Capital "Cut Blood" &Nbsp; Online Supermarkets Have Aborted.

The online shopping industry shuffling whirlwind seems to be more and more vigorous, and is known as tradition. retail Online supermarket industry, which is integrated with online innovation, is also unscathed. A few days ago, the 1 store, which was just allied with WAL-MART, has been suspended as a "big warehouse" on the Internet supermarket. The lazy guy online supermarket, which has been in operation for more than 5 years, has also recently announced a temporary closure. A few months ago, the online supermarket of the United States and the United States had already died when it was less than half a year old. The online supermarket, such as Guangzhou's "buy food net" and Hangzhou "Tian Xian Liang", had launched a temporary reminder to suspend business for rectification.

Insiders pointed out that the scale is online. Supermarket The most fundamental cost advantages and competition advantage However, at present, most of the networks are short of scale, which means that they can not get venture capital and withdraw from the market.

Many online supermarkets are closed or suspended.

Stay indoors, light mouse, fresh fruits, vegetables, fish and shrimp to the door. In recent years, an online supermarket, which plays a major role in daily necessities, has sprung up in the otaku house. Miss Chen, a fashionable white-collar worker, said that because of busy work at ordinary times, it was usually second days in the morning, which could be received after work in the evening. Most of the rice, grain and oil were purchased in the online supermarket.

However, this online supermarket, which is known as the combination of traditional retail and online innovation, does not last long. A few days ago, a large warehouse online supermarket with the 1 shop was hanging out Announcements: the company "adjusts the system internally, and suspend the settlement function from now on". Previously, the big warehouse online supermarket has begun to contract business. It is reported that by the end of September, the office building of the big warehouse online supermarket has been empty.

There is also a lazy guy online supermarket with the big warehouse online supermarket. Reporters recently logged in the website to see that the front page has been released from the "temporary closure" notice, after which the website launched food, wine, cosmetics, health products and other channels have been booming for a while. The website customer service said that the product line will be adjusted in the coming months, but the restart time is not yet certain.

At the same time, the website is still in the "upgrade" state. It is reported that the online shopping mall is the first on-line e-commerce website in the domestic supermarket. But in July of this year, the online shopping mall, which opened half a year ago, declared "aborted". In addition, ten privately built online supermarkets in Guangzhou, such as shopping nets, good helpers, Tian Xian and Yi Wan, are either closed or changed to use by him, and distribution calls have become empty.

Ma Ruiguang, President of yma international consultancy company, said that the 2007~2010 year is the first historical stage of online supermarkets. The main feature is the small private capital (estimated at 200 thousand to 2 million). Because of the opportunity of the development of Internet e-commerce, after a few simple investigations, it hastily launched into battle, and has gained popularity in every place. However, due to lack of subsequent financial support, it suffered a failure.

Loss of venture capital in recent years

Not long ago, Li Kaifu, former president of China Google, talked about China's group buying network. He thought that the next 99% would die and some grassroots entrepreneurs would feel cold when they heard it.

Online supermarket integration of online and offline resources, though a good mode, may increase costs. Among them, the biggest input is logistics, and the net is mostly selling fresh products. Some large websites must also have a complete fresh distribution system such as cold storage and refrigerated trucks. In addition, as with physical stores, most of the gross profit of supermarket products is very low, and the distribution cost is high. Under such circumstances, the capital strength of online supermarkets will become the top priority in the development of enterprises.

According to one insider, even though the 1 super network of the foreign retail giant Walter has won a lot of "capital blood", it is still in the stage of burning money and has not yet entered the profit period. Therefore, for the online supermarket that has not yet formed enough hematopoietic function, the divestment of the parent company is bound to have a significant negative impact on the development of the enterprise. This is indeed true. The big warehouse online supermarket is well received by the industry at the beginning of its on-line operation. It has the background of the world's top 500 companies, the golden light group, and has opened the mode of combining online and offline. After a series of losses, the major shareholders feel that it is no longer necessary to continue to invest.

Peng Qiang, vice president of the Guangzhou business economic association, pointed out that at present, the net profit of domestic online shopping is only about 10% gross profit margin, and the net may be lower than that of the Internet, plus a huge amount of advertising, marketing and publicity expenses. For online shopping, the scale is the most fundamental competitive advantage. The decline of scale means that we can not get the VC, and if we fail to get the VC, we mean to withdraw from the market.

According to the latest analysis report released by Ai Rui, the most important reason for the online shopping market to enter the shuffling stage is the improvement of the threshold. The website will be closed down or acquired because of lack of resources. Ma Ruiguang also pointed out that the general downturn in global capital markets has exacerbated the cooling of the private placement market. Because the net super model itself has limited hematopoietic capacity, if the capital market is not good enough in the second half to next year, even if the net is ahead, it may also be faced with the risk of capital chain breakage, and the network shuffle will start on a large scale. {page_break}

Scale purchase and localization are all problems.

"Localization is a problem that all Internet Co and Internet models have to face after entering the Chinese market. The localwinners are born, local losers die, network super is no exception." Huang Weiqun, Secretary General of Guangdong Electronic Commerce Association, said that because of the limited radius of the distribution network, customers are mostly consumers in the surrounding communities and most of them are necessities of life. Therefore, there are regional differences. Whether the online supermarket can be localized or not, according to local conditions, is to meet the needs of local consumers.

On the other hand, like supermarkets in physical stores, online supermarkets also rely on scale procurement to make profits, but even if the first tier network is super, its business volume is still inferior to that of Huarun, Wanjia and other more than 3000 stores in the country. Peng Qiang pointed out that at present, the scale of the network is too small to be able to effectively obtain the continuous supply of vegetable varieties and quantities from the planting base or wholesalers. Therefore, unified purchase and marketing, multi-channel purchase and shipment can not be done, so that the price advantage of agricultural products can not be guaranteed, and customers can not be continuously attracted. In addition, he pointed out that most of the post-80s generation are accustomed to eating out. Many of them do not like cooking or do not cook at all, while most of the traditional vegetables are mostly housewives and retirees. They have plenty of time. Therefore, how to make characteristics attract young white-collar workers has become the key.

However, business experts say the biggest profit opportunity for online supermarkets is page click rate. In fact, the gross profit margin of supermarket products is very low. Online supermarkets can earn high advertising fees through high click rates.

Warehousing, logistics and distribution costs are high and difficult.

In addition to capital, scale and localization, the logistics distribution is also a big hurdle in the current stage. Compared to department stores, online supermarket sales are mostly fast moving consumer goods such as oil, salt, vinegar, and so on. Therefore, the demand for timeliness of logistics distribution is relatively high, and the cost of distribution is also large. Peng Qiang pointed out that the gross profit margin of fast market commodity is low, and the high cost of selling single products on the Internet will cause great pressure on businesses. He cited, for example, that the logistics cost of buying a computer by consumers such as Suning and other online shopping centers is not much different from the logistics cost of buying a toothpaste in the online supermarket, and toothpaste itself is a small profit product, which will cause great pressure on the distribution cost of the business. It is reported that Carrefour has opened online shopping in Beijing and other places, but only 500 yuan for distribution; and 500 yuan for shopping in supermarkets is enough to buy consumer goods for nearly a month, so most people will not spend so much on their own.

Huang Weiqun also pointed out that food products in supermarkets have higher requirements for temperature and storage environment. Due to the instability of orders, the daily supply and distribution of websites are difficult to calculate accurately. Especially in the initial stage of website operation, it is impossible to set up a complete fresh distribution system for cold storage and refrigerated vehicles under very limited funds. This can only sell a single agricultural product, but can not attract enough Internet users to join, which forms a vicious circle.

Expert opinion

Private brand will become a breakthrough in network operation

Reporter survey found that at present, the network can be divided into two major factions, one is "1 Department Store", "big warehouse", "sunny one" as the representative of the "network business department", the team behind them is more professional, but it must rely on WAL-MART, golden light group, Metro and other partners, and the other is the online supermarket of Century Lianhua, Lianmei, WAL-MART, Metro and other domestic and foreign supermarket giants.

"No matter what faction, vigorously develop private brand is an advantageous booster for e-commerce." Peng Qiang said that traditional suppliers rely heavily on traditional agency distribution channels such as physical supermarkets, and at the same time control their price system very strictly. In order to prevent "jumping goods", mainstream suppliers are often reluctant to give e-commerce websites a lower discount. Without enough low prices, online shopping has no advantage.

The development of private brand can not only alleviate this contradiction, but also differentiate itself from operation, form its own characteristics and attract a fixed user group. It is reported that in recent years, WAL-MART's "Hui Yi" and "Yi Jie", Huarun's Wanjia's "run home", 100 Jia's "thousand Yue", "super value card" and other private brands are developing very fast, and the product's unique gross profit is also high. Peng Qiang pointed out that most people think that fresh products require strong timeliness, poor preservation and transportation difficulties, and can not become a competitive weight for online supermarkets. "But precisely because of the scarcity of the market, if we can solve the problem of preservation and transportation, this business can be said to be the winning weapon of net super."