Fresh e-commerce: "good cold chain" to have "good quality control"

In recent years, enterprises that have rushed into the field of fresh e-commerce have sprung up one after another, which can be roughly divided into three categories: e-commerce platforms dominated by Tmall, No.1 store and JD.com; vertical e-commerce such as Tuotuo Industrial Co-operative, original Life and Shunfeng selection; and traditional retail enterprises such as Wal-Mart, Da Runfa and Yonghui supermarket. In the fresh field known as "the last blue sea of e-commerce", various enterprises have set foot in the "fresh" market.

Fresh e-commerce decisive battle between "cold chain" and "quality control"

From the point of view of the links needed by a fresh e-commerce enterprise, fresh products go through multiple links from early planting to delivery to consumers. and faced with low degree of standardization, easy to wear, difficult to store, high distribution requirements and difficult quality control and other problems, among which cold chain and quality control have become the core competitiveness of fresh e-commerce.

With the improvement of people's living standards and the change of consumption concept, consumers have higher and higher requirements for the quality of fresh products, and green and organic products are widely needed. E-commerce platform has become a fast channel for consumers to obtain middle and high-end fresh products due to the advantage of geographical space.

At present, there are two ways for fresh e-commerce to obtain their products at the source. One is to cooperate with third-party suppliers. For example, the No. 1 store adopts orchard and farm direct harvesting in the source of goods, while JD.com supplies the goods directly from the source and sells them through the platform. The second is a "one-stop" service, that is, a series of links such as pre-planting, picking, packaging, distribution and sales of products implement a self-supporting model, in which Tuotuo Industrial Co-operative is a typical example, mainly growing organic vegetables and raising organic poultry and livestock; and establish a self-supporting distribution center and cold chain logistics system to control the quality more strictly and standard from the source. It is understood that Tuotuo Industrial Co-operation currently has seven joint agricultural products, including Beijing self-farm and Shanghai.

In cold chain logistics and distribution, some fresh enterprises have provided customers with cold transport warehousing, cold transport trunk lines, cold transport home distribution, fresh food sales, supply chain finance and other services, locking the whole food fresh distribution market. As a vertical fresh e-commerce Tuotuo Industrial Co., Ltd., in solving the distribution of "the last kilometer", the whole cold chain distribution is carried out by self-logistics within the sixth Ring Road of Beijing, and the fresh business outside Beijing cooperates with third-party logistics. At present, Tuotuo Industry Co-operative takes Jiangsu, Zhejiang and Shanghai as the core, and has opened distribution services for fresh goods in 32 cities such as Tianjin, Liaoning, Hebei, Henan and Shanxi.

Distribution service standardization

Fresh as a necessity of life, the market demand is large, and it has become a place for major enterprises to seize the beach. According to the data released by the Ministry of Commerce, the total value of e-commerce transactions in China exceeded 10 trillion yuan in 2013, of which the transaction volume of fresh e-commerce reached 13 billion yuan, an increase of 221% over the same period last year, but the proportion of fresh products was only 0.7%, less than 1%.

Quality as the initial driving point for consumers to buy products, under the characteristics that fresh products are easy to wear out and difficult to maintain, fresh products have higher requirements for logistics, and self-built logistics has high controllability in distribution time and loss rate. Moreover, with the support of its own logistics chain, e-commerce collects data from the end and analyzes the existing data. the regionality of fresh products makes some products can only be supplied in a specific place of origin, as well as the expansion of the market scale. the establishment of separate positions in different places has also become an important measure. At present, JD.com and Tuotuo Industries all adopt self-built logistics systems. According to Tuotuo Industries, Tuotuo Industries will select key cities to set up branch warehouses within this year.

While doing a good job of products, fresh e-commerce has also entered the era of back-end service competition. standardization and specialization can improve user experience in the delivery service of express couriers in the later stage. Its Tuotuo Industry Society trains distributors according to the general knowledge about the identification and preservation of agricultural products and fruits and vegetables, and "check the goods before signing" and other policies. In addition, fresh e-commerce cold chain logistics, Jiancang to complete the last kilometer distribution and other measures to alleviate the problem of product quality, but also enhance the consumer shopping experience.