With the continuous rapid growth of my country’s national economy for more than 40 years, the consumption power of the majority of residents is increasing day by day, and the ever-increasing dining table and refrigerator are the best achievements in these years. Embodiment one. 2020 is a crucial year for my country to completely eradicate poverty and realize a well-off society in an all-round way. The whole country is working hard to achieve this goal from top to bottom, and the field of living consumption will also be one of the priorities.
The size of the fresh retail market
my country’s fresh food retail market is about 15,000 to 200 billion yuan. Among them, the proportion of fresh food e-commerce accounts for about 8-10%, that is, 120-200 billion yuan. With the rapid development of the new retail trend, this part of the proportion is still growing rapidly. This kind of marketing channel will eventually directly distribute products to C-end customers to complete the sales of the industry scale, which will account for about half of the total market size, namely 800-1000 billion yuan, of which the logistics performance part of the expenditure is estimated at 10%(currently 15-20%), there will also be a scale of 80-100 billion yuan, it is worthwhile to start layout development from now.
The development history of the fresh retail market
At this stage, my country is experiencing the fourth industrial revolution, which is the so-called new retail era. New retail is to rely on broadband Internet, big data analysis, and mobile payment to deliver interactive transactions that must be completed at the same time in the traditional retail process. This kind of label will push the corresponding product information to consumers more targeted, so as to achieve sales more accurately, efficiently and at a low cost. The role of the logistics industry in new retail is to complete the delivery of products. The logistics sub-industry of the fresh cold chain has developed with the development of fresh food e-commerce. Fresh food e-commerce has gone through three stages of development and has now entered the era of new retail.
In the first stage, a single cold storage warehouse provides the surrounding consumers with corresponding fresh products, mainly fruits, to satisfy consumers’ desire for freshness and freshness. And gift-giving needs are the main service objects. Because there is no socialized third-party service, logistics and distribution are self-built teams of merchants, basically covering the same city, and the logistics service radius is less than 100 kilometers.
In the second stage, merchants will expand to cities in different regions across the country. The corresponding logistics system will also be expanded. Parallel warehouses will be established in different cities. The service to consumers in the warehouse is limited by the balance between cold chain insulation and cost. The service radius is up to 300 kilometers. In addition to fruits, a large number of commodities such as meat, poultry, eggs, vegetables, rice, noodles, grains and oil have been introduced, and the dining table of urban consumers is the main one Service targets and realized regional marketing based on IP address positioning. Third-party logistics companies have begun to enter the cold chain business and become a supplement to merchants’ self-built logistics.
The third stage, combined with the large-scale promotion of the mobile Internet and accurate push based on geographic location information, businesses began to provide information based on the location of customers and consumption habits in large cities Precise marketing and fast fulfillment response. The logistics system relies on the many front warehouses in the city to store goods in advance to achieve the service standard of hourly delivery after receiving the order. This stage is also the stage of new retail that is generally referred to now. Various new business formats and new models continue to emerge and iterate rapidly. Merchants’ self-built logistics have begun to carry out social services. More third-party logistics companies have also taken a fancy to the fresh cold chain market to join the competition, and the battle is unprecedentedly fierce.
No matter whether fresh food e-commerce or fresh fresh retail, its essence is still retail, but it is retail using a new generation of marketing tools, so it’s still To follow the basic laws of commercial value, to meet the needs of consumers as the most basic starting point for all designs.
Cold chain demand characteristics of fresh products
Fresh consumption is a consumption that everyone must make. Specific to a certain consumption, it is very likely to produce temporary impulsive consumption behavior, but from it In the long run, this is a highly planned consumption.
is limited by consumers’ requirements for the quality of food ingredients and the restrictions on refrigeration and freezing conditions at home, there will be almost no significant stocking consumption, most of them are instant or two or three The daily consumer demand is the main demand for procurement, which is high-frequency and small-batch procurement consumption, which means that new fresh retailers are competing in a stock market.
With the rapid development of new fresh retail in recent years, the original traditional fresh retail businesses are being quickly eliminated or they have joined the new retail wave. , The urban fresh food market structure has been broken, fresh fresh retailers can no longer obtain the rapid market expansion brought about by the withdrawal of traditional merchants, and competition has begun to enter a fierce stage.
At the same time, more and more capital giants have taken a fancy The entry of the wheel is not only for fresh new retail and fresh food logistics, but also the input of the entire supply chain from the origin of agricultural production to the trunk and branch line transportation and logistics, as well as its own independent flow entrance and retail channels.
The current fresh new retail has begun to enter a new stage of full supply chain competition. It may be said that it is the fourth stage of fresh new retail.
Fresh products have a large variety of categories, low standardization, short shelf life, prone to corruption, distant spatial displacement of origin and sales, seasonal production and annual sales The time shift, and the mature time point and yield are greatly affected by weather, diseases and insect pests, etc. The cold chain has become one of the most important means to solve the above problems.
The cold chain refers to the whole process of circulation in which the product is always kept in its suitable storage temperature environment. The specific links include pre-cooling at the place of production, cold storage at the place of production, and regional Central warehouse cold storage/allocation, front warehouse cold storage and order package assembly, trunk/branch line transportation, urban distribution, terminal distribution, etc. Combining different commodities, the cold chain can be divided into the cold chain of agricultural products, the cold chain of animal products, the cold chain of sea/aquatic products, the cold chain of dairy products, the cold chain of chocolate candy, the cold chain of alcohol, the cold chain of baked cakes, etc. .
is specific to the cold chain of fresh house distribution. It has coexistence and co-transport in multiple temperature zones, tight space in each link, strong operation timeliness, high accuracy rate, and short fulfillment radius , The characteristics of high packaging ratio, strict hygiene requirements, and large peak-to-valley difference.