I have recently become interested in the fresh food industry, so I switched from the user's perspective to the so-called practitioner's perspective to investigate and analyze the overall development of the fresh food industry, and combined it with my own thinking. Here I want to look at the fresh food industry from another perspective, that is, the 4P theory of marketing, because in essence, an industry is not complicated, and its existence is nothing more than a transaction and an exchange, so 4P is also applicable. I don’t have a deep understanding of the fresh food industry, so I just share my thoughts with you for communication purposes only.
This article will start with the first part, analyzing the overall fresh food industry chain.
The above picture shows Yiou.com’s summary of the supply chain of the entire industry as a reference
It is mainly divided into six types of roles :
1. Producer: Fresh food refers to primary products that are sold without deep processing such as cooking and production, and are only kept fresh and simply organized for sale, as well as bread, A general term for products processed on-site such as cooked food. It mainly includes fruits and vegetables, aquatic products, meat, poultry and eggs, milk and dairy products, cooked food and baked goods and other products. Producers refer to the front end of the supply chain such as orchards, vegetable gardens, cattle and pig farms, etc. That is to say, the most primary producers, original products, and commodity packaging are relatively simple, similar to farmers who grow vegetables or fishermen, etc. They provide relatively early and relatively original products.
2. Product manufacturers: For example, Joyvio Golden Wing Mau is committed to integrating high-quality fruit resources around the world, introducing the world's leading variety resources and planting technology, and providing the best products and services, allowing consumers to enjoy fresh fruits, improving public health and quality of life, and promoting the sustainable development of China’s fruit industry. This is an integrated process;
It is similar to Yili’s processing of milk and is packaged into more standard products;
Shuanghui processes meat products and packages them into ham sausages that are easier to transport and preserve;
This will lead to scale integration or deep processing on the basis of producers. .
3. Wholesalers: As sales channels and intermediaries, they collect finished products from producers or product manufacturers and then wholesale them to the following fresh food merchants without further processing of the products. Processing only plays a role in distribution.
4. Fresh food merchants: The current main directions for entrepreneurship and investment include supermarkets, offline chain stores, retail merchants and fresh food e-commerce, with a focus on marketing and operations. Focus on the "brain" function.
A: Large supermarkets: Wal-Mart, Carrefour, China Resources Vanguard (eVanguard), RT-Mart (Feiniu), Yonghui Supermarket, Wumart, etc.;
B: Offline merchants: chain brands and retail merchants such as Pagoda, Suguo Group, Fruit and Vegetable Hao, Guoduomei, Xianfeng Fruit;
p>
C: Fresh food e-commerce: It can be classified according to the model into comprehensive platform type, B2C/F2C type, C2B/C2F type, O2O type and B2B type, etc.
① Comprehensive platform type: It has traffic advantages and brand protection, but the platform itself is not directly involved in the procurement and distribution of fresh products. Representatives of such platforms include Tmall.com, JD.com, Yihaodian, Su Xiansheng, Amazon, etc.;
②B2C/F2C type: users place orders online, merchants warehouse Delivery, delivering goods through self-built or third-party logistics, is currently the largest in the field of fresh food e-commerce, and has unique advantages in data-based management and operations.
Representative companies include COFCO Womai.com, Yiguo Fresh, Tiantian Orchard, Original Life, Daily Fresh, SF Express, EMS Express, Suning "Su Xiansheng", Tuotuo Gongshe, Good Food Network, U Shopkeeper, Guangming Food Housekeeper, Guangming Urban Vegetable Garden, Zinong Spring, Fanxin, Liangxian.com, Fresh Life, Lai Sanjin, Farm Brothers, Fresh Direct, Fresh Vegetables Are Coming, My Farm, Zhengshan Fresh, Taste.com, Great
③C2B/C2F type: Use the Internet to customize users’ needs for fresh products to meet consumers’ individual needs. At the same time, procurement is determined based on sales, ensuring that fewer goods are stored in the warehouse and the damage rate is relatively low. C2B is mostly combined with O2O. Representative companies include Shihang Fresh, Youshiguanjia, Pinhaohao, Wubaijia, Cailan.com, Yidiyiyiyi, etc.;
④O2O type: customers place orders online After receiving the order, the service provider integrates the supply chain and delivers the goods to the customer through a variety of terminals (express parcels, self-pickup lockers, convenience stores or supermarkets). Representative companies include Aixianfeng, Yimixian, Xuxian, CeCeLife, Miaolife, JD Daojia, Dmall, Lelife, Lechun, Fruit No. 1, Youth Caijun (liquidated), Wochu, Xianquan, Binguo Fruit, Brother Jing, Wanweilin, Renren Market, Yijia Gourmet Club, HeyJuice, Kuaishengkang, Youguocang, I am a farmer, Strange Orchard, Yipinjiajia, etc.;
⑤B2B type: Target customers are catering merchants, hotels and other enterprises. Representative companies include Meicai.com, Song Xiaocai, Ele.me Youcai, Youpei Liangpin, Caidiandian, Yurun Fruit and Vegetable Network, Chain Cai, Chain Farm, Small Farm Girl, Yi Mu Tian, ??Hai Xian, Global Premium Frozen Products, Huacai Fish Search Network, Frozen Products Search Network, Shengyinghui, Huaxian Market, Jinxiu Fresh, Liangtian, Caicaige, Xianyi.com, Caidumei, Frozen Products Internet, Dafengsheng, Nongchanghui, Wenong Internet, Vegetable Library, Minute Ingredients, Vegetable Price Comparison, Food Chain, Guoku.com, Zaoyidian, Xiange.com, Harvest Man, Cai Bu Shou Shou, An Youtian, Yimaiguo, etc.
5. Warehousing and logistics: The perishable nature of fresh products requires cold chain logistics to ensure product quality. Although my country's cold chain logistics started late, it is developing rapidly. In the early days, B2C fresh food e-commerce companies advocated self-built logistics. Self-built logistics has its own supporting warehouses and self-contained system 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 do not have the ability to build their own logistics. And choose third-party logistics.
A: Platform self-operated: Cainiao, JD.com, Amazon, Suning, etc.;
B: Enterprise self-operated: An Xianda, Weitepai, Xiansuda, SF Express, EMS, Shuanghui, Daily Fresh, etc.;
C: Third-party logistics: SF Express, Inter-Cold Logistics, Taikoo Cold Chain , Jiuye, Black Dog, Biyi, Kuaixingxian, Yuantong, etc.
6. Consumers: including individuals, companies, families, etc.
For many things, regression essentially does not have so many concepts and is not that complicated, so we will briefly subdivide it here to make it easier to understand.
For 4p, product, price, channel, and promotion are actually a buying and selling relationship. I simply drew a picture as a reference for understanding.
Here are some analyzes and thoughts based on the fresh food industry:
1. Module matching
Module A’s product price matching focuses on ① producers and ② manufacturers
Module B’s channel matching focuses on ③ wholesalers and ④ fresh food merchants ⑤ Warehousing and logistics
Buyers are matched with ⑥ consumers
C module promotion: persuasion is the key to this entire process The partial brain part is mainly completed by ② manufacturers and ④ fresh food merchants.
2. The six roles in the fresh food industry are not completely separated
For example, JD.com is both a fresh food merchant and Assuming the role of warehousing and logistics, this is a systematic project, in which fresh food merchants and manufacturers play a very important coordination and leadership role and have the function of the brain. The most fierce competition is often between these two roles;
3. As a food industry, the fresh food industry, product quality is the key and foundation
The fresh food industry is different from ordinary fast-moving consumer goods , there may not be such a big difference in quality. Food quality and quality are the basis 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. Factors, based on this basis, are promotions and how to attract more users to buy. Therefore, as a merchant, you must first find a way to build your own products and services to ensure that you can provide useful and competitive services. With this foundation, packaging and promotion will be relatively easy, and the repeat purchase rate can be guaranteed. Otherwise, it is better to be more stable before product quality and supply chain are improved, or else the huge passenger flow may lead to disaster. , it turns out that this has never happened before.
4. Fresh food merchants are not just competing online, but competing as a whole
Because online merchants They are better at marketing, so they may mistakenly think that online is the main target of competition, but in fact they are also offline, including supermarkets and fruit shops. They should be considered from the essence of "eating" and from the perspective of fresh food as a whole. , rather than saying that online merchants are my competitors. If that is the case, it will only scratch the surface and it is easy to go astray. Users don’t care whether you are online or offline, but which one is more delicious and more convenient? More affordable.
5. The fresh food industry is a high-risk blue ocean
Fresh food is an industry with strong demand and high purchase frequency. But it is also an industry with high logistics costs, but not very high unit price per customer, and very high requirements on transportation time and quality. Therefore, opportunities and risks coexist. There are not many profitable companies at present, and it is currently at a relatively embarrassing level.
I will write so much in this article first, and then continue in the next article.