Fresh e-commerce step into fine operation Shunfeng how to "choose"

Opening up the platform to the three sides may be an inevitable step in the development of e-commerce, especially for most fresh e-commerce.

For SF optimal selection, this is also an "inevitable" step. At present, SF optimized platform planning is still under intensive preparation. Cui Xiaoqi, president of SF preferred, said in an interview with Wugu that the opening of the third-party platform may be realized next year.

Different from the registration system of e-commerce platforms such as JD.com and No.1 store, Shunfeng will adopt an invitation system, that is, brands and products that meet the preferred conditions of SF will be invited to settle in, in order to provide better quality products.

Cui Xiaoqi also said frankly that the purpose of adopting the invitation system is to select the best among the best. For fresh e-commerce, Cui Xiaoqi's thinking is very clear, he has stressed on different occasions, the core competitiveness of fresh e-commerce is the cold chain and quality control ability. In fact, it is not difficult to see its advantages in these two aspects from the optimal operation of SF.

Advantage of cold chain in whole process

Shunfeng preferably promises that the fresh goods will be delivered no more than 48 hours and the normal temperature goods will not exceed 72 hours.

Of course, the strength of SF's selection lies in the logistics advantages of SF Express. At present, Shunfeng's preferred products are Shunfeng in distribution, normal temperature goods have achieved national coverage, as long as Shunfeng can go, the preferred normal temperature products can be reached.

There is no doubt that cold chain is a top priority for fresh products. The fresh goods selected by Shunfeng can quickly reach the hands of consumers, which depends on the advantage of Shunfeng cold chain.

As early as 2013, SF's cold chain logistics has covered 11 cities in China, and now it has expanded to 48 cities. In these areas, the "full cold chain distribution" of fresh goods is carried out, that is, when the goods leave the reservoir area, the sorting and packaging operation site has temperature control conditions, the temperature control box is loaded for transportation, and the goods are sent to the door-to-door delivery of the goods in heat preservation bags. The temperature control equipment used includes freezer, freezer, ice box, dry ice, insulation bag and so on.

An industry source revealed that Shunfeng entered fresh e-commerce at that time, is to build SF cold chain system. Now it seems that SF's intention has been basically achieved, and the cold chain logistics team built has long been handed over to SF Express, and now SF cold chain has also been opened to the outside world.

The "whole cold chain distribution" is done by one enterprise, and Shunfeng cold chain is unique.

In Cui Xiaoqi's eyes, no matter what e-commerce does, generally speaking, it is the management of the supply chain, the procurement of front-end goods, the warehousing and distribution in the middle to the final sales. For fresh e-commerce, supply chain management is more difficult, related to product characteristics, such as quality control when purchasing is more difficult than others, in addition, the food industry is small and fragmented.

"so in the early stage of management and control, the intermediate warehousing and logistics preservation stage, and then to the final user experience, fresh goods are more difficult than other categories." Cui Xiaoqi said.

In fact, cold chain distribution has also become a relatively high-tech job. First, the requirements for temperature, transportation distance and time, especially temperature control, if the temperature increases, the number of microorganisms in the food will increase, and the food will easily deteriorate; the other is the requirements for sanitary conditions. fresh and perishable goods are also prone to deterioration if the transport conditions are not clean.

At present, Shunfeng mainly rents ready-made warehouses and does cold chain transformation on this basis. Shunfeng now has 3 warehouses in Beijing, Jiaxing and Guangzhou, each with 5 temperature control zones, including 0 ℃-30 ℃ in normal temperature area, 0 ℃-8 ℃ in cold storage area, 8 ℃-10 ℃ in cold storage area,-18 ℃ in frozen area, 15 ℃-18 ℃ in constant temperature and humidity zone, and equipped with-60 ℃ freezer.

In addition to the advantages of cold chain, Shunfeng also has unique advantages in quality control management.

Strengthen quality control

A preferred consumer of SF once said that you would feel good if you were not too picky in terms of the experience of goods and services.

Of course, an ordinary consumer does not mean more. However, it is not difficult to see some merits of optimization from the ways and methods of quality control in Shunfeng.

Cui Xiaoqi said that fresh is non-standardized, so in procurement, warehousing, logistics particularly need refinement. The preferred selection has a special purchasing and marketing department, all of which have a series of strict norms.

Of course, standardized goods are easier to judge, but fruits, for example, are different from each batch, and it is more difficult to judge.

"fresh food practitioners first require that they be 'agricultural experts' to know whether the products are good or not. when warehousing staff do quality inspection, they should also look at the feel, size, and so on. This kind of fine management standardization management is a more complex process, so warehousing is also doing a standardized management manual. " Cui Xiaoqi said.

At Shunfeng, there is a department called the Ministry of Food quality and Safety, which is responsible for quality control from food purchase to sales. In the early stage, the qualification of the enterprise will be reviewed, and a third-party testing institution will be asked to test it. What is more important is to do manual quality inspection when the goods enter the warehouse, requiring each batch of goods to have a quality inspection report.

"most of the preferred vegetables are organic vegetables or selected vegetables. The partners are all large vegetable bases. " Cui Xiaoqi also revealed a figure that the preferred vegetable loss rate is controlled at about 1%, which is very difficult to achieve in the traditional supermarket.

Shunfeng is preferably able to do this, first, because the preferred sources of vegetables are local, and the distance is relatively close; secondly, vegetable buyers are very accurate in estimating sales, and they buy and sell on the same day. The third is that keeping fresh is better than the supermarket, because it is kept in the freezer all the time.

All these are the strict control of Shunfeng in quality control.

Rapid cold chain logistics, strict quality control, the next step Shunfeng may have to face the problem of profit, through the platform to release to the third party, is undoubtedly an option.

Build an open platform

Cui Xiaoqi said that the open platform adopts the invitation system, and the selection of products will be very strict. Inviting good partners to settle in, unlike the registration system, involves customer experience.

"to be an open platform, there should be requirements for commodity quality and customer experience, which should not affect the image of the preferred platform." Cui Xiaoqi said, "it is not to say that it doesn't matter after putting a registration number, the early strict control is to prevent quality problems." You should be especially careful when making food. "

Cui Xiaoqi believes that Shunfeng is preferred to do a full range of food, although everyone is called fresh e-commerce, but in fact, there are eight categories that are not fresh.

Unlike other open platforms, Shunfeng's preferred logistics is done entirely on its own. The enterprises on these open platforms all use the distribution of SF, and the customer service of each three-party enterprise is also done by SF. "in fact, the purpose is very simple, that is, to enhance the customer's shopping experience and ensure that the interests of customers are optimized." Cui Xiaoqi said.

Although the invitation system is adopted, the optimization will also provide an opportunity and exit for the enterprises that take the initiative to find the preferred platform of Shun Feng. "the premise is that the resident enterprises and brands should meet a series of preferred audit criteria. And many merchants in the same category want to move in, but also need to balance whether there are too many of the same category. In addition to qualification, we also have to go on a field trip to see if it is consistent with the qualification. Similarly, there will be a question of the definition of responsibility. " Cui Xiaoqi said.

Referring to SF's operations, Cui Xiaoqi said that SF had sales of 400 million yuan in 2013 and is expected to grow by more than 200% this year.

At present, the optimal funds of SF are still provided by SF. Although SF has not put forward clear profit assessment requirements for SF, it is not difficult to feel the heavy burden on Cui Xiaoqi, and what is more important is the pressure he has put on himself.

Cui Xiaoqi also admitted that it is too early to talk about profits at this stage, "but the growth rate in recent years is still considerable."