If you want to win the fresh competition, let's see if logistics is all right.

"Internet freshness" will not be fresh, but how to achieve the best profit and how to seize market share has always been a discussion point in the industry. During the great promotion in 618, fresh e-commerce merchants spared no effort, but it turned out that the winner of the war was in the logistics cold chain.

During the mid-year promotion of e-commerce, all major e-commerce companies have promoted freshness to the key competitive category. In addition to Tmall and JD.com, vertical fresh e-commerce is also unwilling to be left behind. Including easy fruit fresh, every day orchard, original life, etc., have also brought different intensity of promotional concessions for consumers.

Among them, Yi Guo fresh performance is particularly outstanding, in June 18 single-day sales more than 10 times the same period last year, becoming the big winner of the 618 war, continuing Tmall's "double 11" fresh sales champion in 2015. Behind these proud achievements, an Xianda, a cold chain distributor under the flag of Yi Guo Sheng Xian, has become the most important winning weapon.

Easy fruit fresh: the behind-the-scenes hero of the sales champion-an Xianda

During this 618-year promotion, the distribution of fresh products purchased by consumers in Yiguo fresh, APP, Tmall supermarket fresh channel and Tmall Yi Guo flagship store are all completed by an Xianda. Reporters randomly in Beijing, Shanghai, Guangzhou and other places learned that consumers in the above sites to buy fresh, can achieve the latest the next day to receive goods. There is neither the problem of time delay of distribution during the great promotion period, nor a case of non-cold chain distribution of fresh products. Anxianda cold chain distribution strength, put in the domestic fresh online service providers is also the leading.

During the 618 period, the reporter also bought products on a number of fresh platforms, and the logistics speed of each is remarkable. In this 618 promotion activity, compared with the situation of logistics delayed delivery on some platforms during the event, the efficiency of all-channel distribution of easy fruit ensures the usual level, and most cities can reach the speed of the next day.

Mou Yidong, director of research and development of Anxianda, said: "at the peak of the event, Anxianda is shouldering the important task of handling more than 100000 orders a day, running at high speed from warehouse, processing, group order, packaging, distribution and other links to ensure that every order can reach customers quickly, safely and freshly."

Founded in 2015, Anxianda is an one-stop fresh logistics cold chain distribution company under easy fruit fresh. For fresh food businesses to provide cold storage, cold chain trunk line, cold chain short barge, safety quality inspection, product packaging, sorting and processing, cold chain home matching, store sales and other integrated services.

Although Anxianda, which was officially unveiled on "double 11" in 2015, has not been established for a long time, it is growing rapidly thanks to the rapid growth of Tmall's fresh and easy fruit orders, as well as the deep cooperation with Cainiao logistics. At present, its national order processing capacity has reached 100000 single / day, self-equipped capacity has reached 30,000 single / day, in the distribution link has achieved room temperature fresh-keeping, cold storage and frozen preservation of goods in three temperature layers. At present, in China, there is no second professional integrated fresh cold chain service company except Anxianda.

Tiantian Orchard: a two-pronged approach of self-built third-party logistics

The orchard, which takes fruit as its selling point, adopts a two-pronged supply chain management approach of self-built third-party logistics. Wang Wei of Tiantian Orchard once revealed to the media that it took 3-4 years to build infrastructure every day, mainly focusing on cold chain logistics and warehousing system. After obtaining JD.com 's investment, he also covered the national logistics system every day by virtue of JD.com 's ability. The transportation of imported fruits from the place of origin to the customs shall be completed by a third party. After that, the links that are distributed to local warehouses are carried out by their own logistics team or a third party every day.

Distribution limitation has always been an important consideration for consumers for fresh fruit. It is understood that Tiantian Orchard has built distribution centers of about 50,000 square meters in Beijing, Shanghai, Guangzhou and Chengdu.

Original life: full cold chain distribution for more than 8 hours

Originally, Life Network has set up freezing and room temperature storage bases in the north, Shanghai and Guangzhou. There are more than 200 normal temperature distribution service cities, and the warehouse area has exceeded 80,000 square meters. At the same time, the original life has carried on the practice and innovation to the mixed temperature distribution, with personal distribution equipped with professional standard cold storage (0-4 ℃) and cold storage (- 18 ℃) respectively according to the unique fresh-keeping needs of each commodity, providing full cold chain distribution for more than 8 hours to ensure that the products reach consumers in the most suitable environment.

In the request of the Central Economic work Conference at the end of last year, it was clearly stated that "it is necessary to reduce logistics costs and promote the reform of the circulation system." The lack of cold chain facilities and high cost is one of the shortcomings of the domestic logistics system, and some media call it "Mount Everest" in the logistics industry, which hinders the rapid development of the fresh e-commerce industry to a certain extent.