JD.com makes efforts in fresh e-commerce market

Our reporter Zhu Wei reported: with the acceleration of the upgrading of food consumption, the fresh market is becoming a battleground for e-commerce giants. Recently, JingDong Fresh launched a series of activities to "look for fresh all over the world" and signed strategic agreements with a number of overseas brands to provide domestic consumers with safe, healthy and one-stop fresh ingredients by exploring the origin of the world's major high-quality fresh foods.

According to the research report of Analysys think tank, the domestic fresh market has expanded year by year in recent years, and the scale of fresh e-commerce market is expected to exceed 140 billion yuan. Source control will be one of the development trends of fresh e-commerce in the future.

Wang Xiaosong, vice president of JD.com Group and president of JD.com Mall's fresh business department, said that proceeding from consumer demand, JingDong Fresh has specially set up a team of about 200 domestic and international "buyers" to strictly evaluate the entry merchants and conduct strict screening through pre-qualification verification, supplier credit record research, on-the-spot inspection, multi-dimensional review and other means to ensure the quality and safety of fresh food from the source.

In this regard, JingDong Fresh White Shrimp Purchasing team Zhang Yan deeply impressed: "the global search for 'shrimp' process needs to be very 'distracted', always from the standpoint of consumers to ask themselves." In order to find high-quality white shrimp, Zhang and his team flew to the United States, Indonesia, New Zealand, France and other large shrimp-producing countries to conduct field research.

For a long time, warehousing and cold chain logistics have been pain points for fresh e-commerce. "due to the high requirements for temperature and storage, no matter how high-quality fresh food is, it is inseparable from the 'last kilometer' of distribution, which directly determines the online shopping experience of consumers." Mo Daiqing, a senior researcher at the China Electronic Commerce Research Center, said that self-built logistics has its own supporting warehouses and self-established standards, which can effectively solve the problem of fresh food distribution, but because the cost is too high, there are few e-commerce involved.

According to reports, in order to break through the "last kilometer" of fresh food distribution, JD.com will invest 10 billion yuan in three years to build a cold chain logistics network, establish a collaborative warehouse of origin, cross-border bonded fresh storage, and so on, so as to maximize the supply chain of transnational fresh goods and reduce intermediate links.

The origin collaborative warehouse is based on the standardized operation capacity and information system processing capacity of JD.com, merging the warehousing functions of partners with JD.com warehousing functions, and then into the operation of JD.com 's entire sorting and distribution system. To put it simply, it is to build JD.com 's warehouse directly to the orchards, sorting centers or warehouses of large partners, so as to facilitate the transportation and processing of products as soon as they are offline, so as to provide consumers with a faster and safer shopping experience.

Mo Daiqing believes that if fresh e-commerce companies want to break through the competition, product standardization is an unavoidable direction. In this regard, Wang Xiaosong said in an interview with our reporter that JD.com 's self-management model is easier to achieve standardization than the platform model. At present, two categories of products of fruits and vegetables have been standardized. In the future, JingDong Fresh will continue to provide consumers with high-quality and safe products through standardized process management, from normative planting, scientific sorting, quality storage and other links.