"The Trading Volume Of My Platform Has Increased Three Times": Fresh And Fierce, Cruel Electricity Supplier And Logistics Besieged City.

Technology war epidemic: the strength of platform economy nine

Since the second half of 2019, many fresh electric providers have been constantly in trouble. The emergence of an epidemic has brought a long history of spring in this industry - but there are no roads leading to Rome, and many roads leading to safe areas are tortuous. As a giant in the industry, the box horse fresh life has tried to break through and launch a right path in many aspects. For fresh platforms, how to stabilize the supply chain and meet the immediate needs of users is already a dark battle.

A purchase of more than 200 goods, courier brother driving special transportation, up and down the five trips to send this single. This is a "abnormal" order encountered by the box horse fresh life in Nantong, Jiangsu Province during the Spring Festival of 2020.

At that time, all Chinese people are experiencing the most deserted holiday since the founding of new China. There is a barometer of market consumption, which is known as shopping malls, department stores, restaurants and tourist attractions. During the peak period of this golden week's consumption, the turnover is no exception to the freezing point. Even if the electricity supplier is not affected by the new crown epidemic, the transaction is stagnant because of the obstruction of logistics.

"We expect growth in the three quarter will be negatively affected, that is to say, the growth rate will slow down, not to exclude a more substantial slowdown. The epidemic has great impact on the rookie, because the courier did not come back, the capacity was not enough, there was also a backlog of packages. In the first few days, only 10% of the transport capacity was less than twenty. In February 14th, Alibaba CFO Wu Wei disclosed the signal at the earnings call conference.

However, unlike traditional consumption patterns, fresh door-to-door electricity suppliers are surprisingly hot. As of February 23rd, the data released by the box, fresh fruit, daily delicious, American group buying vegetables and Ding Dong buying vegetables showed that during the Spring Festival and the epidemic period, the price per passenger was increased by at least 50% than usual, and some platform trading volume increased by more than three times.

"The improvement of customer unit price depends on the nature of customers' shopping and goods hoarding, and the large increase in order volume is not very practical in this special period." A fresh electric business interior leader calmly told the twenty-first Century economic report reporter that he paid more attention to the user's long-term consumption habits and behavior training.

Indeed, compared with clothing, 3C, mother and baby, medicine and other industries, fresh electricity providers are still in the initial stage, and the industry concentration is not high. Network economic data show that from 2013 to 2018, the penetration rate of fresh electricity suppliers was 0.36%, 0.59%, 1.29%, 2.02%, 2.97% and 3.8% respectively in the 6 years.

After the epidemic, will the user drop his cell phone to the vegetable market? This is undoubtedly an organic whole for the fresh electricity supplier industry. But opportunities are always left to those who are prepared.

Fresh demand increased by 70%

Fresh distribution during the epidemic has made great contributions to the whole society. With the increase of orders, the supply chain and transport capacity of enterprises have also been tested.

"In the past Spring Festival, because many people left the city in the new year, we didn't prepare too much stock. But because of the epidemic this year, the total demand has risen by about 70%. The total order volume is probably 9 of the total before the Spring Festival, but the price per order has increased by two times, which is equivalent to that we serve an order, which is three in peacetime. Hu Qiugen, general manager of the box office, told reporters in an interview with the economic news reporters in twenty-first Century that despite the full opening of the Spring Festival, stores still face employment pressure.

This is not an example. Ding Dong buys the vegetable official data to show, this platform big year thirty order quantity grows by the month last month to exceed 300%, the recent total order quantity increases approximately 80%, the guest unit price increases by about 70%. Sunning small store online orders grew by 650%; daily excellent fresh from New Year's Eve to new year's Eve, the actual transaction volume increased 350% compared to the same period last year; Jingdong fresh from New Year's Eve to early ninth sales increased 215% over the same period last year.

Wang Qi, deputy general manager of Suning Inn store operation center, told an economic news reporter in twenty-first Century that during the Spring Festival, the order for Su Ning vegetable farm to buy vegetables was three to five times the usual quantity. After the third day of the year, it had already increased the number of workers with suppliers and logistics.

However, due to tight supply and shortage of manpower, there is also a lack of capacity in online distribution. Since January 26th, the distribution of box horses in Shanghai has lagged behind. It is necessary to place orders for the dishes at 0 o'clock daily, and remind users to place orders at the nearest stores. The delivery time per day is also lagging behind. For fresh platforms, how to stabilize the supply chain and meet the immediate needs of users is already a dark battle.

Problems such as shortage of express personnel, shortage of stock management personnel, and obstruction of logistics have become a "stumbling block". This is a crisis as well as an opportunity. If fresh electricity suppliers can cultivate users' habits at this time, forming user stickiness, it will certainly promote the industry forward.

The core of fresh supply is supply chain. Hu Qiugen disclosed that the problem of upstream supply has been resolved. "From the periphery, the problem of unsalable agricultural products is being solved in a cooperative way. In February this year, we sold more than 1800 tons of unsalable agricultural products. After the end of the Spring Festival, we recalled a number of employees, and the capacity was restored to around 90%.

On the one hand, the boxes and horses have been linked to more suppliers through various governments and business committees, increasing procurement from agricultural bases and wholesale markets from all over the country, pushing core suppliers to work overtime or early work, increasing supply, especially the supply of vegetables and fresh meat, and making advance forecasts and locking prices. On the other hand, the box and horse alliance went into the upstream of the agricultural product chain, and put forward a solution of seafood aquaculture with the cooperation of Huangkang, wind vane, Jialong, Bai Ge, Chao Hing, Jilong Teng and other seafood enterprises.

In an interview with the economic news reporter twenty-first Century, Li Zhongwei, a business school network CEO, said that the online shopping habits of the Chinese people had already formed, but the fresh electricity providers did not meet expectations. From the circulation volume of wholesale markets in Jiangqiao, Shanghai and Beijing, the turnover of fresh platforms is still a very small part. "If it is a commercial form, it is indeed a very good consumption habit during the epidemic period. However, if there is a question of supply in the context of the whole society, there will be no shortage of supply. "

At the same time, the rapid development of the industry will attract more capital to enter the market in the future, and the oligarchy will come ahead of schedule.

Problems such as shortage of express personnel, shortage of stock management personnel, and obstruction of logistics have become a "stumbling block". - Gan Jun photo

One day finalized Sinopec

During the outbreak, demand for fresh food surged, and Sinopec, which constantly expanded its retail business, began selling vegetables. In February 14th, Hangzhou box and Sinopec joined hands to carry out convenient services. In Hangzhou, designated Sinopec gas station (the first 8, located near the pro orange, Longhu, canal and Xiasha shop), can buy fresh boxes of fresh horses, including fresh eggs, pork, vegetables, and beans.

"From the epidemic, we see more opportunities and increased cooperation in different industries. The cooperation with Sinopec has basically been decided for a day, and it has been talking about cooperation among members, but it has not been carried out. Now we find that the whole experience is good, and consumers are willing to pick up vegetables while they are filling up. This is worth promoting, and can enter normal cooperation later. " Hu Qiugen disclosed that consumers who did not have such a large demand on the line have now cultivated habits, which is the increment of demand; other new categories also have opportunities.

Data show that in 2020, new year's Eve to new year's Eve, Beijing, Shanghai, Guangzhou, Shenzhen, Xi'an, Chengdu, Chongqing, Ningbo, Suzhou and other cities have gradually added 13 fresh box stores. In addition, since last year, the box horse has launched the box office F2 for the office business circle, the box and horse market which sells the fruits and vegetables separately, the box mini, which is added to the box store, and the four innovative formats of the box office.

In half a year, mini has already set up 5 stores in Shanghai, and its revenue has continued to grow in 3 stores. "The epidemic will not affect the opening shop plan, but will open more stores this year. The four major new industries will start from Shanghai, and different requirements for each place will be adopted in different formats. Hu Qiugen said.

More platforms are also pouring into the fresh electricity business, and the last mile of shopping is also an absolute demand. Community based grid "vegetable market" is also a mode of O2O. It provides a solution for near-field retailing, which aims to get users with high frequency consumption. At the present stage, however, constrained by the threshold of supply chain, it is still a supplement to commercial form in the short term.

Especially in the three or four tier cities, the landing and sinking of fresh electric business will be more difficult than other categories. "The city is closed from the beginning of the new year, and the whole city has closed public transport, and then has begun to seal communities. Buying vegetables is particularly inconvenient, and there is no big fresh electric business in operation. Only some local supermarkets can publish their own small programs, so we can buy them online. Ms. Yang of Yichang, Hubei Province, complained to reporters that it was not convenient to buy vegetables and the life at home was affected.

At present, there are not many boxes and horses born in three or four cities. Even though the number of Suning stores has exceeded 5000 in the whole country, Bao Junwei, assistant president of Suning group, has revealed that the layout of the vegetable market will still be concentrated in the first tier cities and provincial capital cities, and will not move towards the three or four tier cities for the time being.

Hu Qiugen believes that there must be some demand in these cities, but it is necessary to find a more suitable business mode. Only when the cost structure meets the demand, will the layout be arranged. "More suitable formats are still being explored. It's not necessarily a big store. He said.

"Ecological labor"

From the supply chain to the scene, the core of fresh electric business layout still needs to return to distribution. "During the Spring Festival, orders have surged to unthinkable. Today, there are more than more than 100 orders per day, and more than 160 orders were distributed at most yesterday. From the point of view of income, the salary may exceed three thousand yuan this month. Not long ago, Ding Dong bought a dish. A delivery man told the twenty-first Century business reporter that he needed to deliver it to eight or nine p.m. every day.

In the special period, it is obviously not enough to rely on peacetime reserves. This is also an important reason why fresh electricity providers can not drop into the three or four tier cities. Flexible employment patterns may be widely adopted in the future.

In February 3rd, it announced the joint well-known restaurant brand, Yun Hai cuisine, youth restaurant, etc., to solve the problem of the income of the waiting staff in the catering industry at the present stage, alleviate the cost pressure of the catering enterprises, and challenge the shortage of manpower in the business super life consumption industry. Subsequently, 1919, mass travel and other enterprises are also involved, a total of 30 thousand open positions, box Ma hopes to fill the gap of the delivery end, to deal with the backlog of orders.

This new practice may bring new development ideas to some platform economies, and may also change part of the social management mode. "After announcing the initial cooperation of two restaurants, the telephone of our responsible person was blown up. Many catering businesses have the desire to cooperate. " Hu Qiugen disclosed that the box office would pay the remuneration to the human resources supplier, and then pay it to the cooperative enterprise by the human resources supplier, and then pay it to his employees. Whether the future will be long-term cooperation is still further explored.

Following the box office, a number of enterprises and many governments have launched the policy of "sharing employment". This seemingly seemingly interrelated and self help behavior is behind the employment mode innovation under supply and demand gap. Chen, who is the head of human resources at the box office, was more willing to call it "eco employment" when interviewed by the economic news reporters in twenty-first Century. "We also have our own crowdsourcing transport platform, and some of the riders outside will use this platform. So I think it's a symbiotic and win-win situation. She said.

She also revealed that during the Spring Festival and the epidemic period, the products of the box were not raised, but the supply chain and delivery costs were increasing. The manpower cost in the future is not just about the salary of employees, but also the improvement of technology and efficiency. "In the future, we will constantly adjust and make the best development plan through data system technology, including consumer demand and transport capacity research. Let cost management achieve a maximization of value.

Although the problem of supply chain and capacity can be solved by special means. However, the short board of fresh electric business is still a logistics problem. Logistics innovation has not covered the cost. The strategy of relying solely on human resources is not the ultimate solution.

"Buying vegetables is a very large system engineering. From supply chain to warehousing, to order and delivery, a single piece will eventually collapse, and there is no obvious short board in every link. Fresh electricity business has been lagging behind, or because there is no way to cover the cost of logistics. Hu Qiugen further pointed out that fresh vegetables are low priced customers. If you buy 2 yuan of vegetables and freight costs 5 yuan, the market will not develop.

For ordinary consumers, instant delivery and quality are indispensable. In an interview with the economic news reporters in twenty-first Century, Hao Zhiwei, a senior business observer, said that the epidemic can be said to be a big competition for fresh electricity suppliers, and all those who can exert their strength are making efforts. But whether we can form user habits, we need to observe how many users remain. "Distribution can be solved by external force at present, but the freshness and diversification of the selected products, the cold chain storage and storage management have been done well, which is to save users' bonus points." He said.

In the special period, we can really wait until spring comes when we practice good internal strength.

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