The Singles' Day exam for fresh e-commerce? Cold chain is the key.

"double 11" exam, so that all fresh e-commerce are ready to make a lot of money, SUNING, I buy the net, Tmall and so on have launched a strong fresh special promotion activities, so the fresh cold chain will usher in a "big test".

Fresh e-commerce, which sprouted around 2005, has become a tuyere with the addition of large logistics and e-commerce such as Taobao, JD.com and Shun Feng in recent years. The arrival of "double 11", so that all fresh e-commerce are ready to make a lot of money, SUNING, I buy the net, Tmall and so on have launched a strong fresh special promotion activities. However, since last year, the fresh e-commerce market has continued to cool, the heat of investment has declined, and the category of fresh products is no longer a hot "blue ocean". Fresh e-commerce how to "keep fresh"? People in the industry should think more about it.

From the current point of view, China's fresh e-commerce is difficult. High costs and low customer unit prices make gross margins of fresh e-commerce less than 30%. Data show that 95% of the more than 4000 fresh e-commerce companies across the country are facing losses or even huge losses. In the long run, the market space of fresh e-commerce in China is huge. According to the Nielsen report, China's fresh e-commerce market was about 50 billion yuan in 2015 and is expected to exceed 150 billion yuan in 2018, with an average annual compound growth rate of about 50 percent. This set of data also indicates that the trend of fresh e-commerce is irreversible.

Fresh e-commerce how to "keep fresh"? The most important thing is to make up the biggest deficiency-cold chain. According to statistics, compared with the loss rate of 3% of fresh products in some foreign developed countries, the loss rate of fresh products in our country is as high as 20% and 30%. Most of these losses occur in circulation. The reason is that in addition to the unscientific packaging materials, the lack of scientific management in the transportation process and the breaking of the cold chain are also one of the main reasons.

Due to the short shelf life of fresh products, the requirements for warehousing, distribution and supply chain response speed are relatively high. Different types of fresh products have different requirements for logistics cold storage temperature, temperature and so on. However, the construction of fresh cold chain logistics can not be completed overnight, not only requires a lot of capital investment, but also requires professionalism. It is understood that at present, some fresh e-commerce cold chain residential facilities are still relatively backward, still using the "foam box ice bag" model. At the same time, the preservation of fresh products not only requires to ensure the "cold chain", but also requires professionals to take different pretreatment methods according to different categories of fresh products before logistics and transportation. On the contrary, some developed countries attach great importance to the "first one kilometer" construction of cold chain logistics of agricultural products, and pay attention to the scientific low-temperature environment in the early stages of picking, pre-cooling, grading, processing and packaging of fresh products. in order to ensure the quality of fresh products and reduce loss.

Forecasts show that fresh products alone accounted for 100 billion yuan of the 250 billion yuan online trading volume of domestic agricultural products in 2016, nearly double the 54.4 billion yuan in 2015. With the rapid growth of fresh products market space, the competition between fresh e-commerce companies is also coming. Only by grasping the continuous cold chain and paying attention to pretreatment can consumers taste the freshness of fresh products and at the same time keep their own development "fresh".