerce: It can be divided into integrated platform type, B2C/F2C type, C2B/C2F type, O2O type and B2B type.

① Integrated 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 Miaoxiansheng, JD.COM Xiansheng, Store 1, Su Xiansheng, Amazon and so on.

②B2C/F2C type: users place orders online, and the goods are delivered from the merchant warehouse, and delivered through self-built or third-party logistics. At present, it is the largest in the field of fresh e-commerce and has unique advantages in data management and operation. Representative enterprises include COFCO Womai Net, Guo Yi Fresh Food, Tian Tian Orchard, Original Life, Daily Fresh Food, Shunfeng Youxuan, EMS Extreme Fresh Food, Suning Su Xiansheng, Tuotuo Industrial Society, Shiliang Net, U shopkeeper, Guangming Vegetable Butler, Guangming City Garden, Zinong Spring, Fan Xin, Liangxian Net, Fresh Life, Laisanjin, Farmer Brothers, Fresh Direct Marketing and Fresh Vegetables.

③C2B/C2F mode: Customize users' demand for fresh products with the help of the Internet to meet consumers' individual needs. At the same time, it is guaranteed that the goods stored in the warehouse are less and the decay rate is relatively low. C2B is mostly combined with O2O. On behalf of enterprises, there are fresh, excellent food, good goods, 500 stores, vegetable baskets, a blind spot and so on;

④ online to offline: 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, Xu Xian, CeCeLife, Miao Life, JD.COM Jia Dao, Dmall, Le Life, Le Chun, Fruit 1, Youth Cuisine Jun (liquidated), my kitchen, fresh wharf, Guo Bin Fruit, Jingge, Wanweilin, Renren Food Market, a cuisine club, HeyJuice, Kuai.

(5) ⑤B2B type: The target customers are catering businesses, hotels and other enterprises. On behalf of the enterprise, there are delicious dishes. Com, loose side dishes, vegetables when you are hungry, excellent products, Diandian, Yurun Fruit and Vegetable Net, chain vegetables, chain farmers, small peasant girls, an acre of land, fresh seafood, global excellent frozen products, Cai Hua fishing net, frozen products search net, Shengyinghui, flower market, Jinxiu Fresh Food, Xianyi.com, vegetable delivery brother, vegetables.

5. Warehousing logistics: The perishability 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 advocated self-built logistics, with its own supporting warehouses and standards. It has a good experience and is easy to control. The disadvantage is that the establishment cost is too high, and 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: An Xianda, Witt, First Speed, SF, EMS, Shuanghui, Tiantian Youxian, etc.

C: Third-party logistics: SF Express, Intercooling Logistics, Swire Cold Chain, Jiutuo, Black Dog, Biyi, Express, Tong Yuan, etc.

6. Consumers: including individuals, companies, families, etc.

For many things, in fact, regression is not so many concepts and complicated. It will be easier to understand by making a simple subdivision here.

For 4p, product, price, channel and promotion are actually a buying and selling relationship. Let's draw a simple picture for reference.

Combining with the fresh food industry, I have some analysis and feelings:

1. module matching

A modular product+price bias ① manufacturer+② manufacturer.

The channel matching of module B focuses on ③ wholesalers+④ fresh merchants+⑤ warehousing and logistics.

The buyer matched six consumers.

C module promotion: persuasion is the partial part of this whole link, which is mainly completed by ② manufacturers+④ fresh merchants.

2. The six roles of fresh food industry are not completely separated.

For example, JD.COM is not only a fresh food supplier, but also plays the role of warehousing and logistics. This is a systematic project, in which fresh merchants and manufacturers play a very important role in coordination and leadership, and have the function of brain. These two roles are often the most competitive;

3. Fresh food industry as a food industry, product quality is the key and foundation.

The fresh food industry is different from ordinary fast-moving consumer goods, and the quality may not be so different. 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, such as the speed of logistics. It is also a very important factor. On this basis, it is promotion and how to attract more users to buy. Therefore, as a business, we must first find ways to build our own products and services. Make sure you 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 best to stabilize before the product quality and supply chain are perfect, otherwise the huge passenger flow may lead to great disaster. This situation has never happened before.

4. Fresh businesses are not only online competition, but overall competition.

Because online merchants are better at marketing, they may mistakenly think that online is the main target of competition, but in fact, online and offline are also possible. They should consider the nature of "eating" as a whole, rather than saying that online merchants are my competitors. If this happens, they will only grasp the surface and go astray easily. Users can care whether you are online or offline, but where it is better, more convenient and more convenient.

5. Fresh food industry is a high-risk blue ocean.

Fresh food is an industry that is just needed and often purchased, but it is also an industry with high logistics cost, low customer unit price and high requirements for transportation time and quality. Therefore, opportunities and risks coexist. At present, there are not many profitable companies, and now they are at an embarrassing level.

So much for this one, and then write the next one.