Fresh e-commerce escape: an attempt destined to lose money?

但站在最后并不意味着笑在最后。远低于预期的每日优鲜上市将被打破，定东蔬菜收购融资将减少70%。在"烧钱"求生存的大趋势下，他们似乎已经走在了行业的前列。目前尚不清楚他们能否挽救人头离开、用户流失和内外部困难的危机。

But standing last doesn't mean laughing last. It is far less than expected that the daily excellent fresh listing will break, and the Ding Dong vegetable purchase financing will be reduced by 70%. Under the general trend of "burning money" to survive, it seems that they have been at the forefront of the industry. It is unknown whether they can save the crisis of head departure, user loss and internal and external difficulties.

在"烧钱"的过度催化下，这场竞选没有赢家。

There was no winner in this campaign over catalyzed by "burning money".

出气口已经通过，领导和消费者已经逃离

The air outlet has passed, and leaders and consumers have fled

张昌明是美团优化、橙心优化、星盛优化、石晖集团等多个社区团购负责人，他在过去两个月里不再提到让邻居来他的朋友圈里买菜。"事情很麻烦，赚不了多少钱，所以他就是不干。"

Zhang Changming, who is the head of group buying in many communities such as meituan optimization, orange heart optimization, Xingsheng optimization and Shihui group, no longer mentioned asking neighbors to come and pick up vegetables in his circle of friends in the past two months. "Things are cumbersome and don't earn much, so he just doesn't do it."

听起来有点奇怪，他担任了许多家庭的户主，但却断然切断了不容易发展的赚钱之路"至少现在我不必每天派朋友圈去请大家去捡蔬菜，并一个接一个地通知那些没有看到朋友圈的人，他们必须及时把他们带走。"说到这里，张昌明用锌标分享了他的"血泪教训"。

It sounds a little surprising that he has taken the post of head of many families, but resolutely cut off the way to make money that has not been easy to develop" At least now I don't have to send a circle of friends every day to ask everyone to pick up vegetables, and inform those who don't see the circle of friends one by one that they must take them away in time. " Speaking of this, Zhang Changming shared his "blood and tears lessons" with zinc scale.

由于张昌明拥有一家社区杂货店，凭借其优势和良好的邻里关系，在新鲜电子商务刚刚流行的时期，他经常为自己找到一份"团购买菜"的工作。然而，正是因为社区杂货店只销售基本功能的小生活必需品，杂货店才能够腾出空间来建立临时仓库，无法满足新鲜商品的标准储存条件。

Because Zhang Changming owns a community grocery store, with its advantages and good neighborhood relations, he often found a job of "group shopping and buying vegetables" for himself during the period when the fresh e-commerce was just popular. However, it is precisely because the community grocery store only sells the basic function of small daily necessities that the grocery store can make room for a temporary warehouse, Fail to meet the standard storage conditions required for fresh commodities.

"有些人在买完蔬菜后，不能第一时间下来把它们带走。肉、蛋和牛奶不容易放。冬天把它们存放一段时间很好。夏天很热。等了一两个小时可能就不新鲜了。"张昌明遭受了这样的损失，"不是每个家庭都买这些新鲜的肉和蔬菜吗，但我不能把这些坏的一个接一个地拿出来，当他们来拿的时候放回冰箱。"他解释了原因。首先，他的冰箱没有那么多的库存空间。第二，他把它拿出来放进去。他担心自己分不清哪种货物是哪种的。第三，这增加了他的工作量和成本。

"Some people can't come down and take them away at the first time after buying vegetables. Meat, eggs and milk are not easy to put. It's good to store them for a while in winter. It's hot in summer. It may not be fresh after waiting for an hour or two." Zhang Changming suffered this loss, "isn't it these fresh meat and vegetables that every family buys, but I can't take out these bad ones one by one and put them back in the refrigerator when they come to get them." He explained the reasons. First, his refrigerator didn't have so much inventory space. Second, he took it out and put it in. He was afraid he couldn't tell which goods were from which one. Third, this increased his workload and cost.

因此，当新鲜商品送到商店时，他只能通知邻居尽快取货。邻居们因为货物不新鲜向张昌明解释后，张昌明了解到："经过很长时间，我们还可以知道哪些老客户第一次可以提货，哪些来晚了。在后一类中，我一个接一个地叫喊，并敦促他们尽快接电话。"

Therefore, when fresh goods are delivered to the store, he can only notify his neighbors to pick them up as soon as possible. After the neighbors asked Zhang Changming for an explanation because the goods were not fresh, he learned, "after a long time, we can also know which old customers can pick up the first time and which came late. In the latter category, I shouted one by one and urged them to pick up as early as possible."

但张昌明也知道，这种行为其实很烦人。这意味着更多的是催促客户，而症状并不是根本原因。"有些客户被叫得太多了，不会惹麻烦，所以他们以后不会下订单。但同样的情况也可能发生在那些仍在购买的客户身上。这不是我可以通过改变来解决的问题。"

But Zhang Changming also knows that this kind of behavior is actually very annoying. It means more to rush customers, and the symptoms are not the root cause. "Some customers are called too much to be troublesome, so they don't place orders later. But the same situation may still happen to those customers who are still buying. This is not a problem that I can solve by changing. "

张昌明和他的领导深受质量控制问题的困扰，他们对"在线生鲜食品"的热情无一例外地逐渐消退。与那些不上网购物、有多种选择（如小型超市和蔬菜市场）的邻居相比，张昌明对社区团购业务不感兴趣的原因是fresh平台降低了团长佣金。"现在下订单的客户越来越少，而且平台上每次订单的佣金也不多，所以没有必要在这里花费时间。"

Zhang Changming and his leaders, deeply troubled by quality control problems, have gradually dissipated their enthusiasm for "online fresh food" without exception. Compared with the neighbors who do not buy online and have a variety of options such as small supermarkets and vegetable markets, what makes Zhang Changming less interested in community group buying business is the head Commission lowered by the fresh platform. "Now there are fewer customers who place orders, and the Commission for each order on the platform is not much, so there is no need to spend time here."

在张昌明的杂货店可以看到锌鳞。门口附近原来是他指定的新鲜商品集散地，现在已经重新安置了大量可以投放的粮油商品。张昌明告诉他，他正在考虑成为一个快递接收站。在网络购物已经侵入日常生活的时刻，也许这是一个可以一直做的生意。

The zinc scale was seen in Zhang Changming's grocery store. The area near the door, which was originally designated by him as the pick-up point for fresh commodities, has been re placed with a large number of grain and oil commodities that can be put. Zhang Changming told him that he was considering becoming an express receiving site. At the moment when online shopping has invaded daily life, maybe this is the business that can be done all the time.

每天下班后经过社区的生鲜品提货点后，当看到满满的储物台变成了舞台上的几个购物袋时，陈宇也明显地感觉到"这件事是不可能的"。

After going through the pick-up point of fresh goods in the community after work every day, Chen Yu also obviously felt that "this business is going to be impossible" when he looked at the full storage desk turning into few shopping bags on the stage.

陈瑜曾经是新鲜团购大军的一员，她跟随潮流，经历了几次"网上购物"，但她很有可能获得糟糕的购物体验。"它们都堆在这么简单的购物平台上。当他们拿到手时，我们不要说他们是否新鲜，因为包装不是很紧。当有人寻找自己的东西时，他们会把别人的东西弄得一团糟，东西方都很缺乏。"

Once a member of the fresh group buying army, Chen Yu has followed the trend and experienced "online shopping" several times, but she has a great chance of getting a bad shopping experience. "They are all stacked on such a simple shopping platform. When they get their hands, let's not say whether they are fresh or not, because the packaging is not very tight. When someone looks for their own things, they will make a mess of other people's goods, There is a lot of lack of East and West. "

我买的东西抱怨"同日团购，但同日团购"，却变成了"新鲜完整与否"，即使你因为商品的质量和数量可以通过头部和平台进行理赔，正如陈宇所说，也很麻烦，要等很长时间，"这个时候你可以在小超市里把丢失的东西买回来。"

What I bought make complaints about "group purchase on the day of buying vegetables at the same time, but on the same day," but became "fresh and complete or not." Even if you can settle claims with the head and platform due to the quality and quantity of goods, as Chen Yu said, it is cumbersome and has to wait a long time, "you can buy back the missing things in the small supermarket in this time."

这不仅仅是张昌明和陈雷的"在线新鲜"个人体验。我们可以看到，与前卫的"网上生鲜"概念相关的"非专业"仓储、分拣、终端配送环节，已经引起了广大消费者的不满：在黑猫投诉方面，连续有多个网上生鲜平台投诉，如"部分商品缺货"，"缓慢或未交付"和"新鲜产品变质"。

It is not only Zhang Changming and Chen Yu's personal experience of "online fresh". We can see that the "unprofessional" warehousing, sorting and end distribution links connected with the avant-garde "online fresh" concept have aroused the dissatisfaction of a large number of consumers: on the black cat complaint, there are continuous complaints about several online fresh platforms, such as "lack of some commodities", "slow or non delivery" and "deterioration of fresh products".

似乎在疫情期间，"网购"的趋势已经从每个人的"甜点"回归，让相关人员感到疲惫。

It seems that during the epidemic, the trend of "online shopping" has gone back from everyone's "sweet pastry" to make the people involved feel tired.

除了损失之外，资本也遭受了前所未有的崩溃

In addition to losses or losses, capital has suffered an unprecedented collapse

在"在线生鲜"商业链的上游，距离这场风暴最近的是财力不足的中小企业，如社区团购平台食品共享俱乐部和同城的老生鲜电商。

Upstream of the "online fresh" business chain, the closest to this storm are small and medium-sized players with insufficient financial strength, such as the community group purchase platform food sharing club and the old fresh e-commerce living in the same city.

据媒体报道，7月26日晚，美食俱乐部网站和微信小程序无法开通。餐饮娱乐俱乐部微信公众号中，服务入口"我想加入集团"和"上校申请"选项无法正常显示和操作。在对食物共享会议发送的视频号码的评论中，有诸如"让老板还钱"之类的信息。早于食品俱乐部倒闭的城市人寿在今年7月初发布公告，表示由于管理不善，计划申请破产。

According to media reports, on the evening of July 26, the website and wechat applet of the food club could not be opened. In the WeChat official account of the food and entertainment club, the service entrance "I want to join the group" and "the application of the Colonel" option can not be displayed and operated normally. In a comment on a video number sent by the food sharing meeting, there are messages such as "let the boss pay back". The city life, which fell earlier than the food club, issued an announcement in early July this year, indicating that it plans to apply for bankruptcy due to poor management.

"一些社区团购企业破产或破产，社区团购轨道已成为'天价烧钱'的资本游戏。"www.ECOSOC.com的经社理事会电子商务研究中心主任曹磊在接受媒体采访时说，"一些平台存在严重的烧钱补贴，缺乏"造血"功能。由于同业竞争激烈，产品长期低价销售，导致部分平台欠供应商2亿多资金，导致资金链断裂。"

"Some community group buying enterprises go bankrupt or go bankrupt, and the community group buying track has become a capital game of 'burning money at sky high prices'." Cao Lei, director of ECOSOC e-commerce research center of www.ecosoc.com, said in an interview with the media, "some platforms have severe money burning subsidies and lack the function of 'blood making'. Due to the fierce competition among peers, the products have been sold at a low price for a long time, resulting in more than 200 million funds owed by some platforms to suppliers, resulting in the rupture of the capital chain."

以社区团购模式为核心的新鲜电商供应商实现了自我"造血"。根据中国电子商务研究中心的数据，国内生鲜电子商务领域约有4000家进入者，其中只有4%收入持平，88%亏损，最终只有1%实现盈利。

Fresh e-commerce providers focusing on community group purchase mode have achieved self "hematopoiesis". According to the data of China e-commerce research center, there are about 4000 entrants in the field of domestic fresh e-commerce, of which only 4% have flat revenue, 88% have fallen into loss, and finally only 1% have realized profit.

如果你想赢得这场"烧钱补贴战"，生活在日益激烈的竞争中，甚至成为市场的领导者，关键在于如何赢得更多投资者的青睐，获得更多的融资。

If you want to win this "money burning subsidy war", live in the increasingly fierce competition, and even become the leader in the market, the key lies in how to win the favor of more investors and get a larger amount of financing.

事实上，活跃在消费者面前的新鲜电商平台基本上都有资金支持或是亲自落幕：阿里巴巴有店仓整合模式的河马鲜生、o2o平台模式的淘盛大、饥肠辘辘的modxin retail和针对下沉市场的社区团购平台石辉集团；京东拥有自己的京东生鲜食品、京东家居o2o平台模式、7fresh店内仓储整合模式，并对head社区团购平台的繁荣和优化进行战略投资；美团拥有o2o模式下的美团闪购、前仓模式下的美团蔬菜采购、社区团购模式下的美团优化；此外，品多多和滴滴也纷纷进入社区团购轨道；每日优鲜、多点、叮咚购物等head fresh电商平台也继续吸引资金关注

In fact, the fresh e-commerce platforms that are active in front of consumers basically have capital support or come to an end in person: Alibaba has HEMA Xiansheng with store warehouse integration mode, Amoy Xianda with o2o platform mode, hungry modxin retail and Shihui group, a community group purchase platform aimed at the sinking market; Jingdong has its own Jingdong fresh food, Jingdong home in o2o platform mode, 7fresh in store warehouse integration mode, and strategic investment in the prosperity and optimization of head community group purchase platform; Meituan has meituan flash purchase in o2o mode, meituan vegetable purchase in front warehouse mode and meituan optimization in community group purchase mode; In addition, pinduoduo and didi also poured into the community group buying track; The head fresh e-commerce platforms such as daily excellent fresh, multi-point and Ding Dong shopping also continue to attract the attention of capital

持续亏损的新轨道对资本市场来说是一个大嘴巴，它不知道要投资多少，何时才能获得回报。

The fresh track with continuous losses is a big mouth for the capital market that does not know how much to invest to fill and when to receive returns.

互联网平台利用资金和流量优势，开展新鲜社区团购活动，以低补贴的形式争夺市场。再加上众多新兴企业的参与，这种混乱的市场竞争和极端的价格战使得关注到底的资本巨头们有些缺乏信心。

The Internet platform uses the advantages of capital and flow to launch fresh community group buying activities and compete for the market in the form of low subsidies. Coupled with the participation of many emerging companies, this chaotic market competition and extreme price war make the capital giants who focus on the end have some lack of confidence.

在"资本投入现金流补贴"的支持下，"在线生鲜"市场正变得摇摇欲坠，生鲜电商企业大量亏损，领导者接连离职，消费者不断流失。

The "online fresh" market, supported by "capital input cash flow subsidy", is becoming shaky with the large losses of fresh e-commerce enterprises, the successive departure of leaders and the continuous loss of consumers.

他们做出了错误的选择，是占领旧市场还是创造新需求

They made the wrong choice whether to seize the old market or create new demand

"在蔬菜市场总需求不变的情况下，如果供应渠道过多，短期内就会出现供过于求。"财经评论员王建宏认为，"现在超市、社区和小店都在卖蔬菜。一旦这些团购平台的服务跟不上或供过于求，一些公司就会被用户抛弃，被市场淘汰。"

"When the total demand of the vegetable market remains unchanged, if there are too many supply channels, there will be a short-term oversupply." Financial commentator Wang Jianhong believes that "now supermarkets, communities and small stores are selling vegetables. Once the services of these group buying platforms can not keep up or are in excess supply, some companies will be abandoned by users and eliminated by the market."

除了生鲜电商行业的内部竞争外，生鲜电商也存在着不容忽视的外部威胁。正如王建宏所说，从线上到线下的需求转变并不是新需求的本质。更受欢迎的新鲜电子商务公司抢劫超市和小型社区商店。

In addition to the internal competition in the fresh e-commerce industry, there are external threats that fresh e-commerce can not ignore. As Wang Jianhong said, the transformation of demand from online to offline is not the essence of new demand. More popular, fresh e-commerce companies rob supermarkets and small community stores.

这是许多新兴电子商务公司内部摩擦的主要原因。如此多的进入者争夺固定且非常有限的市场需求，但他们只想在价格上击败其他竞争对手。然而，在成本方面，生鲜电商互相打价格战，增加了运营成本负担。事实上，与供应商相比，它没有明显的优势。

This is the main reason for the internal friction of many fresh e-commerce companies. So many entrants scramble for fixed and very limited market demand, but they only want to beat other competitors from the price. However, in terms of cost, fresh e-commerce fight each other's price war, which increases the burden of operating costs. In fact, it has no obvious advantages compared with vendors.

鲜活的电子商务是如何成为时代的弃儿的文章指出，与损失率直接相关的因素是作物流通的距离。即使生鲜电子商务可以直接与原产地的批发商连接，损失也应根据物流的原始时间距离计算。到达目的地城市后，应至少进行两层分拣（城市存储和预存储），但仍会伴随丢失。因此，新鲜电子商务商品的成本并不比小供应商的成本高。

How did the fresh e-commerce become an outcast of the times The article states that the factor directly related to the loss rate is the distance of crop circulation. Even if the fresh e-commerce can directly connect with the wholesaler in the origin, the loss should be calculated according to the original time distance of logistics. After reaching the destination city, there should be at least two layers of sorting (urban storage and pre storage), which will still be accompanied by loss. Therefore, the cost of fresh e-commerce goods is not inherently better than that of small vendors.

从结果来看，"搭建平台、烧钱排水、培养用户习惯、触发规模效应、降低采购成本、提高销售价格、征收铸币税"的互联网一般商业逻辑已经无法实现。成本高，售价低，没有利润空间，如何回收投入成本？亏损已成为新鲜电子商务难以打破的宿命。

From the results, the Internet general business logic of "building a platform, burning money for drainage, cultivating user habits, triggering scale effect, reducing procurement costs, raising sales prices and collecting seigniorage" has become impassable. High cost, low selling price, no profit space, how to recover the input cost? Loss has become a fate that fresh e-commerce is difficult to break.

更重要的是，一旦补贴消失，等待这些依靠低价排水的新兴电子商务提供商的将是对消费者的无情抛弃。毕竟，无论是质量控制差、终端分销粗糙，还是难以立即提供售后服务，他们留住客户的手段都不好。

What's more, once the subsidies disappear, what awaits these fresh e-commerce providers who rely on low price drainage will be the ruthless abandonment of consumers. After all, whether it is poor quality control, crude terminal distribution, or difficult to provide immediate after-sales service, their means of retaining customers are not good.

新鲜电子商务难道不认为除了价格之外，商品本身以及配套完善的销售服务链也是极其重要的关键点吗？

Can't fresh e-commerce think that in addition to the price, the commodity itself and the supporting and perfect sales service chain are also extremely important drainage key points?

在商品类别选择方面，可以看出，生鲜电子商务一般侧重于日常需求，如蔬菜、水果、肉类、鸡蛋和牛奶。如果我们在这轮IPO的基础上做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多做多。

In terms of commodity category selection, it can be seen that fresh e-commerce generally focuses on daily needs such as vegetables, fruits, meat, eggs and milk. If we do not change this situation, even if we exchange more cash in the form of IPO, such as daily excellent fresh food and Ding Dong buying vegetables, it will only set off another round of price war on the basis of the same commodities, so as to maintain or expand the existing market share.

如果我们专注于具有地域特色的产品，如赣南脐橙、烟台苹果、宣威火腿等，在其他地方不容易买到，通过大规模的批量采购来降低成本，与仍然是主流消费选择的线下厂商竞争，可能会激发用户更大的消费热情。

If we focus on products with regional characteristics such as Gannan navel orange, Yantai apple and Xuanwei ham, which are not easy to buy in other places, reduce costs by large-scale mass purchase, and compete with offline vendors who are still the mainstream choice of consumption, it may stimulate users' greater consumption enthusiasm.

当然，由于生鲜产品因地而异，时而不同，没有系统的关键点控制，没有系统的生产标准化，导致生鲜行业门槛很低，售后服务链的缺失进一步加剧了生鲜行业的混乱。

Of course, because fresh products vary from place to place and from time to time, there is no systematic key point control, and there is no systematic production standardization, which leads to a very low threshold for the fresh industry, and the lack of after-sales service chain further aggravates the chaos of the fresh industry.

可以确定，新鲜电子商务决不能是一个依靠单一因素就能发展的行业。在整个生鲜销售链中，价格、质量、品种、售后等环节都是不可或缺的。

It can be determined that fresh e-commerce must not be an industry that can develop by relying on a single factor. All links are indispensable in the whole fresh sales chain, such as price, quality, type and after-sales.

单脚行走迟早会摔倒。这个倒下的新鲜电子商务品牌解释了一切。

Walking on one foot will fall sooner or later. The fallen fresh e-commerce brand has explained everything.

Link：https://new.qq.com/omn/20210731/20210731A07E7500.html

update time：2021-08-01 10:37:05